Ans.

1(a):

ROLE OF PRIVATE LABEL THAT HELPS IN GROWTH OF RETAIL OUTLET:

 FULLFILLS THE GAP WHEN REQUIRED

 DIFFERENTIATED PRODUCTS: private label brands offers products which are
very unique and different.
 QUICK CHANGES IN PRODUCTS: pvt. Label brands are always in action as they
were communicated by the retailers according to the customer’s preference in the
products.
 HUGE RANGE: pvt. Label brands offer huge variety of products and some are
quite similar to national brands.
 BIG MARGINE: if the prices offered by the private label brands are low and there
will be no middlemen which leads to reduction in cost it will ultimately leads high
margin to retailers.
 BRANDING: pvt. Lable brands assure very firm brand identity.
 PURCHASES’S LOYALTY: customers will always be loyal as they offer huge
variety with low price.

Tactics used by Dick’s Sporting Goods is using private labels to leverage its brand:

 BY PRIORITIZING THERE ATHLEATE WEARS.

 BY SHOWING UNIQUENESS.
 BY MAKING BRAND AMBASSADOR TO REACHOUT AND
INFLUENCE LARGE NO. OF PEOPLE DEMOGRAPHICALLY.
 INCREADING THEIR CREDITIIBILITY BY TOP DRAFT PICKS.

Ans. 1(b):

BRAND IMAGERY:

 Brand IMAGERY is the stylish appearance of your image's center informing.

 It is a realisation of brand which every consumer experience which purchasing.
 It happens mostly with the national brands.
 It allow customer that weather the particular brand fits or suits their lifestyle or nont

EXAMPLE:

 Suppose there is a brand name xyz which is a luxury or premium brand

 The consumer buying that brand can connect this brand with their success and
emotional areas.
 National brands have an edge over private labels in respect of brand imagery:

 National brands are more influential than private label brands.

 They are high priced.
 Involves more of brand imagery.
 Creates impact on the mindset of the consumers.
 It makes a perception the one who is ready to spend more money can injoy
good quality and higher status products.

Steps taken by DSG to increase the brand imagery associated with its private labels:

1. QUALITY PRODUCTS OFFERED BY PRIVATE LABEL BRANDS.

2. PREMUIM PRODUCTS INTRODUCED BY PRIVATE LABEL BRANDS.
3. VAST CATEGORIES CREATION.
4. EMERGENCE OF NEW CHANNELS AND DISTRIBUTIONS.

Ans.2:(a)

GENERIC COPYCATS PREMIUM VALUE

PRIVATE STORRE INNOVATORS
BRANDS BRANDS
EXAMPLE NO LABELING Like freshway Forest H&M
ON to subway, and essentials
PACKEGING , kikkar to kit IKEA
COMES IN kat
TRANSPERENT
POLY BAGS
STARTEGIES Cheap and It is also cheap Adds value to Excellent
ordinary consumers life performance
products
MOTO Fulfil needs of Gives u the Gives good Have loyal
customer at low zest of national margin, consumers, it
price brands at very provides also adds value.
low price quality and
also adds
value.
BRANDING NO BRANDING Umberellea Store brands Its own or
store brands exclusive stores
PRICE Low price Moderate High price Large
provide big price provide discounts
discounts moderate offered with
discounts quality
CATEGORY Basic Image All categories
COVERATE FUNTIONING creatorrs
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 (B)

Private label strategy is being followed by Nykaa is premium private label strategy

REASONS:

 Offers good quality at lower p[rice

 Brings customer loyality
 Exclusive and different
 Good control over deleveries
 Very influential
 Freedon in cost strategies.
 Brand equity