Brands - Looking Beyond the Shelf

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Brands: Looking beyond shelf value
Shelf Value
For Customer: The perceived value which he gives to a Product/Brand on the shelf depending upon the look and feel viz. packaging, display, size, physical position, costs, ambience, aroma, etc. is the shelf value of the Product/Brand.
For Retailer: The Product/Brand that gives higher sales and/or margin has more shelf value.
Let’s understand this:
Suppose you want to buy a gift , you go to a General Stores , you say " koi Diwali ka Gift dikhana", and then he asks you "kya dikhaon? , chocolate, mithai etc.." You say "chocolate". He shows you different brands of chocolates. You know at the back of mind that Cadburys, Nestle are brands of chocolates in the market. But on the shelf you see lots of brands and not able to decide which one to buy.

Ultimately you buy that chocolate, which you perceive has the highest value on the shelf. (Based on factors like Packaging, Size to carry, Costs, Positioning and displaying of the product, etc.). This is the shelf value of the brand.


Brands beyond Shelf Value
There are three types of customers.
Ignorant: Is unaware of the attributes and benefits of different products.
Is unaware of different brands available in the market.
E.g. A Customer goes to a shop and asks for “Koi Nahane Ka sabun Dikhana”
Uninformed: Is a person who knows what kind of product he needs
Is aware of the attributes and benefits of different products
Is aware of different brands but not able to select a brand.
 

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Brands: Looking beyond shelf value
Shelf Value
For Customer: The perceived value which he gives to a Product/Brand on the shelf depending upon the look and feel viz. packaging, display, size, physical position, costs, ambience, aroma, etc. is the shelf value of the Product/Brand.
For Retailer: The Product/Brand that gives higher sales and/or margin has more shelf value.
Let’s understand this:
Suppose you want to buy a gift , you go to a General Stores , you say " koi Diwali ka Gift dikhana", and then he asks you "kya dikhaon? , chocolate, mithai etc.." You say "chocolate". He shows you different brands of chocolates. You know at the back of mind that Cadburys, Nestle are brands of chocolates in the market. But on the shelf you see lots of brands and not able to decide which one to buy.

Ultimately you buy that chocolate, which you perceive has the highest value on the shelf. (Based on factors like Packaging, Size to carry, Costs, Positioning and displaying of the product, etc.). This is the shelf value of the brand.


Brands beyond Shelf Value
There are three types of customers.
Ignorant: Is unaware of the attributes and benefits of different products.
Is unaware of different brands available in the market.
E.g. A Customer goes to a shop and asks for “Koi Nahane Ka sabun Dikhana”
Uninformed: Is a person who knows what kind of product he needs
Is aware of the attributes and benefits of different products
Is aware of different brands but not able to select a brand.

Thanks my friend for providing such a nice information on Brands. I also found something important which might be of your uses so uploading here a presentation on Brands. Please download and check it and let me know your feedback.
 

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  • Brands.pdf
    1.1 MB · Views: 0
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