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POSITIONING
•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”.
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