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May, 1 2004 | Study: Store Brand Pricing May Need Fine-Tuning

Contact:
Jessica Reiter º reiterj@cannondaleassoc.com º 203-834-2800

Source:
Shelby Report

Retailers may be cutting their private label product prices lower than they have to, according to a new study by Cannondale Associates, a sales and marketing management consulting firm with offices in Wilton, Conn., and Evanston, Ill. And manufacturer input may be key to putting prices at a more profitable level.

The recently published study, Category Management and Consumer Marketing at Retail (CMAR), found that many retailers have difficulty quantifying the category impact of reduced price gaps. Butthose who have have found that they were leaving money on the table with their overly aggressive store brand pricing.

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