Friends of mine working at Unilever, Heineken en L'Oreal are always
having discussions about the pro's and con's of producing private
label goods.
I am looking for examples of companies that produce their own world
class brands as well as retailer's own private labels. Why are they
succesful?
Does it make a difference whether a company sells private label to a
sotre like Aldi which only sells private label as opposed to Wal-Mart
that sells both?
Thanks in advance,
AnsgarJohn
Extra bonus, if for the answer to the question: Who makes the private
label chocolate for Albert Heijn supermarkets in the Netherlands?
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Arguments for well known FMCG brands to also produce private/generic label goods