Trends in Retail Competition: Private Labels, Brands and Competition Policy

A Symposium on the Role of Private Labels in Competition between Retailers and between Suppliers

The Institute of European and Comparative Law in conjunction with the Centre for Competition Law and Policy

Oxford, 9 June 2005Sponsored by Bristows

CCLP (S) 04/05 (II)

Private Label

Their Role for Retailers&

Their Impact Upon Competition

Part II

Cloning III

£0.71£0.92

Selective Use of Shelf Space

• Height on the Fixture

• Lateral Position on the Fixture

• Multiple Facings

• Treatment of Private Label

In-Store Marketing Levers

95

100

105

110

0-15% 15-20% 30-35% 55-60%

POSITION ALONG FIXTURE

TRAFFIC FLOW

Indexed Sales - All Product Types

SA

LE

S I

ND

EX

100.0

105.9

103.8

100.5