Jan 19, 2015
Name Roll No.
Vineet Nair
PG 06 37
Neel Pandy
a
PG 06 42
Romi Patel
PG 06 44
Presented by:
What is a Retail Brand
A retail brand identifies the goods and services of a retailer and differentiates them from those of competitors.A retailer’s brand equity is exhibited in consumers responding more favorably to its marketing actions than they do to competing retailers (Keller ). The image of the retailer in the minds of consumers is the basis of this brand equity.
Thus we can say...
“Retail Branding is an issue not only of retailers selling
brands but branding the retail
business itself”.
Why Retailbranding??
“Retail branding creates a brand
preference, which goes beyond the
product or service in itself”.
Need for retail branding
Lack of Store Differentiation.Merchandising Muddle.Lack of labels/suppliers.Discounting.
Limited margins and high real estate prices.Time abundant consumers?
3 dimensions of retail branding
Brand Value
Brand Strategy
Brand Structure
Strategies in retail branding in India
Integrated branding
Contract branding
Independent branding
Positioning strategies for retail branding
Product
Service
Experience
Price
CASE STUDY
SUBHIKSHA
Company name: Subhiksha
Founder: R. Subramanium
Year of establishment: 1997 Chennai
No. of retail outlets: 450 & still expanding
verticals
Fruits and vegetables
Pharmaceuticals
Fmcg
Telecom
Building the brand - subhiksha
Tagline : “Bachat
Mera Adhikar,
Subhiksha Mera
Abhiman.”
Positioning the brand - subhiksha
Retail outlet for”Aam Admi”
Structuring the brand around the concept of indian housewife’s conviction of getting the “Best Value For Money”.
Every day low price.
Indian retail branding – future
Relationship management to enhance in store shopping experience.External communication to add value outside the store.Motivating the staff to volunteer value.
Thank you!!!