2. lifestyle positioning
the thrill of shopping & ‘beyond’ relates to attitudinal lifestyle led.
the fact is ‘imagery perceptions’ are more visual and shoppers stop is an aspirational
lifestyle brand, modern and perceived as young and modern even though were the
very first of india’s western style modern retail owing to their continuous evolvements.
3. lifestyle positioning
the thrill of shopping & ‘beyond’ relates to attitudinal lifestyle led.
Further the imagery is provocative, bold and international, considering modern retail is
a phenomenon what indian’s have been looking for when they travel overseas and
therefore any associations with “international” subtly should enhance credibility.
Shoppers Stop also focuses on apparel and lifestyle product assortment and therefore
more reasons to build associations on this front.
4. product range positioning
first hypermall, therefore the positioning is “range width”. communication
imagery has been “woman carrying a trolley with even a washing machine in
it besides other products. there is more to discover ; could also imply beyond
products
6. product range positioning
hyperciti vision
To be an integral part of customer lives, by offering them a high
quality shopping experience through great products at ever better
prices
7. quality shopping experience
aisle space
product range positioning
hyperciti vision
To be an integral part of customer lives, by offering them a high
quality shopping experience through great
products at ever better prices
8. quality shopping experience
check out ease
product range positioning
hyperciti vision
To be an integral part of customer lives, by offering them a high
quality shopping experience through great
products at ever better prices
9. quality shopping experience
rich lifestyle design led
product range positioning
hyperciti vision
To be an integral part of customer lives, by offering them a high
quality shopping experience through great
products at ever better prices
10. quality shopping experience
product range
from foods to hi-tech
product range positioning
hyperciti vision
To be an integral part of customer lives, by offering them a high
quality shopping experience through great
products at ever better prices
11. chroma
we help you buy
counseling led customer service positioning
To be an integral part of customer lives, by offering them a high
quality shopping experience through great
products at ever better prices
12. product range positioning
Thousands of possibilities , connotes vast product range options,
Get yours connotes “make your choice”…and subtly states that …what you
want , you would be able to find
13. product range positioning
Just what I needed…gets more direct with…”what you want , you would be
able to find”. Also attempts to get more personal with an “I” and builds on
positive mindset through informal and cheerful statement …just what I
needed
14. price leadership positioning
there is can be only one leader for any given attribute, it is a dangerous
stance if one cannot deliver as per promise. Walmart claims to be the price
leader through ‘always low prices’ and hightens the guarantee through
further repeating ‘always”. Walmart delivers on this expectation and is the
toughest of competitors owing to its value equation…as now it has started to
improvise on atmospherics and yet sustains the low price promise.
15. user profile : brand personality led positioning
Target is a brand with high appeal and truly “urban chic”. Target positions
itself emotionally through building its brand personality which should
resonate amongst its target audience enabling the perception as an
extension of him/her. Its logo usually never even states the brand name and
the symbol has already attained high awareness and positive recognition.
16. user profile : brand personality led positioning
The above visual communication (website) distinctively sets it apart from all
other competitive retailers through an elegant urban appeal with white and
red embellished look. Subtle brand identity which would resonate with a
certain target audience. Definitely for the affluent class and not the economic
mass,
17. customer orientation / service positioning
Tesco is perceived as truly customer oriented retailer with transparent and
ethical policies, high levels of customer service. The same is endorsed by
their loyalty club which ranks as one of the most successful membership
clubs.”Every little helps” highlights the customer orientation efforts that
Tesco would definitely take.
18. If the entire value proposition is encompassed in this phrase below
there is a chance that there is nothing unique in your offering
as every retailer seems to claim the same
huge range and low prices
19. What’s that in your offer
that would stand to provide the unique differential ‘competitive’ advantage
unique offering
in meeting
needs
of a
specific
target
audience
In offering
a specific
product
assortment
In offering
a specific
size
In offering
In offering
a specific
customer
product
service
purchase
experience
(atmospherics)
In offering
price
leadership
In offering
price
leadership
In offering
price
leadership
21. positioning opportunities
Groceries
Convenience Stores
Low Involvement Product
access
Specialty
purchases such as small basket or fill in trips
are unlikely to involve travel to long distances
dis
High Involvement Product
distance wrt time
parking availability
Hypermarket
Mass Merchandisers
tra
