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Private label offerings are observed in a range of categories including—

  • Apparel

  • Beauty care

  • Consumer durables

  • FMCG

  • Food

  • Footwear

  • Home goods

  • Household cleaners

  • Store brands (eg., Westside)

Observations from the retailers we interviewed include—

  • Leveraging a growth opportunity - Most retail organisations believe that private labels are a major avenue for growth—

    • Serving retail customers—Private labels are essential in sustaining margins when selling to individual consumers.

    • Serving business customers—Some specialty retailers manufacture private label products for large India-based retail organisations; in these situations, the retail organisation (i.e., business customer) specifies the desired pricepoints while the specialty retailer maintains oversight of the design and manufacturing processes (in terms of providing the latest styles, colours, etc.).

  • Assessing market potential - Some retailers are embarking upon pilot projects to assess the impact of private labels on sales. These retailers want to assess the impact that private labels have on increasing share of space and category, improving visibility and driving sales and revenues. Most projects have been successful and even increased sales by two to four times, in some cases!

  • Providing robust range and assortment - Retailers offer private labels in a range of categories that include but are not limited to the following food and non-food categories—

    • Food- Includes beverage, food articles, cereals, snacks, coffee/tea, sauces, jams, instant food, confectionary, spices, dry fruit, juices, mineral water, etc.

    • Non-Food— Includes personal care, skincare, home care, health and beauty, home linen, footwear, apparel, pharmaceuticals, etc.

PricewaterhouseCoopers

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