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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