VM Brand Manual

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AMARENDRA SINGH, SHREYA AGARWAL

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VM 3

CASE STUDY

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Acknowledgement We take privilege to express our immense gratitude towards Home Centre for providing us with this opportunity for completion of the project. We would also like to extend my gratitude towards Ms. Sushma Saitwal, Associate Professor NIFT for giving guidance, motivation, logistic support and modalities to conduct the survey.

And we would like this opportunity with much pleasure to thank all the people (customers) who have helped us through the course of journey towards producing the document.

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Index About the brand Location

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Merchandise details Buyers guide Store layout Customer board Special event

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“A leading home retailer in India with over 30 stores, Home Centre is one of the country’s most preferred home shopping destinations.”

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About the brand A leading home retailer in India with over 30 stores, Home Centre is one of the country’s most preferred home shopping destinations.

Home Centre is committed to constantly delivering outstanding value, continuous innovation and exceptional customer experience. Their stores boast an extensive and impressive range of furniture, home furnishings, home accessories, bed and bath and kitchenware at affordable prices. Home Centre’s in-house team of stylists and buyers draw inspiration from global trends to bring stylish and affordable selections to a wide spectrum of homes, both traditional and modern.

HistoryIn 1995 Starting off with a single store in Sharjah, UAE, today the brand has over 100 stores worldwide. Over the years, Home Centre has earned a reputation for delivering outstanding value, continuous innovation and exceptional customer experience.

Home Centre offers an extensive and impressive range of furniture, modular furniture, home furnishings, home accessories, bed and bath products and kitchenware. Home Centre’s in-house team of stylists and buyers draw inspiration from global trends to bring stylish and affordable furniture and homeware to a wide spectrum of homes ranging from the traditional to the modern.

Home Centre is spread on a total area of over 3 million sq ft of retail space as of 2012. They also have section for hardwood furniture, Rajasthani, Jodhpuri furniture, similar to AsavLiving. Home Center is a sister store of Lifestyle .

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Facts - Home centre started with a small store in Sharjah and is present in 10 countries with 101 stores as of 2018 and is serving 10+ million happy customers with products from hundreds of leading brands.

- Home centre India has been awarded as the most admired retailer in the home and office improvement category for 3 consecutive years from 2014 to 2016.

- With close to 90 stores across the Middle East and the Indian Subcontinent, Home Centre occupies 4 million sq. ft. of retail space.

- Consistently ranked among the top 50 brands in the Middle East Global Brand Simplicity Index.

- Has a workforce of close to 6,000 employees.

AIM To provide extensive and impressive range of furniture, modular furniture, home furnishings, home accessories, bed and bath products and kitchenware.

TIMELINE 1995:- Home centre was setup with a small store in Sharjah. UAE 2005: The first Home Centre store was launched in Gurgaon in India 2010: Home Centre unveiled a reinvented brand identity to commemorate 15 years of retail service 2012: Home Centre got spread on a total area of over 3 million sq ft of retail space 2014-16: Awarded as the most admired retailer in the home and office improvement category for three years in a row in the UAE (2010-12), Kuwait (2010) Jordan (2012).

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Location

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-Easily accessible via road and rail, The Seawood Grand Central Mall enjoys a prime location in Seawoods -The mall is a part of the sprawling integrated township with a great connectivity , prime location and proximity to Mumbai’s upwardly mobile.

-The area also boasts of excellent infrastructure -Subway from Seawoods Railway Station -The store is placed a bit secluded which will not bring in the customers from the walking crowd -The store is connected through Lifestyle Store which increases the probability of customers in Home Centre

TARGET CUSTOMER - People interested in their home are turning out to be a key clientele for Home Centre

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Merchandise details Home Centre is committed to constantly delivering outstanding value, continuous innovation and exceptional customer experience. Their stores boast an extensive and impressive range of furniture, home furnishings, home accessories, bed and bath and kitchenware at affordable prices. Home Centre’s in-house team of stylists and buyers draw inspiration from global trends to bring stylish and affordable selections to a wide spectrum of homes, both traditional and modern.

FURNITURES

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DECOR & FURNISHINGS

KITCHEN & DINING

BATH & LAUNDRY

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Buyers guide Living Room-The living room is an important space in the home where majority of family gatherings are celebrated. Most of the time, family gathers to watch TV shows/movies, plays and spends time with their children, or simply talking with each other. It is also where relatives, friends and guests are welcomed and entertained.

Amongst all the room in the home, it is the largest and the most visible to friends and guests. It can display the individual or family’s style, interest and passion. In general, the living room represents the lifestyle and personality of the home owner and creates the impression to other people.

Bedroom-Bedroom is a very important and special place in the home. It is an individual’s private space where most personal possessions are kept. It provides privacy and a sense of security. It provides a perfect place to relax, to rest and to sleep after a long day of activities. It is therefore important to have a comfortable bedroom to promote healthy and good sleep at night.

Home Centre offers a wide range of bedroom solution that customer can choose from so they will never need to worry about creating a comfortable bedroom.

Dining Room- The dining room is an important space in any home. It is where families share and enjoy a casual everyday meal. During special occasions and family gatherings, it becomes an important space for entertaining friends and guests. Hence, the dining room furniture should be comfortable and welcoming. When the room feels comfortable, looks stylish and accommodates all guests, every meal that is shared will always feel like a celebration.

Matress- A good night’s sleep is essential to the body’s mental, emotional and physical health. However, many people do not get the quality and comfortable sleep needed each night to perform their best during the day.

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Studies have shown that one can improve the quality of sleep by using the right mattress. Problems such as sleepless nights, tossing, turning and exhausted mornings can be lessened when using a comfortable mattress.

At Home Centre, we only provide mattresses that are built for superior comfort levels and designed to provide better sleeping postures to ensure a quality sleep. A good and comfortable sleep helps the body to repair and heal that eventually leads to a higher energy, boost productivity and in general towards a healthier lifestyle and well-being.

Soft Furnishings- Home Centre’s soft furnishings refer to the fabrics used in the home such as comforters, blankets, pillows, curtains, and more. They are made and designed to provide comfort, support and protection in the bedroom, living room and other rooms of a home. They are also widely used for decorative purposes because of their availability in wide range of styles, designs and colours.

A quality and comfortable bed sheets such as down duvet, cotton fitted sheets and superior comforter provides maximum comfort for a restful night sleep. While a natural down pillow and memory foam pillow provides the much needed head support.

Home Office- These days there are more people moving toward working from home and this has increased the need for good home office furniture. To those who needed to bring work into their personal space, there are various options to add a functional home office without taking away the warmth of the home. Creating a separate space for home office or study can eliminate interruptions and get work done faster.

Whether it is used for internet-based business, running a small home based business, or a place for the children to study and complete their assignments, the right home office furniture will increase

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The store

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Plan- Basic layout

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The store layout is is precise and well organised with proper segments and divisions. The nesting tables and others set of display units not only create interesting displays but also makes the customer go through the entire range of products undisturbed.

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Enough Walking Space Ideal 3:4 is provided between the stand alone display units.

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1 - Entrance 2 - Window display

3 - Cash counter

4 - Product Display

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Plan- Cone of vision A perfect cone of vision is achieved at this store. All the display units in the store are arranged giving the store an open look and feel.

The shorter displays are placed at the entrance followed by heavier and higher displays towards the wall.

The belt display unit is a contradictory of the ideal cone of vision as it is followed by a shorter wallet display. This is done on purpose considering cash counter

Above 5.5 ft.

4 - 5.5 ft.

2 - 4 ft.

Below 2 ft.

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Plan- Circulation

Store area - 17500 sq. ft.

This store is an exclusive brand outlet . Therefore, the circulation area versus the display is more.

In majority the store provides a very wide range of products with atleast 5-7 pieces of every product. Still it is stacked in such a way that it does not create hindrance in the movement.

Circulation area - 65% Display,Graphics and Fixtures 35%

Men footprint (Micro) Women footprint (Macro)

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Plan- Zones

The zones are very well classified according to the categories Specifically taking one:- Living Area has various sub divisions like Dining, Bedding The layout of the store was very well designed Enough walking space to roam Colour blocking was present in various divisions The product was arranged in the order of escalating heights which made it easy for the customer to overlook the complete store at a glance

Primary

Secondary

Service

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Plan- Merchandise placement The newer, best seller products are placed at the start of the store followed by the others which include color options, other products etc. giving each the importance that helps out.

The store usually has individual display setup for most of the products like LED TV screens in the kitchen section, Curtains hung on wall, Vases displayed over the dining tables which helps in creating a more realistic approach.

Core products

Cash counter

New collection

Focal point

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Plan- Fixtures

Very subtle and appropriate according to the brand. The store has indulged their brand logo as shelves and even ready to sell shelves were on display with products which made very realistic approach Live Size fixtures created a very realistic experience and one can actually analyse the representation

Nesting table

Wall fixture

Browsers

Feature fixture

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Plan- Merchandise presentation Merchandise on all types of shelves are displayed all over the store. Display Units/ fixtures throughtout the store are kept simple and straight.

No experimenting in the planogram is seen.

Hung

Stacked

Display units

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Plan- Signages

Effective signages with very basic and bold font.

Easy to read and creative display which draws attention because of the colour blocking technique.3d Dimensional letters with light illuminated in them are present all over the store which creates a focal point for the viewer.

An interesting mix of signages have been used to keep the customer engaged and adding on to the store experience

Promotional

Directional

Informational

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Plan- Lights The general lighting of the store is quite high which makes each and every product looks more highlighted . The ambience created with the help of lights is pretty enough to create a mood of buying products.

Spot

Display

Cove

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Customer board

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Customer study The target group

The target customer is the new age homemaker who has an eye for aesthetics. These are people who are urban in lifestyle but appreciate beauty from all walks of life. They believe in spending time and money to maitain their quality of life and believe in following as well as starting trends. They are not afraid of reflecting their fashion and lifestyle choices through home decor whether cliched or unconventional.

Persona Men and women who are active participators when it comes to home and family. These are urban, fashion concious people who wish to portray a certain level of class amongst the people they sit with.

They may be working or non working professionals but their home holds an important spot in their heart and mind. Their love for cleanliness and orderly arrangements will drive their will to shop for things that will organize and further beautify their homes.

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Special event The essence of this campaign lies in the spirit of “transforming your house to home�. The aim is to exploit the warmth and fondness with which customers relate with their memories of home and strike a chord with the emotional connect they feel for different corners of their house. The campaign celebrates the significance and sentimental values associated with the transformation of a house into their home.

Throughout the campaign, we shall promote and communicate our idea through graphic content along with online and offline events where the basic idea would be to involve the target audience and understand their ideas of home, dĂŠcor and interiors with a touch of affection and belongingness for memories.

The thing that sets us apart is the use of VR technology which we intend to use in all our events to provide our customers with an exclusive experience where they can get a virtual tour to Homecentre store. This experience is not offered by any other player in the Indian market, hence it will give us a competitive edge over others.

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