Hitting the Right Target.

Consumers are buying across different Retail Channels.

Insight…..More than 60% of the consumers shop across more than one channel.

StandaloneRetail Store

BROWSE& BUY

Malls

Markets(All formats)

Other•Internet•Catalog

Further ………

There lies a Huge Gap between the offer & actual delivery of the offer to the customer…….

Plan &Sell Execute

Analysis & Performance

Retail Store

•Availability.•Length & breath in the product category.•Customer service.•Pricing.

GAPS

•Ineffective Communication.•No Clarity in Offer.•Cluttered catchments.•Moving Population.•Impulse Buyers.

GAPS

Original Questions……

Are we able to effectively track the customer behavior across our geographically spread different locations? -Different People. - Different Culture. -Different Value System. -Different Languages. - Different Needs - and lot more of differences………………

How to communicate consistently the uniform brand image across these entirely different locations?

Are we able to measure the each marketing campaign’s ROI?.

We are trying to understand in present retail scenario……..

Then what is the need of the Hour….

Maintaining consistent branding across different channels.

Optimizing the media mix.

A Partner to support Marketing Strategies & promotions.

Use of Effective Campaign Management Techniques.

Managing the relationship with the customers.

Increasing the brands share of usage within a household.

For Effective Retail Marketing Strategy we need to focus on……

Maintaining consistent branding across different channels.

We have to first become Consumer Centric with customers in mind, heart & soul.

SHIFT

BrandManagement

Value forBrand

Sellers market

Buyersmarket

To become a strong brand…

Effective Branding Strategy needs a Value Platform.

Value Chain

•Brand awareness.•Brand preference•Brand Equity.

•Our Values.•Our Experience.•Our credibility.•Best Practices.

Optimizing the media mix.Optimize the media mix across channels for maximizing the

performance.

We have to determine the appropriate share of each media in Campaigns.

Print MediaElectronic MediaOutdoor Advertising

FM/RadioIn-store POPDirect Mailers

And more…….

•Reaching right Target segment.•Less cost.•Less time.•More clear message.

•We have to evolve the media mix of the future.•We have to use the multiple channels for communication.

A Partner to support Marketing Strategies & promotions

We have to develop a complete portfolio of alliances to support our Marketing Strategies & promotions..

Tailored personal promotion.Cross Promotions.AdvertisingDirect mail.Public relationsCustomized newslettersEvent marketing. Giveaways. Web Marketing.New Product launches.

Planet M -Organizing Events inside the store.-Bringing in Celebrities.

-Tremendous Cost Saving.-Less operational hassles.

Creative Promotions With Limited Budgets

Cost Savings

•More Sales.•Better Conversions.•More Traffic.•Better Inventory Turns.•More time spend inside the store.

Collective effort by Store & Alliances.

CompetitiveEdge.

Example:

Use of Effective Campaign Management Techniques

Effective Campaign Management Techniques are being used to get thebest benefits out of it.

Objective.Duration.Ingredients.Target Segment.Communication.Responsibility.

Hit the Market

How you are goingto sustain.

Quickly React & adapt to early changes.

Top down strategy.

Adjust downstream.

Stop losing out campaign..

Fight competition with rapid rollouts.

Check the performance parameters.

Check the audited results.

Test the result& effectiveness

ROI on the Campaign

Managing the relationship with the customers.Building a relationship with customers only works if

the customer benefits from the relationship.

The trick in retailing, therefore, is to find things that you can do for customers that will modify their behavior in profitable ways.

What you provide to customers has to be something that they will appreciate and value, but which do not cost you too much.

The Change is evolving

The retail landscape is in a constant state of change. Traditional point of sale (POS) is evolving to accommodate point of interaction (POI), where customer loyalty drives multi-channel marketing strategies.

[Wide use of CRM]

My Target is complete household……

How to increase the brands share of usage within a household….

A Great Shift has occurred in Indian…….

We are strengthening our positioning of the “Complete Department Store” to serve the whole household.

For this Store brand needs to be developed like a FMCG brand which could be used by almost every family member, more and more times.

The teenagers would be the next big customers.

JOINT FAMILY NUCLEAR FAMILY SINKS

DINKS

SINGLES

Their would be a decline.

Customers of thisDecade

Customers of theNext decade

Final words……..

Message to Retailers:•Evolve your all strategies around customers.•Focus on building brands to reap the fruits in future.•Keep growing.•“Customers is king of Past and now the Emperor of Future.”

Message to Customers:“Enjoy the Kingdom of Retailers”