Собственные торговые марки сетей FMCG России

2007
"INFOLine"
.
"INFOLine"
"ESOMAR".
"INFOLine"
,
.
FMCG
2010
.
2012
.
FMCG
FMCG
30
FMCG
"
FMCG
I.
.
2010 .
2012 ." ........4
.............................................................................7
.........7
II.
,
......................................................................................................................................... 12
.....12
,
FMCG
.................................................................................................................................................16
III.
.................................................... 27
........................................................27
................................................................49
IV.
FMCG ............. 60
FMCG ................61
FMCG
V.
........................................................................................................101
........................................ 102
. ..................102
..............111
5 Retail Group /
"
", "
", "
"...................................111
",
/
"
" ......................................................................................115
"Auchan" /
"Auchan" "Atac" .....................................................................................118
"Metro Group" /
"Metro Cash&Carry" "Real" .........................................................122
",
/
"
".............................................................................................127
"
",
/
"
" ............................................................129
",
/
"
Cash&Carry"......................................................................131
",
/
"
", "
", "
" .....................................134
",
/
"
"............................................139
",
/
"
", "
", "
" ..............................................140
",
/
"Spar" ..........................................................................................142
",
/
"
"........................................................................146
",
/
"
"...........................................................................148
",
/
"
"................................................................................149
",
/
"
".................................150
",
/
Billa, BIOP .......................................................................................151
",
/
"
", "
"................................................152
",
/
"
" ....................................................153
",
/
"
", "
" ...............................................................153
",
/
"
", "
" ............................................................................154
-50",
/
"
" ...................................................................156
",
/
"
" .......................................................................156
",
/
"
"...............................................................................157
",
/
"
", "
" .........................................................158
",
/
"
" ........................................................................................159
",
/
"
" ...................................................................................160
-1",
/
"
"..................................................................................160
",
/
"
", "
", "
"..................................................161
",
/
"
", "
", "
"..................................161
",
/
"
" ..................................................................................162
SOK" /
"
" ..................................................................................165
"
",
........................................................................................................................165
"
/
"
" .....................................................................................168
VI.
2
FMCG
169
"
FMCG
2010 .
"
2012 ."
FMCG
...................................................................................................................................................169
FMCG
...........................................................................................................................172
"INFOLine"
"INFOLine"
1999
.
1000
.
.
2003
"INFOLine"
5000
"INFOLine"
.
.
"INFOLine"
FMCG ("X5 Retail Group", "
", "Auchan", "
", "
", "
(
"
",
"
"
(Pepsi, SABMiller, Fazer, Mars),
(
"
"),
(
"
( "
", Wincor-nixdorf).
80
",
"
www.infoline.spb.ru
"
"),
", "
"),
")
www.advis.ru
3
"
2010 .
.
FMCG
2012 ."
FMCG
,
,
,
.
,
.
2012
FMCG
,
FMCG
.
2010 .
."
.
.
,
.
–
,
,
.
FMCG
,
FMCG
.
,
.
2010 .
2012 ."
,
,
FMCG
.
"INFOLine"
,
.
(
KPI
),
SKU,
(
),
,
.
,
,
,
.
.
.
,
,
(
)
,
.
"INFOLine"
).
.
,
.
2
.
,
,
.
,
(
).
.
Group, Metro
,
Auchan.
X5 Retail
.
,
,
.
,
4
,
.
"
FMCG
2010 .
"INFOLine"
2002-2010
"
2012 ."
.
:
2002
2004
–
–
:
www.advis.ru
";
12
2005
–
19
,
FMCG",
,
50
– 200
2007
;
–
FMCG
–
FMCG
–
2008
II
III
2008
2008
,
";
";
";
FMCG
FMCG
2009
",
I
"
"
";
–
FMCG
"INFOLine"
,
(
;
2009
",
II
)
2008-2009
.
,
2008
FMCG
2009
18
2010
",
IV
70
–
FMCG
II
2012
.
. .;
–
II
"230
I
,
",
30
2005
.
;
"
–
2010
FMCG
–
"INFOLine"
.
"500
.
2009
.
FMCG
.
,
.
,
",
500
18
.
FMCG
69
650
. .
,
.
2008
,
2500
3600
64
.
.
.
).
FMCG
.
2010 .
2012 ."
,
FMCG,
,
,
,
,
,
.
,
.
"INFOLine"
FMCG
.
"
FMCG
.
2010 .
2012 ."
,
,
,
"INFOLine"
.
,
1
,
.
,
,
2
,
FMCG
,
3
4
5
FMCG,
FMCG
FMCG
,
FMCG
,
.
5
,
FMCG
6
.
FMCG
FMCG
2010 .
2012 ."
.
:
,
,
,
.
,
.
,
,
.
FMCG
2009
,
,
.
.
(Wal-Mart,
Carrefour, Metro, Tesco, Target, Edeka, Auchan, Aldi, Lidl)
30
-70
2009
(
1
.
FMCG,
2010
).
,
FMCG
.
FMCG
.
2012
"
.
2009-2010
"INFOLine"
:
(Private
Planet Retail, Delloitte,
Ipsos Marketing,
Label Manufacturers Association2),
Nielsen
;
Gerson Lehrman Group, Retailwire
(
,
,
,
);
,
;
:
"
2001
(
",
,
).
FMCG
.
,
2010 .
2012 ."
,
(
)
(
)
:
;
;
;
,
KPI
.
FMCG
.
"INFOLine"
2012 ."
2010 .
,
:
FMCG;
FMCG;
,
1
Private Label & Purchasing Director 2010, V
"
-2010.
2
www.plma.com, www.plmainternational.com.
6
FMCG
"
2010.
", V
", Retail Business Russia 2010
"
FMCG
2010 .
"
2012 ."
I.
.
,
,
Store brands, private label (
,
)–
,
,
,
.
XIX
70-
XX
,
.
,
.
,
.
.
,
,
,
.
:
,
,
,
,
. <…>
.
:
;
;
<…>.
.
. <…>
,
.
,
,
,
.
FMCG
.
,
(
,
,
.),
.
.
7
1
70-80
2
. XIX .
,
3
<…>
4
<…>
5
<…>
<…>
,
<…>
<…>
<…>
…
…
…
…
…
…
…
…
…
…
…
…
…
…
…
,
,
,
,
–
.
.
.
.
.
: Coriolis Research3, Store Wars4
– 70-80
XX
–
(
,
,
),
. <…>
80-
,
,
,
.
<…>
. <…>
–"
–"
".
".
,
.
.
.
…
…
…
…
:
Coriolis,
INFOLine
FMCG
,
,
,
,
.
3
Coriolis Research
(www.coriolisresearch.com).
4
Store Wars,
,
(www.storewars.ru).
8
"
FMCG
2010 .
II.
"
2012 ."
,
,
FMCG
,
,
.
,
. <…>
Planet retail,
2010 .
*%,
2020 .
*%.
FMCG
50%
2010 .
40%
30%
20%
10%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5
2009 .
14
(
Nielsen.
,
20
,
,
,
,
),
,
,
FMCG
. <…>
2008-2009
2008
.
2009
9
.
,
.
:
(0,253).
.
FMCG
,
,
;
(
),
(
);
;
(
)
.
:
*%,
–
*%,
Nielsen
–
*%,
–
.
2009 ., %
)
(0 -
<…>
SKU
,
.
,
FMCG,
2010
2020
10
.
.
,
*%.
"
FMCG
2010 .
"
2012 ."
III.
,
. <…>
,
,
, 2009 ., %
,
-
,
,
,
,
,
.
,
,
,
(
,
0,724). <…>
*%
,
.
,
,
.
BRIC,
)
"
"
.
,
,
,
–
. <…>
"
", %
G8
BRIC
APAC
.
,
11
:
–
,
,
,
.
,
,
.
,
.
,
,
.
,
,
.
,
FMCG
2010
.
,
FMCG
.
12
2009-
"
FMCG
2010 .
"
2012 ."
IV.
FMCG
FMCG
Groupe Auchan
: Auchan Groupe.
:
, 59964,
,
,40 –
139.
: +33 320816800.
: +33 320816909. Web:
www.groupe-auchan.com.
:
,
Auchan Groupe.
Auchan Groupe.
,
"Auchan
Groupe"
–
,
,
13
1961
(
,
.
"
600
). <…>.
),
(
"
.
1967
:
,
: 1258.
Auchan Groupe
:
("Auchan ", "RT Mart")
.
,
<…>
Auchan Groupe
1
2009
9
2009
(
.
)
479 (
"RT Mart" (
104
,
,
,
12
…
…
5
…
…
,
,
,
,
))
735 (
591
"Simply market")
,
,
,
,
,
,
,
14,9
,
,
3,3
…
…
13
Auchan Groupe
.
2009
: 47%
53% –
.
.
Auchan 2005-2009
.
.
13
Auchan
2005-2009
.,
80
70
.
.
70,8
68,2
2008
2009
60,6
60
50,9
52,9
2005
2006
50
40
30
20
10
0
2007
Auchan
,
Le Moins Cher (
(no-name),
."
.
") –
2000
.
.
Auchan
,
.
.
Auchan
.
,
,
.
,
.
.
,
–
…
1300
,
.
,
.
…
…
FMCG
.
. <…>
,
,
,
FMCG,
.
14
"
FMCG
2010 .
"
2012 ."
V.
,
,
(
2001
,
),
,
.
,
.
,
(
5
*%
)
(
*% 2009
). <…>
FMCG
METRO Cash & Carry
METRO Cash & Carry
2001
2009
,
.
Metro Cash & Carry
,
. <…>
IV
6
Aro/Fairline,
(
),
.
METRO Cash & Carry
:
"METRO Cash & Carry"
METRO Cash &
Carry
. <…>
Sigma
" 25
2009
, 71
,
"
"
"
"
"METRO Cash & Carry"
:
"
2000
METRO Cash & Carry ARO SIGMA.
METRO Cash & Carry
,
15
–
,
.
METRO Cash & Carry
30%
METRO Cash & Carry
(
70%
)
2010
2009
*%.
*SKU (
(
).
*SKU,
2010
).
*%
1
*%
*SKU (
2012
2006-2009
2007
"METRO
2010 .
.
2008
SKU
2009
,%(
2010 (
<…>
,
. <…>.
METRO Cash & Carr ,
Tapas
Active
,
.
–
16
,
,
.
)
)
METRO Cash & Carry
Alaska
).
METRO Cash & Carry
*%. <…>
Cash & Carry"
2006
2010
"
FMCG
2010 .
"
2012 ."
Minkoff
Laura Di Sarpi
Tailor & Son
Authentic
–
Lambertazzi
,
,
.
Watson
Felsgold
–
,
Tarrington house
,
,
.
Fine Food.
Fine Dreaming
30
.
:
" METRO Cash & Carry "
2010 . METRO Cash & Carry
Merto
Brands
www.metro-brand.ru.
,
,
,
)
,
.
,
Metro.
,
FMCG
2012
2004-2010
,
.,
,
30
FMCG,
,
,
.
17
VI.
FMCG
FMCG
:
KPI
. <…>
. <…>
SKU. <…>
. <…>
"
". <…>
. <…>
. <…>
, out-of-stock. <…>.
(2003-2005
.),
,
.
.
2008-2010
5
.
.,
. <…>
,
,
,
,
M&A
,
,
,
,
,
:
"INFOLine"
,
"INFOLine",
:
<…>
FMCG,
"INFOLine",
<…>.
:
FMCG
:
. <…>
. <…>
. <…>
. <…>
. <…>
.
,
FMCG
18
.
"
FMCG
2010 .
"
2012 ."
,
I.
,
II.
,
2.1.
2.2.
,
2009 .
,
FMCG.
.
2008 .
2008 .
2003-2009
.
2008 .
FMCG
,
,
)
2002-2007
.
FMCG
2009 .
FMCG
2008-2009
.
2009 ., %
20082009
.
2009 ., %
2009 .
,%
2009 .
,%
SKU
2008-2009
.
2009 ., % 2008 .
1991-2009
.
III.
3.1.
2009 .
FMCG 2009 .
,%
FMCG
20
FMCG
FMCG
2009
19
2009-2010
.
,
1995-2009
FMCG
.
2009 .
,
, 2009 ., %
,
,
,
,
,
)
,
,
,
, 2009 ., %
,
,
, 2009 ., %
,
,
, 2009 ., %
,
,
,
,
,
,
,
,
,
(
,
,
(
,
(
,
,
,
23
,
,
", %
:
,
,
G8)
,
,
G8)
,
G8)
"
(
–
,
,
,
,
,
,
,
,
,
,
,
,
,
,
,
,
,
)
"
,
"
", %
,
", %
"
", %
2009
"
"
", %
", %
"
,
", %
"
", %
"
", %
FMCG
FMCG
2009 .,
2010 .,
.
.
2009
2010
., %
2009
2010
., %
"
,
"
", %
,
"
", %
", %
"
", %
,
,
3.2.
, %
20
"
FMCG
2010 .
"
2012 ."
, %
2008-2010
.
(
.
)
,
2010
2009 ., %
2009
2009
2009
,%
2009
2005-2010
,%
.
2005-2010
.
2009 ., %
2009 ., %
2008-2009
2008-2009
.
2008-2009
.
.
2008-2009
.
2009 .
2008 .
2009 ., %
2008-2009
., %
2008-2009
., %
IV.
FMCG
4.1.
FMCG
1996-2009
.
FMCG 2010
.
(Wal-Mart Stores Inc., Carrefour S.A., Metro Group, Tesco PLC.,
Target Corporation, Groupe Auchan, EDEKA Zentrale AG & Co. KG, Aldi Group, Schwarz Group)
2005-2009 .
,
.
4.2.
FMCG
4.3.
V.
5.1.
FMCG
FMCG
FMCG
21
FMCG
FMCG
2009-2010 ., %
2004-2010 .
2012
., %
FMCG
2004-2010
5.2.
SKU
VI.
6.1.
FMCG
.
FMCG
,
6.2.
22
FMCG
.,
.