SURYADATTA COLLEGE OF MANAGEMENT INFORMATION

RESEARCH AND TECHNOLOGY, PUNE

ON
SHOPPERS STOP (RETAIL
MARKETING)
PROJECT REPORT SUBMITTED IN PARTIAL
FULLFILLMENT OF FINAL YEAR BACHELOR OF
BUSINESS ADMINISTRATON COURSE, PUNE
UNIVERSITY.
(2009-2011)

SUBMITTED BY:
Sachin j. Telgote
B.B.A.6’TH SEM
 DECLARATION:
I HEREBY DECLARE THAT THIS
REPORT TITLED RETAIL MARKETING
SUBMITTED TOWARDS FULLFILLMENT OF
BBA DEGREE OF PUNE UNIVERSITY IS AN
ORIGINAL WORK DONE BY ME.

NAME:SACHIN J. TELGOTE
DATE:
PLACE: PUNE
 ACKNOWLEDGEMENT
Any research is never an
individual effort. It is the contributory
efforts of many hearts, hands & brains.
I sincerely feel that the credit of the
project could not be narrowed to only
one individual. As the whole work is
outcome of integrated efforts of all
those concerned with it, through whose
co-operation I would achieve its
completion.
I extend my heart-felt
gratitude to Mrs.DOLANof SCMIRT
College for her timely assistance. I will
always be obliged to them whose love
and blessings have been a source of
inspiration and courage to undertake
studies in pursuit of knowledge and to
face the vicissitudes of an eventful
life.
 INDEX
Serial Company Visit Page
No. Title Date No.
1 INTRODUCTION 06-09-2009
2 COMPANY PROFILE 21-01-2010
3 Universal 23-01-2010
Construction
Machinery &
Equipment Ltd.
4 Mapro Foods 28-01-2010
5 ZF Steering Gear, 29-01-2010
India
6 Bhimashankar 04-03-2010
Sahakari Sugar
Factory
INTRODUCTION OF COMPANY:-

Shopper’s Stop is an mixture of the leading international and national brands in

clothing for men, women, and kids; accessories, fragrances, cosmetics, footwear;
home furnishing and decor products, their employee told us that their stores aim to
provide shoppers a truly international shopping destination in local areas. 1 In April
2008, Shoppers Stop changed its logo and adopted the mantra quot;Start
Something Newquot;. Around the same year it was awarded as the Emerging
Retailer of the Year by the World Retail Congress (WRC). Its Managing Director Mr.
Nagesh who is incidentally the first employee of the company has been inducted
into the Retail Hall of Fame at the WRC. Shoppers Stop started off as a department
store in the early nineties. Subsequently it has diversified into Specialty business
represented by Crossword Book Stores, Brio (Coffee Chain), Desi Cafe (Indian Fast
Food), Mother Care (Franchisee of the UK brand for mothers and kids) and MAC
(Makeup Artist Cosmetics). Shoppers Stop the department store runs one of India's
most effective loyalty programs called First Citizen which has over 1 million
members. Over 65 percent of Shopper’s Stop revenues come from these First
Citizens members.

India’s premier shopping destination. Their employee told that around 1000
customers visit there on daily basis out of which many are for window shopping but
they are planning for making those customers to buy something and currently they
are dealing with over 250 brands of garments and accessories, Shoppers’ Stop has
clearly become a one stop shop for all customers. Customer Profile Shoppers’ Stop’s
customers fall between the age group of 16 years to 35 years, the majority of them
being families and young couples with a monthly household income above Rs.
20000 and an annual spend of Rs.15000. A large number of Non - Resident Indians
visit the shop for cultural clothes in the international environment they are used to
which means people from abroad are also interested in shopping in Shopper’s stop.
Their target customers are upper middle class and upper class. Customer Rewards –
The First Citizen Shoppers Stop’s customer loyalty program is called The First
Citizen. The program offers its members an opportunity to collect points and avail of
special benefits. Currently, Shoppers’ Stop has a database of over 2.5 lakh
members who contribute to nearly 65% of the total sales of Shoppers’ Stop. 5

COMPANY PROFIE:-

Shopper's Stop Limited (SSL) is an India-based company engaged in the business of

retailing a range of household and consumer products and books through Shoppers
Stop.Com (India) Limited, Shoppers StopServices (India) Limited, Upasna Trading
Limited, Crossword Bookstores Limited and Gateway Multi Channel Retail (India)
Limited. It houses international and domestic brands across categories, such as
apparel, accessories, cosmetics, home and kitchenware. The international brands
retailed at the Company are Austin Reed, MUSTANG, Playboy, Calvin Klein, French
Connection, Tommy Hilfiger, Esprit, Benetton, GAS, Chanel, Lancome, Guess, Hugo
Boss, Diesel, Armani and US Polo. As at March 31, 2010, the Company operated
through 34 departmental stores (including HomeStop) located in different cities of
India. As of March 31, 2010, the Company operated 33 Crossword stores. In July
2010, Shoppers Stop Limited acquired 32% interest in Hypercity Retail (India) Ltd.,
bringing its total to 51%.

VISION
To be a global retailer in India and maintain its No.1 position in the Indian market in the
Department Store category.

Values that help us in achieving our mission and vision:

• We will not take what is not ours.

• The obligation to dissent (against a viewpoint that is not acceptable).
• We will have an environment conducive to openness.
• We will believe in innovation.
• We will have an environment conducive to development.
• We will have the willingness to apologise and forgive.
• We will respect our customers' rights.
• We will create an environment of trust.
• We shall be fair.
• We will be socially responsible.
NFRASRTUCTURE:-
Infrastructure includes the roads, surroundings, etc. All these things are
governed by the allotted authorities like DDA, NDMC, HUDA. So it can’t be
controlled.

CUSTOMER PROFILE:-

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

Shoppers Stop’s customer loyalty program is called The First Citizen. The
program offers its members an opportunity to collect points and avail of special
benefits. Currently, Shoppers’ Stop has a database of over 2.5 lakh members who
contribute to nearly 65% of the total sales of Shoppers’ Stop.

OBJECTIVE OF SHOPPERS STOP:-

Their main objective is to make their customer satisfy and then profit through
sales, employee added after all every organization works to earn money which is
possible through good sales and if our customers are not satisfy then it will be
difficult for us. So we put our effort on retaining our customers because retaining
old customers is more profitable than making new customers.And if we analyse this
statement then we come to know that their 65% of their customers are their first
citizen customers.Today people goes for variety and shoppers stop is doing that,
they offer total 250 brands to their customers which act as their strength and help
them retaining as well as making new customers. They believe in producing quality
so they offer quality products basically international brands like Louis Phillip,
Black Berry, POLICE, DKNY,ETC....

India & Beyond

Expanding its operations to Bangalore, Hyderabad, Jaipur, Delhi, Chennai,

Mumbai, Pune, Gurgaon and Kolkata, Shoppers’ Stop is today recognised as
India’s premier shopping destination. Their employee told us that around 1000
customers visit there on daily basis out of which many are for window shopping but
they are planning for making those customers to buy something and currently they
are dealing with over 250 brands of garments and accessories, Shoppers’ Stop has
clearly become a one stop shop for all customers.

TYPES OF RETAIL OUTLETS OF SHOPPERS STOP:-

Shoppers’ Stop aims to position itself as a global retailer. The company intends to
bring the world’s best retail technology, retail practices and sales to India.
Currently, they are adding 4 to 5 new stores every year

Type of Retail Outlet:-

Shopper’s Stop is known as multi-Brand retail out let because of their verity of
Products. They offer various products like apparels, Accessories, Toys,
Fragrances, Beauty Products, Travelling products, Home Appliances, etc. It will be
easier to understand with Merchandise Hierarchy which Shopper’s Stop offers to
his/her customers.

Some of the retail outlets of SHOPPERS STOP are as follows:-

1. SHOPPERS STOP

2. MOTHER CARE

3. CROSSWORD

4. ESTEE LOUDER

5. MAC

6. CLINIQUE

MARKETING STRATEGIES OF SHOPPERS STOP:-

There are various factors that ss has to consider while making planning regarding
the marketing:-

Controllable & Uncontrollable Factors:-

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

1. Pricing
2. Store Location
3. Managing a business/workforce

pricing:-

He told us that setting price of a product is in our hands. This is our decision that
how much profit we want to make by selling our products. Sometimes we have to
set our prices according to the competition.

Store Location :-

Selecting the location for the store is in the hands of retailers because before
selecting the location they have to check many factors like walking
traffic, competitor, parking, infrastructure, etc. They also have to decide that they
want to buy the site or they will take it on rent. So after deciding all these things
they reach to the final decision.Managing a Business/Workforce He told us that
managing the workforce means a lot to them, because they have to decide that
what type of people they need what type of training our employees need, and what
will be the salary of our employees. All these things can be controlled by the
retailers.

UNCONTROLLABLE FACTORS:-
Uncontrollable Factors of Shopper s Stop
1. Government Policies
2. Seasons
3. Inflation Rate
4. Technology
5. Infrastructure

Government Policies:-
Government policies or Legal Restriction cannot be controlled and the big
example of this is “sealing of illegal shops”. The taxes and duties which retailers
have to pay to the government.
Seasons:-
He told us that natural climates cannot be controlled and they have to go
Government policies or Legal Restriction cannot be controlled and the big
example of this is “sealing of illegal shops”. The taxes and duties which retailers
have to pay to the government.

SUPPLY CHAIN AT SS:-

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

Situational Analysis:-

Situational Analysis includes current organizational mission, current ownership

and management alternatives, and current goods/services category. As we have
explained in explained above about the mission management alternatives,
current products, so now here we have done the SWOT analysis of Shopper’s Stop.

Strength

• Variety
• Range
• Different Brands

Weakness

• Very high rates

: They provide international Brands due to which their prices are very high.

• Less Schemes
: They do not offer so much schemes, they offer schemes only on special occasions
like Diwali, Independence Day, etc.

• Less Discounts : They offer less discount in their schemes, they basically 10% TO
20% DISCOUNT.