個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Future Group — Branding Private Labels
內容大綱
India’s largest domestic retail group, the Future Group, is pursuing a novel private-label strategy. In a country dominated by small-scale retailers, it is using its scale to launch private-label brands in several product categories. It is planning to delink these new offerings from the store brand and make them available through other retailers. Future Group hopes to derive most of its growth over the next few years from this initiative.<br><br><br><br>The case enables students to take on the role of the group’s brand advisor, and deal with some important questions: Will private-label brands erode customer loyalty or build it? Will they increase traffic to stores or cannibalize it? Will they add to the complexity of retailing or simplify it? More fundamentally, is the private-label brand strategy sustainable in the long run in the highly competitive Indian retail market?
學習目標
This case can be used in courses on brand management, especially with regard to private brands and private labels. It can also be in courses on retailing, in relation to the fundamental issues in executing a private-brand strategy.