Shoppers Stop Final

Organization Behavior case study Call Centre in India

INSTITUTE OF MANAGEMENT DEVELOPMENT AND RESEARCH (IMDR), PUNE

PGDM 2013-15 BATCH

Subject- Organization Behavior Case Study

Call Centre In India

Group No. 3

Submitted to: Submitted By:Prof. Vipra Tiwari Parag Afzulpurkar (Roll No.o4)Prof. Parikshit Mahankal Anushka Jalamkar (Roll No.38)

Sayali Khutale (Roll No.52)Avinash More (Roll No.66)Aniket Patole (Roll No.80)Prashant Sahu(96)Tanuja Thorat (Roll No.110)

PGDM1- B2013-2015 Group 3


Executive Summary

Introduction:-Shoppers Stop was promoted by K Raheja Corp., a real estate and hospitality

enterprise based in western India. In India it opened its first store in 1991 in Mumbai. Driven by the vision of “being India’s number one global retailer in the department store category”.In India consumers were becoming rich, youthful and aspirational, all the same time. They have now unprecedented choice of product offering. At a more basic level, four factors were driving the retail revolution in India:

1. Changing Demographics - India had the advantage of a large young population.

2. Upward migration of income – the middle income class, known as real consumers are increasing rapidly.

3. Easy credit – during the mid-1990s, lending commercial banks started promoting credit cards, with falling or stable interest rates. This move is providing impetus for both consumer spending and the growth of organized retails.

4. Demographic Dividend – The population of India was forecast to stay young for next two decades and one of the vision of this store is to provide fashionable merchandise, it shows that it will sustain in Indian market for a long time.

Shoppers Stop was perceived as a "caring" brand. This perception seemed to harmonize with the characteristics of its core customer group, adults aged 25 to 45. Within each Shoppers stop store a progressive list of offerings was available from apparel to non- apparel. Shoppers stop had one of the most successful loyalty programs among Indian retailors. “First- Citizen”, which was introduced in1994, had enrolled more the 600,000 members and members has been growing 10 to 15 percent every year. The amount spent by the first citizen card members was approximately twice the amount spent by other customers. Of all Shoppers Stop’s revenue, 65 percent came from its First Citizen.



Objective:- To study how the Government policies helped Shopper’s Stop grow. How the present customer base can be used by them for promotional

activities for younger generation. As the present youth of India has similarities with western youth, will these

similarities can be utilizes in favor? New ways and right media which can be employed to address right

customers.

Answers:-Q1.

The Government decision to allow the ownership of 51% by foreign ‘single-brand’ in Indian local retail market made it harder for multi-brand retailers to establish themselves in India. This has helped Shoppers Stop to grow without facing tough competition by external players.

This situation will not remain same for future. The US retail chains like Wal-Mart are already making their ways in Indian market.

The demographic dividend is also one of the most important in-country factors for bright future opportunities.

As mentioned in the case itself, this situation can be exploited and remain for next 2 decades.

The upward shift in income and easy credit policies and change in mind sets of Indians.

Q2.

Our group has preferred Value-conscious customers to be targeted with the promotional activities.

We compared the buying behaviors of the Net generations with the Statement of different categories of customers.

Value-conscious customers are one who resembles the Net generations most.



They need value for their money, large options to choose from and they make their choices rationally.

They like to be with the flow, use what is current and new. They don’t like to stick to one brand or be a loyalist to one brand.

Q3.

Shoppers Stop has been flaunting itself as premium retail outlet. This has get it as specific consumer base.

The job here is to bring two factors closer those are, High end products and youth.

Effective advertisements will be only way to do it. Advertisement endorsing finest fabric over vibrant colors, Idols using premium products, as youngsters follow them will help in achieving objectives without losing current customer base.

One more way to do it is launching subsidiary brand with other name.

Q4.

According to our group, company should maintain its customer centric approach.

Shoppers stop is multi-brand retailer. They have well established brands as their products.

These brands are already spending high on their advertisements. Shoppers stop portray itself as the place for customers to get best of

products. They should imprint image of themselves as the one who knows the choice of customers’ best.

Q5.

It has become easier for sellers to market their product in present world of Information Technology.

They should exploit it to the fullest. Launching face book page, Having flashy websites will make it lot easier to promote among young generation.



Minutes of Meeting :-

Parag Afzulpurkar : Contributed in the ways in the demographic configuration of India can be utilized by the retailer.

Anushka Jalamkar: The ways of advertisement without alienating present customer base has been suggested. Contributed in determining the value-conscious customers as target for promotional activities.

Aniket Patole : Discussed the importance of government policy and other economical factors for growth.

Tanuja Thorat : Put forward that customer centric approach is right way to go ahead with.

Sayali Khutale : Shoppers Stop was perceived as a "caring" brand. This perception seemed to harmonize with the characteristics of its core customer group, adults aged 25 to 45. Within each Shoppers stop store a progressive list of offerings was available from apparel to non- apparel.


Group No. 3

DATE AND TIME 15th of March, 2014

VENUE IMDR Campus

TOPIC NAME Shoppers stop targeting the Young

PARTICIPATED BY (MEMBERS)

Parar Afzulpurkar, Anushka Jalamkar, Sayali Khutale, Aniket Patole, Avinash More, Prashant Sahu, Tanuja Thorat.


Prashant Sahu : Discussed new media for advertisement for young generations.

Avinash More: Supported all the points.


Documents

Shoppers Stop Final