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    Sunripe Marketplace: A Private Label Strategy

    Kyle Murray ; Ken Mark

    • Reference: IVEY-9B07A003-E

    • Year: 2006

    • Number of pages: 9

    • Geographic Setting: Canada

    • Publication Date: Feb 26, 2007

    • Source: Ivey Business School (Canada)

    • Type of Document: Case

    • Industry Setting: Retail Trade;

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    Description

    The founder/owner of Sunripe Marketplace (Sunripe) is thinking about the stores' product offerings. He has two fresh produce-focused stores and a unique set of distribution and store-level systems that differentiate Sunripe from other supermarkets. Being a small retailer allows the owner to only choose the best and freshest products for his two stores. His stores have several private labels that customers like. Sunripe's owner must now consider how to improve the marketing of these private labels.

    Keywords

    Market analysis Merchandising Retail Marketing