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Introduction

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.

Features and benefits

- Learn about the Seven Premium brand.

- Understand the strategies underpinning its success.

- Assess future opportunities for Seven Eleven to grow the brand.

Highlights

- Seven Premium products have taken full advantage of the product development know-how and infrastructure cultivated by companies within the group. Product development has continued to seek innovative approaches so that Seven Premium's products meet changeable consumer needs and trends.

- Pursuing high quality and deliciousness can build brand loyalty, and this brand positioning may see opportunities in other Asian countries. The approach of adjusting flavors to meet local preferences may be applicable in various countries.

Your key questions answered

- 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?

Table Of Contents

Seven Premium: Raising private label to powerful destination brand status
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, and 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
Sources
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