PRIVATE LABELS

MEANING

Private-label products or services are typically those

manufactured or provided by one company for offer under another

company's brand. Private-label goods and services are available in a wide range of

industries from food to cosmetics to web hosting.

DEFINITION

“Brand owned not by a manufacturer or producer but by

a retailer or supplier who gets its goods made by a contract

manufacturer under its own label. Also called private brand”

CATEGORIES OF PRIVATE LABELSSTORE BRAND Store brands are a line of products strategically branded by a retailer within a single brand identity. The retailer will design the manufacturing, packaging and marketing of the goods in order to build on the relationship between the products and the store's customer base. Store-brand goods are generally cheaper than national-brand goods. eg : west side, big bazar

UMBRELLA BRAND Umbrella branding (also called a family brand) is when a firm uses a brand name for two or more products. All products use the same means of identification and have no additional brand names or symbols attached.Eg: splash, pantaloons etc.

INDIVIDUAL BRANDS It is a marketing policy under which each product has its own brand, different from every other product in the same product family or from the same firm.The advantage of individual branding is that each product has an image and identity that is unique.Eg: Procter and Gamble

REASONS FOR THE DEVELOPMENT OF PRIVATE LABELS

Identification of needChanging customer habitNeed to create unique

merchandiseCreating customer loyaltyNeed to earn increased margin