Everyday Low Pricing: A Private Brand Growth Strategy in Traditional Food Retailers

Abstract

This article aims to address the relationship between promotional pricing and everyday low pricing in strategically growing private brands in traditional food retailers. The study aims to expand the domain of previously researched private brands strategies by including a broader sales growth role than is normally found in the branding literature, particularly using private brands as a centerpiece of growth and not solely as a less expensive option to national brands. The gap in research we are addressing, and why our study is different, is twofold: There has been very little research in the area of taking traditional “mass categories” and implementing mass merchant tactics inside a conventional food format, and there has been very little research surrounding using private brands as the tactical fighter for a conventional food retailer.

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