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Retail strategy and retail branding
- 1. Retail Strategy and RetailBranding Ninad Sankhe Akshay Kuvar Alok Kumar Harshvardhan Singh
- 3. Flow of Presentation •Store Introduction and Location • Store Design • Product Strategy • Merchandising • Visual Merchandising • Pricing strategy • Branding: Retail Branding for Private Label vis-a-vis Brands • Promotion Strategy
- 4. Store • Store Name:Big Bazaar • Location: Maxus mall, Bhayander West, Thane • Parent company: Future group • Industry: Retailing (Hypermarket)
- 5. Segmentation, Target &Positioning • Price sensitive groups, Young working Population, Working women and Home makers. Segmentation • Upper middle class and lower middle class Target • Big Bazaar is every family's favorite retail store Positioning
- 6. Store Specification, Designand Layout • Area – 100000 sq. ft. • Floors - 2 • No of employees - 110 • Average Salary – Rs. 10k- 15K • Appraisal – Rs. 1000 – 2000 Yearly.(Performance) • Rent/Lease – Rs. 5 lacs per month, 5 years (Renewed) • Electricity Bill – Rs. 3.5 lacs (Monthly)
- 7. Store Specification, Designand Layout • Layout and Design: Planogram Store Design (Space and Display convenience) • Fixtures: Horizontal Racks, Four way fixtures, Gondolas and Wall Fixtures
- 8.
- 9. Merchandising • Based onthe segmentation and target market. • The SKU’s are determined on the sale of the maximum selling unit • Selling space is compared with the space occupied by merchandise.
- 10. Visual Merchandising Idea OrientedPresentation: • Different section of apparels having all types of apparels for men, women, kids etc. • Different section for electronic goods, toiletries products, etc. Colour Presentation: • Warm colors like red and yellow to produce vibrant, emotional and hot active response. • Cool colors white and blue to have a peaceful, gentle and calm effect.
- 11. Visual Merchandising Music: • Controlthe pace of store traffic, create an image and attract or direct consumer attention. Lightning • Highlight merchandise and structure space in efficient way. It captures a light mood of customers. Fixtures • Straight rack to hold lots of apparels • Gondolas are good for food and grocery
- 12. Pricing Strategy Value Pricing •Promotional Pricing • Low Interest Financing Differentiated pricing • Time Pricing Bundling
- 13. Value Pricing Promotional Pricing: Bigbazaar promises its consumers the lowest available price without coupon clipping, waiting for discount promotions or comparison shopping. • Low Interest Pricing
- 14. Differentiated Pricing Time Pricing Time-basedpricing is a special case of price discrimination in which producers charge different rates for a given good or service depending on the time, day, month, and so on. E.g. • Wednesday Bazaar • Festive Season Pricing • Special Offer Period pricing • Sabse Sasta Din
- 15. Private Labels atBig bazaar Product Brand Name Sugar Renuka Ghee Fresh and Pure Detergent Clean Mate Electronics Koryo Apparel John Miller, DJ&C
- 16. Brands at Bigbazaar Product Brand Name Sugar Madhur, Blue Bird Ghee Gowardhan, Britania Detergent Nirma, Wheel, Ariel, Ghadi Electronics LG, Whirlpool Apparel Lee Cooper, Levis
- 17. Ratio in termsof SKU’s for Private labels vis-à-vis Brands Product Type Private Labels (%) Brands(%) Apparels 80↑ 20 Electronics 50 50 Food 25 75↑ Jewelleries 90↑ 10 Personal care 25 70↑
- 18. Branding (PRIVATE LABELS) •From previous slide it was observed at store Promotion of offers and sale through announcements, Wall hangings and Sales people in private labels were more in Apparels, jewelleries and electronics.