In Store Brand Analysis

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In store brand improve the efficiency of consumer decision making by offering equivalent quality products at lower prices. The project is based on the goals of understanding their appeal in order to enhance efforts to convince more consumers to buy. Besides touting lower prices, In store brand promotions might stress the equivalent performance showing hoe these brands can be relevant to consumer’s lifestyles and needs. The purpose of the research is to gain in depth and analysis the factors that influence consumer choice of buying in store products.
In store Labels are a win-win solution for retailers and customers in the current retail market structure. While retailers expect better bargaining power with their vendors, in turn better margins …show more content…

In store-label products or services are typically those manufactured or provided by one company for offer under another company's brand. In store-label goods and services are available in a wide range of industries from food to cosmetics to web hosting.
In store-label products, also known as “phantom brands”, are typically those manufactured or provided by one company for offer under another company’s brand. In store label goods and services are available in a wide range of industries from food to cosmetics to web hosting. They are often positioned as lower-cost alternatives to regional, national or international brands, although recently some in store label brands have been positioned as “premium” brands to compete with existing “name” brands.
Growing market shares and increasing variety of in store label consumer packaged goods is now a global phenomenon. However, in store label market shares exhibit widespread diversity across international markets and product categories. Empirical research on in store label products has been of substantial interest to both marketing academics and managers. Considerable work has been done on well-defined areas of in store-label research such as in store-label brand strategy, market performance of in store-label products, competition with national brands, market structure, and buyer …show more content…

Even Apollo Pharmacy and Guardian Pharmacy entered into their in store labels in 2010 in health, beauty and personal care products.
The in store label market in India is currently estimated at Rs 13 billion, which accounts for 10-12% of organized retail in India. Retailers such as Pantaloon, Trent, Shoppers Stop and Spencer’s have increased focus on in store label retailing. In store labels constitute 90% of Trent’s, 80% of Reliance’s and 75% of Pantaloon’s overall sales. Aditya Birla Retail plans to increase the share of own brands in sales from the present 3% to 10% in the next 2-3 years.
According to industry estimates, in store label margins for electronics goods are up to 20% higher compared with average national brands. This rises to 30-50% when it comes to clothing. Department stores tend to price their products at par with standard-priced products of some leading brands in India, while electronics and appliance specialist retailers, as well as health and beauty specialist retailers, generally price their products lower than the respective leading brands in order to generate volume sales. (Euromontior,

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