rbruce... Are you sure that you don’t “moonlight” as a qualified “retail marketing consultant”? Your prior post is excellent, and you are RIGHT-ON in your analogy!
Back to our old buddy—Durabrand... In the business, we call such a concept—a “generic equivalent”. Successful chain retailers that have reached a “critical mass” [to buy in significant volume] often “dabble” with the prospect of offering them; but they try to do-so WITHOUT accepting name-related responsibility. So, WHY offer them? Well, I suppose that most human-driven “retail machines” want to accommodate nearly-every potential customer—possibly, except for the notorious Apple – and in the C.E. biz—a brand like McIntosh [later sold to Jenson—go-figure :
].
Let’s look to the grocery biz for a reasonable analogy... A “blast from the past” here—A&P [they actually invented multi-level in-store branding back in the early-60s]. A&P’s top “store brand” was Ann Page [get it?]; there was the “A&P” brand; then the “generic equivalent”—Sultana—note NO name-association. In modern times, the Midwest-based Marsh chain [owned by Sun Capital] badges “M” as its best; “Marsh” as its heritage store brand; “Yorktown”—named after the community that hosts its distribution center; then “Value-Time” as is generic-equivalent [note again—NO retail name association]. In reality, Value-Time is an INDEPENDENT distributor—removed from its retail host but available exclusively at Marsh locations. Durabrand is the Sultana and Value-Time of the chain-hosted consumer electronics biz... It IS NOT a WalMart in-store brand. Wally is as “sharp-as-a-tack” and would NEVER name himself such—heck, a 10-year-old on a “bender” could do better! Insignia [as its name implies] wears the emblem of Best Buy, and is a “click up” on the non-name-brand scale. Actually—it rates with grocer Kroger’s “Prime Selection” in-store brand in its success. Possibly—it is a great venue to introduce HD Radio at a “popular price”.
But I digress...
And THAT’S the “reality check” here!
Back to our old buddy—Durabrand... In the business, we call such a concept—a “generic equivalent”. Successful chain retailers that have reached a “critical mass” [to buy in significant volume] often “dabble” with the prospect of offering them; but they try to do-so WITHOUT accepting name-related responsibility. So, WHY offer them? Well, I suppose that most human-driven “retail machines” want to accommodate nearly-every potential customer—possibly, except for the notorious Apple – and in the C.E. biz—a brand like McIntosh [later sold to Jenson—go-figure :
Let’s look to the grocery biz for a reasonable analogy... A “blast from the past” here—A&P [they actually invented multi-level in-store branding back in the early-60s]. A&P’s top “store brand” was Ann Page [get it?]; there was the “A&P” brand; then the “generic equivalent”—Sultana—note NO name-association. In modern times, the Midwest-based Marsh chain [owned by Sun Capital] badges “M” as its best; “Marsh” as its heritage store brand; “Yorktown”—named after the community that hosts its distribution center; then “Value-Time” as is generic-equivalent [note again—NO retail name association]. In reality, Value-Time is an INDEPENDENT distributor—removed from its retail host but available exclusively at Marsh locations. Durabrand is the Sultana and Value-Time of the chain-hosted consumer electronics biz... It IS NOT a WalMart in-store brand. Wally is as “sharp-as-a-tack” and would NEVER name himself such—heck, a 10-year-old on a “bender” could do better! Insignia [as its name implies] wears the emblem of Best Buy, and is a “click up” on the non-name-brand scale. Actually—it rates with grocer Kroger’s “Prime Selection” in-store brand in its success. Possibly—it is a great venue to introduce HD Radio at a “popular price”.
But I digress...
hipporadio said:...ONE PRODUCT whose relationship with ONE dubious non-badged manufacturer; available at a price that changes with ANY opportunity; within ONE chain [only] of retail stores—TOTALING 0.2 percent of ALL retail consumer-electronics sales—IS NOT a lifeline for an ill-conceived product [created within THE NARROWEST of SELF-interest] that REPEATED and MULTIPLE surveys show as a “consumer non-starter”!
And THAT’S the “reality check” here!