8 Ways to Win

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8 Ways to Win by Mind Map: 8 Ways to Win

1. Pentagon

1.1. Place

1.1.1. Size dimension Size of store consistency Strengthen brand equity by presenting and delivering a consistent customer experience chain-wide

1.1.2. Location types stand-alone planned unplanned decision process geographic catchment area location assessment search techniques

1.1.3. Layout & Design background information Shopping Process In-Store Marketing Good Design and Layout elements core Store atmosphere retail branding memory of store image retailers advantage allocation by sales by profit special consideration

1.2. Product

1.2.1. Style & Fashion Adoption Innovator Early adopter Early Majority Late Majority Laggard

1.2.2. Intensity Stock per sqm Value per sqm Presentation Stack em High Museum

1.2.3. Assortment Management Create the assortment Make it work Category Management Step 1: Definition Step 2: Category role Step 3: Category assessment Step 4: Performance measures Step 5: Category strategies Step 6: Tactics Step 7: Implementation Step 8: Category review and back to step 1 Merchandising mix Product Lifecycle Quality Breadth Depth Product Brands National Brands Store Brand

1.3. Value

1.3.1. Price Methods for price setting Product Costing Cost-oriented Competition-oriented Demand-oriented Price image and positioning

1.3.2. Quality actual product quality perceived brand quality

1.3.3. Brand positioning Strong Retail Brand as the Umbrella brand of manufacturer brand Representative of the customer who is reliable and trust worthy Branding is a space in the customer's mind that is the impression of the Brand

1.4. Communication

1.4.1. Positional Brand A brand is a product that adds other dimensions that differentiate it in some way from other products designed to satisfy a need Retail Brand Brand + Group of stores Comprehensive and integrated marketing management concept focussing on building long-term customer loyalty and customer preference. Strong Retail Brand Communication Experience Consistency in execution

1.4.2. Promotional Customer Relationship Management acquisition to retention at lowest cost principles data mining RFM Promotions

1.5. People

1.5.1. Service

1.5.2. Knowledge

1.5.3. Climate

1.6. Strategic Resource

2. Introduction

2.1. How to Use

2.1.1. Map Sustainable Competitive Advantage Retail Format Elements of Retail Format Design SWOT of Retail Formats Differentiate within a retail format

2.2. Pentagon

2.2.1. Customer facing Aspirational

2.2.2. Market Differentiation

2.2.3. In other words Sell it hard!

2.2.4. Skills Stylist Marketing Communications Artist Salesmanship Shopaholic Sensitive to emotions and feelings

2.3. Triangle

2.3.1. Inward facing Operational

2.3.2. Cost effeciency

2.3.3. In other words Price it hard!

2.3.4. Skills Logistician Statistics Operations Research Business Process Re-engineering Business Analyst Systems integrator Sensitive to numbers and details

3. Triangle

3.1. Systems

3.1.1. What it is A key differentiating system that makes the format work

3.1.2. What it is not It is not "having a computer system"

3.1.3. Examples Walmart - technology to increase items and assortment with small stock effeciently 7-eleven - relayout 3 times a day

3.1.4. Systems Operational Management Planning Budgeting Review Performance management Replacement of labour Labor scheduling system Electronic shelf stickers Fully automated warehouse/DC Self check out Checkout robot Store security systems Fast Supply Chain Replenishment Carton labelling Programmed Supply Relationships Information sharing Merchandising Direct Product Profitability Modularisation of store design CRM Closed loop loyalty system Consumer credit Customer credit system Pre-requisites Accounting Inventory management Point of Sale

3.2. Suppliers

3.2.1. Sourcing toolbox Sources Interaction with source Supplier relationships Stocking of merchandise Geographical market Mode of buying Organisational form Technological form

3.2.2. Sourcing situations dimensions complexity differentiation

3.2.3. Changing supplier - buyer relationships

3.3. Logistics

3.3.1. mix storage facility goods transporation

3.3.2. management control of the entire supply chain

3.3.3. change in logistics push to pull ECR

3.3.4. retail supply chain elements manufacturers wholesalers retailers logistic service providers customers flow goods flow money flow information flow

4. Retail Branding