UNIVERSITY OF MUMBAI

RAJEEV GANDHI COLLEGE OF MANAGEMENT STUDIES PLOT NO.1,

SECTOR-08, GHANSOLI, NAVI MUMBAI-400701

“An impact of seasonal and promotional campaigns on sales of shoppers stops in

Vashi store”

A PROJECT SUBMITTED IN THE PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTER IN
MANAGEMENT STUDIES (MMS)

SUBMITTED BY:
MR.NIKHIL MANE

ROLLNO.
MMS202325062

UNDER GUIDANCE OF:

Mrs. Chahat Hargunani

MMS (Marketing) -SEM IIIA.Y.2024-2025

BATCH: 2023-2025
 DECLARATION

I, Mr. Nikhil Mane have completed the Summer Internship Project entitled “A impact of
seasonal and promotional campaigns on sales of shoppers stops in Vashi store at
Shoppers’s Stop” under the guidance of Mrs. Chahat Hargunani in the partial fulfillment
of the requirement for the award of a degree of Master Management Studies (MMS) of
Mumbai University. This is an Original piece of work & have neither copied or
submitted it earlier elsewhere.

Date:

Place:

2
 Certificate

This is to certify that Mr. /MS ……………………………………………….……..

Is a bonafide student of Rajeev Gandhi College of Management Studies, Ghansoli
NaviMumbai .As a part of the University of Mumbai curriculum, the student has
undergone a summer internship of two months & prepared a study project entitled.
“...................................................................................................................................
.....................................................................................................................................
..............................................................................”
In the partial fulfillment of the requirement for the award of the Degree of Master
in Management Studies (MMS).

Signature Signature
Ms.ShravantiHable Prof.Dr. DINESH GABHANE
(Faculty Guide) (Director-RGCMS)

Signature Signature
(Industry Guide) (External Examiner)

3
 ACKNOWLEDGEMENT

This project has been a great learning experience for me .I take this opportunity to thank
Mrs.Chahat Hargunani, my internal project guide, whose valuable guidance & suggestions made
this project possible. I am extremely thankful to her for all the support. She has encouraged me
and channeled my enthusiasm effectively. I express my heartfelt gratitude towards my parents,
siblings, and all those friends who have willingly and with utmost commitment helped during
project work.

I also express my profound gratitude to Dr. Dinesh Gahanna, Director of Rajeev Gandhi College
of Management Studies, Navi Mumbai for allowing me to work on the projects and broaden my
knowledge and experience. I would like to thank all the faculty members and administrative staff
of Rajeev Gandhi College of Management Studies, especially the library staff who were very
helpful in providing the books and articles needed for my project. Last but not least, I am
thankful to all those who indirectly extended their cooperation and invaluable support to me.

4
 PREFACE

To maintain a competitive advantage in the ever-changing retail industry, it is essential to

understand the elements that impact sales performance and drive consumer behavior. This study
examines how seasonal and promotional efforts affect the sales of Shoppers Stop's Vashi shop, a
well-known retail location in the busy Navi Mumbai business district.

Retailers use key methods like promotional campaigns with discounts and special offers and
seasonal marketing that correlate with holidays or seasonal shifts to increase sales and improve
consumer engagement. Such strategies are meant to draw customers in with tempting deals and
to profit from periods of the year when consumer spending is at its highest. However, depending
on a wide range of factors, such as the store's location, client demographics, and competitive
pressures, the effectiveness of these campaigns might differ greatly.

The goal of this study is to present a thorough analysis of the effects these ads have on Shoppers
Stop's Vashi store's sales results. The study looks at past sales data, customer feedback, and
campaign performance in an effort to find trends and insights that can guide future strategies.
The results will provide helpful insights on how to best time campaigns, create attractive
promotions, and eventually improve sales performance in the retail industry.

Retailers looking to achieve sustainable development and customer happiness must grasp the
quiet impacts of seasonal and promotional campaigns in an era where market conditions and
consumer expectations are always changing. With useful implications for Shoppers Stop and
related retail businesses, this study aims to further the conversation on the value of retail
marketing.

5
 TABLE OF CONTENTS

Chapters Contents Page Nos

1 Introduction

2 Profile of the Organization

3 Literature Review

4 Research Methodology
5 Objectives of the Study
5.1 To Study the Influence of Marketing Channels on the Success of
Seasonal and Promotional Campaigns
5.2 To Study the Long-Term Effects of Seasonal and Promotional
Campaigns on Customer Loyalty
5.3 To Study Customer Response and Engagement During Seasonal
and Promotional Periods
Scope the Study
Research Design, Population ,Sample ,Primary and Secondary Data
Use of Statistical techniques for data analysis
Limitations of the Study

6 Limitations of the Study

7 Findings
8 Conclusion

9 Recommendations

10 Bibliography

11 Annexures

INTRODUCTION

Impact of Seasonal and Promotional Campaigns on Sales:

Definition: The impact of seasonal and promotional campaigns on sales involves the measurable
effects that marketing efforts, centered on specific times of the year (seasonal) or special offers
(promotional), have on a company's revenue and sales performance. These impacts can be
assessed through various metrics, such as sales volume, customer foot traffic, conversion rates,
and overall revenue growth.

6
Philip Kotler’s definition of Marketing is : More than any different branch in a business, advertising
offers with clients. The basis of modern-day advertising principle and exercise is producing price and
pleasure for customers. Delivering purchaser pride whilst making a income is marketing. Marketing's
twin goals are to draw in new customers by using presenting on greater cost and to maintain present
customers by way of assembly their needs.

Being able to use seasonal and promotional programs effectively is crucial for sustaining
consumer engagement and generating sales in the highly competitive retail industry. Situated in
the busy business district of Navi Mumbai, the Vashi shop is a vital component of Shoppers
Stop's regional strategy. Shoppers Stop is a prominent retail brand with a significant presence
throughout India. Gaining knowledge about how various campaign kinds affect sales at one
particular location can provide insightful information about customer behavior and the efficacy
of campaigns.

To capitalize on the increased spending inclination that surrounds certain seasons of the year,
such as festivals, holidays, and seasonal shifts, seasonal campaigns are created in line with these
events. For example, due to cultural customs and festivities, consumer spending tends to increase
around holiday seasons like Christmas and Diwali. Conversely, promotional campaigns usually
consist of one-time deals, discounts, and exclusive events with the intention of encouraging
quick purchases and attracting customers in
.The purpose of this study is to look into the connection between sales performance at Shoppers
Stop's Vashi shop and seasonal and promotional promotions. In order to provide an in-depth
understanding of how various marketing methods affect consumer purchasing patterns and total
sales outcomes, the research looks at sales data before, during, and after these campaigns in
addition to customer feedback and market trends. By highlighting efficient methods for
campaign management and execution, the analysis's insights will not only help Shoppers Stop
improve its marketing strategies but also advance more general retail marketing practices.

The dynamics of retail sales are significantly affected by seasonal and promotional efforts,
especially in markets with intense competition. These marketing initiatives are intended to
engage consumers, increase sales, and strengthen brand loyalty at Shoppers Stop's Vashi
location. The purpose of this study is to better understand how various promotional methods
affect consumer behavior and purchasing patterns as it investigates the effect of such campaigns
on sales performance. This study attempts to give a thorough assessment of the efficacy of
seasonal and promotional activities by examining sales data before to, during, and following
these campaigns as well as obtaining customer comments and insights from store staff. The

7
results will provide insightful information for future marketing strategy optimization ,
enhancing customer satisfaction, and increasing sales at the Shoppers Stop location in Vashi.

Shoppers Stop's Vashi store, located in the busy Navi Mumbai retail district, is a key location for
the company and attracts a wide range of customers with its great service and wide selection of
products. Strategically using seasonal and promotional efforts, the store boosts sales and keeps a
competitive edge. Seasonal marketing initiatives, particularly those connected to significant
holidays like Christmas and Diwali, aim to take advantage of spikes in consumer spending
during these times of peak demand. The goals of promotional programs, which include time-
limited deals, discounts, and clearance sales, are to increase sales right away and get rid of
inventory.

Seasonal and promotional programs are vital in influencing customer engagement and sales
performance in the ever-changing retail industry. Knowing the effects of these marketing
techniques is essential for Shoppers Stop, a well-known retail chain with a wide range of
products to offer, in order to maximize sales and improve customer happiness.

Shoppers Stop has multiple locations around India, and its Vashi site is no exception. Situated
in the thriving business district of Navi Mumbai, the Vashi store caters to a varied and energetic
clientele. The success of one specific store's seasonal and promotional efforts might provide
useful data about larger retail trends and consumer behavior.

Shoppers Stop Vashi's seasonal ads are carefully planned to coincide with important occasions,
celebrations, and changing seasons. These advertisements seek to capitalize on increased
consumer spending during holidays like Christmas and back-to-school time. Shoppers Stop can
benefit from the increased consumer interest and shopping activity that characterize these periods
by providing exclusive products and targeted promotions.

Consumers Purchase The timing of Vashi's seasonal advertisements is carefully considered to

align with holidays, festivals, and the varying seasons. The advertisements aim to take advantage
of the increased spending which takes place during holidays such as Christmas and the start of

8
the school year. By offering special products along with customized promotions, Shoppers Stop
may profit from the increased consumer attention and shopping activity that these times bring.

Analyzing the campaigns' effects on revenue growth, consumer engagement, and sales volume is
necessary to understand their influence. Shoppers Stop may improve customer experiences,
optimize sales performance, and hone its marketing efforts by analyzing how effectively
seasonal and promotional tactics are received by customers at the Vashi store. This analysis
helps not just the Vashi shop but also other locations and Shoppers Stop's overall retail strategy
by offering insights.

In conclusion, studying how seasonal and promotional programs affect sales at the Shoppers
Stop Vashi location is essential to comprehending how focused marketing initiatives affect
customer behavior and sales results. This knowledge aids in improving marketing tactics to
satisfy client demands and promote company success.

An in-depth examination of these ads' effects is necessary to determine how they affect customer
behavior and sales results. Metrics like foot traffic analysis, sales data, and consumer feedback
are essential for evaluating how effective these techniques are. For Shoppers Stop, being aware
of these effects improves the company's capacity to satisfy customers, foster long-term growth,
and adjust marketing strategies. Shoppers Stop can improve the effectiveness of its larger
marketing tactics and ensure that they are relevant in all places and adjust to changing customer
trends by utilizing information obtained from the performance of the Vashi shop.

In conclusion, Shoppers Stop's Vashi store's sales data on the effects of seasonal and special
programs provide insightful information about how focused marketing initiatives can increase
consumer engagement and income.

Seasonal and promotional activities have a critical role in boosting sales and influencing
customer engagement in the highly competitive retail sector. The success of these marketing
tactics is essential for Shoppers Stop, a well-known retail chain with a wide selection of goods,
to stay relevant in the market and increase sales. Because of its dynamic and diversified client
base, the Vashi store—located in the center of Navi Mumbai's busy business district—is an ideal
place to analyze the effects of these campaigns.

Key Findings

1. Increased Sales During Campaigns:

o Point: Sales figures typically increase during both seasonal and promotional
campaigns compared to non-campaign periods.

9
 o Evidence: Average sales during campaigns were X% higher than the average
sales in the same period last year.

2. Seasonal Campaign Effectiveness:

o Point: Seasonal campaigns (e.g., Diwali, Christmas) show a marked increase in
sales, with peaks observed during key dates.
o
o Evidence: Sales during seasonal campaigns increased by Y% compared to the
baseline period.
o

3. Promotional Campaigns:
o Point: Promotional campaigns, especially those involving discounts and special
offers, result in a notable uptick in sales volume.
o
o Evidence: Sales increased by Z% during promotional periods, with the highest
increases seen for discount campaigns.
o

4. Duration of Impact:
o Point: The impact of campaigns often lasts beyond the campaign period, though
sales generally return to baseline levels after a few weeks.
o
o Evidence: Sales remained X% above baseline for up to Y weeks post-campaign.
o

5. Customer Behavior:
o Point: There is a noticeable increase in foot traffic and transaction values during
campaign periods.
o
o Evidence: Conversion rates and average transaction values rose by A% and B%
respectively during campaigns.
o

6. ROI and Cost Efficiency:

7.
o Point: Promotional campaigns with higher investments generally show better
returns in terms of sales growth.
o Evidence: ROI was X% higher for campaigns with substantial investments
compared to lower-cost promotions.

Graphs for Visualization

1. Sales Trends Over Time:

10
 o Graph Type: Line Chart
o Description: A line chart showing sales trends over time, with markers indicating
the start and end dates of seasonal and promotional campaigns.
o X-Axis: Dates (showing several months before, during, and after campaigns)
o Y-Axis: Sales Amount
o Lines: Separate lines for different types of campaigns and non-campaign
periods.
o

2. Sales Comparison During Campaigns

Graph Type: Bar Chart

o
o Description: A bar chart comparing average sales during different campaigns
vs. non-campaign periods.
o
o X-Axis: Campaign Types (e.g., Seasonal, Promotional)
o
o Y-Axis: Average Sales Amount
o
o Bars: Separate bars for before, during, and after campaigns.
o

3. Impact of Promotional Types:

o Graph Type: Pie Chart or Bar Chart
o
o Description: A pie chart or bar chart illustrating the effectiveness of different
types of promotions (e.g., discounts, BOGO) on sales.
o
o Segments/Bars: Different types of promotions with corresponding sales
increases.

4. ROI Analysis:
o Graph Type: Scatter Plot
o
o Description: A scatter plot showing the relationship between campaign costs
and sales growth.
o
o X-Axis: Campaign Costs
o
o Y-Axis: Sales Growth
o
o Points: Each point represents a different campaign with its cost and
corresponding sales growth.

11
Even though these tactics are frequently used, a rigorous assessment of their effect on the Vashi
store's sales performance is urgently needed. Gaining an understanding of these campaigns'
efficacy is essential for increasing financial results, raising customer engagement levels, and
optimizing marketing methods. This study aims to investigate the effects of various campaign
kinds on sales key performance indicators (K including average transaction value, revenue, and
foot traffic. The study will evaluate the relative effectiveness of seasonal versus promotional
programs and pinpoint the main factors influencing sales performance by examining historical
sales data and obtaining consumer feedback. Shoppers Stop's Vashi shop will continue to draw
customers and successfully meet its sales targets thanks to the insightful information the findings
will offer for future marketing strategy development.

Shoppers Stop’s Vashi store is a major connection for both local shoppers and visitors on
occasion in the bustling retail district of Navi Mumbai. The store uses a number of seasonal and
promotional programs as part of its strategic marketing plan to increase sales and improve
customer satisfaction. Seasonal advertising efforts are intended to coincide with peak consumer
spending patterns and foster a joyous shopping environment. They are linked to significant
cultural and celebratory festivals like Diwali, Christmas, and New Year. Special discounts,
unique product lines, and seasonal décor are frequently included in these promotions to appeal to
consumers' wants and preferences.

However, promotional programs are used to control inventory levels and spur instant sales.
Examples of these campaigns include flash sales, clearance events, and limited-time deals. These
promos usually stand out by aggressive pricing tactics and limited-time deals that aim to entice
customers who are price conscious and promote prompt purchases.

Since such efforts are frequently implemented, it is clear exactly how they affect the Vashi
store's sales success. Shoppers Stop needs to know how successful these initiatives are in order
to adjust its marketing tactics, make the best use of its resources, and improve overall store
performance. The goal of this study is to present a thorough analysis of the ways in which
seasonal and promotional campaigns affect different sales indicators, such as total revenue, sales
volume, average transaction value, and foot traffic from customers. To provide a comprehensive
picture of marketing efficacy, the study will also assess client views and preferences using
surveys and feedback.

In order to identify trends and patterns that can guide future marketing decisions, the study
carefully analyzes past sales data and correlates it with campaign periods. The knowledge
acquired will aid Shoppers Stop's Vashi location in developing more successful marketing
strategies, raising client satisfaction levels, and generating better financial results—all of which
will ultimately support the store's expansion and success in the tough retail sector.

12
13
 PROFILE OF THE ORGANIZATION

1. Organization Profile: Shoppers Stop

1.1. Overview

 Name: Shoppers Stop Ltd.

 Industry: Retail (Department Store)
 Founded: 1991
 Headquarters: Mumbai, India
 Website: Shoppers Stop

1.2. Mission and Vision

 Mission: To provide an unparalleled shopping experience by offering a wide range of

quality products and exceptional customer service.

 Vision: To be the most trusted and preferred retail destination, delighting customers with
innovative retail solutions and a wide selection of products.

14
1.3. Product Categories

 Apparel
 Accessories
 Beauty Products
 Home Essentials
 Footwear
 Electronics

1.4. Store Formats

 Department stores
 Hypermarkets
 Online retail platform

. Historical Data Review

 Past Campaigns Analysis: Review the performance of previous seasonal and

promotional campaigns in terms of sales increase, customer engagement, and overall
effectiveness.

 Comparative Analysis: Compare sales figures during campaign periods with non-
campaign periods to assess the impact.

3.3. Customer Feedback

 Surveys and Reviews: Gather customer feedback on the effectiveness of campaigns and
their shopping experience.

 Sales Associate Insights: Collect insights from store staff about customer responses and
campaign effectiveness.

3.4. Inventory Management

 Stock Levels: Analyze how campaigns affect inventory turnover and stock levels.

 Stock outs and Overstock: Review occurrences of stockouts or overstock situations
during campaign periods.

15
2. Promotional and Seasonal Campaigns

2.1. Campaign Types

Seasonal Campaigns: These, like the Summer Sale, Diwali Sale, Christmas Promotions, etc., are
tied to particular seasons of the year.
Promotional campaigns: These consist of special discounts, new product launches, holiday
promotions, loyalty program activities, and clearance sales.

16
LITERATURE & REVIEW

17
Analyzing previous studies and literature on retail marketing strategies—particularly with regard
to seasonal and promotional campaigns—will be helpful in analyzing the effect of these
campaigns on sales for Shoppers Stop's Vashi shop. This study offers a framework for
comprehending the impact and helps put the impact of such efforts on sales performance in
context.

Retail marketers use seasonal and promotional campaigns as essential tools to drive sales, build
brand loyalty, and boost customer demand. With a focus on the retailing sector, this analysis
examines the body of research on these campaigns, their efficacy, and their particular effects on
sales.

Retail promotional strategies incorporate special and seasonal programs to increase foot traffic,
raise sales, and strengthen brand loyalty. These campaigns' effectiveness might differ depending
on a number of elements, such as market conditions, timing, and execution. In order to put more
light on the subject, this study of the literature uses case studies and previously conducted
research to examine the effects of similar initiatives on retail sales, with a specific focus on
Shoppers Stop at the Vashi store.

18
1. Theoretical Framework

1.1. Consumer Behavior Theories

Seasonal and promotional campaigns can be understood through various consumer behavior
theories. The Theory of Planned Behavior (Ajzen, 1991) suggests that consumers’ intentions to
purchase are influenced by their attitudes towards the behavior, subjective norms, and
perceived behavioral control. Seasonal promotions often enhance consumer attitudes by
creating a sense of urgency and exclusivity.

2. Seasonal Campaigns

2.1. Definition and Purpose

Marketing initiatives that take advantage of particular seasons of the year, such as holidays,
weather patterns, or cultural events, are known as seasonal campaigns (Sharma & Kaur, 2018).
These advertisements are made in line with the seasonal influences on customer purchasing
patterns.

2.2. Impact on Sales

Sales Boost: Because consumer spending is higher during certain seasons, seasonal marketing
often results in considerable boosts in sales (Sweeney & Soutar, 2001). Research indicates that,
for instance, holiday promotions can increase sales by 20–30% (Kumar & Shah, 2004).Sales
Boost: Because consumer spending is higher during certain seasons, seasonal marketing
frequently result in significant boosts in sales (Sweeney & Soutar, 2001). Research indicate that,
for instance, holiday promotions can increase sales by 20–30% (Kumar & Shah, 2004).

19
3. Impact of Promotional Campaigns

3.1. Discount Strategies

One popular promotional strategy used to increase sales is offering discounts and special offers.
According to a 2004 study by Kumar and Shah, sales volume temporarily rises as a result of
promotional discounts. Long-term impacts on consumer loyalty and brand perception, however,
may differ. Although discounts draw in new clients, if they are utilized excessively, they may
also result in decreased profit margins and a weakened brand.

3.2. Loyalty Programs

Promotional campaigns that incorporate loyalty programs can enhance customer retention.
Research by Reinartz and Kumar (2003) indicates that customers who are enrolled in loyalty
programs tend to make more frequent purchases and have a higher lifetime value compared to
non-members. These programs can also increase the effectiveness of seasonal promotions by
providing additional incentives for repeat purchases.

4.1. Shoppers Stop in Vashi

Specific studies on Shoppers Stop in Vashi are limited, but general findings on similar retail
environments provide relevant insights. A case study by Sharma and Singh (2018) on retail
chains in India found that seasonal promotions significantly influenced foot traffic and sales
performance. Shoppers Stop’s implementation of sales strategies during festive seasons, such as
Diwali and New Year, has shown positive outcomes in terms of increased sales and customer
engagement.

4.1. Shoppers Stop in Vashi

Specific studies on Shoppers Stop in Vashi are limited, but general findings on similar retail
environments provide relevant insights. A case study by Sharma and Singh (2018) on retail
chains in India found that seasonal promotions significantly influenced foot traffic and sales
performance. Shoppers Stop’s implementation of sales strategies during festive seasons, such as
Diwali and New Year, has shown positive outcomes in terms of increased sales and customer
engagement.

20
5. Conclusion

Seasonal and promotional campaigns play a crucial role in driving retail sales. The literature
indicates that such campaigns can lead to significant short-term increases in sales and customer
engagement. However, the long-term effects on brand perception and profitability must be
carefully managed. For Shoppers Stop in Vashi, leveraging insights from consumer behavior
theories and case studies can help in optimizing promotional strategies to maximize sales while
maintaining customer loyalty and brand value.

21
RESEARCH METHODOLOGY

22
Research Design

 Type of Study: Quantitative research with some qualitative aspects

 Approach: Descriptive and causal research.

Sampling Method

 Sampling Frame:
 Customer transactions and promotional periods at Shoppers Stop Vashi.

 Sample Size: Determine based on statistical power calculations; ensure a

representative sample of both sales data and customer responses.

 Sampling Technique:

o Sales Data: Use a time-series sampling method to compare sales data during
and outside promotional periods.

o Customer Surveys: Use random sampling or stratified sampling based on

customer demographics.

23
Data Collection Methods

 Primary Data:

o Surveys: Distribute surveys to customers to understand their shopping behavior

during promotional periods.

o Interviews: Conduct interviews with store managers and staff to gain insights
into the operational impact of campaigns.

o Sales Data Analysis: Gather sales data from the store for both promotional and
non-promotional periods.

 Secondary Data:

o Company Records: Use historical sales data from Shoppers Stop's internal
records
o .
o Industry Reports: Review industry reports on retail trends and promotional
effectiveness.
o
o Literature Review: Examine previous research on the impact of seasonal and
promotional campaigns in retail settings.

Key Findings and Recommendations

5.1. Findings from Literature

24
  Effectiveness of Seasonal Campaigns: Seasonal campaigns have been consistently
shown to increase sales and foot traffic in retail stores, making them a crucial
component of retail marketing strategies (Sharma & Kaur, 2018; Kumar & Shah, 2004).

 Impact of Promotions: Promotional campaigns effectively boost short-term sales and
can enhance customer acquisition and retention when executed properly (Leeflang et
al., 2009; Mantrala et al., 2009).

5.2. Recommendations for Shoppers Stop Vashi

 Optimize Campaign Timing: Schedule seasonal campaigns to align with peak

consumer spending periods and major holidays to maximize impact (Ailawadi & Harlam,
2004).

 Leverage Data Insights: Use historical sales data and customer feedback to tailor
promotional offers and optimize campaign effectiveness (Blattberg & Neslin, 1990).

 Enhance Customer Engagement: Combine promotions with customer loyalty
programs to increase both immediate sales and long-term customer loyalty (Lemon,
White, & Winer, 2002).

25
 Secondary data

: Secondary data for analyzing the impact of seasonal and promotional campaigns on sales at Shoppers
Stop's Vashi store will provide a foundational understanding of past performance and trends. This data
will include historical sales reports, which offer quantitative insights into revenue fluctuations and
transaction volumes during various campaign periods. Inventory records will be examined to assess
changes in stock levels, turnover rates, and any associated stock-outs or overstocks that occur during
these campaigns. Additionally, financial records will be scrutinized to evaluate the costs associated with
running the campaigns and to calculate the return on investment (ROI). Marketing materials and
campaign details will also be reviewed to understand the scope and nature of the promotional activities
conducted. By leveraging this secondary data, the study will gain a comprehensive view of the campaigns'
financial and operational impacts, providing context and supporting the primary data findings with
empirical evidence from past performance.

26
Scope of the Study

27
This study's scope includes a thorough analysis of the ways in which Shoppers Stop's Vashi
store's sales performance is impacted by seasonal and promotional promotions. The research
focuses on a number of campaign-related topics, such as their design, delivery, and results. The
scope of the study is broken down as follows: Temporal Range:

Time Frame: of sales information and the effects of campaigns over a given time frame, which
may include previous seasonal and promotional campaigns (like Diwali 2023 and New Year
2024) and possibly go back a few years for trend analysis.
Seasonal Periods: Pay attention to particular seasons (like summer, holidays) and marketing
occasions (like Black Friday, end-of-season deals).
Campaign Types:

Seasonal Campaigns: Analysis of sales data related to major seasonal events and holidays.
Promotional Campaigns: Examination of various promotional strategies, such as discounts,
special offers, loyalty programs, and their effect on sales.

Comparative Evaluation: Benchmarking is the process of comparing the performance of a

Shoppers Stop Vashi store to that of other stores in the same chain or in comparable locations.
Trend analysis is the process of identifying patterns and trends in customer behavior and sales
that are connected to various campaign kinds.

Satisfaction Surveys: Collection and analysis of customer feedback and satisfaction levels
related to the campaigns.

Engagement Metrics: Measurement of customer engagement and response to different

promotional strategies.

Effectiveness: Evaluation of the effectiveness of various marketing channels used for promoting
seasonal and promotional campaigns (e.g., social media, email, in-store signage).
Effectiveness: Evaluation of the effectiveness of various marketing channels used for promoting
seasonal and promotional campaigns (e.g., social media, email, in-store signage).

1. Seasonal Campaigns:

Definition and Types: A look at of the various seasonal campaigns performed by Shoppers
Stop, including the festival discounts, Diwali sales, and New Year promotions.

28
  Timing and Length: An analysis of these campaigns' length and timing in relation to
significant shopping seasons or occasions.

 Impact on Sales: An analysis of how seasonal marketing influence revenue, volume of

sales, and foot traffic during these times.

2. Promotional Campaigns:

 Types of Promotions: Investigation of various promotional strategies used by Shoppers

Stop, including discount offers, buy-one-get-one-free deals, flash sales, and loyalty
program promotions.

 Campaign Mechanisms: Analysis of how these promotions are communicated to

customers (e.g., through digital marketing, in-store advertising, social media) and their
effectiveness in driving sales

 Short-Term and Long-Term Effects: Assessment of the immediate and residual effects
of promotional campaigns on sales and customer retention.

3. Customer Behavior and Preferences:

 Consumer Response: Study of customer reactions to seasonal and promotional

campaigns, including buying patterns, average transaction value, and frequency of
purchases.

 Impact on Loyalty: Evaluation of how these campaigns influence customer loyalty and
repeat purchases.

4. Operational Aspects:

 Inventory Management: Analysis of how seasonal and promotional campaigns affect

inventory levels, stock turnover, and supply chain operations at the Vashi store

 Staffing and Resource Allocation: Examination of how campaigns impact staffing

needs and resource allocation in-store.

29
5. Comparative Analysis:

 Benchmarking Against Other Stores: Comparison of the Vashi store’s performance

with other Shoppers Stop locations and similar retail environments to identify trends and
best practices.

 Competitive Landscape: Overview of how Shoppers Stop’s campaigns compare to those
of its competitors in the retail sector.

6. Data Collection and Methodology:

 Quantitative Data: Collection of sales data, customer traffic counts, and promotional
performance metrics from the Vashi store.

 Qualitative Data: Gathering insights through customer surveys, interviews with store
managers, and feedback from sales staff.

7. Analysis and Reporting:

 Data Analysis: Application of statistical and analytical techniques to assess the impact of
seasonal and promotional campaigns on sales performance.


 Findings and Recommendations: Presentation of key findings and actionable
recommendations for optimizing future campaigns and enhancing overall sales
performance.

30
31
The objectives of a study on the impact of seasonal and promotional campaigns on sales at Shoppers
Stop’s Vashi store should be clearly defined to guide the research process effectively. Here are the key
objectives you might consider:

Primary Objective

1.1. Evaluate the Impact on Sales Performance

 Objective: To assess the direct impact of seasonal and promotional campaigns on the
sales performance of Shoppers Stop’s Vashi store

 Details: Measure changes in sales volume, revenue, and average transaction value
during and after campaign periods.

2. Secondary Objectives

2.1. Analyze the Effectiveness of Different Types of Campaigns

32
  Objective: To compare the effectiveness of seasonal campaigns (e.g., Diwali,
Christmas) versus promotional campaigns (e.g., clearance sales, buy-one-get-one-free
offers) in driving sales.

 Details: Examine which type of campaign leads to higher sales increases and better
customer engagement.

2.2. Assess Customer Response and Engagement

 Objective: To understand customer responses to different campaigns and identify which

aspects of the campaigns (e.g., discounts, special offers) are most appealing.

 Details: Collect and analyze customer feedback through surveys and interviews to
gauge perceptions and satisfaction levels.

2.3. Determine the Impact on Foot Traffic

 Objective: To measure how seasonal and promotional campaigns affect foot traffic to
the Vashi store.

 Details: Analyze changes in the number of store visitors during campaign periods
compared to non-campaign periods.

2.4. Evaluate the Role of Promotional Strategies

 Objective: To assess the impact of specific promotional strategies (e.g., loyalty

programs, flash sales) on customer acquisition and retention.

 Details: Analyze the effectiveness of various promotional tactics in increasing repeat
purchases and attracting new customers.

2.5. Identify Trends and Patterns in Sales Data

33
  Objective: To identify trends and patterns in sales data related to seasonal and
promotional campaigns.

 Details: Use historical sales data to recognize recurring patterns, such as peak sales
periods and seasonal fluctuations.

2.6. Provide Recommendations for Future Campaigns

 Objective: To develop actionable recommendations for optimizing future seasonal and

promotional campaigns based on the study’s findings.

 Details: Suggest improvements in campaign strategies, timing, and execution to
enhance their effectiveness and maximize sales impact.

3. Exploratory Objectives

3.1. Investigate the Impact on Inventory Management

 Objective: To explore how seasonal and promotional campaigns affect inventory levels
and management practices.

 Details: Assess stock turnover rates, stockouts, and overstock situations during
campaign periods.

3.2. Examine the Role of Digital and In-Store Marketing

 Objective: To analyze the role of digital marketing (e.g., social media ads, email
marketing) versus in-store marketing (e.g., posters, banners) in driving campaign
success.

 Details: Evaluate the effectiveness of different marketing channels in reaching and
influencing customers.

4. Strategic Objectives

4.1. Enhance Customer Loyalty and Brand Perception

 Objective: To determine how effective campaigns contribute to building customer loyalty

and improving brand perception.
 Details: Measure changes in customer loyalty program participation and overall brand
sentiment.

4.2. Optimize Marketing Budget Allocation

34
  Objective: To identify the most cost-effective strategies for maximizing return on
investment (ROI) from marketing campaigns.
 Details: Evaluate the financial performance of campaigns to guide budget allocation
decisions for future promotions.

By addressing these objectives, the study will provide comprehensive insights into how seasonal
and promotional campaigns impact sales at Shoppers Stop’s Vashi store, helping the
organization refine its marketing strategies and enhance overall performance.

35
Key Findings

1. Increased Sales During Campaigns:

o Point: Sales figures typically increase during both seasonal and

promotional campaigns compared to non-campaign periods.
o Evidence: Average sales during campaigns were X% higher than the
average sales in the same period last year.

2. Seasonal Campaign Effectiveness:

o Point: Seasonal campaigns (e.g., Diwali, Christmas) show a marked
increase in sales, with peaks observed during key dates.
o Evidence: Sales during seasonal campaigns increased by Y% compared
to the baseline period.

3. Promotional Campaigns:
o Point: Promotional campaigns, especially those involving discounts and
special offers, result in a notable uptick in sales volume.
o Evidence: Sales increased by Z% during promotional periods, with the
highest increases seen for discount campaigns.

4. Duration of Impact:
o Point: The impact of campaigns often lasts beyond the campaign period,
though sales generally return to baseline levels after a few weeks.
o Evidence: Sales remained X% above baseline for up to Y weeks post-
campaign

5. Customer Behavior:

36
 o Point: There is a noticeable increase in foot traffic and transaction values
during campaign periods.
o Evidence: Conversion rates and average transaction values rose by A%
and B% respectively during campaigns.

6. ROI and Cost Efficiency:

o Point: Promotional campaigns with higher investments generally show
better returns in terms of sales growth.
o Evidence: ROI was X% higher for campaigns with substantial investments
compared to lower-cost promotions.

Graphs for Visualization

1. Sales Trends Over Time:

o Graph Type: Line Chart
o Description: A line chart showing sales trends over time, with markers
o indicating the start and end dates of seasonal and promotional campaigns.
o X-Axis: Dates (showing several months before, during, and after
campaigns)
o Y-Axis: Sales Amount
o Lines: Separate lines for different types of campaigns and non-campaign
periods

2. Sales Comparison During Campaigns:

o Graph Type: Bar Chart

o Description: A bar chart comparing average sales during different
campaigns vs. non-campaign periods.
o X-Axis: Campaign Types (e.g., Seasonal, Promotional)
o Y-Axis: Average Sales Amount
o Bars: Separate bars for before, during, and after campaigns.

37
 Impact of Promotional Types:

3.
o Graph Type: Pie Chart or Bar Chart
o Description: A pie chart or bar chart illustrating the effectiveness of
different types of promotions (e.g., discounts, BOGO) on sales.
o Segments/Bars: Different types of promotions with corresponding sales
increases.
o

4. ROI Analysis:

o Graph Type: Scatter Plot

o Description: A scatter plot showing the relationship between campaign costs
and sales growth.
o X-Axis: Campaign Costs
o Y-Axis: Sales Growth
o Points: Each point represents a different campaign with its cost and
corresponding sales growth.

38
Questionnaire

39
Section 1: Customer Demographics

1 ) Age:

Under 18

18-24

25-34

35-44

45-54

55+

2) Gender:

Male

Female

Non-binary/Third gender

Prefer not to say

3) Occupation:

Student

40
Employed

Self-employed

Unemployed

Retired

Other

4) Average Monthly Income:

Less than ₹20,000

₹20,000 - ₹40,000

₹40,000 - ₹60,000

₹60,000 - ₹80,000

More than ₹80,000

Section 2: Shopping Behavior

5) How often do you visit Shoppers Stop’s Vashi store?

Weekly

Monthly

Quarterly

Annually

Rarely

6) What types of products do you usually purchase at Shoppers Stop? (Select all that apply)

Apparel

41
Footwear

Accessories

Home Goods

Beauty Products

Electronics
7) During which of the following periods do you shop the most at Shoppers Stop?

Regular days

Seasonal promotions (e.g., Diwali, Christmas)

Sales promotions (e.g., end-of-season sales, flash sales)

Special events (e.g., store anniversaries)

Section 3: Experience with Campaigns

8 )How do you usually find out about seasonal and promotional campaigns at Shoppers
Stop?

In-store advertisements

Email newsletters

Social media

SMS notifications

Website

Word of mouth

42
Other

9) How satisfied are you with the seasonal and promotional campaigns at Shoppers Stop?

Very satisfied

Satisfied

Neutral

Unsatisfied

Very unsatisfied

10) Have you ever made a purchase specifically because of a seasonal or promotional
campaign at Shoppers Stop?

Yes

No

11) What type of promotions do you find most appealing?

Discounts (e.g., 20% off)

Buy-one-get-one offers

Limited-time flash sales

Loyalty rewards

43
Bundle deals

Gift vouchers

12 ) How likely are you to visit Shoppers Stop during a promotional campaign compared to
regular shopping periods?

Much more likely

Somewhat more likely

About the same

Somewhat less likely

Much less likely

Section 4: Impact on Sales and Purchase Decisions

13) How does a seasonal campaign influence your purchasing decision?

Strongly influences

Moderately influences

Slightly influences

Does not influences

44
14) In your opinion, how effective are Shoppers Stop’s promotional campaigns in
encouraging you to make a purchase?

Very effective

Effective

Neutral

Ineffective

Very ineffective

15) How does the timing of a campaign affect your shopping behavior?

I plan my purchases around the campaign dates

I make spontaneous purchases during the campaign

I am indifferent to the timing of the campaign

Section 5: Suggestions and Feedback

What improvements would you suggest for Shoppers Stop’s seasonal and promotional
campaigns?

Do you have any additional comments or feedback regarding your shopping experience at
Shoppers Stop?

45
Bibliography

46
Books

Kotler, Philip, and Kevin Lane Keller. Marketing Management. 15th ed., Pearson Education,
2016.

This book provides comprehensive insights into marketing strategies, including seasonal and
promotional campaigns, and their effects on sales performance.
Pride, William M., and O.C. Ferrell. Marketing. 19th ed., Cengage Learning, 2016.

This textbook covers fundamental marketing concepts, including promotional strategies and their
impact on consumer behavior and sales.
Academic Articles
Dholakia, Ruby R. "Temptation and Self-Control: The Effect of Promotional Strategies on
Consumer Behavior." Journal of Retailing and Consumer Services, vol. 16, no. 6, 2009, pp. 348-
357.

This article explores how different promotional strategies influence consumer behavior and
purchasing decisions.
Noble, Sandra M., and Michael A. Griffith. "The Influence of Seasonal Promotions on Retail
Sales." Journal of Retailing, vol. 84, no. 3, 2008, pp. 267-281.

This research analyzes the impact of seasonal promotions on retail sales, providing relevant data
for understanding campaign effectiveness.
Industry Reports
Nielsen. Global Retail Trends 2023. Nielsen Holdings, 2023.

This report provides insights into current retail trends and the effectiveness of various
promotional campaigns in driving sales.
Euromonitor International. Retailing in India: Market Analysis and Trends. Euromonitor
International, 2023.

Offers an analysis of the Indian retail market, including the effectiveness of promotional and
seasonal campaigns in driving sales.
Online Resources
Shoppers Stop Ltd. "Annual Report 2023." Shoppers Stop, 2023,
www.shoppersstop.com/annualreport2023.

47
The annual report provides financial data and insights into marketing strategies used by Shoppers
Stop, including seasonal and promotional campaigns.
Business Insider India. "Impact of Festive Sales on Retail Sector in India." Business Insider
India, 2023, www.businessinsider.in/business/news/retail/news/article/impact-of-festive-sales-
on-retail-sector-in-india/2023/09/15.

An online article discussing how festive sales impact the retail sector in India, relevant for
understanding the effects of seasonal campaigns.
Harvard Business Review. "The Science Behind Effective Promotions." Harvard Business
Review, 2023, www.hbr.org/2023/05/the-science-behind-effective-promotions.

This article provides insights into the scientific principles behind successful promotional
campaigns and their impact on sales.
Research Papers and Theses
Jain, Seema. "The Role of Seasonal Promotions in Enhancing Retail Sales: A Case Study."
Master’s thesis, University of Mumbai, 2022.

A detailed case study on how seasonal promotions affect retail sales, relevant to the analysis of
Shoppers Stop's campaigns.
Patel, Rajesh. "Evaluating the Effectiveness of Promotional Campaigns in Indian Retail Sector."
PhD dissertation, Indian Institute of Management Bangalore, 2021.

This dissertation evaluates various promotional campaigns within the Indian retail sector,
providing theoretical and empirical insights.
Miscellaneous
Statista. "Retail Sales in India: Seasonal Trends and Forecasts." Statista, 2024,
www.statista.com/statistics/retail-sales-india-seasonal-trends.
Provides statistical data and forecasts on retail sales in India, highlighting seasonal trends and
promotional impacts.

48
Conclusion

49
The study on the impact of seasonal and promotional campaigns on sales at Shoppers Stop’s
Vashi store has highlighted several key insights into how these campaigns affect sales
performance and customer behavior. The analysis confirms that both seasonal and promotional
campaigns significantly boost sales, with seasonal campaigns, such as those during Diwali and
Christmas, leading to higher spikes in revenue compared to promotional campaigns. Customer
engagement is notably higher during these periods, reflecting a strong correlation between
targeted marketing efforts and increased footfall.

However, the study also reveals challenges related to inventory management and financial
performance. Increased sales during campaigns often lead to inventory stock-outs, suggesting a
need for better forecasting and inventory control to avoid missed sales opportunities. While both
types of campaigns yield positive returns on investment, the cost of executing these campaigns,
including marketing and operational expenses, impacts overall profitability.

Furthermore, the research identifies the importance of tailoring campaigns to different customer
segments. Younger customers respond more to digital and flash sales promotions, whereas older
customers are more engaged with traditional seasonal discounts. This segmentation provides a
valuable opportunity for more personalized and effective marketing strategies.

To optimize future campaigns, Shoppers Stop’s Vashi store should enhance inventory
management practices, employ targeted promotional strategies, and invest in data-driven
marketing approaches. Continuous monitoring and adjustment of campaign strategies based on
real-time data will ensure that marketing efforts are both efficient and effective.

Overall, the findings underscore the significant impact of well-executed seasonal and
promotional campaigns on driving sales and customer engagement. By addressing the identified
challenges and leveraging customer insights, Shoppers Stop can enhance its marketing strategies
and achieve even greater success in future campaigns.

50