Name- Ishika kumari CourseTitle- Retail Management

Class – Q1905 Faculty- Ravinderjit Singh

Registration no. - 11913656 Roll no. - 52

Subject code- MKT305 Academic Task- 1

SHOPPERS STOP –
Shoppers Stop is an Indian Company of the Retail Industry owned by K Raheja Corp.
Clothing, accessories, purses, shoes, jewellery, fragrances, cosmetics, health and beauty items,
home furnishing, and decor products are available in 86 stores across India.
On October 27, 1991, the first store opened in Andheri, Mumbai. In 2006, the company opened
its 22nd store in Lucknow. It partnered with Nuance Group AG in 2007 and built outlets at
Mumbai T1 and Bengaluru Airports. In 2008, an e-store with delivery to major Indian cities
was launched, followed by a smartphone app in 2016. The businesses carry a wide variety of
clothing and lifestyle products for the whole family. Shoppers' Stop carries everything from
Provogue, Color Plus, Arrow, Levi's, Scullers, and Zodiac to Lakme, Chambor, Le Teint Ricci,
and other cosmetics brands. Stop, Life, Kashish, Vettorio Fratini, and DIY are all clothing lines
sold at Shoppers' Stop.

Types of Retail Outlets:

Because of their wide range of products, Shopper's Stop is known as a multi-Brand retail
establishment. Apparel, Accessories, Toys, Fragrances, Beauty Products, Traveling Products,
Home Appliances, and other items are available. Apparels, Fragrance & Beauty, Home &
Travel, and Gift Ideas are among the items available. Customers can choose from a variety of
Categories, Brands, and Styles under this heading. They have many more Shopper's Stop
showrooms throughout Delhi and the NCR, therefore they have a large network of retail stores.
They also provide online purchasing, implying that they are utilising new technologies to boost
sales.

Retail Mix Of Shopper’s Stop-

A. Customer Service:
In order to increase sales, Shoppers Stop offers a variety of solutions to improve the
shopping experience for customers. It just launched on a digital transformation project
in order to provide customers with a more enriched, personalised, and engaging in-store
experience. In the next six months, it will partner with Cisco to implement the
Connected Mobile Experience (CMX) capabilities across 80 locations in India.
Shoppers Stop is testing the CMX capabilities in a few of their locations. This works in
conjunction with Cisco Wireless Solution to provide shoppers with more tailored
experiences. With over 4.6 million First Citizen loyalty programme members and one
million Shoppers Stop Mobile app downloads, the company believes it will be able to
give anonymized aggregate data to customers in the coming months, including
mapping, directions, and targeted in-store promotions.

B. Pricing:
Since there are so many competitors, such as Wills Lifestyle, Pantaloons, Future Group,
Myntra, Jabong, Trendin, Snapdeal, and others, Shoppers Stop sells a variety of
worldwide brands at highly reasonable prices. Because the market is inundated with so
many competitors, Shoppers Stop must offer discounts and hold several sale events
throughout the year in order to stay afloat. Discounts are usually applied to older items,
while new arrivals are rarely discounted.
Shoppers Stop's clothes ranges in price from under Rs. 300 for low-cost brands to over
Rs. 10,000 for premium collections. The prices vary depending on the categories and
the things being purchased. Women, on the other hand, have a considerably greater
selection of options because they buy more frequently and for a wider range of prices
and brands. This reveals the price approach used by Shoppers Stop in their retail mix.

C. Location:
Shopper stops are typically found at malls, where they receive a significant volume of
traffic. These malls also have more convenient and extensive parking spots. The mall
should be built in areas where there is a significant population density (like city centre,
near airports and Railway stations). They also take into account the amount of
competitors in the mall that sell the same products as them.

D. Brands Offered:
Louis Philippe, Pepe, Arrow, BIBA, Gini & Joni, Carbon, Corelle, Magppie, Nike,
Reebok, LEGO, and Mattel are among the domestic and international brands sold at
Shoppers Stop. Shoppers Stop sells products under its own brands, including STOP,
LIFE, Vettorio Fratini, Elliza Donatein, Acropolis, and others. Austin Reed (London),
an international brand whose men's and women's outerwear is solely sold through the
chain in India, is also a licensee of the company.

E. Online Marketing:
Site, social media, email blasts, and so on Seasonal deals such as Halloween,
Valentine's Day, and so on. Groupon, Mint Magazine, and coupon books are examples
of discount systems. Personal selling - shop salespeople can be an effective strategy for
achieving marketing goals. Items are usually found at the check-out counter or another
spot where the purchase decision is made. Press releases, newspaper reports, and other
forms of public relations Print, billboards, advertisements, and other forms of
advertising Customer loyalty programmes – provide habitual shoppers with discounts
that others do not.
 F. Store Display:
Mannequins, fixtures, graphics, and signage all contribute to the visual merchandising
of a store. Store Exterior Display and Prints are made up of many offers and deals that
are used to entice and persuade customers into purchasing a product. Shoppers employ
an angular store layout to ensure that each product is displayed in the best possible light
and style. Shoppers Stop positions well-known brands in the back of the store, giving
customers the opportunity to grab someone's eye and improve sales. They also display
clothing from lightest to darkest colour for best visual appeal.
G. Merchandise Assortment:
Suiting, boys' wear, and ladies' items were added, as well as casuals, kids' wear, and a
non-apparel section (jewellery, fragrances, cosmetics, and watches), making it India's
first departmental store. Founded the first in-house label, "STOP." Creating movie
merchandise history with the unveiling of the Om Shanti Om Collection; pioneered
mascot licencing in the categories through exclusive tie-ups for certain products under
the brand Mascot ‘Zoo Zoo; and pioneered mascot licencing in the categories through
exclusive tie-ups for certain products under the brand Mascot ‘Zoo Zoo'.

Retail Strategy-
1. Promotional Offers For Sale Gift cards, numerous seasonal offers, sweepstakes, and
Pop Materials are among the promotional strategies offered by Shopper's Stop.
2. Segmentation, Targeting, and Positioning - Segmentation is the process of separating
people into groups. The majority of consumers are between the ages of 16 and 35, and
are primarily families and young couples with a monthly family income of more than
Rs.20,000 and an annual spend of more than Rs.15,000. They first opened their doors
in 1991 as a men's ready-to-wear store. In 1992, the offering was broadened to include
suiting for both boys and girls.
3. They added casuals, children's clothing, jewellery, fragrances, cosmetics, and watches
in 1993, making it India's first department store.

SWOT ANALYSIS:
Strength:
• One-stop shop- The retail department store offers a wide range of merchandise. It is a
one-stop store for a variety of things ranging from fashion to cosmetics to home décor.
Across all categories, it has over 400 of the best worldwide and national brands. They
work with over 400 worldwide brands (Designal, Wrong, RS By Rocky Star, Femina
Flaunt, Love Generation). It features items for men, women, and children, making it
more accessible to a wider range of individuals and increasing its popularity.
• Brand Image- They've always believed in an endless world of possibilities. Their
ability to deal with day-to-day changes in technology has always been at the top of the
list. They have established a solid bar for other retailers in the industry as a result of
their significant presence in the retail industry. With a solid history and exceptional
quality, the company has been successful in distinguishing and valuing its brand.

Weaknesses:
• Despite the company's numerous patents and copyrights,strategy is simple to reproduce.
In the industry that Shoppers Stop group operates in, intellectual property rights are
extremely difficult to apply. Intellectual Property Rights are effective in resisting same-
 size competition, but it is difficult to prevent start-ups from disrupting markets at
various levels, according to Rajiv Lal and Virginia A. Fuller.

• Implementation of Technology in Operations - Despite integrating technology into

backend processes, Shoppers Stop or Shoppers Stop Group has yet to harness the power
of technology in front end processes.

• Customer Unhappiness - Despite the fact that product demand has not decreased, there
is a simmering sense of dissatisfaction among Shoppers a Stop customers. It shows up
in the feedback on numerous online platforms. Shoppers Stop should concentrate on
ways to improve the customer's buy and post-purchase experience.

Opportunities:
• Increased Consumer Disposable Income –Shoppers Stop or Shoppers Stop
group take advantage of rising disposable income to create a new business
model in which customers pay progressively for their use of the company's
products. SSG's can leverage this trend to expand in nearby areas, according to
Rajiv Lal, Virginia A. Fuller of Shoppers' Stop Group (SSG) case study.

• Reducing the Cost of Market Entry and International Marketing —

Globalization, together with the rise in digital marketing and social media, has
significantly decreased the risks of market entry and marketing in international
markets, according to Rajiv Lal and Virginia A. Fuller.

Threats:
• International geopolitical factors — Since Donald Trump's election, geopolitical
circumstances have shifted in favour of increased protectionism. Brexit, Russian
sanctions, Venezuela's foreign exchange problems and inflation, decreased oil prices,
and other events are affecting the international business landscape. Shoppers Stop or
Shoppers Stop group should pay special attention to these occurrences and make
them a part of their plan.

• Protectionism Is Growing - SSGs should take steps to mitigate the danger of rising
protectionism, such as storing data in foreign markets and diversifying risk by operating
in countries with varying economic cycles.

Positioning-
 Shopper Stop positions itself as a global premium retailer outlet.
 Shopper Stop is positioned as a family store delivering a complete Shopping
experience.
 Basically,the evolution of the brand shoppers stop began with the baseline of the brand
logo changed with ever rising customer aspirations.
 Then, from the ‘Ultimate Shopping experience’ in 1992.
 Feel the experience ‘While shopping’ in 1993.
 From enjoying the international brand experience to enjoying them from emotional
fulfilment experience. For example , buying a diamond ring for your loved ones and
express your love or flaunting your status.
  This change to start something new in 2008 and as a part of brand makeover strategy
But still connecting with the mindsets of current customers to constantly upgrade and
experiment.

Marketing Strategies-
Shopper’s Stop basically follows 2 Strategies:
Guerrilla marketing is a nontraditional marketing strategy that depends on time, energy, and
creativity rather than a large marketing budget. Guerrilla marketing strategies are usually
unexpected and unique; consumers are targeted in unusual settings, which can make the
advertised idea memorable, build buzz, and even spread virally. Guerrilla marketing entails
unconventional marketing techniques such as unexpected encounters in public places, product
freebies on the street, stunts, and any other type of unconventional marketing that aims to get
maximum outcomes with least resources. Guerrilla marketing is becoming more imaginative
by incorporating cutting-edge mobile digital technology to truly engage consumers and create
a memorable brand experience.

Guerrilla marketing principles Guerrilla Marketing is a type of marketing that is designed

primarily for small businesses and entrepreneurs. Instead of experience, judgement, and
conjecture, it should be based on human psychology. Instead of money, time, energy, and
imagination should be the key marketing investments.

Profits, not sales, are the most important metric to use when evaluating your company. The
marketer should also pay attention to the number of new relationships formed each month.
Instead than trying to diversify by offering too many different products and services, establish
a standard of excellence with a laser-like focus. Rather than focusing on acquiring new
customers, focus on increasing referrals, increasing existing customer transactions, and
increasing transaction sizes. Forget about the competition and focus on collaborating with other
companies. Guerrilla Marketers should always utilise a mix of marketing techniques when
launching a campaign. Make use of latest technology to help your company succeed.

2. Retailers use interactive marketing as a method to allow customers to modify products

according to their preferences. This method is typically used by service businesses such as
hotels, but Shopper's Stop has been able to use it in a retail setting. Customers — referred to as
guests — can 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, which has already made its debut at Shoppers‘ Stop outlets in Mumbai.
Although the toys are expensive — ranging from Rs 595 to Rs 1,295 for a plush animal, with
add-ons like sound chips, outfits, and accessories costing extra — the interactive shopping
experience adds an element of excitement for young clients and may become a family affair.

Suggestions:

 To enhance sales, they should create more schemes, discounts, and specials.

 They should promote low-cost brands that appeal to the middle class, as well as mass-
market companies.

 Because of the high footfall and limited size of the stores, they become a bit cluttered,
thus they should have larger outlets.
 They only have parking spaces for people who have a "first citizen" card, which makes
it difficult for many newcomers to access the malls.

 Shoppers Stop's competitors employed aggressive mediums of advertisement, such as

television commercials, to achieve a competitive edge over them; therefore, Shoppers
Stop should use such a medium of marketing to gain a competitive advantage over
them.