• warning: Illegal string offset 'type' in /home/retailri/public_html/modules/node/node.module on line 393.
  • warning: Illegal string offset 'has_title' in /home/retailri/public_html/modules/node/node.module on line 427.
  • warning: Illegal string offset 'has_title' in /home/retailri/public_html/modules/node/node.module on line 429.
  • warning: Illegal string offset 'title_label' in /home/retailri/public_html/modules/node/node.module on line 430.
  • warning: Illegal string offset 'has_body' in /home/retailri/public_html/modules/node/node.module on line 434.
  • warning: Illegal string offset 'has_body' in /home/retailri/public_html/modules/node/node.module on line 436.
  • warning: Illegal string offset 'body_label' in /home/retailri/public_html/modules/node/node.module on line 437.
  • warning: Illegal string offset 'help' in /home/retailri/public_html/modules/node/node.module on line 441.
  • warning: Illegal string offset 'min_word_count' in /home/retailri/public_html/modules/node/node.module on line 444.
  • warning: Illegal string offset 'custom' in /home/retailri/public_html/modules/node/node.module on line 447.
  • warning: Illegal string offset 'modified' in /home/retailri/public_html/modules/node/node.module on line 450.
  • warning: Illegal string offset 'locked' in /home/retailri/public_html/modules/node/node.module on line 453.
  • warning: Illegal string offset 'type' in /home/retailri/public_html/modules/node/node.module on line 456.
  • warning: Illegal string offset 'orig_type' in /home/retailri/public_html/modules/node/node.module on line 456.
  • warning: Illegal string offset 'is_new' in /home/retailri/public_html/modules/node/node.module on line 457.
  • warning: Illegal string offset 'name' in /home/retailri/public_html/modules/node/node.module on line 395.

IS it possible to




IS it possible to provide HIGH END EXPERIENCE at a low price? The heart of the question lies in defining the so called high end experience. To me, more than the in-store experience (given that it’s not bad) it’s the imagery associated with the product that makes the purchase a high end one.

Nike shoes are being manufactured in low cost Asian countries only and should not cost more than 1000 Rs for most of the normal sneakers that are available in Indian market.

But while anybody can sell a 1000 Rs pair of sneakers, to get 4000 Rs, you have to forget about selling shoes and think about sports, lifestyle and prestige. Doing this is as tough as launching a Harman Baweja as the superstar of the new millennium.  It requires money, skills and persistence. Nike’s marketing budget is in tune of $2Bn which is considerable compared to their shoe manufacturing/procurement costs.

So the crux is that even though a Big-Bazaar will do everything to promote their Fashion@Bigbazaar but the user will continue to see it as a VFM only and will continue to aspire for that pair of Nike. In the end BB will cut down its marketing budget (I guess that they have already done that) to become profitable..the brand will get weakened.. and the paradox(Do I really increase my sales by increasing my branding budget?) will continue to rule!

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