WELCOME

A Presentation on Summer Internship Project

“VISUAL MERCHANDISING & SALES ANALYSIS IN RELIANCE TRENDS LIMITED”

Faculty Guide:

Dr. Padmanava Mahapatra,Asst. Professor, ASBM.

Corporate guide:

Mr. Arnab Basu, HR Head,Reliance Industries Ltd.

Presented By: Varsha PaulPGDM 14-16/56.

INTRODUCTION

• Retailing as an industry has been growing by leaps and bounds, over the past decade.

• Indian Retail Industry has been graded among 10 major retail markets in the world economy and ranked at the top in Asian Retail markets.

• The retailers help the customers to find the right products at the right time through focused merchandising, intelligent store design and other V.M. practices.

What is Visual Merchandising?• Visual Merchandising is the art of presentation, which put the merchandise into focus;

• It educates the customer and create desire to buy;

• Its a presentation of a store;

• The objective of a store sale promotion plan;

• A team involved- the senior management, architects, merchandising managers, buyers, the visual merchandising directors, and staff is needed.

IMPORTANCE OF THE STUDY

•To increase sales generation;

•Profit;

•Expansion of the store;

•To promote store image and overall business image.

REVIEW OF LITERATURE1. The Importance of visual merchandising is discussed in

vivid terms by Garvey (2010), in specifying that visual merchandising is all about making the customer feel how the marketer wants them to feel.

2. Kotler (1974) has proposed atmospherics as an important part of retail marketing strategy.

3. Pegler (2006: 8) suggests:“color psychology is very important in visual merchandising. Colors can immediately create a mood.

4. Storms (2006) explores the role of interior decoration to add flavour to visual merchandising.

5. Clark (2007) discusses that mannequin industry is crucial to any retail/visual merchandising.

RESEARCH OBJECTIVE

• To explore the relationship between visual merchandising factors and retail sales analysis.

• To recognise the relative importance of visual merchandising elements in retail apparel stores.

RESEARCH METHODOLOGY

To achieve these I adopted-

Sources of Data: • Primary Data: The primary data was collected by means of a survey.• Secondary Data: Academic books, research journals and articles, online sites etc.

Tools for survey development: The instrument used for this study was in survey format. Graphs were used to show the respondents behaviour.

DATA ANALYSISThe Three Month Sales of Reliance Trends

Months Rs. In Lakhs In %

April, 2015 133.53 40.798

May, 2015 149.69 45.73

June (1st-12th), 2015

44.07 13.46

Total 327.29 100

April May June(1st-12th)

0

20

40

60

80

100

120

140

160

Rs. In lakhsIn %

Three Month Sales of Women’s Garments- Siyaahi by Avaasa

Months Rs. In %April 62,859 35.21296May 95,591 53.54908June(1st-12th) 20,061 11.23796Total 178511 100.00

April May June(1st-12th)

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

Rs.

RESEARCH FINDINGSFrom the research I found-• V.M. Factors are showing better results but more analysis is required for the best results.

• Sophisticated V.M. requires convenient lighting combined with display themes.

• In the demographic aspects females were found to be more than male respondents, whereas the average young age group was 18-38.

CONCLUSION• The importance of V.M. on retail businesses is to engage and inspire shoppers and to encourage them to buy more.• Understanding the prior techniques of V.M. and rightly maintaining it in the store is a very important factor.• The ultimate goal of V.M. is to enhance corporate brand image.• The task of the retailers is to bring a delightful shopping experience.• Practising and improving on these shortcomings will bring the company to flourish with brightest colours.

RECOMMENDATIONS

• Display should have a strong message or an underlying theme.• More focus to be given on regular stock checking, employee knowledge and other related areas.• Advertisements for new/upcoming arrival of products through video displays.• Stocks need to be reduced as too many apparels in each browser makes customers confused.

BIBLIOGRAPHY