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2016•Research Journal of Social Science & ManagementRequires access

The Rising Power of Private Brands in India

Nidhi Tandon, Jayendra Verma

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Abstract

The increasing competition in the global market has directed to develop strategies both to continue operating and to obtain a greater share from the market. In this process private label brands have emerged alongside manufacturers brand in the retail market. The aim of this study to know the reasons for growth of private labels in India. To understand the marketing mix strategy for private label brands. This study also helps in understanding the implications for retailers.

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What this paper is about

The increasing competition in the global market has directed to develop strategies both to continue operating and to obtain a greater share from the market. In this process private label brands have emerged alongside manufacturers brand in the retail market. The aim of this study to know the reasons for growth of private labels in India. To understand the marketing mix strategy for private label brands. This study also helps in understanding the implications for retailers.

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Available abstract

The increasing competition in the global market has directed to develop strategies both to continue operating and to obtain a greater share from the market. In this process private label brands have emerged alongside manufacturers brand in the retail market. The aim of this study to know the reasons for growth of private labels in India. To understand the marketing mix strategy for private label brands. This study also helps in understanding the implications for retailers.

Key concepts: Private label, Business, Marketing, Competition (biology), Market share, Market power, Advertising, Commerce

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