Consumer Electronics_B Plan Final

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B-Plan on opening up of a consumer electronics store in mumbai

B-Plan on opening up of a consumer electronics store in mumbai

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  • 1. A BUSINESS MODEL Presented To: Mrs. Sangeeta Saraf Presented By: Anshul Agarwal-01 Ashish Bansal-03 Vikram Bothra-06 Kumar Vivek-16 Rahul Rathi-21 Gaurav Surana-30
  • 2. OUTLINE
  • 3. INTERNATIONAL MARKET
  • 4. OVERVIEW  The consumer electronics industry manufactures and distributes everything from telephones, stereo components, televisions, alarm clocks, and calculators to digital cameras, video cameras, VCRs, and DVD, MP3, laptop PC are also now part of the industry.  In 2005, in the U.S. alone, consumers spent more than $75 billion on consumer electronics products, 8 percent more than in 2004.
  • 5. HOW THE INDUSTRY BREAKS DOWN  Thela e t a m rg s re ultina na c ng m ra sw tio l o lo e te ith m retha 10 ,0 0e p ye s o n 0 0 m lo e .  Thes a s o n ha o o o ew fe e m lle t fte ve nly ne ffic ith w r tha 5 e p ye sfo us do o p d t. n 0 m lo e c e n ne ro uc  In them d a m nufa ture tha o r ara eo id le re a c rs t ffe ng f p d tsw ro uc ithin ac rta c te o s h a s e ke e in a g ry, uc s p a rs a a ioa c s o s nd ud c e s rie .  Ind try o s rve us lly b a d w them rke b us b e rs ua re k o n a t y p d t c te o ra r tha c m a s . ro uc a g ry the n o p ny ize
  • 6.  Consumer durables a ite stha p vid aflo o s rvic stoac ns e o r ap rio o tim . re m t ro e w f e e o um r ve e d f e Exa p sinc ene c rs ho e lda p nc s a io ua e uip e furnituree . There l le l o m le lud w a , us ho p lia e , ud -vis l q m nt, tc a ve f s e ingo d b sha s e in thela t e ht ye rs p nd n ura le s urg d s ig a .
  • 7. SOME OBSERVATIONS  Among the explanations are:  Falling prices for many durable products – arising from rapid advances in production technology and the effects of globalization which means that we can now import many of these durables more cheaply from overseas  Low interest rates which have encouraged people to spend more on “big ticket items” – there has been a surge in demand for consumer credit  Strong consumer confidence and borrowing levels. The demand for consumer durables is more income elastic than for non- durables which are usually staple items in people’s monthly budget.
  • 8. GLOBAL PLAYERS
  • 9. Major Players Top 10 Major Players, by 2005 Revenue Rank Company Revenue ($M) 1-Year Change (%) Employees 1 General Electric Co. 148,019 –2.2 307,000 2 Siemens AG 90,670 17 461,000 3 Matsushita 81,298 13.0 334,752 4 Samsung Electronics Co., Ltd. 78,250 44.2 123,000 5 Sony Corp. 66,912 –7.2 151,400 6 Microsoft Corp. 39,788 8.0 61,000 7 Royal Philips Electronics NV 35,972 –12.4 231,161 8 Sharp Corp. 23,616 10.5 46,751 9 Sanyo Ltd. 24,174 –1.4 96,023 10 LG Electronics Inc. 23,542* 39.4* 66,614* *2004 figures. Sources: Hoover's; WetFeet analysis.
  • 10. KEY FINDINGS
  • 11. SOME KEY FINDINGS  As -P c re io isthem s luc tivea afo thec ns e e c nic ind try, a m s ia a ific g n o t ra re r o um r le tro s us s ot o them rke a s unta p d f a ts re till pe.  MP p ye c ntinuetod 3 la rs o rivethea iom rke w rld id .  ud a t o w e  W ne o i-Fi tw rkingise e te to b c m ake e b r fo thed live a re is utio o xp c d eo e y na le r e ry nd d trib n f c nte in ho e , p rtic rly fo re il c ns e e c nic ha w re o nt m s a ula r ta o um r le tro s rd a .  Mo ilec m rap nem rke ha e e e a thes lela e t m rke fo im g s ns rs b a e ho a t s m rg d s ing rg s a t r a e e o , s a s thee urp s ing ntirec ns e e c nic s g e inc ingd ita s c m ra o um r le tro s e m nt, lud ig l till a e s w rld id . o w e  Thes ng s g w in c ns e e c nic s g e ise e te toc m fro C tro e t ro th o um r le tro s e m nt xp c d o e m hinab y 2 10 a thed m nd fo c ns e e c nic isris w thera idp c o e o m 0 , s e a r o um r le tro s ing ith p a e f c no ic d ve p e a lo c s c ns e e c nic m nufa turing e lo m nt nd w o t o um r le tro s a c .  On theb c o thiss ngd m nd C ak f tro e a , hinaw b c m thes c nd la e t m rke fo ill e o e eo rg s a t r c ns e e c nic , a r US. o um r le tro s fte
  • 12. CONSUMER APPLIANCES & ELECTRONICS RETAILING IN CHINA  The world’s fastest growing large economy, with humungus foreign investments  High Competitive market, margins very tight and, until recently, the available market was shrinking.  Presence of Rural rebate scheme for reduced price goods to rural consumers has made the available market a lot bigger though, over the past few years.  Official estimates for the CNY period show sales of household electric appliances grew by 17.8% over the same period in 2008. *CNY : Chinese new year2009
  • 13. URBAN VS RURAL- CHINA
  • 14. CHINA DEMOGRAPHICS  0-14 years: 0 2 .1% (m le14 ,0 5 6 /fe a a 2 8 ,6 5 m le 12 ,3 0 9 5 0 ,3 1)   15-64 years:  % (m le4 1,5 ,3 /fe a 71.9 a 9 13 78 m le 4 5 2 ,0 0 6 ,0 0 3 )   65 years and over: % (m le5 ,6 2 8 /fe a 8 a 0 5 ,4 0 m le 5 ,4 ,6 1) (2 0 e t.) 5 72 6 08 s
  • 15. GLOBAL CONSUMER BEHAVIOUR C ng tre sin w m n ha ing nd o e  A Co um r Ele tro sAs o ia n (CEA) s y ha fo ns e c nic s c tio tud s und tha w m n a t o e re m rec m rta lew te hno g tha e r b fo , a he vy  e  f CE o o fo b ith c lo y n ve e re re a us rso p d ts a ha am jo influe eo te hno g p ha e fo the ro uc , nd ve a r nc n c lo y urc s s r ho e ld us ho .  Fe a c to e a d tinc in the b lie a o te hno g in w t the m le us m rs re is t ir e fs b ut c lo y, ha y d s fro c ns e e c nic , a in thew y tha the s p fo the e e ire m o um r le tro s nd a t y ho r s p d ts thes y ind a d ro uc , tud ic te .  W m n a le se m ure o g d e a te hno g fo itso n s ke o e re s na o d f a g ts nd c lo y  r w a .  But theCEA s y ind a d tha w m n a m reo e to a vic , a w n tud ic te t o e re o p n d e nd he s p ingthe fo uso p rta ility, func na ho p y c n o b tio lity, re b lia ility a s p ity. nd im lic
  • 16. TOP 5 EMERGING NATIONS  BRAZIL  CHINA  INDIA  MEXIC O  SOUTH AFRICA
  • 17. HIGHLIGHTS  TheTo 5Em rg c untrie c ntrib d$ 7.6b n tothe p e ing o s o ute 3 illio g b l c ns e e c nic ind try in 2 0 w aC lo a o um r le tro s us 0 7, ith AGR of 10 % b tw e 2 0 a 2 0 .9 e e n 0 3 nd 0 7 In 2 12 them rke isfo c s toha ava o $ 1.2b n, 0 , a t re a t ve lue f 5 illio w aC ith AGR o 6 % o r the2 0 0 p rio . f .4 ve 0 7-2 12 e d Chinaisthele d c untry a o theTo 5e e ing a ing o m ng p m rg na ns w m rke re nue o $ 1.6b n in 2 0 tio , ith a t ve s f 2 illio 0 7.
  • 18. OVERVIEW OF INDIAN MARKET  P lib ra tio d m te b afe d m s p ye likeGo re Allw re e liza n o ina d y w o e tic la rs d j, yn, Ke lvina r, a Vo s to nd lta  P s e liza n m ny fo ig c m a sha e re into Ind , o t-lib ra tio a re n o p nie ve nte d ia d thro e ningtheInd n p ye a d m tingthem rke ia la rs nd o ina a t  C ns e d b ss c r iso o thefa te t g w ind trie in Ind o um r ura le e to ne f s s ro ing us s ia  LG a Sa s , thetw Ko a c m a sha b e m inta nd m ung o re n o p nie ve e n a iningthele d a in theind try w LG b ingthele d r in a o t a thec te o s us ith e ae lm s ll a g rie  Therura m rke isg w fa te tha theurb n m rke b p ne tio l a t ro ing s r n a a ts ut e tra n le l isve lo ve ry w  C s g e ise e te to thela e t c ntrib TV e m nt xp c d rg s o utings g e to theo ra e m nt ve ll g w o theind try ro th f us  Theris inc m le ls d ub -inc m fa ilie a inc a ingc ns e ing o e ve , o le o e m s nd re s o um r a a ne sa them in g w d rso thisind try w re s re a ro th rive f us
  • 19. INDUSTRY CLASSIFICATION  The consumer durables industry can be broadly classified as consumer electronics and consumer appliances  The consumer appliances category can be further segmented as white goods and brown goods
  • 20. CLASSIFICATION OF CITIES AND TOWNS
  • 21. The existing size of this sector stands at an estimated USD 4.5 Billion with organized retailing being at 5% Source:http://www.valuenotes.com/one-time/IndianRetailSector_11oct06.asp?ArtCd=86179&Cat=&Id
  • 22. RETAIL FORMAT IN CE MARKET Sourse:http://www.valuenotes.com/one-time/IndianRetailSector_11oct06.asp?ArtCd=86179&Cat=&Id
  • 23. DEMOGRAPHICS OF INDIAN MARKET Demographic Profile of India Source:http://www.valuenotes.com/one-time/IndianRetailSector_11oct06.asp?ArtCd=86179&Cat=&Id
  • 24. INCOME GROUPINGS AND OWNERSHIP (OWNERSHIP PER HOUSEHOLD) Source: The Great Indian Market August 9, 2005 Results from the NCAER’s Market Information Survey of Households
  • 25. DEMAND OF CONSUMER DURABLES (FIGURES IN '000) Source: The Great Indian Market August 9, 2005 Results from the NCAER’s Market Information Survey of Households
  • 26. PENETRATION OF CONSUMER DURABLES (NUMBER OF HOUSEHOLDS OWNING GOODS PER '000 HOUSEHOLDS) Source: The Great Indian Market August 9, 2005 Results from the NCAER’s Market Information Survey of Households
  • 27. RURAL DEMAND- CONSUMER DURABLES (% OF ALL INDIA) Source: The Great Indian Market August 9, 2005 Results from the NCAER’s Market Information Survey of Households
  • 28. BUYING BEHAVIOR –CONSUMER ELECTRONICS  P eisas nific nt influe eo p ha eb ha r b isno ric ig a nc n urc s e vio ut t a a them s im o nt fa to lw ys o t p rta c r.  C ns e a e b nd typ o p d t, c nt p d t o um r g , ra , e f ro uc urre ro uc diffus n, a life yc s g o ap d t m t b vie e in io nd c le ta e f ro uc us e w d c nc rt w p etound rs ndp ha ep c s b ha r. o e ith ric e ta urc s ro e s e vio  Fo e m le b rso c rta p d ts inc ingg m r xa p , uye f e in ro uc , lud a e c ns le , hig e o o s h-d finitio DVD p ye , DVRs a p to n la rs , nd ho printe , a m relike toc ns e p d t fe ture a rs re o ly o id r ro uc a s nd cpb a a ilitie o r p e s ve ric .
  • 29. BUYING BEHAVIOR (Contd)  End rs d b o inio le d rs–e e nt re w in o e y p n ae xc lle vie s m g zine , TV s w , o b g , b w rdo m uth b aa s ho s n lo s y o f o y e tingc ns e , e xis o um rs tc  Hig o q lity –b nd na eo a p a s so q lity, h n ua ra m f p le s ure n ua e p c lly s und a m icc rity a w ll a p d t s e ia o nd us la s e s ro uc d b ura ility  As o ia d w the‘s ira na g up fo ac ns e – s c te ith a p tio l ro ’ r o um r w atre s ttingp d t likea iP d it ha b c m a ith nd e ro uc n o, s eo e s b l o s tusa ‘o l’ nd he eb c m am t- ym o f ta nd c o a nc e o e us ha tofit in w thep p r g up ve ith o ula ro s
  • 30. TRENDS IN TERMS OF TECHNOLOGY AND PRODUCTS – INDIA  Lo e d s c a e te hno g a s ngc m e n w r utie , he p r c lo y nd tro o p titio w lo e ith w ntry b rrie e urec m e a rs ns o p titivep e ric s  Inc a ein b nda p d t c ic re s ra nd ro uc ho e  Va -fo o y p ingle d c ns e to up ra e– lue r-m ne ric a o um rs g d fro c rd dto c rd s p ne , fro c nve na C mo e o -le s ho s m o ntio l RT to fla c e o p s a D TVs fro 15 to 17-inc t-s re n r la m /LC , m - h c m ute m nito , fro 1- to 3 e a ixe c m ra , fro o p r o rs m -m g p l a e s m m no hro eto c lo p ne , e o c m o ur ho s tc
  • 31.  Hug b o in m b p nep ha e w hig e om o ile ho urc s s ith h p ne tio e n in rura m rke (la h o va e tra n ve l a ts unc f lue fo m ne no frills re nc p ne g vea r o y, , lia e ho s a n im e to rura p ne tio p tus l e tra n)  W inte t p ne tio a o inc a inga ng ith rne e tra n ls re s lo w g w num e o s rvic p vid rs the ith ro ing b r f e e ro e , s le o m d m , ro rsa a c s o sha g ne a s f o e s ute nd c e s rie s o up .
  • 32. CONSUMER BEHAVIOUR TRENDS  Shift fro b m uyingp d m te d re o ina ly uringDiw li a a nd o r fe tives a o to ye r ro the s e s ns a undp ha ing urc s  C ns e m rea a o b nd o um rs o w re f ra s  C ns e m rec ns io o s , lo ks te hnic l o um rs o o c us f tyle o , c a s e ific tio p c a ns  Mo re e rc isd neo te hnic lly a va e re s a h o n c a d nc d g d e , b the ha a ob e a inc a ein im uls a g ts ut re s ls e n n re s p e buyingw inc a ingd p s b inc m s ith re s is o a le o e , cme o p titivep e a w ec ic . ric s nd id ho e
  • 33. KEY PLAYERS
  • 34. SOME KEY STATISTICS
  • 35. SWOT ANALYSIS Strengths 1. P s nc o e ta lis dd trib n ne o in b th urb n re e e f s b he is utio tw rks o a a rura a a nd l re s 2 P s nc o w ll-kno n b nd . re e e f e w ra s 3 In re e ye rs o a ds c r ha inc a e itss re in . c nt a , rg nize e to s re s d ha them rke visavistheuno a ds c r.  a t rg nize e to Weaknesses 1. De a iss a o l a ishig d m nd e s na nd h uringfe tives a o s es n 2 De a isd p nd nt o g o m ns o . m nd e e e n o d o o ns 3 P o g ve e s e ingo infra truc . o r o rnm nt p nd n s ture 4 Lo p ha ingp w r o c ns e . w urc s o e f o um rs
  • 36. SWOT ANALYSIS .. (CONT) Opportunities 1. In Ind , thep ne tio le l o w g o sislo e a c m a d to ia e tra n ve f hite o d w r s o p re o r d ve p c untrie . the e lo ing o s 2 Une lo d rura m rke . xp ite l a t  3 Ra id urb niza n . p a tio 4 Inc a ein inc m le ls i.e inc a ein p ha ingp w r o c ns e . re s o e ve , . re s urc s o e f o um rs 5 Ea y a ila ility o fina e . s va b f nc Threats 1. Hig r im o d so ra m te lsim o e in theBud e 2 0 8 he p rt utie n w a ria p sd g t 0 7-0 2 Che p im o fro Sing p re C . a p rts m a o , hinaa o r As n c untrie   nd the ia o s
  • 37. ENTRY BARRIERS
  • 38. ENTRY BARRIERS (CONT)  Re tric dFDI e s te ntry  Chinaa Ko a c m e rs nd re n o p tito  Cultura Ba rs l rrie  He vy ta d so e o dg o s a x utie n xp rte o d  C m e n thro h g y m rke likeAlp o p titio ug re a t ha  La k o info a n c f rm tio
  • 39. VISION  “ offer the most technologically advanced, reliable To and Greener electronic products and related services of the highest quality to individual and institutional consumers in the country and make these products and services available at the most fair and competitive prices, creating and sustaining the long- term goodwill of the consuming public.”
  • 40. MISSION  “ constantly monitor international developments in To electronic products and initiate efforts to source them to meet present and emerging requirements in the market and to delight and deliver beyond the expectations of the consumers.”
  • 41. MISSION OF THE FORMAT  “ continuously enhance the competency level of To personnel through training and motivation, to expand the sales and network to serve a larger segment of consumers and to render the best after-sales service possible.”
  • 42. SHORT TERM STRATEGIC OBJECTIVES  Top m tea d live e rg e ie “ ro o nd e r ne y ffic nt greener “ ro uc to p d ts c ns e a b ine s so r tim o um rs nd us s e ve e  Tod re tefro thec m e rsw s e r p d t iffe ntia m o p tito ith up rio ro uc q lity, s rvic a unm tc ds p inge e nc ua e e nd a he ho p xp rie e  ToInc a ethea a ne so thes rein there io re s w re s f to g n.  ToInc a ethefo tfa in thes re re s o lls to .  Tos tis theunm t ne d o thec to e a fy e es f us m rs
  • 43. LONG TERM OBJECTIVES  Tob c m am rke le d r thro h: eo e a t a e ug  Inc a e c to e lo lty re s d us m r ya  Exc e ingc to e e e ta ns ed us m r xp c tio  Sup m Ve o re tio re e nd r la ns  Toe a too r p te l a a xp nd the o ntia re s  Tos p rt a s ta thegreener c nc p a tra fo the up o nd us in o e t nd ns rm m rke a t  Drivethes c ty to a sam reg e r e o ie w rd o re ne nviro e w h nm nt hic w uldle dto a stheup o a w rd liftm nt a w llb ingo thes c ty e nd e e f o ie
  • 44. HIERARCHY OF OBJECTIVES Company Mission/Vision Level 0 Corporate objectives Level I Corporate strategies Divisional objectives Level II Divisional strategies Product/brand objectives Level III Brand strategies Program objectives Level IV Tactics
  • 45. SEGMENTATION W ha id ntifie thes g e tio va b sa : e ve e d e m nta n ria le s  Ge g p o ra hic  De o ra hic mg p  P yc g p s ho ra hic  So io c no ic c eo m
  • 46. CUSTOMER ANALYSIS  W theC to e Are ho us m rs : P a rim rily up e m d c s a up e c s p r id le la s nd p r la s  Ana lytic l a q ntita in na a nd ua tive ture  W ll e uc te e d a d  Sp c l fo uso w rkingc s , s e ia w rking e ia c n o la s p c lly o w mn o e
  • 47. MARKET SEGMENTS Segment Size Characteristics Distinctive Attribute Globetrotters 10% Age 45-54; mostly male; Innovators, would prefer to buy employed in senior positions niche products like Laser TV's Road Warriors 20% Mostly in corporate Would prefer to buy high end management and sales, products, tech savvy property management and real estate Corporate Wanderers 12% Travel less than Globetrotters Would prefer to buy high end or Road Warriors; spend laptops and PDA’s most time visiting employees High e-mail users within their own companies
  • 48. MARKET SEGMENTS Segment Size Characteristics Distinctive Attribute Collaborators 8% Age 25-44 Innovators Well educated young professionals, tend to hold Frequently change gadgets advanced degrees Not very mobile but need mobile Team leaders, project managers products Corridor Cruisers 15% Similar profile to Collaborators Not as likely to adopt new products as Collaborators Hermits 8% Least mobile; Users of standard electronic goods Youngest segment (many under 35) Prefer moderate purchase Seldom work with others Mostly finance and telemarketing Solo Practitioners 16% Like Hermits but older Typically connect to corporate network Diverse collection of technical professionals in when traveling so likely to buy small to medium-size companies sophisticated gadgets via exhaustive demonstration Small-Site Bosses 11% Run small business Look for value-for-products
  • 49. TOTAL PRODUCT CONCEPT Potential Generic product product La s te t Re ula W g r hite P d tsLa e ro uc sr a Bro n nd w TVs& Go d os Ha he P s nd ld C Expected product Ne Bra s w nd Augmented & product CE spare Te hno g s c lo ie p rts& a d a d ons
  • 50. FIVE AREAS FOR DIFFERENTIATION 1. Qua lity 2. Sta a Im g tus nd a e 3. Bra ing nd 4. C nve nc a Se e o nie e nd rvic 5. Dis utio trib n
  • 51. MARKETING STRATEGY PRESENCE RELEVANCE PERFORMANC E BONDING
  • 52. MARKETING STRATEGY Phase 1: Presence A p lic d ub ity rivew uldha tob und rta n toc a a o ve e e ke re te buzzw rdin them rke b ha o a ts y vings llsin e ta xhib nsa itio nd fa , ha irs vingap s re a efo e ry m rke the e r into re s le s r ve a t y nte Phase 2: Relevance Ne p s w uldb o re s ningo p s nc in them rke xt ha e o e f ao ur re e e a t. Our b ndp p s n a o je tive w uldb c nve d ra ro o itio nd b c s o e o ye thro h them rke in thisp s . Our m rke ug a ts ha e a tingin thisp s ha e w uldb thro h c ta g s o e ug a lo ue
  • 53. MARKETING STRATEGY Phase 3: Performance Afte c a r re tingo nic in them rke w the fo , ne d to c a afo tho a ur he a t, e re re e re te o ld nd re p c in them rke a thisc n b d neo viao fina ia re o . Our s et a t, nd a e o nly ur nc l p rts fina ia re o s uldc a m rk usa ag w p fita lea trus o nc l p rts ho le rly a s ro ing ro b nd tw rthy c m a in te so p d t a p e . o p ny rm f ro uc nd ric s Phase 4: Bonding W a as c s ful b ndb no , s o ne s p w uld b to c a a e re uc e s ra y w o ur xt te o e re te ra p rt/b nd w o c to e s a to m kethe fe l p d a s e ia This po o ith ur us m rs o s a m e rize nd p c l. c uldb d neb : o e o y  Se ingas a to n o tha o s e ia d yso the lifelikeb nd m ll ke f nks n p c l a f ir irthd ysa a a nd nnive a s rs rie  GettingaCRM te min p c w w uld g tha e a la e ho o o t xtram to p a ea w thetrus o the ile le s nd in t f c to e . us m rs
  • 54. MARKETING MIX Product W w uldo r b s q lity d re te p d tsla e w a va e te hno g slikeLa e e o ffe e t ua iffe ntia d ro uc c d ith d nc d c lo ie sr TV’. W ulda oo r b le p d ts s o ls ffe und d ro uc Price P ingw uldd p ndfro p d t top d t, the fo nofixe p era e P ew uldb ric o ee m ro uc ro uc re re d ric ng . ric o e c rre te touniq p d tsa ute . At thes m tim o p e w uldb c m e o la d ue ro uc ttrib s a e e ur ric s o e o p titives a o s tod ww lk-insin thes rea ha ahig r c nve io ra ra a to nd ve he o rs n te Place W w uldha c m a o ne e lus re il o tsin c so thec untry. Wew uldg e o ve o p ny w d xc ive ta utle itie f o o o p fe b fo s nd lo s p w rec m e n le lsa lo . W w nt toc a o s rea re ra ly r ta a ne ho s he o p titio ve re w e a re te ur to s ad s tio o t a no a o r ro d id re ile e tina n utle nd t ny the a s e ta r Promotion Fo theinitia ye rsw w ulds e o a ve inga b nd a tivitie till thetim w ha r l a e o p nd n d rtis nd ra ing c s e e ve c a danic m rke fo o e s Ba e o thep vio ye r‘ s le fig sw w uld re te he a t r urs lve . s d n re us a s a s ure e o c ntrib ac rta % top m tio l a m rke o ute e in ro o na nd a tinga tivitie s a tore c thep s nt ye r‘ c so s ah re e as s le ta e a s rg ts
  • 55. PROMOTION MIX Thep m tio w uld b c rrie o in thefo w w ys ro o ns o e a d ut llo ing a :  Trade fairs & Exhibitions: W uld b b s to w y d m ns tea o e et a e o tra nd a ve ethep d t d rtis ro uc  Advertisements through catalogues Thisw uldb und rta n o aro o e e ke n utineb s s a toc a re va e a is o s re te le nc in them so theta e g up ind f rg t ro  Billboards & Revolvers Oneo thec a e t fo o b nd . Tho h thec nve io ra in f he p s rm f ra ing ug o rs n te thisc s w uld b d b ta leb it w uldp rfe tly a c m lis o ae o e e a b ut o e c c o p h ur g a o p p ris theb nd o l f o ula ing ra .
  • 56. HOW BRANDING IS DONE? Inside We would be Leadership adopting proprietary Culture Processes brand development process Branding would be Customer done based on 3 Competitors Relationship Industry Dynamics key factors: Trends  Internal Around Outside  External  Service Our Brand
  • 57. TEN GUIDELINES FOR BUILDING BRANDS 1. Brand Identity  Ea h b nd s uld ha a id ntity, ap rs na c ra ho ve n e e o lity. It c n b m d d fo a e o ifie r d re s g e . iffe nt e m nts 2. Value Proposition  Ea h b nd s uld ha auniq va p p s n. c ra ho ve ue lue ro o itio 3. Brand Position  Theb nd sp s n s uld p vid c a g a eto tho eim le e ra ’ o itio ho ro e le r uid nc s p m ntinga c m unic tio p g m o m a ns ro ra . 4. Execution  Thec m unic tio p g mne d to im le e theid ntity a p s n, o m a ns ro ra es p m nt e nd o itio a it s uld b d b a w ll. nd ho e ura le s e 5. Consistency Over Time  P d t m na e s uld ha ag a o m inta ro uc a g rs ho ve o l f a iningac ns te id ntity, o is nt e p s n, a e c n o r tim . C ng ss uld b re is d o itio nd xe utio ve e ha e ho e s te .
  • 58. TEN GUIDELINES FOR BUILDING BRANDS (CONT.) 1. Brand System  Theb nd in thep rtfo s uld b c ns te a s rg tic ra s o lio ho e o is nt nd yne is . 2. Brand Leverage  Exte b nd a d ve p c -b nd nd ra s nd e lo o ra ingo p rtunitie o if theb nd po s nly ra id ntity w b b th us d a re rc d e ill e o e nd info e 3. Tracking  Theb nd se uity s uld b tra ke o r tim , inc inga a ne s ra ’ q ho e c d ve e lud w re s , p rc ive q lity, b ndlo lty, a b nd a s c tio . e e d ua ra ya nd ra s o ia ns 4. Brand Responsibility  So e nes uld b in c rg o theb nd w w c a theid ntity a m o ho e ha e f ra ho ill re te e nd p s nsa c o ina thee c n. o itio nd o rd te xe utio 5. Invest  C ntinueinve tingin b nd e n w n thefina ia g a a no b ing o s ra s ve he nc l o ls re t e m t. e
  • 59. THE BRANDING EXERCISE  Them in USP b hind o b nd isthes rvic q lity a e ur ra ing e e ua le l & c m e ve o p titivep ing ric  Our b ndw uld re c o m s n & vis n a ngw ra o fle t ur is io io lo ith o c rec m e nc s ur o o p te ie  Ke p in m theta e g uptha w a c p e ing ind rg t ro t e re a turing, theb nd w uld re c thee m nt o nic m rke ra o fle t le e f he a ting  W w uldb a o tinga tiveb nd m tho o g i.e e o e dp c ra ing e d lo y, . p vid c d ility thro h o b nd e rc e ro ing re ib ug ur ra ing xe is
  • 60. POSTIONING OF OUR BRAND HIGH Our s re to C m ro a Competitive Quality HIGH VALUE PREMIUM PERCEIVED – VALUE ENHANCEMENT PERCEPTION Vijay Sa s le Next WORSE VALUE PERCEIVED AS EXPLOITATIVE LOW LOW Relative Price HIGH
  • 61. OUR ROAD MAP  Our 3rd phase of  We would expansion would concentrate in regional consist of entering penetration in our International initial 2 years of our markets with operations opening up of  In the 2nd phase we stores in Sri Lanka, would expand Nepal nationally bursting into other regions of India
  • 62. PROFILE OF JUHU TARA RD  Ac e s leb a m d so tra p rt a e s tra lle fro c s ib y ll o e f ns o nd a ily ve d m Sa c nta ruz, VileP rle& And ri s tio a he ta ns  Thep mre iums c n o thes c ty re id she , ra r thes w iz e tio f o ie s e re the ho b p p tio o ula n  Hug ly d m te b hig r m d c s o thes c ty e o ina d y he id le la s f o ie  Va fo m ne isne lig le theo thing tha m tte a lue r o y g ib , nly s t a r re a b nc , s rvic le lsa p d t q lity m ie e e e ve nd ro uc ua  P p r ha o fo a c s e o p o lein thefo o J o ula ng ut r ll la s s f e p rm f uhu b a h ec  A s p e sp ra is , the b m kingit ahig vis dlo a fo ho p r’ a d e re y a hly ite c lity r thee so thes c l c s . lite f o ia la s
  • 63. PROFILE OF MALAD(W)  Do ina d b SEC A1, A2& B1 m te y  Firs g ne tio p p tio t e ra n o ula n  Me p lita s urb c ns tingo Ma this Sikhs Guja tis& Ma a tro o n ub , o is f ra , , ra rw ris (Ric Le a y He & Sp nd h gc irs e thrifts & P ), unja is b  C ns tio ho p t fa ure b c m a s the fo m jo infra truc o truc n ts o vo d y o p nie , re re a r s ture d ve p e e lo m nts  IT Hub o Mum a thro inglig o thefa t tha theyo e hig r f b i, w ht n c t ung r he d p s b s g e o thep p tio tra lsa s m e n re id in this is o a le e m nt f o ula ns ve nd o e ve s e a a re  Ho eto 7 m lls w InOrb b ingto d a thela e t m ll o Ind . m a , ith it e ute s rg s a f ia  The fo , p rfe t to e r a ha ahe p o thew lle re re e c nte nd ve fty ie f a t
  • 64. PROFILE OF COLABA  Ric Ind n ind tria tsa b ine sp o lep m ntly re id h ia us lis nd us s e p ro ine s e  Sho p rsp ra is a a w a thew ll kno n b nd ha p e a d e g in ith ll e w ra s vinga re il s rein thisa a ta to re  Ma r to tsd s tio w a m d fo Ind n a a c fts jo uris e tina n, ho re a e r ia rts nd ra inc ingje e ry a a c s o s lud w lle nd c e s rie  Hip e t ne hb urho d in Mum a s rvinga them jo s p ing p s ig o o bi e s a r ho p d tric fo b th to tsa lo a . is t r o uris nd c ls  Hug ly d m te b thee c s o thes c ty e o ina d y lite la s f o ie  Va fo m ne isne lig le theo thing tha m tte a lue r o y g ib , nly s t a r re a b nc , s rvic le lsa p d t q lity. m ie e e e ve nd ro uc ua
  • 65. GOING NATIONAL  Asw b a e n in Mum a m rke in a und1 to 11/2 e re k ve bi a t ro ye rs w w ve a , e ill ntureinto No Ind n m rke like rth ia a ts De w rew c n ta e a a likeSo Ex, NC lhi he e a rg t re s uth R  In p s 3 w w o e upo s re in So Ind like ha e , e ill p n ur to s uth ia Ba a re ng lo  Our Inte tio l s g w uldb g b e ringinto rna na a a o e in y nte m rke likeSri La , w rethep ne tio o C a ts nka he e tra n f E ind try isno a hig a Ind us t s h s ia
  • 66. STORE NAME  W p p s to la e o c te o a e ro o e b l ur a g ry s  Our Lo o is g For Greener Tomorrow…