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CASE<br />The case Is about a premier Indian retail company (Shoppers stop) that has come to be known as a speciality chain of apparel and accessories as it announces ”We don’t sell ,we help you buy”.<br />It’s basic concept is of a successful marketing campaign.<br />Mostly customers of Shoppers Stop are women . This gives them idea to set up women’s section its expanded to include children’s wear and then household accessories.<br />Shoppers Stop increased it’s product range to suit the costumers needs.<br />Shoppers Stop knows how the Indian consumer thinks and feels while shopping<br />
For Indiancustomer who wants a salesman each time with them so Shoppers Stop started self-help counters with an assistant at hand for queries or help.<br />Shoppers Stop always worked out with brands based on customers preferences .In fact the main USP of Shoppers Stop lies in judiciously selected global brands like Levi’s, Allen Solly etc.<br />Brand selection is the same across five locations.<br />Every store has generic structure, good ambiance .The case talks about the success story of Shoppers Stop .What are the key factors which are responsible for its success.<br />Profile of Shoppers Stop customer segment<br />Demand forecast of Shoppers Stop<br />
COMPANY PROFILE<br />Shoppers Stop is one of the leading retail stores in India.<br /> Shoppers Stop began by operating a chain of department stores under the name “Shoppers’ Stop” in India.<br /> Currently Shoppers Stop has twenty seven (27) stores across the country and three stores under the name Home Stop<br />Shoppers Stop has also begun operating a number of specialty stores, namely :<br />Mother Care<br />Crossword Book Stores<br />Brio<br />Desi Café<br />Arcelia<br />In April 2008, Shoppers Stop changed its logo and adopted the mantra "Start Something New”“<br />
HISTORY<br /> Shoppers Stop was promoted by the K Raheja Corp Group (Chandru L Raheja Group).<br /> Started with its first store in Andheri,Mumbai in the year Oct,1991 with the investment of Rs. 20 lacs.<br /> Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the Emerging Market Retailer of the Year Award", by World Retail Congressat Barcelona, on April 10, 2008<br /> Shoppers Stop is listed on the BSE.<br />In Bangalore : 1995<br /> In Hyderabad: 1998, with the largest area of 60,000 Sq, ft.<br /> New Delhi and Jaipur : 1999<br /> For regular customers, launched First Citizen’s Club(FCC) with 60,000 odd members.<br />
Discounts</li></li></ul><li>VISION<br />To be a Global Retailer in India and Maintain No.1 position in the Indian Market in the Department Store Category. <br />
INTERNATIONAL AFFILIATIONS<br /> Shoppers’ Stop is the only retailer from India to become a member of the prestigious Intercontinental Group of Departmental Stores (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). This membership is restricted to one member organization per country/region.<br />
Entrance of new players</li></li></ul><li>Recent Developments<br /> Shoppers stop has its 26 stores in 13 states<br />Shoppers Stop decided to open 12 new stores with total area of 650,000 sq ft in the next three years.<br />Sales of Shoppers Stop till 31st march 2009 is 12,994,000,000<br />Shoppers Stop has 3574 employees<br />Shopper's Stop planned to invest around Rs 15 billion to increase the number of outlets to 48 by 2011.<br />Shoppers stop is going to give experience to it’s custumers of around 40,000-45,000 sq. feet to 75,000-85,000 sq. feet. Size stores<br />Shoppers Stop had 1.5 million sq. feet. of retail space spread across the country with a retail turnover of over Rs. 20.07 billion. <br />
Recommendations<br />More schemes<br />Discounts<br />Sales to increase the sales<br />Introduce low cost brands<br />Stores at sub urban area<br /> introduce Food counters at stores<br />
Conclusions<br />Shoppers Stop is the oldest Retail Chain in India.<br />Despite of high prices of products, they manage to attract the customers because of their good marketing strategies.<br />They are the only retail chain in India who provides the best and no. of products as compared to others. <br /> The company intends to bring the world’s best retail technology, retail practices and sales to India.<br />