EXECUTIVE SUMMARY

Shoppers stop, a chain of retail stores, promoted by K.Raheja

corp. is considered as a caring brand. It aims to attract young
customers by adopting various strategies. The company provides
various categories of things like clothing, accessories, home and
kitchenware, cosmetics, etc. However the three major
competitors of Shoppers stop have been Pantaloons, Lifestyle
and Central.
4 major factors which affected Indias retail revolution were:
1. Changing demographics - having 2nd largest population in the
world and having 70% of youth (15-35 years)
2. Middle income class- (Rs 90,000- 1,80,000) expected to
increase from 24.5%-32%
3. Easy credit - Introduction of credit cards by citybank
4. Government support- 51% ownership by foreign enterprise in
a local retail venture of single brand allowed
As the attitude of Indian people changed slowly from saving to
spending because of increase in their income levels, shoppers
stop gained more importance in customers mind as world class
brand to match their social status.
1. Advantages of Government Regulations and other
in-country factors:
In-country factors:
Large young population in India
Changing attitude of people from saving to spending
Availability of working class people
Ease in availability of resources
Increase in working women, decreasing the
depending ratio
Government regulations:

 Easy credits
FDI in retail
As a result of FDI, adoption of technology from
other countries
These advantages may sustain in future as it is expected that by
2020, the average age of Indians will be 29 years. In addition to
this, the decrease in dependency ration, increase in spending
capacity of people and advancement in advertisement and
promotional activities will help these advantages to continue in
future.
2. Target customers:
Firstly shoppers stop should concentrate to target on
value-conscious customers as people are in a
position to spend more but only in return of a good
quality of product and variety as well.
After this Premium-conscious and Time-conscious
customers should be taken into consideration
because they already have 80% of customers as the
First Citizen which means that 80% of the customers
from this segment are loyal customers of Shoppers
Stop.
3. Developing advertisements and promotions:
For advancement of advertisements and promotions,
shoppers stop can
Take help of social media and e-commerce
which has been adopted by youth and
frequently used.
Provide in house facilities like beauty shops for
women and saloons for men
Launch seasons special category clothing and
accessories with discount rates
4. Customer centric v/s product centric approach:

We suggest shoppers stop to maintain its right balance

between customer and product as it is necessary to take
into account the consumer behavior and preferences and
compete with the major competitors to create a trust in
consumers that a shoppers stop product is value for
money product.
5. Alternative media:
Social media
Apps for IOS and android
Famous radio channels
Various events
Youth preferred TV channels like music channels,
MTV, channel V, etc.