PRESENTED BY:

NISHANT SHEKHAR SHARMA

BHAVDEEP CHHABRA
 THE EVOLUTION……….

• History of retailing in India:

• Haats or gatherings at the market place ,
kirana store .
1970s: Organized retail began.
1980s:Witnessed the emergence of
organized retail stores.
1990s: Privatization,globalization.
• 21st ce ntury: Further transformation.
 COMPANY PROFILE
• Shoppers Stop is, as the brand calls itself, 'the first store in
the history of modern retailing in India'
• It is present in 14 cities in India with multiple stores in the
big metros
• Shopper's Stop was founded by K Raheja Corp. in October
1991 with its first store in Mumbai. From being a men's
ready to wear store it soon evolved into a complete family
lifestyle store. As of 2008, Shopper's Stop had 1.3 million
sq. feet. of retail space spread across 24 stores in 11 cities
in India with a retail turnover of over Rs. 12.07 billion.
VISION AND MISSION STATEMENT

• " To be a global retailer in India and

maintain its No. 1 position in the Indian
market in the Department Store category."

• “No thing but the best"

 Situational Analysis
Situational Analysis includes current organizational mission, current ownership and management alternatives, and current goods/services category.

POSITIONING

• Shopper Stop positions itself as a Global premium

Retailer outlet.

• Shoppers’ Stop is positioned as a family store

delivering a complete shopping experience.
•Strength
• Variety
• Range
• Different Brands
• Loyal customer

•Weakness
• Very high prices: They provide international Brands due to which their
prices are very high.
• Less Schemes: They do not offer so much schemes, they offer schemes
only on special occasions like Diwali, Independence Day, etc.
• Less Discounts : They offer less discount in their schemes, they basically
offer 10% to 20% discount
• Competition from standalone stores
• Threats
•
•  Entrance of New Player
•  Lesser consumer spending
•  Entry of foreign players
•  Unorganized sector /independent store
• Opportunities
•  Awareness about the bran
•  Youngsters
•  Higher disposable income
•  Tier 2 & tier 3 cities
•  Enter new consumer goods segments.
• Year Events
• 1991 Opened first store at Andheri, a suburb in
Mumbai selling only
• Menswear.
• 1992 Ladieswear was introduced. Added
Children & non apparels.
• 2000 Acquired Crossword – India 's leading
retail book chain.
• 09/17/09
 MEDIA STRATEGY: Taking the strategy of
'enveloping the consumer' with communication
on TV, Press, Hoardings and Radio. Also Point of
sale and Direct marketing & PR to complete the
360 degree effect.
CREATIVE STRATEGY: Bringing alive the
international experience by communicating that
Shopper's Stop is their Passport for seeing the
Seven Wonders of the World.
 PROMOTION
• 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”.

• 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.
 PRINT
ADVERTISEMENTS…..
THAT’S ALL WHAT
THEY DO
YOU WOULDN’T WANT TO MISS IT
• Shoppers’ Stop should spend a little more on
“THINK GREEN”
THE BOLLYWOOD CONNECTION
What’s on their mind NOWWW
THEN

NOW
 RECOMMENDATION
• BRAND AMBASSADOR
• PROMOTION VIA RADIO
• MORE TV COMMERCIAL
• USE OF BRIGHT COLORS IN THE ADVERTISEMENTS IN
SPECIFIC SEASONS
• ASSOCIATION WITH BIG SPORTS EVENTS
• COLLABORATION WITH BIG DESIGNER BRANDS
• CONDUCTING FASHION SHOWS…..
• BREAK THE TREND AND START SOMETHING NEW….. IN
ADVERTISEMENTS
THANK YOU