MERCHANDISING AND SALES PROMOTION

OCEAN SUPERMART & PHARMACY

TERM PROJECT

GROUP MEMBERS
MUHAMMAD ABDUL BASIT GHIAS
UMBER TAHIR
FATIMA BROHI
YASEEN KASHAN SAMLA
 OUR TEAM
TERM PROJECT

MUHAMMAD ABDUL BASIT GHIAS UMBER TAHIR FATIMA BROHI YASEEN KASHAN SAMLA
 ACKNOWLEDGEMENT
STORE OWNER

OWNER NAME: AMIT VISITING CARD

ACADEMIC BACKGROUND
Intermediate
Grew up in Mirpuskhaas so as such there’s no formal education but has
travelled abroad so knows some bits of English.

HISTORY
Started in partnership with his brother
Owns 40% of the business
No previous work experience

"I wanted to do something, not just sit idly and waste my years so my brother and
I came up with this idea. I spend most of my day here. Starting from 7am till 3pm,
take some rest and then come back again at nightet of friends."
Amit
 ACKNOWLEDGEMENT
OUTCOMES OF THE INTERVIEW

1 FUTURE EXPANSION
Right now they are working on building a basement for the store.
There will be this expansion in the near future however no such plans
of opening new branches.

2 RESEARCH TOOLS
No research tools are currently used for merchandising and sales
promotion.

3 MORE EMPHASIS ON IMPORTED BRANDS

The store owner was more inclined towards keeping imported brands
more. He believes that imported brands will give them a competitive
edge.
 STORE LAYOUT
CURRENT

CHEESE PAMPERS TISSUES BABY CARE/ELECTRONIC SOAPS HANDWASH / SANITIZERS TOOTHPASTE TROLLIES

CAPS / BELTS
DAIRY

ICECREAM ICECREAM ICECREAM

UNDERGARMENTS/GIFTS
TOOTHBRUSH

CREAMS BODYWASH SHAMPOO CATEGORY

FROZEN FOOD
SOFT DRINKS

ROOM FRESHENERS BODY SPRAY HAIR CATEGORY

PHARMACY
CARS ACCESSORIES / POWDER SKIN CARE FACE LOTIONS BODY CARE
CLEANING

DATES
PET FOOD HOME CLEANING LAUNDRY DISINFECTANTS
CHIPS / NIMKO

FROZEN FOOD

CLEANING PULSES NOODLES SPICES

OATMEAL

PRINCE
CEREALS CUSTURD CANDIES CHOCOLATES
FROZEN FOOD

FLOOR/SUGAR
SHAN FSU JUICES

COFFEE TEA CEREAL MILK POWDER BABY FOOD

MAYONNAISE CORNS OLIVES PICKLES KETCHUPS HONEY CHOCOLATE SPREAD

CASH
OIL COOKIES CATEGORY DAIRY COUNTER
 STORE LAYOUT
SHOPPER FLOW

CHEESE PAMPERS TISSUES BABY CARE/ELECTRONIC SOAPS HANDWASH / SANITIZERS TOOTHPASTE TROLLIES

CAPS / BELTS
DAIRY

ICECREAM ICECREAM ICECREAM

UNDERGARMENTS/GIFTS
TOOTHBRUSH

CREAMS BODYWASH SHAMPOO CATEGORY

FROZEN FOOD
SOFT DRINKS

ROOM FRESHENERS BODY SPRAY HAIR CATEGORY

PHARMACY
CARS ACCESSORIES / POWDER SKIN CARE FACE LOTIONS BODY CARE
CLEANING

DATES
PET FOOD HOME CLEANING LAUNDRY DISINFECTANTS
CHIPS / NIMKO

FROZEN FOOD

CLEANING PULSES NOODLES SPICES

OATMEAL

PRINCE
CEREALS CUSTURD CANDIES CHOCOLATES
FROZEN FOOD

FLOOR/SUGAR
SHAN FSU JUICES

COFFEE TEA CEREAL MILK POWDER BABY FOOD

MAYONNAISE CORNS OLIVES PICKLES KETCHUPS HONEY CHOCOLATE SPREAD

CASH
OIL COOKIES CATEGORY DAIRY COUNTER
 STORE LAYOUT
SHOPPER FLOW

CHEESE PAMPERS TISSUES BABY CARE/ELECTRONIC SOAPS HANDWASH / SANITIZERS TOOTHPASTE TROLLIES

CAPS / BELTS
DAIRY

ICECREAM ICECREAM ICECREAM

UNDERGARMENTS/GIFTS
TOOTHBRUSH

CREAMS BODYWASH SHAMPOO CATEGORY

FROZEN FOOD
SOFT DRINKS

ROOM FRESHENERS BODY SPRAY HAIR CATEGORY

PHARMACY
CARS ACCESSORIES / POWDER SKIN CARE FACE LOTIONS BODY CARE
CLEANING

DATES
PET FOOD HOME CLEANING LAUNDRY DISINFECTANTS
CHIPS / NIMKO

FROZEN FOOD

CLEANING PULSES NOODLES SPICES

OATMEAL

PRINCE
CEREALS CUSTURD CANDIES CHOCOLATES
FROZEN FOOD

FLOOR/SUGAR
SHAN FSU JUICES

COFFEE TEA CEREAL MILK POWDER BABY FOOD

MAYONNAISE CORNS OLIVES PICKLES KETCHUPS HONEY CHOCOLATE SPREAD

CASH
OIL COOKIES CATEGORY DAIRY COUNTER
 SHOPPER BUYING BEHAVIOR
OCEAN SUPERMART AND PHARMACY

We followed 10 shoppers in order to understanding their flow, time spent and shopper behavior in different categories.
Our findings are as follows;

1 One shopper came to get only a hand sanitizer

2 One shopper brought only shampoos and soaps

3 One shopper came to get frozen items for Ramadan and some medicines from pharmacy (old woman with a helper)

4 One shopper brought only two bags of cat food

5 One shopper kept looking for something in the chocolates aisle but didn’t buy anything, upon asking she said
“I was looking for that one specific dairy milk, its not here”
CURRENT CHALLENGES OF THE LAYOUT
OCEAN SUPERMART & PHARMACY

CONGESTION ON HOT ZONES FREEZERS OCCUPY TOO MUCH SPACE WRONG PLACEMENT OF
COOKIES CATEGORY

10 freezers placed in 2 rows that The cookies category should

Limited walking space for too in the hot zone which creates have been placed on the
people more congestion and occupies opposite side in order to balance
more than required space the flow of people and the shelf
size should also be reduced
PICTURES OF ENTRY AND EXIT POINTS
OCEAN SUPERMART & PHARMACY

ENTRANCE EXIT
 PROBLEMATIC AREAS
OCEAN SUPERMART & PHARMACY

TRADE ASSET IMPURITY IRRELEVANT PLACEMENT WRONG PLACEMENT WRONG PLACEMENT

Veet is placed inside Reckitt Lighters and candles in Gift section is not seperate Electronic items in baby care
Benckiser's Structure personal care section section
 PAIN POINTS
OCEAN SUPERMART & PHARMACY

STOCK ISSUE 1 STOCK ISSUE 2 INACCESSIBLE PLACEMENT WALKING SPACE CONSTRAINTS

Disposable boxes, plates and cups The frozen food category

Stock displayed on floor due to Even open cartons are kept on the placed on top of the snacks category creates congestion in the snack
space constrints. floor due to insufficient space shelf which is inaccessible for people category
as well as irrelevant
HOT ZONES
OCEAN SUPERMART & PHARMACY

PHARMACY SNACKS CATEGORY

High traffic of impulse buyers,

High traffic area as a lot of people
majority of the people visit snacks
visit the store with the intention of
category irrespective of their
buying medicines only
shopper mission
 SWOT ANALYSIS
OCEAN SUPERMART & PHARMACY

STRENGTHS WEAKNESSES
1 Availability of both local and imported products 1 Lack of storage space

2 Sufficient number of helpers to assist shoppers 2 Space constraints for customers to move around
3 Corner shop which creates ample parking space 3 No price tags on the shelf
4 One of it's kind local modern trade of the size in the commercial area 4 Categories are not well defined
5 Wide variety of products makes the store a one stop solution

OPPORTUNITIES THREATS
1 Introduce more imported brands 1 Customers prefer well known brands for their monthly grocery in the
area
2 Deploy trade tools to efficiently use the limited space 2 Discounted prices at other local and modern trades

3 Maximize rental income through displaying point of purchase material

of premium brands
3 E-Commerce stores such as panda mart and hum mart providing easy
shopping convenience to customers

4 Use technology to determine the shopper behavior in order to develop

an effective shopper marketing strategy and subsequently drive sales
4 Increase in trend of online shopping due to Covid-19
 STORE LAYOUT
PROPOSED

SHAMPOO CATEGORY SOAPS TOOTHPASTE HANDWASH / SANITIZERS

CHIPS

PHARMACY
DISPOSABLES

WOMEN HYGENE CREAMS BODYWASH SKIN CARE FACE LOTIONS

GIFT ITEMS
TISSUES BODY SPRAY HAIR CATEGORY

ELECTRONICS
TOOTHBRUSH

PAMPERS CAPS / BELTS UNDERGARMENTS

ROOM FRESHENERS HOME CLEANING LAUNDRY DISINFECTANTS

FROZEN CATEGORY

SUGAR PULSES FLOUR SPICES

KETCHUP
OIL

CEREALS BABY FOOD CHOCOLATE SPREAD HONEY NOODLES

BREAKFAST
TEA COFFEE MILK POWDER CUSTURD CANNED FOOD

TROLLIES
SNACK
PRINCE

COOKIES CATEGORY CANDIES CHOCOLATES

CASH
FROZEN CATEGORY FROZEN CATEGORY FROZEN CATEGORY JUICE / SOFTDRINKS CHEESE DAIRY COUNTER
CURRENT CHALLENGES OF MERCHANDISING
TWO CATEGORIES

SNACKS CATEGORY BABY CARE CATEGORY

The biscuits category occupies

Hardware is placed
more than required space and it
inappropriately in the baby care
also creates congestion as it is
category
placed in hot zone area.
 ON GOING SALES PROMOTION
OCEAN SUPERMART & PHARMACY

DISCOUNT ON FROZEN BUY 4 AND GET

RAMADAN DISCOUNT OFFER DISCOUNT ON DIAPERS
FOODS CATEGORY CONCESSION OF RS 40

Discount promotions for Menu, Avail a Rs. 40 concession on 5 discounted packages which Avail Rs. 100 discount on
K&Ns and Monsalwa purchase of 4 Rose petal Rose consist of grocery items used canbebe
Petal Maxob tissue roll during ramadan
ON GOING INSTORE BRAND ACTIVATION
OCEAN SUPERMART AND PHARMACY

NESTLÉ FRUITA VITALS

PEEK FREANS DONUTS PRINCE MINI FINGERS
GOLD RANGE
SHARE OF SHELF (SOS)
SHAMPOO CATEGORY

SHARE OF SHELF - SUAVE

(TOTAL BRAND DISPLAY / TOTAL CATEGORY DISPLAY) x 100

Total Brand Display

Shelf - 114.75 inches

Total Category Display

Suave - 38.25 inches

SHARE OF SHELF - SUAVE

(38.25 / 114.75) x 100 = 33.33%

 TEAM RECOMMENDATIONS
OCEAN SUPERMART & PHARMACY

DEPLOY A RETAIL INTRODUCE SMALL DISLPAY LIMITED STOCK ADD MORE ATTRACTIVE IMPORTED PRODUCTS SHOULD
INVENTORY SOFTWARE TROLLIES ON THE SHELF TRADE TOOLS BE KEPT SEPERATELY

The store should deploy a

retail inventory software in
order to avoid product over
stock and stock out
situations
Recommended Software;
Shopify Software
Add more attractive trade
Small trolleys should be Reduce the ‘number’ of imported and local
tools to make the store products should be
introduced that are units on display to make it
more attractive for the separately kept in each
store’s space-friendly look more aligned and
shoppers (specially in the category.
organised
impulse category)
 TEAM RECOMMENDATIONS
INCORPORATION OF TECHNOLOGY IN THE CURRENT RETAIL MODEL

Retail inventory software

1 Track inventory levels, orders, sales and deliveries

2 This way the company can avoid product overstock and stockout situation.

IPADs for real time feedback of customers

1 The store workers can request the shoppers to give suggestions regarding shelves and product placement

2 The recomendations shared on the online portal will be reviewed on weekly basis and changes will be implemented

Point of sale system

1 Enable the retail store to gather customer information and make transactions

2 It provides more time for customer rapport building

THANK YOU