Presentation By MMM 3rd SEM Retail Marketing

Topic: Shoppers Stop

Nilam Mali Rajkumar Gupta

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
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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.
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Retail Overview INDIA

Post 1995 onwards saw an emergence of shopping centers Emergence of hyper and super markets trying to provide customer with 3 Vs - 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
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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
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Retailing formats in India

Malls Specialty Stores Departmental stores Multi Brand Stores (MBO) Hyper marts / Supermarkets Convenient Stores Discount Stores

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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.
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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
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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
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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

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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
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Re-Positioning

EARLIER
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Re-Positioning

NOW
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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.

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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

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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%

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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

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S.W.O.T Analysis
OPPORTUNITY: Changing taste of young generation Preferred partners for foreign player THREAT: Competitors like Globus, Lifestyle, Westside.

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Major Retailers

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Shoppers Stop: Place

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Shoppers Stop: Place

North Delhi-Ansal Plaza Ghaziabad - Indirapuram Gurgaon - Metropolitian Mall Jaipur - Malviya Nagar Lucknow - Gomti Nagar South Bangalore - Bannerghatta Road Banglore - Garuda Mall Chennai - Chetpet Hyderabad - Begumpet East Kolkata - Forum Mall Kolkata - Salt Lake City West Mumbai - Andheri Mumbai - Bandra Mumbai - Chembur Mumbai - Juhu Mumbai - Kandivili Mumbai - Malad Mumbai - Mulund Pune - Shivaji Nagar Pune - Camp

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Shoppers Stop: Product Mix

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Shoppers Stop: Product Men Apparel

Indian Terrain Allen Solley Dockers Stop Zodiac Park Avenue Ven Heusen Mario Zegoti Arrow
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Austin Reed (London) Louis Philippe Giovani Vettorio Fratini Wills Lifestyle

Shoppers Stop: Product Women wear

Ishvarah Stop Mix n Match Haute Curry Kashish Sanaa Biba Mufti United color of Benetton Fem French Collection

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Shoppers Stop: Product

Cosmetics / Skincare CHAMBOR LOREAL Fragrance ADIDAS ARAMIS BVLGARI CALVIN KLEIN DAVIDOFF DKNY
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FERRAGAMO NAUTICA RALPH LAUREN, VERSACE

Shoppers Stop: Product Children wear

Gini N Joni Barbie Zapp Ruff Lilliput Kanz

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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. Mens apparel The range of mens clothing starts from Rs 500 being the lowest to nearly 6ooo highest.

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Shoppers Stop: Price

Womens apparel The range of womens clothing starts from Rs400 to Rs 10000 Mens accessories like sunglasses, belts, watches, shoes etc ranges from Rs 1000 to Rs 20000. Womens accessories like sunglasses, watches, belts, sandals, earrings etc has the price range of Rs 2000 to Rs 40000.

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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.

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Shoppers Stop: Promotion

Denim festival Customer Care association First Citizen Card Surprise Sale Valentine Sale

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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

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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

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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
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Shoppers Stop: Physical Evidence

Mens Apparel stacked in a unique style. One type and many sizes together in ascending order
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40 41

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Shoppers Stop: Physical Evidence

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Shoppers Stop: Physical Evidence

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Shoppers Stop: Physical Evidence

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Shoppers Stop: Physical Evidence

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Shoppers Stop: Physical Evidence

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Shoppers Stop: Layout

Ground Floor:

Malad InOrbitS

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Shoppers Stop: Layout

1st Floor
Billing Counter

Malad InOrbitS

Formal Shoes

International Brands Apparels Crosswords

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Mother Care

Kurtas

Men's Formals

Trail room Jeans /Shoes

Shoppers Stop: Layout

2nd Floor

Malad InOrbitS

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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
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Print Advertisement

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Print Advertisement

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Print Advertisement

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Print Advertisement

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Shoppers Stop: New Print Ad

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