How to effectively roll out a new private label range of a major wholesaler to Eastern European markets?


Having successfully developed and launched a private label brand for office supplies in its home market, a global wholesaler decided to roll out its product range in Eastern Europe, starting with one pilot market.


globeone conducted an analysis to understand the brand’s strengths and weaknesses in order to identify an appropriate pilot market. A strategic roll-out map was developed to facilitate implementation on top management and operational levels, and brand adaptation requirements, marketing tools, and communication solutions were defined.