Visual merchandising FOR PROLINE

1. NATIONAL INSTITUTE OF FASHION TECHNOLOGY
HYDERABAD
MASTERS IN FASHION MANAGEMENT 2013 – 15
END – TERM PRESENTATION FOR
PRESENTED BY: AVANI
DATE OF PRESENTATION: 20TH MAY 2014

2. OUTLINE
ABOUT THE STORE - PROLINE
STORE PROFILE
SEGEMENTATION, TARGET GROUP
AND POSITIONING
STORE IMAGE
VISUAL MERCHANDISING
STRATEGIES
VISUAL MERCHANDISING ANALYSIS
STORE TYPE AND WINDOW DISPLAY
PLANOGRAMS AND WALL ELEVATIONS
VISUAL MERCHANDISING CALENDAR
ELEMENTS AND PRINCIPLES OF
DESIGN
SUGGESTIONS AND CONCLUSION
REFERENCES AND
ACKNOWLEDGEMENT

3. PROLINE

4. BRAND
Founded in 1983.
Brainchild of Rajesh and Rajiv Batra
Has been intrinsically linked to sports with brand ambassadors like Vinod Kambli, Ravi
Shastri and Sandip Patil
Their heritage is their greatest asset and their brand value and recall has sustained
through the years
Focus on delivering products of quality at extremely competitive prices.

5. STORE PROFILING

6. LOCATION
• It is on the second floor, at the right after getting off the escalator
SPACE
• The area of the store is about 400 square feet along with the back area and window display. The store display area is about
220 square feet.
SHOPPERS:
• Age: 18 to 35
• Social class: working middle class
• Customer Profile : Athletes, Gym regulars, Sports enthusiasts
COMPETITORS:
• United Colors Of Benetton
• Adidas / Fila
• Shoppers’ Stop
• Max
• Lifestyle
RESULTS:
• It thrives on the return traffic from Shoppers stop and pantaloons and so it is a parasite store. The footfalls and ROI is lower
than most other competitors like lifestyle and max

7. SEGEMENTATION,
TARGET GROUP AND
POSITIONING

8. SEGEMENTATION, TARGET GROUP AND
POSITIONING
SEGMENT:
Sports and leisure wear for sports persons
Geographic segmentation
TARGET GROUP
Sports men looking for comfortable clothing
Urban and semi-urban cities
18 to 35 Year
Working middle class
Male and female

9. POSITIONING
Positioning: The brand Proline has
positioned itself in the minds of the
consumer as a sports product which
is not very costly and gives the value
for money with its service, quality
and designs.
Image: Not a very high end sports
brand but affordable and value for
money.
High Cost
Low Cost
Low Quality High Quality

10. STORE IMAGE

11. STORE IMAGE
Pure menswear range with casuals and sportswear in focus - proline colors, proline
originals, proline active, proline varsity
VM changes every week though not a very impressive VM
A parasite store
Behind the visual display is the billing counter and it uses the blocking technique
Dynamic blend of types of racks.
The vertical space usage is right and sensibly positioned.

12. VISUAL
MERCHANDISING
STRATEGIES

13. Power Display and focal points with
moveable displays
1 – Spot
Signs can multiply the power of a
price reduction by a factor of six
Creating visual contrast at regular
intervals
Merchandising by theme and
collection
Staples with a seasonal style
STOREDÉCOR
OPENDISPLAYS
P-O-PDISPLAYS
ARCHITECTURALDISPLAYS
MODEL
ROOMS
STORE
EXTRIOR
TABLES
GONDOLAS
RACKS
BINS
SEASONAL
OCCASION
PEG WALL
DISPLAY
ON
COUNTER
DISPLAY

14. VISUAL
MERCHANDISING
ANALYSIS
• STORE TYPE AND WINDOW DISPLAY
• PLANOGRAMS AND WALL ELEVATIONS

15. VISUAL MERCHANDISING ANALYSIS
STORE TYPE AND WINDOW DISPLAY
Store Shape
Store Area and Location
Store Layout
Window Display

17. VISUAL MERCHANDISING ANALYSIS
PLANOGRAMS AND WALL ELEVATIONS
SPACE USAGE
INNOVATIVE USE OF RACKS AND FIXTURES
DIMENSIONS AND MERCHANDISE PLACEMENT

19. VISUAL MERCHANDISING CALENDAR
DETAILS ABOUT
EVENT
TYPE OF OFFER
START AND END DATE OF DISPLAY
DATE OF RECEIVAL OF PLANOGRAMS
VISUAL MERCHANDISING CALENDAR

20. ELEMENTS AND
PRINCIPLES OF DESIGN

21. SUGGESTIONS AND
CONCLUSION

22. SUGGESTIONS
The window display was on the right side lane of the store, which was hardly visible to
the passing customer. They should have done on the windows beside the entrance of
the store.
The right hand side display of Fila shoe was very blank. They should have done some
pictorial effect to make it more attractive to the customer.
The left hand side section of wall elevation of “Proline Active sports” wear was vey
congested.

23. CONCLUSION
All over the store was very well organized with good display of signage’s and
merchandise.
The fixtures were used very innovatively and attracted the customer using colour
blocking.
The wall elevation was well placed using the full space of the store effectively.
Everything has pros and cones, so this store does. The window display needs an
improvement inspite of there change in mannequin outfit every week.
The staff was very customer friendly, it was a nice experience visiting and knowing the
store.

24. REFERENCES AND
ACKNOWLEDGEMENT
Category Listing. (n.d.). Retrieved May 19, 2014, from inorbit.in:
http://inorbit.in/cyberabad/storeCategory/clothing/men/
Marketing Essentials_ Chapter 18_ Visual Merchandising and Display_ (1). (n.d.).
Retrieved May 19, 2014, from google.co.in:
https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&cad=rja&uac
t=8&ved=0CD0QFjAD&url=http%3A%2F%2Fwww.slammiami.com%2Fourpages%2Faut
o%2F2013%2F8%2F19%2F42754464%2FMarketing%2520Essentials_%2520Chapter%2
52018_%2520Visual%2520Merchandising%252

25. REFERENCES AND
ACKNOWLEDGEMENT
Retail Floor & Display Management_RETAIL displays (1). (n.d.). Retrieved May 19, 2014,
from google.co.in:
https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=5&cad=rja&uac
t=8&ved=0CEQQFjAE&url=http%3A%2F%2Fwww.smsvaranasi.com%2FKMC%2Fkmc_p
pt%2FRetail%2520Floor%2520%26%2520Display%2520Management_RETAIL%2520dis
plays.ppt&ei=Cvx5U_KVIYiTuATRwYE4&usg=A
Use store profiling and clustering to improve sales and profits. (n.d.). Retrieved May 19,
2014, from www.supermarket.co.za:
http://www.supermarket.co.za/SR_Downloads/S&R%20Dec%202010%20Facing%20Sh
opper.pdf

26. REFERENCES AND
ACKNOWLEDGEMENT
Proline Store Hyderabad
F - 20, Inorbit Mall,
Mindspace, Madhapur,
Hyderabad – 5000811.
Our sincere thanks to Mr. Mohammed Rameez and Store manager Mr. Mohammed
Sharif for letting us explore the minute details of the store and documenting the store
for the assignment

27. THANK YOU