retail strategy and retail branding
TRANSCRIPT
Retail Strategy and Retail Branding
Ninad Sankhe
Akshay Kuvar
Alok Kumar
Harshvardhan Singh
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
Store
• Store Name: Big Bazaar
• Location: Maxus mall, Bhayander West, Thane
• Parent company: Future group
• Industry: Retailing (Hypermarket)
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
Store Specification, Design and 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)
Store Specification, Design and Layout
• Layout and Design: Planogram Store Design (Space and Display convenience)
• Fixtures: Horizontal Racks, Four way fixtures, Gondolas and Wall Fixtures
Product Mix
Produc
t Mix
Apparel
s
Electronic
s
Fashion
and
jeweller
y
Chill
stationsFood
Furnitur
e
Home
and
personal
care
Merchandising
• Based on the 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.
Visual MerchandisingIdea Oriented Presentation:
• 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.
Visual MerchandisingMusic:
• Control the 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
Pricing Strategy
Value Pricing
• Promotional Pricing
• Low Interest Financing
Differentiated pricing
• Time Pricing
Bundling
Value Pricing
Promotional Pricing:
Big bazaar promises its consumers the lowest available price without coupon clipping, waiting for discount promotions or comparison shopping.
• Low Interest Pricing
Differentiated Pricing
Time Pricing
Time-based pricing 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
Private Labels at Big bazaar
Product Brand Name
Sugar Renuka
Ghee Fresh and Pure
Detergent Clean Mate
Electronics Koryo
Apparel John Miller, DJ&C
Brands at Big bazaar
Product Brand Name
Sugar Madhur, Blue Bird
Ghee Gowardhan, Britania
Detergent Nirma, Wheel, Ariel,
Ghadi
Electronics LG, Whirlpool
Apparel Lee Cooper, Levis
Ratio in terms of 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↑
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.