COMPANY OVERVIEW

Puma is a German Multinational Comapny that designs and manufactures athletic and casual
footwear, apparel and accessories, which is headquartered in Bavaria, Germany. Puma is the
third largest sportswear manufacturer in the world. The company was founded in 1948
by Rudolf Dassler.
Puma offers products for Basket ball, football, Running, training and fitness, Golf, Motorsports
and sports style. In the past, it sponsored a number of legendary athletes.

4.3 STORE OVERVIEW

Address: PUMA SPORTS INDIA PVT. LTD., Banjara Hills, Ground & 1st floor, Cupid Curve,
Hyderabad- 500034
Size of the store: 3200 sqft
Contact Number: 040-40178061
Number of Trial rooms: 4
Specialization: Athletic and casual footwear, apparel and accessories
Employees: 1-Manager, 1- Assistant Store Manager, 2- Store In charge, 5-Staff

PROFILE OF THE MENTOR

Name – Mr. Azhar

Contact Number – 8919719135

Email-id – banjara_hills.in@puma.com

Designation – Assistant store Manager

Qualification – 12th Grade

Work Experience – 4 years

Merchandise handling

PROCEDURE OF VISUAL MERCHANDISING

Firstly, they start with segregating the new merchandises based on what the stock has been
received and what customers would like to see. After that they display the products according
to the respective season and campaign that they’re following.

Whenever they display the merchandise, they always follow 4 categories while displaying
irrespective of the season and campaign. They are:

 Outdoor
 RTF(Running, Training and Fitness)
 Sports Style
 Motorsport

Based on season and campaign that they have chosen, they the change the merchandises on the
mannequins, panel walls, shelves and racks. The visual display of the store is changed every
week on Tuesday.

They change the color blocking every week.

They use LED lights to focus the merchandise

Balance: The method by which they maintain balance in the store is by range-wise arranging
the garments. They first arrange the high cost merchandise in the front areas to attract
customer’s view.

The planogram and the theme of the store will be designed by the Head office, banglore which
will be sent to Priya darshini, VM of Hyderabad and she sets the VM whenever they get the
new collection which will be sent for every 2 months and weekly merchandise display will be
done by Mr. Azhar.
Filling merchandise

Using a planogram, begin setting the shelving at required locations. planograms are read from
left to right; shelves should be worked from bottom to top, left to right. If necessary, the actual
product should be used while determining the exact distance needed between each facing and
/or each SKU.

Once a planogram is set, each space should be filled with the correct product. Additional
merchandise is kept in the storeroom, to be replenished when required. The finished section
should be zoned by bringing all items forward with labels straight and facing the customer.