PROMOTIONAL PRESSURE APPLIED TO PRIVATE LABELS

Operators are finding that there is more to private labels than pure price-point positioning. Promotions, traditionally employed to boost sales of nationally advertised products, are being overlaid onto private-label strategies with stellar success."The most important thing to note is that retailers are now focusing on their own [private-label] promotion plans more," said Ken Harris, a partner in

Operators are finding that there is more to private labels than pure price-point positioning. Promotions, traditionally employed to boost sales of nationally advertised products, are being overlaid onto private-label strategies with stellar success.

"The most important thing to note is that retailers are now focusing on their own [private-label] promotion plans more," said Ken Harris, a partner in Cannondale Associates, an Evanston, Ill.-based consulting firm. This newfound structure

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