Private label: Perbedaan antara revisi
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{{italic title}}{{Short description|Merek yang dijual oleh perusahaan ritel namun diproduksi perusahaan lain}}
[[File:Bayer Aspirin and store-brand generic on Canadian drugstore shelf.jpg|thumb|250px|Produk [[aspirin]] di [[Kanada]], dimana ada versi yang dibuat perusahaan ternama ([[Bayer]], kiri) dan versi ''private label'' (kanan).]]
[[File:Teri Jengki Ikan Asin.JPG|thumb|250px|Produk [[ikan asin]] yang dijual dalam ''private label'' milik Carrefour di Indonesia, "Paling Murah".]]
'''''Private label''''' (dalam [[bahasa Indonesia]] artinya '''merek pribadi''')<ref>[https://books.google.co.id/books?id=VFhaEAAAQBAJ&pg=PA44&dq=private+label+hero+save&hl=id&newbks=1&newbks_redir=0&sa=X&ved=2ahUKEwjT-5OqztH-AhUc7DgGHW4BCoAQ6AF6BAgEEAI#v=onepage&q=private%20label%20hero%20save&f=false Optimalisasi Digital Marketing: Modul Pembelajaran Kewirausahaan]</ref> merupakan istilah yang digunakan dalam dunia [[ritel]] untuk menyebut sebuah [[merek]] yang dimiliki dan dikelola sendiri oleh bisnis ritel modern (seperti [[minimarket]], [[supermarket]], [[hipermarket]], [[toserba]], dll). Sebuah toko ritel biasanya dapat menawarkan aneka jenis produk dalam ''private label'' miliknya yang ditawarkan bersamaan dengan merek-merek yang sudah ada sebelumnya.<ref name="Investopedia_definition">{{Cite web | first=Marshall | last=Hargrave | title=How Private Brands Matter | url=https://www.investopedia.com/terms/p/private-brand.asp | website=[[Investopedia]] | archive-url=https://web.archive.org/web/20220328163920/https://www.investopedia.com/terms/p/private-brand.asp | archive-date=28 March 2022 | url-status=live}}</ref><ref>{{harvtxt|Fitzell|1982|p=9}}: Any time a product is packaged under a label owned by a retailer, it can be called private label.</ref> Konsep lain yang berkaitan adalah ''store brand'', ''house brand''<ref name="Investopedia_definition" /> dan ''own label''.<Ref name=freenz>[https://infopromodiskon.com/news/detail/269/belanja-murah-private-label-aja.html Belanja Murah? Private Label Aja]</ref>
Pada umumnya produk ''private label'' diproduksi dengan di[[alih daya]]kan ke pihak lain (maklon),<ref>{{Cite web | first=Stella | last=Morrison | title=How Private Labeling Works | url=https://www.business.com/articles/private-labeling-details/ | website=business.com | archive-url=https://web.archive.org/web/20220502080909/https://www.business.com/articles/private-labeling-details/ | archive-date=2 May 2022 | url-status=live}}</ref><ref>{{Cite web | author=MBA Skool Team | title=Private Label Meaning & Definition | url=https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10716-private-label.html | website=MBA Skool | archive-url=https://web.archive.org/web/20200918200522/https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10716-private-label.html | archive-date=18 September 2020 | url-status=live}}</ref><ref>{{Cite web | first=Rasha | last=Mahmoud | title=Private Label: Definition, Example, Pros & Cons | url=https://www.retaildogma.com/private-label/ | website=Retail Dogma | date=31 May 2020 | archive-url=https://web.archive.org/web/20220502081438/https://www.retaildogma.com/private-label/ | archive-date=2 May 2022 | url-status=live}}</ref> meskipun ada juga perusahaan ritel yang memiliki pabrik sendiri untuk memproduksi produk ''private label''-nya.<ref>{{Cite web | title=What is Private Labeling? | url=https://www.ecommerceceo.com/learn/private-labeling/ | website=Ecommerce CEO | publisher=Orbit Local LLC | archive-url=https://web.archive.org/web/20220304223721/https://www.ecommerceceo.com/learn/private-labeling/ | archive-date=4 March 2022 | url-status=live}}</ref> Adapun produsen maklon tersebut dapat tidak diungkapkan<ref name="Hirsh_(2022)">{{Cite web | first=Sophie | last=Hirsh | title=How Trader Joe's, Whole Foods, and Kroger Make Their Store-Brand Products | url=https://www.greenmatters.com/p/who-makes-store-brand-products | website=Green Matters | date=4 January 2022 | archive-url= https://web.archive.org/web/20220407184222/https://www.greenmatters.com/p/who-makes-store-brand-products | archive-date=7 April 2022 | url-status=live}}</ref><ref name="Dixon_(2017)">{{Cite web | first=Vince | last=Dixon | title=What Brands Are Actually Behind Trader Joe's Snacks? | url=https://www.eater.com/2017/8/9/16099028/trader-joes-products | website=[[Eater (website)|Eater]] | date=9 August 2017 | archive-url= https://web.archive.org/web/20220411065156/https://www.eater.com/2017/8/9/16099028/trader-joes-products | archive-date=11 April 2022 | url-status=live}}</ref> atau bisa dibuka ke pembeli,<ref>{{Cite web | first=Stefanie | last=Tuder | title=How La Boulangerie Bounced Back and Into Trader Joe's and Costco | url=https://sf.eater.com/2016/10/28/13407940/la-boulangerie-factory-product-san-francisco | website=Eater | date=28 October 2016 | archive-url=https://web.archive.org/web/20210331033143/https://sf.eater.com/2016/10/28/13407940/la-boulangerie-factory-product-san-francisco | archive-date=31 March 2021 | url-status=live}}</ref> baik itu disengaja maupun tidak disengaja. Ada juga produk ''private label'' yang diproduksi perusahaan produsen produk yang selama ini sudah terkenal.<ref>{{Cite web | author=Laurin | title=Generic vs Name Brand Foods - Is there really a difference? | url=https://thedinnerdaily.com/generic-vs-name-brand-foods-is-there-really-a-difference/ | website=The Dinner Daily | date=23 April 2015 | archive-url=https://web.archive.org/web/20211124220746/https://thedinnerdaily.com/generic-vs-name-brand-foods-is-there-really-a-difference/ | archive-date=24 November 2021 | url-status=live | quote=Another interesting piece of information: generics are often made by that national brand, in the same plant, from the same farm, the same dairy etc, but just packaged in a less flashy way.}}</ref>
Produk ''private label'' dihadirkan karena dapat memberikan keuntungan baik pada pembeli, produsen maupun pihak ritel.
Tradisi menghadirkan produk ''private label'' diperkirakan sudah ada sejak abad ke-19 di [[Amerika Serikat]].<ref name="History_of_Private_Labels">{{harvtxt|Fitzell|1982|loc=Chapter 2: History of Private Labels|pp=28–40}}.</ref> Mulanya, produk tersebut diposisikan berkualitas tinggi namun dengan harga murah; lalu pada awal abad ke-20, banyak ''private label'' yang dibuat dengan kualitas rendah dan berharga rendah juga; dan periode selanjutnya, kembali menunjukkan kualitas yang membaik dan bahkan bisa bersaing dengan merek yang sudah dikenal (''national brand'').<ref>{{harvtxt|Fitzell|1982|loc=Chapter 2: History of Private Labels|pp=40–41}}.</ref> Di AS sendiri periode ini terjadi mulai 1990-an,<ref>{{Cite magazine | first1=John | last1=Quelch | first2=David| last2=Harding | title=Brands Versus Private Labels: Fighting to Win | url=https://hbr.org/1996/01/brands-versus-private-labels-fighting-to-win | magazine=[[Harvard Business Review]] | date=January–February 1996 | archive-url=https://web.archive.org/web/20160524140733/https://hbr.org/1996/01/brands-versus-private-labels-fighting-to-win | archive-date=24 May 2016 | url-status=dead}}</ref> yang juga diiringi tren menghadirkan produk ''private label'' berkualitas premium dan berharga tinggi.<ref>{{Cite magazine | first1=David | last1=Dunne | first2=Chakravarthi | last2=Narasimhan | title=The New Appeal of Private Labels | url=https://hbr.org/1999/05/the-new-appeal-of-private-labels | magazine=[[Harvard Business Review]] | date=May–June 1999 | archive-url= https://web.archive.org/web/20210421112408/https://hbr.org/1999/05/the-new-appeal-of-private-labels | archive-date=21 April 2021 | url-status=dead}}</ref><ref>{{Cite web | first=Mary Ellen | last=Shoup | title=Deloitte report: What does the future hold for the food retail sector? | url=https://www.foodnavigator-usa.com/Article/2020/06/18/Deloitte-report-What-does-the-future-hold-for-the-food-retail-sector | website=FoodNavigator-USA | date=19 June 2020 | publisher=[[William Reed Ltd]] | archive-url=https://web.archive.org/web/20200621095248/https://www.foodnavigator-usa.com/Article/2020/06/18/Deloitte-report-What-does-the-future-hold-for-the-food-retail-sector | archive-date=21 June 2020 | url-status=live}}</ref><ref>{{Cite web | title=The rise of premium private label and its impact on discount retailers | url=https://nielseniq.com/global/en/insights/analysis/2019/the-rise-of-premium-private-label-and-its-impact-on-discount-retailers/ | website=nielseniq.com | publisher=[[Nielsen Corporation]] | date=2 August 2019 | archive-url=https://web.archive.org/web/20220503204452/https://nielseniq.com/global/en/insights/analysis/2019/the-rise-of-premium-private-label-and-its-impact-on-discount-retailers/ | archive-date=3 May 2022 | url-status=live}}</ref> Di Amerika Serikat, merek ''private label'' yang terkenal seperti [[Simple Truth (merek)|Simple Truth]] ([[Kroger]]), [[Great Value]] ([[Wal-Mart]])<ref name="Biscotti_(2019)">{{Cite web | first=Louis | last=Biscotti | title=Private Label Brands Roar At Retail | url= https://www.forbes.com/sites/louisbiscotti/2019/05/02/private-label-brands-roar-at-retail/ | website=[[Forbes]] | date=2 May 2019 | archive-url= https://web.archive.org/web/20201202101846/https://www.forbes.com/sites/louisbiscotti/2019/05/02/private-label-brands-roar-at-retail/ | archive-date=2 December 2020 | url-status=live}}</ref> dan [[Kirkland Signature]] ([[Costco]]).<ref>{{Cite web | first=Serah | last=Louis | title=These are the big brands hidden behind Costco's Kirkland label | url=https://moneywise.com/life/lifestyle/the-big-brands-behind-costcos-kirkland-signature-items | website=MoneyWise | date=23 December 2021 | archive-url= https://web.archive.org/web/20220412015231/https://moneywise.com/life/lifestyle/the-big-brands-behind-costcos-kirkland-signature-items | archive-date=12 April 2022 | url-status=live}}</ref>
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Di [[Indonesia]] ritel pertama yang mengembangkan teknik ini adalah [[Hero Supermarket]], dengan nama ''private label'' Hero Save (kini Hero saja)<Ref>[https://journal.ubm.ac.id/index.php/ncci/article/download/1273/1104 PENGARUH STORE IMAGE DAN PERCEIVED PRICE TERHADAP PRIVATE LABEL BRAND PRESTIGE PADA SUPERMARKET HERO DI JAKARTA]</ref> sejak tahun 1989. Sama seperti beberapa perusahaan di AS, Hero saat itu memiliki perusahaan produsen beberapa produk ''private label''-nya yaitu PT [[Suba Indah]],<ref>[https://books.google.co.id/books?id=wToWAAAAMAAJ&q=private+label+suba+indah&dq=private+label+suba+indah&hl=id&newbks=1&newbks_redir=0&sa=X&ved=2ahUKEwib7-DM19H-AhUV4DgGHdRBAREQ6AF6BAgGEAI Eksekutif, Masalah 199-204]</ref><ref>[https://books.google.co.id/books?id=X6dDpUbTjKwC&q=private+label+suba+indah&dq=private+label+suba+indah&hl=id&newbks=1&newbks_redir=0&sa=X&ved=2ahUKEwib7-DM19H-AhUV4DgGHdRBAREQ6AF6BAgDEAI 36 kasus pemasaran asli Indonesia: bermain dengan persepsi]</ref> dan sempat mengembangkannya dengan intensif menjadi merek turunan seperti Nature Choice dan Reliance.<ref>[https://smf16.tripod.com/smfranchise/retailer/hero PT HERO SUPERMARKET Tbk]</ref> Belakangan strategi ini diikuti perusahaan-perusahaan ritel lainnya di Indonesia, seperti berikut:
*[[Alfamart]]/[[Alfa Express]]/[[Alfamidi]]: merek Alfamart/Alfamidi, Scorlines, Paroti<ref>[https://alfamart.co.id/promo-detail/private-label-grand-prize Private Label Grand Prize]</ref> (dahulu "A"<ref>[https://www.creativefaith.co.id/desain-kemasan-dan-desain-label Desain Kemasan Privat Label Alfamart]</ref> dan Pas/Pasti).<ref name=past>[http://repository.wima.ac.id/id/eprint/9998/2/BAB%201.pdf BAB 1]</ref>
*[[Indomaret]]: Indomaret, Mr. Bread, Point Coffee, Prime Bread, Say Bread, Say Burger, Yummy Choice, Washoku Sato
*[[Indogrosir]]: Larrist
*[[Super Indo]]: 365, Care, Indo Organik, Indoculinaire<Ref name=presepsi/>
Baris 20 ⟶ 21:
*[[Ramayana Lestari Sentosa|Robinson Mart]]: Ramayana
*[[Giant (toko swalayan)|Giant]] (terdahulu): First Choice, Giant<Ref name=freenz/>
*[[Transmart|Carrefour]] (terdahulu): Paling Murah, No. 1, Carrefour, Bluesky, Firstline, Harmonie, Carrefour Discount<Ref name=presepsi/>
*[[Matahari Department Store]]: Nevada, Cole, Connexion, St. Yves, Details<ref>[https://ekonomi.bisnis.com/read/20170607/100/660235/penjualan-fesyen-department-store-matahari-genjot-kinerja-10-merek-private-label PENJUALAN FESYEN: Department Store Matahari Genjot Kinerja 10 Merek Private Label]</ref>
Adapun jumlah dan ragam produk ''private label'' yang disediakan tiap peritel berbeda-beda. Carrefour dulu misalnya memiliki 2.000-3.000 jenis produk di bawah semua ''private label''-nya, Indomaret sekitar 500 dan Alfamart memiliki 100.<ref name=swa>[https://swa.co.id/swa/headline/hypermarket-dan-minimarket-makin-kepincut-private-label Hypermarket dan Minimarket Makin Kepincut Private Label]</ref>
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