Product Planning Visual Display Custom

Product Planning Visual Display Custom

Product Planning Visual Display Custom




A.   Product Planning Visual Display Custom

Product Planning Visual Display Custom Arrangement
Product Planning Visual Display Custom Arrangement

1. Planning Visual Display

1.1 Definition of product arrangement

Product arrangement is also known as display. Product arrangement (display) is a way of product arrangement, especially goods that are applied by certain companies with the aim of attracting consumers.

1.2 The purpose of product arrangement (display)

The purpose of the display can be classified as follows:
a) Attention and interest of the customer, which is to attract the attention of buyers by using colors, lights and so on
b) Desire and action customer that is to cause desire to have goods exhibited in the shop, after entering the shop, then make a purchase

1.3 Display parts

Product Arrangement Classification Visual Display
Product Arrangement Classification Visual Display

a) Window displays, namely displaying items, pictures of price cards, symbols and so on at the front of the store, called storefronts. The purpose of the window display is as follows:

§ To attract the attention of passing consumers
§ Declare good quality or low price as a characteristic of the shop
§ Fishing attention to special items sold in the shop
§ To cause impulse buying (instant push)
§ In order to create attraction to the overall atmosphere of the store

b) Interior displays are displaying items, card pictures – price cards and posters in the shop. There are several types of Interior Display, namely:
§ Open display
§ Closed display
§ Architectural display

c) Exterior display is the arrangement carried out by displaying items outside the shop, for example when holding a sale and night market.

1.4 Things that need to be considered in terms of arranging the product (display)

Things that need to be considered in terms of arranging the product (display)
Things that need to be considered in terms of arranging the product (display)

§ Store design and decoration, namely signs in the form of symbols, symbols, posters, pictures of flags, and slogans. These signs are placed on a table or hung in a shop
§ A display dealer that is a arrangement carried out by means of a wholesaler consisting of symbols and instructions on the use of the product.

1.5 Product Arrangement Classification

Window displays, namely displaying items, pictures of price cards, symbols and so on at the front of the store, called storefronts
Window displays, namely displaying items, pictures of price cards, symbols and so on at the front of the store, called storefronts

Goods are defined as attributes and can be physically touched in a tangible form, while the product meaning according to Stanton is a complex, both touchable, non-palpable, including wrap, color, price, prestige, and retailer, and service companies that are accepted by the buyer to satisfy their wants or needs.

The items are grouped into two, namely:

1. Group of goods based on immediate satisfaction and long-term consumer welfare.

a. Solutary Product (useful items)
b. Deficient product
c. Pressing product (goods that are fun)
d. Desirable product

2. Group of goods according to the purpose of use

a. Consumer goods are goods that can be purchased for consumption

1) Convenience goods: basic goods, impulsive goods and emergency goods
2) Shopping goods
3) Specialty goods
4) Unsought goods (items not sought)

b. Industrial goods are goods that are purchased for processing or for industrial purposes.

Industrial goods can be classified as follows:

1) Materials and spare parts
2) Capital goods: installation, extra equipment
3) Supply and service (suply end service):
operational briefing, business advisory services, business management consulting, and advertising agencies.

3. Goods in the supermarket

Goods are grouped into three categories: supermarket goods, fresh goods, and fashion items. Supermarket items include the following departments:

a. The food department includes all food, especially snacks that are consumed by many children.
b. The non-food department includes items other than food
c. The house hold department is household equipment
d. Toys department is a facility or place or items provided specifically for children
e. The stationary department includes all stationery and offices
4. Types, properties and specifications of supermarket goods

The type of supermarket goods has been determined in the division of the department and the division is the classification of goods by type. The nature of supermarket goods is the difference in the nature or character of the goods from one another in the same department, for example the differences in the nature of drinks and biscuits, which are foods and drinks that are the same in the department of foods. The specification of supermarket goods is the difference in the quality and quantity of types of goods with different brands in one trait and one department, for example fruits tea and fresh tea

1.6 SOP (Standard Operating Procedure) Product Arrangement of a Company

SOP (Standard Operating Procedure) Product Arrangement of a Company
SOP (Standard Operating Procedure) Product Arrangement of a Company

Product structuring SOPs are steps that must be taken in product arrangement which is used as a reference (standard) in structuring to attract consumers’ attention to buying decisions. Efforts to organize products are also called visual merchandising (VM) terms.
Visual merchandising is a product arrangement whose purpose is to attract the attention of consumers, where the steps in a VM can be done with displays and labels.

1. Labeling

Every item that will be displayed must be examined first, including: 1) whether it has been labeled or not, 2) if it does not need to be labeled because it already has a bar code, whether the bar code has been inputted to the computer or not. Label provisions must contain information about: date of departure, item code (PLU), supplier code, bar code, selling price (not always available) and check suitability between brand, article (type), size (size).

2. Display

Display is an act of displaying, placing, placing a product in a place such that it attracts attention. SOP Display at supermarkets for the earliest supermarket items that must be considered is the use of the room. Room use must be adjusted to the following:

a. Product category
b. Packaging size

There are five ways of displaying as examples of product structuring guidelines, including the following:

a. place items as large as size or impress under weight and small size items impress more lightly above.
b. Try to get the same height
c. Facing a product facing forward
d. Try to be high each line (top sky line)
e. Use the eye teckniqueleye catching and color breaking which has the purpose of displaying items so that there is attention from consumers

Display benefits for companies are:
a. Increase sales
b. Increase store image
c. Minimize out of stock and
d. Identify the behavior of a product

Good supporting supporters include:
a. POP is an appeal addressed to buyers in order to arise the desire to buy
b. Supermarket goods display equipment
c. Supermarket goods display terms and equipment
d. How to arrange supermarket products. Among them are 1) supermarket items to be placed should be sequentially consisting of several types of goods, 2) vertical brand blocking, 3) Horizontal brand blocking

1.7 Skills to Interpret Product Planning Visual Planning

The skills needed to interpret visual planning for product arrangement are:

a. Choose market segmentation
b. Identify items
c. Arrange products according to company procedures and
d. Implement PLI code of ethics part 2 in visual merchandising

In interpreting the visual planning of product arrangement required good attitudes in accordance with SOP guidelines, namely:

a. Careful. Must be careful in interpreting the visual planning.

Among them can be done by:
Item specifications correctly
Stand up, sit down, and move as needed
Speak clearly and loudly
Do it like the first time
Push yourself with passionate sentences, and
Pay attention to the problem of visual interpretation

b. Careful
c. To be responsible



1. Consumer Protection

1.1 Article 7 of Law No. 8 of 1999 concerning Consumer Protection

a. Consideration of the President of the Republic of Indonesia
b. Legal Platform for Consumer Protection

With the approval of the People’s Representative Council the Republic of Indonesia decided and stipulated Article 7 of the Law of the Republic of Indonesia No. 8 of 1999 concerning Consumer Protection. The obligations of business actors stated in article 7 include the following:

a) Good intentions in conducting business activities
b) Providing correct, clear and honest information regarding goods / services guarantees and giving explanations of use, repair and maintenance
c) Treating or serving consumers correctly and honestly, as well as non-discriminatory
d) Ensure the quality of goods / services produced and / or traded based on the provisions of the applicable quality / service standards
e) Providing consumers to test, and / or try items made or traded
f) Give compensation, compensation, and or compensation for losses due to the use, use or use of goods and / or services traded
g) Giving compensation, compensation, and / or replacement of goods and / or services received or utilized not in accordance with the agreement.

APLI (Indonesian Direct Selling Association) is a national association of direct sales companies representing the interests of the direct selling industry in Indonesia

1. Scope of the code of ethics

A worldwide code of ethics is published by the World Federation of Direct Selling Associations (WFDSA. This code of ethics also applies to members of national direct sales associations that depend on WFDSA. This code of conduct aims to provide satisfaction and protection to all interested parties, promote healthy competition in the framework of a free business world system, and an increase in the general image of direct selling activities.

2. Terms regarding the code of ethics. For the purposes of the code of ethics, the following terms are used:

a) Direct sales
b) APLI (Indonesian Direct Selling Association)
c) Direct selling company
d) Direct seller
e) Products
f) Consumers
g) Sales
h) Arisan sales
i) Order form
j) Recruitment
k) Administrator of the code of ethics

1. Association

APLI promises to adhere to a code of ethics that covers the substance of the provisions in the code of ethics of WFDSA, UUPK and related government agencies, as a condition to be accepted and maintained as a member of WFDSA

2. Company

Every APLI member company promises to comply with the code of ethics as a condition of being accepted into and considered as a member of APLI. Each tiered sales company must be a legal entity (PT) and must have a valid business license

3. Direct Seller

Direct sellers are not directly related to this code of ethics, but companies must require direct sellers to stick to its provisions or in the rules of conduct that meet company standards as a condition of membership in the company.

4. Self-regulation

This code of ethics is a tool for managing yourself in the direct selling industry. This code of ethics is not a Law and obligations imposed for demanding an ethical behavior that goes beyond the requirements of applicable legal requirements

5. Law

Companies and sellers are immediately considered to have complied with legal requirements. Therefore, this code of ethics does not mention all existing legal obligations

6. Standards

This code of conduct contains standards of ethical behavior for direct sales companies and direct sellers. APLI can change this standard, provided the substance of the code of ethics is maintained or fixed as required by national law

2.2 Law No.8 of 1999 concerning Consumer Protection

Article 7 of Law No.8 of 1999 which discusses the obligations of business actors, has been described in previous learning activities. In this learning activity will be touched on the rights and obligations of consumers relating to the rights and obligations of business actors as implied in article 6 and article 7.

Consumer rights are mentioned in article 7 which is 9 points. As for the consumer obligations mentioned in article 5, the following are as follows:

1. Read or follow information instructions and procedures for using or utilizing goods or services for safety and safety
2. In good faith in making purchase transactions
3. Pay according to the agreed exchange rate
4. Follow the legal settlement of consumer protection disputes properly

2.3 Code of Association of Indonesian Direct Selling Association (APLI) part 2 concerning behavior towards consumers

In APLI’s code of ethics part 2 outlines the behavior of the seller or company to consumers as follows:

1. Behavior towards consumers
a. Forbidden practices
b. Identification
c. Explanation and demonstration
d. Answer the question

2. Things that must be considered by direct sellers or companies
a. Order form
b. Oral promises
c. Cooling and return of goods
d. Guarantee and return of goods
e. Literature
f. Testimony
g. Comparison and pollution
h. Respect for personal rights
i. Fairness (justice)
j. Delivery of goods
k. Price list

2.4 Market segmentation, targeting and positioning

2.4.1 Market segmentation

In a market strategy, it is usually determined about market segmentation, targeting, and positioning. In determining market segmentation can be determined by answering the following questions:

a. Who is the customer who will buy the product to be sold. To answer this question, the answer can be known by grouping customers in terms of demographic and geographical.
b. What the customer wants
c. What customers buy
d. Where customers can be reached

2.4.2 Targeting

In determining the target market, especially in fashion products, which target customers will be served according to the potential of the place where the company is located, for example as follows:

a. Are targets to be taken based on geography
b. Are the targets to be taken based on demographics
c. Is the target taken based on the product that the customer wants
d. What products are many customers buying
e. Can the customer be reached from the place of purchase

2.4.3 Positioning

After the marketing target can be determined, then determine the attitude, actions, and position according to the level through the following

a. Determination of supermarket policy in determining the products to be sold
b. Determination of supermarket policy in determining the price of products to be sold
c. The policy of a supermarket or company to determine the supporting factors of infrastructure and employees in the sale of goods with various considerations
d. The policy of a supermarket or company to determine in promoting goods or products that will be sold with various considerations.

Product Planning Visual Display Custom
Product Planning Visual Display Custom

2.5 Fashion Products

2.5.1 Definition of Fashion Products

Understanding fashion products is a product that has the right specific characteristics and represents the style that is trending in a certain period of time. Fashion is a sign of a period of time, often fashion describes the culture, feelings, thoughts, and lifestyle of people in a period of time

2.5.2 Characteristics of Fashion Products

1. A product is said to be “fashionable” if these products have the following characteristics:

o Consumers are willing to take the time, money and energy to get this product
o Is a product that can enhance image retailers and consumer traffic
o Is a different product from similar products (in terms of style) issued by competitors

2. Criteria for fashion items.

Fashion items criteria are called broken items (items purchased with a broken system, meaning everything after the item has been purchased becomes the buyer risk) and consignment goods (the property of the supplier entrusted)

3. Scope of fashion products.

Grouping of fashion products outline; there are women’s clothes and there are also men’s clothes.

4. Types of fashion products

In detail the types of fashion products include:

a. Women’s clothing
b. Menswear
c. Boy’s clothes
d. Girls clothing
e. Baby clothes
f. Baby gear
g. Small baby equipment
h. Cutlery
i. baby playground equipment
j. tolletris
k. accessory
l. men’s handbag
m. men’s adult shoes, girls’ shoes
n. boy’s shoes
o. cosmetics

5. Size of fashion products
6. Fashion selection criteria can be selected through the selection of colors, textures and styles.

In color there are color properties, namely the similarity caused by the color. Color properties include: warm color, cool colors and neutrals. Style or style is a special character or characteristic that distinguishes a fashion product from other products and influences consumer opinion about a style that is currently popular. In addition, the criteria and elements for the selection of fashion products are the practical selection of fashion products, fitting and fitting rooms, appropriateness, branded, durability and maintenance of materials or fabrics and neatness.

7. Types of fabric.

All types of fabrics are made from fabric fibers that are distinguished by natural fibers and artificial fibers

8. The properties of fabric fibers

The properties of fabric fibers are influenced by their physical and chemical structure which include: strength, creep, and elasticity, absorption, plasticity, strength and chemical resistance.

9. Clothing maintenance.

Apparel is a textile product which in terms of maintenance knows several terms, symbols or a combination of both (terms and symbols). There are a number of clothing label maintenance systems that are widely used, namely as follows:

a. American system maintenance label
b. Canadian system maintenance label
c. European system maintenance label
d. British system maintenance label
e. Indonesian system maintenance label
f. Japanese system maintenance label

2.5.3 SOP (Standard Operating Procedure) Arrangement of Fashion Products

SOP in the arrangement of fashion products for visual merchandising the steps are the knowledge of the principles of structuring, labeling, and displaying

a. The principle of structuring fashion items includes structuring new items, incomplete item arrangement, display wagon, combination fixture use between T-stand shelves, use of a bracket and a special hook on the pillar when the stock is in a downhill condition, displaying men’s shoes and sandals women, display of children’s shoes, display of baby shoes, display of bags, display of belts and display of accessories.

b. Labeling. the first step in doing visual merchandising with pen displays and fashion items is labeling. Every item that comes to the warehouse, both from DC and from suppliers (suppliers) must go through the labeling process (paste the label on the price tag)

c. Display. The second step in visual merchandising structuring fashion items is distribution. The steps to displaying fashion products include determining criteria, display techniques, and using a glass cabinet or showcase

d. Visual presentation and media. The use of visual presentation must be precise and correct in that the facilities are as follows:

1) Show window or window display
2) Center point
3) Stage display
4) Vocal point
5) Wall display

e. Fashion display aids.
Fashion product display aids are as follows: fixture, t-stand, wicket, hanger, dress making, swastika, showcase, scatter, wagon, table presentation, manequine, torso, form plate, water fall, back wall, fitting room, bracket , single hook.

2.5.4 Skills that must be possessed in monitoring product arrangement

1. Evaluating the product display according to the plan can be done by re-evaluating it according to the planning, equipment, equipment, place and product displayed with the technique used
2. Identifying damage or changes to the display can be done by compiling and grouping items in terms of damage or change.
3. Overcoming any changes to the display, can be done by rearranging the display that is damaged and changed from planning.

2.5.5 Attitude in monitoring product arrangement or display

The attitudes needed when monitoring product arrangement are explained as follows:

1. Carefully.

Waiters when monitoring product displays must be careful, including by means of
a. Identify items correctly
b. Stand, sit and move as needed
c. Do it like the first one, and
d. Pay attention to product displays

2. Thorough.

The waiter must be careful in monitoring product arrangement. Among them can be done by:

a. Pay attention to each process carried out
b. Observe carefully the items that have been arranged, and
c. Check the goods and documents that are arranged whether they have been paired

3. Responsible.

The waiter must be responsible for monitoring the product arrangement according to the level of authority of the company.

Market segmentation

Market segmentation is the classification of markets into homogeneous consumer groups, where each group (part) can be selected as the target market (targeted) for marketing a product. Whereas the market has different meanings, according to its scope, namely as follows:
a. According to juridical understanding
b. According to traders
c. According to the manager
d. According to economists
e. According to a marketer

Based on the buying motives of consumers to buy a product, the market can be divided or grouped as follows:
a. Consumer market
b. Producer market
c. Merchant market
d. Government market
e. International market

The purpose of market segmentation is as follows:

a. Channel money and business to the most profitable potential market
b. Plan products that can meet market demand
c. Determine the most appropriate promotional methods for the company
d. Choose a better advertising media and find out how to allocate it properly
e. Set the best time in the promotion business
f. Etc

Market segmentation or market grouping in order to run effectively must meet market grouping requirements, namely: measurability, accesability, substantiability.

The basics of important market segmentation are: geographic variables, demographic variables, psychographic variables, and buyer behavior variability.

In approaching a new market, there will always be four questions about “4O”, namely:

a. The object of purchase, which is about what is purchased
b. Purchasing objectivity, which is about why someone buys
c. Purchasing organization, which is about who buys or plays a role in the purchase
d. Purchase operation, which is about how to buy it.

Factors that influence in determining the market segmentation that will be addressed by the company, namely:

1. Segment size
2. Growth of segments
3. Position of competition
4. Costs to reach the segment
5. Suitability of objectives with the company’s ability

Target Market

According to Kenneth Andrew, the strategy is a pattern of decisions in the company that determines and reveals the objectives, goals or objectives that produce the main policy, and plans to achieve goals and detail the range of businesses that the company will pursue.

In the discussion of the marketing strategy in this section is devoted to the retail business, because retail business is one of the buying and selling that directly serves the end customer. Another term from retail is retailing, which in terms of language means cutting back, dividing up the pieces into departments.

A distinctive feature of the retailing business is the sale of goods or objects to the final consumer (not a wholesaler)

The marketing concept comes from the basic word of the market (market), namely the existence of potential demand (demand), including from people to the product
The sales concept is oriented to the existing product pattern (existing product) and then strived to sell the product

The marketing concept is oriented to satisfaction and to market satisfaction, while the sales concept is oriented to the results of sales and profits
The sales process is part of marketing. Marketing starts from the position before the presence of the product, while sales are positioned after the presence of the product

The objectives of the marketing strategy are for;

a. Knowing market needs (market need identification)
b. Manufacturers present products on demand
c. Efforts to distribute products to end consumers to sell well at reasonable prices

The target market is to choose which consumer groups will be served in sales. The target market is determined by the company so that the product reaches the planned market. The threats that affect the company in obtaining profits that must be considered are:

a. Previous competitors
b. New arrivals
c. Replacement products
d. Increased bargaining ability
e. Increased product prices


The steps in the formulation of a marketing strategy, especially in the retail business, are determining market segmentation, determining market targets, and finally determining positioning. After the marketing target can be determined, then the attitude of action is determined, and the position according to its level, namely through the following matters:

1. Products

Presented according to predetermined marketing targets
Life cycle product

2. Price

Determination of the cost (cost) through the price of the direct source

Associated with the pattern of competition

3. Place

Determination of structural institutions / elements that can be used for distribution
Determination of logistical elements relating to current, time, quantity, direction of direction and financing

4. Promotion

Personal selling
Sales promotion

Example of Product Setup from

IG : @himasela atau

Perencanaan Visual Penataan Produk
Perencanaan Visual Penataan Produk (sumber gambar IG : @himasela atau
Perencanaan Visual Penataan Produk
Perencanaan Visual Penataan Produk (sumber gambar IG : @himasela atau
Perencanaan Visual Penataan Produk
Perencanaan Visual Penataan Produk (sumber gambar IG : @himasela atau
Perencanaan Visual Penataan Produk
Perencanaan Visual Penataan Produk (sumber gambar IG : @himasela atau
Perencanaan Visual Penataan Produk
Perencanaan Visual Penataan Produk (sumber gambar IG : @himasela atau
Perencanaan Visual Penataan Produk
Perencanaan Visual Penataan Produk (sumber gambar IG : @himasela atau
Perencanaan Visual Penataan Produk
Perencanaan Visual Penataan Produk (sumber gambar IG : @himasela atau
Perencanaan Visual Penataan Produk
Perencanaan Visual Penataan Produk (sumber gambar IG : @himasela atau
Perencanaan Visual Penataan Produk
Perencanaan Visual Penataan Produk (sumber gambar IG : @himasela atau


  • Kalau mau branding produk emang gak main-main yah, banyak banget perencanaan dan persiapan matangnya. Detail juga penjelasannya. Bisa nih ya kerja sama ama kepripromotion :3

  • Display is the important part of product marketing. By arranging good display off course it will be able ti attract the customer, event though the taste of the product is not really special. many thanks for the long writing with two chapters.

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