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Its Home brand is seen as a cheaper alternative with reasonable quality compared to the retail branded products. Woolworths has decided that there is a position in the market between retail branded and Home brand products that has not been utilised. Positioning is defined as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market” (Kotler, 2003 p.308).
Thus Woolworth’s illustrates the concept of product line pricing and comes out with Select brand. Select brand addresses this position by being a more expensive alternative to Woolworth’s Home brand, yet still cheaper than retail branded products...
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