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CONTENTS
UNIT ONE
UNIT FOUR
UNIT SIX
Visual Merchandising and its Roles
Store as a Brand
Promotion
About Visual Merchandising
Retail Trends Followed
Events Planned
Role of a Visual Merchandiser
Types of Fixtures
POP Development for
Visual Merchandising As a
Fixture Placements
a New Product
Brand Identity
Product Zones
POP Theme
Visual Merchandising As a
Store Plans
Design
Sales Promoter
Props
Target Consumer
Signages
Placement Size
UNIT TWO About the Brand
UNIT FIVE
Colour Scheme
Brand Identity
Store Experience as a Brand
Graphics
Brand Beliefs
Merchandise Presentation
Material
Brand History
Product Range
Costing
Brand Personality
Product Display
Brand Mission
Colour Palette of the Store
UNIT SEVEN
Brand Logo and Tagline
Entrance of the Store
Checklist for VM
Brand Position
Product Packaging
Dos and Don't for Displays
Target Consumer
Product Handling
Gap Identification
In Store Environment
UNIT THREE
Product Attributes
Customer as a Brand
Mannequins and Hangers
Role of Advertisements Customer Involvement Customer Perception of Store Customer Relations
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Demo Procedure
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About Visual Merchandising
Today visual merchandising is a growing ďŹ eld as it gives each brand a unique identity and creates a very strong recall value in the minds of the customer.
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The practice of presentation of store and its merchandise to attract the customer's attention and to maximize sales is termed as Visual merchandising. This includes the layouts, structure and components of the store which give it, its form.
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Role of a Visual Merchandiser A Visual merchandiser is in charge of keeping a creative display for the store in order to increase its sales. His responsibilities includes things like :
Liaising with the merchandising and marketing team to create themes which highlight the brand identity and match the geographical and cultural aspects of a store. To be aware about the sales strategies of the store and help support them. To Identify and source props, fabrics, hardware and lighting. Maintaining a budget and negotiating with suppliers of visual materials; To create store plans or develop on the ones made by the architect to create visuals to help with store planning. To create visual merchandising packs to communicate visual guidelines including layout principles, visual dressings and signage - usually applies to those based in a head ofďŹ ce. To supervise and plan the assembling or dismantling of visual displays in windows or in store To seek feedback from colleagues and customers on the visual impact of displays and implementing changes
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Visual Merchandising as a brand identity
Today it is very important for a brand to have its self identity.
Visual merchandising helps in creating a one on one repo with the customer and helps them in segregating the brand amongst
the market clutter. By adding a certain colour scheme and style to the store appearance visual merchandising helps the customer in identifying with the store. The store also relates to one's personality for example a bright dynamic display would attract the youth whereas a monochrome static display would appeal to a more mature group.
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VISUAL MERCHANDISING PROMOTES SALE
Accessibility and Display of the store is planned according to the Visual Merchandising of the store. Good ease of navigation allows the customer to make choices easily
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and thus faster purchases. With an appropriate display the customer gets attracted towards the store as it stands out in the market. Proper displays also give the customer an insight towards what's trendy in the store
Promotion Plan While most brands are busy acquiring new consumers, Royal Enfield is busy taking care of their existing consumers and rightly so. The bike rides and other events are only conducted for existing bike owners. Building this community enhances the passion consumers have for the brand. This word of mouth gets in new consumers.
UNIT TWO
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Brand History
About the Brand Brand Identity Royal Enfield has accustomed itself as a Indian brand and thus comes out to the customer as something more relatable.
The Enfield Cycle Company made motorcycles, bicycles, lawnmowers and stationary engines under the name Royal Enfield out of its works based at Redditch, Worcestershire. The legacy of weapons manufacture is reflected in the logo comprising the cannon, and the motto "Made like a gun" At the time of the outbreak of WW I Royal Enfield supplied consignments of their 6 HP sidecar Outfit motorcycles with Stretchers to the Crown. Today Royal Enfield is seen in the market as a cult brand, because they form a community of bikers in the nation.
Indian Scene
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Brand Beliefs
The brand has built up an image of a powerful person who believes in an adventurous life. They believe in carefully crafted and customized bikes which gives its rider the best experience while traveling.
The manufacturer Enfield India was bought over by Eicher Motors Limited in 1994. The brand is now owned by Eicher Motors. Thus, it is now an Indian brand. Royal Enfield motorcycles were being sold in India ever since 1949. In 1955, the Indian government started looking for a suitable motorcycle for its police forces and the army for patrolling duties on the country's border. The Bullet 350 was chosen as the most suitable bike for the job. The Indian government ordered 800 of these 350 cc motorcycles, an enormous order for that time. Royal Enfield has done at their Chennai manufacturing facility. An active in-house Research & Development wing is constantly at work to meet changing customer preferences and the challenges of Indian and International environment standards.
Brand Mission
Aims to continuously improve biking efficiency in India and other developing markets. Customers are the integrals part of the organization and creating a family of biker's bond.
Brand Logo and Tagline 1960's the tagline was Shaan ke Sawari, later was seen in sholay to attract the youth in yeh dosti hum nahi todenge. In the 2004 advertisement, the tagline “Jab Bullet Chalaye tu, duniya rasta de” became popular. The Slogan “made like a gun” is very well supported by the display of the store. Since they want the customer to have a customised and constructed feel of the bike they have displayed each and every part of the bike separately on the storefront wall. The main bikes are displayed on the outside area to give the customer a proper look and feel of the bike before the purchase.
SINCE
1901
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Brand Personality Masculine I Exclusive I Customized
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Psychographics: (lifestyles, life stage, personality, attitudes, opinion)
Target Consumer Demographics (age, gender) The main group targeted is 25-40 year old Males. But with change in Indian perception many women have also started opting for the bikes, thus a lot of their recent campaigns and product placement in movies is for females for eg. Katrina Kaif in Zindagi Na Milegi Dobara. Socioeconomic (Income, Education, neighbourhood, Occupation) Being a moderately expensive brand, it is affordable to the middle class. A lot of upper middle class also opt the bike for its customized features and strong suspension. Though mainly targeted towards adventure riders, a lot of daily professional also choose the bike to keep a piece of adventures in their life. The bike requires a lot of knowledge about riding and maintenance, thus people who are well-read opt for it.
It is made for people who like adventure and are willing to take a risk. These traits of exclusivity and adventure is sort for in its ideal customer. People need to be willing to spend time on understanding the bike and also customize it according to their choice. Masculine people who have a rough look towards life are the target consumer.
Marital Status Single men and rich college students mostly opt for this bike.
Geography Previously the brand was popular only in the metropolitan cities, but slowly it has sinked its roots in rural India as well. Popular by the name “Bullet” it has become a style statement in locations like Punjab, UP, Bihar, Haryana etc.
Brand Affinity The brand requires a level of commitment and loyalty to function with a customer. Thus a customer who believes and understands the brand will only be able to gain the best out of it.
Benefits Sought The customer needs to sought customization and quality product even if the prices are a little high.
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UNIT THREE
Advertisements From the past few years Royal Enfield has kept a very mature image in the market. Our advertisements have always focused on how well crafted and customized our bikes are. In recent campaigns we have shown the diversified customer market that we target and how well our bikes have spread to different regions of India. Every year we mainly focus on print advertising, not many TV ads are made as our target audience doesn't follow the brand because of its glitters but its quality. Recently we have started investing in product placements in movies to encourage youngsters to go ahead and live an adventurous life. One of our collaborations was with Zindagi Na Milegi Dobara where Katrina Kaif was shown riding a Royal Enfield. All our advertisements follow this idea of unique well crafted bikes which have now become an essential part of India.
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Customer as a brand
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Customer Involvement
Royal Enfield has always tried our best to form a deep connect with their customers. From the very first step of customer's entering our store we try and find out the taste of the customer and later help in making the perfect choice. Our brand keeps a very customer friendly attitude as after buying their first bike the customer becomes a part of the Royal Enfield family and keeps coming back for events, merchandise and servicing. A lot of events conducted by the brand focus on building a sense of belonging by having Royal Enfield specific rides and trips all over the country. This helps in building a team. To teach and learn stunts or bike maintenance the brand has clubs and gives them special discounts to build a lifelong bond. Customer Relations
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With every bike sold, a permanent relation is formed with the customers in form of service and any following events. All bike riders try to become a part of a group where they could take trips together, the brand helps them in forming these groups. The staff makes sure that the bike maintenance happens properly and the sale is of a perfectly customised bike. Special discounts and event invitations are sent out to Royal Enfield club members.
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Customer perception of store VM
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Each of our stores across the country are built on a similar construction in order to give familiarity to the consumer. The structure of the store is very straightforward to allow the customer to make their choices easily. From the feedback we have received our customers feel that the ďŹ rst thing that attracts them to the store is the bike display in the outside area. So we make sure that the display outside is informative and there is enough staff to help the customers. The insides of the store are very vintage with wooden interiors and yellow downlighters. We have tried to keep the feeling of adventure live so that the customers can relate to the brand, and see themselves living a life of adventure. The main talks about the bike are done on the wooden counter which is a casual setting allowing customers to be relaxed and discuss whatever thought they have about their new bike.
UNIT FOUR
Retail Trends Followed The stores keep a very vintage and adventure based outlook. The flooring and fixtures are mainly metal with the use of metal mesh. We have tried to keep a very youthful environment to which adventurous bike riders could relate to. In terms of design the store is very modernistic and follow trends like use of bulb down lighters which though were a part of 60s-70s clubs are now coming back under the nostalgia of vintage products amongst the youth. With minimalism being the latest trend, the clothing display also kept minimal and stylish. Instead of showcasing new arrivals in a separate section, in some stores we have used roof hangers to put exclusivity to the clothing. T-shirts are wrapped into rolls in order to save space inside the store. Because after all we live the life of an adventurer.The bike elements are also placed inside the store to show the perfect harmony between the rider, his accesories and his bike.
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Store as a brand
Due to smaller floor space, most fixtures are placed on the wall leaving room in the middle for the customer to go around. Also space is required because multiple times bikes are displayed inside the store as well. But since the fixtures are all make-shift they can easily be moved around the store. Allowing very flexible space inside.
Product Zones The stores are divided into two spaces majorly according to products one is for the bike display and the second is the clothing and bike accessories display. In some stores the bikes are displayed outside with their information boards. The clothes are displayed on shelves and hangers inside. The other accessories such as helmets, wallets, shoes, gloves etc are placed all around the store to attract bikers attention. These are mainly secondary products which get bought when a bike purchase is made or a previous bike owner comes in looking for servicing or repairs.
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Fixture Placements
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Store Plans
All Royal Enfield stores are based on a sample design, so that uniformity can be there in all stores. The plans here are of a certain store in Bandra on Linking road to show a sample of how most of the Royal Enfield stores are. The Planning for the Visual Merchandising has to be done while keeping in mind the basic layout of the store in terms of its Circulation, Cone of Vision and Product zones. The store uniformity also helps in creating a link with the customers that this store is not just to sell but to create a lifetime bond.
BASIC PLAN
PRODUCT ZONES
Product Zones: Each store divides its space into three major areas to differentiate between the Bikes, its accessories and merchandise. This helps the customer in making quick decisions.
CONE OF VISION
Cone of vision Most brand stores are located on busy streets, open space outside allows bystanders to look and appreciate the brand.
CIRCULATION
Circulation All stores focus on wide spacing to help with moving and integrating the bike with the display.
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Props “The bikes are the biggest props that we play around with” says the store manager of Royal Enfield Bandra. Except for new launches, not many props are created for the store. The entire store is created on a theme which doesn't leave much room for an additional props. Keeping with the brand identity the store has displayed each and every piece of the bike to show their customers what they are really buying. These parts are used around the store. The bikes are also a very important prop as many a times new helmets or clothes are placed around the bike to create the aura of Royal Enfield. The material used is real time metal and the type is mostly real.
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Signages The store doesn't not showcase any signages. The managers says only standee are put for new product launches. Informative boards are placed around bikes outside to give out more knowledge to the customer and help them make the best choice. Inside there is a wall poster explaining the journey of Royal Enfield. The fixtures are not labeled to keep the casual outlook.
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UNIT FIVE
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Product/Store Experience as a brand Merchandise Presentation
All products are placed in a very adventurous yet casual manner keeping in mind the brand identity. With minimalism being the latest trend, the clothing display also kept minimal and stylish. Instead of showcasing new arrivals in a separate section, in some stores we have used roof hangers to put exclusivity to the clothing. T-shirts are wrapped into rolls in order to save space inside the store. Because after all we live the life of an adventurer. The bike elements are also placed inside the store to show the perfect harmony between the rider, his accessories and his bike. The bikes are placed outside with informative boards and are shown by staff to interested customers. The main display of the store is the bikes, which are displayed outside the physical store. They were well arranged with small information panels placed next to them like an exhibition. Keeping the bikes outside attracted a lot of bystander attention. The merchandise display of the store is very interesting.
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Product Range
The stores are divided into two spaces majorly according to products one is for the bike display and the second is the clothing and bike accessories display. In some stores the bikes are displayed outside with their information boards. The clothes are displayed on shelves and hangers inside. The other accessories such as helmets, wallets, shoes, gloves etc are placed all around the store to attract bikers attention. These are mainly secondary products which get bought when a bike purchase is made or a previous bike owner comes in looking for servicing or repairs.
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Product Folding Folding is mainly for clothing products which are placed in two types; one in open display and second in folded ways. The store has made sure their display looks as casual and vintage as their bikes thus the t shirts are made into rolls and kept to save space. Rest of the t-shirts are put on roof hangers and rod hangers and displayed in the store ďŹ xtures.
Store Ambience
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The color palette of the store is mainly in shades of greys and browns as we want to keep the adventurous spirit alive when the customer comes inside the store. The browns give a very vintage and hand crafted feel which goes well with the brand identity of the brand. The store keeps up with the theme of adventure, the mood set in the store is very to the point. The lightning mainly consists of suspended lights and track lights on the bike. This particular yellow light gives a very bold look to the store. The color scheme is in shades of green and grey. There was no music playing in the background, which is good because each customer is asking question about the bike and music will clutter the talk.
Product Handling Since each bike is very expensive and specifically customised for each customer, the staff makes sure that it is handles with utmost care. Each staff member is equipped to handle each and every part of the bike and has enough knowledge to give advice to the customer. Rest of the accessory merchandise is carefully placed on the hangers with its stock in the store room.
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Entrance Most stores in India are placed in the busiest locations allowing good window space for of the the brand. Since the brand is a lifestyle brand it attracts a lot of attention from bystanders who may be roaming in the particular areas and hope to buy a Royal Enfield one day. store
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Demo
Bikes are given out on test drives to potential customers with a member of the staff accompanying them. The staff member also helps in showcasing how the maintenance of the bike has to take place.
UNIT SIX
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Promotion Promotion Plan
While most brands are busy acquiring new consumers, Royal Enfield is busy taking care of their existing consumers and rightly so. The bike rides and other events are only conducted for existing bike owners. Building this community enhances the passion consumers have for the brand. This word of mouth gets in new consumers.
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Events Planned
Films and prints, photography exhibitions, Sponsor trips, Himalayan Odyssey, Publications: Coffee Table books, Rider Mania, an annual event hosted by the company, was started in 2003 and is now extremely popular. It gives new and old bikers to meet, share their experiences and show-off their 'custom tweaked' bikes. It is a celebration of being a Bullet owner and biker. For promotion they conduct rides every month. They go to areas of vicinity of 250-300 Kms, start from here, halt there for a night and then come back. They invite a lot of riders from the country to come so that they can have a direct interaction with our target group. This helps them in getting to know one on one what problems are there and any other kind of feedback that the customer might want to give. Recently they have stepped into print media, they don't have any TV advertisements.
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Pop Development About The Product
Launch of Royal Enfield's New bike range called Himalayan. This is the first adventure bike manufactured by Royal Enfield. The main attributes of the bike are Versatility, long travel suspension, comfortability and durability. The bike hit the markets in late 2016 and is being promoted by the brand on a large scale. The objective of our Point of purchase is to display the bike in its adventurous outlook and give the customer an overall appeal of his personality if he purchases the bike.
The theme for the product launch is on the line of an adventurous rally where the bike always stays a strong companion to its rider. We have focused on the spirit of adventure and travel.
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Theme
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Design Exploration
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Final POP Idea Our final Point of Purchase is based on the idea of a race start point. The bike is placed on a Royal Enfield podium. There is a start point structure on top which has multiple shadow boxes to showcase accessories, namely helmets, tshirts etc which will give the customer an overall look of how one would look if they ride the bike. The structure is an island display and can be enjoyed by customers from all angles.
6'4” 1'
9'4
1'5”
4' 11”
7'10”
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POP Target consumer This point of purchase would be used to target customers who half way between making the decision of buying the bike. Seeing the bike in its grandeur and forming an overall look will help them evoke the feeling of adventure and make the final call of buying the bike.
POP Size
The display would be placed outside the store in their lobby space. Since the store is on a busy Bandra street it would be an ideal location to attract visitors who are wandering around. It would also give a stand out to the store. The nearby green spaces will add to the wanderer and adventurous appeal of the bike.
According to the Royal Enfield Website the dimensions of the Himalayan Bike are as follows: 136 x 219 x 84 cm. Keeping that in mind as our scale we have designed the point of purchase with the sizes. Base: 7'10” x 4' 11” x 1'5” Fixture: 6'4”” x 9'4 x 1'
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POP Placement
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POP Colour Scheme
POP Graphics
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The colour scheme for the point of purchase is kept very colourful in order to evoke the travel feel and create a mood of a rally. We have kept the base in sync with the brand colours black and red.
The graphics are divided into two parts. The visual graphics are used to evoke the feeling of travel and adventure and are thus illustrated to show jungles and various landscapes across which the bike can ride. On the sides there are informative graphics which will be giving out information about the bike for examples, its features, sustainability etc.
POP Material The material used for creating the point of purchase will mainly be wood as it has to hold the very heavy bike (182) . The upper structure would also be made of wood and then later covered with vinyl prints to showcase the merchandise. The bike will be hung using metal chains.
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POP Costing
1 Ply 8mm 8x4- 1500 ( Approx)
We would require around 8 Ply sheets (8x4) to complete our point of purchase which would account to.
1500 x 8 = 12,000 rs Vinyl prints would cost around= 4,000 rs
Lighting (Spotlights) = 2,000 rs Chain = 2,000 rs Total budget of the POP would be around 18,000-20,000 Rupees.
UNIT SEVEN
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Checklist for VM Dos and Don't for Displays The Store should be in cahoots with the brand personality
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The bike should always be given more priority than the merchandise
The store should save space and allow good circulation space to the customers and also for the entry of the bike into the store
The display should be innovative and give out the feeling of adventure The fixtures should be able to move around.
FASHION COMMUNICATION DEPARTMENT NATIONAL INSTITUTE OF FASHION TECHNOLOGY , MUMBAI
PROJECT BY TANAY SHARMA I NISHITA KARUN