Retail Branding

1. Retail Branding

2. 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

3. 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.

4. 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 ?

5. 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

6. 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

7. 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

8. How to build Brand Value/equity • Create heightened awareness • Develop Favorable associations • Consistently reinforce the image created

9. 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

10. 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.

11. JACKPOT • Sarees • Shoes • Suiting • Watches • Books • Sweets “Top of the mind recall”

12. Jack in the Pot • P.R. and Sons • Higginbothams • Shree mithai • “Aided Recall”

13. 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 Fiction books – Latest releases Speciality books -Literature Landmark Higginbothams Odyssey Landmark Higginbothams Odyssey

14. Imaging Vs Reality

15. How to build Brand Value/equity • Create heightened awareness • Develop Favorable associations • Consistently reinforce the image created

16. 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

17. How to build Brand Value/equity • Create heightened awareness • Develop Favorable associations • Consistently reinforce the image created

18. 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 “

19. Types of communication Personal PaidImpersonal Paid • Pers selling Print ads • In Store selling Mass mailing Promotions Contests Unpaid-Personal Unpaid-Impersonal Word of Mouth PR publicity

20. The Process Objective Budget allocation ( per quarter/per annum) Allocation( per media vehicle) Execution

21. 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

22. 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.