own label Archives - Third Eyesight: leading management consultant - retail, consumer, fashion, food, textiles, home, strategy, India, business growth, marketing, ecommerce, omnichannel

Private Label Maturity Model

Devangshu Dutta — Mon, 04 Jan 2010 20:06:35 +0000

From clothing to cereals, toothpaste to televisions, there is hardly a category that has not seen retailers trying their hand at creating own labelled products. So what does it take to go from a “copycat” to being a real brand? Here's a model that might be useful to structure that effort.

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Fractal Branding – Voice or Noise?

Devangshu Dutta — Thu, 16 Jul 2009 15:46:54 +0000

The grocery market is loud. Margins are generally thin on these frequent-use products and inventories need to move fast. And what you don’t make a noise about may not be visible to the customer and may remain unsold. But if that was the whole story, most players should be focussing on one brand, or at most a few brands, and should be using their advertising budgets to maximum effect on these. Instead we see exactly the reverse phenomenon in the market...(More)

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Private label price warriors

Devangshu Dutta — Mon, 23 Mar 2009 08:43:14 +0000

'Refrigerated and Frozen Food Retailer' magazine wrote about price wars in food and grocery retail, between retailers, or between retailers' private labels and national brands. The comments about the difference between retailers' own brands and national supplier brands are particularly interesting. The question, whether retailers' own brands necessarily need to be cheaper and whether they can catch up later, is also very acute.

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Retailers vs Brands – the reactions

Devangshu Dutta — Thu, 26 Feb 2009 08:55:03 +0000

Reactions to a discussion referencing the recent battle between retailer Delhaize and FMCG company Unilever in at least one online poll seem to favour retailers, or equally blame both retailers and suppliers. Considering that the respondent universe comprised of professionals from retail companies, suppliers as well as service providers, this seems to be a surprising result. Or perhaps not? Do you think that brands are really not delivering a significant value to be able to command a premium over private label?

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Retailers vs Brands – a sequel

Devangshu Dutta — Thu, 19 Feb 2009 17:39:47 +0000

The switch to private label is a worrying sign for branded suppliers who have invested humongous sums of money and decades of effort in developing their brands. But it also raises questions about whether the consumer is really perceiving any value out of the billions in advertising and millions of man-hours spent by the FMCG companies in developing the nth variation of toothpaste or detergent.

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Creating & Managing Lifestyle and Fashion Brands – Third Eyesight Knowledge Series© Workshop – 23 August 2008, New Delhi, India

admin — Sat, 09 Aug 2008 18:47:38 +0000

Third Eyesight's next workshop in the Knowledge Series© is focussed on Creating & Managing Lifestyle and Fashion Brands.
This workshop will be useful to you, if you are: a brand owner wanting to look at growing your scale, a manufacturer wanting to add value to your products and to gain additional margins, a brand manager looking to expand the footprint of your brand over more products, an entrepreneur wanting to launch a new brand, an investor who wants to understand how brands create value, an exporter or buying office professional wanting to understand your customers and markets better, a brand owner and believe that your business is undervalued, a designer wanting to scale the business beyond yourself, a service provider working with the lifestyle and fashion sector, a marketing or sales professional looking to add value to your skill-base, or a teacher or researcher looking at understanding the process of brand development.

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Retailers vs Brands

Devangshu Dutta — Mon, 14 Jul 2008 10:03:05 +0000

In early-June Big Bazaar (part of Future Group) was reported to have broken off its relationship with Cadbury’s. About 2-3 weeks later the two were reportedly back together. The relationship between brands and large retailers is truly one of the “love-hate” kind. And this case is no different from many other such relationships in various markets around the world.
There is no doubt that brands love the scale that large retailers provide them, with the quick access to a large footprint in the market, and the high visibility. On the other hand, as a vendor, they hate the negotiating edge that this scale gives the large retailer. On the other side, retailers love brands for the footfall they bring. However, what retailers don’t like is the fact that brands will generally charge a premium of 10-50% over a comparable generic product. In some cases the premium may be so high that the brand product’s price itself is multiples of a generic product’s price.

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