Retail Merchandising Strategy for GFive Mobiles in Indian Market

1. Retail Merchandising Strategy
for
Launch of G’FIVE GSM Handsets
Prepared by
FireArc Communications

2. The Background
● G’FIVE is a new entrant in 60-70 cr unit
market
● They have 11-12% of market share
mostly catering to lower strata and
second phone market
● They make value for money products

3. The Background
● No Brand pull
● Sells on dealer push and aggressive
pricing for given features
● There is little consumer connect
● No Visibility
● Little Brand recall
● Sells on push

4. The Opportunity
● High Growth market
● Customer engagement level is low, people
are looking for options and more features
in mobile phones within a price band
● Brand loyalty on decline as customer
engagement is on the decline with the
category. People are experimenting

5. Challenges before G’FIVE
• Negligible Brand Awareness
• Non existent Brand Visibility
• NOKIA, BB, Samsung, Sony Ericsson, Motorola, LG
perceived as branded products which give sense of
pride and the rest are perceived as Chinese ME-TOO
products
• Micromax has broken this image to some extent
through extensive TV ads and product up-gradation
• The ME-TOO products sell on great features &
aggressive pricing

6. Consumer Behaviour
● Young / Lower end of Pop. Strata
● Second phone phenomenon
● Awareness of Brands high
● Unlike big players, awareness of models
limited
● Often decision on Brands/model taken at the
time of purchase

7. Packing More..still wanting more
Product Complexity
Customer
Involvement
Transactional
Experiential

8. Way forward

9. Early Steps
● Retail Brand Positioning and Strategy
● Create Awareness
● Product Presentation and Communication
● Create Interest/Engagement
● Build Brand Credibility

10. Awareness at point of sale
● Façade Signages
● Flange Signages
● Soft POSM (Poster/Danglers, buntings, shelf
strips etc)
● Jewel counters (most dealers demand it)
● Wall Display Units (most dealers demand it)
● In-Store Branding (Columns, beams, walls,
counters)
● In-store product literature
Other customized Visibility elements
Just an indicative list of POP material

11. Mobile wholesale Markets
JUST PLASTER THEM LIKE….

13. Critical
● MBO merchandising has to be audited and
followed up continuously to ensure
perennial visibility and brand hygiene at
point of sale

14. Creating Interest/Engagement
● Innovative and disruptive point of sale
communication
● Movement, Ambiguity, Errors catch attention
● In Store Promotions
● Contests in-store
● Downloadable freebies etc

15. Creating Brand Credibility
● Well thought out strategic communication at
point of sale which establishes credibility as a
serious player
● Establish a few strategically located brand
stores
● Create visibility and awareness for customer
service
● Partner promotion strategy for higher
mindshare of partners

16. Brief Requirement

17. How Far we need to go
● Positioning Strategy at point of sale
● What kind of elements is G’FIVE looking
● No of outlets to be covered
● Merchandisers/ISP/Trade marketing structure
● Budget for the activity
● Any specific requirement

18. Steps in Process
● Briefing by G’FIVE
● Submission of commercial proposal by FireArc for
strategy and design (point of sale only), brand
collaterals will be charged extra
● Approvals and Advance
● Design Delivery and strategic direction
● Pilot roll out (against separate estimate)
● Final Production and rollout (against separate
estimate)

19. Photo Album
By FireArc Communications

20. Lajpat Nagar

21. SIS Potential

22. SIS Potential

24. Signage

25. Potential for Brand
Store

26. SIS - Wall Unit

27. SIS – Display Counters

28. Shree Jain Telecom, Delhi Cantt.

29. SIS - Wall Unit

30. Cash Counter
Branding

32. SIS
Jewel Case

33. SIS Wall Unit

34. Wall Branding

36. Jewel Case/Branding

37. Standard Communication
Delhi Cantt

38. SIS – Wall Unit/Jewel Case

39. Signage

40. Najafgarh Store -Dagar

41. Beam Branding
Brand Wall

42. SIS – Jewel Case

43. SIS – Wall Units

44. Brand Shop Potential

45. Signage

46. Branding Space

47. Branding Opportunity

48. Beam Branding

49. THANK YOU