STUDY ON RETAIL STORE

MANYAVAR
Prepared by:

B.Vidya 11202046 Nivedita Das 11202014 Preeti Bharti 11202078 Priti Shiva 11202073 Akansha Barnwal 11202087

CONTENT
Introduction Store Layout Atmospherics Visual merchandising in the store Trading area Identify different categories Site Study of width and depth of assortments Location Different promotional activities Positioning of the store Recommendation

INTRODUCTION
If tradition means ethnic wear, ethnic mens 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 Manyavars 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 CONCEPTS
The 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 dcor 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 display Grid wall panels and accessories garment racks and displayers Display products-clear acrylic display, counter top and jewellery displays. Lighting fixtures Signage 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 SKUs of all sizes of the products

TRADING AREA
The 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

PRODUCT

The best-selling category is the Rs 5,999 Rs 74,999 for Manyavar 38-44 cms kurtas Rsthe 399Rs 11,999 popular 38-46cms sherwanis, while most price range is Indo-westerns Rs 5,999Rs 24,999 38-46cms Rs 10,00015,000.
sherwanis
accessories (including footwear) Rs 399Rs 1,999 6-10

PRICE

SIZE

The best-selling category for Manyavar is the sherwanis, while the most popular price range is Rs 10,00015,000. Due to the nature of different fabrics the given measurement can differ marginally. Around 1520 percent of the available space is dedicated to accessories and footwear.

LOCATION
Location City Address Phone State Country Pal Heights Bhubaneswar Unit/Shop no.G06,J/7, Jaydev Vihar, Pal Heights 0 674-2361113, 0674-2361854 Orissa India

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 base During the weekends thus it act as a repellent for the store.

PROMOTIONAL ACTIVITIES OF MANYAVAR

MANYAVAR spends around 10 percent of its total turnover on advertisements MANYAVAR is not just among the most visible mens 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