Store Brands

DEC 2015

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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1 6 Store Brands / December 2015 / example, Topco will develop collaborative plans so participating members can take advantage of Topco's marketing insights and vehicles, Severin says. "This helps Topco ensure our own brands are in the vehicles that are most important to our retailers' shoppers," she continues. "This includes winning at shelf with great point of sale, displays and stan- chion signs, and winning at home with websites and social media. And we provide imagery for all of our brand items." Topco also offers its members a full-year promo- tional calendar that can be coupled with additional offerings such as seasonally relevant ready-to-shop display materials, digital and print advertisements and stanchions. Topco's packaging includes uses of other products for cross-selling opportunities, and the company creates customizable tools to meet each member's unique needs, Severin adds. Topco established its Corporate Brand Marketing Awards more than 10 years ago to celebrate member companies that have done an exceptional job in marketing own brands. The awards acknowledge the significant work of Topco's members as partners and collaborators, Heffernan says. "This is where our cooperative acts as a share group, highlighting best practices and promoting ideas," she adds. Most recently, Topco honored six members for their "outstanding marketing to support corporate brands," Hooks said. "Our member award winners demonstrated exemplary marketing promotions with their store brands," Hooks said. "They have successfully utilized new and innovative marketing methods to effectively market corporate brands." A bright future As for the future, Topco has a big goal to get its mem- bers to "advance as one" behind a new non-food and general merchandise brand in the next year, Severin says. Plus, the company is bringing to market a rede- sign of its PAWS pet brand while developing more products for its Full Circle Market brand. And Topco continues to look at its value proposition, Hooks says. "We have developed and are executing against a long-term plan that is focused on our people, processes and technology to help us evolve and better support our members in a fast-changing industry," he states. SB Please call (209) 367-8800 or email [email protected] Visit for more information. Pacifc Coast Producers is proud to supply canned fruits, canned tomatoes, and fruit bowls for Topco members. Congratulations to Topco for being voted co-op of the year!

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