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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 Dic...
The	  Func8on	  of	  Merchandising	  As	  a	  brand	  representa8ve	    How to Create Customer Dreams in Your  counter?  H...
Key	  Element	  •  Esthe8c	  Your merchandising will determine how consumersperceive your brand.You need to think carefull...
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?	  •    Cus...
Key	  Element	  •  Investment	  Does your investment suit with brand positioning?Or does it worth to spend that kind inves...
Key	  Element	  •  Life	  Time	  One day your display is fresh and newA couple of years later it looks a little worn aroun...
From	  Trading	  to	  Brand	  Leadership	  
Brand	  Values	    Martha	  Tilaar	  Group	  1.	  Holis8c	  Eastern	  Beauty	  2.	  Sustainable	  Nature	  3.	  Exo8c	  In...
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	  New...
Merchandise Strategy
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Merchandise Strategy

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Effective Merchandising is one of marketing strategies

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Merchandise Strategy

  1. 1. Merchandise  Strategy  From  Trading  to  Brand  Leadership   Samuel  Pranata  
  2. 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. 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. 4. Key  Element  •  Esthe8c  Your merchandising will determine how consumersperceive your brand.You need to think carefully about the firstimpression that you want customers to have.
  5. 5. Key  Element  •  Func8onality  Does your merchandise display easy to manage?Or does it overwhelm and confuse the viewer?
  6. 6. 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.  
  7. 7. Key  Element  •  Investment  Does your investment suit with brand positioning?Or does it worth to spend that kind investment?
  8. 8. Key  Element  •  Life  Time  One day your display is fresh and newA couple of years later it looks a little worn aroundthe edgesYour merchandising is need to be modified
  9. 9. From  Trading  to  Brand  Leadership  
  10. 10. Brand  Values   Martha  Tilaar  Group  1.  Holis8c  Eastern  Beauty  2.  Sustainable  Nature  3.  Exo8c  Innova8on  4.  Women  Inspira8on  5.  Responsible  Ci8zenship  
  11. 11. TRADING:  Create  AJen8on   Place  case  picture  here  
  12. 12. TRADING:  Create  AJen8on  
  13. 13. TRADING:  Create  Sales  
  14. 14. TRADING:  Create  Buzz   Place  case  picture  here  
  15. 15. BRANDING:  Strengthen  Iden8ty   Place  case  picture  here  
  16. 16. BRANDING:  Stage  Experience  
  17. 17. BRANDING:  Build  Evangelism  
  18. 18. Summary  Stay  Relevant   Stay  Consistent   Stay  Crea8ve  
  19. 19. Thank  You  
  20. 20. 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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