7. Different types of own brand (McGoldrick, 2002) Retailer name brand Tesco, H&M, Monsoon, Mothercare Store sub-brand usually targeted at a specific market segment. Sainsbury Taste the Difference Tesco Finest John Lewis JFW Generic brand usually targeted at price conscious segment Tesco Value Exclusive brand Tu (Sainsbury’s) George (ASDA) Exclusive designer brand in some situations a manufacturer brand is provided exclusively by a retailer Debenhams and Jasper Conran, Sainsbury and Conran cookware.
8. Penetration of own brand in grocery retailing Product category Percentage share Dry grocery 36.1 Dairy 65.4 Delicatessen 85.4 Frozen foods 48.6 Bakery 64.4 Confectionery 15.5 Petfood and pet care 19.6
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Editor's Notes
Retailer name brand Store sub-brand - usually targeted at a specific market segment. Generic brand - usually targeted at price conscious segment Exclusive brand Exclusive designer brand - in some situations a manufacturer brand is provided exclusively by a retailer
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