VIEW
THE PRESENTATION
WITH AUDIO

Retail Ripples: Winter 2008-2009

THE GROWING CHALLENGE
OF BRANDING DISPARITY AT RETAIL

Presented by David L. Weiner, CEO of MSI at
the In-Store Marketing Expo ( November 14, 2008)

In-Store Marketing Institute Summary of the Presentation

Pricing pressures have created a growing disparity between brands that don't have the volume/margin to advertise or other ways to support their brands, and those that do. Many well-known brands of 10 or more years ago have low awareness among shoppers under 30, who are increasingly skeptical of unfamiliar brands. This presentation outlines research on traditional brand aging and awareness, and findings on how these brands become increasingly susceptible to private labels, which can now match them in positioning, projection and premium pricing. It also covers:

• Ways national vendors must support their brands to keep their places on the shelf with innovation, compelling and tested packaging, P-O-P, and highly targeted consumer visibility

• Where the opportunities are for chain retailers to fill the vacuum of fading national brands with private labels

• The hooks that appeal to the increasingly skeptical young shopper, and why they're critical