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Merchandise	
  Strategy	
  
From	
  Trading	
  to	
  Brand	
  Leadership	
  

            Samuel	
  Pranata	
  
The	
  Func8on	
  of	
  Merchandising	
  
As	
  part	
  of	
  a	
  marke8ng	
  strategy	
  

    According to the American Heritage Dictionary,
    merchandising is the promotion of merchandise
    sales, as by coordinating production and
    marketing and developing advertising, display,
    and sales strategies: basically everything we do
    to sell a product to the consumer.
The	
  Func8on	
  of	
  Merchandising	
  
As	
  a	
  brand	
  representa8ve	
  

  How to Create Customer Dreams in Your
  counter?

  Have you ever walked into a counter and just
  fallen in love?

  It’s as if the counter was created just for you.
Key	
  Element	
  
•  Esthe8c	
  

Your merchandising will determine how consumers
perceive your brand.

You need to think carefully about the first
impression that you want customers to have.
Key	
  Element	
  
•  Func8onality	
  

Does your merchandise display easy to manage?

Or does it overwhelm and confuse the viewer?
Key	
  Element	
  
     •  Quality	
  

What	
  happens	
  when	
  the	
  display	
  starts	
  geEng	
  lack	
  of	
  quality?	
  

•    Customers	
  no8ce.	
  
•    The	
  image	
  of	
  the	
  brand	
  starts	
  to	
  slip.	
  
•    The	
  display	
  no	
  longer	
  makes	
  an	
  aJrac8ve	
  first	
  impression.	
  
•    New	
  shoppers	
  aren’t	
  wowed	
  anymore.	
  
•    Exis8ng	
  customers	
  start	
  to	
  driO	
  away.	
  
Key	
  Element	
  
•  Investment	
  

Does your investment suit with brand positioning?

Or does it worth to spend that kind investment?
Key	
  Element	
  

•  Life	
  Time	
  


One day your display is fresh and new

A couple of years later it looks a little worn around
the edges

Your merchandising is need to be modified
From	
  Trading	
  to	
  Brand	
  Leadership	
  
Brand	
  Values	
  
  Martha	
  Tilaar	
  Group	
  

1.	
  Holis8c	
  Eastern	
  Beauty	
  
2.	
  Sustainable	
  Nature	
  
3.	
  Exo8c	
  Innova8on	
  
4.	
  Women	
  Inspira8on	
  
5.	
  Responsible	
  Ci8zenship	
  
TRADING:	
  Create	
  AJen8on	
  



         Place	
  case	
  picture	
  here	
  
TRADING:	
  Create	
  AJen8on	
  
TRADING:	
  Create	
  Sales	
  
TRADING:	
  Create	
  Buzz	
  



          Place	
  case	
  picture	
  here	
  
BRANDING:	
  Strengthen	
  Iden8ty	
  



         Place	
  case	
  picture	
  here	
  
BRANDING:	
  Stage	
  Experience	
  
BRANDING:	
  Build	
  Evangelism	
  
Summary	
  

Stay	
  Relevant	
  

      Stay	
  Consistent	
  

            Stay	
  Crea8ve	
  
Thank	
  You	
  
Reference	
  
•  Melanie	
  Mcintosh	
  (Inspire	
  Retail	
  Solu8on)	
  

•  February	
  25,	
  2008 	
  	
  ·∙	
  Filed	
  under	
  News	
  Clips	
  ·∙Tagged
   	
  American,	
  effec8ve	
  merchandising,	
  how	
  to,	
  Marke8ng,
   	
  Merchandising	
  

•  Source	
  Picture:	
  Coloribus,	
  Youtube	
  and	
  Internal	
  Company	
  

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Merchandise Strategy From Trading to Brand Leadership

  • 1. Merchandise  Strategy   From  Trading  to  Brand  Leadership   Samuel  Pranata  
  • 2. The  Func8on  of  Merchandising   As  part  of  a  marke8ng  strategy   According to the American Heritage Dictionary, merchandising is the promotion of merchandise sales, as by coordinating production and marketing and developing advertising, display, and sales strategies: basically everything we do to sell a product to the consumer.
  • 3. The  Func8on  of  Merchandising   As  a  brand  representa8ve   How to Create Customer Dreams in Your counter? Have you ever walked into a counter and just fallen in love? It’s as if the counter was created just for you.
  • 4. Key  Element   •  Esthe8c   Your merchandising will determine how consumers perceive your brand. You need to think carefully about the first impression that you want customers to have.
  • 5. Key  Element   •  Func8onality   Does your merchandise display easy to manage? Or does it overwhelm and confuse the viewer?
  • 6.
  • 7. Key  Element   •  Quality   What  happens  when  the  display  starts  geEng  lack  of  quality?   •  Customers  no8ce.   •  The  image  of  the  brand  starts  to  slip.   •  The  display  no  longer  makes  an  aJrac8ve  first  impression.   •  New  shoppers  aren’t  wowed  anymore.   •  Exis8ng  customers  start  to  driO  away.  
  • 8. Key  Element   •  Investment   Does your investment suit with brand positioning? Or does it worth to spend that kind investment?
  • 9. Key  Element   •  Life  Time   One day your display is fresh and new A couple of years later it looks a little worn around the edges Your merchandising is need to be modified
  • 10. From  Trading  to  Brand  Leadership  
  • 11. Brand  Values   Martha  Tilaar  Group   1.  Holis8c  Eastern  Beauty   2.  Sustainable  Nature   3.  Exo8c  Innova8on   4.  Women  Inspira8on   5.  Responsible  Ci8zenship  
  • 12. TRADING:  Create  AJen8on   Place  case  picture  here  
  • 15. TRADING:  Create  Buzz   Place  case  picture  here  
  • 16. BRANDING:  Strengthen  Iden8ty   Place  case  picture  here  
  • 19. Summary   Stay  Relevant   Stay  Consistent   Stay  Crea8ve  
  • 21. Reference   •  Melanie  Mcintosh  (Inspire  Retail  Solu8on)   •  February  25,  2008    ·∙  Filed  under  News  Clips  ·∙Tagged  American,  effec8ve  merchandising,  how  to,  Marke8ng,  Merchandising   •  Source  Picture:  Coloribus,  Youtube  and  Internal  Company