Retailer branding strategy can be defined as an approach planned by the organisation to achieve the organisation’s missions and goals. Retail branding strategies also facilitates in their competitive advantage in the industry. With strategies applied, companies can be viewed as a distinctive store as compared to other companies. There are various strategies that retail companies can adapt and one of the retailing strategies consists of seven factors; operating procedures, location, merchandising customer services, consumers, pricing, and promotion factors. (cite book) Conventional Supermarket
An industry that we would also touch upon is conventional supermarket. Conventional supermarket is a departmentalized food store with a wide range of food and related products. The supermarkets are usually differentiated by their sizes e.g. a conventional supermarket is between 500 and 2000m2. (cite pdf) Supermarket Strategy
Conventional supermarkets should have a basic retailing strategy that they can adapt globally. Firstly, what goods do conventional supermarkets want to offer? A conventional supermarket typically offers a wide range of products and assortment and their merchandises would include both private and generic labels. Private labels are also known as house brands in food retailing. House brands were introduced to promote brand loyalty and are usually priced at affordable prices as compared to other brands that the supermarket takes in. Prices
Prices are generally competitive in conventional supermarkets due to high competition within many firms for the same consumer with homogeneous product offerings (Dolan and Simon, 1996; Kotler, 2003; Lucas et al., 1994) Competitive price is defined as price of a product is based on what other competitors are charging thus it is not relatively as low as the old-fashioned neighbourhood convenience stores that are also locally known as ‘Indian Mama Shops’.
Secondly, a supermarket has to decide on the target consumers in order to proceed with the location of the supermarket. Since conventional supermarkets offer largely food and related household products, they aim mainly on families that come from middle to low income. In addition, it targets working or non-working adults that are aged above 30 years. Location
Since conventional supermarkets target on families, these supermarkets are located in the neighbourhood area with large trading area. The supermarkets are situated in residential areas as it is highly accessible and gives convenience for consumers. Their location might also be influenced due to location of competitors as it would enhance their trading areas. Operating procedures
The operating procedure of supermarkets starts with Supermarket Licence which is mandated by the Environmental Public Health Act. Every business owners has to comply with cleanliness and food safety guidelines to prevent any food-borne diseases. The basic operating procedures that supermarkets have to follow are Hazard Analysis and Critical Control point (HACCP) system, cleaning and sanitation programs, pest control programs, waste management, transportation of finished products and maintenance program (Agri-Food & Veterinary Authority of Singapore 2012). Store Atmosphere & Customer Services
Conventional supermarkets have average store atmosphere whereby it is neither isolated nor too crowded. A good strategy that supermarkets do is categorizing the items for shoppers’ convenience in searching for goods. Customer services should be good as staffs play important role in assisting customers at the counters and shelves. Promotion
Conventional supermarkets are one of the market players in the industry that invest highly in their promotions. Promotions include heavy use of newspaper, flyers and TV advertisements. These promotions have to be kept in line with the customers that supermarkets are targeting e.g. if the supermarket aims to attract younger...