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As Kids Brand Manager for Asda the author was responsible for reviewing brand criteria and working with traders and the supply base to deliver approximately 150 new Asda Brand lines across the business to achieve critical mass for brand launch in October 1998. This paper looks at how product opportunities and gaps were identified and developed to fulfill the brand criteria and packaged in the new Kids Corporate Design Route.
Keywords:
Solution Based Merchandising,
Brand products,
Value,
Pricing,
Credibility,
Product Quality
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© MCB UP Limited
2001
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