I always feel that there is sense only in MBO rather than EBO for both Consumers & Companies in today's market. The simple reason is Any brand has to be competitive enough among the others to count it's Brand Equity for its Company and this can only be achieved when the brand is presented in the market among others. It will give a clear picture of how much value the particular brand holds compared to its competitors by calculating number of units sold. It also gives wide number of choices to customers to chose from, thereby getting to know the consumer behavior towards that particular brand category. It gives a choice for market researchers to actually understand te brand's value in the market. It is a win win situation for both consumers and manufacturers.
By
Debroop , Associate Marketing Manager
| 07 13 2011 18:40:16 +0000
Hi. Multi brand outlets, yes MBO's are the future of business, as these bring down the overall cost of space and will give your brand a true picture of profits per square foot against other similar brands. , plus competition is the true picture of sales for your brand. One can create awareness inside a MBO through contests and ad campaigns and make the brand stand out... all the best
By
JOBKEY , Associate Director, JOBKEY
| 04 06 2010 18:20:06 +0000
AN EBO
By
Naushad H.L., Creative Director, MAD COMMUNICATION
| 03 19 2010 05:18:35 +0000
Yes, agree with you. MBO will be of better option.The consumers are able to choose what they want from a single show room. That is all available under one umbrella. They need not visit several shops for each and everything.This method will attract more customers to have their options and selections.
By
NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd
| 03 17 2010 18:00:18 +0000
Anorther nice debate of the day. To me, it would purely depend on the size and market value of the brand as it goes forward. Exclusivity comes once the brand is well established and needs that something extra to further its value. But going the Multi-Brand-Outlet should be the call taken by more brands than not this day. KOUTONS is just an example where from an MBO, it is now a good follower of EBO. And many more such examples would be there to name, I'm sure.
By
Navjeet Sood, Business Head, ADI Media Pvt Ltd
| 03 17 2010 14:03:57 +0000
Thanks Jayaita. Nice topic to debate infact. In my EBO is fine for a brand that enjoys monopoly in its product and has a wide range to offer in its market. Otherwise for any other product be it garmets, consumer durables/electronics anything customer now a days wants to check whats on offer from other brands. So they will anyway try to check out even when visiting EBO, So makes sense to be present in MBO and yet create a niche for yourself.
By
ravi vyas, sales and marketing, IFB Industries Ltd
| 03 17 2010 13:39:04 +0000
I feel that it should be a Strategic Mixture of MBO's & EBO's. Though the best which is accepted today is MBO's.
By
Kashif Billal, Training & Induction Manager, H&M Hennes & Mauritz
| 03 17 2010 13:14:10 +0000
Obviously, in a MBO the Brand will get survival or higher Sales then an Exclusive showroom.... for the simple reason being customers Purpose of visiting in MBO is to choose a brand among all others against the PRE-DECIDED in Outlet.... and even the number of customers visiting are higher than Outlet.. so with proper strategy and all, one can focus on attracting more customers for the brand comparing outlets... One more advantage can be attracting customers without any premind for purchase cycle ...
By
Sampanna Shastry, Deputy Manager- Marketing & Sales, Arani Power Systems Ltd
| 03 17 2010 12:36:16 +0000
Multi Brand Outlet is the new treand in the Business scenario. it helps the buyer to make the right choice and unknowlingly or knowlingly he will get a chance to know the actual brands available can decide on which one he should go.
By
sudhakar , BUSINESS CONSULTANT
| 03 17 2010 12:22:19 +0000
I support the fact that MBO's are the way to go today!! The basic argument is the incurring costs for an exclusive showroom. It is solely dependent on the brand and its life of acceptance by the consumer. With a variety and obvious choices aided with promotional offers or purely on the basis of being CHEAP, it becomes prudent for a brand to survive through the route of an exclusive showroom. Innovations and promotions also have the potential to destroy a brand positioning if the promotions run for a period that are longer than expected out of the brand. The consumer perception is a very fragile house. It can crumple or break given the dimensions of the communications of the brand. MBO's are easy on the pocket relatively. There on the shop floor you have the options of doind activities that are totally brand centric within the landscape of an array of competition vying for the consumers wallet attention. Also, the costs are relatively in keeping the merchandise for a period of time. Overall its a very win win kind of situation for the brand. Very interesting debate (intellectual for a change :)) Thanks for the referral Jayant!!
By
Makrand Bhave, AGM - Corporate Business, E18, part of Network 18 Group
| 03 17 2010 11:08:06 +0000
Hi Jayita, interesting debate. I support you MBO's are better compared to exclusive showrooms. Nowadays many retail outlets are opting for multi brand showrooms because peoples taste keeps on changing and it is of no use selling a single brand. So MBO suits all kinds of people and tastes. :)
By
Jayant Vishnu, Art Director/Sr Art Director, Creative
| 03 17 2010 09:37:48 +0000
Though having one's own space is a lucrative idea to attract the mob, as that space would be designed only for that exclusive brand, but still, if we think twice over the idea of being a part of an MBO, the second option may sound better.
Having an exclusive outlet will require a high amount of investment ias we have to get a new space, design it accordingly, and also advertise for it, whereas in case of MBOs, we don't have to get a new space, and merketing is also needed in a lower degree, as the presence of a new product amongst other products draws automatic attention of the consumer.
By
Jayita , MBA aspirant
| 03 16 2010 10:18:08 +0000
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Well it depends. Case 1: When you are a tyro, have a limited range; MBO suits better as it will give you the footfall from day one due to pull from other brands or the goodwill of the retail itself. Case 2: When you have a wide range like an electronics giant Sony or like a sports brand which has every thing to offer in their kitty; from head to toe one can wear or hear! In such a case I think exclusive outlets are better as at the end of the day they will cost you lesser in comparison to a MBO, calculating per sq ft expenses of the place needed to display your wide range comparing at both the places. Case 3: When one is a retailer oneself then I think its nice idea to make it a MBO so that one's customer can find a variety of brands under a single roof, provided one should be very discerning in brand & subsequently product selection. The whole bunch displayed from a brand should be a pick itself. In the end exclusive stores certainly add value to a brand. A Sony world do adds value to such a brand than at any other place it'd have been placed & as Naushad Sir has pointed out, franchising can be a win win situation for such models.
Interesting Jayita & thanks Jayant for the referral.
By
ujjval jain, Retail, Retail
| 03 17 2010 12:34:57 +0000
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