The story of private brands begins in Great Britain in 1928, when Marks & Spencer launched their private brand St Michael. In Sweden, the first private brand was developed during the 1920’s; a coffee named Prinsess Kaffe produced for ICA. Until 1980, private brands were just a cheap alternative to manufacturer owned brands. During the years, it gained more and more market shares. Because of the introduction of private brands, the retailers have gained an increased power over manufacturers and they now also have to handle the competition between manufacturer brands, private brands and customer’s demand. In the Swedish every day commodity trade, private brands represent ap-proximately 15% of the total assortment. A problem that has arose concerning the competition during the latest years, is that the trade constantly increases in the direction of effort on private brands. Private brands are one way for the supermarket chains and the retailers to increase their power over the shelf space, marketing and price setting. Due to the increased competition concerning the shelf space in the stores, the authors found it interesting to investigate how private brands are dealt with. The authors made the research from the retailer’s perspective and their view of private brands and how they compete. The purpose of this thesis is to investigate how private brands are regarded and dealt with, according to the retailer. This study is accomplished with a qualitative method. The authors wanted to gain a deeper understanding for how the private brands influence and compete with manufacturer brands. The authors chose to do a descriptive study since it was in line with the qualitative approach that was used. Fur-ther on, the authors used the basic qualitative research which refers to that data is collected through interviews and observations. Eight retailers were interviewed from ICA, Axfood and Coop. The result of this study gives an explanation of how private brands are dealt with. Private brands receive premium shelf space in the store, but in the end it is up to the customer to decide upon the future of private brands. Dem-onstrations are the most common way to promote the private brands in stores. In the future the retailers claim that private brands will be developed into both niche products as well as low price products.

<p>The story of private brands begins in Great Britain in 1928, when Marks & Spencer launched their private brand St Michael. In Sweden, the first private brand was developed during the 1920’s; a coffee named Prinsess Kaffe produced for ICA. Until 1980, private brands were just a cheap alternative to manufacturer owned brands. During the years, it gained more and more market shares. Because of the introduction of private brands, the retailers have gained an increased power over manufacturers and they now also have to handle the competition between manufacturer brands, private brands and customer’s demand.</p><p>In the Swedish every day commodity trade, private brands represent ap-proximately 15% of the total assortment. A problem that has arose concerning the competition during the latest years, is that the trade constantly increases in the direction of effort on private brands. Private brands are one way for the supermarket chains and the retailers to increase their power over the shelf space, marketing and price setting. Due to the increased competition concerning the shelf space in the stores, the authors found it interesting to investigate how private brands are dealt with. The authors made the research from the retailer’s perspective and their view of private brands and how they compete.</p><p>The purpose of this thesis is to investigate how private brands are regarded and dealt with, according to the retailer.</p><p>This study is accomplished with a qualitative method. The authors wanted to gain a deeper understanding for how the private brands influence and compete with manufacturer brands. The authors chose to do a descriptive study since it was in line with the qualitative approach that was used. Fur-ther on, the authors used the basic qualitative research which refers to that data is collected through interviews and observations. Eight retailers were interviewed from ICA, Axfood and Coop.</p><p>The result of this study gives an explanation of how private brands are dealt with. Private brands receive premium shelf space in the store, but in the end it is up to the customer to decide upon the future of private brands. Dem-onstrations are the most common way to promote the private brands in stores. In the future the retailers claim that private brands will be developed into both niche products as well as low price products.</p>

Nos últimos 60 anos, os modelos de difusão de produtos e de inovações tiveram penetração tão ampla nos mais diversos campos de investigação científica que se tornaram ubíquos, sendo empregados em contextos diversos como no marketing, na Medicina, na Antropologia, na Geografia, por exemplo. Essa abrangência é devido ao papel vital que produtos, inovações e novas tecnologias têm na vida dos indivíduos e no impacto que exercem nas dinâmicas e no desenvolvimento de comunidades, países e de suas economias. Porém, após os grandes saltos dados nas décadas de 1960 e 1970, os estudos em difusão de bens de consumo duráveis deram lugar a pesquisas em sistemas de inovação nas duas décadas seguintes, só voltando a gerar maior interesse acadêmico a partir da década de 2000, com o surgimento dos sistemas de Gestão de Relacionamento com Clientes Customer Relationship Management (CRM) , que tornou disponível um enorme volume de dados; e, também, com o desenvolvimento de novas técnicas de análise, como a modelagem de sistemas complexos. Tendo em vista a carência de estudos integrando modelos de difusão competitiva com modelos de redes usando topologias de redes parcialmente conectadas (small world e livres de escala), este estudo tem como objetivo geral caracterizar a dinâmica da difusão competitiva proposta em redes small world do tipo Watts-Strogatz. Foram realizadas simulações tanto da formulação clássica do modelo de difusão de produtos e de inovações, proposto por Bass (1969), como de proposições mais modernas para difusão competitiva, como os propostos por Libai, Muller e Peres (2009a; 2009b; 2009c) e por Peres, Muller e Mahajan (2010), além de desenvolver um novo modelo incorporando ao de Libai, Muller e Peres (2009c) a topologia de redes de pequeno mundo e outras características de difusão competitiva não presentes na formulação original , permitindo fazer inferências sobre o comportamento da difusão em diversos cenários que não são explicitamente previstos nas formulações clássicas. Por sua lógica intuitiva e simples, o modelo proposto neste trabalho é de valor significativo para o ensino e para a pesquisa da difusão competitiva / In the last 60 years, product and innovation models were so widespread in so many fields of study that they became ubiquitous, being employed in such diverse backgrounds like marketing, medicine, anthropology and geography. Such widespread influence arises from the fact that products, innovations and Technologies have a big role in any individuals daily lives and a huge impact on the development and dynamics of communities, countries and its economies. After huge leaps on this field of research during the 1960s and 1970s, its study faded away from mainstream research in the following two decades. Only regaining widespread academic interest in the beginning of 21st century, with the advent of Customer Relationship Management systems, which made available huge amounts of data, other factors that contributed to this resurgence in diffusion literature were the advancements on new tools for research, notably the developments in complex systems theory and network theory. In the view of the still small, but rapidly increasing, number of studies integrating competitive diffusion and network models of partially connected networks (such as small world networks and scale-free networks), this study aims to characterize the dynamics of competitive diffusion in small world networks with the Watts-Strogatz topology. For its intended purpose, simulations were created, both for the classical formulation of the Bass Diffusion Model, as well as more modern approaches for competitive diffusion, such as the models proposed by Libai, Muller and Peres and Peres, Muller and Mahajan. A new model was developed in order expand the model proposed by Libai et al (2009c) in order incorporate the small world network topology and other characteristics associated to competition that were not explicitly represented. Allowing the inference of behaviors in various scenarios that are not explicitly covered in the classical formulations. For intuitive logic and simplicity, it is believed that this model is of significant value for teaching and for the study of competitive diffusion

Nos últimos 60 anos, os modelos de difusão de produtos e de inovações tiveram penetração tão ampla nos mais diversos campos de investigação científica que se tornaram ubíquos, sendo empregados em contextos diversos como no marketing, na Medicina, na Antropologia, na Geografia, por exemplo. Essa abrangência é devido ao papel vital que produtos, inovações e novas tecnologias têm na vida dos indivíduos e no impacto que exercem nas dinâmicas e no desenvolvimento de comunidades, países e de suas economias. Porém, após os grandes saltos dados nas décadas de 1960 e 1970, os estudos em difusão de bens de consumo duráveis deram lugar a pesquisas em sistemas de inovação nas duas décadas seguintes, só voltando a gerar maior interesse acadêmico a partir da década de 2000, com o surgimento dos sistemas de Gestão de Relacionamento com Clientes Customer Relationship Management (CRM) , que tornou disponível um enorme volume de dados; e, também, com o desenvolvimento de novas técnicas de análise, como a modelagem de sistemas complexos. Tendo em vista a carência de estudos integrando modelos de difusão competitiva com modelos de redes usando topologias de redes parcialmente conectadas (small world e livres de escala), este estudo tem como objetivo geral caracterizar a dinâmica da difusão competitiva proposta em redes small world do tipo Watts-Strogatz. Foram realizadas simulações tanto da formulação clássica do modelo de difusão de produtos e de inovações, proposto por Bass (1969), como de proposições mais modernas para difusão competitiva, como os propostos por Libai, Muller e Peres (2009a; 2009b; 2009c) e por Peres, Muller e Mahajan (2010), além de desenvolver um novo modelo incorporando ao de Libai, Muller e Peres (2009c) a topologia de redes de pequeno mundo e outras características de difusão competitiva não presentes na formulação original , permitindo fazer inferências sobre o comportamento da difusão em diversos cenários que não são explicitamente previstos nas formulações clássicas. Por sua lógica intuitiva e simples, o modelo proposto neste trabalho é de valor significativo para o ensino e para a pesquisa da difusão competitiva / In the last 60 years, product and innovation models were so widespread in so many fields of study that they became ubiquitous, being employed in such diverse backgrounds like marketing, medicine, anthropology and geography. Such widespread influence arises from the fact that products, innovations and Technologies have a big role in any individuals daily lives and a huge impact on the development and dynamics of communities, countries and its economies. After huge leaps on this field of research during the 1960s and 1970s, its study faded away from mainstream research in the following two decades. Only regaining widespread academic interest in the beginning of 21st century, with the advent of Customer Relationship Management systems, which made available huge amounts of data, other factors that contributed to this resurgence in diffusion literature were the advancements on new tools for research, notably the developments in complex systems theory and network theory. In the view of the still small, but rapidly increasing, number of studies integrating competitive diffusion and network models of partially connected networks (such as small world networks and scale-free networks), this study aims to characterize the dynamics of competitive diffusion in small world networks with the Watts-Strogatz topology. For its intended purpose, simulations were created, both for the classical formulation of the Bass Diffusion Model, as well as more modern approaches for competitive diffusion, such as the models proposed by Libai, Muller and Peres and Peres, Muller and Mahajan. A new model was developed in order expand the model proposed by Libai et al (2009c) in order incorporate the small world network topology and other characteristics associated to competition that were not explicitly represented. Allowing the inference of behaviors in various scenarios that are not explicitly covered in the classical formulations. For intuitive logic and simplicity, it is believed that this model is of significant value for teaching and for the study of competitive diffusion

Dopo l’analisi delle modalità di misurazione del potere di mercato e della competizione tra brand nel contesto di un mercato caratterizzato dalla presenza di prodotti differenziati, viene presentata l’applicazione dei modelli a scelta discreta nel mercato del latte alimentare in Italia. Ho utilizzato dati scanner per analizzare i comportamenti nelle scelte di acquisto dei consumatori e le dinamiche competitive tra i due maggiori brand presenti nel mercato e le marche commerciali. Ho considerato il mercato del latte alimentare suddiviso in due sottocategorie, quella del latte a lunga conservazione (UHT) e quella del latte refrigerato. Ho quindi proceduto alla stima della domanda del latte alimentare utilizzando un nested logit model, appartenente alla categoria dei modelli a scelta discreta. Utilizzando i coefficienti stimati è possibile sia calcolare le elasticità di sostituzione tra i diversi brand e le elasticità dirette, nonché i margini di profitto dei brand presi in analisi considerando differenze nelle strategie di prezzo e nella struttura di mercato. / This work first gives an overview of the measurement of market power and brand competition in a differentiated products market, secondly applies discrete choice models to asses the Italian milk market. I use scanner data to estimate consumer purchasing decisions and competitive relationships between two major industry-level brands and (as a third category) supermarket private labels. I divide all milk sold in Italian market into two distinct classes of products: “UHT” and “Refrigerated” milk. I employ a well-known “discrete choice” nested-logit model to estimate consumer demand. Then, using the estimated coefficients, it is possible to calculate both consumer substitution patterns between products, and the profit-margins of the three major retail-level brands across the different sub-categories of milk under different pricing strategies and market structure.

The diploma thesis is focused on utilization of development concepts of the brand of Air Bank for strengthening the competitiveness. Based on the theoretical knowledge and methodology according to Ko Floor, the current situation of the company is assessed. Subsequently, analyzes are made to determine the brand position on the market. Results of these analyzes set out proposals for solutions to support brand development.