RETAIL OUTLETS WITH RESPECT TO SHOPPERS STOP Project
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Transcript of RETAIL OUTLETS WITH RESPECT TO SHOPPERS STOP Project
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PROJECT REPORT
ON
A
Summer Internship Project Report
On
RETAIL
OUTLETS WITH RESPECT TO SHOPPERS
STOPIn the partial fulfillment of the Degree of
Master of Management Studies
under the University of Mumbai
y
MR! RA"U# AS"O$ %AD"A&
'MMS ( Roll )o*+,-
Speciali.ation* MAR$/0I)1
atch* 234564,
Prof Dinesh Son7ul
8Internal Project 1uide9
SASMIRA:s Institute of Management Studies and Research
;orli< Mumbai65333=3
234>
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Table of Content
Sr.no Subject Page number
Declaration from student =
?ertificate from 1uide 5
Ac7no@ledgement >
/ecutive Summary ,
4 Introduction +
2 ?hallenges 4>
= &isual merchandising 23
5 Research analysis ==> Suggestions =B
, Cindings ( conclusion 53
+ Recommendation 54
D Appendi 52
B References 5>
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ECLARATION
I< Mr!Rahul %adhav < hereby declare that this project report is the record of authentic @or7 carried
out by me during the period from May 234> to %uly 234> and has not been submitted to any other
University or Institute for the a@ard of any degree E diploma etc!
Signature*
)ame of the student* Rahul %adhav
Date*
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CERTI!ICATE
0his is to certify that MR! RA"U# %AD"A& of Samira:s Institute of Management Studies (
Research has successfully completed the project @or7 titled FRETAIL OUTLETS WITH
RESPECT TO SHOPPERS STOPG in partial fulfillment of reHuirement for the completion
MMS as prescribed by the University of Mumbai!
0his project report is the record of authentic @or7 carried out by her during the period from May
234> to %uly 234>!
"e has @or7ed under my guidance!
Signature
)ame* Prof! Dinesh Son7ul
Project "u#$e
Date*
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Ac%no&le$gement
I @ould li7e to than7 our Director Dr! Amit Oa7 for his encouragement and Prof! Dinesh Son7ul
for her cordial support< valuable information and guidance< @hich helped me in completing this
tas7 through various stages report!
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E'ecut#(e Summar)
Indian organi.ed retail industry is poised for gro@th! Apparel sector and various lifestyle
products in particular has a great opportunity @ith alignment of Indian economy to globalised
mar7ets! ;ith the @idespread use of sales promotions6 short term activities @hich provide
material inducements to consumers and trade it becomes imperative for managers to understand
visual tool such practices and understand challenges! 0his study investigates sales promotion
activities of for various brand and products in Shoppers stop< Andheri @est mar7et and compares
them on various dimensions! It presents major findings and provides insights on consumer
behaviour! #ifestyle< for instance< has a loyalty programme called 0he Inner ?ircleJ< @hile
Shoppers stop offers various scheme to@ards programmes< the customers! Managerial challenges
are posed in planning and implementing such activities! 0he project concludes @ith future bright
outloo7!
Pr#mar) object#(e *Effect#(ene++ of ,#+ual -ercan$#+er+/
A casual passerby
A bro@ser
A spender
A big spender
A loyal customer
,
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CHAPTER 0
Intro$uct#on
So11er+ +to1
Shoppers stop offers a truly remar7able shopping eperience also on the Internet! ;ith an
unparalleled assortment of the leading international and national brands in menKs clothing per cent overall retail mar7et inIndia< including both organi.ed and unorgani.ed sectors< is li7ely to reach a @hopping Rs!5+
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In$u+tr) Structure
0he Indian retail industry has primarily been dominated by the unorgani.ed segment! 0he
primary reason for the higher share of unorgani.ed retail emanates from the fact that rural sales
account for more than one6half of the total industry sales! /ven in urban areas< a significant
proportion of the retail revenue is generated by unorgani.ed retailers such as 7irana stores< fruit
( vegetable vendors< petty shops< ha@7ers< etc!
Retailing in India is highly fragmented< and is dominated by independent o@ner6managed outlets
commonly 7no@n as Qmom ( pop stores! 0hese stores number nearly 42 million and morethan 3 are small family businesses utili.ing household labour! One6half 8>39 of these retail
outlets speciali.e in the food ( grocery!
Cood and groceries has the biggest share in the overall retail pie< accounting for the around +,!
"o@ever< it has the lo@est organi.ed retail penetration! ;ithin the organi.ed retail sector in mature retail mar7ets such as US!
0hus< there is a current improvement opportunity of up to Rs 2> billion< according to 0echnopa7!
In the net 43 years< this gap of Rs 2> billion could go up to Rs =33 billion< and hence a lot more
investment and effort @ould have to be put in to reduce this!
On other measures of supply chain effectiveness also< Indian retailers lag behind that of mature
mar7ets! Indian retail chains turn their inventory much slo@er< and stoc76out levels are also
higher! /ven the more established retail chains are able to turn their inventory only half as fast as
retail chains in US or ;estern /urope< and stoc7 out levels are also t@ice or thrice as much! On
the other hand< shrin7age levels are in tandem @ith international benchmar7s!
42
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esides dealing @ith large number of S$Us and categories< Indian retailers have to deal
@ith a fragmented supply base and a number of intermediaries 8especially non branded
products9< leading to lo@ margins and fluctuation in price and availability! Also< due to the
presence of big manufacturers< traditionally the po@er eHuation had been resting @ith the
supplier< rather than the retailer in most cases! 0he fragmented supply base and large number of
intermediaries also leads to a s@elling up of product costs by the time it reaches the retail point!Due to the pressure of 7eeping prices lo@< the margins are often sHuee.ed out< leaving very little
for retailers< @hile affecting product Huality and availability!
4=
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E3commerce #n Reta#l#ng
IndiaKs online retail industry has gro@n at a s@ift pace in the last > years on the bac7 of
increasing Internet penetration and use of cheaper smart phones! ;hile early gro@th came from
boo7s< electronics and apparel< ?RISI# epects ne@ segments li7e grocery< je@ellery and
furniture to add to the momentum!
Most of the eisting retailers in mass grocery and multi6brand apparel do not use e6commerce to
sell their products! /ven for specialty retailers< e6commerce does not form a significant part of
their sales! "o@ever< gro@ing competition from online retailers and mar7etplaces is starting to
eat into the revenues of physical retailers< compelling them to go onlineand slo@ additions of
ne@ stores! 0he impact is highest in segments li7e boo7s< music and electronics @here product
specifications are standard and differentiation is lo@! More recently< the competition has
increased in apparel and foot@ear too!
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Ca1ter 4
Callenge+
0he past t@o years have been tough for retailing< and the sector eperienced overall single digit
revenue gro@ths! 0his is because of the protracted @ea7ness in consumerKs discretionary
spending due to higher inflation< marginal real @age gro@th and lo@ level of macroeconomicactivity! In terms of revenue gro@th< the @orst affected @ere the retailers focusing on the
premium and luury segments! /ven value retailing 8@hich is often considered more resilient to
economic slo@do@ns9< has eperienced pressure @ith customers do@nshifting to unorgani.ed
formats!
0o combat slo@ing same store sales gro@th< retailers are offering deep discounts to generate
volumes at the cost of margins! Retailers are also adopting cost rationali.ation measures such as
closure of unprofitable stores< boosting labor productivity< better inventory management
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In 2345< leading retailers are epected to put financial goal of profitability on the top of their
agenda! At store level< the retailers @ill be focusing on improving store profitability further
through productivity enhancement and better inventory management! At corporate level< the
retailers are li7ely to 7eep major costs such as supply chain and manpo@er in line @ith the
revenue to ensure profitable gro@th of the business
Organi.ed retailers @ill continue to face stiff competition from the unorgani.ed sector! 0he latter
have a lo@ cost structure< are mostly o@ner6operated< @ith negligible real estate and labor costs
and pay little or no taes! 0raditional retailers have also risen to the competition from organi.ed
retailers! 0he adoption of I0 systems< surveillance systems< trac7ing the customer database!
' - #ocating products through signs< graphics etc
' - #ighting ' -
Music ' -Cragrance ' -
?olors
0:. Can )ou recall one 1ro$uct ba+e$ on te $#+1la) c &a+ 1rom#nentl) 1romote$ #n
te +toreD
Please specifyVVVVVVVVVV
0
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Ca1ter @
RE!ERENCES6
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