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House-brand horrors

Article Abstract:

In the past year, grocery retailer Woolworth started pulling out some of its home brand products from the market stating that long-term retention of a brand is eventually detrimental. Coles Myer, the other grocery giant on the other hand chose to double its home-products brands, a step that was later copied by Woolworth. The suppliersE reactions to these fluctuations in house brands are discussed.

Marketing procedures, Retail Trade, Retail industry, Marketing, Company marketing practices, Woolworth Australia, Coles Group Ltd.

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The missing link

Article Abstract:

The issue of how advertising works, and its potential influence on the company's sales are discussed. The concept is that advertising does not generate an instant response from the customer; rather it plays a long-term role before earning the goodwill and then catches up with brand selling.

Advertising, Advertising Activity, Venture Analysis, Influence, Business enterprises, Sales, Sales analysis

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