Present era is a fast growing era with developments in every
field and all spheres of life. Same applies to the fast moving consumer goods
in India .
Every organization tries to become the topmost one in its industry with
compounding competition day by day.
To cope up with this increasing competition, companies advertise
heavily but as it is rightly said by an advertising guru that “half of the
money spent on advertising gets wasted, yet no one knows which half.” Same problem is faced by the FMCG companies
today. Here, I am focusing on the visual merchandising part of advertising that
speaks to the customers, catches customer’s attention that creates an
excitement to inquire, change the decision to buy a particular brand, and
finally the purchased product.
Major FMCG companies today spent a lot on visual merchandising
by providing excellent quality, attractive and eye catching P.O.P. material
displayed on the shelves in retail outlets. Companies like HLL, P&G,
Colgate, Marico, Loreal, Dabur etc. spend much on visual merchandising.
Merchandisers are trained to display the products, use P.O.P. material in the
best possible way that can catch a customer’s attention. This paid and
impersonal communication of the company changes a customer’s choice of brands
and products at a retail outlet. Main aim for this visual merchandising is to
make a company’s products more visible to the customer such that it catches
customer’s attention as soon as a customer enters a retail shop.
Most of the well organized kirana shops have grid form of
store layout as exhibited on the next page or even if the store is a
traditional kirana store, front window or the window just behind the cash
counter or checkout counter is the hottest spot for a shelf display. Since the
idea of “eye level is buy level” operates well in this context hence there is
always a competition among the companies to get the best available window at
the retail outlet and display their product in the best possible manner.
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| Project and Presentation |
Dabur India Limited is a leader in manufacturing and
marketing herbal, nature-based products, marked with quality and trust gained
through more than 100 years of experience. Today Dabur’s products are available
for people in more than 50 countries across the world, helping them move
towards a healthy, natural and holistic lifestyle.
Products are available
in the markets of the Middle East , South-East Asia , Africa ,
the European Union and America.
Dabur India Limited has marked its presence with some very
significant achievements and today commands a market leadership status. Dabur's story of success is based on dedication to nature, corporate and process
hygiene, dynamic leadership and commitment to our partners and stakeholders.
The results of our policies and initiatives speak for themselves.
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