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Presented ByAnshul Gandhi Akhilesh Kumar Rahul Gakkhar Geetika Rakheja Shruti Mukherjee Shagun Singla
Private Labels V/s National Labels
. • They are often positioned as lower cost alternatives to regional.• Private label products or services are typically those manufactured or provided by one company for offer under another company's brand. national or International brands. • Private label goods and services are available in a wide range of industries.
• Put forth own ideas on marketing plans. distribution and profits. • Create personalized image which in turn leads to higher customer loyalty. • Customer's changing preference . • Give their own inputs. • Higher control on production. . additional materials.ADVANTAGES OF PRIVATE LABELS • Control over pricing of the product/service.drive towards private label products. marketing. logos. tag lines.
DISADVANTAGES OF PRIVATE LABEL • The disadvantage is that you must have the customer base to support the product. • Excessively dependent on the supplier. • It usually takes years to develop a customer loyalty for these products. . • Private labels are rejected before they are even tried. mostly because of poor perceptions on quality and a lack of trust from the potential buyer.
Ethnic Wear for Women Cherokee NA Cherokee Casual Wear Kappa Western Wear Kids Wear Men’s Casual Wear Teenagers MAX WW Max Kids Max Causal Max Young for Teenagers Max office goers Men’s Formals and Semi Formals John Payers .CATEGORY OF PL & NATIONAL BRANDS Category Ethnic Wear Private Labels Tavisha National Brands W.
PRIVATE LABEL VENDORS STORY NAME WONDERLAB WONDERLAB SUPPER CHARGED SUPPER CHARGED RODEO RANCH RODEO RANCH SAIL CREW SAIL CREW VENDOR SRI MADHURA GARMENTS SRI MADHURA GARMENTS GLENMORGAN GLENMORGAN PROSPPER PROSPPER PROSPPER PROSPPER CONCEPT MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics ORACLE DEPARTMENT KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic ORACLE CLASS KNIT TOP KNIT TOP KNIT TOP KNIT TOP KNIT TOP KNIT TOP KNIT TOP KNIT TOP SAIL CREW ACTIVE SPORTS ACTIVE SPORTS ACTIVE SPORTS AQUA LIFE AQUA LIFE AQUA LIFE AQUA LIFE SHIRT CATEGORY SHIRT CATEGORY SHIRT CATEGORY PROSPPER S7 FASHIONS S7 FASHIONS S7 FASHIONS S7 FASHIONS S7 FASHIONS S7 FASHIONS S7 FASHIONS DUDHANI DUDHANI DUDHANI MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics MAX KIDSWEAR Non-Basics KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KW 2-8 YRS BOYS-NON Basic KNIT TOP KNIT TOP KNIT TOP KNIT TOP KNIT TOP KNIT TOP KNIT TOP KNIT TOP WOVEN TOP WOVEN TOP WOVEN TOP .
599-1299 Rs. 149-1199 Rs. 1199-4999 Rs. 700-2100 NA . 299-1599 John Players Cherokee W Kappa NA Rs. 599-2999 Rs.PRICING COMPARISON PRIVATE LABEL VS. 799-2999 Rs. NATIONAL BRANDS Category Private Label Pricing National Brands Pricing Men's Formals Women's Western Wear Women’s Ethnic Wear Max Teens & Kids Men's Sportswear Max Formals Max WW Tavisha Max Kids Max Active wear Rs. 299-1899 Rs. 800-1600 Rs.
6 0.Basic MWCASUAL-Basic MWCASUAL-Basic MWCASUAL-Basic MWCASUAL-Basic MWDENIM-Basic WW CORE-Basic WW DENIM-Non Basic WW DENIM-Non Basic WW ESSENTIALS-Basic WW YOUNG-Basic Grand Total MRP 399 299 399 399 269 549 329 249 799 229 799 799 299 249 offer SUB_NAME Pjtd Ros 4.6 1.Basic EW TRADITIONAL .3 0.3 12.0 0.Basic EW TRADITIONAL .5 0.2 5.0 42.9 2.PRIVATE LABEL PROMOTIONAL PRICING SUB_NAME CORE CHURIDAR CORE DUPATTA CORE MEDIUM KURTA FASHION MEDIUM KURTA CHEST PRINTS HS REG-woven top PIQUE POLO RINGER TEES DENIM BOTTOM ccp CAPRI DB tights YCP DEPT_NAME EW TRADITIONAL .1 7.8 0.1 0.1 Buy 1 for 399 & 2 for 699 CORE CHURIDAR Buy 1 for 299 & 2 for 499 CORE DUPATTA Buy 1 for 399 & 2 for 699 CORE MEDIUM KURTA Buy 1 for 399 & 2 for 699 FASHION MEDIUM KURTA Buy 1 for 269 & 2 for 469 CHEST PRINTS Mark down to 499 HS REG-woven top Buy 1 for 329 & 2 for 549 PIQUE POLO Buy 1 for 249 & 2 for 449 RINGER TEES Mark Down to 699 DENIM BOTTOM Buy 1 for 229 & 2 for 399 ccp Mark down to 699 markdown to 699 CAPRI DB Buy 1 for 299 & 2 for 499 tights Buy 1 for 249 & 2 for 449 YCP .Basic EW TRADITIONAL .0 6.7 0.
SPSF ANALYSIS OF PRIVATE LABELS VS. 1318. 135365 Rs. 551000 956 SQ FT 200 SQ FT 756 SQ FT Rs. 866671 Rs. 1493 Rs. 549 Rs. Ft allocated Allocated to Allocates Private Labels NA 1100 SQ FT 1100 SQ FT National Brands NA NA Rs. 911 Ethnic Wear Rs. Ft Analysis . 1251000 1050 SQ FT 505 SQ FT 545 SQ FT Rs.676 Sales Per Sq. Ft Sales/Sq. 754125 Rs. 2166 Rs. 415635 Rs. 591000 Rs. NATIONAL BRANDS Department Total Sales Total Sales Total April in April Sales Total Space Total Space Total Space Sales/Sq. 985 Western Wear Rs. 1457671 1000 SQ FT 600 SQ FT 400 SQ FT Rs. 1450000 Labels Men’s Wear Rs. 496875 Rs.13 to for National for Brands Private in April (NB) in (Private Labels) Kids Wear NA Rs.
This means that more concessionary brands will work in this particular store location in the Men's wear category. 5. . This maybe due to males preferring brands more in a particular location. 4. 3. This maybe due to women willing to try more of non-branded products which are cheap. The SPSF of Men's wear is more for concessionary brands than for Private Labels. Which means that more private labels can be pushed into the store with higher margins. This is an anomaly and depicts the preference of cheap and chick style over branded products. The SPSF of Women's Wear and Ethnic Wear reveals that the sales are more for private labels than for NB.SPSF SUMMARY 1. 2.
PROMOTIONS INSIDE THE STORE .
2. The national brands are given a different space altogether called as concessionary brands. Approximately one-third the carpet area of the store is given to the concessionary brands.SHELF SPACING INSIDE THE STORE 1. 3. . Private labels are more prominent inside the store.
663 MH-Boys Tees 8.709 MH-Infant Topwear 8.PRIVATE LABEL UNIT COST AND MRP MAJ_CAT_NAME MH-Ladies Ethnic SUB_CAT_NAME MH-MNM BOTTOM SALWAR MH-MNM BOTTOM KNITS CHURIDAR CAT_CO DE CAT_NAME UNIT_COS NET_SAL GROSS_S T E ALE MRP 235 284 390 177 248 141 283 319 284 284 284 319 213 313 333 523 214 332 190 379 428 333 333 380 428 285 329 399 549 249 349 199 398 449 399 399 399 449 299 399 549 249 349 199 199 449 399 399 399 449 299 8.681 MH-Ladies Night Wear 8.708 MH-LADIES TEES 8.679 MH-Ladies Bottom 8.709 MH-Infant Topwear 8.663 MH-Boys Tees 8.663 MH-Boys Tees 8.681 MH-Ladies Night Wear 8.663 MH-Boys Tees MH-Ladies Ethnic MH-Ladies Accs/Night wear MH-LAD NIGHT SUITS MH-Ladies Western MH-Kids Boys MH-Kids Boys MH-Kids Boys MH-Infant MH-Ladies Western MH-LAD CORE PRINT TEE MH-BOYS HS TEES 2 TO 8 YRS MH-BOYS HS TEES 8 TO 14 YRS MH-BOYS HS TEES 8 TO 14 YRS MH-TOPS GR HS 0 TO 2 Y MH-LAD KNIT LEGGING F/L MH-Ladies Western MH-LAD KNIT LEGGING F/L MH-Ladies Accs/Night wear MH-LAD NIGHT GOWN MH-Infant MH-Kids Boys MH-TEES GR HS 0 T0 2 Y MH-BOYS HS TEES 2 TO 8 YRS .679 MH-Ladies Bottom 8.652 MH-Ladies MNM 8.652 MH-Ladies MNM 8.
• Known to a large segment of society as compared to the private labels. .ADVANTAGES OF NATIONAL BRANDS • Marketing and Advertising give consumers the impression that the national brand is superior to a local or private-branded product. • Trust building is more in national brands. DISADVANTAGES OF NATIONAL BRANDS • National brand marketing requires greater advertising expenditure on the part of the manufacturer to compete with lower-priced private label brands.
Max Fashion should establish itself as a brand which can be done only through heavy promotions because in today’s scenario to make consumer aware about the store promotion plays an important role in it.REASONS FOR A PARTICULAR CATEGORY NOT DOING WELL PROMOTIONS More promotion needs to be done. Max Fashion are new unit of Landmark so in initial stage promotion is necessary to establish in market. There should be proper and timely stock replenishment done at the store level. . Many customers do not get size they are looking for and are disappointed. INTRODUCE WIDE RANGE AND VARIETY Customers could be better satisfied with a wide range of apparels designs in clothing lines.
. but once they enter the store they should get what they want. they expect good collection of clothes at much cheaper price. • Product knowledge is very important to convince the customer. Bringing customer into store may be easy.• The consumer is more interested in variety of the products rather than the price. • Consumers have high expectations from Max Fashion regarding pricing. • A lot of awareness programs may help in getting better footfalls.