MARKETING ANALYSIS ON

SHOPPER STOP

Presented By: Group 91.Manish Kumar Gupta (PGSF

1549)2. Saurabh Singh(PGFS 1550)3.Prachi Tomar(PGSF1551)4. Kumar Rohit (PGSF 1552)5. Nishant Kumar(PGSF1553)

Presented to: Prof. Dr. Banasree Dey

OBJECTIVE To know about the retail industry with the

help of desk research supported with field research.

To learn about the marketing strategies of Shopper Stop.

To develop the clear understanding of different strategies used by Shopper Stop such as- Pricing strategies, Distribution channel, Promotional Strategies, Brand Positioning etc.

To understand the customer needs and wants to serve them better

OVERVIEWThe Foundation of Shoppers Stop was laid on October 27, 1991, by the K. Raheja Corp. group of comapanies. Being amongst India's biggest hospitality and real estate players, the Group crossed yet another milestone with its lifestyle venture. With an immense amount of expertise and credibility, Shoppers stop has become the highest benchmark for the Indian retail industry.

Opened our first store at Andheri, a suburb in Mumbai, selling only Mens wear. Introduces ladies wear in 1992 and added Children's & Non-apparel sections in 1993. Currently Shoppers Stop operates 76 stores in 36 cities.

SHOPPER STOP INDIA

Indian Retail Market Share: 30% of GDP

Share of retail in private consumption: 53.3%

Total retail market : Rs. 1,948,916 cr.

Organized retail market: Rs. 126,680 cr. (6.5% of total market)

Growth rate of organized retail: 17.39% YOY

RETAIL SECTOR IN INDIA

Shopper’s Stop, a pioneer in Indian Retailing was promoted by the K Raheja Corp Group (Chandru L Raheja Group), started in the year 1991 with its first store in Andheri, Mumbai

International and Domestic brands across various categories such as apparel, accessories, cosmetics, home and kitchenware and also its private labels

ABOUT SHOPPER STOP

Management- SHOPPERS STOP Ltd.Chandru L Raheja Chairman / Chair Person B S Nagesh Vice Chairman

Govind Shrikhande Managing Director Ravi C Raheja Director

Deepak Ghaisas Director Gulu L Mirchandani

Director

Neel C Raheja Director Nitin Sanghavi Director

Shahzaad S Dalal Director Nirvik Singh Director

“To be a global retailer in India and maintain its No.1 position in the Indian market in the Department Store category.”

VISION

VALUESValues that help us in achieving our mission and vision:

We will not take what is not ours. The obligation to dissent (against a viewpoint that is not

acceptable). We will have an environment conducive to openness. We will believe in innovation. We will have an environment conducive to development. We will have the willingness to apologise and forgive. We will respect our customers' rights. We will create an environment of trust. We shall be fair. We will be socially responsible.

SWOT ANALYSISSTRENGTH

1. It has strong domestic presence with 76 stores in India2. Shoppers stop has become highest benchmark for retail industry3. Loyal customer base with more than 785,000 first citizen members4.Increasing footfalls and conversion rates5. Management team is strongly established as well as skilled labor force

WEAKNESS1. It has lesser promotional strategies on both ATL and BTL level compared to global leaders2. It always follows low risk strategy in business or entering into new segment

OPPORTUNITIES1. Big opportunity to enter into new geographies nationally2.Foreign players see it as preferred partner for making investment in India4.It could enter into Hypercity -high retail value category

THREATS1. Due to global slowdown consumers’ purchase power has reduced for  top high value brands2.Increasing brand awareness among consumers across all socio-economic classes

ANSOFF’S MATRIX Existing PRODUCTS New

INCREASING RISK

INC

REA

SING

RISK

Existing

MARKETS

New

MARKET PENETRATIONSell more in existing Markets

MARKET EXTENSIONAchieve higher sales/market share of existing products in new markets

PRODUCT DEVELOPMENTSell new products in existing markets

DIVERSIFICATIONSell new products in new markets

PRODUCT MIX

SHOPPER STOP

MEN

WATCHES

EYE WEAR

SHIRTS

WOMEN

WATCHES

EYE WEAR

SALVAR KURTA

KIDS

WATCHES

NEW BORN

TOYS

HOME &KITCHEN

BED SHEETS

DINNING

BATH ACCESSO

RIES

SEGMENTATION

Fall

between the

age group of 16 years to 35 years,

The majority of them being families

and young couples

Monthly income

above Rs.

20000

and an annual spend of Rs.15000

Shoppers’ Stop’s core

customers represent a strong Sector

STP OF

SHOPPER STOP

TARGETING

They started in 1991 as a Men’s ready to wear store

Offering expanded to suiting's, boys and ladies merchandise in 1992

1993- Added casuals, kidswear, jewellery, fragrances, cosmetics and watches making Shopper’s stop India’s first Departmental store.

POSITIONING

The evolution of the brand Shoppers Stop began when the baseline of the brand logo changed with ever-rising customer aspirations.

From the 'Ultimate Shopping Experience' in 1992

'Feel the experience while you shop' in 1993,• 'Shopping. And beyond.' in 2005,

From enjoying the international shopping experience to shopping for emotional fulfillments for example, buying a diamond ring for your loved one to express your love or flaunting your status.

This changed to 'Start Something New' in 2008 as a part of the Brand's Makeover strategy, but still connecting to the current mindset of customers to constantly upgrade and experiment.

PROMOTIONAL STRATEGIESCommunication Strategy-Reaching out to the customers in their own style and language

E.g.- The first Shoppers Stop store in Lucknow was named “Tehzeeb”.Festive Promotion Campaign “PARIKRAMA” Customers getting opportunity to interact with local artisans.

Organizes major Promotional Events from time to time e.g. “Fly to Santa Land”, “Gear up for the school” and “Salwar Kameez Dupatta Exchange” etc.

Organizes Local Festivals like Durga Puja in Kolkata, Onam in South and Dhanteras in North.

PRICING STRATEGIES

“Shoppers Stop follows Premium Pricing Strategy that includes

selling of High Quality Products at a High Price”

CUSTOMER SATISFACTION Shoppers Stop Ltd. exudes Class, Comfort,

Convenience where ever it is located.

Shoppers Stop Ltd. not only concentrates on the location of the stores but also emphasizes on the ambience and service excellence.

Shoppers Stop is Indian largest chain of Super Stores with an aggregate acquired area of 11 lakh sq. feet.

COMMUNICATION MIX IMC refers to a co-coordinated communications program that is customer-focused and internally consistent The different IMC elements are

• Advertising• Sales promotion• Direct marketing• Public Relation• Point of Purchase• Publicity• Special Events • Packaging

ADVERTISINGPrint AdvertismentsMedia AdvertismentsOutdoor Ads

RECOMMENDATIONS They should introduce more schemes,

discounts, sales to increase the sales.  

They should introduce Low rate Brands which will attract the middle class customers also or brands for masses.

  

They offer parking space only for the ―first citizen‖ card holders which acts as a constraint for many first visitors to visit the malls.

 

Shoppers stop‘s competitors used aggressive medium of advertisement like television commercial ads, thus to gain a competitive advantage over the competitors Shoppers Stop should also use such medium of marketing.

CONCLUSION Shoppers Stop is the oldest Retail Chain in India.

Despite of high prices of products, they manage to attract the customers because of their good marketing strategies.

They are the only retail chain in India who provides the best and no. of products as compared to others.

The company intends to bring the world’s best retail technology, retail practices and sales to India.

STORE IMAGES

STORE IMAGES