Власна торговельна марка як основа створення конкурентних переваг українського ритейлу

Abstract

Надано характеристику власної торговельної марки як ефективного інструменту зміцнення лояльності покупців і створення конкурентних переваг торговельного підприємства. Відзначено практичний досвід європейських ритейлів. Визначено роль власних торговельних марок у діяльності українських торговельних мереж.

The authors of the article characterize the peculiarities of the creation and formation of private label; the development of private label in economic practice of American and European companies, and the level of private label of Ukrainian retails. Along with the intense growth of Ukrainian retail occurs qualitative change of retail trade structure. In particular, retail networks successfully displace independent stores. In the conditions of tough competition and customer awareness, private label of retail networks is an effective tool for sales promotional merchandising. Retailers, introducing in its range of products under private label, pose a different goal: the desire to diversify supply, increase sales volumes to establish dumping prices and create the image store with low prices. Private label is becoming an effective tool able to strengthen the buyers’ loyalty, provide them with exclusive products, create certain competitive preferences, and, in the result, increase commercial networks’ profit. Private label of retail stores have significantly changed for the recent years. Having improved their commodities, retail networks made them acceptable for large consumer groups. Most of the buyers all over the world believe their private label in supermarkets to be a good alternative to other brands. Social aspect of purchasing behavior has changed. Earlier the goods under their private label of commercial networks were designed for low-income people. The development of private label is nowadays an important competitive preference of retail networks. At the same time, the complex of measures on the implementation and managing private label is much wider and more difficult than a simple change of the assortment of traditional brands to the goods of own trademarks. The success of marketing goods of private label of retail networks is to be provided with the construction of more effective technological, logistic and marketing schemes than the schemes of brand goods’ producers.