What is Multi Brand Retailing?

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  • It is the marketing of similar and competing products by the same firm under different and unrelated brands. For example, walmart, big bazaar etc.
  • While these brands may affect each others’ sales, its advantages include:
    • Saturation of market by filling existing price and quality gaps.
    • Caters to the consumers who like experimenting with different brands.
    • Generates tough competition resulting in increased efforts and therefore better quality.
    • Greater shelf space with little room for competitor’s products.
  • Disadvantages include:
    • Shutting up of small-scale industries or manufacturers as cheaper products may be outsourced from other countries.
    • Small traders and shopkeepers may lose out to the giant sharks resulting in loss of livelihood for thousands.
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