Godrej nature’s basket

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A presentation on Private labels of Godrej's nature Basket

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Godrej nature’s basket

  1. 1. GODREJ NATURE’S BASKET PRIVATE LABEL 12204 12256 12313 12332
  2. 2. COMPANY PROFILE • Godrej Nature’s Basket – a retail venture of Godrej group and is today India’s foremost retail destination for fine foods from across the world. • Started in 2005 as a single fresh food store, it has today morphed into a 29 store chain of premium gourmet stores at high street locations in Mumbai, Delhi/NCR, Pune, Hyderabad and Bangalore.
  3. 3. PRODUCT DEPTH • Products ranging from the international brands to national premium brands • Private labels are also on offer
  4. 4. PRODUCT OFFERINGS
  5. 5. PRODUCT Private brands : 1) Healthy - Groceries 2) L’exclusif – Sauces, Munches, Roasted seeds 3) Real good – Chicken Price Pricing is in between the international products and the national brands offered in the store
  6. 6. GIFT HAMPERS
  7. 7. PROCUREMENT • All the products under private label are procured from a manufacturing plant in Mumbai • Other products are procured from the distributors in the city • Replenishment of stock is done at the end of every week • Natures Basket Ltd. Gate No. 4, Pirojshanagar, Vikhroli (East) ,
  8. 8. Chicken Procured from: Baramati Chicken
  9. 9. PRIVATE LABEL V/S BRANDS Contribution to monthly sales Private Label 30% Other Brands 70%
  10. 10. PRIVATE LABEL V/S BRANDS Contribution to monthly profits Other Brands 50% Private Label 50%
  11. 11. PRIVATE LABEL V/S BRANDS Shelf Space ratio Internation al Brands 90% Private Label 6% National Brands 4%
  12. 12. PROMOTION • For Private Label done through mailers and sms campaigns • For other brands no special activity is carried out • Inside the store, no separate promotion for private labels
  13. 13. Questionnare Respondant 1. What is the shelf space ratio of National to Private label brand? R: 5-6% Private Label, 4% National Brand, Rest International Brand 2. What is the % contributions of the following to your monthly salesPrivate Label Brands ? R: Private Label Brands: 30% 3. What is the % contribution of Private Label brands to your monthly profits? R: 50%
  14. 14. 4. How do you promote a private label brand? R: Mailers, SMS Campaigns, International Brands through Point of Displays 5. What kind of Pricing Strategy do you follow for PLBs? R: Premium Pricing 6. How do you promote loyalty among customers purchasing PLBs? R: We dot promote separately as such, customer comes with a prior knowledge of the quality and the product. 7. From where do you procure PLBs? R: From the manufacturing plant at Vikhroli Mumbai. Replenishment: Every week Chicken & Eggs: Baramati Agro pvt ltd.

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