2. This Internship under Prof. Sameer
Mathur has been an Excellent
opportunity for me to learn various
things right from Making
presentations to the Marketing basics
& then its Practical applications in
Today’s world.
17. War between Brand & Private
Labels.
What should they do to
Increase their Popularity.
18.
19. • A brand is a distinguishing name and/or symbol (such as a
logo, trademark, or package design) intended to identify the
goods or services of either one seller or a group of sellers,
and to differentiate those goods or services from those of
competitors.
• Brands are trustworthy, delivering quality, consistency and
innovation at fair price. A product is something that is made
in a factory; a brand is something that is bought by a
customer.
• A product can be copied by a competitor, a brand is unique.
A product can be quickly outdated, a successful brand is
timeless. Branding is about building a unique identity which
can be protected and sustained against competition.
20. • The term private label can be defined as products
marketed by retailers and other members of the
distribution chain. Private Label is any brand that is
owned by the retailer or the distributor and is sold only in
its own outlets. They are also called in-store brands.
• Strong Private Labels have been exported by one retailer
to another, typically based on an exclusive agreement.
That brand be the retailer’s own name or a name created
exclusively by that retailer.
21. • Brand name manufacturers make private label
goods only to use occasional excess production
capacity .
• Excess stock can be sold in a private label.
• The manufacturer may start taking orders for
the private label where the market share of its
own brand is weak.
• The company’s strategy may be confused.
22. • Invest in brand equities: Brand name is the most
important asset for a company.
• Innovate wisely: Desperate to increase sales presence
can harm their gain and market share.
• Use fighting brand sparingly: to prevent the huge
loss that would occur if a leading national brand tried
to drop price.
• Build trade relationships: to build trade relationships
with retailers and wholesalers. Conduct business and
satisfaction survey with customers and retailers too.
• Manage the price Spread: brand manufacture must
monitor the price gap between each national brand
and other brands including private label.
23. These slides were created by SOHIT
KUMAR, as part of an internship done
under the guidance of Prof. Sameer
Mathur
(www.IIMInternship.com)
