Company
LOGO
CONSUMER PERCEPTION ABOUT IN HOUSE BRANDS OF BIG BAZAAR
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Private labels of Big Bazaar
• Apparels: Bare, DJ&C, Indigo Nation, RIG ,KnightHood etc
• FMCG: Tasty Treat, Fresh n Pure • General merchandise: Dream-line • Consumer durables & electronics: Sensei and
Koryo • Future Brands, the group’s wholly-owned
subsidiary, plans to launch sportswear, lingerie and beauty products in the next 3-4 months along with FMCG products such as toothpaste, soaps and detergents among others.
Big Bazaar Consumer
• India One• Consuming class, constitutes only 14% of Indian
population. • They are upper middle class and most of customers
have substantial disposable income. • Initial focus of Big Bazaar. • India Two• Serving class which includes people like drivers,
house-hold helps, office peons, washer-men, etc. • For every India One, there are at least India Two and
have around 55% of Indian population.
• India Three
• Struggling class, remaining population of India.
• Cannot afford to inspire for better living, have hand-to-mouth existence.
• Needs cannot be addressed by current business models.
Benefits of Private label
• Private labels provide an opportunity to differentiate from existing retail store’s brands and offer variety in the product category .
• They help in gaining customer loyalty in a situation where one can avoid comparisons.
• Private labels aid in positive image building.
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• With in-store brands retailers can also leverage a certain freedom in pricing strategy.
• Gain positive control over inventory and better bargaining position in economy.
• In-store labels are imbued with generating higher profit margins for supermarket operators, which in turn allows them to boost bottom line performance
Benefits of Private Label
ANALYSIS
Consumer survey
• Sample size: 30
• Sex Ratio:60:40
• Age group: Diverse
• Location: Big Bazaar, Food Bazaar
Motivating factor for buying
Findings and
Suggestions
Reasons for Lack of Confidence for Private label
• Customers are generally wary of straying away from their usually followed manufacturer’s brands.
• Apart from this most shoppers are not aware of better choice, quality and price offered by retailer’s private labels.
• They still consider private labels as poor cousins of manufacturer’s
brands, compromising upon quality.
Measures for promotion
• Retailers need to manage the psychology of customers and justify their acceptance to new in-store brands.
• Retailers should focus on promotional tools for their private brands to compete with other branded players in the category.
• Retailers can distribute pamphlets and brochures telling about their assured quality, low priced private labels among the people living with in the vicinity of their store.
Promotion…
• Retailers should introduce attractive offers on the purchase of the private labels -all private labels at better quality and at 15 percent lesser price in comparison to other branded players.
• Retailers should offer 100 percent replacement in case of any defect in the product; they should also employ all other advertising tools used by the manufacturer’s brands