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Selling Strategies of Big Bazaar

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									- Dr Tarun Panwar
          Presentation Plan
   Revisiting Fashion
   Uniqueness of Fashion Marketing
   Luxury Brand Systems
   Principles of Luxury
   Identity v/s Image
   Branding Strategies
“Fashion is not something that exists in
dresses only. Fashion is in the sky, in the
street, fashion has to do with ideas, the
way we live, what is happening.”
                            Coco Chanel
 UNDERSTANDING
 FASHION

FASHION is the currently prevailing
style well accepted by masses at a
given point of time
the key question…. Fashion
movements are evolutionary
or revolutionary?
        Nature of Fashion




Fashion movements are evolutionary in nature
    Uniqueness of Marketing fashion
   Psychological Obsolescence
   A short life cycle (selling period)
   Long lead times
   High product variety, low volumes per
    SKU
   High demand uncertainty and variable
    demand
   high stock-out cost
   High inventory and obsolescence costs
FASHION PRODUCTS : CHALLENGE
   Long supply lead times

   Having too much product leads to
    markdowns/
    discounts

   Having too little product leads to
    stockouts and
     lost opportunity
   Leanings from Toy Industry

“Mattel's business is subject to risks
associated with the underproduction of
popular toys and the overproduction of
toys that do not match consumer
demand.”                    Mattel Annual Report
        Marketing Fashion
PEOPLE NO LONGER BUY PRODUCTS TO KEEP
THEM DRY AND WARM.

They buy them because ……. The product
can……..make them feel:-
MASCULINE        SPORTY    RUGGED
DIFFERENT          YOUNG         RICH
GLAMOUROUS         SUCCESSFUL    SENSUAL

Our business now is selling excitement rather
than products.
                       Brand
   “The consumer‟s idea of a product” - Ogilvy
   Perception of an „experience‟ offered by the product or
    service
   A promise that no other competing product provides
   Uniliver chairman, Niall Fitz Gerald says a BRAND is
    a storehouse of trust. That matters more and more as
    choices multiply. People want to simplify their lives.




                          Promise

         User           Brand             Provider

                           Trust
How are Brands different from Products?




                                  Brands
Products

           Functional                      Emotional/Functional
           Concrete, Rational              Conceptual,
           Describes “What”                Perceived
           Generic                         Describes “What” &
                                           “Who”
           Limited life span
                                           Unique, Distinct
           Transaction oriented
                                           Unlimited life span
           Easy to copy
                                           Relationship oriented
                                           Can‟t be copied

                                             A Louis Philippe
                A shirt
                                                  Shirt
                                        Singularity
                                          of focus
                                          Own a word
               Leadership                              Consistency
                Own the category                        Be consistent




   Longevity                             Strong                  Perceived
Withstand the test of time
                                         Brands                   Quality


              Advertising                               Perceived
            Be refreshingly different                  Uniqueness
                                          Vivid
                                         Imagery
The Luxury Brand System
AURA
                    • Pure Creation, Unique Work,
          Griffe      Materialized Perfection


                         • Small Series, Workshop,
         Luxury            Handmade Work, very
                           fine craftsmanship

                              • Series, Factory,
       Upper Range              Highest Quality in
                                the category


                                   • Mass series,
        The Brand                    Cost Pressure
     Principles Of Luxury Brand
            Management

   Protect clients from non-clients.
   Luxury brand awareness must be superior
    to its penetration.
   An object must always be up to par with its
    brand.
 SENDING            MEDIA       RECEIVING

BRAND IDENTITY


                   SIGNALS       BRAND IMAGE
                 TRANSMITTED



OTHER SOURCES
                         COMPETITION
OF INSPIRATION               AND
•MIMICRY                    NOISE
•OPPURTUNITY
•IDEALISM
                  IDENTITY Vs IMAGE
                     PICTURE OF SENDER
          PHYSIQUE                   PERSONALITY


E                                                     I
X                                                     N
T                                                     T
E                                                     E
R                                                     R
N                                                     N
A   RELATIONSHIP                            CULTURE   A
L                                                     L
I                                                     A
S                                                     I
A                                                     S
T                                                     A
I                                                     T
O                                                     I
N         REFLECTION                     SELF IMAGE   O
                                                      N

                   PICTURE OF RECIPIENT
              BRAND IDENTITY PRISM
Brand Identity Prism
Branding Strategies
    Product Brand

     Line Brand

    Range Brand

    Source Brand

   Endorsing Brand
Product Brand Strategy
 Range Brand Strategy



                       Sports
Apparel   Footwear
                     Equipments



Eyewear   Watches    Accessories
The Source Brand Strategy

         Armani
The Endorsing Brand Strategy
Thank You for your time
The Line Brand Strategy

      GAP Inc.
House of Brands
Branded House
Value Addition Process In Fashion Marketing
                      Type              Retail Channel
                   Fantasy             Designer house
                 Haute couture             Boutique
                                      Better independent
                                             store
    Price,    Fashion pret-e-porter    Specialty store
   fashion,       Diffusion line      Department store
   value of
 timeliness
                   Style wear             Mail order
              Contemporary classics   Mass merchandiser
                                      Department store


                 Basic updated
                                         Budget store

                                        Discount store
                  Basic budget
  Creating a winning Brand..
     Brands :
                                              A brand‟s identity
personifications of    Top management
                                              must be frequently
  organizations,      support is crucial to
                                               and consistently
products, services     a brand‟s success.
                                                 presented.
and experiences,


                      Brand building with      A brand should
Profound customer
                            relevant           strive to evoke
  knowledge- to
                        differentiation         emotions and
    delight the
                         begins with           create sensory
    customers
                          awareness.            experiences.


              The corporate
                                      Front line
               culture must
                                  employees are key
           reinforce the brand
                                    to a brand‟s
            essence, promise
                                      success.
             and personality.
Brand It! Now, More Than Ever!
“The increasing difficulty in
differentiating between products
and the speed with which
competitors take up innovations
will assist in the rise and rise of
the brand.”

      Gillian Law and Nick Grant,
      Management [New Zealand]
Scott Bedbury: Nike/Starbucks
“A Great Brand taps into emotions. Emotions drive
most, if not all, of our decisions. A brand reaches out
with a powerful connecting experience. It’s an
emotional connecting point that transcends the
product.


“A Great Brand is a story that’s never completely told.
A brand is a metaphorical story that connects with
something very deep - a fundamental appreciation of
mythology. Stories create the emotional context
people need to locate themselves in a larger
                     experience.”
               BRAND CUSTODIAN BLUEPRINT

                                                  MEDIA SPECIFICBRAND
                                                  MANAGEMENT
                 MEDIA NEUTRAL
                 BRAND MANAGEMENT

                                                  Corporate
                                                  Product
                                       Brand      Service
                BRAND    Brand Brand   identity
                 DNA     theme name               Retail site
                                                  Packaging
                                                  Advertisement
                                                  Public relations




The above blueprint structures the process of developing new brand names,
identities and experiences expressed through all media types.
Strong brands own a word in the minds of consumers.
      Say the word and the brand will pop out!


                  Spykar     Levi’s
                  •Youth    •501 Jeans
                  Culture


       United                             Big
      Colors of                          Bazaar
      Benetton                           •Value for
        •Colors                            money




  Nike                 Own                     Armani
•Just Do it!
                        a                       •Niche


                       Word!

								
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