Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Retail
bRANDS
1
BRAND
Concepts Managing bRANDS
framework
bRAND
Management
2
BM 10 : Learning Objectives
3
D.O.B. bRAND
Retail bRAND Management
MANAGEMENT
DEALERS OWN bRANDS
THE RETAILERS bRANDS
PRIVATE LABELS
--- NOT THE PRODUCERS bRANDS
80
50
22
10 3
Fra/Ger Europe North America Latin America Asia
6
Nielsen research 2013,
59,000 internet users across 58 countries
• 64% of
Respondents would
be open to buying
store or "value"
bRANDS 7
• Apple, Interbrand’s reigning “
Best Global Brand,” has passed 500 retail
stores worldwide, generating more than $42
billion in revenue
8
Retail bRANDS …4 MODELS
1) The Aggregator
bRANDS that are primarily providers of
manufacturer choice, environment and price
to mass consumers. e.g.
• Tesco
• Imtiaz Stores
• Carrefour
• Migros
• CSD
• Aldi
• Lidl 9
Retail bRANDS …4 MODELS
• Zara
• Marks & Spencer
• Service shoes
10
Retail bRANDS …4 MODELS
3) Product bRANDS
bRANDS that are primarily providers of a
private-label proposition with the majority of
their product being distributed through third
party retail bRANDS. e.g.
• National Masala
• Adidas
• Olpers
• Sony
11
Retail bRANDS …4 MODELS
4) Online bRANDS
bRANDS that exist only online and not
present physically e.g.
• Alibaba
• EBay
• Amazon
• OLX
• Shophive
• Homeshopping
12
How do Retail bRANDS Evolve
• Some time ago private-label was exclusively focused
on a value or access proposition.
13
How do Retail bRANDS Evolve
The starting point for DOBs is giving more shelf space to
DOBs
14
How do Retail bRANDS Evolve
15
How do Retail bRANDS Evolve
Now Private-label Is More Than Just Another Consumer
Touch Point, It Really Is The bRAND.
16
Retail trends 2015
17
Retail bRAND Characteristics
18
Retail bRAND Characteristics
• The store is the heart of a bRAND.
20
Retail bRAND Characteristics
1. Knowledge of customers, which enables it to serve
them better
21
Retail bRAND Characteristics
4. Understanding of markets that gives birth
to a strategy.
5. Creation Of Environments
22
Retail bRAND Characteristics
insights
into the minds of the consumers 24
Retail bRAND Strengths
The great strength of most retailers is the sheer
number of people they do business with.
Retailers largest fixed assets may be their space and
supply chain, perhaps their greatest assets are the
shoppers themselves.
Leading retailers are catching up with their category
captains and other FMCG partners in terms of
shopper knowledge and sophistication
25
Retail bRAND Strengths
The KEY STRENGTH of
the retailers is their
ability to gain
27
Retail bRAND Characteristics
• True competitor to producers bRANDS
• No more linked to low cost/quality
• MIGROS in Switzerland Is the leading food bRAND ahead of
“NESTLE”
• Each developed economy has its great names of retail bRANDS
• WALLMART
• CARREFOUR
• SAINSBURY
• MAKRO
• ALDI
• Lidl 28
29
Retail bRAND Characteristics
• Stores are recognizing the use of their environments
to act as direct experiences of their bRANDS
31
Retail bRAND Management
CURRENT REALITY – PAKISTAN
• Utility stores
• Canteen stores department CSD
• Large un-branded sector evolving into dob e.g.
Tea
Detergents
Cooking oil
117 stores
Sales Rs. 13.9b
33
Retail bRAND Management
9 stores
34
Retail bRAND Management
6,015 stores
Sales Rs. 49 b.. 2016
35
Retail bRAND survey 2010
Category %age who find retail
bRANDS as good as
Producers
36
Retail bRAND growth in USA
37
Retail bRAND promotions investment