NEW MEDIA ASSIGNMENT

Submitted to Mr. Sameer Aasht

Assignment Brief
Business growth Strategy for Growth of Private Labels of Shoppers Stop Focusing on two Power Brands STOP and Life

Situation Analysis
Consumers buy the premium labels at Shoppers Stop but its own labels are ignored in the clutter of brands. Also profit margin for the stores on the private brands are higher than other labels. Competition  Westside: SRC, Westsport, Westside  Pantaloons / Central: RIG, Agile, All, JM Sport  Lifestyle: Genesis, Code, Flame, Club Hoppers

Most preferred brands in formal wear

Blackberrys Arrow Zodiac Van Heusen Park Avenue Allen Solly Louis Phillip

Most preferred brands in casual wear

Levis Spykar Pepe Wrangler Calvin Klien

Consumers preference of formal and casual wear brand

Quality 9% 6% 7% 11% 30% Premium Brand Unique designs and ideas 37% Expressing fashion Price Fit

Ads and promotions

Life Casual Wear

Life being a youth centric casual wear, it is not very common in the age group of 35yrs and above. At the same time it is less popular even in the target segment it caters to.

STOP
    

Private label of Shoppers Stop Formal ( Indian and Western ) wear clothing for men and women Caters to all age groups ( for this exercise considering age group 20 40 yrs ) Low pricing compared to other brands available in Shoppers Stop Though there is awareness of this brand it needs to get bigger in terms of branding and promotion.

Project Objective


To provide recommendations on the actions to be taken to drive business in for STOP and Life brands. Recommendations focusing on online medium

Methodology
 

Identifying the needs of our consumer Focusing the communication to our customers ONLINE medium

Recommendations and Strategies



Men in the age group of 18 25yrs

  

Engaged into a part time job ( Earn and Learn ) Full time job after their graduation Majority of them pursue their MBA.

In all the above cases, these men/ boys wear formals regularly.

Right Target Segment to Trap

    

Men and Women 18 - 25yrs Earning Rs5000 to 20,000 per month. Spending Rs1000 - 2000 on formal wear. Experimental in making purchases.

Communication Objective


Making STOP and Life bigger than Shoppers Stop Pvt labels of Shoppers Stop

Collection
This collection must have a perfect combination of good  Fit  Quality  Designs  Up to date and fashionable  Affordable

Strategies
 

    

Concentrating on online space Revamping the website STOP/ Life Starting daily Fashion Tips to those who registeron mail as well as mobile. Online contest Collaborating with MTV Splitsvilla Social Networking Sites Radio PR OOH to promote brands and contest

About the contest



Online contest
  

Designing apparels with use of funkiest props Upload pictures and videos Winner Collection / label by his/her name
Cash Prize Rs. 50,000/Short stint at MTV Splitsvilla

Viral video ads contest

  

Media schools and other B schools Shooting and uploading Winners Cash prize Rs. 50,000
Vouchers of STOP and Life

 

Registration of contest online on contest website Shoppers Stop home page provides a link to the contest website

Contest webpage.


Contest page later becomes a portal for the consumers to network Stylist answering fashion related queries of the registered users. Online Game on the portal - create your own avtar- pick up from the gallery and dress yourself this can be uploaded as your profile pic.

APPROACHS for promoting the contest



MTV Splitsvilla
  

The inmates have a task of designing apparels Ticker and contest promo Clothes worn on dates by the contestants will be sponsored by Life and STOP

Social Networking Sites



Facebook and Orkut

     

Community Viral Passing a Life hamper Forum Passing a gift Apparel Game Target the following communities/ pages  Music  Art  Techno  Sports  Fashion trends  Cosmetics

Twitter

Following our target group interests links and pages

   

Online advertisements on passion group interest. Contacting the existing members via e- mails Direct mailers Petite t shirt Bluetooth messaging- when inside the store or a shopping mall.

In Store Branding
    

Display contest boards in the mall Danglers about the contest POPs and shelf promotion Floor promotion Salesmen promoting during billing Brochure, create database Arrangement / positioning of these brands against the international brands.

Long run Strategies to increase sales of Life:

 

In store environment to be in sync with Life image Hire fashion designers to change the complete look to Life as a brand including the logo. Trendy and Funky use of colors in the collection Explore and experiment different looks Macho look, Techno look, Party look, Beach look, Bikers look etc... Accessorize the section of Life well in order to maintain the environment

Long run Strategies to increase sales of STOP:



Introduce  

All the sizes Fresh colors, designs and styles wrinkle free, stain free etc

Communicate with the members via e-mails or face to face interaction by the sales person to know if they are happy with the brand While billing is done, customers should be advised on customer complaint department of Shoppers Stop.

 Submitted

By-

Amanda Joshi- 234 Ankita Bara- 185 PR 2010