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Private Brands: capturing consumption from informal market
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The purpose of the project is to develop a general strategy for retailers on how to attract consumers from informal market to organized retailers in Europe, Africa and Russia with the help of private labels. In order to achieve the stated goal we conducted a multi-step research. The first step was devoted to the secondary data analysis, where we had to: identify the key buying factors for the informal market and the commonalities in motivational drivers and perform a benchmarking analysis of private brands. The second part was focused on obtaining primary data through conducting a thorough interview analysis. The last part of the report is focused on the creation of generic recommendations for organized retailers, which included: private brand positioning; tiering; assortment; quality positioning; pricing strategy; promotional strategy; placement on the store.
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Private brand Informal market and formal market