The CPG Guys

The State of Private Label in CPG Retail with Cornell's Dan Hooker

September 28, 2022 Peter V.S. Bond & Sri Rajagopalan Season 1 Episode 231
The CPG Guys
The State of Private Label in CPG Retail with Cornell's Dan Hooker
Show Notes

The CPG Guys, PVSB and Sri are joined in this episode by Dan Hooker, Senior Lecturer at Cornell University's Johnson College of Business

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Dan answers these questions:

1) Why do retailers market private label products? What is the value proposition to the retailer and to the consumer?  
2) What is the responsibility of the retailer in developing and marketing private label and why do they often turn to consultants like your former employer to support these responsibilities?
3) National brands bring a tremendous amount of analytic and field force resources to bear in supporting retail; customers. How do retailers ensure that their private label priorities are identified and addressed when these suppliers are often managing much of the category strategies? What about categories where Private Label is the top brand in sales?
4) Supply chain problems during the pandemic coupled with recent price increases have led to an increase in trial & consumption of private label sales. What do you anticipate is the longer-term impact of this penetration of private label driven by necessity?
5) Three years ago, you joined the faculty at the Cornell University Johnson Graduate School of Management. What is your role?
6) Can you walk us through how a particular course curriculum like the Omnichannel Leadership one Peter attended comes together. Is it driven by the school, its business partners or some combination? 
7) What are the outcomes your participants and business partners are really trying get from the programs you produce?
8) What are you finding to be some of the more highly demanded areas of learning that your consumers, people who attend these courses, and your business partners are looking to pursue?

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