Lotte Mart unveils integrated private brand Good Today

South Korea's hypermarket Lotte Mart on Wednesday announced the debut of its integrated private brand (PB) Good Today under its plan to conduct focused marketing by merging PBs applied depending on item into one.

Good Today is a grocery PB that integrates PBs operated by Lotte Mart like Choice L, Sweet Hug, Habit and Only Price. The hypermarket chain will eventually downsize to just two PBs: Good Today for groceries and Yorihada (To Cook) for home meal replacement.

The company integrated its grocery PBs into Good Today to more clearly convey and imprint the chain's PB to consumers. Lotte Mart PB received a subpar rating because of its lack of marketing capacity despite adequate quality competitiveness. Lotte Mart said it can overcome this limitation by concentrating on integrated PBs.

The hypermarket developed Good Today after a year of preparation in collaboration with Lotte Central Research, a Lotte Group think tank for trend analysis, new product development and quality control. Lotte Mart's PB specialized merchandiser and Lotte Central Research put their heads together to analyze domestic and international trends, sales data and customer satisfaction surveys to redefine brand value and plan new products.

"We will continue developing products that reflect a variety of trends with reasonable prices and the best quality," a Lotte Mart source said.

Write to Jong-Kwan Park at pjk@hankyung.com