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Co Branding By HUL And Future Group In Bakery products

CoBranding  as  a marketing strategy has been new to our country  and for bakery products  very few instances where co branding or co development  has been worked out . Its for the first time for HUL  to try this strategy for its  bakery brand -Modern .
The country's largest consumer products company Hindustan Unilever (HUL) and biggest retailer Future Group will co-develop and co-brand a line of bakery products that will be sold exclusively at Big Bazaar stores in the first instance of such a partnership in the country.

The bakery products will sport both Hindustan Unilever's 'Modern' and Future Group's 'Freshly Baked' brands on their packs and be rolled out in select Big Bazaar shops in Mumbai, an HUL spokesperson said.

"This is co-branding of Modern Foods products with Future group in Future Retail stores," the person said.
Co -  branding  is  a new concept  for  bakery  marketing . HUL  and  Future group have entered into  arrangement to Co -develop and Co - brand for   their  BIG  BAZAR  Retail outlets .

Though new in India, the concept is widespread in developed markets. The world's biggest consumer products maker Procter & Gamble has worked with Tesco, the UK's largest grocery store chain, to design Great British Flavours, a line of Pringles sold exclusively at Tesco stores. P&G has had similar tieups with Wal-Mart and Kroger in the US.

Experts foresee more such joint marketing initiatives soon, because it's a win-win deal.



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