Brand study

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Segmentation , Targeting , Positioning of Shoppers Stop, Gillette, The Axe, Reliance Fresh,

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Brand study

  1. 1. Brand Study
  2. 2. Leading retail store in India
  3. 3. What need do they fulfill <ul><li>Shoppers Stop is one of the leading retail stores in India </li></ul><ul><li>SOLVES THE PROBLEM OF Menswear, Women wear, Accessories & Free shipping </li></ul><ul><li>Online shopping available </li></ul><ul><li>A family can shop under one roof </li></ul><ul><li>Large variety for style-oriented people </li></ul>
  4. 4. SEGMENTATION AND TARGETING <ul><li>SEGMENTING: </li></ul><ul><li>Geographic </li></ul><ul><li>Region:- India </li></ul><ul><li>City:- Metro Cities </li></ul><ul><li>Urban AREA </li></ul><ul><li>Demographic </li></ul><ul><li>Age:- UNDER 6 YEAR TO 60 + YEARS </li></ul><ul><li>Gender- Male, Female </li></ul><ul><li>Income-Upper Middle AND HIGH CLASS </li></ul><ul><li>TARGETING: </li></ul><ul><li>CHILDREN,YOUTH , MIDDLE AND OLD AGED </li></ul>
  5. 5. POSITIONING OUR CONSUMERS LOVE SHOPPERS STOP BECAUSE WE PROVIDE HIGH QUALITY PRODUCTS BRING JOY IN LIFE INTERNATIONAL BRAND EASY AVAILABILITY OF ALL GOODS
  6. 8. TARGETING CUSTOMER NEEDS <ul><li>Mainly to reduce body odour. </li></ul><ul><li>Fragrance. </li></ul><ul><li>Hygiene. </li></ul><ul><li>Person seems attractive . </li></ul><ul><li>Absorbs sweat . </li></ul>
  7. 9. SEGMENTS TO TARGET <ul><li>TARGETING MEN. </li></ul><ul><li>MAINLY FOR AGE GROUP 15 – 35 YEARS. </li></ul><ul><li>BRAND CONSCIOUS PEOPLE. </li></ul><ul><li>TO ENTER INTO EVERY HOUSEHOLD </li></ul><ul><li>TO MAKE NEW CUSTOMERS. </li></ul><ul><li>TO INNOVATE NEW PRODUCTS & FLAVORS. </li></ul>
  8. 10. POSITIONING STRATEGY <ul><li>DEVELOPING ‘ a me too ’ STRATEGY. </li></ul><ul><li>PRODUCT SHELF POSTION. </li></ul><ul><li>PRICE STRATEGY. </li></ul><ul><li>ADV. ON TV , RADIO AFTER EVERY HIT PROGRAM. </li></ul><ul><li>ONLINE PROMOTIONS </li></ul><ul><li>MARKET SURVEYS & CUSTOMER SATISFACTION. </li></ul>
  9. 12. Vishal Megamart Future is thinking beyond horizons and in order to keep its pace with the modern retail, One of the faster growing relating group in india. Showrooms have over 7000 products which fulfill al your household needs under one roof.
  10. 13. Some of the franchise exclusive business categories <ul><li>Mens and fashion </li></ul><ul><li>Ladies and kids </li></ul><ul><li>Footwears </li></ul><ul><li>Toys and games </li></ul><ul><li>home general </li></ul><ul><li>convenience </li></ul><ul><li>CDIT </li></ul><ul><li>Watches </li></ul><ul><li>Mobile </li></ul>
  11. 14. Target Segment <ul><li>Middle and </li></ul><ul><li>Lower income class family </li></ul><ul><li>The middle class families are the growth drivers of the consumptions boom in india and the lower income families are fast catching up with the retail formats. This provides a win – win combination for company’s strategy. </li></ul>
  12. 15. Positioning <ul><li>Vishal mega mart has a wide geographic reach with presence in 70 towns comapred to big bazaar ‘s 54. </li></ul><ul><li>Private labels currently account for 15% of its total sales. </li></ul><ul><li>Management aims to increase this to 25% in the next 1-2 year and 50% in the long term. </li></ul><ul><li>The store positions as value for money. </li></ul>
  13. 17. THE AXE EFFECT
  14. 18. MEETING CUSTOMERS’ EXPECTATIONS <ul><li>PREVENTS BAD ODOUR BY ABORBING SWEAT . </li></ul><ul><li>MAKES YOU ATTRACTIVE THROUGH A MESMERIZING FRAGRANCE. </li></ul><ul><li>COMES IN DIFFERENT FRAGRANCES . </li></ul><ul><li>AVAILABLE AT pocket FRIENDLY RATES . </li></ul>
  15. 19. SEGMENT TARGETTING <ul><li>TARGETTING YOUNG MEN . </li></ul><ul><li>MEN WHO LIKE STRONG FRANGRANCE. </li></ul><ul><li>MEN WHO ARE BRAND CONSCIOUS. </li></ul><ul><li>TARGETING IN BETWEEN 18 – 35 YEARS. </li></ul><ul><li>STYLISH PEOPLE. </li></ul>
  16. 20. POSITINING STRATEGY <ul><li>SPONSORING CONCERTS OF MOST POPULAR ROCK STARS , CINESTARS , ETC. </li></ul><ul><li>REACHING ALL THE TOP SHOPPING MALLS IN INDIA . </li></ul><ul><li>SPONSORING DOCUMENTARIES , MOVIES , ETC. </li></ul><ul><li>CATCHY ADVERTISEMENTS ON T.V , RADIO AND NEWSPAPERS. </li></ul><ul><li>DISTRIBUTING HIGH QUALITY PEMPHLETS. </li></ul><ul><li>ORGANIZING DIFFERENTS GAMES , ROADS SHOWS , QUIZ CONTESTS , ETC. </li></ul>
  17. 22. With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to lead Reliance Group’s foray into organized retail. RELIANCE FRESH
  18. 23. Keeping in line with its commitment of providing customers with best quality products, RRL has forged strategic partnerships with world-class companies such as Marks and Spencer (apparel and accessories), Office Depot (office stationery), Pearle Europe (optical products) and Hamleys (toys)
  19. 24. Target Segment Reliance fresh is an emerging entity in organized retail sector of India. This retail chain targets affluent and middle class families.
  20. 25. Positioning Reliance plans to invest in excess of Rs 25000  crores  in the next 4 years in their retail division. The company already has in excess of 560 reliance fresh outlets across the country. The Reliance Fresh supermarket chain is RILs Rs 25,000 crore venture and it plans to add more stores across different geographies, and eventually have a pan-India footprint by year 2011. 
  21. 26. THANK YOU

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