CHAPTER 1- INTRODUCTION

I.

Introduction to the study

On a weekday, the DLF Mega Mall -- located in the IT and ITES hub of Gurgaon on the outskirts of Delhi -- bears a deserted look. Of the few operating shops in this large mall, most have nary a customer. The same goes for several other retail outlets and many of the other malls in the vicinity. True, a retail chain like Future Group's Big Bazaar may be clocking heady sales (growing at 100% year-on-year), but the dozen-odd shops operating in its proximity wear a deserted look, giving a somewhat hollow ring to the much-talked-about retail boom in the country. In what seems like a quirk of circumstance, malls have sprung up all over urban India in anticipation of a consumption boom that may itself prove to be eventually truant. Move to Mulund (West), a suburban locality of India's financial nerve, Mumbai. Rajesh Parashar, a resident of the area has the option of shopping at Big Bazaar, Apna Bazaar, Subhiksha, Spinach, Shoprite, Foodland or at the local Sai Supermarket, all of which are within a two-kilometre radius of his residence. This is paralleled by the developments happening in the Delhi suburb of Ghaziabad, where the upcoming Shipra Mall at Indirapuram already has Big Bazaar operating out of its lowerground floor, while Reliance is slated to open shop on the third floor. Customer footfalls, however, are more in the projections of the occupiers of the mall than real. All this retail activity, and more, and the sheer gargantuan size of the investments planned, beg the question -- does the consumer's wallet have enough money in it for everyone? "Only time will tell," is KPMG's executive director, Deepankar Sanwalka's laconic answer. To a great extent the success or the failure of malls will hinge on the consumer population of the area. "If the spending power
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of consumers is high in a locality, it could sustain two-to-three large players." Not so, elsewhere, he adds poignantly. The significance of these remarks sinks in gradually. With planned investments of $22 billion over the next five years -excluding what might be brought in by new global and large local players henceforth -- the retail sector is expected to grow 40% to $427 billion by 2011.

II. Background to the study

The major study of this project is to provide an in-depth & details Analysis of Shoppers Stop Strategy in Retail World. Retails industry has many organizations viz. Pantaloons, Big Bazar, Globus, Westside catering to the variety of customer with various needs & wants. Our primary concern is to establish Shoppers Stop marketing strategy to cater all these customers. We want to prove that Shoppers Stop strategy regarding Location, Marketing Tactical, Promotional, Advertising, Service Impact, Top-of-Mind Call is much advanced than other retailers. We have used various data-analysis techniques to prove the above points. We tried to identify various sectors of improvements for Shoppers Stop & provided invaluable suggestions in rectifying the areas of weakness in different sectors e.g. merchandizing, appeal to customer.

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CHAPTER 2: INTRODUCTION TO THE PROBLEM

I. Title of the study: Analysis of shoppers Stop in Retail World

II. Statement of the problem:

To study the title of Overall service analysis of shoppers stop in retail world taken by me at shoppers stop ltd. Bannerghata, Bangalore. In the todays unpredictable market scenario and fluctuating inflation values the world over it tough to find the appropriate specialty store for customer. Though listening to the voice of the customer quality function deployment(QFD) is a systematic methodology for quality improvement and service improvement. The quality of a product or service is ultimately judged in terms of customer satisfaction. Customer satisfaction benchmarking can help decision makers identity areas for improvement, make strategic decision and set targets on desired satisfaction performance. In fashion oriented trends especially stores face big problem to fulfill customers desires with the help of service technique to satisfying the customer.

III.

Objectives of the study: Retail is Indias largest industry, accounting for over 10 percent of the

countrys GDP and around eight percent of employment. Retail in India is at the
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crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. That said, the heavy initial investments required make break even hard to achieve and many players have not tasted success to date. However, the future is promising; the market is growing, government policies are becoming more favourable and emerging technologies are facilitating operations.

Primary Objective To study the benchmarking service standards of shoppers stop with similar formats store. Overall analyses of retail mix in shoppers stop. Secondary Objective To identify top of the mind recall of format stores. To suggest mean of improving shopping experience by enhancing the deliverable the parameter. Study of target market Understand the store format strength

Study of the customer relationship management(including customer loyalty and service)

Percentage analysis of survey

Study of merchandise mix

Study of store design and visual merchandising.

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 Pricing strategy Depth view of marketing strategy of shoppers stop. IMC strategy of shoppers stop. Study of Human Resources Study of competitive advantage. SWOT Analysis Recommendation and suggestion

IV.

Scope of the study

In Bangalore, the past decade have seen a lot of new entrants in the lifestyle fashion segment like Pantaloons, Brand Factory, Globus, Westside, Life style etc. with such heavy competition, it becomes necessary for any company to maintain customer delight and ensure that service standards are maintained vis--vis competition. V. Limitations of the study The survey was restricted to some store only Sample size for the study is too low compared to the total number of people who visits those stores, Hence it is not possible to arrive at accurate result. Respondent bias towards certain stores. Since the questionnaire involves mostly ranking questions, there are chances of inaccurate ranking being provided for the various factors. Lack of time and financial constraints.
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 Volatility Aspect of coverage.

CHAPTER 3: COMPANY PROFILE I. History of the company

The foundation of Shoppers' Stop was laid on October 27, 1991 by the K. Raheja group of companies, one of India's biggest hospitality and real estate players. The Group crossed yet another milestone with its lifestyle venture-Shoppers' Stop. With its immense expertise in the service industry and creditability, Shoppers' Stop today boasts of 27 retail outlets across the country and is planning to spread its wings with futuristic expansion plans to meet the challenges of the retail industry. A benchmark for the Indian retail industry to follow, Shoppers' Stop has progressed from a single brand shop to a Fashion & Lifestyle store for the families. Shoppers' Stop is a household name, known for its superior quality products, services and above all, a complete shopping experience. Shoppers' Stop was the first to redefine shopping experience and creating a niche for itself in the service industry. As India's first specialty chain with outlets in Mumbai, Bangalore, Delhi, Hyderabad, Jaipur and Chennai, Shoppers' Stop offers a complete range of garments and accessories for the entire family. More than 25,000 customers walk into Shoppers Stop everyday to feel the experience of shopping. Andheri was the first store to be opened in India. The initiative of this store was taken by B.S.Nagesh at a time when the concept of retail industry was just coming into the market. As on today, the current investors in Shoppers Stop are ICICI, IL&FS
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Investments and Zodiac clothing. Their combined shareholding in Shoppers Stop is 19% while 79% is held by Raheja Group & balance 2% is held by its employees.

Vision
To be a global retailer in India & maintain number one position in Indian market in Department Store Category.

Mission
Nothing but the best To strive & achieve nothing but the best in terms of processes, practices & deliverables.

Values
The following values help Shoppers Stop in achieving its mission & vision: We shall not take what is not ours The Obligation to Dissent (against a viewpoint that is not acceptable) We shall have an environment conducive to openness We shall believe in innovation We shall have an environment conducive to development We shall have the willingness to apologize and/or forgive We shall respect our customer's rights We shall be fair.

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UNIT HEAD/RETAIL MANAGER

II. Organizational chart and departments

RETAIL OPERATION ORGANISATION CHART:MANAGER Receiving Bay In charge Department Manager Customer care Associates

1. Unit Head/Retail Manager: Topmost authority in the unit, responsibility for the topline growth, store process and First Citizen/ audit, improving service standards leading Service manager people, improving profitability and resource management strategies for increasing Customer sales, budgeting and control and is responsible for overall store image. He/she reports to the Area/Regional Controller. ordinator 2. Retail Operation Manager (ROM): report to the Unit Head and is responsible for customer analysis, competition mapping, and manpower availability and shrinkage control.\
Unit HR HEAD Receptionist ROM &Telephone and is responsible Unit HR HEAD Unit/ Coservice Desk Cashier

3. Department Manager (DM): reports to floor, manpower

Unit Admin/Maint. planning,Head inventory /Sec. and

for setting the

Operator management, achieving sales objectives,

team management and shrinkage control. 4.Unit HR Head: reports to the Unit Head and is responsible manpower planning, recruitment selection and induction, training and development, performance Unit visual management, handling employee grievances, employee communication and policy
Executive IB Sales Merchandiser Unit Marketing Head

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ExecutiveAccounts Cash Assistant

Unit Accounts Head

implementation, welfare activities and ensuring all statutory compliances are adhered to. 5.Unit Admin and Security Head: reports to the Unit Head and is responsible for smooth functioning of the housekeeping activities, security, and reception, for purchase of non-trading items, maintaining fixed assets and sale scrap and fixed assets as and when the need arises and to housekeeping, security and administration departments are met. 6. Unit Maintenance Head: reports to the Unit Head and is responsible for equipment, fixture, building, preventive maintenance, snag analysis and rectification planning, vendor development and energy conversation. 7. Unit Visual Merchandising Head: reports to the Unit Head and is responsible for visual presentation of store, focal points and windows, events, and cost and vendor management. 8. Unit Marketing Head: reports to the Unit Head and is responsible for execution of all events, promotions and schemes, getting tie ups for store promotions and catchments area study. 9. Unit Co-Ordinate: reports to the Unit Head and is responsible for maintenance of office reports, documents creation, updation of Infozone reports and collation of sales data. 10. Executive Institutional Businesses: reports to the Unit Head and is responsible for achievement of corporate sale target in the region allocate for the sale of gift vouchers and corporate merchandise within budgeted discount. 11.Units Account Head: reports to the Unit Head and is responsible for all monetary transactions in the store, proper counting for scheme recovery, revenue
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control, proper accounting of concessionaire dues, sales tax payment, statuary compliance, PICS controls and documentation, interbranch reconciliation with services office, control functions and coordinating internal audits. 12. Executive Accounts: reports to the Unit Accounts Head and assessed him/her in all the activities related to the accounts functions in the unit. 13. Cash assistance: reports to the Unit Accounts Head and is responsible for monetary transaction in the store. 14. Receiving Bay In charge: reports to the service manager/ROM and is responsible for entire movement of stocks in and out of the system and raising inter branch transfer. 15. Customer Care Associates: reports to the DM and is responsible for section maintenance, sacking, merchandise arrangements, attending customer, sales presentations, sales, stock take, and global count. 16. First Citizen Desk: This desk performs the following functions at the shop floor: a. Timely issue of First Citizen cards to members. b. Redemptions of First Citizen promotions. c. Managing activities relating to First Citizen promotions. d. Solving queries and complaints of First Citizen customers. 17. Customer Service Desk (CSD): This desk performs the following functions at the shop floor: a. Exchange of merchandise (provide the exchange policy is satisfied) brought in by the customers and delivery of the same.

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b. Alteration of garments with the help of tailoring staff and delivery of the same. c. Gift-wrapping of merchandise. d. Solving queries and complaints of the customers if any.

DEPARTMENTS: BUYING AND MERCHANDISING: is an important function, in which the team plans procures product offering for our customers. They are responsible for ensuring product availability for the customers in the styles and designs desired by the customers on time. The B&M functions works on 2 seasons (spring- summer and autumn winter). Each season is broken down into 6 periods with 26 weeks with planning and monitoring done at the weekly level.Based on market research /information, past performance, analysis and forecasts for fashions and trends in the ensuring season, the B&M teams plans the product range for all our stores. There are 5 teams who are responsible for delivering all merchandise needs of our customers. The teams are: 1. 2. 3. Mens Ladies and kids Youth fashion and denims
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4. 5.

non apparels Private brands

Financial planning The B&M team converts the corporate financial plan into divisional and departmental plans covering sales, margin, markdown and inventory. Range planning Range planning is where our teams decide how much to buy of each option, and when to put it on the shelves for the customer to pick up . This is derived from the financial plans formulated for each season, for each division and department. Our B&M team with the help of the software can fine tune the range for each store. Product developing and ordering Each brand makes the brand offering for the season. The merchandiser based on trends and past data selects the range and places the order. For private label on the trends and fashion forecasts. The design brief converted into samples by our partner vendors, based on which we place orders. In season management- We monitor actual performance of our merchandise against the plan ona weekly basis during the season , and accordingly decide on the short term strategy to be adopted. These include additional markdowns and special propmotions , in excess of what had been initially budgeted. This may also requires us to revise our plans ,and also our purchase orders with our vendors , wherever possible. BUYING- The team is responsible for scanning the market for trends, fashion and customer buying behaviour on the basis of which they decide on the merchandise to be bought for a particular season, they are also development of private brands.
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As a part of the function they coordinated with the design teams for samples, range plan , with the strore planning department for space allocation in the store and with the marketing department for the promotional activities of the various BRANDS. They also corordinate with the visual merchandising department to create a visual ppt norm for their category in the store. MERCHADISING- they take care of merchandising planning , ananlysis and availability of merchandise to each and every store. The department negotiates with the vendors for better margins and support on promotional activites for various products. They mamnage the inventory upto budgeted levels. They work in close conjunction with the buyers for markdown management Our private brandsWe have a strong focus on our in-store brands, whch

are also called private labels. These help us the complement product range that we receive from national and international brands and allow us to offer the customers the enhanced range across price points. Design , Quality, Fits, Fabrics etc has always been the top priority for the brands. Our gift vouchers- We also sell gift vouchers, which are purchased by our customers for gifting purpose. These gift vouchers can be used in any of our store for purchase of any merchandise or service. Design- The core of entire private label business, this team is for conceptualization to the designing of apparels of all SSL brands. The team ensures the right balance of fashion & customer need while designing the looks. The team is subdivided into categories like Menswear (classic /fashion/ ethnic), Ladies (classic/ ethnic/ fashion) and kids wear. Fashion forecast and the collection are presented for every spring summer & autumn winter season. The design team also

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takes care of the visual imagery of each SSL private brands by creating the story boards for the seasonal photo shoot. Quality Assurance- ensures the quality of the products and set the quality standards and process for the merchandise. They are involved in vendor evaluation, selection and monitoring. They audit the vendor in different stages of manufacturing and finished goods to assure the compliance to standards. They are also responsible for defining Quality assurance procedure with respect testing, inspection, tolerance, sampling plan and communication formats is the part of the responsibility for the quality assurance. As an ongoing mechanism they are also involved in the analysis of customer complaint to prevent recurrence. Distribution and Logistics- A function without which chaos and confusion with prevail as this department ensure the each and every store receives merchandise tagged, is in a salable condition, is made available on time, and as soon as the requisition is placed be it any season of the year. The responsibility of this department doesnt end at that. They also manage the reverse logistic process that is to monitor the movement of goods against the invoiced quantity return the excess, defective and consignment stock back to the vendor while telling the same with the vendors and the accounts departments. D&L team ensures that right goods are available at the right place at the right time, in the right quantities at the lowest possible cost. We have Regional Distribution Centers, one each in Mumbai, Delhi, Bangalore, and Kolkata and logistics, people, space, finance and vision. D&L Department also handles the imports in totality. Central merchandising- The central merchandising team plays the integral role in the delivery of the companys buying and merchandising process. It tracks the performance across product categories through information available , analysis and
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control. They are specifically responsible for managing the store planning process taking in the inputs from retail operations and buying and merchandising. This department is also responsible for seasonal budgeting and mark down activity. This department has implemented phase 1- of Arthur planning based merchandise strategic planning system called FM WSSI (Financial management weekly sales stock and intake) The system supports merchandise planning i.e. projecting and fixing plans at chain, sub department, stock id and week level.

Corporate planning- The corporate planning department works with the group management on various aspects of strategic development for the group across all retail formats and brands, include planning, implementation and performance management. Corporate planning also drives the development of alliance with international retailers and brands , which can potentially accelerate the groups entry and the growth into new business formats. Shoppers stop partnership with Mother care (U.K), The NUANCE GRUP (Switzerland) and Argos (U.K.) have been supported by the corporate planning team in the recent past. This department also manages customer service quality, measurements for group formats including customer satisfaction surveys and mystery shoppers programs. Marketing and communication- they are responsible for building the brandshoppers stop and keeping it top of the mind in the minds of customer. They build the preference for the brand in the competitive environment by designing and executing differentiated promotion, brand advertising, as well as creating credibility for the company through effective public relations. They are also responsible for cresting an emotional connects with the consumer through local level and regional events. This team also works closely with the visual
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merchandising team to ensure that there are complete synergies between what is communicated to the consumer outside the store id the same within. They along with the operation customer. Loyalty- The first citizen is one of the oldest loyalty programs is the country today. It is the largest retail loyalty program in the country. A loyalty program which has swelled the number of our loyal customers , day after day , month after month and year after year. The management of the loyalty program is a complex task. The primary objectives are as follows:1. Retaining satisfied, happy and high potential customers. team works towards for creating moments of magic for the

Loyal customers are a source of competitive advantage in the face of increased competition. The primary task of program is to identify, engage, retain and grow our loyal vase year on year. To do this , each segment manager must needs look at the complex data analysis to identify customer slucters and devise different customers engagement programs depending on the needs of the particular cluster. 2. The first citizen desk manages the interaction of members at the front end. They are the face of loyalty program and they along with the other associates On the floor deliver the moment of the truth. A key function of the loyalty team is to ensure that these associates are provided with adequate information and support to help the serve member better. Support ranges from providing the right kind of literature to them to generate acquisitions, providing inputs for resolution of customer issues as well as adequate training to keep them motivated and fully geared up to understand customer requirements.
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3. Knowledge is power- Loyalty program is supported by a strong database which helps us map customer buying behavior and preferences and extrapolate that to try and predict future customer behavior. Managing this database is a key function in the loyalty program management at the Services Office along with support from the Sol-tech team.

INSTITUTIONAL BUSINESS- Department focuses on future guaranteed sales for SSL. This is done through gift vouchers sold to individuals and corporate and also includes redemption partners. Who contribute to the business. On retail level customers buy Gift vouchers for personal gifting like birthdays, marriages etc. On a corporate level Gift vouchers are bought for incentives programs , Rewards & Recognition programs and during festive periods like Diwali & New year as this the time most corporate gift their clients and business partners. The business has been growing at a pace of 40% year on year in terms of achievement. Apart for assuring future sales, Gift vouchers aids walks in to the units and also help in an increased cash memo size over the value of the Gift Vouchers thus contributing to the Units sales. The IB team is represented by IB sales Officers at the units who make presentations to corporate in their regions and achieve bulk bookings for Gift Vouchers or Corporate Merchandise. Major contributors to the business are Financial Institutions, IT & ITES, Call centers & BPOS, Insurance and FMCG organizations.

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VISUAL MERCHANDISING- is the way we want our products and services to look and feel to maximize sales. The team creates, organizes, and sustains the vital communication between brand & consumer, from events to window displays and in-store focal points. As a silent salesperson and vanguard of standards, the members of team collaborate closely with the buyers, merchandisers, designers, store planners, and operations team. BUSINESS DEVELOPMENT- This department has first sighted all the new stores that Shoppers Stop Ltd, is now. The main role of this department is to spear head the expansions of shoppers stop Ltd. It identifies new markets and taps potential of these markets after doing thorough analysis of the city/locations They assess the acquisition plan of the opportunity after evaluating finer parameters that will give Shoppers stop Ltd. The cutting edge vis-a vis customer satisfaction and competition e.g. ideal location in particular city/ location. They do a complete financial feasibility of a project and negotiate with the property owner. They are the one point contact with the property developer and all other departments of Shoppers Stop ltd. Its is the responsibility of this department to ensure and safeguard the interest of shoppers stop ltd. By ensuring delivery of the project and complete legal documentation and compliance through the associate departments including STORE PLANNING: The Store Planning team design new stores in term of look and feel overall ambience as well as plan renovation In the existing stores as per the requirement s from B&M and operation. They design the visible elements in the stores, such as flooring, wall covering, ceiling, lighting, store fixtures, wall display panels, and branding, signage and visual spaces. They also design invisible elements in the stores such as, air conditioning, electrical, fire fighting, prevention system and security system. It plans and plots different categories brands with their
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respective adjacencies in a floor layout. They coordinates with the brands, designs teams for brands fixtures and fit outs, and help the projects team to setup the stores at the time of handover. They along with B&M Develop new design concept for new models. FINANCE AND ACCOUNTS: They ensures their adequate cash flow and monitor the funding needs of the organization besides ensuring profits and Loss Accounts and the Balance Sheet Reflect the true and fair picture of the organization. This team is responsible for all Statutory and internal audits of the company .Bedsides management of the companys assets, they are responsible for capital and asset accounting , revenue generation and accounting, expenses incurred , ensuring compliance with the various statutory requirements relating to corporate entities and are in charge of the overall financial control of the company. Budgetary control of the companys incomes and expenses is also key areas for this team. Thats apart, They Also Scrutinize the financing of new projects /units. LEGAL AND SECRETARIAL: this dept. provides support for drafting and vetting of various agreements and other doc in respect of smooth operation of stores, and take adequate steeps for protecting the intellectual property of company. They were closely with all fn for compliance of various formalities required in company. The dept. also handles the secretarial work in respect of board of directors , share holders meeting , ESOPS and compliance of various of laws and corporate governance requirement. HUMAN RESOURCES: The people of Org. are its source of sustain competitive adv. The HR function of Shoppers Stop is responsible for this most responsible and dynamic asset of org.-people. This team is responsible for individual throughout its journey within the org. The function seeks to maximize
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organizational productivity through optimal management of people resources. Through effective and innovative practices in associate recruitment and selection, learning and dev., reward and recognition, compensation and associate engagement, the function seeks to create a work environment which is truly nothing but the best and seeks to make shoppers stop truly a great place to works SOLUTION AND TECHNOLOGIES TEAM: To provide the Group companies technologies solution aligns to business requirements, STT endeavors to contribute to strategic direction of the enterprise. The world class solution offered delivered business values by dressing the transaction lead and operational needs. We will provide enterprise\wise competitive advantage with new and merging technologies while partnering with vendors to outsourcers non core activities. We will collaborate with business to serve our customer better and create an experience that sets benchmark for the industry.

III. Products/Services Profile

PRODUCT PROFILE:

Brands Offered:

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Shoppers Stop retails products of domestic and international brands such as Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and Mattel. Shoppers Stop retails merchandise under its own labels, such as STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc. The company also licensees for Austin Reed (London), an international brand, whos mens and womens outerwear are retailed in India exclusively through the chain.

Different brands offered under each category are given as below

APPARELS Arrow Van Heusen Caliber Givo Levis Lee Cooper Life Louis Phillipie Zodiac Blackberries Wills Pepe Wrangler Allen Solly Park Avenue Parx Stop Scullers Lee Killer Spykar Provouge

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Jewellery Facet Tanishq FQ Oyzsterbay Carbon Swaroski Sarvoski Sparkles Gili Estelle

Music Planet M Music world

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Home Decor yamini four seasons welspun borosil pedrini pyren Hair Styling Habbibs Books Crossword Sunglasses Ray Ban Shoes Lee Cooper Red Tape Picasso Shop Life

viva

Watches casio Esprit possil Titan

corning ware

Fragrances Christian Dior Ysl joop diesel lancaster nicos jil sander calvin klein Boucheron police Jdel pozo Myrurgia Etienne Aiger Xm

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SERVICE PROFILE: Customer service can be a source of competitive advantage. Though every supermarket in Bangalore are trying every possibility to serve the customer better. So that the customer will visit every time to shop on that supermarket. The only thing that can increase the sales for a retail store is frequent visit of customers. The services should be customized because the approach should be changed every time. The Shoppers Stop of Bannerghatta road was launched in 2004. Since then they had done many changes in their service strategies. There were 35 salespeople in the store. They had dressed in a very neat white shirt and a black trouser. Though in the store no salesperson was found who greets customers. If the customer asks any query, they will just guide them to the way and the level of participation from their side in the customers buying decision is very minimal. Salespeople are knowledgeable until and unless a customer asks any query. In the store it was found that there is a huge gap in communication between the customer and the salespeople. Otherwise they are hardly involved in any of the buyers decision. Customer Rewards: Shoppers Stops customer loyalty program is called The First Citizen. The program offers its members an opportunity to collect points and avail of special benefits. Currently, ShoppersStop has a database of over 2.5 lakh members who contribute to nearly 65% of the total sales of ShoppersStop. They also offer a cobranded credit card with Citibank for their members.

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Customer Profile Shoppers Stops customers fall between the age group of 16 years to 35 years, the majority of them being families and young couples with a monthly household income above Rs. 20000 and an annual spend of Rs.15000. A large number of Non - Resident Indians visit the shop for cultural clothes in the international environment they are used to which means people from abroad are also interested in shopping in Shoppers stop. Their target customers are upper middle class and upper class. International Affiliations Shoppers Stop is the only retailer from India to become a member of the prestigious Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 29 experienced retailers from all over the world, which include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to one member organization per country/region.

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CHAPTER 4: REVIEW OF LITERATURE

I. Operational definitions:

Shoppers Stop undertakes image makeover; revamps looks, logo, uniforms, among others Change is essential. Our consumers are changing, their preferences are constantly evolving. They are getting younger. And so, we have to change along with them. fig.4.I.(i) - B S Nagesh, Customer Care Associate & Managing Director,

The simple but classic new logo without the old elliptic ring, which has an international look and a timeless appeal, carrying the new baseline Start something new prods customers into taking a step ahead to upgrade themselves to the next level in life. BRAND LOGO : Retains the current core value of the brand Trust, Comfort & Warmth.

Is a reflection of our brands new character Inspiring guide, Progressive & Dynamic, Imaginative & Thought leader.

fig.4.I.(ii)

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BRAND SYMBOL :-

fig.4.I.(iii)

A strong visual element

Reflects the Bridge to luxury position of Brand.

Fig.4.I.(iv) UNIFORMS :-

Smart , Sophisticated & classic

Comfortable and fills you with confidence.

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SHOPPING BAGS : Fashionable, classy bags designed. New look , gives a brand new image

Fig.4.I.(v)

IN STORE COMMUNICATION : Signature campaigns in store through a Pledge Book Inspire customers to Pledge to Start something new In-Store contest on the new logo.

Fig.4.I.(vi)

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ADVERTISING :In this store, they adapted very different types of strategy in promotion and advertisement is the Blu Fi technology where the customers had to turn on the Bluetooth of their mobile so that they get various information about their offers. Advertising and promotion in this can give an edge over their competitors by communicating their messages about their quality brands and pricing. Other than Blu Fi they offer several catalogues and templates in which they promote all the brands under their belt. Within the store they started lottery system where customers had to fill their name and email address to get exciting prizes. And using the chits of the customers, they start sending them mails in which they are giving update about their latest offers. They do the email communication to their customers with the help of their lottery system. For their frequent customers, the store requests them to purchase a First Citizen Card for Rs 200/- in which they get services like loyalty points, separate queue for billing, lounge etc.

Fig.4.1.(vii)

Fig.4.I.(viii)

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II.

Literature review: The overall things is to make their customer satisfy and then profit through sales, employee added after all every organization works to earn money which is possible through good sales and if our customers are not satisfy then it will be difficult for us. So we put our effort on retaining our customers because retaining old customers is more profitable than making new customers. And if we analyze this statement then we come to know that their 65% of their customers are their first citizen customers. Today people goes for variety and shoppers stop is doing that, they offer total 250 brands to their customers which act as their strength and help them retaining as well as making new customers. They believe in producing quality so they offer quality products basically international brands like Louis Phillip, Black Berry, Police, DKNY, Ferrari, etc. Shoppers Stop aims to position itself as a global retailer. The company intends to bring the worlds best retail technology, retail practices and sales to India. Currently, they are adding 4 to 5 new stores every year.

III.

Theories applicable to the study:

Target markets Geographic - Shoppers stop has its presence in almost every metro city in India. They are situated in one of the major areas in Bangalore. They are located at Commerce@Mantri in Bannerghatta Road. And the major factor which goes to their location is that it is behind the bus stop.

Demographic income, age, sex, family

Psychosocial Value, attitude, opinion, lifestyle, feelings

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Behavioral user status, usage rate, usage occasion, brand loyalty and benefit Merchandise mix The breadth and depth of the products in Shoppers Stop is huge. They

have varieties of brands for the men, women, kids etc. The assortment of available products has lots of variations. Brands like Allen Solly, Tommy Hilfiger, Spykar, Pepe etc has varieties and various price range. But still by searching the brands one can easily know that this store has improper collection of brands. The competitive advantage for Shoppers Stop in this area is they have deep assortment of all brands which are available in different price range. They also have varieties in accessories like watches, cosmetics, pens, etc in their entrance. They also added a separate shoe section in their store but the brands availability in the shoes is very less. The store also has good displays of cutleries to bed sheets and pillows. Also they had tried to cover all the accessories from mobiles to jewelleries. Inside they have Mobile Store which normally will not be found in any of their competitors. Store Design and Visual Merchandising Although the collections were sufficient as per the size of the store but the set back of the store design is they have only one floor that is ground floor which is very compact and very less spacious for the customers. If we look at the overall store there are lots of things that need to be improvised. The entrance and the exit are on the same side. So when a customer goes further for shopping in the store, he has to again come back to exit door crossing the whole way.

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 There are 3 billing counters placed in different corners of the store. If customers finally go for billing, they have to search a lot for the payment of the goods. The store is deeply spread in the ground floor which causes mobile network problems. The trial rooms in the store are less than 15. And the daily visitors in the store are more than 2000. As a result outside the trial rooms one can find long queues of the customers. Even in the brands like Allen Solly, Wrangler, Levis, etc, some individual brands in the store carry more space some carry very less. In the ladies section there is a very less walking space for the customers. The store rooms are in front of the trial rooms which make that place more congested.

There are certain good things about the store design:

The store includes a separate playpen for the kids that are designed very carefully inside the store. The store is divided into different sections from accessories to apparels which are designed according to the preference of the customers. ExampleIn the entrance a customer gets all the accessories like watches, cosmetics,

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jewelleries etc and as they go more inside one can find the ladies section and then mans section. There is a separate lounge for the first citizen members within the store. The store has Caf Coffee Day nearby the Crossword. Lots of crowd can be seen in that area. The customers go there in between the shopping or after the shopping.

In visual merchandising, the store didnt put many efforts. In many parts of the store, the clothes are just kept in the shelf or they are just hanged in the hangers. They focused on the jewelleries in the entrance. In that the jewelleries are kept in different shapes of glasses with proper lightening and colored clothes which attract the customers more towards the designs. But in the apparels section the visuals are not that much attractive. Some brands like arrow, they had focused their brand very well by keeping a mirror in the center of their section with proper lightening and the display of their new arrivals is pretty well. But all the corner side sections of brands are under covered by the crowd and major brand displays. Also the improper arrangement in the ladies section looks very odd as the clothes are everywhere in the section and no salespeople are found who is arranging the clothes. At the time of sales period the visuals are worst when the clothes are just everywhere in the store. The store design can never beat competitors in this category because the major setback of the Shoppers Stop Bangalore is they have a very compact area and because of that they cant offer all the brands properly. And the design of the store lacks planning as customers find difficulty in walking around the store. If they
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need to be competitive they have to expand their area of selling so that they can offer all the brands and the customer dont bother about the congestion. In terms of visual merchandising, they can offer a lot to attract the customers. They are very much successful in showing good visuals in accessories but in apparels section they need to improve a lot. In terms of sale, crowd can be seen near the entrance where visuals are very attractive and visual merchandising enforces sale of any shop. The store does not maintain specific standards in terms of visual merchandising. Sometimes it is appealing and sometimes it is not up to the mark. They could have been much better if the size of the store is big. Pricing: If we compare the prices of Shopper Stop with their other competitors the price range lays almost the same. Though the competitors of Shopper Stop can be any retail format but their major competitors are Pantaloons, Lifestyle and Westside in terms high priced branded apparels. The Shoppers Stop has low prices offer for 365 days in a year in several brands. But they get more revenues twice in a year when they offer the seasons sale. This sale period happens twice in a year February and August where they give discount up to 51 % on their major brands to the customers. Lower cost in such type of stores can only be achieved when they purchase goods in bulk and sell it properly and that can only happen when they offer the right price in the right time like festivals. Prices are relatively stable for all time except in the discount periods. In Shoppers Stop they hardly do any sales promotion except in the time of sales. In the same period of February and August they distribute catalogues in the entrance in which different brands are mentioned with attractive discount rates.

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Marketing Strategies followed by Shoppers Stop Discounts and brand promotion

Shoppers stop through internet

Shoppers Stop basically follows 2 marketing strategies: 1. Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically,
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guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz, and even spread virally. Guerilla Marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, pr stunts, any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience. Principles of guerrilla marketing Guerrilla Marketing is specifically geared for the small business and entrepreneur. It should be based on human psychology instead of experience, judgment, and guesswork. Instead of money, the primary investments of marketing should be time, energy, and imagination. The primary statistic to measure your business is the amount of profits, not sales. The marketer should also concentrate on how many new relationships are made each month. Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services. Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions. Forget about the competition and concentrate more on cooperating with other businesses.
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 Guerrilla Marketers should always use a combination of marketing methods for a campaign. Use current technology as a tool to empower your business.

2. Interactive marketing is a strategies adopted by then retailers where they allow customers to customize the product as per their preference. This strategy is mainly followed by service industries like hotels but ShoppersStop is able to carve out this facility in a retail store. The concept that has already made a debut at Shoppers Stop outlets in Mumbai, allows customers who are referred to as guests to go through various stages of activity in creating their own teddy bear (or other stuffed toy), including choosing a stuffed animal, stuffing it, giving it a heart, stitching, fluffing, naming and dressing it. And though the toys are priced at a premium level ranging between Rs 595 and Rs 1,295 for a stuffed animal and add-ons such as sound chips, clothes and accessories coming at extra cost the interactive shopping experience also adds on an element of entertainment for young customers and can turn into a family affair as well.

Location Strategy The total area of Shoppers Stop is 14000 square feet. And the rate of per square feet area is Rs.1500/-. Selecting the location for the store is in the hands of
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retailers because before selecting the location they have to check many factors like walking traffic, competitor, parking, infrastructure, etc. They also have to decide that they want to buy the site or they will take it on rent. So after deciding all these things they reach to the final decision The store is in front of the bus stop which helps the store in visiting of mass customers. Also it is located nearby Jaideva Circle which is considered as one of the major areas of Bangalore.

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CHAPTER 5: RESEARCH METHODOLOGY

I Quantitative /Qualitative Analysis: RESEARCH DESIGN A research design is purely and simply the framework of plan from a study that guides the collection and analysis of data. Application and specification are the main characteristics in a research design. Marketing research designs can be classified on the basis of the fundamental objectives of the research. There are mainly two types of research design that are as follows 1. Exploratory Research Design 2. Conclusive Research Design Descriptive Research Design Casual Research Design RESEARCH DESIGN IN CASE OF DESCRIPTIVE RESEARCH These designs are used for some definite purpose. A number of marketing research studies are based on such designs. It is focused on the accurate description of the variables present in the problem. These designs try to find a complete and accurate description of problem situation by providing specified methods for selecting the sources for information and the procedure for collecting the data from these sources. The data is collected in such a manner that the ambiguous nature of cause and effect relationship in the phenomenon is reduced to maximum extent.
II.

Conceptual, Empirical Study:

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The followings are the outcomes of the conceptual, empirical study are given below: Outside appeal- In this aspect, it is observed that shoppers stop stands a bit behind with compare to the competitors. Parking facility- It is observed that, parking facility is also not very much satisfactory. Music The standard of the music is also not up to the mark. Sales personnel friendliness- The interaction of the sales personnel is very much friendly with the customer. Moving space- It is found that shoppers stop is not the best in terms of moving space. Merchandising could be arranged. Ease of location of desired category- It is observed that shoppers stop is on the top of the list. Range of garments and accessories- It is found that, shoppers stop have a huge range of all these. Ease of alteration/exchange-Shoppers stop stands top on this aspect. Store membership scheme- It is observed that shoppers stop has an edge over its competitors in this aspect. Kid play area- This aspect also hasnt well enough. In store advertisement- It is observed that shoppers stop doesnt work lot on this aspect.

III. Hypothesis:
Are able to describe the characteristics of certain groups. Specified predictions are possible.
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 Can study relationship between two or more variables.

IV.

Sampling:
I have taken a sample size of 150 randomly and went through the various attributes considered while purchasing the product at store.

V.

Tools for data collection:

Data collection method of two types: 1) PRIMARY DATA 2) SECONDARY DATA

PRIMARY DATA: The primary data are those which are collected as a fresh and for the first time and thus happen to be original in character. The primary data is collected in the process of questionnaire and interviews of the outlets. The various methods of primary data collection are: Observation Method Interview method Questionnaire Method SECONDARY DATA: The secondary data are those which have already been collected by someone else and which have been already been passed through the statistical process. The various sources of secondary data are:
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 Company Records and Information Business Magazines Various website analysis

Methodology adopted for survey was questionnaire. It was a structural questionnaire.

VI. Field work:

First of all , I would like to say thanks to Human resource manager Miss Ameena Kulsum and Department Manager-Mr.Ayon Mukherji , who guided me It was a nice experience in Shopper Stop stores. I observed lots of practical things :

Interaction with customer, How to Greet them with smile , that helped to develop a positive attitude and maintain a cordial relation with customers Serve the customer- after greeting them, listening them patiently, understanding their needs, addressing to them in such a way to ensure customer delight.

Sometimes while serving customers, they became so delighted by service , that they ask for sales person help in buying other products , except apparels , for that purpose. These all things helped to get a understanding regarding every product.

Saturdays and Sundays are the peak days in retail which gives us the highest sales, therefore that day from morning till night , there is huge rush of customers , no. of footfalls increases as both days being holidays for the customers. It gives me lot of chance to interact with the customer.

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 All other days apart from weekends, are not so hectic, customer entry is less , as being week days. At times I noticed that regular customer prefer shopping in the weekdays only , as they think that they can shop comfortably and relaxingly avoiding all rushes and busy trial rooms. Every day , they used to do global counting of merchandise kept in the counter which they handle, it helps them to keep track of sales , achievement of targets, whether fulfilling it or not . It helps me to understand the convincing ability of sales men whether its good enough or have some short comings. What steps they should take to improve it , that will increase their sales and confidence also.

VII. Methods of Data Analysis:

Research design Secondary Data Population Sample size Sampling Area Descriptive - Internet - customer of the lifestyle/fashion segment of retail stores in Bangalore. - 150 - Bangalore - Non-probability judgmental sampling. - Structured questionnaire

Sampling technique Sampling tools

Software used for data analysis - Microsoft office Analytical tools - cross tabulation

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CHAPTER 6: DATA ANALYSIS

I did a survey of 150 people who were present in the store. According to their choice, preference and buying behavior, I have depicted the statistics in a pie diagram. 6.1 Percentage Analysis of the Survey: Percentage Analysis of Age group of respondents Age Group 16-24 25-32 33-40 41-48 Total Frequency 108 39 1 2 150 Percentage 72 26 0.7 1.3 100

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Analysis and Interpretation: The above chart depicts the age group of the respondents and their No of respondents. It is observed that 72% of the respondents fall in the age group of 1624 years and 26% fall in the age group of 25-32 years.

6.2 Percentage analysis of No. of Respondents. Shopping Frequency Once in a month Once in 2 month Once in 4 month Total No. of Respondents 100 31 19 150 Percentage 66 21 13 100

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Analysis and Interpretation: The above charts depicts in the shopping frequency of the respondents and their No of respondents. It is observed that 66% of the respondents shop once in a month. 21% shop once in 2 months and 13% once in 4 months.

6.3 Percentage Analysis of Top of the mind stores and Respondents Top of the Mind Store Shoppers Stop Lifestyle Globus Westside Big Bazaar
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No. of Respondents 54 53 6 11 3

Percentage 36 35.3 4 7.3 2

Pantaloons Total

23 150

15.4 100

Analysis and Interpretation: The above chart depicts the Top of the mind store and their No of respondents. It is observed that 36% of the respondents say Shoppers Stop comes to their mind first when they think of shopping for their family. A close 35.3% of respondents say Lifestyle comes to their mind first.

6.4 Percentage Analysis of Favorite stores. Favorite stores Shoppers Stop No. of Respondents 35 Percentage 23

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Lifestyle Globus Westside Big Bazaar Pantaloons Total

50 9 18 18 20 150

34 6 12 12 13 100

Analysis and Interpretation: The above chart depicts the Favorite store of the respondents and their No of respondents. It is observed that 34.3% of the respondents say Lifestyle is their

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favorite a store followed by Pantaloons, with 25.3% respondents in favor of it. Shoppers Stop stands third in the list of Favorite Store.

CHAPTER 7: SWOT ANALYSIS, SUGGESTIONS & RECOMMENDATION

SWOT Analysis

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Situational Analysis includes current organizational mission, current ownership and management alternatives, and current goods/services category. As we have explained above about the mission management alternatives, current products, so now here we have done the SWOT analysis of Shoppers Stop. Strengths Variety Range Different Brands Pioneer Loyal customer Low risk Good financial position Presence across various segments Parikrama the festival Weakness Very high prices: They provide international Brands due to which their prices are very high. Fewer Schemes: They do not offer so much schemes, they offer schemes only on special occasions like Diwali, Independence Day, etc. Fewer Discounts: They offer less discount in their schemes, they basically offer 10% to 20% discount
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Competition from standalone stores Late entry into value retailing Store makeover expenditure Threats Government Policies Entrance of New Players High attrition Lesser consumer spending Entry of foreign players Unorganized sector Independent stores Opportunities Awareness about the brands Quality Youngsters Higher disposable income Collaborate Private levels Tier 2 & tier 3 cities Enter new consumer goods segments.
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RECOMMENDATIONS & SUGGESTIONS Given below are some of the Recommendations/Suggestions to improve or modify service Standards and increase customer delight.

Outside appeal of Shoppers Stop could be improved by adding more attractive facades and windows. Also the entire store on the outside could be repainted and make more attractive than at present because looks matter always.

Parking facility could be improved by having a permanent parking lot that should be more spacious because during weekends when it is heavily crowded, customer face lots of the problem with regards to parking. To overcome this problem appoint more guards and implement coupon system and categorised parking like two wheelers as well as four wheelers parking. Sales personnel could be offered with some incentives from time to time on the basis of their performance and motivation programme organised so that they do not switch over to competitors, which are found in increasing number at present as most of them are part-timers.

It is found that Shoppers Stop is not the best in terms of arrangement and moving space. Merchandise could be arranged in a way that the space is utilized more efficiently, thus creating enough moving space.

A separate portion in the store could be allocated for keeping old merchandise that were not sold out and discount may be offered for the same, as applicable.

A snack parlour like pop corn corner, chip etc. a small area for Music i.e. World space radio station could be added to the store. The store essentially talks about shopping as an experience. Adding these would increase the time a customer spends at the store and also add to additional revenue. Most of

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the other Shoppers Stop outlets have these facilities at present. With competitors having these facilities and malls opening up all around the city, this becomes a necessity Accessories like inexpensive fashion jewellery, watches etc., could be placed in more attractive cases and kept in some centre point so that the customer find it easy to check them out and this might induce a purchase. The footwear collection for the both men and women could be enhanced by bringing in more variety like sports, formal as well as casual wear. There is very little choice in this case at present. Interaction with customer could be increased by having various activities in the store frequently and making customer part of these. First citizen could be invited so that their relationship with the store is strengthened and thus they could be retained and repeat purchase could be induced.

Shoppers Stop has been first mover in this category in many services offered. Some innovative ideas, which are not similar to what is already being done by competitors, could be introduced to attract more customers and retain existing customers. Shoppers Stop can be spending a little more on promotion. At present, there is virtually no advertisement of the store continuously. It can go for ads in magazines and also hoarding around the city, just to serve as a reminder to customers. Pantaloons and Big Bazaar do more sale promotion activity to create a familiar position in young generation customers mind.

Cleanliness of rest area should be taken care of as frequently as required. Even these have an influence on the customer.

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 Items like fashion accessories, magazines could be kept near billing counters. These are items of impulse purchase and hence should be kept at these places. They should introduce more schemes, discounts, sales to increase the sales. They should introduce Low rate Brands which will attract the middle class customers also or brands for masses. The stores becomes a bit messy because of a large footfall & small size of stores so they should have larger outlets They offer parking space only for the first citizen card holders which acts as a constraint for many first visitors to visit the malls.

Shoppers stops competitors used aggressive medium of advertisement like television commercial ads, thus to gain a competitive advantage over the competitors Shoppers Stop should also use such medium of marketing

CHAPTER 8: CONCLUSION

I found that shoppers Stop is standing first in many parameters like sales personnel friendliness, sales personnel uniform, arrangements, top of mind recall, billing counters etc.
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Shoppers Stop, a pioneer in the lifestyle segment of retail store has heavy competition to put up with. In this process, it is getting off the top spot, which is used to occupy for years but certainly not losing way. With a few innovative ideas and slight modifications to the existing system, it can surely regain the top spot. It is interesting to note that Shoppers Stop is still the first choice in the customer mind when it comes to shopping. It should leverage on its strong position and let more customers START SOMETHING NEW.

REFERENCES & BIBLIOGRAPHY

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Manuals and Reports: Company manuals, company brochures and publications of retail outlets, magazines. Books: Retail management-Chetan Bajaj Consumer behaviour- Leon Schiffman, Lesile Lazar Kaunk Research methodology- Naresh Malhotra Software: Microsoft office Web-sites: www.google .co. in www.retailbiz.com www.marketingnpv.com www.eu.levi.com www.shoppers stop.com

ANNEXURE
Questionnaire:
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QUESTIONNAIRE

A STUDY ON Analysis of shoppers stop strategy in retail world

I the students of IFIM B-School are conducting a survey on Analysis of

shoppers stop strategy in retail world as part of my IIP project.

This information will be strictly confidential and shall be used for the purpose of the project only. Thank you for your cooperation

Personal Information Name: _______________________ Age: - 16-24 Gender: Male 25-32 33-40 Female Married 4-48 Above 48

Marital status: - Single

1. When you think shopping for your family, which store comes to your mind first? Shoppers stop Big bazaar Lifestyle Pantaloons Globus Westside

2. How frequently do you shop? Once in month Once in 2 months Once in 6 months

3. Based on the Outside appeal ( name boards, posters etc) and parking facilities, rank these stores (note: Rank from 1 to 6; 1- Best to 6- Worst)

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Stores

Parking Facility (space)

Outside appeal (facades windows etc.)

Shoppers Stop Lifestyle

Globus

Westside

Big bazaar Pantaloons

4. Rank the Sales Personnel of these stores based on the following Attributes Stores Shoppers Stop Lifestyle Attentive Friendliness

Globus

Westside

Big bazaar

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Pantaloons

5. Based on the following, In-Store Attributes rank the stores Stores Shoppers Stop Lifestyle Music Moving Space Arrangement s

Globus

Westside

Big bazaar Pantaloons

6. Based on the location and frequency of the following, rank these stores Stores Shoppers Stop Lifestyle Billing Counters Trial Rooms

Globus

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Westside

Big bazaar Pantaloons

7. Based on the restrooms and drinking facilities, rank these stores Stores Shoppers Stop Lifestyle Rest Room Drinking Facility

Globus

Westside

Big bazaar Pantaloons

8. Based on the following attributes, rank these stores Stores Ease of Range of garment location of desired Range of acc.

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category Shoppers Stop Lifestyle

Globus

Westside

Big bazaar Pantaloon s

9. Based on the following factors, rank these stores Stores Shoppers Stop Lifestyle Membership Kids Play Area

Globus

Westside

Big bazaar

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Pantaloons

10.

Based on the following, rank these stores Ease of Alter/exchange In store facility advertisement Other

Stores

Shoppers Stop Lifestyle

Globus

Westside

Big bazaar Pantaloons

11.

Among the given stores, which do you think is the best? Why?

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