THE ESSENCE OF THE EFFECTIVE MERCHANDISING WHEN PROMOTING A PRIVATE LABEL PRODUCT

Abstract

The need for own goods mark is disclosed in the article in conditions of competitive retail market. The competitive benefits are grounded which the own brand affords. Characteristic features and peculiarities of the own goods mark are defined. The experience of Private Label applying in the world, Europe and Ukraine is analyzed. The lack of problem development of merchandising effectiveness study in the promoting process of Private Label products is specified. The tasks to make the analysis of theoretical aspects of use the own goods mark are made, and to find out the meaning of merchandising as a tool of promoting Private Label products. The author of the article emphasizes that the ATB-Market network is a typical representative of Ukrainian retail, which actively promotes Private Label. The experience of effective Private Label products merchandising formulated in eight ATB-Market store rules is colligated. The recommendations of presentation of own goods mark products in ATB supermarket trading floor are worked out. The Approaches of creating ATB Private Label packaging are solved. The analysis of behavior of consumers in the trading floor is made, including related to ATB Private Label products. The conclusion of introduction of own goods mark as an effective merchandising technology is made. The further research aimed at identifying ways of own goods mark brand products positioning is directed not only by price levels but also in a terms of quality and direction of research the facts of Private Label owners compliance with global trend towards environmental protection. competitive benefit; the own goods mark; Private Label; retailer; discounter; effective merchandising; basic and extra sales beds; trading floor hot areas