Shoppers Stop Rebranding

Rebranding Of SHOPPER’S STOP

PRESENTED BY : SAKSHI SHIROHI 41 SANANDA MAHAKUR SANJAY TIWARI

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: 42 : 43

BACKGRO UND

v Promoted by the K Raheja Corp.Group v Started in the year 1991 v First store in Andheri, Mumbai. v On April 10, 2008 Shoppers Stop Ltd has been awarded "the Hall of Fame" and won“ the Emerging Market Retailer of the Year Award", by World RetailCongress at Barcelona.

STEP BY STEP v Currently Shoppers Stop has 26 stores in 13 cities in India. v Previously it was a men's ready to wear store now a complete family lifestyle store. v Retail turnover of over Rs. 12.07 billion. v 2008, Shopper's Stop had 1.3 million sq. feet. of retail space. v Currently Shoppers Stop has twenty six (26) stores across the country and three stores under the name HomeStop. v Shoppers Stop has also begun operating a number of specialty stores, namely Crossword Bookstores,

GROW TH

v Shoppers Stop retails a range of branded apparel and private label under the following categories: footwear, fashion jewellery, leather products, accessories and home products. v These are complemented by cafe, food, entertainment, personal care and various beauty related services. v In april 2008, Shoppers Stop changed its logo and adopted the mantra "Start Something New“ to counter the previous one “Shopping and Beyond” v Shoppers Stop’s has a loyalty program called First Citizen. They also offer a co-branded credit card

Strength: condition

SWOT Analysis Oldness, goodwill, financial

Weakness:

Less no. of outlets

Opportunity : generation Threat:

Changing Taste of young

Competitors like Globus,Westside, Lifestyle etc.

EARLIE R

NO W

WHY THIS CHANGE ???

“Change is essential, our consumer are changing ,their preference are constantly evolving .They are getting younger .And so we have to change along with them.” B.S.NAG “Customer care ESHassociates & MD”

Repositioning of The Arrivals…… ….. • Younger Generation • Customer Preferences • New Shopping Pattern

Changes in picture…

• Evolved into complete • • • •

family store. No. of Retail Outlet increased to 24. “Trial Room” Concept Connect to Younger Generation. Tagline changes from “Shopping . and Beyond” to “Start Something New”

Cont … Increased per store area 40,000 sq.ft to 80,000 sq.ft. Trial room with Day and Night Light New Dress Code for Employee Company Anthem Online Portal In Store Radio with Blue Frog (Tips on Fashion) Think Green Campaign

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CONCLUSI Shopper’s Shop Were Unable To Satisfy Their ON : Customer.

• The Main Reason Is That We Can Conclude Is That The Customers Of Stopper’s Shop Were Expecting Something Major Changes In Price And Special Offres. • Moreover The Change In Logo Also DonotHave Any Unique Appeal Except For A Change In Shape.