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

Group - The Company houses a host of many

international & domestic brands across variouscategories 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 benchmarkfor the Indian Retail Industry.


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SWOT ANALYSIS

STRENGTH WEAKNESS

Loyal Customer Base of 782000 First

Citizen members Increasing Footfalls and ConversionRates

Strong and Well EstablishedManagement 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


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MARKETING ENVIRONMENT

SOCIO-CULTURAL ENVIRONMENT

Changed from being a chain of retail stores toemerging as a fashion & lifestyle destination forthe growing affluent middle class of India.

COMPETITIVE ENVIRONMENT

Has identified and decided to invest in nextgeneration data warehousing and businessintelligence solutions.


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TECHNOLOGICAL ENVIRONMENT

Focused on leveraging investment and upgrading

and revamping existing technology. Deploying Warehouse Automation application

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

Deployed Microsoft Technologies for reliable

communication platform. Setting up a Disaster Recovery Plan for critical

application systems.


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ECONOMIC ENVIRONMENT

Growth in the economy at 9% and hike in the

salaries by 15%, consumption of goodsincreases.

Increase in the consumer spending habitincreases the number of consumers visiting the

stores. Increase in the profit margins of the stores.


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PRODUCT

Identified the need for and created a suite of

brands that reflect Styles, International Class andFashion

Private Brands have been introduced anddeveloped after a careful analysis of Customer

Requirement.

MARKETING MIX


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PROMOTIONAL

Communication Strategy-Reaching out to thecustomers 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 withlocal artisans.

Organizes major Promotional Events from time totime e.g. Fly to Santa Land, Gear up for theschool and Salwar Kameez Dupatta Exchangeetc.

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


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DISTRIBUTION

Shoppers Stop Ltd. exudes Class, Comfort,Convenience where ever it is located.

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

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


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DISTRIBUTION NETWORK OF SS


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PRICING

Shoppers Stop follows Premium Pricing Strategythat includes selling of High Quality Products at a

High Price.


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MARKET SEGMENTATION

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

The company is dealing with ConsumerProducts - goods or services purchased by anultimate consumer for personal use.


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GEOGRAPHIC SEGMENTATION

Dividing an overall market into homogeneousgroups on the basis of their locations.


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DEMOGRAPHIC SEGMENTATION

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

SHOPPERS STOP have segmented theirrespective markets in terms ofAge and Sex (e.g.Clothing for Men, Women and Kids)

Segmenting by Income and Expenditurepatterns.


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PSYCHOGRAPHIC SEGMENTATION

Divides a population into groups that have similarpsychological characteristics, values, and lifestyles.

SHOPPERS STOP targets high standard livingcustomers.


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TARGETING

Market Specialization

The Shoppers Stop concentrates on serving many

needs of a particular customer group and in thisway the Shopper Stop aims to gain a strongreputation in serving their customers, who belongto the middle and upper class.


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POSITIONING

Shopper Stop positions itself as a Global premiumRetailer outlet.

Shoppers Stop is positioned as a family storedelivering a complete shopping experience.


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INTEGRATED MARKETING

COMMUNICATION

IMC refers to a co-coordinated communicationsprogram that is customer-focused and internallyconsistentThe different IMC elements are

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


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ADVERTISING

PRINT ADVERTISMENTS

MEDIA ADVERTISMENTS

OUTDOOR ADS


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PRINT ADVERTISMENTS


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OUTDOOR HOARDING


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SALES PROMOTION

GIFT VOUCHERS

VARIOUS FESTIVE OFFERS

CONTEST

POP MATERIAL


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GIFT VOUCHERS

Shoppers Stop offer Gift Vouchersof denominationranging from Rs 250 to Rs 5000.


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FESTIVE OFFERS


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CONTEST

Shoppers Stop has announced a 101-dayShopping Bonanza to pull in customers into thestores.

Lucky draw winners of the contest will get to seeone of the seven wonders of the world and twolucky couples who get the grand prize will betreated to a round-trip which will cover all the

seven wonders of the world.


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POINT OF PURCHASE


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PUBLICITY & PR

BRAND AMBASSADOR

SPECIAL EVENTS

PUBLIC AFFAIRS ACTIVITIES


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BRAND AMBASSADOR

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


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PUBLICITY & SPECIAL EVENTS

Om Shanti Om Fashion Show


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T

he leading Premium Fashion andL

ifestyledestination Shoppers Stop and the most awaitedmovie , Om Shanti Om had come together tounveil the unique look of the movie through aFashion show. With this association Shoppers

Stop will retail the limited edition clothes andmerchandise inspired from the film at their storesacross India. The dazzling show witnessed theleading pair Shah Rukh Khan and DeepikaPadukone along with Arjun Rampal and ShreyasTalpade walking the ramp showcasing theirrespective looks from the film.


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PUBLIC RELATIONS

Shoppers Stop entered into agreement with CRYto retail eco-friendly paper bags designed byunderprivileged children. The part proceeds fromthe sale of the bags were donated to projectsupported by CRY.

The Wardrobe Exchange saw tremendousresponse with 80,000 old garments collectedfrom customers, which were donated to projects

ofConcern India Foundation.


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DIRECT MARKETINGDIRECT MARKETING

The name "First Citizen" reflects theircommitment to offering their customersthe ultimate shopping experience

As a First Citizen, customers

shopping experience becomes evenmore enjoyable with:Reward Points for every time youshop at Shoppers Stop.Exclusive benefits & privileges

Exclusive offers ever so oftenUpdates on what you can lookforward to shop for at Shoppers StopExclusive cash counters at ShoppersStop so you can spend more timeshopping than waiting in a line


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PACKAGING

The previous packets of ShoppersStop had the previous logo while thenew packets which are being widelydistributed have the companysymbol on it.

The company has alsobrought out collectibleshopping bags for

selective distribution withdifferent themes andlaunched the first in theseries based on the theme'Fashion through Ages'.


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WHAT IS DAGMAR MODEL ?

D= DEFINING

A=ADVERTISING

G=GOAL

M=MEASURED

A=ADVERTISING

R=RESULT

Unaware

Aware

Comprehension

& Image

Attitude

Action


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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


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PROMOTIONAL CAMPAIGN

Buy & Fly to the Seven Wonders of theworld.

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 themega prize, customers could win many otherprizes like Gili gold coins, Gift Vouchers, VIPbags, Espirit watches etc.

CAMPAIGN

OBJECTIV

ES:T

o differentiate thepromotion from all other promotions in themarket at that time. Shopper's Stop had tobecome the preferred shopping destination forthe festive season.


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TARGET AUDIENCE: Males and Females,Age-15-44yrs, High ownership of cars and consumerdurables. Evolved Indian who is open to newexperiences.CREATIVE STRATEGY: Bringing alive theinternational experience by communicating thatShopper's Stop is their Passport for seeing the

Seven Wonders of the World.MEDIA STRATEGY: Taking the strategy of'enveloping the consumer' with communicationon TV, Press, Hoardings and Radio. Also Point ofsale and Direct marketing & PR to complete the360 degree effect.EVIDENCE OF RESULTS: Record breaking salesever in the history of Shopper's Stop for anyfestive season. Revived Customer Entry, Increasein Cash memo sizes and employee morale at anall time high.


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DOWN UNDER FEST- A

PROMOTIONAL CAMPAIGN

An association with Tourism Australia hasprompted Shoppers Stop to launch DownUnder Fest a promotional campaign toincrease the purchases during the festive season.


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NEW ADOPTER/ INNOVATION

ADOPTION HIERARCHY

Awareness

Interest

Evaluation

Trial

Adoption

AWARENESS

ATTITUDE

ACTION


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THANK YOU

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