Brand manufacturers also supply private-label brands

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Reference no: EM132300869

Marketing Debate: Should National-Brand Manufacturers Also Supply Private-Label Brands? Ralston-Purina, Borden, ConAgra, and Heinz have all admitted at some point to supplying products – sometimes lower in quality – to be used for private labels. Other marketers, however, criticize this “If you can’t beat them, join them” strategy, maintaining that these actions, if revealed, may create confusion or even reinforce a perception by consumers that all brands in a category are essentially the same. Take a position: Manufacturers should feel free to sell private labels as a source of revenue versus National manufacturers should never supply private labels.

Reference no: EM132300869

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