Submitted By: Hina Jhamb (10/MBA/23) Ravi Pal Singh (10/MBA/44)

Shoppers' Stop Limited is a chain of Retail stores in India owned by K. Raheja Corp. Group - The Company houses a host of many international & domestic brands across various categories such as apparel, accessories, cosmetics, home & kitchenware as also its own private brands. SS started in 1991 with its first store in Andheri, Mumbai.

With a Gross Retail Turnover of Rs. 8996 million, Shopper's Stop has become the highest benchmark for the Indian Retail Industry.

STRENGTH

WEAKNESS

Loyal Customer Base of 782000 First Employee Retention Citizen members Inadequate Promotional Strategies Increasing Footfalls and Conversion Uneven Distribution Network Rates Strong and Management Team Well Established Follows Low Risk Strategy

Systems and Processes

OPPORTUNITY
Geographical Reach
Preferred Partner for Foreign Players

THREAT
Threat of New Entrants
Competitive Rivalry in the Industry Economic Slowdown

SOCIO-CULTURAL ENVIRONMENT Changed from being a chain of retail stores to emerging as a fashion & lifestyle destination for the growing affluent middle class of India. COMPETITIVE ENVIRONMENT Has identified and decided to invest in next generation data warehousing and business intelligence solutions.

TECHNOLOGICAL ENVIRONMENT

Focused on leveraging investment and upgrading and revamping existing technology. Deploying Warehouse Automation application along with the multi-purpose handheld devices to enhance efficiency in supply chain. Deployed Microsoft Technologies for reliable communication platform. Setting up a Disaster Recovery Plan for critical application systems.

ECONOMIC ENVIRONMENT Growth in the economy at 9% and hike in the salaries by 15%, consumption of goods increases. Increase in the consumer spending habit increases the number of consumers visiting the stores. Increase in the profit margins of the stores.

Division of the total market relatively homogeneous groups.

into

smaller,

The company is dealing with Consumer Products - goods or services purchased by an ultimate consumer for personal use.

GEOGRAPHIC SEGMENTATION

Dividing an overall market into homogeneous groups on the basis of their locations.

DEMOGRAPHIC SEGMENTATION

Dividing consumer groups according to characteristics such as gender, age, income, occupation, household size and education etc.
SHOPPERS STOP have segmented their respective markets in terms of Age and Gender (e.g. Clothing for Men, Women and Kids) Segmenting patterns. by Income and Expenditure

PSYCHOGRAPHIC SEGMENTATION

Divides a population into groups that have similar psychological characteristics, values, and lifestyles.
SHOPPERS STOP targets high standard living customers.

IMC refers to a co-coordinated communications program that is customerfocused and internally consistent The different IMC elements are

Advertising Sales promotion Direct marketing Public Relation Point of Purchase Publicity Special Events Packaging

PRINT ADVERTISMENTS MEDIA ADVERTISMENTS OUTDOOR ADS

GIFT VOUCHERS VARIOUS FESTIVE OFFERS CONTESTS

Shoppers Stop offer Gift Vouchers of denomination ranging from Rs 250 to Rs 5000.

Shoppers Stop has announced a 101-day Shopping Bonanza to pull in customers into the stores. Lucky draw winners of the contest will get to see one of the seven wonders of the world and two lucky couples who get the grand prize will be treated to a round-trip which will cover all the seven wonders of the world.

BRAND AMBASSADOR SPECIAL EVENTS PUBLIC AFFAIRS ACTIVITIES

Shah Rukh Khan for all mega events because they both dominate their respective industries. He reflects the perfect image of Shoppers Stop.

Om Shanti Om Fashion Show

Shoppers Stop entered into agreement with CRY to retail eco-friendly paper bags designed by underprivileged children. The part proceeds from the sale of the bags were donated to project supported by CRY. The Wardrobe Exchange saw tremendous response with 80,000 old garments collected from customers, which were donated to projects of Concern India Foundation.

The name "First Citizen" reflects their commitment to offering their customers the ultimate shopping experience As a First Citizen, customers shopping experience becomes even more enjoyable with: Reward Points for every time you shop at Shoppers Stop. Exclusive benefits & privileges Exclusive offers ever so often Updates on what you can look forward to shop for at Shoppers Stop Exclusive cash counters at Shoppers Stop so you can spend more time shopping than waiting in a line

It is an unconventional system of promotions that rely on time, energy and imagination rather than big marketing budget. Consumers are targeted in unexpected place, which make the idea being marketed memorable, generate buzz. It involves encounter in public places, street giveaways of products etc. It is based on human psychology instead of experience, judgment and guesswork. The marketer should concentrate on how many new relationships are made each month. instead of concentrating on new customers, aim for more referrals, more transactions with existing customers and large transactions. Use current technology as a tool to empower your business.

Here retailers allow customers to customize product as per preference. It allows customers to go through various stages of activity in creating their product. This shopping experience also add on an element of entertainment for young customers and can turn into family affair as well. This strategy is mainly followed by service industry but SS is able to carve out this at retail store.

Providing merchandising for films. Membership wherein one becomes member on payment of Rs. 200 and customers can avail facilities like free parking, additional discount points. Trail rooms having day and night lighting options enabling one to have an idea of outfits. Personal shopping assistants who can walk with the customer through the store and advertize the items like apparels, jewelry etc. Use of methods to improve brand visibility on store and use of 3D outdoor visuals. Introduction of events focusing on one category of merchandize at a time like watch out for watches.