store brand positioning

cdit marketing

lifestyle positioningthe thrill of shopping & ‘beyond’ relates to attitudinal lifestyle led.

the fact is ‘imagery perceptions’ are more visual and shoppers stop is an aspirational lifestyle brand, modern and perceived as young and modern even though were the very first of india’s western style modern retail owing to their continuous evolvements.

lifestyle positioningthe thrill of shopping & ‘beyond’ relates to attitudinal lifestyle led.

Further the imagery is provocative, bold and international, considering modern retail is a phenomenon what indian’s have been looking for when they travel overseas and therefore any associations with “international” subtly should enhance credibility. Shoppers Stop also focuses on apparel and lifestyle product assortment and therefore more reasons to build associations on this front.

product range positioningfirst hypermall, therefore the positioning is “range width”. communication imagery has been “woman carrying a trolley with even a washing machine in it besides other products. there is more to discover ; could also imply beyond products

product range positioninga hyperciti advertsiement visual.

product range positioninghyperciti vision

To be an integral part of customer lives, by offering them a high quality shopping experience through great products at ever better prices

product range positioninghyperciti vision

To be an integral part of customer lives, by offering them a high

quality shopping experience through great products at ever better prices

aisle space

quality shopping experience

product range positioninghyperciti vision

To be an integral part of customer lives, by offering them a high

quality shopping experience through great products at ever better prices

check out ease

quality shopping experience

product range positioninghyperciti vision

To be an integral part of customer lives, by offering them a high

quality shopping experience through great products at ever better prices

rich lifestyle design led

quality shopping experience

product range positioninghyperciti vision

To be an integral part of customer lives, by offering them a high

quality shopping experience through great products at ever better prices

product rangefrom foods to hi-tech

quality shopping experience

counseling led customer service positioning

To be an integral part of customer lives, by offering them a high

quality shopping experience through great products at ever better prices

chromawe help you buy

product range positioningThousands of possibilities , connotes vast product range options,Get yours connotes “make your choice”…and subtly states that …what you want , you would be able to find

product range positioningJust what I needed…gets more direct with…”what you want , you would be able to find”. Also attempts to get more personal with an “I” and builds on positive mindset through informal and cheerful statement …just what I needed

price leadership positioningthere is can be only one leader for any given attribute, it is a dangerous stance if one cannot deliver as per promise. Walmart claims to be the price leader through ‘always low prices’ and hightens the guarantee through further repeating ‘always”. Walmart delivers on this expectation and is the toughest of competitors owing to its value equation…as now it has started to improvise on atmospherics and yet sustains the low price promise.

user profile : brand personality led positioningTarget is a brand with high appeal and truly “urban chic”. Target positions itself emotionally through building its brand personality which should resonate amongst its target audience enabling the perception as an extension of him/her. Its logo usually never even states the brand name and the symbol has already attained high awareness and positive recognition.

user profile : brand personality led positioningThe above visual communication (website) distinctively sets it apart from all other competitive retailers through an elegant urban appeal with white and red embellished look. Subtle brand identity which would resonate with a certain target audience. Definitely for the affluent class and not the economic mass,

customer orientation / service positioning Tesco is perceived as truly customer oriented retailer with transparent and ethical policies, high levels of customer service. The same is endorsed by their loyalty club which ranks as one of the most successful membership clubs.”Every little helps” highlights the customer orientation efforts that Tesco would definitely take.

If the entire value proposition is encompassed in this phrase belowthere is a chance that there is nothing unique in your offering

as every retailer seems to claim the same

huge range and low prices

What’s that in your offer that would stand to provide the unique differential ‘competitive’ advantage

in meeting needs of a

specific target

audience

unique offering

In offering a specific product

assortment

In offering a specific product

purchase experience

(atmospherics)

In offering customer

service

In offering price

leadership

In offering a specific

size

In offering price

leadership

In offering price

leadership

positioning opportunities

accessin-store

atmosphere

price&

promotion

cross-categoryassortment

within-categoryassortment

positioning opportunities

access

purchases such as small basket or fill in tripsare unlikely to involve travel to long distances

Groceries Convenience StoresLow Involvement Product

disSpecialtyHigh Involvement Product

HypermarketMass Merchandisers

tra distance wrt time parking availability