In 2008, Carrefour profits fell 44.7%. Lars Olofsson, Executive Director of the new group believes that Carrefour unresponsive necessarily, at this time of crisis, consumers' expectations. Thus, to improve its image in terms of price and profitability, the strategy to increase the supply of 40% of private brands (private label) that is to say, the products branded "Crossroads " .
In fact, Carrefour is aligned with its main competitors who offer 50% of private label products under cons 30% for Carrefour.
This is not without consequence, this shrinking market threatens major brands. Olivier Desforges, president of the Ilec (Institute for Studies of association and consumer industries), commented on the strategy of Carrefour "Some (brands) will disappear, as is already the case in some markets abroad.
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