The workshop, held by Fredrik Zenk, started with an introduction of private labels, their
strategic importance for grocery retailers, and their relevance for consumers as well. A key
take-away from the discussion was that value for money is nowadays the most important
driver of sales. The presentation proceeded with the illustration of Coop's own private labels
and their strategic roles in the assortment. Afterwards, Fredrik explained how Coop goes
about their product launch in the market.

After the presentation, students were given an interesting case to solve: creating a new concept for a product line (like Coop's own Text Mex or Smak av Asien lines) inspired by France, Spain, Korea or Italy, and that follows the current trends in the market.

Andrea Maggino and Jacopo Breschi, Key Account Managers, Coop's Retail Club