Metro Cash & Carry present a new strategy for their own brands
Metro Cash & Carry has rearranged its previous close to 60 own brands in six exclusive brand targeted at key groups of customers. This is the essence of the new strategy for its own brands, the company introduced in Dusseldorf yesterday. This is the essence of the new strategy for its own brands, the company introduced in Dusseldorf yesterday.
The six brands are Aro, Fine Food, Horeca Select, H-Line, Rioba and Sigma. The six brands are Aro, Fine Food, Horeca Select, H-Line, Rioba and Sigma.
The goal is the share of Private Labels in the chain of sales to reach 20 percent by 2012 (compared with an average of 10% now). The goal is the share of Private Labels in the chain of sales to reach 20 percent by 2012 (compared with an average of 10% now). The plans of the chain are then offered in 1800 when the product under their own brand to increase to nearly 4 thousand items, as they are projected to generate 6 billion turnover. The plans of the chain are then offered in 1800 when the product under their own brand to increase to nearly 4 thousand items, as they are projected to generate 6 billion turnover. Prices of their own brands of chain will be between 10 and 20 percent lower than similar branded products. Prices of their own brands of chain will be between 10 and 20 percent lower than similar branded products.
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With our new strategy for their brands is more focus on the special needs of our clients such as hotels and restaurants, retailers and offices. Knowing their business has helped us to develop a portfolio of products according to their needs,"
said Frans Muller , Managing Director of Metro Cash & Carry International (MCC) and the board of directors of the Metro Group. "
With our new strategy for their brands is more focus on the special needs of our clients such as hotels and restaurants, retailers and offices. Knowing their business has helped us to develop a portfolio of products according to their needs,"
said Frans Muller, Managing Director of Metro Cash & Carry International (MCC) and the board of directors of the Metro Group.
Mueller explained that the new strategy for their brands is key to the overall strategy of the MCC, which in recent years has expanded orientation on customer needs. Mueller explained that the new strategy for their brands is key to the overall strategy of the MCC, which in recent years has expanded orientation on customer needs. The company strives to offer complete solutions to its customers and to optimize the supply chain. The company strives to offer complete solutions to its customers and to optimize the supply chain. Moreover, offering new services such as deliveries to customers, financial, marchandayzingovi and other advisory services. Moreover, offering new services such as deliveries to customers, financial, marchandayzingovi and other advisory services.
Of the six key own brand, Aro covers nearly 700 food and basic non-food products. Of the six key own brand, Aro covers nearly 700 food and basic non-food products. The brand is also aimed at three groups of customers on "
Metro Cash & Carry - hotels, restaurants and catering, retail and offices and administration. The brand is also aimed at three groups of customers on "
Metro Cash & Carry - hotels, restaurants and catering, retail and offices and administration. With Aro strive for high volumes to achieve lower prices, said Thomas Rudelt, manager of own brands the corporation. In Aro strive for high volumes to achieve lower prices, said Thomas Rudelt, manager of the corporation's own brands. retailers eg, Aro aims to provide the opportunity to compete with diskauntarite and / or other retail chains. Retailers for example, Aro aims to provide the opportunity to compete with diskauntarite and / or other retail chains.'s much easier to communicate with clients six own brands, rather than 60, added Rudelt. Much easier to communicate with clients six own brands, rather than 60, added Rudelt.
In the higher price segment of the needs of retailers meet mark Fine Food. In the higher price segment of the needs of retailers meet mark Fine Food. The idea is to offer quality as branded products, but at a lower price. The idea is to offer quality as branded products, but at a lower price. It brings together around 700 food and non-food products. It brings together around 700 food and non-food products. Fine Dreaming is its sub-loop product for cosmetics, Fine Food bio - bio of a Fine Food Finestro will primium product line products. Fine Dreaming is its sub-loop product for cosmetics, Fine Food bio - for bioproducts and Fine Food Finestro will primium product line products.
Horeca Select covers nearly 1500 products dedicated to the professional kitchen. Horeca Select covers nearly 1500 products dedicated to the professional kitchen. H-Line is directed to furnish the hotel rooms and restaurants and contains about 350 mostly non-food items. H-Line is directed to furnish the hotel rooms and restaurants and contains about 350 mostly non-food items. A Rioba is own brand of Italian coffee. A Rioba is own brand of Italian coffee. It covers almost 150 products to cafes and bars, offers complete solutions for their owners. It covers almost 150 products to cafes and bars, offers complete solutions for their owners.
Sigma brand is designed for offices and administration. Sigma brand is designed for offices and administration. Beneath it offered about 600 administrative tools. Beneath it offered about 600 administrative tools.
Metro Cash & Carry products introduced gradually in all 30 states, which prisatva. Metro Cash & Carry products introduced gradually in all 30 states, which prisatva. New strategy for Bulgaria is a fact, whose purpose is own brand sales to reach 10% of turnover. New strategy for Bulgaria is a fact, whose purpose is own brand sales to reach 10% of turnover.
MCC has 660 stores, about 100 000 employees and sales of 33.1 billion euros a year. MCC has 660 stores, about 100 000 employees and sales of 33.1 billion euros a year.
Sat Nov 28, 2009 11:35 pm
