VISUAL MERCHANDISION (VALUE&VARIETY)

AT

(Complete Family Fashion Store)

Type equation here. In Practical Fulfilment of the Degree Of

Master of Business Administration

BY

JYOTIPRAKASH JENA

ROLL NO.-1806274043

Internal Guide; External Guide;

Mr. K.C NAYAK Mr Rohit Kumar Nayak

Prof. in RESEARCH Store Manager

USBM V2 (value & variety)

Bhubaneswar Patia, Bhubaneswar

UNITED SCHOOL OF BUSINESS MANAGEMENT

BHUBANESWAR

1
 ACKNOWLEDGEMENT

It would not have been possible without the kind support and help of many industrials. I would like
to extend my sincere thanks to all of them.

I am highly indebted to my company guide, Mr JYOTIPRAKASH JENA for the guidance and
constant supervision as well as for providing necessary information regarding the project report &
also for the support in completing project report. I feel motivated and encouraged every time with
his proper guidance and support. I am thankful to all the members who are contributing their
supports and efforts for the success of this report. I am grateful for their constant help towards this
report.

I am also thank my internal guide Mr. K.C NAYAK, Asst. professor of Marketing, USBM who
guided me before and after the project he gave me great support to prepare this project.

I am thankful to my friends who are directly concerned with this project report.

Last but not the least, I also express my gratitude towards my parents and faculties for their
constant support, love and kind co-operation throughout my life and career.

JYOTIPRAKASH JENA

MBA (2018-2019)

Roll No.-1806274008

2
DECLARATION

Debasis khatua of MBA 3rd semester,bearing Roll no-1806274008 declare that the project report
entitled marketing strategy of v2 (value & variety) it’s my own work and has been carried out
under the guidance and supervision of Mr. K.C NAYAK , Asst. professor of Marketing, USBM.
Further i declare it has not been submitted to any other university.

JYOTIPRAKASH JENA

MBA (2018-2020)

Roll No-1806274043

3
 INTRODUCTION

Visual merchandising:
Visual merchandising displays is about creating a sensation inside a store, creating
the perfect look for a store and promoting the image of the store. Visual
merchandising is a practice that supports retailers in presenting their retail space in
the best possible way to maximize sales. A further important aspect that was noted
that visual merchandising displays should provide information about the products
sold in store. It became clear from the findings that visual merchandising displays
have a functional role to play in apparel marketing. Depending on the retailing
environment, the nature and style of visual merchandising will vary from one retailer
to the next. In our current, consumer-oriented culture, people do not shop merely to
obtain items need, but also to satisfy their wants. Frequently, shopping does not even
involve making a purchase. For consumers, window - shopping has become a
popular pastime.
It is very easy to be attracted to new product opportunities and be constantly adding
to the range / choice you offer. Various institutes in the country and overseas are
offering courses in visual merchandising. The government is also gearing up by
organizing various training programs and allocating funds for participation in world
trade fairs. The idea is to create euphoria in the fashion market by trying out new
retail techniques and profiting by building more on store presentation. Fashion
companies must make sure that they use effective Visual Merchandising (VM),
which involves shopper research, creating a distinct identity for the retailer. In
considering the importance of visual merchandising on retail businesses the single
and most important reason

4
5
Ram Chandra Agarwal, Chairman and Managing Director of V2 Retail Ltd, enters
the office. Two employees follow him in, carrying jacket samples. Agarwal looks at
the jackets, chooses two and asks the men to place orders. The jackets will be sold
stores.
"Our selling proposition is good quality at affordable prices," says Agarwal. " but
the Agarwal knows his business better than he did a year ago. The worn office
furniture is a constant reminder that he is a survivor. An unsuccessful what he had
built

In 2007, when his previous venture, called Vishal Retail Ltd, made an initial public
offer, or IPO, it was valued at Rs 2,000 crore. The media breath and Agarwal did not
foresee that the economy would nosedive in 2008. But when he wanted to dilute
equity,.

Soon, everything started to fall apart - sales fell, debts started piling up, and real
estate maintenance became a financial burden. "Banks started pressuring us to bring
in a new equity partner, and we finally sold Vishal," says Agarwal. US-based private.
"I had become very ambitious then, but now I'm more cautious," says Agarwal.
When TPG bought Vishal, it had debts of Rs 750 crore, which the banks restructured

6
after the buyout. In addition, Agarwal owed banks nearly Rs 50 crore, and close to
Rs 10 crore to vendors. With the Rs 10 crore to Rs 12 crore of borrowed money that
remained, he started his second innings. Like his earlier venture, V2 sells clothes at
low prices.What is different this time is that everything is calculated and modest.
Agarwal.

"Real estate is cheaper here, and the store is doing pretty well," he says. Agarwal
concurs with friends and former colleagues who say that one of the reasons his
earlier venture failed was that it could not make a smooth transition.

"There is an optimum way in which a business can be run single-handedly," says

Lalit Agarwal, Founder of V-Mart, a retail chain. He worked with Ram Chandra
Agarwal from 1999 to 2003, and parted ways because of differences over how the
business should be run.

A V2 store in Odisha:

But V2 Retail has a Chief Executive Officer, who oversees dayto-day operations -
Dinesh Malpani, former CEO at Jubilant Retail. Agarwal is also putting information
technology, systems and processes in place, which he sees as crucial to efficiency
and transparency. "First we should have management bandwidth, then we can go for
expansion," he says. He has also set up a purchase order committee, which vets the
quality
The objective of customer service is typically to interact with the customers in order
to answer questions, resolve support issues, establish credibility, and nurture
relationships. Most, if not all, companies understand the need for providing customer
service. But if pressed, those whose job and skills don’t directly relate to support
might not know their company’s might respond with a vague answer about the
responsibilities of a customer service representative or the need to create a great
customer experience, many might not actually understand what goals customer
service attempts to achieve, and how those goals contribute to the larger company

7
mission. To help provide some insight, we asked some experts in the field to provide
examples of important customer service objectives.

Gm-general merchandise
Whereas, Merchandising is any practice which contributes to the sale of products to
a retail consumer. At a retail in-store level, merchandising refers to the variety
of products available for sale and the display of those products in such a way that it
stimulates interest and entices customers to make a purchase.
Merchandising helps to understand the ordinary dating notation for the terms of
payment of an invoice. It solves pricing problems including markups and
markdowns. It helps to find the net price of an item after single or multiple trade
discounts and can calculate a single discount rate that is equivalent to a series of
multiple discounts. Further it helps to calculate the amount of cash discount for
which a payment qualifies.
In the supply chain, merchandising is the practice of making products in retail outlets
available to consumers, primarily by stocking shelves and displays. While this used
to be done exclusively by the stores' employees, many retailers have found
substantial savings in requiring it to be done by the manufacturer, vendor, or
wholesaler that provides the products to the retail store.
It’s not just about products and presentation anymore; chief merchants are focused
on creating remarkable experiences for customers with increasingly high
expectations.
Retail merchandising roles are evolving. A chief merchant used to be concerned
mostly with product selection and presentation; now the top merchandising position
in a retail company has broader accountability and is heavily involved in talent
development, change management and customer.

Methodology:
Qualitative research

8
 This involves understanding human behavior and the reasons that
govern such behavior, by asking a broad question, collecting data in
the form of words, images, video etc that is analyzed, and searching
for themes. This type of research aims to investigate a question without
attempting to quantifiably measure variables or look to potential
relationships between variables. It is viewed as more restrictive in
testing hypotheses because it can be expensive and time-consuming
and typically limited to a single set of research subjects Qualitative
research is often used as a method of exploratory research as a basis
for later quantitative research hypotheses Qualitative research is
linked with the philosophical and theoretical stance of social
constructionism .Social media posts are used for qualitative research.
Quantitative research

This involves systematic empirical investigation of quantitative

properties and phenomena and their relationships, by asking a narrow
question and collecting numerical data to analyze it
utilizing statistical methods. The quantitative research designs are
experimental, correlational, and survey (or descriptive). Statistics
derived from quantitative research can be used to establish the
existence of associative or causal relationships between variables.
Quantitative research is linked with the philosophical and theoretical
stance of positivism. quantitative data collection methods rely on
random sampling and structured data collection instruments that fit
diverse experiences into predetermined response categories These
methods produce results that are easy to summarize, compare, and
generalize
Meaning and Definition:
Nature of article:
To better understand the role of retail format in an economy and its
significance, let us first try to understand what actually retail is? And how it

9
is different from wholesale business? Retailing consists of selling
merchandise from a permanent location (a retail store) in small quantities
directly to the consumers. These consumers may be individual buyers or
corporate. In the world of Trade and Commerce, a retailer purchases goods
or merchandise in bulk from manufacturers directly and then sells in small
quantities are known as Retail stores or shops.

Shops may be located in residential areas, colony streets, community centers

or in modern shopping arcades/ malls. In fact, any organization selling
merchandise to final consumers -whether a producer, wholesaler or a retailer
-is doing retail business.

It does not take into account how the merchandise is being sold. While on
the other hand, retail format is a blend of product range, pricing, marketing
and the way the items are displayed. A retail-format will be suitable for a
retailer does not depend upon market practice but upon retailer’s budget,
merchandise and the need of the locality. A good format draws more footfalls
and helps retailer a platform to succeed and earn name and fame.

To better understand the role of retail format in an economy and its

significance, let us first try to understand what actually retail is? And how it
is different from wholesale business? Retailing consists of selling
merchandise from a permanent location (a retail store) in small quantities
directly to the consumers. These consumers may be individual buyers or
corporate. In the world of Trade and Commerce, a retailer purchases goods
or merchandise in bulk from manufacturers directly and then sells in small
quantities are known as Retail stores or shops.

10
Shops may be located in residential areas, colony streets, community centers
or in modern shopping arcades/ malls. In fact, any organization selling
merchandise to final consumers -whether a producer, wholesaler or a retailer
-is doing retail business.

It does not take into account how the merchandise is being sold. While on
the other hand, retail format is a blend of product range, pricing, marketing
and the way the items are displayed. A retail-format will be suitable for a
retailer does not depend upon market practice but upon retailer’s budget,
merchandise and the need of the locality. A good format draws more footfalls
and helps retailer a platform to succeed and earn name and fame.

Characteristics of Retailing:

Retailing is different from other forms of business in the

following ways:

(i) It offers direct interaction with customers/end consumers.

(ii) Sale volume is comparatively large in quantities but less in monetary

value as compared to exporting/manufacturing.

(iii) Customer service plays a vital role in the success of retail business.

11
(iv) Sales promotions are offered at this point only.

(v) In almost all countries, retail outlets are more than any other form of
business.

(vi) Location and layout are critical factors in retail business.

(vii) It offers employment opportunity to all age groups irrespective of age

and gender, qualification or religion etc.

Company profile
Target market refers to a specific and well-defined consumer segment within the
business’s serviceable market which the business wants to sell its products and
services and direct its marketing efforts to.

Defining a specific target market eases the marketing decision making the process
as marketers get to know ab

out the most profitable set of customers and use most of their efforts and resources
to woo them.

How To Define Your Target Market?

The shotgun approach rarely works. Given the current level of competition and
limitation of resources, it is not viable to target everyone in the market and wait for
the people to like your product.
Target marketing makes it easier for small companies to compete with large
established companies, innovators to disrupt the market, and startups and other

12
companies to get an advantage over their competitors.You can follow the following
steps to define a target market for your business.

Segment The Market: Segment your business’s serviceable market according to

their demographics, geographics, psychographics, and behavioural patterns.

Identify Your USP: Your unique selling proposition is what differentiates you
from the competitors. It is why the customers will prefer your product over others.
Analyze Your Customer Base: If you’re already in business, the best way to
define your target market is to collect your customer data and to analyse it.
Analyze Your Competitors’ Customer Base: Analyse your competitors’
customer base: Who they target through their marketing efforts? Where do they
sell their products?
You can either select a similar target market or choose a slightly different segme.

Literature review
The retail sector probably is the most important sector of economy because has
to do directly with consumer. It includes all stores, from kiosks and small
groceries to supermarket chains and shopping malls that sell products and services
to final consumer for personal and household use. The aim of this paper is to
make an investigation of retail sector and its business type. To gather the data,
second resources has been used. A deeply scanning of literature has been performed.
According to the investigation, the retailing sector generally is organized in two
main groups: the retailing within the store and retailing out of the store. Retailing
within the store is classified according to different characteristics, but the most
important types of classification are those based on the form of the ownership,
merchandise and price. According to the ownership-based classification, the most
important types are independent stores, chain stores, franchising and leased
department stores. According to the merchandise-based classification the most

13
important types of retailing are department stores, supermarkets, specialty stores,
convenient stores, superstores and retailer services. According to the price-based
classification, the most important types of retailing are discount stores, factory
outlets, category killers, off-price stores, warehouse clubs and hypermarkets.
According to the place-based classification the most important type ofretailing
are shopping centers. The most important types of retailing out of the store are
direct selling, direct marketing and automatic vending machines

 Specifying the purpose of research

 Determining specific research questions
 Specification of a conceptual framework, usually a set of hypotheses
 Choice of a methodology (for data collection)
 Data collection
 Verifying data
 Analyzing and interpreting the data
 Reporting and evaluating research
 Communicating the research findings and, possibly, recommendations

Cashier primary role of retail center

A Cashier's primary role is to assist customers in the in-store check-out process.
Main duties include ringing up sales, bagging items, requesting price checks,
honoring coupons, collecting payment and giving appropriate change.
Responsible for counting the contents of cash register drawer at the end of each
shift, maintaining receipts, records and withdrawals. May be responsible for
checking materials and supplies and reporting when stock is low.

May require a high school diploma or its equivalent and 0-2 years of experience
in the field or in a related area. Has knowledge of commonly-used concepts,

14
practices and procedures within a particular field. Works under immediate
supervision of supervisor or manager and must rely on instructions. Primary
job functions do not typically require exercising independent judgment. Abides
by pre-established guidelines to perform the functions of the job. The successful
candidate will play a fundamental role in achieving our customer satisfaction
and revenue growth objectives.

The primary assets of a cashier are honesty and attention to detail. You
need to demonstrate to potential hiring managers that you are careful,
rarely make mistakes and can be trusted handling money.
The job description below can be helpful when creating a resume targeting
positions for Retail Cashier, Store Clerk or Administrative Cashier

Common duty of Retail Cashier:

 Greets customers including answering phones and directing customer inquiries

to appropriate party.
 Handles cash transactions between customer and retail store.
 Answers routine billing questions/issues from customers.
 Receives and processes all payments according to standard procedures .
 Scan products, operate scanning equipment and fix scanning issues.
 Processes credit and debit cards, helping customers use processing equipment.

15
analysis of visual merchandising
1. CUSTOMER

2. Point out different areas

3. Use art

4. Group products

5. Remember flowers

6. Use social media language

7. Get interactive

8. Use mannequins effectively

9. Keep seasonal items upfront

10. Utilize the point of sale

16
1.Customers find it useful to get a picture of what a product will look and feel like
before they buy. Visual merchandising can help customers to picture how an item
will look in their home or even how they will wear it. The most common way to
display items in a clothing store is to use mannequins. Another effective way that
apparel retailers can paint a picture of their merchandise is to make it a policy for
employees to wear in-season clothes that they sell. Furniture stores are well-placed
to dress their store to show how their pieces will fit in a setting. A bed will be
made displayed with other bedroom fittings to give a representation of a real-life
bedroom. provides great examples of painting a picture using visual merchandise
Customers find it useful to get a picture of what a product will look and feel like
before they buy. Visual merchandising can help customers to picture how an item
will look in their home or even how they will wear it.

17
18
2: Clearly, signposting different areas and departments help to reduce customer
frustration. Don’t leave shoppers guessing where to go next. Even if the customer
isn’t looking for something in particular, your visual merchandising should
introduce them to another area of your store.

Giving directions inside your store can be done creatively. Use a bold life-size image
or large props instead of plain signs with arrows, so that customers can get a pleasant
visual experience while being expertly guided through your store.

19
20
3: Unique artwork always creates a memorable experience. This concept works for
different businesses, such as boutique hotels, pop-up stores, and retail stores. One-
off pieces of art in visual merchandising give a store a distinctive and exclusive feel.
You can have some fun with using artwork in your store’s visual merchandising.
Pieces of art can include paintings or sculpture and should tie-in to your brand in
some way. However, abstract pieces will also work as they will create intrigue. To
really set yourself apart in retail visual merchandising, why not use your products to
inspire your artwork? The example above shows how you can use unique artwork
that is aligned with your products to get customers to take a second look.

4: Grouping products help the story-telling aspect of retail visual merchandising. Place
products that complement each other to encourage cross-selling. For instance, a bag can
grouped with shoes, trousers and a top to show the customer what a complete outfit will
look like.You can also group items based on color to create a more visually appealing
display. As mentioned above, avoid overloading your visual merchandising displays to
give a clean and organized finish. If you’re showing plain, everyday products, think about
adding an unusual item to get the customer’s attention. The example above uses a small
teapot and a cup to add contrast to the men’s clothes grouping

5: Flowers promote relaxation and a sense of calm, so remember to use

them when visually merchandising your retail store. Flowers are popular gifts
because they make the recipient feel special. Your store’s flower arrangement can
be a large statement bouquet or smaller flowers strategically placed around the store.
The scent of fresh flowers will also result in your store having a fresh and inviting
scent. If you don’t have the budget for fresh flowers, research suggests that even
looking at a picture of nature has calming and relaxing effects. Therefore, images
of flowers can work just as well in visual merchandising as fresh blooms. The
example above shows Kate Spade’s imaginative and creative use of flowers for a
Valentine’s Day visual merchandising theme.

21
6: Social media language is brief, to the point and impactful. This is because people’s
attention spans are becoming shorter due to all the information they consume. It’s a
smart idea for retailers to use social media language in their visual merchandising,
especially if they’re marketing to millennials.Using language that people use online
in your store visual merchandising will help invoke a feeling of familiarity with your
brand. Your brand will also be seen as on-trend when using the latest social media
lingo. Utilizing this strategy in your visual merchandising is especially useful if your
store has an online presence because customers will be able to make the connection
between your physical and virtual store.A word of caution when using social media
language in your visual merchandising is to use it in moderation. The example above
is a good case in point because they have only used one social media slang term out
of three phrases.
7: Customers appreciate unique experiences and adding interactivity in your visual
merchandising fits the bill. Interactive touches can include grand displays like Ralph
Lauren’s and Bloomingdale’s partnership of window displays featuring HD plasma
touch screens that allow customers to select customized items of clothing.Customers
are encouraged to use headsets that provide a virtual experience of using the
products. For example, customers can see how a piece of furniture would look in
their actual home. Although the use of virtual reality in retail visual merchandising
is still in its infancy, its popularity may increase since customers are always on the
lookout for a more immersive shopping experience.
8: A key part of visual merchandising in retail is the ability to showcase as many
products as possible without making the display look crowded. Unfortunately,
some retailers take the idea of scarcity too far and fail to fully utilize the
mannequin. Dressing the mannequin in only one piece of clothing is a wasted
opportunity to show which products will go together.To make the best use of your
mannequins, create a theme around each one and dress them accordingly with the
right clothes and accessories. Take every opportunity to give customers ideas about
how they can use different items in your store to put together a complete look. The
image above shows how Under Armour dresses their mannequins for maximum
effect.

9: Seasonal products for special occasions, like Valentine’s Day or Mother Day,
should always be displayed at the front of the store. Ideally, you should update
your store window with a seasonal theme, but well-placed products can have the
desired effect of attracting customers to shop for the special day.As well as

22
enticing customers to buy your seasonal stock, displaying in-season items at the
front of your store will decrease the chances of you being stuck with an out-of-
season inventory. Incorporating seasonal items in your virtual merchandising
efforts will help you to attract new customers who will hopefully shop with you all
year around.

10: The cash register in your business is prime visual merchandising ‘real estate.’
Customers normally make last-minute purchases when standing in line, so provide
them with the opportunity to stock up on products that are low-cost and high margin.
Point of sale visual merchandising needs to be discreet, so the customer’s checkout
experience remains uninterrupted. The rule of thumb is that the customer should
have enough space to place their items on the counter.
Using visual merchandising in your cash register area is consistent with the idea
that every area of your store should be used to enhance the customer experience
and sales. Your point-of-sale display should jog your customer’s memories about
items they forgot to pick-up. The example above is a merchandising display that
can be placed by the cash register, which makes it easy for customers to grab
something at the last minute.

Final thoughts

The 10 examples of visual merchandising in retail above show what can be

accomplished with some imagination and creativity. Whether you own a small or a
large retail business, creating the right atmosphere to put customers at ease is a
must. Adding personal and inexpensive touches can work wonders in giving your
retail store a unique personality. Remember to engage all the senses when
implementing visual merchandising in your retail store. Smells and sounds add to
the visual to create a shopping experience your customers will love.

23
  Customer service:

Quality customer service considered another key element of enhancing relationship

with customer. Customer is the core function in supermarket. And it’s described as

getting and retaining customer (Christopher et al, 1991).

But Berry (1995) asserted that quality of customer service is the heart of the

relationship marketing. Customer service is constructing by caring customer by

giving proper service which directly linked to customer satisfaction and helps to

build relationship with customer (Lewis and Mitchell, 1990).

Customer service should be measure on the customer point of view (Gummesson,

1987). Parasuraman et al (1994) identified five different categories for customer

service that called SERVQUAL model: reliability, tangibility, assurance,

responsiveness, and empathy. All the categories ensure the high level of customer

service, but Crosby et al (1990) has given different opinion, they said that better

customer service is essential but not obligatory to enhance relationship marketing.

Offering high quality customer service is strong determinants by which an

organization can achieve close relationship with customer and can attain competitive

advantages compare to competitor (Parasuraman et al, 1994).

24
  Segmentation:

The third element of enhancing relationship marketing is segmentation.

Segmentation is essential when customer needs to categorized in terms of cost

prospecting, defining customer needs, needs to offer customized product. For

example, Tesco club card magazine segmented their advertisement on the basis of

demographic variables like 16-25 age, 25-45 with family, without family, and over

60. It is necessary for a firm to segment those customer groups who want to make

relationship with firm. But resources spend on those customer who really don’t want

to make relation with firm is consider the wastage of resources. Firm should focus

on those customers who want to make long term relationship with firm (Bendapudi

and Berry, 1997). Customer generally two types, one; the company able to serve

profitability who are right customer, another is wrong customer where firm cannot

earn (Berling, 1993). For different reason, some customers are always brand

switching even though they receive better value so those customer who buy at

regular price are considerably more loyal than those who buy at promotional price

(Reichhled, 1993). So considering right kind of criteria to segment helps to

implement and enhance relationship marketing.

25
  Customer perception about loyalty scheme:

 Perception about loyalty scheme may differ customer to customer. Some part
of the customer can be motivated to change their behaviour due to incentive
in the form of discount and they do not believe that this is alarming for the
relationship with company (Reynolds, 19950. And some other customer
reacts about loyalty scheme without understanding true benefits from their
loyalty scheme. However, people have different view and behaviour about
loyalty scheme. Some part of the customer carry different loyalty card and
earn point from their shopping as normal behavior but they are strict about
incentive, on the other hand, some customer interested only low price which
ASDA follow (Uncles, 1994). The impact of customer loyalty scheme is not
equal on consumer, some customers are interested in price, service staff and
technology, other portion of customer may be different.

 The benefits of loyalty scheme is the matter of reenforce like customer think
that retailer listen to customer, retailer are innovating according to customer
demand, caring about customer, concern about customer, some other view
that customer are not interested to make relationship with retailer after
fulfilling their demand. But customer point of view, loyalty scheme motivate
the customer to get something even for nothing. So the basic objective of
loyalty scheme is to find the loyal customer and remain them, its not be
problematic for the promiscuous supplier (Uncles, 1994). But Humby et al
(2003) described that loyalty scheme just like a bribe, he also mentioned that
loyalty scheme like “zero sum game” because if the every retailer provide the
same reward for loyalty, how it is impact on customer, they also said that 55%
supermarket customer believe that retailer increase their price to pay reward
for the loyalty scheme.

 The economics of customer loyalty:

Attracting the new customer is the indication of growing business, now a day’s

every business try to generating sales with existing customer and reduce the rate of

26
defection, this is the indication of long term financial benefits of customer loyalty

(Reichheld, 1996). The benefits of customer loyalty widely recognized, Barnes

(1994) describe that the building relationship with customer is the basic elements of

customer loyalty. Many authors use different statistics to describe that to earn new

customer is costly that retain the existing customer (Christopher, et al. 1991). So,

relationship marketing indicates that an organization existing customer, i.e. loyal

customer is an asset for the organization. Generally the long term relationship

between customer and company leading to more profit because it reduces marketing

cost and customer acquisition cost (Buttle, 1996).

Reichheld (1993) asserted that loyal customer buy more in regular interval and

spend less time to buy and they are indifferent about price and they refer new

customer, so, to retain customer and make them loyal, an organization needs to make

long term relationship with customer by providing quality service, fair price, and

ensuring mutual benefits, he also added that organization need to identify the way

of making long term relations and execute the relationship marketing strategy to

improve relationship which lead to increase loyal customer .

27
Want to stay up-to-date on the retail industry? Subscribe to the deputy and see why
retail business across the globe use Deputy as. Our mission is to help improve the
lives of employers and employees, using technology to transform operations and
help businesses thrive. Try out Deputy for free and see if it’s right for your business

Suggession:

1.Product quality.

Quality Standards" for performance and consistency. These standards are not
intended to replace applicable regulatory requirements, and will always be equal
to, or higher than these requirements.

Product Consistency.

We will seek consistency in the performance, composition, and physical

appearance of our products.

Consumer Communication.

We will encourage continuous feedback from consumers regarding the

performance of our products and will utilize their input as a means of improving
our product quality.

28
Market Responsiveness.

We will utilize "Global Colgate Quality Standards" to enhance speed to market and meet
everincreasing consumer expectations for performance and value.

2. OUR DESIGN PROCESS :

Colgate-Palmolive.

will apply established quality criteria in the development phase of our products to ensure
product performance and consistency, safety, and consumer value. At the same time we
will develop and define specifications for raw and packaging

materials.

We will develop reproducible formulas and reliable processes by which our products are
manufactured.

Product Considerations.

We will meet consumer expectations by developing formulas, specifications, and processes

that allow us to globally manufacture products that are effective, safe, consistent, and
comply with all applicable regulations.

29
Raw & Packaging Materials.

We will carefully select and control our raw & packaging materials to provide
quality products that meet design specifications.

Quality Testing.

We will test all products during development to ensure they meet

requirements of performance, safety, quality, and all applicable regulations.
We will always conduct appropriate studies early in the design phase to
identify and adjust material, equipment, and processes to ensure the quality of
our products.

3. OUR FACILITIES:

Colgate-Palmolive is committed to producing products of the highest quality

in all of our manufacturing facilities. We will ensure that performance,
consistency, and safety are never compromised.

Performance Expectations

We will ensure our facilities, equipment, manufacturing systems, and

processes consistently meet established design criteria.

Change Control.

30
We will review, document, and communicate all changes in equipment,
formulas, raw materials, facilities, and processes to ensure that the
performance, consistency, and safety of our products are not compromised.
We recognize change may occur as a result of consumer needs, ongoing
regulatory compliance and to support the efficient delivery of our products to
consumers around the world.

Periodic Assessments.

We will continuously improve Quality by conducting periodic assessments in

our facilities and at our suppliers. Actions will be implemented based on
constructive feedback.

4. OUR BUSINESS DECISIONS:

Quality at Colgate-Palmolive is a business opportunity that can materially

impact product sales. We must have an uncompromising commitment to
quality throughout the organization to meet the needs of our consumers
worldwide.

Continuous Improvement.

We are dedicated to continuous improvement in all that we do, and will share
and learn from our experiences.

31
Act responsibly.

We will act responsibly to address product quality issues and communicate

with regulatory and stakeholder groups.

Quality Is Essential to Our Success.

We will seek to educate all Colgate people that our commitment to quality will
preserve and build the value of our equities, good name, and reputation. Our
people will have the skills and knowledge to ensure that quality is always built
into the design, manufacturing, and distribution of our products throughout
the world

5. OUR PEOPLE

Colgate-Palmolive people are essential to delivering and sustaining high

quality in our products, processes, facilities, and business decisions.

Participate and Contribute.

All Colgate people must participate and contribute to quality to enable us to

consistently deliver products of lasting value to consumers around the world.

32
Teamwork.

We will operate in an environment of mutual respect, trust, and commitment,

consistent with our Colgate Corporate Values of Caring, Global Teamwork,
and Continuous Improvement.

33
Bibliography.

Characteristics and Importance.

Generally, it can be said that product is of satisfactory quality, if it satisfiers the

consumers/user. The consumer will buy a product or service only if it suits his

requirements.

Therefore, consumers’ requirements are first assessed by marketing department and then
the quality decision is taken on the basis of the information collected. Although we have

described the virtues of quality one basic question needs be answered: What is quality

and who decided what quality? Quality is the performance of the product as per the

commitment made by the producer to the consumer. Such commitment may be explicit

or implicit i.e. in terms of written contract or in terms to the QUALITY MANAGEMENT

expectation of the average consumer of the product. The performance of the product is

concerned with the ultimate function and service which the product must provide to the

final; consumer.

1:A product is known as a quality product only when it satisfies various criteria for its

functioning for the consumer. In addition to the physical criteria, there is also a service

and time factor to quality. The same quality of physical performance should be available

over a reasonable length of time. Hence time is also unnecessary aspect of quality.

(2) Quality is either a written or non-written promise/commitment to a consumer, known

or unknown in the market, because the market is decided by the plant/company, that to

which type of consumer/customer to cater to quality is a strategic marketing decision

taken by the company itself. Thus it can be said that the quality decision is based on

34
various marketing considerations production constraints, manpower constraints and

equipment or technology constraints. In this way the decision concerning quality are not

in the hands of one functional manager, since this involves overall strategic decision for

the running business of a corporation.

(3) Once such a strategic policy regarding the quality is followed, it becomes the job of all

functional managers such as the Production and Operations. Manager, to see that such

strategic aims/objectives and goals are achieved. In this case all departments such as

purchasing, production; warehousing and transport have made contribution so as to

achieve the quality of products. So quality implementation is also a ‘total organization

effort’.

These may be reflected in the following features of the product:

(i) The dimensional specification and operating characteristics of the product.

(ii) Reliability and life of the product.

(iii) The cost of production of the production.

(iv) The production conditions required for the manufacture of product,

(v) Installation and maintenance objectives and related costs.

35
Quality Characteristics:
An element which makes a product/item fit for use is the quality characteristics. The

quality characteristics also mean a process by which the fitness for use can be translated

into the technologists’ language for managing the quality. The quality characteristics are

also classified into categories called ‘parameters’ of fitness for use.

Two such major parameters are known as:

(i) Quality of design.

(ii) Quality of conformance.

The quality of design is concerned with consumers’ satisfaction by variation in quality of

products popularly called “grades”. In contrast the quality of conformance is the extent

to which the products and services conform to the intent of design.

Impact of Poor Quality:

Poor quality of products results in the extra cost of production. A manufacturer

sometimes has to bear losses due to poor product quality.

This can be explained as follows:

(1) Reduction in sales is the result of poor quality of product which leads to lower

production volume and hence reduced profitability. Such losses may prove detrimental

to the existence of those manufacturing plants.

(2) Poor product quality also affects goodwill of manufacturer in the market. Goodwill is

created as a result of good performance over a long period and goodwill once lost is very

difficult to re-establish.

36
(3) A manufacturer or a supplier may be required to replace a product, if it proves to be

of inferior quality during the guarantee period and replace the parts/components during

warranty period.

(4) A manufacturer is liable to indemnify the customer for any loss sustained by him by
virtue of poor product quality.

(5) A manufacturer may be compelled to sell the sub-stand products at reduced price.

(6) Defective products may lead to stoppages in production processes thus leading to

higher cost of production.

(7) Sometimes, a manufacturer has to pay for rework on defective items/goods.

(8) Sometimes extra money is to be spent by producer for repair and servicing of defective

products.

QUESTIONNAIRE

NAME: __________________________________________________________

GENDER: Male( ) Female( )

AGE GROUP: 10-20 ( ) 20-30 ( ) 30-40 ( ) 40+ ( )

OCCUPATION: Salaried ( ) Business ( ) Student ( ) Others ( )

1. What influenced you to V2?

37
 A) Product Quality ( ) C) Store Appearance & Atmosphere ( )
B) Promotions & Offers ( ) D) Price & Term of payments ( )
2. How frequently do you shop at V2?
A) Every Week ( ) C) Once In Three Week ( )
B) Once In Two Week ( D) Once In A Month ( )
3. Which company you think is competitor of V2?
A) Central ( ) C) Reliance Trends ( )
B) Max Fashion ( ) D) FBB ( )
4. Brands and products available in V2?
A) Excellent ( ) C) Average ( )
B) Good ( ) D) Bad ( )
5. How did you know about V2?
A) Newspaper ( ) C) Email ( )
B) SMS ( ) D) Others ( )
6. Do the staffs provide right information regarding merchandise?
A) Strongly Agree ( ) C) Disagree ( )
B) Agree ( ) D) Strongly Disagree ( )
7. How is the Customer Care response when you approach them?
A) Best ( ) C) Average ( )
B) Good ( D) Bad ( )
8. Do the store have a wide range of products?
A) Strongly Agree ( ) D) Disagree ( )
B) Agree ( ) E) Strongly Disagree ( )
C) Neutral ( )
9. Is the store located at a right and convenient place?
A) Strongly Agree ( ) D) Disagree ( )
B) Agree ( ) E) Strongly Disagree ( )
C) Neutral ( )
10. Do the store have wide range of products?
A) Strongly Agree ( ) D) Disagree ( )

38
B) Agree ( ) E) Strongly Disagree ( )
C) Neutral ( )

39