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Online stationery retailers cross country analysis
 

Online stationery retailers cross country analysis

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    Online stationery retailers cross country analysis Online stationery retailers cross country analysis Document Transcript

    • MSC. INTERNATIONAL STRATEGIC MARKETINGINTERNATIONAL BRANDMANAGEMENT 1104444sWord count: 2743
    • EXECUTIVE SUMMARYThe study is about observing different aspects of online office supplies retailers. The objective ofthe study was to analyse these brand from different perspective. Discussing their brandarchitecture and analysing the brands in terms of theirsymbol, product and person, finding outkey points of parities and differences among them. The study also includes at the end somerecommendations for the brand with regards to improving their brand image in their markets.Brand from different countries have been chosen for this study. The key idea behind this was toidentify the difference and similarities among the brand management styles in different countriesand markets. After observing these brands, their positioning strategies and other elements, somekey finding s have been made in terms of the ways different brand from the same industry, arebeen perceived differently in different markets. Their brand management traditions andcommunication plans differ according to the market in which they are operating.Brand elements like their personality, their symbols and brands as product were studied. Findingshave been made regarding the ways a brand can be personified in different culturalenvironments. Elements like country of origin, heritage background, recall-ability, protectableetc. were found out to be important for a brand and how they are relate to the functioning of thebrand within its segmented market.Online brand management gets really tough since it’s really difficult to target your strategiesspecifically to you targeted group in the market, due to the extended reach of the web. Thus itgets really important for a brand to present itself in a way that it sends a clear message andimage to the right segment of the market. The scope of the industry of online office supplies isreally wide and therefore it gets really difficult for a retailer without any physical store, to targetthe right group it wants to serve.In the end, it’s really important in today’s scenario to use the user generated content in a positiveway for a brand. It adds to the credibility of the brand. Using testimonials and customer reviewson the website is really helpful and this was seen missing from these websites. That may bebecause of the size of these brands. But to be competitive, it’s really necessary to bring peopletogether who are your supporters or are happy with you. That’s a really important aspect for abrand management strategy. 1
    • Table of ContentsExecutive Summary........................................................................................................................................................ 1Selection of Retailers ..................................................................................................................................................... 4 Caboodle.co.uk ........................................................................................................................................................... 5 Brand Architecture ................................................................................................................................................. 6 Caboodle as Symbol…………………………………………………………………………………………………………………..8 Caboodle as Product………………………………………………………………………………………………………………….9 Caboodle as Person………………………………………………………………………………………………………………….11 Huntoffice.ie ............................................................................................................................................................. 13 Brand Architecture ................................................................................................................................................... 13 Huntoffice as Symbol……………….………………………………………………………………………………………………16 Huntoffice as Product………………………………………………………………………………………………………………17 Huntoffice as Person………………………………………………………………………………………………………………..19 Officecart.in .............................................................................................................................................................. 20 Brand Architecture ............................................................................................................................................... 20 Officecart as Symbol………………………………………………………………………………………………………………..22 Officecart as Product………………………………………………………………………………………………………………23 Officecart as Person…………………………………………………………………………………………………………………24 Comoffice.com .......................................................................................................................................................... 26 Brand Architecture ............................................................................................................................................... 26 Comoffice as Symbol………………………………………………………………………………………………………………28 Comoffice as Product………………………………………………………………………………………………………………28 Comoffice as Person………………………………………………………………………………………………………………30Positioning Comparison……………………………………………………………………………………………………………….31Recommendations & Feedback……………………………..…………………………………………………………………….34References…………………………………………………………………………………………………………………………………………35 2
    • 3
    • SELECTION OF RETAILERS:The retailers chosen within the office supply industry are from different regions around the globe.Retailers and their country of operation are as follows: 1. www.caboodle.co.uk- United Kingdom 2. www.officecart.in- India 3. www.huntoffice.ie- Ireland 4. www.comofffice.com- SingaporeThe key idea behind choosing retailers from different countries is to analyse the different brand elementswithin these markets. Some key factors considered while selecting retailer from with different markets,have been listed below: - Scale of Operations- Retailers have been chosen on the basis that they serve customers within their national boundaries only. Thus, Huntoffice from Ireland delivers within Ireland only. This notion is same for rest of the three brands as well. - Customer Reception- Unique number of visitors received by a brand’s website have been used as a criteria as well. Instead of choosing brands receiving a similar range of unique visits in a day, brands with unique visits different from each other were chosen. Hypestat.com, a website analytics and statistics portal was referred to analyse brands. Results for the chosen brands were as follows: o Caboodle.co.uk – 1224 o Officecart.in- 658 o Huntoffice.ie- 885 o Comoffice.com- 197 The objective behind this strategy was to study online retailers with different scale of clientele and brand awareness. - Product Offering- Retailers have been chosen dealing in almost same type and range of product offerings. However, there may be some unique set of products offered specific to a retailer, depending on its demand within the operating country.The key objective of proceeding with retailers from different countries is to figure out different brandfeatures and elements in their markets, draw comparison among different brand elements for theretailers, and provide recommendation to retailers to adapt successful strategies used by a retailer in adifferent country. 4
    • CABOODLE.CO.UKABOUT:Caboodle is an online supplier of office supplies and printer consumable. The company operates fromSheffield in United Kingdom. The online supplier offers a completely a fresh approach towards orderingoffice supplies online and promising next day delivery, that even without any extra charge. It has a widerange of products offered on the website which are listed in the upcoming sections.BRAND ARCHITECTURE:Caboodle has a product portfolio that includes many famous brands in categories like printers,stationeries, printer useable like cartridges and toners, a range of products categorised as ‘Green Office’referring to the environment friendly nature of these products, etc. It follows a multibrand productsbrand strategy by offering different popular brands. The online retailer has endorsed brand architectureas it endorsed many different brands through its own brand name.What are we?Caboodle’s competitive strength lies in the wide range of over 12000 office supplies and printer useable;a promise of next day free of charge delivery and an on service helpdesk always available to assist theconsumer.What do we do?Caboodle provides online solution to consumers whether they are home-based or corporations with theirneed of office supplies. Caboodle also offers green office supplies which are eco-friendly. The onlineretailer provides a service to deliver the products the next day if the order is made within the stipulatedtime period.How do we do it?The online retailer have a vast knowledge of the office supplies range, it completely works online withouthaving any physical retail outlet; which helps the retailer to focus completely on the orders receivedonline. It follows a set process to confirm the next day delivery. Orders received are cross-verified on dailybasis at a set time of 4pm every day. Successfully verified orders are then processed further to ensurethat they get delivered the very next day. 5
    • Who are we?Caboodle strives for providing customers with a hassle free online buying experience every time they buyoffice supplies. It is focused towards providing consumer value by providing free next day delivery,discount offers and market leading prices to consumers.It also has been involved in providing sponsorships to the local sporting teams and providing vouchers.Why do we do it?The company’s mission is to help the customer find the right item for their office by offering a huge rangeof office supplies and an extremely friendly shopping experience. The extensive range of over 12000items offered, at a market leading price, to meet the dynamic needs of working class,and the friendlybuying experience inspires the customer to come back to the website.PRODUCT PORTFOLIO: Product Category Office Supplies Ink Postal Technology Facilities Green Office Cartridges Supplies P + Laser R Toners O Accountancy Brother Envelops Audio + Catering Fairtrade D Visual U Business Books BT Mail Boxes Barcode Cleaning + Green C + Cartons Scanner/Pri Janitors Cleaning T nters S Business Cases Canon Mailing Batteries + Fans + Green Filing Pouches Chargers Heaters Computer Citizen Packaging Binding Health + Green Labels Cleaning Safety P Desktop Dell Postal Cables + Security Green Papers R Accessories Scales Adapters Equipment O Desktop Digital Postal Calculators Green Postal D Stationery Storage + Supplies U Accessories C Diaries + Epson Postal Tags Cash Green Signs T Calendars + Labels Security S Ergonomics HP Postal Tape Computer Green Dispensers Accessories Stationery Filing + Archive IBM Postal Computer Green Storage Tubes Componen ts Labels Infotec Stamps + Computer Green Writing 6
    • Inks MediaP Notebooks + Kodak Tagging ComputerR Pads Guns NetworkingO Paper Konica Trolleys PhotoD Minolta FramesU Post-In Notes Kyocera Twine + ExtensionC String LeedsT Presentation + Lanier FaxS Conference Machines Writing + Lexmark Label Correction Making Mita Lamination Murata Printers Newbury Scanners Data Oce Servers OKI Shredding Olivetti Software Panasonic Telephone + Accessories Philips Typewriter s Pitney Warranty Bowes Services Printronix Ricoh Sagem Samsung Sharp Star Tally Genicom Toshiba Xerox 7
    • Brand Essence: Personality Caboodle is perceived as a key member of an office staff since the brand is devoted towards providing world class solution to consumers in terms of office supplies Source The retailer thrives to achieve this image by offering extensive range of branded office supplies with great deal of discounts and fastest delivery in the industry Difference Fastest delivery of products that makes the brand different from its competitors Functions It ensures fastest delivery by verification of orders on daily basis and collaborating with UPS, leading logistic company in United KingdomCABOODLE AS SYMBOL:For Caboodle, its brand name and the presentation of its website are the key symbols for it. The onlineretailer uses its brand name “Caboodle” as one of its prime symbol. Caboodle means “a pack” or “a lot”.Thus resembling with the range of products the website offers and the way its customers usually havetheir requirement, i.e., in sets or packs.Caboodle’s logo is the brand name only, i.e., caboodle, with a tagline “for all your office need”.The logouses number of colours as background and a very easy going font style, not sending a very professionalimage. The website uses a combination of colours which is consistent with the colours used in the logo.The key symbolising points for caboodle are the use of brand name and the combination of colours usedwith the logo and on the website. They key features of caboodle’s symbol elements are discussed below: CRITERIA BRANDLogoColors Used The brand has used some really bright and live colors. These are Green, blue, yellow, pink, purple. All of these colors have some positive vibes attached to them some of them are of being fresh, dignity, trust, faithfulness, etc.Adaptability The brand name is easy to adapt to a family range 8
    • Distinctiveness The logo does not use a very formal font style. Its creative and depicts an innovative personality of the brandEasily Recognizable The use of combination of bright and positive colors makes it easily recognizable.Protected The logo is a registered trademark by caboodle.co.ukFamiliar Though the brand name is quite unique. The tagline makes it familiar to the product category. It relates the brand name with a supplier of complete range of office needsPositive Feelings Brand as a whole evokes positive feelings. The effective use of colors and font style provides a fresh image of the brand.Caboodle as Product:Caboodle as a product is a combination of different elements. It’s an online portal to search productsrelated to office supply category. The friendly experience of shopping at caboodle is also a productfeature. The promise made by the brand to make a next day delivery is a positive feeling for a consumer.The support service of the company makes the personal element of the service. Also, the delivery ofgoods within the promised time slots works towards the physical feature of the brand.LEVELS OF PRODUCT: The core product of Embodied product It would be the next caboodle would be would be the geeky day delivery service the extensive range knowledge of the and the service to of office supplies to brand about the return the products if choose from office supply product any problem found. EmbodiedProduct Core Product Augmented Product line. Customers can Market leading be benefited with this price, assurance of knowledge in secure payments and choosing the right transactions are also product for right some of the office augmented products offered by caboodle. Order tracking service would also be an augmented product 9
    • A SERVICE PERSPECTIVE:Being an online retailer, without any physical retail outlet creates an image of a service for the online retailer. Thisperspective inspires an analysis of the brand using 7 P’s of the marketing mix for services: Marketing P’s for Services CaboodlePRODUCT Caboodle deals with supplying online office supply itemsPRICE Due to regular discounts and special offers, it provides a market leading pricePLACE The brand operates within United KingdomPROMOTION Caboodle has a well maintained website. It is associated with sponsoring social events as well. The blogs are also source of promotion for the company with latest updates and announcements been made there.PEOPLE The customer service team of the company bring the personals factor for the online supplierPROCESS It has set processes to deliver its promises. The process of verification of orders been followed on daily basis. Similarly, set processes and guidelines are there for returning goods as well.PHYSICAL LAYOUT Company has a head office in Sheffield.As discussed above, the online supplier carries aspects of both of a product and a service as well. Thus it hasfeatures of both the category segments. Being an online retailer, the website of the brand works as the package ofits products. A consumers comes into the engagement with the package first and then the actual product. Theoverall package of the brand caboodle is analysed below using an existing VIEW model: 10
    • •The website is high on pageranks •Easily searchable using the brand name •Product categorisation done properly VISIBILITY •good use of color combinations been done •Extensive range of office supplies avaialble online. the product information and information about discounts and special offers present there. INFORMATION •blogs are also been used to share announcements about the brand charity activities and sponsored events. •the charity work by the brand presented in blogs tries to establish an emotional bonding with potential customers EMOTIONAL •also, offering eco-friendly supplies may triggers the emotional aspects of nature friendly peple APPEAL •the website is successfull upto a certian level. because of it s limite reach their is a need to be present on other social media as well. this is one point where the brand is lacking right now. WORKABILITYCABOODLE AS PERSON:The personality of any brand is strongly associated with the personality of people associated with it.Caboodle has majority of its audience from the young men from the age range of 25-34 (Alexa, 2012).The majority of audience that caboodle serve is quite young and active. The brand also maintains thepersonality of a lively and fresh person. Even after being in a professional industry, the brand does notpresent itself as a formal thinker. But it tries to cope up with the dynamics of today’s young corporates.BRAND PERSONIFICATION ELEMENTS: ELEMENT CABOODLEGENDER MaleSOCIAL CLASS Upper-Middle classVALUES To excel in whatever it doNATIONALITY EuropeanNETWORKS - This person has lots of friends and a loving family. - The strive for excel has brought few enemies as wellHERITAGE The brand does not have a very powerful heritage 11
    • background. It is more of a self-made manDREAMS To provide world class products to customers, keep them satisfied and happy.DIMENSIONS OF BRAND PERSONALITYDifferent aspects of the brand Caboodle can be identified from its website. These aspects can bepresented in the following manner: Goal oriented • caboodle as a person has a clear goal in his mind Creative what he wants to achieve and how he would be • he is not the conventional doing that working person. he like to think differently and present himself in a creative manner Young Male • this is quite eveident by the • caboodle is a male way it manages the website • the brand is relatively young. Somehwere in his early 30s - Self Made • He is a person who has done hard work, is knowledgable and has been made by his own efforts - 12
    • Huntoffice.ieABOUT:Hunt office is an online supplier of office items operating in Ireland. The retailer has over 20,000 officeproducts range to be offered under its belt. The retailer delivers only in Ireland. The website is committedtowards offering the lowest prices in the market and offers updated prices to customers on daily basiswhich are checked against 20 competitor’s prices. The website has majority of its traffic of age range from45-65 male, who browse the website mostly from their office. The website has a 91.4% reception ofinternet surfers from Ireland only (Alexa, 2012).BRAND ARCHITECTURE:Huntoffice has an extended product portfolio which includes branded office furniture and breaktimeequipment as well apart from the regular office supplies, stationeries and printer consumables.Huntoffice also has the endorsed brand architecture which seems to be common in this kind of businessmodel. The website has number of branded products under its own brand name. thus, the retailerprovides further marketing to them.What are we?Huntoffice is an online retailer of office supplies in Ireland. Its competitive strength resides in the hugerange of over 20000 products that it provides from a single portal. Also, it promises customers for thesame day dispatch policy followed by them.What do we do?Huntoffice brings a huge amount of office products together at a single platform. They provide productsfor every single operation in an office. Products ranging from stationeries to health & security are beingsupplied by the retailer.How do we do it?Huntoffice through its state of the art website, allows customers to surf through the wide range ofproduct offerings. It offers safe and secure online shopping and payments. It also provides a personalinteraction through its service team. 13
    • Who are we?Huntoffice is a 100% Irish owned company. The brand is dedicated citizen of the country. All profts of thecompany gets reinvested in Ireland only.Why do we do it?The website is inclined towards making the process of comparing prices and shopping for office suppliesonline, much easier for customers. It also provides assistance in managing office stock and ordering at theright time.PRODUCT PORTFOLIO: Product Category Ink & Paper Office Technol Machi Breakti Post & Clea Health Furnit Toner Supplies ogy nes & me Packing ning & ure Printe Security rs Broth Multifun Basic iPads& Office Drinks Packagin Toile Safes OfficeP er ctional Office Tablet Printer & g t Chairs Paper Supplies PCs s Snacks Supplies PaperR , TissuO es & Towe lsD Canno Laser Desk Laptops Office Canteen Address Soap Safety Filing n paper Accesso & Shredd Equipm Labels & Signs CabinetU ries Noteboo ers ent Tissu ks e DispC enser Dell Inkjet Office Camera Label Cutlery Business Hand First Aid OfficeT paper labels & Printer & Envelops wash Desk Camcord & Tablewa er Suppli reS es Epson Copier Writing TV, Lamin Postage Bathr Fire Desk Paper & Audio & ators Supplies oom Extingui Pedesta Correcti DVD & Clea shers ls on Suppli ning es Genic Recycled Noteboo Sat Nav Copier Mailroo Floor Snickers Home om Paper ks & & m Clea Work office Notepad Scanne Furniture ning Wear Furnitur s rs e HP Coloured Filing & Compute Bindin Suggesti Bins Workwe Office Paper Archive r Storage g on Boxes Refu ar& Cupboa Media Machi & Post se Protecti rds nes Boxes ve 14
    • &Supp Clothing liesP IBM Photo Account Laptop Cash Hand Wash Tools & ScreensR Paper ing& Bags & Regist Carts & ing DIY & Analysis Luggage ers & Trucks up PartitioO Books Suppli ns es Kodak Premium Business Calculato Paper Cutting Surfa CCTV BookcaD Paper Books & r Cluster Knives ce ses Forms Accessor s& & Blades CleaU ies Trimm ners ers Konic Listing Presenta Batteries Teleph Wash Counterf CanteenC a Paper tion & one ing eit & Minol Equipme Chargers Electri Powd Detector BistroT ta nt & city er s Furnitur Supplies Typew e ritersS Kyoce Carbonle Maps, Digital Dictap Clea Security Office ra ss Paper Atlases Photo hone ning and Furnish & Frames & Cloth Safety ings Dictiona Access es Mirrors ries ories Lexm Specialty Drawing Universal Disp Security Steel ark Paper & Boards Charger osabl Locks Cupboa Card & Aids & Power e rds & Adapters Glov Shelvin es g Murat Plotter Legal Compute Disp Alarms Lockers ec Paper Stationer r osabl y Software e Supplies Apro ns OKI Blank Pink Compute Air Clock in School Business Office r Fresh Systems Furnitur Cards Supplies Networki eners e ng Olivet Certificat CD DVD Com Torches ti e Paper Storage puter & Clea Covers ning Prod ucts Panas Iron Electricit Pest De-icing onic Transfer y Contr Products Monitors ol & Prod Accessor ucts ies Philip s Pitney Bowe s 15
    • RICO H SAGE M SAM SUN G SHAR P TALL Y XeroxBrand Essence: Personality Huntoffice is perceived to be a mature citizen of the country motivated towards providing world class services to its customers Source The retailer thrives to achieve this image by offering extended range of branded office supplies with lowest prices and fastest dispatch in the industry Difference Fastest dispatch of products that makes the brand different from its competitors Functions It ensures same day dispatch by verification of orders on daily basis and collaborating with leading logistic company in IrelandHUNTOFFICE AS SYMBOL:Key symbol elements for Huntoffice would be the use of blue and green color on its website. Not usingmuch different color or logos, the brand’s website is dominated by these two colors. the name of thewebsite has been modified a little to form the logo for the brand. The logo also has the tagline “WhereIreland Buys Supplies”The key symbolising points for Huntoffice are the use of green and blue colorand the modified websitename. They key features of caboodle’s symbol elements are discussed below: 16
    • CRITERIA BRANDLogoColors Used The brand has used blue and green as the dominating colors win their logo as well as the websiteAdaptability The brand name is easy to adapt to a product family range. Though sounds an outdated one.Distinctiveness The brand uses the country specific extension in its logoEasily Recognizable The brand is easily recognizableProtected The logo is a registered trademark by Huntoffice.ieFamiliar The brand name is familiar more in its country of originPositive Feelings Brand as a whole has a very blant presentation. The use of colors and placements of logos is not very attractiveHuntoffice as Product:Huntoffice as a product is more of an experience for a customer to be dealing with one of the premiumoffice supplier online. The brand has on offering of over 20000 products. In terms of physical goods, thebrand provides has am extended product portfolio. It promises same day dispatch If order made withinthe time slot conditions. The sales and service team of the retailer creates the personal aspect of theonline service.LEVELS OF PRODUCT: The core product of Huntoffice provide its The same day Huntoffice would be customers an option dispatch the extensive range to compare its prices service, choice of of office supplies to with that of its payment options, 3D choose from competitors. The encryption to use Core Product Embodied Product Augmented Product website update its credit cards would be prices on daily basis the augmented to provide an up to product it offers date comparison to the customer 17
    • A SERVICE PERSPECTIVE:7P’s analysis of service marketing for Huntoffice.ie is as follows:Marketing P’s for Services HUNTOFFICEPRODUCT Huntoffice is the premium online office supplier in Ireland.PRICE Lowest.PLACE The brand operates within IrelandPROMOTION Huntoffice provides the major office item brand on its website. Sales promotions and free gift vouchers are also promoted through the website.PEOPLE The customer service team of the company bring the personals factor for the online supplierPROCESS Clearly mentioned guidelines are there fordeleivery as well as returning goods.PHYSICAL LAYOUT (No Information available).VIEW MODEL ANALYSIS: •The website is relatively low on pageranks •Easily searchable using the brand name •Product categorisation done properly VISIBILITY •Color combinations not used properly •information available for complete offerings but in a very conjusted manner. •No information avaialable on social media use or presence of the brand. INFORMATION •the brand is trying to connect with the Irish natives through using the countrys name in most of its promotional activies. EMOTIONAL APPEAL •the website is witnessing 90% of its visitors from Ireland only who are spending on an average 4 minutes one the website. These figures looks motivating. WORKABILITY 18
    • HUNTOFFICE AS PERSON:Huntoffice has majority of its audience from the range of 45-65(Alexa, 2012). The majority of audiencethat caboodle serve is the mature and on the older side of the age now. The brand maintains thepersonality of a sincere Irish citizen. The brand explicitly calls itself 100% Irish.BRAND PERSONIFICATION ELEMENTS:ELEMENT HuntofficeGENDER MaleSOCIAL CLASS Upper-Middle classVALUES To provide greater service to fellow citizensNATIONALITY IrishNETWORKS Huntoffice as a person has a group of elderly active peopleHERITAGE The brand does not have a strong historyDREAMS To provide ease of operation to native citizensDIMENSIONS OF BRAND PERSONALITYDifferent aspects of the brand huntoffice can be identified from its website. These aspects can bepresented in the following manner: Patriotic •the brand loves his country and always try Less creative to relate himself with •the brand is aless that ccreative and a more orthodox kind of person. Mature Elder •Huntoffice, would be a mature business man of the age of 50yrs or so Competitive •The brand is competitve in terms of providing its customers best service with lowest price 19
    • OFFICECART.INABOUT:Officecart is a supplier of office supplies in 5 states of India and growing with a goal to reach throughoutthe country. The online retailer currently targets the small, medium and large corporations as well asgovernment offices for fulfilling their requirement for office supplies ranging from stationery to officefurniture.BRAND ARCHITECTURE:What are we?Officecart is an online retailer dealing in office supplies with a greater commitment to the quality ofservices offered to the customer in regards to price, product or the delivery.What do we do?Officecart even after being an online retailer tries to provide a personalised service to all of its usres andtries to establish a long term relationshipHow do we do it?They do it by focussing on a single source promise. Thereby trying to gather most of the products from asingle producer and making the best price and quickest delivery possible.Who are we?Officecart is a young and growing online office supplier in the Indian market. Its their commitment toeach project that has brought them till here today.Why do we do it?The mission of the retailer is to provide a personalised service to its customers to as much extent aspossible. 20
    • PRODUCT PORTFOLIO: Product Category Office Supplies Drawing & Art Furniture Our Services Breakroom Graphic and Engineering Sofa CorporateP Cutlery Drawing Instruments SolutionR Tissue StencilsO Test Engineering Drawing InstrumentsD Engineering TechnicalU PensC CompassesT Gifting Art Materials WorkStation CostS Colour Pencils and Management markers Art, Craft and Drawing Paper Other Colours Art Storage Canvas & Easels Storage Media Paint and Brushes Desk/Tables eCommerce CD/Rewritable DVD/Rewritable Pen Drives Mail Room Supplies Drawing/Art Office Chairs Envelops Drawing Paper Business Envelops Compass Protractor Basic office Supplies Clips and other fastenersP Labels and Stick-R notesO Correction Tapes andD PensU CalculatorsC Fax and cash rolls MapsT Badges and HoldersS Adhesives Tapes Tape Dispenser Gum/Adhesives 21
    • Brand Essence: Personality Officecart is growing online office supplier from India. The retailer is highly committed towards providing a highly personalised service to its customers Source It aims to achieve this image by using its one single source premise Difference o The level of personalised service that a customer can get at this website Functions It tries to get into a one to one conversation with the customer so that to be able t serve them properlyOFFICECART AS SYMBOL:The key symbolising points for Officecart are the use of blue and white color. The website also has a logowhich is trademarked. They key features of Officecart symbol elements are discussed below: CRITERIA BRANDLogoColors Used The brand has used white and blue as the dominating colors within their logo as well as the websiteAdaptability The brand name is easy to adapt to a product family range. Though sounds an outdated one.Distinctiveness The brand tries to relate with the online shopping phenomena with its nameEasily Recognizable The brand is easily recognizableProtected The logo is a registered trademark by Officecart.inFamiliar The brand name is familiar more in its country of originPositive Feelings Brand as a whole has a very active presentation. The use of colors and placements of other elements like customer service is very attractiveOfficecart as a product is a mixture of different features. From providing personalised services to itscustomers to providing a dedicated service team, the retailer touches many aspect of a physical product. 22
    • OFFICECART as Product:LEVELS OF PRODUCT: The core It’s the price The assurance product of provided and of providing Officecart the delivery great value Core Product Augmented Product Embodied Product would be the services that products from personalised makes the some popular service within embodied brands in an online product for India is the shopping them augmented experience product for themA SERVICE PERSPECTIVE:7P’s analysis of service marketing for Huntoffice.ie is as follows:Marketing P’s for Services OFFICECARTPRODUCT A growing office supplies online retailer dealing in popular brands of IndiaPRICE Competitve prices offeredPLACE The brand operates within 5 states of IndiaPROMOTION The website is the only promotional tool used by the company.PEOPLE They provide a live customer service featurePROCESS By maintaining a long term relationship with their suppliers they serve their customers in a better wayPHYSICAL LAYOUT (No Information available). 23
    • VIEW MODEL ANALYSIS: •The website is relatively low on pageranks •Easily searchable using the brand name •Product categorisation done properly VISIBILITY •Color combinations used properly •information available for complete offerings but in a veryrefined manner. •No information avaialable on social media use or presence of the brand. INFORMATION •By emphasising on the personalised service fetaure of them . EMOTIONAL APPEAL •the website is simple to use with clear tabs and self explanatory product details WORKABILITYOFFICECART AS PERSON:Officecart is a growing online retailer for office supply. It can be assumed that it would be receiving manysmall scale projects while working on few big scale assignments as wellBRAND PERSONIFICATION ELEMENTS:ELEMENT OFFICECARTGENDER MaleSOCIAL CLASS Middle classVALUES To provide greater personalised service to corporationsNATIONALITY IndianNETWORKS Officecart is working on building its networks. Hence as a person it would be making more friendsHERITAGE The brand does not have a strong historyDREAMS To provide greater value to the customers 24
    • DIMENSIONS OF BRAND PERSONALITYDifferent aspects of the brand Officecart can be identified from its website. These aspects can bepresented in the following manner: Young • Officecart is a young entreprenuer in his late Enthusiastic 20s • He is very passionate about his business and ready to explore as much opportunity as possible. Creative • he is creative in a manner as to identify what the customers are actually looking for. • its the personalised service promise that he wants to target Emotional • thats a feature that comes becuse of its country of origin • Beinf from India makes him understanding the emotional aspects behind various tasks 25
    • COMOFFICE.COMABOUT:Comoffice is an online office supplier from Singapore. The company is in this industry from past 20 years.And has been listed in Singapore SME 500 ranking. It serves from home office to a large size corporations.BRAND ARCHITECTURE:What are we?Comoffice is an SME online retailer for office supplies in Singapore. The 20 years of experience in theindustry has been the competitive strength for the company.What do we do?the company strives for providing abetter and easy buying experience to its customer.How do we do it?it is done by carefully working on differnet aspects of an order like the price quotation, timely deliveryand regular feedback.Who are we?it’s a senior member of the industry in its region who is growing in an attractive manner.Why do we do it?company’s vision is to achieve the contribution of 30% in B2B office supplies transactions in Singapore. 26
    • PRODUCT PORTFOLIO: Product Category Office SuppliesP Batteries Binding Systems Boards Calculators Calendar &R PlannersO Card & Badge Holders Clips & Computer Correction CSH Box & CHQD Fasteners Supplies Supplies WriterU Desk Organizers Dividers & Files & Folders Flags FlipchartsC IndexesT Glues & Adhesives Highlighter & HP- Ink HP- Toner KeyboxesS Marker Labels Laminators Mailing Mats Misc. Supplies Notebooks & Pads Pantry Supplies Paper Pens & Pencils Pins & Buttons Printer Supplies Punches Rubber Bands Scissors & Sedia Rulers Trimmers Sharpeners Shredders Stamps & Pads Staplers & Tapes Staples Time Recorders Wholesales WS- CKK WS- GB WS- GL WS- GU WS- JS WS- LN WS- YTBrand Essence: Personality Comoffice is a well established online retailer for office supplies Source Its aim is to make the online buying experience for corporations much easier Difference The extensive range of products and their commitment towards providing service Functions By working on each order with greater care 27
    • COMOFFICE AS SYMBOL:The key symbolising points for Officecart are the logo and the color combination they have used. They keyfeatures of Officecart symbol elements are discussed below: CRITERIA BRANDLogoColors Used The brand has used white and blue as the dominating colors within their logo as well as the websiteAdaptability The brand name is easy to adapt to a product family range. Though sounds an outdated one.Distinctiveness The brand tries to relate with its target customers with the brand nameEasily Recognizable The brand is easily recognizableProtected The logo is a registered trademark by Comoffice.comFamiliar The brand name is familiar more in its country of originPositive Feelings Brand as a whole has a very professional presentation. The use of colors and placements of other elements like customer service is very attractiveCOMOFFICE as Product:Comoffice as a product is a mixture of different features. From providing easy buying experience to itscustomers to providing a dedicated team, the retailer touches many aspect of a physical product. 28
    • LEVELS OF PRODUCT: The core The timely The zeal that product of delivery and they promise Comoffice an order to put behind Core Product Augmented product Embodied Product would be the dedicated every order not so team is the complicated embodied online product shopping experienceA SERVICE PERSPECTIVE:7P’s analysis of service marketing for Huntoffice.ie is as follows:Marketing P’s for Services COMOFFICEPRODUCT An established online office supplier in SingaporePRICE Low prices offeredPLACE The brand operates within SingaporePROMOTION The website is the only promotional tool used by the company.PEOPLE They provide a 24x7 customer service featurePROCESS By working together on different aspects of online business. Online order making easy, timely delivery, ease of payment, etc.PHYSICAL LAYOUT It has its office on Seng Drive in Singapore 29
    • VIEW MODEL ANALYSIS: •The website is relatively low on pageranks •Easily searchable using the brand name •Product categorisation not done properly VISIBILITY •Color combinations used in an average manner •information available for complete offerings but in a very Collective manner. •No information avaialable on social media use or presence of the brand. INFORMATION •By emphasising on understanding and promising to work on all of the aspects of online shopping experience.. EMOTIONAL APPEAL •the website is simple to use with clear tabs and self explanatory product details •but the collective nature of the information is a problem WORKABILITYCOMOFFICEAS PERSON:Comoffice is a well-established setup of online office supplies in Singapore. It can be perceived as amature member of the industry now. It has spent 20 years in the industry. Thus the know-how of theindustry would also be really goodBRAND PERSONIFICATION ELEMENTS:ELEMENT COMOFFICEGENDER MaleSOCIAL CLASS Upper-middle classVALUES To provide greater great and easy buying experience to corporationsNATIONALITY SingaporeNETWORKS A mature member of the industry now. It would be having good networking skillsHERITAGE No heritage story. Still it has some good achievements in the pastDREAMS To become industry leader 30
    • DIMENSIONS OF BRAND PERSONALITYDifferent aspects of the brand Officecart can be identified from its website. These aspects can bepresented in the following manner: Mature • it can be personified as a mature meber of the Professional society. a male into his fifties. • the brand is really professional in his approach. • he has the know how of the Less Creative-More buisness and know which aspects are crucial to be Active target • the brand is not that creative • rather it believes in doing its service with utmost responsibility Aspirational • the brand even at this age of life is aspired to become the industry leader • he is motivated by the goals he has set for himself.POSITIONING COMPARISON Caboodle Huntoffice Officecart ComofficePoints of - Product range - Personalised - Product range - PersonalisedParity Service - Maturity level service - Level of maturityPoints of - Quality of - Product range - Personalised - Level ofDifferenc delievery service - Level of service maturitye - Technologically maturity - Quality of - Product range updated delievery service 31
    • PERSONALISED SERVICE 90 80 70 60 50 40 CABOODLE LEVEL OF MATURITY 30 PRODUCT RANGE 20 HUNTOFFICE 10 0 OFFICECART COMOFFICE TECHNOLOGICALLY DELIVERY SERVICE UPDATEDAll the four brands considered for the study are somehow similar to each other in nature. But there arespecific features that differentiate them with each other. They all are positioned as pioneer online officesuppliers in their respective markets. Still there are some positioning facts that create a separate identityfor each of the brand.Caboodle.co.uk, a UK based online office retailer is of significant size in its market. The brand in its marketis positioned as the one focussing on providing quality in of order deliveries specifically. The brand isyoung nd enthusiastic and technologically updated, which is really good because the market in which itsoperating.Huntoffice.ie an Irish retailer is a mature player of the market. It’s emotionally related to its country oforigin. The retailer has one of the biggest product range among the brands studied here. The brand ispositioned in the market as a patriotic guy, serving his country at his best, trying to contribute towards itin some or the other way and focussed towards making life easy for the his native citizens.Officecart.in, an Indian setup is a growing establishment. The brand is positioned as young, energetic, yeta bit mature and focussed towards customer service. The brand has plans to grow to a higher level andincrease its size and reach in terms of market and customers. Currently, the brand is engaged with manysmall level assignments and few government projects. Thus we can say that the brand is still in its learningstage and getting mature day by day.Comoffice.com is the online retailer from Singapore. The online firm is in this industry since last 20 yearsand has won some awards as well. The firm Is positioned as a mature partner of the industry having acomplete know how of the market. The brand has its own plans of expansions and has set a goeal for 32
    • himfor the coming future. Focussing on the central notion of customer service, the brand is motivated byestablishing and maintaining long term relationships with partners and growing gradually.ANALYSING BRAND ELEMENTS CABOODLE HUNTOFFICE OFFICECART COMOFFICE EASY √ √ √ √ RECOGNISED MEMORABLE EASY √ √ X X RECALLED DESCRIPTIVE √ √ X XMEANINGFUL PERSUASIVE √ √ √ X FUN & √ √ X X INTERESTING RICH VISUAL & √ √ X LIKEABLE VERBAL X IMAGERY AESTHETICALLY √ √ X X PLEASINGTRANSFERABLE WITHIN AND ACROSS √ √ √ √ PRODUCT CATEGORIES FLEXIBLE √ √ √ √ ADAPTABLE UPDATABLE √ √ √ √ LEGAL √ √ √ √PROTECTABLE COMPETITIVE √ √ X X 33
    • RECOMMENDATIONS AND FEEDBACK CABOODLE HUNTOFFICE OFFICECART COMOFFICETarget - Selecting a wide - Not much - Targeting - Requires a clearGroup range of a market information different target group can be misguiding about the sectors within segment. - A more specific specific target an industry, Targeting offices target market group provided which is good is a broad selection is for them statement. required as per - Differnet - Specifying target the brand image teams for groups will help differnet in designing the target groups marketing plans can be useful and the required brand image accordinglyChanges - An interactive - An interactive - An interactive - An interactive service on real service on real service on real service on real time basis will be time basis will time basis will time basis will be useful be useful be useful usefulChalleng - No customer - No customer - No customer - No customeres Faced reviews available reviews reviews reviews available available availableOverall GOOD AVERAGE GOOD AVERAGEFeedback 34
    • References Alexa.com (1999) Comoffice.com Site Info. [online] Available at: http://www.alexa.com/siteinfo/comoffice.com# [Accessed: 22 Mar 2012]. Alexa.com (n.d.) Caboodle.co.uk Site Info. [online] Available at: http://www.alexa.com/siteinfo/caboodle.co.uk# [Accessed: 22 Mar 2012]. Alexa.com (n.d.) Huntoffice.ie Site Info. [online] Available at: http://www.alexa.com/siteinfo/huntoffice.ie# [Accessed: 22 Mar 2012]. Alexa.com (n.d.) Huntoffice.ie Site Info. [online] Available at: http://www.alexa.com/siteinfo/huntoffice.ie# [Accessed: 22 Mar 2012]. Alexa.com (n.d.) Officecart.in Site Info. [online] Available at: http://www.alexa.com/siteinfo/officecart.in# [Accessed: 22 Mar 2012]. Avis, M. (2012) Brand personality factor based models: A critical review. Australasian Marketing , p.89-96. Caboodle.co.uk (2011) Caboodle - Office Supplies, Office Products & Stationery Suppliers. [online] Available at: http://www.caboodle.co.uk [Accessed: 21 Mar 2012]. Caboodle.co.uk.hypestat.com (1970) Caboodle.co.uk - Caboodle. [online] Available at: http://caboodle.co.uk.hypestat.com/ [Accessed: 21 Mar 2012]. Comoffice.com (n.d.) ComOffice: Stationery | Office Products | Paper Products | Ink & Toners. [online] Available at: http://www.comoffice.com [Accessed: 21 Mar 2012]. Comoffice.com.hypestat.com (1970) Comoffice.com - Comoffice. [online] Available at: http://comoffice.com.hypestat.com/ [Accessed: 21 Mar 2012]. Huntoffice.ie (2006) Office Supplies Ireland - Hunt Office Supplies Ireland. [online] Available at: http://www.huntoffice.ie [Accessed: 21 Mar 2012]. Huntoffice.ie.hypestat.com (1970) Huntoffice.ie - Huntoffice. [online] Available at: http://huntoffice.ie.hypestat.com/ [Accessed: 21 Mar 2012]. Officecart.in (n.d.) Complete office | Office supplies | Artist supplies | LED lights | Chairs. [online] Available at: http://www.officecart.in [Accessed: 21 Mar 2012]. Officecart.in.hypestat.com (1970) Officecart.in - Officecart. [online] Available at: http://officecart.in.hypestat.com/ [Accessed: 21 Mar 2012]. Zaichkowsky, J. (2010) Strategies for distinctive brands. Journal of Brand Management , (17), p.548-560. 35