BRANDING STRATEGY

Brand Equity

The studies involving retailer’s equity are more inclined towards the customer based
marketing perspectives rather than the financial assets of the company. It takes into
consideration the recall and recognition of the brand, the organizational and product
associations related to the same, the quality of products and services that lead to brand loyalty
and the overall integrated marketing program for the convenience store leading to customer
satisfaction.

Brand Awareness

In & Out is a brand that has used the concept of one stop solution to the fullest extent. People
refilling their vehicles get to know about this and the variety of products offered provides
them a great deal of satisfaction after shopping over here. Since it also provides daily
essentials like milk, bread and eggs, the store is well known among the localities.

Brand Associations

BPCL owns In & Out and it provides not only the products manufactured and marketed in
India, but also international brands of confectioneries and beverages. Various merchandising
of premium brands inside the store, easy accessibility to the store and the superior quality of
products available are the factors that add to consumers’ association towards In & Out. It has
built reputation through word-of-mouth strategy around its location.
Perceived Quality

Being located alongside the fuel stations, this convenience store grabs thousands of eyeballs
through the day. Rightly named In & Out, it has lived up to its brand name by providing a
plethora of products under one roof topped with a fast check-out process. It has showcased
premium perfumes like the SKINN range by TITAN on a well-lit gondola placed at the
entrance. Chocolate brands such as Hershey’s which are seldom available at other retail
outlets, can be found at In & Out, which has a specially decorated section for chocolates and
confectioneries. These associations with brands such as OLAY for their merchandising, has
improved the retailer’s image. Moreover, consumers are spoilt with choices inside the store.
Brand Loyalty

The ease of shopping, comparing product across the length and breadth and seamless
payment services help build a strong brand loyalty for In & Out among the consumers. When
we interviewed a buyer, who has travelled 5km just for the store and not for the gas station,
she said that the options customers find here is way more fulfilling than other supermarkets
across the city. The store manager also shared that BPCL previously had an offer of cashback
for a certain amount of purchase on fuel. Now, families, who are repeat customers, come to
buy their monthly grocery needs on weekends. The shelves keep updating every two months,
so that the customers aren’t bored with the product varieties. These factors have added to the
brand loyalty even though In & Out doesn’t provide any membership cards or loyalty
programs. Loyal customers not only repurchase products, but also spread positive word-of-
mouth.
Integrated Marketing Communication

In & Out has followed a three-pronged strategy to convey its message, “You name it, We
have it.”

 Health and Wellness: Apart from health and wellness products in the personal care
category, In & Out also has premium high-protein yogurts, vegetables, spreads, health
shakes and juices.
 For the Families: In & Out serves as the go-to store for the monthly grocery needs of
the families in the locality. Beginning from Kinder Joy for a toddler to adult diapers,
from SPF sunscreen lotions to Mr. Muscle floor scrubs, In & Out has got you covered
with the essentials for your family.
 Being Premium: In & Out has different SKUs across its product breadth, but it has
always maintained the premium quality of products. Entertaining only the offers made
by the manufacturer itself, In & Out has focussed on a high-value based pricing
strategy. The aim is to provide good quality fresh products with a wide array of
options to choose from.
Customer Based Brand Equity (CBBE)

The ultimate goal in the area of branding for any organization is to increase brand equity.
One of the methods which are acceptable in the corporate world to increase the brand equity
is Keller’s Brand equity model or Customer Based Brand Equity (CBBE) model. It is a brand
equity pyramid which helps to identify how to improve brand equity by the process of
understanding the customers to analyze and devise the desired strategies to strengthen brand
equity by providing right experiences to the customers.

In and Out Brand Equity

Level 1:
Salience
People identify in and out as a retail store where they can find variety of products at
convenient location with smooth check in and check out process. So “In and Out” is a fast,
convenient and a store with varied range of products to satisfy its customer’s instant
requirement.

Level 2:
Performance
In and Out generally put its store around petrol pumps and locations which are very easily
accessible to its customers when they are out for some work and when they see an in and out
store they just enter the store by out something or the other out of impulse intuitions. In and
Out cater to all the varied customers with its varied SKUs both with respect to depth as well
as breadth for all age group customers with diverse needs.
Brand Imagery
People perceive “In and Out” store as an On the Go store where they can just enter and pick
something as per their needs and get done with the payment fast. It has also image of keeping
quality varied products and no counterfeit products.

Level 3:
Judgements
In and Out is an expert in keeping variety products to carter diverse needs of different age
group but it lacks in providing loyalty programs and discounts.

Feelings
In and Out creates a sense of convenience and security. The brand name “In & Out” helps to
create a perception that it is quick. When people buy from In & Out they feel that, they are
getting range of products with convenience.

Level 4:
Resonance
Despite not providing any discounts or loyalty programs people come for repeat buy due to
its location, range of products and on the go shopping experience.