Professional Documents
Culture Documents
The Presentation of Summer Internship Document
The Presentation of Summer Internship Document
The Industry Internship Report is designed to ensure that the students are able to apply and analyze information to
communicate significant knowledge regarding how a company meets up the demand of the brand it caters to.
• Understand the overall functioning of an organization and the role of a visual merchandiser.
• To use our gained skills and knowledge and add to it with the help of hands-on experience in an environment unknown
to us.
• To ease students into the routine of a proper work environment.
• Understand the functioning of the respective industries.
• To enhance our communication skills and build a network, and gain an in-depth understanding of the entire process,
various kinds of visual merchandising and the back-end procedures.
• Gain knowledge through real-life experience in the industry and the multi-disciplinaries of your role as a Visual
Merchandiser.
RELIANCE GROUP
• Founded by Dhirajlal Hirachand Ambani(1932-
2002).
• India’s one of the largest conglomerate
headquartered at Mumbai, India.
• Reliance Industries was split in December
2005.
• Reliance Anil Dhirubhai Ambani Group (ADAG)
was formed headed by Anil Ambani who got
the responsibility of Reliance Infocomm,
Reliance Energy, Reliance Power, Reliance
Infrastructure, Reliance Communications,
Reliance Capital, Reliance Naval &
Engineering, Reliance Defence, Reliance
Entertainment, Reliance Capital, Reliance
Health Insurance Limited and Kokilaben
Dhirubhai Ambani Hospital.
• Mukesh Ambani took up the responsibility of
Reliance Industries Limited (RIL).
RELIANCE INDUSTRIES LIMITED (RIL)
• Mothercare was brought in India by DLF in 2009, where DLF held the 70% of
the stakes of the brand.
• DLF aimed to open 140 stores of Mothercare across India by 2015 but since its
sales were even decreasing, DLF decided to sell off the brand ownership to
Reliance in early 2018 as the baby care segment was also booming in the
country, thus Reliance bought it at higher stakes.
• Currently, Mothercare has 84 stores in India as of 28.07.2019, and new stores
are on the way for the Indian market.
• Their brand mission is to capture that warmth and the touching support that
exists between the mums, and that all-important sense of togetherness. They
unite mums (and dads) to take on parenting together and welcome them to
the club.
ORGANISATION STRUCTURE
• An organizational structure is a system that outlines how
certain activities are directed in order to achieve the goals of
an organization.
• The organizational structure also determines how information
flows between levels within the company. Reliance Industries
Limited (RIL) is a conglomerate which seeks to hold subsidiary
corporations across many different industries.
• RBL has its headquarters in Mumbai and Gurgaon, and hence
the partnered brands are divided amongst two offices.
• RBL has 15 departments in its organisation out of which few
are divided for different brands according to the number of
stores and amount of sale.
DEPARTMENTS
OPERATION: Make sure the ADMINISTRATION: Provides support CRM: Manage the company’s DESIGN: Oversees various creative
company is running with a smooth to our managers and employees, interaction with current and and design projects for an
efficient service that meets the assisting in daily office needs and potential customers. It uses data organization.
expectations and needs of managing the company’s general analysis about customers’ history
customers and clients. administrative activities. with the company to improve
business relationships with
customers.
DEPARTMENTS
LEGAL: Legal department SALES & MARKETING: Plans INFORMATION TECHNOLOGY: VISUAL MERCHANDISING: HUMAN RESOURCE:
worked to maintain and Product, Pricing and its Oversees the installation and Responsible for in-store Responsible for hiring and
prevent any legal issues that Distribution Planning. Basically, maintenance of computer displays of goods for a retail firing employees, training
arise. They play critical roles in a sales and marketing network systems within a store, preparing mocks for the workers, maintaining
reviewing and drafting department has the company. Its primary function upcoming season. interoffice relationships and
contracts, employee policies, responsibility for deciding is to ensure that the network interpreting employment laws.
and handling court cases. where the company should sell runs smoothly.
and what its prices should be.
DEPARTMENTS
To visit all the stores of Mothercare in Gurgaon Region and prepare a report of the
problematic situations inside the store in terms of Visual Merchandising guidelines
provided by the brand.
• DESCRIPTION:
We went to the stores of Mothercare in Ambience Mall, DT City Centre Mall, MGF
Metropolis, CK Birla Hospital and Ardee City Mall, and mde a note of all the good points vs
bad points of each store. This was followed by collection of pictures and then their
compilation in the form of a powerpoint presentation. During this process, we noticed a
lack of similarity amongst stores and this has been a constant challenge for Mothercare, to
maintain standards within 84 stores in India. There is a lack of communication channel
which needed to be bridged for a similar VM, and feel of the stores all across the India.
Moreover, several points on how cn the store be made more familiar were noted.
COMMUNICATION
CHANNEL
• During our store audits, we found a major problem between the stores
of Mothercare, which was ‘Communication’.
• BRIEF:
• DESCRIPTION:
The primary step involved empathising, i.e., the testing of
the product by us itself. Then, its features were noted
down. The secondary step involved an in-depth
understanding of the humidifiers and the differences
between the temperature of the mist. Then, came the
designing. After reviewing the design, further rectifications
were made and the POS was launched along side the
product, demonstrating its mist
HEADER FOR CHICCO
PRODUCTS
• Chicco is an Italian brand of children’s clothing, toys and
accessories with outlets worldwide. It is one of the brands that
has also collaborated with Mothercare as a Shopin-Shop
relation where it sells its feeding and nursing products.
• BRIEF: Design a Header (Graphic Signage) for Chicco products
to highlight them.
• DESCRIPTION: Chicco designs are non-cluttered and without
noise, hence a header was to be designed complying the same
values. The first step involved the studying of dimensions of
the shelves and gondolas where the chicco products were to
be displayed. Next, a header was to be designed which
enclosed the products inside it yet gave it maximum exposure
on the same time.
GRAPHICAL SIGNAGE FOR
NAPNAP MAT
• NapNap is a portable vibrating Mat that mimics the mother’s womb and
lulls the baby to sleep. The NapNap mat is a soft, beautiful mat that works
like magic when it comes to putting the baby to sleep. It emits rhythmic
vibrations and a dull white noise to emulate the environment just like in
the womb. This product at Mothercare faces problem in getting sold, as
the product is not self explanatory and often it needs a store staff to make
the customers understand the features of the product. Hence, a small
graphical signage was to be designed that shows the features of the
product.
• BRIEF: Design a small graphical signage which has information as well for
NapNap Mat.
• DESCRIPTION: The designing initiated with the interaction with the
product, its features and its qualities. Then came the brain storming and
collection of data from secondary resources and testimonials of the
consumers of this product. Next, the design execution took place.
VISUAL MERCHANDISING
MANUAL
• While comprehending the communication gap and lack of similarity in terms of VM
throughout the stores of Mothercare, the issue of absence of VM Manual for Indian
stores came into light.
• BRIEF: Create Visual Merchandising Manual complying the rules of Mothercare
according to the brand Identity and Indian stores, which can be accessible in
electronic form as well as printed format.
• DESCRIPTION: When started, we just had few pictures of store and VM guidelines in a
word document, alongwith a brand identity manual. It involved curation of content
and pictures of Mothercare stores, live examples of rightly and wrong done VM.
Further, it also aimed to give retailers and store staff knowledge about aesthetics, it
had to be simple and informative without being mundane and monotonous. This
involved making up illustrations to give it a quirky feel and prevent the manual from
becoming boring, a little play of words as it is done by Mothercare too. A colorful
planogram that illustrates the whereabouts and picture in the staff’s mind clearly.
WINDOW MODIFICATIONS
FOR SALE
• A new store was launched mid-season, hence couldn’t be
given an old window or an upcoming window display,
therefore the window needed a twist for the sale which
included garments and accessories of kids.
• BRIEF: To modify the existing window’s setting and
mannequins according to the ‘Sale’
• DESCRIPTION: During the sale, the windows and mannequin of
Mothercare don an entire red ensemble to make the
customers aware of the ongoing sale period. Hence, this
included search of 4 garments that were in harmony with each
other and on the same time displayed different varieties
available in the store, then styling the garments.
GRAPHICAL SIGNAGE FOR HOSPITAL BAG CHECKLIST