ASSIGNMENT

NAME - HARSH MITTAL

CLASS - 5 ‘B’
ROLL NO. – 081
SUBJECT – MAN 503 – RETAIL MANAGEMENT

Q.) Cite an example of any retail gain, explaining how it utilizes different
types of marketing tools to enhance its marketing presence.
ANS. Shoppers Stop marketing strategy helps the brand/company to
position itself competitively in the market and achieve its business goals &
objectives.

Shoppers Stop Product Strategy:

Shoppers Stop is one of the leading fashion retail brands in India. The
product portfolio offered by Shoppers Stop is huge as it is a retailer for
fashion. The various segments of products Shoppers Stop offers are
women, men, kids, gifts and home furnishings and décor.
The men segment is further divided into clothing, accessories, shoes,
jewellery and grooming products. Similarly in the women, kids, gifts its
divided accordingly to the need of the people.

Shoppers Stop Price/Pricing Strategy:

As the market has been flooded with so many competitors, Shoppers Stop
has to provide discounts and has to come up with various sale events all
throughout the year to sustain in the market. The discounts are generally
placed on old stocks and new arrivals are generally not discounted. The
prices also vary according to categories also and the items to be purchased.
Generally, for the women there is a much wider variety as they shop more
frequently and cover a more varied range of prices and brands. This gives
an insight in the Shoppers Stop pricing strategy in its marketing mix.

Shoppers Stop Place & Distribution Strategy:

Shoppers Stop has presence in 35+ cities in India with 80+ stores in total
which are present strategically all over the country. Hyper city, Home Stop,
Crossword, Mothercare stores are also spread across India. Shoppers Stop
also has presence in e-tailing where we can access the product through
online and mobile apps which has access to over 1200 towns and cities.
Shoppers Stop has 4 regional distribution centres which work 24x7 to
provide timely movement of the products to various stores all over the
country.

Shoppers Stop Promotion & Advertising Strategy:

Shoppers Stop uses print and online media as effective tools to advertise.
Promotions of Shoppers Stop are mostly focused on advertisements of
various kinds. It has print advertisements, outdoor advertisements such as
billboards and other major places across cities. Shoppers Stop also has
various sales promotion which its customers wait for such as the ‘End of
Season Sale’ and other regular sales promotion. Shoppers Stop also conduct
various social responsibility activities such as partnering with NGOs,
providing vocational trainings for youth and training the handicapped for
livelihood.