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