EXTERNAL SKILL VIVA

ON

DEMO STYLES; SALES PROCESS CUSTOMER PROBLEM SOLVING

AND LOYALTY PROGRAM NSQF- 3&4

STORE-MAINTENANCE & SECURITY NSQF- 3&4

VISUAL MERCHANDISING & STOCK DISPLAY NSQF- 3

BY
Group -07

1. Christina Jaya- 121317090006

2. Lakshmi Jutla- 121317090015
3. Likitha Tandur- 121317090019

Semester –III (2018-2019)

Submitted To
The Department of B.VOC [RM&IT]
St. Francis College For Women
Begumpet,Hyderabad
Batch- 2017-2020
 ATTENDANCE SHEET

NAMES 28TH 31ST 7TH 15th 12TH 26TH 6TH

DEC DEC JAN JAN JAN FEB OCT
2017 2017 2018 2018 2018 2018 2017

CHRISTINA P P P P P P P

LIKITHA P P EA EA EA P P

LAKSHMI P P P P P P P
 SUBJECT NAME STORE TAKEN FOR
RESEARCH

DEMO STYLES; SALES PROCESS

CUSTOMER PROBLEM SOLVING VAN HEUSEN
AND LOYALTY PROGRAM GVK
NSQF- 3&4

STORE-MAINTENANCE & MAINLAND CHINA

SECURITY NSQF- 3&4 BEGUMPET

VISUAL MERCHANDISING & VAN HEUSEN

STOCK DISPLAY NSQF- 3 GVK
 ACKNOWLEDGEMNT

We have taken efforts in this project. However, it would not have been possible without the
kind support and help of many individuals and organization. We would like to extend our
sincere thanks to all of them.

We would like to thank Sr. Sandra, Principal of St. Francis college for women . We are
highly indebted to the management of B.Voc (RM&IT) i.e. Dr. Subi Varghese [ Head Of
The Department ] , Ms. Shalini William and Mr. Venkatesh M for their guidance and
constant supervision as well as for providing necessary information regarding the project &
also for their support in completing the project.

We would like to express our gratitude towards our parents for their kind co-operation and
encouragement which helped us in completion of this project.

We would like to express our special gratitude and thanks to Store Managers and staff of Van
Heusen, GVK and Mainland China, Begumpet for giving us such valuable information and
knowledge.
 INDEX

S.no Particulars Page no.

Company and Store overview

1.

2. Profile of the mentor

3. Objectives of the study

Demo Styles; Sales Process Customer Problem Solving

4.
And Loyalty Program

5. Store-Maintenance & Security

6. Visual Merchandising & Stock Display

7. Suggestions and Recommendations

8. Summary and conclusions

9. Annexures i
COMPANY OVERVIEW
STORE OVERVIEW

MAINLAND CHINA
PROFILE OF THE MENTORS
 STORE MAINTENANCE AND SECURITY

INTRODUCTION
Maintenance of a store is extremely critical to ensure smooth running of your retail business.
At exactly that point can retailers convey customized offers and services that are up to the
moment and targeted to each individual. If your store suffers from shoplifting, installing a
store security system is the solution. Store security systems could involve many elements
including store security guards and CCTV, but the most common and cost effective is the
Electronic Article Surveillance (EAS) system. Foremost responsibility of physical security is
to safeguard employees since they are an important asset to the company.
Store Maintenance
The restaurant operations for the staff is 10:30 am-4:00pm and 6:45pm-
11:30pm. Total number of workers including everyone 3 cashiers at the restaurant. There is
one chef, under him there will be many members.
3-5 members in the kitchen housekeeping, 2 members for the restaurant
housekeeping, 4 security guards for the building including a lady security, 4 members for the
valet parking.
The chef In charge has 15 staff working under him. The restaurant has three
different menus.
 Food menu
 Beverages menu
 Dessert menu

The food is made according to the orders that are made. The amount of
excess food is usually less and later on it is dumped in the bin at the parking.
All the staff related entries are taken manually and there is no fingerprint
system as of now at the restaurant.
There are 3 cash counters at the restaurant.
 One is near the entrance.
 Second is in the buffet area.
 Third one is in reserved area.

The software used for the process of billing at mainland china is IDINE software.
The restaurant accepts various modes of payments which include
A. All credit and debit cards
B. Pay Tm
C. Jio money

For customer safety tools there is a lift for the customers and also a first-
aid kit in case of any emergency.
So, the interior will be the restaurant has 12-14 air conditioners. There are 6
sections and each section has atleast two AC’s above them. There is usually soft instrumental
music played in the restaurant. There are 5 speakers. The restaurant has tile flooring.
There are two CCTV’s installed inside the restaurant. Both the
cameras are located at the corners. There is a fire alarm and fire extinguishers in case of an
emergency. There are two emergency exits from the kitchen.
The total size of a restaurant is 1600sq.ft. the restaurant has 29 tables
and 116 chairs.
 For cleanliness of the store they use various kinds of equipments and
materials used.
TASKI R4 Shine-up
SUMA Breakup HD
SUMA Grill
Also various kinds of mops are used for cleaning the floor.
So, for the parking the restaurant provides valet parking services to its
customers. The employees can park their vehicles in the lane beside the restaurant.
Security and Safety tools:
There is one CCTV installed on the entrance. There are about 17
water sprinklers at the parking area. There is a metal detector at the entrance of the building
for identifying any unwanted materials.
 VISUAL MERCHANDISING & STOCK DISPLAY

INTRODUCTION:
Visual merchandising is the practice in the retail industry of developing floor plans and three-
dimensional displays in order to maximize sales.[1][2]
Both goods and services can be displayed to highlight their features and benefits. The
purpose of such visual merchandising is to attract, engage, and motivate the customer
towards making a purchase.

1. What is the purpose of VM in your store?

Answer: According to the manager of Van Heusen Visual merchandising is a silent

savior in making sales. A good visual merchandising always helps in attracting,
engaging and motivating the customers to purchase the products of their store. It also
helps the customers to easily locate the products in the store. It helps in promoting the
new and special products. It creates a long lasting brand impact in the minds of the
customers.
2. Who designs the VM in your store?
Answer: Usually in Van heusen the visual merchandising champ sets the VM of the
store. The VM of the store is designed according to the seasons and offers regularly
by the VM head of Van heusen Ms. Shruthi. The basic VM outline of the store
remains the same but the decorations and props will be changed according to the
seasons and offers. The VM head often pays a visit to the store to check on how the
VM is being maintained.
3. What is planogram? How do you set the planogram of your store?
Answer: A planogram is a diagram which shows how and where the products should
be placed in the shelves or racks of their store. The planogram will be sent by the
head office and it is common to all the van heusen stores. In Van Heusen planograms
usually come before sale/offers stock arrives. So whenever the new stock comes the
manager tells the staff to arrange the new products according to the planogram.

4. What is the difference between VM and Visual display?

Answer: Visual merchandising means anything that can be seen by the customers inside and
outside a store, including displays, decorations, signs. The overall purpose of visual
merchandising is to get and attract the customers to come into the store and purchase.
Whereas visual display means the window display of the store. Visual display is like an eye
of the store, it creates a curiosity in the customer to enter into store and explore more about
the store. Visual display is an important tool of visual merchandising.

5. What is the purpose of visual display in your store?

Answer: The visual display is like a touchpoint to the consumers where they can judge the
brand. An appealing visual display can create desire of products from that brand and
therefore help with generating sales. In Van Heusen they always put up the best and premium
products in the visual display. For a good and potential visual display the head office
frequently sends small billboards and lighting boxes to be placed on the podium which is at
the entrance of the store.

6. What type of merchandise do you display in your store?

 Answer: The merchandise that is displayed in Van heusen are suits, blazers, shirts,
trousers, denims, accessories etc. The product line of van heusen is as follows:

VAN HEUSEN SPORT VDOT

VAN HEUSEN
ATHLIESURE AND
SAVILE ROW
INNERWEAR

 Van Heusen Sport: This sub brand of Van Heusen comprises of casual shirts, fine
knits, t-shirts, chinos and casual jackets which gives classy yet casual look. The
clothes of the sport collection seem to have modern as well as the iconic 60s ivy
league look.

 VDOT: This sub brand is mostly targeted to young professionals who can play for
many occasions. The VDOT brand boasts of a range of trousers, shirts and blazers
with a an edgy look and vibrant patterns and prints. This brand specializes mostly in
club wear which are curated for evening parties and night outs. The VDOT brand has
the following categories:

 Ceremony wear
 Club wear
 Indigo Couture

 Van Heusen: The main brand Van Heusen has the classy formal wear that ranges
from shirts, t-shirts, trousers, suits, blazers. The formal shirts are categorized into
world wear collection, business formals, fashion formals, lenin collection. The world
wear collection are premium wear which range from Rs.2000-5000. Van Heusen also
has half sleeves formal shirts which are arranged in a separate wall. It also has suits
and blazers.

 The Savile Row: Savile Row is the luxury brand available at Van heusen. It is a
major collaboration between the London based company Savile row and van Heusen.
The Savile Row shirts are made up of premium giza and Egyptian cotton. The Savile
row shirts range from RS.3000-5000.

 Van Heusen Innerwear & Athleisure: It has sophisticated styling with new and
innovative product features for the best in class comfort and fit.
The brand offers an innerwear range comprising of four collections – classic, platinum,
Each collection has been designed to offer a differentiated range to the various
consumer segments.
 7. What principles do you follow while displaying the merchandise?
Answer: the two main principles followed at van heusen while displaying
merchandise are:
A. Color blocking
The products are arranged in different walls by following the colour blocking procedure. In
the colour blocking procedure the products are arranged from neutral colours to cool colours
to warm colours. The colour blocking procedure is as follows:

1. Neutral colours
2. Cool colours
3. Warm colours

B. Merchandise clubbing: This principle is used at the time of sales/offers. At the

time of offers like buy one& get one free the entire merchandise is clubbed
together i.e all the shirts that are under sale are kept together .

8.How do you display the merchandise within your store?

Answer: The merchandise is displayed according to the planogram. The stock replenishment
is done by the CCA’S every morning. In usual days the stock is displayed in accordance with
the color blocking. But during sales the merchandise is clubbed together.

9.What is the theme do you follow in your store?

Answer: In Van Heusen themes are followed according to seasons. There are two seasons:
i. Spring Summer and
ii. Autumn Winter
The themes of van heusen always have a positive motive behind them. Some
of the themes of van heusen are power green, fashion fiesta, move. The
current theme that is being followed in van heusen is “Move”, In this theme
the company focuses in promoting blazers, shirts, trousers for plus size people.

10.Who designs or decides the theme of your store?

Answer: The themes are decided by the VM department of the head office. The themes of
van heusen are always designed to give benefits to the customers. The themes are same in all
the store across the country.

11. How do you select the theme that suits your organization?
Answer: The theme is decided by the VM department of the van heusen head office. They
always select unique and innovative themes according to the seasons and according to the
new products that are launched.

12. How many themes do you follow in a year?

Answer: In a year they follow 4 themes. They have 2 themes for each season. In this year the
themes they followed in summer were power green and fashion fiesta. And the theme given
to follow currently is move.

13. How do you select the color that suits your theme?
Answer: The VM head decides the color that suits the theme and instructs to follow that
color. In the starting three months they had the theme of Power greens in which they
promoted green shirts, blazers, ties etc. In the next two months they had the theme of fashion
fiesta where the entire store was decorated with golden and silver colored props.

14.what kind of music is played in your store? And at what time do you start the music?
Answer: The music in the store is played by an authorized radio station curated for van
heusen. The radio station also announce the current offers running in the store. In the store
according to the sop’s the radio should be started at the opening time i.e 10 o clock.
15. what type of lighting is used in your store?
Answer: In van heusen LED lighting is used. There are a total of lights in the store. At the
window display they use spotlights focusing on the mannequins .

16. how do you make sure that you have enough lighting at the display of your store?
17. what type of fragrance do you use in your store?
Answer: The fragrance used in the store is installed for every two months by a company
BPW. These machines are placed every where around the store, these release lemon grass
fragrance for every 5 minutes.

18. What are the equipments and props used in your store and who decides?
Answer: The props are decided by the Vm department of the head office and are sent by them
2 or 3 days prior.

19. Do you use the props and equipments according to the theme?
Answer: Yes, they use props according to the season.

20. What type of layout do you have in your store?

21. Do you have any separate team for designing the layout according to your store?
Answer: Yes, They do have a separate VM team in head office of Van Heusen which is
located in banglore. This team decides the themes, props, fixtures to be used in all the van
heusen stores across India.

22. What are the fixtures used in your store?

Answers: The fixtures in Van Heusen store include counter top tables/display tables,
gandolas, accessories display, 3 tier tables, gandola shelving, signage holders.

23. What is the design of the store according to the season?

Answer: The design of the store doesn’t change according to the season but the decorating,
Visual display, stock are changed and revamped according to the seasons.

24. what signages do you use in your store?

Answer: For signages they use signage holders, during offers the head office sends the
posters to be placed in the signage holders. The signage holders are of different sizes.