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Under the guidance of

Prof. Mahesh M Vanjeri

Assistant Professor

Dept. of Management studies

Submitted by:

Belinda Rachita 2SD16MBA07 Mahesh Bhagwat 2SD16MBA18

Ganesh M Raikar 2SD16MBA12 Malakappa Hugar 2SD16MBA20
Lurdu Xavier A 2SD16MBA17

“SDM College of Engineering and Technology”

“Department of Management Studies”
“Dhavalgiri, Dharwad”


1. Introduction 1

2. Importance of visual 4
3. Problem statement 5

4. Objectives of the study 5

5. Research methodology 5

6. Store Design Objectives 6

7. Types of store Layout. 7

8. Display Area 10

9. Presentation Techniques 13

10. Store Environment 17

11. Conclusion 19


1. Brand Factory 01

2. Freeform Layout 08

3. Store Layout 09

4. Walls 10

5. Windows Display 11

6. Free Standing Display 12

7. Idea-Orientation Presentation 13

8. Color Presentation 14

9. Horizontal Merchandise 15

10. Style and Item Presentation 16

11. Store Environment Color 17

12. Store Environment Lighting 23

1. Introduction About the Brand factory

Brand factory is a chain of retail stores operated by future

group. Launched in September 2006.it is a private limited company, it currently
has 50 outlets across 22 cities in India. In Hubballi outlet a employee strength is
79. It is an India’s largest discount retail chain, gives Indian consumers the
promise of revolutionizing discount shopping by offering the best Indian and
international brands.

Figure 1

When it comes to brand factory, customers are treated as

god, so the business process involves providing quality information about the
product, providing quality products and then providing satisfy able services to the

The business process in the organization is retail. The
organization is fashions and discount merchandise and depending upon city
consumption and income nature of city.

SL NO Name Designation
01 Mr. Suresh Sadhvani CEO of Future Group
02 Mr. Kishor Biyani Managing director
03 Mr. Sunny Katwe Store manager

 Code of conduct

1. Time management
2. Misconduct is prohibited for employees
3. Consumption of intoxicating drinks / drugs
4. Respect in the workplace
5. Collaborate.

 Ethical practice

1. Respect and humility: - To respect every individual and be human in our

2. Introspect: - Leading to purposeful thinking.
3. Openness: - to be open and respective to new ideas, knowledge and
4. Valuing and nurturing relationship: - lo build long term relationship.
5. Simplicity and positivity: - simplicity and positivity in our thoughts,
business and action.

6. Adaptability: - to be flexible and adaptable to meet the challenges.
7. Flow: - to respect and understand the universal law of nature.

 Brands:
There are two types of brands

 FLFL ( Future life style fashion limited )

 PT ( Partner brand )
The products FLFL comes by future group and the PT products come by
directly by their brands.

 Visual merchandise: -
Once the department receives the product, now their work is to arrange the
product on the area or space given to them. The department members keep their
product in a show and which product has the main offer that one should be kept
first and involves operations method.

 Operation:-
In this process involvement of merchandises and services or merchandise
will be done in an efficient manner keeping in concerned with customer
preferences and handling out in an efficient and effective operation are carried out
it also involves with some strategy process.

2. Importance of visual merchandising
When used in the context of retail merchandising, visual merchandising is
the activity of presenting products in a manner that encourages sales. Any apparel
store owners can toss up a rolling rack filled with garments, but it takes a keen eye
for design to display such garments in a way that boosts sales.

 Makes product easier to locate

Visual merchandising helps shoppers locate product more easily. When a

product is properly displayed, it will catch customer’s attention, guiding them
towards it.

 Move products faster.

With the help of visual merchandising, move products faster. A surplus of a

particular shirt in stock and need it gone, try displaying it on a couple of
mannequins near the store. A store further encourages customers to buy the
product with prominent "FOR SALE" signs next to the mannequins.

 Should always try to be different, new and creative

Customer’s needs & tastes are different one person to another. A customer’s
interest on new things or creative in nature. This nature helps to display different
& creative garments in store.

 Promote positive shopping experience

Visual merchandising makes stores more enjoyable for customers. By

displaying and promoting the products in a manner that encourages higher sales,
and subsequently create a more enjoyable shopping experience.

 Help explain new arrivals

Planning to add a new type of product to the store but afraid that customers won't
understand how it works, so that time store explain the characteristics of new
product and convince the customer.

 To enhance brand image

The right type of visual merchandising can help build an image around the
brand. This helped them to build an identity around the brand that appeals to their
target customers of teenagers and young adults.

3. Problem statement
Visual merchandising has long been considered as important strategic
business decision for a number of reasons. First, customer store choice decision are
influenced greatly by merchandising (arrangement of product) which denotes the
relationship between customer perception & buying behaviour second, retailers
may be able to develop a sustainable competitive advantage through

4. Objectives of the study

 To study the store layout

A well-planned retail store layout allows a retailer to maximize the

sales for each square foot of the allocated selling space within the store.
Store layouts generally show the size and location of each department, any
permanent structures, fixture locations and customer traffic patterns.

 To know merchandising presentation technique used by the store.

In a brand factory different types of presentation techniques are there.

That merchandising techniques attract the customers. Those presentation
techniques discussed below.

 To study the store atmosphere.

Store atmosphere includes the physical characteristics of a retail store

used to create an image in order to attract customers. It's also known as
atmospherics for short. It is a direct contributor to customer experience.

5. Research methodology
 Secondary data

These data are collected by interviewing the Visual Merchandizing

Manger of Brand Factory at Hubballi. Thrice we visited to collect the data.

6. Store Design Objectives

 Consistent with retailer’s image and strategy.

The main primary objective of store design is to implement

retailer’s strategy. Design consistent and reinforce the retailer’s strategy by
meeting the needs of the target market and building a competitive

 Influence consumer buying behavior.

The second main objectives of store design are Influence consumer

buying behavior. And it should attract customers, enable them to locate
merchandise keep them in the store for as long time, motivate them to make
unplanned, impulse purchase and provide them with a satisfied customer

 Provide Flexibility.

What may work today, May not be applicable tomorrow need to

change the merchandise mix need to change layout. Attempt to design stores
with max flexibility. There is are two forms like ability to physically move
and store the components and the ease with which components can be

 Control design and maintenance costs.

Another store design objective is Control design and maintenance

costs. Free form design costly can encourage the customers to explore and
increase the sales. More lighting and expensive merchandises. And good
lighting can make the merchandise look better and increase the sales. Than
after store design affect labor costs like traditional department stores with
different departments comfortable shopping, but require one person
constantly to provide services.

 Encourage people to buy merchandise.

Once you've gotten people to walk in the door, the next step is to
convert them into customers. So the layout of your store plays a large role.
An effective setup helps customers easily find and purchase merchandise.
One design in particular, known as "the grid," works well in stores where
customers are likely to explore the entire sales floor. It has many benefits,
including customer familiarity, merchandise exposure and easy-to-clean
aisles. The grid also allows you to set up feature areas, which are designed
to get the customer's attention. Food display cases, end caps, promotional
areas and walls are all examples of feature areas that can encourage
customers to shop for specific products.

7. Store Layout.
The retailers use three general type of store layout design.
A store layout is the design in which a store's interior is set up. Store layouts
are well thought out to provide the best exposure possible. Store layout
helps influence a customer's behavior, which means when done right, it's a
key strategy to a store's prosperity.

 Objectives of store layout are as follows:

1. Implement the retailer’s strategy.

2. Influence the customer buying behavior.
3. Provide flexibility.
4. Control design and maintenance costs.
5. Meet legal requirements.

 Freeform layout:

Arranges fixtures and aisles in and a systematic pattern, it provides an

intimate, relaxing environment that facilitates shopping and browsing.

Free form layout is a type of layout where the fixtures and aisles are
arranged asymmetrically. Since the customers are not naturally drawn to this
kind of layout, the retailers need to create a pleasant atmosphere to attract
customers. It can be in form of expensive fixtures and create the right
ambiance by having the right ambiance by having the right kind of flooring
and lighting which compliments the merchandise.

Figure 2

Advantages of free form layout are as follows:

1. Allowance for browsing and wandering freely.

2. Increased impulse purchases.
3. Visual appeal.
4. Flexibility

Disadvantages of free form layout are as follows:

1. Loitering encouraged
2. Possible confusion
3. Waste of floor space
4. Difficulty of cleaning

Store Layout

Figure 3
8. Display Area

 Walls

should be used walls
to display
merchandise and
creatively present a
message by utilising
wall space.
Merchandise can be
stored on shelving
and racks and co-
ordinating with
displays. In racks
merchandise can be
displayed based on
the sizes and it is Figure 4

easy to pick the merchandise to consumers. Different

brands having a unique colour for their merchandises and they did walls colour
according to their requirement.

 Windows display

It is providing for the visual messages about the type of merchandise

offered or available in the store. It is one of the best tools for building store
image. Usually it is used entrance of the store as well as centre of the place
where it is visible to the consumers. Display can be changed based on the
occasion or festivals and seasons, it can be helped to attract more number of
consumers into the store.

Figure 5

 Free standing display

Free standing display is standalone of shelf displays; it is holding

merchandise from which a consumer will shop. It is used in retail store to
influence consumer buying pattern and also helped to increase merchandise
visibility and maximise the brand impact at the point of the purchase. It is helped
to create awareness about the existing as well as newly arrived merchandise to the
consumers. Most of the stores displayed the merchandise to target youths.

Figure 6

9. Presentation Techniques

Some presentation technique are idea-oriented, item and size, color, price
lining, vertical merchandising, tonnage merchandising and frontage presentation. It
plays very important role to attract the customers and to increase the in sale for the

In the Brand factory they follow some of the presentation technique,

They are :

 Idea- orientation presentation

 Color presentation
 Horizontal presentation
 Style and item presentation

 Idea-orientation presentation:

It is the method of presenting many merchandise together based on, specific

idea of VM Manger or the image of the store. This technique are done in the

Figure 7

entrance of the store or entrance of the each section. As the VM spends more
times in the store he usually thinking on new presentation technique. Likewise, he
used to rearrange the things and he tries to attract the customer for the better sales.

 Color Presentation:

Basically, the merchandise technique organized by cotor. In a store

there will different color merchandise those merchandises are arranged in
way to look beautiful based on colors to attract the attracts the customer.


Figure 8
 Horizontal Merchandise:

Merchandise is presented horizontally using walls racks. The

merchandise arranged here are easily visible and touchable by the customer.
The same kind of many merchandise will displayed. This ensures that all
products are within the customers direct line sight, since they all are same
level. Here the customers need to move themselves to all the merchandise.
But in vertical merchandising the customer need to move their head or eyes
up and down. Here they use pricing strategy like they arrange the low to
high price that is down to top.

Figure 9

 Style and Item presentation:

It is the common
technique of organising stock
is by style and items. It creates
the atmosphere and good look
to the store and it helps to
attract the customer and makes
them to walk in and buy the

Figure 10
10. Store Environment
 Color

In the Brand factory they are using two colors for the store, that
is WHITE and RED. These are used to create mood and Makes
customer to spend more time in the store purchase them. The red
comes under warm color, it produces emotional, vibrant, hot and
active responses. Whereas white is cool color, have a peaceful, gentle,
calming effect.

Figure 11

 Lighting

In the whole store they are using the white focus light to make
the merchandise look attractive. When the merchandise are attractive it
pulls the customer near that particular merchandise. Even this also
increases the sale.

There is chance of the focus light may irritate the customer

while walking through the store. So the lights must arranged in a such way
that customer full comfort.

Figure 12

 Music

The melody songs are played in lower volume. These kinds of

songs creates the store image and attracts the customer. It creates the
atmosphere to the store and customers feel good to purchase there.
Kannada, Hindi and English movie songs are played but not the
instrumental songs.

11. Conclusion

 A good store design allows shoppers to move freely.

 When store is properly designed, customers should able to
find what they are looking for easily.
 Store are designed so that customers can easily view the
merchandise and read the signs.
 It is important to visually reassure customers that they are
going to have the same satisfactory experience on the web
site that they have in stores.