ntuc fairprice
DESCRIPTION
NTUC Fairprice. How consumers felt towards House Brands. During downturn, R eceptive to NTUC house brand In 2008 with record rates of inflation, NTUC held 5% discount for 500 house brand necessities. Source: http://sg.nielsen.com/site/20090119.htm. Products. - PowerPoint PPT PresentationTRANSCRIPT
NTUC Fairprice
How consumers felt towards House Brands
• During downturn, Receptive to NTUC house brand
• In 2008 with record rates of inflation, NTUC held 5% discount for 500 house brand necessities.
Source: http://sg.nielsen.com/site/20090119.htm
Products
• Most of its products sold are necessities
• Bread, Fruits, Soya Sauce, etc
PRICE
• Everyday low prices – 400 essential items are competitively priced
• 90% of Everyday Low price items are lowest in market
• Yellow Dot items- Range of items that are 20-25% cheaper than national brands
Place
• Widely located at its 100 supermarkets
• Supermarkets distributed mostly at heartlands
Promotions
• Newspaper advertisements• Direct Marketing- Website
Brand Positioning
• Currently position house brand for necessities
• 14.7% economy recovery
• Position its house brand for higher-end products (Gourmet Product)
• E.g First Choice for Cold Storage
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