This is a case under CMM describing the changing demographics and market conditions

1. Presented To:
Prof. Giribala
Prof. Dhavale
Presented By
Sumit Bundel (16)
Sagar Chandramore(18)
Abbin Chaturvedi(20)
Pranita Chikalge (22)
Pooja Chaudhry (24)
Shounak Deolekar(26)
Juhi Dewre (28)

2. • Introduction.
• Changing demographics.
• SWOT Analysis.
• Government regulation and other in-
country factors.
• Target Customers.
• Developing Advertisements and
promotions.
• Balancing the Approaches.
• Alternative media.

3. • Shoppers Stop is an Indian retailing company promoted
by the K Raheja Corp Group, started in the year 1991
with its first store in Andheri, Mumbai.
• Shoppers Stop Ltd has been awarded "the Hall of Fame"
and won "the Emerging Market Retailer of the Year
Award", by World Retail Congress at Barcelona, on April
10, 2008.
• Shoppers Stop is listed on the BSE.
• As of 2016, Shoppers Stop has 75+ stores in 35 cities
across India .

4. Source: http://www.kkr.com/global-perspectives/publications/india-shifting-landscape

5. Source: http://www.kkr.com/global-perspectives/publications/india-shifting-landscape

6. Source: http://www.kkr.com/global-perspectives/publications/india-shifting-landscape

7. Strengths
• SS is perceived as most caring brand as
compared to the other competitors- 2006 study.
• Core customer group aged between 25 to 45
which is working group.
• Well management and better operation set up.
• First citizen card proves well for customer
retention.
• Big brands are associated partners.

8. Weakness
• Disengagement with younger customer- 2006
study.
• Not even well established in all mainstream
and climber cities.
• Considered as a highly priced, comparing to
the similar retailers.

9. Opportunity
• India is highest populated country and its retail
sector is emerging.
• Peoples are becoming ore brand savvy. So are
ready to spend more on branded products.
• Upward migration of income and easy credit
facilities with banks.

10. Threat
• Strong competition by lifestyle, pantaloon, and
central.
• Premium pricing strategy might restrict mid-
income people.
• Volatile environment- changing Govt. policies,
customers style preferences, economic
diversity..etc

11. • India has allowed foreign groups to own up to 51 per cent in
"multi-brand retailers", single brand retailers, can own 100
percent of their Indian stores, up from the previous cap of 51
percent;
• both multi-brand and single brand stores in India will have to
source nearly a third of their goods from small and medium-
sized Indian suppliers.

12. Ease Of Credit

13. • Large young population in India.
• Changing attitude of people from saving to spending.
• Availability of working class people.
• Ease in availability of resources.
• Decrease in depending population (ratio).
•

14. • Firstly shoppers’ stop should concentrate to target on
value-conscious customers as people are in a position to
spend more but only in return of a good quality of
product and variety as well.
• The changing demographics has shown that this is the
most emerging sector and if they want to stay in market
for the long run they should concentrate on this segment.
• The other two are already brand loyal customers though
that segment need to be considered but the major
consideration should be on this segment

15. • Build Awareness - Effectively reach resellers and
retailers, to build brand and brand loyalty through various
TA specific activities
• Create Interest – Creating brand loyalty to ensure that the
retailers promote and sell your brand over other products
• Provide Information - To provide information regarding
the brand to the retailers so that they are able to not only
sell your brand products better but also able to assist their
customers in the purchasing process
• Stimulate Demand - The right promotion can drive
Retailers sell and the end user purchase
• Reinforce the Brand - Use promotion to help build a
strong relationship that can lead to the customer becoming
a loyal customer

16. Outline your customer experience. Start with the very
beginning of the buying cycle – when anyone who interacts
with your brand is anonymous – and end with engaged
customer. Then define customer needs at each phase of the
buying cycle. Anonymous leads don’t want detailed guides on
how to use your products. But customers who’ve already
bought do.
Map product features to buyer types. Figure out who your
customers are, and how they use your product. If managers
respond to a particular feature, target managers with product
marketing around that feature. Better targeting can help you
position product features to an audience that will respond to
them.

17. • Social Media
• Smart Phone Apps
• Various Events
• Famous Radio Events

18. • Many reports says that there is increase in demand on
online shopping, in which mobile shopping is much
more priority of people.
• Shopper stop can improve there mobile app- As of
now they are available but there app is not much liked
by the people (3.5/5 rating on play store) so they can
improve it.
• Online shopping is also less costlier and more
profitable for company

21. • In accordance to the changing demographics in
India Shoppers’ Stop should target on youth.
• They should tie-up with more youth oriented
brand.
• Should build their brand image as a classy
youth oriented brand.
• They should venture more aggressively in
online world and make the best use of it .