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.