Coop Private Label Development Strategy

Abstract

Coop private label portfolio is the tool to realise the cooperative mission to provide consumers guarantees on quality, safety, environment care, ethical commitment, fair trade as well as good value. Coop private label range was extended over time focusing on intercepting new emerging needs to be able to provide a full range of products for different types of consumption and maintain the leadership in the Italian retail market.

Keywords

• large retailers
• development strategy
• market-driven management
• private label
• innovation
• global markets
• customer cooperative
• over-supply