For anyone involved in manufacturing, the challenge of balancing private-label and retail brands is a prevalent one – and if your remit is pan-European, or global, so the difficulties multiply as you endeavour to find solutions to suit each consumer mindset.
While many preach that private labels must compete with retail brands, Kumar encourages his readers to take a broader look at the value chain, insisting not only that co-existence is possible, but that it is imperative. I have always believed that the route to success is through continuous consumer-led innovation – and having read this book, I not only stand by this mantra, but I realise that retailers need manufacturers to innovate too.
While many business books meander through a forest of sensationalist hearsay, Kumar’s opinions are supported by proven fact and solid examples, drawn from a truly international and multi-industry landscape. I read the book, a rarity in its genre, from cover to cover, rather than dipping in and out of just a few chapters, and I would recommend it to anyone who is looking to construct the perfect labelling strategy.
Business Book Review: How They Started in Tough Times