Comparative Analysis of Promotional Strategy of Central and Shoppers Stop
Graduation Research Project
Presented By:- Ajit Kumar Gupta
Central is a lifestyle retai brand that pioneered the concept of
seamless shopping in the country
Central is built of the 3 pillars of shop, eat & celebrate!
The store design, the product mix and the experience stays true to
Central’s differentiation lies in its vibrancy, the seamless
experience, the larger than life façade and the celebratory in store
experience that makes shopping a truly enjoyable experience.
Central is always buzzing with promotions, events, weekend
excitement & a whole lot more for consumers
Snap shot of the offerings at Central
– Over 500 national & international brands
– Product categories include apparel, footwear, eye wear,
watches, cosmetics, fragrances, sports wear, hand bags,
jewelry, accessories, toys & infant accessories & more
– Partners like Food Hall, e zone, Home Town, widen the
offering basket for consumers
– Food Hall
– Live DJ/ music, fashion shows, sweepstakes, weekend
celebrations, value added services, multiplex (in few cities) &
Central store design
A seamless space (no boundaries)
Very city centric (all stores are prefixed with city name and integrate with the
local community at large with community initiatives)
Warm & welcoming in store experience
Predominance of red house colour
A place for wholesome shoppertainment – Central Square, Central flag point
A vibrant façade
Maximising productivity – bring alive the EBO experience of the brand in
store for a complete brand experience and maximum through puts
Mall that Changed the way people shop
India’s first seamless mall.
Over 500 brands spread across four floors.
Dedicated floors for men’s wear, women’s wear, youth wear, kids wear
Also, coffee parlor & food hall
Sprawling over 1.25 lakh sq. Ft,
Never before shopping experience, unique customer services.
Central is synonymous with the heart, the hub, the nerve centre where people
from all walks of life are drawn naturally to shop, eat, celebrate.
A play full logo with a base line that captures the essence of the offering (the 3
Central is a melting pot of people from all walks of life across all age groups
Central is about being a part of everyone’s celebrations no matter how big or
The communication TG however is the trend aware, fashion conscious
consumer who seek a lot more from life in the 18 to 35 years age group.
Central makes shopping a celebration
You don’t just shop at Central, you enjoy the ambience, the live
DJ, the complimentary makeovers, the music, the value added
services, the food, the buzz …. and all this makes shopping an
enjoyable and memorable experience at Central.
Value Added Services
There are 6 Value Added Services which Gurgaon Central Provides for the
Customer Benefit :
Beauty Central – Complimentary makeover for all ladies customers round the
Flower Central – fresh flowers for diff occasions.
Gift Central – Complimentary gift wrapping.
Radio Central – Live music.
DJ Central – Live DJ on weekends.
Wi-Fi Central – Complimentary wi-fi facility.
Why Central Gift Vouchers??
Valid across India at all Centrals.
Valid on more then 300 of the best International & National brands.
Rs.501/- and Rs.1001/- (Can be customized as per the requirement).
Valid during the Sale period also.
Valid for 6 months from the date of issue.
“To compare and study Central & Shopper Stop, identify areas of
excellence and areas needing improvement in Promotion; and provide
suggestions for such improvement”.
Nature of Research:- Exploratory
Secondary:- both internal & external research was done.
Internal research:- Ready to use documents.
External research:- Internet website & published books were consulted.
Primary:- The data was collected based on information provided by:
1. The management of the organization.
2. Customers visiting Central and Shopper Stop Mall.
Research tools used:-
Descriptive Statistic using Google dock.
Sample Size - 117
1. Sampling Technique – Convenience
2. Place of Survey – Inside the mall and through social media sites.
January- April promotion at Central
Promotion dates: 1st January to 30th April 2013
January contribution to 11% of central revenues
February contribution to 7% of central revenues
March contribution to 8% of central revenues
April contribution to 5% of central revenues
Every year Central creates a special offering for consumers to
distinguish Central’s offering from the competition
To achieve sales target of Rs. 165 crs in January
To achieve sales target of Rs. 115 crs in February
To achieve sales target of Rs. 122 crs in March
To achieve sales target of Rs. 77 crs in April
Note:- The expected revenue of the central is Rs. 1500 crs.
To position Central as the preferred shopping destination for
Expected walk-ins- 35 lakhs in January
Expected walk- ins- 20 lakhs in February
Expected walk-ins-27 lakhs in March
Expected walk-in- 15 lakhs in April
The promotion will be designed to highlight the
HAPPINESS SALE for the season
Latest in party fashion & accessories from best brands
Assured gift voucher on shopping – Shop for Rs. 10,000 & get a gift voucher
worth Rs. 1000, and Shop for Rs. 5,000 & get a gift voucher worth Rs. 400
Rs. 2,500 cash voucher for loyal customer (who's shop for Rs. 25,000
360˚ consumer engagement plan
January campaign will be promoted extensively on ATL & BTL with spends of
over Rs. 3.5 crores
– SMS blast
– Social media
– In-store announcements
– Activation in
in the catchment
Print media plan
The promotion will be backed by 2 insertions in the leading print
dailies in all the cites where Central is present with advertising in
city supplements of Times of India, Hindustan Times & others
Social media strategy
The promotion will be supported with online communication
& initiatives on Facebook, twitter, YouTube & more
The store will showcase party fashion with the help of extensive
About Shoppers Stop
o Shoppers Stop is an Indian Department Store chain promoted by the K Raheja
Corp Group (Chandru L Raheja Group).
o Shoppers Stop is a family store catering to Lifestyle needs, delivering experience
and selling value for money and merchandise.
o Is the country's largest chain of Department Stores.
o It has progressed from a single brand shop to a Fashion & Lifestyle store for the
o It also has its own exclusive brands.
o Being amongst India’s biggest hospitality and real estate players, the group
crossed yet another milestone with its lifestyle venture.
o Shoppers Stop has a brand active on social media marketing platforms like
Facebook and Twitter to connect with the audience.
VARIOUS FESTIVE OFFER
FIRST CITIZEN MEMBERSHIPCARD
EXCLUSIVE OFFERS FOR LIMITED PERIOD
SALE OF HERITAGE VALUE GOODS
IMPORTS & AVAILIBILITY OF BRANDED GOODS
May Campaign at Central
Love your mom? Show her! Treat her to a day of shopping at Central. We have great offers in
ladies apparel, handbags, Footwear, fragrances, sunglasses, watches, fashion jewllery and more.
Also, shop for Rs. 4000 & get Rs.600 GV, redeemable in June on minimum shopping of
May Campaign at Shoppers Stop
Mother's Day is just around the corner. What will you gift your mother?
ANALYSIS OF THE SURVEY
2. Why you visit Central?
RECOMMENDATION & SUGGESTIONS
Central has done extremely well so far to project itself as an affordable
youth- oriented brand. But there are still certain areas where their brand
needs to be much stronger.
With regard to the physical evidence associated with the brand, Central
needs to do a lot of work if they hope to catch up with Shoppers Stop.
Customers are not happy with the gift voucher redemption process and
payback card as well so as per my opinion try to automated system to
RECOMMENDATION & SUGGESTIONS
My first recommendation for Central is to provide the value of gift voucher
in payback card or provide another card for gift voucher only to redeem
My second recommendation is that Proper dress code at Customer Service
Desk (CSD) to improve brand image of the central.
My third recommendation is that Central would do better to provide
promotional space for its partners with the use of clever collaborations, and
not printed advertisements and posters everywhere.
My fourth recommendation is that Central gift voucher should be converted
to cash voucher.