01
Client context
The retailer wanted to grow margins through private label without alienating shoppers loyal to national brands.
02
Business challenge
Previous own-brand launches had mixed results, and it was unclear which categories to prioritise.
03
Research objective & questions
Prioritise private label categories and define quality and price positioning for each.
- In which categories are shoppers open to own brands?
- What quality cues do shoppers look for?
- What price gap to national brands is acceptable?
- How do own brands affect shoppers' view of the retailer?
04
Methodology & approach
- Category decision-tree research
- How shoppers choose within each category.
- Shopper survey
- Openness to own brands by category and segment.
- Blind product tests
- Own-brand prototypes versus leading brands.
- Competitor range review
- Other retailers' own-brand ranges and pricing.
05
Sample & geography
- ~20 categories assessed
- ~1,500 shopper survey responses
- ~300 product testers
- Geography — India (metro cities)
06
Key findings
- Shoppers were most open to own brands in staples and household essentials.
- Personal care and baby categories carried higher trust barriers.
- Blind tests showed several prototypes matched leading brands.
- A clear quality tier signal improved willingness to try.
07
Business implications
- Launch first in staples and household essentials.
- Introduce good/better/best own-brand tiers.
- Use blind-test results in in-store communication.
08
Outcome
The retailer received a category priority map, price-gap guidance and a phased launch plan.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.