2. Evolution and Overview of Indian Retail Industry
Shopper’s Stop – a premium retail brand
◦ Introduction
◦ Merchandise Hierarchy
◦ SWOT Analysis
◦ Marketing Mix
◦ Segmentation, Target & Positioning
◦ Advertising Strategies
◦ Sales Promotion Strategies
3. • The Indian retail market is the
5th largest retail destination
globally.
• Market size in 2012 USD450
Billion, 2015E USD574
Billion
• Western outfits & readymade
garments has been growing at
40-45% annually; apparel
penetration is expected to
increase to 30-35% by 2015
More details: http://www.ibef.org
4.
5.
6. • Founded in 1991, Shoppers Stop Limited is a chain of
Retail stores in India owned by K. Raheja Corp
• International & Domestic brands across various
categories such as apparel, accessories, cosmetics,
home & kitchenware as also its own private brands
• 177 stores in 18 cities with 3.4 million sq ft space
across 8 store formats
• Over 2.5 million customers are a part of the first Citizen
Loyalty Programme
12. STRENGTH WEAKNESS
• Good financial position • Operating cost is very high
• Loyal Customer Base
• Employee Retention
• Presence across various segments
• Increasing Footfalls and Conversion Rates • Inadequate Promotional Strategies
• Well Established Management Team • Investing too much revenue on IT
• Systems and Processes
OPPORTUNITY THREAT
• Geographical Reach • Threat of New Entrants
• Preferred Partner for Foreign Players • Competitive Rivalry in the Industry
• Private Labels • Economic Slowdown
• Enter new segments – consumer goods • Unorganized sector
14. • 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.
Pricing
• Shoppers Stop follows Premium Pricing Strategy that
includes selling of High Quality Products at a High Price.
15. • 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.
16. 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.
17. Geographic Segmentation
• Division of the total market into smaller, relatively homogeneous
groups.
Psychographic Segmentation
• Divides a population into groups that have similar psychological
characteristics, values, and lifestyles.
• SHOPPERS STOP targets high standard living customers.
Demographic Segmentation
• 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.
18. 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.
19. Shopper Stop positions itself as a Global premium
Retailer outlet.
Shoppers’ Stop is positioned as a family store delivering
a complete shopping experience.
20. • PRINT ADVERTISMENTS
• MEDIA ADVERTISMENTS
• OUTDOOR ADS
21.
22.
23. • GIFT VOUCHERS
• VARIOUS FESTIVE OFFERS
• CONTEST
• POP MATERIAL
24. Shoppers Stop offer Gift Vouchers
of denomination
ranging from Rs 250 to Rs 5000.
25. 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.
26. 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
27. 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'.
