CATEGORY MANAGEMENT
Annapurni ManjuPrrethiRuchi
INTRODUCTION
•Gini & Jony is an Indian kid's fashion brand
•Founded by the Lakhani brothers
•Founded in 1980
•The brand sells apparel through a mix of company-owned and franchisee outlets
•Currently present in 79 cities with 277 exclusive brand outlets & other large format multi-brand stores, like Shoppers Stop, Lifestyle Stores, Pantaloons etc
CATEGORY DEFINITION
GINY & JONY
INFANT TODDLER GIRLS BOYS
INFANT
Rompers
Frocks
Pyjamas
CATEGORY ROLEROLE
DESTINATION ROUTINE OCCASSIO
NALCONVINIE
NCE
DESTINATION• GIRLS’ FROCKS
• BOYS’ SHIRT
• BABY DREAMS INFANT
PREFERRED
GJ JEANS FOR BOYS & GIRLS
OCCASSIONAL
ETHNIC WEAR – BOYS & GIRLS
CONVINIENCE
ACCESSORIES
CATEGORY ASSESMENT
•Among all categories girls frock and boys shirt contributes around 40% of the profit.
•Infant category is the fastest moving.
CATEGORY SCORE CARD
• Sales Target according to past salesThey have the sales target of 3-5 lakhs in normal days and 10 lakhs during seasons
• Stock turnover ratio3000 merchandise in the store. 2500 merchandise on floor 500 buffer
CATEGORY STRATEGIES
Gini & Jony Happy Style
GJ Jeans
Palm Tree
Baby Dreams
CATEGORY TACTICSTACTICS
ASSORTMENT PRICING PROMOTI
ON SHELVING
INFANTS
ASSORTMENT Narrow & Shallow
PRICING Rs 15- - Rs 500
SHELVING Higher shelf space
PROMOTION No
TODDLERS
ASSORTMENT Wide & Shallow
PRICING Rs 175 – Rs 795
SHELVING Store aisle
PROMOTION Window Display
GIRLS
ASSORTMENT Wide & Deep
PRICING Rs 150 –Rs 3000
SHELVING On the Walls & at aisles
PROMOTION Window Display & Mannequins
ASSORTMENT Wide & Deep
PRICING Rs 150 –Rs 3000
SHELVING At the centre, On the Walls & aisles
PROMOTION Window Display & Mannequins
BOYS
CATEGORY CHARACTERISTICS
MORNING STARS GJ JEANS
WINNERS GIRLS FROCK, BOYS SHIRT & BABY DREAM INFANTS
SLEEPERS ACCESSORIES
QUESTIONABLE ETHNIC WEAR
PLAN IMPLEMENTATION
•Categories are defined properly
•Stocks well planned in advance
•Planogram for correct placement
•VM done efficiently & changed frequently
•VM team visits store every 2 months
•Proper training to CSA
•Loyalty & Membership Cards to customers