Four Square wants to be a brand which stands out in the market place and which at the same time effectively communicates its values of: 1)Progressiveness and modernity 2)Youngness 3)Status and Premium 4)Dynamism
In Consumer goods segments Technology is the main enabler in promoting POS Merchandising (Futuristic Looks, Interactive Displays, etc)
Pillars with rotating cabinets: The main theme behind this concept is the revolving display cabinet that is arranged on either side of the front counter like pillars. The front counter will be designed in such a way that a Four Square outer pack will be placed vertically in a display cabinet right at the front. The color scheme used will again be silver and dark grey in order to maintain consistency with the existing retail identity. Mannequin: Mannequins have never been used before in cigarette merchandising (to the best of my knowledge) because the brand image has normally been conveyed through posters and colour themes. In this merchandising idea, a mannequin (or 2 mannequins) is proposed to be placed outside the shop wearing stylish clothes featuring the world of square theme and shown smoking a cigarette (it may not be necessary to show him smoking a cigarette). Accessory: In this concept what is proposed is that a single accessory or at most a combination of 2 accessories be displayed along with the Four Square Outers. The objective of using accessories is to enhance the visual image of the four square brand. Also an additional advantage of using an accessory is that it would give us a further entity on which or through which we can integrate the “world of square” theme. Antique: The idea behind this concept is that Four Square be shown as a brand that is classy and sophisticated, by displaying four square packs/outers on cabinets that look like antiques. The on shop counters and vertical/horizontal display panels will also be made in wood that looks antique and classy.
Impact would be assessed on 2 parameters: Impact on consumers Impact on trade (dealImpact in what sense? This can be measured by assessing consumer reaction in terms of: First time attraction – can be measured on a scale of 1 to 10 after getting feedback from existing customers (using questionnaires). Repeat Visits – Ability to attract customers and make them come back to the stores. This can again be assessed by getting feedback from retailers, salesmen or customers themselves. ers, sales force, etc) Scalability Determine the budget for this project Arrive at a rough estimate of what it would cost to implement the merchandising innovation in x number of stores Assess if the total cost is within the estimated budget. Timescale of Implementation This is basically an estimate of the time taken to completely implement the merchandising innovation. This would take into account the time taken to implement the idea in one store and then wait for feedback from sales and after that organizing for the required quantity of materials and merchandising items Cost Estimating all the costs involved in one particular merchandising innovation. This will be done by the commercial department.
Merchandising Innovations Project: Learning So Far Jayram Madhusudan Godfrey Phillips India Ltd
Each solution would be evaluated on the following parameters:
Timescale of Implementation
Timelines/Future course of action Implementation in one shop and starting work on the next idea 6th week Completion of Prototype, approval and feedback from sales team 5th week Costing by commercial and starting work on the prototype 4th week Approval of idea/s for merchandising of Four Square and Brief to creative agencies 3rd week List of Merchandising Ideas for four square and approval of the same 2nd week A bank of merchandising innovations across various industry sectors 1st week Deliverable Week