• Shoppers' Stop Limited is a chain of Retail stores in India owned by K. Raheja Corp.

• Group - The Company houses a host of many international & domestic brands across various categories such as apparel, accessories, cosmetics, home & kitchenware as also its own private brands.

• SS started in 1991 with its first store in Andheri, Mumbai.

• With a Gross Retail Turnover of Rs. 8996 million, Shopper's Stop has become the highest benchmark for the Indian Retail Industry.

SWOT ANALYSISSTRENGTH WEAKNESS

• Loyal Customer Base of 782000 First Citizen members

• Increasing Footfalls and Conversion Rates

• Strong and Well Established Management Team

• Systems and Processes

•Employee Retention

•Inadequate Promotional Strategies

•Uneven Distribution Network

•Follows Low – Risk Strategy

OPPORTUNITY THREAT

•Geographical Reach

•Preferred Partner for Foreign Players

•Hyper city – An entry into Value Retail

•Threat of New Entrants

•Competitive Rivalry in the Industry

•Economic Slowdown

MARKETING ENVIRONMENT

SOCIO-CULTURAL ENVIRONMENT• Changed from being a chain of retail stores to

emerging as a fashion & lifestyle destination for the growing affluent middle class of India.

COMPETITIVE ENVIRONMENT• Has identified and decided to invest in next

generation data warehousing and business intelligence solutions.

TECHNOLOGICAL ENVIRONMENT• Focused on leveraging investment and upgrading

and revamping existing technology.• Deploying Warehouse Automation application

along with the multi-purpose handheld devices to enhance efficiency in supply chain.

• Deployed Microsoft Technologies for reliable communication platform.

• Setting up a Disaster Recovery Plan for critical application systems.

ECONOMIC ENVIRONMENT• Growth in the economy at 9% and hike in the

salaries by 15%, consumption of goods increases.

• Increase in the consumer spending habit increases the number of consumers visiting the stores.

• Increase in the profit margins of the stores.

PRODUCT• Identified the need for and created a suite of

brands that reflect Styles, International Class and Fashion

• Private Brands have been introduced and developed after a careful analysis of Customer Requirement.

MARKETING MIX

PROMOTIONAL

• Communication 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.

DISTRIBUTION

• 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.

DISTRIBUTION NETWORK OF SS

PRICING

• Shoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price.

MARKET SEGMENTATION

• Division of the total market into smaller, relatively homogeneous groups.

• The company is dealing with Consumer

Products - goods or services purchased by an ultimate consumer for personal use.

GEOGRAPHIC SEGMENTATION • Dividing an overall market into homogeneous

groups on the basis of their locations.

DEMOGRAPHIC SEGMENTATION

• Dividing consumer groups according to characteristics such as sex, age, income, occupation, household size and education etc.

• SHOPPERS STOP have segmented their respective markets in terms of Age and Sex (e.g. Clothing for Men, Women and Kids)

• Segmenting by Income and Expenditure patterns.

PSYCHOGRAPHIC SEGMENTATION

• Divides a population into groups that have similar psychological characteristics, values, and lifestyles.

• SHOPPERS STOP targets high standard living customers.

TARGETING

• Market Specialization

• The Shoppers Stop concentrates on serving many needs of a particular customer group and in this way the Shopper Stop aims to gain a strong reputation in serving their customers, who belong to the middle and upper class.

POSITIONING

• Shopper Stop positions itself as a Global premium Retailer outlet.

• Shoppers’ Stop is positioned as a family store

delivering a complete shopping experience.

INTEGRATED MARKETING COMMUNICATION

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

ADVERTISING

• PRINT ADVERTISMENTS• MEDIA ADVERTISMENTS• OUTDOOR ADS

PRINT ADVERTISMENTS

OUTDOOR HOARDING

SALES PROMOTION

• GIFT VOUCHERS• VARIOUS FESTIVE OFFERS• CONTEST• POP MATERIAL

GIFT VOUCHERS

Shoppers Stop offer Gift Vouchers of denominationranging from Rs 250 to Rs 5000.

FESTIVE OFFERS

CONTEST

• Shoppers Stop has announced a 101-day Shopping Bonanza to pull in customers into the stores.

• Lucky draw winners of the contest will get to see one of the seven wonders of the world and two lucky couples who get the grand prize will be treated to a round-trip which will cover all the seven wonders of the world.

POINT OF PURCHASE

PUBLICITY & PR

• BRAND AMBASSADOR• SPECIAL EVENTS• PUBLIC AFFAIRS ACTIVITIES

BRAND AMBASSADOR

• Shah Rukh Khan for all mega events because they both dominate their respective industries. He reflects the perfect image of Shoppers Stop.

PUBLICITY & SPECIAL EVENTSOm Shanti Om Fashion Show

• The leading Premium Fashion and Lifestyle destination Shopper’s Stop and the most awaited movie , Om Shanti Om had come together to unveil the unique look of the movie through a Fashion show. With this association Shopper’s Stop will retail the limited edition clothes and merchandise inspired from the film at their stores across India. The dazzling show witnessed the leading pair Shah Rukh Khan and Deepika Padukone along with Arjun Rampal and Shreyas Talpade walking the ramp showcasing their respective looks from the film.

PUBLIC RELATIONS

• Shoppers’ Stop entered into agreement with CRY to retail eco-friendly paper bags designed by underprivileged children. The part proceeds from the sale of the bags were donated to project supported by CRY.

• The Wardrobe Exchange saw tremendous response with 80,000 old garments collected from customers, which were donated to projects

of Concern India Foundation.

DIRECT MARKETINGDIRECT MARKETING

The name "First Citizen" reflects their commitment to offering their customers the ultimate shopping experience

As a First Citizen, customers shopping experience becomes even more enjoyable with: •Reward Points for every time you shop at Shoppers Stop. •Exclusive benefits & privileges •Exclusive offers ever so often •Updates on what you can look forward to shop for at Shoppers Stop •Exclusive cash counters at Shoppers Stop so you can spend more time shopping than waiting in a line

PACKAGING

The previous packets of Shoppers Stop had the previous logo while the new packets which are being widely distributed have the company symbol on it.

The company has also brought out collectible shopping bags for selective distribution with different themes and launched the first in the series based on the theme 'Fashion through Ages'.

WHAT IS DAGMAR MODEL ?

D= DEFINING

A=ADVERTISING

G=GOAL

M=MEASURED

A=ADVERTISING

R=RESULT

Unaware

Aware

Comprehension& Image

Attitude

Action

DAGMAR MODEL

• Promotional campaign:   It must have an objective. And objective that is measurable• Objective should contains The Idea Well-Defined Target Audience Creative Strategy Media Strategy Fixed time period

PROMOTIONAL CAMPAIGN Buy & Fly to the Seven Wonders of the world.

THE IDEA: 'Buy and fly to the 7 wonders'. Spend a specified amount and you could win a trip to the 7 wonders of the world. Besides the mega prize, customers could win many other prizes like Gili gold coins, Gift Vouchers, VIP bags, Espirit watches etc.

CAMPAIGN OBJECTIVES: To differentiate the promotion from all other promotions in the market at that time. Shopper's Stop had to become the preferred shopping destination for the festive season.

TARGET AUDIENCE: Males and Females,Age-15-44yrs, High ownership of cars and consumer durables. Evolved Indian who is open to new experiences.

CREATIVE STRATEGY: Bringing alive the international experience by communicating that Shopper's Stop is their Passport for seeing the Seven Wonders of the World.

MEDIA STRATEGY: Taking the strategy of 'enveloping the consumer' with communication on TV, Press, Hoardings and Radio. Also Point of sale and Direct marketing & PR to complete the 360 degree effect.

EVIDENCE OF RESULTS: Record breaking sales ever in the history of Shopper's Stop for any festive season. Revived Customer Entry, Increase in Cash memo sizes and employee morale at an all time high.

DOWN UNDER FEST- A PROMOTIONAL CAMPAIGN

An association with Tourism Australia has prompted Shoppers’ Stop to launch “Down Under Fest” – a promotional campaign to increase the purchases during the festive season.

NEW ADOPTER/ INNOVATION ADOPTION HIERARCHY

Awareness

Interest

Evaluation

Trial

Adoption

AWARENESS

ATTITUDE

ACTION

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