ABSTRACT

The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10% of the
country’s gross domestic product (GDP) and around 8% of the employment. India
is the world’s fifth-largest global destination in the retail space.
Hence, in order to gain a better knowledge and business acumen about how the retail
industry works in India, 2 different retail stores were selected for the study of different
retail
formats available in India, specifically in my region, Pune. The stores visited are –
Shoppers
Stop & Zudio.

By visiting the stores, I collected primary data by conversing with the store manager,
supervisor, & store representatives and clicking store photos. I even explored the stores to
understand the retail mix of each store and identify the elements of store design.

After doing this report, I could conclude that a lot of strategic planning is involved
from retail managers to give a customer a wholesome retail experience and ensure
they find the products they want at the right place and desired price. Hence, the location
of the retail store, retail mix, element of store design, the store layout, etc. are crucial
to the retail marketing for not just ensuring good customer experience but the overall brand
image and revenue of the stores.

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2|Page
 INTRODUCTION

Retailing is derived from the French word retailer, which means, “to cut a piece of”.
Thus, retailing can be defined as a set of business activities that adds value to the
Products and services sold to the final customers for their personal, family or
household use.

RETAILER
A retailer is the key player in the marketing process as he regularly interacts
with the end customer. From a marketer’s point of view, retailing can be defined
as a set of marketing activities designed to provide satisfaction to the end customer
and profitably maintain the customer base by continuous quality improvements
across all areas concerned with selling goods and services.
Retailing involves:
• Understanding the needs of the consumers.
• Developing good assortment of merchandise.
• Displaying the merchandise in an effective manner so that consumers find it easy
And attractive to buy.

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India’s retail industry is projected to grow at 9% over 2019-2030, from US$ 779
billion in 2019 to US$ 1,407 billion by 2026 and more than US$ 1.8 trillion by 2030.
Revenue of India’s offline retailers, also known as brick and mortar (B&M) retailers,
is expected to increase by Rs. 10,000-12,000 crore (US$ 1.39-2.77 billion) in FY20.
India’s direct selling industry is expected to be valued at US$ 2.14 billion by the end
of 2021. E-Retail has been a boon during the pandemic and according to a report by
Bain & Company in association with Flipkart ‘How India Shops Online 2021’ the e-
retail market is expected to grow to US$ 120-140 billion by FY26, increasing at
approximately 25-30% p.a. over the next 5 years. Despite unprecedented challenges,
the India consumption story is still robust. Driven by affluence, accessibility,
awareness and attitude, household consumption stood at Rs. 130–140 trillion (US$
1.63-1.75 trillion) in 2021.

India has the third-highest number of e-retail shoppers (only behind China, the US).
The new-age logistics players are expected to deliver 2.5 billion Direct-to-Consumer
(D2C) shipments by 2030. Online used car transaction penetration is expected to grow
by 9x in the next 10 years.

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1. RETAIL OUTLET: SHOPPERS STOP

Company Overview:

i) Company Name: Shoppers Stop Ltd.

ii) Year of establishment – 1991
iii) Founders – B. S. Nagesh (Chairman) & Rajiv Suri (MD & CEO)
iv) Parent company - K Raheja Group
v) No of store outlets – 86 stores
vi) Revenue - Rs 5,498 Cr. (March 2021, money control)
vii) Major Competitors – Pantaloons’, Max Fashion, FBB, Westside, Future
Lifestyle Fashion,
viii) Number of employees – 30,000+

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 1.1 About & history

Shoppers Stop is a department retail store. Shoppers Stop is owned by K Raheja Corp.
The first store was opened Andheri, Mumbai on 27th Oct 1991. There are 86 stores spread
across 40 cities in India. It is a multi-brand, beauty and lifestyle that is one-stop shop for
premium brands as well as private label brands like Stop, Life, Home Stop, Cross Word.

Shopper stop stores have an unparalleled assortment of leading international and national
brands in clothing for men, women, and kids, accessories, handbags, fragrances, cosmetics,
footwear; health & beauty products, home furnishing and decor products. The stores aim to
provide shoppers a truly international shopping destination.

Shoppers Stop is home to a multitude of leading international and national brands for
apparels, fragrances, accessories, cosmetics, footwear, home décor and furnishings catering
to the needs of the entire family. It is one of the largest chain of department stores across
India and they aspire to provide our customers a memorable international shopping
experience.

Shoppers Stop has experienced and professional team that follows practices and systems
which are world-class. The associates are passionate about providing the customers the
best shopping experience. This vision has helped Shoppers Stop to grow from a single
store in 1991 to the largest chain of department stores in India today.

The company opened its 22nd store at Lucknow in 2006. In 2007, it entered into
partnership with Nuance Group AG, and opened stores in Mumbai T1 and Bengaluru
Airports.

An e-store with delivery across major cities in India was launched in 2008, with a
smartphone app in 2016.

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1.2 Vision & Mission

Vision: To be a global retailer in India & maintain no.1 position in Indian market
in Department Store Category.

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

Departments of Shopper’s Stop

 Active buying behaviour of shoppers Stop is reflected significantly for the

department stores product quality, promotion and store facilities and
indicatively for store branding

 Planned buying behaviour of shoppers Stop is reflected significantly for the

department stores product quality, price, promotion, location and store
facilities and indicatively for store branding.

 Seeking buying behaviour of shoppers Stop is reflected significantly for the

department stores price, promotion and store facilities and indicatively for store
branding.

 Controlled buying behaviour of shoppers Stop is reflected significantly for the

department stores it facilities and personnel service and indicatively for range of
assortment available at the store.

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 1.2 Elements of Store Design

A retail store’s interior design provides more values than just aesthetics. It not only helps
customers navigate through the store with ease, but can also influence the way they buy.
Shopper stop is a one-stop shop for multiple brands and has a neat, attractive, and wide
welcoming entrance. The three-levelled store used transparent glasses on each floor
exteriors so that customers can get a glimpse of merchandise inside as they pass by to
attract their attention. It facilitates elevators inside the store to allow customers to navigate
freely from one floors to another, without exiting the store. The levels are divided into
exclusive categories (Accessories/Men’s/ Women’s) and each category also has a variety
of brands, where exclusive brands are given sufficient shelf space for display, and the
variety & assortment of merchandise offered of same brand are placed within that area.

It also has sitting stations for customers to rest, trial rooms on each floors, and mirrors
placed across different sections of clothing to allow customers for quick decision making.
The check-out counters are present at each levels and the interiors are designed with
vibrant lighting, ceiling with seasoned decor to give a pleasant feel. They display the latest
seasons collection on the mannequins as well as on the outdoor display of the stores.

Figure: The entry and exit gate is wide to make the customers feel welcomed

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 Exterior Presentation

Sitting Area

Billing Counters Ceiling

Inspiring Mirrors

1.4 Marketing Mix (7Ps)

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I) Products Mix:

 Apparel - Shirts, skirts, dresses, jumpsuits, jackets, bottom wear, baby suits,
winterwear, pants, sportswear, swimwear, lingerie, nightwear, sarees, churidar
suits, t-shirts, jeans, cargos, trousers, blazers, shorts and kurta pyjama.

 Accessories - Umbrella, reading glasses, diaries, pen, travel essentials,

sunglasses, scarves, chich, wallet, handbags, watches, bek and cufflinks.

 Footwear – Formals, Flip-Flops, bellies, wedges, platforms, heels, flats, boots,

slippers, sandals and casuals.

 Jewellery - Fine jewellery, fashion jewellery and artificial jewellery .

 Toys - Dolls, infant toys, soft toys, musical instruments, board games, educational
games, cars, toy trains and blocks.

 Beauty products - Nail polish, shampoos, make-up, moisturizer, scrubs, masks,

hair colours, perfumes, deodorants, shaving products, make-up tools, soaps,
serums and toners.

 Homeware - Bedsheets, bedcovers, pillow covers, dinner set, tableware, kitchen

tools, bath towels, bathrobes, laundry baskets, curtains, rugs, doormats, dustbins,
furniture, clocks, candles, lamp shades and wall décor.

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Watches Hand Bags

Shades Jewellery

Cosmetics Toys

Footwears Fragrances

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Merchandise Assortments -

Shoppers Stop mainly distributes its merchandise in 3 basic categories These are:

a) Men’s Apparel - This category mainly consists of clothing line-up for men.

b) Ladies Apparel - This category mainly consists of clothing line-up for women.

c) Kids Apparel - This category mainly consists of clothing line-up for kids.

Men’s Wear Ladies Wear

Kids Wear

II) Price Mix:

Shoppers Stop sells different international brands and are very competitively priced

because there are many competitors such as Wills Lifestyle, Pantaloons, Future group,

Myntra, Jabong, Trendin, Snapdeal and many more.

As the market has been flooded with so many competitors, Shoppers Stop has to
provide discounts and has to come up with various sale events all throughout the

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year to sustain in the market. The discounts are generally placed on old stocks and
new arrivals are generally not discounted. The apparels offered by Shoppers Stop
can be found from very low prices brands of 300 and goes up to around Rs. 10000
for designer collections. The prices also vary according to categories also and the
items to be purchased. Generally, for the women there is a much wider variety as
they shop more frequently and cover a more varied range of prices and brands.
This gives an insight in the Shoppers Stop pricing strategy in its marketing mix.

III) Place Mix:

Shoppers Stop has presence in 35+ cities in India with 80+ stores in total which are
present strategically all over the country. Hyper city, Home Stop, Crossword,
Mothercare stores are also spread across India. Shoppers Stop also has presence in
e-tailing where we can access the product through online and mobile apps which
has access to over 1200 towns and cities.

Shoppers Stop has 4 regional distribution centres which work 24x7 to provide
timely movement of the products to various stores all over the country.

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 IV) Promotion Mix:

Shoppers Stop uses print and online media as effective tools to advertise.
Promotions of Shoppers Stop are mostly focused on advertisements of various
kinds. It has print advertisements, outdoor advertisements such as billboards and
other major places across cities. Shoppers Stop also ties up with many other
companies to produce specialised apparels. Print advertisements has been used to
showcases latest fashion and trends available at its stores. Shoppers Stop has First
Citizen loyalty programs which has tied up Citibank credit cards to provide
members with extra benefits. It is also using the online platform to make a
dominance over various social networking sites such as Facebook and Twitter and
opening YouTube channel named ‘Style Hub’. Shoppers Stop also has various
sales promotion which its customers wait for such as the ‘End of Season Sale’ and
other regular sales promotion. Shoppers Stop also conduct various social
responsibility activities such as partnering with NGOs, providing vocational
trainings for youth and training the handicapped for livelihood.

V) People:

Shoppers Stop also focuses on enhancing the skill sets of its employees by continuously
coaching them. Also, various workshops are conducted for the employees to maintain

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quality of the employees. Fair evaluations and timely assessments are done for building
leadership qualities among its employees. The frontline staff of Shoppers Stop are timely
updated with the help of various training modules. Also, to enhance knowledge, they are
also updated with various technologies for enhancing efficiency in various processes.
Shoppers Stop also enhances skills of its customer care representatives by career planning
and trainings. It conducts satisfaction surveys of the representatives which helps in
redefining the various policies to employee loyalty. Shoppers Stop has an employee base
of around 7400+ and timely recruitment of qualified staff is done to cater to the needs of
the customers and handling various functions. Shoppers Stop also has venues for training
the executives such as the F.L.E.X. program which trained 176 department managers in
2016 to enhance the capabilities of various stores. Other learning systems are in place
through the online platform to provide timely updates and rectify flaws in the processes.

V) Process:

Shoppers Stop has got various processes and frameworks. The layout of the Shoppers
Stop stores are quite standardized and has ground floor having cosmetics, watches,
perfumes and other accessories. The 1st floor has clothing accessories and the 2nd floor
have shoes, formal apparels. The customers are provided with facilities of keeping
baggage at a counter and entry through all the floors. To enhance customer experience,
they are provided with physical trial rooms by Shoppers Stop as well as virtual trial
rooms which are online systems which provide real feel of wearing the garment. The
checkout counters are placed on all the floors with multiple counters for speedier
checkouts. During checkouts loyalty program members are given benefits of
reimbursing points or gathering them as well as getting new customers. To provide the
best merchandise on the Shoppers Stop stores on the right places, specialized teams are

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in place. These teams fix the clothing line ups starting from colour to style and latest
trends. Shoppers Stop also has a wide base of suppliers which are chosen after stringent
evaluations and other alternate venues are in place to mitigate the adverse situations.
Various IT systems are there to manage the backend processes as well as enhance the
online shopping experiences. Customers are also asked for feedback through online
channels for gauging there shopping experiences.

VI) Physical Evidence:

Shoppers Stop stores have more than 300 brands of apparels arranged innvarious places
in the store and properly sorted according to the various segments so as to enhance the
customer experience. The frontline staff of Shoppers Stop provides assistance to these
customers in terms of consultation about latest trends and sizes and help in trials. They
also guide them to various segment of the stores. Customers are also provided with trial
rooms to try their outfits and choose according to their tastes. Customers are also
provided with trolley bags to carry multiple items. They are also helped with the billing
and packing process at the checkout counters. In the online format customers are
provided with speedier deliveries and customer buyer guide to follow them through
with purchase and make choices. This gives a summary of the Shoppers Stop
marketing mix.

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1.5 Store Layout
The store layout is mix of both grid and free style, depending on the space provided
to each brand and the merchandise presentation of respective brands. Similar
category brands are placed adjacent to one another; the aisle space is wide enough
for easy navigation of customers.

1.6 In-Store Promotion Strategies

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 In-store marketing refers to marketing strategies that target customers while they are in a
physical store or brick-and-mortar business. Rather than marketing to customers to drive
them into a business, in-store marketing focuses on engaging and converting customers
once they are have arrived.
Some of in-store promotion strategies are:

I. Offer free wifi - One of the easiest ways you can market to customers at your brick
and mortar location is with free WiFi. Customers receive your marketing messages
when they sign in, allowing you to promote various products and services on offer.

II. Encourage customers to check-in and share - Free customer WiFi also
creates opportunities to encourage customers to check-in on social media and share
updates related to your brand. Your customers are already playing on their phones if
they are logged-in to your WiFi and it only takes a few seconds to hit the share button.

III. Upsell customers with signage - In-store marketing is all about appealing to
customers there and now. Signage is one of your best options to grow your sales and
get customers to spend just a few more dollars every time they enter your store.

IV. Loyalty Program - Loyalty programs, sponsored by retailers and other businesses,
offer rewards, discounts, and other special incentives as a way to attract and retain
customers.

V. Coupons - A small piece of paper that allows one to get a service or product for free
or at a lower price

VI. Seasonal Discounts or sales - A discount is offering of a product or a service at a

price lesser than the marked or the original price. A seasonal discount is a discount
which is offered on seasonal goods or at particular seasons.

VII. Provide valuable information to customers - While entertainment is an

important part of the customer experience, so is education. Customers turn to your
brand because they think it is the most reliable and that you provide something they
can’t get anywhere else. Make sure you’re providing the right information to
customers and positioning yourself as an expert in the field.

VIII. Membership Card - A small piece of plastic or stiff paper that shows you are
a member of a group or organization. The membership card allows members to collect
points either by spending in stores or attending events.

1.7 In-Store Promotion Strategies Used By Shoppers Stop

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 Loyalty Program - The company’s hugely successful First Citizen loyalty
programme now numbers over 2.5 million, contributing about 70 per cent of sales.
Thus, an effort to engage customers to draw them in with discounts and other
promotions appears to be a good strategy.

Outcome – It has helped the company to draw loyal customers, retention of

customers and also increased the sales.

 Membership Card – Customers riding on the smart phone wave, the company
has an application for First Citizen members. This application removes the
necessity to carry and swipe the membership card each time spends are made at
Shoppers Stop stores. The First Citizen membership programs which has tied up
Citibank credit cards to provide members with extra benefits.
Outcome – It has greatly increased the convenience of customers while shopping
with points and also increased the sales directly or indirectly.

 Seasonal Sales - Shoppers Stop gives seasonal sales that is End-Of-Season-Sale

offering up to 70% off on all brands. Starting July 25, the sale will include the most
unprecedented brand portfolio across multiple categories at Shoppers Stop and
Home Stop stores as well as the website and mobile app.

Outcome – It not only has increased the sales of the company due to product
being on heavy discount but it also helps the company to decrease the old stocks or
less popular products.

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From our research we can conclude that shoppers stop prioritize to build loyal
customers base through their various programs such as loyalty program in which
they give their customers various benefits in form of discounts and other various
offers. They even run various promotion campaigns which focuses on building
loyal customers for their brand. Shoppers Stop uses these in-store promotion strategies in
their store uniformly.
i. To expose customers to their brand
ii. Distinguishing it from the rest of the brands out there
Once customers recognize the brand and are informed about
it, they are more likely to make a purchase, especially if they have tested your product.
These strategies have increased sales as well as customers footfall also maintains brand

image.

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1.8 SWOC Analysis

Shoppers Stop Strengths Shoppers Stop Weaknesses

1. It has strong domestic presence with 1. It has lesser promotional strategies

50+ stores in India. on both ATL and BTL level
2. Shoppers stop has become highest compared to global leaders.
benchmark for retail industry. 2. It always follows low risk strategy
3. Loyal customer base with more than in business or entering into new
750,000 first citizen members. segment.
4. Increasing footfalls and conversion
Rates.
5. Management team is strongly
established as well as skilled labor
force.

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Shoppers Stop Opportunities Shoppers Stop Challenges

1. Big opportunity to enter into new 1. Biggest challenge Shoppers Stop face
geographies nationally. is increasing pressure from e-commerce
2. Foreign players see it as preferred
rivals that Offer significant discounts to
partner for making investment in
shoppers.
India.
3. It could enter into Hypercity -high 2. Due to global slowdown consumers’

retail value category. purchase power has reduced for top high
value brands Increasing brand awareness
among consumers across all socio-
economic classes.

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2 RETAIL OUTLET: ZUDIO

Type Public

Traded as NSE: TRENT

BSE: 500251

Retail
Industry

1998
Founded

Mumbai, Maharashtra, India

Headquarters

₹4,502 crore (US$560 million) (2022)

Revenue

₹4,502 crore (US$560 million) (2022)

Net income

Parent Tata Group

trentlimited.com
Website

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2.1 About & History

Established in 1998 and part of the Tata group, Trent is headquartered in Mumbai

but has pan-India operations. Trent is one of the leading players in the branded retail

industry in India. The company primarily operates stores across four formats, as below.

Westside offers an exclusive range of its own branded fashion apparel and is the mainstay

of the retailing business of the company. The company has already established 174

Westside stores across 90 cities. Zudio offers irresistible fashion at irresistible prices. The

company has established 133 Zudio stores across 57 cities. Star, is a fresh food and grocery

retail chain, operating 60 stores across 7 cities. Landmark, a family entertainment concept,

operates through six independent stores and retailed through select Westside locations.

Established in 1998 and part of the Tata group, Trent Ltd. operates Zudio. Zudio is a mass

market brand in the value format offering and a separate fashion destination. The Zudio

stores have several departments to meet the varied shopping needs of customers. These

include apparel across men, women and kids, footwear and home. Tata Trent Ltd opened

its first 8,000 sq.ft private label store Zudio at Commercial Street in Bangalore in

September 2016. Shop for Zudio online at TataCliq.

Business Highlights

Continued emphasis on
aspirational fashionability
• Scaled up exciting
exclusive brands
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• Ensured faster store
opening to scale up to
reach
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
 Continued emphasis on aspirational fashion ability.

 Scaled up exciting exclusive brands.

 Ensured faster store opening to scale up to reach.

 Focused on the speed of delivering the latest fashion each week.

 Build omnichannel presence.

 Zudio is established since 1998 and is part of the Tata group. Trent Ltd.

 Zudio is a mass market brand in the value format offering and a separate fashion
destination. The Zudio stores have several departments to meet the varied shopping
needs of customers.

 Retail giant Trent, best known for its Westside apparel stores in India, has a new
growth engine. That is the apparel chain Zudio. Launched three years ago by Trent,
which is owned by the Tata group, Zudio now contributes 13 per cent to Trent's
overall revenue, say retail analysts tracking the company.

 Jamshedpur: Noel Tata, the half-brother of Ratan Tata, is the chairman of Tata
group's retail arm Trent Ltd that operates stores under brands Westside, Zudio, Star
Bazaar, Landmark and Zara.

 Zudio is a fashion brand popular for men, women, and kid's apparel. The popular
fashion brand comes from the house of Tata Trend Ltd. Zudio has a presence in 29
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 cities in India. The brand offers irresistible fashion at affordable prices. In 82 major
Indian cities under the Westside brand.

 The company has established 115 stores across 12 cities.

 Enjoy your purchases by using our Zudio Online Shopping Website on the
checkout page and get a 5% discount on your orders.

 Built omnichannel presence.

2.2 Vision & Mission

Vision: Vision is to Design and deliver fashion brands, We have complete confidence in
the quality of our merchandise however should our customers have any grievances, we
would be happy to address them once they are brought to our attention.

Mission: Mission is to create value for all our stakeholders, In order to achieve this goal,
we shall develop a comprehensive understanding of their needs, strive to win their
confidence, and offer them best-in-class products and services at affordable prices.

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We shall always be in the forefront of fashion and services by anticipating and exceeding
the expectations of our customers.
We will continue to scale new heights of excellence through teamwork. Our leadership will
be the product of our styling, quality and service consciousness. We will continue to scale
new heights of excellence through teamwork, in an atmosphere that encourages creativity
and innovativeness.
It is our policy to satisfy our customers with the range, quality and value of the products
we offer. However, if they are dissatisfied with any item that they might have purchased
we would take the necessary measures to assist them.
We expect our customers to return unused merchandise along with its receipt within 30
days; we would exchange the returned items or give our customers a complete refund. In
the event that they do not have the receipt we would offer them an exchange or provide
them a gift voucher to the current or last known selling price.

 Built omnichannel
presence

2.3 Elements of store design

 Built omnichannel
presence
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A retail store’s interior design provides more values than just aesthetics. It not only helps
customers navigate through the store with ease, but can also influence the way they buy.

Spread across a majestic 27,000 sq.ft area and three levels, the layout has been designed
with optimal customer journey in mind. The overall look and feel is modern, spacious and
international.

It also has sitting stations for customers to rest, trial rooms on each floors, and mirrors
placed across different sections of clothing to allow customers for quick decision making.
The check-out counters are present at each levels and the interiors are designed with
vibrant lighting, ceiling with seasoned decor to give a pleasant feel. They display the latest
seasons collection on the mannequins as well as on the outdoor display of the stores.

Phoenix Mall ( Viman Nagar)

Exterior Presentation

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 Map

Billing counter

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 Interior Presentation

Entry and Exit

2.4 Marketing Mix (7Ps)

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I) Product Mix:

Below its roof, the company has many product categories. These have mostly in-house
brand displays, with other brands tied up in their marketing mix as well. Here are some of
its products:

 Clothing for Man

 Clothing for Woman
 Clothing for Kids
 Shoes & Bags
 Bath
 Makeup
 Skin Care
 Fragrances
 Bath and Body
 Beauty Accessories

Mannequins

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 Footwear

Cosmetics

Perfumes

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Merchandise Assortments -

Zudio mainly distributes its merchandise in 3 basic categories These are:

a) Men’s Apparel- This category mainly consists of clothing line-up for men.

b) Ladies Apparel- This category mainly consists of clothing line-up for women.

c) Kids Apparel- This category mainly consists of clothing line-up for kids.

Mens Apparel Ladies apparel

Kids apparel

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II) Price Mix:

The pricing policy and decisions are all in line with the marketing strategy as well

as the target market. The organization has a conviction that products must have

reasonable prices. As a customer, you’re guaranteed value for your money,

especially as you can always buy the brand of your choice. Such a pricing policy

has led to Zudio raising its profit margin. Over the recent past, the company has been able

to make several price changes on its products. These price changes were made with the

intention of targeting all consumer segments and customer groups. Below are some of the

forms used in its pricing strategy are :-

 Image pricing
 Value pricing
 Product bundling pricing
 Promotional discounts
 Seasonal pricing
 Product-form pricing

Due to the pricing policy of Zudio most of the customers are satisfied with them.

Products are also very good and of high quality as per the pricing of the store.

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III) Place Mix:

Zudio primarily markets its goods through chain stores, the majority of which were

located in malls. Most of the stores are situated near competitors to attract consumers from

doing deals with these competitors. Quality and price have a competitive advantage for

Zudio. All deliveries of the goods are made distributed from the company’s headquarters in

Mumbai, with stock replenishment mostly on Fridays. In most cases, the quality of goods

depends heavily on the city of service. Women consumers form the largest segment of

buyer. The company has established 133 Zudio store across 57 cities.

IV) Promotion Mix:

Zudio is very keen on attracting discounted buyers, some of whom can push the advertised

price up to 20 percent. The business also provides a number of in-house brand promotions,

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with some prominent foreign brands. Zudio is also fond of tying up with some of the well-

known and influential designers. This gives more confidence to the customers to shop with

Zudio. Zudio runs advertising campaigns in addition to all of these. The company is

credited with the introduction of foreign brands to its portfolio to increase its customer

base.

*Content Marketing Strategies * - Exciting campaigns, such as brand

videos and social media engagement, help brands to communicate their distinct

identities. It creates extensive & exclusive customer engagement by creating

Instagrammable moments through events on social media platforms (Facebook &

Instagram) via collaboration and digital-led activities.

V) People Mix:
 Well trained staff at stores to help people with their purchases.

 Employ close to 10,000 people and employ around 200 more per month.

 Well-dressed staff improves the overall appearance of store.

 Use scenario planning as a tool for quick decision making multiple counters for
payment, staff at store to keep baggage and security guards at every gate, makes for
a customer-friendly atmosphere.

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VI) Process Mix:

Zudio places a lot of importance on the process right from the purchase to the
delivery of goods. When customers enter the stores, they can add the products they
which to purchase in their trolley from the racks. There are multiple counters where
bill can be generated for purchases made. Zudio also provides some tokens or
offers of over purchase of 5000. Products in Zudio is properly stacked in
appropriate racks. There are different departments in the store which display similar
kind of products. Throughout the store there are boards/written displays put up
which help in identifying the location of a product. Moreover, boards are put up
above the products which give information about the products, its price and offers.

VII) Physical Evidence:

Packaging, Internet/web pages, Brochures, Uniforms for employees, Business

cards, Mailboxes etc.

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2.5 Store layout

The store layout is free style, depending on the space provided to each brand and the
merchandise presentation of respective brands. Similar category brands are placed
adjacent to one another; the aisle space is wide enough for easy navigation of
customer. There are no specific design rules followed for this retail store design and
customers have more liberty to interact with merchandise and navigate on their own.

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2.6 In-Store Promotional Strategies Used By Zudio

 Seasonal Discounts - A discount offering for a product at a price lesser than the
marked or the original price. So Zudio does this seasonal sales in store for a
particular period of time (on festivals or special occasions).

Outcome –It has helped the company to increase it's footfall and also in clearing
out the stocks.

 Coupons - “Zudio Store, you no longer need to worry about the expensive
prices”. Zudio stores provides coupons with the purchase of product to customers
which catches their eye and becomes loyal customers of Zudio store.

Outcome– With the collaboration of various brands zudio provides coupons to

it's customers so that customers will buy their products next time using their
coupons. This strategy has helped them to increase their sales of the products.

 Fashion logy – Zudio has launched a new ad campaign titled ‘Fashion Log’.
This campaign is designed to provide the buyers with not just clothing, but also
guide and aid on dressing smart, styling and accessorizing. The campaign sees on-
ground activities and promotions designed to interact with the consumer about their
style.

Outcome– With the help of this campaign zudio has attracted many customers to
shop from their stores. Not every customer is good at selecting clothes which suits
them but in these campaign fashion experts help them select clothes which suits
them and is also in latest trend.

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 From our research we get to know how zudio does in-store promotion of their
products in stores. Zudio uses these in-store promotion Strategies in their store
uniformly.
i. To attract new customers,
ii. Retention of customers
iii. A differentiator from their competitors.

Zudio has launched in-store campaign in Which it interacts with their

customers about their styles and other aspects in clothing in their stores. These strategies
have increased sales as well as customers footfall also maintains brand image.

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 2.7 SWOC Analysis

Zudio Strength Zudio Weaknesses

1. Brand Loyalty. 1. Lack of differentiation.

2. Customer retention. 2.Facing problems dues to political

environment.
3. Pricing Strategy.
3.Poor inventory turns and stock
4. Good customer base. availability.

Zudio Opportunities Zudio Challenges

1. Huge untapped market. 1. Competition from organized retail

Players
2. Rising disposable income.
2. E-commerce websites.
3. Creating presence on social media.
3. Competition from local retailers.

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Learnings

1. Both the retail outlets chosen are organized retail.

2. The retail mix of different stores. The product, price, place, promotion, people,
process and physical Evidence all varies depending on the retail type and
merchandise offered.

3. The product mix/ merchandise offered by different retailers is distinct from one
another but may even overlap in certain categories, such a hypermarkets and
department stores offer similar product in clothing and apparels but the brands,
price, and promotions are different for respective store. Apart from that,
hypermarkets have 60-70% space allocated for sale of grocery products.

4. Both the store visited had all payment facilities: digital payments mediums like
credit/card payments, UPI payments, etc.
42 | P a g e
 5. Companies like Shoppers Stop have adopted omni-channel retailing strategy to
ensure maximum touch points with customers.

6. Grid layout in store is the most commonly observed layout in spacious retail stores,
whereas Free Flow is in Zudio Store.

7. The store spaces are well organized, although the store layout and product display
changes with the size of the store.

Conclusion

1. The Indian shopper today, is more well-informed, knowledgeable about what the
market has to offer in terms of products, variety and pricing.

2. They generally likes to compare with neighbouring shops before making a

purchase.

3. Therefore, Shopper’s Stop in a mall setup poses a big challenge in getting serious
shoppers and then making a sale. With competition flanking all sides of the store,
the challenge of retaining potential customers is quite a task.

4. Therefore, the most important thing, is to engage the shopper and involve him in
the shopping experience. This can be best done by giving the shopper exactly what
he wants and how he wants it.

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 5. The only other way to retain and get back customers over and over again would be
by incorporating a very strong “Loyalty Program” and reinforcing it by constantly
devising more exciting offers for loyal members. Loyal members need to be made
to feel like they are an integral part of the store (“ownership factor”).

6. A critical factor in Zudio success has been its strategy to attract shoppers &
keep them in stores- the amount of time shoppers spend in a store is
perhaps the single most important factor in determining how much they will
buy.

7. In having understood the pulse of the customers in India, Zudio has

clearly established itself as a brand with an Indian heart. Zudio has been
able to create a brand image and inconsistency maintaining its brand identity by
new additions in products and catering to the market need.

Bibliography

1) https://www.scribd.com/doc/37084868/7-P-s-of-Marketing-Mix
2) https://www.entrepreneur.com/article/70824
3) https://www.scribd.com/document/114994582/Project-Report-on-Shoppers-Stop-
in-Delhi
4) https://www.slideshare.net/PratikWalhekar/zudio-retail-marketing-presentation
5) https://www.slideshare.net/pgsf1550/shopper-stop-marketing-ananlysis
6) www.Wikipedia.com
7) https://www.scribd.com/doc/54120797/Shopper-Stop-Case-Analysis

44 | P a g e
mphasis on aspirational
fashionability
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
45 | P a g e
Continued emphasis on
aspirational fashionability
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
Continued emphasis on
aspirational fashionability
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach
46 | P a g e
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
Continued emphasis on
aspirational fashionability
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
Continued emphasis on
aspirational fashionability
47 | P a g e
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
Continued emphasis on
aspirational fashionability
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach

48 | P a g e
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
Continued emphasis on
aspirational fashionability
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
Continued emphasis on
aspirational fashionability
49 | P a g e
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
Continued emphasis on
aspirational fashionability
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach

50 | P a g e
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
Continued emphasis on
aspirational fashionability
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
Continued emphasis on
aspirational fashionability
51 | P a g e
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence
Continued emphasis on
aspirational fashionability
• Scaled up exciting
exclusive brands
• Ensured faster store
opening to scale up to
reach

52 | P a g e
• Focused on the speed
of delivering the latest
fashion each week
• Built omnichannel
presence

53 | P a g e