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Panafinal

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My much applauded Pana presentation

My much applauded Pana presentation

Published in: Business, News & Politics
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    • 1. Retailing Magic Revealed ! 8 Secrets of Beautifying the Brand Image : The STORY Jade Manalaysay-Tulio Vice-President Shopper’s Division, HBC
    • 2. The Crazy World of Retail
    • 3. OVERVIEW: PHILIPPINE RETAILING MARKET B usiness T hreats
    • 4. OVERVIEW: PHILIPPINE RETAILING MARKET Business Threats Increasing Labor Costs
    • 5. OVERVIEW: PHILIPPINE RETAILING MARKET Business Threats Increasing Overhead Costs  Utilities  Rent  Supplies
    • 6. OVERVIEW: PHILIPPINE RETAILING MARKET Business Threats Smuggled Cheap China Products
    • 7. OVERVIEW: PHILIPPINE RETAILING MARKET S P ources of rofits
    • 8. OVERVIEW: PHILIPPINE RETAILING MARKET Profit Sources Display Allowance/ Display Rentals Supplier’s Pass On Discount Product Introduction Support Promo Support / Others
    • 9. The Retail Language Think like a Retailer
    • 10. Magic in Retail Marketing : It’s all a SHOW ! The Stage : The Performing Arena The Performer The Bag of Tricks The Skeptic Audience     4 Elements of Retailing Magic
    • 11. First Element The Performing Arena : The Store
    • 12. The Performing Area : The Stage The Performer The Audience
    • 13. Rising Power of Retailers Rising Power of Shoppers RETAILIZATION
    • 14. Scary Brand Fact # 1 70% of purchase decisions are made in-store POPAI – POP attitude and imagery study 2005
    • 15. Scary Brand Fact # 2 : The First Moment of Truth Shoppers waste no more than 6 seconds before selecting a brand Economist 2005
    • 16. International Retailization Study 2005 Scary Brand Fact # 3 An average of 74% of shoppers in various categories will NOT change store even if their retailer stopped stocking their favorite brand X
    • 17. International Retailization Study 2005
    • 18. Scary Brand Fact # 4 International Retailization Study 2005 Are private label products a good alternative to other brands? YES ! Global shoppers - 68% Asia - 51% Philippines - 30-40% but growing!
    • 19. Retailers own the point of contact between shoppers and brands
    • 20. OPTIMIZING SALE S CONNECTING BRANDS to SHOPPERS RETAILIZATION POWER of RETAIL THINKING
    • 21. OPTIMIZE the BRAND at all points of contact with the retail world SHELF WINDOW CASHIER AISLES/ ACTIVITY AREA Tester area On-site activation off-site activation On-line
    • 22. The meeting place between your products and the shoppers BUY TRY “ THE SHELF”
    • 23. The Theater of Retail : Improving Volume through In-store Marketing and Promo Second Element : The Skeptic Audience
    • 24. The Age of the Shopper
    • 25. INFORMED DEMANDING “ For the first time, the customer truly is the BOSS, which is fascinatingly frightening because everything we used to do and used to know will NO LONGER WORK “ Kevin Roberts, Saatchi & Saatchi
    • 26. Be in the SHOPPER FIRST Business Shopping fulfills a social function Create WANTS ! Not Needs ! WANT = WHAT DRIVES US Reimagine the boring chore of buying things Fun and exciting
    • 27. NOT INDIVIDUALS S I T U I D A L S
    • 28. PE O PLE Z A P !!
    • 29. RETAILIZATION LOVES the SITUATION and LOVES the SHOPPER
    • 30. The Theater of Retail : Improving Volume through In-store Marketing and Promo Third Element : YOUR Brand as the Performer Zeroing the Spotlight
    • 31. RETAIL IMPACTING CREATE SHOPPING SITUATIONS IMPACTFUL and HAPPENING PURCHASE EXPERIENCE INTERACT WITH THE PRODUCTS Pike Place NOT JUST 2 D BUT 3D, MAKE IT A WHOLISTIC AND SENSORY BRAND EXPERIENCE !!
    • 32. SCENE 4 : RETAIL IMPACTING SERVICE = EXPERIENCE DRIVEN AND A PARTICULAR WAY OF DELIVERING LOVE SPOIL YOUR SHOPPERS ROTTEN!! SHOW THEM YOU CARE ABOUT THEIR SHOPPING : LOVE ME DO !
    • 33. SCENE 4 : RETAIL IMPACTING HOW-TOs 1.) KEEP IT F RESH 2.) E XTEND THE IDEA 3.) M ERGE THE FIRST & SECOND MOMENT OF TRUTH 4.) CREATE C LARITY & I NVOLVEMENT F E M C I
    • 34. STEP 1 KEEP IT F RESH – The Latest & The Hottest
    • 35. Courtesy of Proximity Worldwide, A CRM subsidiary of BBDO
    • 36. STEP 2 E XTEND THE IDEA -Use your point of difference to create an impact in-store Make the shelf come alive by putting on a SHOW
    • 37. THE SHOW IN-STORE OFF-SITE BRAND ACTIVATION AT ALL TOUCH POINTS
    • 38. STEP 3 M ERGE the FIRST & SECOND MOMENT OF TRUTH TRY BUY
    • 39. <ul><ul><li>CREATIVE PRODUCT DEMO </li></ul></ul><ul><ul><li>CREATIVE SAMPLING </li></ul></ul>
    • 40. STEP 4 CREATE C LARITY & I NVOLVEMENT Need clear & relevant reasons to choose your brand
    • 41. Involve the customer in THE SHOW But make sure it is simple! 5 minute recipe!
    • 42. The Theater of Retail : Improving Volume through In-store Marketing and Promo Fourth Element : The Bag of Tricks
    • 43. VALUE INNOVATION : MULTIBRANDED PRIVATE LABELS The Story
    • 44. The Story
    • 45. The Story DIFFICULT BEGINNING Negative business operations Traditional Sources of Retail Profits (Discounts, Rentals, Promo support) cannot offset the Losses Store Brand Identity Crisis – Convenience? Salon? Personal Care?
    • 46. The Story The Only way to beat competition is to STOP beating competition Blue Ocean Strategy Breaking the Convention Using Strategic Groups Stand out in the industry !!
    • 47. The Story CHANGE IN THE VISION
    • 48. The Story Blue Ocean Strategy
    • 49. The Story Blue Ocean Strategy
    • 50. The Story Blue Ocean Strategy
    • 51. The Story Blue Ocean Strategy
    • 52. The Story Blue Ocean Strategy
    • 53. The Story From Canned Goods to Personal Care  A collective term to describe our private labels  Brands that cannot be found in other stores  Nicknamed “BEX”, visualized via a shopping bag  Started with 4 brands,100 skus and 3% share of business in 2002
    • 54. The Story NOW, with 16 brands 1008 skus 63% share of business From Canned Goods to Beauty Exclusives
    • 55. The Story MULTIBRANDED PRIVATE LABEL STRATEGY <ul><li>Multiple Brands – each brand catering to a different market segment and product category  DID NOT make use of store brand to achieve high probability of consumer trial and quality perception vs. other popular personal care brands </li></ul><ul><li>High Investment in product quality which differentiates BEX from other private labels </li></ul>
    • 56. The Story Multi-Branded Private Labels THE PRODUCTS  Speed and quality in product development (average of 60 new skus in a month)  Partnership with accredited toll manufacturers  Spearheaded by NPCOM (New Products Committee) with active involvement of management
    • 57. The Story Natural skin care for women
    • 58. The Story Cosmetics for Adult women
    • 59. The Story Dermatological skin care for women
    • 60. The Story Personal care for Teens/Tweens
    • 61. The Story Babies/Toddlers/Kids
    • 62. The Story Men
    • 63. The Story General Hygiene for women
    • 64. The Story Natural Oral Care Line
    • 65. The Story Home Care
    • 66. The Story Health Care
    • 67. The Story Healthy Beverage
    • 68. The Filipino Salon The Freelance Beautician 10,000 8,000 Business To Business Market
    • 69. The Story HairCare
    • 70. The Story Sharpening service
    • 71. THE REST OF THE MARKETING TRANSFORMATION The Story
    • 72. The Story LOCATION Strategy Community Locations : Defensive Strategy Mall Locations : Offensive Strategy NOW, 180 stores NATIONWIDE
    • 73. The Story STORE IMAGE BEFORE  Darkly Lit, No aircon  No uniform look, grocery store design  Tending shelves, closed glass cabinets  80% of space grocery items  Floor size – 2 floors  Assortment – 50% grocery NOW
    • 74. The Story STORE IMAGE
    • 75. <ul><ul><li>SERVICES UNIQUE TO </li></ul></ul><ul><li>Free Facial </li></ul><ul><li>Free Skin Analysis </li></ul><ul><li>Free Derma Consultation </li></ul><ul><li>Free Makeover </li></ul>The Story SERVICES
    • 76. The Story PRICE VALUE FOR MONEY  High Quality at par with competition  Priced 10-30% lower than popular brands
    • 77. The Story PEOPLE IMPROVED  Looks  Product Knowledge  Customer Service
    • 78. The Story PROMO One of a Kind Marketing Campaigns
    • 79. STORE BRAND FIRST PRODUCT BRANDS SECOND The Story
    • 80. The Story Communication Strategies
    • 81. How do we connect to the consumer ?
    • 82. ADVERTISING CAMPAIGNS The Story One of a Kind Marketing Campaigns
    • 83. STORE BRAND
    • 84.  
    • 85. OUTDOOR & PR / NON-TRADITIONAL The Story One of a Kind Marketing Campaigns
    • 86.  
    • 87.  
    • 88.  
    • 89. DIRECT MARKETING/ PARTNERSHIPS & IN-STORE PROMOS The Story One of a Kind Marketing Campaigns
    • 90.  
    • 91.  
    • 92.  
    • 93. ACT 4 : Where would an actor be without his lines? THE MAGIC OF GIVEAWAYS INSTANT GRATIFICATION THROUGH REWARDS TRUST THAT YOUR CUSTOMER WILL COME BACK REWARD NOW, EARN A LOT LATER
    • 94.  
    • 95. The Story THE BEAUTIFUL RESULTS
    • 96. The Story WALK-IN
    • 97. The Story TRANSACTION COUNT
    • 98. The Story Total Store REVENUE In Millions
    • 99. The Story PROFIT In Millions
    • 100. The Story SECRETS REVEALED! 8
    • 101. The Story TIP # 1 Be Unique Differentiate
    • 102. The Story TIP # 2 Get the whole organization to buy in and embrace the vision
    • 103. The Story TIP # 3 Invest in Product Development & Innovation
    • 104. The Story TIP # 4 Go to the Frontline – listen to your customers
    • 105. The Story TIP # 5 Empower the branches through local store marketing aligned with brand DNA
    • 106. The Story TIP # 6 Speed to market gives you the edge
    • 107. The Story TIP # 7 Be on the lookout for the Hottest Trends
    • 108. The Story TIP # 8 Everyone in the organization should be Marketing Oriented
    • 109. The Story RECOGNITION
    • 110. The Story EXPANSION
    • 111. The Story Giving Everyone the right to be beautiful
    • 112.  

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