Project brief
Identify a brand and study its communication and marketing strategy. Develop a brand persona and pick a suitable brand personality. Then based on the retail branding strategies, propose a retail design for the store.
Approach
The brand was to be chosen keeping in mind that the store is to be set up in India for which a proper research was done to figure out what brands are expected to be set up in the country in the coming years. An article by Rhik Kundu on 'Financial Express' claims Rolls Royce next target to be young entrepreneurs in India.
The brand
Rolls Royce: British Manufacturer of luxury automobiles
“Take the best that exist and make it better when it does not exist design it”
_Sir Henry Royce
_Sir Henry Royce
Vision
1. Strive for perfection in everything you do.
2. Take the best that exists and make it better.
3. When it does not exist, design it.
2. Take the best that exists and make it better.
3. When it does not exist, design it.
Mission
1. To provide mobility with comfort, style and speed anywhere be it on land, water or air.
2. To delight customers by providing excellent sales and after sales service.
2. To delight customers by providing excellent sales and after sales service.
Core values and objectives
1. Built on trust, driven by performance
2. Integrity, reliability and innovation
3. Emotional brand: Feeling of great pride
2. Integrity, reliability and innovation
3. Emotional brand: Feeling of great pride
4. Design without compromise
5. Design the best car regardless the cost
Marketing strategy
1. Rolls Royce focus on brand consistency. It maintains great relationship with its customers by offering them emotional rewards and high-quality experience.
2. There are no co-branding endeavors. Dealers are chosen based on their common interest with customers.
3. Rather than building a wider customer base, it focus on repeated purchase. Nearly 1/3rd of business comes from its loyal customers. Buyers receive personalized letter from the CEO inviting them for exclusive dinners.
3. Rather than building a wider customer base, it focus on repeated purchase. Nearly 1/3rd of business comes from its loyal customers. Buyers receive personalized letter from the CEO inviting them for exclusive dinners.
Kapferer's brand prism
The brand personality
Developing a brand persona
Location Selection: Vitthal Mallaya Road, Construction site beside Lamborghini showroom, Bengaluru, Karnataka
Inspiration for facade
1. The Design of Rolls Royce
2. The Parametric Shapes
2. The Parametric Shapes
Facade development
First prototype
Design alteration
Planning stage
Understanding space
Bubble map and circulation plan
Fixture layout
Final floor plan developed keeping arena principle in mind.
Ground floor: Product display and reception area
Mezzanine
First floor: Workspace
Second floor: Cafeteria I Playroom I Washroom
Reference
Time Saver Standards
