Emma Nilsson Tengstrand, Head of Private Label Strategy at ICA, delivered an insightful
presentation on the current operations and market positioning of ICA's Private Labels and
their competitors. She highlighted a variety of key segments, categories and products as
potential focus areas for their Private Labels strategy. Following the presentation, the students were tasked with choosing a specific growth area and proposing a corresponding initiative that they later presented to the group.

Suggestions of initiatives included rebranding some of ICA's current Private Labels,
redesigning product packaging and introducing tailored product concepts for specific
geographical areas. A recurring theme throughout the discussion was the importance of
taking the consumer perspective into account when developing new growth strategies to drive sales.

Linnéa Dahlke, Key Account Manager, ICA Retail Club