STUDY ON RETAIL STORE

MANYAVAR

Prepared by:B.Vidya 11202046

Nivedita Das 11202014

Preeti Bharti 11202078

Priti Shiva 11202073

Akansha Barnwal 11202087

CONTENT IntroductionStore LayoutAtmosphericsVisual merchandising in the storeTrading areaIdentify different categoriesSiteStudy of width and depth of assortmentsLocationDifferent promotional activitiesPositioning of the storeRecommendation

INTRODUCTION If tradition means ethnic wear, ethnic men’s wear means

Manyavar. Ethnic Wear, Party Wear, Accessories; each is a signature; reflecting intense research, ideas, technology, craftsmanship and benchmarking at every level.

Currently it has 185 Exclusive Brand Outlets(EBO), 100 Shop in Shop and Multi Brand Outlets(MBO)

Their inspiration and command over the domain is the key to Manyavar’s uniqueness. The annual production capacity of the facility at Kolkata, is one million units of apparel, ten times more than the closest player.

 Television and peripheral media have clearly defined its personality as an essence of respect.

STORE LAYOUT

Store layout refers to the interior retail store arrangement of departments or groupings of merchandise

RETAIL ATMOSPHERERICS

Physical characteristics and surrounding influence of a retail store that is used to create an image in order to attract customers

The two dimensions of atmospherics are:

1. Exterior atmospherics

2. Interior atmospherics

EXTERIOR ATMOSPHERICS 1. Store entrance

2. Display windows

3. Sign Board: No signboards which directed the presence of the shop. The store was located at one end of the floor.

4. Parking Facilities: Parking facility is very spacious and two security guards were available to ensure smooth passage of the vehicles

INTERIOR ATMOSPHERICS 1. Lighting

2. Temperature: Temperature of the store was very comfortable. Use of centralized air conditioner

3. Music: Bollywood wedding songs were played in slow volume

4. Flooring: Cream colored tiles

Wall texture

Dressing Facilities

VISUAL MERCHANDISING

Visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets. It is the initial point of interactions with a potential customers. visual merchandising includes various aspects such as store floor plan, store windows, signs, merchandising display, space design, fixtures and hardware and the elements that comes with it.

DISPLAY CONCEPTSThe visual display concepts of Manyavar is

based on the combination of the special occasion and events of the community.

FACTOR GUIDING USE OF MERCHANDISE DISPLAY FIXTURES

• Product line: Merchandise in Manyavar is apparel so wooden racks are used for the display

• Customer profile: The décor of Manyavar is according to the socio economic profile of the customers who appreciate the traditional designs of the racks and wooden shelves. Furniture of traditional style are arranged for customers

• Level of competition: Though there are local and branded competitors in Bhubaneswar but there are less competitor in the premium retail brand for only men's ethnic wear

COMPONENTS OF DISPLAY

The components of display of Manyavar are:Slat wall displayGrid wall panels and accessories –

garment racks and displayersDisplay products-clear acrylic display,

counter top and jewellery displays.Lighting fixturesSignage – shelf tag

FACTORS CONSIDERED FOR EFFECTIVE DISPLAY

• Balance – Formal balance• Rhythm – Horizontal as well as vertical lines• Texture – Merchandise can be seen and felt.

Creates exciting feeling for the customers when they touch the merchandise

• Harmony – The store display is as the customer can see the display of merchandise all around very easily which creates harmony

• Emphasis – The display consists of focus on all merchandise and SKU’s of all sizes of the products

TRADING AREAThe size and shape of trading area:Primary trading area- Includes customers of

nereby localities like fortune towers, and people drawn in the mall for other purpose

Secondary trading area- Customers from a bit larger area covering covering areas like residents in damna area and sailasree vihar

Fringe trading area- All other customers visiting the city from cuttack

DIFFERENT CATEGORIES OF PRODUCTS

Sherwani

Kurta Set

Indo Western

Accessories: There are various categories such as

Dupatta

Juti

Kilangi

Mala

Safa

Scarf

SITE Manyavar store is located in Pal Height which is located in

and around Jaydev Vihar, Bhubaneswar

Parking Facility

Transportation Facility

WIDTH AND DEPTH OF THE ASSORTMENTS

The best-selling category for Manyavar is the sherwanis, while the most popular price range is

Rs 10,000–15,000.

PRODUCT PRICE SIZE

sherwanis Rs 5,999– Rs 74,999 38-44 cms

kurtas Rs 399–Rs 11,999 38-46cms

Indo-westerns Rs 5,999–Rs 24,999 38-46cms

accessories (including footwear)

Rs 399–Rs 1,999 6-10

The best-selling category for Manyavar is the sherwanis, while the most popular price range is Rs 10,000–15,000.Due to the nature of different fabrics the given measurement can differ marginally. Around 15–20 percent of the available space is dedicated to accessories and footwear.

LOCATION

Located in one of the successful mall in Bhubaneswar It target customers of upper middle class and upper class of the society, the location is close to the customer baseDuring the weekends thus it act as a repellent for the store.

Location Pal Heights

City Bhubaneswar

Address Unit/Shop no.G06,J/7, Jaydev Vihar, Pal Heights

Phone 0 674-2361113, 0674-2361854

State Orissa

Country India

PROMOTIONAL ACTIVITIES OF “MANYAVAR”

“MANYAVAR” spends around 10 percent of its total turnover on advertisements“MANYAVAR” is not just among the most visible men’s wear brands in the country. Communications across press, television and peripheral media have clearly defined its personality as an essence of respect

•

PROMOTION AND DISCOUNTS

Up To 5% Cash back On Shopping from Snapdeal.com.

Up To Rs. 150 Cash back On Shopping via Zivame.com.

Up To 8% Cash back On Shopping from Ezeegift.com.

Up To 8% Cash back On Shopping through Inkyponky.com.

Up To Rs. 325 Cash back On Purchase on Ipad Covers from

Ncarry.com.

POSITIONING OF MANYAVAR

Being as premium brand earlier positioning of the

“MANYAVAR” stores were only limited to upper

class people

Now “MANYAVAR has started to position itself to

upper middle class and middle class so that Manyavar

can cater more customers

Applying ATL to BTL approach

RECOMMENDATIONS

As a premium brand “MANYAVAR” promotes

its brands very less than other brands so it

must promote the brand so that more customer

can be attracted.

Promotion through discounts, distributing

pamphlets, adding some musical promotion in

the shop