Shoppers Stop Targetting the young

This is the case study on Shopper's stop targeting the young, it is a marketing management case.

1. Presented To: Prof. Giribala Prof. Dhavale Presented By Sumit Bundel (16) Sagar Chandramore (18) Abbin Chaturvedi (20) Pranita Chikalge (22) Pooja Chaudhry (24) Shounak Deolekar (26) Juhi Dewre (28) Presentation On

2. Content Introduction. Changing demographics. SWOT Analysis. Government regulation and other in-country factors. Target Customers. Developing Advertisements and promotions. Balancing the Approaches. Alternative media.

3. Introduction Shoppers Stop is an Indian retailing company promoted by the K Raheja Corp Group, started in the year 1991 with its first store in Andheri , Mumbai . Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the Emerging Market Retailer of the Year Award", by World Retail Congress at Barcelona, on April 10, 2008 . Shoppers Stop is listed on the BSE . As of 2016, Shoppers Stop has 75+ stores in 35 cities across India .

4. Changing Demographics Source : http://www.kkr.com/global-perspectives/publications/india-shifting-landscape

5. Cont. Source : http://www.kkr.com/global-perspectives/publications/india-shifting-landscape

6. Cont. Source : http://www.kkr.com/global-perspectives/publications/india-shifting-landscape

7. SWOT Analysis Strengths SS is perceived as most caring brand as compared to the other competitors- 2006 study. Core customer group aged between 25 to 45 which is working group. Well management and better operation set up. First citizen card proves well for customer retention. Big brands are associated partners.

8. SWOT Analysis Weakness Disengagement with younger customer- 2006 study. Not even well established in all mainstream and climber cities. Considered as a highly priced, comparing to the similar retailers.

9. SWOT Analysis Opportunity India is highest populated country and its retail sector is emerging. Peoples are becoming ore brand savvy. So are ready to spend more on branded products. Upward migration of income and easy credit facilities with banks.

10. SWOT Analysis Threat Strong competition by lifestyle, pantaloon , and central. Premium pricing strategy might restrict mid- income people. Volatile environment- changing Govt. policies, customers style preferences, economic diversity.. etc

11. Gov. Regulations India has allowed foreign groups to own up to 51 per cent in "multi-brand retailers", single brand retailers , can own 100 percent of their Indian stores, up from the previous cap of 51 percent ; both multi-brand and single brand stores in India will have to source nearly a third of their goods from small and medium-sized Indian suppliers .

12. Gov. Regulations Ease Of Credit

13. In-Country Factors Large young population in India. Changing attitude of people from saving to spending. Availability of working class people. Ease in availability of resources. Decrease in depending population (ratio).

14. Firstly shoppers’ stop should concentrate to target on value-conscious customers as people are in a position to spend more but only in return of a good quality of product and variety as well. The changing demographics has shown that this is the most emerging sector and if they want to stay in market for the long run they should concentrate on this segment. The other two are already brand loyal customers though that segment need to be considered but the major consideration should be on this segment Target Customers

15. Build Awareness - Effectively reach resellers and retailers, to build brand and brand loyalty through various TA specific activities Create Interest – Creating brand loyalty to ensure that the retailers promote and sell your brand over other products Provide Information - To provide information regarding the brand to the retailers so that they are able to not only sell your brand products better but also able to assist their customers in the purchasing process Stimulate Demand - The right promotion can drive Retailers sell and the end user purchase Reinforce the Brand - Use promotion to help build a strong relationship that can lead to the customer becoming a loyal customer Developing Adv. & Promotions

16. Outline your customer experience.  Start with the very beginning of the buying cycle – when anyone who interacts with your brand is anonymous – and end with engaged customer. Then define customer needs at each phase of the buying cycle.   Anonymous leads don’t want detailed guides on how to use your products. But customers who’ve already bought do. Map product features to buyer types.  Figure out who your customers are, and how they use your product. If managers respond to a particular feature, target managers with product marketing around that feature. Better targeting can help you position product features to an audience that will respond to them. Balancing the Approaches

17. Social Media Smart Phone Apps Various Events Famous Radio Events Alternative Media

18. Alternative Media(Suggestion) Many reports says that there is increase in demand on online shopping, in which mobile shopping is much more priority of people. Shopper stop can improve there mobile app- As of now they are available but there app is not much liked by the people (3.5/5 rating on play store) so they can improve it. Online shopping is also less costlier and more profitable for company

19. Alternative Media(Suggestion)

20. Alternative Media(Suggestion)

21. Suggestions In accordance to the changing demographics in India Shoppers’ Stop should target on youth. They should tie-up with more youth oriented brand. Should build their brand image as a classy youth oriented brand. They should venture more aggressively in online world and make the best use of it .

22. Thank You