Final Brand Pitch for Falabella; International Branding at Trinity University.

1. Branding Strategies
J. Ademar Perez Brand Pitch # 4 April 25, 2016

2. ● BRAND ARCHITECTURE
● BRAND HIERARCHY
● EXTENDING STRATEGIES
● SUSTAINING STRATEGIES
● EXPANDING STRATEGIES
● CONCLUSION

4. DEPARTMENT
STORE
HOME
IMPROVEMENT SUPERMARKET
FINANCIAL
SERVICES
REAL
ESTATE
FALABELLA
SODIMAC HOMECENTER
SODIMAC CONSTRUCTOR
IMPERIAL
HOMY
DICICO
MAESTRO
TOTTUS
PRECIO UNO HIPERBODEGA
CMR FALABELLA
BANCO FALABELLA
SEGUROS FALABELLA
VIAJES FALABELLA
MÓVIL FALABELLA
MALL PLAZA
OPEN PLAZA
BRANDS CATEGORIES

5. HOME IMPROVEMENT
CONSUMER PROFESSIONALS
CARPENTRY &
WOOD
INTERIOR
DESIGN
SODIMAC
HOMECENTER
SODIMAC
CONSTRUCTOR
IMPERIAL
HOMY
DICICO (Brazil only)
MAESTRO (Peru only)
BRANDS
CATEGORIES

6. SUPERMARKETS REAL ESTATE
SUPERMARKET HYPERMARKET LARGE SMALL
TOTTUS
SUPERMARKET
MALL PLAZA
TOTTUS
HYPERMARKET
MALL PLAZA
AVENTURA (Peru only)
PRECIO UNO
HIPERBODEGA (Peru only)
OPEN PLAZA
BRANDS
CATEGORIES

7. FINANCIAL SERVICES
CREDIT BANKING INSURANCE TRAVEL MOBILE
CMR
FALABELLA
BANCO
FALABELLA
SEGUROS
FALABELLA
VIAJES
FALABELLA
MÓVIL
FALABELLA
BRANDS
CATEGORIES

9. CORPORATE BRAND
FAMILY BRAND
INDIVIDUAL BRAND
MODIFIER
S.A.C.I. FALABELLA

11. DEPARTMENT
CREDIT
BANKING
INSURANCE
TRAVEL
MOBILE

13. REINFORCEMENT
ADJUSTMENT
REVITALIZATION
Falabella has worked to modernize its brick-and-mortar appearance, expand its offerings in
several countries, and to revamp its advertising presence to include high end production and
international celebrities, but has it helped?
CONSISTENCY PROTECTION
FORTIFYING VS.
LEVERAGING FINE-TUNING
MIGRATION RETIREMENT
RECAPTURING REINVENTION
Falabella struggles to maintain its loyal customer
base while also attracting new consumers. Its
reinforcement strategy appears to tackle this major
issue.
In the past decade, Falabella has introduced a barrage of new brands in
order to aid in its revamption as well as hired more celebrities. Its aims to
convey the idea that it isn’t afraid of reinvention.

15. 2003
Acquisition of
Sodimac in Chile
1995
Acquisition of
Saga in Perú
2013
Acquisition of
Dicico in Brasil

16. Here are some possible reasons:
● Falabella’s branding hasn’t evolved with expansion across borders; risks
confusion with Sodimac and Dicico
● Falabella’s potential is halted by its strategy’s lack of focus
● Some branding initiatives are outdated (even modern ones) and should be
re-assessed
When we started our Brand Pitch presentations, I asked a question:
“Why is Falabella a beloved, venerable brand that seems to take the
‘second-best’ spot in the minds of consumers?”

17. ● http://www.falabella.com/static/staticContent/content/minisitios/Inversionista
s/memoriaWeb/2014/AnnualReportSACI_2014_english.pdf
● http://www.sodimac.cl/static/site/nuestra-empresa/RA-sodimac2012/pdfs/R
A_ING/Reporte_Anual_Sodimac_2012_INGLES_historia.pdf
● http://www.falabella.com/falabella-cl/category/cat40006/Nuestra-empresa
QUESTIONS?