Name Roll No.

Vineet Nair

PG 06 37

Neel Pandy

a

PG 06 42

Romi Patel

PG 06 44

Presented by:

What is a Retail Brand

A retail brand identifies the goods and services of a retailer and differentiates them from those of competitors.A retailer’s brand equity is exhibited in consumers responding more favorably to its marketing actions than they do to competing retailers (Keller ). The image of the retailer in the minds of consumers is the basis of this brand equity.

Thus we can say...

“Retail Branding is an issue not only of retailers selling

brands but branding the retail

business itself”.

Why Retailbranding??

“Retail branding creates a brand

preference, which goes beyond the

product or service in itself”.

Need for retail branding

Lack of Store Differentiation.Merchandising Muddle.Lack of labels/suppliers.Discounting.

Limited margins and high real estate prices.Time abundant consumers?

3 dimensions of retail branding

Brand Value

Brand Strategy

Brand Structure

Strategies in retail branding in India

Integrated branding

Contract branding

Independent branding

Positioning strategies for retail branding

Product

Service

Experience

Price

CASE STUDY

SUBHIKSHA

Company name: Subhiksha

Founder: R. Subramanium

Year of establishment: 1997 Chennai

No. of retail outlets: 450 & still expanding

verticals

Fruits and vegetables

Pharmaceuticals

Fmcg

Telecom

Building the brand - subhiksha

Tagline : “Bachat

Mera Adhikar,

Subhiksha Mera

Abhiman.”

Positioning the brand - subhiksha

Retail outlet for”Aam Admi”

Structuring the brand around the concept of indian housewife’s conviction of getting the “Best Value For Money”.

Every day low price.

Indian retail branding – future

Relationship management to enhance in store shopping experience.External communication to add value outside the store.Motivating the staff to volunteer value.

Thank you!!!