Retailing,

Advertising,
Marketing and
Merchandising
Services
(RAMMS)
A case study in Indian
market perspective
  Retailing is the newest war tool in winning customers.
 Manufacturers are finding ways to reach potential customer directly.
 Attractive displays, in-store advertising, sample promotions and distinctive
packaging can provide the competitive advantage.

Background Retail Place:

A retail place is “time and place at which all elements of sales come
together like people, money and products along with promotions, in-store
displays and attractive packaging and the marketers hopes to influence
customer buying decision”.
  Marketers are examining the alternatives to media ads as they are being
costly over the time.
 Merchandising is not alternative although it reminds the customers
about the ad message before entering the store.
Improving
Merchandising advantages over ads:
Communication
 Low cost
Productivity  Consumer focus
 Precise target marketing
 Easy in evaluation
  Customers wait for sales and inclined to special deals before they buy high
Changing value items.
 Retailers are interested in merchandising to productively occupy
Customer customers.
Expectations  Batter merchandising technique makes shopping entertaining and also
works to remove frustrations.
  Realization of merchandising importance is not enough.
 Developing effective merchandising program and to Implement is the
key.
 Marketers must have complete knowledge of products being delivered.
Implementation
Steps  Questions for marketers
1. Effect of merchandising program on consumer purchase decision.
2. Which channel member are willing to perform specific role.
3. Which members can perform them most effectively.
  After finding the specifics of merchandising program such as objectives,
vehicle and budget, there are some principles to guide the process
1. Integrate retailing and merchandising with communication mix.
Program 2. Coordinate merchandising program for entire product line rather then
Development for single item.
3. Different merchandising program for various distribution channels.
4. Integrate merchandising to advertising communication.
  Program effectiveness rely on implementation.
 Understanding the key challenges of merchandising
Program  Most innovative approach may also fail due to
Execution 1. channel member may not cooperate
2. consumer may not comprehend the campaign message
 Merchandising is ability to visually demonstration and display of product,
show its feature and properties and bring out some of its esoteric.
 Limited to cloth and apparel items.
Why  Two third decisions are made at sale point.

Merchandising  Not very well researched.

 Trend developing due to foreign brands.
 Pepsi, Coke, Bausch and Lamb and Hindustan Lever Ltd are initiators of
merchandising in India.
  RAMMS is subsidiary of BOZZEL ad agency which started its operations
in 1991.
 In 1994 the RAMMS gets its separate identity as public limited company
but remain in close association with BOZZEL.

RAMMS  Till the year 2000, RAMMS expanded its services to interactive POP
displays, store planning, visual merchandising, sales promotion and
exhibition management.
 According to RAMMS there is huge market for merchandising waiting to
be tapped, and big organizations keep aside 10% of their promotional
budget for merchandising.
  RAMMS key features:
 RAMMS involve the customers in post transaction communication and
assess their campaign success in consumer decision making.

RAMMS  The firm obtain clients on the base of word of mouth, direct sales and
service demonstration.
 According to RAMMS, there is almost no competition in merchandising
and no firm is working at an enterprise level, very less merchandising is
present but just at the ad agency level.
  RAMMS present clients:
1. ITC 2. Shaw Wallace 3. Hero Honda 4. Lakme 5. Coca Cola
6. UB 7. Citibank 8. Reckit Coleman
RAMMS  RAMMS major campaigns:
1. POP display for lakme orchid nail enamel
2. Cariba-cola flavored rum campaign
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Expense and
Sales Turnover
Comparison
Thank you