Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Thursday, June 25, 2009

Poll: Bargain Brands

I was at the store the other day picking out some items when my autopilot shut off and I became aware of the items in my basket. Crest toothpaste. Bargain mouthwash. Pantene Pro V conditioner. Bargain body lotion.

Since I used to be a faithful buyer of Scope and St. Ives, I began to wonder... How many more people are dropping name brands for store/bargain brands due to the current condition of the economy?

My curiosity pushed me to create a poll!

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Blogger Varun Sarin said...

Very true! Although given the fact that you were on autopilot when you picked the bargain items means that it had to do with more than just the economy. I think for everyday use items, consumers have begun to realize that the store brands aren't that bad. The brand power of the competitors in this area is somewhat diluted than what it was, say 10 or 15 years ago.

9:06 AM

Blogger Skip Lineberg said...


Thank you for your comment and for joining this conversation. Your point is well taken.

Another contributing factor here, in my estimation, is the proliferation of brands. Today there are 15 times as many brands as existed in 1990. This trend cuts across virtually every category. Given this explosion of brands, it is more difficult for any single brand to have the same level of impact (i.e., mindshare, awareness, etc.) that it did in decades past.


11:27 AM

Anonymous Mara Roberts said...

This is so true and its been very carefully planned. Large retail stores are pushing their in-house brands harder than ever- and they are bettering the range available. I actually got excited the other day when picking up another in-house brand, they have moved from being just suppliers of the 'basics' to convenience product masters to!

4:04 AM

Blogger Skip Lineberg said...


Thanks for joining the conversation and add your excellent insights to this conversation!


9:18 AM

Blogger Erin said...

Thanks everyone for the votes and comments!

It does seem like the retailers are pushing their in-house products more and more. Target just re-launched their store brand as "up & up." Interesting!

It's amazing that just about anything you can find name brand, you can also find as a cheaper in-house brand!

2:29 PM

Anonymous Anonymous said...

My grocery bag is typically filled with more in-house brands than name brands. From shampoo to body wash to contact lens solution to soda - if it will save me a few cents, into the cart it goes! Long gone are the days of my youth when having "generic" anything was totally uncool! Now I brag about bargains.
Matt Browning

11:52 AM

Blogger Erin said...


It seems from this survey over half the respondents are doing the same thing. Saving money is cool, even if it is only a few cents (those cents add up!)

10:50 AM

Blogger wvniessners said...

This is an interesting topic because I've been watching your blog to see what the opinion might be on Walmart's Great Value brand redesign. I love the new branding and new designs that you all always post on and have been wondering what you think of their new design. And then when I saw this post it made me think of the Great Value store brand - wonder how many of the store brand buyers are purchasing the Walmart brand...or the Target brand...who also redesigned and completely changed it's identity.

7:37 AM


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