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and motivates a person to take on any challenge head on.” I would like to express my deep and sincere gratitude to my project guide, PROF. MONA BHATIA, who not only motivated me to take up this distinctive topic for project study, but also provided timely help and information, despite her busy schedule and commitments. This project would have not been successful without her incredible help, genius guidance, and cheerful encouragement. I would like to thank our Principal, Dr. ANCY JOSE, for providing us with all the facilities that have made working on our projects much easier than what it would have been otherwise. The strenuousness of this work was eased by the whole hearted support of PROF. MONA BHATIA, the BMS coordinator of our college and other members of the staff.
MARKETING STRATEGIES OF SHOPPERS’ STOP
TITLE: A detailed study on the Marketing Strategies of Shoppers’ Stop including the SWOT Analysis and Case Studies. OBJECTIVES: 1. Primary Objectives. a. To understand if the marketing strategies of Shoppers’ Stop efficient enough to attract more customers at the same time maintaining the present level of loyal customers? b. To measure the effectiveness of advertisement / promotional activities that Shoppers’ Stop are currently using. 2. Secondary Objective To understand the Marketing strategies used by Shoppers’ Stop to attract its customers and make profits. LIMITATIONS: a. I could not cover the all the Shoppers’ Stops throughout the country. b. More reliability on secondary data which might give a different experience practically later when implemented. c. Non probability sampling was done that is samples were chosen at researcher’s convenience this might not make the data accurate and reliable. d. Sample research is restricted to 50 people. RESEARCH METHODOLOGY 1. 2. 3. 4. 5. Formulation of Research Problem Research Design Determining the Source of Data Processing and analyzing the data Preparing the research report.
1. Formulation of Research Problem At first I required to know the objective and the meaning of Marketing strategies. I required to know the strategies followed by the organizations. I required studying the latest developments happening to make the project more effective. I was also required to understand whether organizations followed the strategies and accepted as a cost benefit activity. It took me 2 months to prepare the entire project and present precise data.
MARKETING STRATEGIES OF SHOPPERS’ STOP
2. Research Design Every project requires an action plan and method for conducting a study. My project is more prone to exploratory research as all my findings are more based on secondary data. 3. Source of Data After listing down the methods of study and the activities to be done to complete my project, I started with the implementation of the activities. The data is collected from two sources, i.e Primary and Secondary sources of data. Primary data was collected through surveys taken of the regular customers of Shoppers’ Stop. Secondary Source of data was readily available and from websites mentioned in Bibliography. 4. Processing and analyzing the data After the very arduous task of collecting the data, now I was required to analyze the data from every aspect. It was essential to present the relevant data in the correct form. Hence, usage of various pictures is done in the project to make it easier and appropriate to understand. 5. Preparing the Research Report After collecting and analyzing all the facts and aspects, final report was prepared with all the key points taken into consideration.
MARKETING STRATEGIES OF SHOPPERS’ STOP
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INDUSTRY ANALYSIS OF INDIAN RETAIL SECTOR RETAILING FORMATS IN INDIA INTRODUCTION TO SHOPPERS’ STOP BUSINESS PARTNERS MARKETING MIX 5.1 PRODUCT MIX 5.2 PRICE MIX 5.3 PLACE MIX 5.4 PROMOTION MIX
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CUSTOMER PROFILE AND HRM CONTROLLABLE & UNCONTROLLABLE FACTORS USE OF CRM, ERP & SCM AT SHOPPERS’ STOP SWOT ANALYSIS FINANCIAL CONDITION OF SHOPPERS’ STOP CASE STUDY EXPANSION PLAN QUESTIONNAIRE BIBLIOGRAPHY
Industry Analysis of the Indian retail sector:
MARKETING STRATEGIES OF SHOPPERS’ STOP Page4
efficient merchandising and even the labour class is also in the working process timely promotional campaigns. These MARKETING STRATEGIES OF SHOPPERS’ STOP Page5 . Gas stations are seeing action in the form of convenience stores. food courts and pharmacies appearing in many outlets. In the coming years it can be said that the hypermarket route will emerge as the most preferred format for international retailers stepping into the country. kiranas still continue to score over modern formats mostly due to the convenience factor i. Food retail Hypermarket Considering moving to self service Small fashion stores Traditionally. greater enforcement of taxation mechanisms and better labour law monitoring system. near to their house. from discount stores to supermarkets to hypermarkets to specialty chains. This organized segment typically comprises of a large number of retailers. labour and capital. entertainment. The modern retail formats are encouraging development of well-established and efficient supply chains in each segment ensuring efficient movement of goods from farms to kitchens. which will result in huge savings for the farmers as well as for the nation. It's no longer about just stocking and selling but about efficient supply chain management.Modern retailing has entered India in form of malls and huge complexes offering shopping. as it required minimum investment in terms of land. However. ATMs.e. leisure to the consumer as the retailers experiment with a variety of formats. The government also stands to gain through more efficient collection of tax revenues. Estimates indicate that this sector will have the potential to absorb many more hypermarkets in the next four to five years List of retailers that have come with new formats: Retailer Shoppers’ Stop Crossword Piramyd Pantaloon Subhiksha Globus Current Format Department Store Large Bookstore Departmental Store Own brand store Supermarket Department Store New Formats Quasi-mall Corner shop Quasi-mall. developing vendor relationship quality customer service. Network marketing has been growing quite fast and has a few large players today. the kirana retailing has been one of the easiest ways to generate selfemployment.
restructuring the tax regime. phone service. Apart from metro cities. Ahmedabad. In order for the market to grow in modern retail. hair creams. depilatory products and convenience and health foods. it is necessary that steps are taken for rewriting laws. Aurangabad. home delivery etc. as they tend to be more conservative than the metros. accessing and developing new skills and investing significantly in India. Growth of Retail Sector in India.store are not affected by the modern format of retailing. which are generally not found in the local kirana stores. However. fewer power cuts and lower levels of attrition. In order to keep pace with the modern formats. big players like Reliance has announced its plans to become the country's largest modern retainers by establishing a chain of stores across all major cities. MARKETING STRATEGIES OF SHOPPERS’ STOP Page6 . Kolhapur and Amravati has seen the expansion of modern retails. retailers need to adjust their product mix for smaller cities. Nasik. They also provide services like credit. Sholapur. The organized retailing has helped in promoting several niche categories such as packaged fruit juices. several small towns like Nagpur. lower real estate costs. shower gels. Small towns in Maharashtra are emerging as retail hubs for large chain stores like Pantaloon Retail because many small cities like Nagpur have a student population. Looking at the vast opportunity in this sector. kiranas have now started providing more value-added services like stocking ready to cook vegetables and other fresh produce. fabric bleaches.
Entertainment Durable 10% 1% Home 3% Pharma 2% Food & Grocery 14% Clothing and Textile 36% Health & Beauty 1% Books. Music & Gifts 3% Watch & Jewellery 17% Footwear 13% Retailing formats in India MARKETING STRATEGIES OF SHOPPERS’ STOP Page7 .
Further classified into localized departments such as clothing. 6. They lend an ideal shopping experience with an amalgamation of product. Located mainly in metro cities. These are located in or near residential high streets. groceries. Among these. which started in Mumbai and now has more than seven large stores (over 30. seven days a week. having a strong focus on food & grocery and personal sales. RPG's Music World and the Times Group's music chain Planet M. offer several brands across a single product category.000 sq ft and above. the biggest success is K Raheja's Shoppers Stop. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day. discount stores or factory outlets. 2. MARKETING STRATEGIES OF SHOPPERS’ STOP Page8 . the Mumbai books retailer Crossword. Specialty Stores: Chains such as the Bangalore based Kids Kemp. are focusing on specific market segments and have established themselves strongly in their sectors. feet located near residential areas. Examples include Shoppers Stop. home. 7. Convenience Stores: These are relatively small stores 400-2. Pantaloon. MBO’s : Multi Brand outlets. Prices are slightly higher due to the convenience premium. Ranges from 60. Formats adopted by the Retail Players in INDIA.000 sq ft and large supermarkets ranging from of 3. offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season.000 sq ft. Super Markets can further be classified in to mini supermarkets typically 1. toys. Department Stores: Large stores ranging from 20000-50000 sq.500 sq ft to 5. Discount Stores: As the name suggests.000 sq ft to 2.1. catering to varied shopper needs are termed as Supermarkets. etc 5.000 sq ft to 7. in proximity to urban outskirts. ft. Departmental Stores: Departmental Stores are expected to take over the apparel business from exclusive brand showrooms. catering to a variety of consumer needs. all under a common roof. also known as Category Killers. Pyramid.00. These stores today contribute to 30% of all food & grocery organized retail sales. The product category can range from a variety of perishable/ non perishable goods. 8. 4. Hypermarts/Supermarkets: Large self service outlets. 3.000 sq. Malls: The largest form of organized retailing today. These usually do well in busy market places and Metros. ft) across India and even has its own in store brand for clothes called Stop!. service and entertainment.000 sq.
Margin Free. Specialty Electronics Introduction to Shoppers' Stop MARKETING STRATEGIES OF SHOPPERS’ STOP Page9 . Apna Bazaar).Retailer RPG Retail Original formats Supermarket (Foodworld) Department Store (Piramyd Megastore) Small format outlets (Shoppe) Department Store (Pantaloon) Department Store (Shoppers’ Stop) Specialty Store (Crossword) Department Store (Westside) Department Store (Lifestyle) Later Formats Hypermarket (Spencer's)Specialty Store (Health and Glow) Discount Store (TruMart) Supermarket(FoodBAZAR) Hypermarket (Big Bazaar) Mall (Central) Piramal's Pantaloon Retail K Raheja Group Supermarket Hypermarket (TBA) Tata/ Trent Hypermarket (Star India Bazaar) Hypermarket (TBA) Landmark Group Others Discount Store (Subhiksha. Supermarket (Nilgiri's).
The initiative of this store was taken by B. Andheri was the first store to be opened in India. Corporate Profile: MARKETING STRATEGIES OF SHOPPERS’ STOP Page10 . 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. Shoppers' Stop is a household name. known for its superior quality products. Jaipur and Chennai. Delhi.000 customers walk into Shoppers’ Stop everyday to feel the experience of shopping.” The foundation of Shoppers' Stop was laid on October 27. With its immense expertise in the service industry and creditability. Bangalore. Hyderabad. As India's first specialty chain with outlets in Mumbai.“The tapestry of history has no point at which you can cut it and leave the design intelligible. A benchmark for the Indian retail industry to follow. one of India's biggest hospitality and real estate players. The Group crossed yet another milestone with its lifestyle venture-Shoppers' Stop. Shoppers' Stop was the first to redefine shopping experience and creating a niche for itself in the service industry. More than 25.Nagesh at a time when the concept of retail industry was just coming into the market. services and above all. Shoppers' Stop has progressed from a single brand shop to a Fashion & Lifestyle store for the families.S. a complete shopping experience. 1991 by the K. Raheja group of companies. Shoppers' Stop offers a complete range of garments and accessories for the entire family.
1 position in the Indian Market in the Department Store Category. We shall have the willingness to apologize and/or forgive 7. Objective of Shoppers’ Stop: MARKETING STRATEGIES OF SHOPPERS’ STOP Page11 . We shall not take what is not ours 2. We shall believe in innovation 5. which they believe offers tremendous opportunities to department stores. they benchmark themselves with leading retailers in the segment worldwide. It is the constant endeavor to bring in global best practices into the business and consistently upgrade themselves to offer to the customers an international shopping experience. We shall be fair. We shall have an environment conducive to openness 4. At the same time. practices & deliverables. Mission: “Nothing but the best” To strive & achieve nothing but the best in terms of processes.” They are clearly focusing on the Indian market. We shall respect our customer's rights 8. The Obligation to Dissent (against a viewpoint that is not acceptable) 3.Vision: “To be a global retailer in India and maintain its No. Values: The following values help Shoppers‘ Stop in achieving its mission & vision: 1. We shall have an environment conducive to development 6.
The company intends to bring the world‘s best retail technology. they are adding 4 to 5 new stores every year. Police. 2. 65% of their customers are their first citizen customers. History 1991: The Company opened its first store at Andheri. 3. So they put their effort on retaining their customers because retaining old customers is more profitable than making new customers. They believe in producing quality so they offer quality products basically international brands like Louis Phillip. MARKETING STRATEGIES OF SHOPPERS’ STOP Page12 . employee added after all every organization works to earn money which is possible through good sales and if their customers are not satisfy then it will be difficult for them. retail practices and sales to India. Currently. etc. Ferrari. DKNY. a suburb in Mumbai selling only Men’s wear. they offer total 250 brands to their customers which act as their strength and help them retaining as well as making new customers. 4. Shoppers‘ Stop aims to position itself as a global retailer. Today people go for variety and Shoppers’ Stop is doing that. Black Berry.1. Their main objective is to make their customer satisfy and then profit through sales.
000 square feet of retail space and stocking over 450 brands of garments and accessories. 2007: Signed a 50:50 Joint Venture with Nuance Group of Airport Retailing. Shoppers' Stop has clearly become a one stop shop for all customers. It was awarded the "Most Admired Apparel Retailer" at the Images Fashion Awards 2000. 2005: It opened its seventeen. 1993: The Company added Children & non-apparels. Jaipur. 2002: It opened the tenth store in Kandivli. Mumbai. Juhu.1992: It Ladies wear was introduced. Pune (Mumbai) and most recently Calcutta. Mumbai. Kolkata and Bangalore. Bangalore and Ghaziabad. Shoppers' Stop is today recognised as India's premier shopping destination. BUSINESS PARTNERS: MARKETING STRATEGIES OF SHOPPERS’ STOP Page13 . 1994: Loyalty program titled First Citizen was launched. Mumbai.000 customers a day. nineteen and twentieth store in Pune. 1999: The Company implemented JDA Retail ERP (a global leader in retail ERP packages). 1995: The Company opened its second store in Bangalore.00. 2004: It opened its fourteen. Delhi. The Company launched Mother care in India and F & B outlets Brio and Desi Café. The Company bought 45% of Timezone India. Gurgaon and Kolkata. Hyderabad. Mumbai. With a customer entry of about 20. twelfth and thirteenth stores of the Company were opened in Mulund. Mumbai.2000 & Beyond: Expanding its operations to Bangalore. 2001: It opened its eight and ninth store in Pune and Bandra in Maharashtra. 2006: Opened out twenty-first (Mumbai) and twenty-second store in Lucknow. It also opened its fourth & fifth store in Jaipur & Delhi. eighteen. 1997: It launched its co-branded credit card for its loyalty members in association with HSBC. 1998: The Company opened third store in Hyderabad. a national presence with over 3. Chennai. It also acquired Crossword – India 's leading retail book chain. fifteen and sixteenth store in Malad. 2003: The eleventh. 2000: The Company opened its sixth and seventh store at Chennai & Chembur. 2008: Rebranded its logo and changed its tagline from “Nothing but the best” to “START SOMETHING NEW” India . Ghatkopar.
Shoppers‘s Store‘s sister store are: 1. food and beverages (F&B) through Brio and Desi Café. Shoppers' Stop has systematically progressed from only branded apparel to private label garments to home furnishings. 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. SSL has also ventured into various categories like cosmetics through MAC. Ladies non-apparel and accessories through its luxury format. mother and infant care through Mothercare. Crossword Bookstores MARKETING STRATEGIES OF SHOPPERS’ STOP Page14 . SSL diversified into Bookstore Retailing by acquiring 51% stake in Crossword which it later increased to 100% in 2005. In 2000. home solutions through Home Stop. and into airport retailing through its 50:50 joint venture (JV) with the Nuance group.all focused on our customers' lifestyle requirements and aspirations. and finally into books and music .Launched as India's premier retail chain for branded apparel and accessories. gaming and entertainment through Timezone. Arcelia.
modular kitchens and health equipment. which offers products in home decor. The product range covers: Foods and Grocery. M. Crossword is positioned as a lifestyle bookstore with their spacious. Currently there are 9 M. stationary and toys. 6. It has a classic yet sophisticated ambiance. Hi-Tech.A. Hyper City HyperCity provides customers a wide variety of range of products for shopping in a large and modern retail environment. Cafe Coffee Day (CCD). Brio Brio makes Shoppers’ Stop Ltd. Home Entertainment. M.C. Toys & Fashion.'s foray into Food and Beverage which was a step towards ―franchised coffee bars‖. and Shoppers’ Stop Ltd. the retail division of Amalgamated Bean Coffee Trading (ABCTL).C. mattresses. bath accessories. sourced from both local and international markets. stores operating 7. 3.A. Sports. Furniture. 4. carpets.C. the retail division of Amalgamated Bean Coffee Trading (ABCTL). Home Stop HomeStop is premium home furnishings home concept store. entered into a non exclusive retail agreement with cosmetics major Estee Lauder to open up M. Shoppers’ Stop acquired 100 per cent stake in bookstore chain Crossword. well laid out stores which encourages customers ease in browsing through the merchandise of books. Makeup-Art Cosmetics . 5. Brio has 20 outlets in select cities.Crossword Bookstores is a chain of largest bookstores in India with 52 branches.A. M. revive and reflect. furniture and accessories. Arcelia MARKETING STRATEGIES OF SHOPPERS’ STOP Page15 . bedroom furnishings.C. Cosmetics stores in India. 2. draperies. is the first brand under the Estee lauder Group of Companies portfolio to enter the Indian retail market. Homeware.C. It offers a contemporary range of products. Appliances. has signed an MoU with Shoppers’ Stop to run its Desi Cafe outlets. Brio – the café bistro is designed provides customers a place to relax.A. music.the professional brand of choice. has signed an MoU with Shoppers’ Stop to run its BRIO outlets. Desi Cafe Desi Café and their operations have been taken over by Cafe Coffee Day (CCD).A.
Hyper City-Argos HyperCity-Argos and Shoppers’ Stop. The alliance is marked with a joint venture with The Nuance Group AG of Switzerland. is operating outlets at the International airports at Bengaluru and Hyderabad. It retails cosmetics. 8. the two retail ventures of K Raheja group had signed a memorandum of understanding with UK‘s leading retail chain Home Retail group to develop the Argos (retailer) retail format stores in India. function and safety. handbags. 10. footwear. toddlers and children till eight years of age with the focus being on style. called Nuance Group (India) Private Limited. fine jewelry. 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. 11. Kolkata. is handling the retail operations at the duty free zones in international terminals. 9. fragrances.Arcelia is a new retail concept aiming at the growing accessories and cosmetics segment. Shoppers’ Stop Ltd has informed Bombay Stock Exchange shall wind down and discontinue its catalogue retail operations under the Hypercity-Argos brand. Two years later. Navi Mumbai and Mumbai. with a strong emphasis on experience and indulgence and primarily caters to discerning women shoppers. Hyderabad. The joint venture company. the world‘s leading airport retailer. Shoppers’ Stop Ltd. MARKETING MIX OF SHOPPERS’S STOP MARKETING STRATEGIES OF SHOPPERS’ STOP Page16 . Nuance Group Nuance Group with Shoppers’ Stop makes an entry into airport retailing.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.
an international brand. Shoppers' Stop caters to every lifestyle need. PRODUCT MIX AT SHOPPERS’ STOP MARKETING STRATEGIES OF SHOPPERS’ STOP Page17 . Zodiac to cosmetic brands like Lakme. From apparel brands like Provogue. Le Teint Ricci etc. Arrow. value classic and value fashion segments. LEGO. The company also licensees for Austin Reed (London). Acropolis etc. Carbon. Following is their contribution to the turnover. Levi's. ladies apparels. KARROT and KASHISH that are available across different categories. Nike. LIFE and Vettorio Fratini. Gini & Jony. Shoppers' Stop has also introduced its own line of clothing in the classic. Shoppers’ Stop retails merchandise under its own labels. Men’s 43% of sales Women’s 18% of sales Kids 8% of sales Non-Apparels 31% of sales It operates with 90 departments handling around 450 brands managing a combined footfall of over 20. Range of the Merchandise The stores offer a complete range of apparel and lifestyle accessories for the entire family. Kashish. Pepe. Reebok. Product Mix Brands Offered: Shoppers’ Stop retails products of domestic and international brands such as Louis Philippe. Magppie. such as STOP. The merchandise at Shoppers' Stop is sold at a quality and price assurance backed by its guarantee stamp on every bill. Chambor. Colour Plus. STOP.. and Mattel. These are LIFE. Shoppers’ Stop has 4 division the Men’s apparels. Corelle. Arrow.000 customers each day. who‘s mens‘ and womens‘ outerwear are retailed in India exclusively through the chain. Elliza Donatein. BIBA. Scullers. kids wear and the Non-apparels.1.
n t-shirts) Lingeries Nightwear MARKETING STRATEGIES OF SHOPPERS’ STOP Page18 .Products Ladies Accessories: Product Range Hand bags Fashion jewellery sets: Earings Chains and necklaces Fragrances Watches Sunglasses Writing instruments Crystals Men’s apparel: Shirts: formal Casual Party wear Semiformal Trousers: formal Semiformal Casual pants Jeans T.shirts and polos Kurta pyjamas and stoles Ties Innerwear Seasonal Men’s accessories: Wallets Watches Belts Others: Socks Ready to stitch materials Skirts Dresses Knits (includes tops. dresses.
Price Mix PRICE POINTS OF SHOPPERS’ STOP Product Range 799-2999 399-999 699-799 399-599 250-700 499-2099 499-3845 1390-4970 125-470 395-3990 375-4100 1395-18000 895-5990 50-1599 99-599 99-299 399-2299 375-1299 399-2990 375-1599 599-2895 575-1899 499-1399 799-3299 399-1499 475-1299 299-1199 99-599 99-399 364-1599 599-7995 499-999 Products Ready to stitch materials Skirts Dresses Knits (includes tops. n t-shirts) Lingeries Nightwear Ladies Accessories Hand bags Fashion jewellery sets: Earings Chains and necklaces Fragrances Watches Sunglasses Writing instruments Crystals Socks Men’s apparel: Shirts: formal Casual Party wear Semiformal Trousers: formal Semiformal Casual pants Jeans T. dresses.Perfumes 2.shirts and polos Kurta pyjamas and stoles Ties Innerwear Seasonal Men’s accessories: Wallets Watches Belts MARKETING STRATEGIES OF SHOPPERS’ STOP Page19 .
Andheri(West) Mumbai-400058 Tel No: 26240451-55 Timings: 10. road. S.V Road. Mumbai . entertainment. Tel No: 26435424 Timings: 10:30 . Opposite Thatai Bhatia Hall. Road.400079.B. Kandivili (West).S Marg Mulund (West) Tel: 25935001 Timings: 10:30 . Mumbai . Mumbai . Shoppers’ Stop has also begun operating a number of specialty stores. Tel No: 25275802 Timings: 10:30 .3. Linking road. Arcelia. Brio.400067 Tel No: 28012890 Timings: 10:30 – 8. Tel No: 022 66434700 Timings: 10:30 – 8.G. food. Nr. These are complemented by cafe. fashion jewellery. M. Chembur flyover.400050.30 MARKETING STRATEGIES OF SHOPPERS’ STOP Page20 . leather products.30 MULUND Nirmal lifestyle L. Goregaon (West). Desi Café. personal care and various beauty related services. Shoppers’ Stop retails a range of branded apparel and private label under the following categories of apparel. WEST INDIA ANDHERI 211-D S. namely Crossword Bookstores. Mothercare.30 CHEMBUR Krushal commercial complex.V. Bandra (West). accessories and home products. footwear. Naman Plaza.8:30 KANDIVALI 41.8:30 MALAD Inorbit Shopping Mall.8:30 BANDRA Suburbia. Inorbit Road. Place Mix 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.30 – 8. Shanker lane.
Home & Travel. MARKETING STRATEGIES OF SHOPPERS’ STOP Page21 . They offer various products like apparels. Fragrance & Beauty. Under this they have different Categories. They offer various products like Apparels. They have many other showrooms of Shoppers’ Stop in Delhi and NCR. Gift ideas. Accessories. etc. They also offer online purchasing which means that they are using new technology to increase their sales. Fragrances. Travelling products. Brands and Styles to offer customers. so we can say that they have long chain of retail outlets. Home Appliances. Beauty Products.Types of Retail Outlets: Shoppers’ Stop is known as multi-Brand retail outlet because of their verity of Products. Toys.
But the goods differ accordingly in various stores. People between the age group of 1850 years are catered at the store. They are going to issue IPOs in the stock market for more finance and people’s increased involvement in the store. They also look into suitable land that suits all their conditions. privacy. The design of stores is almost the same. market segment to be targeted. it was better that people’s convenience was taken into consideration. 3. Standard operating procedures are followed in stores all over India. Need to open a new store: Shoppers’ Stop felt the need to reach out to new people all across the country. Financial policy: Raheja Group of companies provides Shoppers’ Stop. innovative decisions are taken for stores. They conduct a market survey and see whether the people have the potential and willingness to buy goods from the store. Instead of people visiting from all over the country to shop at one store at Andheri in Mumbai. They keep the goods according to the choice of customers. transport feasibility. 5. 6. appropriate finance to run the store. Type of consumers: They cater middle and upper class people of the society. Appropriate licenses and taxes are paid while obtaining land. MARKETING STRATEGIES OF SHOPPERS’ STOP Page22 . Centralized policy: They have a centralized policy with regards to purchase of goods. as it is decided by the head office. The head office decides executives in stores. People’s needs all over Mumbai and India were to be satisfied. good and comfortable ambience. The price of goods is same across the all the stores. The conditions include availability of sufficient electricity in the area. Their future sales and profit margins are also considered while establishing a new store. The basic purchasing style of stores is same. They have a special team of people in the head office who decide this matter. which normally is not found in other malls. 2. As time changes.FACTORS CONSIDERED WHILE OPENING A NEW STORE 1. size of market in the and purchasing power of people in that particular area. Consumer’s convenience in traveling and saving their expenses was also the motive behind establishing new stores all around in the country. But this situation differs from person to person. Location: Shoppers’ Stop selects a place and see where the place is 5 years down the line. 4. skilled and educated labour etc. Government policy: Government policies and licensing is also taken into consideration. They claim that one would find class.
Functioning of the store: Management at the store decides on the functioning of the store.7.e. MARKETING STRATEGIES OF SHOPPERS’ STOP Page23 . Small issues are sorted within the store while major issues are resolved by the head office. Regular meetings take place between the store managers and the head office on various matters regarding the store. while the lower level managers i. The Top level managers decide on the future of the store. the supervisors maintain and directly support the store. the middle level managers instruct the supervisors of the store.
which can make the idea that's being marketed memorable. street giveaways of products. guerrilla marketing tactics are unexpected and unconventional. the first of its kind retail radio format in the country. believe that shopping today is not confined to need. The company has introduced Shoppers’ Stop Radio. and even spread virally. The Shoppers’ Stop Radio has two dedicated RJs (Radio Jockeys) who entertain customers while they shop. The first initiative under the Think Green campaign is the cause of the Neem Tree. The radio plays all genres of music and also provides important information to customers related to shopping.4. The exclusive brand „Life‟ merchandise is now sold with sachets of Neem seeds to help create awareness and encourage customers to support the cause. Shoppers’ Stop revealed its new logo in all fanfare with Mr. Typically. Interactive marketing 1. any unconventional marketing intended to get maximum results from minimal resources. though tongue in cheek. MARKETING STRATEGIES OF SHOPPERS’ STOP Page24 . consumers are targeted in unexpected places. Upon revealing the new look. also highlights environmental concerns. Guerrilla marketing is an unconventional system of promotions that relies on time. Another exciting feature is the new limited edition of Shoppers’ Stop shopping bags. More innovative approaches to Guerilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience. It is a new form of entertainment. pr stunts. generate buzz. Shoppers‘ Stop basically follows 2 marketing strategies: 1. The first in the series are shopping bags depicting „Fashion through Ages‟ like the Audrey Hepburn – Breakfast at Tiffany’s look and The John Travolta Saturday Night Fever look. energy and imagination rather than a big marketing budget. Shoppers’ Stop also announced the new cause of Think Green that it has taken up. Promotion Mix Shoppers’ Stop Ltd. Guerilla Marketing involves unusual approaches such as intercept encounters in public places. Shoppers’ Stop print an advertising campaign. Shah Rukh Khan as the guest of honor. Shoppers’ Stop has been running a TV campaign which communicates the brands new baseline “Start Something New”. Guerrilla marketing 2. to fulfill new aspirations and to bring out the new self.
and larger transactions. Instead of money. This strategy is mainly followed by service industries like hotels but Shoppers‘ Stop is able to carve out this facility in a retail store. e. and imagination. The concept that has already made a debut at Shoppers‘ Stop outlets in Mumbai. fluffing. 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. stuffing it. not sales. naming and dressing it. The primary statistic to measure your business is the amount of profits.295 for a stuffed animal and add-ons such as sound chips. Use current technology as a tool to empower your business. 2. c. f. j. MARKETING STRATEGIES OF SHOPPERS’ STOP Page25 . the primary investments of marketing should be time. It should be based on human psychology instead of experience. b. aim for more referrals. including choosing a stuffed animal. giving it a heart. Interactive marketing is a strategies adopted by then retailers where they allow customers to customize the product as per their preference. d. judgment. g. and guesswork. Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services. 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). Instead of concentrating on getting new customers.Principles of guerrilla marketing a. h. And though the toys are priced at a premium level ranging between Rs 595 and Rs 1. more transactions with existing customers. Guerrilla Marketers should always use a combination of marketing methods for a campaign. i. stitching. energy. The marketer should also concentrate on how many new relationships are made each month. Guerrilla Marketing is specifically geared for the small business and entrepreneur. Forget about the competition and concentrate more on cooperating with other businesses.
These gift vouchers can be used in any of our stores for purchase of merchandise.Gift Vouchers They also sell gift vouchers. but also bring in larger number of customers into the stores. which are purchased by customers for gifting purposes. Shoppers’ stop trough Internet www.shoppersstop. They also hold sales at the end of each season (twice a year to mark the end of each season) wherein they offer a range of discounts on our merchandise.com MARKETING STRATEGIES OF SHOPPERS’ STOP Page26 . These not only help them clear their inventory. Individuals and corporate purchase gift vouchers for their gifting purposes.
The companies plan their annual promotions calendar and carry out these promotions simultaneously across all our stores. c. with every buy that they make. They have a central marketing team at service office in Mumbai. The event serves to bring men into the stores.ADVERTISING & PROMOTIONS Advertising strategy is based on creating a bond with the customer and enhancing their trust in Shoppers’ Stop. d. which not only serves to bring the consumers closer to culture. store or the property location. while you shop’. Their belief is to give more for same and not same for less. Rims And Dials : A festival which solely focuses on watches and sunglasses e. They extensively use promotions and events to further their relationship with the customers. Do Your Denim : This event is geared towards bringing out the creativity of customers to design their own denim jeans MARKETING STRATEGIES OF SHOPPERS’ STOP Page27 . b. Parikrama: Festival celebrating Indian tradition and culture. but also provides a platform to promote upcoming artisans from remote and rural areas giving them an opportunity to showcase their art and craft at Shoppers’ Stop. The promotions are targeted at enhancing the fun in shopping and providing the customer with a unique shopping experience and not just on offering discounts and bargains. Promotions Shoppers’ Stop use promotions as an important part of our marketing tool to reinforce the brand positioning ‘Feel the experience. Some of our promotions and events include: a. Fly to Santaland: Customers shopping upto or more than a predetermined value woul be eligible to enter a contest and win a holiday to The Santa Village in Finland showcasing apparel and accessories for men with offers ranging from gifts to trips to international destinations and discounts etc. Advertisements thus promote the Shoppers’ Stop brand and not the merchandise. supported by representatives at their stores. Wardrobe Exchange: A charity promotion under which customers donate their old garments and accessories and earn discounts on new purchases at Shoppers' Stop. The old garments are donated to Concern India Foundation.
d. in 1993. Festival of Britain. c. The Buy and Fly to Seven Wonders of the World. in 2001 which provided customers an opportunity to win a trip to the Seven Wonders.Besides these. Disney Carnival. MARKETING STRATEGIES OF SHOPPERS’ STOP Page28 . in 1996 in collaboration with the Government of Great Britain. b. The Tycoon Tie Festival in 1994. Minnie. Donald and Goofy) participating. in which the largest tie in the world was displayed and featured in the Guinness Book of World Records. they organized several other festivals such as: a. with official Disney characters from Disney Inc (Mickey.
contests/offers. entertainment and travel. store updates. First citizens accounted for about 62% of their sales for the year ended March 31. especially during festivals d. This card provides additional points over the regular reward points besides other benefits such as free insurance. EMI schemes. ‘First Update’ from Shoppers’ Stop ‘First Update’ is a complimentary bi-monthly magazine sent to Golden Glow First Citizens. 2008 and 61% of the sales for the nine months ended December 31. It is a tradition to invite First Citizens to inaugurate new stores.LOYALTY PROGRAM Started in April 1994. the First Citizen programme is the center of loyal customer management process. They had 971. Comfort Lounges at select stores. etc. which can be exchanged for merchandise b. fashion trends. 2008. The articles are written keeping in view the lifestyle preference of the customer covering various topics such as health. shopping. Silver Edge and Golden Glow. f. Extended or exclusive shopping hours. product specific information. They have three levels in First Citizen membership namely Classic Moments. . First Citizen Co-branded credit card They have introduced Co-Branded cards as an extension of the First Citizen programme. They currently offer (subject to fulfillment of conditions) a First Citizen Citibank –co branded card to First Citizens. depending on the spend in our stores: First Citizens receive: a. MARKETING STRATEGIES OF SHOPPERS’ STOP Page29 . Home delivery of alterations. c. Reward points on their spend in our stores. new arrivals in store. 2008. Special schemes and promotions available only to First Citizens. Invitations to select events and celebrations e. offer alerts.537 First Citizens as on December 31. The reward point system allow the member the flexibility to earn reward points by shopping at any place of their own choice and still have them redeemed at Shoppers’ Stop.
MARKETING STRATEGIES OF SHOPPERS’ STOP Page30 . Manor (Switzerland) and Lamcy Plaza (Dubai). For the year under review. Shoppers Stop continue to increasingly focus on internal growth and development of our associates. The company has been able to employ innovative strategies to attract talent from other industries as well as from renowned educational institutions. through focused developmental efforts and growth opportunities. tracks the satisfaction levels of associates on various work experience. Karstadt (Germany). 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. HUMAN RESOURCE MANAGEMENT The Indian retail industry is growing by leaps and bounds and is poised for an unprecedented growth.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. the majority of them being families and young couples with a monthly household income above Rs. The Company is gearing up to the ride the growth wave and believes that our people will fuel this exponential growth in the future. C K Tang (Singapore). 35 assessment centre were conducted covering 360 associates across various levels. Takashimaya (Japan). cutting across levels and functions. tracks improvement over last year and identifies the current key strengths and weaknesses to take necessary action. 104 associates have participated in the Company’s growth through ESOPs. Shanghai No. This membership is restricted to one member organization per country/region.CUSTOMER PROFILE Shoppers’ Stop‘s customers fall between the age group of 16 years to 35 years. 1 (China). In the last financial year. ASI or Associate Satisfaction Index computed through an annual online survey for all the associates.15000. Matahari (Indonesia). The company have been able to successfully deploy initiatives to enhance associate satisfaction levels. has provided 66 hours of training per associate and 320 hours of international training. which include established stores like Selfridges (England). Their target customers are upper middle class and upper class. identifies the current drivers of employee loyalty. the HR dept. 20000 and an annual spend of Rs. which are reflected in the increase in the Associate Satisfaction scores for the fourth consecutive year in a row. A large number of Non . The Company has a well-established system of competency mapping and assessment centre deployment that ensures a fair and transparent vehicle for providing growth opportunities to its associates.
competitor. what type of training our employees are needed. MARKETING STRATEGIES OF SHOPPERS’ STOP Page31 . Sometimes we have to set our prices according to the competition. Managing a Business/Workforce: Managing the workforce means a lot to them. etc. Pricing: Setting price of a product is in retailer’s hands. Store Location: Selecting the location for the store is in the hands of retailers because before selecting the location they have to check many factors like walking traffic. They also have to decide that they want to buy the site or they will take it on rent. Some of the Controllable factors to the employee of Shoppers’ Stop are: CONTROLLABLE FACTORS OF SHOPPERS’ STOP 1. 2. So after deciding all these things they reach to the final decision.CONTROLLABLE & UNCONTROLLABLE FACTORS Controllable & Uncontrollable factors are those which are directly or indirectly affect the retail outlet. 3. All these things can be controlled by the retailer. This is our decision that how much profit we want to make by selling our products. infrastructure. parking. There are various Controllable &uncontrollable Factors. what type of people they need. and what will be the salary of the employees. because they have to decide. The variables which are controllable can be change according to the retailers but if we talk about uncontrollable factors then the retailer have to change him/her according to those factors. The difference between these two factors is that one can be controlled by the retailer and another cannot be controlled.
Against this we can‘t do anything. Sometimes season plays a negative role like in rainy season their sales goes down. Government Policies: Government policies or Legal Restriction cannot be controlled and the big example of this is ―sealing of illegal shops. Inflation Rate : W all know that now inflation rate is more that 12% so it is creating more problems for us because due to this people are getting more aware of saving money and due to which our sales is also affected. 3. The taxes and duties which retailers have to pay to the government. 2. So these things cannot be controlled and they can only launch new marketing strategies to attract the customers.e natural climates cannot be controlled and they have to go according to that like in winters they have to change their theme and products also. MARKETING STRATEGIES OF SHOPPERS’ STOP Page32 .UNCONTROLLABLE FACTORS OF SHOPPERS’ STOP 1. we can only wait. Seasons i. which is not good for any business. And retail sector is also not doing well these days. If we analyze the global market then we will see that every sector is going down except one or two. Technology Day by day the technology is upgrading and the problem is that the new competitor comes with new technology because of which they also have to upgrade their technology which results more expenditure.
The company then collects this data and touches base with customers via direct mailers informing them of all new promotions that is currently on and also updates them about the upcoming events. Jalandhar. purchase order management. But there are some companies which do not provide them these services so for those they have their own carrier.000. MARKETING STRATEGIES OF SHOPPERS’ STOP Page33 . we tell him about a new range of shirts that we have just brought into our store. among others to set up these outlets.USE OF CRM. The new software helps generate intelligent data from Shoppers‘ Stop customer base of about 2. The company has also lined up an aggressive expansion plan targeting smaller towns and cities in the country. dispatch of stocks to the retail floor and forwarding of bills for payment. Amritsar. Today it is one of the few stores in India to have retail ERP (Enterprise resource planning) in place. fixing of price and store tags. The company has developed process manuals for each part of the logistics chain. 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. ERP & SCM AT SHOPPERS’ STOP CRM: Retail chain Shoppers’ Stop Ltd. Mr Nagesh said. ERP: Shoppers‘ Stop was the first few retailers to use scanners and barcodes and completely computerize its operations. We have identified 21 new locations including Kanpur. BS Nagesh. stock receiving systems. is eyeing over 50 per cent sales this year from its customer relationship management (CRM) initiatives.30. 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. managing director and CEO of Shoppers‘ Stop. they are able to open new stores faster and get information about merchandise and customers online. which reduces the time in taking quick decision. ―We are planning to open 35 outlets within the next three years. Shoppers‘ Stop claims that it has taken its CRM initiatives to a new height and now calls it‘s loyalty programmes Customer Experience Management. Ahmedabad and Indore. purchase verification and inventory buildup. which is the best retail planning system in the world. told FE that the company has given a new direction to its CRM initiatives after it acquired a business intelligence software called ‗Business Solutions‘ about eight months ago. ―If we find from the data that a customer had bought a pair of trousers. With the help of the ERP. These modules include vendor management. says Mr Nagesh.
Situational Analysis: Situational Analysis includes current organizational mission. b. g. d. d. b. e. As we have explained above about the mission management alternatives. so now here we have done the SWOT analysis of Shoppers’ Stop. current products. f. c. c. d. and current goods/services category. MARKETING STRATEGIES OF SHOPPERS’ STOP Page34 . c. current ownership and management alternatives. STRENGTHS a. c. d. e. Youngsters a. b. a. WEAKNESS Very high prices Competition from standalone specialty stores Less Schemes Less Discounts Late entry into value retailing THREATS Impact of slowdown in consumer spend to be felt on departmental stores Government Policies Entry of foreign players Employee shortage and attrition due to rapid growth in retailing a. b. Variety Range Different brands Low Risk Good Financial Position Loyal Customer Base Parikrama the festival OPPORTUNITIES Awareness about the brands Entry into Tier 2 and Tier 3 Cities Collaboration of foreign players because of a national brand.
The stores becomes a bit messy because of a large footfall & small size of stores so they should have larger outlets d. MARKETING STRATEGIES OF SHOPPERS’ STOP Page35 .205.973). They should introduce Low rate Brands which will attract the middle class customers also or brands for masses. discounts. albeit on a comparatively lower base of F Y 2009 SPSF. They estimate SSL's SPSF to post a CAGR of 9% over F Y 2009-11E to Rs9. c. thus to gain a competitive advantage over the competitors Shoppers’ Stop should also use such medium of marketing.671 (Rs7. e. They should introduce more schemes. Though they believe that SSL will take about a year to recover from the aftermath of the ongoing economic slowdown on its Lifestyle Retailing business. They offer parking space only for the ―first citizen‖ card holders which acts as a constraint for many first visitors to visit the malls. sales to increase the sales. Shoppers’ Stop‘s competitors used aggressive medium of advertisement like television commercial ads.FINANCIAL CONDITION OF SHOPPERS’ STOP Shoppers’ Stop clocked 9% growth in SPSF in F Y 2008 to Rs8. they expect spending to pick up in F Y 2011.800 on the back of sluggish Top-line growth. Suggestions: a. but registered a de-growth of 10% in F Y 2009 to Rs7. b.
"Change is essential. technology investment in customer relationship management.07 billion. e." Shoppers’ Stop was founded by K Raheja Corp. etc. Lifestyle. one of India's oldest retail chains Shoppers’ Stop Ltd. The change in identity is just the beginning ways of shopping. Shoppers’ Stop had 1. Shoppers’ Stop. They are getting younger.SHOPPERS’ STOP GETS A MAKEOVER Sunday. Customer Care Associate and Managing Director. to understand the preferences of consumers. From being a men's ready to wear store it soon evolved into a complete family lifestyle store.. in the mid-2000s. Nagesh. their preferences are constantly evolving. Commenting on the change.S. and analytics. It faced competition from several retailers such as Globus. B. we have to change along with them.3 million sq. in October 1991 with its first store in Mumbai. 2008. of retail space spread across 24 stores in 11 cities in India with a retail turnover of over Rs. As of 2008. c. And so. said. who were catering to the same segment of customers. Our consumers are changing. b. (Shoppers’ Stop) unveiled its new logo as a part of its rebranding strategy. April 27. Trial rooms with day and night lighting options Shoppers’ Stop Radio Service Excellence Program Shopping bags Environmental awareness MARKETING STRATEGIES OF SHOPPERS’ STOP Page36 . feet. d. Along with its new identity. It conducted a series of workshops called 'Trial Room' . Westside. 12. Shoppers’ Stop started to lose its market value as it failed to keep pace with changing customer preferences. 2008 On April 24. The chain undertook the rebranding exercise in a bid to reposition itself as a 'bridge to luxury' store as opposed to its earlier image of a premium retailer. Changing consumer behaviour and the growing demand from youngsters for trendy products made Shoppers’ Stop consider the option of rebranding itself. According to analysts. Shoppers’ Stop has undertaken new initiatives like: a.
Shoppers’ Stop introduced a new rectangular logo designed by Ray+Keshavan. It also planned to start its online portal by the end of 2008 to enable customers to shop online. and authoritative something Shopper's customers connect with. Ltd. "It is more classical. The purpose was also to cut the age of the brand as fresh ideas do help in people looking differently at the brand. Though the logo was changed. Contract Advertising which designed the new campaign for Shoppers’ Stop. As part of this initiative. feet.The workshops revealed that what was needed was a change in the look and feel of the brand. with the core principles remaining intact. Shoppers’ Stop brought out collectible shopping bags with different themes and launched the first in the series based on the theme 'Fashion for the Ages'." As a part of the rebranding efforts. Shoppers’ Stop.000 sq. As a part of its new philosophy of providing the customers with a new shopping experience. said. Besides.000 sq.500. Shoppers’ Stop also started an environmental awareness campaign called 'Think Green'.000-85. MARKETING STRATEGIES OF SHOPPERS’ STOP Page37 .000 seed sachets among its customers. Customer Care Associate and CEO.000-45. which aired music across all its stores in India while radio jockeys offered tips on fashion and wellness.it planned to increase per store area from around 40. Black and white gives us a strong brand recall value. For Shoppers’ Stop. Shahrukh Khan unveiled the new identity. Chief Creative Officer. it launched an in-store radio in association with Blue Frog Media Pvt. Shoppers’ Stop came up with several initiatives . The other initiatives included a new dress code in black and white for the employees and training sessions for the employees to help them tackle demanding customers with Shoppers’ Stop also introduced a company anthem for the staffers penned by renowned lyricist Gulzar and sung by popular Indian playback singer Sonu Nigam. According to Ravi Deshpande. And Beyond' to 'Start Something New' which implied that customers should try out something new and different. were launched. Govind Shrikhande. it planted more than 500 trees and distributed 1. the black & white color scheme was retained. and upgrade themselves according to the demands of the changing world. "The retailer needed its brand idea to change to connect to younger people. a series of print and television commercials in black and white with an environmental message that also conveyed Shoppers’ Stop's repositioning. In addition to these initiatives." The tagline was also changed from 'Shopping. It was played every morning across all outlets in the country as a song of celebration. rebranding meant not just a change of logo but the execution of new business strategies. rich. To make shopping an enjoyable experience for its customers. feet to 75. It also started a new concept in the retail industry by setting up trial rooms with day and night lighting options so that consumers could check how garments would look during the day and in the night.
there was no major change in terms of price or special offers. MARKETING STRATEGIES OF SHOPPERS’ STOP Page38 . Some analysts were of the view that the new logo had nothing unique to offer except for a change in shape.Shoppers’ Stop planned to invest around Rs 15 billion to increase the number of outlets to 48 by 2011. It had earmarked Rs. Some even wondered why the retailer had decided to rebrand itself considering that it was doing reasonably well and had just completed a successful year. But customers said that from their point of view.200 million for the rebranding and repositioning exercise.
HomeStop which retails hard and soft furnishings. it is best placed to bring in international brands into the country. 2. In addition the company will also continue to expand its various other formats. which is a high growth segment by acquiring a 19% stake in Hypercity. Format diversification: Shoppers Stop. in it’s constant endeavor to capture wallet share. there by enriching the product bouquet for it’s customers and in turn increasing opportunities for product diversification and profit enhancement. Geographical reach: The company continues to increase its Pan-India footprint. The store run by Hypercity has shown very impressive performance in the year gone by. which retails high end non apparel and accessories for ladies. Hypercity – An entry into mixed retail: the Company has entered the hypermarket segment. MARKETING STRATEGIES OF SHOPPERS’ STOP Page39 . music and stationery. and Arcelia. airport retailing by tying up with The Nuance Group AG of Switzerland. 4. The Company has plans to increase the number of departmental stores to 41 in the next 3 years. and F&B formats comprising Brio and Desi Cafe. Crossword for books. 3. Preferred partner for foreign players: the Company believes that by virtue of it’s presence across all lifestyle categories in the departmental format.EXPANSION PLAN 1. The company believe that the scope for hypermarkets in India is immense. it’s strong brand value and its presence in the books and music segment. has diversified into multiple formats viz.
A QUESTIONNAIRE ON SHOPPERS’ STOP Name: __________________________________________________ Occupation: ______________________________________________ 1. Do you think Shoppers’s Stop provide quality products at reasonable price? Yes No 8. Why do you visit Shoppers’ Stop? Once’ a month More than two times a month Brands Convenience Discounts and Vouchers Others Quality If others. Do you think that all Shoppers’s Stops are centrally located? Yes No 6. Do you think that Shoppers’ Stops are effectively advertised? Yes No 5. What type of Sales Promotion technique do you prefer? Coupons Discount Vouchers Any other Suggestions for Shoppers’ Stop _______________________________________________________________________________________ First Citizen Membership Festivals MARKETING STRATEGIES OF SHOPPERS’ STOP Page40 . specify_______________________________________________________________________ 3. specify_____________________________________________________________________ 4. What attracts you more to Shoppers’ Stop? Advertising Discounts Behavior of Salesmen Festivals Quality All If any others. Do you find Shoppers’ Stop attractive because of its various promotion schemes? Yes No 7. How often do you visit Shoppers’ Stop? Less than once a month Twice a month 2.
RESULTS OF THE QUESTIONNAIRE 1. 65% of customers visit Shoppers’ Stop once a month which indicates that Shoppers’ Stop provides a stop to its customers with varieties of products ranging from clothes to accessories to cosmetics which are the day to day requirements of the people. H often do you visit S ow hoppers’ S top? Not evenonc e Onc a m e onth T eam wic onth Moretha two tim n es 10% 20% 5% 65% According to the survey. 2. MARKETING STRATEGIES OF SHOPPERS’ STOP Page41 .
MARKETING STRATEGIES OF SHOPPERS’ STOP Page42 .Whydo you visit S hoppers’S top? B nds ra Dc is ounts & Vouc hers Qua lity 10% 15% 5% 30% C onvenienc e Others 40% Shoppers’ Stop as a brand is known well but most of the customers visit Shoppers’ Stop because of Discounts and Vouchers. Vouchers Promotion it does. thus it indicates that though Shoppers’s Stop provides high band quality products. 3. the customers are attracted by the kind of Discounts.
Shoppers’s Stop is visited by people who prefer discounted products with good quality. Fly to Santaland Wardrobe Exchange. 4. MARKETING STRATEGIES OF SHOPPERS’ STOP Page43 .Whatattractsyou m to S ore hoppers’ S top? Advertis ing B viour of S les en eha a m Qua lity Dc is ounts F tiva es ls All 7% 16% 17% 10% 30% 20% As observed in the above pie chart. Rims And Dials etc adds to a very different experience to shopping. People of high class visit Shoppers’s stop often receive regular discounts and their off season festivals like Parikrama.
D you think that S o hoppers’ S topsareeffectively advertised? Yes No 25% 75% People think that Shoppers’ Stop is not effectively advertised but as a successful brand Shoppers’ Stop is not promoting itself through advertising or Media promotion but it mainly promotes itself through print media and Word of Mouth and Sales Promotion hence increasing their sales volume. Shoppers’s Stop as a brand does not need much advertisement because it has already created a name for itself in the retail world. MARKETING STRATEGIES OF SHOPPERS’ STOP Page44 . 5.
Outlets of Shoppes’s Stop are located at places like Link Road (Inorbit).D y think that all S o ou hoppers’sS topsare centrallylocated? Yes No 20% 80% Location plays a very important role in any successful retail outlet store. Andheri and Kandivali are very successful because of its feasible location. 6. MARKETING STRATEGIES OF SHOPPERS’ STOP Page45 .
D you findS o hoppers’ S attractive becauseof top itsvariousprom otionschem es? Yes No 35% 65% 7. MARKETING STRATEGIES OF SHOPPERS’ STOP Page46 .
8. Brands such as United Colors of Benneton.D you think S o hoppers’sS providequality top productsat reasonableprice? Yes No 20% 80% As a department store which stocks products for higher class people. Pepe Jeans. it does provide products at reasonable prices. Calvin Klien. etc are sold at a reasonable price as compared to the individual stores located in the city. MARKETING STRATEGIES OF SHOPPERS’ STOP Page47 .
which is useful for long term shopping for its customers. The customer can redeem these points at any of the Shoppers’s Stop throughout the country.Whattype of S alesProm otiontechniquedo you prefer? Coupons F t Citiz Mem irs en bers hip Dc is ount Vouc hers F tiva es ls 15% 25% 25% 35% First Citizen Membership is the most preferred Sales Promotion technique used by the customers because Shoppers’s Stop has already created a pool of customers for itself which are long term shoppers. Bibliography MARKETING STRATEGIES OF SHOPPERS’ STOP Page48 . First citizen membership consists of a card which carries some points after the customer buys products worth a particular amount.
www. www. www. www.shopping.com b.wikipedia.Websites a. Marketing Research. M. www. www. Goldratt b.krahejacorp.com MARKETING STRATEGIES OF SHOPPERS’ STOP Page49 . Books Referred a.com/shoppers stop b.window2india.com e.com c.S. www.com c. The Goal.scribd.com d.indiatimes.Eliyahu.shoppersstop.indiaretailing.L Gupta Pictures taken from: a.
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