ch.1 konsep dasar merchandising
DESCRIPTION
Materi Merchandising dan Desain RitelTRANSCRIPT
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VERONIKA RACHMAWATI,SE.,M.Si
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CH. 1KONSEP DASAR MERCHANDISING
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50 % teringat kebutuhan setelah masuk dan melihat barang di toko
27 % tertarik dengan pajangan barang yang bagus
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PENERBIT ERLANGGA 6
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Penjualan melalui tokoKatalogPenjualan LangsungE-Retailing
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Independent OwnershipCorporate Chain Franchise
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Merchandising lebih dari sekedar memilih barang secara acak dan menaruhnya ke rak, berharap produk tersebut akan terjual.
Merchandising membutuhkan pengetahuan tentang perilaku konsumen, pengetahuan tentang pasar produk secara umum dan rencana yang jelas.
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(…the ways in providing the right merchandise, at the right price level, in the right amount, in the right place and at a right time) “The 5 Right of Merchandising” Davidson (1988)
Upaya-upaya penyediaan barang yang tepat, pada tingkat harga yang tepat, dalam jumlah yang tepat, di tempat yang tepat dan pada saat yang tepat pula
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Aktivitas-aktivitas yang mencakup pengadaan barang/jasa tertentu dan membuatnya tersedia pada tempat, waktu, harga, dan dalam jumlah tertentu sesuai dengan yang diharapkan konsumenBerman & Evans (1992)
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Bukan sekedar kegiatan internal Retailer
Rangkaian dari upaya retailer dalam menyalurkan barang/jasa dari manufacture ke konsumen melalui kolaborasi aksi secara simultan dengan supplier dalam suatu consumer driven supply chain dan category management
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1. Meningkatkan penjualan2. Menurunkan dampak
melemahnya penjualan karena musim
3. Menghidupkan kembali penjualan pada lantai yang sudah jenuh dan tidak menarik
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1. Pengadaan barang (Merchandise purchasing)
2. Kodifikasi dan sistem informasi (Merchandise codification and information system)
3. Penjualan barang (Merchandise selling)
4. Proses penanganan barang (Merchandise handling process)
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1. Mengapa tipe toko seperti hypermarket membutuhkan pengelolaan merchandising pada tokonya? Diskusikan alasan kelompok anda!
2. Bagaimana dengan tipe ritel departement store?apakah sama konsep pengelolaan merchandisingnya dengan hypermarket?Diskusikan alasan kelompok Anda!
3. Sebagai seorang manajer toko, Anda memilih penataan brg yang mana : Toko yang terlihat “penuh”, atau toko yang terlihat “lengang”, mengapa?diskusikan alasan kelompok Anda!
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Report Analysis
Sales & GM Analysis
Margin Mix
Assortment Planning
New Item
Merchandise Category
Plannogram
SKU by Store
Product Knowledge
Training to Store
Market Analysis
Strategi
Segmentation
Sales & GM Plan
Seasonal Plan
Competitor Survey
Key Supplier Partnership
Sourcing and Buying Plan
Service Level Analysis
Logistic
Promotion Plan
Private Brand Development
Store Survey & Feedback
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Kenapa Perlu Item Baru- Permintaan Pasar- Penawaran Supplier- Differentiation- Buffer Margin- Space Productivity
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Kriteria deletetion item :- Penurunan trend penjualan- Penurunan trend harga- Penurunan trend keuntungan- Munculnya produk substitusi- Hilangnya kegunaan produk- Tidak adanya dukungan supplier- Kontinuitas supply
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Never ending process proses yang selalu berputar
Perubahan perilaku konsumen Target market yang berbeda Perubahan Supply Perubahan Policy management Perubahan GM
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Segment
Sub-Category
Category
Division
Company
Merchandise Hierarchy
Sub-Segment
Item / SKU
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CompanyCompany SupermarkSupermarketet
DivisionDivision GMGM ToiletrisToiletris FreshFresh GroceriesGroceries
CategoryCategory HouseholdHousehold Body Body carecare
Fish & Fish & MeatMeat
Cooking Cooking needsneeds
Sub-Sub-CategoryCategory
Peralatan Peralatan dapurdapur
Skin careSkin care MeatMeat Noodle & Noodle & PastaPasta
SegmentSegment Tempat Tempat minumminum
Face Face carecare
Import Import meatmeat
Instant Instant NoodleNoodle
Sub-Sub-SegmentSegment
Termos airTermos air CleanserCleanser SirloinSirloin Softpack Softpack gorenggoreng
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Merchandise Group…………Men’s wearDepartment………….……….Young Men’s wearClassification………….……..PantsCategory……………………..JeansStock Keeping Unit (SKU)…..Levi, 501, size 26
waist, 32 inseam
12-27
Ryan
McV
ay/G
ett
y I
mag
es
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PET Brand Size Sub CategoryV3 ; H5 Vertikal Vertikal Flavour
Coca Cola( V1 ; H6) 500ml ( V3 ; H2) ColaSprite ( V1 ; H4) 1500ml ( V3 ; H3) LimeFanta ( V1 ; H5) Straw
CategoryCarbonated Drink
7 Gondola BOTOL Flavour35 Shelving V1 ; H2
300ml ( V1 ; H2) ColaLimeStrawRootBeerOrange
CAN Brand Size Sub CategoryV4 ; H4,5 Vertikal Flavour
Coca Cola 330ml ColaSprite LimeFanta StrawPepsi Orange
Root Beer Sport
DietOthers
F & NPocari Sweat
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04/21/23
KALENGKALENG
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1. Datanglah ke sebuah toko2. Buat contoh rancangan merchandise
hierarchy beserta contoh produknya (agar lebih mudah, pakai model “pet care)
3. Usahakan buat rancangan sebanyak yang Anda bisa!
4. Presentasikan hasil diskusi kelompokmu!