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Shoppers stop
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.
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
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
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.
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.
REAL SCENARIO
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.
CUSTOMER-CENTRIC APPROACH
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
Shoppers stop

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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