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New
Delhi: Adopting active in-store branding and marketing initiatives, Kishore
Biyani''s Future Group has decided to take its food and beverage private label
venture to the next level. The endeavour is to develop the brands as any other
FMCG product. According
to Subham Ray, senior manager, Own Brands at the Future Group, the group has several
private label products across categories, which are retailed through Food Bazaar
outlets. During their introductory phase, the store''s name, Food Bazaar, was clearly
visible on the label. Subsequently,
having realised the marketing potential, the group has decided to take away the
store''s name from the main label, and leave it on only at the back of product
cases. This facilitates the products to be treated at part with a proper FMCG
product. Food
Bazaar has private labels such as Fresh-n-Pure for dairy based products such as
butter and ghee, Tasty Treats for retailing processed foods such as jams, pickles,
snacks and namkeens, and home care and personal care labels Care Mate and Clean
Mate that retail everything from diapers to dishwashing bars. According
to Ray, the idea is to promote these in-store brands and develop them as FMCG
products. Despite the appeal for these branding remaining the price points that
are 8-10 per cent lower than competing products, Food Bazaar will undertake below-the-line
in-store promotions such as attractive danglers and posters to market their in-house
brands to shoppers. Furthering
its processed foods brand Tasty Treats as a competitor to snacks and processed
foods, Ray says that the real potential of the Tasty Treat brand only became apparent
when Frito Lays stopped retailing through Food Bazaar. Tasty Treats has been adopted
by Future Brands, which develops strong individual brands out of well-performing
private labels at a group level.
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