Private Label launch in

Food Category
Efforts by:-

Name
Roll No
Mukesh Shetty 33
Anmol Mishal 23
Snehal Jashnani 13
Chetan Bachhav 02
Jim Abraham 43

Private Labels
Brands owned not by a manufacturer
or producer but by a retailer or
supplier who gets its goods made by a
contract manufacturer under its own
label are called private label
brands.
Initially PLBs were considered as
cheap alternatives but today they are
developed for profit maximization and
customer loyalty.

IS THIS
HOW
PEOPLE
REACT
WHEN
THEY
ARE

DO NOT
WORRY.
WE HAVE THE
BEST SOLUTION
FOR YOU

Retail Formats, Category, Product

Product: D-CORN FLAKES
Retail Store: D-MART
Food Category: Break-Fast Cereals
Product suitable for: Supermarket /
Hypermarket

GAP Analysis
Rs.700-crore Breakfast category
(where Kelloggs leads with a 60 per
cent share)
Growth in cornflakes is still in double
digits.
National brands- High Price
Better Scope for Sales
Less Competition

S.W.O.T ANALYSIS

STRENGTH:
High Capital Reserves.
Country Wide Presence
Delivery Services
Intelligent Promotional
Offers
High Local Reputation
Low Price

WEAKNESS:
Substandard Quality
Lack of Variety

OPPORTUNITY:
Expand in more varieties to
make presence felt
Huge Growth Opportunity
Growth in Tier 1-2 cities
Rural Retailing

THREATS:
Intense Local Competition
from national brands
High Inflation
Complex SCM
Complex Taxing System

S.T.P.
analysis

SEGMENTATI
ON
TARGETING

POSITIONING

Segmentation
geographic
India
n
Urban &
SemiUrban
people

demographi
c
Young

Male/female
Middle to
high
income
group
Working
professionals

Target customer

Positioning Statement

We offer nutritional food catering to the

needs of children, females and working
professionals.

Corn-Flakes market

Major competitor
We will D-feat
Kelloggs

you

V/S

MARKETING MIX
PRODUCT
Our product would be
offered in 75 gms to 500
gms pack.
It will be available in
three packs.
The design of the product
would be attractive.
The U.S.P. of our product
D-CORN would be that
offered in smaller packs
and lower price.

PRICE
The D-CORN Flakes would be introduced in
the market at a price of Rs 24 for 75 gms.

We will be maintaining a profit margin of

20%

PLACE
Our product D-CORN FLAKES would be launched in all D-Mart Stores.

Due to All-India presence of D-Mart it will be available in major cities of India.

PACKAGING
Our packaging would be attractive and
would be cartons.
We would be printing health tips about
nutritional values of the product.
We will also be providing promotional packs
for trial purpose.

PROMOTION
Printed in-store communications(Pointof-Purchase(POP) Displays)
Online Marketing (Google Adwords,
Email- Marketing, Launch New HomePage Banners)
Participating in Forums, News-Group
and Bulletin Boards.
Placing Ads Online.(Traffic Building
Strategy)

Visual Merchandising

Diversifying
to Rural
Areas

Targeting
Other
Segment

Single
Segme
nt

Market
Leader

Thank you!