Refreshing the Orbed Private Label

For several weeks Daryl had been spending a lot of time preparing a presentation he would make to the company's executive committee. In the presentation, he would have to make a recommendation on the repositioning of Orbed's store-brand soft drinks. The next day, he had to talk his proposal over with Richard Balmori, the director of the store-brand department, and Joe Rod, Orbed's commercial director. A few months earlier, Sandfer, a British supplier of store-brand soft drinks, had drawn Orbed's attention due to the success it was having in some European countries, which led Orbed to study Sandfer as a potential strategic supplier. Daryl Board began directing the project, and now, after a few months' work, he had to decide whether to change supplier. Regardless of the supplier chosen, he also had to define strategies related to positioning and communication, the brand, and product pricing. Several months had gone by, but he was still plagued by doubts.