Asda has created the post of new product development director and appointed former Allied Carpets marketing director Justin King to the position.
King will be responsible for developing the chain’s own-label range Asda Brand, and will take charge of the chain’s plan to increase own-label penetration from 34 per cent to 50 per cent. He will also be responsible for product marketing. King will sit on the company’s management board and report to development director Bob Emmott.
Product development was previously handled by Asda’s business units, and the Asda Brand was under Jill Keen, head of the division. She keeps her title but will now report to King.
Part of King’s new job will be to look at opportunities for sub-brands, but he is dismissive of rival chains’ activity in this area. He says: “Lots of retailers have sub-branded unnecessarily in product sectors where having a sub-brand is likely to make the marketing more difficult.”
See News Analysis, page 20