Presentation By

MMM 4th SEM Group 1

Retail & Social Marketing

Topic: Shoppers Stop

Name: Roll No
Shriyan Chetananand 47
Humane Shrikant 17

Yogesh Mule 29
Gole Chetan 13
Shingte Sachin 46
 Retail Overview INDIA
• Traditionally retailing in India can be traced to
– The emergence of the neighborhood ‘Kirana’
stores catering to the convenience of the
consumers
• Era of government support for rural retail
– Indigenous franchise model of store chains run
by Khadi & Village Industries Commission
• Textiles sector with companies like Bombay
Dyeing, Raymond's, S Kumar's and Grasim first
saw the emergence of retail chains

GROUP 1: MMM 4th SEM: TIMSR

 Retail Overview INDIA
• Later Titan successfully created an organized
retailing concept and established a series of
showrooms for its premium watches

• The latter half of the 1990s saw a fresh wave of

entrants with a shift from Manufactures to Pure
Retailers.
– For e.g. Food World, Subhiksha and Nilgiris in
food and FMCG; Planet M and Music World in
music; Crossword and Fountainhead in books.

GROUP 1: MMM 4th SEM: TIMSR

 Retail Overview INDIA
• Post 1995 onwards saw an emergence
of shopping centers
• Emergence of hyper and super markets
trying to provide customer with 3 V’s -
Value, Variety and Volume
• Expanding target consumer segment:
The Sachet revolution - example of
reaching to the bottom of the pyramid.
• At year end of 2000 the size of the
Indian organized retail industry was
estimated at Rs. 13,000 crore

GROUP 1: MMM 4th SEM: TIMSR

 Retail Trend in India

• Retailing in India is witnessing a huge revamping exercise

• Rated 5th most attractive emerging retail market
• Estimated to be US$ 200 billion, of which organized retailing
makes up 3 percent or US$ 6.4 billion
• Annual growth of department stores is estimated at 24%
• Ranked 2nd in a Global Retail Development Index of 30 developing
countries

GROUP 1: MMM 4th SEM: TIMSR

 Retailing formats in
India
• Malls
• Specialty Stores
• Departmental stores
• Multi Brand Stores (MBO)
• Hyper marts / Supermarkets
• Convenient Stores
• Discount Stores

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop:
Introduction
• The foundation of Shoppers' Stop was laid on October
27, 1991 by the K. Raheja group of companies

• 28 retail outlets across the country and is planning to

spread its wings with futuristic expansion plans to
meet the challenges of the retail industry

• With a Gross Retail Turnover of Rs. 8996 million,

Shopper's Stop has become the highest benchmark for
the Indian Retail Industry.

• Has progressed from a single brand shop to a Fashion

& Lifestyle store for the families.

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop:
Introduction
• Is the country's largest chain of
Department Stores.
• International and domestic brands
across categories such as apparel,
accessories, cosmetics, home &
kitchenware as also its own exclusive
brands
• HomeStop is the first-of-its-kind
premium home concept store at
Bengaluru, Mumbai and New Delhi,
offering a wide range of products
GROUP 1: MMM 4th SEM: TIMSR
 Shoppers Stop:
Accomplishments
• Shoppers Stop Ltd has been awarded
– “The Emerging Market Retailer of
the Year Award“
• World Retail Congress at Barcelona, on April 10, 2008

– Shoppers Stop is listed on the BSE

– The only retailer from India to
become a member of the
prestigious Intercontinental Group
of Departmental Stores (IGDS)
– "Most admired Fashion Retail
Destination of the Year“
• Images Fashion Forum - Jan 2009

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop:
Accomplishments
– Most Admired Retailer of the Year
(Customer Relations) – Shoppers
Stop.
• IRF 2009 - Sep 2009

– "Best Visual Merchandising"

• VMRD Retail Design Award – July 2009

– "Retailer of the Year - Fashion &

Lifestyle"
• Asia Retail Congress - Feb 2009

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop:
Corporate Profile
• Vision:
– To be a global retailer in India &
maintain no.1 position in Indian
market in Department Store
Category
• Mission:
– “Nothing but the best”
– To strive & achieve nothing but
the best in terms of processes,
practices & deliverables
GROUP 1: MMM 4th SEM: TIMSR
 Re-Positioning

EARLIER

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 Re-Positioning

NOW
GROUP 1: MMM 4th SEM: TIMSR
 Re-Positioning
On April 24, 2008, one of India's oldest retail
chains Shopper's Stop Ltd unveiled its new logo
as a part of its re-branding strategy.
• In a bid to reposition itself as a 'bridge to luxury'
store as opposed to its earlier image of a premium
retailer
• Commenting on the change, B.S. Nagesh,
Customer Care Associate and Managing Director,
Shopper's Stop, said, "Change is essential. Our
consumers are changing, their preferences are
constantly evolving. They are getting younger.
Shopper's Stop came up with several initiatives - it
planned to increase per store area from around
40,000-45,000 sq. feet to 75,000-85,000 sq. feet.

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop (Malad-
InOrbit)
• Store Size: 1,17,000 sq feet
• Retail Presentation Area: 56% – 64%
of total store size
• Sales per square foot: Rs. 2,600/-
• Gross margin per square foot: Rs.
340/-
• No. of Employees: 480
• Approximate Rentals: Rs. 75 per
square foot

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop (Malad-
InOrbit)
• Investments (furniture, fixture and
fittings): Rs. 2,800/- per square foot.
• Average Ticket Size: Rs. 2,400
• Conversion ratio: 32%
• Private Labels:17% of Merchandise
Mix and 21% of total
sales
• % of Sales contributed by Malad
Store to overall sales: 13%

GROUP 1: MMM 4th SEM: TIMSR

 S.W.O.T Analysis
• STRENGTH:
– Oldest
– Financial conditions
– loyal customer base of over
782000* First citizen members * 2009
data

• WEEKNESS:
– Less number of outlets

GROUP 1: MMM 4th SEM: TIMSR

 S.W.O.T Analysis
• OPPORTUNITY:
– Changing taste of young
generation
– Preferred partners for foreign
player

• THREAT:
– Competitors like Globus, Lifestyle,
Westside.

GROUP 1: MMM 4th SEM: TIMSR

 Major Retailers

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Shoppers Stop: Place

28

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop: Place
• North • West
– Delhi-Ansal Plaza – Mumbai - Andheri
– Ghaziabad - Indirapuram – Mumbai - Bandra
– Gurgaon - Metropolitian Mall – Mumbai - Chembur
– Jaipur - Malviya Nagar
– Mumbai - Juhu
– Lucknow - Gomti Nagar
– Mumbai - Kandivili
– Mumbai - Malad
• South
– Bangalore - Bannerghatta – Mumbai - Mulund
Road – Pune - Shivaji Nagar
– Banglore - Garuda Mall – Pune - Camp
– Chennai - Chetpet
– Hyderabad - Begumpet

• East
– Kolkata - Forum Mall
– Kolkata - Salt Lake City

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop:
Product Mix

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop: Product
Men Apparel
• Indian •Austin Reed
Terrain (London)
• Allen Solley •Louis Philippe
• Dockers • Giovani
• Stop • Vettorio Fratini
• Zodiac •Wills Lifestyle
• Park Avenue
• Ven Heusen
• Mario Zegoti
• Arrow
GROUP 1: MMM 4th SEM: TIMSR
 Shoppers Stop: Product
Women wear
• I’shvarah • Mufti
• Stop • United color of
• Mix n Match Benetton
• Haute Curry • Fem – French
• Kashish Collection
• Sanaa
• Biba

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop:
Product
• Cosmetics / Skincare
– CHAMBOR
– LOREAL
• Fragrance
– ADIDAS
ARAMIS – FERRAGAMO
– – NAUTICA
– BVLGARI – RALPH LAUREN,
– CALVIN KLEIN – VERSACE

– DAVIDOFF
– DKNY

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop: Product
Children wear
• Gini N Joni
• Barbie
• Zapp
• Ruff
• Lilliput
• Kanz

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop: Price
• Shoppers Stop follows Premium
Pricing Strategy that includes selling
of High Quality Products at a High
Price.
• Shoppers stop caters to different
segments of the consumers.
• Men’s apparel
– The range of men’s clothing starts
from Rs 500 being the lowest to
nearly 6ooo highest.

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop: Price
• Women’s apparel
– The range of women’s clothing starts
from Rs400 to Rs 10000
• 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.

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop: Price
• 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.

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop:
Promotion
• Denim festival
• Customer Care association
• First Citizen Card
• Surprise Sale
• Valentine Sale

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop:
People
• Front-line staff will have a direct
impact on perceptions
• Grey black uniform to suit with the
Shops interiors
• Good personality to attract the
customers inside the shop
• Friendly nature
•

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop:
Productivity and Quality
• Improving productivity is a requisite in
cost management
• Quality as defined by the customer, is
essential for a service to differentiate
itself from other providers
• SS store has all international brands and
all well-to-do, high quality Indian brands
• It is possible for SS to provide best of the
quality

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop: Physical
Evidence
• Lovely fresh fragrance at entrance
• Spacious landing strip
• Wall space utilized for mirror and
print ads of the brand or the product
near
• Also utilized it by providing self's and
constructing trail room around it
• Mirror finish style flooring
• Escalators
• No stacking bellow knee level
GROUP 1: MMM 4th SEM: TIMSR
Shoppers Stop: Physical
Evidence
• Men’s Apparel stacked in a unique
style.
– One type and many sizes together
in ascending order
39

40

41

42

44

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop: Physical
Evidence

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop: Physical
Evidence

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop: Physical
Evidence

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop: Physical
Evidence

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 Shoppers Stop: Physical
Evidence

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Shoppers Stop:
Layout Malad InOrbitS

• Ground Floor:

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop:
Layout Malad InOrbitS

• 1st Floor
Trail room
Men's Formals
Jeans /Shoes

Kurtas
Billing Counter

t or
la
ca
Es
Formal Shoes

Mother Care
International Brands Apparels
Crosswords

GROUP 1: MMM 4th SEM: TIMSR

Shoppers Stop:
Layout Malad InOrbitS

• 2nd Floor

GROUP 1: MMM 4th SEM: TIMSR

 Shoppers Stop:
Process
• 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.
– ERP package handles
– Merchandise management
– Warehouse management
– Automated replenishment
– Sales management

GROUP 1: MMM 4th SEM: TIMSR

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GROUP 1: MMM 4th SEM: TIMSR

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Shoppers Stop: New
Print Ad

GROUP 1: MMM 4th SEM: TIMSR

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