• Shoppers' Stop Limited is a chain of Retail stores in

India owned by K. Raheja Corp.

• Group - The Company houses a host of many
international & domestic brands across various
categories such as apparel, accessories, cosmetics,
home & kitchenware as also its own private brands.
• SS started in 1991 with its first store in Andheri,
Mumbai.
• With a Gross Retail Turnover of Rs. 8996 million,
Shopper's Stop has become the highest benchmark
for the Indian Retail Industry.
 SWOT ANALYSIS
STRENGTH WEAKNESS
• Loyal Customer Base of 782000 First
•Employee Retention
Citizen members
• Increasing Footfalls and Conversion Inadequate Promotional Strategies
•
Rates •Uneven Distribution Network
• Strong and Well Established Management •Follows Low – Risk Strategy
Team
• Systems and Processes

OPPORTUNITY THREAT

•Geographical Reach •Threat of New Entrants

•Preferred Partner for Foreign Players •Competitive Rivalry in the Industry
•Hyper city – An entry into Value Retail •Economic Slowdown
 MARKETING ENVIRONMENT

SOCIO-CULTURAL ENVIRONMENT
• Changed from being a chain of retail stores to
emerging as a fashion & lifestyle destination for
the growing affluent middle class of India.
COMPETITIVE ENVIRONMENT
• Has identified and decided to invest in next
generation data warehousing and business
intelligence solutions.
TECHNOLOGICAL ENVIRONMENT
• Focused on leveraging investment and upgrading
and revamping existing technology.
• Deploying Warehouse Automation application
along with the multi-purpose handheld devices to
enhance efficiency in supply chain.
• Deployed Microsoft Technologies for reliable
communication platform.
• Setting up a Disaster Recovery Plan for critical
application systems.
ECONOMIC ENVIRONMENT
• Growth in the economy at 9% and hike in the
salaries by 15%, consumption of goods
increases.
• Increase in the consumer spending habit
increases the number of consumers visiting the
stores.
• Increase in the profit margins of the stores.
 MARKETING MIX

PRODUCT
• Identified the need for and created a suite of
brands that reflect Styles, International Class and
Fashion
• Private Brands have been introduced and
developed after a careful analysis of Customer
Requirement.
 PROMOTIONAL

• 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.
 DISTRIBUTION

• 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.
DISTRIBUTION NETWORK OF SS
 PRICING

• Shoppers Stop follows Premium Pricing Strategy that includes

selling of High Quality Products at a High Price.
 MARKET SEGMENTATION

• Division of the total market into smaller,

relatively homogeneous groups.

• The company is dealing with Consumer

Products - goods or services purchased by an
ultimate consumer for personal use.
 GEOGRAPHIC SEGMENTATION

• Dividing an overall market into homogeneous

groups on the basis of their locations.
 DEMOGRAPHIC SEGMENTATION

• Dividing consumer groups according to

characteristics such as sex, age, income,
occupation, household size and education etc.

• SHOPPERS STOP have segmented their

respective markets in terms of Age and Sex (e.g.
Clothing for Men, Women and Kids)

• Segmenting by Income and Expenditure

patterns.
PSYCHOGRAPHIC SEGMENTATION
• Divides a population into groups that have similar
psychological characteristics, values, and lifestyles.

• SHOPPERS STOP targets high standard living

customers.
 TARGETING

• Market Specialization

• The Shoppers Stop concentrates on serving many

needs of a particular customer group and in this
way the Shopper Stop aims to gain a strong
reputation in serving their customers, who belong
to the middle and upper class.
 POSITIONING

• Shopper Stop positions itself as a Global premium

Retailer outlet.

• Shoppers’ Stop is positioned as a family store

delivering a complete shopping experience.
 INTEGRATED MARKETING
COMMUNICATION
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
 ADVERTISING
• PRINT ADVERTISMENTS
• MEDIA ADVERTISMENTS
• OUTDOOR ADS
PRINT ADVERTISMENTS
OUTDOOR HOARDING
 SALES PROMOTION

• GIFT VOUCHERS
• VARIOUS FESTIVE OFFERS
• CONTEST
• POP MATERIAL
GIFT VOUCHERS

Shoppers Stop offer Gift Vouchers

of denomination
ranging from Rs 250 to Rs 5000.
FESTIVE OFFERS
 CONTEST

• Shoppers Stop has announced a 101-day

Shopping Bonanza to pull in customers into the
stores.

• Lucky draw winners of the contest will get to see

one of the seven wonders of the world and two
lucky couples who get the grand prize will be
treated to a round-trip which will cover all the
seven wonders of the world.
POINT OF PURCHASE
 PUBLICITY & PR

• BRAND AMBASSADOR
• SPECIAL EVENTS
• PUBLIC AFFAIRS ACTIVITIES
 BRAND AMBASSADOR
• Shah Rukh Khan for all mega events because
they both dominate their respective industries.
He reflects the perfect image of Shoppers Stop.
 PUBLICITY & SPECIAL EVENTS
Om Shanti Om Fashion Show
• The leading Premium Fashion and Lifestyle
destination Shopper’s Stop and the most awaited
movie , Om Shanti Om had come together to
unveil the unique look of the movie through a
Fashion show. With this association Shopper’s
Stop will retail the limited edition clothes and
merchandise inspired from the film at their stores
across India. The dazzling show witnessed the
leading pair Shah Rukh Khan and Deepika
Padukone along with Arjun Rampal and Shreyas
Talpade walking the ramp showcasing their
respective looks from the film.
 PUBLIC RELATIONS

• Shoppers’ Stop entered into agreement with CRY

to retail eco-friendly paper bags designed by
underprivileged children. The part proceeds from
the sale of the bags were donated to project
supported by CRY.
• The Wardrobe Exchange saw tremendous
response with 80,000 old garments collected
from customers, which were donated to projects
of Concern India Foundation.
DIRECT MARKETING
The name "First Citizen" reflects their
commitment to offering their customers
the ultimate shopping experience

As a First Citizen, customers

shopping experience becomes even
more enjoyable with:
•Reward Points for every time you
shop at Shoppers Stop.
•Exclusive benefits & privileges
•Exclusive offers ever so often
•Updates on what you can look
forward to shop for at Shoppers Stop
•Exclusive cash counters at Shoppers
Stop so you can spend more time
shopping than waiting in a line
PACKAGING
The previous packets of Shoppers
Stop had the previous logo while the
new packets which are being widely
distributed have the company
symbol on it.

The company has also

brought out collectible
shopping bags for
selective distribution with
different themes and
launched the first in the
series based on the theme
'Fashion through Ages'.
 WHAT IS DAGMAR MODEL ?
D= DEFINING Unaware

A=ADVERTISING Aware

G=GOAL Comprehension
& Image
M=MEASURED
Attitude
A=ADVERTISING
Action
R=RESULT
 DAGMAR MODEL

• Promotional campaign:
   It must have an objective.
 And objective that is measurable
• Objective should contains
 The Idea
 Well-Defined Target Audience
 Creative Strategy
 Media Strategy
 Fixed time period
 PROMOTIONAL CAMPAIGN
Buy & Fly to the Seven Wonders of the world.
THE IDEA: 'Buy and fly to the 7 wonders'.
Spend a specified amount and you could win a trip
to the 7 wonders of the world. Besides the mega
prize, customers could win many other prizes like
Gili gold coins, Gift Vouchers, VIP bags, Espirit
watches etc.
CAMPAIGN OBJECTIVES: To differentiate the
promotion from all other promotions in the market
at that time. Shopper's Stop had to become the
preferred shopping destination for the festive
season.
TARGET AUDIENCE: Males and Females,Age-15-
44yrs, High ownership of cars and consumer
durables. Evolved Indian who is open to new
experiences.
CREATIVE STRATEGY: Bringing alive the
international experience by communicating that
Shopper's Stop is their Passport for seeing the
Seven Wonders of the World.
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.
EVIDENCE OF RESULTS: Record breaking sales
ever in the history of Shopper's Stop for any
festive season. Revived Customer Entry, Increase
in Cash memo sizes and employee morale at an
all time high.
 DOWN UNDER FEST- A PROMOTIONAL
CAMPAIGN

An association with Tourism Australia has

prompted Shoppers’ Stop to launch “Down Under
Fest” – a promotional campaign to increase the
purchases during the festive season.
NEW ADOPTER/ INNOVATION ADOPTION
HIERARCHY
Awareness AWARENESS

Interest
ATTITUDE
Evaluation

Trial
ACTION
Adoption
THANK YOU