FRANCE: DEPARTMENT HEADS AND PRIVATE LABELS

Article Abstract:

Points de Vente magazine carried a survey of 50 department heads working in 10 retail chains concerning private labels, from 19 April 1999 to 30 April 1999. According to the results, retail chains launch private labels especially to make margins, but also to offer an alternative to major brands, and in order to set the retail chain apart from the others and to improve its image. According to the retail chains, the department heads have enough information on private labels or the they send information up the hierarchy. However most of them do not know who produces their retail chain's private label products. In terms of positioning, the general rule is not to overexpose the products. The department heads were unanimous in saying that they use the private label products and find the quality as good as in national brands. They say that they clients are satisfied with these products, since they do not ask questions about them and because the sales are good. The think that it would be a good idea to make the private label products better known to consumers. According to a study by ACNielsen, the private label products represent only 21% of sales in France compared with 34% in Belgium and 44% in the United Kingdom.

Marketing procedures, Research Findings

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FRANCE: PROMODES' NEW PRODUCT WAREHOUSE

Article Abstract:

The Promodes group has a new warehouse for chilled products located at Carpiquiet in the Calvados departement, which is to supply chilled dairy products, fruit, and vegetables to all of the group's stores in the west of France. This warehouse is expected to handle 85,000 tonnes of merchandise in 1999. The warehouse, which has the latest technical advances, and which meets the European hygiene standards, aims to obtain ISO 9002 certification.

Facilities & equipment, Promodes S.A.

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