DECIDING THE MERCHANDISE MIX-

VARIETY, ASSORTMENT, BRANDING.

SUBMITTED BY- SUBMITTED TO-

APURVA KOTHARI DR. RAJEEV SAMUEL
MBA II
 WHAT IS MERCHANDISE?

Goods which are offered or intended for sale.

 WHAT IS MERCHANDISING?

• Planning, buying, and the selling of merchandise.

• The function of merchandising is an integral part of

retailing and is also one of the most challenging
functions, as retailers often say, “goods well bought
are half sold”.
 The American Marketing Association has
defined merchandising as “the planning
involved in marketing the right merchandise at
the right place at the right time in the right
quantities at the right price”.
 THE MERCHANDISE MIX

Before deciding upon the sourcing of merchandise a retailer

has to decide about the merchandise mix. He has to look
into the variety, assortments and quality of merchandise.
This in combination is known as the merchandise mix. One
must realise that the key to effective merchandise planning
lies in exceeding the needs and wants of the market. It is
worth mentioning that while planning merchandise mix a
retailer must necessarily have complete information about
his target audience as well as conduct the market situation
analysis
 VARIETY

The variety of the merchandise mix refers to the number of

different lines that the retailer stocks in the store. For
example, a departmental store may provide a collection in
men’s wear, women's wear, children’s wear. This would then
be termed as the variety offered by the store.
 ASSORTMENT
• Assortment refers to the selection of merchandise carried
by a retailer. It includes both the breadth of product
categories and the variety within each category.

• The width/ breadth of assortment: Number of distinct

brands of goods/service categories a retail carries.

• The depth of assortment: Variety in any one goods/service

category with which a retailer is involved.
THANKYOU!