| Introduction | | | | names fail to appeal to the masses because they are |
| Private label brands are quickly becoming a force to | | | | too complicated or are derived from other languages. |
| reckon with in the business environment. Statistics | | | | This name only has three vowels in order to make it |
| indicate that close to eighty three percent of | | | | easy to pronounce even for young children who are |
| consumers have purchased store label products. | | | | just learning how to speak. Furthermore, the name is |
| Private labels have grown substantially and their rate | | | | very catchy. It rings in the mind and it is likely that |
| of growth is not even comparable to the national | | | | clients will remember it as soon as they hear about it. |
| brands. Shoppers are now turning to private labels | | | | The new private label product line will offer certain |
| because the country's economy has pushed them | | | | aspects that cannot be found in other brands. For |
| there. The essay shall examine the introduction of a | | | | instance, the packaging will be quite different from |
| new line of product labels tailored to meet competition | | | | what others in the industry offer. While competitors |
| from branded goods. (Granato, 2008) | | | | normally display images of the cooked product on the |
| Why this category was chosen for creation of the | | | | package, this product line will have images of healthy |
| private label | | | | looking individuals on the packing; there will be a male |
| The category chosen for the private label is the | | | | gym instructor holding some weights on his hand and |
| frozen food category. However, it is not just the | | | | there will also be a female gym instructor doing some |
| frozen foods in general, but low calorie frozen foods. | | | | sit ups. This catchy image will attract clients especially |
| There are a number of stores that offer private labels | | | | because most of them may not necessarily associate |
| for frozen foods, nonetheless, none of them offer | | | | frozen foods with healthy living. |
| private labels on low fat foods. This is an item that has | | | | What the consumer gains by purchasing this private |
| the potential to change performance within the store | | | | label item |
| because statistics indicate that frozen food private | | | | The consumer stands to improve his health by |
| labels generally yield good results. For instance, in the | | | | purchasing the frozen food items. Every serving will |
| year 2007, supermarkets and other chain stores | | | | only have a minimum of four point five grams of fat. |
| recorded a whooping three point seven billion in | | | | This is a very low amount of fat compared to other |
| revenue as a result of frozen food sales. This was an | | | | similar frozen food items. The product line will consist |
| increase from the previous year's results thus indicating | | | | of the following items |
| that similar results may be recorded this year. If the | | | | - Broccoli Beef |
| store under consideration taps into this market, then | | | | - Meatloaf |
| chances are that they will receive a positive response | | | | - Ginger chicken |
| from the overall market. | | | | - Chicken Pasta |
| Americans are continuously becoming health | | | | Many clients are particularly interested in these items. |
| conscious. Most of them have become very selective | | | | Most of them want to enjoy the taste of these items |
| about the kind of products they consume. Therefore, | | | | but are afraid of gaining excess weight. The product |
| making low-calorie items a priority in the store is likely | | | | allows them to enjoy the taste of these items without |
| to yield results because it will be solving a specific | | | | having to worry about their weight. |
| need in the market; the need to minimize weight gain. | | | | What the store gains by being successful in developing |
| Ways in which the private label product could create | | | | a private label business |
| greater value for customers than competing | | | | Establishing a store brand accords businesses the |
| manufacturer's brand | | | | opportunity of establishing trust between the store and |
| Offering private labels for low calorie frozen foods will | | | | the client. This is because the client can readily identify |
| create value for customers than manufacturer's brand | | | | the group responsible for branding the product. |
| because the product line will be custom made for this | | | | Additionally, businesses get the chance of making |
| very purpose. Unlike other manufacturers who simply | | | | repeat sales through this approach. This is because |
| market frozen food as tasty buys, this product line will | | | | clients will always associate the product directly with |
| be emphasizing the issue of healthy living. Competing | | | | the specific store. Furthermore, a particular business |
| manufacturer's brands mostly consider frozen foods | | | | can distinguish and differentiate themselves from other |
| as fattening items and most of them have not | | | | competitors in the market place. (Boyle, 2007) |
| bothered marketing this product as a healthy one. | | | | Statistics indicate that some brands have become a |
| (Boyle, 2007) | | | | force to reckon with in the retail sector. In the year |
| The product line will offer more value to the consumer | | | | 2007, they accounted for a whooping twenty percent |
| because they will be cheaper than other frozen foods | | | | of all store items sold. Besides that it was reported |
| in the market. This will be possible because the store | | | | that store brands yielded close to fifty billion dollars. As |
| will be dealing directly with manufacturers thus | | | | if this is not enough, the consumer stands to save a |
| eliminating intermediaries. The extra costs that come | | | | whooping sixteen billion if they purchase in store |
| out of dealing with these extra parties can be | | | | branded items over nationally branded products. It was |
| eliminated and thus lowering the costs that clients have | | | | also shown that profit margins or every store can |
| to meet. | | | | increase by five percent if a store offers their own |
| The quality of the products will also be the reason that | | | | private labels |
| makes the private labels stand out from what other | | | | Whether one can create brand loyalty with a private |
| branded products offer. First of all, the products will be | | | | label brand |
| such that they are easy to cook. Despite the fact that | | | | Private labels can definitely create brand loyalty |
| this is a common quality among most other branded | | | | because that is the current trend. Most buyers are |
| frozen foods, this particular products will be unique in | | | | opting for private labels because they are ware that |
| that convenience will not compromise on quality. The | | | | they can get custom made products as friendly prices. |
| products will have unique flavors and ingredients to | | | | Since the country's economy is not performing very |
| make them exceptional. For instance, most of the prior | | | | well, then chances are that most consumers are |
| ingredients will be natural products especially the | | | | looking for cheaper buys or ways of saving up. |
| spices, instead of using dry herbs and spices, the | | | | Additionally, Information Technology is also encouraging |
| products will be made of fresh and healthy spices with | | | | private label products. Through the internet, a store can |
| minimum amounts of preservative. | | | | market their products to a wide range of clients and |
| Additionally, the product is quite compatible with what | | | | thus secure their purchases. This can increase brand |
| the store offers. The store will be offering a good will | | | | loyalty. (Boyle, 2007) |
| message to the community. They will be portraying the | | | | Statistics indicate that in 2006, The Gallup Organization |
| fact their healthy products will enrich the lives of the | | | | found that ninety percent of all consumers are aware |
| consumer. This will improve the image of the store and | | | | of the existence of store brands. Additionally, it was |
| will enhance client loyalty. | | | | established that eighty three percent of consumers |
| Development of the name and why the name was | | | | purchase these items. This indicates that the store |
| chosen | | | | can establish brand loyalty. Another survey |
| The product will be called ‘Livina'. Livina is derived | | | | conducted in the same year by Hartman Group found |
| from the word living. This name will be promoting the | | | | that only fourteen percent of consumers had |
| issue of healthy living. It is designed to capture health | | | | completed three months without purchasing a private |
| enthusiasts and people who enjoy life. The product | | | | label. It is therefore likely to find that most clients will be |
| name is also a depiction of the product function. It will | | | | encouraged to stick to store labels because they will |
| be indicating to particular clients that they stand to live | | | | be purchasing the items frequently. |
| healthy lives through those products. Healthy living will | | | | Conclusion |
| be captured in the product through the low calorific | | | | The product line under consideration is a |
| content. Additionally the quality of the product (the | | | | low-calorific-frozen-food line. This product will add |
| nature of its ingredients) will promote healthy living by | | | | value to the consumer because it has additional |
| incorporating fresh and holistic ingredients. (Granato, | | | | features, has a lower price and will boost their health. |
| 2008) | | | | The product will also be beneficial to the store |
| Additionally, the product name is also simple; it does not | | | | because it would differentiate the store from its |
| entail the use of some foreign names that may not | | | | competitors, additionally, it will create repeat sales and |
| relate to the store's major clientele. Most product | | | | establish trust between the store and the consumer. |