Co-branding is a promising path for cooperation between retailers and producers
— 2008-03-25 —
As the number of retailers grows, producing companies have better opportunities of establishing relations with them. Major companies with well-established production and distribution practices enjoy more advantages still. Co-branding opportunities represent one of such advantages.
Damir Imamovic, Vice-President of Produkty Pitania talks about co-branding projects.
- What are the advantages of co-branding for both parties?
- The partner gets a well-known quality product thus raising its own reputation and spending less effort on promotion of goods. Its reputation may also improve as a result of a co-branding project with a manufacturer trusted by consumers.
Many producers prefer co-branding to private labels because it involves little additional costs for product promotion. Producers expand the range of products available and raise sales.
Partners use communication channels in co-branding to benefit from synergies of joint efforts in promoting products.
- Experience of your company in co-branding?
- The popular brand Zolotoy Petushok provides grounds for such projects.
Every specific project is custom-tailored to ideally meet the existing range of opportunities.
Currently we are implementing a joint project with
- How are products developed for co-branding projects?
- Product Development and Marketing work together to analyze advantages and assess market prospects of our products.
After that a decision to develop new products may be made.
The Company is capable to flexibly change features of its products, which allows cooperation with food service operators.