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Study of the brands of the distributers: national and international situation

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  1. Introduction
  2. Changes in the luxury sector
  3. The luxury of exclusive and accessibility
  4. Origin and history - Luxury
    1. History of luxury
    2. Product specifications of Luxury
    3. A perfect product
    4. Attractive packaging
    5. A strategic price
    6. A distribution study
  5. An elitist voluntary communication
  6. The causes of this change include the following - democratization of the sector
    1. The financial causes
    2. The sociological causes
    3. The causes related to innovation
  7. The paradoxes through the 4Ps
    1. Price Paradox
    2. Product Paradox
    3. Paradox of distribution
    4. communication paradox
  8. Luxury in the 21st Century
  9. The exclusive luxury of the People
  10. The new luxury
  11. Focus on the brand
    1. Presentation
    2. All attributes
    3. All benefits
    4. The set of values
    5. A culture
    6. A personality
    7. A user profile
  12. The luxury brand
  13. The dangers
    1. The first danger comes from consumer products
    2. The second danger comes from the proximity between the management of luxury and the mass distribution
    3. The third and last danger for the overexposure and trivialization of luxury
  14. The evolution of marketing strategies of luxury
  15. Tools
    1. The extension of the range, the variation
    2. The line extension, diversification
    3. From co-branding to masstige
    4. The accessorization of luxury
  16. Marketing Mix
    1. The product
    2. The price
    3. Distribution
    4. Communication
  17. Internet and luxury
  18. Investing networks of influence
    1. internet: luxury and affinity
  19. Consumer expectations
  20. The Internet media at a glance
    1. Internet is
  21. Investments of luxury growing on the web
  22. Internet users in the high income group
  23. Luxury and the internet
  24. Rules to follow
  25. Understanding social media
  26. Differences in methods of traditional Media
  27. Writing for social media
  28. According to the Social Media Guide, to be forceful with social media, you must
  29. Types of Social Media
    1. Social networks
  30. The value of social networks for luxury brands
  31. Major social networks
    1. Facebook
    2. LinkedIn
    3. Service
    4. MySpace
  32. Facebook, the first social network
  33. Attracting fans on my Facebook page
  34. Communities of content
  35. The main communities
    1. Sharing
    2. Share videos and photos
    3. Document sharing
  36. YouTube, one of the most visited of the world
    1. Example Campaign
    2. The microblogs
  37. A few statistics
  38. Here are some examples of what he can do on Twitter
  39. Luxury brands increasingly present on twitter
  40. Blogs, the new mouthpiece of luxury
  41. Which blogs are targeted?
  42. Blogs: often the source of a buzz
  43. What is the buzz
  44. What is the trash attitude?
    1. The trash today
    2. Trash and luxury
  45. A new approach, glam trash
  46. The example of the glam-trash of the Louis Vuitton
  47. Measure the effectiveness of its campaign
  48. Follow the buzz
  49. How to measure the phenomenon of buzz?
    1. Google Alerts
    2. Google Blogsearch
    3. Google trends
    4. Wikio
    5. Technorati
    6. twirus.com
    7. MonitorThis
    8. Samepoint
  50. Social Mention (Alerts and Social Mention)
    1. whostalkin.com
    2. TweetScan (and email alerts Twitter)
    3. Tweetbeep
  51. Twitrratr
    1. Twitter Search
  52. ROI measurement of the commitment of my brand in social media
  53. The measure of progress
  54. Application on Twitter
  55. Measurement tools from the Social Media Guide
  56. Measurement tools of engagement
  57. Illustration: Louis Vuitton BITCH
  58. Analyze
  59. The perfume market
  60. Competition
  61. SWOT
  62. Aims
  63. Targets
  64. Positioning
  65. The 4 Ps
  66. Budget Analysis
  67. Conclusion

To sum up the competition between National and Global Brands against Private Label Brands is not really easy but these trends exist. The first one is the Private Labels experiment, such a raise in term of turnover all over the world. And especially in Europe, with market share of 23% in value, the own label sales grew by 5% compared to a year ago. The main reason for this trend in the old continent is the retailer's concentration.

An interesting point is that it seems, finally, that the customer doesn't just reach the lowest price. Most of categories which show lower prices, compared to branded products, are household products, beauty products. However Private Label Brands don't manage to increase their market shares in this kind of goods. This is because there is a vast ?implication? of the client in these categories and strong players as P&G, Unilever and L'Oreal

The Jacob-Dutreil law is going to change the face of the trade distribution in France. This study tried to analyse one the possibilities where Private Label Brands want to put their ranges up (launch a new kind of PL with better quality), able to challenge middle range products. This is exactly what TESCO did in UK.

The law of 15 May 2001 on New Economic Regulations (NRE) precisely defines the label (MDD) in Article 62 "is considered to be a product sold under private label, the product whose characteristics were defined by the company or group of companies that provide retail and is the owner of the brand under which it is sold."

It is therefore brand owned by a commercial retail, or more precisely, for a product line exclusively distributed by it or under its control. For example, Carrefour's private label products are brand Carrefour, Reflets de France and a number. To Leclerc, one can quote or reference marks Eco +.

When they emerged, the MDD were primarily designed to satisfy the consumer seeking essentially a good price-quality (usually 30%cheaper than national brand) and improve the margins of distributors. Today, the distributor is no longer content to put his name on the products ordered to a producer, but sees its brand into a true marketing approach.

Thus, MDD is the result of a partnership between the industry sub-contractor and the merchant. It is a growth driver, or a niche for the first partner, has detailed knowledge of the consumer by the distributor, which directly affects the manufacturer. The dialogue between the partners is a pre -requisite for success, as responsiveness, adaptability and innovation. These characteristics explain that many small and medium enterprises contribute to the success of brands.

Previously, in the basic range of a hypermarket or supermarket, private labels were almost negligible. Today, the burden of MDD in the sales of a brand represents between 20% (Cora) and more than33% (Intermarché).

The MDD play a major role in distribution. It is a strategic weapon that beyond the fact that it reconciled the players in the supermarket with SMEs and even some small producers, has mainly contributed to advance their negotiating power with national and global brands.

Tags: brand study, international and national situation, MDD

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