Brand Management

“Retailers roles and Brands”

Submitted to – Dr. A. K. Jain Submitted by – Hitesh Poonia

(500059871)
Tejas Garg
(5000*****)
Brand Management
• Brand management is a function of marketing that uses
techniques to increase the perceived value of a product
line or brand over time.
• Effective brand management enables the price of products
to go up and builds loyal customers through positive
brand associations and images or a strong awareness of
the brand.
Brand
• a brand is defined as a "name, term, sign symbol (or
a combination of these) that identifies the maker or
seller of the product".
• A brand is not a product. It is the product’s essence,
its meaning and its directions and it defines its
identity in time and space.
• A brand is basically a name that refers to a products
of a particular manufacturer in a particular product
category.
• A brand name helps an organization differentiate
itself from its competitors.
Examples of Brand
• Apple
• Zara
• Starbucks
• Uber
Retailers
• a retailer, or merchant, is an entity that sells goods
such as clothing, groceries, or cars directly to
consumers through various distribution channels with
the goal of earning a profit. This merchant can be a
physical building or online.
• In general, retailers don't manufacture the goods they
sell. The retailer is just the final link in a supply
chain that gets a product to a customer.
• Ex – Walmart, Aditya Birla, Reliance, Amazon etc.
Characteristics of Retailers
• In the entire distribution chain, a retailer is
considered to be the final link, who deals directly
with the customer.
• A retailer purchases in bulk from the wholesalers and
sells the products to the customers in small
quantities.
• A retailer essentially maintains a variety of
merchandise
Types of Retailers
• Department Stores - A department store is a set-up
which offers wide range of products such as Electronic
Appliances, Apparels, Jewellery, Toiletries, Cosmetics,
Footwear etc. to the end-users under one roof. Ex-
Shoppers Stop, Pantaloon.
• Discount Stores - Discount stores also offer a huge range
of products like the department stores to the end-users
but at a discounted rate. Ex – Vishal Mega Mart.
• Supermarket - A retail store which generally sells food
products and household items, properly placed and
arranged in specific departments is called a
supermarket. Ex – Reliance Fresh.
Cont.
• Specialty Stores - As the name suggests, specialty store
would specialize in a particular product and would not
sell anything else apart from the specific range. Ex - You
will find only Reebok merchandise at Reebok store and
nothing else.
• Malls - Many retail stores operating at one place form a
mall. A mall would consist of several retail outlets each
selling their own merchandise but at a common platform.
• E Trailers - Now a days the customers have the option of
shopping while sitting at their homes. They can place
their order through internet, pay with the help of debit or
credit cards and the products are delivered at their homes
only. Ex – Amazon.
Roles of a Retailer
• A retailer performs the dual functions of buying and
assembling of goods.
• The retailers perform the functions of warehousing
and storing.
• The primary function of a retailer is selling the
products to the customers for which various
techniques or business practices are being adopted by
the retailer to achieve the strategic goals.
• The prime focus of a retailer is on maximizing
customer satisfaction by delivering quality products
and services both on cash as well as credit basis.
Cont.
• Retailers gather information regarding the changing
tastes and preferences of the consumers, pass on the
customer feedback to the manufacturers for
continuous improvement in service delivery.
• Retailers act as a vital channel for the launch of new
products in the market as they are the direct interface
with the consumers
• The retailers are responsible for the product
promotion and advertisement by planning the
product displays and visual merchandising for
attracting the customers.
Services offered by Retailers
The valuable services provided by retailers to
producers and wholesalers are as follows:
- Sources for wider distribution of goods
- Information about consumers
- Risk bearing
- Increase in sales volume
- Storing function
- Reduced distribution cost
- Expertise advice
Cont.
• Retailers also provide different services to consumers
as follows:
- Supply of varieties of goods
- Supply of necessity and fresh goods
- Selection facility
- Credit facility
- Home delivery
- Information about new goods
- Advice
Top 10 Retailers in India

Global Brand Owner 2018 acts

(US$ Million)

Walmart Inc 14,492

Amazon.com 9,810
Future Group 3,861
Reliance Group 3,665
Tata Group 2,910
One97 Communications Ltd 2,780
Avenue Supermarts Ltd 1,682
Aditya Birla Group 1387
Thank
You.