THE ROLE OF PRIVATE LABEL IN RETAIL

Privatne marke označuju marke posrednika – veletrgovaca ili maloprodavača, za proizvode na kojima ime proizvođača nije nigdje istaknuto. Primjena privatnih maraka učestala je u marketingu proizvoda široke potrošnje. Proizvođač na taj način ustupa kontrolu nad marketingom prodavaču ili distributeru, tj. proizvođač proizvodi proizvod i prodaje ga prodavaču, a prodavač zatim prodaje taj isti proizvod pod svojim imenom, ali uz znatno nižu cijenu. Privatne marke omogućuju brz i jeftin pristup stranim tržištima, iako proizvođač nema nikakvog utjecaja na cijene, prima malo povratnih informacija s tržišta, ne može servisirati proizvode, niti pružati poslijekupovne usluge. Privatna marka može biti korisna strategija za testiranje proizvoda na tržištu čiji bi potencijal mogao u budućnosti porasti. Osnovni razlozi poslovanja trgovačkom markom jesu: samostalnost u kreiranju poslovne politike, tj. neovisnost o proizvođaču, povećanje profita, diferenciranje od konkurencije, te stvaranje lojalnih potrošača. Prednosti koje trgovina ima ako razvija vlastitu marku jesu: niža cijena proizvoda s privatnom markom, ostali troškovi (propaganda, fizička distribucija) mogu biti relativno niski, može se ostvariti viša profitna stopa, postoji mogućnost razvoja jake privatne marke, mogućnost propagiranja imidža tvrtke, ustanovljavanja visoke kvalitete proizvoda – maraka, te lakše trgovanje. Niske cijene nisu dovoljan razlog za privlačenje potrošača, pa trgovci moraju stalno nastojati prilagoditi cijene i kvalitetu, tako da cijene budu niže od proizvoda s markom, kako bi se kupci motivirali na kupnju tih proizvoda umjesto onih s markom. Privatnom markom trgovina se identificira kao ekskluzivni prodavatelj takvih artikala. Time se potrošači vezuju za danu maloprodajnu organizaciju i njezine objekte, bez obzira tko je proizvođač takvih proizvoda. Činjenica je da su proizvodi s privatnom markom sve bolje kvalitete i da im stalno raste udio na svima tržištima Europe.Private Brands are trademarks of their respective intermediaries – wholesalers or retailers, for products where the manufacturer's name is not highlighted. The use of private labels has become commonplace in consumer product marketing. The manufacturer thus gives marketing control to the seller or distributor, i.e. the manufacturer produces the product and sells it to the seller, and the seller then sells that same product under his name but at a significantly lower price. Private brands enable fast and inexpensive access to foreign markets, although the manufacturer has no impact on pricing, receives little feedback from the market, can not service the products, nor provide reindeer services. A private label can be a useful product testing strategy for the market, the potential of which could increase in the future. The underlying reasons for a business brand are: independence in creating a business policy, ie independence of the manufacturer; increase in profits; differentiating from competition, and creating loyal consumers. The benefits that a store has to develop its own brand are: the lower the price of a private brand product, the other costs (propaganda, physical distribution) may be relatively low; a higher profit rate can be achieved, there is a possibility of developing a strong private brand; the ability to propagate the company image; establishing high quality products - stamps, and easier trading. Low prices are not a sufficient reason to attract consumers, so traders have to constantly strive to adjust prices and quality so that prices are lower than branded products, so that the customer is motivated to buy these products instead of those with the brand. With private brand store can identified itself as the exclusive seller of those items. With that, customers can connect themselves to retail organization and it's facilities, no matter who is the manufacturer of such products. The fact is that private label products are of increasing quality and that they are constantly increasing their share in all European markets