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SAN-CHA TEA BOUTIQUE EST D. 1981

A STUDY OF VISUAL MERCHANDISING SHIKHA ANAND & UNNATI SHAURYA


SAN-CHA: ABOUT THE BOUTIQUE Aap Ki Pasand (San-Cha's parent company) business has been built around a passion for aromas, avour and a commitment to quality. It started in 1981 in the form of a tea boutique in Old Delhi, India. San-Cha offers more than 35 effective SKUs (stock keeping units) which incorporate one of a kind single home teas and mixes of Indian varietal teas and teas with regular avours/herbs. The store that is studied in this project is present in the Kala Ghoda area, which is famous for its art and cultural identity. The San-Cha Tea Boutique is Mumbai's only gourmet tea boutique offering over 65 varieties of White, Green, Oolong, Black and avoured teas from the diverse terroirs India boasts off. Teas selected by professional tea tasters are offered for tasting with their compliments and their trained sales team will help you learn about the origin and avour, characteristic of each tea, on offer. They also have a wide range of tea accessories for sale which are chic and classy.


HOURS OF OPERATION 12pm - 9pm Closed on Mondays Call Mr. Joseph for directions at 022 40020852, 022 40020854

STORE LOCATION Store No. 2A 11A Machinery House Kala Ghoda, Fort, Mumbai 400002, Maharashtra (Opposite Trishna Restaurant Next Door to Kala Ghoda Cafe)


BRAND IDENTITY The brand has tried to create an identity for itself using its distinctive store. All the walls and furniture pieces are white in colour which complement the colourful merchandise perfectly. Even the exterior is draped in white. Their store takes inspiration from French architecture and gives a very welcoming and homely vibe. Their furniture looks comfortable and gives a relaxing feel to the store because instead of having stiff seating they have comfortable lounge sofa chairs! The logo is minimalistic and memorable in its simplicity. It is plain black coloured serif text on a white background. Their packaging of the boxes and packets is beautiful and soothing with oral designs. Some have graphics that helps in the identiď€ cation of type of tea, in addition to giving it an aesthetic appeal.


TARGET CONSUMER High Class, wealthy Tea enthusiast Men and Women above the age of 30 Mature High Disposable income Upscale living areas: SoBo

PRODUCT RANGE San Cha sells various types of teas including (but not limited to) White teas, Black teas, Oolong teas, etc. They also sell tea accessories like kettles, mugs, tea sets, sieves, cutlery and plates. Most of the accessories are made of ceramic and have distinctive prints and designs. White tea Green Tea Oolong tea Black Tea Masala Chai Tea Sancha Special

PRICE RANGE Teas: Rs 300/- to Rs 1500/Tea Wares: Rs 200/- to Rs 2000/-


STORE LAYOUT FLOOR PLAN

UP

Sofa

Stairs to the Second Floor to the storage area Storage Room

Shelves & drawers

37 ft

Centre Table

Shelves and drawers Drawers and sitting area

Reception Desk Sofa

Table

Table

17 ft Entry/ Exit


BUYER’S PERSPECTIVE FACADE The façade of the shop is minimalist and effectively pulls in passers-by into it with its ne French style decoration. The shop looks exquisite from the outside, illuminated by yellow light. The merchandise further intrigues the interest of the unaware onlookers and compels them to take a look inside.

TRENDS The store changes its VM and make small additions in their decoration and merchandise on various occasions like Father's Day to be a part of their customers' special occasions and make a connection with them. The blackboard in front further brings notice to the offers and celebrations by the store.

VARIETY The store claims to have a large variety of tea from across the nation and takes pride in serving high grade products to their customers. For customers who are novice in tea drinking, they can learn and try various kinds of tea available there from Oolong to Special Masala Chai. And for enthusiast drinkers, there is always a wide range of options available to satisfy their taste buds and add to their drinking experience. There are also a variety of tea wares that the interested customers can buy and collect.


LEARNING The store sells not only tea but spreads the idea of tea drinking. Interested customers or onlookers can also enter the world of tea drinking and get to know about the myriad of tea available there and what kind would suit their taste and needs.

GIFTING While many customers buy for themselves, many are interested to gift those small colourful cans of tea to their kith and kin who adore drinking tea. The store thus, also becomes an attractive point for consumers who are looking for some tea to gift their loved ones. And with special gift packs and tea wares available, the choice for the consumers just increases.

ENVIRONMENT The store exudes a soothing aura. Its atmosphere, with tea aroma swirling across it, paciď€ es the anguished and tired customers. There are sofas to sit and relax, and merchandise to feast one's eyes on. One can taste tea while listening to some good music that plays in the store. The ambience of the store makes it a worthwhile experience for the customer who have visited.

STAFF The staff in the store are amiable, polite and helpful. They take care of their customers and frequently offer them tea to taste and engage in conversations to make their stay pleasant in the boutique. The staff provide the customers any information they need about the tea and the store.


OFFERS The store often provides offers and various combo packs for their customers. These offers are often put up on the blackboard in front to attract attention.

STORE’S IMAGE The image of the store is well received by the visiting customers and it has garnered the trust of its loyal customers. It has been an experienced tea store in India and offers reliable, authentic tastes of Indian teas as well as foreign.

FOREIGN CUSTOMERS The store also imports tea to other countries and makes sure to let them taste the highest grade of Indian teas. They also keep pamphlets for their Japanese customers, who have been known to be ardent lovers of tea, in their language.


DESIGNER’S PERSPECTIVE FACADE

Criticism The facade of the store often gets covered by the parked vehicles in front which reduces the visibility of the store.

Appreciation The shop's façade imbibes the essence of a French house with a French window in front that lets passers- by glance inside the shop. It has a minimalist appeal with white walls and doors and black letterings for signage. 'SAN-CHA' in black letterings is raised ahead of the wall with the letters, 'Tea Boutique', written below it. Other information is also provided at the left wall, above which is a lantern wall scone. There is a blackboard at the right, placed on a stand displaying information about the monthly special and teas in colourful chalk. There are two white pots with green domes of leaves welcoming the visitors as well as passers-by. The windows of the rst oor can be seen surrounded by black grills. The façade looks welcoming when seen from outside and easily comforts the passers-by and lead them inside.

Suggestion A pavement can be constructed in front to avoid vehicles to be parked in front of the store.


BACKGROUND AND SETTING

The whole store is immersed in white and thus the colourful array of merchandise in the store attracts the eyes of an onlooker easily, getting contrast from its background. The store uses white lighting which is seen as yellow when one looks from outside and separates it from the faรงade of the boutique. Low soothing sound plays in the background to complement the environment of the store and give it more life.


UP

FURNITURE AND FIXTURE

Chestereld style sofa chair

Feature table

Foldable table Show and sell xture

Furniture prop Chaise Lounge Chair Round small table

Entry/ Exit

There is a line of shelves at the right side of the store in front with drawers at the bottom. These shelves display the various types of tea and gift packs. At the back of the store, the shelves are at both sides, with less columns and exhibit tea wares. There is a table in centre with open drawers to the sides, which further display the arrays of merchandise that they sell. There are comfortable sofa chairs and tables that can be moved around in the store for an efcient placement. These sofas ooze an environment of relaxation in the store and the customers can have a soothing time while they are there. The reception desk at the left side of the store in front is further topped with various merchandise and promotional aids. There are also sitting places developed above the xtures (drawers), which effortlessly manages the space of the store.


UP

ZONING

The store can be seen to be divided to into two zones: the front exhibits the variety of tea that the store sells and the back exhibits the different kind of tea wares. This zoning allows the customers to browse through the store easily and the staffs to tend to the customer’s demand effortlessly.

Criticism The store does not follow the zoning strictly and tea can often be found placed among the tea wares.

The attractive tea wares placed at the back also attract attention of the passers-by through the facade of the store.

Suggestion

Tea Wares

Tea

Entry/ Exit

The store should segment its products properly and manage the space efď€ ciently for easier browsing by the customers and easier handling by the staffs.


UP

CIRCULATION The store has only one gate which acts as both the entry and the exit. The circulation is such that the customers can browse through the store easily. When one rst enters the store, they are greeted by the staffs at the reception desk and they can browse the teas in front while circulating at the back around the feature table to look at different kinds of tea wares.

Criticism The space between the feature table and shelves is a little less for an easy walkthrough.

Suggestion The feature table can be reduced in width to increase space efciency.

Entry/ Exit

SPACE The space of the shop is in the form of a basic cuboid, with stairs at the end of the aisle to lead to the rst oor to the storage room.


LIGHTING The store uses white lighting so that each merchandise comes out to the eyes of the viewers vividly. It has recessed lights for the ceiling and to give the primary lighting to the store and uses track lights near the shelves to focus on the merchandise. It also has a line of suspended lights at the top of the table in the back, in the form of small white cups with white handles hanging upside down from the ceiling, which creatively adds to the identity of the store and illuminates the tea wares beneath.

Criticism The individual cabinets don’t have any lights and only the track lights are used to illuminate the merchandise. Shadows can often be seen and the products are not well lit.

Suggestion

Recessed light Track light

Suspended light

CCTV Camera

Ceiling Plan

The cabinets should be provided with individual lighting to properly bring the products into focus.


GRAPHICS AND SIGNAGE A large part of the store gains its graphic appeal by the packaging of the tea and its cans which are veiled with various colours and beautiful letterings. A book about the legacy of the shop is on display near the reception desk, which gives the store a more sophisticated look. The reception desk is ď€ lled with pamphlets and visiting cards to be distributed to the customers.

Suggestion Labelling such as self talkers can be used for segregating merchandise in the store. Small changeable self talker can also be used.

New avours

Appreciation Marquee of store is big and attractive (outside). Black board gives an inviting feel. It is changed often.

Criticism There are no signs inside, except for the brand name. The blackboard is generally covered due to vehicles parked in front of the store.

San-Cha Special


PACKAGING

The tea provided by the store comes in attractive packaging of cans in varying colours of red, blue, green and pastel shades with tinges of gold. The packaging of the tea depends on the variety of the tea and each of them is uniquely designed to present a delightful pack of leaves to be savoured thoroughly. The teas also come packaged in glass tubes, paper packets and cloth bags other than cans. The gift packs are elaborately packaged to make sure the person receiving the gift feels special.


INTERACTIVITY

The staffs of the store interacts with the customers frequently, either to inform them about tea or always keep them delighted by offering them tea to taste. They make continuous efforts to take care of their customers. There is tea brewer as well, and the customers can enjoy watching their tea brewed while they spend their nice time in the store.

Criticism It would be difď€ cult to identify the staffs of the store and ask them for help if there are a lot of people in the store at the same time.

Suggestion A welcoming and friendly uniform should be designed for the staff members which would make it easier for the customers to recognize them and ask them for assistance.


CONSUMER MERCHANDISE INTERACTION

Appreciation Ÿ

All the merchandise is within reach.

Ÿ

Taste samples of the teas are freshly

Ÿ

Criticism Ÿ

display.

brewed and served.

Ÿ

No organized visual hierarchy.

Lot of information is provided through

Ÿ

No colour hierarchy.

sales representatives, articles kept on

Ÿ

Products one behind the other, so less visibility and difcult to remove.

tables, infographics in the store and in house books. Ÿ

Ÿ

Ÿ

are awakened by the freshly brewing tea. Ÿ

Large board can be seen outside which species tea of the month, fresh arrivals etc, inviting customers inside (to increase footfall).

Some items on very low shelves, ergonomically bad.

products at ease. Before entering store, olfactory senses

Information book not reachable, and ignored.

Seating is provided throughout the store for the customer to interact with the

Ÿ

All the products are very cluttered in

Ÿ

Dustbin kept very close to product display.


POINT OF PURCHASE The staffs brew tea at the point of purchase and offer them to the customers while often talking with them and informing them about various teas that they sell. They offer teas to be tasted in little cups that further add to the aesthetics and awe of the customers. They keep some pamphlets to be distributed and teas with relative smaller packaging to be sold at the point of purchase.

Criticism The pamphlets and yers provided at the point of purchase are not designed aesthetically and do not match the quality of service provided by the store.

Suggestion The store can hire a graphic designer to design catalogues, yers, pamphlets and business cards for them.


INVOLVING SENSES The store effectively involves various human senses to keep the customers engaged and have a nice time. It involves sight with its aesthetics and give the customers various merchandise and decorations to feast their eyes on. The aroma of the tea spreads though out the store and further gives a relaxing environment. It involves taste by giving the customers a chance to taste their high grade tea. They also play low soothing music in the background to further give a soothing experience to the customers. Since, a customer's most of the senses is involved pleasantly in the store, its recall value makes a mark in the customer's heart.


EVENT CALENDAR 2018-2019

APRIL S 1 8 15 22 29

M 2 9 16 23 30

T 3 10 17 24

W 4 11 18 25

MAY MAY T 5 12 19 26

F 6 13 20 27

S 7 14 21 28

S M T 1 6 7 8 13 14 15 20 21 22 27 28 29

W 2 9 16 23 30

JUNE T 3 10 17 24 31

F 4 11 18 25

S 5 12 19 26

JULY

S M T

W T

3 10 17 24

6 13 20 27

4 11 18 25

5 12 19 26

7 14 21 28

F 1 8 15 22 29

S 2 9 16 23 30

S 1 8 15 22 29

M 2 9 16 23 30

T 3 10 17 24 31

W 4 11 18 25

AUGUST T 5 12 19 26

F 6 13 20 27

S 7 14 21 28

S M T 5 12 19 26

6 13 20 27

7 14 21 28

W 1 8 15 22 29

T 2 9 16 23 30

SEPTEMBER F 3 10 17 24 31

S 4 11 18 25

North-eastern Tea Abodes Herbal Week International Yoga Day

Event spreading awareness about the health beneď€ ts of herbal teas.

Event rejoicing yoga and teas.

Event Day(s) Lead Time

Event celebrating the tea legacy of north-eastern states of India and their workers.

S M T

W T

F

2 9 16 23 30

5 12 19 26

7 14 21 28

3 10 17 24

4 11 18 25

6 13 20 27

S 1 8 15 22 29


OCTOBER S M 1 7 8 14 15 21 22 28 29

T 2 9 16 23 30

W 3 10 17 24 31

T 4 11 18 25

NOVEMBER MAY F 5 12 19 26

S 6 13 20 27

S M T 4 11 18 25

5 12 19 26

6 13 20 27

W T 1 7 8 14 15 21 22 28 29

DECEMBER F 2 9 16 23 30

S 3 10 17 24

JANUARY

S M T

W T

F

2 9 16 23 30

5 12 19 26

7 14 21 28

3 10 17 24 31

4 11 18 25

6 13 20 27

S 1 8 15 22 29

S M T 1 6 7 8 13 14 15 20 21 22 27 28 29

W 2 9 16 23 30

T 3 10 17 24 31

FEBRUARY F 4 11 18 25

S 5 12 19 26

S M T 3 10 17 24

4 11 18 25

W T

F 1 5 6 7 8 12 13 14 15 19 20 21 22 26 27 28

MARCH S 2 9 16 23

Tea Ceremony Workshop

Tea Camping Tea Appreciation Day Celebrating the zeal of tea drinking by offering teas to taste.

Camping at tea plantations and interactive sessions and workshops with workers.

Workshop on the Japanese culture of Tea Ceremony for foreign and interested Indian customers.

S M T

W T

3 10 17 24 31

6 13 20 27

4 11 18 25

5 12 19 26

7 14 21 28

F 1 8 15 22 29

S 2 9 16 23 30


HERBAL WEEK Harnessing the Healing Powers of Herbal Teas About Herbal Teas Herbal Teas which are less commonly known as ‘Tisanes’, are different from the True Teas (Black, Oolong, White and Green Tea) in the aspect that they are not made from the leaves of tea bush, Camellia Sinensis. Herbal Teas can be prepared in two ways, either by infusion or by decoction of herbs, spices, fruits or other plant parts. Herbal Teas usually do not contain caffeine and have been considered as medicinal drinks in many parts of the world since time immemorial.

Aim of the Event To educate customers about herbal teas and their health benets and promote the herbal range of the brand.

Target Customer Customers who already believe in Herbalism and other tea drinkers who can make use of the health benets and healing powers of herbal teas.

MOOD BOARD MOOD BOARD


PROMOTIONAL PLAN The entire event is going to be a one week event. The rst ve days of the week would be focussed on promoting the Herbal range of the brand. One Herbal Tea would be the highlight of each of these ve days. And the event would end with sessions on the last two days when a general information about the Herbal Teas and the in-depth knowledge about the kinds of these teas with their health benets would be given to the customers.

16th April

Lemongrass Tea

17th April

Ginger Tea

18th April

Peppermint Tea

19th April

Cinnamon Tea

20th April

Echinacea Tea

21st April 22nd April

1. Sessions on how to extract the benets of herbal teas.

5. Pamphlets distribution.

1. Sample giveaways of the ‘Tea of the Day’.

2. Tea serving.

2. Informative pamphlets would be distributed.

3. Discount on the Herbal Range of the brand.

3.

4.

Sample of any one featured herbal tea.

Tea infuser as a gift on attending the session.


CHANGES IN VM OF THE STORE

UP

On the rst ve days

3 Five kinds of tea from the herbal range of the brand would be displayed on the feature table inside the store along with featured tea wares.

Small standies for other herbal teas would be kept on the reception desk.

2

One big standy for the ‘Tea of the Day’ would be placed near the reception.

4

0.78" 4 ft

1

16 ft 1.31"

Entry/ Exit

Sitting furniture would be removed from the front of the store to make space for the Display Window, which would exhibit products and promote the event.


1

UP

On the last two session days

The ď€ ve herbal teas would be displayed on stools.

2 Feature table would be removed for two days from the store and chairs would be arranged for the session.

Entry/ Exit


PLANOGRAM The ve herbal teas from the store’s herbal range would be displayed on the feature table with tea wares that would be designed for the event.

3 ft 3.06"

Feature table during the rst ve days

9 ft 6.03"


PROMOTIONAL TOOLS

Herbal Range Teawares

Standies in the store

Ginger Tea

Blackboard in front of the store

Print Media

Social Media Promtions

Lemongrass Tea

Cinnamon Tea

Echinacea Tea

Peppermint Tea

Tea wares designed for the event would be put on sale.

Standies for the ‘Tea of the Day’ would be displayed in the store.

The blackboard in front of the store would tell the passers by about the event going on.

Pamphlets and yers would be distributed to customers informing them about the benets of different kinds of herbal teas.

The event would be further promoted on social media such as Facebook and Instagram where the brand has its presence.


HERBAL WEEK Harness the healing

HERBAL WEEK Harness the healing powers of herbal teas

16th - 22nd April

Peppermint Tea ‘The Stomach Healer’ 16th - 22nd April

Standy design for the store

powers of herbal teas

Tea of the Day “echinacea tea”

Harness the healing powers of herbal teas Sessions on benets of herbal teas on Saturday and Sunday

Poster for promotion

Enjoy the herbal benefits this week!

Blackboard in front of the store


BUDGET Feature Table Display Item 1. Kettles and tea Cups 2. Small standies 3. Pamphlets

Quantity

Material

Cost

5 & 10

Ceramic

Making: 2000/-

5

Vinyl with metal stand

Print: 900/-

300

Paper

Print: 3000/-

Total

5900/-

Window Display Item 1. Big kettle

Quantity

Material

Cost

5 & 10

Styrofoam

Making: 2000/-

1 bunch

Plastic

500/-

1

MDF

Making: 1500/-

4. Big pestle and mortar

3 sets

Stone

2000/-

5. Scaled up spices

Varied

Varied

2000/-

2. Artiď€ cal owers,leaves and branches 3. Big tray

Total

8000/-


Session Days (Saturday & Sunday)

Item 1. Chairs (Rented) 2. Foldable small stools (Rented)

Quantity

Material

Cost

16

Wood & metal

3000/-

5

Wooden

500/3500/-

Total

Miscellaneous Transportation

5000/-

Advertising

10000/-

Graphic Designer

35000/-

Total

50000/-

Total cost of project : 67400/-


San-Cha  

A Visual Merchandising Study of 'San-Cha: Tea Boutique'

San-Cha  

A Visual Merchandising Study of 'San-Cha: Tea Boutique'

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