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Lecture 7 Merchandising Overview

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Lecture 7 Merchandising Overview Presentation Transcript

  • 1. Lecture 07: Merchandising PRESENTED BY: Ian Agoncillo Paca ña
  • 2. Agenda
    • What is Merchandising?
    • What is a Merchandising Philosophy?
    • Considerations in Devising Merchandise Plans
    • Category Management
    • Merchandising Software
  • 3. What is Merchandising?
    • Activities involved in acquiring particular goods and/or services and making them available at the places, times, and prices and in the quantity that enable a retailer to reach its goals .
    • PLACES
    • TIMES
    • PRICES
    • QUANTITY
    ACQUIRE MAKE AVAILABLE MEET RETAILER GOALS
  • 4. Merchandising Philosophy
    • Sets the guiding principles for all the merchandise decisions that a retailer makes
    • Should reflect
      • Target market desires
      • Retailer’s institutional type
      • Market-place positioning
      • Defined value chain
      • Supplier capabilities
      • Costs
      • Competitors
      • Product trends
  • 5. Considerations in Devising Merchandise Plans
  • 6. Considerations in Devising Merchandise Plans
    • Forecasts
      • Projections of expected retail sales for a given period
    • Innovativeness
      • Merchandising new goods and services can provide retailers great opportunity to profit.
    • Assortment
      • Is the selection of goods a retailer carries.
  • 7. Considerations in Devising Merchandise Plans
    • Brands
      • Retailers choose the proper mix of manufacturer, private and generic brands.
    • Timing
      • When goods are first purchased, displayed and sold.
    • Allocation
      • How much merchandise to place on the sales floor, how much to place in the stockroom and whether to use a warehouse.
  • 8. Category Management
    • A merchandising technique
    • A way to manage a retail business based on the performance of product category results rather than individual brands.
    • Means adapting merchandise for each store to best satisfy customers
  • 9. Applying Category Management
  • 10. Shelf Logic: Software for Category Management Planning
  • 11. Shelf Logic: Software for Category Management Planning
  • 12. Merchandising Software
    • General Merchandise Planning Software
    • Forecasting Software
    • Innovativeness Software
    • Assortment Software
    • Allocation Software
    • Category Management Software
  • 13. Group Activity
    • Think of a Product that your group would want to Retail
    • Create a Merchandising Plan that will consider the following
      • Forecasting
      • Innovation
      • Assortment
      • Brands
      • Timing Allocation
      • Allocation
  • 14. Question and Answer Q & A
  • 15. References
    • Berman, Barry & Evans, Jpel, Retail Management 10 th Ed. (Person)