Product categories that faces an intense competition required Visual Merchandising (VM) as a key component for growth. Despite the fact that the customers may be attracted towards the brands through advertisements, but they have a tendency to get influenced at the shopping by an eye-catching presentation or just due to the prominence of the brand. Thus, it requires the company to ensure the implementation of effective VM through investment. Wipro Consumer Care and Lighting has accomplished a leading position among FMCGs companies in India by offering variety of products in various categories. Among the various available options, the company’s one of sales development managers have to decide which one to pursue that assure the success of the company in implementing VM. The available four options include two models where the VM is outsourced to a technically sound agency in incorporating VM, and two models where either the channel partners or the company itself focus each component of VM. To select the most appropriate option, the manager needs to evaluate the existing quantitative and qualitative data along with examining the merits and demerits of selecting each option.
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