RENNER BRAND STRATEGY

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1 RENNER BRAND STRATEGY Luciane Franciscone General Manager of Corporate Marketing July 3, 2013

2 PRODUCT Broad mix, unfocused PRICE Expensive store image perception: unfavorable cost/benefit ratio Low degree of competitiveness Problem and positioning, losing market and closing stores POINT OF SALE Confusing PoS, tiresome purchasing experience PROMOTION AND ADVERTISING Communication without differentiation: broad target, charmless store image

3 WOMEN S DEPARTMENT POTENTIAL Purchasing intention Effective purchase

4 : REPOSITIONING OF THE BRAND IN 3 YEARS TARGET PRODUCT PRICE & CREDIT SERVICE PoS COMMUNICATION

5 TARGET - FOCUS ON THE WOMAN: PARTNERSHIP VALUE PROPOSAL To be the store which stands by the modern woman, offering various styles of fashionable, high quality merchandise at competitive prices in a convenient and agreeable shopping environment. Women account for 80% of apparel purchasing decisions. Approximately 80% of Lojas Renner s customers are women. EVOLUTION OF PARTICIPATON OF WOMEN IN THE LABOR MARKET 20% 40% 50%

6 P REINFORCING BRAND IMAGE Fundamental pillars of our value proposition: STYLES PARTNERSHIP VARIETY ACCESSIBILITY CONVENIENCE PRICE P PRODUCT P P PROMOTION PoS YOU HAVE YOUR STYLE. RENNER HAS ALL OF THEM. Source: Renner project quantitative survey august/2010 vision

7 Commercials Wedding, Time for Women and Mothers

8 Relation of the Renner brand and its proprietary brands.

9 Renner Retail Brand Proprietary Brands Lifestyles and Products

10 The Renner brand has the role of associating the place where consumers have their shopping experience. The proprietary brands are facilitating tools which organize the life of the consumer at the PoS through their variety of lifestyles and products on offer. Are instruments for the company to manage inventory, prices and margins.

11 Renner Value proposition not segmented and not preclusive Proprietary Brands Segmented and, inevitably, preclusive

12 Renner Proprietary Brands Both protected and more vitalized

13 OWN BRANDS ROLE Quality reference. Its some time since Marfinno and Blue Steel have been operating in Renner, so that s a good thing for quality Differentiation of styles. Each brand has a style It is for you to identify yourself with an apparel brand Guidance. I go directly to Blue Steel, I already know its right at the front of the store, turning right Own Brands diagnostic report Bendito Design

14 To protect is one of the principal functions of this strategy: To protect the products: adding more value and creating space to work price ranges more elastically; To protect the Renner brand: not working on a preclusive basis but rather in accordance with the Renner proposal focused on an eclectic and broad-based audience.

15 Even without the specific efforts of Media, our system of brands has proved effective with evidence of a growing awareness on the part of consumers both in the organizing role as well as the personality of each brand.

16 OWN BRANDS GUIDANCE Division by gender and age Awareness Division by styles (according to the occasion) Each style has its corner Each corner has mannequins and clothes on racks Each style has an identification (signboard, panel, photo) Each style has a name Each style is a brand Perception Own Brands diagnostic report Bendito Design

17 IT WAS LIKE THIS. there is no brand. I never noticed. For me, its Renner. We never look at the brand, look at the clothes. WORK ON CONSTRUCTION AND STRENGTHENING OF THE PROPRIETARY BRANDS TODAY ITS LIKE THIS Renner has 5 styles for women. Blue Steel is youth. Rip Coast is surf. There s a brand there, I think its Cortelle, which is the style just for work. I associate the brands with style.

18 RESULTS

19 RENNER TODAY

20 11 TH MOST VALUABLE BRAND IN BRAZIL Ranking Inter brand 1. Itaú R$ 22,237 mm 2. Bradesco R$ 15,141 mm 3. Banco do Brasil R$ 12,299 mm 4. Petrobras R$ 10,693 mm 5. Skol R$ 8, 497 mm 6. Natura R$ 7,308 mm 7. Brahma R$ 5,088 mm 8. Vale R$ 2,479 mm 9. Antartica R$ 2,429 mm 10. Vivo R$ 2,118 mm 11. Renner R$ 940 mm 12. Cielo R$ 868 mm 13. Casas Bahia R$ 701 mm 14. Caixa R$ 680 mm 9. Antartica R$ 2,429 mm 10. Vivo R$ 2,118 mm 11. Renner R$ 940 mm 12. Cielo R$ 868 mm 13. Casas Bahia R$ 701 mm 14. Caixa R$ 680 mm 15. Lojas Americanas R$ 662 mm 16. Oi R$ 589 mm 17. Extra R$ 586 mm 18. NET R$ 397 mm 19. Hering R$ 389 mm 20. Pão de Açucar R$ 344 mm 21. Banrisul R$ 340mm 22. Havaianas R$ 306 mm 23. Totvs R$ 297 mm 24. Ponto Frio R$ 270 mm 25. Magazine Luiza R$ 250 mm

21 SECOND MOST VALUABLE RETAIL BRAND IN BRAZIL 1. Natura $3.981 mm 2. Renner $ 512 mm 3. Casa Bahia $ 382 mm 4. Lojas Americanas $ 361 mm 5. Extra $ 319 mm 6. Hering $ 312 mm 7. Pão de Açúcar $ 187 mm 8. Havaianas $ 167 mm 9. Ponto Frio $ 147 mm 10. Magazine Luiza $ 136 mm Ranking Interbrand Source: Interbrand Ranking

22 THE POPULAR VOTE AWARD AS ADVERTIZER OF THE YEAR - ABOUT magazine-

23 5 TH BRAND WITH THE GREATEST ENGAGMENT IN THE SOCIAL NETWORKS

24 BRAND STRATEGY FOR THE NEXT FEW YEARS

25 CHALLENGE Establish the brand in the various regions of Brazil DULY COMMUNICATING OUR VALUE PROPOSITION CONSTRUCTING A BRAND AND NOT JUST A NAME

26 MATURITY -- + NORTH / NORTHEAST 32 Stores 7 years in the market Average: 3.6 SOUTHEAST / MIDWEST 115 Stores 16 years in the market Average: 7 SOUTH 48 Stores 46 years in the market Average: 12

27 Brand experience

28 THANK YOU!