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Pick and Pay

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Submitted By ricoling
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5. How firms extend quality image with variety of private-label products

1. Good firm reputation;
According to the case, Pick’n Pay is the biggest retail corporation in South Africa. Its mission is trying their best to serve the consumers. Its mission statements, such as, WE SERVE, We CARE for, and RESPECT each other, and We are all ACCOUNTABLE, give their customers a clear image of a firm stick to consumerism. Pick’n Pay has high social responsibility. Through different projects, education programs and fund-rising events, the firm impressed the South Africans in various ways. Due to Pick’n Pay’ s good firm reputation customers will trust this brand more and consider its private label as high quality product.
2.Various market segments;
There are several different retail concepts under Pick’n Pay, such as, small discount-price stores, neighborhood supermarket, and family hypermarket, and up-market stores. Due to this strategy Pick’n Pay can design different private label products accordingly and launch them into different markets. Pick’n Pay has a wide range of product categories. So customers will reach the private label products, which are fully considered by Pick’n Pay. 3. Suppliers
In order to provide high quality private label products, strength of the private label strategy lies in a close relationship with suppliers. "Our top 20 suppliers are responsible for 60%-70% of our sales," according to Woolworths CEO Ian Moir. Only the trustable suppliers can provide the company high quality products constantly. 4. Price
"Our private label lines are 5%-15% cheaper than national brands," says Pick n Pay food merchandising director Peter Arnold. Price always influences customer’s purchase behavior. Pick’n Pay not only concentrates on the quality of its private label “Finest”, but also use price strategy to attract more new customers and enhance

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