INTERNATIONAL SUPPLY CHIAN AND LOGISTICS

MANAGEMENT ASSIGNMENT ON

BRANDED vs PRIVATE LABELS AT BIG BAZAAR

SUBMITTED TO:-
PROF. RAJEEV SHARMA

SUBMITTED BY
Rabia Monga
18IB343

RETAIL VISIT TO: BIG BAZAAR, VENICE MALL, GREATER NOIDA

Big Bazaar is an Indian retail chain founded by Kishore Biyani under his parent organisation Future
Group, which is known for having a significant prominence in Indian retail and fashion sectors. Big
Bazaar is also the parent chain of Food Bazaar, Fashion at Big Bazaar(abbreviated as fbb).

It offers fashion and general merchandise such as home furnishings, utensils, crockery, cutlery, sports
goods, electronics, toys, footwear, men's and women's apparel, accessories such as sunglasses, watches,
and handbags, luggage, fruits, vegetables, and stationary products. The company sells its products
through its retail stores located nationwide. It is a popular place to find inexpensive variety of products
all under one roof.

The Big Bazaar isn't an ordinary department store. It's been especially designed to appeal to the middle-
class Indian consumer. It caters to every need of the family. Where Big Bazaar scores over other stores is
its value for money proposition for Indian customers.

Today, Big Bazaar, with its wide range of products and service offering, reflects the aspirations of
millions of Indians.

Private labels of Big Bazaar

Private labels are the brands owned by the retailers themselves. Big Bazaar’s private labels are the
following :

 Apparels : John Miller, Bare, Indigo Nation etc

 FMCG : Tasty Treat and Fresh and Pure
 Consumer Durables : Care Mate, Clean Mate, Think Skin, Swiss tempelle etc.

Product Categories chosen :

 Consumer durables – Bodywash

 Beverages - Tea

Big Bazaar’s retail store conntains products of its private labels as well as the brands. Each
category of product has a variety of brands along with Big Bazaar’s private labels.
BODYWASH
In the store, under the product of Bodywash, following brands were displayed :

 Fiama

Following are the private labels under this category :

 Think Skin
 Swiss Tempelle

Think Skin

Think Skin is a contemporary and quirky brand in the body wash category. Priced at the rate of a
soap, Think Skin primarily aims to change Indiaʼs bathing ritual and encourage consumers to
upgrade from soap. Think skin aims to democratize the use of body wash as the primary bathing
product by highlighting the benefits of using a body wash over a soap and making the product
affordable to everyone with aggressive pricing.

It has following variants :

 Neem Protect
 Glycerin Glow
 Total moisture
 Aqua splash
 Active sports
 Sandal clear
 Lemon fresh
 Wild rose

All of these variants were available and displayed in the store in various packaging and sizes as
following :

 100ml priced at Rs 49
 250ml priced at Rs 79
 250ml pack of 3 priced at Rs 237
The Think skin products were given two full shelf space under the bodywash category. One shelf
space was given to 100ml size product and another shelf space was given to 250ml sized
product. It had 128 units in each shelf.
SWISS TEMPELLE

Swiss Tempelle’s range of body washes are designed to transform your bathing experience into
a soothing and luxurious one, while also rejuvenating your body’s purity and vitality from within.
Only one variant that too for men was available and displayed at the Big Bazaar store. The
variant was Energy Rush..

It was a 250ml product priced at Rs 195. The shelf space given to Swiss tempelle products was
comparatively less.

FIAMA

ITC offers Fiama, a premium range of personal care products comprising shampoos, conditioner,
shower gels and soap. It has its product range for men and women both and was available in
different packaging.

 100ml priced at Rs 90
 200ml priced at Rs 160
 Pack of 2 was also available

It was available in three variants :

 Brahma Kamalam and almond cream

 Cool burst
 Ashwagandha and almond cream
Only one shelf space was given to the body wash of Fiama.

VISIBILITY

Under the bodywash category, the visibility of Think skin ws more than that of Fiama followed
by Swiss tempelle

Think skin > Fiama > Swiss tempelle

SALES

The sale of the private label was more than that of the branded products because more visibility
was given to the private label and it also had a vast range of variants under it. Not only this, it
was priced comparatively lower than that of the branded product.

Think skin > Fiama > Swiss tempelle

Think skin had a huge variety of products while Fiama had products for men and women both
but the variety was less and Swiss tempelle range was only for men.
TEA
In the store, the private label under the tea category that was available was : FRESH AND PURE

Fresh & Pure is a manifestation of the thought, 'Nature’s bounty in its most original form'. It
includes a range of products that reintroduce us to natural intactness and are complete in their
form at source. It provides you the access to agricultural products in their pristine state i.e. no
additive, no flavors or color added to it.

It had 3 variants :

 Kadak- This variant had the highest visibility under Fresh and Pure tea having 3.5 full
shelf spaces horizontally. In addition to this, it was given 12 full shelf spaces horizontally
from top to bottom. It had 25 units in each shelf.
It was available in three sizes :
1. 200g priced at Rs 55
2. 1kg priced at Rs280
3. 1.5kg priced at Rs 420

 Family Tea- This variant was given comparatively less visibility having 16 shelfs spaces
horizontally. It had approximately 30 units in each shelf. It was available in two different
sizes and packaging :
1. 500g priced at Rs 169
2. 1kg priced at Rs 350

 Signature blend- Under the Fresh and Pure private label, this variant had the least
visibility as it was given only 2 shelf spaces horizontally. It was available in three sizes :
1. 100g priced at rs 48
2. 500g priced at Rs 240
3. 1kg priced at Rs 440
Under the Fresh and Pure private label for tea, the highest sales was that of its Kadak variant followed
by Family tea variant followed by Signature blend.

Kadak > Family tea > Signature blend

In the store, the brand available and displayed under tea category was: BROOK BOND

Brook Bond was available under its three variants :

 Red label- This variant was given 4 shelf spaces horizontally having 25 units in each
shelf. It was available in :
1. 1kg priced at rs 370
2. 500g priced at Rs 240

 Taj Mahal- This variant was given 4 shelf spaces horizontally keeping 30 units of stock in
each shelf. It was available in :
1. 500g priced at Rs 225
2. 1kg priced at rs 445

Under the Brook bond brand, Taj Mahal is the most preferred selling brand.

Also, if compared with Fresh and Pure tea, Brook Bond is the highest seller because of
its brand association.

Brook Bond > Fresh and Pure

Findings
It was found out that during weekends, the sales were more of the products under body
wash as well as tea. It was almost double as most of the shoppers come to shop during
weekends only. Also, units had to be restocked almost daily for products under tea and for
bodywash products, units had to be restocked weekly.

KEY PERFORMANCE INDICATOR

Key performance indicator (KPI) is a type of performance measurement KPIs evaluate the
success of an organization or of a particular activity (such as projects, programs, products
and other initiatives) in which it engages. It is a measurable value that demonstrates how
effectively a company is achieving key business objectives. Organizations use KPIs at
multiple levels to track performance measures.
For bodywash, Think skin (private label) was more preferred and purchased due the lower
prices and a huge variety of range of products it offered whereas Fiama (brand) had only
three variants and the prices was also more than that of Think Skin.

For tea, Brook Bond (brand) was more preferred and purchased over Fresh and Pure
(private label). This is because Brook Bond attracted more shoppers due to its brand image
and brand loyalty so shoppers relate to it more.