RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN

Authors

  • Paula Bulamah Spineli Universidade de São Paulo
  • Janaina de Moura Engracia Giraldi Universidade de São Paulo
  • Marcos Cortez Campomar Universidade de São Paulo

Abstract

The present study approaches the advantages and risks related to private labels under a retailers' perspective, as well as the private label strategies and its growth in the Brazilian market. The paper analyses the strategies used by a large Brazilian supermarket chain with regards to its private labels' management, using the case study method. The results showed the existence of two private label lines of products, with different strategies: one line of light products (proprietary brand) and another line of products that carry the name of the supermarket under study (retail brand endorsement), both classified as using the fantasy positioning strategy.

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Author Biographies

Paula Bulamah Spineli, Universidade de São Paulo

Mestre em Administração de Organizações, Faculdade de Economia Administração e Contabilidade de Ribeirão Preto – Universidade de São Paulo

Janaina de Moura Engracia Giraldi, Universidade de São Paulo

Doutoranda em Administração de Empresas pela FEA/USP/SP

Marcos Cortez Campomar, Universidade de São Paulo

Professor Titular da Faculdade de Administração, Economia e Contabilidade da USP SP

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Published

2008-07-30

Issue

Vol. 7 No. 4 (2006)

Section

Presentation

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