Retail Branding

Describe in a word what do you associate with the foll brands

• Café Coffee Day • Murugan idli Shop• Nalli • Raymonds• Titan Outlet• Big Bazaar• Sangeetha s • Malgudi at Savera

Branding is a set of associations organised in the mind of consumer which conveys a certain image about the experience he should expect from the product/service to

be paid for.

Re visiting….

• You are going to meet a prospective bride/groom over lunch to discuss the issue of marriage ,,,

• Would you take him/her to Murugan Idli shop / or NewYorker/ or to some other place ?

What is in a name?

• Choosing any name would serve no purpose

• - >Saravana Center

– What does it indicate – Lending a characteristic to a name

• Saravana Gold House

– Adding a definition to the same• Saravana Gold House • One Stop shop for quality gold jewellary

Making a brand out of a name

• When the name of the store creates a unique image in the minds of consumers it becomes a brand…

• NALLI -> today means hi fashion, quality sarees … Nalli shirts don’t stand high in brand order in that category

Brand Value

• When the brand , on its own is able – Bring in more consumers /customers– Gives the retailer the ability to charge a premium– Gives the retailer the space to extend the brand to

related categories for new launches – Gives the retailer to increase geographical spread

It adds value to the store / retailer

Eg: Fabindia / Fabindia- Home/Fabindia-overseas

Eg: Fruitshop@greams road

How to build Brand Value/equity

• Create heightened awareness

• Develop Favorable associations

• Consistently reinforce the image created

Creating Awareness

“Every piece of advertisement contributes branding”

Objective is to create Recall when the target audience wishes to purchase in the category.

When we wish to buy sarees , we list stores where we could go to

Nalli,Kumaran,Rmkv etc …Creating awareness, would allow the target customer to

consider the store’s name into his/her consideration set

Recall

• Aided recall– When you mention the store’s name to a

target audience group , they know what it means, what it would sell. But unaided they would not be able to recall the store s name.

• Top of the mind recall– When you mention a category to TA, they

mention your store s name as the place to buy.

JACKPOT

• Sarees

• Shoes

• Suiting

• Watches

• Books

• Sweets

“Top of the mind recall”

Jack in the Pot

• P.R. and Sons

• Higginbothams

• Shree mithai

• “Aided Recall”

Top of the mind• Positioning in the mind of the consumer• There is a ladder which a customer

creates for every category based on his perceptions of brands

Landmark

Odyssey

Higginbothams

Fiction books – Latest releases Speciality books -Literature

Higginbothams

Landmark

Odyssey

Imaging Vs Reality

How to build Brand Value/equity

• Create heightened awareness

• Develop Favorable associations

• Consistently reinforce the image created

Creating a space in the mind through ASSOCIATIONS

• Niche product category -> Speciality books

• Price Quality image ->Nalli ->High quality

• Specific attributes ->Convenience, online, open all days

• Activity or lifestyle -> Landmark quiz as an annual event

How to build Brand Value/equity

• Create heightened awareness

• Develop Favorable associations

• Consistently reinforce the image created

Integrated Communication plan

• Print ads

• Media campaigns

• PR

• In Store publicity

• Cross promotions ->Where and What

• Events & associations

Consistent Image reinforcement with regular frequency

“ Too much, too soon is ineffective “

Types of communication

Personal Paid Impersonal Paid– Pers selling Print ads

– In Store selling Mass mailing

Promotions

Contests

Unpaid-Personal Unpaid-Impersonal

Word of Mouth PR publicity

The Process

Objective

Budget allocation ( per quarter/per annum)

Allocation( per media vehicle)

Execution

Objectives ->Choose the kind of media

• Increase sales by increasing footfalls to the store by 20%

during Diwali season- apparel

• Stock clearance - books

• Capitalize on pre -vacation season for hobby classes

• Christmas gifting – Electronic appliances

• Wedding season – Designer Men’s wear

New store formats and home furnishings from Nalli Targeting high-end sari buyers, Chennai-based Nalli Silks has introduced a new format of stores

called Nalli Next. The stores will retail the entire Nalli collection of saris along with bridal, corporate, casual and party wear for women.

The company is also planning to introduce Lavanya Nalli, a boutique that will retail designer saris, and Upmarket Nalli Next, a store to retail home furnishings.

The new format stores will open at high streets and malls since a high-end buyer, according to the company, does not visit existing Nalli stores that are in congested marketplaces.

“Each sari at Lavanya Nalli store will be a unique piece crafted by our designers and artisans," said Lavanya Nalli, president of Nalli Trust, which runs Nalli stores.

“We will be opening new showrooms in Delhi, Bengaluru, Hyderabad and Mumbai, and are also looking at Kolkata and tier II cities including Ahmedabad. A 20,000 square feet store in Delhi will start operating in two months. We are also planning to open in Canada,” informed Nalli.

Established in 1928, the four-billion-rupees Nalli Silks gained popularity by branding Kanjivaram silk saris that are retailed through its exclusive outlets in Chennai, Delhi, Bengaluru, Mumbai and Hyderabad. It also has a shop each in the United States and Singapore.