marketing management

1. P R E P A R E D B Y :
N I M M Y F R A N C I S
S 2 M B A
M A C F A S T
PRIVATE LABEL
v/s
BRANDED PRODUCTS

2. Private label
 Private label are those brands owned , controlled and sold
exclusively by a retailer.
 Private label are a ‘good alternative’ to other brands ,
offering the same quality and value.
 Private labels are regarded as good value for money for
the retailers.

3. Need for private label
 As competition is getting stiff, retailers are working on
new marketing strategies to sustain in the market, one
such strategy is the private label adopted by most of the
retailers.
 There are a variety of private label in various categories
like apparel, food and groceries, health care, personal
care, consumer durables, lifestyle etc.
 The major driving force behind introducing store brands
is to ensure the customer store loyalty, as that specific
brand is available only in specific stores.

4. National brands v/s Private labels
 Manufacture (national)brands
designed, produced and marketed by a vendor
and sold by many retailers.
 private label(store)brands
developed by retailers and only sold in retailer’s
outlets.

5. Preference of private label
 Two third of the consumers considers supermarket own
or private label , brands to be a good alternative to
other brands.
 for examples, I have considered few own brand available
in a near by supermarket called JAM JOM and the main
factor considered is quantity and price as value and
quality are almost similar.
 Detergent powder
Sunlight (1kg) - Rs. 86
own brand: Alkar washing powder - Rs. 78

6.  Packed masala powder
Eastern meat masala - Rs 32
Own brand : Jam Jom meat masala - Rs 28
 Edible oil
shabari virgin coconut oil -Rs 245
Own brand:Jam Jom coconut oil -Rs 230

7. Benefits to consumers choosing private
label
From the above considered examples
 Good alternatives to name brands
 Quality as good as name brands
 Good value of money
 Good for people on tight budget who can’t afford the
best
 The cost saving for typical consumer is large

8. Benefits to retailers
 Significant source of additional profit
 Allows more control over pricing strategy
 Gives freedom for retailers to create their own
market plans
 Promote stronger customer loyalty towards retail
stores.

9. THANK YOU