Abstract:
Private label is the present name of trader brand. It is a specific sign
who is hold and canned by the trader, applied on the products in accordance
with hight quality requirements. The products who are realised under private
label have a low price and adequate quality level who is guarantee by the
trader name. In this quality the private label is the newest trend of romanian
retailer market and it is a marketing strategy for customers fidelity,
difference beside competition and bidding diversification. This study presents
the general situation of private labels on romanian market and analise the
beneffits and bad aspects for producers,traders and customers.The main
beneffits for producers are: the developement of production, sales guarantee,
products diversification, the posibility to sell in the same store the main
brands toghether the private label, acces to external markets through the big
retailers without important marketing costs and the establishment privileged
relationship with the parteners. The traders have the posibility to create
theirs image on market through a stronger brands, specialy and exclusive
products with reasonable prices for to make the differance above the
competition and fidelity the customers.The customers represents the category
hwo profits by the beneffits of private label because they can buy the
products that have the same quality level as the main brands but they have
low prices. The customers have the posibility to choice and decide one or
more products. If they think one cheap product have a bad quality they can
abdicate without another consequences.
