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Service Branding & Retail Branding

The document discusses service branding and retail branding. It outlines the 7 Ps of the service mix - product, price, place, promotion, people, process, and physical evidence. Key challenges in service branding include the intangible nature of services and lack of consistency. Strategies for successful service brands include tangibilizing intangibles, using symbols and slogans, and developing long-term customer relationships. Retail branding is discussed, including the differences between producer and retailer brands. Factors driving the growth of retail brands include urbanization and the rise of double-income households. Conditions favoring retail brands include inexpensive, perishable, and bulk products.

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217 views21 pages

Service Branding & Retail Branding

The document discusses service branding and retail branding. It outlines the 7 Ps of the service mix - product, price, place, promotion, people, process, and physical evidence. Key challenges in service branding include the intangible nature of services and lack of consistency. Strategies for successful service brands include tangibilizing intangibles, using symbols and slogans, and developing long-term customer relationships. Retail branding is discussed, including the differences between producer and retailer brands. Factors driving the growth of retail brands include urbanization and the rise of double-income households. Conditions favoring retail brands include inexpensive, perishable, and bulk products.

Uploaded by

Aditya
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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SERVICE BRANDING

&
RETAIL BRANDING
SERVICE
BRANDING
Service sector – an overview
• It has become a dominant force in global
economy. Traditionally, India has relied on
agriculture to sustain it’s economy. After
liberalization (in 1991) Indian service sector
is increasing & have a big contribution in
GDP. Due to economic reforms of 1991
Indian companies are also doing their best
to compete with MNC’S.
THE SERVICE MIX
Service mix has 7 P’s which are as follows:-
(1) Product
(2) Price
(3) Place
(4) Promotion
(5) People
(6) Process
(7) Physical evidence
Product

Physical Price
Evidence
People

Process Place

Promotion
Distinctive characteristics of
services:-
• Intangibility :- we can’t see, touch, taste &
feel.
• Inseparability :- these can’t be separated from
its providers.
• Inconsistency :-two people can’t provide same
service.
• Perishability :- these can’t be stored for future.
Delivery sequence of products &
services :-
Delivery sequence

Physical Products Services

Production
Sale

Sale
Production &
Consumption Consumption
Challenges in Service Branding:-
• The intangible nature of services.
• Delivery & consumption of services takes
place in the premises of service provider.
• These do not come under the purview of
intellectual property rights as these are
basically ideas.
• Due to boom in service sector consumers are
so much aware about them.
• Same standard of services throughout the
world is not possible.
Strategies for building successful Service
Brand :-
(1)Utilize subtle cues to tangibalize the intangible :-
for ex:- Same outlets of Mc Donald’s.
(2)Use symbols & slogans to communicate brand
essence :- LIC’s two hands saves a flame.
(3)Exploit positive word-of-mouth to promote the
service brand :-
(4)The entire org. function as marketing
department:-
(5)Implementing total quality management :-
(6)Provide incentive to deliver ‘on time’ :-
(7)Keep ‘buffer stock’ of staff to deal with peak
situation :-
(8)Develop long term relationship with the
customer :-
(9)Develop strategy to continuously innovate :-
RETAIL
BRANDING
INTRODUCTION
• Started in 1960’s in USA.
• Traditionally, Indian retail sector consists of
large & medium general stores, kirana stores
where price vary from shop to shop or
customer to customer.
• Today, in large cities the scope of retail is
increasing day by day.
• Ebony, Nilgiri’s, Big Bazaar, Pantaloons etc.
The Retail Scenario in India :-
• India is world’s second emerging market
attractive for international retailers.
• Indian retail market is expected to grow at
30% annually.
• 15 million retail stores.
• Retail business of Rs. 35000 crores.
Difference between Producer &
Retailer Brand :-
• Retail Brand :- These are the brands, whose
brand name, strategy & development is
managed by the retailer, & not
producer/manufacturer. These brand belong
to individual retailers or retail chain, they
are rarely found at other outlets.
• Producer brands can be found at different
outlets throughout the country & hence are
sometimes referred to as national brands.
Producer/ National brand Retailer/ Private brand
• Branded by producer & • Branded by retailer, &
available in a whole are available locally i.e.
region if not the entire at retailer’s outlet.
country. • Less investment in
• More investment in advertising , promotion
advertising , promotion & & publicity.
publicity. • Preferred in case of
• Preferred in case of commodity goods or
technology goods or high low risk/ low price
risk/ high price purchase. purchase.
• Offer superior product at • Offer quality products at
premium price to generate a lower price than a
profit. producer brand
(sale profit )
• Marketing strategy is • Marketing strategy is
centered around R & D, based on retailer’s
advertising & a holistic superior intelligence
view of the market. regarding consumer’s
buying pattern,
• Brand is associated with consumption rate etc.
a unique product having • Many products are sold
limited extensions, & under the same brand
positioning with clearly name & a multitude of
identifiable brand attribute exist &
attributes. positioning is based on
• In case of crisis, recalling store’s reputation.
& repositioning is • In case of crisis, recalling
expensive. & repositioning is
comparatively easier.
Factors Heralding the growth of
Retail Brand :-
• General increase in wealth & degree of
Urbanization :-
• Increase in the number of double income
households :-
• Widespread possessions of consumer durables
like refrigerators & cars :-
• Phenomenal change in outlet appearance :-
modernization of stores
Conditions favoring Retail Brands :-
• As it is easy to manufacture as no high
technology required :- like grocery items
• As these are inexpensive & routinely
purchased products :- like food products
• These are perishable products :- fresh fruits
• High demand & in bulk purchasing :- wheat
floor
• Prices are less than those of producer brands :-
Strategy for creating & sustaining
Retail Brands :-
• Gauge the strength of the retail brand name &
make strategies for long run.
• CEO should take initiative & make a team of
brand managers to makes its brand recognizable.
• Make good customer relation.
• To increase customer attractive schemes should
be given.
• Try to give ‘value for money’.
Retailer can launch his own Brand if he has :
an established & reputed brand name, a loyal
customer base, visionary leadership, ability to
leverage supply of products at lower prices,
ability to produce better products than of a
producer’s brand, ability to deliver the brand at
lower price.
Producer can launch his own Brand if he has :
strong brand name in his portfolio, superior
advertising & brand building ability, strong R &
D to develop superior products, ability to sell
superior quality products at a premium price.
Thank
u

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