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Shopper Stop marketing ananlysis


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this is marketing research done after various field visits and research on shopper stop with the help of my colleagues.

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Shopper Stop marketing ananlysis

  1. 1. MARKETING ANALYSIS ON SHOPPER STOP Presented By: Group 9 1.Manish Kumar Gupta (PGSF 1549) 2. Saurabh Singh(PGFS 1550) 3.Prachi Tomar(PGSF1551) 4. Kumar Rohit (PGSF 1552) 5. Nishant Kumar(PGSF1553) Presented to: Prof. Dr. Banasree Dey
  2. 2. OBJECTIVE  To know about the retail industry with the help of desk research supported with field research.  To learn about the marketing strategies of Shopper Stop.  To develop the clear understanding of different strategies used by Shopper Stop such as- Pricing strategies, Distribution channel, Promotional Strategies, Brand Positioning etc.  To understand the customer needs and wants to serve them better
  3. 3. OVERVIEW The Foundation of Shoppers Stop was laid on October 27, 1991, by the K. Raheja Corp. group of comapanies. Being amongst India's biggest hospitality and real estate players, the Group crossed yet another milestone with its lifestyle venture. With an immense amount of expertise and credibility, Shoppers stop has become the highest benchmark for the Indian retail industry. Opened our first store at Andheri, a suburb in Mumbai, selling only Mens wear. Introduces ladies wear in 1992 and added Children's & Non-apparel sections in 1993. Currently Shoppers Stop operates 76 stores in 36 cities. SHOPPER STOP INDIA
  4. 4. Indian Retail Market Share: 30% of GDP Share of retail in private consumption: 53.3% Total retail market : Rs. 1,948,916 cr. Organized retail market: Rs. 126,680 cr. (6.5% of total market) Growth rate of organized retail: 17.39% YOY RETAIL SECTOR IN INDIA
  5. 5. Shopper’s Stop, a pioneer in Indian Retailing was promoted by the K Raheja Corp Group (Chandru L Raheja Group), started in the year 1991 with its first store in Andheri, Mumbai International and Domestic brands across various categories such as apparel, accessories, cosmetics, home and kitchenware and also its private labels ABOUT SHOPPER STOP Management- SHOPPERS STOP Ltd. Chandru L Raheja Chairman / Chair Person B S Nagesh Vice Chairman Govind Shrikhande Managing Director Ravi C Raheja Director Deepak Ghaisas Director Gulu L Mirchandani Director Neel C Raheja Director Nitin Sanghavi Director Shahzaad S Dalal Director Nirvik Singh Director
  6. 6. “To be a global retailer in India and maintain its No.1 position in the Indian market in the Department Store category.” VISION
  7. 7. VALUES Values that help us in achieving our mission and vision:  We will not take what is not ours.  The obligation to dissent (against a viewpoint that is not acceptable).  We will have an environment conducive to openness.  We will believe in innovation.  We will have an environment conducive to development.  We will have the willingness to apologise and forgive.  We will respect our customers' rights.  We will create an environment of trust.  We shall be fair.  We will be socially responsible.
  8. 8. SWOT ANALYSIS STRENGTH 1. It has strong domestic presence with 76 stores in India 2. Shoppers stop has become highest benchmark for retail industry 3. Loyal customer base with more than 785,000 first citizen members 4.Increasing footfalls and conversion rates 5. Management team is strongly established as well as skilled labor force WEAKNESS 1. It has lesser promotional strategies on both ATL and BTL level compared to global leaders 2. It always follows low risk strategy in business or entering into new segment OPPORTUNITIES 1. Big opportunity to enter into new geographies nationally 2.Foreign players see it as preferred partner for making investment in India 4.It could enter into Hypercity -high retail value category THREATS 1. Due to global slowdown consumers’ purchase power has reduced for top high value brands 2.Increasing brand awareness among consumers across all socio-economic classes
  9. 9. ANSOFF’S MATRIX Existing PRODUCTS New INCREASING RISK INCREASINGRISK Existing MARKETS New MARKET PENETRATION Sell more in existing Markets MARKET EXTENSION Achieve higher sales/market share of existing products in new markets PRODUCT DEVELOPMENT Sell new products in existing markets DIVERSIFICATION Sell new products in new markets
  11. 11. SEGMENTATION Fall between the age group of 16 years to 35 years, The majority of them being families and young couples Monthly income above Rs. 20000 and an annual spend of Rs.15000 Shoppers’ Stop’s core customers represent a strong Sector
  13. 13. TARGETING They started in 1991 as a Men’s ready to wear store Offering expanded to suiting's, boys and ladies merchandise in 1992 1993- Added casuals, kidswear, jewellery, fragrances, cosmetics and watches making Shopper’s stop India’s first Departmental store.
  14. 14. POSITIONING The evolution of the brand Shoppers Stop began when the baseline of the brand logo changed with ever- rising customer aspirations. From the 'Ultimate Shopping Experience' in 1992 'Feel the experience while you shop' in 1993, •'Shopping. And beyond.' in 2005, From enjoying the international shopping experience to shopping for emotional fulfillments for example, buying a diamond ring for your loved one to express your love or flaunting your status. This changed to 'Start Something New' in 2008 as a part of the Brand's Makeover strategy, but still connecting to the current mindset of customers to constantly upgrade and experiment.
  15. 15. PROMOTIONAL STRATEGIES Communication Strategy-Reaching out to the customers in their own style and language E.g.- The first Shoppers Stop store in Lucknow was named “Tehzeeb”. Festive Promotion Campaign “PARIKRAMA” Customers getting opportunity to interact with local artisans. Organizes major Promotional Events from time to time e.g. “Fly to Santa Land”, “Gear up for the school” and “Salwar Kameez Dupatta Exchange” etc. Organizes Local Festivals like Durga Puja in Kolkata, Onam in South and Dhanteras in North.
  16. 16. PRICING STRATEGIES “Shoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price”
  17. 17. CUSTOMER SATISFACTION  Shoppers Stop Ltd. exudes Class, Comfort, Convenience where ever it is located.  Shoppers Stop Ltd. not only concentrates on the location of the stores but also emphasizes on the ambience and service excellence.  Shoppers Stop is Indian largest chain of Super Stores with an aggregate acquired area of 11 lakh sq. feet.
  18. 18. COMMUNICATION MIX IMC refers to a co-coordinated communications program that is customer-focused and internally consistent The different IMC elements are • Advertising • Sales promotion • Direct marketing • Public Relation • Point of Purchase • Publicity • Special Events • Packaging
  19. 19. ADVERTISING Print Advertisments Media Advertisments Outdoor Ads
  20. 20. RECOMMENDATIONS  They should introduce more schemes, discounts, sales to increase the sales.  They should introduce Low rate Brands which will attract the middle class customers also or brands for masses.  They offer parking space only for the ―first citizen‖ card holders which acts as a constraint for many first visitors to visit the malls.  Shoppers stop‘s competitors used aggressive medium of advertisement like television commercial ads, thus to gain a competitive advantage over the competitors Shoppers Stop should also use such medium of marketing.
  21. 21. CONCLUSION  Shoppers Stop is the oldest Retail Chain in India.  Despite of high prices of products, they manage to attract the customers because of their good marketing strategies.  They are the only retail chain in India who provides the best and no. of products as compared to others.  The company intends to bring the world’s best retail technology, retail practices and sales to India.
  22. 22. STORE IMAGES
  23. 23. STORE IMAGES