DEVELOPMENT AND INNOVATION OF PRIVATE LABEL IN MASS RETAIL TRADE
The terms Private Label (PL), or Marca del Distributore (MDD, own-label brand) refer to products manufactured by a third party producer and sold under the brand of a mass retailer.
In Europe, among the largest mass retailers, between 20% and 50% of products sold is Private Label, with a constant growing trend. Private Label doesn’t simply mean using the Mass retailer’s explicit logo at the time of sale of the products, it’s an actual concept guiding customers and consumers to attribute to the point of sale the value of the offer when there isn’t an explicit brand on the products.
A sound knowledge of the targets, criteria and methods that each Mass retailer adopts for the development strategies of its own brand, and in particular of the Private Label products, is a crucial competitive factor for manufacturing companies, both for those that decided to work as “copacker” of Private Labels and for those that have taken the decision of investing only in their own branded products.
In the same way, Mass retailers are going through a demanding time in terms of change and they must rethink the role their brand plays and the way in which it conveys identity and reputation, through the combination of brand, point of sale, service (staff), offer, communication and products. All of this has got to do with the choices of innovation and new competition of the Private Label products.
The ability to sail and compete in this context, producing results and profitability, is an essential factor both for managers of the mass retail trade that need to make their customers loyal and create margins, and for the manufacturing companies that, with their own brands or as “copackers”, wish to direct their strategy towards the manufacturing of Private Label products.
In partnership with 
& 
Paolo Palomba
Executive Director
paolo.palomba@bbs.unibo.it
" "The technological innovation and new business models in the Mass retail trade are generating opportunities and threats for manufacturing and distribution/retail companies. Those operating in this industry or those who intend to and pay attention to innovation cannot miss this chance. The Private Label is, and will be for future years, a fundamental lever of competition and of the value generation. Sharing experiences, models and meeting with experts allow participants to acquire and bring back to their companies the know-how to develop new growth opportunities". "
Structure
The route has a duration of 2 months.
The forms are:
- Retail Brand, Retail Competitiveness and Private Label
- Innovation in retail: the strength of analytics, opportunities for manufacturers
- The relationship between Producer/Copacker and Retailer
- The Private Label “Food and Wine” and “Non Food”
Company managers from Retail companies and the Private Label supply chain are expected to participate as witnesses.
COURSES
- Description and aims of the Private Labels (PL) and Marche del Distributore (MDD – own label brands).
- International scenario of Retail and Private Labels in FMCG.
- Roles of Private Label in the marketing positioning of retailers (Formats, Channels, Point of Sale) and of copackers.
- Composition and development of the retailer’s Brand Equity
- Offer: product range, price, promotional communication
- Category Management and Private Label
- Private Label, Loyalty and Loyalty Program
- “PHIGYTAL RETAIL”: Omnichannel, digital marketing, in store new technology
- “Data Driven” Private Label: PL segmentation. A PL for each target? From PL to brand/store loyalty.
- Sustainability and tracking in the Private Label supply chain
- The dilemma of those who manufacture: Own Label or Copacking strategy?
- Ideal profile of the “copacker” manufacturer for the retailer, targets and choice criteria
- Copacker, active partner in the retailer value chain and marketing
- The relationship, the specifications and the negotiation with the retailer for the Private Label
- Private Label: from ready-made dishes, to risto-retail, to the new forms of catering
- Private Label as opportunity for internationalization and export
- The Private Label of the future
Learning approach
Classroom lectures, company testimonials from Managers, classroom short panels and/or work groups, store visits, role play will alternate during the training course.
Faculty
Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.
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Carlo Caranza
Consultant Freelance
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Francesco De Rose
Category Manager
Coop Italia
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Stefano Ghetti
Partner IPLC Italia | The Retailer Brand Specialist
Expertise on Field
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Ludovica Leone
Senior Assistant Professor in Organizational Studies & Industry Leader Global MBA Food&Wine
University of Modena and Reggio Emilia
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Angelo Manaresi
Full Professor of Management
University of Bologna
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Paolo Palomba
Managing Partner
IPLC
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Nicola Tomesani
Management consultant and Adjunct Professor in Marketing
University of Bologna
Alumni
Morena Maestroni
Impiegata Area Commerciale e Marketing, ITALY DISCOUNT
Private Label Development & Innovation, anno 2019, I ed.
"Nel corso degli anni la marca del distributore ha acquisito un ruolo di crescente importanza nelle scelte dei consumatori, in grado di trasmettere valore all’insegna e diventando garanzia di qualità e affidabilità. Nell’azienda dove lavoro mi occupo di branding e packaging, il che mi porta ogni giorno a dovermi scontrare con queste dinamiche. Partecipando a questo corso ho avuto un quadro più completo su come si sta muovendo la Private Label, sia da un punto di vista dell’innovazione, sia da un punto di vista internazionale. Il tutto grazie alla professionalità dei docenti."
Networking
Networking takes place between students in the same class, between participants and lecturers, and with students from other courses or previous editions of the same program.
Alumni
Morena Maestroni
Impiegata Area Commerciale e Marketing, ITALY DISCOUNT
Private Label Development & Innovation, anno 2019, I ed.
"Nel corso degli anni la marca del distributore ha acquisito un ruolo di crescente importanza nelle scelte dei consumatori, in grado di trasmettere valore all’insegna e diventando garanzia di qualità e affidabilità. Nell’azienda dove lavoro mi occupo di branding e packaging, il che mi porta ogni giorno a dovermi scontrare con queste dinamiche. Partecipando a questo corso ho avuto un quadro più completo su come si sta muovendo la Private Label, sia da un punto di vista dell’innovazione, sia da un punto di vista internazionale. Il tutto grazie alla professionalità dei docenti."
COMPANIES
Over the years, our partners have been constantly involved in the various activities that make up the structure of our programs. Companies belonging to our network participate in project work and master classes; they actively contribute to introducing guest speakers and organizing company visits. Our partners are our first supporters: they sponsor various scholarships, host internships for students and provide professional opportunities for graduates. The partner companies of Bologna Business School are:
AEROPORTO G. MARCONI ASSICOOP BOLOGNA METROPOLITANA AUTOMOBILI LAMBORGHINI BOLOGNA FIERE BREVINI POWER TRANSMISSION CAMERA DI COMMERCIO DI BOLOGNA CAMERA DI COMMERCIO DI FERRARA CAMERA DI COMMERCIO DI FORLÌ-CESENA CAMERA DI COMMERCIO DI MODENA CAMERA DI COMMERCIO DI RIMINI CAMST CARPIGIANI GROUP CASSA DI RISPARMIO IN BOLOGNA CONFCOMMERCIO EMILIA ROMAGNA CONFINDUSTRIA EMILIA ROMAGNA COSWELL DATALOGIC DUCATI MOTOR HOLDING ENEL ENGINEERING INGEGNERIA INFORMATICA EXPERT SYSTEM FALORNI FASTWEB FERRARELLE FERRARI FERRETTI GROUP FINALMA FONDAZIONE CARISBO FONDAZIONE CASSA RISPARMIO CESENA FONDAZIONE CASSA RISPARMIO DI CENTO FONDAZIONE CASSA RISPARMIO DI IMOLA FONDAZIONE CASSA DI RISPARMIO DI CARPI FONDAZIONE CASSA DI RISPARMIO DI FERRARA FONDAZIONE CASSA DI RISPARMIO DI PADOVA E ROVIGO FONDAZIONE G. MARCONI FONDAZIONE IBM ITALIA FONDAZIONE ISABELLA SERÀGNOLI FONDAZIONE DEL MONTE DI BOLOGNA E RAVENNA FONDAZIONE PER LA COLLABORAZIONE TRA I POPOLI FOOD TREND FOUNDATION FURLA GOOGLE ITALIA GRANAROLO GROUPM GRUPPO COESIA GRUPPO SISTEMA H-ART HSPI HAWORTH HERA HORSA IBM ITALIA IMA ICONSULTING INTESA SAN PAOLO KPMG ADVISORY LABORATORI GUGLIELMO MARCONI LANDI RENZO LEGACOOP BOLOGNA LIGHTHOUSE MANUTENCOOP MAPE MAPS MASAI ITALIA MASERATI MICROSOFT ITALIA MONTENEGRO N.C.H. NUOVI CANTIERI APUANIA OLIDATA ONIT GROUP OPERA SANTA MARIA DEL FIORE PHILIP MORRIS ITALIA POLTRONESOFÀ REGIONE EMILIA-ROMAGNA RICOH S.E.C.I. GRUPPO INDUSTRIALE MACCAFERRI SAP SCS CONSULTING STMICROELECTRONICS SCHNEIDER ELECTRIC SEPS TECHNOGYM TEUCO THE BOSTON CONSULTING GROUP TOYOTA MATERIAL HANDLING ITALIA TREVI GROUP UMBERTO CESARI UNICREDIT UNIEURO UNINDUSTRIA BOLOGNA UNIPOL VEM SISTEMI VERONESI VIABIZZUNO VIDEOWORKS VOLVO CAR ITALIA WPP ITALIA YOOX NET-A-PORTER GROUP
FEES
The registration fee for the program is 3,000 euros (plus VAT) to be paid by the start date of the course.
The fee includes attendance at the program, all study material available through the online platform and access to Bologna Business School services, which include: Alma personal wi-fi account, use of Computer Lab PCs, use of study areas and access to the internal gym.
A large free car park is available in the school park.
Discounts are available:
– for early registrations;
– for Business Network companies;
– for Alma and Profingest Alumni;
– for groups of at least 3 people.
INTERPROFESSIONAL FUNDS
Alumni and companies can check the availability of vouchers at the Interprofessional Fund of reference:
Fondimpresa – for middle managers / middle management
Fondo Dirigenti PMI – for managers of industrial SMEs
Fonditalia
Fondirigenti – for managers
Fon.Coop – for cooperative companies
REQUIREMENTS
The course is reserved for a maximum of 20 participants.
APPLICATION PROCESS
To register, simply download the registration form and send it by email or fax.
FAQs
At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
The documents used in the classroom and any further reading or exercises will be uploaded to our platform, whose credentials will be delivered in the classroom.
Should a group of colleagues wish to participate in the program, it is possible to contact the Program Manager to evaluate an ad hoc participation price.
Our short courses do not require a specific course of study. It is important to have a few years of work experience behind you that can help you, inside the classroom, by bringing real cases dealt with and solutions adopted during your work.
