Lecture 7 Merchandising Overview 1226926447992136 9

8/2/2019 Lecture 7 Merchandising Overview 1226926447992136 9

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De La Salle College of Saint Benilde

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Lecture 07:Merchandising

PRESENTED BY:

Ian Agoncillo Pacaa


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Agenda

What is Merchandising?

What is a Merchandising Philosophy?

Considerations in Devising Merchandise Plans Category Management

Merchandising Software


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What is Merchandising?

Activitiesinvolved in acquiringparticulargoods and/or servicesand making themavailableat the places, times, and pricesand in the quantitythat enable a retailer to

reach its goals.

PLACES TIMES

PRICES QUANTITY

ACQUIRE MAKE AVAILABLE MEET RETAILER GOALS
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Merchandising Philosophy

Sets the guiding principles forall the merchandise decisionsthat a retailer makes

Should reflect Target market desires

Retailers institutional type

Market-place positioning

Defined value chain

Supplier capabilities Costs

Competitors

Product trends
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Considerations in DevisingMerchandise Plans


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1. Forecasts Projections of expected retail sales for a

given period

2. Innovativeness Merchandising new goods and services can

provide retailers great opportunity to profit.

3. Assortment Is the selection of goods a retailer carries.


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4. Brands Retailers choose the proper mix of manufacturer,

private and generic brands.

5. Timing When goods are first purchased, displayed and

sold.

6. Allocation

How much merchandise to place on the salesfloor, how much to place in the stockroom and

whether to use a warehouse.



Category Management

A merchandising technique

A way to manage a retail businessbased on the performance of productcategory results rather than

individual brands.

Means adapting merchandise foreach store to best satisfy customers



Applying Category Management



Shelf Logic: Software for CategoryManagement Planning



Shelf Logic: Software for CategoryManagement Planning
http://www.acnielsen.com/



Merchandising Software

General Merchandise PlanningSoftware

Forecasting Software

Innovativeness Software

Assortment Software

Allocation Software

Category Management Software



Group Activity

Think of a Product that your group would want toRetail

Create a Merchandising Plan that will consider

the following Forecasting

Innovation

Assortment

Brands Timing Allocation

Allocation



Question and Answer

Q & A



References

Berman, Barry & Evans, Jpel, Retail Management 10th Ed. (Person)

Documents

Lecture 7 Merchandising Overview 1226926447992136 9