Wipro Consumer Care:

Visual Merchandising
IDENTIFYING THE RIGHT
MODEL

Group 2
Annapoorani Barani- F010
Prakhar Jain - I025
Gulshan Kumar Mishra - A039
Alok S Kumar- E052
Arkajyoti Saha- I044
Shaily Kasaudhan- E031
Amir Asif- B009
Visual Merchandising

What does VM seek to achieve?

Customer engagement has shifted from TV advertisements to real time
engagement at PoC. VM is the next generation BTL promotion that will
be indespensable in driving sales growth in future. Evaluation Parameters
# JO DIKHTA HAI WO BIKTA HAI
HR management cost
Operational management cost
Hallmarks of a good VM program
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Merchandiser performance report

Proper mapping of stores in territories Sales growth
Operational Management of PoP inventory, effective planograms and Cost of customer acquisition
on-field execution Engagement between companies,
Implementation of proper BTL promotion setup distributors, and retailers 
Real-time tracking of merchandiser activity & effective data analytics Visibility of secondary sales and
offtake due to digital tracking
Cost to not having a good VM program
Suffering sales numbers
Worsening relationships with retailers
Worsening brand equity
VM & Channel Management

Relation between VM & Channel Management

Selection of partners: Performance of Partners

VM helps to zero down the outlets and the evaluation of channel partners’
partners towards an aligned goal performance becomes easier with
standardization of VM
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Benefits to Manufacturers and channels

Improved sales and higher turnover rate
Motivation to channel partners
Better customer experience & retention through standardised PoP
Increase brand equity
Stronger relation between channel partners
VM model via Distributors and Manpower models

Distributor Model Manpower Model

Pros Pros

Lower cost of implementation More control over hiring quality

Strong network with retailers Quick scale up & attrition control of merchandisers
Greater operational control

Cons Cons

Poor project implementation, hiring & handling HR Expensive alternative to Distributor model
Complex project management Only limited to staffing and managing payroll
Poor project monitoring and data gathering
Distributor Model Cost Analysis

Manpower Model Cost Analysis

Key Parameters for Agency Evaluation

Monthly fixed cost to the the

company per store

Reporting Mechanism

Real-Time data capturing

Relevant industry experience

MarginDize vs VisuaLeverage Rs. Rs.
142.5/- 167.5/-
Data
MarginDize has expertise in
leveraging technology

Report
Both firm have expertise in
effective reporting mechanisms

Experience
VisuaLeverage is a better-known
player in FMCG industry
Action Plan for Ankur

Select End to End Model and go ahead with MarginDize

Get approval from Ravi Sharma
Develop a planogram and bried MarginDize for Pilot
Project
Based on performance of pilot
project, launch nation-wide VM
program
The Conundrum
Thank You