Panafinal

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  • Panafinal

    1. 1. Retailing Magic Revealed ! 8 Secrets of Beautifying the Brand Image : The STORY Jade Manalaysay-Tulio Vice-President Shopper’s Division, HBC
    2. 2. The Crazy World of Retail
    3. 3. OVERVIEW: PHILIPPINE RETAILING MARKET B usiness T hreats
    4. 4. OVERVIEW: PHILIPPINE RETAILING MARKET Business Threats Increasing Labor Costs
    5. 5. OVERVIEW: PHILIPPINE RETAILING MARKET Business Threats Increasing Overhead Costs  Utilities  Rent  Supplies
    6. 6. OVERVIEW: PHILIPPINE RETAILING MARKET Business Threats Smuggled Cheap China Products
    7. 7. OVERVIEW: PHILIPPINE RETAILING MARKET S P ources of rofits
    8. 8. OVERVIEW: PHILIPPINE RETAILING MARKET Profit Sources Display Allowance/ Display Rentals Supplier’s Pass On Discount Product Introduction Support Promo Support / Others
    9. 9. The Retail Language Think like a Retailer
    10. 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. 11. First Element The Performing Arena : The Store
    12. 12. The Performing Area : The Stage The Performer The Audience
    13. 13. Rising Power of Retailers Rising Power of Shoppers RETAILIZATION
    14. 14. Scary Brand Fact # 1 70% of purchase decisions are made in-store POPAI – POP attitude and imagery study 2005
    15. 15. Scary Brand Fact # 2 : The First Moment of Truth Shoppers waste no more than 6 seconds before selecting a brand Economist 2005
    16. 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. 17. International Retailization Study 2005
    18. 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. 19. Retailers own the point of contact between shoppers and brands
    20. 20. OPTIMIZING SALE S CONNECTING BRANDS to SHOPPERS RETAILIZATION POWER of RETAIL THINKING
    21. 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. 22. The meeting place between your products and the shoppers BUY TRY “ THE SHELF”
    23. 23. The Theater of Retail : Improving Volume through In-store Marketing and Promo Second Element : The Skeptic Audience
    24. 24. The Age of the Shopper
    25. 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. 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. 27. NOT INDIVIDUALS S I T U I D A L S
    28. 28. PE O PLE Z A P !!
    29. 29. RETAILIZATION LOVES the SITUATION and LOVES the SHOPPER
    30. 30. The Theater of Retail : Improving Volume through In-store Marketing and Promo Third Element : YOUR Brand as the Performer Zeroing the Spotlight
    31. 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. 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. 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. 34. STEP 1 KEEP IT F RESH – The Latest & The Hottest
    35. 35. Courtesy of Proximity Worldwide, A CRM subsidiary of BBDO
    36. 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. 37. THE SHOW IN-STORE OFF-SITE BRAND ACTIVATION AT ALL TOUCH POINTS
    38. 38. STEP 3 M ERGE the FIRST & SECOND MOMENT OF TRUTH TRY BUY
    39. 39. <ul><ul><li>CREATIVE PRODUCT DEMO </li></ul></ul><ul><ul><li>CREATIVE SAMPLING </li></ul></ul>
    40. 40. STEP 4 CREATE C LARITY & I NVOLVEMENT Need clear & relevant reasons to choose your brand
    41. 41. Involve the customer in THE SHOW But make sure it is simple! 5 minute recipe!
    42. 42. The Theater of Retail : Improving Volume through In-store Marketing and Promo Fourth Element : The Bag of Tricks
    43. 43. VALUE INNOVATION : MULTIBRANDED PRIVATE LABELS The Story
    44. 44. The Story
    45. 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. 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. 47. The Story CHANGE IN THE VISION
    48. 48. The Story Blue Ocean Strategy
    49. 49. The Story Blue Ocean Strategy
    50. 50. The Story Blue Ocean Strategy
    51. 51. The Story Blue Ocean Strategy
    52. 52. The Story Blue Ocean Strategy
    53. 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. 54. The Story NOW, with 16 brands 1008 skus 63% share of business From Canned Goods to Beauty Exclusives
    55. 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. 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. 57. The Story Natural skin care for women
    58. 58. The Story Cosmetics for Adult women
    59. 59. The Story Dermatological skin care for women
    60. 60. The Story Personal care for Teens/Tweens
    61. 61. The Story Babies/Toddlers/Kids
    62. 62. The Story Men
    63. 63. The Story General Hygiene for women
    64. 64. The Story Natural Oral Care Line
    65. 65. The Story Home Care
    66. 66. The Story Health Care
    67. 67. The Story Healthy Beverage
    68. 68. The Filipino Salon The Freelance Beautician 10,000 8,000 Business To Business Market
    69. 69. The Story HairCare
    70. 70. The Story Sharpening service
    71. 71. THE REST OF THE MARKETING TRANSFORMATION The Story
    72. 72. The Story LOCATION Strategy Community Locations : Defensive Strategy Mall Locations : Offensive Strategy NOW, 180 stores NATIONWIDE
    73. 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. 74. The Story STORE IMAGE
    75. 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. 76. The Story PRICE VALUE FOR MONEY  High Quality at par with competition  Priced 10-30% lower than popular brands
    77. 77. The Story PEOPLE IMPROVED  Looks  Product Knowledge  Customer Service
    78. 78. The Story PROMO One of a Kind Marketing Campaigns
    79. 79. STORE BRAND FIRST PRODUCT BRANDS SECOND The Story
    80. 80. The Story Communication Strategies
    81. 81. How do we connect to the consumer ?
    82. 82. ADVERTISING CAMPAIGNS The Story One of a Kind Marketing Campaigns
    83. 83. STORE BRAND
    84. 85. OUTDOOR & PR / NON-TRADITIONAL The Story One of a Kind Marketing Campaigns
    85. 89. DIRECT MARKETING/ PARTNERSHIPS & IN-STORE PROMOS The Story One of a Kind Marketing Campaigns
    86. 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
    87. 95. The Story THE BEAUTIFUL RESULTS
    88. 96. The Story WALK-IN
    89. 97. The Story TRANSACTION COUNT
    90. 98. The Story Total Store REVENUE In Millions
    91. 99. The Story PROFIT In Millions
    92. 100. The Story SECRETS REVEALED! 8
    93. 101. The Story TIP # 1 Be Unique Differentiate
    94. 102. The Story TIP # 2 Get the whole organization to buy in and embrace the vision
    95. 103. The Story TIP # 3 Invest in Product Development & Innovation
    96. 104. The Story TIP # 4 Go to the Frontline – listen to your customers
    97. 105. The Story TIP # 5 Empower the branches through local store marketing aligned with brand DNA
    98. 106. The Story TIP # 6 Speed to market gives you the edge
    99. 107. The Story TIP # 7 Be on the lookout for the Hottest Trends
    100. 108. The Story TIP # 8 Everyone in the organization should be Marketing Oriented
    101. 109. The Story RECOGNITION
    102. 110. The Story EXPANSION
    103. 111. The Story Giving Everyone the right to be beautiful

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