Professional Documents
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Shoppersstop 090401233213 Phpapp02
Shoppersstop 090401233213 Phpapp02
OPPORTUNITY THREAT
•Geographical Reach •Threat of New Entrants
•Preferred Partner for Foreign Players •Competitive Rivalry in the Industry
•Hyper city – An entry into Value Retail •Economic Slowdown
M ARKETING ENVIRONM ENT
PRODUCT
• Identified the need for and created a suite of
brands that reflect Styles, International Class and
Fashion
• Private Brands have been introduced and
developed after a careful analysis of Customer
Requirement.
PROM OTIONAL
• Market Specialization
• GIFT VOUCHERS
• VARIOUS FESTIVE OFFERS
• CONTEST
• POP MATERIAL
GIFT VOUCHERS
• BRAND AMBASSADOR
• SPECIAL EVENTS
• PUBLIC AFFAIRS ACTIVITIES
BRAND AMBASSADOR
• Shah Rukh Khan for all mega events because
they both dominate their respective industries.
He reflects the perfect image of Shoppers Stop.
PUBLICITY & SPECIAL EVENTS
Om Shanti Om Fashion Show
• The leading Premium Fashion and Lifestyle
destination Shopper’s Stop and the most awaited
movie , Om Shanti Om had come together to
unveil the unique look of the movie through a
Fashion show. With this association Shopper’s
Stop will retail the limited edition clothes and
merchandise inspired from the film at their stores
across India. The dazzling show witnessed the
leading pair Shah Rukh Khan and Deepika
Padukone along with Arjun Rampal and Shreyas
Talpade walking the ramp showcasing their
respective looks from the film.
PUBLIC RELATIONS
A=ADVERTISING Aware
G =GOAL Comprehension
& Image
M =MEASURED
Attitude
A=ADVERTISING
Action
R=RESULT
DAGMAR MODEL
• Promotional campaign:
It must have an objective.
And objective that is measurable
• Objective should contains
The Idea
Well-Defined Target Audience
Creative Strategy
Media Strategy
Fixed time period
PROM OTIONAL CAM PAIGN
Buy & Fly to the Seven Wonders of the
world.
THE IDEA: 'Buy and fly to the 7 wonders'.
Spend a specified amount and you could win a
trip to the 7 wonders of the world. Besides the
mega prize, customers could win many other
prizes like Gili gold coins, Gift Vouchers, VIP
bags, Espirit watches etc.
CAMPAIGN OBJECTIVES: To differentiate the
promotion from all other promotions in the
market at that time. Shopper's Stop had to
become the preferred shopping destination for
the festive season.
TARGET AUDIENCE: Males and
Females,Age-15-44yrs, High ownership of cars
and consumer durables. Evolved Indian who is
open to new experiences.
CREATIVE STRATEGY: Bringing alive the
international experience by communicating that
Shopper's Stop is their Passport for seeing the
Seven Wonders of the World.
MEDIA STRATEGY: Taking the strategy of
'enveloping the consumer' with communication
on TV, Press, Hoardings and Radio. Also Point of
sale and Direct marketing & PR to complete the
360 degree effect.
EVIDENCE OF RESULTS: Record breaking sales
ever in the history of Shopper's Stop for any
festive season. Revived Customer Entry, Increase
in Cash memo sizes and employee morale at an
all time high.
DOWN UNDER FEST- A
PROM OTIONAL CAM PAIGN
Interest
ATTITUDE
Evaluation
Trial
ACTION
Adoption
THANK YOU