private vs national branding
Post on 18-Nov-2014
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PRIVATE LABEL
What is private label
Private labels are generally introduced to get higher gross margins from branded products. They also place the retailer at an advantage over the branded FMCG players who have historically been arrogant with the retailers.
Why private label
• Burgeoning Middle-class
• Changing Lifestyle
• Consumer Choices
• Regional Preferences
• Demand Growth @ higher trajectory
• Enter early birds
• Critical factors for high-end users
• Market Expansion
Burgeoning Middle-class
• 182 million families;
• strong upward mobility due rising incomes and aspirations
• Incomes influencing lifestyles
• Higher propensity to consume
Changing Lifestyle
• Urbanization (cramped houses); nuclear families; Working women
• Quality & health conscious
• Convenience; Eating-out turning fashionable;
• Demonstration effect
Consumer Choices
• Local flavour preferred; do imported pulses meet local need? organoleptic tests necessary;
• Demand price elastic; high prices lead to substitution with cereals; some cases with low cost pulses
Regional Preferences
• Gram: across India;
• Pigeon pea: central & south India
• Black matpe: across India; but strong southern demand;
• Moongbean: east India, Mah’tra
• Lentils: north and east India
Buying Habits
• Most buy from small retail units that sell loose; purchase quantum depends on income level;
• Frequency & quantity purchased decline as incomes rise;
• Prepackaged pulses at co-op stores & private retail chains
Demand Growth @ higher trajectory
• Rising institutional demand• Households want clean, graded, hygienic,
packaged, ready-to-cook ingredients• Urbanites now make do with convenience (not
freshly cooked)• Food safety & food quality
Enter early birds
• Entry of corporates; • Retail revolution; Supermarkets mushrooming• Private labels; no national brands• Regional value-added products – food habits
in India change every 100 kms!!!
Critical factors for high-end users
• Quality, size, shape, colour, cooking time, taste;
• 20% consumption by high-end ( 3 mn.t.) and growing
• Little product differentiation; so, quality assurance is key
Market Expansion
• Market expanding organically
• Trade can accelerate by lobbying government to include pulses in welfare programs – PDS,
midday meal, food-for-work schemes;
Why The Growth?
• Consolidation of retailers
• Brands sell to same retailers and become a commodity
• Retailers need differentiation and better margin
• Declining retail prices (women’s apparel prices dropped 2.4% 2007 vs. ‘06)
• Globalization of Production
Global Sourcing How do retailers achieve low PL prices?
• Imitate designer brands to reduce R&D costs
• Source direct with factories to eliminate middlemen cost
• Buy in larger volume to receive lower cost
• Source from low cost, duty and/or quota free countries: China, India, Bangladesh, Vietnam, Pakistan, South & Central America, Africa
Types of Private Label
• Store brands - The retailer's name is very evident on the packaging.
• Store sub-brands - Products where the retailer's name is low-key on the packaging.
• Umbrella branding - A generic brand, independent from the name of the retailer.
• Individual brands - A name used in one category, this is only used to promote a "real" discount product line.
• Exclusive brands - Again a name used in one category, but to promote "added value" products within the category
Premium Store Brands
What is the preferred PL strategy?• Highly competitive - same or better quality at • better prices, average 37% less than national
brand• Higher Gross Margins (est. 58 – 68%)• Higher selling price per square foot than other• Private label strategies
– Biggest threat to national brands– Brand Loyalty
•
Private Label Trends
• Combined effort, a win-win strategy:RELIANCE• One time exclusive deal – big bazzar• Blending in with Premium brands – subiksha
National Brand Counter Strategies
• Develop unique products and stay ahead as a trend leader
• Create own stores
• Develop a compelling marketing strategy
• Increase brand loyalty
• Combine effort by offering exclusive lines.
• Create one shot exclusive deliveries and SKUS
• Evaluate sourcing strategy and production cost
• Maintain net price (minimal promotions & discounts)
• Improve forecasting and turn around time
Future of Private Labels
• Becoming national premium lifestyle brands: TATA WESTSIDE• Branching out to create specialty chain business: VISHAL
MEGAMART ,RELIANCE FRESH• Increasing depth of multi dimensional merchandising product
mix (Tony Hawk mens, boys, footwear and etc)• Spin off PL brands (Aeropostale)• Cannibalize weaker PL brands
Overview
• Worldwide Private Label retail sales have passed US$1 trillion
• 2006 US apparel & shoes retail sales: $358.6 Billion
• 2006: 45% apparel sales were private label
• 2005: 39% apparel sales were private label
• 2002: 35% apparel sales were private label
• By 2010, private label merchandise expects to increase by 22% to 55% of total apparel sales
Private Label Pros & Cons
PROS
• Exclusivity & differentiation• Bring customer loyalty• Better margin• Better control in deliveries• Brand equity• Freedom in pricing strategy• Increase bargaining power
with both national brands and PL factories
•
CONS
• Inventory risk• Higher R&D expense• Higher marketing expense• No markdown or return
allowance from branded suppliers
• If product fails, will create negative image
• Quality control, complex production & import issues
What This Means
• To differentiate
• To gain and maintain consumer loyalty
• To achieve higher gross margin
• To compete with national brands
• Private brands will continue to play an important part of the assortment to their growth strategy
• Become national lifestyle premium brands
• Deploy a multi-layer strategy in brand, price and quality
• Cannibalize weaker private and national brands
•
Thank you ?
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