+ Shoppers Stop “Start Something New” Jessica Young Emalisa Carvalho

+ Agenda Company Background 4 P’s (Product, Place, Pricing, Promotion) SWOT Recommendations

+ Company Background Established in 1991 with flagship store in Andheri, Mumbai Market segment: Lifestyle retailing In 2010, 30 stores occupying 2 million square feet in 11 cities 19.9 million customer base Won multiple awards in 2014 Energy Efficiency Award Best Organizational Leadership Development Program Best Supply Chain Initiative of the Year

+ Product Apparel – 60% of sales Clothing (men, women & children) Footwear Non-Apparel – 40% of sales Accessories Fragrances Fashion jewelry (watches) Leather products Cosmetics Electronic goods Home products

+ Brands in the store Private label STOP, Kashish, LIFE International brands Nike, Reebok, Levis, French Connection, CK jeans, Gas, Tommy Hilfiger, Chanel, Lancome, MAC Challtoub Group (Stars Distribution) is key distributor Distributes majority of apparel and non-apparel to store Certain brands deliver directly to store and not through distributor Brands pay premium for best placement International brands provide their own displays

+ Store Images

+ Place Located in organized retail malls Organized retailing in India is expected to reach US$450 billion by 2015 Factors impacting organized retail growth Rise in disposable income Double income families Availability of credit Infrastructure creation Change in shopping behaviors

+ Pricing Strategy Premium pricing strategy Does not offer heavy discounts or sales

+ Promotion Target market Family “One-stop-shop” Average age 16 – 35 Monthly household income of Rs 20,000 Promotions include:

+ Yearly Events Parikrama a festival celebrating Indian tradition and culture which provided a platform for your artisans to showcase their artists and crafts at Shoppers Stop. Men in Vogue an event showcasing apparel and accessories for men with offers ranging from gifts to trips to international destinations and discounts with every purchase they make. Wardrobe Exchange a charity promotion under which customers donate their old garments and accessories and ear discounts on new purchases.

+ Two annual end-of-season sales Occur in February and August Maximum of “51%” off items Protects perceived quality of brand

+ Loyalty Program The First Citizen’s Club Only 15% of customer base; contributes 75% to revenue “Choose your own gift” campaign

+ SWOT Analysis Strengths Branding Investing in technology Retaining employees Very low shrinkage value Online shopping experience Weaknesses Poor store layout Advertisement doesn’t align with brand identity Poorly positioned towards largest consumer segment of India, years old

+ SWOT Analysis Opportunities Retail uprising Growth of middle class Increase consumption of branded and luxury goods Median age of India is 25 Threats Saturated premium retailing market Poor placement and brand choices Price perception

+ Recommendations Company Growth Expand into the space between premium and luxury retailing Introduce more luxury brands and services Increase customer base Improve promotions towards year olds Increase product offering advertising TV Digital

+ Questions?

+ References Business Standard: Instead of dictating offers, we let the customer choose her own gift”. 67d1-8ee2.jpghttp://corporate.shoppersstop.com/uploaded_files/2d9 67d1-8ee2.jpg Business Standard: The New Face of Private Labelshttp://corporate.shoppersstop.com/uploaded_files/7c 894da-13f3.pdfhttp://corporate.shoppersstop.com/uploaded_files/7c 894da-13f3.pdf