Little World, Kharghar

Assignment – Verbal and Non-verbal Communications

Subject – Principle & Practices of Management

Under Guidance:
Mr. Amit Aggarwal
FMS
National Institute of Fashion Technology
Mumbai

Research & Compiled by:

Bhavik Gandhi
M/FMS/08/10
 Introduction
ITC forayed into the youth fashion segment with the launch of John Players in December 2002
and is committed to be the No. 1 fashion brand for the youth. This foray leverages ITC’s proven
competencies in understanding consumer insights, brand building and design capabilities.

Hrithik Roshan, Superstar and Youth Icon, with his innate style, vibrancy and playfulness best
personifies the core attributes of the brand as its ambassador.

John Players offers a complete and vibrant wardrobe of Casual wear, Party wear, Work wear,
Denims, Outer wear and Suits & Jackets, incorporating the most contemporary trends, an
exciting mix of colors, playful styling, trendy textures and comfortable fits.

The brand is available across the country through a nation-wide network of over 250 exclusive
stores and over 1300 multi-brand outlets.

At the Images Fashion Awards 2005, John Players was declared 'The Most Admired Shirt Brand
of the Year'. In the Images Fashion Awards 2007, John Players was awarded “The Most
Admired Fashion Campaign of the Year” award.

About Little World

Little World is the one and only mall in the Kharghar. It has around 40 shops major brands like
John Players, More, The Raymond shop, Levis, Levis Signature, McDonalds, Cotton County
etc. The key elements of Little World, Kharghar are Mcdonalds and Adlabs that are responsible
for major chunk of it sales and they add to its conversion rate by creating place utility as
kharghar is institutional area and it has no other malls.

About Shop
Jas Venture (Mayur D Solanki) has the franchise of the John Players in the Little World,
Kharghar.

About Communication
Hudson
Communication in its simplest form means conveying information from one person to
another.
George Terry
Communication is an exchange of facts, ideas, opinions and emotions by two or more
persons.
Allen Louis
Communication is the sum total of all things one person does when he wants to create an
understanding in the minds of another; it involves a systematic and continuous process of
telling, listening and understanding.

Basically it involves
1. Conveying a suitable message
2. At the right time
3. Correctly and effectively
4. Listen to the other man and with interest and purposefully
5. Give your feed back and get his feedback accurately.
6. Take suitable action based on all these

Process of communication
 Types of communication
a. Based on direction
1. Downward
2. Upward
3. Lateral or horizontal
4. (Diagonal communication)
5. Circular / cyclical
6. Cris-cross / Grapevine
a. Based on source
1. Formal
2. Informal
3. Grapevine

VM of the Store
Visual merchandising can be termed as the orderly, systematic, logical and intelligent
way of putting stock on the floor.
Color flow of the merchandize from left to right and from lightest to darkest
shades, thus the merchandize looks very pleasing and appealing.
The fixtures of the store so ergonomically arranged that it is very easy to
communicate for the employee regarding the merchandize.

Staff
There are 3 employees in the store. One employee is for billing and two employees are
there for assisting the customers with the merchandize.

Verbal Communication
• The employees can communicate in 2 languages fluently – Marathi and Hindi,
they are also comfortable with English.
• Basic training about the merchandise helps them to communicate.
• The employees are very polite and soft spoken.
• They follow the dress code which is well dressed.
• They are attentive.
• They welcome with a smile to each and every customers.
• They never use slang and ideoms.

Non Verbal Communication

• The facial expressions include smile and enthusiasm.
• They give some open space to the customer to experience the feel of the
merchandize which is a kind of non-verbal communication.
• The gesture of the employee plays an important role in non verbal
communication.
• The smile on the face is genuine.
• They respect status.