Private labels are growing rapidly in the first decade of the twenty first century. The growth in the private labels is at the expense of manufacturer brands. Consumers are increasingly accepting the private labels. Placing them next to the leading brands encourages brand comparison as well as confuses the customers. Retailers aggressively promote copycat brands using price promotions and comparative messages. 

This book sets the stage for competition between private labels versus brand manufacturers. Gone are the days when private labels were cheap and nasty substitutes for the brand manufacturers. Despite the fact that in many industries, private labels are not only a considerable competition but threat to manufacturer brands most research and marketing scholars ignore private labels. As retailers and private labels guzzle valuable market share the brand manufacturers need to alter their approach if they need to stay alive and kicking. This book lays down the strategies for competing against or collaborating with private labels. It contains many case studies, visuals and hands on tools to assist managers to rear profits in the altered market scenario.

In Germany, Tropicana experienced a devastating slide in its volume share from 20% to 2% in 2004, because of cannibalization by private labels. The challenge for the manufacturer is exacerbated by the fact that retailers are customers as well as competitors. The manufactures' dilemma is that they sell to as well as compete with their retailers. Part one of the book studies retailer strategies vis-a-vis private labels.