Introduction

“A ComparativeToanalysis
of Mannequins, its
positioningServices
& conversion
rate across departmental
stores in Pune.”
 Objective

Our Objective is to compare the effect of

mannequins in different departments across
all the different departmental stores in Pune.
We have to do the following:-

 Find out the types of Mannequins

 Use of Mannequins

 Displays using Mannequins

 Effect of Mannequins

 Steps in Dressing Mannequins

 Alternatives to Mannequins

We have to find out the factor which affects

the decision of ‘Purchasing’ most. Also we

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have to analyze what are the alternatives to
Mannequins.

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 Scope

• Mannequins style & personality

trend

• Visual Merchandising

• Selection of Mannequins

• Positioning Mannequins

• Do’s & Don’t of a display using

Mannequins

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2
 Introduction

• Mannequins are “Silent

Salesperson” speaking the

clearest fashion message.

• Mannequins are the most

valuable asset of a departmental

store.

• Mannequins can trigger customer

imagination.

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• Mannequins can stylize to give a

certain look

Visual Merchandising
• Showing merchandise with the
purpose of making sale.

• Image of who/what the shopper

can be when using the
merchandise displayed.

• Making the shopper a “stopper”

and a walk-in rather than a walk
-by

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• Keeping the interior presentation
the same as what is promised on
the outside/in the window.

• A combination of skills including

creativity, order, artistic
knowledge and understanding of
store design.

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 •

Introduction of the
companies
Pyramid.
Nicholas Piramal India Limited is one of India's largest
companies with an unmatched record of managing
JVs/Alliances/Partnership.
With growth fuelled through a strategy
of partnerships, quality acquisitions,
brand building, focused selling and
manufacturing, NPIL's consolidated net
sales turnover was US$ 313 million
(INR 14.1 billion) in 2005-06 (April to
March)".
NPIL also has successful joint
ventures/alliances with world-leaders
like Boots, Allergan, Hoffmann-La Roche and Aventis.
NPIL, with its joint ventures, has an annual turnover of
over US$ 350 million, making it one of largest
pharmaceutical groups in India.
The Group owns a profitable retail business (Pyramid
Megastore) that is on the threshold of exciting growth.
Gujarat Glass Pvt. Ltd., another group company, runs
a successful export business and is actively looking to

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step up its presence in the US market. Morarjee
Brembana (JV) and Morarjee Castiglioni (JV) represent
the group's textile ventures.

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SGS Mall
Subhash Gulati Group, a group with diversified
interests in the field of Construction, Aviation,
Shopping Malls and Power Generation has under its
flagship many reputed subsidiary companies. A few
companies which form an integral part of the Subhash
Gulati Group are as under:
SGS AGENCIES LIMITED is a blue chip company of
the SUBHASH GULATI GROUP that owns prime
property in Delhi, Gurgoan & Pune and is now
expanding into 12 other cities of the country. It has
been the endeavor of the company to provide
properties of international standards to its clients. The
company owned properties include ambient Shopping
Malls, state of the art Factories & Commercial
buildings in the prime areas of the country.
SGS MAGNUM MALL, Pune, is the latest feather in
the cap and an invaluable addition to the superb
properties owned by SGS AGENCIES LIMITED and is
considered as the most happening mall in the Pune
City. This Mall is matchless in its ambience and is
among the top malls of not only the country, but its
presence is felt even internationally. No wonder, every
leading brand in the country is represented in SGS
MAGNUM MALL.

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The efforts/contribution made by the promoters of
Subhash Gulati Group by working towards success of
this Magnificent Shopping Mall is unique/ beyond any
comparisons. The events, branding and promotions at
SGS MAGNUM MALL, made possible only due to the
dedicated efforts of the management whose whole
focus was on making the reputation of this fabulous
shopping Mall soaring high.

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Shopper’s Stop
With an unparalleled assortment of the leading
international and national brands in clothing for men,
women, and kids; accessories, fragrances, cosmetics,
footwear; home furnishing and décor products,
Shopper’s Stop stores aim to provide shoppers a truly
international shopping destination.
Experienced, professional management; supported by
world-class systems and practices; and a talented
pool of associates with a shared passion for making
every shopper visit a memorable one, has helped
Shopper's Stop to grow from a single store in 1991 to
the largest chain of Department Stores in India today.
Our unending pursuit to benchmark themselves with
the best in the world is testified by the fact that
Shopper's Stop is the only Indian member of the
“Intercontinental Group of Departmental Stores”,
which has the likes of Selfridges (United Kingdom),
Karstadt (Germany), Marks & Spencer (UK), Matahari
(Indonesia), Myers Grace Bros. (Australia) and
Rustan’s (Philippines) among its members

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Big Bazaar
Pantaloon Retail (India) Limited led by Kishore Biyani
is the country's largest retailer. It owns and operates
multiple retail formats including Pantaloons, Big
Bazaar, Food Bazaar, Central, E-Zone, Fashion Station,
Depot and many others. Headquartered in Mumbai,
Pantaloon Retail is listed on BSE and NSE with a
turnover of Rs 2,018 crores for financial year ended
2005-06.

Pantaloon Retail was selected as the Best of Best

Retailers in Asia by Retail Asia-Pacific Top 500
magazine in 2006.

Big Bazaar was awarded the CNBC-Awaaz Consumer

Awards in 2006 and the Readers' Digest Platinum
Brand Award 2006. Further details on Pantaloon Retail
are available on www.pantaloon.com
Our customer support is manned by dedicated call
centre personnel, who can take decisions and resolve
your problems. They are eager to solve your problems
and are aware of the processes and means to handle
them. In case they cannot solve the problem at their
end, they will trigger the required action on your
behalf or advise you the best possible method to a
successful fulfillment of all your queries/issues. Be

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assured that when you call us, your call is being taken
seriously

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Pune Central
Pune Central is serving youth’s choice for the last 2
and half years. The mall is spread over around 13000
square feet and offers a wide variety of clothes and
house hold articles.
The mall houses around 250 clothing brands ranging
from traditional, formal, casual and sportswear. It has
5 shopping levels taking into account the interests of
the men and women. 0th and 1st levels are dedicated
to women shopping. 0th level has traditional women
wear along with the accessories like baby wear, night
wear etc. You will find pretty collection of salwar
kameez at level 0. 1st level offers wide range of
cosmetics. You will find best perfumes, lip sticks, nail
paints and other cosmetics on this floor. 10th level
has section for women’s jewelry, watches and
handbags. 2nd and 3rd level are men’s section. On
2nd level you will find men’s formals that include
formal shirts, trousers, ties and accessories. Third
level is for men’s casual. You will find exciting Tee’s,
Jeans, Kurtas and other casual items on this floor.
Sportswear is also available on the 3rd level. 4th level
has house hold articles that include kitchen
accessories, bed sheets, bathing accessories and
many more. You will also find wide variety of
chocolates on this level. Chocolates are available in
gift packs for your beloved ones.
Some of the popular brands that you will come across
while shopping at Pune Central are Adidas, RBK, Nike,
Allen Solly, Excalibur, Zodiac, Peter England, Louis
Philippe, Color Plus, Pepe Jeans, Biba and many more.

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Most exciting of all, you need not to go out if you’re
hungry; food court is available right there on level 0.
You will find Popcorns, Samosas, Chinese dishes at the
food court.
Apart from clothes, you will also find interior design
articles and furniture at Pune Central. I have seen nice
furniture designs at Pune Central.
The mall is very spacious and you can shop whole day
enjoying a cool music in the background. It offers
latest trends in clothes. You will find summer
collection, winter collection and more. Other facilities
it offers are mobile phone charger units, wash rooms,
drinking water, two wheeler and four wheeler parking.
Pune central offers fabulous offers every festive
season like Christmas, Diwali and New Year. So get
ready check out the season’s cool offers at Pune
Central. It’s a great place to shop and I’m sure that
you will love this place.
Rating: 8

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Research Methodology

 Research is scientific &

systematic search for gaining
information.
 Conclusive research: we carried
out a small survey of customer
& departmental stores to check
whether Mannequins influence
purchasing behavior. We took a
small sample size of
departmental stores in various
part of Pune and asked them
some simple question to come
to a conclusion.
Sampling Techniques

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We conducted a customer &
departmental store survey and we
used questionnaire as an
instrument to collect data.

Data
Interpretati
on and
analysis of
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customer
survey

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 Data
Interpretati
on and
analysis of
Department

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al Store
Survey

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Q. 1 What do you mean by flexi
work time?
A. Part Time
B. Flexi work time
C. Compressed Hour
D. Work from Home
60 57

50

40

30

20

9
10 5 5

0
Part Time Flexi w ork time Compressed Hour Work From Home

As per our observation we found

that most of the employee says
flexi/splitted time schedule is the
most common feature of flexi work
time.

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Q.2 For which level of
management flexi work time
is used mostly?
A. Top level
B. Middle Level
C. Lower Level
D. All level
35
32

30

25 23

20

15
15

10 8

0
TopLevel MiddleLevel Lower Level All Level

As per our observation we found

that most of the employee says

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flexi work time is used for all
management level.
Q.3 The criteria for deciding
flexible work arrangement for
a project?
A. Outside Super Vision
B. Can the employee work
independently
C. Can the employee miss some
meeting
D. All of above 15%
27%

15%
43%

OutsideSuper vision
Cantheemployeework independently
Cantheemployeemisssomemeeting
All of above

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As per our observation we found
that if the employee can work
independently he is given the
option of flexible work time.
Q.4 Is there any gender biases in
flexi work time arrangement?
A. Yes
B. No

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 70
61

60

50

40

30

20
12

10

Y es No

As per our observation we found

that there are no gender biases in
flexi work time arrangement.
Q.5 Is flexi work time a good tool
for increasing employee
motivation?
A. Yes

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 B. No
70 64

60

50

40

30

20

9
10

Y es No

As per our observation we found

that flexi work time is a good tool
to increase employee motivation.

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Q.6 Does flexi work time helps in
reducing employee turnover?
A. Yes
B. No
60

49
50

40

30
24

20

10

0
Yes No

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As per our observation we found
that flexi work time is a very
helpful in reducing attrition.

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Q.7 Flexi work time comes under
which type of human needs?
A. Physiological need
B. Safety need
C. Social need
D. Self esteem need
E. Self actualization need
40

35
35

30

25

1
9
20

1
5
1
2
1
1

1
0
7

Ph
ysio
lo
gica
lNe
ed Sa
fetyNe
ed So
cia
lNe
ed Se
lf Este
emNe
ed Se
lf a
ctu
aliza
tio
n

Most of the people think that flexi

work timing is a physiological need.

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 Q.8 How does flexi work time
effect employee motivation?
A. Allowing employee to decide their own
work time
B. To attain elusive work/life balance
C. Secondary career
D. All of above
35 32

30

25 22

20 18

15

10
6

AllowingEmployeeto decide there ownwork time

To attainelusivework/ lif e balance

Secondary Career

All of above

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Most of the people think that flexi
work time helps them in attaining
work/life balance.

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 Q.9 How flexi work timing
increases the productivity of
an employee?
A. Better work/life balance
B. Splitting the commute time
saving
C. Freedom increases motivation
for work
D. Comfortable working hours
35 Better w ork/life
balance
30

25 Splitting the
commute time
20
saving
15
Freedom increases
motivation for w ork
10

comfortable
5
w orking hours
0

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 Most of the people say that flexi work
time increases productivity by
establishing better work/life balance.
Q.10 How does flexible work schedule
effects business?
A. Increased productivity
B. Enhanced attraction and
retention
C. Lower absenteeism
D. Lower office cost
40 37
35

30
25
25

20
14
15
8
10

5
0
Incr eased pr oductivity E nhanced attr action and r etention
Lower absenteeism Lower of f ice cost

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Most of the people think that flexi
work time helps business by
increasing employee productivity

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Observation & findings

 Useful for sale by the proper

display of apparel.
 Responsible for increase foot-
falls.
 Converts window shopping to
sales
 External appearance is more
important for customer.
 Influence buying decision.
 83% of customer apparel
purchases are of unplanned
nature.

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 Limitations

 Not liked by Conservative

Customers.
 Influences Shop Lifting.
 Effective Selection &
Positioning.
 Effect on Culture.

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 Recommendation
&
Suggestions

 Rotate your Mannequins

regularly.
 Avoid mixing windows & floor
Mannequins
 Do not fit Mannequins into
Fashion situations
 When mannequins get “tired”
send them to the Mannequin
refurbisher.

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 Conclusion
• Mannequin fixtures are one of the
most popular and successful retail
display devices.
• Mannequins are those silent sales
people that show off the latest
and greatest without bugging the
customers.
• Creative mannequin positioning
can make all of the difference in a
window or floor display space.
• Mannequin placement is a crucial
decision impacting the
effectiveness of mannequins.

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• Mannequins are the most
dedicated sales staff a store can
have.
• The types of mannequins, the
pose, the hair, the skin color, and
every feature of a mannequin
Contd…
display must reflect the category
or style of merchandise . on
display.
• Female, sporty mannequins need
short hair or ponytails, and the
body forms should appear fit and
muscular.
• There are limitations depending
on lighting, space, props, clothes,
and themes, but a unique pose
can grab a customer's attention
easily.

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 • Regularly changing their positions
and coming up with new eye-
catching positions will have a
dramatic effect on the flow and
quality of shopping traffic in a
retail store.

Bibliography

www.google.com
www.wikipedia.com
www.shoppersstop.com
www.bigbazaar.com
www.sgsmall.com
www.reviewstream.com

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 Personal
Experience