Own branding in UK and French grocery markets

Abstract

Undertakes a comparative analysis of the evolution and development of own branding strategies in UK and French grocery markets. Primary research was carried out through semi‐structured interviews with senior managers of French grocery companies to determine the nature of their own branding strategies and to draw out comparisons with the strategies of their UK counterparts. Results indicate that it is unlikely that French retailers will develop store brands on the scale of Sainsbury’s, Tesco, Marks & Spencer and Safeway in the UK. The organizational structure of French grocery business is less conducive to centralized buying and distribution, and conflict between manufacturers and distributors has led to a less efficient supply chain than in the UK. These factors, coupled with a highly competitive price‐driven market environment, have resulted in most French retailers using own brands as a defensive strategy to combat strong national brands. The exceptions are companies which are well represented in the high street (Monoprix, Casino and Prisunic) and Carrefour, the only hypermarket operator which has ventured down the route of the UK multiples with a more value‐added, differentiation approach.

Citation

Fernie, J. and Pierrel, F.R.A. (1996), "Own branding in UK and French grocery markets", Journal of Product & Brand Management, Vol. 5 No. 3, pp. 48-59. https://doi.org/10.1108/10610429610126579