PLMA continues its popular Lunch & Learn series on February 23 with a look at store brand innovation and marketing and what it means for the industry, manufacturers and retailers.
Titled “The Private Label Advantage (Ready, Set, GO!)” the session will be presented by Gary Stibel of The New England Consulting Group. He will share the strategies and tactics national brands have been using for decades to maintain their leadership over private label.
"Retailers and suppliers have done an excellent job improving product quality; some national brands are even benchmarking and reverse engineering store brands," says Stibel. "Ditto innovative packaging, which repositions some brands as old and irrelevant. And also in competitive pricing, with best-in-class premium lines and the superb execution of good, better, best tiers.”
“Now, in these inflationary times we have a rare opportunity to seize the moment and pave the last mile with great marketing," he added.
"We'll explore how those executions can be used by the private brand community to turn the tables. We are on our marks. We just need to go and go quickly because this favorable environment won't last forever."
This is PLMA’s third 2023 Lunch & Learn session. The first was held on January 26 and focused on growing private label sales and hosted by Kyle Patterson, Senior Vice President of Daymon. The session was held February 2 with a review of store brand sales from 2022 by MaryEllen Lynch of IRI.
Lunch & Learn sessions are conducted online for 60 minutes starting at 12:30 PM EDT. The professional development program is complimentary for all PLMA member manufacturers, brokers, and suppliers as well as for retailers and wholesalers.
To register for any session, please click here or please contact Julia Meehan at education@plma.com for more information.