P. Orr and Sons

INDEX
Serial No. 1. 2. 3. 3. 4. 5. 6. 7. Topic Introduction P. Orr and Sons as MBO Window Shopping S-O-R paradigm Branding strategy Target Market Conclusion References Page no. 2 5 9 11 33 39 40 41
Rushikesh P. Gaikwad[Type text]
Page 1
Branding of P. Orr and Sons
Introduction
P Orr and Sons has been in the news in Chennai for the past months or so. They have a heritage building on the arterial road of the city where metro rail work is underway. The heritage building has been damaged and people have been protesting. A dramatic find on Wednesday evening could turn out as the conclusive proof that could save the 120-year-old P. Orr & Sons buildings from demolition. The foundation stone, with an inscription detailing the date of construction, disproves the claim of Chennai Metro Rail Limited (CMRL) and Chennai Metropolitan Development Authority (CMDA) that only a portion of the building is a heritage structure and the rest are not. What the new evidence establishes is that the entire building was completed in the later half the 19th century and that only twenty years separate the front and rear side. The foundation stone, located at the portion earmarked for demolition, establishes three dates beyond doubt. First, that P. Orr & Sons was established in 1849 in Chennai. Two, the firm moved into the current premises in 1873. The third point is that the building was expanded and workshops were enlarged in 1893. To be precise, the foundation stone was laid on July 6, 1893. The date is special: the foundation stone fondly recalls that Prince George, Duke of York, who later became King George V, and Princess May of Teck, who later became Queen Mary, were married on that date The new evidence appears to prove that the entire building is more than 100 years old one of the benchmarks that is normally used to designate a heritage building. The CMRL decision to demolish bulk of the P. Orr & Sons building was challenged in the court by INTACH, Chennai chapter, and the judgment is awaited.
Rushikesh P. Gaikwad [Type text]
Page 2
P Orr & Sons on Anna Salai (Mount Road) It has stood the test of time. For almost 160 years, this old shop on the busy Mount Road in Chennai has been keeping time. A British company named Peter ORR and Sons set it up in 1849. For several decades the company served just the royals, selling gold and diamond jewellery, watches, cycles, cutting tools and even rifles. After Indias independence, the company was sold to Tamil Nadu based Karumuthu Thiagarajan Chettiar in the year 1967. Since then it came to be known as P Orr and Sons [pronounced PR] synonymous with watches of all kinds, Indian or international brands, from a few hundred rupees to over a lakh if its a time machine, it is here! As Manikam Ramaswami, Chairman, P. ORR and Sons puts it, The trust we have built, and we really value that, we will do everything to retain it. But we never fell into the temptation of selling any smuggled watch although we were offered many smuggled watches, would have been extremely profitable for us. But we stayed away from all that. So customers know when they come to us they get a genuine product. Over the years, this good old shop has changed with changing consumer tastes. Earlier owning one watch was considered a prized possession. Today one watch is pass. With so much of disposable income, a watch is now more of a fashion statement. Even clocks have evolved. Today the clock has to match the mood and dcor be it at home or office. PR is known to be the hub for antique clocks. Some of these clocks are older than the shop itself. When at PR dont forget to take a look a look at the grandfather clock, which for the connoisseurs is PRs speciality. It costs Rs 78,000. Guess its age? Well this grand old clock is all of 200!
Rushikesh P. Gaikwad [Type text] Page 3

Over the century this shop is estimated to have sold over 40lakh watches, which is equal to the population of Chennai. Thats not all. Many of the citys important landmarks are adorned with clocks from P ORR sons. No wonder some customers like Krishna Sharan Mishra say, Theyve become timekeepers of the city. The shop commands 35% of the after sale service of watches in the city of Chennai, which largely contributes not only to their profits but also to the goodwill and reputation theyve built. Its a place that has become a slice of Chennais history taking old timers down memory lane and at 156, P ORR and Sons is still going strong with big plans to capture atleast 35% of watch retail business across Tamil Nadu, by establishing new branches. Peter Orr created their Hindu equivalent. The line was aptly called the Swami jewellery. Many Indian rulers presented several pieces of this novel range to the Prince of Wales. Satisfied with the high quality of the creations, he appointed Peter Orrs establishment Jewellers and Silversmiths to His Royal Highness the Prince of Wales in 1876. Scenes from Hindu mythology made for spectacular designs, glimpses of which could be seen from the firms catalogue; featured on items including goblets, tankards and salt-andpepper shakers. Capitalising on the phenomenal success of the Swami designs kept the workshop of Peter Orr and Sons busy for the next 30 years. Downtown, the trusty, three-faced clock tower on Mount Road/Anna Salai which bears the name of his establishment P.Orr & Sons is a testimonial to that forgotten golden age of Indian silver. P. Orr & Sons were primarily into serving the royals only. But after independence in 1967 when it was handed over to Chettiar and Sons they specialized into watches only. They had their own workshop also indulging in the watch products ranging from all sort of watches. They were also into providing with international brand watches.They had a wide variety of ranges in watches which was supposed to be the destination for the watch buyers.
Page 4

Basically, P. Orr & Sons are a Multi Brand outlet i.e. MBO providing with all the different brand watches.There are basically 2 kind of stores or outlet.Mono brand and Multi Brand, both are having its advantages and disadvantages.For a store with multi brand presence and that too over 160 odd ving its advantages and disadvantages.For a store with multi brand presence and that too over 160 odd years the concept of utilizing its resources is very important.
P.Orr and Sons is MULTI Brand outlet and a watch workshop.
Multi Brand Outlets V/s Mono Brand Outlets

With both the mono-brand model and multi-brand model co-existing in the retail industry, theres a debate among retailers as to which model is more profitable. While most accessory related retailers prefer to have a mix of multi-brand and mono-brand stores, some prefer to have only multi-brand stores while others favor only mono-brand stores. Says Ashwin Kukreja, Director of the Mumbai-based Galaxy IT Concepts, Its hard to say which retail concept is more profitable. Both retail concepts have their own advantages and disadvantages. At one point of time a partner may benefit from multibrand outlets, at another he will benefit from an exclusive store. If a retailer wants to receive good profits and growth from his stores, a mix of multi-brand and exclusive stores is the right option. Kukreja has four stores, out of which three are exclusive and one multi-brand, but the multi-brand outlet contributes 60 percent of his overall revenues.
Multi-brand advantages Until a few years ago, in India there were a lot of mono-brand outlet. But with the entry of large format retail (LFR) storeslike Croma, Reliance Digital and E-Zonemany IT retailers began adopting the multi-brand retail model as a way of competing with the LFRs and as a way of adding more value to their business.
Multi-brand means more footfalls because the public gets a wider choice. When a customer visits a multi-brand store it satisfies his hunger for choice on both the time and space parameters. The customer gets to choose from a host of brands and products in a single visit to a single outlet, thus allowing him to make a real-time product comparison, save on time, and [perhaps even save on] the cost of purchase. In the case of multi-brand stores, retailers can easily lower their losses because they can distribute their costs among multiple brands. But in exclusive stores, if a vendor suffers a fall in market share or suffers losses, the retailer is unable to reduce his own losses and so he suffers along with the vendor.
Retailers often prefer the multi-brand option because they have more freedom to make decisions. With exclusivity, retailers often lose out on the freedom to make decisions because they have to abide by the guidelines that the vendor has set for them. For instance, vendors usually have a fixed set of promotions and events that a retailer can conduct through the year. If this is the case, and if a retailer wants to conduct a particular event beyond the decided set of events, he will have to get the vendors permission to conduct the same
Multi-brand disadvantages The multi-brand retail model comes with its own set of disadvantages. Offering multiple choices often leaves the buyer confused. In a multi-brand setup its also difficult for a retailer to recommend a brand to the customer because that would amount to underselling the other brands,
Another disadvantage of multi-brand retail is that not only do retailers face tough competition if other retailers start their own stores in the neighborhood, but they also receive fewer benefits from vendors.
While exclusive retailers often get territory protection from the vendors, in the multibrand model we frequently have to face tough competition from other retailers because they might just start another multi-brand store in the same area and give better schemes
Page 6

and discounts than us. As a result, in order to retain our customers, we have to be on our toes and keep on holding events and promotions in our stores. Earlier, there were times when vendors would not allow an exclusive partner to start his own multi-brand outlet. If a retail partner wanted to venture into multi-brand retail he would have to start the store with a different name. But with LFRs coming into the picture, vendors have become more lenient and allow their partners to start their own chains of multi-brand retail outlets. However, the matter doesnt end there, Although vendors have become more lenient with retail partners now, they are still vengeful. They tend to focus more on their exclusive partners and also tend to give better benefits, support and deals to them than a multi-brand retail partner.
Mono-brand advantages The exclusive or mono-brand retail concept is a vendor-centric model. Here, a retailer has deep commitments in terms of investments, sales targets and marketing. The benefits that a retailer can derive from exclusive retail are territory protection, better margins, manpower subsidy, demo subsidy, backend rebates, brand marketing rights, lead generation support and marketing support from the vendor.
The exclusivity status also places a retailer higher on the vendors priority list. The vendor provides lead generation support, involves him in special marketing campaigns, and even helps chalk out business roadmaps aligned to the vendors own long-term vision.
One of the biggest benefits that an exclusive franchisee retailer can get from a vendor is the payout scheme. Vendors often buy back the stocks that the retailer wasnt able to sell at the end of the day, but this is often not possible in multi-brand stores.
The vendor tends to give you more importance than it gives to a multi-brand partner. Exclusive retailers get more discounts and incentives, in addition to branding and marketing support. For example, if a multi-brand partner gets a 5 percent discount on the vendors products, an exclusive retailer may get around 10 percent. Other than generating leads and giving MDFs, vendors may give an additional 1 percent incentive
Page 7

on the overall sales done by the retailer during a month Theres more. In an exclusive store, uniformity in terms of store design, store interiors, store size, products, prices, promotions and events are strictly maintained. This method prevents competition among the vendors exclusive retailers, and gives all the retailers a fair chance to earn profits. Vendors also work more closely with exclusive retailers to conduct events and promotional schemes, and provide, along with the retailers, regionor city-specific advertisements.
Mono-brand outlets are the always the best option for partners because they provide long-term benefits, and save cost, time and energy. Being the partner of just one vendor, a retailer has to work with only one supplier. By contrast, in multi-brand retail, a retailer has to work with numerous suppliers and will therefore spend more time and energy running after the suppliers than concentrating on achieving the sales target.
Mono-brand disadvantages Exclusive retail stores certainly have their plus-points, but, like their multi-brand counterparts, they have their share of negatives. Unlike multi-brand outlets, exclusive retailers get very little footfall and lose out on every other customer. Most of the consumers today prefer to go to a store where they can see and test all the different brands and then make a decision. If a retailer has a multi-brand outlet he can keep the customer in the store by showing him different varieties of products. But if a retailer has an exclusive outlet and the customer wants to see and test the competitors products he cant retain the customer. Two other disadvantages are the risk of losses if the vendors market share falls, and the lack of freedom to make your own decisions.
Other watch stores in Chennai

There are handful of branded showrooms of watches in Chennai city.They are having their presence all over the city.National brands like Titan have their showrooms spread evenly.Moreover the local giant are also having their fare share.But there is considerable
Page 8

loss in their past collections due to many reason ranging from prices to services provided.The shops like Doshi and Doshi Co. and Sathya Times are havin their share.But the historical store for Watches i.e. P.Orr and sons have felt the maximum burnt.They are currently famous due to the razing of some part of its building for CMRL project rather than its well known legacy in watch making and selling of multi brand watches. There is a dire need of reviving their Branding strategy to retain its lost glory through unique and attractive ways of advertising.
Window Shopping
Window display resembling product wrapping performs an important role in product selling strategies. Such design elements as lighting, color, material, and art compositions are crucial elements attracting products target groups and stimulating their purchasing decisions pursuant to the theory of stimulus-organism-response. Delving into determinants of design elements, compositional settings of window display on merchandising could expand the perspectives within these matters to a certain extent. In recent years, clothing retail competition has generally intensified due to the consequences of new technologies, more sophisticated management practices and the internet. TV, digital billboards and catalogues have all commonly been used in the advertising sector. These communication instruments have an effect on consumers shopping attitudes in an increasingly competitive marketplace. In addition, the designing of store windows has continued to have an important effect on advertising products. This is an important point to be taken into consideration by both clothing retailers and designers. Store window displays are regarded as a key instrument of a retailers communication and visual merchandising strategy .They are an integral part of a consumers surrounding during his/her shopping experience and therefore have an impact on consumer behavior in retail settings. Window displays serve two main purposes: to identify the store and its product (e.g. promotion, merchandise and fashion), and to induce consumers to have shopping attitudes .
Page 9

Window displays give a wide variety of information about a store. By showing a representative merchandise offering, a store can create an overall image. By showing fashional or seasonal goods, a store can show that it is contemporary. By showing sale items, a store can lure price-conscious consumers. By showing eye-catching displays that have little to do with its merchandise offering, a store can attract pedestrians attention. By showing public service messages (e.g., a window display for the Jerry Lewis Telethon), a store can show its concern for the community . Therefore, consumers may often use window displays to obtain information about a product category (e.g., the latest trends/innovations) and a retail clothing store. Although store windows have a very important effect on consumers, there has not been significant empirical evidence regarding the effect of window displays on consumers shopping attitudes. In addition, it is not clear how consumers perceive different types of store windows in the sale of retail clothing.
There are about half a dozen different types of window structures presently being used by retail stores, as discussed by a number of researchers .However, of these, there are three major types in the context of clothing retailing from which many combinations are possible: flat, arcade and corner windows. For flat windows, storefront glazing is projected as far forward as possible and built in a straight line, with an entrance door aligned or set back from this .The arcade window extends from a stores entrance set back between two windows, which allow a store with fewer frontages to increase its windows space in which to show merchandise . Because the store windows on linear axes such as flat and arcade windows are the subject of this work, corner windows specifically designed for those shops located on corner properties are excluded from this study. Hence, this research seeks to investigate the effect of the two most common types of store windows (flat and arcade) in the context of retail clothing sales. Specifically, using digital pictures of two types of store windows, this study examines the relationships between consumers perception of store windows and shopping attitudes with general characteristics of store windows. Window shopping is a fun and inexpensive pastime enjoyed by people all over the world. The process involves walking through a shopping district or mall with the express purpose of looking at the window displays for each retail store in the area. People may choose to window shop as a way to pass the time, get ideas for displays that can be used at home, or to collect some inspiration for future gift giving.

One of the greatest attractions of window shopping is that the activity does not cost anything. This means that anyone, regardless of current financial status, can go on a window shopping expedition. The activity is generally considered to be safer, in that people on limited budgets are much less likely to make impulse buys if they remain outside the store. True window shopping is an activity that is never hurried. In order to receive the full benefit, it is important to pursue windows shopping at a leisurely pace. The typical window shopper is not concerned with how many window displays are observed or how much time is spent enjoying each of the displays. Instead, the focus is on enjoying the wares displayed in the windows, as well as making note of the way each shop owner chooses to display all the items included in the presentation. Because of the flexibility that is part of the pastime, it is possible to work in a little window shopping at just about any time. People can enjoy this type of shopping during a lunch hour, while waiting for relatives or friends to arrive at the site, or as a way to kill time before the start of a movie at the local multiplex. Along with being an ideal way to fill time without spending money, window shopping can also serve as inspiration for other tasks. Spending some time looking at window displays may trigger creative ideas that can be used at home. For example, a window display containing a dining room table and chairs may provide inspiration for table settings, centerpieces, or other ideas that can be used to dress up the dining room at home. While traditional window shopping takes place at a brick and mortar location, the concept of virtual window shopping has become very popular. By viewing items on display at online stores, shoppers can enjoy the benefits of passing time, getting ideas that can be used at home, and also find inspiration for gifts and other purchases scheduled for a later date. One advantage of virtual window shopping is that interesting web pages can be bookmarked for a return visit at a later date
Page 11
S-O-R Paradigms
the S-O-r-paradigm is called also SOR model and be based on the neobehavioristischen concept of the linkage of S: Stimulus (attraction), O: Procedures in the organism and R: Reaction of the organism). It the conception is the basis that a stimulus (for example an advertising statement to a certain commercial product or the remuneration system) in the organism is converted (for example in the form of motivation -, decision or learning processes) and then to reactions leads (for example to changed consumer behaviour or to increased work). According to Mehrabian and Russell (1974), environmental psychology focused on the interplay between physical stimuli on human emotion and physical stimuli on a variety of behaviors. This interdisciplinary field was used in some studies concerning retail context (Thang and Tan, 2003; Fister, 2009), visual merchandising (Ha, 2006), and window display (Fister, 2009; Ti, 2009) to examine consumer behaviors. From these studies based on the S-O-R model, they highlighted that customers would likely react when they are faced with different stimuli. Therefore, the S-O-R model is used in this research as the basic grounds in exploring customer perception. An instrument to be developed for this research is one set of photographic images as it is based upon a visual perception theory emphasizing that the ability of a viewer to consume information or react to multiple stimuli at a time is to some extent, limited.
Visual Perception
With respect to the visual perception theory, the Gestalt effect exemplifies the operation of mind and brain as holistic, parallel, and analog with self-organizing tendencies. As a widely-quoted phase of the whole is greater than the sum of its parts, it refers to the capability of a human beings senses in the visual recognition of figures and whole forms rather than just simple lines and curves (Hothersall, 2004). Having applied Gestalt theory in this research, an instrument is derived in order to devise a dummy model of window display used in data collection.
Page 12
Consumers Perception of Store Windows and Shopping Attitudes A number of previous studies have supported the idea that store image attributes play an important role in affecting consumers shopping attitudes and patronage behaviors.These researchers have primarily examined the effect of environmental attributes on consumer evaluations of store image. In these studies, a link has been found between consumers perception of store windows (promotion, merchandise and fashion) and shopping attitudes such as intention to purchase a product. Available studies generally include consumers shopping attitudes relating to window displays. Sen et al. for instance, used Feldman and Lynchs accessibilitydiagnosticity framework to examine how the information acquired from window displays might be related to two key shopping attitudes: entry and purchase. This framework also enabled them to examine the role of consumers product-category and store-related knowledge in moderating the relationships between such acquisitions and their shopping attitudes. A large body of literature suggests that consumers likelihood of using a particular informational input to make a decision depends on both its accessibility and perceived diagnosticity. More importantly, certain types of information culled from window displays are likely to be diagnostic to the store-entry decision. Consumers may enter a store based on its window displays for several different reasons. They may enter to obtain further information about a specific line or item of merchandise that they saw displayed in the store window, whether or not they intend to purchase that item at that time in that store. Similarly, consumers may enter to learn more about or take advantage of the sale they saw announced in the window display. More generally, store entry may result from consumers affinity for the types of merchandise a store displays in its windows. In other words, because of their diagnosticity to the store entry decision, the observed store-related elements of window displays, such as store merchandise, can serve as a direct incentive to enter the store . Purchase intentions have been widely-used in the literature as a predictor of subsequent purchases . A number of studies have supported the notion that store image is an important component of store patronage. More specifically, Buckley found a link between store image and intention to purchase merchandise. Therefore, window displays can affect
Page 13

store-wide sales through numerous mechanisms. For example, consumers decision to patronize a particular store may be based on information obtained from its windows, regarding overall image and range of merchandise. More specifically, window displays can act as a more direct point-of-purchase promotional device by stimulating the purchase probability of the displayed merchandise.
Components of Window Display Design

Within a defined scope of study, window display is of the essence as it is a crucial ingredient of visual merchandising that performs an eye-catching attraction akin to a magazine cover. A comparison was made to underscore the function of a window display that if Selfridges were a magazine, the windows would be the front cover (Morgan, 2008). Following design components is of vital importance to window display (Diamond and Diamond, 2007; Morgan, 2008; Pegler, 1983): 1) Color is the element to capture immediate attention of a viewer; 2) Lighting creates moods and minimizes unimportant areas while emphasizing others; 3) Material is to beautify window display; 4) Composition is the arrangement of lines, forms, shapes, and color into a pleasing whole which directs the viewers eye to the various bits and pieces of the setting and relays a particular message; 5) Prop visually supports other displayed items; 6) Textual style (signage and graphic) does not only convey a message but also enhances window displays sophistication; 7) Mannequins are mere players and all windows are stages; 8) Merchandize is to create harmony in a window display; and 9) other components to be developed from this research. These eight design components are integrated with a theory of consumer motivation in the development of 3D photographic images.
Page 14
Store layout and different arrangements and other strategies for Effective Window Shopping
There are 4 major layouts for any store. 1.Layouts
Free-Flow Layout is a type of store layout in which fixtures and merchandise are grouped into free-flowing patterns on the sales floor.
Grid Layout is a type of store layout in which counters and fixtures are placed in long rows or runs, usually at right angles, throughout the store.
Loop Layout is a type of store layout in which a major customer aisle begins at the entrance, loops through the store, usually in the shape of a circle, square, ar rectangle, and then returns the customer the front of the store.
Page 15

Spine Layout is a type of store layout in which a single main aisle runs from the front to the back of the store, transporting customers in both directions, and where on either side of this spine, merchandise departments using either a free-flow or grid pattern branch off toward the back aisle walls.
2.Use of Ambassadors- The ambassadors used to advertise by the respective stores have a mass appeal.This is properly utilized by the store management by placing the posters of them at preferred positions with slogans. 3.Offers-There are different offers which are available at stores.And those properly displayed at different locations to attract the footfall. 4.Limelighting-Every store has their unique collection or any product which they showcase prominently.This proves to be the show stopper and also attract more footfalls. 5.Colour combination of the store-The surrounding color combination of the store has to match the product and should enhance the appeal of the store.
Six most common mistakes businesses make 1.No logical front-to-back arrangement 2.Does not utilize windows 3.Does not target a specific type of customer 4.Exterior walls not used
Page 16

5.Focal points not used to get people to move to opposite walls 6.No power or main aisle
Visual Merchandising different modes for effective footfalls

Visual merchandising today is not only limited to floor window display; it covers all the necessity to capture the attention of the customers by all means from the facade of the store to the location of each product inside the store. To capture attention, awaken the senses, provide the customers a wonderful buying experience which will bring them back to the store for the next time and become a loyal customer and make more sales are the major concern of an effective visual merchandising. Here are the ideas which will help you to stimulate the perceptual and emotional response of your customers.
General Visual Merchandising Ideas

#1. Do not limit your visual merchandising theme to the Winter, Spring, Summer and Fall. Try to use at least six (6) different themes in a year. If you can use different themes in every month better but this is quite unmanageable. Six (6) different themes a year are more flexible; this will let you change your theme every other month. You can inline your theme special events like Mothers Day, Fathers Day, Teachers Day, Valentines Day, festivals, anniversaries and other celebrations and holidays.
#2. Variation will support your theme to avoid boringness of display and decoration. You can use the same theme every year but avoid using the same display and style. Also avoid using the same material for different themes consecutively. You may keep the materials you have recently used and use it again after few months or put it in other locations or other branch of your store.
Page 17

#3. Go unusual and big display. People love novelty, something they havent seen before. You can search for some visual merchandising ideas in the internet. Copy different ideas, combine them together then modify. It is copy, combine and modify not copy and paste.
#4. Dont forget to apply the elements and principles of design to your projects. The elements of design are line, shape, form, size, space, color, value and texture while the principle of designs are novelty, variety, harmony, unity, balance, proportion, emphasis, contrast, rhythm and pattern. Effectively use colors, texture, shape forms and lines. Establish a focal point on your window display for easy viewing then harmonize each element of your display to maintain neatness and to direct the eyes of your viewer to each element of the display.
#5. Integrate dynamic techniques in your display. Integrating printed materials, multimedia, interactive installation and sensory input in your display are known to be dynamic techniques and are becoming the visual merchandising trend, not just for 2011 but also for 2012 and the coming years because of the fast moving digital civilization.
The Store and Environment #6. Allocate extra budget to develop the facade and external appearance of your store because this is the first thing that will be noticed by the people at street. Maintain the good look your store the marquees, awnings, signage, banners, entrance and landscapes are the things areas you need to consider. You can use significant color or unique carvings and moldings that represent your business so that your store can be easily identified among others.
Page 18

#7. If you have a big store, provide enough directional signs inside your store and dont forget to include the local language in your sign and signage system. These are also known as visual cues that direct your customers to roam around your store which often results to unplanned purchase. Use light-directed signage in front of your store to attract people during the night and dont forget to change the old signage.
#8. In addition to a good floor plan, enough height of the ceiling from the floor is also important; 10 feet is ideal but higher than this is better. If the distance between the floor and ceiling is lower than 10 feet, use shorter shelves to provide enough space for the eyes of your customers wander inside your store.
#9. Maintain the good appearance of your shelves, showcases, racks and other POS materials; if one is damaged, do not hesitates to repair it or decorate the part that is damaged. Radius shelving is also becoming a trend of visual merchandising, so its better if you have one.
#10. Enhance the ambiance of your store by adding a little classic aroma, music and dramatic lighting.
Displaying the Merchandise #11. Use the suggestive technique in displaying your products. Show the items in use, make a hamper or group items as one set, like displaying together the chopping board, knives and other cookware. #12. Use appropriate rack or bin to suggest quality and price. Normally, customers expect that items in the offer bin have lowers prices than those in shelves and showcases. #13. Know of the important display points or hot spots inside your store. Display some items which have higher profit margin at the endcap, the hub at the end of an aisle or gondola especially in grocery stores. The third level, which is straight to eye level, of the

shelves and cashiers point are the good areas to place the items that are usually forgotten, add-ons, less necessary and unbranded products obviously you dont need to put rice and sugar in these areas.
#14. Vary the position, arrangement and style of your display once a month if cant manage to do it twice a month. Variation also helps to avoid boredom to your regular customers. Make use of shelving, hanging, pegging, folding, stacking or dumping merchandise display techniques depending upon which one works best for the type of your products.
#15. Add product information or answers to frequently asked question beside or near your items especially when your items have unique specification, unique quality or patented because more shoppers nowadays are wise buyers and are after of the product quality. This will also help to lessen the repetitive tasks of sales staffs on giving the same answer to the same question of different customers.
Displaying Signage and Ticketing #16. Do not hide your price tag. If not the first, price is the second consideration of most customers after good quality, so make it easy for the customers to know the price even without the assistance of the sales staff by putting the price tag at highly visible and expected spot. Stick the price stickers at the upper right side of the items because eyes are naturally drawn in this area. For apparel, stick the price at the neck line or collar, at the back portion of the waist line of pants or at the brand or manufacturers tag attached on the item.
#17. Avoid covering the important text and icons of the packaging with your price stickers and make sure that the price stickers are properly stuck and not slanted.
Page 20

#18. Price tags should be readable. Dont make an insufficient ink as an excuse. Remember the rule for text readability for visual merchandising materials.
#19. Ignite the interest of your customers by using hanging price cards for special offers. Posters and other professionally made signage are have greater impact and sell better than handwritten signage.
#20. Larger font size is advisable for signage that is intended to be placed inside a showcase. Make sure that the signage inside the showcases and on shelves is readable from at least 1.5 meters away and the price of the product should be 1/3 of total area of the signage while the price should be 2/3 of the total area of the signage.
Page 21

Paper Crafts #26. Origami is the art of paper folding from Japan. You can create animals, plants, vase and many more which you can add as decoration to your display. #27. Paper beads are made from paper strips rolled and glued like beads.
#28. Paper mache is formed by wrapping a mold with wet paper strips with white glue and removing the mold when the paper is dry.
#29. Paper strip curls can be good space filler which may resemble grass and leaves of plants. #30. Weaving papers have many ways. You can make basket, tray or vase by waving paper strips or paper straw.
Decorating with Balloons #31. Use helium to puff your balloon to let it float in the air. It is easy to form arcs by using helium balloon.
#32. Use different size, shapes and color to avoid monotony.
#33. Make a balloon sculpture. This is not difficult to make nowadays because there are already available materials in the market to make an instant balloon sculpture. You can easily form a human figure by simply following instructions included.
Page 22

#34. Use PVC tube as support if you want to make pillars and arcs of balloons.
#35. Experiment for a new style. This is not only applied when decorating your store with balloons; experimenting is necessary to discover brand new ideas which you can implement to your next projects.
Decorating with Flowers
#36. Create artificial flowers using crepe paper. Creating plum blossoms for Chinese New Year display and decoration is so easy. I have a post on how to do that here.
#37. Collect twigs for free from your backyard and combine them with your arrangement to add height and fill the empty space.
#38. Mix commercial artificial flowers with your own-made artificial flowers using papers to both save your finances and add attractiveness to your arrangement.
#39. Topiary and pomander are also unique style to add in your display and decoration.
#40. Use Styrofoam as floral foam when arranging dried and artificial flowers and ornamental plants because Styrofoam is stronger than floral foam.
Page 23

Dealing with Styrofoam
#41. Use electric cutter to speed up your work. You can make an improvised one if you find it expensive to buy an electric Styrofoam cutter.
#42. Use just enough temperature of glue gun to avoid melting the Styrofoam when the stick glue is applied into it.
#43. Use handheld cutter when need some Styrofoam carving.
#44. Nail is for wood, barbecue stick is for Styrofoam. In our own slang language, we call it Magic Stick because of its versatility it terms of constructing large Styrofoam display.
#45. Spray at about 18 inches away from the Styrofoam when you are using aerosol spray paint to avoid deforming the Styrofoam.
Page 24

More Techniques for Various Materials
#46. Sponge requires rugby adhesive as Styrofoam requires glue stick. Making sponge sculptures is also fun. When bonding the edges of foam, apply the two point or areas that you want to stick together with rugby adhesive and set it them aside until the adhesive is almost dry before binding them together. Use spray paint to color your project and insert wires on the portions which you want to have curve or wave.
#47. Letter cutting nowadays are very easy because of new technology, the cutter printer. However, you will be obliged to do manual cutting if you only have a small store because it is unnecessary for you to buy the cutter printer and use it seldom, not unless if letter cutting is one of the services your business offers. The easiest way to cut letters is to use a pattern printed on the used office papers and by tracing it on you material, a vinyl sticker, construction paper (cartolina), bond paper or foil.
#48. When sticking large stickers, spray the adhesive side of the sticker with solution of water and liquid detergent or shampoo to avoid damage. The solution will serve as adhesive repellent while it is wet and will allow you to adjust the position of the sticker without damaging your material. Wipe the sticker with glass wiper until the solution is drained.
#49. Manila paper, a buff or light brownish-yellow paper that is made from Manila hemp (abaca) or wood fibers, is a good material if want to create a rock formation. First, you need to create a foundation by building empty boxes resembling a rock formation. Slightly spray the paper with color black, red and yellow to establish color value then slightly crumple the paper while sticking it on and covering your foundation.
Page 25

#50. It is good if you have mannequins that are bald than that with built-in hair. The most common colors of mannequins are black and grayish white and by painting the whole body of mannequins with gold or silver will add a difference to your display. It will look like a metallic man. You can also apply a body-paint design to your mannequin if you wanted to.
Cloth Styling Techniques
#51. Crumpling If you know how to crumple a sheet of paper then this would be easy for you. It is as simple as crumpling a piece of paper while covering the parts in your display areas that you want to hide.
#52. Draping This is to cover, dress, or hang with or as if with cloth in loose folds the most popular technique for cloth styling. I am sure that you always see curtains and drapes around you, in the bedroom, hotels, restaurants and offices; you can do similar with your window display using any kind of textile.
#53. Dropping This is to stick one end of a long cloth at the ceiling and letting the other end to drop. It is nicer to look at if you will combine it with Christmas lights or lit with a spot light. While draping uses loose folds, dropping do not. #54. Table Skirting There are many styles of skirting a table; you find thousands of examples in the internet and libraries.
#55. Twisting and braiding The cloth will look like rope when you twist it and braid the two or three different colors.
Painting Techniques
#56. Marbling It is to paint your project resembling marble by applying right combination of light colors and putting some lines like cracks using darker colors.
#57. Dipping When you are painting a lot of deeply carved and small objects with the same color of paint, it is very time consuming to use a paint brush; you better a wideopened container, pour enough quantity of paint into it then start dipping you the deeply carved or small objects into it.
#58. Spray The most common you can you can use perhaps is an aerosol spray paint but you can also use a machine. You really need to do spraying if your project is made of sponge.
#59. Splatters, Sprinkling and Stamping This is what I like. Before you apply splatter, sprinkling and stamping, you need to apply first a base color as background and after that, you can start sprinkling different colors or stamping different patterns on it.
#60. Sponge, String, Cloth and Roller Brush Using these materials is another way to create patterns and design. Allow me to further discuss this topic next time.
Lighting Techniques
#61. Only Show Light Beams Rather than showing your fluorescent lamp or incandescent bulb, hide them in a way that only the beams of light will be seen. In some ways, you can put a Christmas light behind the dropped cloths or wrap the cloth
Page 27

cylindrically around the fluorescent lamps or bulbs. Spotlights are also the best for this purpose. Having soft projected light will let your display to glow evenly.
#62. Chandeliers If you have available chandeliers, it is good to use to show elegance and luxury. Modern chandeliers are also better but they are quite expensive, however, you can find alternatives.
#63. Use Different Colors Lights of different colors are indeed more attractive than that white fluorescent lamp alone that is why clored lights are recommended for window display and in some areas of the store.
Page 28

#64. Modern lighting Add a little contemporary look to your store and display by using modern lightings. Some that you can use are modern-designed floor lamps and ceiling lights, colored spotlights, LED light strips, neon lights and colored fluorescent lamps. You can surf the internet to find thousands of ideas about modern lighting if want.
#65. Alternative Lights Instead of using incandescent bulbs and old-type Christmas lights, you better use compact fluorescent lamp (CFL) and LED (light-emitting diode) decoration lights. CFLs and LED lights are energy-saver and are less hot thus they costeffective and safer to use.
Adding Extra Embellishments and Finishing Touch
#66. Binder Medium (Acrylic Emulsion) We are ordering our art material from Singapore and they call this TG Medium; in Philippines it is simply called emulsion. This is like white glue that is usually used as binder of metallic powder, but you will not use this with the metallic powder. You can use the binder medium as finishing coat to have glossy-look projects.
#67. Glitters Powder It is available in different colors. A tiny luster makes big difference; it keeps your project twinkling.
#68. Ribbons A balloon display is even better to look at closer with curls of ribbons but ribbons are not only for balloon display, there more uses like space filler as one example.
Page 29
#69. Space Fillers Dont leave your window display with awkward spaces. If there are areas that will make you display awkward and you think you have no more materials to add, use curls of paper strips, crumpled cloth, doodles of ribbons or any other stuffs you can find around to solidify and harmonize your display. Those materials you use to cover the empty areas are what we call space fillers.
#70. Captions You can add some notes to your display. These could be product information, instructions, the theme or a related quotation to trigger more interest to you customers. This idea is similar to the idea number 10.
Integrating Sensory Input #71. Seeing Use wobbling instead of static shelve-talker or display moving items rather than those that not moving to get your items noticed because movement naturally captures more attention of anybody. #72.Hearing You may question why hearing becomes part of visual merchandising, but I tell you, it is indirect part but it adds impact. What youre going to do when selling Sony home theater systems, Samsung 3D TVs, Philips DVD players or
Page 30

even just a chime? How could you get the attention of your customers without the sound? Let those items with sound be heard, but of course, you shouldnt play all of them at the same time. Music also has the power to entertain people of all ages; make sure to music played in your store.
#73.Touching Allow your customers to feel the texture of your products. Let them experience how soft, how hard, how smooth, how rough, how sticky or how dry your products are.
#74.Tasting This is especially good for those who selling food and drinks. This is quite on another level of merchandising but is still oftentimes difficult to detach from visual merchandising.
#75.Smelling If youre selling oranges, try to use air humidifiers with citrus scent. Or, you can add classic aroma in your store and please avoid using strong-smelled air freshener and naphthalene or moth balls in your store.
Special Points to Remember #76. Create theatrical effect and rigger the emotion. It cannot be argued that people (including me) response to what is dramatic and emotional stimulus. A theme is very important to do this part. When it is Christmas, decorate your store according to the season and let your shoppers feel the season inside your store.
#77. Evaluate the effectiveness of silent salesperson (visual merchandising). It is always the best to know if your visual merchandising strategies are working for you or against you to know which one is to be enhanced and which is to be maintained. If it helps increase you sales, then your silent sales person is working well.
Page 31
______________________________________________________________________
Page 32

P. Orr and Sons Branding strategy The store is more famous for its Legacy as it is one of the oldest MBO in Chennai.Moreover the the building at Mount Road is more of a Heritage site for the Chennai crowd atleast.The razing of some part of it is heartfelt and has changed the scenic beauty of the same.But this should be made as chance to adjust and modify along with the changing times. 1.As P. ORR and sons has rich history and legacy it can be encashed upon.There can be setup of a small museum or showcase of their changing cultures and accordingly the advent of different watches and styles. 2.The razing of the building can also be recapitulated upon saying it as We have been Ra IS ed effectively.This can show the pragmatic approach of the the stores.
3.Print Ad
There are 3 different types of Poster advertisement that can be displayed to appeal the mass. a.Bald guy-We have a bald head at the end of minute hand.At every hour we may put a head hat,like a turban ,cap, depicting variety .
Page 33
b.Bus bar handle
They can also write on the straps or bars in relation with the watch/watches. Some special offers that are available to the customers. c.Rectangle Dial.
d.There can be posters be setup of different watches offered at the shop throughout the city at receiving places.A contest can be put up ofA person who has the maximum snaps of a particular watch from different places may get a discount or some other attractive prices.
Page 34
Branding of P. Orr and Sons 4. Its an Accessory
For today s youth watch remains more of an accessory rather than a timekeeper. They perceive it a fashion statement. Accordingly there should be enough options for the youth to get attracted towards the trend
Page 35
5. Its older version
The modern design of the same watch can be displayed with a reflection of its older version.
This perfectly satisfies following traits
1.The legacy factor 2.The transformation of the vendor according to the changing culture
Old is better
Francis Bacon famous saying, Old wood best to burn, old wine to drink, old friends to trust and old authors to read can be used to advertise.
Page 36
Along with that it also imparts the prestige quotient too. And so called Masters of the class.
Our time has come
Page 37

It has basically two messages 1.The variety available at the store and 2.The slogan of Our time has come
Social messages
Different social messages can be put up at places of common visit with a logo of P. Orr and sons at an appropriate place.
This will display the social quotient of the client and its responsibility towards the society.
Page 38
Story Advertisements
What happens nextIt can be used through the news paper ads or any audio visual media. Example-Nescafe.In these advertisements there is a sequence that is followed over a period of time like a story. It keeps on people guessing about the further story proceedings. Thus it creates publicity for the brand as the people keep talking about the brand and look for the latest one into the link. There can be proper comic or character made publicizing the brand. Example- G- Man by Parle G.
P. Orr and Sons being an old MBO

The main issue with the P. ORR and sons is that they are an MBO.Like it has watches of different types and also of different brands.There are exclusive showrooms around Chennai for the specific brands.So people consider them over MBO.As they are considered to have all the latest varieties and designs.The customer also feel the authenticity about single brand outlets more.Accordingly considering this thought P. ORR and sons may adopt either of the two lines. a.GO for single brand all types of watches. b.GO for Multi BRAND single types.
Target market
The major target for P. ORR and sons has been senior and old aged crown because of its legacy. The youth is aware of the Store only for its grandeur and location. But currently the major chunk for whom the watches are being purchased are youth accordingly there should youth driven programs and workshops to appeal them.
Page 39

In at present Watches are considered more of a fashion quotient. It has also been hailed as a GADGET comprising of some technological feature. So considering watches as an apparel or an accessory it should be advertised. There is a lot of space for the youth marketing like there are 3 major target market for the youth1.Tween Marketing- Age group 5-12 2.Teen Marketing- Age group 13- 19 3.Adult youth marketing
Conclusion
Cosidering the history associated with P. Orr and Sons it should be properly encashed in branding the store.The news of the building being razed for the CMRL project ultimately benefiting the city must also be highlighted. There are lots of malls coming up in Chennai region.This can be utilized as an opportunity for P. Orr and Sons for setting up their unit in some of the malls.There are lots of advantages for an MBO like P. Orr and sons to put up a franchisee in any of the mall. There should be more publicity of the P. Orr and sons products amongst local crowd by carrying out some social drive programmes,with slogans like Keep up the pace,wear the ACEonly available at P.ORR and sonssomething like thisThere are different target audience that should be targeted by them. There is a lot of scope for marketing for the vibrant youth and it can be done effectively through the mode of providing various strategies as mentioned. The Brand P. Orr and Sons has been present in the city of Chennai since a long time. But they have been a little inactive about the publicity of their brand. Currently they are in news all for reason of their heritage building being razed for Government projects. Moreover the current Chennai youth is knowing about the brand only due to its heritage building, most of them dont know what they actually specializes into. So this has lead to provide with new branding

strategies in this modern and ever changing world which would be effective to generate positive results for P. Orr & Sons and revive their lost glory.
Page 41
References
1.http://www.crn.in/Mono-brand-or-Multi-brand-Market-Focus-015Jul009.aspx 2.http://padmum.wordpress.com/2012/03/23/p-orr-and-sons/ 3.A paper on Compostional Design as Sale Strategy:Shopping mall window display by Thitipann Kernsom and Nopadon Sahachaisaeree. 4. A paper on The Effects of the Store Window Type on Consumers Perception and Shopping Attitudes Through the Use of Digital Pictures by Kemal Yildirim, Aysu Akalin-Baskaya, M. Ltfi Hidayetoglu..
Page 42

P. Orr and Sons

Hochgeladen von

Dokumentinformationen

Originalbeschreibung:

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

P. Orr and Sons

Hochgeladen von

Copyright:

Verfügbare Formate

INDEX

Rushikesh P. Gaikwad[Type text]

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

P.Orr and Sons is MULTI Brand outlet and a watch workshop.

Multi Brand Outlets V/s Mono Brand Outlets

Branding of P. Orr and Sons

Branding of P. Orr and Sons

Branding of P. Orr and Sons

Other watch stores in Chennai

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Branding of P. Orr and Sons

Branding of P. Orr and Sons

Components of Window Display Design

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Visual Merchandising different modes for effective footfalls

General Visual Merchandising Ideas

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

#32. Use different size, shapes and color to avoid monotony.

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Decorating with Flowers

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

#43. Use handheld cutter when need some Styrofoam carving.

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Cloth Styling Techniques

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Adding Extra Embellishments and Finishing Touch

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]

Branding of P. Orr and Sons

Rushikesh P. Gaikwad [Type text]