Woolies private label strategy will play directly into the hands of Aldi

Mortimer, Gary (2016) Woolies private label strategy will play directly into the hands of Aldi. The Conversation, March(30).

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Woolworths’ plan to rebrand its private label ranges in an attempt to meet changing shopper demands and combat the growth of Aldi will simply play into the hands of this German discounter. This new strategy, a replication of what Coles did in November 2015, will see their existing “Homebrand” and “Woolworths Essential” product ranges combined under the “Essentials” brand name. However, in focusing on price and private label ranges, supermarkets are in a race to the bottom where there are no points of difference in products except for price.

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ID Code: 94417
Item Type: Journal Article
Refereed: Yes
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2016 The Conversation Media Group Ltd
Deposited On: 07 Apr 2016 05:18
Last Modified: 08 Apr 2016 02:32

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