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Shoppers Stop

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  • 1. Submitted to – Mr. Sameer Aasht NEW MEDIA ASSIGNMENT
  • 2. Assignment Brief
    • Business growth Strategy for Growth of Private Labels of Shoppers Stop
    • Focusing on two Power Brands
    • STOP and Life
  • 3. Situation Analysis
    • Consumers buy the premium labels at Shoppers Stop but its own labels are ignored in the clutter of brands.
    • Also profit margin for the stores on the private brands are higher than other labels.
    • Competition
    • Westside: SRC, Westsport, Westside
    • Pantaloons / Central: RIG, Agile, All, JM Sport
    • Lifestyle: Genesis, Code, Flame, Club Hoppers
  • 4. Most preferred brands in formal wear Blackberrys Arrow Zodiac Van Heusen Park Avenue Allen Solly Louis Phillip
  • 5. Most preferred brands in casual wear Levi’s Spykar Pepe Wrangler Calvin Klien
  • 6. Consumers preference of formal and casual wear brand
  • 7. Ads and promotions
  • 8. ‘ Life’ Casual Wear
    • Life being a youth centric casual wear, it is not very common in the age group of 35yrs and above. At the same time it is less popular even in the target segment it caters to.
  • 9. STOP
    • Private label of Shoppers Stop
    • Formal ( Indian and Western ) wear clothing for men and women
    • Caters to all age groups ( for this exercise considering age group 20 – 40 yrs )
    • Low pricing compared to other brands available in Shoppers Stop
    • Though there is awareness of this brand it needs to get bigger in terms of branding and promotion.
  • 10. Project Objective
    • To provide recommendations on the actions to be taken to drive business in for STOP and Life brands.
    • Recommendations focusing on online medium
  • 11. Methodology
    • Identifying the needs of our consumer
    • Focusing the communication to our customers – ONLINE medium
  • 12. Recommendations and Strategies
    • Men in the age group of 18 – 25yrs
        • Engaged into a part time job ( Earn and Learn )
        • Full time job after their graduation
        • Majority of them pursue their MBA.
    • In all the above cases, these men/ boys wear formals regularly.
  • 13. Right Target Segment to Trap
        • Men and Women
        • 18 - 25yrs
        • Earning Rs5000 to 20,000 per month.
        • Spending Rs1000 - 2000 on formal wear.
        • Experimental in making purchases.
  • 14. Communication Objective
    • Making STOP and Life bigger than Shoppers Stop – Pvt labels of Shoppers Stop
  • 15. Collection
    • This collection must have a perfect combination of good–
    • Fit
    • Quality
    • Designs
    • Up to date and fashionable
    • Affordable
  • 16. Strategies
    • Concentrating on online space
    • Revamping the website – STOP/ Life
    • Starting daily Fashion Tips to those who register- on mail as well as mobile.
    • Online contest
    • Collaborating with MTV Splitsvilla
    • Social Networking Sites
    • Radio – PR
    • OOH to promote brands and contest
  • 17. About the contest
    • Online contest
        • Designing apparels with use of funkiest props
        • Upload pictures and videos
        • Winner – Collection / label by his/her name
            • Cash Prize – Rs. 50,000/-
            • Short stint at MTV Splitsvilla
    • ‘ Viral video ads’ contest
        • Media schools and other B schools
        • Shooting and uploading
        • Winners – Cash prize – Rs. 50,000
            • Vouchers of STOP and Life
    • Registration of contest – online on contest website
    • Shoppers Stop home page provides a link to the contest website
  • 18. Contest webpage….
    • Contest page later becomes a portal for the consumers to network
    • Stylist answering fashion related queries of the registered users.
    • Online Game on the portal - create your own “avtar”- pick up from the gallery and dress yourself – this can be uploaded as your profile pic.
  • 19. APPROACHS for promoting the contest
    • MTV Splitsvilla
      • The inmates have a task of designing apparels
      • Ticker and contest promo
      • Clothes worn on dates by the contestants will be sponsored by Life and STOP
  • 20. Social Networking Sites
    • Facebook and Orkut
      • Community
      • Viral – Passing a Life hamper
      • Forum
      • Passing a gift – Apparel
      • Game
      • Target the following communities/ pages
        • Music
        • Art
        • Techno
        • Sports
        • Fashion trends
        • Cosmetics
    • Twitter
    • Following our target group interests – links and pages
  • 21.
    • Online advertisements on passion group interest.
    • Contacting the existing members via e- mails
    • Direct mailers – Petite t shirt
    • Bluetooth messaging- when inside the store or a shopping mall.
  • 22. In Store Branding
    • Display contest boards in the mall
    • Danglers about the contest
    • POPs and shelf promotion
    • Floor promotion
    • Salesmen promoting during billing – Brochure, create database
    • Arrangement / positioning of these brands against the international brands.
  • 23. Long run… Strategies to increase sales of Life:
    • In store environment to be in sync with ‘Life’ image
    • Hire fashion designers to change the complete look to Life as a brand including the logo.
    • Trendy and Funky use of colors in the collection Explore and experiment different looks –
    • Macho look, Techno look, Party look, Beach look, Bikers look etc...
    • Accessorize the section of Life well in order to maintain the environment
  • 24. Long run… Strategies to increase sales of STOP:
    • Introduce -
        • All the sizes
        • Fresh colors, designs and styles – wrinkle free, stain free etc…
    • Communicate with the members via e-mails or face to face interaction by the sales person to know if they are happy with the brand
    • While billing is done, customers should be advised on customer complaint department of Shoppers Stop.
  • 25.
    • Submitted By-
    • Amanda Joshi- 234
    • Ankita Bara- 185
    • PR 2010