Merchandise Planning:

Components and Process |

Retail Marketing
In this article we will discuss about:- 1. Meaning of Merchandise
Planning 2. Components of Merchandise Planning 3. Process.

Meaning of Merchandise Planning:

Merchandising is defined as offering right kind of product at right
place and in right price. A retailer has to plan to have in his store
the product that is desired by the customer. Success of any retail
organisation depends on its merchandise planning.
Merchandise planning is defined as “Planning and control of
merchandise inventory of the retail firm, in a manner, which
balances between the expectation of target customer and strategy of
firm”.
Strategy of a firm may be profit maximization growth and
expansion of its market. Expectation of customers is always a
product that is desired by him and that satisfies his need. There is
interlink between them, i.e., a firm can meet its target of profit or
market share, when it is in a position to stock and sell the product
that is liked by the customer. This call for merchandise planning.
Components of Merchandise Planning:
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Following are important components of merchandise

planning:
(1) Product:
Product or merchandise is the basic component of marketing mix.
Retailer has to cater to the products that are expected by his
segments. He has to maintain adequate inventory of product
category expected by his customer.
Products may be broadly classified into:
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i. Staple- Like food and clothing that have regular demand.

Adequate stock of that is to be maintained.
ii. Seasonal products- that are in demand during the season.
Adequate inventory of that is to be augmented before the season
and the stock is to be maintained to sustain the season.
iii. Fashions- Goods that are in demand until the fashion prevails.
Retailer has to estimate the quantum of demand to last the fashion
trend.
iv. Fads- the kind of products that have limited period of demand.
Retailer has to be careful to estimate the demand and buy the fad
products.
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(2) Price:
Another important component of marketing mix. Price is an
important variable in a country like India, where people are price
sensitive. Retailer has to determine his segment and the price range
to which they belong. Broadly it can be classified as low, Medium
and premium range.
Retailer has to offer the product that meets price range of his target
customers. Apart from this retailer has to adopt different price
strategies like Price Skimming, Mark down price, discounts price
and offers like buy one and get one depending on demand for the
goods and extent of stock. The planning should be to offer an
attractive price package that can result in regular sale, stock
clearance and assure adequate profits.
(3) Range:
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Range refers to width, breadth and depth of products offered for

sale. Customers should have opportunity to make choice or
selection depending on the type of retail store i.e.-
Specially store specialises in limited width i.e., particular category
(Bata, Raymond’s) But it must have depth i.e., different designs,
number, color, price-range etc., so that customer can make choice.
Departmental store which deals in long category of products must
not only have width, but also must have breadth (different brands)
and depth.
A wide range of product demands more investment in merchandise.
Retailer has to evaluate that there is adequate return on investment
made. Apart from this he has to ensure that merchandise is
acceptable and saleable. Buy and store that range of merchandise
that can be sold.
(4) Assortment:
It refer to combination of products made available to customer at
retail outlet. Merchandise is assorted and presented category wise
and department wise.
E.g. – Cosmetics, Toiletries, Electronics, Staples, Vegetable,
Furniture etc., each category further will have different products or
different brands at different size and price level.
E.g. – Toothpaste, Shampoo, Soaps, etc., are presented in one
category of different brands companies and brands.
Retailer must make systematic assortment or classification. Goods
of similar category must be made available at one place. Items of
electronics should not be placed along with vegetables.
Apart from this retailer must keep adequate SKU (Stock Keeping
Unit) of each item of products. He has to regularly monitor that
enough number of merchandise is available for customer’s choice.
He has to ensure that such assortment of merchandise is convenient
for customers to select, and enough variety is available to choose
from.
At the same time, he has to ensure that assortment stock is moving
and there is better turnover. He has to ensure that each line of
product is contributing towards profit. The product line that is not
popular may be replaced with a new and more popular line.
(5) Space:
Products should visible to visiting customer. Retailer have limited
floor space, he should provide adequate space for display of each
product. Available space for display of each product is utilized to
showcase and presents goods, through different types of fixtures,
hangers, gondolas, mannequins, fridge depending on the nature,
size, dimension of goods.
Retailer will also decide merchandise hierarchy as to how space is to
be created for various category of products. E.g. -Products may be
classified as new arrivals, fads, fashions staples, vegetable,
electronics, furniture’s, kids etc.
Retailer has to priorities the place for different products:
i. He has to ensure that the products are visible.
ii. Customers have convenience and comfort in picking the
products.
Merchandise planning is planning of product price, range and
assortment.
It has following implications:
a. Finance:
Finance large amount is invested in merchandise the planning
regarding price, product, range etc., must ensure adequate return
on investment.
b. Marketing:
Retailer has to undertake, marketing measures like advertising sales
promotion etc., to ensure that the merchandise is sold.
c. Warehousing and Logistics:
This department has responsibility of receiving, taking account of
stock, stock keeping and dispatching the goods, to stores to
departments and stores.
d. Store Operations:
Each store of department is to be informed regarding merchandise
bought. The store has to initiate measures to clear the sale and to
clear stock.
Merchandise planning buying right kind of product, fixing a right
kind of price providing adequate range of products through an
appropriate assortment, and ensure adequate space to showcase
and sell the product.
Process of Merchandise Planning:
Success of any retail organisation depends on presenting the
merchandise that is needed by the customer. Firms have to make
meticulous planning regarding type of merchandise to be bought, its
presentation, pricing etc., planning process has to be detailed and
elaborate. It must cover every angle of merchandise management.
Success of organisation depends on buying what the customers
wants and selling it to him in the manner desired by him.
Merchandise planning has to be:
a. Time Based:
It must make annual budget of merchandise required. Budget has to
be further broken into quarterly, weekly and daily on requirements.
b. Location Based:
Merchandise for entire organisation covering each store under the
company’s umbrella. It should be broken into demand for each
individual store.
c. Store Based:
Demand of store or each department, category wise, product wise
etc.
Micro and macro estimation of merchandise needed that has to be
acquired in right time, right quantity so that it can be sold in right
time when demanded by customer. Planning should ensure
optimum stock of each product, because shortage of stock is lost
opportunity of sale. Excess stock is a burden on finance and cost.
Process of merchandise planning is as follows:
1. Forecast of Sales:
Merchandise plan or budget is dependent on estimated sales.
Forecast of sales for entire organisation, department and product
wise is to be made. Further new products to be added, or deletion of
product is to be considered. Estimate is made based on past
records, present scenario, impact of fashion economic trend etc.,
Firm also has to determine pricing strategy in the sale of product.
2. Merchandise Budget:
Estimate of merchandise required is made based on expected sales.
Estimate is made at head office level that determines merchandise
required for each store or department. Merchandise required for
each department and likewise for each store and for entire
organisation.
Along with this firm also makes financial implication of investment
in merchandise. Plan ensures that investment on merchandise
assures expected gross profit or return. Plan has to assure that each
store and departments is given adequate stock support to avoid
scarcity. At the same time it has to ensure that there is turn-over of
merchandise, if not to adopt strategy like markdown sales to
replenish the stock.
3. Merchandise Control:
Retailer has to balance between purchase and sale of merchandise.
It is necessary to avoid either over or under stocking of
merchandise. Daily and weekly stock reports are taken to monitor
the movement of stock. Fresh order of purchase is made before the
stock reaches danger level.
Firms will have their own policy of maintaining stock levels. Control
over inventory can be ensured by monitoring movement of
merchandise from the godown to the store and from there to the
department. Adequate control can minimise the problem of stock
clearance, or discount or mark down sale.
4. Assortment Planning:
Assortment is arrangement of products category wise. It is
presentation of entire products range classified under categories,
department or section. E.g. – Food section, cosmetics, Garments
etc., merchandiser has to ensure that there is proper assortment i.e.,
each assortment or section must have relevant or related items,
every category must have adequate SKU (Stock keeping units) no
shelf , rack, should be empty. At the same time it should be ensured
no department or product category is overloaded.
Assorted merchandise need to be presented making optimum use of
space and positioning the products in racks, hangers etc., so that it
is visible, and comfortable for customer to select.