Assignment 5. Contemporary Issues In Integrated Marketing Communication (imc)

NameUniversityCourseTutorDateArticle ReviewJohanson , U Burt , S . 2004 , Buying of Private Brands and Manufacture of Brands in Grocery Retailing , Journal of Marketing Management , Vol 20 , pp . 799- 824 Johanson and Burt article provides an analysis on recent decades trend of individual(a) denominate brands in European retail outlets - the trend is alike gaining grounds in North America . The authors are specifically concerned in finding similarities and differences of purchasing processes of private brands verses those owned by independent manufacturers . Private brands are hereby taken to stand for good , usually foodstuffs that bear retailers name . Johanson and Burt set shoot find that initial introduction of these brands into retailers shelves was marked with low expression and low prices . However , continued trad e of these products has gradually been companied by improved quality to an extent of private brands becoming distinguish of mainstream retailing business .

For instance private brands constitute of 40-50 pot of merchandise sold in British retail outlets (Johanson Burt 2000 . This is in consideration that competitive pressure in retailing perseverance has sent participants out looking for ways to increase servicing margins . Private brands have also been mentioned as sources of more theoretical account of merchandise and wherefore consumer choice at respective outlets (Bass reaper binder 2008 Players in t he industry have therefore embarked on compe! ting on the provision of low priced private brands , as puff up as increasing these brands loyalty in their already existing client baseThe purchasing of own private brands comes with greater responsibilities on companies and therefore complicate...If you want to get a full essay, graze it on our website: OrderCustomPaper.com

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