Management

Retail Identity
Activation
for students of EMDI Institute of Media & Communication
 Can there be another?

Not only are these people renowned in their field, but also known for their inimitable style
 Can there be another?

Not only are these superbrands, but also known for their inimitable offer of experience
 Objectives

• To get an overview on the Retail business

• To understand how a retail Identity is developed

• To look at specific tools in developing a retail Identity

• To understand the process of Retail activation

Overview on Retail
 Picasso’s Lion

• A visitor to Picasso’s studio asked the master what he plans

to sculpt from a standing large slab of marble.

• Picasso responds “a lion”.

• The visitor asks, “How will you do that?”

• Picasso answers, “I will cut away all that is not a lion”

 Inference

• For his efforts to result in a visionary sculpture, Picasso was clear about two things

– What does not constitute a lion

– What constitutes a lion

• For our efforts to result in a visionary retail enterprise, we need to be clear on the

same two things

– What does not constitute retail

– What constitutes retail

 What does not constitute Retail

• Agriculture

• Manufacturing

• Trading
 ‘Not retail’ Characteristics
Tangible
(Retail – Intangible)
Retail challenge is to make the retail experience into tangible offerings
Homogeneous
(Retail – Heterogeneous)
Retail challenge is to ensure constancy & consistency through processes
Preservable
(Retail – Perishable)
Retail challenge is to make the experience memorable & lingering (beyond just the immediate
experience)
Ownership
(Retail – No ownership)
Retail challenge is to make the customer feel that they own the service and space as much as the
merchandise
Separable
(Retail – Inseparable)
Retail challenge is to ensure a differentiating experience vis-à-vis competition - a personal signature
 The Basic Retail Model
The retail environment is made up of 3 elements:

CUSTOMER

RETAIL SPACE

MERCHANDISE MANPOWER

The interface between these 3 elements within the physical Retail space is what
constitutes a retail experience for the customer
 The Pentagon Triangle Framework

PLACE

Systems
COMMUNICATION PRODUCT

Logistics Suppliers

PEOPLE VALUE
 Store-Based Retail Formats

• Convenience stores

• Supermarkets

• Department stores

• Boutiques

• General Discount stores

• Factory Outlets

• Hypermarkets

• Malls

• Services Retailers

• Specialty stores
Developing Retail Brands
 Corporate Credo

• Corporate positioning and offerings

• Vision

• Mission

• Values

• Processes
 Corporate Credo

• Corporate positioning and offerings define the space in which the retail company
will operate

• A Vision is what we want our company to represent

• Vision is a long term objective that a company continues to strive to achieve

• Vision also guides the Decision making process

• Vision allows the company to work around a common purpose

• Mission is a specific objective that helps fulfill the vision

• Mission statements are usually the mandate for different departments in retail for
the end consumer

• Values are what drive the culture of an organisation giving it a definite personality
 Crossword’s Position

A chain of Lifestyle Bookstores

 Product Offerings

• Books

• Magazines

• CDROMs

• Music cassettes & CDs

• Film VCDs, DVDs, cassettes

• Toys & Games

• Stationery

• Greeting Cards

• Gift Vouchers

• Cafe
 Crossword Vision

A network
of community centers where
people gravitate – to be informed,
to be entertained and to be enlightened –
led by books and related products.
 Crossword Mission

• To fulfill the information, knowledge and leisure needs of the community

through the retailing of books and related products.

• To be customer focussed in every aspect of the business. To build life-long

relationships with customers.

• To help build the reading habit and to promote books.

• To recognise and reward the best of Indian books.

• To create retail environment that are oases in the urban jungle-friendly, fun,

relaxing and rewarding.

• To provide a platform for the cultural and social interaction of the community-

to be a community center.
 Crossword Values
FUN: We will build stores that are fun, enjoyable spaces to be in. We will build an
organisation that people enjoy being with and working in

LEARNING: We will create stores and an organisation that enables continuos learning

EXCELLENCE: We will constantly strive for excellence in everything we do

FAIRNESS: We will always act fairly, with respect for all people, and with a win-win
attitude

INTEGRITY: We will always conduct ourselves and act with integrity

SOCIAL RESPONSIBILITY: We shall be socially responsible

MAKE A DIFFERENCE: We will work to make a difference to our customers, our

stakeholders, our community and ourselves
 Developing processes

Process Issue
Pre-search
walkthrough Mapping

“AS IS”
“TO BE”
Process
Process
Mapping

Pilot run Structure Final

of the new & Review Operations
system Mechanism Docket
Process development philosophy

What gets focussed gets achieved

What gets achieved gets recognised

What gets recognised gets institutionalised

 4-field Matrix
For “AS IS” & “TO BE” processes

Phases Entities Standards

Phase 1 Formats
Process Policies
MOEs:
MOPs: Reviews

Phase 2

Phase 3

Measures Of Excellence (MOE) for service standards

Measures of Performance (MOP) to evaluate the efficiency of services / processes.
These MOE & MOP should decide the new system and inspire the organisation towards creating more Customer,Shareholder and Employee Value
 MARKETING & PROMOTIONS PROCESS

PHASES MARKETING ME SM B&M CSE STANDARDS

Mktg identifies,coordinates •Pre Event Formats

Phase I: with the Author, Publishers B&M is briefed on
Need Identification •Event briefing report
for the event event, date &
& panelists
Communication
M.E is briefed on
event, date & M.E briefs SM
MOP: panelists on event,
2 events to be date,
organised Per panelists
Preparation of
month as per Works along
posters / mail
excellent Rating in Mktg stars enrolling with M.E to
& dispatch to store
pre-event format customer for events enroll
customers

Phase II: M.E puts up

Posters, in
Planning & Organising posters Event Checklist
store
Specified in
store, Book VM. Mktg inform B
M.O.P: & M on books
Cutoff date for E.B.R is 10 E.B.R & date
days Before event
PR agency about SM ensures
event, date Panelist. books are B & M ensures
entered & books reach
displayed before event
Enrollment of
Enrollment of Enrollment of cash for event
customer for events customer for event

Coordinating with Coordination with supplier

supplier & panelists and panelists

Phase III: Actual Events Actual events

Execution of the Area to be cleaned up for
event Events, sound, compare etc.

MOP:
zero defect
equipment
 MARKETING & PROMOTIONS

PHASES MARKETING ME SM B&M CSE STANDARDS

Phase IV: •Post evaluation

Post Event report
Evaluation •Customer
scorecard
MOP: Post Event follow
Achievement of up with PR for Post event
objectives reports Pam coverage TY report to S.O.
in 48 hrs note to panelists

MOE:
75% Level of
Satisfaction (at V.
Good)
 Brand name development protocol
Information Needs
& Clarifications
Itinerary

Research data &

Responses from client
Phase 1
Preparatory
No Category dipstick
Adequacy of
info by Idendesign

Yes

Phase 2
Brand Name Development

Segment Brand name Concepts

Associative Directions
Boundary Conditions & Rationale

Brand Name Concept Card Phase 3

Shortlist / Finalisation Presentations / Audits
Sifting

Phase 4
Brand Identity Development
 Vision Key
Developing Brand Architecture
 n al
ity 6. R
ea
Overview
o so
rs ns
Pe
- Find a - Should give

&

to
es
character / picture reason to believe

Be
alu
the promised

lie
5. V
benefits

ve
8. Essence

- The Core factor

- Should be
- Should cover distinct from
both emotional competition
and functional -Should address
benefits
need state

r
to
and the insight
4.

ina
Be

ne i

m
fi
ts is cr
D
7.

3. Insight
- Always in consumer language
- Aided by questions such as “So what?”
- Dig deep

1. Competitive 2. Target
Environment

- Describe in Consumer - Demographics

Terms - Attitudes
- Address all who satiate - Cover Traits of the primary
need State influencer
 ity 6. R Lakme Brand Vision Key
on al ea
rs *Best-in-class son
Pe Magnetic,
products s
Experimentative,

&

to
*Magical/Exotic

es
Individualistic,

Be
ingredients

alu
Youthful,

lie
*High Sensorial

5. V
Feminine,

ve
Appeal
Vibrant
*Visible
Indoglobal
8. Essence results
Fusion
Values
Beauty
That Only Lakmé
Functional
Mesmerises
Innovative products helps the New
that give me visible Age Indian
results; specialised woman wear a
products for my
specific needs mesmerising

r
Emotional

to
look
4.

ina
Helps me make a
Be

ne i

m
fi statement about cr
ts myself and gets D is
me the admiration 7.
I want

3. Insight

I want to mesmerize all around me at every step

1. Competitive
Environment
All top end beauty and
grooming products and
services (Biotique, L’Oreal,
Synergie, Himalaya,
Ayurverdic Concepts, Aviance,
Oriflame, Avon, Shahnaz
2. Target
New Age Indian Women,
constantly exposed to modern
trends in beauty and grooming
SEC A/B1, 18-35
 ity 6. R Lakme Retail Vision Key
n al e
rs
o High sensorial aso
Pe Magnetic, appeal at Point of ns
Experimentative,

&
Purchase

to
es
Individualistic, Visual Merchandising

Be
alu
Youthful, Grooming

lie
5. V
Feminine,

ve
Vibrant High involvement
Indoglobal with consumer
Fusion 8. Essence through expertise
Values “Beauty Expertise of he BA
That
Functional Mesmerises”
Only Lakme gives
Information that me a superior
helps me decide
whats right for me experience in an
Greater interaction environment that
with product Understands

r
Personalised attention

to
counsels and caters
Emotional:
4.

ina
to my indoglobal
Be

ne Gives me the i

m
fi
tsconfidence to go values
is cr
D
ahead & make a 7.
statement about
myself

3. Insight
“There are so many brands/outlets to choose from, my
preferred destination is the one that understands my
needs & indulges me in every sense (sight, touch, hear,
smell)”

1. Competitive 2. Target
Environment Progressive, Urban Indian
Women, constantly exposed to
All personal beauty and
and seeking modern trends in
grooming products, clothing
beauty and grooming SEC A/B,
and accessories that help
16-35 years who believe in
contemporarise the woman
making a statement through
in the upper mass /premium
their personal beauty/
segment
grooming/ lifestyle.
 y 6. R
IDBI Paisabuilder Brand Vision Key
alit e
son - IDBI’s vast aso
r ns
Pe knowledge in
the domain (Builder

&

to
Expert,

es
of the financial

Be
Relationship

alu
backbone of India)

lie
oriented,

5. V

ve
- Confidence
modern
of existing investors
reliable,
- Online & Offilne
friendly 8. Essence presence
guide
- Site design
The Gateway to confident
investing
Functional - Information
– Vast, Organised, customised as
Unbiased, User per customer
friendly investment segments
knowledge - IDBI pedigree
- Easy Access

r
- Largest offline

to
- Enlightening
4.

presence

ina
Be

ne - Professional, ri

m
fi Emotional
ts - Greater organised D isc
Confidence, content 7.
realised
dreams

3. Insight
I am ever hungry! Give me knowledge such that I can
take investment decisions

1. Competitive
Environment
- Financial Advisors, Banks,
TV, Newspapers, Magazines
Websites
- Brokers, CAs, Friends with
investment experience
2. Target
- The Universe of Investors
- 23 years plus (Primarily the
new entrants – uninitiated)
- SEC A,B
- Individuals seeking active
investment opportunities
 Environment Identity
• Strategising the customer sensorials
– Visual
– Auditory
– Olfactory
– Tactile
• Work through ardent store plan, layout, circulation plan, adjacency plans and
planograming
• Visual Merchandising
– An exercise that helps customers see, select, co-ordinate and accessorise
merchandise
– About handling three kinds of spaces
• The invitation space
• The transaction space
• The information space
– Often referred to as the “Silent Salesman”
 Assignment

• Group Name, Leader, Members

• Name of the Retail establishment

• Present the initiatives taken by the Retail brand / establishment in the areas of

– Corporate Identity (Vision, Logo, Stationery, Office design…)

– Brand Identity (Logo/s, Brand / Retail Architecture, Packaging, Collateral…)

– Environment Identity (Space design, props, windows, shop-in-shops…)

– Service Identity (Service, sales, operations, processes, culture…)

• Present a strategic way-forward to change the retail brand / identity (note or design)

• Develop a launch campaign / communication strategy for the new identity developed
 Assessment Parameters

• Understanding of the subject

• Level of Detail

• Quality of suggestions / recommendations

• Presentation Skills