Private Label Report Last updated: February 2016 Next updated: November 2019 Private Label Report

Private Label / Confined Label / Dealer Own Brand (DOB) / House brand Definitions Private Label / Confined Label / Dealer Own Brand (DOB) / House brand A brand of product(s) that is exclusively manufactured for a retailer, marketed by a retailer and sold alongside manufacturer brands, usually as a discount alternative. The brand is not owned by a manufacturer or producer but by a retailer or supplier who gets its goods made by a contract manufacturer under its own label. Exclusive Brands The brand is owned by a manufacturer or producer but exclusive rights given to a retailer to be the sole distributor / provider of the product to the market. The brand of product(s) are marketed by the retailer. Destination Category Helps in making the store as the dominant or first choice for the customers. This is done by delivering consistently superior value to consumers. It also means that the retailer would strive to become the primary provider of the products of the category, normally not available at other stores. Therefore, destination category has a distinguishable position in retailer portfolio. Focus Categories Categories that does not form part of the destination category within a store and also not within the annual strategy of the retailer. It is a retailer project to improve the overall in-store shopping experience and support destination categories to ensure complete shopping done at the retailer. Example: shopper does her shopping in a specific store for the specific fresh offering, they complete their shopping in the store as the retailer focus on other categories by drawing shoppers attention to it through look-and-feel and promotions.

Private Label Brand Positioning Brand Identifiers Red OK Label Description Customers can buy a Red OK Label product in the knowledge that they get real value and assured quality Customer Profile Across all LSMs, mainly focusing on LSM 4 – 8 Brand Positioning Real value and assured quality SKUs Approximately 155 Key Categories Basic commodities Price Positioning Always to be lower than the market leader

Private Label The OKFD revived one of SA’s oldest and most respected own brands – Red OK Label – to provide franchisees with a fighting line to counter private labels in competitive chains Red OK Label products are available in most OK Foods, OK Grocer, OK MiniMark and Sentra supermarket outlets

Private Label

Adrienne Osberg | Retail Analyst Maryla Masojada | Lead Research