Produzir Private Label ou não?

Thomassen & Lincoln atacam de frente a conversa da treta sobre a produção de Private Label.
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"Of course, you always have the option to join the success and become a supplier. But that success may not be as gainable as it might first appear.
The reasons to supply are fourfold. Here are some reasons they don’t make sense:
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1. Utilizes spare capacity. One of the most often cited reasons is the need to mop up capacity. However, if you were honest, is the utilization of this spare capacity profitable or not? There is considerable evidence that producing Private Label lowers your overall margins – hardly good business sense or maximizing shareholder value. If your competitive brands want to lower their margins, let them. Don’t commit business suicide first.
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A recent study on a US company proved that it would have to sell four units of Private Label to make as much money as selling one unit of a branded product (Kumar and Steenkamp, 2007). Apart from not making much sense, it’s a good way to commit economic suicide.
Now this isn’t clearly the case all the time and there may be cases where it makes sense. But be very careful before you venture too far.
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2. Strengthens relationships with key distributors. What a load of baloney! There is absolutely no evidence that by supplying a retail brand you will be treated better. In reality the opposite is probably true. You lose respect and negotiating power, let alone your technology, formulations and innovations. If you’re the best, why on earth would you want to give it away?
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3. Stops key competitors doing it. Frankly, given what we just said, you should be encouraging them!
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4. Greater purchasing power vis-à-vis its suppliers. Enough said already. The reality is you are more likely to enter a vicious cycle of manufacturing decline."
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E o Grande Finale:
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"1. Private Label is not for followers who are stuck in the middle. If you are a company with a weak brand, make a choice: be a committed Private Label producer or really grow your brand.
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2. Private Label production is to be avoided in commodity markets, unless you seriously want to lose money.
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3. If you’re going to produce Private Label, ensure you differentiate your brands and Private Label… differently.
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4. Select the right retail partners – ones who respect you."