Customer Attitude Towards the Private Brands

A RESEARCH REPORT

ON

“CONSUMERS’ ATTITUDE TOWARDS PRIVATE BRANDS OF ORGANISED RETAILING WITH REGARD TO

“EASY DAY”

(Submitted to Mahamaya Technical University for partial fulfillment for the award of Masters of business administration)

Session (2011-2012)

UNDER THE GUIDANCE: SUBMITTED BY:

Mr.Govind Narayan Neha Agarwal.

M.B.A- 4 Sem

Roll.No:

( ARYAN INSTITUTE OF MANAGEMENT &COMPUTER STUDIES )

(CODE-278)

ACKNOWLEDGEMENT

I wish to express my sincere gratitude to Dr. R.C.Gupta, Director of Aryan Institute of

Management & Computer Studies, Agra for providing me an opportunity to do my researsh work

on “CONSUMERS’ ATTITUDE TOWARDS PRIVATE BRANDS OF ORGANISED RETAILING WITH

REGARD TO EASY DAY”. This research bears on imprint of many peoples.

I sincerely thank to my research report guide Mr. Govind Narayan and all faculty

of Aryan Institute for guidance and encouragement in carrying out this research work.

Last but not least I wish to avail myself of this opportunity, express a sense of gratitude and love

to my friends and my beloved parents for their manual support, strength, and help and for

everything

Place: Agra NEHA AGARWAL.

DECLARATION

I, hereby declare that this project entitled “CONSUMERS’ ATTITUDE TOWARDS PRIVATE

BRANDS OF ORGANISED RETAILING WITH REGARD TO EASY DAY” is my original work and

written and submitted by me to in partial fulfillment of the requirements for the award of

MASTER IN BUSINESS ADMINISTRATION. This research report neither full nor in part has

ever submitted for award of any other course of either this Institute or any other Institute. This

research report is not copied.

Place: Agra. Neha Agarwal

Date:

CONTENTS

CHAPTER :-1 An overview Of Indian Retail Industry

CHAPTER :-2 An Introduction of Bharti-Walmart’s “easy day”

CHAPTER :-3 Theoretical Aspects Of Private Brands

CHAPTER :-4 Research Methodology

Objective of the study Significance Hypothesis Data Collection

CHAPTER :-5 Data Analysis & Interpretation

CHAPTER :-6 Findings

Limitations

Recommendations

CHAPTER :-7 Conclusion

Bibliography

Appendix

Questionnaire

CHAPTER-1

INTRODUCTION

The India Retail Industry is the largest among all the industries, accounting for over 10 per cent

of the country’s GDP and around 8 per cent of the employment. The Retail Industry in India has

come forth as one of the most dynamic and fast paced industries with several players entering the

market. But all of them have not yet tasted success because of the heavy initial investments that

are required to break even with other companies and compete with them. The India Retail

Industry is gradually inching its way towards becoming the next boom industry.

The total concept and idea of shopping has undergone an attention drawing change in terms of

format and consumer buying behavior, ushering in a revolution in shopping in India. Modern

retailing has entered into the Retail market in India as is observed in the form of bustling

shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment

and food all under one roof.

A large young working population with median age of 24 years, nuclear families in urban areas,

along with increasing workingwomen population and emerging opportunities in the services

sector are going to be the key factors in the growth of the organized Retail sector in India. The

growth pattern in organized retailing and in the consumption made by the Indian population will

follow a rising graph helping the newer businessmen to enter the India Retail Industry.

In India the vast middle class and its almost untapped retail industry are the key attractive forces

for global retail giants wanting to enter into newer markets, which in turn will help the India

Retail Industry to grow faster. Indian retail is expected to grow 25 per cent annually. Modern

retail in India could be worth US$ 175-200 billion by 2016. The Food Retail Industry in India

dominates the shopping basket. The Mobile phone Retail Industry in India is already a US$ 16.7

billion business, growing at over 20 per cent per year. The future of the India Retail Industry

looks promising with the growing of the market, with the government policies becoming more

favorable and the emerging technologies facilitating operation

Evolution of Indian retail Industry :

Indian Retail Industry is standing at its point of inflexion, waiting for the boom to take place.

The inception of the retail industry dates back to times where retail stores were found in the

village fairs , Meals or in the weekly markets. These stores were highly unorganized. The

maturity of the retail sector took place with the establishment of retail stores in the locality for

convenience. With the government intervention the retail industry in India took a new shape.

Outlets for Public Distribution System, Cooperative stores and Khadi stores were set up. These

retail Stores demanded low investments for its establishment.

INDUSTRY EVOLUTION

Traditionally retailing in India can be traced to

The emergence of the neighborhood Kiranaï stores catering to the convenience of the

consumers

Era of government support for rural retail: Indigenous franchise model of store chains run

by Khadi & Village Industries Commission

1980s experienced slow change as India began to open up economy.

Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim

first saw the emergence of retail chains

Later Titan successfully created an organized retailing concept and established a series of

showrooms for its premium watches

The latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures

to Pure Retailers.

For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and Music

World in music; Crossword and Fountainhead in books.

Post 1995 onwards saw an emergence of shopping centers

Mainly in urban areas, with facilities like car parking

Targeted to provide a complete destination experience for all segments of society

Emergence of hyper and super markets trying to provide customer with 3V- Value,

Variety and Volume

Expanding target consumer segment: The Sachet revolution - example of reaching to the

bottom of the pyramid.

At year end of 2000 the size of the Indian organized retail industry is estimated at Rs.

13,000 crore.

RETAILING FORMAT IN INDIA

Malls:The largest form of organized retailing today. Located mainly in metro cities, in

proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They

lend an ideal shopping experience with an amalgamation of product, service and

entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid, and

Pantaloon.

Specialty Stores.

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,

RPG's Music World and the Times Group's music chain Planet M, are focusing on

specific market segments and have established themselves strongly in their sectors.

Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the MRP

through selling in bulk reaching economies of scale or excess stock left over at the

season. The product category can range from a variety of perishable/ non-perishable

goods.

RECENT TRENDS

Retailing in India is witnessing a huge revamping exercise as can be seen in the graph

India is rated the fifth most attractive emerging retail market: a potential goldmine.

Estimated to be US$ 200 billion, of which organized retailing (i.e. modern trade) makes

up 3 percent or US$ 6.4 billion

As per a report by KPMG the annual growth of department stores is estimated at 24%

Ranked second in a Global Retail Development Index of 30 developing countries drawn

up by AT Kearney.

Multiple drivers leading to a consumption boom:

o Favorable demographics

o Growth in income

o Increasing population of women

o Raising aspirations: Value added goods sales

Food and apparel retailing key drivers of growth

Organized retailing in India has been largely an urban

Phenomenon with affluent classes and growing number of double-income households.

More successful in cities in the south and west of India. Reasons range from differences

in consumer buying behavior to cost of real estate and taxation laws.

Rural markets emerging as a huge opportunity for retailers reflected in the share of the

rural market across most categories of consumption

o ITC is experimenting with retailing through its e-Choupal and Choupal Sagar

rural hypermarkets.

o HLL is using its Project Shakti initiative leveraging women self-help groups to

explore the rural market.

o Mahamaza is leveraging technology and network marketing concepts to act as an

aggregator and serve the rural markets.

IT is a tool that has been used by retailers ranging from Amazon.com to eBay to radically

change buying behavior across the globe.

RETAIL SALES IN INDIA

India is being seen as a potential goldmine for retail investors from over the world and latest

research has rated India as the top destination for retailers for an attractive emerging retail

market. India vast middle class and its almost untapped retail industry are key attractions for

global retail giants wanting to enter newer markets. Even though India has well over 5 million

retail outlets, the country sorely lacks anything that can resemble a retailing industry in the

modern sense of the term. This presents international retailing specialists with a great

opportunity. The organized retail sector is expected to grow stronger than GDP growth in the

next five years driven by changing lifestyles, burgeoning income and favorable demographic

outline.

A retailer or retail store is any business enterprise whose sales volume comes primarily from

retailing. Retail organizations exhibit great variety and new forms keep emerging. There are

store retailers, non store retailers, and retail organizations. Consumers today can shop for goods

and services in a wide variety of stores. The best-known type of retailer is the department store.

Japanese department stores such as Takashimaya and Mitsukoshi attract millions of shoppers

each year. These stores feature art galleries, cooking classes, and children’s playgrounds.

A retailer is at the end of the distributive channel. He provides goods and service to the

ultimate consumers. This he does through his small organization, with the help of a few

personnel. In an individual retail store there is not much scope for organization except in the

sense that the shopkeeper has to organize apportions his time and resources. The need for

organization becomes essential as soon as he hires people o enters into partnership or takes the

help of members of his family in running his store. A retailer deals in an assortment of goods to

cater to the needs of consumers. His objective is to make maximum profit out of his enterprise.

With that end in view he has to pursue a policy to achieve his objective. This policy is called

retailing mix. A retailing mix is the package of goods and services that store offers to the

customers for sale. It is the combination of all efforts planned by the retailer and embodies the

adjustment of the retail store to the market environment. Retailing mix, a communication mix

and a distribution mix. The maximum satisfaction to the customers is achieved by a proper blend

of all three.

The success of the retail stores, therefore, depends on customers’ reaction to the retailing

mix which influences the profits of the store, its volume of turnover, its share of the market, its

image and status and finally its survival.

RETAIL

Retailing is the set of business activities that adds value to the products and services sold to the

consumer for their personal or family use.

a "retailer" buys goods or products in large quantities from manufacturers or importers, either

directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail

establishments are often called shops or stores. Retailers are at the end of the supply chain.

Manufacturing marketers see the process of retailing as a necessary part of their overall

distribution strategy. The term "retailer" is also applied where a service provider services the

needs of a large number of individuals, such as a public utility, like electric power. Retailing is

an important institution in our society,Retailing provides considerable value to consumers while

giving people opportunities for rewarding and challenging careers.

Retail formats and companies are now major factors in the industry.The key to successful

retailing is offering the right product, at the right price, in the right

• place, at the right time, and making a profit.

• Retailers must understand what customers want and what competitors are offering now

and in the future.

The World of Organized Retailing

• Retailers are using sophisticated communications and information systems to manage

their business. The use of new technologies helps retailers reduce their operations costs,

while better serving their customers.

• To compete against non-store retailers, stores are now becoming more than just places to

buy products. They are offering entertaining and educational experiences for their

customers.

• In this dynamic environment, entrepreneurs are launching new companies and concepts

and becoming industry leaders, while traditional firms have had to rethink their

business.

• Retail managers today must make complex decisions on selecting target markets and

retail locations, determining what merchandise and services to offer, negotiating with

supplier and distributing merchandise to stores, training and motivating sales associates,

and deciding how to price, promote and present merchandise.

There are the following types of retailers by marketing strategy:

Department stores

very large stores offering a huge assortment of "soft" and "hard goods; often bear a resemblance

to a collection of specialty stores. A retailer of such store carries variety of categories and has

broad assortment at average price. They offer considerable customer service.

Discount stores

Tend to offer a wide array of products and services, but they compete mainly on price offers

extensive assortment of merchandise at affordable and cut-rate prices. Normally retailers sell less

fashion-oriented brands.

Warehouse stores –

Warehouses that offer low-cost, often high-quantity goods piled on pallets or steel shelves;

warehouse clubs charge a membership fee.

Variety stores

These offer extremely low-cost goods, with limited selection.

Demographic

Retailers that aim at one particular segment (e.g., high-end retailers focusing on wealthy

individuals).

Mom-And-Pop :

Is a retail outlet that is owned and operated by individuals. The range of products are very

selective and few in numbers. These stores are seen in local community often are family-run

businesses. The square feet area of the store depends on the store holder.

Specialty stores

A typical specialty store gives attention to a particular category and provides high level of

service to the customers. A pet store that specializes in selling dog food would be regarded as a

specialty store. However, branded stores also come under this format. For example if a customer

visits a Reebok or Gap store then they find just Reebok and Gap products in the respective

stores.

General store

A rural store that supplies the main needs for the local community.

Convenience stores

Is essentially found in residential areas. They provide limited amount of merchandise at more

than average prices with a speedy checkout. This store is ideal for emergency and immediate

purchases.

Hypermarkets

provides variety and huge volumes of exclusive merchandise at low margins. The operating cost

is comparatively less than other retail formats.

Supermarkets

Is a self service store consisting mainly of grocery and limited products on non food items. They

may adopt a Hi-Lo or an EDLP strategy for pricing. The supermarkets can be anywhere between

20,000 and 40,000 square feet (3,700 m2). Example: SPAR supermarket.

Malls

Has a range of retail shops at a single outlet. They endow with products, food and entertainment

under a roof.

Category killers or Category Specialist

By supplying wide assortment in a single category for lower prices a retailer can "kill" that

category for other retailers. For few categories, such as electronics, the products are displayed at

the centre of the store and sales person will be available to address customer queries and give

suggestions when required. Other retail format stores are forced to reduce the prices if a category

specialist retail store is present in the vicinity.

E-tailers

The customer can shop and order through internet and the merchandise are dropped at the

customer's doorstep. Here the retailers use drop shipping technique. They accept the payment for

the product but the customer receives the product directly from the manufacturer or a wholesaler.

This format is ideal for customers who do not want to travel to retail stores and are interested in

home shopping. However it is important for the customer to be wary about defective products

and non secure credit card transaction. Example: Amazon, Pennyful and EBay.

Vending Machines

This is an automated piece of equipment wherein customers can drop in the money in machine

and acquire the products. Some stores take a no frills approach, while others are "mid-range" or

"high end", depending on what income level they target.

Other types of retail store include:

Automated Retail stores are self service, robotic kiosks located in airports, malls and grocery

stores. The stores accept credit cards and are usually open 24/7. Examples include Zoom Shops

and Red box. Big-box stores encompass larger department, discount, general merchandise, and

warehouse stores.

Convenience store - A small store often with extended hours, stocking everyday or roadside

items.

General store - A store which sells most goods needed, typically in a rural area.

Retail pricing

The pricing technique used by most retailers is cost-plus pricing. This involves adding a markup

amount (or percentage) to the retailer's cost. Another common technique is suggested retail

pricing. This simply involves charging the amount suggested by the manufacturer and usually

printed on the product by the manufacturer.

In Western countries, retail prices are often called psychological prices or odd prices. Often

prices are fixed and displayed on signs or labels. Alternatively, when prices are not clearly

displayed, there can be price discrimination, where the sale price is dependent upon who the

customer is. For example, a customer may have to pay more if the seller determines that he or

she is willing and/or able to. Another example would be the practice of discounting for youths,

students, or senior citizen.

Transfer mechanism

There are several ways in which consumers can receive goods from a retailer:

Counter service, where goods are out of reach of buyers and must be obtained from the seller.

This type of retail is common for small expensive items (e.g. jewelry) and controlled items like

medicine and liquor. It was common before the 1900s in the United States and is more common

in certain countries like India.

Delivery, where goods are shipped directly to consumer's homes or workplaces. Mail order from

a printed catalog was invented in 1744 and was common in the late 19th and early 20th centuries.

Ordering by telephone is now common, either from a catalog, newspaper, television

advertisement or a local restaurant menu, for immediate service (especially for pizza delivery).

Direct marketing, including telemarketing and television shopping channels, are also used to

generate telephone orders. Started gaining significant market share in developed countries in the

2000s.

Door-to-door sales, where the salesperson sometimes travels with the goods for sale.

Self-service, where goods may be handled and examined prior to purchase

Challenges

To achieve and maintain a foothold in an existing market, a prospective retail establishment must

overcome the following hurdles:

Regulatory barriers including

Restrictions on real estate purchases, especially as imposed by local governments and

against "big-box" chain retailers;

Restrictions on foreign investment in retailers, in terms of both absolute amount of

financing provided and percentage share of voting stock (e.g., common stock) purchased;

Unfavorable taxation structures, especially those designed to penalize or keep out "big

box" retailers (see "Regulatory" above);

Absence of developed supply chain and integrated IT management.

High competitiveness among existing market participants and resulting low profit

margins, caused in part by

Constant advances in product design resulting in constant threat of product obsolescence

and price declines for existing inventory; and

Lack of properly educated and/or trained work force, often including management,

caused in part by

Lack of educational infrastructure enabling prospective market entrants to respond to the

above challenges.

The tax structure in India favors small retail business

Lack of adequate infrastructure facilities

High cost of real estate

Dissimilarity in consumer groups

Restrictions in Foreign Direct Investment

Shortage of retail study options

Shortage of trained manpower

Low retail management skill

Sales techniques

Behind the scenes at retail, there is another factor at work. Corporations and independent store

owners alike are always trying to get the edge on their competitors. One way to do this is to hire

a merchandising solutions company to design custom store displays that will attract more

customers in a certain demographic. The nation's largest retailers spend millions every year on

in-store marketing programs that correspond to seasonal and promotional changes. As products

change, so will a retail landscape. Retailers can also use facing techniques to create the look of a

perfectly stocked store, even when it is not.

A destination store is one that customers will initiate a trip specifically to visit, sometimes over a

large area. These stores are often used to "anchor" a shopping mall or plaza, generating foot

traffic, which is capitalized upon by smaller retailers.

Customer service

Customer service is the "sum of acts and elements that allow consumers to receive what they

need or desire from your retail establishment." It is important for a sales associate to greet the

customer and make himself available to help the customer find whatever he needs. When a

customer enters the store, it is important that the sales associate does everything in his power to

make the customer feel welcomed, important, and make sure he leave the store satisfied. Giving

the customer full, undivided attention and helping him find what he is looking for will contribute

to the customer's satisfaction.

Growth of Indian Retail

It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion.

India retail industry is one of the fastest growing industries with revenue expected in 2007 to

amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is

expected in the industry of retail in India by growth in consumerism in urban areas, rising

incomes, and a steep rise in rural consumption. It has further been predicted that the retailing

industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5

billion.

According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India

retail industry is the most promising emerging market for investment. In 2007, the retail trade in

India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose

to 12%. It is also expected to reach 22% by 2010.

According to a report by Northbride Capita, the India retail industry is expected to grow to US$

700 billion by 2010. By the same time, the organized sector will be 20% of the total market

share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the total

retail market.

Major Retailers in India

Pantaloon:

Pantaloon is one of the biggest retailers in India with more than 450 stores across the country.

Headquartered in Mumbai, it has more than 5 million sq. ft retail space located across the

country. It's growing at an enviable pace and is expected to reach 30 million sq. ft by the year

2010. In 2001, Pantaloon launched country's first hypermarket ‘Big Bazaar’. It has the following

retail segments:

Food & Grocery: Big Bazaar, Food Bazaar

Home Solutions: Hometown, Furniture Bazaar, Collection-i

Consumer Electronics: e-zone

Shoes: Shoe Factory

Books, Music & Gifts: Depot

Health & Beauty Care: Star, Sitara

E-tailing: Futurebazaar.com

Entertainment: Bowling Co.

Tata Group

Tata group is another major player in Indian retail industry with its subsidiary Trent, which

operates Westside and Star India Bazaar. Established in 1998, it also acquired the largest book

and music retailer in India ‘Landmark’ in 2005. Trent owns over 4 lakh sq. ft retail space across

the country.

RPG Group

RPG Group is one of the earlier entrants in the Indian retail market, when it came into food &

grocery retailing in 1996 with its retail Foodworld stores. Later it also opened the pharmacy and

beauty care outlets ‘Health & Glow’.

Reliance

Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh

stores and Reliance Mart are quite popular in the Indian retail market. It's expecting its sales to

reach ` 90,000 crores by 2010.

AV Birla Group

AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis Phillipe,

Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other segments

of retail. It will invest ` 8000-9000 crores by 2010.

The Future

The retail industry in India is currently growing at a great pace and is expected to go up to US$

833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the year 2018 at a

CAGR of 10%. As the country has got a high growth rates, the consumer spending has also gone

up and is also expected to go up further in the future. In the last four year, the consumer spending

in India climbed up to 75%. As a result, the India retail industry is expected to grow further in

the future days. By the year 2013, the organized sector is also expected to grow at a CAGR of

40%.

India retail industry is progressing well and for this to continue retailers as well as the Indian

government will have to make a combined effort.

CHAPTER-2 (An introduction of Bharti-Walmart’s “easy

day”)

Bharti Retail, wholly-owned subsidiary of Bharti Enterprises, one of India’s leading business

groups, believes organised retail has the potential to greatly contribute to India’s economic

growth. Bharti Retail is committed to make a positive impact on the lives of its customers across

India, within and outside the store. It also aims to provide employment to thousands of youth

with diverse backgrounds. Driven by its mission to ‘Enable India, Live Better’, Bharti Retail’s

goal is to establish a pan-India footprint and become the most-preferred retailer of India.

Bharti Retail operates neighborhood stores called easy day, compact hypermarket stores called

easy day Market and hyper market called easy day Hyper. These stores provide consumers a

wide assortment of quality products at everyday low prices.

easy day stores are one-stop shops that cater to every family’s day-to-day needs. They bring

together wide range of relevant goods, high quality products and great in-store experience and

service – all under one roof. The wide assortment of goods includes personal care products,

stationery, household articles, hosiery items, as well as daily-need groceries, including staples,

processed foods, bakery & dairy products, meat & poultry and fresh produce.

easy day Market provide customers the choice of 30,000 products across 250 categories that

bring together a combination of the familiar and the innovative – all under one roof. Items range

from apparels for men, women and kids, home furnishings, home ware, cosmetics, a wide range

of kids’ toys, small appliances, mobile phones and stationery. These stores also have live bakery,

meat, poultry and fish and offer fresh fruits and vegetables, grocery and general merchandise.

easy day Hyper offers customers quality products at everyday low price, a great shopping

experience and consistent availability, all under one roof. Spread over 60,000 sq ft, this easyday

Hyper store offers over 475 new items across categories such as jams & spreads, religious needs,

spices, flour, biscuits, namkeens, ethnic sweets, oils, ready to fry, chocolate & candy, frozen

mutton, frozen vegetables & pickles. In addition, a wide assortment of 3D & LED televisions,

refrigerators, washing machines, mobile phones, laptops, tablets and cameras is also available in

this format.

easyday, easyday Markets and easyday Hyper promise “Sabse Kam Daam, Har Din” or everyday

low prices offer for their extensive product mix.

Overview

With over 150 stores successfully operating across ten states, easyday, the retail brand of Bharti

Retail Ltd, is all set to become one of India’s leading retailers. The easyday brand is built around

the mission of saving money for our customers by offering quality products at the lowest prices

in the market. At easyday, we aim to provide significant savings to our customers by being low

priced everyday, which means that our customers can be assured of savings every time they visit

our stores.Through our three formats easyday, easyday Market and easyday Hyper, we cater to

households’ shopping needs across Food & Grocery, Home Furnishings, Electronics, Consumer

durables and Clothing.

The easyday brand started with the launch of the first easyday store in Ludhiana in April 2008,

has grown across the north with an extensive presence in Punjab, Haryana and the NCR Delhi

region. Driven by its success across these regions, the brand has now spread to other regions

including UP, Himachal Pradesh, Uttarakhand, Rajasthan, Jharkhand, Madhya Pradesh and

Jammu and Kashmir. More recently, easyday has ventured into the South and West with stores in

Karnataka and Mumbai.

Pan-India Footprint.

The first easyday store opened in Ludhiana and easyday market in Jalandhar in 2008. Presently,

there are around 170 stores in cities across Punjab, Haryana, Uttar Pradesh, Uttarakhand,

Madhya Pradesh, Rajasthan, Chhattisgarh, New Delhi, Jammu & Kashmir, Karnataka and

Andhra Pradesh. The stores comprise over 150 easyday Supermarkets and over 10 easyday

Markets. The Company plans to open over 160 easyday neighbourhood stores and 22 easyday

hypermarkets by end-2011, including in South and West India. The Company also plans to open

other consumer-friendly format stores in India.

Talent Pool Creation

To provide multi-faceted career opportunities for India’s youth, Bharti Retail plans to employ

60,000 people by 2015. This would include ex-servicemen, women and the differently-abled. In

order to create a retail industry talent pool, the Company has established the Bharti Academy of

Retail (BAR) to provide basic retail training free of cost. BAR is the pre-employment training-

cum-hiring arm of Bharti Retail that ensures a hiring pool for Store Associates positions, and

assures consistent quality of recruitment and provides on-time hiring to stores.

An equal-opportunity employer, Bharti Retail employs people from diverse backgrounds with

different academic qualifications, work experience, gender and age. BAR’s unique training

curriculum with a two-day module (two days’ Classroom Training followed by Certification and

Selection) is based on observation and experience and designed to equip people with the

knowledge and expertise required to work in Bharti Retail Stores. BAR sources candidates

across categories, trains them on basics of retailing and recruits them for the various format of

stores.

BAR follows the Hub-and-Spoke model, wherein a permanent BAR setup at a specified location

caters to hiring requirements of the hub location and nearby smaller locations, categorized as

spoke locations. A temporary BAR setup is operational only for the period of hiring and uses the

services of the staff at the Hub location for counseling and training.

Easy day

easy day aims at making the everyday life of the homemaker a lot easier in many small ways and

enabling her to save money on an everyday basis.The easyday stores are intended to be the most

trusted neighborhood stores and to cater primarily to the daily and weekly Food and Grocery

needs of our customers. The assortment also includes personal care products, stationery,

household articles and dairy and meat products.

With the right assortment, warm and caring service, ‘always in-stock’ status and assured savings,

our stores are aimed at becoming a one-stop shop for everyday needs and empowering customers

and their families to live a better life.Currently, the easyday stores cater to over 60000 customers

daily through its 140 stores across Punjab, Haryana, NCR Delhi, Rajasthan, UP, Madhya

Pradesh, and Jammu and Kashmir.

easyday Market

The easyday Market brand is aimed at celebrating the homemaker and to cater to the complete

needs of her family across categories like Food & Grocery, Home Furnishings, Kitchen

Accessories, Electrical Appliances and Clothing. With our relevant assortment of quality

products at everyday low prices, our promise is to bring a world class shopping experience

within everyone’s reach.

Each of our easyday Market stores prides itself on knowing exactly what our customers want and

carries assortment that delivers not just on value but also delights them with unparalleled quality,

customer service in a clean, and hygienic ambience and convenient format adding to a great

shopping experience. These stores also have live bakery, meat, poultry and fish and the freshest

of fruits and vegetables. The easyday Market stores carry over 30,000 products across 250

categories to ensure that our customers always find the products they are looking for.

Currently, easyday Market caters to over 16000 customers daily through its 13 stores across

Punjab, NCR Delhi, Jharkhand, Rajasthan, UP, Madhya Pradesh, Haryana and Karnataka.

Easyday Hyper

Currently, the first of the easyday Hyper has opened in Mumbai. easyday Hyper stores offer a

destination shopping experience that caters to all household needs of every family. They bring

together a wide range of goods, high quality products and great in-store experience & service -

all under one roof. The product assortment includes jams & spreads, religious needs, spices,

flour, biscuits, namkeens, ethnic sweets, oils, ready to fry, chocolate & candy, frozen mutton,

frozen vegetables & pickles. Additionally, the store offers a wide assortment of 3D & LED

televisions, refrigerators, washing machines, mobile phones, laptops, tablets and cameras.

What's New

easyday Market Announces Super Saver Sale!!!

Low prices to help customers fight inflation, save more & live better Best quality products

available at competitively low prices Attractive offers on apparels, electronic appliances, food

items, houseware items and linen & bedding Gurgaon, 13 January, 2012 easyday Market

easyday Store Organizes Sports Day at Government Middle School.

Organizes sports day for children of Government Middle School Over 7 employees of easyday

store volunteered Over 120 students participated in the sports day Hanumangarh, 19 December

2011 easyday store, owned and operated by Bharti Retail Ltd, organized a

easyday Store Employees Volunteers to Educate Street Children.

Conducts Sports Day in TAABAR’s BAL BASERA to Connect with Community Over 150

children participated in the sports day Over 10 employees of easyday stores volunteered Jaipur,

26 December 2011 easyday stores, owned and operated by Bharti Retail, today organized

Financial Services

At easyday, we are committed to saving money for our customers every day, and the various

financial products and services on offer have been created to cater to our customers’ diverse

requirements.

easyday Kotak Credit Card:

The easyday Kotak Credit card combines the best features of a credit card and an In-store card to

give you unmatched savings across your shopping needs. The card offers a 2% extra savings on

spends in easyday stores in addition to the existing low prices across categories. Furthermore,

customers can also avail a 1% extra savings on any spends outside easyday.

Moneygram:

With Moneygram, our Customers have the facility to walk into any easyday store and receive

money transfers from abroad. We offer safer and longer working hours as compared to any other

Moneygram outlets to provide our customers with a convenient and stress- free experience.

Mobile Payment

easyday is the first retailer to launch a mobile payment facility in India. This feature provides our

customers with the option of paying their in-store bills through mobile wallets without tendering

any actual physical cash. This facility is currently available at select easyday stores.

Sodexo

In addition to payments through Visa, Mastercard and mobiles, we also accept Sodexo Meal

Coupons at our stores, making it convenient for our customers to shop and pay as per their

wishes.

easyday Gift Card

easyday Gift card is a simple and convenient way of gifting that allows our customers to redeem

the balance on the card against purchases at our stores. Unlike a paper gift card, our gift card can

be reused, reloaded with money and redeemed multiple times. It also takes away burdens related

to logistics, wrapping, breakage and distribution of physical gifts. This is a very smart way of

gifting for our customers.

easyday Gift card helps our customers to……………….

Choose their own gift from over 30,000 easyday products across 250 categories

Load any denomination from Rs 500 to Rs 5000

Reuse the card any number of times across any store with no service or annual Fee.

SWOT Analysis of easy day

Before going in to depth first of all let’s clear the meaning of SWOT analysis. Following terms

clarifies the meaning of the SWOT analysis.All industries and companies have some strength,

weaknesses, opportunities and threats. Strengths and weaknesses are internal and are controllable

while opportunities and threats are external and are uncontrollable. I have done SWOT analysis

of easy day which is as below.

➢ Strengths easy day

At easy day customer can get large variety of goods under one roof.

A price of products at easy day is lower than the market Prices.

It has good security system at all stores.

Quantity of sales is high at all stores.\

High quality private labels.

➢ Weaknesses of easy day

Lacks in branded products

Unable to provide enough parking spaces to its customers at all stores.

➢ Opportunities for easy day

To grab the rural market of India.

To bring in the customers of other retail outlet by dealing with branded products.

Add more products to its product category

To open up more and more number of easy day in different cities of the country.

➢ Threats for easy day

Opening up of other discounted stores like Vishal mega mart, D Mart, Big bazaar etc.

Customers have the option of nearby kirana stores so they may prefer to go there for

small purchases

Availability of products in other retail outlets.

Possible future competition from International retail Companies.

The Mission Statement

"We save people money so they can live better."

Purpose of Wal-Mart (WMT)

“If we work together, we’ll lower the cost of living for everyone…we’ll give the world an

opportunity to see what it’s like to save and have a better life.”

Management - Bharti Airtel

Name Designation

Sunil Bharti Mittal Chairman and Managing director

Ajay Lal Non Executive Director

Chua Sock Koong Non Executive Director

Lord Evan Mervyn Davies Non Executive Director

N Kumar Non Executive Director

Pulak Prasad Non Executive Director

Chua Sock Koong Non Executive Director

Rakesh Bharti Mittal Non Executive Director

Tan Yong Choo Non Executive Director

Manoj Kohli Joint Managing Director & CEO

Akhil Gupta Non Executive Director

Craig Ehrlich Non Executive Director Non Executive Director

Hui Weng Cheong Non Executive Director

Nikesh Arora Non Executive Director

Board of Directors of Wal-Mart

Aida M. Alvarez

Former Administrator of the U.S. Small Business Administration and a member of

President Bill Clinton's Cabinet from 1997 to 2001

The founding Director of the Office of Federal Housing Enterprise Oversight, the

financial regulator of Fannie Mae and Freddie Mac, from 1993 to 1997

Chair of the Latino Community Foundation of San Francisco

A director for UnionBanCal Corporation

A member of the diversity advisory board for Deloitte & Touche LLP

Aida joined the board in 2006

James W. Breyer

The Managing Partner of Accel Partners

A director of RealNetworks, Inc., Marvel Entertainment, Inc., and several private

companies

Jim joined the Board in 2001

M. Michele Burns

Chairman and CEO of Mercer Human Resource Consulting, a subsidiary of Marsh and

McLennan Companies, Inc.

A director for Cisco Systems, Inc.

Michele joined the Board in 2003

James I. Cash, Jr.

Retired James E. Robison Professor of Business Administration at Harvard Business

School

Former Senior Associate Dean and Chairman of HBS Publishing

A director of The Chubb Corporation, General Electric Company and other private

companies, and former director of Microsoft Corporation.

James joined the board in 2006

Roger C. Corbett

Retired CEO and Group Managing Director of Woolworths Limited, a retail company in

Australia

A director of The Reserve Bank of Australia, Fairfax Media Limited, and Chairman of

the board of directors ALH Group Pty Limited.

Roger joined Walmart's Board in 2006

Douglas N. Daft

Retired Chairman of the Board and CEO of The Coca-Cola Company

A director of The McGraw-Hill Companies, Inc.

Doug joined Walmart's Board in 2005

Michael T. Duke

President and Chief Executive Officer, Wal-Mart Stores, Inc.

Chairman of the Executive Committee of the Board of Directors of Wal-Mart Stores, Inc.

Chairman of the Global Compensation Committee

Mike joined the Board in 2008

Gregory B. Penner

General partner at Madrone Capital Partners, an investment management firm, since 2005

From 2002 to 2005, he served as Walmart’s Senior Vice President and Chief Financial

Officer - Japan

Former general partner at Peninsula Capital, an early stage venture capital fund

Former financial analyst for Goldman, Sachs & Co.

A member of the board of directors of Baidu.com, Inc.

A member of the board of directors of 99Bill Corporation

A member of the board of directors of Cuill Inc.

A member of the board of directors of Global Hyatt Corp.

Greg joined the Board in 2008

CHAPTER-3 (PRIVATE BRANDS)

Private Label Trend

Private label describes products manufactured for sale under a specific retailer‘s brand. They are

often designed to compete against branded products, offering customers a cheaper alternative to

national brands. Though the public generally used to see them as low-cost imitations of branded

products, private labels have overcome this reputation and achieved significant growth in recent

years. The most commonly known private label goods are the “store brands” sold by food

retailers, though this is just one example of many. Department stores, electronics stores, and

office supply retailers all offer private label products or services.

Private labels offer several benefits to both retailers and customers, driving the segment's rising

popularity. For retailers, margins on private label goods are an average of 10% higher than those

on similar branded products. Customers benefit from private labels' lower prices, which are often

significantly less than those of national brands. This combination, while beneficial to retailers

and consumers, can put substantial pressure on the manufacturers of branded goods, who have to

compete against their own customers (the retailers) for market share.

At Wal-Mart, brand name products share shelf space with pivate label products belonging to the

retailer itself.

Private label products or services are typically those manufactured or provided by one company

for offer under another company's brand. Private label goods and services are available in a wide

range of industries from food to cosmetics to web hosting. They are often positioned as lower

cost alternatives to regional, national or international brands, although recently some private

label brands have been positioned as "premium" brands to compete with existing "name" brands.

Richelieu Foods, for example, is a private label company producing frozen pizza, salad dressing,

sauces, marinades, condiments and deli salads for other companies, including Hy-Vee, Aldi,

Save-A-Lot, Sam's Club, Hannaford Brothers Co.,BJ's Wholesale Club (Earth's Pride brand) and

Shaw's Supermarkets (Culinary Circle brand).

What is a private label?

Private label products are usually manufactured by a company and sold under the brand of

another company. This is a common practice in retail and is also referred to as store brands.

Private label portfolios are a powerful margin enhancer for any retailer and most chains promote

them aggressively. Such products also deliver several other strategic and tactical benefits to a

retailer and are emerging to be a strong factor in any successful retail strategy.

Private label or store brands have two components. One is the product and the other is the brand.

The product component is usually benchmarked to an existing one, usually the market leader, in

terms of features and benefits. This helps in creating an easy benchmark in the customers mind.

Typically, store brands leverage the branding of the chain and the trust that customers repose in

the stores. So, when the customers see a near similar product on the shelf and which has either

better features or a lower price, the tendency to pick up that store brand SKU is high. If the

product meets the customer expectations, the store brands subsequently substitute the national

brands in their shopping baskets.

Impact of Private Label

Brand Loyalty

National brands are sold all over, so there's no real sense of brand loyalty in terms of where

consumers buy them. Because private labels are unique to one retail chain, there is the possibility

for retailers to cultivate a sense of brand loyalty. Though they used to be seen as knock-offs of

"name brands", private labels have become increasingly more accepted by the public as quality

has increased and retailers have expanded their offerings of private label goods. Many consumers

now seriously consider private labels as acceptable alternatives to national brands. Retailers can

capitalize on this shift in public perception by offering quality private label products, which can

foster a feeling of brand loyalty. This can give retailers a significant advantage over competitors.

Lower Prices/Higher Margins

Private label goods are generally much cheaper to produce than branded goods, due to the lack of

advertising and marketing expenses. As such, retailers are able to purchase private label goods

for much less than they would have to pay for comparable branded products. The cost difference

is usually large enough that retailers can offer customers lower prices while still making higher

profit margins themselves. Lower prices can be enticing to customers and increase a stop on a

product's way from the manufacturer to the consumer. Retailers are now becoming increasingly

established as brands themselves, marketing their private label products as alternatives to

national brands. This has resulted in a growing shift in the balance of power between retailers

and manufacturers, with retailers not only becoming less dependent on manufacturers for product

offerings but actually making manufacturers dependent on them for sales volume.

Who get benefits from an increase in private label?

Wal-Mart (NYSE:WMT), Target (NYSE:TGT), Costco (NYSE:COST), and other retailers for

whom private label goods constitute a significant percentage of total sales. Stores such as these

would benefit from the higher margins that private labels provide.

Whole Foods (NASDAQ:WFMI), Kroger (NYSE:KR), and other supermarkets with strong

private labels could benefit from the further penetration of private label into the food retail

industry.

Cott Corporation (NYSE:COT) is the largest manufacturer of retail-branded carbonated soft

drinks in the U.S., producing 68% of all private label soda sold by U.S. retailers. Cott's largest

customer is Wal-Mart, who accounted for 38% of total revenue in 2006. An increase in demand

for private label soda could benefit Cott greatly, as its entire business is focused on this segment.

Who benefits from a decrease in private label?

The Coca-Cola Company (NYSE:KO), PepsiCo (NYSE:PEP), Procter and Gamble (NYSE:PG),

and numerous other manufacturers of branded products could be harmed by a rise in private

label's popularity. Some manufacturers have hedged their bets somewhat by beginning to

produce private label goods as well as branded products. Examples include: Kraft Foods

(NYSE:KFT), Nestle (VTX:NESN), Kimberly-Clark (NYSE:KMB), H.J. Heinz (NYSE:HNZ),

Del Monte Foods (NYSE:DLM), and Unilever (NYSE:UL). By producing private label goods,

these companies would be somewhat less impacted by a decrease in demand for their branded

products. Private labels, however, provide much lower margins than branded products, especially

since these companies already cover R&D and marketing expenses for their existing products.

Private Label Manufacturers Association

The Private Label Manufacturer's Association (PLMA) categorizes PL manufacturers into 4

main categories.Large national brand manufacturers that utilize their expertise and excess plant

capacity to supply store brands.Small, quality manufacturers who specialize in particular product

lines and concentrate on producing store brands almost exclusively. Often these companies are

owned by corporations that also produce national brands.

Major retailers and wholesalers that own their own manufacturing facilities and provide store

brand products for themselves.Regional brand manufacturers that produce private label products

for specific markets.Private Label as a Marketing and Business Tool. This section does not cite

any references or sources. Please help improve this section by adding citations to reliable

sources. Unsourced material may be challenged and removed. (July 2010)

This section is written like a personal reflection or essay rather than an encyclopedic

description of the subject. Please help improve it by rewriting it in an encyclopedic style. (July

2010)

Retailers have extended the concept of private label to identify a brand with a store, a concept

known as the store brand. This can be a far more profitable business than selling nationally

advertised brands. A Food Marketing Institute study in the U.S. found that retailers earn a 35

percent gross margin on store-branded products compared to 25.9 percent on comparable

nationally advertised brands.Use of Private Label goes well beyond the Store Brands, though

certainly this is the most frequent situation in which a customer will have contact with one.

Several corporations source an extremely wide range of products from specialized

manufacturers, which may or may not own their brand. The reasons for this business practice are

several. A company, having identified a business opportunity in a new product or groups of

products, may assess that setting up their own production line or facility may require a

substantial investment in equipment, human resources, patents and so forth. In many cases, a

viable alternative is to source from a specialized company that has already made such

investments and that has spare production capacity. If the two companies find that the market

situation allows to avoid or minimize direct competition without stealing each other's market

share (cannibalization), then both companies may find an agreement whereby the specialized

manufacturer supplies the goods to the other. The methods to reduce 'cannibalization' are general

marketing practices such as: dedicated distribution channels, different image and customer

perception of the brands, pricing, separate regional presence etc.This applies, with basically the

same basic concepts, to the service industry (for example, customer services help-lines).

Private Label may be behind the decision of some companies to enter the market with products

that are quite different, but somehow associable, to those that have made them famous (apparel

companies launching perfumes; car companies launching watches and so on). Private Label may

be an extremely profitable business for companies or corporations commanding an important

share of the market with certain products that enjoy a high customer recognition.

As sophisticated technologies become widespread, and even subsidized, in emerging countries

(generally with export-driven economies), sourcing of a wide range of products can be made at

very low cost. These same products may have prices that allow for net margins to account up to

several times the cost of the goods sold. Customers may be unaware of this business practice and

be paying higher prices for products that differ little from others with less famous brands. On the

other hand, some companies do provide additional guarantees to these products offering better

quality, customer support, additional services

Private Label use by small companies

Another use of private labeled products that has seen good growth is by small companies. Small

companies usually do not have any input in the recipes or packaging of the products they buy.

These small companies buy from a specialty food company that uses their recipes and simply

label for the individual retail store. The reasons small companies look at branding products with

their name is for the advertising benefits they receive. For example, if John's Farm Market sells

jams or salsas with the John's Farm Market label, each time the consumer uses the product they

are reminded of their visit to John's Farm Market. If the private labeled products are really good

they will have to return to John's Farm Market if they want more of that particular product.

Another benefit John's Farm Market receives is if someone gives that private labeled product

away as a gift. This introduces another potential customer to the products carried at John's Farm

Market. For this reason private labeling by small companies is a sought after marketing plan.

There are many specialty food companies that offer private label.

Advantages of Private label brands

Private label brands are those offered by retailers. There are various advantages for the retailers

to go for private label brands. The advantages include

Control over pricing of the product/service,

Put forth own ideas on marketing plans,

Create personalized image which in turn leads to higher customer loyalty,

Higher control on production, marketing, distribution and profits,

Give their own inputs, additional materials, logos, tag lines, etc.

Customer's changing preference - drive towards private label products.

These points provide an edge over the other brands. Private label brands are available in a broad

range of varieties from food to cosmetics. These brands help create a personalized and unique

brand for retailers. Retailers with pretty good private label brands will be able to create better

sales opportunities for themselves. They can build value and recognition from the customers.

Private brand products allow retailers to differentiate their products from competitors' products,

and provide consumers with an alternative to other brands.

Emerging issues in private labeling:

The private label strategy is effective, profitable and reality.

The retailer must understand the price, quality and willingness to pay.

The retailer must have a sufficiently large base of loyal customers in the store before

introducing the private label.

The focus must be on consumer need and not any private agenda of the retailers

There must be stringent system for the private label production. Quality control is a must

since there is no else to blame.

Private label must work to fill-in gaps in the category and not target the brand leader

List of Walmart brands Wal-Mart Stores, Inc., like most large retail and grocery chains, offers store brands,

commonly referred to as house brands or generic brands, which are low-priced

alternatives to name brand products. Walmart has numerous store brands, each catering to

a different consumer need or desire. Many products offered under Walmart brands are

private label products, and can be found in almost every category at Walmart, however

the store brands have less information on the label than is found on real private label

products so the consumer does not know for sure it is identical to the private label

implied by the packaging design. For instance, the label often only gives the source of the

product as 'distributed by Walmart'.

Sam's Choice, originally introduced as Sam's American Choice in 1991, a retail brand in

food and selected hard goods. Named for Sam Walton, founder of Walmart, Sam's

Choice forms the premium tier of Walmart's two-tiered core corporate grocery branding

strategy that also includes the larger Great Value brand of discount-priced staple items.

Compared to Great Value products and to other national brands, Sam's Choice is

positioned as a premium retail brand and is offered at a price competitive with standard

national brands. It typically offers either competitive items in a given product category,

or items in categories where the market leader is an "icon" (for example, Coca-Cola in

the soft drink category).

Most Sam's Choice beverage products (excluding Grapette and Orangette) are

manufactured for Wal-Mart by Cott Beverages. Other products in the line, including

cookies, snack items, frozen meals, and similar grocery items are made by a variety of

agricultural and food manufacturers.

Competitive pricing of the Sam's Choice brand and store branded and generic goods is

possible because of the minimal expense required to market a retail chain's house brand,

compared to advertising and promotional expenses typically incurred by the national

brands.

Recently, most Sam's Choice-branded products have been replaced by either the

relaunched Great Value brand, or the new Marketside brand.

Great Value Great Value was launched in 1993 and forms the second tier, or national brand equivalent

("NBE"), of Walmart's grocery branding strategy.

Products offered at Walmart through the Great Value brand are claimed to be as good as

national brand offerings, but are typically sold at a lower price because of minimal

marketing and advertising expense. As a house or generic brand, the Great Value line

does not consist of goods produced by Walmart, but is a labeling system for items

manufactured and packaged by a number of agricultural and food corporations, such as

ConAgra, Sara Lee which, in addition to releasing products under its own brands and

exclusively for Walmart, also manufactures and brands foods for a variety of other chain

stores. Often this labeling system, to the dismay of consumers, does not list location of

manufacture of the product. Wal-Mart contends that all Great Value products are

produced in the United States otherwise the country of origin would be listed.

As Walmart's most extensively developed retail brand, covering hundreds of household

consumable items, the Great Value line includes sliced bread, frozen vegetables, frozen

dinners, canned foods, light bulbs, trash bags, buttermilk biscuits, cinnamon rolls, pies

and many other traditional grocery store products. The wide range of items marketed

under the Great Value banner makes it Walmart's top-selling retail brand.

The Great Value brand can also be seen in Canada, Costa Rica, Mexico, Argentina, Chile

and Brazil and some Trust Mart stores in Xi'an, Shaanxi Province, China through a

partnership with Walmart. Bharti EasyDay retail grocery stores sell Great Value brand

products in India as well.

By mid-summer 2009, Walmart had redesigned the Great Value labels to be

predominantly white. The new redesign also includes over 80 new items including thin

crust pizza, fat free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs,

double stuffed sandwich cookies, and teriyaki beef jerky. Walmart changed the formulas

for 750 items including: breakfast cereal, cookies, yogurt, laundry detergent, and paper

towels. The new brand was tested by over 2,700 people.[3] Other retailers are following

suit with their private label packaging as well.[citation needed]

EquateEquate is a brand used for consumable pharmacy and health and beauty items, such as

shaving cream, skin lotion, over-the-counter medications, and pregnancy tests. Before its

takeover by Walmart, the formerly independent Equate brand sold consumer products at

both Target and Walmart at lower prices than those of name brands. Equate is an example

of the strength of Walmart's private label store brand. In a 2006 study, The Hartman

Group marketing research firm issued a report which found that "Five of the top 10

"likely to purchase" private label brands are managed by Wal-Mart including: Great

Value, Equate, Sam's Choice, Wal-Mart and Member's Mark (Sam's Club), per the

study." The report further noted that "...we are struck by the magnitude of mind-share

Wal-Mart appears to hold in shoppers' minds when it comes to awareness of private label

brands and retailers.

In mid-2010, the brand underwent a logo redesign, as well as packaging changes similar

to the Great Value brand.

Mainstays Mainstays is a brand marketed by Walmart for its low cost alternative of beddings &

ready-to-assemble furniture.

Ol' Roy

Ol' Roy is Walmart's store brand of dog food. Its namesake comes from Sam Walton's

bird dog, and has become the number-one selling brand of dog food in the United States,

surpassing Nestlé's Purina. Ol' Roy was created in 1983.

Walmart's Ol' Roy brand is a commonly cited example of the success of private label

store brands at the expense of traditional ad-driven brands. The brand manager of a

competing product said, "Wal-Mart has made a national brand out of Ol' Roy.

Nutritionally, it's substantially the same as national brands at significantly less cost.

Another commentator said, "It's a dry dog food made especially for Wal-Mart, which is

the only place you can buy it, and its attributes have been extolled in not a single TV

commercial. Yet Ol' Roy is the top-selling dog food in the US by an annual margin of at

least 20 percent, according to Wal-Mart.

In 1998, samples of Ol' Roy (together with various other brands) were subject to

qualitative analyses for pentobarbital residue by the U.S. Food and Drug Administration

Center for Veterinary Medicine due to suspicion that the anesthetizing drug may have

found its way into pet foods through euthanized animals, including cats and dogs. DNA

test for all the samples failed to detect cat and dog DNA but multiple Ol' Roy samples

tested positive for the drug, presumably from rendered cattle. The CVM has said that due

to the low level of exposure, the risk of adverse effects was low.

Special Kitty Special Kitty is Walmart's store brand of cat food. The ingredients list consists of the

following: animal by products (which means heads, beaks, feet, intestines, possibly some

excrement), "filler" grains like corn and wheat (which are extremely hard for cats and

dogs to digest, and they often cause stomach sensitivities and allergies in pets), harmful

artificial preservatives, colorings and flavorings.

Parent's Choice Parent's Choice is the Walmart store brand for baby products, including food, diapers,

formula, and accessories. Like other Walmart store brands, its design and packaging was

relaunched in 2010. The brand has pages on both Facebook and Twitter, for mothers to

interact and share opinions about the brand.

White Stag White Stag is a brand for women's clothing, footwear, and basic jewelry. Originally

founded in 1931 as a skiwear manufacturer in Portland, Oregon, the company was

purchased by the Warnaco Group in 1966, which after the company exited bankruptcy,

later sold the brand to Walmart in 2003.

George George is a brand of more formal clothing for men, women and children. It also consists

of dress shoes, wallets, belts, and neckties. It was created by the British retailer Asda in

1990, and since Walmart acquired Asda in 1999, it has maintained and expanded it to

other markets, notably the United States, Canada, and Japan. The George brand was

named after George Davies, who was its original chief designer. Davies is no longer

associated with the brand, although Asda and Walmart have aimed to remain true to the

low price business model that he established.

Apparel Baby George is a clothing brand for children, organically manufactured for Wal-Mart.

The brand is popular because it is organically produced in a chemical free environment.

Faded Glory is a brand for basic men's, women's, and children's clothing and footwear. It

is Walmart's primary clothing brand.No Boundaries, usually abbreviated as NOBO, is a

line of apparel targeted at teenagers and young college students.

Simply Basic was previously a brand used for health and beauty items, but is now used

primarily for women's sleepwear.

Homelines Better Homes and Gardens is a product line with designs inspired from the popular

magazine of the same name. Canopy is a home product line that features coordinated

solutions for rooms and other domestic goods. Some Canopy products are made with

organic cotton.

Home trends products include small furniture, tableware and various home decor

accessories, such as rugs and faux plants. your zone is a home product line that tailors

toward teenagers and college students.

The Growth of Private Labels

Tuesday, 01 September 2009 00:00 Aswathi Muralidharan Opportunities - Retail &

Franchising.

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Private labels are slowly gaining prominence at big retail stores. DARE gives you an insight into

how they work They have almost all the elements of a big label—a brand name and exclusivity.

Maybe they lack a few things, like a big advertising budget and a sporty price tag.

But still, they are big and are here to stay. In fact, chances are that they comprise nearly 40% of

your shopping bags while you shop at retail outlets like Westside, Shoppers Stop, Reliance

Fresh, Big Bazaar and so on. Clueless about what we are talking? Welcome to the world of

private label brands.

Be it Tata’s Westside, Kishore Biyani’s Big Bazaar or

RPG Group’s Spencer’s, everyone is betting big on private labels for they are fast becoming one

of their major revenue spinners. So what makes you buy them, knowingly or unknowingly?

What makes the retailers go all the way to launch and maintain these brands? What makes these

brands successful despite no advertising? In this story, DARE attempts to answer some of these

questions.

How big are the private labels?

Private labels, often referred to as in-house brands or store brands, are those that are owned by

the retailers themselves. For example, Shoppers Stop has several in-house brands such as STOP,

Kashish, LIFE, Vettorio Fratini, Elliza Donatein and Acropolis. Reliance Fresh sells grocery

such as pulses, rice, tea, noodles under the Reliance Food brand and the dairy products such as

its curd is sold under the Dairy Life brand

According to a FICCI-Ernst & Young 2007 report, as quoted in The Marketing Whitebook 2009-

10, the retail sector in India was worth $280 billion, of which organized retail comprised 5% at

$14 billion. In an ASSOCHAM-KPMG joint study, the size of the retail industry was pegged at

$353 billion in 2008. It was estimated to grow to $410 billion by 2010, of which organized retail

would value approximately $51 billion.

According to Images Retail Report 2009, as quoted in "Indian Retail: Time to Change Lanes" by

KPMG; private label brands constitute 10-12% of organized retail in India. Of this, the highest

penetration of private label brands is by Trent at 90%, followed by Reliance at 80% and

Pantaloons at 75%. Big retailers such as Shoppers Stop and Spencer’s have a penetration of 20%

and 10% respectively. Globally, store brands constitute nearly 17% of retail sales. In fact

international retailers such as Wal-Mart and Tesco have 40% and 50% of in-house brands in

their stores.What is a private label

A private label brand, often referred to as an in-house brand or store brand, is that which is

owned by the retailers themselves.

How do in-house brands work?

For a retailer, there are several advantages of introducing in-house brands in their portfolio.

Atulit Saxena, COO of Future Brands, explains, “Traditionally, private brands worldwide were

always conceived to take on category leaders. If we are talking about soaps for instance, you

might have 15-20 soaps, but as a large organized modern retail player, you might want to create

your own trademark in your store, which is of the same quality, but at a price that is substantially

lower.” This also becomes the differentiating factor for a retailer, as these brands are exclusively

available at that retail outlet only. So a customer, for example, may want to revisit the store if

they find the quality comparable to others at a more affordable price point.As these brands create

an identity for the retailer, there is a lot of work that goes into the pre-launch phase. Salil Nair,

customer care associate and chief operating officer, Shoppers Stop, explains, “We have a very

large base of loyal members, called First Citizens. Before we launch, we give a preview to First

Citizens. We collect their feedback, so that we can study their likes, their sensitivity to price,

their sensitivity to colors, silhouettes etc. We even put it for re-sampling if required, and then we

launch it.” These brands are then re-invented every year through consumer and competitor

surveys.

The quality of the products is also of big concern due to obvious reasons. However, these

products have not been able to shrug off the tag of inferior brands. Atulit says, “Traditionally,

they have been considered as cheaper alternatives to conventional brands. But over a period of

time, these private labels are becoming more innovative, are adding more value to the consumers

and are able to offer innovation that is similar to an established brand. From a customer’s point

of view, he is getting a similar quality at a much lower price. This is especially true in the

apparel space because there it is not just the price advantage that works, but also the design

sensibility.” The designs are both done in-house and are outsourced as well. For example, while

Shoppers Stop frequently ties up with young designers, Pantaloons believes in having its own in-

house designers.Private labels are highly profitable. The profits earned from them are almost

double than those from third-party brands.

Private Label Strategy: How to Meet the Store Brand Challenge

As retailers have become more powerful and global, they have increasingly focused on their

own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers

have transformed private labels into brands. Consequently, manufacturers such as Johnson &

Johnson, Nestle, and Procter & Gamble now compete with their largest customers: major retail

chains like Carrefour, CVS, Tesco, and Wal-Mart. The growth in private labels has huge

implications for managers on both sides. Yet, brand manufacturers still cling to their outdated

assumptions about private labels. In "Private Label Strategy: How to Meet the Store Brand

Challenge," Nirmalya Kumar and Jan-Benedict E.M. Steenkamp describe the new strategies for

private labels that retailers are using, and challenge brand manufacturers to develop an effective

response. Most important, they lay out actionable strategies for competing against--or

collaborating with--private label purveyors. Packed with detailed international case studies,

valuable visuals, and hands-on tools, Private Labels enables managers to navigate profitably in

this radically altered landscape.

CHAPTER-4 (RESEARCH METHODOLOGY)

OBJECTIVE

1. To know about the awareness regarding the private brands of easy day.

2. To know about the attitude of people towards these brands.

3. To know about the experiences and expectations of customers of these brands.

4. To understand the availability of private brands in the store.

SIGNIFICANCE

Private brands are now a day’s moving through faster pace in Organized retailing.

In India there are numbers of corporate houses and domestic players are entering in this

segment.

As far as the success of Retail outlet is concern.

Therefore, it needs to be considered by practioners and academicians to enhance the level

of private brands

Customer's changing preference - drive towards private label products

Create personalized image which in turn leads to higher customer loyalty.

Control over pricing of the product/service.

Put forth own ideas on marketing plans.

.HYPOTHESIS

A research hypothesis is the statement created by researchers when they speculate upon the

outcome of a research or experiment.

Every true experimental design must have this statement at the core of its structure, as the

ultimate aim of any experiment.

The hypothesis is generated via a number of means, but is usually the result of a process of

inductive reasoning where observations lead to the formation of a theory. Scientists then use a

large battery of deductive methods to arrive at a hypothesis that is testable, falsifiable and

realistic.

There are two main hypothesis for this research which provide the right path to the researcher for

the further studies-

Private label brands are a threat for high value manufacturer’s brands.

Consumers attitude are positive towards private brands.

RESEARCH METHODOLOGY

Research can be defined as the search for knowledge or any systematic investigation to establish

facts. The primary purpose for applied research (as opposed to basic research)

is discovering, interpreting, and the development of methods and systems for the advance

refining of human knowledge on a wide variety of scientific matters of our world and the

universe. Research can use the scientific method, but need not do so.

There are two methods of Data Collection.

Primary Data Method

Secondary Data Method

Primary data method:

We collect primary data during the course of doing experiments in an experimental research but

in case we do research of the descriptive type and perform surveys, whether sample surveys or

census surveys, then we can obtain primary data either through observation or through direct

communication with respondents in one form or another or through personal interviews. This, in

other words, means that there are several methods of collecting primary data, particularly in

surveys and descriptive researches. Important ones are: (i) Observation method (ii) Interview

method (iii) Through questionnaires (iv) Through schedules (v) Other methods which include (a)

Warranty cards (b) Distributors audits (c) Pantry audits (d) Consumer panels (e) Using

mechanical device (f) Through projective techniques (g) Depth interviews (h) Content analysis.

Secondary data method:

Secondary data means data that are already available i.e., they are refer to the data which have

already been collected and analyzed by someone else. Secondary data may either be published

data or unpublished data. Usually published data are available in: (a) Various publication of the

central, state are local governments (b) Various publication of foreign governments or of

international bodies and their subsidiary organization (c) Technical and trad3e journals (d)

Books, magazines and newspapers (e) Reports and publication of various associations connected

with business and industry, banks, stock exchanges,etc (f) Reports prepare by research scholar,

universities, economies,etc. in different fields (g) Public records and statistics, historical

documents and other sources of published information.

The sources of unpublished data are many ; they may be found in diaries, letters, unpublished

biographies and autobiographies and also may be available with scholars and research workers,

trade association, labour bureaus and other public/ private individuals and organization.

Method of Data Collection:

My method of Data collection was Primary which were conducted through Questionnaire &

Interview. As well as I have used Secondary data which were Company website, house journals

of easy day Ltd.

Sample size: I have surveyed about 100 peoples.

Sample area: The sample area of my survey is Administrative building of easy day in Agra

RESEARCH DESIGN –

The research work is exploratory in nature, and is meant to provide the basic information

required by research objectives. It is a preliminary study based on primary data and the findings

can be consolidated after a detailed conclusive study has been carried out

CHAPTER-5 (ANALYSIS AND INTERPRETATION)

Q1. HOW MANY TIMES DO YOU VISIT IN EASY DAY?

1. ONCE IN A WEEK

2. TWICE IN A WEEK

3. 1 IN 15 DAY

4. 1 IN A MONTH

5. EVERY DAY

Once in a week Twice in a week 1 in 15 days 1 in a month Every day 0

5

10

15

20

25

30

35

40

45

INTERPRETATION: 43% people visit the store once in a month when they have some

requirements and 20% visit once in 15 days, 15% visit two times in month and 10% & 2%

people visit once and every time in a month respectively.

Q2. ARE YOU AWARE OF PRIVATE BRANDS?

A) YES B) NO

YES

NO

80%

20%

INTERPRETATION:80% of the respondents are aware about PB but 20% respondents are not.

Q3. GENERALLY IN WHICH CATEGORY YOU PURCHASE PRIVATE BRANDS?

1. FMCG

2. CONSUMER DURABLES

3. APPARELS

4. GROCERY

5. OTHER (PLEASE SPECIFY)_______

1. FMCG

1. CONSUMER DURABLES

1. APPARELS

1. GROCERY

OTHER

0% 5% 10% 15% 20% 25% 30% 35% 40%

INTERPRETATION:

Researcher shows that 35% respondents are purchase FMCG products while 20% & other 20%

respondents are purchase grocery & apparels but 15% & 10% respondents are make purchase in

consumer durables & other brands from the store.

Q4. DO YOU PURCHASE PRODUCTS OF THE FOLLOWING BRANDS?

1. GREAT VALUE

2. EQUATE

3. MAINSTAYS

4. OI’ROY

5. SPECIAL KITTY

6. PARENT’S CHOICE

7. WHITE STAG

8. GEORGE

GREAT V

ALUE

EQUATE

MAINSTAYS

OI’ROY

SPEC

IAL KITT

Y

PARENT’S

CHOICE

WHITE ST

AG

GEORGE

0%

5%

10%

15%

20%

25%

30%

35%

INTERPRETATION: According to 35% respondents purchase great value because it is a very

big brand of the store while 15% & other 15% respondents make their purchasing with equate &

parent’s choice but 10% & 10% respondents purchase special kitty & white stag. Rest of

respondents of the store is purchase rest of the brands with similar %.

Q5. WHICH ONE OF THOSE YOU LIKE THE MOST?

1. GREAT VALUE

2. EQUATE

3. MAINSTAYS

4. OI’ROY

5. SPECIAL KITTY

6. PARENT’S CHOICE

7. WHITE STAG

8. GEORGE

GREAT VALUE

. EQUATE

MAINSTAYS

OI’ROY

SPECIAL KITTY

PARENT’S CHOICE

. WHITE STAG

GEORGE

0% 5% 10% 15% 20% 25% 30%

INTERPRETATION: 30% respondent are like great value most where as 20% respondents are

like equate but 15% respondents prefer George. 10% each respondents prefer OI’Roy & white

stag and rest of the respondents likes other brands with the same %.

Q6. WHAT ATTRACT YOU TO BUY THE PRODUCT?

1. QUALITY 2.PRICE 3. PACKAGING 4. IN STORE DISPLAY

QUALITY 2.PRICEPACKAGING. IN STORE DISPLAY

30%

INTERPRETATION:

45% of the respondents are attract by the quality of the private brands while 30% respondents are

influence by the pricing factor of these brands but according 15% & 10% respondents they

attract by packaging &in store display of the store.

45%15%

10%

Q7.ARE YOU FIND ECONOMICAL TO BUY PRIVATE BRANDS THAN NATIONAL

BRANDS?

1.STRONGLY AGREE

2.AGREE

3.NEUTRAL

4.DIS-AGREE

5.STRONGLY DIS-AGREE

40%

25%

20%

10%5%

1. STRONGLY AGREE1.AGREE1.NEUTRAL1.DIS-AGREESTRONGLY DIS-AGREE

INTERPRETATION:

According to 40% respondents they find private brands more economical than national brands of

easy day and 25% respondents are agree with this statement while 20% respondents are neutral

with this but 10% & 5% respondents are find private brands uneconomical than national brands

in the store.

Q8. DO YOU FEEL SECURE TO USE PRIVATE BRANDS?

1.STRONGLY AGREE

2.AGREE

3.NEUTRAL

4.DIS-AGREE

5.STRONGLY DIS-AGREE

1.STRONGLY AGREE 1.AGREE 1.NEUTRAL 1.DIS-AGREE 1.STRONGLY DIS-AGREE0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

INTERPRETATION:

45% of the respondents are strongly agree that these brands are secure to use and 20% each

respondents are agree & neutral about this but and rest of the respondents are not satisfied with

this statement.

Q9.ARE YOU SATISFY WITH THE WARRANTY PROVIDED ON PRIVATE BRANDS?

1.STRONGLY AGREE

2.AGREE

3.NEUTRAL

4.DIS-AGREE

5.STRONGLY DIS-AGREE

1.STRONGLY AGREE 1.AGREE 1.NEUTRAL 1.DIS-AGREE 1.STRONGLY DIS-AGREE0%

5%

10%

15%

20%

25%

30%

INTERPRETATION:

According to 36% respondents are completely satisfied with the warranty served on private

brands in the store and 15% respondents are agree but 20% respondents are neutral with it and

rest of the respondents are not satisfied by warranty provided on the brands.

Q10.DO YOU THINK THAT THE QUALITY OF PRIVATE BRANDS ARE INNOVATIVE

THAN OF NATIONAL BRANDS?

1.STRONGLY AGREE

2.AGREE

3.NEUTRAL

4.DIS-AGREE

5.STRONGLY DIS-AGREE

1.STRONGLY AGREE 1.AGREE

1.NEUTRAL1.DIS-AGREE

1.STRONGLY DIS-AGREE

0%

5%

10%

15%

20%

25%

30%

INTERPRETATION:

According to25% of the respondents private brands are innovating & refreshing while 30%

respondents neutral with this statement but 20% each respondents are agree & strongly dis agree

with it. Rest of the respondents are not satisfied by the PB.

CHAPTER-6

FINDINGS

Store performance is well in attracting the customers.

Private brands and products availability in easy day is not up to the mark. Especially in

apparels.

Warranty and offers are doing well in customer attraction.

Quality in products is not up to the mark.

Private brands are more economical than the national brands.

Product display and signage is good.

Consumer feel that these brands are not innovating in nature.

Consumers are feel secure to use private brands.

Private brand’s packaging attracts the customers.

These brands are the threats for other manufacturers.

Limitations

This work does suffer from some limitations.

Future studies should also investigate other factors that influence the PLB image

perception, i.e. characteristics of the consumers who buy PLBs, their exposure to global

consumer culture, amongst other traits. In this respect, they can distinguish clearly

between intrinsic and extrinsic cues in PLB image perceptions.

Time limit is the major constraint.

Some respondents refuse to co-operate.

Some respondents replied half heartedly.

Some respondents gave incomplete information.

The survey was conducted in very general way as no other variable such as their

education level, occupation and sex.

Some respondents don’t know about the private label brands.

CONCLUSION & RECOMMENDATIONS

Conclusions followed by recommendations form the basis of the report more solid. The

conclusion proves the analysis that is carried out in the report and on the basis of these

conclusions, recommendations are given.

During the course of the study it was found that EASY DAY is lacking popularity due to the less

concentration on the management of customer data base.

In the survey and analysis it was found that the Buying Behavior of the customers depends on

variety of factors like Need, Cost, Quality, Durability, Product range and some other factors.

Advertisements

The organization should also concentrate upon the Advertisement strategies and should

come up with the innovative ads.

Name recall amongst the Consumer Categories is low because of less frequency of the

TV advertisements.

The organization should have customer data base so that information about offers can be

conveyed to the customer and customer segregation can also be done.

The Retailing industry is booming. In order to tap the potential market, the Company can

advertise in a magazine named like ‘Daily news record’. This will help in showcasing the

products of the magazine. This can add an extra spice to sales

In store display and the use of the colors full display of the product should be increase

easy day have a very good plus point regarding the place that the store contains compare

to the other stores in the city the effective use of the store should be done effectively ,by

using some portion of the place for fun activity and regarding the fun and game it will

also help to promote the own brand .

Example the game should me in the name of tasty treat or clean mate or care mate it helps

the customer to know the product.

Using of clown of the name of the product this will help in the awareness of the customer

in the product this will help to increase the awareness regarding the product

Giving free samples in the place of fun and game

PLACE

The place management of the store and there display has to be done systematically that is

the entrance the crowded place should be effectively manage .

The display of the own brand must be in proper place to be get notice by the

customers .In place of the entrance in crowded place to get the proper view by the

customers

The back side of the bill should be used for the purpose of the promotion of the own

brand promotion

The plastic carry bag of the easy day should also be used for the promotional activity of

the home product

Effective use of the csd for announcement of the name of the product to get notice by the

customers

PRODUCT

Though the products of the easy day is relatively good compare to the leading product

players in the market people are not will to take it because of their poor packaging and

poor display in the store and also the awareness by the customer

PRICE

Company should focus on their Price. It should know the competitors price and according

to that there should be a proper action to decide the price and discount offers.

Though the prize of the product is relatively less compare to the other brand but people

are not willing to buy because of the lack of knowledge by the customer

CUSTOMER SERVICES

On the weekends mostly, there is long queue for the billing which takes a huge time so

there should be an increment in the number of cash counters.

On the business days again it is seen that there is a queue in front of lift so there is a need

to solve the problem by using escalator or big size lifts because due to this customer do

not want to go on the above floor and these floor are having high value product.

CHAPTER-7

BIBLIOGRAPHY

BOOK REFERRED:

Kothari C.R (2009) Research methodology ,New Age Publication. 2nd Edition, PP-29-35,

New Delhi.

Levy & weitz (2008) Retailing Management , Sixth Edition, Boston

Naresh Malhotra (2011) Marketing research , 4 Edition, pp. 1-33

(schiffman and Kanuk) Consumer Behavior

WEB SITES:

www.Google.com

http://iims-markathon.blogspot.com/2010/02/private-labels-from-cheap-

substitutes.html

walmart.com

bhartiairtel.com

Appendix QUESTIONNAIRE

PERSONAL INFORMATION

Dear sir/ Madam,

This survey is a part of my partial fulfillment of MBA degree programme. Please

provide relevant information by filling this questionnaire to make my survey more

comprehensive. All details from your part will be kept confidential.

Name:- …………………………………………………………..

Sex:- a) Male b) Female

Contact no.:- …………………………………………………………

Q1. HOW MANY TIMES DO YOU VISIT IN EASY DAY?

1. ONCE IN A WEEK

2. TWICE IN A WEEK

3. 1 IN 15 DAY

4. 1 IN A MONTH

5. EVERY DAY

Q2. ARE YOU AWARE OF PRIVATE BRANDS?

A) YES B) NO

Q3. GENERALLY IN WHICH CATEGORY YOU PURCHASE PRIVATE BRANDS?

1. FMCG

2. CONSUMER DURABLES

3. APPARELS

4. GROCERY

5. OTHER (PLEASE SPECIFY)_______

Q4. ARE YOU PURCHASE PRODUCTS OF THE FOLLOWING BRANDS?

1. GREAT VALUE

2. EQUATE

3. MAINSTAYS

4. OI’ROY

5. SPECIAL KITTY

6. PARENT’S CHOICE

7. WHITE STAG

8. GEORGE

Q5. WHICH ONE OF THOSE YOU LIKE THE MOST?

1. GREAT VALUE

2. EQUATE

3. MAINSTAYS

4. OI’ROY

5. SPECIAL KITTY

6. PARENT’S CHOICE

7. WHITE STAG

8. GEORGE

Q6. WHAT ATTRACT YOU TO BUY THE PRODUCT?

1. QUALITY 2.PRICE 3. PACKAGING 4. IN STORE DISPLAY

WHAT IS YOUR RATE FOR THE VARIOUS FACTORS OR PARAMETERS FOR EASY DAY & RATE ON THESE FACTORS OR PARAMETERS ON 5 POINT SCALE.

S.N Statements factors /parameters

Strongly

Agree

Agree Neutral Dis-

Agree

Strongly

Dis-

Agree

7. I find economical to buy

PBs than national brands

8. It is securing to use PBs

9. Warranty is provided with

PBs

10. I think that PBs are

innovative than of national

brands

Q11. ANY SUGGESTION?

……………………………………………………………………………………….

…………………………………………………………………………………………

(Signature) Thanking you for filling up this questionnaire