BRAND MANAGEMENTPresentation

onSHOPPERS STOP

Name: Roll NoAnchal verma 10609008Madhav Lavania 10609027

Manjari Pathak 10609028Simran Malhotra 10609055

Swati Rawat 10609

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Shoppers Stop: Introduction• The foundation of Shoppers' Stop was laid on

October 27, 1991 by the K. Raheja group of companies

• 28 retail outlets across the country and is planning to spread its wings with futuristic expansion plans to meet the challenges of the retail industry

• With a Gross Retail Turnover of Rs. 8996 million, Shopper's Stop has become the highest benchmark for the Indian Retail Industry.

• Has progressed from a single brand shop to a Fashion & Lifestyle store for the families.

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Shoppers Stop: Introduction• Is the country's largest chain of Department

Stores.• International and domestic brands across

categories such as apparel, accessories, cosmetics, home & kitchenware as also its own exclusive brands

• HomeStop is the first-of-its-kind premium home concept store at Bengaluru, Mumbai and New Delhi, offering a wide range of products

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Shoppers Stop: Accomplishments• Shoppers Stop Ltd has been awarded

– “The Emerging Market Retailer of the Year Award“

• World Retail Congress at Barcelona, on April 10, 2008

– Shoppers Stop is listed on the BSE– The only retailer from India to become a

member of the prestigious Intercontinental Group of Departmental Stores (IGDS)

– "Most admired Fashion Retail Destination of the Year“

• Images Fashion Forum - Jan 2009

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Shoppers Stop: Accomplishments

– Most Admired Retailer of the Year (Customer Relations) – Shoppers Stop.

• IRF 2009 - Sep 2009

– "Best Visual Merchandising"• VMRD Retail Design Award – July 2009

– "Retailer of the Year - Fashion & Lifestyle" • Asia Retail Congress - Feb 2009

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Shoppers stop new strategy

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Shoppers Stop: Corporate Profile• Vision:

– To be a global retailer in India & maintain no.1 position in Indian market in Department Store Category

• Mission: – “Nothing but the best” – To strive & achieve nothing but the best in

terms of processes, practices & deliverables

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Re-Positioning

EARLIER

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Re-Positioning

NOW

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Re-PositioningOn April 24, 2008, one of India's oldest retail chains Shopper's Stop Ltd unveiled its new logo as a part of its re-branding strategy.

• In a bid to reposition itself as a 'bridge to luxury' store as opposed to its earlier image of a premium retailer

• Commenting on the change, B.S. Nagesh, Customer Care Associate and Managing Director, Shopper's Stop, said, "Change is essential. Our consumers are changing, their preferences are constantly evolving. They are getting younger. Shopper's Stop came up with several initiatives - it planned to increase per store area from around 40,000-45,000 sq. feet to 75,000-85,000 sq. feet.

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S.W.O.T Analysis

• STRENGTH:– Oldest– Financial conditions– loyal customer base of over 782000* First

citizen members * 2009 data

• WEEKNESS:– Less number of outlets

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S.W.O.T Analysis

• OPPORTUNITY:– Changing taste of young generation– Preferred partners for foreign player

• THREAT:– Competitors like Globus, Lifestyle,

Westside.

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Shoppers Stop: Place

28

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Shoppers Stop: Place

• North – Delhi-Ansal Plaza– Ghaziabad - Indirapuram– Gurgaon - Metropolitian Mall– Jaipur - Malviya Nagar– Lucknow - Gomti Nagar

• South – Bangalore - Bannerghatta

Road– Banglore - Garuda Mall– Chennai - Chetpet– Hyderabad - Begumpet

• East – Kolkata - Forum Mall– Kolkata - Salt Lake City

• West – Mumbai - Andheri– Mumbai - Bandra– Mumbai - Chembur– Mumbai - Juhu– Mumbai - Kandivili– Mumbai - Malad– Mumbai - Mulund– Pune - Shivaji Nagar– Pune - Camp

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Shoppers Stop: Product Mix

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Shoppers Stop: Product Men Apparel• Indian Terrain• Allen Solley• Dockers• Stop• Zodiac• Park Avenue• Ven Heusen• Mario Zegoti• Arrow

•Austin Reed (London)•Louis Philippe• Giovani• Vettorio Fratini•Wills Lifestyle

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Shoppers Stop: ProductWomen wear• I’shvarah• Stop• Mix n Match• Haute Curry• Kashish• Sanaa• Biba

• Mufti• United color of Benetton• Fem – French Collection

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Shoppers Stop: Product• Cosmetics / Skincare

– CHAMBOR– LOREAL

• Fragrance– ADIDAS– ARAMIS– BVLGARI– CALVIN KLEIN– DAVIDOFF– DKNY

– FERRAGAMO– NAUTICA– RALPH LAUREN,– VERSACE

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Shoppers Stop: ProductChildren wear• Gini N Joni• Barbie• Zapp• Ruff• Lilliput• Kanz

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Shoppers Stop: Price

• Shoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price.

• Shoppers stop caters to different segments of the consumers.

• Men’s apparel– The range of men’s clothing starts from Rs

500 being the lowest to nearly 6ooo highest.

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Shoppers Stop: Price

• Women’s apparel– The range of women’s clothing starts from

Rs400 to Rs 10000• Men’s accessories like sunglasses, belts,

watches, shoes etc ranges from Rs 1000 to Rs 20000.

• Women’s accessories like sunglasses, watches, belts, sandals, earrings etc has the price range of Rs 2000 to Rs 40000.

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Shoppers Stop: Price

• In the kids section prices of toys and other accessories ranges from Rs 100 to Rs 5000

• In the cosmetics section there are products like deodorants, skincare cosmetic, make-up stuff. Their price ranges from Rs 200 to Rs 2000.

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Shoppers Stop: Promotion• Denim festival• Customer Care association• First Citizen Card• Surprise Sale• Valentine Sale

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Shoppers Stop: People• Front-line staff will have a direct impact on

perceptions• Grey black uniform to suit with the Shops

interiors• Good personality to attract the customers

inside the shop• Friendly nature•

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Shoppers Stop: Productivity and Quality• Improving productivity is a requisite in cost

management • Quality as defined by the customer, is

essential for a service to differentiate itself from other providers

• SS store has all international brands and all well-to-do, high quality Indian brands

• It is possible for SS to provide best of the quality

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Shoppers Stop: Physical Evidence• Lovely fresh fragrance at entrance• Spacious landing strip• Wall space utilized for mirror and print ads of

the brand or the product near• Also utilized it by providing self's and

constructing trail room around it• Mirror finish style flooring• Escalators • No stacking bellow knee level

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Shoppers Stop: Physical Evidence

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Shoppers Stop: Physical Evidence

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Shoppers Stop: Physical Evidence

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Shoppers Stop: Physical Evidence

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Shoppers Stop: Physical Evidence

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Print Advertisement

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Print Advertisement

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Print Advertisement

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Shoppers Stop: New Print Ad

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