Comparison BetweenWills Lifestyle and Shoppers Stop Submitted by - Manu Singh(69) Punit Singh(77) Ravi(82) Rishab Kholi(83) Ritu Sangwan(84) Surbhi Gupta(106) Prabhjot Singh(126) Piyush Sharma(128)
Shoppers Stop: Introduction1. The foundation of Shoppers Stop was laid on October27, 1991 by the K.Raheja group of companies.2. 28 retail outlets across the country and is planning to spreadits wings with futuristic expansion plans to meet the challengesof the retail industry.3. With a Gross Retail Turnover of Rs. 8996 million, Shopper‟sStop has become the highest benchmark for the Indian RetailIndustry.4. Has progressed from a single brand shop to a Fashion&Lifestyle store for the families.
5.Is the countrys largest chain of Department Stores.6.International and domestic brands across categories suchas apparel, accessories, cosmetics, home & kitchenware asalso its own exclusive brands.7.Home Stop is the first-of-its-kind premium home conceptstore at Bengaluru, Mumbai and New Delhi, offering a widerange of products.
Shoppers Stop: Corporate Profile• Vision: --To be a global retailer in India & maintain no.1 positionin Indian market in Department Store Category.• Mission: “Nothing but the best” --To strive & achieve nothing but the best in terms ofprocesses, practices &deliverables.
Shoppers Stop: Awards• Shoppers Stop Ltd has been awarded“The Emerging Market Retailer of the Year Award” --World Retail Congress at Barcelona, on April10, 2008• Shoppers Stop is listed on the BSE.• The only retailer from India to become a member of theprestigious Intercontinental Group of Departmental Stores(IGDS).• "Most admired Fashion Retail Destination of the Year” --Images Fashion Forum -Jan 2009
• Most Admired Retailer of the Year (Customer Relations) --Shoppers Stop. --IRF 2009 -Sep 2009• "Best Visual Merchandising" --VMRD Retail Design Award July 2009• "Retailer of the Year -Fashion & Lifestyle" --Asia Retail Congress -Feb 2009
• On April 24, 2008, one of Indias oldest retail chainsShoppers Stop Ltd unveiled its new logo as a part of itsre-branding strategy.• In a bid to reposition itself as a bridge to luxury store asopposed to its earlier image of a premium retailer• Commenting on the change, B.S. Nagesh, Customer CareAssociate and Managing Director, ShoppersStop, said, "Change is essential. Our consumers arechanging, their preferences are constantly evolving. They aregetting younger. Shoppers Stop came up with severalinitiatives -it planned to increase per store area from around40,000-45,000 sq. feet to75,000-85,000 sq. feet
S.W.O.T Analysis•STRENGTH: --Oldest -- Financial conditions -- loyal customer base of over 782000* First citizenmembers•WEEKNESS: --Less number of outlets
•OPPORTUNITY: --Changing taste of young generation --Preferred partners for foreign player.•THREAT: --Competitors like Globus, Lifestyle, Westside.
Shoppers Stop: Place• North -Delhi-Ansal Plaza -Gurgaon -Metropolitian Mall -Jaipur -Malviya Nagar -Lucknow -Gomti Nagar• South -Bangalore -BannerghattaRoad -Banglore -Garuda Mall -Chennai -Chetpet -Hyderabad -Begumpet• East -Kolkata -Forum Mall -Kolkata -Salt Lake City
Shoppers Stop: Product Mix• MEN -Mens apparel -Mens accessories -Mens footwear• WOMEN -Womens apparel -Womens accessories -Womens footwear• KIDS -Mother care -Toys -Watches
Shoppers Stop: Price• Shoppers Stop follows Premium Pricing Strategy thatincludes selling of High Quality Products at a High Price.• Shoppers stop caters to different segments of theconsumers.• Mens apparel --The range of mens clothing starts from Rs.500 being thelowest to nearly Rs.6000 highest.
• Womens apparel --The range of womens clothing starts from Rs400 to to Rs10000.• Mens accessories like sunglasses, belts, watches, shoesetc ranges from Rs1000 to Rs20000.• Womens accessorieslike sunglasses, watches, belts, sandals, earrings etc has theprice range of Rs 2000 to Rs 40000.• In the kids section prices of toys and other accessoriesranges from Rs 100 to Rs 5000.• In the cosmetics section there are products likedeodorants, skincare cosmetic, make-up stuff. Their priceranges from Rs 200 to Rs2000.
Shoppers Stop: Promotion• Denim festival• Customer Care association• First Citizen Card• Surprise Sale• Valentine Sale
Shoppers Stop: People• Front-line staff will have a direct impact onperceptions.• Grey black uniform to suit with the Shops interiors.• Good personality to attract the customers insidethe shop.• Friendly nature.
Shoppers Stop: Productivity and Quality• Improving productivity is a requisite in cost management• Quality as defined by the customer, is essential for aservice to differentiate itself from other providers• SS store has all international brands and all well-to-do, highquality Indian brands• It is possible for SS to provide best of the quality
INTRODUCTION• Over the last five years, ITCs Lifestyle Retailing BusinessDivision has established a nationwide retailing presencethrough its Wills Lifestyle chain of exclusive specialty stores.• Beginning with its initial offering of Wills Sport relaxedwear, it has expanded its basket of offerings with Wills Classicformal wear, Wills Club life evening wear and a tempting rangeof Designer accessories.• With a distinctive presence across segments at the premiumend, ITC has also established John Players as a brand thatoffers a complete fashion wardrobe to the youth segment.
• Wills Lifestyle chain of exclusive specialty stores. WillsLifestyle, the fashion destination, offers a tempting choice ofWills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening wear.• Fashion accessories and Essenza Di Wills – an exclusiverange of fine fragrances and bath & body care products formen and women. Wills Lifestyle has also introduced WillsSignature designer wear, designed by the leading designers ofthe country.• Wills Lifestyle has been established as a chain of exclusivespecialty stores providing the Indian consumer a trulyInternational Shopping Experience
Corporate Profile• Vision:Sustain ITCs position as one of Indias most valuablecorporations through world class performance, creating growingvalue for the Indian economy and the Company‟s stakeholders.• Mission:To enhance the wealth generating capability of the enterprise ina globalising environment, delivering superior and sustainablestakeholder value.
WILL LIFESTYLE :- Strategy• With its brands, ITC aspires to build a dominant presence inthe apparel market through a robust portfolio of offerings.• Wills Lifestyle has been established as a chain of exclusivespecialty stores providing the consumer a truly InternationalShopping Experience through world-class ambience, customerfacilitation and clearly differentiated product presentation.• To enhance product availability through expansion of “WillsLifestyle” chain of exclusive stores in high potential catchmentmalls. The brand is now available in over 150 locations through„exclusive brand outlets‟ (EBOs) and „shop-in-shops‟.
Achievements & Awards Retailer of the Year Award at Asia Retail Congress 2008. Top 5 Luxury brands in the country in a Global LuxurySurvey conducted by TIME Magazine. 2004: Rising Star Brand of the Year - John Players. 2003: Most Admired Exclusive Brand Retail Chain of theYear - Wills Lifestyle. 2002 : Most Admired Womens Wear Brand of the Year -Wills Sport. 2001 :The Most Admired Exclusive Brand Retail Chain ofthe Year - Wills Lifestyle.
WILLS LIFESTYLE:DISPLAY• Clarity of thought : The display is very clear & tells that themain merchandise on display are apparels and accessories forteenagers & women.• Creativity : The entire display gives a very homely touch & isvery attractive being for the season.• Effectiveness : The colors being used are bright colors likeblue and red signifying cool, excited, stimulated and powerfulenvironment.Why did it work : The display gives an aesthetic touch and ahomely environment. The display gives a feeling to thecustomer that they can also avail the same comfort andcalmness by acquiring these merchandises.
WILL LIFESTYLE:-PLACES1. CHENNAI2. CHANDIGARH3. HYDERABAD4. JAIPUR5. JAMMU6. KOLKATA7. LUCKNOW8. MUMBAI9. NEW DELHI10. VISHAKHAPATNAM
WILLS LIFESTYLE : COLLECTION•Designer wear•Formal wear•Relaxed wear•Club wear•Accessories•Personal care
S.W.O.T ANALYSISStrength1. A strong management market leader across various sectors.2. Brand is famous globally for its products and diversifiedportfolio.3. Shopping convenience for people and family shoppingoption all under one roof.4. Customer loyalty schemes with membership given tocustomers and given special preference.5. Technology intensive company.
Weakness1. Has not yet captured the complete market; quite a lot ofsegments need to be captured.2. Despite high brand recall, the brand is subject to highbrand switching as lots of other brands to choose fromOpportunity1. Entering the rural retailing segment.2. Advantages due to location.3. Expansion in the online space with e-retailing.
Threats1.Shopping culture changing with people preferring onlineshopping.2. Less differentiation in the malls as other brands is alsosetting up their shops.3. Poor inventory and stock availability measure.
Wills Lifestyle : Promotion• Give vouchers to their customers.• Season collections• Festive collections• Sponsor local/national teams.• Create their websites and exhibit.