this is marketing research done after various field visits and research on shopper stop with the help of my colleagues.

1. MARKETING ANALYSIS
ON
SHOPPER STOP
Presented By: Group 9
1.Manish Kumar Gupta (PGSF 1549)
2. Saurabh Singh(PGFS 1550)
3.Prachi Tomar(PGSF1551)
4. Kumar Rohit (PGSF 1552)
5. Nishant Kumar(PGSF1553)
Presented to: Prof. Dr. Banasree Dey

2. OBJECTIVE
 To know about the retail industry with the help of desk
research supported with field research.
 To learn about the marketing strategies of Shopper Stop.
 To develop the clear understanding of different strategies
used by Shopper Stop such as- Pricing strategies,
Distribution channel, Promotional Strategies, Brand
Positioning etc.
 To understand the customer needs and wants to serve
them better

3. OVERVIEW
The Foundation of Shoppers Stop was laid on October 27, 1991,
by the K. Raheja Corp. group of comapanies. Being amongst
India's biggest hospitality and real estate players, the Group
crossed yet another milestone with its lifestyle venture. With an
immense amount of expertise and credibility, Shoppers stop has
become the highest benchmark for the Indian retail industry.
Opened our first store at Andheri, a suburb in Mumbai, selling
only Mens wear. Introduces ladies wear in 1992 and added
Children's & Non-apparel sections in 1993. Currently Shoppers
Stop operates 76 stores in 36 cities.
SHOPPER STOP INDIA

4. Indian Retail Market Share: 30% of GDP
Share of retail in private consumption: 53.3%
Total retail market : Rs. 1,948,916 cr.
Organized retail market: Rs. 126,680 cr. (6.5% of total market)
Growth rate of organized retail: 17.39% YOY
RETAIL SECTOR IN INDIA

5. Shopper’s Stop, a pioneer in Indian Retailing was promoted by the K Raheja Corp Group
(Chandru L Raheja Group), started in the year 1991 with its first store in Andheri, Mumbai
International and Domestic brands across various categories such as apparel, accessories,
cosmetics, home and kitchenware and also its private labels
ABOUT SHOPPER STOP
Management- SHOPPERS STOP Ltd.
Chandru L Raheja Chairman / Chair Person B S Nagesh Vice Chairman
Govind Shrikhande Managing Director Ravi C Raheja Director
Deepak Ghaisas Director Gulu L Mirchandani Director
Neel C Raheja Director Nitin Sanghavi Director
Shahzaad S Dalal Director Nirvik Singh Director

6. “To be a global retailer in India and
maintain its No.1 position in the
Indian market in the Department
Store category.”
VISION

7. VALUES
Values that help us in achieving our mission and vision:
 We will not take what is not ours.
 The obligation to dissent (against a viewpoint that is not acceptable).
 We will have an environment conducive to openness.
 We will believe in innovation.
 We will have an environment conducive to development.
 We will have the willingness to apologise and forgive.
 We will respect our customers' rights.
 We will create an environment of trust.
 We shall be fair.
 We will be socially responsible.

8. SWOT ANALYSIS
STRENGTH
1. It has strong domestic presence with 76 stores
in India
2. Shoppers stop has become highest benchmark
for retail industry
3. Loyal customer base with more than 785,000
first citizen members
4.Increasing footfalls and conversion rates
5. Management team is strongly established as
well as skilled labor force
WEAKNESS
1. It has lesser promotional strategies
on both ATL and BTL level compared
to global leaders
2. It always follows low risk strategy in
business or entering into new segment
OPPORTUNITIES
1. Big opportunity to enter into new geographies
nationally
2.Foreign players see it as preferred partner for
making investment in India
4.It could enter into Hypercity -high retail value
category
THREATS
1. Due to global slowdown consumers’
purchase power has reduced for top
high value brands
2.Increasing brand awareness among
consumers across all socio-economic
classes

9. ANSOFF’S MATRIX
Existing PRODUCTS New
INCREASING RISK
INCREASINGRISK
Existing
MARKETS
New
MARKET PENETRATION
Sell more in existing
Markets
MARKET EXTENSION
Achieve higher
sales/market share of
existing products in new
markets
PRODUCT DEVELOPMENT
Sell new products in existing
markets
DIVERSIFICATION
Sell new products in new
markets

10. PRODUCT MIX
SHOPPER STOP
MEN
WATCHES
EYE WEAR
SHIRTS
WOMEN
WATCHES
EYE WEAR
SALVAR
KURTA
KIDS
WATCHES
NEW BORN
TOYS
HOME &
KITCHEN
BED SHEETS
DINNING
BATH
ACCESSORIES

11. SEGMENTATION
Fall between the age
group of 16 years to 35
years,
The majority of them
being families and young
couples
Monthly income above Rs.
20000 and an annual spend
of Rs.15000
Shoppers’ Stop’s core
customers represent
a strong Sector

12. STP
OF
SHOPPER STOP

13. TARGETING
They started in
1991 as a Men’s
ready to wear store
Offering expanded
to suiting's, boys
and ladies
merchandise in
1992
1993- Added
casuals, kidswear,
jewellery,
fragrances,
cosmetics and
watches making
Shopper’s stop
India’s first
Departmental
store.

14. POSITIONING
The evolution of the
brand Shoppers Stop
began when the baseline
of the brand logo
changed with ever-
rising customer
aspirations.
From the 'Ultimate
Shopping Experience'
in 1992
'Feel the experience
while you shop' in 1993,
•'Shopping. And beyond.'
in 2005,
From enjoying the
international
shopping experience
to shopping for
emotional
fulfillments for
example, buying a
diamond ring for
your loved one to
express your love or
flaunting your
status.
This changed to
'Start Something
New' in 2008 as a
part of the Brand's
Makeover strategy,
but still
connecting to the
current mindset of
customers to
constantly upgrade
and experiment.

15. PROMOTIONAL STRATEGIES
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.

16. PRICING STRATEGIES
“Shoppers Stop follows Premium Pricing
Strategy that includes selling of High Quality
Products at a High Price”

17. CUSTOMER SATISFACTION
 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.

18. COMMUNICATION MIX
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

19. ADVERTISING
Print Advertisments
Media Advertisments
Outdoor Ads

22. RECOMMENDATIONS
 They should introduce more schemes, discounts, sales to
increase the sales.
 They should introduce Low rate Brands which will attract
the middle class customers also or brands for masses.
 They offer parking space only for the ―first citizen‖ card
holders which acts as a constraint for many first visitors to
visit the malls.
 Shoppers stop‘s competitors used aggressive medium of
advertisement like television commercial ads, thus to gain a
competitive advantage over the competitors Shoppers Stop
should also use such medium of marketing.

23. CONCLUSION
 Shoppers Stop is the oldest Retail Chain in India.
 Despite of high prices of products, they manage to attract the customers
because of their good marketing strategies.
 They are the only retail chain in India who provides the best and no. of
products as compared to others.
 The company intends to bring the world’s best retail technology, retail
practices and sales to India.

24. STORE IMAGES

25. STORE IMAGES