1. [1]
Summer Internship Report
At
Max , Mehendipatnam
By
Kaarshini Bhandari
BVOC (RM & IT) II Semester
Roll no : 149021
Submitted to
The Department of Bachelor of Vocation ( Retail Management & IT)
St. Francis College For Women
Begumpet , Hyderabad
2014- 2015

2. [2]
Declaration
I miss Kaarshini Bhandari , holding roll no. 149021 of B.VOC (RM & IT) from St. Francis
Degree College for Women , here by declare that this report is my own work and has been
written based on my experience of working in Max , Mehendipatnam under the guidance of
Mr. Ashfaq, store manager.
This work is undertaken as a partial fulfillment for the award of the degree of B. VOC (
RM & IT).
Date : Sign:

3. [3]
Acknowledgements
I would like to express my sincere gratitude towards St. Francis Degree College For Women
for introducing the new course of B VOC( RM & IT). I would like to thank Department of
Bachelor of Vocation ( Retail Management & IT) and the head of department Dr. Subi
Varghese who gave me the opportunity to do the internship of 45 days at Max . I would like
to thank Suresh Sir the practical faculty who helped me to understand topics in a better way.I
would even like to thank the Max Retail India. I would like to thank Max, Mehendipatnam
branch , the employees and management who helped us understand the various processes of a
service retail outlet. Thanks for their patience. I sincerely appreciate the Store Manager, Mr.
Ashfaq for his all-out support and time. We also thank him for permitting me get the various
details needed in completing the internship .Lastly I would like to thank my parents , class
mates , friends who helped me understand and project my self in right way.

4. [4]
Index
Chapter Title Page No.
01. Executive Summary 01.
02. Company Profile 02 - 05
03. Objectives of Internship 06
04. On The Job Process 07
- Marketing 08 - 09
- Inventory 09 - 17
- Visual Merchandising 17 - 20
05. Summary Suggestions and Conclusion 21 - 23
Annexure I - IV
References & Bibliography V

5. [5]
Chapter 1 : Executive summary
Max Retail, a value fashion retail chain of Landmark group, was launched in 2004 in United
Arab Emirates. It was introduced in 2006 in India.
I started my internship at Max , Mehendipatnam branch on 4 may 2015. We were going to
learn about 3 subjects . Each subject got a duration of 15 days. The study was a mix of
practical observation and a theoretical look into earlier experiences faced by the fast growing
apparel brand. As each subject had a span of 15 days the subject was further divided into
subtopics for easy understanding.
The three topics were
 Marketing
 Inventory management
 Visual merchandising
Marketing : A subject which was more of a practical subject where I learnt about the different
marketing activities Max was conducting to absorb new customers , the ongoing strategies to
know about customers nearby. I even got to know about the customer experiences personally
by interacting with them. The ongoing customer loyalty program & different activities.
Inventory management : Inventory management which comprises of many aspects like
security , receiving and consolidating stock , keeping a track on records , maintaining many
daily records which help in smooth running of business , etc is an interesting subject where I
leant about the depth and importance diversity and importance of inventory management.
Visual merchandising : In the subject visual merchandising I learnt the importance and the
need of visual merchandising. The creativity which is brought in simple terms to attract
customers and at the same time to make it easy for the executives to find and know about the
merchandise they hold. I even learnt about various props and fixtures and their usage in store.
I even learnt about the store operations , division of work, importance of team work , and
internal competition and co-operation leading to smooth running of store. I even tried to do
sales, stock inwards and outwards , help in daily processes like replenishment of stock in the
backend to floor.
Max being an international brand has many branches. The store at Mehendipatnam is a
branch of the same. Max, considered as one of the organized retailers in apparels ,
accessories and footwear is a very good example of systematic, legal and company striving
for the customers satisfaction.

6. [6]
Chapter 2 : Company Over View and Profile of Mentor
Max Retail, a value fashion retail chain of Landmark group, was launched in 2004 in
United Arab Emirates. Today, Max has over 200 stores in 15 countries in the Middle East and
North Africa regions and India. Max is currently the largest value fashion retailer in the
Middle East. Max retails its own label of apparel for men, women and children.
MAX India, a division of Lifestyle International (P) Ltd., has pioneered the concept of
‘value fashion’ in the country. In India, MAX was established in the year 2006 with its first
store in Indore. Now, Max has around 105 stores across 45 cities with over 3500 employees.
Vision
To be among the top three retail players in three of the fastest growing retail markets in the
world (middle east, india and china)
Mission
 Carefully listen
 Constantly adapt
 Always deliver
Values
 Passion for Excellence
 Integrity in everything we do
 Empowering people to strive and deliver
 Adapting to change market and customer needs
Tag Line
 Look good , feel good.

7. [7]
Organizational Structure
ProductLine
Most of the products at the store are from the landmark group, one of the prime brands owned
by Max. Other than that few other brands are also sold. A product line is shown below.

8. [8]
Mentors Profile
Mohammed. Ashfaq - Store manager
Objective:
To contribute to an esteemed organization with inexhaustible opportunities to prove the best
of my skills and abilities, leading to a consistent career growth.
Professional Experience:
 Max Retail Division, Lifestyle international Pvt.Ltd, Hyderabad, Deputy Store
Manager - August 2014 to Till Date
 Inox Leisure Ltd, Hyderabad. Manager Operations-From March 2012to August 2014
 Max Retail Division, Lifestyle international Pvt.Ltd, Hyderabad Assistant Store
Manager - Sept 2008 to March 2012
 Baby shop - Oman, owned by Landmark Group Dubai. Department Head (Territory)
– 21st July2004 to 15th Aug, 2008.
 Lifestyle International Pvt Ltd, Customer Service Representative – Aug 2002 till July
2004.
E-mail: mohdashfaq2@rediffmail.com , Mobile: 09177223128 (Hyderabad)
Dayakar Gaddam – VM champ
Objective:
To obtain a meaningful and challenging position in a professional & growth oriented
environment centered on cut-throat competition, where one could stage the best of
capabilities towards fulfilling the organization’s objectives
Technical Skills
:Proficiency in Corel Draw , Proficiency in Adobe Photoshop , MS Office 2000 - 2007 (MS
Word, MS Excel & MS Power Point), HTML5 ( Web Designing )
Professional Experience :
 Worked with Future group (Big Bazaar) as a Visual merchandiser from April 2012 to August
2014.
 Working with Land Mark Group (Max) as a Visual Merchandiser from Aug 2014 to till date.
Email : vm.manthra@gmail.com Mobile : 9885552098

9. [9]
P.Bhanu Prathap – Inventory executive
Objective : To work in a globally competitive environment and to develop new skills through
continuous learning process, and be a part of a team that dynamically works towards the
growth of the organization and giving my best efforts to prove a fruitful asset for the
organization.
Profesional experience :
 Future Group ( Brand Factory) at Banjarahills , Sales Executive (Trainee). Aug 2007 –
Jan 2009.
 Siyaram’s ( Oxemberg & J.Hampstead Brands ). Sales Executive. Jan 2009 – Mar
2012.
 Reliance Trends (Retail India Pvt Ltd.)Jubileehills. Inventory. April 2012 –Oct 2013
 MAX Fashion India pvt Ltd.(Land Mark Group) Mehdipatnam , HYD. Inventory-
Executive, September 2014 – Till Date

10. [10]
Chapter 3 : Objectives of Internship
 To understand and learn the Store Operations .
 To understand in store Marketing Activities.
 To learn Inventory Management .
 To get an insight of Visual Merchandising.

11. [11]
Chapter 4 : On the Job Process
Week 1
I had a meeting at the Regional Office with other 6 interns. Durga Prasad Sir the HR at Max
Regional office guided us towards the main topics I was going to cover during my internship.
We started with Marketing as our first subject for 2 weeks. Nitesh Sir the marketing head
guided me towards the in store marketing and the activities which I was going to take up to
understand Marketing Events in store.
At Max there are two types of marketing ATL also known as Above The Line marketing &
BTL known as Below The Line marketing . ATL is all about the marketing which is
approved by the head offices and which costs more. Where as BTL is the initiative taken by
the store to do marketing in near by areas , to create awareness every now and then.
 ATL : Above The Line marketing can be simply explained b news paper adds , poster
adds etc where the company spends a big chunk of money.
 BTL : Below The Line marketing can be explained as the day to day initiative taken
by the store to remind the near by areas about their existence. Pamphlet distribution ,
door to door promotions, in store activities etc are examples of BTL.
Both the types of marketing are used at Max however BTL is more active among both and
attracts good amount of customers to purchase more , where as ATL helps to attract new
customers to the store.
Division of subject :
1. Landmark rewards
2. Promotional activities
3. Survey
Landmark Rewards , The loyalty program :
Landmark Rewards will be a truly personalized rewards program where one can enroll for
free with just their mobile number, when they shop at any of the Landmark Group stores in
India. The new program comes with a host of benefits like:
 Free enrolment
 Earn and redeem points at all Landmark Group stores in India
 Personalized offers
 Exclusive store promotions
 End of season sale preview
 Birthday bonus points
 Out of store offer

12. [12]
With Landmark Rewards, members can earn points at all the Landmark Group stores in India
which includes Lifestyle, Home Centre, Max Fashions, Spar Hypermarkets, Splash Fashions,
Melange, Bossini, Krispy Kreme & Fun City and they can redeem their points at all the above
mentioned stores except Krispy Kreme and Fun City.
Landmark rewards is a initiative by company by which they reward their customer at the
same time they even keep a record of customers who purchase from the store, they inform
them about the sales and other offers running in store and keep customer updated about
activities in store.
The Landmark rewards was earlier known as Inner circle which had 3 tier system and a
minimum purchase of 1499/- was required to become a member of Inner Circle. But as the
trend changed the company realized that a customer who purchases today below 1499/- can
buy more tomorrow , they changed their policy. Now any customer irrespective of the
amount of purchases they do can become a part of Landmark rewards (Annexure I).
Promotional events at Max
Max organizes promotional activities every now and then to promote the offer going on in the
store. These events attract customers at the same time convey offers running in the store.
These activities are designed in such way that the customers enjoy them , are benefitted by
them and wait for new activities and offers arriving.
 Max kids festival
 Fun mania
 Welcome to college
These activities are designed at the senior most level of marketing team in Dubai , which is
then followed and changed as per the requirements in India by the marketing team. The same
activities are done and followed in all stores of India and is monitored with help of pictures
taken on the spot. These activities are made up according to the seasons running. Season ,
marketing activity and offers run hand in hand to make a difference(Annexure I)..
Week 2 :
Market survey :
Survey at Max : We did a survey at Max where we needed to collect information about what
customers ( both who purchased & did not purchase ) merchandise from max felt about the
store, about the communication reaching to them , about the merchandise we have, about
customer service their previous experiences with max & their personal information. This
survey had a questionnaire of 12 questions .
I learned that it takes immense patience to ask customers to fill the survey form, they are
preoccupied with shopping and if they are asked to fill a form at the same time they would
not like to waste time. Usually they do not fill forms , if they even do they are quick enough
and leave the personal information column blank. How ever I took it as a challenge and

13. [13]
completed my target of minimum 120 survey forms with 136 forms in the time of 3 days. The
cash counter(POS) supported the most for survey.
Customer reactions were a mix of satisfaction and dissatisfaction , where dissatisfactions can
be overcome and satisfactions can be excelled.
The satisfactions were
 The merchandise , quality & prices are affordable.
 The ambience is good.
 Customer service is very helpful. They never boast, they always suggest what is better
for customer.
 Clothes are well stacked for easy view.
 The offers can be clearly seen, no confusion.
The dissatisfactions were
 Please don’t charge for carry bags. (Although there is a crucial reason for the extra
amount charged for plastic carry bags, but customers do not tend to understand or
know the reason)
 Please provide water on all floors.
 The CRE should be trained in English.( We have very frequent foreign customers
walking it as the store has international presence, hence it is important that the CRE
should understand their basic language )
 The sizes are not available beyond XXL and below XS. Please make them available.
Customer walk in included both regular customers and new customers , how ever as the store
is only 7 months old we have more new customers. Most of the customers become brand
loyal as Max products are very good in quality and affordable in rates. The customers enjoy
their time spent in Max with different offers and activities running all the time.
Week 3
I again had a meeting at Max regional office, here I changed my subject to Inventory
Management. Nagaraju sir, the then regional inventory head explained me briefly about what
is inventory, how is it managed at Max, what are different kinds of limitations and lastly the
importance of Inventory for a store. He broke the subject again into 4 sub subjects, each week
I had to complete 2 subjects, apart from that he encouraged practical experience of the
subject. He assigned the work to us and explained the same to inventory heads at store.
At store I had to report to the inventory head , Bhanu Pratap sir. A very serious person when
concerned with work, we started work from day one. He explained me each and every
process and made sure I understood it, he went till an extent to make me write down all the
process as they are quite lengthy , confusing and interconnected .
Division of subject
1. Process Check
2. Stock Management

14. [14]
3. Inward and Outward process
4. Global count
Process check
MAX ensures that the merchandise the store is holding is safe, for the same they take few
steps so that the shrinkage is as less as possible.
 Security alertness :
The store has 8 security staff, 3 women & 4 men who are responsible for the security of the
store. 3 men staff are at the main entrance which include the supervisor , 3 female staff one at
the female western wear trial room, one at female ethnic wear trial room & 1 at kids wear
trial room & 1 male security staff at the men’s wear trail room. 1 guard who does night duty.
The security staff is strictly enforced to abide by the rules of the store. They have a process
from the time they enter the store.
1. The supervisor must reach the store by 9:15 am maximum. Take the complete
authorization from the night duty guard. He makes a proper attendance sheet & relives
the night duty guard.
2. The other security staff must reach the store by 10:00 am. By then their attendance
sheet & their duty is decided (the guards are shuffled every day to new place i.e the
guard at western wear must be at ethnic wear on the next day).
3. The security staff must go to their floors and try to find any WBC( With Out Barcode
) or with out hard tag merchandise by 10:45 am , report the same to the supervisor.
Supervisor maintains a special dairy where he mentions the same with their name.
4. By 11:00 am the security must reach back to their posts for the day with the tokens(
tokens only for the security staff who are at the trail rooms )
5. 11:00 am the store opens for the customers, the security officials at the gate take the
baggage bought by them & either frisk it or keep them in the baggage counter.
Note : Noticed that frisking of bags is only when the walk in is limited or in control of the
security, either the bags are not frisked.
6. Near the trail rooms the security staff allows only 3 merchandise inside the trail room
at once. They should even be given the token of the no. of merchandise they are
carrying inside.
Note : The tokens are not issued always.
7. Photography inside the trail room is prohibited , if found the customer is informed
about the same & politely asked not to do so.

15. [15]
8. It is compulsory that the security at the trail rooms check the trail room once the
customer leaves & check the merchandise they have selected (tags especially ) and
give them a bag if required.
9. If barcode tags are found in the trail rooms these are handed over to the floor DM
immediately.
Note : this is only done when the walk in is less and the security staff is free enough to do so.
10. Before they leave their post it should be ensured they have a reliever who takes their
place. Especially near the trail rooms.
 WBC(With Out Barcode) & Hard Tags
When a merchandise is found on the floor without a barcode tag it is known as a WBC. This
merchandise basically loses its identity and cannot be recognized by the system anymore. If
such pieces are found they need to be immediately reported to the inventory official in the
store. At MAX Monday is specified to search for WBC in the store, CRE’s do it in their own
departments and then report it to specific DM’S and they update it to the inventory.
However this process was a bit tough to follow by the Mehendipatnam store, hence the
inventory head took out a solution. He asked one CRE from each department and taught
them how to update the WBC in the system and get an access of a barcode from the software.
This has helped the inventory official to keep a track record of the WBC. Apart from this the
security staff also helps to find the WBC as mentioned above.
Note : foot wear mostly do not have barcode tags as customers try them roughly as found
while checking the foot wear department.
Hard tags are the Sen somatic tags which are tagged to merchandise for their security and
safety. If they are tagged to the merchandise and the customer tries to leave the store the Sen
somatic beeps, it alerts the security that either the tag is not removed or the customer is trying
to steal. In this case the security stops the customer and checks the bills and matches with the
merchandise , if the merchandise matches the unremoved tags are removed and the
merchandise is given to the customer, if the merchandise exceed the bill counting the
customers are asked to pay for the excess merchandise & are summoned by the DM present
and is asked write a letter stating he would not steal anything later on.
When the WBC are found on the floor at the same time hard tags are also checked. If hard
tags are missing they are immediately taken to the POS where the tags are available. The
security also must be very careful about the tags when the customers bring the apparels to try,
they should only be permitted to try those apparels which have hard tags.
Note : the accessories like tiffin boxes , jewelry , pencil boxes, goggles & glasses and some
times foot wear do not have hard tags , as checked personally(Annexure II).
 Fire extinguishers :

16. [16]
The Mehendipatnam store has 16 powder fire extinguishers & 1 liquid extinguishers. Each
floor has 4 fire extinguishers which are checked time to time. The liquid extinguisher is near
the IT room. This extinguisher is only for the chemical borne fire accidents.
Note : the date of refilling is not mentioned on any of the cylinders. How ever they are in
working condition.
 CCTVFootage & Grey Areas :
The store is highly secured with CCTV cameras throughout the floor, back end, mini
warehouse etc. The CCTV footage can be seen in the SM’s system. It has the footage of 7
days saved.
Grey areas , the store does not have grey areas, or any area which is not covered in the CCTV
cameras except the accessories wall on the first floor. This wall has the costliest jewelry
which even does not have hard tag because the vender wants so, apart from that the brand
person for the brand left the job and for more than 3 days the department was without any
attendant which makes it an invitation to come and steal.
 Billed bags :
As mentioned above the bags bought from outside are not allowed in the store, the bags once
billed are considered the same. The security asks for the bags and keeps them in the baggage
counter.
Note : this process is only followed when the foot fall is under control. On the peak days
when the public is more security is forced to ignore both frisking and allowing billed bags as
they are busy attending customers. However they try their best.
StockManagement
Wikipedia defines stock management as ,
“Stock management is the function of understanding the stock mix of a company and the
different demands on that stock. The demands are influenced by both external and internal
factors and are balanced by the creation of purchase order requests to keep supplies at a
reasonable or prescribed level.”
Hence stock management is a complete process which includes many processes to maintain
the stock.
1. Inward process
2. Outward process
3. Replenishment of goods
4. Global count for brands

17. [17]
5. Check of negative
6. Maintaining of regular records like
 Closing GRN from previous day
 Tally exchange reports from previous day
 Tally cancelled items from previous day
 Tally deleted items from previous day
 Tally employ discount from previous day
 Item level negative reports
 Style level negative repots
By maintaining such records , following norms, doing the process in right way
Mehendipatnam MAX has achieved 0.01 % of discrepancy in the month of April 2015 which
is very less than the norm 0.10%.
Week 4
Inward and outward process
Inward process :
It is a systematic process which is followed to receive goods from various places by a retail
chain like MAX is called inward process. MAX Mehendipatnam receives stock everyday
between 2:00 PM- 4:00 PM through PNT express from ware house to store , the
consolidation is done or received through third party transporters V Express.
A MAX store receives goods in 3 types
1. Warehouse to Store : When a store receives merchandise from warehouse it is called
warehouse to store inward process. In Mehendipatnam MAX the stock from warehouse is
received on daily basis except on Sundays.
2. Store to Store : When there is excess of non moving stock in one store which is
moving in some other store this stock is consolidated to other store to satisfy customer needs.
3. Directly from vendor (DSD) : When a store receives merchandise from the 3 party
they receive it directly trough them either by their transport or warehouse contact.
Mehendipatnam has only one 3 party vendor Sweety jewels.

18. [18]
Basically there are 3 documents which are required in the inward process they
are
1. Stock Transfer Note (STN) : This is a document sent by the warehouse to the store.
Basically it has container ID ,quantity of cartoons, merchandise information , barcodes,
prepack codes etc. This document is used by the CRE’s to check the stock received by them
piece to piece & find out discrepancy if any.
2. Way bill : The second document is an E- Way bill generated through the use of
internet. It is approved by the government of Telengana , and has rules and regulations
written on it. This document even has the details of merchandise the vehicle is carrying &
cartoon control sheet.
3. System Gate Pass & Non Returnable Gate Pass (NRGP) : The third document is the
system gate pass it has the summary of the merchandise concept wise, details of vehicle,
driver, no. of boxes ,to and from address , seal no & gate pass no.
Inward process : When a store receives stock this is the common check list to be followed
1. The one time usable seal no. is checked on the vehicle and in the documents received
once they match the seal is broken.
2. The quantity of boxes are checked from the gate pass received from warehouse.
3. Each box is weighed. If the stock received have some pieces less or any other kind of
discrepancy, this weight can be used as proof by the inventory representative.
4. If they find the packaging is not appropriate, which can damage the goods they should
click picture of the cartoon. This picture can be also used as proof if any discrepancy is
found.
5. This stock is stacked in the backend.
6. The driver is given NRGP & other set of required documents and is sent to
warehouse. Before sending him another one time usable seal is used and the vehicle is locked
this seal number is mentioned on the documents sent with him.
7. The next day the morning shift staff checks the stock piece to piece & confirms it
from the STN.
8. If they receive any pieces short they directly report to the inventory executive.
9. The inventory executive puts up a mail with the weights of the boxes received. The
pieces which are received in short are reported to GIT(Goods In Transit).
10. Once this inward is done to complete the process it is updated in the GRN(Goods
Receipt Note) and the process is completed.
11. Un till & un less the GRN is not done the stock cannot be bought on the floor. GRN is
done trough software called SIM(Store Inventory Management).

19. [19]
This process check ensures that the documents are properly checked and the merchandise is
allowed on the floor. With few minor changes in the sets of documents or the transporter the
other process is similar for all the three types of inward processes.
Note: The accessories like water bottles, tiffin sets, pencil boxes are not hard tagged from the
warehouse, which makes it easy to be stolen. Apart from this these merchandise have bar
code printed on the transparent poly cover on them, this cover is usually removed by
customer to see the merchandise once removed these covers are mostly misplaced and
without barcodes it is impossible to bill them(Annexure II).
Outward Process :
Outward process is also a systematic process which MAX uses to send the stock back. It
involves many parameters and norms which a inventory executive must follow before
sending the merchandise. The outward to the warehouse is done through PNT express and the
outward to 3 party or to other stores is done through V- express.
MAX outwards goods in 3 ways
1. Store to warehouse : When the goods are not moving, hard tags, cartoons in good
condition, after the end of season the remaining stock & damaged goods everything is sent to
warehouse again.
2. Store to store(Consolidation) : When a particular stock is not moving the MC checks
on it and consolidates them to the store where the merchandise is moving. It transported by
using third party transporter( V – Express ).
3. Store to vendor(RTV) : When the third party merchandise is not moving, season ends
, damaged or partially missing merchandise is sent back to the vendor.
Basically there are 3 documents which are required in the inward process they
are
1. Stock Transfer Note (STN) : This is a document sent to the warehouse to the store.
Basically it has container ID ,quantity of cartoons, merchandise information , barcodes,
prepack codes etc.
2. Way bill : The second document is an E- Way bill generated through the use of
internet. It is approved by the government of Telengana , and has rules and regulations
written on it. This document even has the details of merchandise the vehicle is carrying &
cartoon control sheet.
3. System Gate Pass & Non Returnable Gate Pass (NRGP) : The third document is the
system gate pass it has the summary of the merchandise concept wise, details of vehicle,
driver, no. of boxes ,to and from address , seal no & gate pass no.

20. [20]
Outward process : when the store does outward to store( consolidation), to warehouse or to
vendor this is the checklist to be confirmed
1. When there is excess stock with one merchandiser and the merchandise is not moving
the MC(Merchandise Controller ) mails the inventory representative of respective store to
consolidate it either to another store where merchandise is moving or to the warehouse( only
if the merchandise is not moving).
2. The inventory representative takes the print out of the merchandise request sent by
MC and circulates it to the respective department. This document has the style code ,
barcode, short description & required number of merchandise.
3. The staff pulls out the merchandise from the floor and starts packing it poly covers.
4. By the same time the merchandise request is scanned in Excel & is sent to MC for
transfer order.
5. Once we receive the transfer order the merchandise is online scanned in SIM(Store
Inventory Management) using PDT(Perfect Data Transfer).
6. The document is confirmed on SIM.
7. The pickup request is sent to HRDC warehouse & transporter ( Mr. Suresh ). Way bill
is also requested to HRDC (Mr. Hanumanth Reddy).
8. When the driver comes to pick the merchandise he brings the LR No.( Load Receipt
Number).
9. The vehicle is checked, the seal no. ,condition of driver etc.
10. Details like LR No. , Transporter name, no. of boxes, LR date , etc. needs to be
updated to RMS(Retail Merchandising System).
11. A system gate pass is created using SIM & printouts are taken and are stickled on the
both sides of the cartoon. This document has weight mentioned as the transporters are third
party and cannot be relied on, if any pieces are found short the transporter can be blamed.
12. Way bill printouts are also taken.
13. The driver is handed a set of documents required. Before he leaves the vehicle is
sealed using one time seal.
14. These merchandise is then segregated area wise by the transporter & on the next day
are transported to the store or warehouse.
I did inward process for 15 days where as helped in PDT Scanning , picking up stock from
floor, packing it up for consolidation etc .

21. [21]
Global Count
MAX Mehendipatnam has 5 outside brands out of which 4 brands belong to Lifestyle one of
the parent company.
The outside brands are
1. 1.Mélange
2. 2.Code
3. 3.Kappa
4. 4.Bossini
5. 5.Sweety jewels
Mélange , Code, Kappa, Bossini are lifestyle brands which is a branch of parent company
Landmark group. Whereas Sweety Jewels is a 3 party brand which supplies jewelry to MAX.
Global count is a method trough which the brands keep a regular check on their merchandise,
it is counted and the inventory checks again weather the count is proper or not. This count is
submitted in SIM in front of the brand person. If any amount of short is found the brand
person is questioned & is considered responsible.
I did global count 4-5 times with the brand person. I found 2 pieces short in Kappa , this
count was updated in SIM.
Week 5
I had a meeting again in regional office where we changed are subject to Visual
Merchandising and we had to directly report to the VM Champ in our stores. I met Dayakar
Sir and he started the explanation from day 1. As it is a creative subject he always encouraged
to do something out of box and cleared all my doubts.
Landmark group defines VM as,
“The art of developing floor plans and stock displays to attract, engage and motivate the
customers towards making a purchase.”
Division of subject
1. Display Guidelines
2. Fixtures and Props
3. Layout
4. Signage
5. Window display
6. Planogram for summer collection 2015

22. [22]
Display Guidelines
 Display guidelines are set of rules which break down the display styling for each
department fixture wise.
 It also guides the store how to highlight the new arrivals at POS.
 It explains how to do color blocking as per season requirement.
 How to display discounted products & new arrivals
These and such guidelines about display helps a VM to segregate stock and do the display
accordingly. It also helps to maintain the uniformity between stocks and display among
all stores and makes sure that the fixtures are used to fullest.
Fixtures & Props
Types of fixtures:
 Double side glass tables (DSD Tables)
 Cluster table( set of 3)
 A Rail / Garment Rail
 Children’s Picnic table
 Mannequin rail
 Double side mannequin rail
 Gondola
 Round table
 4 Way browser
 Octopus / 8 way browser
 16 Way browser
Types of props :
 Mannequin
 Wall Bay Visual frame
 Tavisha Way Bay Visual frame
 Tavisha logo
 Tavisha Jali frame
 Hollow box set
 Footwear Acrylic stand 3 step
 Wooden ladder
 SS T Stand
 SS Footwear stand
 SS Handbag stand
 Acrylic Handbag stand
 Acrylic belt holder
The above fixtures and props are used in nearly all stores. In planogram & display guidelines
it is clearly mentioned which merchandise must be put on which fixture , how can we highlight
merchandise using cross merchandising with props. These fixtures & props give a visual
delight and a different experience to the customer, however while we shop these fixtures &

23. [23]
props are negligible but these items are one of the factors which makes a difference in our
shopping experience(Annexure III).
Layout of Mehendipatnam Store:
The basic reason to have a Layout is
 To change overall perception of customer has for the store’s image.
 Layout also ensures the Retail space is effectively utilized.
 To be flexible
There are 3 types of Layout
 Grid Layout
 Racetrack Layout
 Free form Layout
Mehendipatnam store is in Free form layout , it is also known as boutique layout. In this layout
we can arrange fixtures & aisles in an asymmetric pattern.
Advantages
 It provides an intimate and relaxing environment that facilitates shopping and browsing.
 The layout provides enough space between fixtures.
 Fixtures are arranged in interesting formations
 This layout is best when in same type of merchandise.
Disadvantages
 It is not well defined.
 Customers are not drawn casually, personal selling is important.
 Due to this layout storage and display space is sacrificed to create more spacious
environment for shopping (Annexure IV).
Week 6
Signage :
Types of Signage
 On floor signage
 New Arrival signage
 Seasonal signage & template
 Product signage
 Category display signage
 On floor miscellaneous signage
 Promotional signage
 Sale signage
 Regional events signage

24. [24]
Signage plays a very important role, it is a silent navigator which helps customers to find their
way. It helps to locate required departments, products, information & suggest sale items.
Signage can almost be found everywhere like free standing displays, end caps, promotional
aisles , windows , POS and walls(Annexure III).
Window display
Generally in max concept we will do abstract window display setting .
Abstract window display setting :
In Abstract setting, Merchandise is the dominant feature & the setting supports & reinforces
the message . An abstract setting is predominantly an arrangement of lines & shapes, panels ,
cubes, cylinders, triangles, curves, arches & circles. It is like a non- representational painting,
done in three dimensions , in various planes.
Types of windows :
 Closed back window
 Open back window
Planogram
Planogram is a diagrammatic representation that indicates the placement of retail products on
shelves in order to maximize sales. It breaks down the details like where a product should be
placed on a shelf, in which area and quantity to maximize sales by appealing to the customers.
 A planogram communicates how to set merchandise
 It ensures sufficient merchandise in shelfs
 It ensures fixtures are used to maximum and attract at the same time
Benefits of planogram
 It gives a better visual appeal to customers
 It reduces the chance of stock outs and ensures replenishments
 It ensures product placement
 Assigns selling potential to every inch of retail space
 Helps to compare product distribution, sales etc across multiple stores.
At max planogram is changed every month and season wise. The systematic view encourages
customer to buy more. Apart from that planogram even makes it easy for CRE’s to find the
merchandise department wise.

25. [25]
Chapter 5 : Summary, Suggestions and Conclusion
Summary
Max fashions international is a UAE based company which was initiated in the year 2004 in
UAE and was introduced in India in 2006 and has 105 stores in country. One of the fastest
growing value for fashion brand is available in affordable prices.
In the Summer Internship of 45 Days we covered Marketing, Inventory management and
Visual Merchandising as out main topics. We were guided by the heads in Regional office
and were mentored by the in store team .
Marketing one of the most important process in store was guided by Nitesh sir in regional
office and taught by Ashfaq sir, Ali sir and Mannan Sir in store. They gave me an insight
about what and how marketing processes are important for the survival of an retail entity in
competitive market. Different marketing activities taken up by Max to stand out in Market
and to entertain and attract customers. The landmark rewards loyalty program, one of the
ways by which both company and customers are benefitted. Marketing activities like Kids
festival, Welcome to college festival and Fun mania which keep customers entertained and
even make them aware of the offers running in store. Out store marketing activities like
distribution of pamphlets, hoardings etc are few prominent ways trough which Max does
promotions.
Inventory Management is one of the most important process which is inter connected with
many other processes. Nagaraju sir from Regional office had headed the subject and Bhanu
Pratap sir from store helps to understand the processes in detail. He helped me to learn about
the Inward and Outward process in detail with practical experience, all the documents
included for the exchange of merchandise. The security measures taken to ensure the safety
of stock. Different processes like Stock Management and Global count. All the processes lead
to the proper management of day to day activities in store.
Visual merchandising one of the creative subjects attracts customers silently and tend them to
buy more. It was guided by Durga Prasad sir in the regional office and was undertaken by
Dayakar sir the VM Champ of Mehendipatnam store. He explained me various things that
were taken care by VM like the POG/ Planogram, the usage of fixtures, props, signage’s. the
maintenance of windows , changing the clothes on mannequins , proper setting of fixtures as
per the layout and display guidelines, the regular checklists. He explained me various needs
of visual merchandising and how it made a change in the sales.

26. [26]
Suggestions
Marketing
 New marketing ventures , like investing in a fest, where many students ( target
customers) can be captured at the same time can be encouraged.
 In such fests fashion shows can be organized where the students can endorse the Max
brand and walk the ramp.
Marketing survey reactions
 Please don’t charge for carry bags. (Although there is a crucial reason for the extra
amount charged for plastic carry bags, but customers do not tend to understand or know
the reason)
 Please provide water on all floors.
 The CRE should be trained in English.( We have very frequent foreign customers
walking it as the store has international presence, hence it is important that the CRE
should understand their basic language )
 The sizes are not available beyond XXL and below XS. Please make them available
Inventory
 The frisking of bags must be taken seriously.
 There is no knowledge that the ladies handbags must also be frisked.
 There is a need to introduce soft tags for jewelry articles, tiffin boxes , water bottles,
goggles etc.
 The refilling dates on fire extinguishers must be written.
Visual merchandising
 Visual merchandising being a creative subject can try new innovations , like green VM.
 The mannequin used in store can be styled better and more frequently.

27. [27]
Conclusion
With this I can conclude that , each and every day spent at Max was a new learning , it taught
me the patience required when a customer rejects merchandise, it thought me how team work
could lead to meet impossible targets , it taught me how passionate people are for their work,
it taught that it is always not that people work for money, they work for satisfaction. Above
all I met people who were encouraging, helped me , guided me and answered my each
question. The subjects particularly were quite interesting in a practical form and taught me
that there is a very long process of thinking and planning before execution. The regional
office and the Mehendipatnam team helped me learn about Marketing, Inventory, Visual
Merchandising and above all to work as a family.

28. [28]
Annexure
Key
 Marketing events ( picture1,3,4,6,7,8,9)
 Landmark rewards ( picture 2)
I

29. [29]
Key
 Seal locked transportation truck and an open truck taking back goods to warehouse
(picture 1 and 2)
 Weight check of a box received from warehouse (picture 3)
 A cartoon received in bad condition from warehouse(picture 4)
 I scanning barcodes of footwear for consolidation(picture 5)
 An open tag cum holder for sweety jewels accesesories found short(picture 6)
 Merchandise without barcodes (picture 7 and 9)
 Weighting of scrap for sale( picture 8)
II

30. [30]
Key
 Hollow boxes – prop ( picture 1)
 Signage (picture 2)
 SS Handbag stand ( picture 3)
 Footwear Acrylic 4 steps stand ( picture 4)
 DSD or Double Side Display table ( picture 5)
 A rail (picture 6)
 Children Picnic table (picture 7)
 4 Way browser ( picture 8)
 D Rail (picture 9)
III

31. [31]
Layout of Ground and1 floor
Layout of 2 and 3 floor
IV

32. [32]
References and Bibliography
Documents and references from web
 https://en.wikipedia.org
 https://www.scribd.com
References taken from store
 PDF files regarding the process note for inventory
 PDF file about the POG plan of summer 2015
 PDF file for layout of store
V