Merchandising Innovations Project: Learning So Far Jayram Madhusudan Godfrey Phillips India Ltd
Agenda <ul><li>Project Brief </li></ul><ul><li>Objectives </li></ul><ul><li>Understanding Merchandising Practices across i...
Project Brief <ul><li>To develop a bank of merchandising innovations to be implemented every quarter of 2009-10 </li></ul>...
Problem Definition <ul><li>Current Merchandising practices for Four Square are: </li></ul><ul><li>Not clutter breaking vis...
Objective of the Project <ul><li>Primary Objective: </li></ul><ul><li>To develop a clutter breaking approach to merchandis...
Scope of the Project <ul><li>Learning from current cigarette Merchandising Practices of: </li></ul><ul><li>- The competiti...
<ul><li>PROGRESS   SO FAR </li></ul>
Understanding cigarette merchandising <ul><li>Cigarette merchandising is limited by the following factors </li></ul><ul><l...
Cigarette Merchandising at GPI Red & White Store at Delhi Branch
Four Square Stall at  Meerut.
Customized  Tipper Stall at Hyderabad
Four Square stall at Ahmedabad after Revamp
LCD Unit Installed at a store in Ahmedabad
Attractive Glow  sign at a Mumbai Stall
Four Square Special Store at Chandigarh
Cigarette Merchandising by the competition Wills Navy Cut outlet at Ahmedabad
Classic Verve: Bold and Stylish Color Themes
Learning <ul><li>Learning from the competition: </li></ul><ul><li>Focus on bold  and bright colour themes </li></ul><ul><l...
Understanding and Learning Merchandising In other industries <ul><li>Observations: </li></ul><ul><li>In the FMCG sector, P...
<ul><li>Technology as an enabler </li></ul>
<ul><li>Consistency of Theme </li></ul>
<ul><li>Last Mile Communication </li></ul>
<ul><li>Display cards to attract attention </li></ul>
<ul><li>Displaying Related Items together </li></ul>
<ul><li>Displaying many items at the same spot (Vertical Merchandising) </li></ul>
<ul><li>Eye level displays based on frequency of product movement </li></ul>
<ul><li>Making space work </li></ul>
<ul><li>Future scope for learning: </li></ul><ul><li>Merchandising practices in small stores abroad and in India </li></ul...
Ideas thought of so far for Four Square <ul><li>Pillars with rotating cabinets  </li></ul><ul><li>Mannequins  </li></ul><u...
Types of Glow Signs used in India LED Based Neon Based Back Lit GSB
Neon Sign Boards Back lit glow sign board for banks.
GSB Fujifilm – use of Reflective vinyl Innovatively designed glow sign board for a internet browsing center in Pune.
A simple 3D neon sign board for a furniture shop Neon sign bard with moving lights
Rust and water proof glow signs for big retail stores and Boutiques
Sign Boards in other countries Neon sign boards in New York
Cigarette Sign boards in Virginia, USA
Crowded collection of sign boards in Shanghai
Learning <ul><li>GSB design in cigarette merchandising is more or less standardized vis-à-vis GSB designs in other industr...
Evaluation of Solution <ul><li>Each solution would be evaluated on  the following parameters: </li></ul><ul><li>Impact </l...
Timelines/Future course of action Implementation in one shop and starting work on the next idea 6th week Completion of Pro...
<ul><li>THANK YOU </li></ul>
Upcoming SlideShare
Loading in …5
×

First Review

1,296 views

Published on

Published in: Education, Business
  • Be the first to comment

First Review

  1. 1. Merchandising Innovations Project: Learning So Far Jayram Madhusudan Godfrey Phillips India Ltd
  2. 2. Agenda <ul><li>Project Brief </li></ul><ul><li>Objectives </li></ul><ul><li>Understanding Merchandising Practices across industries </li></ul><ul><li>Understanding cigarette merchandising </li></ul><ul><li>Understanding Four Square </li></ul><ul><li>Understanding FS Merchandising </li></ul><ul><li>Ideas thought of so far </li></ul><ul><li>Project approach </li></ul><ul><li>Future course of action/Timelines </li></ul>
  3. 3. Project Brief <ul><li>To develop a bank of merchandising innovations to be implemented every quarter of 2009-10 </li></ul><ul><li>Identification of material and developing the same </li></ul><ul><li>Prototyping </li></ul><ul><li>Implementing 2 merchandising innovations </li></ul>
  4. 4. Problem Definition <ul><li>Current Merchandising practices for Four Square are: </li></ul><ul><li>Not clutter breaking vis-à-vis competition </li></ul><ul><li>Not effectively communicating Four Square’s brand values, which are: </li></ul><ul><ul><li>- Progressiveness and modernity </li></ul></ul><ul><ul><li>- Young </li></ul></ul><ul><ul><li>- Status and Premium </li></ul></ul><ul><ul><li>- Dynamism </li></ul></ul>
  5. 5. Objective of the Project <ul><li>Primary Objective: </li></ul><ul><li>To develop a clutter breaking approach to merchandising for Four Square </li></ul><ul><li>To develop merchandising ideas that effectively communicate Four Square values </li></ul><ul><li>Derived Objective: </li></ul><ul><li>Develop and implement innovative ideas in merchandising that constantly refreshes the Four Square look in line with retail identity change </li></ul>
  6. 6. Scope of the Project <ul><li>Learning from current cigarette Merchandising Practices of: </li></ul><ul><li>- The competition (ITC) </li></ul><ul><li>- GPI (Four Square, Red & White, etc) </li></ul><ul><li>Learning from merchandising practices in other industries (both in shop and on shop) </li></ul><ul><li>Developing a bank of ideas for 2009 -10 and 2010 -11 </li></ul><ul><li>Implementing at least 1 or 2 innovative ideas. This includes: </li></ul><ul><li>- Costing </li></ul><ul><li>- Prototyping </li></ul><ul><li>- Production </li></ul><ul><li>- Implementation </li></ul>
  7. 7. <ul><li>PROGRESS SO FAR </li></ul>
  8. 8. Understanding cigarette merchandising <ul><li>Cigarette merchandising is limited by the following factors </li></ul><ul><li>Small Store sizes </li></ul><ul><li>COTPA and Regulations </li></ul><ul><li>Budgetary Constraints </li></ul><ul><li>Limited Merchandising items </li></ul>
  9. 9. Cigarette Merchandising at GPI Red & White Store at Delhi Branch
  10. 10. Four Square Stall at Meerut.
  11. 11. Customized Tipper Stall at Hyderabad
  12. 12. Four Square stall at Ahmedabad after Revamp
  13. 13. LCD Unit Installed at a store in Ahmedabad
  14. 14. Attractive Glow sign at a Mumbai Stall
  15. 15. Four Square Special Store at Chandigarh
  16. 16. Cigarette Merchandising by the competition Wills Navy Cut outlet at Ahmedabad
  17. 17. Classic Verve: Bold and Stylish Color Themes
  18. 18. Learning <ul><li>Learning from the competition: </li></ul><ul><li>Focus on bold and bright colour themes </li></ul><ul><li>Emphasis on developing a unique identity </li></ul><ul><li>Effort put in to ensure consistency of communication </li></ul><ul><li>Bold display of packs rather than posters or other thematics </li></ul><ul><li>Learning from GPI Merchandising: </li></ul><ul><li>Difficult to identify a unique identity for Four Square </li></ul><ul><li>Bold colour themes for Red & White ensures that attention is attracted </li></ul><ul><li>Unique identity easily identifiable for Red & White </li></ul><ul><li>Colour scheme used for Four Square makes the brand appear sophisticated but in a bored and dull fashion </li></ul>
  19. 19. Understanding and Learning Merchandising In other industries <ul><li>Observations: </li></ul><ul><li>In the FMCG sector, Point of Sale merchandising happens through attractive display cabinets and bright and innovative colour themes. </li></ul>
  20. 20. <ul><li>Technology as an enabler </li></ul>
  21. 21. <ul><li>Consistency of Theme </li></ul>
  22. 22. <ul><li>Last Mile Communication </li></ul>
  23. 23. <ul><li>Display cards to attract attention </li></ul>
  24. 24. <ul><li>Displaying Related Items together </li></ul>
  25. 25. <ul><li>Displaying many items at the same spot (Vertical Merchandising) </li></ul>
  26. 26. <ul><li>Eye level displays based on frequency of product movement </li></ul>
  27. 27. <ul><li>Making space work </li></ul>
  28. 28. <ul><li>Future scope for learning: </li></ul><ul><li>Merchandising practices in small stores abroad and in India </li></ul><ul><li>In shop and On shop Branding in small retail stores </li></ul><ul><li>Understanding how the above learning can be properly applied in cigarette merchandising. </li></ul>
  29. 29. Ideas thought of so far for Four Square <ul><li>Pillars with rotating cabinets </li></ul><ul><li>Mannequins </li></ul><ul><li>Accessories </li></ul><ul><li>Antique Look </li></ul><ul><li>Branded chandeliers/Lights (in Shop) </li></ul><ul><li>Outers used as Display Cabinets (in Shop) </li></ul>
  30. 30. Types of Glow Signs used in India LED Based Neon Based Back Lit GSB
  31. 31. Neon Sign Boards Back lit glow sign board for banks.
  32. 32. GSB Fujifilm – use of Reflective vinyl Innovatively designed glow sign board for a internet browsing center in Pune.
  33. 33. A simple 3D neon sign board for a furniture shop Neon sign bard with moving lights
  34. 34. Rust and water proof glow signs for big retail stores and Boutiques
  35. 35. Sign Boards in other countries Neon sign boards in New York
  36. 36. Cigarette Sign boards in Virginia, USA
  37. 37. Crowded collection of sign boards in Shanghai
  38. 38. Learning <ul><li>GSB design in cigarette merchandising is more or less standardized vis-à-vis GSB designs in other industries </li></ul><ul><li>The visual impact of a neon sign board in enhancing the image appears to be greater than a back lit glow sign board. </li></ul><ul><li>There exists greater potential for innovative designs in 3D sign boards than a simple flex based glow sign board. </li></ul><ul><li>Traditionally glow sign boards used on cigarette shops have always been simple from a design perspective. </li></ul><ul><li>3D sign boards are not used on cigarette shops in India, unlike in other companies like America </li></ul>
  39. 39. Evaluation of Solution <ul><li>Each solution would be evaluated on the following parameters: </li></ul><ul><li>Impact </li></ul><ul><li>Scalability </li></ul><ul><li>Cost Effectiveness </li></ul><ul><li>Timescale of Implementation </li></ul>
  40. 40. 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
  41. 41. <ul><li>THANK YOU </li></ul>

×