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With consumer focus on value and customers wanting to drive differentiation, there has never been a bigger opportunity for private label brands. But with opportunity comes new expectations most private label manufacturers have never faced. Demand for insights, true innovation, first to market product ideas and category leadership from private label manufacturers.
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ManufacturersMarketersINTO
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Need To Identify What Is Keeping You Up At Night And Overcome The Barriers
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Marketers say they need to develop more compelling and fact-based customer sell-in presentations
Source: Barkley FMS Survey
74%
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Marketers say they need to better understand consumer insights and needs
Source: Barkley FMS Survey
82%
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Marketers say they need to better define their positioning to create a more unique and compelling proposition
Source: Barkley FMS Survey
86%
First, How To Overcome The Reactions To
Today’s Category &
Product Reviews7
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Companies Must Provide More...
RationalizationJustification
For Every Recommendation
Second, Re-define
Your Private Label Strategy
In Today’s Terms
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Cheap Crap Copy Cat Crap
It Was Easier When Private Label Stood For...
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These Brands Are Building Trust & ConfidenceWITH THEIR PRIVATE LABEL!!!!!
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Consumers Are
NOTICINGMore Private Label On Self
Acceptable QualitySuperior Savings
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Buyers Are
NOTICINGGreater LoyaltyGreater Profits
Private Label Buyers Want To Be
FIRSTwith innovation
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‣ STAKE your claim
‣ FIND your soul mates
‣ Be DISRUPTIVE
‣ CELEBRATE Resourcefulness
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Barkley’s belief:
Stake Your Claim
‣ Identifies where to focus resources‣ Customers‣ Product segments‣ Marketplace overview
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YouAre Here
You Need To Be Here
Cannot Determine Where To Go Unless
You Know Where You Are
‣ Plot key customer metrics to prioritize customer opportunities.
‣ Goal is to identify 4 customer clusters:‣ Tier 1: Strategic investment - forward thinking; dedicated customer teams; proprietary solutions and innovation‣ Tier 2: Focused growth - sales force invests time vs customer teams; service oriented; tool box to solutions and innovation‣ Tier 3: Manage for profit - maintenance service to maintain sales
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0 10 20 30 40 50 60 70 80 90 100Sales
Gro
wth
Customer 4
Customer 1
Customer II
Customer IV
Customer I
Customer B
Customer A
Customer V
Customer III
Customer 3
Customer 2
Customer C
1. Conduct A Customer Analysis
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Category Attractiveness
Bra
nd A
ttrac
tiven
ess
Product Segment 4
Product Segment 1
Product Segment II
Product Segment IV
Product Segment I
Product Segment B
Product Segment A
Product Segment V
Product Segment III
Product Segment 3
Product Segment 2
Product Segment C
Maintain Position Aggressive Growth
Minimize Support Assess Potential(Change the Game)
‣ Plot key customer metrics to prioritize your product segments within your portfolio.
‣ Goal is to identify where to invest resources vs where to manage for profits
2. Conduct A Portfolio Analysis
Brand C
Brand A
Attribute
Brand B
Your Brand
Attribute
Attribute
Attribute
Attribute
Attribute
Attribute
3. Develop A Perceptual Map‣ Plot the brands within each product
segment with the attributes they own.
‣ Identify opportunities within each product segment for growth.
‣ Allows you to have frank conversations with customers on what brands have the strength to be in the set.
Attribute
Brand D
Find Your Soul Mate
‣ Identify the consumer segments within the category‣ Attitudinal beliefs‣ Product segment usage‣ Brand usage‣ Consumption dollars and lbs.
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Important Emotional Elements
Prod Seg #1
Prod Seg #2
Prod Seg #3
Prod Seg #4
Prod Seg #5
6%
2%
2%
0%
-8%
GapBeta All Others
Product segment usage
Important Characteristics
B
A
DemographicsBeta
All Others Gap
Average Age:Female: Household Income:Have Children:Work Part-timeEthnicity:
Important Functional Elements
OverviewDescription of consumer segment
Occasion Characteristics
Consumer Segment Consumer Segment Consumer Segment
Product Segment
Product Segment
Product Segment
Product Segment
Map Ownership Of Consumer Segments By Product Segment And Brand
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Your Brand
Competitor YCompetitor X
Competitor Y
Provides...‣ Consumer segments
‣ Consumer need states
‣ Product segment usage by segment and need state
‣ Brand/product usage by segment and need state
‣ Size of price by segment and need state
‣ Brand perceptual maps for each product segment
‣ Factors motivating purchase by product segment
‣ Etc.
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Be Disruptive
‣ Insights drive true break through solutions with customers and consumers
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Consumer Data Allows You To Write A
Clear & Focused 3-Year Brand Strategy
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Ultimately Allowing Your Company To...
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1. Become A Category Expert
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Category Expert ‣ Knowledge of facts and data for:‣ Brand‣ Category‣ Competition‣ Customers‣ The Customers Competition
‣ Able to gather data and facts to review and make recommendations
‣ Close ties to individual(s) and your Brand that helps you get things done
Re-Define Your Role With Customers
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Fact Based Selling
Relationship Selling
Re-Define Your Role With Customers
Category Captain ‣ Everything in Category Consultant and…
‣ Partnership with Customer on Category Decisions
‣ Plan-o-Gram Leadership
‣ Able to find ‘INSIGHTS’ and Communicate with Compelling Selling Stories
‣ Play Teacher/Mentor/Expert Role with Customer
Category Consultant
Step 1: Determine consumer needs for the category
Step 2: Determine the products that meet the consumer need
Step 3: Determine the consumer purchase hierarchy
Step 4: Develop the category structure with shopper insight
Category Definition Process
More Trusted Voice Since You Have the Customers
Best Interest At Heart
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Translate Insights Into Dynamic Selling Stories
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2. Guides Your Product Portfolio
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Identifies A Product Hierarchy
What makes it different?
Why should the consumer care?
Why should the consumer believe?
Differentiation(Limits price sensivtivity)
Relevance(Benefits to particular users)
FTLQ(Familararity, Trust, Leadership, Quality)
3. Drive NPD
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Disciplined NPD Process
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Identify Business
Opportunities
Facilitate Ideation
Filter & Refine
Concepts
Validate Concepts
CommercializationOf
Concept
‣ Build upon an understanding of the:‣ Consumer segment insights‣ Consumer need sate‣ Size of prize opportunity
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BrainGame NPD Ideation Workshop
Celebrate Resourcefulness
‣ More focused investment dollars.
‣ Work more efficiently and effectively.
‣ Extend your impact beyond your budget.
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‣ STAKE your claim
‣ FIND your soul mates
‣ Be DISRUPTIVE
‣ CELEBRATE Resourcefulness
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Barkley’s belief:
