Comparison Between Wills Lifestyle and Shoppers Stop

Submitted by Manu Singh(69) Punit Singh(77) Ravi(82) Rishab Kholi(83) Ritu Sangwan(84) Surbhi Gupta(106) Prabhjot Singh(126) Piyush Sharma(128)

Shoppers Stop: Introduction

1. The foundation of Shoppers' Stop was laid on October 27, 1991 by the K.Raheja group of companies. 2. 28 retail outlets across the country and is planning to spread its wings with futuristic expansion plans to meet the challenges of the retail industry. 3. With a Gross Retail Turnover of Rs. 8996 million, Shoppers Stop has become the highest benchmark for the Indian Retail Industry. 4. Has progressed from a single brand shop to a Fashion& Lifestyle store for the families.

5.Is the country's largest chain of Department Stores.

6.International and domestic brands across categories such as apparel, accessories, cosmetics, home & kitchenware as also its own exclusive brands. 7.Home Stop is the first-of-its-kind premium home concept store at Bengaluru, Mumbai and New Delhi, offering a wide range of products.

Shoppers Stop: Corporate Profile

Vision: --To be a global retailer in India & maintain no.1 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.

Shoppers Stop: Awards

Shoppers Stop Ltd has been awarded The Emerging Market Retailer of the Year Award --World Retail Congress at Barcelona, on April 10, 2008 Shoppers Stop is listed on the BSE. The only retailer from India to become a member of the prestigious Intercontinental Group of Departmental Stores (IGDS). "Most admired Fashion Retail Destination of the Year --Images Fashion Forum -Jan 2009

 Most Admired Retailer of the Year (Customer Relations) --Shoppers Stop. --IRF 2009 -Sep 2009 "Best Visual Merchandising" --VMRD Retail Design Award July 2009 "Retailer of the Year -Fashion & Lifestyle" --Asia Retail Congress -Feb 2009

Re-Positioning

EARLIER

N0W

 On April 24, 2008, one of India's oldest retail chains Shopper's Stop Ltd unveiled its new logo as a part of its re-branding strategy. In a bid to reposition itself as a 'bridge to luxury store as opposed to its earlier image of a premium retailer Commenting on the change, B.S. Nagesh, Customer Care Associate and Managing Director, Shopper's Stop, said, "Change is essential. Our consumers are changing, their preferences are constantly evolving. They are getting younger. Shopper's Stop came up with several initiatives -it planned to increase per store area from around 40,00045,000 sq. feet to75,000-85,000 sq. feet

S.W.O.T Analysis
STRENGTH: --Oldest -- Financial conditions -- loyal customer base of over 782000* First citizen members
WEEKNESS: --Less number of outlets

OPPORTUNITY: --Changing taste of young generation --Preferred partners for foreign player. THREAT: --Competitors like Globus, Lifestyle, Westside.

Shoppers Stop: Place

North -Delhi-Ansal Plaza -Gurgaon -Metropolitian Mall -Jaipur -Malviya Nagar -Lucknow -Gomti Nagar South -Bangalore -BannerghattaRoad -Banglore -Garuda Mall -Chennai -Chetpet -Hyderabad -Begumpet East -Kolkata -Forum Mall -Kolkata -Salt Lake City

Shoppers Stop: Product Mix

MEN -Mens apparel -Mens accessories -Mens footwear WOMEN -Womens apparel -Womens accessories -Womens footwear KIDS -Mother care -Toys -Watches

Shoppers Stop: Price

Shoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price. Shoppers stop caters to different segments of the consumers. Mens apparel --The range of mens clothing starts from Rs.500 being the lowest to nearly Rs.6000 highest.

 Womens apparel --The range of womens clothing starts from Rs400 to to Rs 10000. Mens accessories like sunglasses, belts, watches, shoes etc ranges from Rs1000 to Rs20000.

Womens accessories like sunglasses, watches, belts, sandals, earrings etc has the price range of Rs 2000 to Rs 40000. In the kids section prices of toys and other accessories ranges from Rs 100 to Rs 5000.
In the cosmetics section there are products like deodorants, skincare cosmetic, make-up stuff. Their price ranges from Rs 200 to Rs2000.

Shoppers Stop: Promotion

Denim festival Customer Care association First Citizen Card Surprise Sale Valentine Sale

Shoppers Stop: People

Front-line staff will have a direct impact on perceptions. Grey black uniform to suit with the Shops interiors. Good personality to attract the customers inside the shop. Friendly nature.

Shoppers Stop: Productivity and Quality

Improving productivity is a requisite in cost management Quality as defined by the customer, is essential for a service to differentiate itself from other providers

SS store has all international brands and all well-to-do, high quality Indian brands It is possible for SS to provide best of the quality

WILLS LIFESTYLE

INTRODUCTION
Over the last five years, ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence through its Wills Lifestyle chain of exclusive specialty stores.

Beginning with its initial offering of Wills Sport relaxed wear, it has expanded its basket of offerings with Wills Classic formal wear, Wills Club life evening wear and a tempting range of Designer accessories.
With a distinctive presence across segments at the premium end, ITC has also established John Players as a brand that offers a complete fashion wardrobe to the youth segment.

 Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work wear, Wills Sport relaxed wear, Wills Club life evening wear.
Fashion accessories and Essenza Di Wills an exclusive range of fine fragrances and bath & body care products for men and women. Wills Lifestyle has also introduced Wills Signature designer wear, designed by the leading designers of the country. Wills Lifestyle has been established as a chain of exclusive specialty stores providing the Indian consumer a truly 'International Shopping Experience'

Corporate Profile
Vision: Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Companys stakeholders. Mission: To enhance the wealth generating capability of the enterprise in a globalising environment, delivering superior and sustainable stakeholder value.

WILL LIFESTYLE :- Strategy

With its brands, ITC aspires to build a dominant presence in the apparel market through a robust portfolio of offerings. Wills Lifestyle has been established as a chain of exclusive specialty stores providing the consumer a truly 'International Shopping Experience' through world-class ambience, customer facilitation and clearly differentiated product presentation.

To enhance product availability through expansion of Wills Lifestyle chain of exclusive stores in high potential catchment malls. The brand is now available in over 150 locations through exclusive brand outlets (EBOs) and shop-in-shops.

Achievements & Awards

Retailer of the Year Award at Asia Retail Congress 2008. Top 5 Luxury brands in the country in a Global Luxury Survey conducted by TIME Magazine. 2004: Rising Star Brand of the Year - John Players. 2003: Most Admired Exclusive Brand Retail Chain of the Year - Wills Lifestyle. 2002 : Most Admired Women's Wear Brand of the Year Wills Sport. 2001 :The Most Admired Exclusive Brand Retail Chain of the Year - Wills Lifestyle.

WILLS LIFESTYLE:DISPLAY
Clarity of thought : The display is very clear & tells that the main merchandise on display are apparels and accessories for teenagers & women. Creativity : The entire display gives a very homely touch & is very attractive being for the season. Effectiveness : The colors being used are bright colors like blue and red signifying cool, excited, stimulated and powerful environment. Why did it work : The display gives an aesthetic touch and a homely environment. The display gives a feeling to the customer that they can also avail the same comfort and calmness by acquiring these merchandises.

WILL LIFESTYLE:-PLACES
1. CHENNAI 2. CHANDIGARH 3. HYDERABAD 4. JAIPUR 5. JAMMU 6. KOLKATA 7. LUCKNOW 8. MUMBAI 9. NEW DELHI 10. VISHAKHAPATNAM

Wills Lifestyle : Promotion

Give vouchers to their customers. Season collections Festive collections Sponsor local/national teams. Create their websites and exhibit.

WILLS LIFESTYLE : COLLECTION

Designer wear Formal wear Relaxed wear Club wear Accessories Personal care

S.W.O.T ANALYSIS
Strength 1. A strong management market leader across various sectors. 2. Brand is famous globally for its products and diversified portfolio. 3. Shopping convenience for people and family shopping option all under one roof. 4. Customer loyalty schemes with membership given to customers and given special preference. 5. Technology intensive company.

Weakness 1. Has not yet captured the complete market; quite a lot of segments need to be captured. 2. Despite high brand recall, the brand is subject to high brand switching as lots of other brands to choose from Opportunity

1. Entering the rural retailing segment. 2. Advantages due to location. 3. Expansion in the online space with e-retailing.

Threats 1.Shopping culture changing with people preferring online shopping. 2. Less differentiation in the malls as other brands is also setting up their shops. 3. Poor inventory and stock availability measure.

Comparison Between Shoppers Stop & Wills Lifestyle

Attributes
Credit Cards Accepted Woolen clothes Inner Wear Brand

Shoppers Stop
Yes Yes Citizen Casual, Designer label, Dress Materials, Ethnic wear, Fabrics, Formal, Indian,, Nightwear, Outdoor/Adventure wear, Party wear, Sportswear, Suiting & Shirting, Traditional, Western Yes

Wills Lifestyle
Yes No Casual, Designer label,

Type

Formal, Sportswear,
Western No Boy's, Girl's, Men's, Women's Wills Lifestyle

Uniforms Accessories

Cufflinks, Handkerchieves, Leather Belts, Neck

Ties, Scarves, Shawls, Socks, Wallets

Gender
Brand

Kid's, Men's, Women's

High Design, Mustang Jeans, Zapp

Boutique

No

Yes