Seven Premium: Raising private label to powerful destination brand status

Seven Premium is a private label (PL) brand created by Seven & I Holdings, which is the parent company of multiple retail chains in Japan, including Seven Eleven Japan. The brand was launched in 2007, and has grown to be the leading PL brand in Japan, overtaking the previous leader Topvalu.

Scope

  • Learn about the Seven Premium brand.
  • Understand the strategies underpinning its success.
  • Assess future opportunities for Seven Eleven to grow the brand.

Reasons to buy

What is Seven Premium?

How has it become Japan's leading private label brand?

How does Seven Premium develop new, and adapt existing, products for new markets?

What future opportunities exist for the brand?

Companies mentioned

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Table of Contents

OVERVIEW

Catalyst

Summary

QUALITY-DRIVEN BRAND CONCEPT CREATES MARKET LEADER

Seven Premium is the leading PL brand in Japan, expected to reach $8.3bn sales in 2015 ...

OVERVIEW

Catalyst

Summary

QUALITY-DRIVEN BRAND CONCEPT CREATES MARKET LEADER

Seven Premium is the leading PL brand in Japan, expected to reach $8.3bn sales in 2015

Seven Premium pursues a quality-driven brand concept

In 2014, sales of Seven Premium hit JPY815bn, and 144

SKUs have sold over JPY1bn each

PRODUCT RESEARCH, DEVELOPMENT, & TAILORING KEYS TO BECOMING A LEADING BRAND

Targeting quality-led consumers

Seven Premium's rivals are national branded products, yet they are not copies of these

Seven Premium products take full advantage of product development knowhow and infrastructure cultivated by group companies

Branding with a distribution channel to create a strong brand shelf appearance and increase brand recognition

Constantly reviewing products and involving customers in product development help the Seven Premium brand to repeatedly create products reflecting consumer needs

Making collaboration with manufacturers more visible to consumers helps to enhance consumer trust in the brand

Identifying local flavor preferences and adjusting flavors by region increases the positive impression that nationwide PL can convey a thoughtful approach

Seven Premium becomes a destination brand

Comparison: Topvalu vs. Seven Premium

PRODUCT REVIEWS AND ADAPTATION PROVIDE OPPORTUNITIES OUTSIDE JAPAN

Pursuing high quality and deliciousness can build the brand loyalty, creating opportunities in some Asian countries

Making PL manufacturers visible to consumers to build trust between products and shoppers

Reviewing products, even when they are popular, helps to maintain traction

Adjusting flavors to meet local preference can be an opportunity particularly in PLs, as retailers can identify trends by their sales data

A powerful PL brand can find further opportunities

CONCLUSIONS

Successful private label brand driven by research, product development and adaptability

APPENDIX

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