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Housebrands on the rise in SA in recession |
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August 2009 |
 When the economy turns down, retailers typically experience an increase in the uptake of housebrands.
In response to the current cash crisis, Pick n Pay is not only offering a wider range of housebrands, but new packaging too.
The
rebranding and relaunch of brands from Pick n Pay Choice to PnP and
from No Name to PnP No Name, has certainly made an impact on-shelf,
with a new look and feel, says Cindy Jenks, PnP's general manager,
corporate brands.
"We are exceptionally proud of how great this new
packaging looks; consumers have certainly noticed this and reactions
have been very positive," she says.
Potential Suppliers:
PnP has almost completed the
brand changeover, which has meant repackaging in excess of 1,300 lines
under the new name banners. The range has been widened due to new
categories and line extensions in key ranges.
The retailer has also recently introduced an organic range including vegetables, spices, tea, coffee and spreads.
"Our
pricing strategy is key in order to offer our consumers the best
possible products at the best prices, in these tough economic times. We
are targeting key categories for deeper discounts and special offers on
'must-have' items," says Jenks.
PnP constantly monitors the needs of
consumers and what competitors are doing, in order to respond to the
market. This includes looking at new markets that require specific
products, at acceptable prices and best pack size, according to Jenks.
- Iris van Breda
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