P. Orr and Sons

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INDEX

Serial No. Topic Page no.

1. Introduction 2

2. P. Orr and Sons as MBO 5

3. Window Shopping 9

3. S-O-R paradigm 11

4. Branding strategy 33

5. Target Market 39

6. Conclusion 40

7. References 41


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Branding of P. Orr and Sons

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Introduction

P Orr and Sons has been in the news in Chennai for the past months or so. They have a

heritage building on the arterial road of the city where metro rail work is underway. The

heritage building has been damaged and people have been protesting.

A dramatic find on Wednesday evening could turn out as the conclusive proof that could

save the 120-year-old P. Orr & Sons buildings from demolition. The foundation stone,

with an inscription detailing the date of construction, disproves the claim of Chennai

Metro Rail Limited (CMRL) and Chennai Metropolitan Development Authority (CMDA)

that only a portion of the building is a heritage structure and the rest are not. What the new

evidence establishes is that the entire building was completed in the later half the 19th

century and that only twenty years separate the front and rear side.

The foundation stone, located at the portion earmarked for demolition, establishes three

dates beyond doubt. First, that P. Orr & Sons was established in 1849 in Chennai. Two,

the firm moved into the current premises in 1873. The third point is that the building was

expanded and workshops were enlarged in 1893. To be precise, the foundation stone was

laid on July 6, 1893. The date is special: the foundation stone fondly recalls that Prince

George, Duke of York, who later became King George V, and Princess May of Teck, who

later became Queen Mary, were married on that date

The new evidence appears to prove that the entire building is more than 100 years old

one of the benchmarks that is normally used to designate a heritage building. The CMRL

decision to demolish bulk of the P. Orr & Sons building was challenged in the court by

INTACH, Chennai chapter, and the judgment is awaited.


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P Orr & Sons on Anna Salai (Mount Road)

It has stood the test of time. For almost 160 years, this old shop on the busy Mount Road

in Chennai has been keeping time. A British company named Peter ORR and Sons set it

up in 1849. For several decades the company served just the royals, selling gold and

diamond jewellery, watches, cycles, cutting tools and even rifles. After Indias

independence, the company was sold to Tamil Nadu based Karumuthu Thiagarajan

Chettiar in the year 1967. Since then it came to be known as P Orr and Sons [pronounced

PR] synonymous with watches of all kinds, Indian or international brands, from a few

hundred rupees to over a lakhif its a time machine, it is here!

As Manikam Ramaswami, Chairman, P. ORR and Sons puts it, The trust we have built,

and we really value that, we will do everything to retain it. But we never fell into the

temptation of selling any smuggled watch although we were offered many smuggled

watches, would have been extremely profitable for us. But we stayed away from all that.

So customers know when they come to us they get a genuine product.

Over the years, this good old shop has changed with changing consumer tastes. Earlier

owning one watch was considered a prized possession. Today one watch is pass. With so

much of disposable income, a watch is now more of a fashion statement.

Even clocks have evolved. Today the clock has to match the mood and dcorbe it at

home or office. PR is known to be the hub for antique clocks. Some of these clocks are

older than the shop itself. When at PR dont forget to take a look a look at the grandfather

clock, which for the connoisseurs is PRs speciality. It costs Rs 78,000. Guess its age?

Well this grand old clock is all of 200!
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Over the century this shop is estimated to have sold over 40lakh watches, which is equal to

the population of Chennai. Thats not all. Many of the citys important landmarks are

adorned with clocks from P ORR sons. No wonder some customers like Krishna Sharan

Mishra say, Theyve become timekeepers of the city.

The shop commands 35% of the after sale service of watches in the city of Chennai, which

largely contributes not only to their profits but also to the goodwill and reputation theyve

built.

Its a place that has become a slice of Chennais history taking old timers down memory

lane and at 156, P ORR and Sons is still going strong with big plans to capture atleast 35%

of watch retail business across Tamil Nadu, by establishing new branches.

Peter Orr created their Hindu equivalent. The line was aptly called the Swami jewellery.

Many Indian rulers presented several pieces of this novel range to the Prince of Wales.

Satisfied with the high quality of the creations, he appointed Peter Orrs establishment

Jewellers and Silversmiths to His Royal Highness the Prince of Wales in 1876.

Scenes from Hindu mythology made for spectacular designs, glimpses of which could beseen from the firms catalogue; featured on items including goblets, tankards and salt-and-

pepper shakers.

Capitalising on the phenomenal success of the Swami designs kept the workshop of

Peter Orr and Sons busy for the next 30 years. Downtown, the trusty, three-faced clock

tower on Mount Road/Anna Salai which bears the name of his establishment P.Orr &

Sonsis a testimonial to that forgotten golden age of Indian silver.

P. Orr & Sons were primarily into serving the royals only. But after independence in

1967 when it was handed over to Chettiar and Sons they specialized into watches only.

They had their own workshop also indulging in the watch products ranging from all sort

of watches. They were also into providing with international brand watches.They had a

wide variety of ranges in watches which was supposed to be the destination for the watch

buyers.


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Basically, P. Orr & Sons are a Multi Brand outlet i.e. MBO providing with all the

different brand watches.There are basically 2 kind of stores or outlet.Mono brand and

Multi Brand, both are having its advantages and disadvantages.For a store with multi

brand presence and that too over 160 odd ving its advantages and disadvantages.For astore with multi brand presence and that too over 160 odd years the concept of utilizing

its resources is very important.

P.Orr and Sons is MULTI Brand outlet and a watch

workshop.

Multi Brand Outlets V/s Mono Brand Outlets

With both the mono-brand model and multi-brand model co-existing in the retail

industry, theres a debate among retailers as to which model is more profitable. While

most accessory related retailers prefer to have a mix of multi-brand and mono-brand

stores, some prefer to have only multi-brand stores while others favor only mono-brand

stores.

Says Ashwin Kukreja, Director of the Mumbai-based Galaxy IT Concepts, Its hard to

say which retail concept is more profitable. Both retail concepts have their own

advantages and disadvantages. At one point of time a partner may benefit from multi-

brand outlets, at another he will benefit from an exclusive store. If a retailer wants to

receive good profits and growth from his stores, a mix of multi-brand and exclusive stores

is the right option. Kukreja has four stores, out of which three are exclusive and one

multi-brand, but the multi-brand outlet contributes 60 percent of his overall revenues.

Multi-brand advantages

Until a few years ago, in India there were a lot of mono-brand outlet. But with the entry

of large format retail (LFR) storeslike Croma, Reliance Digital and E-Zonemany IT

retailers began adopting the multi-brand retail model as a way of competing with the

LFRs and as a way of adding more value to their business.


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Multi-brand means more footfalls because the public gets a wider choice. When a

customer visits a multi-brand store it satisfies his hunger for choice on both the time and

space parameters. The customer gets to choose from a host of brands and products in asingle visit to a single outlet, thus allowing him to make a real-time product comparison,

save on time, and [perhaps even save on] the cost of purchase.

In the case of multi-brand stores, retailers can easily lower their losses because they can

distribute their costs among multiple brands. But in exclusive stores, if a vendor suffers a

fall in market share or suffers losses, the retailer is unable to reduce his own losses and

so he suffers along with the vendor.

Retailers often prefer the multi-brand option because they have more freedom to make

decisions. With exclusivity, retailers often lose out on the freedom to make decisions

because they have to abide by the guidelines that the vendor has set for them. For

instance, vendors usually have a fixed set of promotions and events that a retailer can

conduct through the year. If this is the case, and if a retailer wants to conduct a particular

event beyond the decided set of events, he will have to get the vendors permission to

conduct the same

Multi-brand disadvantages

The multi-brand retail model comes with its own set of disadvantages. Offering multiple

choices often leaves the buyer confused. In a multi-brand setup its also difficult for a

retailer to recommend a brand to the customer because that would amount to

underselling the other brands,

Another disadvantage of multi-brand retail is that not only do retailers face tough

competition if other retailers start their own stores in the neighborhood, but they also

receive fewer benefits from vendors.

While exclusive retailers often get territory protection from the vendors, in the multi-

brand model we frequently have to face tough competition from other retailers because

they might just start another multi-brand store in the same area and give better schemes


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and discounts than us. As a result, in order to retain our customers, we have to be on our

toes and keep on holding events and promotions in our stores.

Earlier, there were times when vendors would not allow an exclusive partner to start his

own multi-brand outlet. If a retail partner wanted to venture into multi-brand retail hewould have to start the store with a different name. But with LFRs coming into the

picture, vendors have become more lenient and allow their partners to start their own

chains of multi-brand retail outlets. However, the matter doesnt end there, Although

vendors have become more lenient with retail partners now, they are still vengeful. They

tend to focus more on their exclusive partners and also tend to give better benefits,

support and deals to them than a multi-brand retail partner.

Mono-brand advantages

The exclusive or mono-brand retail concept is a vendor-centric model. Here, a retailer

has deep commitments in terms of investments, sales targets and marketing. The benefits

that a retailer can derive from exclusive retail are territory protection, better margins,

manpower subsidy, demo subsidy, backend rebates, brand marketing rights, lead

generation support and marketing support from the vendor.

The exclusivity status also places a retailer higher on the vendors priority list. The

vendor provides lead generation support, involves him in special marketing campaigns,

and even helps chalk out business roadmaps aligned to the vendors own long-term

vision.

One of the biggest benefits that an exclusive franchisee retailer can get from a vendor is

the payout scheme. Vendors often buy back the stocks that the retailer wasnt able to sell

at the end of the day, but this is often not possible in multi-brand stores.

The vendor tends to give you more importance than it gives to a multi-brand partner.

Exclusive retailers get more discounts and incentives, in addition to branding and

marketing support. For example, if a multi-brand partner gets a 5 percent discount on the

vendors products, an exclusive retailer may get around 10 percent. Other than

generating leads and giving MDFs, vendors may give an additional 1 percent incentive


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on the overall sales done by the retailer during a month

Theres more. In an exclusive store, uniformity in terms of store design, store interiors,

store size, products, prices, promotions and events are strictly maintained. This method

prevents competition among the vendors exclusive retailers, and gives all the retailers afair chance to earn profits. Vendors also work more closely with exclusive retailers to

conduct events and promotional schemes, and provide, along with the retailers, region-

or city-specific advertisements.

Mono-brand outlets are the always the best option for partners because they provide

long-term benefits, and save cost, time and energy. Being the partner of just one vendor,

a retailer has to work with only one supplier. By contrast, in multi-brand retail, a retailerhas to work with numerous suppliers and will therefore spend more time and energy

running after the suppliers than concentrating on achieving the sales target.

Mono-brand disadvantages

Exclusive retail stores certainly have their plus-points, but, like their multi-brand

counterparts, they have their share of negatives. Unlike multi-brand outlets, exclusive

retailers get very little footfall and lose out on every other customer. Most of the

consumers today prefer to go to a store where they can see and test all the different brands

and then make a decision. If a retailer has a multi-brand outlet he can keep the customer in

the store by showing him different varieties of products. But if a retailer has an exclusive

outlet and the customer wants to see and test the competitors products he cant retain the

customer. Two other disadvantages are the risk of losses if the vendors market share falls,

and the lack of freedom to make your own decisions.

Other watch stores in Chennai

There are handful of branded showrooms of watches in Chennai city.They are having their

presence all over the city.National brands like Titan have their showrooms spread

evenly.Moreover the local giant are also having their fare share.But there is considerable


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loss in their past collections due to many reason ranging from prices to services

provided.The shops like Doshi and Doshi Co. and Sathya Times are havin their share.But

the historical store for Watches i.e. P.Orr and sons have felt the maximum burnt.They are

currently famous due to the razing of some part of its building for CMRL project ratherthan its well known legacy in watch making and selling of multi brand watches. There is a

dire need of reviving their Branding strategy to retain its lost glory through unique and

attractive ways of advertising.

Window Shopping

Window display resembling product wrapping performs an important role in product

selling strategies. Such design elements as lighting, color, material, and art compositions

are crucial elements attracting products target groups and stimulating their purchasing

decisions pursuant to the theory of stimulus-organism-response. Delving into

determinants of design elements, compositional settings of window display on

merchandising could expand the perspectives within these matters to a certain extent.

In recent years, clothing retail competition has generally intensified due to the

consequences of new technologies, more sophisticated management practices and the

internet. TV, digital billboards and catalogues have all commonly been used in the

advertising sector. These communication instruments have an effect on consumers

shopping attitudes in an increasingly competitive marketplace. In addition, the designing

of store windows has continued to have an important effect on advertising products. This

is an important point to be taken into consideration by both clothing retailers and

designers.

Store window displays are regarded as a key instrument of a retailers communication and

visual merchandising strategy .They are an integral part of a consumers surrounding

during his/her shopping experience and therefore have an impact on consumer behavior in

retail settings. Window displays serve two main purposes: to identify the store and its

product (e.g. promotion, merchandise and fashion), and to induce consumers to have

shopping attitudes .


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Window displays give a wide variety of information about a store. By showing a

representative merchandise offering, a store can create an overall image. By showing

fashional or seasonal goods, a store can show that it is contemporary. By showing sale

items, a store can lure price-conscious consumers. By showing eye-catching displays thathave little to do with its merchandise offering, a store can attract pedestrians attention. By

showing public service messages (e.g., a window display for the Jerry Lewis Telethon), a

store can show its concern for the community . Therefore, consumers may often use

window displays to obtain information about a product category (e.g., the latest

trends/innovations) and a retail clothing store. Although store windows have a very

important effect on consumers, there has not been significant empirical evidence regarding

the effect of window displays on consumers shopping attitudes. In addition, it is not clear

how consumers perceive different types of store windows in the sale of retail clothing.

There are about half a dozen different types of window structures presently being used by

retail stores, as discussed by a number of researchers .However, of these, there are three

major types in the context of clothing retailing from which many combinations are

possible: flat, arcade and corner windows. For flat windows, storefront glazing is projected

as far forward as possible and built in a straight line, with an entrance door aligned or set

back from this .The arcade window extends from a stores entrance set back between two

windows, which allow a store with fewer frontages to increase its windows space in which

to show merchandise . Because the store windows on linear axes such as flat and arcade

windows are the subject of this work, corner windows specifically designed for those

shops located on corner properties are excluded from this study. Hence, this research seeks

to investigate the effect of the two most common types of store windows (flat and arcade)

in the context of retail clothing sales. Specifically, using digital pictures of two types of

store windows, this study examines the relationships between consumers perception of

store windows and shopping attitudes with general characteristics of store windows.

Window shopping is a fun and inexpensive pastime enjoyed by people all over the world.

The process involves walking through a shopping district or mall with the express purpose

of looking at the window displays for each retail store in the area. People may choose to

window shop as a way to pass the time, get ideas for displays that can be used at home, or

to collect some inspiration for future gift giving.


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One of the greatest attractions of window shopping is that the activity does not cost

anything. This means that anyone, regardless of current financial status, can go on a

window shopping expedition. The activity is generally considered to be safer, in that

people on limited budgets are much less likely to make impulse buys if they remainoutside the store.

True window shopping is an activity that is never hurried. In order to receive the full

benefit, it is important to pursue windows shopping at a leisurely pace. The typical

window shopper is not concerned with how many window displays are observed or how

much time is spent enjoying each of the displays. Instead, the focus is on enjoying the

wares displayed in the windows, as well as making note of the way each shop owner

chooses to display all the items included in the presentation.

Because of the flexibility that is part of the pastime, it is possible to work in a little

window shopping at just about any time. People can enjoy this type of shopping during a

lunch hour, while waiting for relatives or friends to arrive at the site, or as a way to kill

time before the start of a movie at the localmultiplex.

Along with being an ideal way to fill time without spending money, window shopping can

also serve as inspiration for other tasks. Spending some time looking at window displaysmay trigger creative ideas that can be used at home. For example, awindow

displaycontaining a dining room table and chairs may provide inspiration for table

settings, centerpieces, or other ideas that can be used to dress up the dining room at home.

While traditional window shopping takes place at a brick and mortar location, the concept

of virtual window shopping has become very popular. By viewing items on display at

online stores, shoppers can enjoy the benefits of passing time, getting ideas that can be

used at home, and also find inspiration for gifts and other purchases scheduled for a later

date. One advantage of virtual window shopping is that interesting web pages can be

bookmarked for a return visit at a later date
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S-O-R Paradigms

the S-O-r-paradigm is called also SOR model and be based on the

neobehavioristischen concept of the linkage ofS: Stimulus (attraction),O: Proceduresin the organism and R: Reaction of the organism). It the conception is the basis that a

stimulus (for example an advertising statement to a certain commercial product orthe

remuneration system) in the organism is converted (for example in the form

ofmotivation -, decisionorlearning processes) and then to reactions leads (for example

to changed consumer behaviouror to increased work).

According to Mehrabian and Russell (1974), environmental psychology focused on the

interplay between physical stimuli on human emotion and physical stimuli on a variety of

behaviors. This interdisciplinary field was used in some studies concerning retail context

(Thang and Tan, 2003; Fister, 2009), visual merchandising (Ha, 2006), and window

display (Fister, 2009; Ti, 2009) to examine consumer behaviors. From these studies based

on the S-O-R model, they highlighted that customers would likely react when they are

faced with different stimuli. Therefore, the S-O-R model is used in this research as the

basic grounds in exploring customer perception. An instrument to be developed for this

research is one set of photographic images as it is based upon a visual perception theory

emphasizing that the ability of a viewer to consume information or react to multiple

stimuli at a time is to some extent, limited.

Visual Perception

With respect to the visual perception theory, the Gestalt effect exemplifies the operation of

mind and brain as holistic, parallel, and analog with self-organizing tendencies. As a

widely-quoted phase of the whole is greater than the sum of its parts, it refers to the

capability of a human beings senses in the visual recognition of figures and whole forms

rather than just simple lines and curves

(Hothersall, 2004). Having applied Gestalt theory in this research, an instrument is derived

in order to devise a dummy model of window display used in data collection.
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Consumers Perception of Store Windows and Shopping Attitudes

A number of previous studies have supported the idea that store image attributes play an

important role in affecting consumers shopping attitudes and patronage behaviors.These

researchers have primarily examined the effect of environmental attributes on consumer

evaluations of store image. In these studies, a link has been found between consumers

perception of store windows (promotion, merchandise and fashion) and shopping attitudes

such as intention to purchase a product. Available studies generally include consumers

shopping attitudes relating to window displays. Sen et al. for instance, used Feldman and

Lynchs accessibilitydiagnosticity framework to examine how the information acquired

from window displays might be related to two key shopping attitudes: entry and purchase.

This framework also enabled them to examine the role of consumers product-category

and store-related knowledge in moderating the relationships between such acquisitions and

their shopping attitudes.

A large body of literature suggests that consumers likelihood of using a particular

informational input to make a decision depends on both its accessibility and perceived

diagnosticity. More importantly, certain types of information culled from window displaysare likely to be diagnostic to the store-entry decision. Consumers may enter a store based

on its window displays for several different reasons. They may enter to obtain further

information about a specific line or item of merchandise that they saw displayed in the

store window, whether or not they intend to purchase that item at that time in that store.

Similarly, consumers may enter to learn more about or take advantage of the sale they saw

announced in the window display. More generally, store entry may result from consumers

affinity for the types of merchandise a store displays in its windows. In other words,

because of their diagnosticity to the store entry decision, the observed store-related

elements of window displays, such as store merchandise, can serve as a direct incentive to

enter the store .

Purchase intentions have been widely-used in the literature as a predictor of subsequent

purchases . A number of studies have supported the notion that store image is an important

component of store patronage. More specifically, Buckley found a link between store

image and intention to purchase merchandise. Therefore, window displays can affect


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store-wide sales through numerous mechanisms. For example, consumers decision to

patronize a particular store may be based on information obtained from its windows,

regarding overall image and range of merchandise. More specifically, window displays

can act as a more direct point-of-purchase promotional device by stimulating the purchaseprobability of the displayed merchandise.

Components of Window Display Design

Within a defined scope of study, window display is of the essence as it is a crucial

ingredient of visual merchandising that performs an eye-catching attraction akin to a

magazine cover. A comparison was made to underscore the function of a window display

that if Selfridges were a magazine, the windows would be the front cover (Morgan,

2008). Following design components is of vital importance to window display (Diamond

and Diamond, 2007; Morgan, 2008; Pegler, 1983):

1) Color is the element to capture immediate attention of a viewer;

2) Lighting creates moods and minimizes unimportant areas while emphasizing others; 3)

Material is to beautify window display;

4) Composition is the arrangement of lines, forms, shapes, and color into a pleasing whole

which directs the viewers eye to the various bits and pieces of the setting and relays a

particular message;

5) Prop visually supports other displayed items;

6) Textual style (signage and graphic) does not only convey a message but also enhances

window displays sophistication;

7) Mannequins are mere players and all windows are stages;

8) Merchandize is to create harmony in a window display; and

9) other components to be developed from this research. These eight design components

are integrated with a theory of consumer motivation in the development of 3D

photographic images.


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Store layout and different arrangements and other

strategies for Effective Window Shopping

There are 4 major layouts for any store.

1.Layouts

Free-Flow Layout is a type of store layout in which fixtures and merchandise are

grouped into free-flowing patterns on the sales floor.

Grid Layout is a type of store layout in which counters and fixtures are placed in

long rows or runs, usually at right angles, throughout the store.

Loop Layout is a type of store layout in which a major customer aisle begins at the

entrance, loops through the store, usually in the shape of a circle, square, ar

rectangle, and then returns the customer the front of the store.


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Spine Layout is a type of store layout in which a single main aisle runs from the front

to the back of the store, transporting customers in both directions, and where on

either side of this spine, merchandise departments using either a free-flow or grid

pattern branch off toward the back aisle walls.

2.Use of Ambassadors- The ambassadors used to advertise by the respective stores have a

mass appeal.This is properly utilized by the store management by placing the posters of

them at preferred positions with slogans.

3.Offers-There are different offers which are available at stores.And those properly

displayed at different locations to attract the footfall.

4.Limelighting-Every store has their unique collection or any product which they

showcase prominently.This proves to be the show stopper and also attract more footfalls.

5.Colour combination of the store-The surrounding color combination of the store has to

match the product and should enhance the appeal of the store.

Six most common mistakes businesses make

1.No logical front-to-back arrangement

2.Does not utilize windows

3.Does not target a specific type of customer

4.Exterior walls not used


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5.Focal points not used to get people to move to opposite walls

6.No power or main aisle

Visual Merchandising different modes for effective footfalls

Visual merchandising today is not only limited to floor window display; it covers all the

necessity to capture the attention of the customers by all means from the facade of the

store to the location of each product inside the store. To capture attention, awaken the

senses, provide the customers a wonderful buying experience which will bring them back

to the store for the next time and become a loyal customer and make more sales are themajor concern of an effective visual merchandising.

Here are the ideas which will help you to stimulate the perceptual and emotional response

of your customers.

General Visual Merchandising Ideas

#1. Do not limit your visual merchandising theme to the Winter, Spring, Summer and

Fall. Try to use at least six (6) different themes in a year. If you can use different themes in

every month better but this is quite unmanageable. Six (6) different themes a year are

more flexible; this will let you change your theme every other month. You can inline your

theme special events like Mothers Day, Fathers Day, Teachers Day, Valentines Day,

festivals, anniversaries and other celebrations and holidays.

#2. Variation will support your theme to avoid boringness of display and decoration.

You can use the same theme every year but avoid using the same display and style. Also

avoid using the same material for different themes consecutively. You may keep the

materials you have recently used and use it again after few months or put it in other

locations or other branch of your store.


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#3. Go unusual and big display. People love novelty, something they havent seen

before. You can search for some visual merchandising ideas in the internet. Copy different

ideas, combine them together then modify. It is copy, combine and modifynot copy and

paste.

#4. Dont forget to apply the elements and principles of designto your projects. The

elements of design are line, shape, form, size, space, color, value and texture while the

principle of designs are novelty, variety, harmony, unity, balance, proportion, emphasis,

contrast, rhythm and pattern. Effectively use colors, texture, shape forms and lines.

Establish a focal point on your window display for easy viewing then harmonize each

element of your display to maintain neatness and to direct the eyes of your viewer to each

element of the display.

#5. Integrate dynamic techniques in your display. Integrating printed materials, multi-

media, interactive installation and sensory input in your display are known to be dynamictechniques and are becoming the visual merchandising trend, not just for 2011 but also for

2012 and the coming years because of the fast moving digital civilization.

The Store and Environment

#6. Allocate extra budget to develop the facade and external appearance of your store

because this is the first thing that will be noticed by the people at street. Maintain the good

look your storethe marquees, awnings, signage, banners, entrance and landscapes are

the things areas you need to consider. You can use significant color or unique carvings and

moldings that represent your business so that your store can be easily identified among

others.


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#7. If you have a big store, provide enough directional signs inside your store and

dont forget to include the local language in your sign and signage system. These are also

known as visual cues that direct your customers to roam around your store which often

results to unplanned purchase. Use light-directed signage in front of your store to attractpeople during the night and dont forget to change the old signage.

#8. In addition to a good floor plan, enough height of the ceiling from the floor is also

important; 10 feet is ideal but higher than this is better. If the distance between the floor

and ceiling is lower than 10 feet, use shorter shelves to provide enough space for the eyes

of your customers wander inside your store.

#9. Maintain the good appearance of your shelves, showcases, racks and other POS

materials; if one is damaged, do not hesitates to repair it or decorate the part that is

damaged. Radius shelving is also becoming a trend of visual merchandising, so its better

if you have one.

#10. Enhance the ambiance of your storeby adding a little classic aroma, music and

dramatic lighting.

Displaying the Merchandise

#11. Use the suggestive technique in displaying your products. Show the items in use,

make a hamper or group items as one set, like displaying together the chopping board,

knives and other cookware.

#12. Use appropriate rack or bin to suggest quality and price.Normally, customers

expect that items in the offer bin have lowers prices than those in shelves and showcases.

#13. Know of the important display points or hot spots inside your store. Display

some items which have higher profit margin at the endcap, the hub at the end of an aisle or

gondola especially in grocery stores. The third level, which is straight to eye level, of the


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shelves and cashiers point are the good areas to place the items that are usually forgotten,

add-ons, less necessary and unbranded productsobviously you dont need to put rice and

sugar in these areas.

#14. Vary the position, arrangement and style of your display once a month if cant

manage to do it twice a month. Variation also helps to avoid boredom to your regular

customers. Make use of shelving, hanging, pegging, folding, stacking or dumping

merchandise display techniques depending upon which one works best for the type of your

products.

#15. Add product information or answers to frequently asked questionbeside or near

your items especially when your items have unique specification, unique quality or

patented because more shoppers nowadays are wise buyers and are after of the product

quality. This will also help to lessen the repetitive tasks of sales staffs on giving the same

answer to the same question of different customers.

Displaying Signage and Ticketing

#16. Do not hide your price tag. If not the first, price is the second consideration ofmost

customers after good quality, so make it easy for the customers to know the price even

without the assistance of the sales staff by putting the price tag at highly visible and

expected spot. Stick the price stickers at the upper right side of the items because eyes are

naturally drawn in this area. For apparel, stick the price at the neck line or collar, at the

back portion of the waist line of pants or at the brand or manufacturers tag attached on the

item.

#17. Avoid covering the important text and icons of the packaging with your price

stickers and make sure that the price stickers are properly stuck and not slanted.


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#18. Price tags should be readable. Dont make an insufficient ink as an excuse.

Remember the rule for text readability for visual merchandising materials.

#19. Ignite the interest of your customers by using hanging price cards for special

offers. Posters and other professionally made signage are have greater impact and sell

better than handwritten signage.

#20. Larger font size is advisable for signage that is intended to be placed inside a

showcase. Make sure that the signage inside the showcases and on shelves is readable

from at least 1.5 meters away and the price of the product should be 1/3 of total area of the

signage while the price should be 2/3 of the total area of the signage.


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Paper Crafts

#26. Origami is the art of paper folding from Japan. You can create animals, plants,

vase and many more which you can add as decoration to your display.

#27. Paper beads are made from paper strips rolled and glued like beads.

#28. Paper mache is formed by wrapping a mold with wet paper strips with white glue

and removing the mold when the paper is dry.

#29. Paper strip curls can be good space filler which may resemble grass and leaves

ofplants.

#30. Weavingpapers have many ways. You can make basket, tray or vase by waving

paper strips or paper straw.

Decorating with Balloons

#31. Use helium to puff your balloon to let it float in the air. It is easy to form arcs by

using helium balloon.

#32. Use different size, shapes and color to avoid monotony.

#33. Make a balloon sculpture. This is not difficult to make nowadays because there

are already available materials in the market to make an instant balloon sculpture. You

can easily form a human figure by simply following instructions included.


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#34. Use PVC tube as support if you want to make pillars and arcs of balloons.

#35. Experiment for a new style.This is not only applied when decorating your store

with balloons; experimenting is necessary to discover brand new ideas which you can

implement to your next projects.

Decorating with Flowers

#36. Create artificial flowers using crepe paper. Creating plum blossoms for Chinese

New Year display and decoration is so easy. I have a post on how to do that here.

#37. Collect twigs for free from your backyard and combine them with your

arrangement to add height and fill the empty space.

#38. Mix commercial artificial flowers with your own-made artificial flowers using

papers to both save your finances and add attractiveness to your arrangement.

#39. Topiary and pomander are also unique style to add in your display and

decoration.

#40. Use Styrofoam as floral foam when arranging dried and artificial flowers and

ornamental plants because Styrofoam is stronger than floral foam.


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Dealing with Styrofoam

#41. Use electric cutter to speed up your work.You can make an improvised one if

you find it expensive to buy an electric Styrofoam cutter.

#42. Use just enough temperature of glue gun to avoid melting the Styrofoam when

the stick glue is applied into it.

#43. Use handheld cutter when need some Styrofoam carving.

#44. Nail is for wood, barbecue stick is for Styrofoam. In our own slang language,

wecall it Magic Stick because of its versatility it terms of constructing large

Styrofoam display.

#45. Spray at about 18 inches away from the Styrofoam when you are using aerosol

spray paint to avoid deforming the Styrofoam.


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More Techniques for Various Materials

#46. Spongerequires rugby adhesive as Styrofoam requires glue stick. Making sponge

sculptures is also fun. When bonding the edges of foam, apply the two point or areas

that you want to stick together with rugby adhesive and set it them aside until the

adhesive is almost dry before binding them together. Use spray paint to color your

project and insert wires on the portions which you want to have curve or wave.

#47. Letter cutting nowadays are very easy because of new technology, the cutter

printer. However, you will be obliged to do manual cutting if you only have a small

store because it is unnecessary for you to buy the cutter printer and use it seldom, not

unless if letter cutting is one of the services your business offers. The easiest way to cut

letters is to use a pattern printed on the used office papers and by tracing it on you

material, a vinyl sticker, construction paper (cartolina), bond paper or foil.

#48. When sticking large stickers, spray the adhesive side of the sticker with solution

of water and liquid detergent or shampoo to avoid damage. The solution will serve as

adhesive repellent while it is wet and will allow you to adjust the position of the sticker

without damaging your material. Wipe the sticker with glass wiper until the solution is

drained.

#49. Manila paper, a buff or light brownish-yellow paper that is made from Manila

hemp (abaca) or wood fibers, is a good material if want to create a rock formation.

First, you need to create a foundation by building empty boxes resembling a rock

formation. Slightly spray the paper with color black, red and yellow to establish color

value then slightly crumple the paper while sticking it on and covering your foundation.


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#50. It is good if you have mannequins that are bald than that with built-in hair. The

most common colors of mannequins are black and grayish white and by painting the

whole body of mannequins with gold or silver will add a difference to your display. It

will look like a metallic man. You can also apply a body-paint design to yourmannequin if you wanted to.

Cloth Styling Techniques

#51. CrumplingIf you know how to crumple a sheet of paper then this would be

easyfor you. It is as simple as crumpling a piece of paper while covering the parts in

your display areas that you want to hide.

#52. DrapingThis is to cover, dress, or hang with or as if with cloth in loose folds

the most popular technique for cloth styling. I am sure that you always see curtains and

drapes around you, in the bedroom, hotels, restaurants and offices; you can do similar

with your window display using any kind of textile.

#53. DroppingThis is to stick one end of a long cloth at the ceiling and letting the

other end to drop. It is nicer to look at if you will combine it with Christmas lights or lit

with a spot light. While draping uses loose folds, dropping do not.

#54. Table SkirtingThere are many styles of skirting a table; you find thousands of

examples in the internet and libraries.

#55. Twisting and braidingThe cloth will look like rope when you twist it and braid

the two or three different colors.

Painting Techniques


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#56. MarblingIt is to paint your project resembling marble by applying right

combination of light colors and putting some lines like cracks using darker colors.

#57. DippingWhen you are painting a lot of deeply carved and small objects with the

same color of paint, it is very time consuming to use a paint brush; you better a wide-

opened container, pour enough quantity of paint into it then start dipping you the deeply

carved or small objects into it.

#58. SprayThe most common you can you can use perhaps is an aerosol spray paint

but you can also use a machine. You really need to do spraying if your project is made

of sponge.

#59. Splatters, Sprinkling and StampingThis is what I like. Before you apply

splatter, sprinkling and stamping, you need to apply first a base color as backgroundand after that, you can start sprinkling different colors or stamping different patterns on

it.

#60. Sponge, String, Cloth and Roller BrushUsing these materials is another way

tocreate patterns and design. Allow me to further discuss this topic next time.

Lighting Techniques

#61. Only Show Light BeamsRather than showing your fluorescent lamp or

incandescent bulb, hide them in a way that only the beams of light will be seen. In some

ways, you can put a Christmas light behind the dropped cloths or wrap the cloth


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cylindrically around the fluorescent lamps or bulbs. Spotlights are also the best for this

purpose. Having soft projected light will let your display to glow evenly.

#62. ChandeliersIf you have available chandeliers, it is good to use to show

eleganceand luxury. Modern chandeliers are also better but they are quite expensive,

however, you can find alternatives.

#63. Use Different ColorsLights of different colors are indeed more attractive than

that white fluorescent lamp alone that is why clored lights are recommended for

window display and in some areas of the store.


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#64. Modern lightingAdd a little contemporary look to your store and display by

using modern lightings. Some that you can use are modern-designed floor lamps and

ceiling lights, colored spotlights, LED light strips, neon lights and colored fluorescent

lamps. You can surf the internet to find thousands of ideas about modern lighting ifwant.

#65. Alternative LightsInstead of using incandescent bulbs and old-type Christmas

lights, you better use compact fluorescent lamp (CFL) and LED (light-emitting diode)

decoration lights. CFLs and LED lights are energy-saver and are less hot thus they cost-

effective and safer to use.

Adding Extra Embellishments and Finishing Touch

#66. Binder Medium (Acrylic Emulsion)We are ordering our art material from

Singapore and they call this TG Medium; in Philippines it is simply called emulsion.

This is like white glue that is usually used as binder of metallic powder, but you will

not use this with the metallic powder. You can use the binder medium as finishing coat

to have glossy-look projects.

#67. Glitters PowderIt is available in different colors. A tiny luster makes big

difference; it keeps your project twinkling.

#68. RibbonsA balloon display is even better to look at closer with curls of ribbons

but ribbons are not only for balloon display, there more uses like space filler as one

example.


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#69. Space FillersDont leave your window display with awkward spaces. If there

are areas that will make you display awkward and you think you have no more

materials to add, use curls of paper strips, crumpled cloth, doodles of ribbons or any

other stuffs you can find around to solidify and harmonize your display. Those

materials you use to cover the empty areas are what we call space fillers.

#70. CaptionsYou can add some notes to your display. These could be product

information, instructions, the theme or a related quotation to trigger more interest to

you customers. This idea is similar to the idea number 10.

Integrating Sensory Input

#71. SeeingUse wobbling instead of static shelve-talker or display moving items

rather than those that not moving to get your items noticed because movement

naturally captures more attention of anybody.

#72.HearingYou may question why hearing becomes part of visual

merchandising, but I tell you, it is indirect part but it adds impact. What youre going to

do when selling Sony home theater systems, Samsung 3D TVs, Philips DVD players or


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even just a chime? How could you get the attention of your customers without the

sound? Let those items with sound be heard, but of course, you shouldnt play all of

them at the same time. Music also has the power to entertain people of all ages; make

sure to music played in your store.

#73.TouchingAllow your customers to feel the texture of your products. Let them

experience how soft, how hard, how smooth, how rough, how sticky or how dry your

products are.

#74.TastingThis is especially good for those who selling food and drinks. This is

quite on another level of merchandising but is still oftentimes difficult to detach from

visual merchandising.

#75.SmellingIf youre selling oranges, try to use air humidifiers with citrus scent.Or,

you can add classic aroma in your store and please avoid using strong-smelled air

freshener and naphthalene or moth balls in your store.

Special Points to Remember

#76. Create theatrical effect and rigger the emotion. It cannot be argued that people

(including me) response to what is dramatic and emotional stimulus. A theme is very

important to do this part. When it is Christmas, decorate your store according to the

season and let your shoppers feel the season inside your store.

#77. Evaluate the effectiveness of silent salesperson (visual merchandising). It is

always the best to know if your visual merchandising strategies are working for you or

against you to know which one is to be enhanced and which is to be maintained. If it

helps increase you sales, then your silent sales person is working well.


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______________________________________________________________________


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[Type text] Page 33

P. Orr and Sons Branding strategy

The store is more famous for its Legacy as it is one of the oldest MBO in Chennai.Moreover the

the building at Mount Road is more of a Heritage site for the Chennai crowd atleast.The razing

of some part of it is heartfelt and has changed the scenic beauty of the same.But this should be

made as chance to adjust and modify along with the changing times.

1.As P. ORR and sons has rich history and legacy it can be encashed upon.There can be setup of

a small museum or showcase of their changing cultures and accordingly the advent of different

watches and styles.

2.The razing of the building can also be recapitulated upon saying it as We have been Ra IS

ed effectively.This can show the pragmatic approach of the the stores.

3.Print Ad

There are 3 different types of Poster advertisement that can be displayed to appeal the mass.

a.Bald guy-We have a bald head at the end of minute hand.At every hour we may put a head

hat,like a turban ,cap, depicting variety .


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b.Bus bar handle

They can also write on the straps or bars in relation with the watch/watches. Some special offers

that are available to the customers.

c.Rectangle Dial.

d.There can be posters be setup of different watches offered at the shop throughout the city at

receiving places.A contest can be put up ofA person who has the maximum snaps of a

particular watch from different places may get a discount or some other attractive prices.


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4. Its an Accessory

Fortoday s youth watch remains more of an accessory rather than a timekeeper. They perceive it a fashion statement. Accordingly there should be enough options for the youth to get attracted towards the

trend


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5. Its older version

The modern design of the same watch can be displayed with a reflection of its olderversion.

This perfectly satisfies following traits1.The legacy factor

2.The transformation of the vendor according to the changing culture

Old is better

Francis Bacon famous saying, Old wood best to burn, old wine to drink, old friends totrust and old authors to read can be used to advertise.


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Along with that it also imparts the prestige quotient too.

And so called Masters of the class.

Our time has come


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It has basically two messages

1.The variety available at the store and

2.The slogan of Our time has come

Social messages

Different social messages can be put up at places of common visit with a logo of P. Orrand sons at an appropriate place.

This will display the social quotient of the client and its responsibility towards thesociety.


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Story Advertisements

What happens nextIt can be used through the news paper ads or any audio visualmedia. Example-Nescafe.In these advertisements there is a sequence that is followed over

a period of time like a story. It keeps on people guessing about the further story

proceedings. Thus it creates publicity for the brand as the people keep talking about the

brand and look for the latest one into the link.

There can be proper comic or character made publicizing the brand. Example- G- Man byParle G.

P. Orr and Sons being an old MBO

The main issue with the P. ORR and sons is that they are an MBO.Like it has watches of

different types and also of different brands.There are exclusive showrooms around Chennai for

the specific brands.So people consider them over MBO.As they are considered to have all the

latest varieties and designs.The customer also feel the authenticity about single brand outlets

more.Accordingly considering this thought P. ORR and sons may adopt either of the two lines.

a.GO for single brand all types of watches.

b.GO for Multi BRAND single types.

Target market

The major target for P. ORR and sons has been senior and old aged crown because of its legacy.

The youth is aware of the Store only for its grandeur and location. But currently the major chunk

for whom the watches are being purchased are youth accordingly there should youth driven

programs and workshops to appeal them.


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In at present Watches are considered more of a fashion quotient. It has also been hailed as a

GADGET comprising of some technological feature. So considering watches as an apparel or an

accessory it should be advertised.

There is a lot of space for the youth marketing like there are 3 major target market for the youth-

1.Tween Marketing- Age group 5-12

2.Teen Marketing- Age group 13- 19

3.Adult youth marketing

Conclusion

Cosidering the history associated with P. Orr and Sons it should be properly encashed in

branding the store.The news of the building being razed for the CMRL project ultimately

benefiting the city must also be highlighted.

There are lots of malls coming up in Chennai region.This can be utilized as an opportunity for P.

Orr and Sons for setting up their unit in some of the malls.There are lots of advantages for an

MBO like P. Orr and sons to put up a franchisee in any of the mall.

There should be more publicity of the P. Orr and sons products amongst local crowd by carrying

out some social drive programmes,with slogans like Keep up the pace,wear the ACEonly

available at P.ORR and sonssomething like thisThere are different target audience that

should be targeted by them. There is a lot of scope for marketing for the vibrant youth and it can

be done effectively through the mode of providing various strategies as mentioned.

The Brand P. Orr and Sons has been present in the city of Chennai since a long time. But they

have been a little inactive about the publicity of their brand. Currently they are in news all for

reason of their heritage building being razed for Government projects. Moreover the current

Chennai youth is knowing about the brand only due to its heritage building, most of them dont

know what they actually specializes into. So this has lead to provide with new branding


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strategies in this modern and ever changing world which would be effective to generate positive

results for P. Orr & Sons and revive their lost glory.


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References

1.http://www.crn.in/Mono-brand-or-Multi-brand-Market-Focus-015Jul009.aspx

2.http://padmum.wordpress.com/2012/03/23/p-orr-and-sons/

3.A paper on Compostional Design as Sale Strategy:Shopping mall window display by Thitipann

Kernsom and Nopadon Sahachaisaeree.

4. A paper onThe Effects of the Store Window Type on Consumers Perception and Shopping

Attitudes Through the Use of Digital Pictures by Kemal Yildirim, Aysu Akalin-Baskaya, M.

Ltfi Hidayetoglu..
http://www.crn.in/Mono-brand-or-Multi-brand-Market-Focus-015Jul009.aspxhttp://www.crn.in/Mono-brand-or-Multi-brand-Market-Focus-015Jul009.aspxhttp://www.crn.in/Mono-brand-or-Multi-brand-Market-Focus-015Jul009.aspxhttp://padmum.wordpress.com/2012/03/23/p-orr-and-sons/http://padmum.wordpress.com/2012/03/23/p-orr-and-sons/http://padmum.wordpress.com/2012/03/23/p-orr-and-sons/http://padmum.wordpress.com/2012/03/23/p-orr-and-sons/http://www.crn.in/Mono-brand-or-Multi-brand-Market-Focus-015Jul009.aspx

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