Marketing mix - Lifestyle vs Shoppers stop

1. Presentation by
Aashiya Khan
Topic:
MARKETING MIX

3. History
Promoted by
the K Raheja
Corp Group
(Chandru L
Raheja Group)
Started in
1991 with its
first store
in Andheri,
Mumbai
Has 69 stores
across 32
cities in India
Headquarters
: Mumbai,
India
Govind S.
Shrikhande,
(MD & CEO)
Shoppers Stop
changed its logo
and adopted the
mantra "Start
Something New"
Over “289”
brands
Positioning:
wide variety
with
International
quality
Source: http://corporate.shoppersstop.com/

4. Formerly
called as
Lifestyle
International
Pvt. Ltd
Part of Dubai
based
Landmark
Group
Started in 18
May 1999
Headquarters
: Bengaluru,
Karnataka
Micky Jagtiani,
Chairman &
CEO
47 stores
across the
country &
presence in 13
countries
Over 150
brands & Over
1,000,000 sq
ft of retail
space in 2014
Positioning:
Youthful,
Vibrant &
Stylish Brand
Source: http://www.lifestylegulf.com/about
History

5. Source: http://corporate.shoppersstop.com/investors/presentation-analyst.aspx
Transition Of Brand
Luxury
Bridge
to
Luxury
Premium
Contemporary
Popular
Mass
Luxury
Bridge
to
Luxury
Premium
Contemporary
Popular
Mass
2005
2009
2005
2009

7. Shoppers Stop Ltd. Consolidated with SSL
SS Department Stores Business
68% Sales Contribution
Subsidiary Companies 30%
Sales Contribution
JV Companies 2
2% Sales Contribution
•No of stores: 43 (incld. 2 duty paid airport
stores)
•GFA: 24.58 lacs sq ft.
•Sales for 6 months as of Sep,2011 : Rs 920
Cr
•Sales for full year as of March, 2011 : Rs
1676 Cr
• No of stores: 8
• GFA: 1.37 lacs sq ft.
No of stores: 35
GFA: 0.14 lacs sq ft.
•No of stores:
7
•GFA: 0.35
lacs sq ft.
•08 – 09 : 8.0 lacs
visitors
•10 – 11 : 35 lacs
visitors
SSL Stake
51%
• No of stores: 10
• GFA: 10.64 lacs sq ft.
• Sales for 6 months as of
Sep 2011 : Rs. 369 Cr
• Sales for full year as of
March 2011 : Rs 597 Cr
SSL Stake
100%
• No of stores: 84
• Own Stores : 43
• GFA: 2.52 lacs sq ft.
SSL
Stake
50%•No of stores:
1
•GFA: 0.2 lacs
sq ft
• No of stores:14
•GFA: 0.97 lacs sq ft.
SSL Stake
45%
Well diversified portfolio
to capture the consumer’s
wallet share
SHOPPERS STOP FORMATS
Source: Shoppers Stop Annual Report 2012-13

8. Source:
http://www.alexa.com/siteinfo/http%3A%2F%2Fwww.s
hoppersstop.com
Source:
http://www.alexa.com/siteinfo/http%3A%2F%2Fwww.lifes
tylestores.com

9.  HomeStop: Homestop is
premium home
furnishings home concept
store, which offers
products in home decor,
furniture and accessories,
bath accessories,
bedroom furnishings,
mattresses, draperies,
carpets, modular kitchens
and health equipment.
 Home centre stores: is a
part of Lifestyle store that
houses products such
as furniture and home
decorative.
Sister
Stores

10. Brio - Brio has 20 outlets in
select cities. Café Coffee Day
(CCD), the retail division of
Amalgamated Bean Coffee
Trading (ABCTL), has signed an
MoU with Shoppers Stop to run
its BRIO outlets.
Gloria Jean’s Coffee-committed to
delivering the ultimate specialty
coffee experience. With over 1000
outlets across 39 countries
worldwide, Gloria Jean's Coffees is a
leading specialty coffee retailer and
one of the fastest growing franchise
organizations in the world.
Gloria Jean's Coffees entered the
Indian market in 2008 and is
expanding across key cities.
Currently the brand has 27 outlets
across Mumbai, Bangalore, New
Delhi, Gurgaon, Chennai,
Hyderabad, Ahmedabad and Pune.
Sister
Stores

11.  MotherCare-
Mothercare is the
largest specialist
retailer for infant and
toddler care.
Shoppers Stop has an
exclusive franchise
agreement in India
with Mothercare ,
for shop in shops in
department store
format
 The Baby Shop- a one-
stop concept store for
kids of all ages: from
newborns and toddlers to
tweens and teens up to
the age of 16. Babyshop
also offers a range of
products for mothers and
moms-to-be..
Sister
Stores

12. Private
Labels
Splash: As a brand Splash believes
in constantly being a trend-setter
in the region and has successfully
created some of the biggest and
most popular brand
properties/events like the bi-annual
fashion shows, the Limited Edition
With constant revamping of the
marketing portfolio, newer forms of
communication are added and
channelled to keep the consumer
involved.
Max: Max is the largest value
fashion brand in the Middle East,
North Africa and India. A great
shopping experience with
fashionable products at amazing
value, is an assurance from Max
fashions.
Max's success is driven by its
value pricing, clarity in
merchandise presentation,
market positioning, aggressive
market penetration and a strong
Management team.

13. Private
Labels
Elliza & Donatein: ready to wear , premium collection of
women's corporate wear
Vettorio Fratini: in-house premium collection for men's
corporate wear
Life: Popular youth brand has collection that offers
cool designs and funky graphics
Kashish: is a classy and elegant brand for today’s women of
substance who value their ethnicity and individuality. It
offers glamorous Indian wear and accessories that are the
perfect way to celebrate Indian women’s sophisticated style.
STOP: Formal (Indian & western) Clothing for Men & Women
at a low price as compared to other Shoppers Stop Private
Labels
Acropolis: in-house value priced collection for men's
corporate wear

14. PRODUCT
PRICE
PLACE
PROMOTION
PEOPLE
PACKAGING
PROCESS
PHYSICAL
EVIDENCE
MARKETING
MIX:
8 P’s Of
Marketing

15. Store Visit: R City Ghatkopar

16. Store visit
Shoppers Stop, R- City
Ghatkopar
Lifestyle, R- City
Ghatkopar
2nd Floor entrance
(Afternoon- 3pm)
Ground floor entrance
(Evening- 4:30pm)

17. Core Product Offering: Service
 Positioned themselves to
create a suite of branding
that reflect styles,
international class &
fashion
 Shopper Stop positions
itself as a Global premium
Retailer outlet & is
positioned as a family store
delivering a complete
shopping experience.
 Positioned themselves as
the Youthful, stylish and
vibrant, & created an
enjoyable shopping
experience
Positioning

18. Core Product Offering: Service
Target
Audience
Shoppers identified the need
for the upper middle class &
high class segment
Lifestyle identified the need
for the Middle class and
upper middle class segment

19.  Apparels
 Watches
 Health and Beauty
 Sunglasses
 Fashion Accessories
 Color Cosmetics
 International Fragrances
 Premium Fragrance
 Pens
 Jewellery
 Personal Grooming
Product Line

20. Product
Lenghth
(for eg.: Apparels)
And many more…

21. Product
Depth
 Buckle Formal Shirt
 Cotton Checks Formal Shirt
 Georgette Tuck Detail Shirt
 Cotton Stripes Cap Shirt
 Georgette Pleat Formal Shirt
 Stripped Formal Shirt

22. Merchandise
Assortment
Style Buckle
Formal
Shirt
Cotton
Checks
Formal
Shirt
Georgett
e Tuck
Detail
Shirt
Cotton
Stripes
Cap Shirt
Georgett
e Pleat
Formal
Shirt
Stripped
Formal
Shirt
Price
Levels
Rs. 688 Rs. 1399 Rs.688 Rs. 1299 Rs. 688 Rs.1199
Sizes
Available
Large ,
Small
Small Large,
Medium,
Small ,
Extra
large
Large,
Medium ,
Small ,
Extra
large
Large,
Small,
Extra
large
Large,
Small ,
Extra
large
Colours
Available
Pink and
White
Blue Steel Baby
Pink and
Black
Off White Purple
Products
Details
Full
Sleeved
Puff
Sleeved
shirt
Full
Sleeved
Small
Sleeved
Full
Sleeved
Short
Sleeved
Brand :-Austin Reed
Formal Shirts:-

23. Pricing
Shoppers Stop follows
Premium Pricing Strategy
that includes selling of
High Quality Products at a
High Price.
Dubai-based Landmark
Group’s Lifestyle International
has positioned itself as a
premier shopping destination
housing.

24. Caters to
which
segment
Shoppers Stop Caters to
segment upper- middle
class & high class society
Lifestyle Caters to
segment upper middle
class & Middle class
society

25. PLACE
 Objective: To make Products available in
the Right Place at the Right Time in the
Right Quantity.
 A DISTRIBUTION CHANNEL moves a
product from production to consumption
PLACE

26. STORE WISE LOCATION ACROSS
INDIA
Total No of
Lifestyle Stores:
47
Total No of
Shoppers Stop
Stores: 69

27. 5
1 1 1 1 1 1
Delhi
Gurgaon
Amritsar
Jaipur
Ghaziabad
Lucknow
Noida
Delhi Haryana Punjab Rajasthan UP
North
4
5
1
Hydrabad Bangalore Chennai
AP Karnataka Tamil Nadu
South
1
3
1
Durgapur Kolkata Siliguri
West Bengal
East
In North and West Shoppers Stop is entering new cities while in
South it is restricting itself to only 3 cities. In East also it is expanding
its market slowly.
Source: Shoppers Stop Annual Reports,
http://corporate.shoppersstop.com/
1
10
3 1 1 1
Aurangabad
Mumbai
Pune
Bhopal
Indore
Jaipur
Maharashtra MP Rajasthan
West

28. Approaches in opening
of new stores.
75% of Total Sales
from Tier I Cities
It aims to stick to
the top 10 Cities
It plans to open
more than 80 % of
the new Stores in
the top 24 Cities
65%-68% of Total
Sales from Tier I
Cities
It aims to
diversify its store
outlets in Tier 2
cities as well
Even it plans to
open more than
80 % of the new
Stores in the top
24 Cities

29. WAREHOUSING
• Regional Warehouses – 6 in number (
data as of 2007)
• Transportation From Warehouse To
Store Is Done By The Distribution
Centers(D.C)
• The D.C Is Outsourced And The
Activity Of Transportation Does Not
Require Skilled Labour
• Advantages Of Outsourced D.C -- Cost
Benefit, Lesser Pilferage By Own Staff,
dictate term to the Outsourced
Company by Shoppers Stop.
• Specialized Expertise of the
outsourced Companies
• Regional Warehouses – 5 in number (
data as of 2007)
• Transportation From Warehouse To
Store Is Done By The Distribution
Centers(D.C)
• The D.C consists of both outsourced
as well as internal employees .
• Advantages of having Internal D.C –
Grater transparency in regularly
reviewing stock status and
monitoring timely replenishments
(from warehouse to the store) along
with cost saving

30. FLOOR LAYOUT
First Floor Ground Floor
Second
Floor
Third
Floor

31. FLOOR LAYOUT
Ground Floor First Floor

32. STORE SURVEYED AT FORUM
MALL, KOLKATA
Store
Situated at
the entrance
of the Mall
Promotiona
l discount
for shawls
and beauty
products
Sales
Promotion
for
Consumer
Durables
Overall Store
display from
inside the
Mall

33. STORE SURVEYED AT
PHOENIX MARKET CITY,
MUMBAI
Store Situated at
the Backend of
the Mall
Sales
promotion on
display on the
Shuttle Stop
near the mall
Overall Store
Display with a
large and spacious
aisle
Inventory
management
on progress
inside the
mall

34. Types of Promotion
First Citizen
reward Card
for exclusive
privileges,
benefits and
offers.
Gift Vouchers to
be redeemed
inside the store
Sale Discount for
seasons and
Special occasions

35. Types of Promotion
Gift Vouchers to
be redeemed
inside the store
Sales Discount for
off-seasons
Inner Circle reward
Card for exclusive
privileges, benefits
and offers.

36. Inside the store Promotional Display
as Observed
Dual
Promotions of
The First
Citizen reward
card and Citi
Bank through
the baggage
counter
Sales
Promotion
for
Consumer
Durables
Visual Promotion
of Juicer kept
near the Screen
Sales
Promotion on
Baggage and
Suitcase
Inner Circle
Counter

37. Outside the store Promotional
Display as Observed
Sales promotion
on display on the
Shuttle Stop in
front of the mall
Sales Promotions
on display on the
entrance of the
store.
Sales
Promotions on
display outside
the store.

38. People

39. People
> The Most Important Element Of Any Service Or
Experience.
> The Reputation Of Any Brand Rests In Their People’s
Hands.
> People Underpin The Customer Relationship Between
The Company And The Consumer.

40. People

41. People-Employees
Store visit
observations
(a) Staff members were well dressed.
Guard greeted each customer
entering the store.
(b) Most of the staff were actively
engaged with customers while few
were found uninterested and
unprofessional.
(c ) We observed a sales personnel
helping a pregnant lady with her
shopping by holding her bag.
(a) Staff formally dressed and
well groomed.
(b) The guard greeted every
customer with Namaste .
(c ) The staff were helpful and
asked for help wherever
necessary.

42. People
Store visit
observation
If any customers forgot their bag
in the baggage counter they give
it to the admin office on 3rd floor.
Shoppers Stop Customer Care
(9:00am to 9:00 pm)
One of their USP was the sensor
attached to the token given for
baggage which prompts customer
to collect their bag from the
baggage counter.
Lifestyle has 24x7 customer care
service.
Token for
baggage with
the sensor at
Lifestyle

44. Packaging
Plays important role in promotion campaigns
In defining the character of new product
Differentiate one brand of product from
another brand
Defines an overall shopping experience

45. Packaging
Overall
experience
(a) Wide Entrance and
ample amount of space for
the shoppers.
(b) Latest songs were played
all the time, which gave a
pleasant experience while
shopping.
(c ) There was at least one
staff dedicated to one brand
and helped the customers
throughout shopping.
(a) Slightly narrow entrance
that Shoppers Stop.
(b) Songs played inside the
store were little slow and less
audible.
(c ) Store was brighter than
Shoppers Stop because of its
white marble and white color
theme.

46. Packaging
Shopping
Experience
(a) All the sections were well
labelled and customers could
differentiate between the
products on sale and new
arrivals.
(b) Clothes from the trial rooms
were cleared in regular interval.
(c) Each brand had a separate
wall dedicated to it.
(d) Latest offers and discounts
were announces on a regular
basis through their in house
radio.
(a) Spacious and clothes were
organized more on shelves.
(b) Current offers on each
products were additionally
displayed on the pillars made it
more convenient for the
customers.
(c ) All the brands had there
separate display units and well
labelled.
(d) Staff ensured that customers
were well served, which thus
enhanced their shopping
experience.

47. Packaging
Cash
Counter
Experience
(a) Wide cash counters.
(b) There were 2 staff per
counter , one of them handling
the billing process, while the
other folding cloths into the
baggage.
(c ) LED TV behind the cash
counters showing puzzles and
Astrology forecast.
(a) Slightly wider cash counter.
(b) There were ample no of
staff for handling huge
footfalls.
(c ) LED TV behind the cash
counters displaying latest
fashion and offers.

48. Customer reviews
Pre Entry
Easier for the customer to locate
the store because of Shoppers
Stops unique Black and White
display and also its easy access
from the Mall entrance.
Strategic placement of the
promotional red dot sale at the
entrance itself.
Store is located a little inside the
Mall, but because of Lifestyle
International appeal they
experience a good amount of
footfall.
Not much promotional activity
outside the store.

49. Customer reviews
Shopping
There was separate glass cabin
for First Citizen customers for
addressing their queries and
concerns.
Trial rooms were bigger and
more in number than Lifestyle.
Shopping bags available at
regular stalls in the mall.
There was a corner dedicated to
Inner Circle members for their
assistance.
There were limited trial rooms,
because of which customers had
to stand in long queues during
the sale period.
Shopping bags were available
only near the entrance.

50. Customer reviews
Post
Shopping
Overall shoppers had a good
shopping experience.
Most of the customers were
satisfied with merchandise they
purchased.
Lifestyle’s international appeal
gives it an edge over its
competitors.
Because of its width, depth and
price of merchandise offered,
customers were happy to get a 1
stop shop experience.

51. CUSTOMER SATISFICATION INDEX (CSI)
60
63 63
81 80
50
55
60
65
70
75
80
85
Jan-06 Aug-06 Nov-07 Feb-09 Apr-10
CSI
Customer satisfaction index is calculated
based on the following parameters:
Merchandising Range and Quality
Store Environment
Staff
Transaction Efficiency
Loyalty Programme
Schemes
Promotions
Customer experience in Shoppers Stop wrt
the competitor stores
There was a significant increase in
customer satisfaction from year
2007 to year 2009, although there is
a small decrease in customer
satisfaction in year 2010 from year
2009.
This may be due to increased
choices offered to the customers by
other stores and hence increasing
expectations of the customer
Source: Shoppers Stop Annual Report 2010-11

52. Physical Evidence
“To tangibilize the intangible”

53. Soft soothing Music
Theme based arrangement
Very helpful Sales personnel.
Physical Evidence
 Ambience
 Good aisle space
 Wall space well utilized.
Display of Vanheusen sport’s new
collection.
Information of offers
on various brands
displayed on a wall

54. Physical Evidence
Free Wi-Fi
Signage's wherever necessary.
 User friendly website
 Well lit and spacious trial rooms
as compared to shoppers stop.
 Quality of products.
 Sales personnel dressed in Black.
Shoppers stop website gives relevant
information regarding the offers, discounts
and new collection is a very organized way
All the clothes are steam ironed after they
are brought back from the changing room,
on regular basis.

55. Process
Procedures, mechanisms and flow of activities which lead to an
exchange of value. It includes:
1. Queue time
2. Staff Efficiency
3. System efficiency
4. Interaction with customers
5. Easy exchange and returns

56. Process
• Store planning according to the
display plan.
• Range Planning
• Inventory Planning
• Sample presentation to
merchandiser’s
•Follow the Planogram for displaying the
merchandise.

57. Process
Enterprise Retail Planning includes:
• Manual of Authorities (MOA), which
governs decision making authority.
• Standard Operating Procedures
(SOPs),govern most of the activities
including site selection, store planning,
store operations, buying and
merchandising, distribution and logistics
etc.
•Business Manager browses through the
whole store to check whether merchandise is
in place or not as per Planogram.

58. Process
Auto Replenishment System
• Automatically analyses and suggests
that a particular stock in a specific
quantity, size and color be sent to a
particular store.
Warehouse Management system
• Optimize space in the warehouse.
Inward and outward processes
Inward Process is done to replenish the stock
every day by the Store Manager,Security
Head and Inventory Manager.
•Outward is done to remove old
stock.STL(Stock Transfer List) is verified on
any inward and outward.

59. Sample Size for Dipstick Study
63%
29%
8%
Age Group
15-29 30-44 45-59
0
2
4
6
8
10
12
14
16
18
20
MALE FEMALE
GENDERWISECUSTOMERSLIST
LIFE STYLE SHOPPERS STOP

60. Affordability of the
product
EXPENSIV
E
9%
FITS THE
BUDGET
(Percent
age)
IN
EXPENSIV
E
3%
LIFE STYLE Pricing
EXPENSIVE FIT MY BUDGET IN EXPENSIVE
EXPENSIV
E
45%
FITS THE
BUDGET
(Percent
age)
INEXPENS
IVE
0%
SHOPPERS STOP
Pricing
EXPENSIVE FIT MY BUDGET IN EXPENSIVE
INFERENCE:
Customers find
Lifestyle to be
more Pocket
Friendly than
Shoppers Stop

61. Loyalty Program
members
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
LIFESTYLE- Inner Circle SHOPPERS STOP- First Citizen
Yes No
Whether Members of Loyalty Program INFERENCE:
Since shoppers
stop has strong
promotional
activities, the
shoppers stop
first citizen
programme has
slightly more
members as
compared with
the inner cirlce

62. Awareness about the
End of Season Sale
INFERENCE:
Because of
Strong print
media
campaigns,
Shoppers Stop
has more
awareness
amongst the
people

63. Survey Analysis
Not Much of a
Help
Helpful Very Helpful
5
23
4
3
22
6
LIFESTYLE SHOPPERSTOP
Whether Personnel on the floor helpful?
INFERENCE:
The sales
Personnel of
Lifestyle were
more helpful than
that of Shoppers
Stop

64. Overall Shopping Experience
INFERENCE:
Customers had a
better shopping
Experience at
Shoppers Stop as
compared to
Lifestyle

65. 47%
37%
16%
Average Billing Time
(Mins)- LIFESTYLE
5 to 10 10 to 15 15 and above
39%
45%
16%
Average Billing Time
(Mins)- SHOPPERS STOP
5 to 10 10 to 15 15 and above
INFERENCE:
Billing time at Shoppers Stop takes less time as compared to
Lifestyle because they have more cashiers appointed at the
cash counter as compared to Lifestlye

66. 28%
60%
12%
Frequently Occasionally Rarely
INFERENCE: Customers prefer to shop from Shoppers Stop occasionally because of its premium
pricing.
34%
46%
20%
Frequently Occasionally Rarely
How often do you
Shop from Shoppers
Stop
How often do you
Shop from Lifestyle

67. Most of the respondents are aware of Austin Reed as it is an International Brand exclusively
available in Shoppers. At the same time, the respondents are not as aware of Mustang even if it is an
International Brand.
Stop and Life are the Private Labels that respondents are aware of the most. They haven’t heard
about iJeanswear and Mario Zegnoti.
0
10
20
30
40
50
60
70
80
90
100
Which of the following private labels are you aware of?

69. AND MANY MORE…
Source: http://corporate.shoppersstop.com/corporate/awards-recognitions.aspx

70. AWARDS
 Most Admired Fashion Retail Destination Of The Year At The Images Fashion
Awards For Three Consecutive Years 2013, 2012 & 2011
 Lifestyle International Pvt. Ltd. Recognized As 42nd Best Workplace In The
Country And 2nd Best Company To Work For In The Retail Sector In India By
Great Place To Work Institute Survey 2013
 Lifestyle International Pvt. Ltd. Recognized For 'Best HR Strategy In Line With
Business' At 4th Asia's Best Employer Brand Awards 2013
 Images Most Admired Beauty Products Retailer Of The Year: Department Store
Chain At Images Beauty & Wellness Awards 2013
 Retail Supply Chain Excellence Award – Express Logistics & Supply Chain
Conclave & Awards 2012

71. Credit rating
15th-Oct-2013 08:28 Source: BSE
Shoppers Stop - Credit Rating
Shoppers Stop Ltd has informed BSE regarding the credit ratings received from the
rating agencies as follows:-
1. Credit Analysis & Research Limited (CARE Ratings)
- CARE A (Single A) to the long term facilities and CARE A1 (A One) to the short term
facilities of Rs. 578.50 crore (enhanced from Rs. 461.50 crore)
- CARE A1 (A One) for Commercial Paper Issue/ Short Term Debt Issue (Series I)
aggregating to Rs. 100 crore
- CARE A1 (A One) for Commercial Paper Issue / Short Term Debt Issue (Series II)
aggregating to Rs. 40 crore
- CARE A (Single A) for Non-Convertible Debenture issue amounting to Rs. 100 crore.
2. CRISIL Ltd has assigned “CRISIL A1” for the Rs. 50 crore Commercial rating Paper
programme.

72. Credit Rating