Hitting the Right Target.

Consumers are buying across different Retail Channels.

Insight..
More than 60% of the consumers shop across more
than one channel.
Standalone
Retail Store
BROWSE& BUY
Malls
Marets
!"ll formats#
Other
$nternet
Catalog
%urther &&&
There lies a 'uge (a) between the offer & actual
deliver of the offer to the customer.
!lan &
"ell
#$ecute

%nalsis &
!erformance
&etail "tore
%vailabilit.
'ength & breath in the product categor.
(ustomer service.
!ricing.
("*S
Ineffective (ommunication.
)o (larit in *ffer.
(luttered catchments.
Moving !opulation.
Impulse +uers.
("*S
Original +uestions&&
Are we able to effectively track the customer behavior across
our geographically spread different locations?
-Different People.
- Different Culture.
-Different Value ystem.
-Different !anguages.
- Different "eeds
- and lot more of differences######
$ow to communicate consistently the uniform brand image
across these entirely different locations?
Are we able to measure the each marketing campaign%s &'(?
.
We are trying to understand in )resent retail scenario&&..
,hen -hat is the need of the 'our&.
Maintaining consistent branding across different
channels.
Optimizing the media mix.
A Partner to support Marketing Strategies &
promotions.
Use of Effectie !ampaign Management "echni#ues.
Managing the relationship $ith the customers.
%ncreasing the brands share of usage $ithin a household.
%or Effecti.e Retail Mareting Strategy -e need to focus
on&&
Maintaining consistent branding across different channels.
We have to first become Consumer Centric with customers in mind, heart & soul.
S'$%,
+rand
Management
/alue for
Brand
Sellers
market
&u'ers
market
,o become a strong brand&
Effecti.e Branding Strategy needs a /alue *latform.
/alue Chain

+rand awareness.

+rand preference

+rand #,uit.

*ur -alues.

*ur #$perience.

*ur credibilit.

+est !ractices.
O)timi0ing the media mi1.
Optimize the media mix across channels for maximizing the
performance.
(e hae to determine the appropriate share of each media in
!ampaigns.
*rint Media
Electronic Media
Outdoor "d.ertising
%M2Radio
$n3store *O*
4irect Mailers
%nd more.
&eaching right Target segment.
'ess cost.
'ess time.
More clear message.

We ha.e to e.ol.e the media mi1 of the future.

We ha.e to use the multi)le channels for communication.

" *artner to su))ort Mareting Strategies & )romotions
(e hae to deelop a complete portfolio of alliances to support our
Marketing Strategies & promotions..
)ailored personal promotion.
Cross Promotions.
Advertising
Direct mail.
Public relations
Customi*ed newsletters
+vent marketing.
,iveaways.
-eb .arketing.
"ew Product launches.
!lanet M .*rgani/ing #vents inside
the store.
.+ringing in (elebrities.
.Tremendous (ost "aving.
.'ess operational hassles.
Creative Promotions
With Limited Budgets
(ost "avings
More Sales.
&etter
!onersions.
More "raffic.
&etter %nentor'
"urns.
More time spend
inside the store.
More Sales.
&etter
!onersions.
More "raffic.
&etter %nentor'
"urns.
More time spend
inside the store.
(ollective effort b "tore & %lliances.
Com)etiti.e
Edge.
!am"le#
Use of Effecti.e Cam)aign Management ,echni5ues
ffective Cam"aign $anagement Techni%ues are being used to get the
best benefits out of it.
*b0ective.
1uration.
Ingredients.
Target "egment.
(ommunication.
&esponsibilit.
2it the Mar3et
2ow ou are going
to sustain.
4uic3l &eact &
adapt to earl
changes.
Top down
strateg.
%d0ust
downstream.
"top losing out
campaign..
5ight competition
with rapid rollouts.
(hec3 the performance
parameters.
(hec3 the audited results.
Test the result
& effectiveness
RO$ on the Cam)aign
Managing the relationshi) -ith the customers.
/uilding a relationship with customers only works if
the customer benefits from the relationship.
)he trick in retailing0 therefore0 is to find things that
you can do for customers that will modify their
behavior in profitable ways.
-hat you provide to customers has to be
something that they will appreciate and value0 but
which do not cost you too much.
,he Change is e.ol.ing
)he retail landscape is in a constant state of change. )raditional point
of sale 1P'2 is evolving to accommodate point of interaction 1P'(20
where customer loyalty drives multi-channel marketing strategies.
67ide use of (&M8
My ,arget is com)lete household&&
)o$ to increase the brands share of usage $ithin a household*.
" (reat Shift has occurred in $ndian&&.
7e are strengthening our positioning of the 9(omplete 1epartment
"tore: to serve the whole household.
5or this "tore brand needs to be developed li3e a 5M(; brand which
could be used b almost ever famil member< more and more times.
The teenagers would be the ne$t big customers.
6O$7, %"M$8Y 7UC8E"R %"M$8Y
S$79S
4$79S
S$7(8ES
,heir -ould be
a decline.
Customers of this
4ecade
Customers of the
7e1t decade
%inal -ords&&..
$essage to Retailers#

Eole 'our all strategies around customers.

+ocus on building brands to reap the fruits in future.

,eep gro$ing.

&Customers is 'ing of Past and now the m"eror of

(uture.)
$essage to Customers#
-En.o' the ,ingdom of /etailers0