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Matching an existing product
For private label programmes built against a national brand at a fixed shelf price.
A retail own-brand programme usually starts with a product that already exists and a price that is already decided. The work is finding which parts of the construction can carry the saving without the consumer noticing, and which cannot.
Send the product you want matched rather than a description of it. Core weight, topsheet material and pack count are each a lever, and they cost different amounts of perceived quality per unit of saving — which is exactly the trade-off a programme lives or dies on.
Specifications
| Send | The physical product, not a photograph |
|---|---|
| Levers | Core weight, SAP, topsheet, pack count |
| Goal | Save where consumers do not notice |
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