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    TiagoRamos

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    © All Rights Reserved
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    Slides

    Uploaded by

    TiagoRamos
    0 views7 pages

    Copyright

    © © All Rights Reserved

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    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    0 views7 pages

    Slides

    Uploaded by

    TiagoRamos

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 7

    Proposed approach to Road to Banner

    Objectives Issues to address Proposed roadmap

    • How can the company • Key features of


    Own brand
    develop its own brands? successful retail
    analysis
    banners
    • How can it create
    sustainable and • Drivers for the creation International Framework Frame-work
    international of theses key features benchmark Develop-ment testing
    retail concepts?
    • Process for evaluating
    • What are the necessary and deciding retail State of the art
    steps in doing so? banner potential thinking

    3-4 weeks 2-3 weeks 2-3 weeks


    Create a methodology for retail
    banner development

    1
    Logic tree
    What are the key What the key growth pockets
    features of retail
    banner What the key product attributes
    benchmarks?

    What the key retail concept attributes

    How can Sportzone


    create a
    What are the key Product development process
    methodology for
    drivers of these
    retail banner
    features? Store concept
    (international)
    development?
    Economics (scale, cost structure, price/margin)

    How can we test and Consumer appeal


    develop a retail
    banner (through a Internal capabilities
    methodology)?
    Economic model

    2
    Storyline

    Sports retail banner benchmarks share youth,


    clothing, and performance as key features that
    should feed potential

    Sportzone can use and feed


    a simple, tested framework Internal drivers for these features are clearly
    to validate international product development, store concept and
    banner potential for each of economics – and they should feed capacity
    its brands

    The full framework should add market and


    concept testing results along with economic
    benchmarks

    3
    Simple, tested framework

    BANNER VALIDATION FRAMEWORK


    Block Factor Score Source Detail
    Youth penetration
    External
    Clothing segment value
    factors
    Performance attribute rating
    Product development score
    Internal
    Store concept score
    factors
    Competitiveness & magin
    Consumer product valuation
    Reality
    Consumerreatil concept valuation
    check
    Profitability and sales volume hurdles

    Validated for Berg and Deeply


    4
    Sports retail banner benchmarks share common features

    Top Brands Size Youth focus Clothing Performance

    Nike

    Adidas

    Under Armour

    Puma

    Reebook

    Gatorade

    5
    Key internal drivers are clear

    Design
    Product
    Source
    development
    Deliver

    Size
    Key
    Internal Retail
    Staff
    drivers Concept
    Appeal

    Scale

    Economics Competitiveness

    Margin

    6
    Market, concept and economic test to be added

    Consumer product Retail concept evaluation Minimum economics hurdles


    selection

    •Conjoint analisys •Conjoint analisys •Sales


    •Price/margin
    •Investment

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