{"title":"New Product Introduction Success for Private Label Products Compared to Branded by Product Category","authors":"E. Salnikova, S. Baglione, J. Stanton","doi":"10.1080/08974438.2020.1795774","DOIUrl":null,"url":null,"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%.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2021-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08974438.2020.1795774","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Food and Agribusiness Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/08974438.2020.1795774","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
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%.
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.
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