All food signs brands are on war footing

Revolution in Intermarché. Aware of the need for simplification expressed by the consumer, the sign of supermarkets streamlines its portfolio of brands. It must pass some 180 all confused less than 100. Especially, the affixing of a specific logo will make clear the link between the Musketeers and its DSD pastures in dairy products, or Captain Cook in fish are among the best known. Until then, nothing to assign these lines often anthropomorphic names to the Distributor. The new device, which the details will be unveiled Wednesday, to implement progressively.

All food signs, brands are on war footing. Winner of the linear field, they are assigned by the signs of the strong volume targets. And must put their images in order of battle. "A third generation of own brands matures." In France, it is the end of the fuzzy messages. The logos are seeking to impact almost as strong as the national brands. "The movement accelerates as it must feed the speech of the signs at the point where they will be allowed to advertise on generalist channels", is Jean-François found, Director General of the C.Capital design agency, which conducted a European tour of the DGF.

If the "me-too", copies of the national brands, are still the fortune of the signs, large surfaces develop their offer on the entry on the premium segment. "French distributors are beginning to bear marks first prizes", see Françoise Dassetto, President of White Spirit, design agency that has recently organized a Conference on the theme of the DGF. Re-entry, Telemarket cybermarchand also added to its catalog an own offer qualified "hard discount".

In contrast, a part of the offering was sophisticated. The RADIUS for frozen, Auchan launched a new brand, Mmm! The black band associated with a picture of consumer packaging as well as pictures inspired by the kitchen diaries, expresses the quality for more recipes as the net bar grilled vegetables and pine nuts. The range Collection Champion has opted for a couture grey solid. BandG design agency has put in front of the Visual refined products simply associated with their names.

Sainsbury's, Revel, it is the bio offer which is treated with sophistication with photos of plants on supported green background. "The"premium"offers may develop because brands have acquired the necessary credibility," said Laurent Simeoni, Director of strategy and development of C.Capital. To the extent that Colette, Paris temple of trends, allowed preview Beach sheets and bags designed by illustrators and released by Casino.

Avoid the cannibalization

Model of its kind and watched closely by its French competitors, the British Tesco pushes far segmentation. The sign has three own brands positioned on the price axis plus five thematic brands of high-end. All are displayed in his name. "Tesco Kids and Tesco Organic bio range lie to the price level of the national reference mark, while Tesco Finest is above and Tesco Free From, for the allergic, is ten times as expensive as first prize." In contrast, references to fair trade price as own mid-range brand. "It is a strong message by the sign which told its clients: it has all the means to have a moral", notes Michel Gutsatz, Director General of White Spirit. Agency is the DSD begins, with anti-allergies lines, this also at Sainsbury's, investment categories as the national trade mark explores little.

Carrefour has followed a similar path in the structuring of the offer, but not necessarily to the tariff with the simplification led from the end of 2005. For its third generation of own brands, three price strata exist number one selection Carrefour. In the highest range to add reflections of France on the terroir, Carrefour Kids in the field of children and Carrefour action to umbrella the organic, fair trade and nutrition.

Another model come from abroad: the target. "The sign made limited series a cultural operation of reference," says Françoise Dassetto. In Europe, it is still work to do to avoid the confusion of the genera. On the names. How the consumer will retrieve find that canned vegetables the gardens of Artémis are part of the hard-discount offer Telemarket in the same way as Pazzia pulp or gel shower Kaoma Attention also to the use of graphic codes. "When a review of retail, there are in many cases a lag between the positioning of a range and its packaging expressed." In Delhaize, the line discount 365 is rather more aesthetically beautiful heart of range. "Between Eco and mark benchmark in Leclerc, Visual codes does not really show the positioning of each range", is Laurent Simeoni. Signs have every interest in avoiding a too large cannibalization of their classic pillar by offers discount brand.

Another risk: to be catching up with the competition. C.capital j. and "Monoprix need to reinvent a packaging proposal, because time in advance that the sign had been filled. But to counter this danger, distributors not hesitate to play pioneers in the speech of mark. As a Casino which has been one of the first, in the same way as a mark as Findus, to adopt the principle of the nutritional slider developed by nutritionists doctors.