Shoppers Stop Vs Lifestyle

Submitted By Ankita Sen 201021 Devdeep Guha 201032 Sumeet Sharma 201088

RETAIL MARKETING

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 Organised Retail penetration level in %

USA 85

China 20

India 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 GroupLandmark Group ReliancePantaloon

• 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 Shoppers Stop Lifestyle

Store Location Malls and stand alone stores Malls

Retail Presentation Area 56-64 % Approx 60%

Private labels 17% 26%

Store layout and design Race track layout Free Flow Layout

Segment Upper Middle Class to Upper Class

Middle Class to Upper Middle Class

Target Kids, Women, Men Kids, Women, Men

Positioning Provide a wide variety with International quality

Youthful, stylish and vibrant, enjoyable shopping experience

Pricing Medium to High Medium

Ambience Elite & sober Bright & trendy

Fragrance Musk Fresh

S.W.O.TSTRENGTH WEAKNESS

• Loyal Customer Base of 21,35,588 First Citizen members

• Professional Management with systems & processes

•Presence across retail segments, lifestyle, value and specialty retailing

• Pioneer in departmental format

•Employee Retention

•Inadequate Promotional Strategies

•High prices

OPPORTUNITY THREAT

•Geographical Reach

•Preferred Partner for Foreign Players

•Hyper city – An entry into Value Retail

•Threat of New Entrants

•Competitive Rivalry in the Industry

•Economic Slowdown

•Unorganised Sector

S.W.O.TSTRENGTH WEAKNESS

OPPORTUNITY 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