Branding of

The foundation of Shoppers' Stop was laid on October 27, 1991 by the K. Raheja Corp. group of companies Premium Retail Brand in the country Started with only male apparels Shoppers Stop is listed on the BSE
First store in Andheri, Mumbai

Expansion to major 4 cities

Recognized as Indias premier shopping destination Customer entry of 50,000 per day, 6,00,000sq ft of retail space, 250 brands of garments and accessories

Core customers represent strong SEC A

Fall between age group of 16-35

Young couples whose monthly household income is above 20000 and annual spending of 15,000rupees

Shoppers Stops customer loyalty program is called The First Citizen It has database of over 2,50,000 members who contribute to 50% of the total sales

The only retailer from India to become a member of IGDS The IGDS consists of 29 experienced retailers from all over the world, which include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai).

The Organisation, in 2000, along with ICICI ventures also acquired the reputed bookstore, Crossword, which offers the widest range of books along with CD-ROM, music, stationery and toys. Services like Dial-abook, Fax-a-book and Email-a-book enable customers to shop from their homes. Crossword currently has 18 Stores.

The first few retailers to use scanners and barcodes and completely computerise its operations

One of the few stores in India to have retail ERP in place, which is now being integrated with Oracle Financials and the Arthur Planning System, the best retail planning system in the world
Helping hand of ERP

Variety Range Different brands Pioneer standalone stores Low Risk Good Financial Position Presence Across various Segments

Very high rates Less Schemes Less Discounts Competition from westside, globus, etc

Awareness about the brands Quality Youngsters choice Private Levels Enter new consumer goods segment

Entrance of new players Entry of foreign Players Govt. policies Unorganized sector

STORE LAYOUT

Free flow Layout

Race Track Layout

4 Ps

Sales Promotion
ADVERTISING

Direct Marketing C

Integrated Marketing Communication

Point of Purchase
Special Events

Public Relation

Shoppers Stop offer Gift Vouchers of denomination ranging from Rs 250 to Rs 5000

Shoppers Stop has announced a 101-day Shopping Bonanza to pull in customers into the stores
Lucky draw winners of the contest will get to see one of the seven wonders of the world and two lucky couples who get the grand prize will be treated to a round-trip which will cover all the seven wonders of the world

Shah Rukh Khan for all mega events because they both dominate their respective industries. He reflects the perfect image of Shoppers Stop

Om Shanti Om Fashion Show

Shoppers Stop entered into agreement with CRY to retail eco-friendly paper bags designed by underprivileged children. The part proceeds from the sale of the bags were donated to project supported by CRY
The Wardrobe Exchange saw tremendous response with 80,000 old garments collected from customers, which were donated to projects of Concern India Foundation.

The name "First Citizen" reflects their commitment to offering their customers the ultimate shopping experience As a First Citizen, customers shopping experience becomes even more enjoyable with: Reward Points for every time you shop at Shoppers Stop Exclusive benefits & privileges Exclusive offers ever so often Updates on what you can look forward to shop for at Shoppers Stop Exclusive cash counters at Shoppers Stop so you can spend more time shopping than waiting in a line

1991 Began Modern retail revolution in India 1992 include suiting, Ladies & boys wear 1993 Added Casuals, Kids wear, Jewellery, Fragrances, Cosmetics & Watches (1st Dept. store) 1994 Launched exclusive loyalty program : The First Citizens Club & 1st In-house label : STOP 1995 Second store in Bengaluru 1996 Started exiting MarCom & Festival of Britain 1997 Corporate body, Launched Parikrama

1998 Awarded as IGDS. All Employees as CCA 1999 Retail Revolution in Delhi (Ansal Plaza) & Jaipur 2000 Crossword JV. SS Launched in Chennai 2001 1st Indian retailer to adopt ERP 2003 Stepped into the east with launch in Kolkata 2004Voted Indias most favorite retail destination 2005 HomeStop Launched in bengaluru. 17.25% oversubscription of IPO

2006 Retailer of the Year 2007 Created movie merchandising history with OSO collection. Acquired 19% stake in Hypercity 2008 Awarded Emerging market retailer of the year

2009 Pioneered mascot licensing through an exclusive tie-up with Vodafone for their brands mascot Zoozoo.
2010 Operations Expanded to 36 stores across 15 cities 2011 Recognized as the Most Respected Company in Retail Sector by Business World.

Parichay
Learning and Development Center Jo Jeeta Wohi Sikandar

The Baby Kangaroo Programme

Measurement of Association Satisfaction

Energy Conservation
Back to Earth by HomeStop Brand Campaign Start Something New

Foundation Day Celebration

Salwar Kameez Dupatta (SKD)

Valid Credit/ Debit Cards (VISA or Master)

American Express Credit Cards. Net Banking (Banks such as ICICI Bank, HDFC Bank, AXIS Bank, Punjab National Bank etc.) First Citizen Reward Points - Members of First Citizen Program can link their

Homestop
Crossword

Mothercare
Este Lauder

MAC
Clinique

Competition from new luxury mall operators like DLF and MFG as well as local
An additional excise Duties Bringing Global brands Este Lauder (Cosmetics), Mustang & MNG (apparel) 17% yoy category & 30-35% industry growth Expansion in tier II (25 cities & than all 35) 5-6 stores next month itself

First mover advantage in tier II with 400+ brands in portfolio

Understanding local consumers very well New store layouts 17% business from private label 2.1bn of First Citizen base Rs. 1,800 cr. Turnover for Q1 current year

Rs. 400cr expansion plan

64 stores across the country in next 4yrs

Plan to double Crosswords book stores from 12 to 24 in upcoming yrs

Expecting to increase Mothercare in future

Tie-ups with more international brands

Strong marketing communication through print, radio and OOH

More schemes
Discounts Start using eco-friendly cotton Introduce low cost brands Standardization in loyalty programs

Proper product training for CSA so that they can clear the minor queries of the customer regarding fabric quality, composition etc
QR codes for all brands & categories

Rebranding Shoppers Stop

In 2005 Brand Positioning changed from Feel the experience to Shopping and Beyond.

Again it Repositioned and reinvented as a bridge to luxury brand with the unveiling of the new logo and tagline, START SOMETHING NEW

Change is essential, our consumer are changing ,their preference are constantly evolving .They are getting younger .And so we have to change along with them.
Customer care associates & MD

Younger Generation
Customer Preferences New Shopping Pattern

Analytic in approach

Tagline changes from Shopping . and Beyond to Start Something New

Evolved into complete family store

No. of Retail Outlet increased to 24 Trial Room workshop Connect to Younger Generation Brand ambassador shahrukh khan

Brand campaign
Social media marketing

Film Merchandising
End-of-Season Sale

Choose Your Own Gift

Start Something New Today

Increased per store area 40,000 sq.ft to 80,000 sq.ft

New Dress Code for Employee Company Anthem In Store Radio with Blue Frog Media Pvt. Ltd (Tips on Fashion)

Think Green Campaign

Customized Shoppers Stopcitibank credit cards

Collectible shopping bags with different themes and launched the first in the series based on the theme Fashion for the Ages
First brand to introduce the concept of Customer Care Associate introduced a new concept by setting up trial rooms with day and night lighting options

Contract Advertising
OOH and Print

Every product has a SKU no

Software used is JDA/Oracle

Contract advertising is the agency 60% of sales comes from first citizen customer Tie up with Citibank Use Oracle/JDA 40 upcoming stores in Tier I,II,III cities Give various promotion offer to lure customer when fresh stock comes

Despite of high prices of products, they manage to attract the customers because of their good marketing strategies They are the only retail chain in India who provides the best and no. of products as compared to others

The company intends to bring the worlds best retail technology, retail practices and sales to India.
Shoppers Shop Were Unable To Satisfy Their Customer thats why they did re-branding The Main Reason Is That We Can Conclude Is That The Customers Of Stoppers Shop Were Expecting Something Major Changes In Price And Special Offers

Ankita Madia-8
Fazal Abbas Muni-24 Kunal Yadav-42

Rahat Adenwalla-73
Reena Gupta-77