Marketing Submission 2

MARKETING AND
MERCHANDISING
ASSIGNMENT
Comparative analysis and research on brands and their
VM.
Submitted by – Submitted to-

Vishakha Upadhyay Ms. Kiran Jha
BD/15/N3231
Merchandising
It is the art of presentation ,which puts the merchandise in focus
and in perspective too. It educates the custormer, creates desire
and finally augments the selling process.
Educates the customer about the product and sevices offered
creatively and effectively .
Enables a successful selling process from browsing to buying .
Establish a creative medium to present merchandise in life- like
3D environment ,thus creating a strong impact and recall value .
Establish the linkage between fashions , product design and
marketing by keeping focus on the product .
Draws attention of the customer and help them match their needs
with the visual merchandise product .
The test of a successful company is to further harness energies,
align priorities and rededicate themselves for achieving even
higher goals.”
– V.C. Burman
Comparative Analyses of Brands

Dabur
Dabur India Limited (DIL) is the fourth largest FMCG
company in India. With a legacy of more than 120 years built on
attributes of quality and trust, Dabur has proven its expertise in
the fields of health care, personal care, Homecare and Foods
Segmentation, targeting, positioning in the Marketing
strategy of Dabur
Dabur is one of the largest Ayurveda and natural health company
in the world with the range of over 250 Ayurveda & herbal
products. While majority of its products are mass products there
are other products that use demographic or behavioral basis for
segmentation (Like the brand Nature’s Best was developed to
target institutional sales like hotels, airlines etc.). Such type of
segmentation is used to make the product affordable to every
income strata of the society. Dabur products are targeted to
every household but majority of its customers are middle class
people.
Dabur initially have ambiguous positioning. It was unclear to the
public reason being that although they are in Health care,
personal care, foods & home care but it was shedding its old-age
umbrella brand strategy, where its entire product portfolio was
under one roof. They realised this mistake & repositioned its
brands on the basis of benefits. Also they separated their FMCG &
pharmaceuticals business.
Vision in the Marketing strategy of Dabur – “Dedicated to
the health and well-being of every household”
Tagline – “Celebrate Life”.
Competitive advantage in the Marketing strategy of
Dabur – Extensive distribution channel covering Rural & urban
market through their 600+ distributors & network of 2.8 million
retailers has helped Dabur to reach every nook & corner of India.
Use of IT as a strategic enabler for its business strategy & also
optimizing the company’s internal logistics and distribution
processes for mega retail customers, and put metrics and
incentives in place to drive specific goals such as consistency of
sales in grocery stores, improved service to drug stores and
increased sales via wholesale channels has helped dabur to have
competitive edge over other well established players like HUL,
P&G, & ITC etc. It has manufacturing facilities in India & outside
nations through subsidiaries which is helping the company to use
the shared resources to emerge as a global player
Merchandisng report
Dabur being a very famous brand , did not incorporate visual

merchandising as a promotional tool which brought the Brand to
a downfall .
The causes for its inproper display of goods were that their goods
were not organized accordingly , which led to lot of confusion in
setting themup.
UnUtilized self space , there was no branding done accordingly,
the goods were loosely paced and improper segregation of the
product were a few more factors which brought other competitive
Brands in the sequence of Dabur .
Superdry
Urban clothing retailer Superdry, have experienced

unprecedented success within both the on and offline market.
The ability to manipulate the visual display of your online
platform has the power to impact your entire performance.
Locayta’s visual merchandising technology allows Superdry to
manually manipulate their displays, responding dynamically to
their site’s metrics data, such as stock availability, popularity and
newness, to sequence their product display appropriately and
automatically. In addition, with the use of balance factor
technology, Superdry can schedule sequencing in advance for
time sensitive promotions as well as manage the display of
brands across their site.
Superdry have acknowledged the critical importance of visual

merchandising to drive sales. As a result, they have turned
to Locayta’s technology which allows them to manually
manipulate their displays quickly and easily. It also responds
dynamically to their site’s metrics data, such as stock availability,
popularity and newness, to sequence their product display
appropriately and automatically. Superdry can also manage the
display of particular brands across their site as well as being able
to schedule sequencing in advance for time sensitive promotions.
This software is based upon a balance factor technology which is
revolutionising visual merchandising across the web, not only for
Superdry but also other clients including Boohoo and Tesco.
Conculsion
Visual merchandising plays a very important role in sales and
marketing and hence the compritive analysis of the two Brands
mention above proves it .

Marketing Submission 2

Uploaded by

Copyright:

Available Formats

Marketing Submission 2

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Submission 2

Uploaded by

Copyright:

Available Formats

MARKETING AND

Submitted by – Submitted to-

Comparative Analyses of Brands

Dabur being a very famous brand , did not incorporate visual

Urban clothing retailer Superdry, have experienced

Superdry have acknowledged the critical importance of visual

You might also like