Institute of Professional Education and Research (Bhopal)

Project on POG ( Planogram )

Submitted to : Narayan Jatav sir (SM )

Submitted by : Simran Chouhan

Introduction :

Max, a well-known lifestyle retail brand, was established in 2004 by the Landmark
Group, a multinational conglomerate based in Dubai. Max has expanded
significantly, opening its first store in India in 2006. Today, Max Fashion boasts
over 510 stores across more than 200 cities in India. The brand was created with
the vision of making high-quality fashion accessible to a broad audience by
offering the latest trends at affordable prices. This extensive network allows it to
cater to a diverse and widespread customer base, offering a wide range of
apparel, footwear, and accessories for men, women, and children. Max has since
become a leading value fashion retailer with a significant presence in several
countries, including India, the Middle East, and North Africa.
Store Concept and Offerings

● Product Range:
● Max offers a comprehensive range of products for men, women, and
children, including:
● Apparel: From casual wear to formal attire, the collections cater to various
tastes and preferences.
● Footwear: A diverse selection of shoes for different occasions and styles.
● Accessories: Including bags, belts and other fashion essentials.
Design and Layout:

The stores are designed to provide a pleasant and convenient shopping

experience. The layout is intuitive, with clearly marked sections for different
categories. Bright lighting, spacious aisles, and well-organized displays help
customers easily find what they are looking for.

Market Presence and Expansion

Global Reach:

Max has a strong international presence, with over 510 stores across 19
countries. The brand has particularly strong footholds in India, the United Arab
Emirates, Saudi Arabia, Kuwait, Egypt, and Qatar.

Expansion Strategy:

The brand continues to expand by opening new stores in key markets and
entering new regions. This growth strategy is supported by understanding local
consumer preferences and tailoring product offerings accordingly.

Customer-Centric Approach

Affordable Fashion:

Max is committed to offering fashion-forward products at competitive prices,

making it a popular choice for cost-conscious consumers without compromising
on style or quality.
Frequent Updates:

The brand frequently updates its collections to keep up with the latest fashion
trends. This ensures that customers always have access to current styles,
encouraging repeat visits.

Loyalty Programs:

Max has developed loyalty programs to reward repeat customers. These

programs offer various benefits, such as discounts, exclusive offers, and early
access to sales, enhancing customer satisfaction and retention.
Digital Presence:

E-Commerce:

Max has a strong online presence, offering customers the convenience of

shopping from their homes. The e-commerce platform is user-friendly and
provides a wide range of products with detailed descriptions and images.

POG ( Planogram )

POG stands for "Planogram," which is a visual representation or diagram that

shows how and where products should be placed on retail shelves or displays to
maximize sales and enhance customer shopping experience. It helps retailers
maintain consistency in product placement across different locations, optimize
space, and improve product visibility.

POG Of MAX LIFESTYLE :

Purpose and Implementation:

1. Visual Merchandising: Max uses planogram to guide the visual

merchandising of their stores. This ensures that products are displayed in a
visually appealing and strategic manner to attract customers and boost sales.

2. Standardization: Planograms help maintain a consistent shopping experience

across all Max stores by standardizing product placement and display. This
consistency is crucial for brand identity and customer satisfaction.
 3. Inventory Management: By following a planogram, store staff can ensure
that all products are in their designated spots, making it easier to manage
inventory and replenish stock as needed.

Planogram Design

● Entrance Display: New arrivals and promotional items to attract attention.

● Middle Aisles: High-demand categories like men’s t-shirts and women’s
dresses.
● Back Walls: Seasonal items and children’s outerwear for visibility without
crowding the main space.

Product Placement Strategy

1. Entrance Area:

● New Arrivals and Promotions.

● Positioned right at the entrance to draw customers in.
● Used mannequins to display coordinated outfits.
● Rotated frequently to feature the latest items.
2. Men’s Section:

● Best-selling t-shirts and shirts.

● Organized by color and size.
● Jeans and trousers.
3. Women’s Section:
● Top Shelves:
Accessories like scarves and handbags.
● Middle Shelves (Eye Level):
Best-selling dresses and tops.
● Grouped by style and occasion (casual, formal).
● Bottom Shelves:
Skirts and pants.

4. Children’s Section:

● Small accessories and toys.

● Outerwear and popular clothing items.
● Everyday wear like t-shirts and shorts.
Implementation

● Physical Setup
● Rearranged the clothing section according to the planogram.
● Used mannequins and signage to highlight new arrivals and promotions.

Team Coordination:

● Collaborated with store staff for implementation.

● Provided training on maintaining the new layout and managing inventory.

Benefits 0f POG :

● Enhanced Shopping Experience: Well-executed planograms can improve

the shopping experience by making it easier for customers to find products
and navigate the store.
 ● Increased Sales: Strategic placement of products can lead to increased
impulse purchases and higher overall sales.

● Operational Efficiency: Planograms provide clear guidelines for store staff,

reducing the time spent on organizing and stocking shelves.

10 commands for effective visual merchandising

1.Set the look

It involves managing store space :

● window
● Pin boards
● Mannequins

and support conversion .

2.Set the layout

● Arranging fixtures as per the layout

● Browser and table products arrangement from front to back .
 ● Fire extinguishers position on the floor .

' PAANCH KA DUM'

3.Buy level (basic up to rupees 500 /simple design )

Consistentcy at table and browser display as per store categories .(Size stickers
and +folding template )

4.Eye level (Hanger display + Browser + Gandola )

Categories at floor fixtures display.

5.High level( High price +non basic +fashionable )

Categories at wall display .

6.Product and signage accuracy

Singage include A5 and placards which communicate offer and product prices.
The signage should be accurate to avoid confusion and smooth buying for
customers .

7.Display hygiene standards

This include maintenance hygiene standards in department it not only includes

the dusting but also proper arrangement of merchandise ,hangers spacing and
removal of any unnecessary item in product and sure unified folding ,right size
,color blocking and proper segregation.

8.Set at the concessioanire brand

● Kappa
● Turtle
● Peter England
● John player
● Integrity
Aligning concessioanire display and communication in line with max brand
standard .

9.Set the impulse buy zone

Impulse buy buying zone includes product which customer made and unplanned
purchase proper setting of this zone can ensure rise in company's sales figure and
overall brand image .

10.Set the environment

It involves correct lighting ,clean trial rooms and merchandise free and sound
level as per guidelines. All communication and fixtures positioning as per display
guidelines.

Conclusion :

The planogram optimization project for the clothing section in Max Lifestyle has
proven to be highly successful. The primary objective was to enhance the layout
of the men's, women's, and children's clothing sections to boost sales and
improve the overall customer shopping experience. By meticulously collecting and
analyzing sales data, customer preferences, and inventory levels, we were able to
design and implement a planogram that strategically placed products to maximize
visibility and accessibility.