7-eleven brand audit presentation

7-Eleven Brand Audit.Amanda Suryadjaja | Evlin Winter | Nadia | Karim Taruna

Research objective.

7-Eleven Brand Audit - Amanda Suryadjaja | Evlin Winter | Nadia | Karim Taruna

Scope of research.


Research approach.


7-Eleven at a glance.


Trends in Convenience Store.


7-Eleven Brand Inventory.

Brand Elements.• Brand story

7-Eleven pioneered the convenience store concept way back in 1927 at the Southland Ice Company in Dallas, Texas. In addition to selling blocks of ice to refrigerate food, an enterprising ice dock employee began offering milk, bread and eggs on Sundays and evenings when grocery stores were closed. This new business idea produced satisfied customers and increased sales, and convenience retailing was born! The company’s first convenience outlets were known as Tote’m stores since customers “toted” away their purchases, and some even sported genuine Alaskan totem poles in front. In 1946, Tote’m became 7-Eleven to reflect the stores’ new, extended hours – 7 a.m. until 11 p.m., seven days a week. The company’s corporate name was changed from The Southland Corporation to 7-Eleven, Inc. in 1999.


Company’s Facts• Vision :

“To be the best retailer in convenience”• Mission :

“To make life a little easier for our customers”• Slogan :

"Convenience without compromise”• Culture :

“Servant Leadership: Serve. Lead. Do what's right.”• Business principle :

“Turned the Servant Leadership philosophy into actions of a leader such as dedication, integrity, customer focus, accountability, recognition, people and teamwork. “


Brand Elements.• Objectives of brand image :

– To be the world’s largest convenience retailer– To be recognized and trusted around the globe– To have a rapid growth in opening store

• Brand line : Fast and convenient • Brand identity :

– Slurpee– 7-eleven coffee / Cafe select– Big Gulp– Big Bite– 7-select– 7-fresh– "Do it yourself, mix it your way, make it your style"

• Brand personality : 711 has fun and dynamic lifestyle, youth spirit, hype, hipster, and stylish personality


Brand Elements.• Brand Endorser : Youth band / happening band• Brand Association :

– Youth-lifestyle oriented– Affordable hang out place (Ekonomis & Murah Meriah)– Perfect place to Show-off (one of the hypest place in town)


Brand Elements / implementation.


• Brand identity



• Façade and signage



• Product Identity



• Internal brand elements



• Internal brand communication



• External Brand communication

Promotional Strategy.• Product promotions

– Seasonal promotion (e.g. Christmas Sensation 2010, Combo Ramadhan & Berkah Ramadhan 2011, Indonesian Batik Culture with Big Bite and Slurpee batik limited edition 2011, etc)

– Bundling promotion (F & B bundling promo)– Credit card promotion– New product variants

• 711 special events– Big Bite Slurpee Challenge– Indonesian Batik Culture Events– Sunday games extravaganza

• Collaboration with third parties – Zynga – Spin – Inilah.com– XL


Communication Strategy.


POP and POD.• POP :

– Availability of branded Ready to Drink beverages and branded snacks & instant foods

– Marketing strategy : marketing penetration – Branded products pricing (ini di excel kenapa dimerahin yah???)

• POD : – Located in strategic areas– Target market : teenagers, college students and working people– On the go and customer's self service & freedom of choice concept– Excellent, fast and friendly customer services, fair prices, value for money

fresh-high quality products, clean and friendly shopping environment– Provide a convenient place to shop for lunch, snacks, emergency items and

hang out (availability of chairs and tables) with unlimited times– Provide 7-eleven original products– Provide indonesian local and international home-made meals and also

fresh bakery that are adapted to local Indonesian taste– Provide free-flow of cheese, chilli sauce and vegetables– Operate 24 hrs / day, 7 days / week


7-Eleven Brand Exploratory.

Facts• Tempat tongkrongan anak muda• Sebutan “Sevel” dari para pengunjung

Brand Associations.• Youth Lifestyle oriented


Brand Associations.• Great hangout places


Brand Associations.• Related to latest trends


Brand Positioning Analysis.


Consumer Perception Analysis (vs. competition)


Competitor Analysis.

Circle-K.


Alpha Midi.


Fast Food Restaurant.


7-Eleven SWOT Analysis.

7-Eleven SWOT Analysis


Product Place Price Promotion

Strength •Signature product became unique factor for 7-11(slurpee, big bite, big gulp, big gulp)•Free flow for cheese and chilli sauce, big bite topping.

•Well-located at strategic point (business and school)•Provide hang-out places

•As a budget hang-out places•Competitive price among to their competitors

•Frequent to create a event.•Support by famous third parties

Weakness •Limited product variant for certain needs (basic needs)•Not perceived as place to buy a complete meal

•Low sanitary standards •too crowded

Since 7-11 only using in-store marketing promotion, there a lack for promotion for wide people.

Opportunity •7-11 have closed related with the “trends”•Since 7-11 behavior is closed with youth behavior, they can maximize their features to fulfill their segment needs (youth segments)•Density of schools, offices and public places in Jakarta•The hype of Social media trends

Threat •Intense competition in this category•Competitors also have similarties concept (hang out places)•7-11 perceived as a place for tenagger to hang out (blocking the mature market)•Buying power of curent target market is low

7-Eleven Brand Equity Analysis

Brand Mental Map• Brand Mantra: fast and convenience


Performance•Signature product•Strategic location•Affordable price•Provide hang-out places•Frequent to create innovative event

People•Youth (elementary – college)•Young adult and workers•Middle up class•social –life oriented people

Image•Youth lifestyle•Hang-out places•Latest trend•Happening

Community•Fixie bike community•Music community

Negative•Encourage their target market (youth) to hang-out over study•Show off place

Recommendations.

What’s Next?• Harus mengevaluasi tentang target marketnya (primary

and secondary), untuk mengetahui mana target yang bisa membuat 7-11 lebih sustainable dalam jangka waktu yang panjang

• 7-11 • 7-11 harus lebih mengevaluasi posisi brandnya terhadap

pengaruh trend• Untuk memperluas


Thank You!Amanda Suryadjaja | Evlin Winter | Nadia | Karim Taruna

7-eleven brand audit presentation

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