Private label products in India have grown significantly in recent years as more shoppers look for value and are less brand loyal, however national brands still dominate the market and must implement strategies like investing in brand equity, innovative line extensions, and competitive pricing to defend against the threat from private labels. One example of a successful private label brand in India is John Miller, a shirt brand that has grown from a private label to a private brand targeting premium customers with high quality products at competitive price points.
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Brands vs Private labels
1.
2. Private-label products are typically those
manufactured by one company for offer under
another company's brand
They are often called as retail store brands
3. India represents the least-developed retail
market in Southeast Asia
Modern trade penetration is 5%, compared to
more than 50% for most Southeast Asian
markets
7. New generation of shoppers is less brand-loyal and
more open to trying new products.
8. Private label caters to a segment that wants to
participate in the modern trade experience but is
not as brand savvy
Shoppers are looking to trim their shopping bills
and find greater value for money,
9. This is a key reason why private label can be
successful in India.
10. And while private label has gained traction
and will continue to grow, what should
brand managers do??
14. But the brand’s core promise that it will get clothes cleaner
than any other product has never been compromised.
P&G has made 70 improvements to Tide since its launch
17. Many line extensions confuse consumers, the trade,
and the sales force, and reduce the manufacturer’s
credibility with the trade as an expert on the category
This opens the door for a private-label program that focuses
just on a brand’s best-sellers
18. Oreo came up with a line extension of orange
Oreo marketed it through constant advertising
21. It is very difficult to change the image of a brand as
human mind is not ready to accept the change in the
views they have already formed about particular thing
and then form a new image so quickly, but this is where
the role of the successful and intellectual marketers
comes
22. Vodafone changed the positioning that Hutch had
developed in the minds of Indian consumers by
replacing hutch dog ad with Vodafone Zoo Zoo’s ad
23. Even most trusted brand of India TATA’s had to
undergo a makeover to appeal to the younger
and more knowledgeable generation
30. Loan retailers an accountant to educate them about
private-label profitability
31. Explain that the shopper who buys a national
brand rather than the private label in the same
category spends more per supermarket visit
32. National-brand manufacturers can suggest and pay
for tests that compare the sales and profitability of a
store’s current shelf-space allocation plan
35. National-brands must monitor the price gap to the distributor
and to the end consumer between each national brand and
the other brands, including private labels
39. Brands must reward
retailers for
increasing sales
volume
Distribute coupons to households in areas
where retailers are aggressively providing
private-label products
40. Coca cola India conducts in store campaigns
to promote sales
44. Managers must understand and sustain the barriers
to entry—such as frequent technological
improvements within a category, intense competition
among national brands
46. Consider value-added packaging changes and line
extensions—that make the product stand out on the shelf,
keep consumers’ attention focused on the national brands
48. . The emphasis must be on lowering the costs in the
supply chain—through minimum orders, direct
shipment discounts and more efficient trade deals ;
save money for reinvestment in the brand
58. The way to target Indian consumer's
stomach is through competitive pricing,
high volumes and strong distribution,
especially in rural areas.
59. The focus was to target the top 10 million households
which account for 70 per cent of cream biscuit
consumption
60. The Made in India tag meant using locally-
sourced ingredients, modification of the
recipe to suit Indian tastes and possibly
cheaper ingredients, a smaller size and
competitive prices.
Made in India tag is used
61. Kraft foods launched its Oreo cookie at Rs 5
for a pack of three to drive impulse purchases and
trials,
Rs 10 for a pack of seven and Rs 20 for a pack of
14 for heavy usage
62. Oreo has very careful marketed its line extensions by
constant advertising
63. The company focused on using the togetherness
concept to sell Oreos in India, with television forming
the main medium of communication although other
media are also being tapped
64. Oreo is driving point-of purchase sales with store
displays and in-store promotions in a bid to
overtake market leader Britannia Good Day's
distribution
65. Now Oreo India is growing into an Rs
500 crore brand with a market share of
35 percent.
70. If a brand doesn’t have its own private label ,
don’t start it now
Having a private label may lead to excessive quantity
demand which in turn reduces the quality
74. It is a shirt brand which has grown from
private label to private brand
75. It is targeted at premium segment customers
Its price ranges from 300 to 600
76. But john miller’s low price ,high quality and
constant innovation gives it a good market
share in India
Competition from Peter England
and john players is very high
77.
78. "These slides were created by by Sai Kiran Nagabhyru as part
of an internship done under the guidance of Prof. Sameer
Mathur (www.IIMInternship.com)"
-Sai Kiran Nagabhyru