CREATION OF AN ANTICIPATED BUSINESS PLAN OF

MERCHANDISE TO IMPROVE SALES

Jockey store – Exhibition road, Patna

 BUSINESS PLAN FOR MERCHANDISE

• The business plan is proposed for a new store location at Kankarbagh main road ,
Patna, where Jockey would likely to get more potential customers
• This location is surrounded by FOUR densely populated areas e.g. Doctors colony,
Rajendra Nagar, Hanuman Nagar and Ashok Nagar.
• At first, I made a planogram for the proposed store , keeping in mind about the target
customer footfalls.
• Then I used the concept of experiential marketing along with other strategies to have
a good sales
• Prepared a six month merchandise plan for Jockey
 JOCKEY INDIA
• Jockey is founded by Samuel T. Cooper whose goal was to
revolutionize socks and hosiery.
• Jockey is a market leader in the innerwear and athleisure category
• The Jockey brand is available in 55,000+ outlets spread across 1,900+
cities and towns in India.
• Page Industries Limited (founded in 1995) located in Bangalore, India
are the exclusive licensee of Jockey International Inc. (USA) for
manufacture, distribution and marketing of the Jockey brand in India
• Page Industries connect with society through well-designed CSR
programs with the long-term objective of enhancing quality of life; a
majority of its activities are centered around child education and
welfare.
(Source – Jockey India official website)
 MERCHANDISE
MIX

MEN WOMEN KIDS

• Innerwear tops • Girls outerwear

• Innerwear tops
• Innerwear bottoms • Girls innerwear
• Innerwear bottoms
• Camisoles and tops • Thermals
• Outerwear tops
• Outerwear tops • Boys innerwear
• Outerwear bottoms
• Outerwear bottoms • Boys outerwear
• Thermals
• Thermals
• Socks
• Socks
• Towel
• Towel
 RETAIL STORE LAYOUT
• A retail store layout is the strategic use of
space, design & lighting to influence the
customer experience.
• How customers interact with merchandise is
very important

•Inside appearance of store leads the customers to

walk into.

•Store Image is the overall perception, the

customer has of the store’s environment
CONSIDERATION FACTORS BEFORE MAKING PLANOGRAM OF A STORE
EXTERIOR
• Location - Footfalls
• Parking
• Ease of accessibility
• The building’s architecture
• Store windows & Lighting
• Competitors
INTERIOR
• Fixtures
• Size of the store – 1200 sq ft
including trial room and inventory
• Flooring & Ceiling
• Lighting (Primary and secondary)
• Graphics & Signage
• Atmospherics - Odour
• Customer flow plan
• Merchandise allocations
PLANOGRAM OF A STORE

• Innerwear is the primary zone of the

store as jockey is well known for
innerwear in India

• Table top will attract the customers

and make them to have a look on the
store

• Mannequins (in odd numbers) will

work as signages for the store

• Impulse items will be positioned near

cash counter.
 3. CUSTOMER FLOW
(Theoretical Aspects)

• We must understand three basic customer

behaviors to create customer flow
1. Don’t place too many items in the front of the
store. The area is known as the decompression
zone, and most customers don’t notice or pay
much attention to items in that area
2. Place impulse or lower-cost items near
checkouts
3. Layout keeps merchandise clearly visible for
shoppers to see and pick up and gives them the
personal space they like when shopping
 LOOPHOLES ON THE BASIS OF STORE VISIT &
VISITOR’S BOOK – Jockey store at exhibition road,
Patna

• Customers are not getting the offers

• Quality of the product is not up to the
mark
• Behaviour of the sales representative
was not good
• Lack of elements which engages the
customer
• Visual display of the store was theme
less than expected.
5 STRATEGIES TO IMPROVE SALE
Experiential
Marketing

Visual display
5
Strategies

Training and
Membership development
cards
 1. EXPERIENTIAL MARKETING

• This graph tells about how to maintain a competitive

position in market
• Jockey has already reached at the 3rd stage which is
delivering the services.
• Now it has a possibilities in experiential marketing as
many retailers are doing it (Alibaba, amazon etc.)
• Today the customer do not only want a problem solving
product rather than they need a experience so that they
will visit the store time and again.
• Create or modify the store by keeping in mind to target
the customer senses because how the customer react is
depends on how the customer feel
 CONTINUED
• A good music always lights up the customer mood and make them to stay longer in store
• The aroma of the store is very necessary while entering in the store
• A welcome by the sales representative
• Television is highly recommended to engage the customer or their relatives/friends. It is
found that the customer who stays longer in the store has the great chances to buy more.
• A setup of cashless digital counter, just scan the barcode and pay
• Let the customers shop by their selves, sales representative will only come if customer in
need
• All the merchandise should be accessible to the customer so that they can touch the
merchandise. Let the customer interact with the merchandise
• A small gifts (toffees, flower, toys etc.) should be given to the frequent customers.
 2. VISUAL DISPLAY OF STORE
• Store must have a theme which connects the brand personality. If brand is
positioning itself as “sexy’’ then make the store sexy by means of display
• Display of products which makes them appealing and attractive by using the
attractive fixtures
• Factors that need to consider in visual display- color, lighting & merchandise in
front (latest collection)
• Always change the display of store as much as possible because the consumers
are rational and they get bored of sameness.
• Make the customer to walk into the store by using display of store effectively
 CONTINUED
• Best selling products (innerwear) are placed in
primary zone so that shoppers will pass by
secondary zone
• Placing low-cost impulse items like socks should
feature near cash counters as it encourages
shoppers to add an item or two as they check out.

• Power walls should easily visible from a

distance. Need to remove these cars and
stalls in front of the store

• Speed bumps (table tops) needed at the

few feet away from entry gate to slow down
customers as they move through store.
 4. FIXTURES & DISPLAYS
Lighting
• Proper lighting makes easy
interaction of consumers with the
products
• Lighting specialists provide
expertise in the appropriate types of
lighting for specific store layouts
Signages
• Signs help customers navigate the
store layout efficiently
• Retailers should keep signs fresh
and updated based on the
merchandise offered, the season, or
specific promotions
• use standard fonts and colors that
are easy to identify
COLOR PSYCHOLOGY USE BY RETAILERS
 FIXTURES

Gondolas fixture Wall fixture

 3. TRAINING & DEVELOPMENT

• It is found that the sales representative are not behaving well to the customers so
the company need to work on its training and development part
• One of the element of experiential marketing is sales representative because they
can engage the customer for longer time period
• To improve the sales, cross selling and upselling is in the hands of sales
representative, they can covert the customer to buy from Rs.100 to Rs.300
• Personal selling is also a great way to improve the sales but the sales
representative must the that entertaining
• Push theory can also be applied by sales representative to the customers wherein
sales representative will make customer to buy more by means of offers, new
collection, cashbacks etc.
 4. MEMBERSHIP CARDS
• An another way to build your customer is connect them
with membership cards
• Members must have some advantage over the random
customers
• Members can avail the offers and discount much
frequently in compare to random customer
Sales representative will have to convince the customer to be a member of the
company and tell about the advantages
There is a “sale” option is added in most of the e-commerce fashion website wherein
customer will get the all time offer. Jockey can also introduced it with the outdated or
not sold products, put these products in sale and sell at lower price
 5. TURN ADVERTISEMENT INTO A MEDICATED WEAR
• Now a days, customers are very conscious about
what they eat, wear, smell etc.
• As it is said that most of its products are anti-
microbial so turn your advertisements from a
regular innerwear to medicated wear (germs
free)
• But the garments needs to be verified from a
health department organisation in order to claim
that it is a medicated wear
 THE SIX MONTH MERCHANDISE PLAN

• The merchandise budget is prepared in advance of the selling season (keeping in

mind, jockey order merchandise two times in a week).
• The main objective of creating this plan is to prepare a month by month purchasing
schedule for retail organization.
• The first step in preparing these plans is to look at the sales information for the
same period last year
• Open-to-buy (OTB) is an inventory management system, it's the amount of
merchandise which retail store can buy during a certain time period. It helps
determine the amount of inventory that one will need to purchase to meet customer
demand while maintaining a positive cash flow.
 CONTINUED

• I made a six month merchandise plan (menswear) with the objective to

sale the merchandise worth 36 lakh in 6 month (assuming Rs.20000
sale per day)
• All the figures used in this plan are as per the assumption.
• The sale will be most in the month of October, November and March as
these are festive months and also a new collection of winter wear will
arrive.
CONTINUED
Submitted by – Aman kumar
(NIFT, Patna)