Acknowledgement The toughest of endeavors in this world is not possible without the support of a helping hand which guides

and motivates a person to take on any challenge head on. I would like to express my deep and sincere gratitude to my project guide, PROF. MONA BHATIA, who not only motivated me to take up this distinctive topic for project study, but also provided timely help and information, despite her busy schedule and commitments. This project would have not been successful without her incredible help, genius guidance, and cheerful encouragement. I would like to thank our Principal, Dr. ANCY JOSE, for providing us with all the facilities that have made working on our projects much easier than what it would have been otherwise. The strenuousness of this work was eased by the whole hearted support of PROF. MONA BHATIA, the BMS coordinator of our college and other members of the staff.

ROHAN CHUDASAMA

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EXECUTIVE SUMMARY
TITLE: A detailed study on the Marketing Strategies of Shoppers Stop including the SWOT Analysis and Case Studies. OBJECTIVES: 1. Primary Objectives. a. To understand if the marketing strategies of Shoppers Stop efficient enough to attract more customers at the same time maintaining the present level of loyal customers? b. To measure the effectiveness of advertisement / promotional activities that Shoppers Stop are currently using. 2. Secondary Objective To understand the Marketing strategies used by Shoppers Stop to attract its customers and make profits. LIMITATIONS: a. I could not cover the all the Shoppers Stops throughout the country. b. More reliability on secondary data which might give a different experience practically later when implemented. c. Non probability sampling was done that is samples were chosen at researchers convenience this might not make the data accurate and reliable. d. Sample research is restricted to 50 people. RESEARCH METHODOLOGY 1. 2. 3. 4. 5. Formulation of Research Problem Research Design Determining the Source of Data Processing and analyzing the data Preparing the research report.

1. Formulation of Research Problem At first I required to know the objective and the meaning of Marketing strategies. I required to know the strategies followed by the organizations. I required studying the latest developments happening to make the project more effective. I was also required to understand whether organizations followed the strategies and accepted as a cost benefit activity. It took me 2 months to prepare the entire project and present precise data.

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2. Research Design Every project requires an action plan and method for conducting a study. My project is more prone to exploratory research as all my findings are more based on secondary data. 3. Source of Data After listing down the methods of study and the activities to be done to complete my project, I started with the implementation of the activities. The data is collected from two sources, i.e Primary and Secondary sources of data. Primary data was collected through surveys taken of the regular customers of Shoppers Stop. Secondary Source of data was readily available and from websites mentioned in Bibliography. 4. Processing and analyzing the data After the very arduous task of collecting the data, now I was required to analyze the data from every aspect. It was essential to present the relevant data in the correct form. Hence, usage of various pictures is done in the project to make it easier and appropriate to understand. 5. Preparing the Research Report After collecting and analyzing all the facts and aspects, final report was prepared with all the key points taken into consideration.

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Contents
SR. NO
1 2 3 4 5

TOPICS
INDUSTRY ANALYSIS OF INDIAN RETAIL SECTOR RETAILING FORMATS IN INDIA INTRODUCTION TO SHOPPERS STOP BUSINESS PARTNERS MARKETING MIX 5.1 PRODUCT MIX 5.2 PRICE MIX 5.3 PLACE MIX 5.4 PROMOTION MIX

PAGE NO.
5-7 8 10-13 14-16 17-23 17 19 20-23 24-29 30 31-32 33 34 35 36-38 39 40-48 49

6 7 8 9 10 11 12 13 14

CUSTOMER PROFILE AND HRM CONTROLLABLE & UNCONTROLLABLE FACTORS USE OF CRM, ERP & SCM AT SHOPPERS STOP SWOT ANALYSIS FINANCIAL CONDITION OF SHOPPERS STOP CASE STUDY EXPANSION PLAN QUESTIONNAIRE BIBLIOGRAPHY

Industry Analysis of the Indian retail sector:

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Modern retailing has entered India in form of malls and huge complexes offering shopping, entertainment, leisure to the consumer as the retailers experiment with a variety of formats, from discount stores to supermarkets to hypermarkets to specialty chains. However, kiranas still continue to score over modern formats mostly due to the convenience factor i.e. near to their house. This organized segment typically comprises of a large number of retailers, greater enforcement of taxation mechanisms and better labour law monitoring system. It's no longer about just stocking and selling but about efficient supply chain management, developing vendor relationship quality customer service, efficient merchandising and even the labour class is also in the working process timely promotional campaigns. The modern retail formats are encouraging development of well-established and efficient supply chains in each segment ensuring efficient movement of goods from farms to kitchens, which will result in huge savings for the farmers as well as for the nation. The government also stands to gain through more efficient collection of tax revenues. Network marketing has been growing quite fast and has a few large players today. Gas stations are seeing action in the form of convenience stores, ATMs, food courts and pharmacies appearing in many outlets. In the coming years it can be said that the hypermarket route will emerge as the most preferred format for international retailers stepping into the country. Estimates indicate that this sector will have the potential to absorb many more hypermarkets in the next four to five years

List of retailers that have come with new formats:

Retailer Shoppers Stop Crossword Piramyd Pantaloon Subhiksha Globus Current Format Department Store Large Bookstore Departmental Store Own brand store Supermarket Department Store New Formats Quasi-mall Corner shop Quasi-mall, Food retail Hypermarket Considering moving to self service Small fashion stores

Traditionally, the kirana retailing has been one of the easiest ways to generate selfemployment, as it required minimum investment in terms of land, labour and capital. These
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store are not affected by the modern format of retailing. In order to keep pace with the modern formats, kiranas have now started providing more value-added services like stocking ready to cook vegetables and other fresh produce. They also provide services like credit, phone service, home delivery etc. The organized retailing has helped in promoting several niche categories such as packaged fruit juices, hair creams, fabric bleaches, shower gels, depilatory products and convenience and health foods, which are generally not found in the local kirana stores. Looking at the vast opportunity in this sector, big players like Reliance has announced its plans to become the country's largest modern retainers by establishing a chain of stores across all major cities. Apart from metro cities, several small towns like Nagpur, Nasik, Ahmedabad, Aurangabad, Sholapur, Kolhapur and Amravati has seen the expansion of modern retails. Small towns in Maharashtra are emerging as retail hubs for large chain stores like Pantaloon Retail because many small cities like Nagpur have a student population, lower real estate costs, fewer power cuts and lower levels of attrition. However, retailers need to adjust their product mix for smaller cities, as they tend to be more conservative than the metros. In order for the market to grow in modern retail, it is necessary that steps are taken for rewriting laws, restructuring the tax regime, accessing and developing new skills and investing significantly in India.

Growth of Retail Sector in India.

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Entertainment Durable 10% 1% Home 3%

Pharma 2%

Food & Grocery 14%

Clothing and Textile 36%

Health & Beauty 1% Books, Music & Gifts 3%

Watch & Jewellery 17%

Footwear 13%

Retailing formats in India

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1. Malls: The largest form of organized retailing today. Located mainly in metro cities,

in proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid, Pantaloon.
2. Specialty Stores: Chains such as the Bangalore based Kids Kemp, the Mumbai books

retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongly in their sectors.
3. Discount Stores: As the name suggests, discount stores or factory outlets, offer

discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at the season. The product category can range from a variety of perishable/ non perishable goods.
4. Department Stores: Large stores ranging from 20000-50000 sq. ft, catering to a

variety of consumer needs. Further classified into localized departments such as clothing, toys, home, groceries, etc
5. Departmental Stores: Departmental Stores are expected to take over the apparel

business from exclusive brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and even has its own in store brand for clothes called Stop!.
6. Hypermarts/Supermarkets: Large self service outlets, catering to varied shopper

needs are termed as Supermarkets. These are located in or near residential high streets. These stores today contribute to 30% of all food & grocery organized retail sales. Super Markets can further be classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.
7. Convenience Stores: These are relatively small stores 400-2,000 sq. feet located near

residential areas. They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day, seven days a week. Prices are slightly higher due to the convenience premium.
8. MBOs : Multi Brand outlets, also known as Category Killers, offer several brands

across a single product category. These usually do well in busy market places and Metros.

Formats adopted by the Retail Players in INDIA.

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Retailer
RPG Retail

Original formats Supermarket (Foodworld) Department Store (Piramyd Megastore) Small format outlets (Shoppe) Department Store (Pantaloon) Department Store (Shoppers Stop) Specialty Store (Crossword) Department Store (Westside) Department Store (Lifestyle)

Later Formats Hypermarket (Spencer's)Specialty Store (Health and Glow) Discount Store (TruMart) Supermarket(FoodBAZAR) Hypermarket (Big Bazaar) Mall (Central)

Piramal's

Pantaloon Retail

K Raheja Group

Supermarket Hypermarket (TBA)

Tata/ Trent

Hypermarket (Star India Bazaar) Hypermarket (TBA)

Landmark Group

Others

Discount Store (Subhiksha, Margin Free, Apna Bazaar), Supermarket (Nilgiri's), Specialty Electronics

Introduction to Shoppers' Stop

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The tapestry of history has no point at which you can cut it and leave the design intelligible.
The foundation of Shoppers' Stop was laid on October 27, 1991 by the K. Raheja group of companies, one of India's biggest hospitality and real estate players. The Group crossed yet another milestone with its lifestyle venture-Shoppers' Stop. With its immense expertise in the service industry and creditability, Shoppers' Stop today boasts of 27 retail outlets across the country and is planning to spread its wings with futuristic expansion plans to meet the challenges of the retail industry. A benchmark for the Indian retail industry to follow, Shoppers' Stop has progressed from a single brand shop to a Fashion & Lifestyle store for the families. Shoppers' Stop is a household name, known for its superior quality products, services and above all, a complete shopping experience. Shoppers' Stop was the first to redefine shopping experience and creating a niche for itself in the service industry. As India's first specialty chain with outlets in Mumbai, Bangalore, Delhi, Hyderabad, Jaipur and Chennai, Shoppers' Stop offers a complete range of garments and accessories for the entire family. More than 25,000 customers walk into Shoppers Stop everyday to feel the experience of shopping. Andheri was the first store to be opened in India. The initiative of this store was taken by B.S.Nagesh at a time when the concept of retail industry was just coming into the market.

Corporate Profile:

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Vision:

To be a global retailer in India and maintain its No. 1 position in the Indian Market in the Department Store Category.

They are clearly focusing on the Indian market, which they believe offers tremendous opportunities to department stores. At the same time, they benchmark themselves with leading retailers in the segment worldwide. It is the constant endeavor to bring in global best practices into the business and consistently upgrade themselves to offer to the customers an international shopping experience.

Mission: Nothing but the best To strive & achieve nothing but the best in terms of
processes, practices & deliverables.

Values: The following values help Shoppers Stop in achieving its mission & vision:
1. We shall not take what is not ours 2. The Obligation to Dissent (against a viewpoint that is not acceptable) 3. We shall have an environment conducive to openness 4. We shall believe in innovation 5. We shall have an environment conducive to development 6. We shall have the willingness to apologize and/or forgive 7. We shall respect our customer's rights 8. We shall be fair.

Objective of Shoppers Stop:

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1. Their main objective is to make their customer satisfy and then profit through sales,

employee added after all every organization works to earn money which is possible through good sales and if their customers are not satisfy then it will be difficult for them.
2. So they put their effort on retaining

their customers because retaining old customers is more profitable than making new customers.
3. 65% of their customers are their first

citizen customers. Today people go for variety and Shoppers Stop is doing that, they offer total 250 brands to their customers which act as their strength and help them retaining as well as making new customers. 4. They believe in producing quality so they offer quality products basically international brands like Louis Phillip, Black Berry, Police, DKNY, Ferrari, etc. Shoppers Stop aims to position itself as a global retailer. The company intends to bring the worlds best retail technology, retail practices and sales to India. Currently, they are adding 4 to 5 new stores every year.

History
1991: The Company opened its first store at Andheri, a suburb in Mumbai selling only Mens wear. MARKETING STRATEGIES OF SHOPPERS STOP Page12

1992: It Ladies wear was introduced. 1993: The Company added Children & non-apparels. 1994: Loyalty program titled First Citizen was launched. 1995: The Company opened its second store in Bangalore. 1997: It launched its co-branded credit card for its loyalty members in association with HSBC. 1998: The Company opened third store in Hyderabad. 1999: The Company implemented JDA Retail ERP (a global leader in retail ERP packages). It also opened its fourth & fifth store in Jaipur & Delhi. 2000: The Company opened its sixth and seventh store at Chennai & Chembur, Mumbai. It also acquired Crossword India 's leading retail book chain. 2001: It opened its eight and ninth store in Pune and Bandra in Maharashtra. 2002: It opened the tenth store in Kandivli, Mumbai. 2003: The eleventh, twelfth and thirteenth stores of the Company were opened in Mulund, Mumbai, Gurgaon and Kolkata. 2004: It opened its fourteen, fifteen and sixteenth store in Malad, Mumbai, Kolkata and Bangalore. 2005: It opened its seventeen, eighteen, nineteen and twentieth store in Pune, Juhu, Mumbai, Bangalore and Ghaziabad. 2006: Opened out twenty-first (Mumbai) and twenty-second store in Lucknow. The Company launched Mother care in India and F & B outlets Brio and Desi Caf. The Company bought 45% of Timezone India. 2007: Signed a 50:50 Joint Venture with Nuance Group of Airport Retailing. 2008: Rebranded its logo and changed its tagline from Nothing but the best to START

SOMETHING NEW

India - 2000 & Beyond:

Expanding its operations to Bangalore, Hyderabad, Jaipur, Delhi, Chennai, Ghatkopar, Pune (Mumbai) and most recently Calcutta, Shoppers' Stop is today recognised as India's premier shopping destination. It was awarded the "Most Admired Apparel Retailer" at the Images Fashion Awards 2000. With a customer entry of about 20,000 customers a day, a national presence with over 3,00,000 square feet of retail space and stocking over 450 brands of garments and accessories, Shoppers' Stop has clearly become a one stop shop for all customers.

BUSINESS PARTNERS:

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Launched as India's premier retail chain for branded apparel and accessories, Shoppers' Stop has systematically progressed from only branded apparel to private label garments to home furnishings, and finally into books and music - all focused on our customers' lifestyle requirements and aspirations. In 2000, SSL diversified into Bookstore Retailing by acquiring 51% stake in Crossword which it later increased to 100% in 2005. SSL has also ventured into various categories like cosmetics through MAC, mother and infant care through Mothercare, home solutions through Home Stop, food and beverages (F&B) through Brio and Desi Caf, gaming and entertainment through Timezone, Ladies non-apparel and accessories through its luxury format, Arcelia, and into airport retailing through its 50:50 joint venture (JV) with the Nuance group. SSL also has 19% stake in the hyper-mart format of HyperCity and has plans to increase it by 51% by end of June-2010. Shopperss Stores sister store are:

1. Crossword Bookstores

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Crossword Bookstores is a chain of largest bookstores in India with 52 branches. Shoppers Stop acquired 100 per cent stake in bookstore chain Crossword. Crossword is positioned as a lifestyle bookstore with their spacious, well laid out stores which encourages customers ease in browsing through the merchandise of books, music, stationary and toys.

2. Home Stop
HomeStop is premium home furnishings home concept store, which offers products in home decor, furniture and accessories, bath accessories, bedroom furnishings, mattresses, draperies, carpets, modular kitchens and health equipment.

3. Brio
Brio makes Shoppers Stop Ltd.'s foray into Food and Beverage which was a step towards franchised coffee bars. Brio the caf bistro is designed provides customers a place to relax, revive and reflect. It has a classic yet sophisticated ambiance. Brio has 20 outlets in select cities. Cafe Coffee Day (CCD), the retail division of Amalgamated Bean Coffee Trading (ABCTL), has signed an MoU with Shoppers Stop to run its BRIO outlets.

4. Desi Cafe
Desi Caf and their operations have been taken over by Cafe Coffee Day (CCD), the retail division of Amalgamated Bean Coffee Trading (ABCTL), has signed an MoU with Shoppers Stop to run its Desi Cafe outlets.

5. Hyper City

HyperCity provides customers a wide variety of range of products for shopping in a large and modern retail environment. It offers a contemporary range of products, sourced from both local and international markets. The product range covers: Foods and Grocery, Homeware, Home Entertainment, Hi-Tech, Appliances, Furniture, Sports, Toys & Fashion.

6. M.A.C.
M.A.C. and Shoppers Stop Ltd. entered into a non exclusive retail agreement with cosmetics major Estee Lauder to open up M.A.C. Cosmetics stores in India. M.A.C. Makeup-Art Cosmetics - the professional brand of choice, is the first brand under the Estee lauder Group of Companies portfolio to enter the Indian retail market. Currently there are 9 M.A.C. stores operating

7. Arcelia

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Arcelia is a new retail concept aiming at the growing accessories and cosmetics segment, with a strong emphasis on experience and indulgence and primarily caters to discerning women shoppers. It retails cosmetics, fragrances, fine jewelry, footwear, handbags.

8. Mother Care
MotherCare and Shoppers Stop come together to introduce products for infant and toddler care which stocks a variety of products for mother and babies, toddlers and children till eight years of age with the focus being on style, function and safety.

9. Nuance Group

Nuance Group with Shoppers Stop makes an entry into airport retailing. The alliance is marked with a joint venture with The Nuance Group AG of Switzerland, the worlds leading airport retailer. Shoppers Stop Ltd. is handling the retail operations at the duty free zones in international terminals. The joint venture company, called Nuance Group (India) Private Limited. is operating outlets at the International airports at Bengaluru and Hyderabad.

10.Hyper City-Argos

HyperCity-Argos and Shoppers Stop, the two retail ventures of K Raheja group had signed a memorandum of understanding with UKs leading retail chain Home Retail group to develop the Argos (retailer) retail format stores in India. Two years later, Shoppers Stop Ltd has informed Bombay Stock Exchange shall wind down and discontinue its catalogue retail operations under the Hypercity-Argos brand.

11.Time zone
Shoppers Stop forayed into the Entertainment sector by acquiring 45% stake in Timezone Entertainment Private Limited which is in the business of setting up and operating Family Entertainment Centers (FECs). It has 5 outlets in Ahmedabad, Hyderabad, Kolkata, Navi Mumbai and Mumbai.

MARKETING MIX OF SHOPPERSS STOP

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1. Product Mix
Brands Offered:
Shoppers Stop retails products of domestic and international brands such as Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and Mattel. Shoppers Stop retails merchandise under its own labels, such as STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc. The company also licensees for Austin Reed (London), an international brand, whos mens and womens outerwear are retailed in India exclusively through the chain. Range of the Merchandise The stores offer a complete range of apparel and lifestyle accessories for the entire family. From apparel brands like Provogue, Colour Plus, Arrow, Levi's, Scullers, Zodiac to cosmetic brands like Lakme, Chambor, Le Teint Ricci etc., Shoppers' Stop caters to every lifestyle need. Shoppers' Stop has also introduced its own line of clothing in the classic, value classic and value fashion segments. These are LIFE, STOP, KARROT and KASHISH that are available across different categories. The merchandise at Shoppers' Stop is sold at a quality and price assurance backed by its guarantee stamp on every bill.

Shoppers Stop has 4 division the Mens apparels, ladies apparels, kids wear and the Non-apparels. Following is their contribution to the turnover. Mens 43% of sales Womens 18% of sales Kids 8% of sales Non-Apparels 31% of sales It operates with 90 departments handling around 450 brands managing a combined footfall of over 20,000 customers each day.

PRODUCT MIX AT SHOPPERS STOP

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Products Ladies Accessories:

Product Range Hand bags Fashion jewellery sets: Earings Chains and necklaces Fragrances Watches Sunglasses Writing instruments Crystals

Mens apparel:

Shirts: formal Casual Party wear Semiformal Trousers: formal Semiformal Casual pants Jeans T- shirts and polos Kurta pyjamas and stoles Ties Innerwear Seasonal

Mens accessories:

Wallets Watches Belts

Others:

Socks Ready to stitch materials Skirts Dresses Knits (includes tops, dresses, n t-shirts) Lingeries Nightwear

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Perfumes 2.

Price Mix
PRICE POINTS OF SHOPPERS STOP
Product Range 799-2999 399-999 699-799 399-599 250-700 499-2099 499-3845 1390-4970 125-470 395-3990 375-4100 1395-18000 895-5990 50-1599 99-599 99-299 399-2299 375-1299 399-2990 375-1599 599-2895 575-1899 499-1399 799-3299 399-1499 475-1299 299-1199 99-599 99-399 364-1599 599-7995 499-999

Products Ready to stitch materials Skirts Dresses Knits (includes tops, dresses, n t-shirts) Lingeries Nightwear Ladies Accessories Hand bags Fashion jewellery sets: Earings Chains and necklaces Fragrances Watches Sunglasses Writing instruments Crystals Socks Mens apparel: Shirts: formal Casual Party wear Semiformal Trousers: formal Semiformal Casual pants Jeans T- shirts and polos Kurta pyjamas and stoles Ties Innerwear Seasonal Mens accessories: Wallets Watches Belts

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3.

Place Mix

Stores
Shoppers Stop is one of the leading retail stores in India. Shoppers Stop began by operating a chain of department stores under the name Shoppers Stop in India. Currently Shoppers Stop has twenty seven (27) stores across the country and three stores under the name HomeStop. Shoppers Stop has also begun operating a number of specialty stores, namely Crossword Bookstores, Mothercare, Brio, Desi Caf, Arcelia. Shoppers Stop retails a range of branded apparel and private label under the following categories of apparel, footwear, fashion jewellery, leather products, accessories and home products. These are complemented by cafe, food, entertainment, personal care and various beauty related services.

WEST INDIA
ANDHERI 211-D S.V Road, Andheri(West) Mumbai-400058 Tel No: 26240451-55 Timings: 10.30 8.30 CHEMBUR Krushal commercial complex, M.G. Road, Nr. Chembur flyover, Mumbai - 400079. Tel No: 25275802 Timings: 10:30 - 8:30 KANDIVALI 41, Naman Plaza, Opposite Thatai Bhatia Hall, Shanker lane, S.V. road, Kandivili (West). Mumbai - 400067 Tel No: 28012890 Timings: 10:30 8.30 MULUND Nirmal lifestyle L.B.S Marg Mulund (West) Tel: 25935001 Timings: 10:30 - 8:30

BANDRA Suburbia, Linking road, Bandra (West), Mumbai - 400050. Tel No: 26435424 Timings: 10:30 - 8:30

MALAD Inorbit Shopping Mall, Inorbit Road, Goregaon (West), Tel No: 022 66434700 Timings: 10:30 8.30

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Types of Retail Outlets:

Shoppers Stop is known as multi-Brand retail outlet because of their verity of Products. They offer various products like apparels, Accessories, Toys, Fragrances, Beauty Products, Travelling products, Home Appliances, etc. They offer various products like Apparels, Fragrance & Beauty, Home & Travel, Gift ideas. Under this they have different Categories, Brands and Styles to offer customers. They have many other showrooms of Shoppers Stop in Delhi and NCR, so we can say that they have long chain of retail outlets. They also offer online purchasing which means that they are using new technology to increase their sales.

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FACTORS CONSIDERED WHILE OPENING A NEW STORE

1. Need to open a new store:
Shoppers Stop felt the need to reach out to new people all across the country. Peoples needs all over Mumbai and India were to be satisfied. Instead of people visiting from all over the country to shop at one store at Andheri in Mumbai, it was better that peoples convenience was taken into consideration. Consumers convenience in traveling and saving their expenses was also the motive behind establishing new stores all around in the country.

2. Location:
Shoppers Stop selects a place and see where the place is 5 years down the line. They conduct a market survey and see whether the people have the potential and willingness to buy goods from the store. They also look into suitable land that suits all their conditions. The conditions include availability of sufficient electricity in the area, transport feasibility, skilled and educated labour etc. Their future sales and profit margins are also considered while establishing a new store.

3. Government policy:
Government policies and licensing is also taken into consideration. But this situation differs from person to person. Appropriate licenses and taxes are paid while obtaining land.

4. Financial policy:
Raheja Group of companies provides Shoppers Stop, appropriate finance to run the store. They are going to issue IPOs in the stock market for more finance and peoples increased involvement in the store.

5. Type of consumers:
They cater middle and upper class people of the society. People between the age group of 1850 years are catered at the store. They claim that one would find class, privacy, good and comfortable ambience, which normally is not found in other malls.

6. Centralized policy:
They have a centralized policy with regards to purchase of goods. They have a special team of people in the head office who decide this matter. Standard operating procedures are followed in stores all over India. As time changes, innovative decisions are taken for stores. The basic purchasing style of stores is same, as it is decided by the head office. But the goods differ accordingly in various stores. They keep the goods according to the choice of customers, market segment to be targeted, size of market in the and purchasing power of people in that particular area. The price of goods is same across the all the stores. The design of stores is almost the same. The head office decides executives in stores.

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7. Functioning of the store:

Management at the store decides on the functioning of the store. The Top level managers decide on the future of the store, the middle level managers instruct the supervisors of the store, while the lower level managers i.e. the supervisors maintain and directly support the store. Regular meetings take place between the store managers and the head office on various matters regarding the store. Small issues are sorted within the store while major issues are resolved by the head office.

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4. Promotion Mix
Shoppers Stop Ltd. believe that shopping today is not confined to need. It is a new form of entertainment, to fulfill new aspirations and to bring out the new self. Shoppers Stop revealed its new logo in all fanfare with Mr. Shah Rukh Khan as the guest of honor. Upon revealing the new look, Shoppers Stop also announced the new cause of Think Green that it has taken up. The first initiative under the Think Green campaign is the cause of the Neem Tree. The exclusive brand Life merchandise is now sold with sachets of Neem seeds to help create awareness and encourage customers to support the cause. Shoppers Stop print an advertising campaign, though tongue in cheek, also highlights environmental concerns. Shoppers Stop has been running a TV campaign which communicates the brands new baseline Start Something New. Another exciting feature is the new limited edition of Shoppers Stop shopping bags. The first in the series are shopping bags depicting Fashion through Ages like the Audrey Hepburn Breakfast at Tiffanys look and The John Travolta Saturday Night Fever look. The company has introduced Shoppers Stop Radio, the first of its kind retail radio format in the country. The Shoppers Stop Radio has two dedicated RJs (Radio Jockeys) who entertain customers while they shop. The radio plays all genres of music and also provides important information to customers related to shopping. Shoppers Stop basically follows 2 marketing strategies: 1. Guerrilla marketing 2. Interactive marketing

1. Guerrilla marketing is an unconventional system of promotions that relies on time,

energy and imagination rather than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz, and even spread virally. Guerilla Marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, pr stunts, any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience.

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Principles of guerrilla marketing a. Guerrilla Marketing is specifically geared for the small business and entrepreneur. b. It should be based on human psychology instead of experience, judgment, and guesswork. c. Instead of money, the primary investments of marketing should be time, energy, and imagination. d. The primary statistic to measure your business is the amount of profits, not sales. e. The marketer should also concentrate on how many new relationships are made each month. f. Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services. g. Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions. h. Forget about the competition and concentrate more on cooperating with other businesses. i. Guerrilla Marketers should always use a combination of marketing methods for a campaign. j. Use current technology as a tool to empower your business.

2. Interactive marketing is a strategies adopted by then retailers where they allow

customers to customize the product as per their preference. This strategy is mainly followed by service industries like hotels but Shoppers Stop is able to carve out this facility in a retail store. The concept that has already made a debut at Shoppers Stop outlets in Mumbai, allows customers who are referred to as guests to go through various stages of activity in creating their own teddy bear (or other stuffed toy), including choosing a stuffed animal, stuffing it, giving it a heart, stitching, fluffing, naming and dressing it. And though the toys are priced at a premium level ranging between Rs 595 and Rs 1,295 for a stuffed animal and add-ons such as sound chips, clothes and accessories coming at extra cost the interactive shopping experience also adds on an element of entertainment for young customers and can turn into a family affair as well.

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Gift Vouchers

They also sell gift vouchers, which are purchased by customers for gifting purposes. These gift vouchers can be used in any of our stores for purchase of merchandise. Individuals and corporate purchase gift vouchers for their gifting purposes. They also hold sales at the end of each season (twice a year to mark the end of each season) wherein they offer a range of discounts on our merchandise. These not only help them clear their inventory, but also bring in larger number of customers into the stores.

Shoppers stop trough Internet

www.shoppersstop.com

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ADVERTISING & PROMOTIONS

Advertising strategy is based on creating a bond with the customer and enhancing their trust in Shoppers Stop. Advertisements thus promote the Shoppers Stop brand and not the merchandise, store or the property location. They extensively use promotions and events to further their relationship with the customers. They have a central marketing team at service office in Mumbai, supported by representatives at their stores.

Promotions
Shoppers Stop use promotions as an important part of our marketing tool to reinforce the brand positioning Feel the experience, while you shop. The promotions are targeted at enhancing the fun in shopping and providing the customer with a unique shopping experience and not just on offering discounts and bargains. Their belief is to give more for same and not same for less. The companies plan their annual promotions calendar and carry out these promotions simultaneously across all our stores. Some of our promotions and events include:
a.

Parikrama: Festival celebrating Indian tradition and culture, which not only serves

to bring the consumers closer to culture, but also provides a platform to promote upcoming artisans from remote and rural areas giving them an opportunity to showcase their art and craft at Shoppers Stop. b. Fly to Santaland: Customers shopping upto or more than a predetermined value woul be eligible to enter a contest and win a holiday to The Santa Village in Finland showcasing apparel and accessories for men with offers ranging from gifts to trips to international destinations and discounts etc. with every buy that they make. The event serves to bring men into the stores. c. Wardrobe Exchange: A charity promotion under which customers donate their old garments and accessories and earn discounts on new purchases at Shoppers' Stop. The old garments are donated to Concern India Foundation. d. Rims And Dials : A festival which solely focuses on watches and sunglasses
e.

Do Your Denim : This event is geared towards bringing out the creativity of
customers to design their own denim jeans

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Besides these, they organized several other festivals such as: a. Disney Carnival, in 1993, with official Disney characters from Disney Inc (Mickey, Minnie, Donald and Goofy) participating. b. The Tycoon Tie Festival in 1994, in which the largest tie in the world was displayed and featured in the Guinness Book of World Records. c. Festival of Britain, in 1996 in collaboration with the Government of Great Britain. d. The Buy and Fly to Seven Wonders of the World, in 2001 which provided customers an opportunity to win a trip to the Seven Wonders.

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LOYALTY PROGRAM
Started in April 1994, the First Citizen programme is the center of loyal customer management process. They had 971,537 First Citizens as on December 31, 2008. First citizens accounted for about 62% of their sales for the year ended March 31, 2008 and 61% of the sales for the nine months ended December 31, 2008. They have three levels in First Citizen membership namely Classic Moments, Silver Edge and Golden Glow, depending on the spend in our stores: First Citizens receive: a. Reward points on their spend in our stores, which can be exchanged for merchandise b. Special schemes and promotions available only to First Citizens. c. Extended or exclusive shopping hours, especially during festivals d. Invitations to select events and celebrations e. Home delivery of alterations. f. Comfort Lounges at select stores. It is a tradition to invite First Citizens to inaugurate new stores.

First Update from Shoppers Stop

First Update is a complimentary bi-monthly magazine

sent to Golden Glow First Citizens. The articles are written keeping in view the lifestyle preference of the customer covering various topics such as health, shopping, product specific information, , fashion trends, new arrivals in store, store updates, contests/offers, entertainment and travel.

First Citizen Co-branded credit card

They have introduced Co-Branded cards as an extension of the First Citizen programme. They currently offer (subject to fulfillment of conditions) a First Citizen Citibank co branded card to First Citizens. This card provides additional points over the regular reward points besides other benefits such as free insurance, offer alerts, EMI schemes, etc. The reward point system allow the member the flexibility to earn reward points by shopping at any place of their own choice and still have them redeemed at Shoppers Stop.

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CUSTOMER PROFILE
Shoppers Stops customers fall between the age group of 16 years to 35 years, the majority of them being families and young couples with a monthly household income above Rs. 20000 and an annual spend of Rs.15000. A large number of Non - Resident Indians visit the shop for cultural clothes in the international environment they are used to which means people from abroad are also interested in shopping in Shoppers stop. Their target customers are upper middle class and upper class.

INTERNATIONAL AFFILIATIONS
Shoppers Stop is the only retailer from India to become a member of the prestigious Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 29 experienced retailers from all over the world, which include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to one member organization per country/region.

HUMAN RESOURCE MANAGEMENT

The Indian retail industry is growing by leaps and bounds and is poised for an unprecedented growth. The Company is gearing up to the ride the growth wave and believes that our people will fuel this exponential growth in the future. Shoppers Stop continue to increasingly focus on internal growth and development of our associates, cutting across levels and functions, through focused developmental efforts and growth opportunities. For the year under review, the HR dept. has provided 66 hours of training per associate and 320 hours of international training. The company has been able to employ innovative strategies to attract talent from other industries as well as from renowned educational institutions. 104 associates have participated in the Companys growth through ESOPs. The Company has a well-established system of competency mapping and assessment centre deployment that ensures a fair and transparent vehicle for providing growth opportunities to its associates. In the last financial year, 35 assessment centre were conducted covering 360 associates across various levels. The company have been able to successfully deploy initiatives to enhance associate satisfaction levels, which are reflected in the increase in the Associate Satisfaction scores for the fourth consecutive year in a row. ASI or Associate Satisfaction Index computed through an annual online survey for all the associates, tracks the satisfaction levels of associates on various work experience, identifies the current drivers of employee loyalty, tracks improvement over last year and identifies the current key strengths and weaknesses to take necessary action.

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CONTROLLABLE & UNCONTROLLABLE FACTORS

Controllable & Uncontrollable factors are those which are directly or indirectly affect the retail outlet. The difference between these two factors is that one can be controlled by the retailer and another cannot be controlled. The variables which are controllable can be change according to the retailers but if we talk about uncontrollable factors then the retailer have to change him/her according to those factors. There are various Controllable &uncontrollable Factors. Some of the Controllable factors to the employee of Shoppers Stop are:

CONTROLLABLE FACTORS OF SHOPPERS STOP

1. Pricing: Setting price of a product is in retailers hands. This is our decision that how much profit we want to make by selling our products. Sometimes we have to set our prices according to the competition. 2. Store Location: Selecting the location for the store is in the hands of retailers because before selecting the location they have to check many factors like walking traffic, competitor, parking, infrastructure, etc. They also have to decide that they want to buy the site or they will take it on rent. So after deciding all these things they reach to the final decision. 3. Managing a Business/Workforce: Managing the workforce means a lot to them, because they have to decide, what type of people they need, what type of training our employees are needed, and what will be the salary of the employees. All these things can be controlled by the retailer.

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UNCONTROLLABLE FACTORS OF SHOPPERS STOP

1. Government Policies: Government policies or Legal Restriction cannot be controlled and the big example of this is sealing of illegal shops. The taxes and duties which retailers have to pay to the government. Seasons i.e natural climates cannot be controlled and they have to go according to that like in winters they have to change their theme and products also. Sometimes season plays a negative role like in rainy season their sales goes down. So these things cannot be controlled and they can only launch new marketing strategies to attract the customers. 2. Inflation Rate : W all know that now inflation rate is more that 12% so it is creating more problems for us because due to this people are getting more aware of saving money and due to which our sales is also affected. If we analyze the global market then we will see that every sector is going down except one or two. And retail sector is also not doing well these days. Against this we cant do anything, we can only wait. 3. Technology Day by day the technology is upgrading and the problem is that the new competitor comes with new technology because of which they also have to upgrade their technology which results more expenditure, which is not good for any business.

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USE OF CRM, ERP & SCM AT SHOPPERS STOP

CRM:
Retail chain Shoppers Stop Ltd, is eyeing over 50 per cent sales this year from its customer relationship management (CRM) initiatives. The company has also lined up an aggressive expansion plan targeting smaller towns and cities in the country. BS Nagesh, managing director and CEO of Shoppers Stop, told FE that the company has given a new direction to its CRM initiatives after it acquired a business intelligence software called Business Solutions about eight months ago. The new software helps generate intelligent data from Shoppers Stop customer base of about 2,30,000. The company then collects this data and touches base with customers via direct mailers informing them of all new promotions that is currently on and also updates them about the upcoming events. Shoppers Stop claims that it has taken its CRM initiatives to a new height and now calls its loyalty programmes Customer Experience Management. If we find from the data that a customer had bought a pair of trousers, we tell him about a new range of shirts that we have just brought into our store, says Mr Nagesh. We are planning to open 35 outlets within the next three years. We have identified 21 new locations including Kanpur, Amritsar, Jalandhar, Ahmedabad and Indore, among others to set up these outlets, Mr Nagesh said.

ERP:
Shoppers Stop was the first few retailers to use scanners and barcodes and completely computerize its operations. Today it is one of the few stores in India to have retail ERP (Enterprise resource planning) in place, which is the best retail planning system in the world. With the help of the ERP, they are able to open new stores faster and get information about merchandise and customers online, which reduces the time in taking quick decision.

SCM:
Understanding the importance of distribution and logistics in ensuring that merchandise is available on the shop floors has led Shoppers Stop to streamline its supply chain. The company has developed process manuals for each part of the logistics chain. These modules include vendor management, purchase order management, stock receiving systems, purchase verification and inventory buildup, fixing of price and store tags, dispatch of stocks to the retail floor and forwarding of bills for payment. If we talk about various brands then the answer is that they have a direct tie ups with different companies and companies deliver all the needed products to their door-step means deliver all the goods to every Shoppers Stop showroom. But there are some companies which do not provide them these services so for those they have their own carrier.

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Situational Analysis:
Situational Analysis includes current organizational mission, current ownership and management alternatives, and current goods/services category. As we have explained above about the mission management alternatives, current products, so now here we have done the SWOT analysis of Shoppers Stop.

STRENGTHS a. b. c. d. e. f. g. a. b. c. d. Variety Range Different brands Low Risk Good Financial Position Loyal Customer Base Parikrama the festival OPPORTUNITIES Awareness about the brands Entry into Tier 2 and Tier 3 Cities Collaboration of foreign players because of a national brand. Youngsters a. b. c. d. e.

WEAKNESS Very high prices Competition from standalone specialty stores Less Schemes Less Discounts Late entry into value retailing THREATS Impact of slowdown in consumer spend to be felt on departmental stores Government Policies Entry of foreign players Employee shortage and attrition due to rapid growth in retailing

a.

b. c. d.

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FINANCIAL CONDITION OF SHOPPERS STOP

Shoppers Stop clocked 9% growth in SPSF in F Y 2008 to Rs8,671 (Rs7,973), but registered a de-growth of 10% in F Y 2009 to Rs7,800 on the back of sluggish Top-line growth. Though they believe that SSL will take about a year to recover from the aftermath of the ongoing economic slowdown on its Lifestyle Retailing business, they expect spending to pick up in F Y 2011. They estimate SSL's SPSF to post a CAGR of 9% over F Y 2009-11E to Rs9,205, albeit on a comparatively lower base of F Y 2009 SPSF.

Suggestions:
a. They should introduce more schemes, discounts, sales to increase the sales. b. They should introduce Low rate Brands which will attract the middle class customers also or brands for masses. c. The stores becomes a bit messy because of a large footfall & small size of stores so they should have larger outlets d. They offer parking space only for the first citizen card holders which acts as a constraint for many first visitors to visit the malls. e. Shoppers Stops competitors used aggressive medium of advertisement like television commercial ads, thus to gain a competitive advantage over the competitors Shoppers Stop should also use such medium of marketing.

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SHOPPERS STOP GETS A MAKEOVER

Sunday, April 27, 2008 On April 24, 2008, one of India's oldest retail chains Shoppers Stop Ltd. (Shoppers Stop) unveiled its new logo as a part of its rebranding strategy. The chain undertook the rebranding exercise 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, Shoppers Stop, said, "Change is essential. Our consumers are changing, their preferences are constantly evolving. They are getting younger. And so, we have to change along with them. The change in identity is just the beginning ways of shopping, technology investment in customer relationship management, and analytics." Shoppers Stop was founded by K Raheja Corp. in October 1991 with its first store in Mumbai. From being a men's ready to wear store it soon evolved into a complete family lifestyle store. As of 2008, Shoppers Stop had 1.3 million sq. feet. of retail space spread across 24 stores in 11 cities in India with a retail turnover of over Rs. 12.07 billion. According to analysts, in the mid-2000s, Shoppers Stop started to lose its market value as it failed to keep pace with changing customer preferences. It faced competition from several retailers such as Globus, Westside, Lifestyle, etc., who were catering to the same segment of customers. Changing consumer behaviour and the growing demand from youngsters for trendy products made Shoppers Stop consider the option of rebranding itself. It conducted a series of workshops called 'Trial Room' , to understand the preferences of consumers. Along with its new identity, Shoppers Stop has undertaken new initiatives like: a. b. c. d. e. Trial rooms with day and night lighting options Shoppers Stop Radio Service Excellence Program Shopping bags Environmental awareness

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The workshops revealed that what was needed was a change in the look and feel of the brand. For Shoppers Stop, rebranding meant not just a change of logo but the execution of new business strategies, with the core principles remaining intact. According to Ravi Deshpande, Chief Creative Officer, Contract Advertising which designed the new campaign for Shoppers Stop, "The retailer needed its brand idea to change to connect to younger people. The purpose was also to cut the age of the brand as fresh ideas do help in people looking differently at the brand." As a part of the rebranding efforts, Shoppers Stop introduced a new rectangular logo designed by Ray+Keshavan. Though the logo was changed, the black & white color scheme was retained. Shahrukh Khan unveiled the new identity. Govind Shrikhande, Customer Care Associate and CEO, Shoppers Stop, said, "It is more classical, rich, and authoritative something Shopper's customers connect with. Black and white gives us a strong brand recall value." The tagline was also changed from 'Shopping. And Beyond' to 'Start Something New' which implied that customers should try out something new and different, and upgrade themselves according to the demands of the changing world. As a part of its new philosophy of providing the customers with a new shopping experience, Shoppers 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. It also started a new concept in the retail industry by setting up trial rooms with day and night lighting options so that consumers could check how garments would look during the day and in the night. The other initiatives included a new dress code in black and white for the employees and training sessions for the employees to help them tackle demanding customers with Shoppers Stop also introduced a company anthem for the staffers penned by renowned lyricist Gulzar and sung by popular Indian playback singer Sonu Nigam. It was played every morning across all outlets in the country as a song of celebration. Shoppers Stop brought out collectible shopping bags with different themes and launched the first in the series based on the theme 'Fashion for the Ages'. To make shopping an enjoyable experience for its customers, it launched an in-store radio in association with Blue Frog Media Pvt. Ltd. which aired music across all its stores in India while radio jockeys offered tips on fashion and wellness. It also planned to start its online portal by the end of 2008 to enable customers to shop online. In addition to these initiatives, Shoppers Stop also started an environmental awareness campaign called 'Think Green'. As part of this initiative, it planted more than 500 trees and distributed 1,500,000 seed sachets among its customers. Besides, a series of print and television commercials in black and white with an environmental message that also conveyed Shoppers Stop's repositioning, were launched.

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Shoppers Stop planned to invest around Rs 15 billion to increase the number of outlets to 48 by 2011. It had earmarked Rs.200 million for the rebranding and repositioning exercise. But customers said that from their point of view, there was no major change in terms of price or special offers. Some analysts were of the view that the new logo had nothing unique to offer except for a change in shape. Some even wondered why the retailer had decided to rebrand itself considering that it was doing reasonably well and had just completed a successful year.

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EXPANSION PLAN
1. Geographical reach: The company continues to increase its Pan-India footprint. The

Company has plans to increase the number of departmental stores to 41 in the next 3 years. In addition the company will also continue to expand its various other formats.
2. Hypercity An entry into mixed retail: the Company has entered the hypermarket

segment, which is a high growth segment by acquiring a 19% stake in Hypercity. The company believe that the scope for hypermarkets in India is immense. The store run by Hypercity has shown very impressive performance in the year gone by.
3. Format diversification: Shoppers Stop, in its constant endeavor to capture wallet

share, has diversified into multiple formats viz. HomeStop which retails hard and soft furnishings, Crossword for books, music and stationery, airport retailing by tying up with The Nuance Group AG of Switzerland, and F&B formats comprising Brio and Desi Cafe, and Arcelia, which retails high end non apparel and accessories for ladies.
4. Preferred partner for foreign players: the Company believes that by virtue of its

presence across all lifestyle categories in the departmental format, its strong brand value and its presence in the books and music segment, it is best placed to bring in international brands into the country, there by enriching the product bouquet for its customers and in turn increasing opportunities for product diversification and profit enhancement.

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A QUESTIONNAIRE ON SHOPPERS STOP

Name: __________________________________________________ Occupation: ______________________________________________ 1. How often do you visit Shoppers Stop? Less than once a month Twice a month
2. Why do you visit Shoppers Stop?

Once a month More than two times a month

Brands Convenience

Discounts and Vouchers Others

Quality

If others, specify_______________________________________________________________________
3. What attracts you more to Shoppers Stop?

Advertising Discounts

Behavior of Salesmen Festivals

Quality All

If any others, specify_____________________________________________________________________ 4. Do you think that Shoppers Stops are effectively advertised? Yes No

5. Do you think that all Shopperss Stops are centrally located? Yes No

6. Do you find Shoppers Stop attractive because of its various promotion schemes? Yes No

7. Do you think Shopperss Stop provide quality products at reasonable price? Yes No

8. What type of Sales Promotion technique do you prefer? Coupons Discount Vouchers Any other Suggestions for Shoppers Stop _______________________________________________________________________________________ First Citizen Membership Festivals

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RESULTS OF THE QUESTIONNAIRE 1.

H often do you visit S ow hoppers S top?

Not evenonc e Onc a m e onth T eam wic onth Moretha two tim n es

10% 20%

5%

65%

According to the survey, 65% of customers visit Shoppers Stop once a month which indicates that Shoppers Stop provides a stop to its customers with varieties of products ranging from clothes to accessories to cosmetics which are the day to day requirements of the people.

2.

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Whydo you visit S hoppersS top?

B nds ra Dc is ounts & Vouc hers Qua lity 10% 15% 5% 30% C onvenienc e Others

40%

Shoppers Stop as a brand is known well but most of the customers visit Shoppers Stop because of Discounts and Vouchers, thus it indicates that though Shopperss Stop provides high band quality products, the customers are attracted by the kind of Discounts, Vouchers Promotion it does.

3.

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Whatattractsyou m to S ore hoppers S top?

Advertis ing B viour of S les en eha a m Qua lity Dc is ounts F tiva es ls All

7% 16%

17% 10%

30%

20%

As observed in the above pie chart, Shopperss Stop is visited by people who prefer discounted products with good quality. People of high class visit Shopperss stop often receive regular discounts and their off season festivals like Parikrama, Fly to Santaland Wardrobe Exchange, Rims And Dials etc adds to a very different experience to shopping.

4.

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D you think that S o hoppers S topsareeffectively advertised?

Yes No

25%

75%

People think that Shoppers Stop is not effectively advertised but as a successful brand Shoppers Stop is not promoting itself through advertising or Media promotion but it mainly promotes itself through print media and Word of Mouth and Sales Promotion hence increasing their sales volume. Shopperss Stop as a brand does not need much advertisement because it has already created a name for itself in the retail world.

5.

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D y think that all S o ou hopperssS topsare centrallylocated?

Yes No

20%

80%

Location plays a very important role in any successful retail outlet store. Outlets of Shoppess Stop are located at places like Link Road (Inorbit), Andheri and Kandivali are very successful because of its feasible location.

6.

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D you findS o hoppers S attractive becauseof top itsvariousprom otionschem es?

Yes No

35%

65%

7.

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D you think S o hopperssS providequality top productsat reasonableprice?

Yes No

20%

80%

As a department store which stocks products for higher class people, it does provide products at reasonable prices. Brands such as United Colors of Benneton, Calvin Klien, Pepe Jeans, etc are sold at a reasonable price as compared to the individual stores located in the city.

8.

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Whattype of S alesProm otiontechniquedo you prefer?

Coupons F t Citiz Mem irs en bers hip Dc is ount Vouc hers F tiva es ls

15%

25%

25%

35%

First Citizen Membership is the most preferred Sales Promotion technique used by the customers because Shopperss Stop has already created a pool of customers for itself which are long term shoppers. First citizen membership consists of a card which carries some points after the customer buys products worth a particular amount. The customer can redeem these points at any of the Shopperss Stop throughout the country, which is useful for long term shopping for its customers.

Bibliography

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Websites
a. www.wikipedia.com/shoppers stop b. www.shoppersstop.com c. www.scribd.com d. www.krahejacorp.com e.

Books Referred a. The Goal- Eliyahu. M. Goldratt b. Marketing Research- S.L Gupta Pictures taken from:
a. www.window2india.com

b. www.indiaretailing.com c. www.shopping.indiatimes.com

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