Private Label Marketing Strategies in the Supermarket Sector

Private label is perhaps one of the most addressed and impactful aspects of Brazilian supermarket operations today. The aim of this exploratory study is to investigate how product, price and communication-oriented marketing strategies are used in practice to sustainably leverage the private label policy of five of Brazil’s leading supermarket chains. Using exploratory research and case study methodology, in-depth interviews were carried out with the managers of the chains’ private label policies, about their perceptions of the current situation and future scenario of this product category, as well as highlighting the main marketing practices applied by each supermarket company. The results show that the private label policies of the five companies included in this study have a high degree of professionalization in their marketing activities, most of which are similar to the practices of national and international manufacturers.