As we all know brand management is planning and strategy to create a unique identity of a generic product with the psychographic and mind-set of consumer. Packaging, Quantity and concentration of ingredients are all consumer usability and accessibility focused. There are about nine million small grocery shops in
Retail will grow, clear evidence by TATA, working with Australian retailer Woolworths to source consumer electronics products for its new business, known as Infiniti Retail. Reliance Industries announced plans to invest $5bn creating a chain of hypermarkets and back-end retail services across the country and UK supermarket chain-Tesco joint venture talks with Indian conglomerate Bharti further supported the fact.
Breaking the limitation of cash-and-carry and franchise or license operations of foreign multiple-brand retailers in
The exponential expansion in retail market shows its cascading effect on various industries. To cover various tier two and tier three cities and towns [across the country], reaching out to prospective consumers in these cities is high on the agenda of most retail companies as they consider market presence in these cities and towns key to their growth and profitability. As such, many retail companies are investing in technology that will help support their expansion into these new markets. IT revenue from the retail segment, which totaled US$253 million in 2006, is expected to grow at a compound annual growth rate (CAGR) of 44 percent to reach US$1.07 billion by 2010.Following the trend retailers considered supply chain management (SCM) and inventory management their top strategic focus areas, thus fuelling the demand for enterprise resource planning (ERP) systems.
Real estate is also making match with the pace of retail by tuning the life style of consumers. Specialty Malls, a new retail buzzword which is likely to dominate the Indian retail market now onwards. With a huge influx of sparkling malls with finely tuned marketing strategies mushrooming in cyber cities like Gurgaon and Noida, the mall mania has certainly gripped every shopping enthusiast.
Further the Wadia Group, one of the oldest companies of corporate
With the competition growing fiercer in Indian retail sector, specialty malls are resetting the trends and transforming the fundamental activity of shopping into a lifestyle statement
On the other hand all financial companies are endorsing the buying capability of consumers by providing loans. French bank Societe Generale is expanding its Indian retail operations. The bank plans to lend billions of rupees in the next couple of years to fund large consumer purchases like cars, and offer personal loans. “FAMILY CREDIT” is the first move to play the whole game plan. The aggression in the finance sector can be seen in the many global banks, including HSBC, Standard Chartered Plc and Citigroup are expanding their lending portfolio in
Let’s view it as a strategist, financer will give you money to but a car that has positioned as a low cost, installment based product, how flexible buying they have made. But if you see the actual cost to consumer it does include the interest paid to financer. Now Just calculate the cost (including interest) if you are buying a product / service in near future.
Even companies has veered the distribution strategy from distributors, stockiest and shop keepers to retailer which is creating competition from a new dimension . Easily seen effect of it is “Shelf space war” by big companies to get better and highly visible space. The dependency of companies on retails for consumer interaction will shift the brand benefits paradigm from consumers to retails.
Wal-Mart Stores Inc. the world's biggest retailer, has helped push its suppliers to make those changes with initiatives aimed cutting energy usage and packaging -- and reducing both the retailer's and manufacturers' costs. Procter & Gamble is one company taking a big step toward reducing its packaging this year with the launch of concentrated laundry detergent, Procter & Gamble is one company taking a big step toward reducing its packaging this year with the launch of concentrated laundry detergent.
The reduction in package size is to place a brand in a lesser shelf space of retail house which bring benefit to manufacturer and retailer but what about the usability of consumers, what about the effect on consumers with the increase in concentration of ingredients in detergent.
China's consumer spend will shift from goods to services while that in India will be focused on goods, forecasts a report for the year 2015.These goods will include products in the market, whose in future concentrated extensions-for instance: Shampoos, detergents, face-wash might cause hazardous effect on consumers.
Concentrated products means usability in small quantity which means again hit on profit margins of company. What about those companies whose majority of products are positioned on the usability factor (x times usage of brand a day will give you quicker value). It will plant a negative tipping point in the consumers mind. Again the packaging will be according to convenience of retails, what about consumer. Companies are loosing there options for consumer brand position.
In future, the brand position will be replaced by retail position as the increasing loyalty base of retail consumers will make the companies more dependent on retails stores for their brands.
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Business Intelligence Team
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