Retail brand management

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A comprehensive study for managing brands in retail.

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Retail brand management

  1. 1. Retail Brand Management Presenter: Chandrmouli Singh
  2. 2. Overview  Introduction  Concept  Branding  Retail Branding  Growth  Typology  Brand Development Strategy  Retail Value Chain  Key Issues  Lookalike own brands  Brand Owner Verses Retailers 12/19/2013 Institute of Agri Business Management Contd. 2
  3. 3.      New Developments in Own Brand Strategy Own Brand and Its Impact on Retail Brand Brand Equity Brand Loyalty Quiz 12/19/2013 Institute of Agri Business Management 3
  4. 4. Concept  Branding The intangible sum of product’s attributes; its name, packaging, price, history, reputation and the way it’s advertised - David Ogilvy  Retail Branding Retail branding does not only focus only on creation of private label. In multi-brand retailers the task become more difficult as the retailer needs to create a store identity which is different from that of brands, he sold within the store 12/19/2013 Institute of Agri Business Management 4
  5. 5. Growth  Growth of retail brand aka own brands, own labels, private labels and store brands, has paralleled growth esp. in grocery segment. 12/19/2013 Institute of Agri Business Management 5
  6. 6. Typology Own Brand Type 1 Generics Description Identification with in retailers Range of Products Degree of backward integration Limited Low Limited Low Low Limited None Limited Non Branded merchandise Positioning Low Limited Low Limited Low Plain Packaging 2 3 4 Controlledbrands Exclusive manufacturer brands Low price positioning Replaced by budget town Owned by manufacturer None Given to exclusive retailer Counterbrands Owned by retailer Differentiated by category Fighting Identification with /budget retailers Brands 12/19/2013 None Medium Low Medium strong Medium Stress on retail itself Low price positioning Institute of Agri Business Management Contd. 6
  7. 7. 5 Copycat Brands B C 6 Reengineered brands A Low cost-retailer owned Same functionally Lookalikes Similar quality House brands Imitate visual features Name of retailer appears strong Exclusive Designer Label strong Wide High Medium Limited High Medium Wide High strong High Limited High Very strong Medium Wide High Medium Medium as separate brand Exclusively designed for retailers carry designer's Low name 7 Fascia brands 12/19/2013 Private labels Retailer's name is strongly associated High Institute of Agri Business Management 7
  8. 8. Brand Development Strategy  A retail brand is a combination of company’s heritage, merchandise mix, store ambience, service strategy, advertising and promotion.  Three major questions - Can brand identified with lifestyle of customers? - Is there any perceptible difference between retailers? - Can a story be woven around the brand? 12/19/2013 Institute of Agri Business Management 8
  9. 9. Pentagon Strategy Product Place Communication Value 12/19/2013 People Institute of Agri Business Management 9
  10. 10. Triangle Strategy System Logistics Suppliers 12/19/2013 Institute of Agri Business Management 10
  11. 11. Retail value chain Support Functions Third Party Logistics Suppliers Customer management Retail Operations Customers System 12/19/2013 Institute of Agri Business Management 11
  12. 12. Key Issues  Look alike own brands Not only imitate trade marks, graphics, colours, lettering, words and packaging but also name of branded products.  Brand owner verses retailers - Lookalike steals goodwill - Gimmick to position - Diminish consumer choice 12/19/2013 Institute of Agri Business Management 12
  13. 13. New Developments in Own Brand Strategy Low Extent of innovation High Contribution to brand positioning High House Brands Fascia Brands Reengineered copycat Tactical Counter brand Budget/fighting Generics Low 12/19/2013 Institute of Agri Business Management 13
  14. 14. Own brands and its impact Total retail brand Trading Format, Marketing Communications, Services, etc.. Manufacturer brands Fit and interaction with retailer image and positioning 12/19/2013 Own brands Type and proportion of own brands Institute of Agri Business Management 14
  15. 15. Managing Brand Equity Customer Loyalty Brand Awareness Perceived Quality Brand Association B R A N D E Q U I T Y Proprietary Assets 12/19/2013 Institute of Agri Business Management Benefits the customers by enhancing their confidence in the purchase decision Provides value maximisation for the parent firm through enhanced brand loyalty, brand extension, competitive advantage etc. 15
  16. 16. Brand Loyalty  Develop a positive deposition towards the brands on the basis of a positive brand attitude  Develop a store or brand preference  Continue to patronise the retail outlet or brand over a period of time Contd. 12/19/2013 Institute of Agri Business Management 16
  17. 17.       Monopoly loyalty Inertia loyalty Convenience loyalty Price loyalty Incentivised loyalty Emotional loyalty 12/19/2013 Institute of Agri Business Management 17
  18. 18. The pyramid of brand loyalty Committed buyer, brand equity is high Like the brandsclear brand assets, considers brand as a friend Satisfied buyer with switching cost-brand equity with point of vulnerability Habitual/satisfied buyer-no reason to break off relations, brand equity diffuse Brand switcher/price sensitive buyers/indifferent to brand-no loyalty-no equity 12/19/2013 Institute of Agri Business Management 18
  19. 19. Key terms       Brand Value Brand Equity Brand Loyalty Brand Awareness Brand Association Perceived Quality 12/19/2013 Institute of Agri Business Management 19
  20. 20. References  Retail Management by S. C. Bhatia (pp 278-299)  Retailing Management Text and Cases by Swapna Pradhan (pp 481516)  Retail Management by Suja Nair (pp 401-412)  Retail management by Gibson G. Vedamani (pp 191-203) 12/19/2013 Institute of Agri Business Management 20

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