Merchandise Planning

• Merchandising is defined as offering right kind

of product at right place and in right price.
• A retailer has to plan to have in his store the
product that is desired by the customer.
• Success of any retail organisation depends on
its merchandise planning.
• Merchandise planning is defined as “Planning
and control of merchandise inventory of the
retail firm, in a manner,
• Which balances between the expectation of
target customer and strategy of firm”.
 Components of Merchandise Planning:
Following are important components of merchandise planning:

• (1) Product
• (2) Price
• (3) Range
• (4) Assortment
• (5) Space
• (1) Product:
• Product or merchandise is the basic
component of marketing mix. Retailer has to
cater to the products that are expected by his
segments. He has to maintain adequate
inventory of product category expected by his
customer.
• Products may be broadly classified into:
• i. Staple- Like food and clothing that have regular
demand. Adequate stock of that is to be
maintained.
• ii. Seasonal products- that are in demand during
the season. Adequate inventory of that is to be
augmented before the season and the stock is to
be maintained to sustain the season.
• iii. Fashions- Goods that are in demand until the
fashion prevails. Retailer has to estimate the
quantum of demand to last the fashion trend.
• 2) Price:
• Another important component of marketing mix. Price
is an important variable in a country like India, where
people are price sensitive. Retailer has to determine his
segment and the price range to which they belong.
Broadly it can be classified as low, Medium and
premium range.
• Retailer has to offer the product that meets price range
of his target customers. The planning should be to offer
an attractive price package that can result in regular
sale, stock clearance and assure adequate profits.
• 3) Range:
• Range refers to width, breadth and depth of products
offered for sale. Customers should have opportunity to
make choice or selection depending on the type of
retail store i.e.-
• Specially store specialises in limited width i.e.,
particular category (Bata, Raymond’s) But it must have
depth i.e., different designs, number, color, price-range
etc., so that customer can make choice. Departmental
store which deals in long category of products must not
only have width, but also must have breadth (different
brands) and depth.
• (4) Assortment:
• It refer to combination of products made available to
customer at retail outlet. Merchandise is assorted and
presented category wise and department wise.
• E.g. – Cosmetics, Toiletries, Electronics, Staples,
Vegetable, Furniture etc., each category further will
have different products or different brands at different
size and price level.
• E.g. – Toothpaste, Shampoo, Soaps, etc., are presented
in one category of different brands companies and
brands.
• (5) Space:
Products should visible to visiting customer.
Retailer have limited floor space, he should
provide adequate space for display of each
product. Available space for display of each
product is utilized to showcase and presents
goods, through different types of fixtures,
hangers, gondolas, mannequins, fridge
depending on the nature, size, dimension of
goods.
• Retailer has to priorities the place for
different products:
• i. He has to ensure that the products are
visible.
• ii. Customers have convenience and comfort in
picking the products.
• Merchandise planning is planning of product
price, range and assortment.
 It has following implications
• a. Finance:
• Finance large amount is invested in merchandise the
planning regarding price, product, range etc., must
ensure adequate return on investment.
• b. Marketing:
• Retailer has to undertake, marketing measures like
advertising sales promotion etc., to ensure that the
merchandise is sold.
• c. Warehousing and Logistics:
• This department has responsibility of receiving, taking
account of stock, stock keeping and dispatching the
goods, to stores to departments and stores.
• d. Store Operations:
• Each store of department is to be informed
regarding merchandise bought. The store has to
initiate measures to clear the sale and to clear
stock.
• Merchandise planning buying right kind of
product, fixing a right kind of price providing
adequate range of products through an
appropriate assortment, and ensure adequate
space to showcase and sell the product.
• Process of Merchandise Planning:
• Success of any retail organisation depends on
presenting the merchandise that is needed by
the customer. Firms have to make meticulous
planning regarding type of merchandise to be
bought, its presentation, pricing etc., planning
process has to be detailed and elaborate. It
must cover every angle of merchandise
management.
• Merchandise planning has to be:
• a. Time Based:
• It must make annual budget of merchandise required. Budget has to be
further broken into quarterly, weekly and daily on requirements.
• b. Location Based:
• Merchandise for entire organisation covering each store under the
company’s umbrella. It should be broken into demand for each individual
store.
• c. Store Based:
• Demand of store or each department, category wise, product wise etc.
• Micro and macro estimation of merchandise needed that has to be
acquired in right time, right quantity so that it can be sold in right time
when demanded by customer. Planning should ensure optimum stock of
each product, because shortage of stock is lost opportunity of sale. Excess
stock is a burden on finance and cost.
• Process of merchandise planning is as follows:
• 1. Forecast of Sales:
• Merchandise plan or budget is dependent on
estimated sales. Forecast of sales for entire
organisation, department and product wise is to
be made. Further new products to be added, or
deletion of product is to be considered. Estimate
is made based on past records, present scenario,
impact of fashion economic trend etc., Firm also
has to determine pricing strategy in the sale of
product.
• 3. Merchandise Control:
• Retailer has to balance between purchase and
sale of merchandise. It is necessary to avoid
either over or under stocking of merchandise.
Daily and weekly stock reports are taken to
monitor the movement of stock. Fresh order
of purchase is made before the stock reaches
danger level.
• 4. Assortment Planning:
• Assortment is arrangement of products category wise.
It is presentation of entire products range classified
under categories, department or section. E.g. – Food
section, cosmetics, Garments etc.,
• merchandiser has to ensure that there is proper
assortment i.e., each assortment or section must have
relevant or related items, every category must have
adequate SKU (Stock keeping units) no shelf , rack,
should be empty. At the same time it should be
ensured no department or product category is
overloaded.