Challenges and Opportunities from Own-Store Brands

Natarajan, R C (2005) Challenges and Opportunities from Own-Store Brands. TAPMI, Manipal.

TWP43_05_Challenges _Own-Store Brands.pdf

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Private labels of retail stores in India are on growth path. With the retail sector poised for growth, national brand manufacturers will have to contend with competition within distribution channel, which calls for revised marketing strategy locally, to thwart the threat of the private label in a store. The phenomenon also offers national brand manufacturers the opportunity to service the production needs of the private labels efficiently. The paper offers an insight into the economics of private labels and the challenges and opportunities for the national brands arising out of the growth of private labels. A few lines of possible research are also suggested at the end.

Item Type: TAPMI Working Papers
Uncontrolled Keywords: Private Labels, Postponement, Marketing Strategy, Distribution Channels
Subjects: Marketing
Divisions: Marketing Management
Depositing User: Ms. Vanitha K
Date Deposited: 17 Nov 2018 04:14
Last Modified: 17 Nov 2018 04:14

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