Retail Brand Development 2010

8/8/2019 Retail Brand Development 2010

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Retailfor students of EMDI Institute of Media & Communication

Management

Identity

Activation


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Can there be another?

Not only are these people renowned in their field, but also known for their inimitable style


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Can there be another?

Not only are these superbrands, but also known for their inimitable offer of experience


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Objectives

To get an overview on the Retail business

To understand how a retail Identity is developed

To look at specific tools in developing a retail Identity

To understand the process of Retail activation


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Overview on Retail


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Increasing emphasis on Education & Learning

Growing middle class with money in pockets

More nuclear families, DINK families more working women- both parents working

Media explosion - exposure to diverse Indian & International Cultures

Environment- Customers


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Involvement of men in shopping has gone up

Increasing Customer Expectations & Needs

Increased demand for organised retailing

Trend to individualistic purchases among women going up

Environment- Customers


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Ambience and assortment will be provided by other chains also

Specialty department store chains are catching up

Increasing Competition for Leisure, Time & Wallet

Environment- Competition

Emergence of New Players Corporates & Others


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Customers will be more demanding

Retailing is one of the definite growth areas

Particularly in metros and mini metros

Early entrants will have first mover advantage

Environment- Implications


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Quality of sales & service at frontline

Key thrust areas

Rapid spread of network

Retention of existing customers

Width & Depth of merchandise

Environment- Implications


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Picassos Lion

A visitor to Picassos studio asked the master what he plans

to sculpt from a standing large slab of marble.

Picasso responds a lion.

The visitor asks, How will you do that?

Picasso answers, I will cut away all that is not a lion


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Inference

For his efforts to result in a visionary sculpture, Picasso was clear about two things

What does not constitute a lion

What constitutes a lion

For our efforts to result in a visionary retail enterprise, we need to be clear on the

same two things

What does not constitute retail

What constitutes retail


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What does not constitute Retail

Agriculture

Manufacturing

Trading


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Not retail Characteristics

Tangible(Retail Intangible)

Retail challenge is to make the retail experience into tangible offerings

Homogeneous

(Retail Heterogeneous)

Retail challenge is to ensure constancy & consistency through processes

Preservable

(Retail Perishable)

Retail challenge is to make the experience memorable & lingering (beyond just the immediate

experience)

Ownership

(Retail No ownership)

Retail challenge is to make the customer feel that they own the service and space as much as

the merchandise

Separable

(Retail Inseparable)

Retail challenge is to ensure a differentiating experience vis--vis competition - a personal

signature


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The retail environment is made up of 3 elements:

The interface between these 3 elements within the physical Retail space is what

constitutes a retail experience for the customer

The Basic Retail Model

MERCHANDISE MANPO

WER

CUSTOMER

RETAIL SPACERETAIL SPACE


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PLACE

PRODUCT

VALUE

COMMUNICATION

PEOPLE

Systems

Logistics Suppliers

The Pentagon Triangle Framework


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Store-Based Retail Formats

Convenience stores

Supermarkets

Department stores

Boutiques

General Discount stores

Factory Outlets

Hypermarkets

Malls

Services Retailers

Specialty stores


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Developing Retail Brands


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Corporate Credo

Corporate positioning and offerings

Vision

Mission

Values

Processes


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Corporate Credo

Corporate positioning and offerings define the space in which the retail company

will operate

A Vision is what we want our company to represent

Vision is a long term objective that a company continues to strive to achieve

Vision also guides the Decision making process

Vision allows the company to work around a common purpose

Mission is a specific objective that helps fulfill the vision

Mission statements are usually the mandate for different departments in retail

for the end consumer

Values are what drive the culture of an organisation giving it a definite

personality


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A chain ofLifestyle Bookstores

Crosswords Position


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Books

Magazines

CDROMs

Music cassettes & CDs

Film VCDs, DVDs, cassettes

Toys & Games

Stationery

Greeting Cards

Gift Vouchers

Cafe

Product Offerings


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A network

of community centers where

people gravitate to be informed,

to be entertained and to be enlightened

led by books and related products.

Crossword Vision


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To fulfill the information, knowledge and leisure needs of the community

through the retailing of books and related products.

To be customer focussed in every aspect of the business. To build life-long

relationships with customers.

To help build the reading habit and to promote books.

To recognise and reward the best of Indian books.

To create retail environment that are oases in the urban jungle-friendly, fun,

relaxing and rewarding.

To provide a platform for the cultural and social interaction of the community-

to be a community center.

Crossword Mission


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FUN: We will build stores that are fun, enjoyable spaces to be in. We will build an

organisation that people enjoy being with and working in

LEARNING: We will create stores and an organisation that enables continuos learning

EXCELLENCE: We will constantly strive for excellence in everything we do

FAIRNESS: We will always act fairly, with respect for all people, and with a win-win

attitude

INTEGRITY: We will always conduct ourselves and act with integrity

SOCIALRESPONSIBILITY: We shall be socially responsible

MAKE A DIFFERENCE: We will work to make a difference to our customers, our

stakeholders, our community and ourselves

Crossword Values


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Developing processes

PrePre--searchsearchProcessProcess

walkthroughwalkthrough

IssueIssue

MappingMapping

Pilot runPilot run

of the newof the new

systemsystem

StructureStructure

& Review& Review

MechanismMechanism

FinalFinal

OperationsOperations

DocketDocket

TO BETO BE

ProcessProcess

AS ISAS IS

ProcessProcess

MappingMapping


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What gets focussed gets achieved

What gets achieved gets recognised

What gets recognised gets institutionalised

Process development philosophy


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4-field Matrix

Phases Entities Standards

ProcessMOEs:

MOPs:

Phase 1

Phase 2

Phase 3

Formats

Policies

Reviews

Measures Of Excellence (MOE) for service standardsMeasures ofPerformance (MOP) to evaluate the efficiency of services / processes.

These MOE & MOP should decide the new system and inspire the organisation towards creating more Customer,Shareholder and Employee Value

For AS IS & TO BE processes


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MARKETING & PROMOTIONS PROCESS

SMMARKETING ME STANDARDSPHASES

Phase II:Planning & Organising

M.O.P:

Cutoff date for E.B.R is

10 days Before event

B&M CSE

Phase III:

Execution of the

event

MOP:

zero defect

equipment

PR agency about

event, date Panelist.

Enrollment of

customer for events

Coordinating with

supplier & panelists

M.E puts upposters

Specified in

store, Book VM.

Coordination with supplier

and panelists

Actual Events

Area to be cleaned up for

Events, sound, compare etc.

SM ensures

books are

entered &

displayed

Mktg inform B

& M on books

& date

B & M ensures

books reach

before event

Posters, instore

Enrollment of

cash for event

Actual events

E.B.R

Enrollment of

customer for event

Mktg identifies,coordinates

with the Author, Publishers

for the event

Phase I:

Need Identification&

Communication

MOP:

2 events to be

organised Per

month as per

excellent Rating in

pre-event format

Pre Event Formats

Preparation of

posters / mail

& dispatch to store Mktg stars enrolling

customer for events

M.E briefs SM

on event,

date,

panelistsWorks along

with M.E to

enroll

customers

Event briefing report

M.E is briefed on

event, date &

panelists

B&M is briefed on

event, date &panelists

Event Checklist


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SMMARKETING ME STANDARDSPHASES B&M CSE

Phase IV:

Post EventEvaluation

MOP:

Achievement of

objectives reports

in 48 hrs

MOE:

75% Level of

Satisfaction (at V.

Good)

Post Event follow

up with PR for

Pam coverage TY

note to panelists

Post event

report to S.O.

Post evaluation

reportCustomer

scorecard

MARKETING & PROMOTIONS


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Brand name development protocol

Information Needs

& ClarificationsItinerary

Research data &

Responses from client

Category dipstick

by Idendesign Adequacy of

info

Associative DirectionsSegment

Boundary Conditions

Brand name Concepts

& Rationale

Concept Card

Presentations / Audits

Yes

No

Brand Name

Shortlist / Finalisation

Phase 1

Preparatory

Phase 2

Brand Name Development

Phase 4

Brand Identity Development

Phase 3

Sifting


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Vision Key

Developing Brand Architecture


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3. Insight

1. CompetitiveEnvironment

2. Target

8. Essence

- Describe in Consumer

Terms

- Address all who satiate

need State

- Demographics

- Attitudes

- Cover Traits of the primary

influencer

- Always in consumer language

- Aided by questions such as So what?

- Dig deep

- Should be

distinct from

competition

-Should address

need state

and the insight

- Should cover

both emotional

and functional

benefits

- Find a character /

picture

- Should give

reason to believe

the promised

benefits

- The Core factor

Overview


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3. Insight


2. Target

8. Essence

All top end beauty and

grooming products and

services (Biotique, LOreal,

Synergie, Himalaya,

Ayurverdic Concepts, Aviance,

Oriflame, Avon, Shahnaz

New Age Indian Women,

constantly exposed to modern

trends in beauty and grooming

SEC A/B1, 18-35

I want to mesmerize all around me at every step

Only Lakm

helps the New

Age Indian

woman wear a

mesmerising

look

Functional

Innovative products

that give me visible

results; specialised

products for my

specific needs

Magnetic,

Experimentative,

Individualistic,

Youthful,

Feminine,

Vibrant

Indoglobal

Fusion

Values

*Best-in-class

products

*Magical/Exotic

ingredients

*High SensorialAppeal

*Visible

results

Beauty

That

Mesmerises

Emotional

Helps me make a

statement about

myself and gets

me the admiration

I want

Lakme Brand Vision Key


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3. Insight


2. Target

8. Essence

All personal beauty and

grooming products, clothing

and accessories that help

contemporarise the woman

in the upper mass /premium

segment

Progressive, Urban Indian

Women, constantly exposed to

and seeking modern trends in

beauty and grooming SEC A/B,

16-35 years who believe in

making a statement through

their personal beauty/ grooming/

lifestyle.

There are so many brands/outlets to choose from, my

preferred destination is the one that understands my

needs & indulges me in every sense (sight, touch, hear,smell)

Only Lakme gives

me a superior

experience in an

environment that

Understands

counsels and caters

to my indoglobal

values

Functional

Information that

helps me decide

whats right for me

Greater interaction

with product

Personalised attention

High sensorial

appeal at Point of

Purchase

Visual Merchandising

Grooming

Beauty Expertise

That

Mesmerises

Emotional:

Gives me the

confidence to go

ahead & make a

statement about

myself

Magnetic,

Experimentative,

Individualistic,

Youthful,

Feminine,

Vibrant

Indoglobal

Fusion

Values

High involvement

with consumer

through expertise

of he BA

Lakme Retail Vision Key


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3. Insight


2. Target

8. Essence

- Financial Advisors, Banks,

TV, Newspapers, Magazines

Websites

- Brokers, CAs, Friends with

investment experience

- The Universe of Investors

- 23 years plus (Primarily the

new entrants uninitiated)

- SEC A,B

- Individuals seeking active

investment opportunities

I am ever hungry! Give me knowledge such that I can

take investment decisions

- Information

customised as

per customer

segments

- IDBI pedigree

- Largest offline

presence

- Professional,

organised

content

Functional

Vast, Organised,

Unbiased, User

friendly investment

knowledge

- Easy Access- Enlightening

Expert,

Relationship

oriented,

modern

reliable,

friendly

guide

- IDBIs vast

knowledge in

the domain (Builder

of the financial

backbone of India)- Confidence

of existing investors

- Online & Offilne

presence

- Site designThe Gateway to confident

investing

Emotional

- Greater

Confidence,

realised

dreams

IDBI Paisabuilder Brand Vision Key


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Environment Identity

Strategising the customer sensorials Visual

Auditory

Olfactory

Tactile

Work through ardent store plan, layout, circulation plan, adjacency plans and

planograming

Visual Merchandising

An exercise that helps customers see, select, co-ordinate and accessorise

merchandise

About handling three kinds of spaces

The invitation space The transaction space

The information space

Often referred to as the Silent Salesman


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Assignment

Group Name, Leader, Members

Name of the Retail establishment

Present the initiatives taken by the Retail brand / establishment in the areas of

Corporate Identity (Vision, Logo, Stationery, Office design)

Brand Identity (Logo/s, Brand / Retail Architecture, Packaging, Collateral)

Environment Identity (Space design, props, windows, shop-in-shops)

Service Identity (Service, sales, operations, processes, culture)

Present a strategic way-forward to change the retail brand / identity (note or design)

Develop a launch campaign / communication strategy for the new identity developed


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Assessment Parameters

Understanding of the subject

Level of Detail

Quality of suggestions / recommendations

Presentation Skills

Documents

Retail Brand Development 2010