New Product Introduction Success for Private Label Products Compared to Branded by Product Category

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2021-05-27 DOI:10.1080/08974438.2020.1795774

E. Salnikova, S. Baglione, J. Stanton

引用次数: 3

Abstract

Abstract This research reveals the success rate of new private label products and compares the PL results to branded new products. The data is based on the GNP database from Mintel. New product success is defined as the product still available two years after introduction. A sample of the new product introductions from 2010 to 2012 was drawn. An amount of 10% was randomly selected each food category. A total of 2,810 new products that were sampled from 17 food categories. An amount of 43% of new private label products was successful, greater than ±30% found in the literature. It was, lower than the success rate for branded at 71%.

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与按产品类别划分的品牌相比，自有品牌产品的新产品介绍成功率

摘要本研究揭示了自有品牌新产品的成功率，并将其与品牌新产品的成功率进行了比较。数据基于Mintel的GNP数据库。新产品的成功定义为产品在推出两年后仍然可用。抽取了2010年至2012年的新产品介绍样本。每个食品类别随机抽取10%的量。共有2810种新产品从17个食品类别中取样。43%的新自有品牌产品是成功的，大于文献中发现的±30%。这比品牌的成功率(71%)要低。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.