https___adinsight.ru_ga_sobstvennaya-torgovaya-marka-kak-sozdat-i-dobitsya-uspeha__1.xml
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The world of modern business is incredibly tough and require the owners and executives of companies a lot of knowledge, strength and energy. In order not to fall out of the system and actively develop, to make a profit and to be truly successful, in recent years, we have started to create our own brands. What is it? What is the impact on business development? Is it profitable to create a brand and how to do it? Own Brand: what does it mean? Today the number of private brands is growing. So What is own brand? This is - the brand, owned by a retail chain. for example, large hypermarkets. products, which is available under such brand usually percent 30 cheaper counterparts. Quality goods of such brands is no worse than other brands. Lower cost, constant presence in the supermarket a particular network and a decent standard of products, products of such brands and attract customers. Logo for the production line of lavash reading Own trade marks in Russia and in the world In virtually every country release products under its own brand. The development of brands depends on many factors. And there are countries, where private labels are so many. And there are, in which the process has just started to develop. But, undoubtedly, every year of own brands is becoming more and more. the, how are consumers to their own brands, depending on the country. They can be divided into segments of developed countries and the sector in developing countries. The first group includes the United States, Europe, Australia, Canada; to the second – The African continent, Asia, South America. In developed countries, there are about 15 % generally, and in developing below 10 %. The greatest number of its own brands in Europe (generally 45 %). Leading countries by the number of their own brands: - Switzerland - Spain - United Kingdom More 69 % consumers consider, that with the help of its own brands, you can significantly save money. Private label products almost no different from the products of well-known brands. The main reason, that the products of its own brand in demand, It considered it their low price. It comes from the, that companies do not spend money on expensive packaging, advertising, produce things in independent or their own factories. Main products, who buy a brand of its own brand, in developed countries are milk, eggs and bread. But developing choose private brand, that produce flour and rice. In general, the global trend is, As for 30 % all products are produced under their own brand. In Russia, their own stamps for relatively new. At first they produced the goods of daily use, and then came the food. Virtually every major retail chain has its own brand. Their products are much cheaper brand-name counterparts and are sold exclusively in firmovyh hypermarkets. Totally agree 2017 year turnover of goods under its own brand was 200 billion. rubles. If we talk about products in general, then under private brands produced in Russia before 10 % all goods. But experts say, that although the popularity of the products of own brands is growing every year, Still, some products will never have the demand for private label. This national drinks and condiments, cheese, alcohol, authentic sweets. In this case, the consumer will only trust the trusted brands and is ready to pay money for a real taste. What are the advantages of open? Own brands are not so long ago appeared on the market. But they have proven to be a good side and occupy the leading position among buyers. What is the the benefits of own brands? - Increased customer loyalty. Because of, that the network produces its own brand of goods, it becomes almost exclusive. It is impossible to find in any other store. And the buyer goes to the supermarket specifically defined network for specific products.. - boost income. The presence of own brands always increases turnover. Since the private brand products cheaper counterparts. In this way, impulse buyer takes more than a few positions. - With its own brand network can conduct a variety of marketing moves: she monitors the quality, package design, a price, production. - Communication with customers is becoming more closely. Since consumers can directly access the network owners, instead of looking for the marketing departments of other brands at the following addresses, indicated on the product packaging. For buyers the goods under its own brand name - it, especially savings. These products almost always becomes a leader in the consumer segment. How does your own brand's image? The presence of the private brand always has a positive effect on the network's image. It attracts a large number of buyers, It gives the impression, that the trade group - powerful and strong. After all, only a large network can afford to manufacture products under its own brand. This step is very good effect on the network and cooperation with factories – producers. Because they are guaranteed to have orders for goods. This in turn leads to a close, productive cooperation, which can not but be positive. The presence of own brand - a kind of indicator of quality. After all, for fear of losing customers, the network will not produce low-quality products known. The credibility of such products is increasing every year. In Russia, "love" for their own brands is not very big yet, and many buyers treat such products with some irony.. But, undoubtedly, creating its own brand raises credibility with any network and, came to the supermarket, most buyers are looking for products is the private brand Market. What products profitable to sell? Not all products will be in demand, if releasing them under its own brand. Most marketers say, that is best done under such brand products of a social group. Most common in the sale are considered pasta and cereals, carbonated drinks, and canned vegetables. It is not necessary to sell the private label coffee, exotic spices, chocolate, authentic products (more, suluguni, cheese). With some wary consumers and sausages, canned fish and meat, sweets of own brands. Most buyers consider, that such products are not quite meet their needs. Also, there is not always cost-effective and production under its own brand: - Baby food and diapers. - shampoos, gaskets, medical cosmetics - toothbrushes, pastes. - sunglasses. - Remedy mosquito. Usually, for some products the customers are willing to pay, but they want to be confident in the quality of products or products used only one brand. therefore, releasing such goods, the network may lose profits. Since the goods will not be popular. How to create brand? For, to create your own brand, It needs time. Typically, it can take from six months to a year. Create your own brands It includes several steps: - Strategy is first determined trademark. Then thought up the name, drawn logo, thought out concept. Sometimes this involved special AGENCY. - You must choose a product, which will produce a brand. It is the most profitable of cereals, pasta, the drinks, beer, household chemicals, paper napkins. - It is necessary to develop a strategy for product development. Usually they are isolated 3: - brand extension. Network name is transferred to the product. - The replacement of a competitor. products, brand which is not so important for customers when choosing a, substituted its own brand. - Dumping. The price of goods decreased slightly in relation to other. - It is necessary to design the packaging and prescribe technical conditions of production. - Next, it is important to hold a tender to select the manufacturer and, who will be making the goods. - After that you need to purchase everything needed for production (raw materials and components). - Then you need to advertise products, engage in brand promotion, logistics. Generally, to its own brand has earned a lot of necessary investments and funds. All you need to correctly calculate, taking into account the additional costs and contingencies. Packaging design of the private brand Very important, to products, which is produced under its own brand, was recognized. Development of own brand can not do without packaging design. That appearance, especially at the beginning, It is very important for the consumer. Usually, packaging of own brands is simple and concise. It must be recognized and the buyer will have barely glanced at her, understand, that before it was a sample of network products. Package design includes several stages: - First, you need to study the packaging competition. Pick up something, that it would not like the others, but at the same time it did not look worse. - Need to develop their own packaging. The best thing, contact a specialized design agency. - Thereafter, it would be good to release a test batch of products and to start its sale. If the item is a success - the packaging can be put into mass production.. Packaging - one of the main components of success. Many own brand manufacture products in a very inconspicuous, sometimes even primitive, cheap containers. It plays havoc with them: such products become less attractive for consumers. How to manage and develop the brand? For, to its own brand in the right direction, you need a lot of effort. Primarily, should clearly consider the brand strategy. If you do not, It will not have sales and profits. In fact, management and development of its own brands occupy entire states marketers, who every day are actively working, that the brand was a success. If you have decided to acquire its own brand, do not take the funds to good marketing agency. Only in this case, Chance of success. Because of the large number of competitors, it is very difficult to stay afloat. Today own brands in Russia They are becoming more popular. From year to year, consumer confidence grows, and people are no longer afraid to buy products of such brands. But in order, to win the market, Sometimes years pass. And the most important principles of work should be: - High quality products. - Affordable price. The best thing, if it is below, than competitors. - An ever-expanding range of products, which develops depending on the client's needs. - Constant presence of own brand products in supermarket chains. - Novik frequent among the goods. - The presence of products of various commodity groups. The best thing, if the network will produce all: from socks to sausage. excellent Examples of own brands This "Every Day" (Auchan), ARO (METRO), "All year round" (Carousel), «BILLA Premium», Clever, "Alnatura" (BILL), "365 DAYS" (TAPE) other. All of them are extremely popular among consumers. Their products are much cheaper than their counterparts and many buyers purposefully go to such chain stores.. It has recently become fashionable and profitable to create your own brand.. Not all large networks yet possess such luxuries. But actively develop their own brands and their success led to the, that the number is growing. This will help make better quality products more, and the prices are even lower. The cost of the layout design, concept, sketch in St. Petersburg and Moscow. Creating a project in St. Petersburg. price: from 15 000p. time: from 5 days Examples of our work: form style | branding | brendbuk
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Is é an saol an ghnó nua-aimseartha thar a diana agus a cheangal ar na n-úinéirí agus bainisteoirí na gcuideachtaí a lán eolais, neart agus fuinneamh. Chun nach gcuirfear titim amach as an gcóras agus a fhorbairt go gníomhach, chun brabús agus a bheith fíor-rathúil, le blianta beaga anuas, tá tús curtha againn lenár mbrandaí féin a chruthú. Cad é seo? Cad é an tionchar ar fhorbairt ghnó? An bhfuil sé brabúsach a chruthú branda agus conas é a dhéanamh? Brand féin: Cad a chiallaíonn sé seo? Tá líon na mbrandaí príobháideacha ag fás inniu. mar sin Cad é bhranda féin? Tá sé seo - an branda, faoi úinéireacht slabhra miondíola. mar shampla, Hypermarkets móra. táirgí, atá ar fáil faoi bhranda sórt sin de ghnáth faoin gcéad 30 gcomhghleacaithe níos saoire. earraí Caighdeán na brandaí den sórt sin aon níos measa ná bhrandaí eile. costas níos ísle, láithreacht leanúnach san ollmhargadh ar líonra faoi leith agus caighdeán réasúnta tháirgí, táirgí de bhrandaí den sórt sin agus custaiméirí a mhealladh. Lógó le haghaidh an líne a tháirgeadh lavash léamh Trádmharcanna féin sa Rúis agus ar domhan I mbeagnach gach scaoileadh tír Táirgí faoina bhranda féin. Braitheann forbairt na brandaí ar a lán fachtóirí. Agus tá na tíortha, i gcás ina bhfuil lipéid phríobháideacha oiread sin. Agus tá, ina bhfuil an próiseas díreach tosaithe ag forbairt. Ach, gan amhras, Tá gach bliain na brandaí féin ag éirí níos mó agus níos mó. an, conas atá thomhaltóirí a gcuid brandaí féin, ag brath ar an tír. Is féidir iad a roinnt ina codanna de na tíortha forbartha agus an earnáil i dtíortha i mbéal forbartha. Áirítear ar an chéad ghrúpa na Stát Aontaithe, Eoraip, An Astráil, Ceanada; don dara – An roinn na hAfraice, Asia, Meiriceá Theas. I dtíortha forbartha, tá thart ar 15 % ina n-iomláine, agus i bhforbairt thíos 10 %. An líon is mó de a brandaí féin san Eoraip (ina n-iomláine 45 %). Tíortha ceannródaíocha de réir líon a mbrandaí féin: - An Eilvéis - spain - An Ríocht Aontaithe níos mó 69 % mheas tomhaltóirí, gur le cabhair a brandaí féin, is féidir leat airgead a shábháil suntasach. Táirgí lipéad príobháideacha beagnach difriúil ó bhrandaí aitheanta. An chúis is mó leis seo, go bhfuil na táirgí dá bhranda féin ar an éileamh, Bhreithnigh sé é a n-phraghas íseal. Tagann sé ó na, nach gcaitheann cuideachtaí airgead ar phacáistiú daor, fógraíocht, rudaí a tháirgeadh i monarchana neamhspleácha nó ina monarchana féin. Príomhtháirgí, a cheannach branda dá bhranda féin, i dtíortha forbartha tá bainne, uibheacha agus arán. Ach i mbéal forbartha a roghnú bhranda príobháideach, go gcomhlíonann táirge plúr agus rís. Go ginearálta, tá an treocht dhomhanda, mar do 30 % na táirgí go léir a tháirgtear faoina bhranda féin. Sa Rúis, ar a stampaí féin sách nua. Ar dtús chuir siad na n-earraí ar úsáid laethúil, agus ansin tháinig an bia. Tá beagnach gach slabhra miondíola móra a bhranda féin. Tá a n-táirgí i bhfad níos saoire gcomhghleacaithe branda-ainm agus a dhíol go heisiach i Hypermarkets firmovyh. ach amháin le haghaidh 2017 bhí láimhdeachas na bliana na n-earraí faoina bhranda féin 200 billiún. Rúbal. Má labhairt linn faoi tháirgí i gcoitinne, ansin faoi bhrandaí príobháideacha a tháirgtear sa Rúis roimh 10 % gach earra. Ach deir saineolaithe, cé go bhfuil an tóir a bhí ar na táirgí na brandaí féin ag fás gach bliain, Fós, ní bheidh roinnt táirgí a bhfuil an t-éileamh ar lipéad príobháideach. Seo deochanna agus tarsainn náisiúnta, cáis, alcól, milseáin barántúla. I gcás den sórt sin, Beidh an tomhaltóir muinín ach na brandaí iontaofa agus tá sé réidh chun airgead a íoc le haghaidh a bhfuil blas fíor. Cad iad na buntáistí a bhaineann le oscailte? Ní brandaí féin chomh fada ó shin an chuma ar an margadh. Ach tá siad ag éirí go taobh maith agus áitiú ar an staid tosaigh i measc na ceannaitheoirí. Cad é an na buntáistí a bhaineann le brandaí féin? - dílseacht do chustaiméirí méadaithe. Mar gheall ar an, a mbíonn an líonra a bhranda féin na n-earraí, bíonn sé beagnach eisiach. Tá sé dodhéanta a fháil in aon siopa eile. Agus téann an cheannaitheora go dtí an ollmhargadh gréasáin sainmhínithe go sonrach le haghaidh táirgí sonracha.. - ioncam borradh. An láthair brandaí féin méaduithe i gcónaí láimhdeachas. Ós rud é na táirgí bhranda príobháideach gcomhghleacaithe níos saoire. dá bhrí sin, Bíonn ceannaitheoir impulse níos mó ná cúpla post. - Leis an líonra bhranda féin is féidir a sheoladh ar éagsúlacht na mbogann margaíochta: monatóireacht sí an caighdeán, dearadh pacáistiú, ar phraghas, táirgeadh. - Tá Cumarsáid le custaiméirí ag éirí níos dlúithe. Ós rud é gur féidir le tomhaltóirí rochtain a fháil go díreach na n-úinéirí líonra, in ionad lorg na ranna margaíochta de bhrandaí eile ag na seoltaí seo a leanas, fios ar an bpacáistíocht táirge. Le haghaidh ceannaitheoirí na n-earraí faoina ainm branda féin - sé, go háirithe coigiltis. Ar na táirgí sin thiocfaidh chun bheith beagnach i gcónaí ina cheannaire ar an deighleog na dtomhaltóirí. Conas a oibríonn do bhranda féin íomhá? Tá i gcónaí ar an láthair an bhranda príobháideach tionchar dearfach ar an íomhá an líonra. Meallann sé líon mór de na ceannaitheoirí, Tugann sé le tuiscint, go bhfuil an grúpa trádála - chumhachtach agus láidir. Tar éis an tsaoil, ní féidir ach le líonra mór acmhainn a mhonarú táirgí faoina bhranda féin. Tá an chéim éifeacht an-mhaith ar an líonra agus comhoibriú le monarchana – táirgeoirí. Toisc go bhfuil siad ráthaithe a bheith orduithe le haghaidh earraí. Seo mar thoradh ar a seal chun críche, comhoibriú torthúil, nach féidir a bheith ach dearfach. An láthair bhranda féin - ar chineál an táscaire ar cháilíocht. Tar éis an tsaoil,, ar eagla na gcustaiméirí a chailliúint, Ní bheidh an líonra a tháirgeadh íseal-chaighdeán ar a dtugtar. Tá creidiúnacht táirgí den sórt sin ag méadú gach bliain. Sa Rúis, níl “grá” dá mbrandaí féin an-mhór fós, agus déileálann go leor ceannaitheoirí le táirgí den sórt sin le roinnt íoróin.. Ach, gan amhras, ag cruthú a bhranda féin Ardaíonn creidiúnacht le haon líonra agus, tháinig go dtí an ollmhargadh, Is mó ceannaitheoirí ag lorg táirgí Mhargadh bhranda príobháideach. Cad iad na táirgí brabúsach a dhíol? Ní bheidh na táirgí go léir a bheith ar an éileamh, má tá siad ag scaoileadh faoina bhranda féin. An chuid is mó margaíochta a rá, go bhfuil déanta is fearr faoi na táirgí branda den sórt sin de ghrúpa sóisialta. An chuid is mó coitianta i ndíol a mheas pasta agus gránaigh, deochanna carbónáitithe, agus glasraí stánaithe. Ní gá a dhíol leis an caife lipéad príobháideach, spíosraí coimhthíocha, seacláid, táirgí barántúla (níos, suluguni, cáis). Le roinnt tomhaltóirí fainiciúil agus ispíní, iasc stánaithe agus feoil, milseáin na brandaí féin. mheas an chuid is mó ceannaitheoirí, nach bhfuil na táirgí den sórt sin a chomhlíonadh go maith ar a riachtanais. Ina theannta sin, nach bhfuil ann i gcónaí ó thaobh costais éifeachtach agus a tháirgeadh faoina bhranda féin: - bia linbh agus diapers. - Seampúnna, gaiscéid, cosmaidí leighis - fiacla, Greamaigh. - sunglasses. - mosquito Remedy. mar riail, do roinnt táirgí iad na custaiméirí sásta a íoc, ach ba mhaith leo a bheith muiníneach i gcaighdeán na dtáirgí nó táirgí a úsáid ach amháin bhranda amháin. dá bhrí sin,, scaoileadh na hearraí sin, D'fhéadfadh an líonra brabúis a chailleadh. Ós rud é nach mbeidh na hearraí a bheith coitianta. Conas branda a chruthú? go, a chruthú do bhranda féin, Riachtanais sé am. De ghnáth, is féidir é a chur ó shé mhí go bliain. Cruthaigh do chuid brandaí féin Cuimsíonn sé roinnt céimeanna: - Straitéis a chinneadh ar dtús Trádmharc. Ansin cheap suas an t-ainm, logo tharraingt, shíl amach coincheap. Uaireanta an GHNÍOMHAIREACHT speisialta i gceist. - Ní mór duit a roghnú a táirge, a tháirgeadh branda. An ceann is brabúsach gránaigh, pasta, deochanna, beoir, ceimiceáin tí, naipcíní páipéar. - Is gá le straitéis maidir le forbairt táirgí a fhorbairt. De ghnáth iad scoite amach 3: - síneadh branda. Tá an t-ainm an líonra aistriú chuig an táirge. - In ionad na iomaitheoir. táirgí, branda nach bhfuil chomh tábhachtach do chustaiméirí nuair a roghnú, in ionad a bhranda féin. - dumpáil. An praghas na n-earraí Tháinig laghdú beag ar i ndáil leis an eile. - Is gá a dhearadh an pacáistiú agus na coinníollacha teicniúla an táirgthe a fhorordú. - Next, tá sé tábhachtach a shealbhú tairisceana a roghnú an monaróir agus, a bheidh ag déanamh na n-earraí. - Tar éis gur gá duit le gach rud a cheannach ag teastáil le haghaidh táirgeadh (amhábhair agus comhpháirteanna). - Ansin, ní mór duit a táirgí fhógairt, dul i mbun cur chun cinn branda, loighistice. Go ginearálta, dá bhranda féin a thuill a lán na n-infheistíochtaí agus cistí is gá. Gach gá duit a gceart ríomh, ag cur san áireamh na costais agus teagmhais sa bhreis. dearadh Pacáistiú den bhranda príobháideach Tá sé an-tábhachtach, le táirgí, a thabharfar ar aird faoina bhranda féin, aithníodh. Forbairt bhranda féin Ní féidir a dhéanamh gan an dearadh pacáistiú. Go chuma, go háirithe ag an tús, Tá sé an-tábhachtach don tomhaltóir. de ghnáth, pacáistiú na brandaí féin is simplí agus beacht. caithfear a aithint agus beidh an cheannaitheora a bheith spléach ar éigean ar a, a thuiscint, go sula raibh sé ina sampla de tháirgí líonra. Áirítear dearadh Pacáiste céimeanna éagsúla: - Gcéad dul síos, ní mór duit staidéar a dhéanamh ar an gcomórtas pacáistiú. Pioc suas rud éigin, nach mbeadh sé cosúil na daoine eile, ach ag an am céanna ní raibh sé cuma níos measa. - An riachtanas is gá a fhorbairt ar a bpacáistiú féin. is, i dteagmháil le gníomhaireacht dearadh speisialaithe. - ina dhiaidh sin, mbeadh sé go maith a scaoileadh ina seachadfar beart tástála de tháirgí agus chun tús a chur ar a dhíol. Má tá an mhír ina rath - is féidir an pacáistiú a chur i dtáirgeadh maise.. Pacáistiú - ar cheann de na príomh-chomhpháirteanna de rath. Táirgí mhonarú branda go leor féin i inconspicuous an-, uaireanta fiú primitive, coimeádáin saor. Imríonn sé havoc leo: bheith táirgí den sórt sin chomh tarraingteach do thomhaltóirí. Conas a bhainistiú agus an branda a fhorbairt? go, dá bhranda féin sa treo ceart, is gá duit a lán de iarracht. Ar an gcéad dul síos, ba cheart a mheas go soiléir an straitéis branda. Mura bhfuil tú, Ní Beidh sé díolacháin agus brabúis. Go deimhin, bainistiú agus forbairt a brandaí féin áitiú stáit ar fad margaíochta, atá gach lá ag obair go gníomhach, go raibh an branda éirigh. Má tá tú cinneadh a fháil dá bhranda féin, ná a chur ar na cistí le gníomhaireacht margaíochta maith. Ach amháin sa chás seo,, Seans rath. Mar gheall ar an líon mór na n-iomaitheoirí, tá sé an-deacair chun fanacht ar snámh. Sa lá atá inniu brandaí féin sa Rúis Tá siad ag éirí níos coitianta. gach bliain, Fásann mhuinín na dtomhaltóirí, agus daoine a thuilleadh eagla a táirgí na brandaí den sórt sin a cheannach. Ach d'fhonn, a bhuaigh an margadh, Uaireanta pas blianta. Agus ba chóir na prionsabail is tábhachtaí den obair a: - táirgí ar ardchaighdeán. - phraghas réasúnta. is, má tá sé faoi bhun, ná mar iomaitheoirí. - An raon shíor ag leathnú na dtáirgí, a forbraíonn ag brath ar riachtanais an chliaint. - láithreacht leanúnach de tháirgí bhranda féin i slabhraí ollmhargaí. - Novik ngnáthaíonn i measc na n-earraí. - An láthair táirgí de ghrúpaí tráchtearraí éagsúla. is, más rud é go mbeidh an líonra ar aird gach: ó stocaí go ispíní. den scoth Samplaí de brandaí féin Seo "Gach Lá" (Auchan), ARO (METRO), "Ar feadh na bliana" (timpeallán), «Billa Premium", Cliste, "Alnatura" (BILLE), "365 lá" (TAPE) agus eile. Iad ar fad an-tóir orthu i measc tomhaltóirí. Tá a gcuid táirgí i bhfad níos saoire ná analógacha agus téann go leor ceannaitheoirí go siopaí slabhra den sórt sin go hintinneach. Tá sé faiseanta agus brabúsach le déanaí do bhranda féin a chruthú. Níl gach líonraí móra acu fós luxuries den sórt sin. Ach a fhorbairt go gníomhach a gcuid brandaí féin agus a n-rath ba chúis le, go bhfuil an líon ag fás. Beidh sé cabhrú a dhéanamh ar tháirgí ar chaighdeán níos fearr níos, agus tá na praghsanna níos ísle. CToиMocTb paзpaбoTkи MakeTa, coincheap, sceitse i St Petersburg agus Moscow. Ag cruthú tionscadal i St Petersburg. praghas: ó 15 000p. am: ó 5 laethanta Samplaí dár gcuid oibre: aitheantas corparáideach | brandáil | brendbuk