IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-030-18911-2_9.html
   My bibliography  Save this book chapter

Investigating Private Labels’ Success Against National Brands in the Men’s Razor Category

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Briana Alberti

    (Providence College)

  • Mark DeFanti

    (Providence College)

Abstract

This paper will focus on the private labels and national brands that make up the men’s razor category within the shaving industry. Factors that affect both the success of private label brands and create roadblocks for them will be assessed and applied to CVS’s private label brand Blade by incorporating Hoch and Banerji’s study on private label brands’ success with Varadarajan, DeFanti and Busch’s research regarding the strength of brand portfolios. Blade will be compared to national razor brands that it competes against in CVS stores, with a specific compare and contrast to Schick, its direct competitor. This analysis has a particular focus on the United States razor market due to the dearth of drugstore chains in Europe that offer private label brands. This paper investigates how a private label brand in a large category can gain greater market share and effectively compete with the popular national brands.

Suggested Citation

  • Briana Alberti & Mark DeFanti, 2019. "Investigating Private Labels’ Success Against National Brands in the Men’s Razor Category," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Anne Roggeveen (ed.), Advances in National Brand and Private Label Marketing, pages 62-69, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-18911-2_9
    DOI: 10.1007/978-3-030-18911-2_9
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-030-18911-2_9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.