Comments on: Manutailing: Part III – CPG/Retailer Partnerships http://popsop.com/30300 Popsop.com. Global brands. Brand design. Packagу Design. Coca-Cola, Danone, Nestle, Pepsico, Heineken, Cadbury ... Wed, 23 May 2012 15:01:03 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Bill_Crosshttp://popsop.com/30300/comment-page-1#comment-13331 Bill_Cross Wed, 09 Dec 2009 18:03:54 +0000 http://popsop.com/?p=30300#comment-13331 This is wishful thinking, what you would LIKE to see. National brands compete with store brands. Why not have Kraft manufacture goods for Sara Lee, or Unilever for General Mills? The brand teams at those CPG houses would have strokes at the thought, yet that's what CPG house foodservice divisions are doing: what Lenin meant when he said "The Capitalists will sell us the rope with which we will hang them."CPG houses will be very creative (the good ones) at finding ways to push their own brands with stores, and will likely let the retailers take the risks of developing new product ideas (which typically require an ROI that needs sales of $100MM+ annually). But I see very little evidence of this in the marketplace and remain highly skeptical of it coming to pass except in areas like ingredients. This is wishful thinking, what you would LIKE to see. National brands compete with store brands. Why not have Kraft manufacture goods for Sara Lee, or Unilever for General Mills? The brand teams at those CPG houses would have strokes at the thought, yet that’s what CPG house foodservice divisions are doing: what Lenin meant when he said “The Capitalists will sell us the rope with which we will hang them.”

CPG houses will be very creative (the good ones) at finding ways to push their own brands with stores, and will likely let the retailers take the risks of developing new product ideas (which typically require an ROI that needs sales of $100MM+ annually). But I see very little evidence of this in the marketplace and remain highly skeptical of it coming to pass except in areas like ingredients.

]]> By: Is Manutailing the Next Generation of Private Brand? :: MY private brandhttp://popsop.com/30300/comment-page-1#comment-13147 Is Manutailing the Next Generation of Private Brand? :: MY private brand Fri, 04 Dec 2009 04:47:26 +0000 http://popsop.com/?p=30300#comment-13147 [...] Read the entire post [...] [...] Read the entire post [...]

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