Private Labels - A Cheaper Alternative to Branded Products*



Mini Case Code : CLIM021
Publication date : 2005
Subject : International Marketing
Industry : Soft Drinks
Length : 03 Pages
Price : Rs. 100

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Key words:

McBride, FMCG (fast moving consumer goods), Unilever, dishwasher soap, household items, Tesco, private labels, branded products, retailer brands, own labels, store brands, retailers, cosmetics, baby products, Nestlé, Cadbury Schweppes, H.J. Heinz, product development, pack design, promotional tactics, pricing and marketing campaigns, logistics, supply chain management, target audience, competitors


* This caselet is intended for use only in class discussions.
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The caselet discusses how private labels are serving as an alternative for branded products. It explains the growing prominence of retailer brands and takes a look at the success of McBride in Europe. It gives information about the range of products available under private labels and focuses on the competition between store brands and global brands.


» Growing prominence of private labels
» Can private labels replace branded products?
» How McBride is capturing the European consumers
» The strategies that McBride adopted to attain a greater market share


In 2004, McBride was fast establishing new brands at a time when the world’s biggest FMCG (fast moving consumer goods) company, Unilever, was struggling to establish its new brands...

Questions for Discussion:

1. The growing popularity of private labels is threatening the existence of global brands. Comment.

2. Discuss the various strategies adopted by McBride to stand tall among its competitors.

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