Presented by:Satyam BarkatakySubodh SinghChandan JhaJailaxmi KeshriEsha JainShaivya SinghVikas yadav

CASE• The case Is about a premier Indian retail company (Shoppers

stop) that has come to be known as a speciality chain of apparel and accessories as it announces ”We don’t sell ,we help you buy”.

• It’s basic concept is of a successful marketing campaign.• Mostly customers of Shoppers Stop are women . This gives them

idea to set up women’s section its expanded to include children’s wear and then household accessories.

• Shoppers Stop increased it’s product range to suit the costumers needs.

• Shoppers Stop knows how the Indian consumer thinks and feels while shopping

• For Indian customer who wants a salesman each time with them so Shoppers Stop started self-help counters with an assistant at hand for queries or help.

• Shoppers Stop always worked out with brands based on customers preferences .In fact the main USP of Shoppers Stop lies in judiciously selected global brands like Levi’s, Allen Solly etc.

• Brand selection is the same across five locations.• Every store has generic structure, good ambiance .The case talks

about the success story of Shoppers Stop .What are the key factors which are responsible for its success.

• Profile of Shoppers Stop customer segment• Demand forecast of Shoppers Stop

COMPANY PROFILE• 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 Home Stop• Shoppers Stop has also begun operating a number of specialty

stores, namely : Mother Care Crossword Book Stores Brio Desi Café Arcelia• In April 2008, Shoppers Stop changed its logo and adopted the

mantra "Start Something New”“

HISTORY• Shoppers Stop was promoted by the K Raheja Corp Group

(Chandru L Raheja Group).• Started with its first store in Andheri,Mumbai in the year

Oct,1991 with the investment of Rs. 20 lacs.• Shoppers Stop Ltd has been awarded "the Hall of Fame" and won

"the Emerging Market Retailer of the Year Award", by World Retail Congress at Barcelona, on April 10, 2008

• Shoppers Stop is listed on the BSE.• In Bangalore : 1995• In Hyderabad: 1998, with the largest area of 60,000 Sq, ft.• New Delhi and Jaipur : 1999• For regular customers, launched First Citizen’s Club(FCC) with

60,000 odd members.

Products & Brands offered• Men’s Apparel Shirts: Arrow,Louis Phillipe ,Park Avenue,Parx,Zodiac,

VanHeusen,Provogue, Scullers Trousers: Blackberrys, Park Avenue, VanHeusen,Indian Terrain Jeans: Lee,Levi’s, Pepe,Lee Cooper,Wrangler, I Jeanswear,Life T-Shirts & Polos: Tantra, Vettorio

Fratini,Lee,Pepe,Nike,Provogue Kurta,Pyjamas & Stoles: Kashish Innerwear: Jockey, Hanes, Tommy Hilfiger,Calvin

Klein,Chromosome Seasonal: Casablanca,Monte Carlo, Creative Line

Products & Brands offered

• Women’s Apparel: Shirts: Elliza Donatein,Austin Reed,STOP corporate, Wills

LifeStyle,Remanika, Allen Solly,Jeans: Pepe, Lee, Levi’s Diva, I Jeanswear,Life, Lee Cooper,VibeT- Shirts: Levi’s,Pepe,Lee Cooper, Provogue, Vibe,Lee,LifeSarees: KashishEthnic Suits: Haute Curry, STOP naturals, KashishSkirts: Elliza Donatein, STOP ,Remanika, Wills LifeStyleLingerie:

Bwitch,Triumph,Bodyline,Jockey,Lovable,Enamor,AmanteSeasonal: Creative Line,Monte Carlo, Casablanca,ESPIRIT Umbrella

Products & Brands offered

• Men’s Accessories

Footwear: Red Tape, Jean Lauren,Lee Cooper,ID,Provogue, Nike,Adidas,Reebok,Puma,Levi’s

Wallet & Belts: Hidesign, Arrow, Tommy Hilfiger, Fossil,LoradWatches: Titan,Timex,Swatch,Fossil,Casio,Kenneth,GiordanoEye Gears: Fastrack,Ray Ban, Provogue,Polaroid, CrisilSocks &Handkerchiefs: VanHeusen,Allen Solly,

STOP,ZodiacPens:Century,ATX, Sheaffer ,Cross

Products & Brands offered

• Women’s Accessories:

Handbags: Haute Curry,Hidesign,Elliza Donatein, Rocky S Sport

Footwear: Catwalk,Nike,Reebok,Adidas,Puma,Levi’sJewellery: Sparkles, Nirvana,Estelle,ZaveriWatches: Titan,Timex,Swatch,Fossil,Casio,Kenneth,GiordanoEyegears: Fastrack,Ray Ban, Provogue,Polaroid, CrisilSocks & Stoles: VanHeusen,Allen Solly, STOP

Products & Brands offered

• Kids:

Toys: Hot Wheels,Barbie,Kelly, Play N PetsBoys & GirlsWear: Gini & Jony, Liliput,Beebay,Disney,BarbieBags: Duckback, Gini & Jony,Barbie,Disney,AVENTFootwear: Gini & Jony,Liliput,Bubble GummersWatches: Fastrack, Zoop Feeding: High Chair, Soother & Teethers,Steriliser EquipmentBath time Accessories:Bedding,Bedroom Furniture &

accessories

Products & Brands offered

• Cosmetics: Maybelline,Chambor,LAKME,Revlon,Nivea, Himalaya,Loreal• Skin care: Himalaya,Loreal,LAKME• Fragrances: CK,Davidoff,DKNY,Nautica,Ralph Lauren• Others:

MARKETING STRATEGIES

Promotional schemes Believe in change 'Shopping. And Beyond' to 'Start Something new’ Trial rooms New dress code for employees Company anthem Shopping bags In store radio Think green Online shopping Discounts

VISION

• To be a Global Retailer in India and Maintain No.1 position in the Indian Market in the Department Store Category.

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, which include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to one member organization per country/region.

SWOT ANALYSIS

• Strengths Variety Range Different brands

• Weaknesses: Very high rates Less Schemes Less Discounts

SWOT ANALYSIS

• Opportunities: Awareness about the brands Quality Youngster’s choice

• Threats: Govt. policies Entrance of new players

Recent Developments• Shoppers stop has its 26 stores in 13 states• Shoppers Stop decided to open 12 new stores with total area of

650,000 sq ft in the next three years.• Sales of Shoppers Stop till 31st march 2009 is 12,994,000,000• Shoppers Stop has 3574 employees• Shopper's Stop planned to invest around Rs 15 billion to increase the

number of outlets to 48 by 2011.• Shoppers stop is going to give experience to it’s custumers of around

40,000-45,000 sq. feet to 75,000-85,000 sq. feet. Size stores• Shoppers Stop had 1.5 million sq. feet. of retail space spread across

the country with a retail turnover of over Rs. 20.07 billion.

Recommendations

• More schemes• Discounts• Sales to increase the sales• Introduce low cost brands• Stores at sub urban area• introduce Food counters at stores

Conclusions

• 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.

THANK YOU