Analysis of Store Layout and Visual Merchandising at United Colors of Benetton

2
Summer Internship Project Report
On
“Analysis of Store Layout, Design and Visual Merchandise”
AT
United Colors Of Benetton
Submitted in partial fulfillment of the requirements for the Two Year Full
Time Post Graduate Diploma in Management
By: Under the Guidance of
Student Name: Vashalli Nikalje
Kanchan Tiwari P.I.B.M.-Pune
Enrollment No: DM18E26 Miss. Sonali Decona
Batch: 2018-2020 Store Manager
P.I.B.M- Pune Institute of Business Management Pune

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Summer Internship Report, Pune Institute of Business Management, Pune
CERTIFICATE OF ORIGINALITY
I hereby declare that this Summer Internship Project is my own work and that, to the
best of my knowledge and belief, if reproduces no material previously published or
written that has been accepted for the award of any other degree of diploma, except
where due acknowledgement has been made in the text.
Student Name- Kanchan Tiwari
Enrollment No.- DM18E26
Date:-

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ACKNOWLEDGMENT
A summer project is a golden opportunity for learning and self-development. I consider myself
very lucky and honored to have so many wonderful people lead me through in completion of this
project.
My grateful thanks to Miss. Sonali , who inspire of being extraordinarily busy with his duties,
took time out to hear, Guide and keep me on the correct path. I do not know where I would have
been without her. A humble “Thank You” Mam.
Mrs. Vashali Nikalje whose patience I have probably tested to the limit. He was always so
involved in the entire process, shared his knowledge, corrected me where I was wrong and
encouraged me to think.
I would like to thanks Ms. Shveta Borse for her efforts and help provided to me to get such an
excellent opportunity. Last but not the least there were so many who shared valuable information
that helped in the successful completion of this project.

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EXECUTIVE SUMMARY
The market analysis study of United Colors Of Benetton, Pune, includes the perception
&expectation of customers of the store in retail market. The survey is done based on the figures of
sales, size of the store, SWOT analysis of the store and area of improvement.
The characteristics that are unique to the store will help them survive the market analysis the data
collected will help them take decision and work on their weaknesses.
The study also includes catchment analysis to identify the potential customers based in that
geographical area for existing retail outlet. The most important P that in this is the place . the
location of the store matters a lot. The store is performing well and is a growth rate of over the
occasion, offer available, social media and word of mouth.
The project also has the Gap model and compares the stores services to the expected services. Any
gap in providing services or any miscommunication costs the stores images it starts losing its
customer base.
The store has a huge loyal customer base and therefore its enjoys the completion of target.

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Contents
ACKNOWLEDGMENT......................................................................................................................................3
COMPANY CERTIFICATE...............................................................................................................................4
1. PROJECT SYNOPSIS........................................................................................................................................6
2. ABOUT THE SECTOR ......................................................................................................................................8
3. ABOUT THE COMPANY & DEPARTMENT.................................................................................................10
4. PROJECT DESCRIPTION ..............................................................................................................................19
5. DATA ANALYSIS AND INTERPRETATION...............................................................................................22
6. LEARNING, OBSERVATION.........................................................................................................................38
7. SUGGESTIONS…………………………………………………………………………………………………………39
8. CONCLUSION .................................................................................................................................................40
9. BIBLIOGRAPHY..............................................................................................................................................41
10. REFERANCE… .....................................................................................................................................42
11. QUESTIONNAIRE…………………………………………………………………………………………..….43

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1. PROJECT SYNOPSIS
(Please write the one page write-up of the summary of your tasks and learnings during the internship that
covers areas like, duration of internship, company and industry profile, roles performed, performance
achieved and Competency based Learnings.)
Project Title Analysis of store layout, design and Visual
Merchandise
Company Name United Colors of Benetton
Student Name Kanchan Tiwari
Student Roll No DM18E26
Project Guide Name Miss. Sonali
Project Guide Designation Store Manager
Confidential Report (Yes/No) Yes
Duration of project 20th
May 2019 to 20th
July 2019

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2. ABOUT THE SECTOR
Introduction
The word, retail‟ means the sale of goods or commodities in small quantities directly to consumers.
Retailing can be defined as a distribution channel function, where an organization, buying the
products from supplying firms or manufacturing the products themselves, sells these directly to
consumers. Many a times, consumers buy from an organization who is not the manufacturer of the
products, rather it is a reseller of the products obtained from others. However, in some cases we
may find the product manufacturers operating their own retail outlets in a corporate channel
arrangement. Retailing is beneficial to both consumers and sellers.
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due
to the entry of several new players. Total consumption expenditure is expected to reach nearly
US$ 3,600 billion by 2020 from US$ 1,824 billion in 2017. It accounts for over 10 per cent of the
country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is the
world’s fifth-largest global destination in the retail space.
Market Size
India’s retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by 2020, on
the back of factors like rising incomes and lifestyle changes by middle class and increased digital
connectivity. Online retail sales are forecasted to grow at the rate of 31 per cent year-on-year to
reach US$ 32.70 billion in 2018.
India is expected to become the world’s fastest growing e-commerce market, driven by robust
investment in the sector and rapid increase in the number of internet users. Various agencies have
high expectations about growth of Indian e-commerce markets.
Luxury market of India is expected to grow to US$ 30 billion by the end of 2018 from US$ 23.8
billion 2017 supported by growing exposure of international brands amongst Indian youth and
higher purchasing power of the upper class in tier 2 and 3 cities, according to Ascham.

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Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows totaling
US$ 1.42 billion during April 2000–June 2018, according to the Department of Industrial Policies
and Promotion (DIPP).
With the rising need for consumer goods in different sectors including consumer electronics and
home appliances, many companies have invested in the Indian retail space in the past few months.
➢ Becca’s, a South Korean designer brand is set to enter the Indian market with an investment
of about Rs 1.00 billion (US$ 14.25 million) and open 50 stores by June 2019.
➢ Walmart Investments Cooperative U.A has invested Rs 2.75 billion (US$ 37.68 million) in
Wal-Mart India Pvt Ltd.
Government Initiatives
The Government of India has taken various initiatives to improve the retail industry in India. Some
of them are listed below:
➢ The Government of India may change the Foreign Direct Investment (FDI) rules in food
processing, in a bid to permit e-commerce companies and foreign retailers to sell Made in
India consumer products.
➢ Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in online
retail of goods and services through the automatic route, thereby providing clarity on the
existing businesses of e-commerce companies operating in India.
Road Ahead
E-commerce is expanding steadily in the country. Customers have the ever increasing choice of
products at the lowest rates. E-commerce is probably creating the biggest revolution in the retail
industry, and this trend would continue in the years to come. India's e-commerce industry is
forecasted to reach US$ 53 billion by 2018. Retailers should leverage the digital retail channels
(e-commerce), which would enable them to spend less money on real estate while reaching out to
more customers in tier-2 and tier-3 cities.
It is projected that by 2021 traditional retail will hold a major share of 75 per cent, organized retail
share will reach 18 per cent and e-commerce retail share will reach 7 per cent of the total retail
market. Nevertheless, the long-term outlook for the industry is positive, supported by rising
incomes, favorable demographics, entry of foreign players, and increasing urbanization.
Exchange Rate Used: INR 1 = US$ 0.0142 as on Q2 FY19.

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3. ABOUT THE COMPANY & DEPARTMENT
UNITED COLORS OF BENETTON
About the Company
Benetton, one of the largest clothing manufacturers in Italy, has a global presence across 120
countries and more than 5,000 stores
The Benetton Group, established in 1965 by the Benetton family in Ponzano Veneto, in north-east
Italy, is today one of the largest clothing maker in Italy. While it’s initial few years of operations
witnessed expansion within Italy, the company ventured outside Italy for the first time in 1969
when it opened its store in Paris. Later it expanded to the US in 1980 and then to Japan in 1982.
On its 40th anniversary in 2005.
Benetton was present in 120 countries, with more than 5,000 stores. Europe continues to be the
largest market and constitutes nearly 85 per cent of global sales. The Asian and Australian markets
come next, with a contribution of roughly 10 per cent to sales, followed by the Americas at 4.2 per
cent, with the rest of the world having the remaining share.
Benetton's clothing, primarily casual knitwear and sportswear for men, women, and children, are
retailed through franchised stores, department stores and mega stores. Other products include
sunglasses, watches and shoes. Though the development of its stylish collection is done in Europe,
the company's designer’s travel around the world collecting ideas and putting them together in
order to create a collection that is acceptable to all the markets.
The collection is a result of inputs on fabrics and styles from different designers, which results in
one main collection. Significant care is taken to look into individual markets and introduce styles
that will suit the requirements of these markets, but a large percentage of the collection is core and
uniform across most markets.
Benetton in India
Benetton entered the Indian market in 1991-92, as a 50:50 joint venture with the DCM Group in
Delhi, and launched its flagship label UCB. Effective 22nd December 2004, Benetton became a
wholly owned subsidiary of the Benetton Group, Italy. UCB is today a leading brand in India with
more than 106 stores across 45 cities in India.
The retail network is a mix of owned and franchised stores. Many of these are mega stores, with
size more than 4,500 square feet and an increased focus on apparel for men, women and kids. The
company is also looking at expanding the brand in the Asia Pacific region and has recently opened
stores in Male, Karachi and Kathmandu.

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With the Indian market increasing in strategic importance for the Benetton Group at the global
level, its fashion label Sisley was launched in India in 2006.The first outlet, nearly 3,500 square
feet in size, was opened in Delhi and features a collection for men and women.
Benetton's outlets in India
Benetton India has a manufacturing unit in Gurgaon (Haryana) where almost 50 per cent of the
garments required for Indian stores are manufactured.
The remaining sourcing for the Indian market happens through contract manufacturing from
Ludhiana (Punjab),Delhi, Bangalore (Karnataka),Chennai (Tamil Nadu), Nepal and Benetton
International. The designs are selected from the global collection created by the product design
and development team based in Italy.
India is also used as a market for Benetton Group's global sourcing especially for kids' apparel. In
India, the company employs more than 300 people directly while indirect employment is in excess
of 5,000 people.
Benetton's India operations
➢ Entered India in 1991-92 as a joint venture with DCM Group, now a 100 per cent
subsidiary.
➢ Brand United Colors of Benetton present across 106 stores in 45 cities.
➢ Brand Sisley also launched in India in 2006.
➢ Manufacturing unit in Gurgaon, sourcing also done through contract manufacturing to
vendors.
➢ India used as a manufacturing hub for sourcing apparel for other countries.
History
➢ The Colors of Benetton is a family business that was created in 1965 and in 1969 the first
Benetton store was opened. In 1980 they opened the first store in America in New York
City.
➢ The retail clothing store United Colors of Benetton has the most interesting history when it
comes to the advertisement campaigns. Throughout each campaign they wanted to shock
the public and they do so by using photography. Their main idea is to use shock-
advertising. In their advertisements they deal with issues that was maybe big new during
that year, issues that people don’t really want to talk about or deal with like HIV, wars and
even hunger.
➢ I believe that they hope that they the world could be united one day regardless of your
race, culture and background. Some of their campaigns has nothing to do with clothes, you
do not even get the idea of clothes like the Ebony and Ivory campaign or the Olympics
Game campaign. However from the begging of the company used shock-advertising it is
just in the

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begging they were more subtle, where as the years progressed they started to use photography of
naked people like the HIV campaign.
➢ All are United 1984 campaign. Everybody is united by the Colors of Benetton. No matter
your race, culture or sex.
Products offered by Benetton
➢ Apparel
➢ Accessories
➢ Garments
➢ Cosmetics

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CSD (Consumer Service Desk)
➢ Alteration
➢ Customer feedback
➢ Gift wrapping
➢ In store announcement
➢ Shop lifting
➢ Staff standard customer interaction
➢ Telephone calls
➢ Hot deals
➢ Birthday Offers
STP (Segmenting, Targeting and Positioning)
Segment Clothing which is a combination of adventure
Target
Group
People with Medium to high purchasing power and a chill
attitude
Positioning Stylish clothes with an adventurous and innovative touch
SWOT Analysis Strength
➢ They are a worldwide known brand
➢ UCB have sponsored many well know events like Formula 1 as well as Volleyball events
➢ They are known for their good quality fabric and designs
➢ They work in tangent with many other brands with their company
➢ Their clothes have international style that combines energy, color and practicality
➢ Branding and marketing campaigns have always generated to a lot of visibility
Weakness
➢ Stiff competition means market share growth is limited
➢ Some controversial ad campaigns caused problems
Opportunities
➢ Online Retail is gaining a lot of importance
➢ Young designers and well developed collections
➢ Explore the unexplored markets

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Threats
➢ Consumer switching is on a high
➢ There are a huge amount of high end fashion stores which are their competitors.
➢ Price wars between competitors, price cuts and so on could damage profits for Benetton
retail India.
➢ Shopping culture has not developed in India as yet. Even now malls are just a place to hang
around with family and friends and largely confined to window-shopping.
How to increase sale in UCB
Reason for increase the sales in the United Color of Benetton section are:-
1. Building trust with customer
Staff need to know how to engage with people from all work of life in a genuine manner.
Employees must be able to listen to why customer walked through the store, identify the
motivators to buy and link all the product in a way that encourages them to buy. Staff should
create a common bond of trust with the customer, particularly over the period of time.
2. Increasing the Order Size
Upselling is one of the best ways to increase revenue in your store. How to increase sales in your
retail establishment, mastering the art of the upsell is a must. By definition, upselling is selling
more products to a customer who already has intentions to buy. Since the individual is already in
the purchasing mind set, upselling to a person, opposed to nurturing a new sale.
3. Post-Purchase Communication
Now that you have generated a new customer, it’s important to communicate with them post
Purchase. The goal with each new customer is to figure out ways to increase their lifetime value
(LTV). The two ways are:
1. Increase their average order value
(Upselling in store) or increase the frequency of how often they purchase from the section.
2. It’s very important to engage with customer and obtain as much information about them as
possible.
3. Most POS systems allow building customer database by collecting email addresses at the
point of sale.

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ZARA
Tommy
Hilfiger
Mufti
H&M Wrangle Levise
4. STOCK AVAILABILITY
Securing the optimum retail stock availability rates creates the basic prerequisite for its sale,
i.e. for achieving the desired transaction with the customer.
With the increase in stock, there will be an increase in sales whereas decrease in stock will lead to
decreasing in sales.
OOS (out-of-stock) also negatively impacts retailers’ business performance.
Competitors of UCB

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4.STORE LAYOUT, DESIGN AND VISUAL MERCHANDISE
OBJECTIVE
➢ Critical issues retailers consider in designing a store.
➢ Advantages/ Disadvantages of alternatives of store layout.
➢ How is store space assigned to merchandise and department.
➢ Best technique of merchandise presentation.
WELL DESIGNE STORE
➢ Entrance which creates expectation and offers promises, Store front should entire , a singal
message – Positive Store image.
➢ Clutter at a star to create confusion and disorientation and uncomfortable felling.
➢ Inside the store leads customers through the store journey using lighting, signage, display
leads customers through path of discovery.
➢ Checkout store visit and conclusion.
STORE DESIGN OBJECTIVE
➢ Implement the retailers strategy.
➢ Influence the Customer buying behavior.
➢ Provide Flexibility
➢ Control design and maintenance cost.
➢ Meet Legal Requirement
STORE DESIGN AND RETAILERS STRATEGY
➢ Design is consistent and reinforce the retailers strategy by meeting the needs of the target
market and building a competitive advantages.
➢ Flooring also affect the retailers strategy.

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INFLUENCE THE CUSTOMER BUYING BEHVIOUR
➢ Store design also attract the customers enable them to locate merchandise, keep them in
store for long time, motivate them to keep unplanned, implies purchase and provide them
with a satisfied customers experienced.
➢ Buying behavior influence the store design which rise the nuclear families with a limited
time.
FLEXIBILITY
➢ Dynamic business is what you work today, may not be applicable tomorrow it need to
change the merchandise mix also need to be change layout.
➢ Attempt to design the store with maximum flexibility.
COST
➢ Cost of implementing the store design and maintain the store appearance.
➢ Free from the design which is costly can encourage the customer explore and increase sale.
➢ More lighting to high price merchandise and others.
➢ Good lights make merchandise look better and help to increase the sales.
DESIGN
LAYOUT
➢ Need to be determined basic layout of the store.
➢ Use signage to guide customers through the store and assist them in locating and finding the
info about merchandise.
➢ Layout is the method of encouraging customers exploration which present them with a layout
which facilitates a specific traffic pattern.
LAYOUT DESIGN OF UNITED COLORS OF BENETTON STORE
Women’s Section
Entrance
Counter
Desk Men’s Section
Trial
Room
Trial
Room
Trial
Room
Back
Room
Display

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SPACE MANAGEMENT
❖ Space within the store is a scarce researches.
❖ Allocation of store space to merchandise.
❖ Location of departments or merchandise categories in the same area.
SPACE ALLOCATED TO MERCHANDISE CATEGORIES
➢ Factor which Benetton consider when deciding how much shelf space to allocate to
merchandise categories are:-
➢ Space Productivity.
➢ Display consideration with physical structure of the store and the availability of fixture.
➢ Impact on store sale which is needed to consider allocation of entire store with an
objective to maximize the profitability.

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5. PROJECT DESCRIPTION
Project Title: Analysis Of Store Layout, Design, Visual Merchandise Of
United Colors of Benetton
Objective Of Study
➢ To understand the layout of the store and its strategic advantage.
➢ To understand the store atmosphere (Lightning, AC, Music, Colors and Scene etc..)
➢ To study the quality, price, design, offers, display as compare to the competitors.
➢ To study the customer satisfaction after purchasing the product.
Research Design & Methodology
This section looks at the methods used to achieve the objectives of the study. It highlights research
design whether it’s an Exploratory or Descriptive Research Design, the sources of data (Primary
or Secondary Data) and the methods that were used in the data collection (Online Platform,
Mailing, Personal Interview, Questionnaire, Telephonic etc…) for the research.
Research Type Descriptive Research
Population of the Study 10,000 per month
Sampling Unit Probability
Sampling Method Random Sampling
Sampling Size 50
Data Collection Method Primary Data
Instrument Questionnaire
Target Population
The target population provides the overall context and represents the collection of people about
which inferences and estimates are desired. According to this all customers of United colors of
Benetton who have been patronizing the services of the Benetton . The respondent may be from
any customer of UCB.

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Sample Frame
A sampling frame is a list of all the items in your population. It’s a complete list of everyone or
everything you want to study. The difference between a population and a sampling frame is that
the population is general and the frame is specific. In our case customer database from bank has
been used as sample frame tool to identify the right customer.
Sampling Techniques
Sampling may be done probability basis. This is an important research design decision, and one
which will depend on such factors as whether the theory behind the research is positivist or idealist,
whether qualitative or quantitative methods are used etc. Note that the two methods are not
mutually exclusive, and may be used for different purposes at different points in the research.
In this research, researcher opt for Purposive sampling technique as a non- probability sampling
was used as the technique for the research. This method was selected to enable the researchers to
target specific customers of Bank who were in position to provide the information needed for the
study.
Data Collection
For the purpose of collecting data, a well-designed questionnaire was used which is adopted from
Agbemabiese George Cudjoe et al, 2015 or sometime according to the research requirement
questionnaire has been designed from organization for industry specific research .
Two types of data collected i.e. Primary & Secondary
➢ PRIMARY DATA:-
Primary Data are those which are collected for the first time. It is real time data which
are collected by the researcher himself. Primary Data means original data that has been collected
specially for the purpose in mind.
Methods for collecting Primary Data
For the purpose of this study primary data has been collected through the questionnaire.
• Questionnaire
• By talking to Benetton employees
• By interacting with the Customers

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➢ SECONDARY DATA:-
Secondary data are those that have already been collected by others. These are usually
in journals, periodicals, research publications, official records, Internet. This data collected for
some purpose other than the problem a hand.
Methods for collecting Secondary Data
• Internet
• Text Books
• Brochures
• Articles
Analysis and Interpretations
The data collected from different sources will be classified and arranged in tables in one or
more forms according to the requirement of analysis. For the analysis, tabulation and
interpretation of the collected data mathematical tools will be applied. The tools and techniques for
the present study will be as under:
Mathematical Tools
In the present study I used the SPSS ( Factor Analysis) and percentage method.

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Data analysis and interpretation
It deals with the results and their corresponding interpretation for various factors which affect the
satisfaction level of customers regarding United Colors Of Benetton. In order to study the
satisfaction level of customers from United Colors Of Benetton. The various variables that have
been taken for analysis of customers are gender, marital status, age, education, occupation and
income etc.
Classification Of Respondents On The Basis Of Gender
Sr. No Gender No. Of Respondents Percentage
1 MALE 30 60
2 FEMALE 20 40
TOTAL 50 100
By an observation through the number of respondent we can see that most of the customer who
visit the store are male with 60% and rest goes to female with 40% which clearly show that
Benetton’s carries a lots of attraction on youth generation with new collection.
60%
40%
Gender
MALE
FEMALE

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Classification Of Respondents On The Basis Of Their Marital Status
Sr. No MATERIAL STATUS No. Of Respondents Percentage
1 Married 20 40
2 Unmarried 30 60
TOTAL 50 100
By an observation through the number of respondent we can see that most of the customer who
and rest goes to female with 40% which clearly show that Benetton’s carries a lots of attraction on
youth generation with new collection.
40%
60%
Marital Status
Married
Unmarried

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Classification Of Respondents On The Basis Of Age Group
Sr. No Age Group No. Of Respondents Percentage
1 15-20 15 30
2 20-30 20 40
3 30-40 10 20
4 Above 40 5 10
TOTAL 50 100
.
It efforts have been made to classify that in which age group majority of respondents belong
which shows that majority of respondents are in age group between 20-30, 30 percent for 15-20,
20 percent for 30-40 & 10 percent for above 40.
30%
40%
20%
10%
Age Group
15-20
20-30
30-40
Above 40

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Classification Of Respondents On The Basis Of Education Qualification
Sr. No Qualification No. Of Respondents Percentage
1 10th
0 0
2 12th
3 7
3 Graduation 15 30
4 Post Graduation 32 63
TOTAL 50 100
It efforts have been made to classify that in which education qualification majority of respondents
belong which shows that majority of respondents are in post graduation i.e 63 percent, 7 percent
for12th , 30 percent lay on graduation.
0%
6%
30%
64%
Qualification
10th
12th
Graduation
Post Graduation

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Classification Of Respondents On The Basis Of Occupation
Sr. No Occupation No. Of Respondents Percentage
1 Salaries 18 36
2 Business 2 4
3 Student 20 40
4 Housewife 6 12
5 Retired 4 8
TOTAL 50 100
It efforts have been made to classify and analyses the respondents occupation through which it
shows that majority of respondents are students & salaries and rest are others.
36%
4%40%
12%
8%
Occupation
Salaries
Business
Student
Housewife
Retired

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Classification Of Respondents On The Basis Of Annual Income
Sr. No Annual Income No. Of Respondents Percentage
1
Below Rs. 2,00,000
4 8
2
Rs 2,00,000-4,00,000
10 20
3
Rs 4,00,000-6,00,000
19 38
4
Above Rs 6,00,000
17 34
TOTAL 50 100
It efforts have been made to classify and analyses the respondents annual income through which
it shows that majority of respondents are who have income between Rs. 4,00,000 to 6,00,000 and
above Rs. 6,00,000.
8%
20%
38%
34%
Annual Income
Below Rs. 2,00,000
Rs 2,00,000-4,00,000
Rs 4,00,000-6,00,000
Above Rs 6,00,000

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FACTOR ANALYSIS ( SPSS SOFTWARE)
Factor Analysis is a statistical method used to describe variability among observed, correlated
variable in term of a potentially lower number of unobserved variables called factors.
Factor analysis searches for such joint variations in response to unobserved latent variables. The
observed variable are modeled as linear Combinations of the potential factor, plus “error” teams.
Factor Analysis aims to find independent latent variables.
Rotated Component Matrixa
Component
1 2 3 4 5 6
Display Men’s -.153 .967 -.011 .035 -.028 .020
Display Woman’s .187 -.042 .102 .162 -.763 -.099
Display Accessories .153 -.005 .084 -.770 .248 -.153
Effetiveness of Display -.258 .028 .097 .066 .206 .825
Promotional Efficiency .037 .003 .993 -.045 -.032 .051
Features -.056 .983 -.004 -.010 -.006 -.006
Observed Feature .958 -.028 .064 -.075 -.019 -.102
Quality Product .627 -.022 .006 -.190 -.215 .601
Customer Communication
-.131 -.010 -.107 .664 .124 -.308
Trend Style .141 -.092 .033 .135 .756 .008
Affect of Activity .958 -.028 .064 -.075 -.019 -.102
Customer Service Provide
.037 .003 .993 -.045 -.032 .051
Other Service Provide .089 .243 .065 -.448 -.163 .083
Purchase_ Poor VM .700 -.484 -.057 -.061 .105 -.007
Problem facing .097 .260 .139 .727 -.040 .156
FACTOR:-
1) (Observed Feature, Affect of Activity)----- In Store Performance
2) (Display , Feature) -------- (SDM) Store Display Module
3) (Customer Service Provide, Promotional Efficiency)----------- Marketing Plan
4) Problem Facing
5) Trends
6) Display

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Instore Activity SDM
-.153 .967
-.056 .983
.958 -.028
.958 -.028
This graph is shown by the comparison between In store Performance and SDM . It shows about
the in store performance is based store display module. In 50 respondent 38.45% customers are
purchase the product by affecting the store display.
-.200
.000
.200
.400
.600
.800
1.000
1.200
-.400 -.200 .000 .200 .400 .600 .800 1.000 1.200
Instore vs SDM

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This graph is shown by the comparison between store display module and market plan. It shows
by the positive relationship between each other. In the store display is based on the market plan.
Store Display Module is 38.34% in Benetton Store.
-.200
.000
.200
.400
.600
.800
1.000
1.200
.000 .200 .400 .600 .800 1.000 1.200
SDM vs Mkt Plan
SDM Mkt Plan
.967 -.011
.003 .993
.983 -.004
.003 .993

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This graph is showing by the comparison between market plan and problem facing. If the market
plan is good but customers are facing problem at the time of shopping that may lead to non buying
of any customer.
-.100
.000
.100
.200
.300
.400
.500
.600
.700
.800
.000 .200 .400 .600 .800 1.000 1.200
Mkt Plan vs Problem Facing
Mkt Plan
Problem
Facing
.993 -.045
.993 -.045
.139 .727

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This graph is showing by the comparison between problem facing and trends. If the trends is
good but customers are facing the problem at the time of shopping that customers are buying the
product in according to trends.
-.100
.000
.100
.200
.300
.400
.500
.600
.700
.800
.000 .100 .200 .300 .400 .500 .600 .700 .800
Problem Facing vs Trends
Problem Facing Trends
.135 .756
.727 -.040

33
This graph is showing the comparison between trends and Display. According to trends store is
doing display because of customer attraction and purchase more products. Trends and Display
shows the positive relation.
.000
.100
.200
.300
.400
.500
.600
.700
.800
.900
.000 .100 .200 .300 .400 .500 .600 .700 .800
Trends vs Display
Trends Display
.206 .825
.756 .008

34
This graph is shown the comparison between in store performance and display in the
store and its Merchandise.
-.200
.000
.200
.400
.600
.800
1.000
-.400 -.200 .000 .200 .400 .600 .800 1.000 1.200
Instore vs Display
In Store Performance Display
-.258 .825
.958 -.102
.958 -.102

35
This Graph is showing about the store display module and problem facing. That’s leads to non
buying performance to the customers.
-.015
-.010
-.005
.000
.005
.010
.015
.020
.025
.030
.035
.040
.965 .970 .975 .980 .985
SDM vs Problem
SDM Problem
.967 .035
.983 -.010
.260 .727

36
This Graph is showing about the store display module and trends. That’s leads the customers
have mind set to buying the product to see the trends and more attractive to store display.
-.100
.000
.100
.200
.300
.400
.500
.600
.700
.800
-.200 .000 .200 .400 .600 .800 1.000 1.200
SDM vs Trends
SDM Trends
.967 -.028
.983 -.006
-.092 .756

37
This Graph is showing about the market plan and trend in the store and visual merchandise of the
trends .
-.100
.000
.100
.200
.300
.400
.500
.600
.700
.800
.000 .200 .400 .600 .800 1.000 1.200
Mkt Plan vs Trends
Mkt Plan Trends
.993 -.032
.033 .756
.993 -.032

38
LEARNINGS
➢ Identifying the customers need basis customer segmentation.
➢ Using the right names of the different fits and styles
➢ Using proper terminologies of product categories.
➢ Using the names of the different fabric.
OBSERVATIONS
➢ UCB has a large scope in Phoenix Mall.
➢ UCB men gives cut throat competition to other big brands like LEVIS, PEPE JEANS, JACK
AND JONES , ED-HARDY, U.S.POLO, BEING HUMAN,CELIO, LP JEANS , KILLER, and
MUFTI.
➢ Its unique colors and attractive visual merchandise grabs the attention of customers .
➢ It is the best brand for making window shoppers a potential customers.
➢ Brand loyal Customers can be easily convinced to change their mindset if properly attended.

39
SUGGESTIONS
➢ Price and design should somehow related with the quantity of the product(as per the analysis).
➢ Billing counter should be increased.
➢ Improve in on the job communication.
➢ During work time don’t use cell phone.
➢ Improving the security service department.

40
CONCLUSION
Summing up all together I would like to wrap up with my experience as an intern in United Colors
of Benetton for a during of two months as a big milestone in my carrier development. I have
manage to make 30 lakhs sales during Big Month in Phoenix Mall with team efforts.
Regarding location of the store Identifiability, traffic, accessibility, parking area and the visibility
of the store are on the negative side which indicates that location of the store needs an attention
towards their location for the easy notifying of the customer.
According to the project and the graph shown above offers, display and quality are the factors
which attracts the most to the customer mindset that also have that capability towards
communication level on inside store, while price and design stand on the negative as well as
positive points which indicates the Benetton are still in progress for improving the factors .
Factor Analysis analyzed that factor like price, quality, design, display, offer, visibility,
Identifiability, Location etc. are the factor which determine the sales and the growth of the
company.

41
BIBLIOGRAPHY
• Swan Prada at barite composer October 2006 “ Retail management” text and cases , 2nd
edition,
Tata McGraw-Hill publishing company limited, New Delhi.
• Michael levy and Barton A Waits 2004, “Retailing Management”, Tata McGraw-Hill Publishing
Com ltd, 5th edition, New Delhi 2.
• Retail report by KPMG in India, March,09, “Consumer Markets Indian Retail: Time to change
lanes” 3. Joseph Mathew, Nirupama soundarajan.
• Manish Gupta, Sanghamitra Sahu “Impact of Organized Retailing on Unorganized Sector”
Working paper No.222, ICRIER.

42
REFERENCES:
1. UCB training manual
2. Retail management book
3. Philip Kotler et.al., Marketing Management, 13th
Edition, Pearson Publications, 2009, pg.123-145
4. UCB website
5. www.benettongroup.com
6. www.world.benetton.com
7. www.goggle.com

43
ANNEXURE
QUESTIONNAIRE BASED OB STORE LAYOUT, DESIGN, VISUAL MERCHANDISE
OF UNITED COLORS OF BENETTON Pvt. Ltd.
( MAHARASTHRA ,PHEONIX MALL , PUNE)
Dear Sir/ Madam,
I Am Student Of Pune Institute Of Business Management, Pune, Am Conducting A Survey On
The Store Layout, Design, Visual Merchandising In United Colors Of Benetton India Pvt. Ltd. I
Request You To Kindly Spare A Few Minutes And Help Me In This Survey.
Name_________________________
Gender
a. Male
b. Female
Marital Status:-
a. Married
b. Unmarried
Age....................
a. 15-20
b.20-30
c. 30-40
d. Above 40
Educational qualification:
a. 10th
b. 10+2
c. Graduate
d. Post graduation
Occupation:-
a. Salaried
b. Business
c. Student
d. Housewife
e. Retired
f. Other:____________________
Annual Income
a. Below Rs. 2,00,000
b. Rs 2,00,000-4,00,000
c. Rs 4,00,000-6,00,000
d. Above Rs 6,00,000

44
Q1) How much can you rate the quality, design, price, display, and offer on the Men’s section of
Benetton Store?
Better Good Average Bad Worst
Quality
Design
Price
Display
Offer
Q2) How much can you rate the quality, design, price, display, and offer on the Women’s section
of Benetton Store?
Q3) How much can you rate the quality, design, price, display, and offer on the Accessories
section (Bags, Footware, Fragrance) of Benetton Store?
Q4) Does the Displays and Promotional offers informed in the store attracts you?
a.Yes
b. No
Q5) Does the Visual Merchandising activities in Benetton Store made you to visit Benetton
StoreAgain?
a.Yes
b. No
Q6) What are the most influencing feature driving you inside the store?
a. Store Exterior graphics and signage
b. Window Display Setting
c. Kind of Merchandise on display
d. Brand Name and Logo
e. Promotional Offering at entrance
Quality
Design
Price
Display
Offer
Quality
Design
Price
Display
Offer

45
Q7) What is the most noticed features inside the store?
a. Bold Graphics
b. Music and lighting
c. Mannequin Styling
d. Creative display products
Please rate the following Question:-
Highly
Satisfied Satisfied Neutral
Highly
Dissatisfied
Dissatisfied
Q8. How satisfied
are you with
the quality of
our product?
Q9. How do you
rate the
customer
communication
?
Q10
.
Are you
satisfied with
Benetton cloths
style?
Q11
.
Do you think
the various
activity are
affect to
purchase of
Benetton Cloths
?
Q12
.
How satisfied
are you with
UCB services?

46
Q13) How much can you rate the Service provided by Benetton India Pvt Ltd (alteration,
exchange policy, customer loyalty programs ?
a. Average
b. Good
c. Pioneer
d. Bad
Q14) Referring to the list above, if a store in your opinion has "poor" visual merchandising
techniques, are you more or less likely to purchase a product(s)?
a. More Likely
b. Less Likely
c. Neither
Q15) Did you face any problem with Benetton as a brand?
a. Yes
b. No
Q16) Give your Suggestions ?
______________________________________________________________________________
______________________________________________________________________________
Thank You

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