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    IMC

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    sandeep_leo088714
    This document provides an overview of visual merchandising and in-store promotions at Big Bazaar Indore. It discusses the various elements of visual merchandising used including lighting, props, signage, window displays, flooring and color. Lighting is used strategically in different sections, mannequins and stands are the main props. Signage guides customers and promotes sales. Window displays are kept simple. Flooring provides adequate aisles. In-store promotions include product displays, demonstrations and competitions to drive sales. Point-of-sale promotions utilize theme displays, racks, cases and lightboxes to showcase products at the shelf and checkout.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    IMC

    Uploaded by

    sandeep_leo088714
    108 views10 pages
    This document provides an overview of visual merchandising and in-store promotions at Big Bazaar Indore. It discusses the various elements of visual merchandising used including lighting, props, signage, window displays, flooring and color. Lighting is used strategically in different sections, mannequins and stands are the main props. Signage guides customers and promotes sales. Window displays are kept simple. Flooring provides adequate aisles. In-store promotions include product displays, demonstrations and competitions to drive sales. Point-of-sale promotions utilize theme displays, racks, cases and lightboxes to showcase products at the shelf and checkout.

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    Integrated Marketing Communicatio

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    This document provides an overview of visual merchandising and in-store promotions at Big Bazaar Indore. It discusses the various elements of visual merchandising used including lighting, props, signage, window displays, flooring and color. Lighting is used strategically in different sections, mannequins and stands are the main props. Signage guides customers and promotes sales. Window displays are kept simple. Flooring provides adequate aisles. In-store promotions include product displays, demonstrations and competitions to drive sales. Point-of-sale promotions utilize theme displays, racks, cases and lightboxes to showcase products at the shelf and checkout.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    108 views10 pages

    IMC

    Uploaded by

    sandeep_leo088714
    This document provides an overview of visual merchandising and in-store promotions at Big Bazaar Indore. It discusses the various elements of visual merchandising used including lighting, props, signage, window displays, flooring and color. Lighting is used strategically in different sections, mannequins and stands are the main props. Signage guides customers and promotes sales. Window displays are kept simple. Flooring provides adequate aisles. In-store promotions include product displays, demonstrations and competitions to drive sales. Point-of-sale promotions utilize theme displays, racks, cases and lightboxes to showcase products at the shelf and checkout.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    IMC Presentation

    GROUP 4, SEC - A
    Anthony Murmu
    Kishlai Kumar
    Md Gulfam Ansari
    Rituparna Mandal
    Sandeep Murmu
    Srikanth Balmoori

    Big Bazaar, Indore: Introduction


    COMPANY
    Big Bazaar, Treasure Island, Indore
    Introduced in 2005

    TARGET AUDIENCE
    Middle & upper class

    PRODUCT RANGE
    Fashion and general merchandise
    including Home furnishings, Utensils,
    Crockery, Cutlery, Sports goods and
    much more

    Tagline
    Isse Sasta Aur Accha Kahin Nahi

    VISUAL MERCHANDISING (VM): DEFINITION


    Art of presentation, which keeps the
    merchandise in focus
    Aims to attract, engage, motivate the
    customers towards making a purchase

    ELEMENTS OF VISUAL MERCHANDISING

    Lighting
    Props (mannequins,
    Signage
    Window Displays
    Ceilings
    Floorings
    Colour

    Big Bazaar, Indore: Visual Merchandising


    LIGHTING
    Most important feature as it highlights
    features
    If the display requires emphasis on certain
    product it can be done through proper
    lighting

    LIGHTING: BIG BAZAAR

    Apparel
    Kitchenware
    FMCG Products
    Secondary Lighting

    ANALYSIS
    Lighting at Big Bazaar varies from section
    to section
    No fancy lights were used. Mostly tubelights were used for lighting

    PROPS
    Used to physically support, decorate, and
    change the physical makeup of merchandise
    Types: Mannequins, stands, screens, etc.

    PROPS: BIG BAZAAR


    Mannequins
    Stands

    ANALYSIS
    Most visible element of the store
    Could be highly efficient in attracting target
    customer
    Mannequins will help customer connect with
    their personality
    Stands supports the mood & the theme of
    the section

    Big Bazaar, Indore: Visual Merchandising


    SIGNAGE
    Includes informative and concise signs
    and information
    Can include price, size, department
    location, etc.

    SIGNAGE: BIG BAZAAR

    Price
    Sales Offer
    Department
    Exits

    ANALYSIS
    Lead the customers in various sections
    in the store
    Successful in attracting customers to
    various sales offers

    WINDOW DISPLAYS
    First contact with the customer
    Arouses curiosity in the mind of the
    customers

    WINDOWS DISPLAYS: BIG BAZAAR


    Outside

    ANALYSIS
    Kept it simple
    Used lights to highlight individual items
    Used bright colour lights
    Included products from various product
    range
    The window is not cluttered (cluttered
    window loses its appeal and would hardly
    attract any customer)

    Big Bazaar, Indore: Visual Merchandising


    FLOORING

    Moving shoppers through the store,


    payment counter, service desks, customer
    service facilities
    Cluttered aisles creates a bad shopping
    experience

    FLOORING: BIG BAZAAR


    Floor
    Aisle

    ANALYSIS

    Proper space for aisle was provided


    throughout the store
    Except in FMCG section where not much
    space was provided for aisle

    Floors were mostly kept neat and clean


    Marble instead of tiles could have been
    used to be visually more attractive

    COLOUR

    Effective in creating a mood and influencing


    behaviour
    Orange is described as a friendly, sociable
    colour, exciting, vibrant and filled with
    anticipation
    Green is described as an alive, cool, and
    growing colour

    COLOURS: BIG BAZAAR

    Big Bazar: Orange


    Vegetables: Green
    Apparels (Mens): Blue

    ANALYSIS

    Different colours were used for different


    departments

    Big Bazaar, Indore: In Store Promotion


    IN STORE PROMOTION: DEFINITION
    In-store promotion is a marketing strategy that is meant to
    bring people into the store and to purchase specific items
    that are part of the in-store promotion
    Designed to take advantage of peoples tendency to
    purchase products impulsively

    AIM FOR IN STORE PROMOTION

    to
    to
    to
    to
    to

    create brand awareness


    build brand equity in-store
    drive traffic into the store
    eliminate too much stock
    create additional revenues

    However, with the prevalence and over-saturation of instore promotions, brand messages may actually be diluted,
    rending them potentially ineffective.

    IN STORE TACTICS

    Signs
    Banners
    Coupons
    Cards
    Pamphlets
    TV screens
    Product display
    Competitions/contests

    PRODUCT RANGE
    FMCG products(brands of HUL and P & G as well
    as private levels
    Apparels( Lee, Duke, DJ&C)
    Cereals Pulses ( mostly private labeled)

    Big Bazaar, Indore: In Store Promotion


    Analysis:
    Product Display:
    placed prominently in the middle or end of the aisle
    front of the store near cash registers to leave a lasting impression as customers prepare to exit the
    store.
    Demonstration of products:
    to see a product in action or experience the product first-hand in case of cosmetic brands like
    Loreal eyeliner, nail polish, Mascara etc.
    Competitions/store quiz contests: offering holiday contests and sweepstakes
    offering various discounts, sale like Spend Rs2000, Get a Rs100 Gift Card
    The promotion in billing coupons is also cleverly done by Big Bazar to purchase or visit store for
    repurchase.
    The Combo offers like buy 2 get 1 free also helps in bulk purchase of FMCG goods such as detergents,
    soaps, hand washes etc.
    This kind of discounts prompts consumers to purchase the majority of their products unplanned, and is
    effective in-store promotion

    Big Bazaar, Indore: Point Of Sales


    POINT OF SALE PROMOTION

    Theme Setting Display

    POS promotions is a unique form of promotion that


    involves distinctive promotions at the shelf space
    and at the checkout counter

    Assortment
    display

    Display-open

    and

    closed

    It refers to an open or closed display in which a


    retailer exhibits a wide range of merchandise for
    the retail traffic

    Assortment Display: Big Bazar


    Gillette, bakery products and some cosmetic
    products are closed display, and most of the
    products are on open display

    Analysis
    Perishable products and cosmetic products were
    used in closed display to prevent unwanted
    connection

    Customize display theme as per occasion


    Very effective during festival

    Theme Setting Display: Big Bazar


    Christmas in men`s apparel
    Blue color was chosen for background
    Stands were used to depict Christmas tree

    Analysis
    Big Bazar follow theme setting Display to
    follow current trends
    Easy way of promotion by associating with
    festive mood

    Big Bazaar, Indore: Point Of Sales


    Rack Display
    Racks display are a basic necessity for
    any retail store

    Rack Display: Big Bazar


    Most of the products follow rack
    display model in Big Baazar

    Analysis
    Visibility increases because of rack
    display, proper space utilized
    Products are arranged according to
    their brands or products category for
    easy accessibility

    Case Display
    A display case (also called
    a showcase or display cabinet, or
    a vitrine) is a cabinet with one or
    often more transparent glass sides
    and/or top, used to display objects for
    viewing

    Case Display: Big Baazar


    Jewelry, Ponds, Dove, and other
    cosmetic products

    Analysis
    Display cases are often designed for
    distinct visibility and security

    Big Bazaar, Indore: Point Of Sales


    LIGHTBOXES
    One of the most distinctive
    features of POS promotions; at
    entry gates and checkout counters
    AT SHELF SPACE: BIG BAZAAR
    Distinctive display of brands being
    promoted; on the top of the shelf
    Premium products at prominent
    places; high visibility
    ANALYSIS:
    Through shelf space; High visibility,
    and easy accessibility

    AT THE CHECKOUT COUNTER: BIG


    BAZAAR
    Promotions of Big Bazaar (self
    promotions)
    Banner promotions of Bank
    Exclusive promotion of pet care
    Promotion of small fmcg items like
    Maggi, Act-II popcorn, chips, dish
    scrubber

    ANALYSIS:
    High promotion near checkpoint because
    of high visibility at the time of billing

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