RETAIL MARKETING

Shoppers Stop Vs Lifestyle

Submitted By Ankita Sen Devdeep Guha Sumeet Sharma

201021 201032 201088

Indian Retail Sector

Indian retail sector accounts for 22 per cent of the country's gross domestic product (GDP)

Contributes to 8 per cent of the total employment

Total retail sales in 2010 2011 US$ 395.96 billion India currently allows 51 per cent FDI in single-brand retail and 100 per cent in wholesale cash-and-carry operation

Indian Retail Sector

The retail industry is divided into organised and unorganised sectors Current penetration being 5 per cent, which indicates a huge potential for growth The share of organised retail in total Indian retail trade is projected to grow at 40 per cent per annum Country USA China India Organised Retail penetration level in % 85 20 5

Indian Retail Sector

Indian Retail Sector

Challenges
Supply chain management increasing cost Lack of infrastructure Regulations restricting real estate purchases, and cumbersome local laws Lack of trained work force. Low skill level for retailing management. Lack of Retailing Courses and study options Intrinsic complexity of retailing rapid price changes, constant threat of product obsolescence and low margins

Indian Apparels

Men wear segment share - 43% Women wear segment share - 37% The branded apparel market represents the largest source of growth The men's branded apparel market growing at 21.8% Branded women's apparel segments growing at 35% Total branded apparel market and is growing at an incredible 23% annually.

Indian Apparels

Foreign apparel brands including luxury brands have set up shop in India through Franchisee/Joint Venture route and have expanded rapidly in the last few years Key Players in Indian Apparels Industry
AV Birla Group Tata Group Landmark Group Reliance Pantaloon

Shoppers Stop is a leading retail store in India Promoted by the K Raheja Corp Group (Chandru L Raheja Group) Started in 1991 with its first store in Andheri, Mumbai 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 Listed on the BSE Has 41 stores in 19 cities in India

 Vision: To be a global retailer in India & maintain no.1 position in Indian market in Department Store Category

Mission: Nothing but the best To strive & achieve nothing but the best in terms of processes, practices & deliverables

The highest benchmark for the Indian Retail Industry Progressed from a single brand shop to a Fashion & Lifestyle store for the families International and domestic brands across categories such as apparel, accessories, cosmetics, home & kitchenware Private label brands such as STOP, Kashish, LIFE, Vettorio Fratini, Elliza Donatein & Acropolis Loyalty program First citizen (72% contribution to sales)

Lifestyle International (P) Ltd, part of the prestigious Dubai based Landmark Group Started its operations in India with the launch of the first Lifestyle store in Chennai in 1999 Established itself amongst the leading retail companies in India Five concepts under one roof Apparel, Footwear, Children s Wear & Toys, Furniture & Home Furnishings, Personal Grooming

Most Admired Fashion Retail Destination of the Year Images Fashion Awards 2011 Positioned as a youthful, stylish and a vibrant brand, offers its customers ease of shopping & an enjoyable shopping experience Has 29 stores in 17 cities in India Loyalty program Inner Circle

Categories Store Location Retail Presentation Area Private labels Store layout and design Segment

Shoppers Stop Malls and stand alone stores 56-64 % 17% Race track layout Upper Middle Class to Upper Class Kids, Women, Men Provide a wide variety with International quality Medium to High Elite & sober Musk

Lifestyle Malls Approx 60% 26% Free Flow Layout Middle Class to Upper Middle Class Kids, Women, Men Youthful, stylish and vibrant, enjoyable shopping experience Medium Bright & trendy Fresh

Target Positioning

Pricing Ambience Fragrance

S.W.O.T
STRENGTH WEAKNESS Loyal Customer Base of 21,35,588 First Employee Retention Citizen members Inadequate Promotional Strategies Professional Management with systems & High prices processes Presence across retail segments, lifestyle, value and specialty retailing Pioneer in departmental format OPPORTUNITY Geographical Reach Preferred Partner for Foreign Players Hyper city An entry into Value Retail THREAT Threat of New Entrants Competitive Rivalry in the Industry Economic Slowdown Unorganised Sector

S.W.O.T
STRENGTH WEAKNESS

OPPORT NIT

THREAT

Marketing Mix

Product

Men's Apparels, Footwear & Accessories Women Apparels, Footwear & accessories Kids apparels & toys Mother care Cosmetics, Skincare, Hair care & fragrances Home & travel Gift Items

Men's Apparels, Footwear & Accessories Women Apparels, Footwear & accessories Kids apparels & toys Mother care Cosmetics, Skincare, Hair care & fragrances Home & travel Stationery

Place

41 store 19 cities (Mumbai, Navi Mumbai, Indore, Pune, Bangalore, Hyderabad, Bhopal, Aurangabad, Ludhiana, Chennai, Vijayawada, Kolkata, Siliguri, Durgapur, Noida, Gaziabad, Gurgaon, Lucknow, Amritsar& Jaipur.)

29 store 17 cities (Mumbai, Nagpur, Noida, Pune, Manglore, Ludhiana, Kanpur, Jalandar, Jaipur, Hyderabad, Delhi, Gurgaon, Gaziabad, Coimbatore, Bangalore, Ahmedabad & Chennai)

Place

Promotion

Promotion

Promotion

Promotion

Promotion

Gift Vouchers

Loyalty Program

Festive Offers

Retail Strategy

Retail Strategy

Perceptual Map

Thank You