Professional Documents
Culture Documents
Shoppers Stop
Submitted to:
Prof. Pravin Patil
Submitted by:
Saumya Gupta
Srusti Shrestha Panda
7/10/2009
Acknowledgements
The toughest of endeavors in this world is not possible without the support of a helping hand
which guides and motivates a person to take on any challenge head on. Inputs from such helping
hand are always like very essential because more often or not certain mistakes which go
unnoticed from our eyes.
We are indebted to our Prof. Pravin Patil, ICFAI Business School, Pune for giving us such a nice
opportunity to work something related to practical exposure of retail industry & extending his
untiring guidance to us, by constantly discussing the project matter and helping us in clarifying our
thinking in several pertinent issues and providing a meaning full insight into the subject.
Shopperss Stop
The tapestry of history has no point at which you can cut it and leave the design intelligible.
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 itslifestyle 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 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.
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.
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.
Management:
B.S. Nagesh (Customer Care associate & Managing Director)
Govind Shrikhande (Associate Director & CEO)
Business Partners:
Launched as India's premier retail chain for branded apparel and accessories, Shoppers' Stop has
systematically progressed from only branded apparel to private label garments to home furnishings,
and finally into books and music - all focused on our customers' lifestyle requirements and
aspirations.
In 2000, SSL diversified into Bookstore Retailing by acquiring 51% stake in
Crossword which it later increased to 100% in 2005. SSL has also ventured into various
categories like cosmetics through MAC, mother and infant care through Mothercare, home
solutions through Home Stop, food and beverages (F&B) through Brio and Desi Caf, gaming
and entertainment through Timezone, Ladies non-apparel and accessories through its luxury
format, Arcelia, and into airport retailing through its 50:50 joint venture (JV) with the Nuance
group. SSL also has 19% stake in the hyper-mart format of HyperCity and has plans to increase
it by 51% by end of June-2010.
Shopperss Stores sister store are:
Crossword Bookstores
Crossword Bookstores is a chain of largest bookstores in India with 52 branches. Shoppers Stop
acquired 100 per cent stake in bookstore chain Crossword. Crossword is positioned as a lifestyle
bookstore with their spacious, well laid out stores which encourages customers ease in browsing
through the merchandise of books, music, stationary and toys.
Home Stop
HomeStop is premium home furnishings home concept store, which offers products in home decor,
furniture and accessories, bath accessories, bedroom furnishings, mattresses, draperies, carpets,
modular kitchens and health equipment.
Brio
Brio makes Shoppers Stop Ltd.'s foray into Food and Beverage which was a step towards
franchised coffee bars. Brio the caf bistro is designed provides customers a place to relax,
revive and reflect. It has a classic yet sophisticated ambiance. Brio has 20 outlets in select cities.
Cafe Coffee Day (CCD), the retail division of Amalgamated Bean Coffee Trading (ABCTL), has
signed an MoU with Shoppers Stop to run its BRIO outlets.
Desi Cafe
Desi Caf and their operations have been taken over by Cafe Coffee Day (CCD), the retail division
of Amalgamated Bean Coffee Trading (ABCTL), has signed an MoU with Shoppers Stop to run its
Desi Cafe outlets.
Hyper City
HyperCity provides customers a wide variety of range of products for shopping in a large and
modern retail environment. It offers a contemporary range of products, sourced from both local and
international markets. The product range covers: Foods and Grocery, Homeware, Home
Entertainment, Hi-Tech, Appliances, Furniture, Sports, Toys & Fashion.
M.A.C.
M.A.C. and Shoppers Stop Ltd. entered into a non exclusive retail agreement with cosmetics major
Estee Lauder to open up M.A.C. Cosmetics stores in India. M.A.C. Makeup-Art Cosmetics - the
professional brand of choice, is the first brand under the Estee lauder Group of Companies portfolio
to enter the Indian retail market. Currently there are 9 M.A.C. stores operating
Arcelia
Arcelia is a new retail concept aiming at the growing accessories and cosmetics segment, with a
strong emphasis on experience and indulgence and primarily caters to discerning women shoppers.
It retails cosmetics, fragrances, fine jewelry, footwear, handbags.
Mother Care
MotherCare and Shoppers Stop come together to introduce products for infant and toddler care
which stocks a variety of products for mother and babies, toddlers and children till eight years of
age with the focus being on style, function and safety.
Nuance Group
Nuance Group with Shoppers Stop makes an entry into airport retailing. The alliance is marked
with a joint venture with The Nuance Group AG of Switzerland, the worlds leading airport retailer.
Shopper's Stop Ltd. is handling the retail operations at the duty free zones in international terminals.
The joint venture company, called Nuance Group (India) Private Limited. is operating outlets at the
International airports at Bengaluru and Hyderabad.
Hyper City-Argos
HyperCity-Argos and Shoppers Stop, the two retail ventures of K Raheja group had signed a
memorandum of understanding with UKs leading retail chain Home Retail group to develop the
Argos (retailer) retail format stores in India. Two years later, Shoppers Stop Ltd has informed
Bombay Stock Exchange shall wind down and discontinue its catalogue retail operations under the
Hypercity-Argos brand.
Time zone
Shoppers Stop forayed into the Entertainment sector by acquiring 45% stake in Timezone
Entertainment Private Limited which is in the business of setting up and operating Family
Entertainment Centers (FECs). It has 5 outlets in Ahmedabad, Hyderabad, Kolkata, Navi Mumbai
and Mumbai.
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.
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,
Shoppers Stop has a database of over 2.5
lakh members who contribute to nearly 65%
of the total sales of Shoppers Stop. They also
offer a co-branded credit card with Citibank
for their members.
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.
Brands Offered:
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
APPARELS
Arrow
Orly
Louis Phillipie
Lee
Levice
Van Heusen
Pepe
Zodiac
Killer
Stop
Lee Cooper
Caliber
Wrangler
Blackberries
Spykar
Scullers
Life
Givo
Allen Solly
Provouge
Wills
Jewellery
Music
Pedrini
Pyren
Facet
Planet M
Carbon
Music World
Sparkles
Tanishq FQ
Home Dcor
Hair Styling
Habbibs
Books
Swaroski
Yamini
Gili
Four Seasons
Oyzsterbay
Viva
Sarvoski
Welspun
Estelle
Borosil
Corning Ware
Crossword
Fragrances
J'del Pozo
Christian Dior
Myrurgia
Casio
Ysl
Etienne Aiger
Esprit
Davidoff
Xm
Fossil
Joop
Sunglasses
Diesel
Lancaster
Ray Ban
Watches
Titan
Shoes
Nicos
Lee Cooper
Jil Sander
Red Tape
Calvin Klein
Picasso
Boucheron
Stop
Police
Life
Stores
Shoppers Stop is one of the leading retail stores in India. Shoppers Stop began by operating a chain of
department stores under the name Shoppers Stop in India. Currently Shoppers Stop has twenty seven
(27) stores across the country and three stores under the name HomeStop. Shoppers Stop has also begun
operating a number of specialty stores, namely Crossword Bookstores, Mothercare, Brio, Desi Caf,
Arcelia.
Shoppers Stop retails a range of branded apparel and private label under the following categories of
apparel, footwear, fashion jewellery, leather products, accessories and home products. These are
complemented by cafe, food, entertainment, personal care and various beauty related services.
North
New Delhi
Jaipur
Gurgaon
Gaurav towers 2,
plot no 2,
Indira palace,
Malviya Nagar,
Jaipur - 302017.
Mgf, Metropolitian
mall Mehrauligurgaon road,
Gurgaon,Haryana
East
Kolkata
10/3 Lala Lajpatrai road (Elgin
road),
Kolkata-700020.
West
Andheri
(Mumbai)
211-D, S.V. road,
Andheri (west),
Mumbai-400058.
Chembur(Mumbai)
Krushal commercial complex,
M.G. Road,
nr. Chembur flyover,
Mumbai - 400079.
Mulund
(Mumbai)
Bandra
(Mumbai)
Pune
Kandivili(Mumbai
)41, Naman Plaza,
Wakdewadi,
Mumbai-Pune highway,
Shivaji nagar,
Kandivili (west).
Pune-411005.
South
Bangalore
Chennai
Hyderabad
Raheja point,
No.2 Harrington
road,
Magrath road,
Chetput,
Bangalore-560025
Chennai-600031.
Begumpet, Hyderabad
-500016.
1-22-251/1,
1. Guerrilla marketing is an unconventional system of promotions that relies on time, energy and
imagination rather than a big marketing budget. Typically, 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.
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 Shoppers Stop 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.
ERP:
Shoppers Stop was the first few retailers to use scanners and barcodes and completely computerise its
operations. Today it is one of the few stores in India to have retail ERP (Enterprise resource planning) in
place, which is the best retail planning system in the world. With the help of the ERP, they are able to
open new stores faster and get information about merchandise and customers online, which reduces the
time in taking quick decision.
SCM:
Understanding the importance of distribution and logistics in ensuring that merchandise is available on
the shop floors has led Shoppers Stop to streamline its supply chain. The company has developed
process manuals for each part of the logistics chain. These modules include vendor management,
purchase order management, stock receiving systems, purchase verification and inventory buildup, fixing
of price and store tags, dispatch of stocks to the retail floor and forwarding of bills for payment.
If we talk about various brands then the answer is that they have a direct tie ups with different companies
and companies deliver all the needed products to their door-step means deliver all the goods to every
shoppers stop showroom. But there are some companies which do not provide them these services so for
those they have their own carrier.
Competitors Analysis:
In India, as we analyzed we find only few competitors for Shoppers Stop & those are mainly foreign
players and also Individual stores. The name of few competitors is given below:
Lifestyle
Globus
Central
Pantaloons
Westside
Ebony
Situational Analysis:
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.
Strength
Variety
Range
Different Brands
Pioneer
Loyal customer
Low risk
Good financial position
Presence across various segments
Weakness
Very high prices: They provide international Brands due to which their prices are very high.
Less Schemes: They do not offer so much schemes, they offer schemes only on special occasions
like Diwali, Independence Day, etc.
Less Discounts : They offer less discount in their schemes, they basically offer 10% to 20%
discount
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.
Suggestions:
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
such medium of marketing.
Bibliography:
1.
www.shoppersstop.com
2.
www.angelbroking.com
3.
www.scribd.com
4.
www.financialexpress.com
5.
www.economictimes.com