shoppers

stop

09/17/09
 Shopper’s Stop
Group Members
Ashu Xavier 09 28
Dhiraj Sawant
DHARIYASHEEL
FIONA ALPHONSO 35
 INDIAN RETAIL INDUSTRY
“Retailing is the set of business activities which adds
value to the product and services sold to customer
for their personal or family use.”

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History of retailing in India:
 Ha ats o r g atherings at the marke t p lace ,
ki rana st ore .
 1970s: O rganize d reta il began.
 1980s: Witn esse d th e eme rg ence of
organize d retail st ores.
 1990s: Priva ti za tio n,g lobaliz at ion.
 21 st ce ntury: Fu rth er transf orma ti on.

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KEY DRIVERS
Shoppers Stop has grown from a
single store in 1991 to the largest
chain of Department Stores in India
today. The foundation of Shopper's
Stop was laid on October 27, 1991 by
the K. Raheja Corp. group of
companies.
Sh opper 's Stop is th e on ly I ndian mem ber of t he
“I nt erc ontinen tal Group of Depar tm ental S tore s”
09/17/09
 Vision
" T o be a global retaile r in In dia
and ma inta in its No . 1
positio n in th e Indian m ark et
in th e De partme nt St ore
category."

09/17/09
EVENTS:
Year Events
1991 Opened first store at Andheri, a suburb in Mumbai selling only
Menswear.
1992 Ladieswear was introduced.
1993 Added Children & non apparels.
1995 Opened second store in Bangalore.
1997 Launched co-branded credit card for loyalty members in
association with HSBC.
1998 Opened third store in Hyderabad.
1999 Implemented JDA Retail ERP (a global leader in retail ERP
packages). Opened fourth & fifth store in Jaipur & Delhi.
2000 Opened sixth & seventh store at Chennai & Chembur – Mumbai.
Acquired Crossword – India 's leading retail book chain.
2001 Opened eight & ninth store in Pune & Bandra.
2002 Opened the tenth store in Kandivli – Mumbai
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200 3 Opene d t he e lev ent h, twe lfth & t hir teen th stor e in Ma lad – Mumba i,
Gur gaon & K olk ata

2004 Opened fourteen, fifteen & sixteenth store in Malad – Mumbai, Kolkata & Bangalore

2005 Opened seventeen, eighteen, nineteen & twentieth store in Pune, Juhu – Mumbai,
Bangalore & Ghaziabad . Launched M.A.C & Homestop – our home store.

2006 Opened out twenty first (Mumbai) and twenty second store in Lucknow . Launched
Mothercare in India and our F & B outlets Brio & Desi Café. Bought 45% of Timezone
India .

2007 Signed a 50:50 Joint Venture with the Nuance Group for Airport Retailing Signed an
MOU with the Home Retail Group of UK to enter into a franchise arrangement for the
Argos formats of catalogue & internet retailing

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 Shoppers Stops’ sister stores are

Crossword Bookstores (a specialised book Store)

HomeStop (store for furniture and home accessories)

Brio

Desi Café (Cafe),

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 Shoppers Stops’ sister stores are

MotherCare (offers products for expecting mothers,

babies, toddlers and children)

Mothercare’s overseas franchise business currently operates

through over 300 stores in 40 countries

 Primarily in Europe, the Middle East & the Far East.

 India was the 38th Franchisee signed up in August 2005.

Nuance Group (manages the outlets at the

international airports at Bangalore and Hyderabad)

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 Shoppers Stops’ sister
stores are
Hypercity (offers food and grocery,
general merchandise and apparel)

M.A.C. (cosmetic stores)

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09/17/09
 Our Presence and Still Expanding

09/17/09
Shoppers stop
 Products:

3. Apparel for men and women.

4. Cosmetics,
5. Skincare,
6. Fragrance,
7. Kids apparel, toys
8. Gifts
9. Crossword.
10. Home appliances and travel accessories.
11. Men and Women accessories.

09/17/09
 Men’s Apparel

• Indian Terrain • Arrow

• Allen Solley • Austin Reed (London)

• Dockers • Louis Philippe

• Stop
• Black Berry’s
• Zodiac
• Giovani
• Kashish
• Manyavar
• Park Avenue
• Vettorio Fratini
• Ven Heusen
• Wills Lifestyle
• Mario Zegoti
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 Women’s Wear

 Lee
 I’shvarah
 Killer
 Stop
 Wrangler
 Mix n Match
 Mufti
 Haute Curry
 Levis
 Kashish
 Push n shove
 Sanaa
 United color of
 Biba Benetton

 Calvin Klein Jeans

 Fem – French Collection

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3. Cosmetics:
 Face
 Eyes
 Lip
 Nail

4. Skincare:
 CHAMBOR
 LOREAL

5. Fragrance:
Shoppers stop provides following brands in this section:

 ADIDAS, ARAMIS, BVLGARI, CALVIN KLEIN, DAVIDOFF,

DKNY, FERRAGAMO, NAUTICA, NIKE, RALPH, LAUREN,
SEAN JOHN, VERSACE.

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 Child’s Wear
 Gini N Joni

 Barbie

 Zapp

 Ruff

 Lilliput

 Stop

 Kanz

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7. Gifts:
For men

 Watches
 Perfumes and Deos for Men
 Cufflinks
 Ties
 Pens
 Wallets

For Women

 Fine Jewellery
 Fashion Jewellery
 Pens
 Watches
 Handbags
 Perfumes and Deos for Women

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 8. Crosswords:
 Books
 Movies
 T.V. Series
 Gaming

 9. Home and personal appliances:

 Kitchen
 Bed
 Bath
 Home Décor

 Shoppers stop provides following brands in this

section:

ARTD'INOX, BACK TO EARTH, BAJAJ ELECTRICAL,

CORELLE, ESTELLE, FEATHERLITE, FNS, INFINITY,
IVY, MORPHY RICHARDS, OPAL, PORTICO,
SERVEWELL, SOULFLOWER, SPACES STOP, SWAYAM
.
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10. Men and Woman accessories:
Men's Accessories

 Footwear
 Wallets
 Belts
 Watches
 Sunglasses
 Pens
 Cufflinks
 Socks & Handkerchiefs

 Shoppers stop provides following brands in this section:

ALLEN SOLLY, ARROW, AUSTIN REED, BLUE AND BLUES,

CASIO, CITIZEN, CROSS, ESPRIT, FASTRACK, FOSSIL,
GIORDANO, HIDESIGN, HUGO BOSS, ID, INFINITY, JEAN
LAUREN, KENNETH COLE,

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 Women's Accessories

 Handbags
 Footwear
 Fine Jewellery
 Fashion Jewellery
 Watches
 Sunglasses
 Pens
 Small Accessories
 Socks

 Shoppers stop provides following brands in this section:

 AUSTIN REED, CASIO, CATWALK, CITIZEN, CROSS, ELLIZA,

DONATEIN, ESPRIT, ESTELLE, FASTRACK, FOSSIL, GIORDANO,
HAUTE, CURRY, HIDESIGN, KENNETH, COLE, LIFE, PIERRE
CARDIN, POLAROID, PUSH AND SHOVE, RAY BAN, ROCKY, S
SHEAFFER, SPARKLES, TIMEX, TITAN, TOMMY HILFIGER, VAN
HEUSEN, XYLYS, ZAVERI PEARLS.

09/17/09
Pricing
 Shoppers stop caters to different segments of
the consumers.
 According to various segments their pricing
strategy differs.

Men’s apparel
The range of men’s clothing starts from Rs 500
being the lowest to nearly 6ooo highest.

Women’s apparel
The range of women’s clothing starts from Rs
400 to Rs 10000

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  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.

 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.

 The prices of products like bag, watches, show pieces

etc in the gift section ranges from Rs 1000 to Rs
20000.

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  Thehome appliances like Kitchen, Bed ,
Bath room accessories, Home Décor
Ranges from Rs 500 to Rs 5000.

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Pricing Strategies

1. Premium Pricing.
Use a high price for unique products
.
2. Economy Pricing.

3. Psychological Pricing.

For example 'price point perspective's

Rs.499 not 500
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4. Optional Product Pricing.
Optional 'extras' increase the overall price
of the product or service.

5. Promotional Pricing.
Pricing to promote a product is a very
common application. Eg (Buy One Get
One Free).
 6. Geographical Pricing.

Different pricing in different parts of the India.

7. Value Pricing.
To provide 'value' products and services to
retain sales e.g. value shopping.

09/17/09
 Merchandise- Keeping Shoppers' Stop stocked

• Retail-friendly supply network, connects its locations online all over India.

• Enables immediate replenishment of stocks at any given outlet.

• ERP package - imported from the US-based company J. D. Armstrong, and is

called the JDA package.

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 ERP package handles

• Merchandise management

• Warehouse management

• Automated replenishment

• Sales management.

09/17/09
Promotion
 Trial room with day and night lighting
 In-store radio
 Company anthem-song of celebration
 Customer care associate
 Black and white uniform
 SS has launched a series of thematic
collectible shopping bags
 First in the series is “fashion through
the ages
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“Fashion through the
ages”

09/17/09
 Promotion Campaigns

• Surprise Sale

• Men in Vogue-discounts on men’s wear

• Great Store Robbery-unbelievably low prices

• Valentine Promotion 

• First citizen cards – more than 60%sales ,range of offers given

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 Promotion Campaigns

Seven Wonders of the World.

• 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

• 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.

09/17/09
 Promotion Campaigns

• Unique promotion at Shoppers Stop - Projects to be showcased

by Disha Direct at Shoppers Stop stores.
‘’Promotional campaign – Share Your Dream”

• Parikrama – At Shoppers’ Stop- theme was ‘Mela’

“Record breaking sales ever in the history of Shopper's Stop.”

09/17/09
 Shoppers Stop Popular Gift Vouchers

Feel My love Roses,...

Raymond Gift Voucher 1000... Rs.350
Rs. 1,070 Classic Chocolate Gift Pack...
Rs.99

 If shopping is more than 4000 then free hotel stay in Goa

Baskin Robbins Voucher...

Rs.500 499

09/17/09
Social responsibilities
 Launched a ‘Think green’ campaign-
print ads
 Planted more than 150,000 neem
saplings
 Seed sachets are attached to all ‘LIFE’
merchandise.
 Supports CRY-eco friendly bags
 Exchanges-donates clothes to ‘concern
India foundation’
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‘Think green’

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09/17/09
BRAND VALUES
 SS has revamped its product and brand
strategy
 Reflects philosophy change -from being
just a shopping experience to a ‘bridge
to luxury’ store
 The new logo has an international look
and a timeless appeal and a new
baseline-’start something new’

09/17/09
New SS logo

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New baseline

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 Merchandise Mix 2008-09

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 Revenue Mix

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 Revenue Mix

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 Sales Mix from 2002 - 2008 Years

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Things you didn’t know
• In 1999, Shoppers Stop became the first
retailer in India to adopt and practice
Enterprise Resource Planning
• Shoppers Stop hosted a carnival with four
Disney characters – Mickey, Minnie, Donald
and Goofy – in their first appearance in India
• In a single day Shoppers Stop sold more Ray-
Ban sunglasses than any other outlet in the
world
• Shoppers Stop is in the Guinness Book of
world records for the longest tie ever
fabricated

09/17/09
ACHIEVEMENTS
• 2004--the best retail destination
• 2005--Retail Destination of the Year at the
India Retail Forum
• 2004-2006--Advertising Campaign of the
Year at the CMAI apex awards
• 2005--won the ICICI Bank’s Loyalty
Programme of the Year Award
• 2006--it was recognised as the Most
Respected Company in the Retail Sector
by Business World – for the second year in
a row

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ACHIEVEMENTS
 2006--the Intelligent Enterprise Award
for IT at the Technology Senate
 2007--the Gold Shield for Excellence in
Financial Reporting
 2007-08--awarded the best window
presentation at the VMRD retail design
awards
 2008--Emerging Market Retailer of the
Year at the World Retail Congress

09/17/09
Brief Industry Analysis
of Departmental stores
 Common Destination

 Mumbai – Mulund, Vashi

and Andheri

 Pune

 Hyderabad

 Bangalore

 Noida

 Ahmedabad

 Kolkatta
 Common Brands in Apparel

 Mufti

 Wrangler

 Biba

 Barbie

 Lee

 Killer
 Recommendation and Suggestion

 Shoppers’ Stop should spend a little more on promotion.

 It should increase their spending on radio.

 Should have more sales on the products.

 Sales personnel must be properly trained.

 Can do much better with their in store advertisement as they rank 3rd after globus
& pantaloons.

 Faclities like Snacks Parlour, Sofas for customer to relax must be provided.
 Should come up with special offers for low season.