Store Brands in Organized Retail : An Insight
Gone are the days when store brands or ands or private label s were considered cheaper alternatives and copycats of national brands. Just as is the case with any brand building activity, building a store brand or private label r equires strong amount of customer strong amount of customer ori...
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| Format: | Article |
| Language: | English |
| Published: |
Srusti Academy of Management
2009-06-01
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| Series: | Srusti Management Review |
| Online Access: | http://www.srustimanagementreview.ac.in/paperfile/639708706_Store%20Brands%20in%20Organized%20Retail%20%20An%20Insight%20-Kisholoy%20Roy-Vol.%20-%202%20%20%20Issue%201%20%20%20January%20%E2%80%93%20June%202009.pdf |
| Summary: | Gone are the days when store
brands or ands or private label s were
considered cheaper alternatives and
copycats of national brands. Just
as is the case with any brand
building activity, building a store
brand or private label r equires
strong amount of customer strong amount of customer
orientation and an innovative
strategic approach. Across the
globe, it has been found to be a
potent weapon for r etailer s to
create differentiation and str entiation and strong
customer l oyalty. They have also
been found to enhance category
profitability and negotiation power profitability and negotiation power
of r etailers. There are several
product categories where private
labels or store brands have been
found to earn greater r evenues
compared to national brands. compared to national brands.
In India, the significance of store
brands is fast incr ast increasing. It is not
just the grocery retailers that are
developing various private labels in
order to cater to regional palettes
but also the apparel retailers like
Pantaloons and Shopper oons and Shoppers Stop, who
are developing their own clothing
line. In al line. In all, the pr l, the prospect for store
brands looks quite promising as it
seems to be an attractive
proposition not just for the retailers
but also for the customers |
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| ISSN: | 0974-4274 2582-1148 |