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Merchandising Merchandising Innovations Project:Innovations Project:
Learning So FarLearning So FarJayram MadhusudanJayram Madhusudan
Godfrey Phillips India LtdGodfrey Phillips India Ltd
AgendaAgenda
• Project BriefProject Brief• ObjectivesObjectives• Understanding Merchandising Practices across Understanding Merchandising Practices across
industriesindustries• Understanding cigarette merchandisingUnderstanding cigarette merchandising• Understanding Four SquareUnderstanding Four Square• Understanding FS MerchandisingUnderstanding FS Merchandising• Ideas thought of so farIdeas thought of so far• Project approachProject approach• Future course of action/TimelinesFuture course of action/Timelines
Project BriefProject Brief
To develop a bank of merchandising innovations To develop a bank of merchandising innovations to be implemented every quarter of 2009-10to be implemented every quarter of 2009-10
Identification of material and developing the Identification of material and developing the samesame
PrototypingPrototyping Implementing 2 merchandising innovationsImplementing 2 merchandising innovations
Problem DefinitionProblem Definition
Current Merchandising practices for Four Current Merchandising practices for Four Square are:Square are:
Not clutter breaking vis-à-vis competitionNot clutter breaking vis-à-vis competition Not effectively communicating Four Square’s Not effectively communicating Four Square’s
brand values, which are:brand values, which are:
- Progressiveness and modernity- Progressiveness and modernity
- Young- Young
- Status and Premium - Status and Premium
- Dynamism - Dynamism
Objective of the ProjectObjective of the Project
Primary Objective:Primary Objective: To develop a clutter breaking approach to To develop a clutter breaking approach to
merchandising for Four Squaremerchandising for Four Square To develop merchandising ideas that effectively To develop merchandising ideas that effectively
communicate Four Square valuescommunicate Four Square values
Derived Objective:Derived Objective: Develop and implement innovative ideas in Develop and implement innovative ideas in
merchandising that constantly refreshes the merchandising that constantly refreshes the Four Square look in line with retail identity Four Square look in line with retail identity changechange
Scope of the ProjectScope of the Project Learning from current cigarette Merchandising Practices Learning from current cigarette Merchandising Practices
of:of:
- The competition (ITC)- The competition (ITC)
- GPI (Four Square, Red & White, etc)- GPI (Four Square, Red & White, etc) Learning from merchandising practices in other industries Learning from merchandising practices in other industries
(both in shop and on shop)(both in shop and on shop) Developing a bank of ideas for 2009 -10 and 2010 -11Developing a bank of ideas for 2009 -10 and 2010 -11 Implementing at least 1 or 2 innovative ideas. This Implementing at least 1 or 2 innovative ideas. This
includes:includes:
- Costing- Costing
- Prototyping- Prototyping
- Production- Production
- Implementation- Implementation
PROGRESSPROGRESS SO FARSO FAR
Understanding cigarette Understanding cigarette merchandisingmerchandising
Cigarette merchandising is limited by the Cigarette merchandising is limited by the following factorsfollowing factors
Small Store sizesSmall Store sizes COTPA and RegulationsCOTPA and Regulations Budgetary ConstraintsBudgetary Constraints Limited Merchandising itemsLimited Merchandising items
Cigarette Merchandising at Cigarette Merchandising at GPIGPI
Red & White Store at Delhi Branch
Four SquareStall at Meerut.
Customized Tipper Stallat Hyderabad
Four Square stall at Ahmedabad after Revamp
LCD Unit Installedat a store inAhmedabad
Attractive Glow sign ata Mumbai Stall
Four Square Special Storeat Chandigarh
Cigarette Merchandising by Cigarette Merchandising by the competitionthe competition
Wills Navy Cut outlet at Ahmedabad
Classic Verve:Bold and Stylish Color Themes
LearningLearningLearning from the competition:Learning from the competition: Focus on bold and bright colour themesFocus on bold and bright colour themes Emphasis on developing a unique identityEmphasis on developing a unique identity Effort put in to ensure consistency of communicationEffort put in to ensure consistency of communication Bold display of packs rather than posters or other Bold display of packs rather than posters or other
thematicsthematics
Learning from GPI Merchandising:Learning from GPI Merchandising: Difficult to identify a unique identity for Four SquareDifficult to identify a unique identity for Four Square Bold colour themes for Red & White ensures that attention Bold colour themes for Red & White ensures that attention
is attractedis attracted Unique identity easily identifiable for Red & WhiteUnique identity easily identifiable for Red & White Colour scheme used for Four Square makes the brand Colour scheme used for Four Square makes the brand
appear sophisticated but in a bored and dull fashionappear sophisticated but in a bored and dull fashion
Understanding and Learning Understanding and Learning Merchandising In other Merchandising In other
industriesindustriesObservations:Observations: In the FMCG sector, Point of Sale merchandising In the FMCG sector, Point of Sale merchandising
happens through attractive display cabinets and happens through attractive display cabinets and bright and innovative colour themes. bright and innovative colour themes.
• Technology as an enabler
Consistency of ThemeConsistency of Theme
Last Mile CommunicationLast Mile Communication
Display cards to attract attentionDisplay cards to attract attention
Displaying Related Items togetherDisplaying Related Items together
Displaying many items at the same spot (Vertical Displaying many items at the same spot (Vertical Merchandising)Merchandising)
Eye level displays based on frequency of product Eye level displays based on frequency of product movementmovement
Making space workMaking space work
Future scope for learning:Future scope for learning: Merchandising practices in small stores abroad Merchandising practices in small stores abroad
and in Indiaand in India In shop and On shop Branding in small retail In shop and On shop Branding in small retail
storesstores Understanding how the above learning can be Understanding how the above learning can be
properly applied in cigarette merchandising.properly applied in cigarette merchandising.
Ideas thought of so far for Ideas thought of so far for Four SquareFour Square
Pillars with rotating cabinets Pillars with rotating cabinets Mannequins Mannequins AccessoriesAccessories Antique LookAntique Look Branded chandeliers/Lights (in Shop)Branded chandeliers/Lights (in Shop) Outers used as Display Cabinets (in Shop)Outers used as Display Cabinets (in Shop)
Types of Glow Signs used in Types of Glow Signs used in IndiaIndia
LED BasedNeon Based
Back LitGSB
Neon Sign Boards
Back lit glow sign board for banks.
GSB Fujifilm – use of Reflective vinyl
Innovatively designed glow sign boardfor 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 signsfor big retail stores and Boutiques
Sign Boards in other countriesSign Boards in other countries
Neon sign boards in New York
Cigarette Sign boards in Virginia, USA
Crowded collection of signboards in Shanghai
LearningLearning
GSB design in cigarette merchandising is more or less GSB design in cigarette merchandising is more or less standardized vis-à-vis GSB designs in other industriesstandardized vis-à-vis GSB designs in other industries
The visual impact of a neon sign board in enhancing The visual impact of a neon sign board in enhancing the image appears to be greater than a back lit glow the image appears to be greater than a back lit glow sign board.sign board.
There exists greater potential for innovative designs There exists greater potential for innovative designs in 3D sign boards than a simple flex based glow sign in 3D sign boards than a simple flex based glow sign board.board.
Traditionally glow sign boards used on cigarette shops Traditionally glow sign boards used on cigarette shops have always been simple from a design perspective.have always been simple from a design perspective.
3D sign boards are not used on cigarette shops in 3D sign boards are not used on cigarette shops in India, unlike in other companies like AmericaIndia, unlike in other companies like America
Evaluation of SolutionEvaluation of Solution
Each solution would be evaluated on the following Each solution would be evaluated on the following parameters:parameters:
ImpactImpact ScalabilityScalability Cost EffectivenessCost Effectiveness Timescale of ImplementationTimescale of Implementation
Timelines/Future course of Timelines/Future course of actionaction
WeekWeek DeliverableDeliverable
1st week 1st week A bank of merchandising innovations A bank of merchandising innovations
across various industry sectorsacross various industry sectors
2nd week2nd weekList of Merchandising Ideas for four List of Merchandising Ideas for four
square and approval of the samesquare and approval of the same
3rd week3rd week
Approval of idea/s for merchandising of Approval of idea/s for merchandising of Four Square and Brief to creative Four Square and Brief to creative agenciesagencies
4th week4th weekCosting by commercial and starting work Costing by commercial and starting work
on the prototypeon the prototype
5th week5th weekCompletion of Prototype, approval and Completion of Prototype, approval and
feedback from sales teamfeedback from sales team
6th week6th weekImplementation in one shop and starting Implementation in one shop and starting
work on the next ideawork on the next idea
THANK YOUTHANK YOU