Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 18 October 2018
Revision date: 20-Dec-2018
Length: 24 pages
Data source: Published sources
Abstract
Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed USD3.00 price point that promised an average savings of 40% versus national brands through the elimination of the BrandTax, the hidden costs the company claimed consumers paid for a national brand. As the venture funded startup entered the fiercely competitive CPG industry, it was simultaneously taking on both the world's greatest brands and the world's most dominant retailers. Could Brandless change the way consumers bought the essential items that filled their pantries and medicine cabinets? Industry pundits had long predicted both the death of brand and the death of brick and mortar retailing in the contemporary marketplace. Would Brandless be the final nail in the coffin?
Locations:
Industries:
Size:
< 50 million; Start-up
Other setting(s):
2017
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 6 April 2020
Length: 27 pages
Data source: Published sources
Spanish language
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 18 October 2018
Length: 26 pages
Data source: Published sources
About
Abstract
Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed USD3.00 price point that promised an average savings of 40% versus national brands through the elimination of the BrandTax, the hidden costs the company claimed consumers paid for a national brand. As the venture funded startup entered the fiercely competitive CPG industry, it was simultaneously taking on both the world's greatest brands and the world's most dominant retailers. Could Brandless change the way consumers bought the essential items that filled their pantries and medicine cabinets? Industry pundits had long predicted both the death of brand and the death of brick and mortar retailing in the contemporary marketplace. Would Brandless be the final nail in the coffin?
Settings
Locations:
Industries:
Size:
< 50 million; Start-up
Other setting(s):
2017
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 6 April 2020
Length: 27 pages
Data source: Published sources
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 18 October 2018
Length: 26 pages
Data source: Published sources