visual merchandising reebok india ppt

7/30/2019 Visual Merchandising Reebok india Ppt

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THE INFLUENCE OF VISUAL MERCHANDISING

ON CONSUMER BUYING BEHAVIOUR ATREEBOK


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ABOUT REEBOK

Type Subsidiary of Adidas

Founded 1895, Bolton, England

Headquarters Canton, Massachusetts, USA Industry Sportswear and Sports Goods

Products Footwear, Accessories, Sportswear

Website http://www.reebok.com


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INTRODUCTION

Reebok is an American-inspired, global brand that

creates and markets sports and lifestyle products.

The brand is committed to designing productsand marketing programs that reflect creativity andthe desire to constantly challenge the status quo.


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REEBOK'S VISION & MISSIONFulfilling Potential

Reebok is dedicated to providing each and every athlete fromprofessional athletes to recreational runners to kids on theplayground - with the opportunity, the products, and the

inspiration to achieve what they are capable of. We all have thepotential to do great things. As a brand, Reebok has the uniqueopportunity to help consumers, athletes and artists, partners andemployees fulfill their true potential and reach heights they mayhave thought un-reachable.

Always Challenge and Lead through CreativityAt Reebok, we see the world a little differently and throughoutour history have made our mark when weve had the courage tochallenge convention. Reebok creates products and marketing

programs that reflect the brands unlimited creative potential.


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Visual Merchandising

Visual Merchandising is the art of displayingmerchandise in a manner that is appealing tothe eyes of the customer.

Visual merchandising includes window

displays, signs, interior displays, cosmeticpromotions and any other special salespromotions taking place.


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Components of Visual

Merchandising:

Signage

Store Interior

Marquees

Banners

Store Exterior

Displays


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Signage:- Signage is a critical part of interior display and point of-

purchase promotion. Store signage that communicates a salesmessage can make up for a lack of sales personnel.

A good sign provides the most information in the fewestpossible words.


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Store interiors Store interior is an important element of a store concept.

The industry, product selection, price segment, customer group andcompany vision form the foundation of the concept.


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Marquees :-

A special type of sign is used to display the name of the store.

An effective marquee must stand out from the other businesses toattract customers.

It can be used to announce a change in season, sale, a special event or a

promotion.


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Banners:-

These are used increasingly as an inexpensive butcolorful , eye-catching means of promotion.

Banners can be hung from flagpoles , projected from

the building or hung flat against the exteriors.

Where many signs compete for customers attention, design and logo become more important . They

should be unique, noticeable and readable.


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STORE EXTERIORS

.

The exteriorappearance of a storesilently announceswhat customers can

expect inside.Good exterior visual

merchandisingattracts

attention,createsinterest,and invitesthe customer intothe business.


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Displays

Adisplayis an arrangement of merchandisedesigned to get attention and thus promote

sales.


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Displays: Types of Displays


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Types of Apparel Display Fixtures

Straight Rack

Rounder Four-Way

Gondola


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Element of store interiors

Atmospheric:-

Lights

MusicColor

Fragrance


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CONCEPT OF VISUAL

MERCHANDISING

Activity of promoting the sale of goods,especially by their presentation in retailoutlets.

This includes combining product, environment,and space into a stimulating and engagingdisplay to encourage the sale of a product or

service.

Visual merchandising is the art of implementingeffective design ideas to increase store traffic

and sales volume.


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Objectives of VM

AIDA

Attract Interest

Desire

Action

Attractive displays attract andstimulate .This, in turn, creates desireand behavior-that of increased sales.


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VM helps in:

Educating the customers about the product/service inan effective and creative way.

Drawing the attention of the customer to enable him

to take purchase decision within shortest possibletime.

Visual merchandising also helps to increase the Sales.

Visual merchandising is a silent seller & it gives an

appeal to the customer for buying. It helps create positive customer image.

It encourages impulse buying .


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SWOT Analysis of Reebok

Strengths

Strong Brand names

like Hexride,Dmxrideetc.

Rich Product Mix

Good marketpenetration.

Better customerservice.

Weakness

Lack of products for

price sensitivecustomers.

Supply in certain areais very irregular.

Poor signage anddisplay is making theroutes week for the

Sale of Reebok


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It is observed that in somenewly establishing areasmany new Outlets are

opening; Reebok needs toconcentrate on this newoutlets and can graduallyincrease its sale in these

area. There are huge potential in

footwear and apparelindustries

There are lot of competitorsof Reebok so that thepressure on the company to

provide the better service tothe client.

Market is too sensitive.

Its competitors are availing

more & more services orfacilities, which the companyis not availing, which attractthe customers towards othercompetitors.

Opportunities Threats


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A. PROBLEM DEFINITION Identifying the influence of Visual Merchandising on Sales.B. PROBLEM ENVIRONMENT The environment under study is Reebok Store Hazratganj, Lucknow.C. SAMPLE SIZE: 100

D. SAMPLING TECHNIQUE: Convenience SamplingE. QUESTIONNAIRE DESIGN The questionnaire was based on multiple-choice questions and

dichotomous questions.F. DATA COLLECTION Data Collected through questionnaires.G. RESEARCH PROBLEM How does Visual Merchandising influence the consumer buying

behavior?H. RESEARCH DESIGN Exploratory Method

RESEARCH METHODOLOGY


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RESEARCH OBJECTIVES AND SUB-

OBJECTIVES

OBJECTIVE-

Identifying the influence of Visual Merchandising onconsumer buying behavior

SUB-OBJECTIVE-

Acknowledging Brand awareness of Reebok.

Analyzing the main target market. Determining the Footfall at Store

Increasing customer concern about shopping.


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Data Analysis

And

Interpretation


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Analysis of Footfall

(From 25-6-09 to 16-7-09) Total 22 days Total No. of Customer Visited the Store = 384

No. of Customer Converted = 167

Conversion Rate = 43.48 %

No. of Footwear Sold = 78

No. of Apparel Sold = 91

No. of Accessories Sold = 74

Total Sales = Rs. 3, 29,698Average No. of Customer visited the store daily =

17

Average No. of Customer Converted daily = 7

Average Sales (per day)= Rs. 14,986


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Most of the Customers who visited the Store are Male

Gender Distribution

66%

34%

Male

Female


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Maximum Customers belong to age group of 26 to 35years.

Age Group

31%

34%

26%

9%

16-25

26-35

36-45

45-60


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Majority of the Customers have the annual incomefrom 2 lakh to 5 lakh.

Annual Income

18%

38%

29%

15%

Upto 2 lakh

2 lakh to 5 lakh

5 lakh to 8 lakh

Above 8 lakh


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Most of the Customers are Casual Buyers.

Regular Customer

41%

59%

YesNo


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Majority of the Customer are often attracted bySignage.

Attracted by Signage

17%

37%

38%

8%

Always

Often

Sometime

Not at all


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Majority of the Customer are attracted by WindowDisplay & lighting.

Which one of attracts you most?

22%

15%

20%

19%

16%

8%Window display

Colors

Lighting

Music

Fixture

Others


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The degree of attractiveness of different elements ofVM in decreasing order are Display > Store Front>lighting > Interior Design> music >color

25

20

2723

20

29

35

24

38

4543

35

18

26

1512

17

1112

22

8

15 14 15

10

8

12

5 6

10

0

5

10

15

20

25

30

35

40

45

50

Store Front Display Lighting Music Color Interior

Design

Rating 1

Rating 2

Rating 3

Rating 4

Rating 5


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Majority of the Customers buying is affected by BrandImage.

Attributes

27%

36%

26%

11%

Price

Brand image

Service

Others


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It was found that Majority of the Customer believesthat Puma is a Competitor of Reebok.

substitute of Reebok

26%

34%

29%

11%

Adidas

Puma

NikeOthers


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MAIN FINDINGS conti.. Males are the main customers of Reebok as compared

to female.

Youngsters are the prime customer of Reebok.

Customer having annual income 2 to 5 lakhs are themain target Market.

There are more occasional customer as compared toregular.

Customers are attracted by signage (reduced price,sales promotion etc.)

Customers are more concern about brand image andprice when buying from Reebok.


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Most of the customers believe that Puma can be asubstitute of Reebok.

Moreover, in terms of gender response it was foundthat women were more influenced by signages as

compared to men in making their purchase decisions. Non-working women were the ones who were much

influenced by signages.

The degree of attractiveness of different elements indecreasing order is Display > Store Front> lighting >Interior Design> music >color


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RECOMENDATION

Create an emotional connect between the viewer andthe display.

Get the customer to pause and shop the selling f loor.

Establish, promote, and enhance the stores visualimage.

Entertain customers and enhance their shoppingexperience.


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Introduce and explain new products. The styles and code to the brand should change as

clientele advance and grow.

Thus, we can say that companies which want to maketheir brands No. 1 should adopt the above findings intheir Visual merchandising.


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visual merchandising reebok india ppt

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