Designing Development Strategy of Retailer Private Label

<p>The purpose of dissertation work &ndash; to design development strategy of new private label for the regional network retailer based on the analysis of private label portfolio management.</p><p>The tasks solved within the chosen purpose:</p><p>1) to consider the practice of using private labels by the Russian retailers;</p><p>2) to mark out the most significant factors in the system of relations between producer and the seller at private labels realization;</p><p>3) to analyze the portfolio of private labels of regional retail network &quot;Райцентр&quot;;</p><p>4) to evaluate the positioning of the existing private label based on the construction of perceptual map;</p><p>5)&nbsp; to design development strategy for new private label.</p><p>Conceptual provisions from the marketing theory, theoretical and practical researches from trade economy, both foreign scientists, and Russian became methodological base of research.&nbsp; Besides, the basis included scientific works of modern experts in the field of branding, planning, trading and trade marketing.</p><p>Chapter One is devoted to theoretical aspects of private labels and to the review the practice of their use in Russia. The classification of private labels is considered, the main trends of development of private labels in Russia are analyzed, advantages of using private labels to producers, networks and consumers are marked out, the most significant factors influencing decision-making on start of private label by producers and retailers are allocated based on the empirical research. In the second chapter of dissertation work the private label of regional retailer &quot;Райцентр&quot; (&quot;Правильный выбор&quot;) is analyzed, problems and weaknesses in its development are identified, the perceptual map for competitive private label brands based on our Internet survey was constructed. &nbsp;Recommendations concerning the development of private label &quot;Правильный выбор&quot; are made. In the third chapter the concept of development of new private label named &quot;Здоролав&quot; is designed, the general scheme of evaluating the economic efficiency of private labels is given. Bibliography consisting of 69 items sources is attached to dissertation work. Work is presented on 85 pages, it contain 12 tables, 12 drawing and 3 appendices.</p>