Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Shoppers stop
2. CASE FACTS
Vision: Being India’s Number one global retailer
• CEO of Shoppers Stop Mr. Govind Shrikhande needed
to establish the company’s strategic goals and the
necessity to target young customers.
• Customer-centric approach
• India’s share of organized retail share (4.1% in 2006)
• Four factors driving retail revolution in India:
1. Changing demographics,
2. An upward migration of income
3. Easy availability of credit and
4. Government impetus.
3. CASE FACTS(CONTD…)
• Company’s strategy had three main elements:
1. Delivering high level of sensory experience
2. contemporizing the product basket to offer premium
value
3.sustaining leadership in the departmental store format.
• Used various ways like strategic business unit (SBU) , do-it-
yourself program and the most successful First Citizen
Membership Card.
• The three categories of existing customers of Shoppers Stop:
1. Premium-conscious
2. Value-conscious
3. Time-conscious
4. ADVANTAGES OF IN-COUNTRY AND
GOVT. REGULATIONS
• Government’s decision of allowing 51% ownership by a
foreign enterprise in a local retail venture of a single
brand
• Demographics of the country
• Decrease in dependency ratio
• Easy availability of credits to the people
• Rise in income and Standard of Living
• Organized retail share (4.1%)
• Scope of expansion in Tier-3 and Tier-4 cities
• Net Generation
• Variety of Customers
5. TARGETING THE CUSTOMERS
• Should mainly target their value and time
conscious segments
• Promotional programs:
1. Bonus packs
2. Free gifts
3. Coupons
• Youth marketing by using Unconventional
Methods.
6. STRATEGIES TO ATTRACT YOUTH
• Peer-to-Peer
Word of Mouth/Buzz campaigns on Campus
• Digital
Social Media Engaging(Facebook, Social Ad Campaigns)
Social Bookmarking
Micro Site & Micro Application Development
E-Mail & SMS Text Blasting
• Others
Discount Offers/Cards
Advertising should relate to their specific needs.
8. CUSTOMER-CENTRIC APPROACH
• Customer-centric marketing emphasizes understanding
and satisfying the needs, wants and resources of
individual consumers and customers rather than those of
mass.
• Creating a positive consumer experience at the point of
sale and post-sale.
• It adds value to a company by differencing itself from
competitors.
• Creates a unique shopping experience.
• Seeks to fulfill the needs and wants of each individual
customer.
• Customer satisfaction.
10. ALTERNATIVE MEDIA
Guerilla marketing
Unconventional ways like graffiti, sticker bombing and flash mobs
etc.
Viral Marketing
Buzz Marketing: Live in Marketing
Wait Marketing
Mobile Marketing
Opportunities:
Majority of Net Generation in India
Vast geographical reach
Focus on the youth of Tier3 and 4 cities
Diversification in the company i.e. Multi-Brand Retail
Preferred partner for global brands