Retail Brands

The Retail Store As a Brand

Retail Brands
THE END ALL OF ANY BUSINESS???? IMPROVED MARKET POSITION

PROFITABILITY

Competitive Strategies for Improved Market Position and Increased Profitability

Increasing Sales

Cutting Costs

Profitable Retail Brand

Increasing Differentiation

Increasing Sales
More Product Categories Multiple Store Formats

Further Growth (Overseas Expansion)

Exploiting the brand

Cutting Costs
Economies of Scale Spread of risks

Profit from advantages in knowledge

Countervailing power

Increasing Differentiation

BUILDING A BRAND IDENTITY

Brand Positioning Brand Personality Brand Communications Operational Excellence Vision, Mission and Values

Increasing Differentiation

BRAND COMMUNICATION
BRAND PERSONALITY
BRAND POSITIONING

Retail Brand Identity

BRAND POSITIONING FUNCTIONAL ATRIBUTES

FUNCTIONAL or EMOTIONAL CONSUMER BENEFITS

Retail Brand Identity

Retail Brand Positioning Positioning the store Positioning on range

Positioning on price
Positioning on convenience Positioning on store experience

Retail Brand Identity

BRAND PERSONALITY EMOTIONAL ATRIBUTES EMOTIONAL CONSUMER BENEFITS

Retail Brand Identity

Brand Personality Four Seasons seeks to distinguish itself from competition by providing what it calls 'escape from the ordinary' and a personality of 'calm sophistication' ICICI bank seeks to create a personality of self assurance by saying 'hum hain na.......' and HDFC Bank also attempts the same by propagating 'we understand your world'

Shoppers Stop suggests to every customer to 'shop at your own pace' and Globus assures contemporary styles by promising 'fashion for a changing world'

Retail Brand Identity

BRAND COMMUNICATION FUNCTIONAL & EMOTIONAL ATRIBUTES

FUNCTIONAL or EMOTIONAL CONSUMER BENEFITS

Operational Excellence

Organisation
Logistics Administrative Systems Relationship with Suppliers Financing

Vision, Mission & Values

Brand Vision
Brand Mission Corporate Values

Future Group Mission

* We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. * We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses. * We shall infuse Indian brands with confidence and renewed ambition. * We shall be efficient, cost- conscious and committed to quality in whatever we do. * We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.

Future Group Values

# Indianness: Confidence in ourselves. # Leadership: To be a leader, both in thought and business. # Respect & Humility: To respect every individual and be humble in our conduct. # Introspection: Leading to purposeful thinking. # Openness: To be open and receptive to new ideas, knowledge and information. # Valuing and Nurturing Relationships: To build long term relationships. # Simplicity & Positivity: Simplicity and positivity in our thought, business and action. # Adaptability: To be flexible and adaptable, to meet challenges. # Flow: To respect and understand the universal laws of nature.