This document is a thesis submitted by Ajit Kumar Gupta to the National Institute of Fashion Technology in Jodhpur, India in 2013. The thesis conducts a comparative analysis of the promotional strategies of Central and Shopper's Stop, two major retail chains in India. It includes sections on the overview of the retail industry, case studies of the promotional approaches of each company, a customer survey, and analysis and recommendations. The objective is to identify areas of excellence and areas for improvement for each company to provide strategic suggestions.

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COMPARATIVE ANALYSIS OF PROMOTIONAL
STRATEGY OF CENTRAL AND SHOPPERS STOP
SUBMITTED BY:
Ajit Kumar Gupta
MFM/11/1956
MASTER OF FASHION MANAGEMENT
BATCH - 2011-13
DEPARTMENT OF FASHION MANAGEMENT STUDIES
NATIONAL INSTITUTE OF FASHION TECHNOLOGY
JODHPUR

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DECLARATION
I, AJIT KUMAR GUPTA hereby declare that the Internship Project Report entitled
“COMPARATIVE ANALYSIS OF PROMOTIONAL STRATEGY OF CENTRAL
AND SHOPPERS STOP” submitted towards, partial fulfillment of the Degree of Master of
Fashion Management is my original work and no part of the project has been copied from any
other reports or any other work carried by someone else which has been submitted for any
other degree/award. However, any material taken from any other published source has been
suitably referred and acknowledged at various places.
Name: Ajit Kumar Gupta
Roll Number: 2011101
Batch: MFM – 2011-13
Centre: Jodhpur
Date: 20th
May, 2013
Place: Jodhpur

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CERTIFICATE BY THE FACULTY MENTOR REGARDING
COMPLETION OF WORK
This is to certify that the Internship Project entitled “COMPARATIVE ANALYSIS OF
PROMOTIONAL STRATEGY OF CENTRAL AND SHOPPERS STOP” submitted
towards the partial fulfillment of the Degree of Master of Fashion Management by AJIT
KUMAR GUPTA is his original work under my guidance and the results are based on the
research done by him.
(_________________________)
Ms. Shikha Gupta
Faculty Mentor
NIFT JODHPUR
Date: 20th
May, 2013
Place: Jodhpur

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Acknowledgement
A project report seems to be an individual effort is in fact teamwork. Graduation Project at
Central Gurgaon.was just like an opportunity to shake hand with the practical world of
business.
I am indebted to all those individuals who helped me in gaining knowledge & insight into
various aspects for graduation project. The source of learning have been one too many & a
complete list of individual references would become encyclopaedic.
I want to express my deepest gratitude to Mr.Gurpreet Singh, Regional Marketing Head,
without whose help this graduation project in would not be possible.
I am grateful to Mr. Kumar Gaurav, HR at Gurgaon central, for sharing his experience &
knowledge & without whose help the project would not have got any shape.
My deepest appreciation also extends to Ms.Shikha Gupta, Project guide, Faculty NIFT-
Jodhpur, who critically reviewed my project report & provided suggestions.
I would like to thank Dr. A. K. Khare, Director NIFT-Jodhpur, for his constant support &
encouragement.
Finally, I would express my gratitude towards Mr.GauravAshesh, CC- FMS, NIFT
Jodhpur for facilitating my Graduation Project.
NAME: AJIT KUMAR GUPTA
ADDRESS: NIFT Campus,
Old Nagar Nigam Bldg, Sojati Gate,
Jodhpur – 342001
Master of Fashion Management
Date of submission: 20th
May, 2013

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TABLE OF CONTENTS
CHAPTER
NUMBER
TITLE PAGE
NUMBE
1. Executive summary 1
2. Overview 2-3
3. Introduction 4-10
4. Research Objectives 11
5. Research Methodology 11
6. Literature Review 12-14
7. Case Study on Gurgaon Central 15-18
8. Promotional Strategy followed
by Central
19-22
9. Case Study on Shopper‘s Stop 23-26
10. Promotional Strategy followed
by Shoppers‘ Stop
27-33
11. Customer Survey 34
12. Analysis of the Survey 35-40
13. Recommendation &
Suggestion
41
14. References 42
15. Annexure 43-46

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Executive Summary
The objective of the thesis is ―To compare and study Central &Shopper Stop, identifyareas
of excellence and areas needing improvement; and provide suggestions for
suchimprovement‖. The aim of this Project is to successfully compare two prominent
servicesector companies on a common platform, analyse their Promotional Strategy,
andhighlight what they are doing well, while providing suggestions and recommendations
forimprovement.Central and Shopper Stop were chosen because of their identical pattern
offunctioning and growth. They are the two major players in the national Shopping Mall, and
their customers consider both as interchangeable brands. This is why it isimportant to study
how these brands differentiate themselves from each other, andattempt to improve brand
loyalty amongst their customers.
For the purpose of this study, I prepared 2 research tools, both questionnaire, to find outthe
relevant primary data pertaining to the functioning and working of both Central and Shopper.
The data was collected based on information provided by:
1. The management of the organization.
2. Customers visiting Central and Shopper Stop Mall.
Besides the primary data collected with the help of the questionnaire, I have alsocollected the
relevant secondary data from various sources like magazines, books andInternet and
newspapers. Based on the relevant primary and secondary data, acomparative analysis has
been done so as to find out the areas of excellence and areas of improvement of both
organizations.
The areas of excellence and improvement have been identified based on factualinformation,
in light of which recommendations and suggestions have been provided forthe overall
improvement of the organizations in the future.
This Thesis was conducted in 2013 in Delhi and Gurgaon, India; so the information is relative
to thiscity.

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Overview
Section One: Future Group Industry.
Section one of the Thesis is a peek at the Future Group Industry. It takes a look at how the
Industry has evolved through time, from its early beginnings in India, to its currentform of a
highly organized sector. It also details the structure of the Industry, with itsvarious
components, in its current form. It finally deals with how this Industry has grownin India, and
what its current status is.
Section Two: Central.
Section Two of the Thesis is a peek at the Central. It takes a look at how the Industry has
evolved through time, from its early beginnings in India, to its current form of a highly
organized sector. It also details the structure of the Industry, with its various components, in
its current form. It finally deals with how this Industry has grown in India, and what its
current status is.
Section Three: Shopper Stop.
Section Three of the Thesis is a peek at the Shopper Stop. It takes a look at how the Industry
has evolved through time, from its early beginnings in India, to its current form of a highly
organized sector. It also details the structure of the Industry, with its various components, in
its current form. It finally deals with how this Industry has grown in India, and what its
current status is.
Section Four: Case study on Central.
Section Four is a case study on the first organization being compared in this study, Central.
The case study looks at the overall working and performance of Central, and thevarious
aspects and functioning of its Promotional Strategy, Marketing and Human Resource.
Section Five: Case study on Shopper’s Stop.
Section Five is a case study on Shopper Stop, the other organizations beingcompared in this
study. This section deals with the overall operations of Shopper Stop, and like the previous
section, the functioning and aspects of its Promotional Strategy, Marketing andHuman
Resource.

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Section Six: Market Survey.
Section Six is the main comparative rating of both Central and Shopper Stop, basedon a
survey of customers visiting the mall. The survey analyses how both areperforming in the
areas of Promotional Strategy.

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INTRODUCTION
Developing a promotional strategy
Deciding on a marketing communications strategy is one of the primary roles of the
marketing manager and this process involves some key decisions about how who the
customer is, how to contact the consumer them, and what the message should be. These
questions can be answered using a three stage process, which is equally relevant for all
elements of the marketing mix:
Segmentation
Dividing the marketing into distinct groups
Targeting
Deciding which of these groups to communicate with, and how to talk to them
Positioning
How the product or brand should be perceived by the target groups
Messaging
Delivering a specific message in order to influence the target groups
1. Segmentation
Dividing potential customers into discrete groups is vital if you want to increase the success
rate of any communications message. If you don't know who you are talking to, it's unlikely
you will get much of a response. Who are the potential customers? How many sub-groups
should you divide them into? How do these groups differ? Hopefully, most of this
information will be readily available from your market research.
Once you have an idea of the customer, you should further drill down to explore them in
more detail.What are their media consumption habits? What are their expectations and
aspirations? What are their priorities? How much disposable income do they have? What are
their buying habits? Are they likely to have children? How many holidays to they take a
year? How much money do they give to charity? How can you help them?
This information can be obtained in a variety of ways, from commissioning a specialist
market research agency, to examining sales patterns or social media interactions.

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Commonly used market research methods include:
 Sales analysis and buying patterns
 Questionnaires
 Desk research
 Website statistics, especially social media
 Focus groups
 Face-to-face interviews
 Specialist market research companies
Once you have built up an accurate picture of your customer, it's time to get their attention
2. Targeting
For the purposes of advertising, targeting is the process of communicating with the right
segment(s) and ensuring the best possible response rate. The methods you use to target your
audience must relate to your marketing plan objectives - are you trying to generate awareness
of a new product, or attract busi0ness away from a competitor?
Methods of marketing communications
Advertising is just one element of the marketing communication arsenal, which can be
divided into the following areas:
Advertising – a mass media approach to promotion
 Outdoor
 Business directories
 Magazines / newspapers
 TV / cinema
 Radio
 Newsagent windows

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Sales promotion - price / money related communications
 Coupons
 Discounts
 Competitions
 Loyalty incentives
Public relations - using the press to your advantage
 Press launches
 PR events
 Press releases
Personal selling – one to one communication with a potential buyer
 Salesmen
 Experiential marketing
 Dealer or showroom sales activities
 Exhibitions
 Trade shows
Direct marketing - taking the message directly to the consumer
 Mail order catalogues
 Bulk mail
 Personalized letters
 Email
 Telemarketing
 Point of sale displays
 Packaging design

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Digital marketing – new channels are emerging constantly
 Company websites
 Social media applications such as Facebook or Twitter
 Blogging
 Mobile phone promotions using technology such as Bluetooth
 YouTube
 E-commerce
Deciding which media channel to use
In nature, evolution occurs most rapidly when competition for resources is intense. The same
process is now occurring with promotional media. All traditional media channels are now
saturated, and competition for consumer attention is intense. At the same time, the impact of
any one medium is becoming diluted. There are many more TV and radio channels, consumer
have the ability to skip adverts and free information is now much more accessible. As a
result, companies are becoming increasingly innovative in their approach to communications
and a host of new media channels have emerged. As a result, media choice is becoming a
tricky task, which is why detailed segmentation is so important - it's no use starting a Twitter
campaign if none of your target market are regular users of the site.
Highly targeted communications often lead to better results. You can usually expect a
response rate of under 1% for a relatively generic mass mailing. However, personal letters to
a handful of your most loyal customers would lead to a dramatically increased rate of return.
When deciding which media to use consider the reach, frequency, media impact and what
you can expect for your budget but most of all, ensure your target customer will see the
message in the first place.
Media choice is a matter of compromise between volume of people versus the personalization
of the message.
Ensuring your message reflects the stages of the purchasing funnel
Once you have made the audience aware of your brand, work doesn't stop there. The
customer needs to be guided through the purchasing process. This means identifying the key

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stages in the customer journey and ensuring communications messages are personalized and
relevant.
Integrated marketing communications
Once you have decided which media channel to concentrate on, the next step is to ensure an
integrated approach is taken. Regardless of whether you are promoting a new product or
raising awareness, it's important that all ads across all media work together towards a
common goal by using similar messaging and 'look and feel'. An integrated approach can
dramatically increase the effectiveness of any campaign and will help create your brand
image.
Getting the best response
To get the best response from your target market, you need ensuring the message is relevant
and clear – once you've managed to gain the valuable attention of your customer the last
thing you want is for them to be confused about what you're saying. Determine the objectives
of the advert and ensure these aims are addressed clearly. Think about the next steps you
would like the audience to take, whether this is visiting a website, ringing a number, or being
able to recall your brand when they are next in the shops.
3. Positioning
Positioning is the process of developing an image for your company or product. This can be
achieved partially through branding, but it's important to realise that all elements of the
marketing mix combine to provide the full picture. You must ensure that all areas of your
business live up to expectations in order to successfully position yourself in the way you
hope. Positioning also considers the competition, and you need to explain why you are unique
in the marketplace and better than the other products on the shelf.
Branding and messaging
Branding is a powerful tool for positioning your product. Branding is used on almost all
customer facing elements of a product, from the packaging design to the style of writing used
on posters. Every communication a customer received adds up to form a mental picture of
your brand and can influence the price they are willing to pay for your products. This ability
to charge more due to the positioning of your product is known as 'brand equity'. Your

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branding also needs to consider your unique selling points (USPs) and ensure these are easily
recognized through your messaging – is your product the best value, longest lasting, sweetest
smelling or fastest?
Corporate identity
A corporate identity is a useful tool to ensure that your branding is used in a consistent way
throughout the company. This detailed document runs through almost every conceivable
customer touch point and provides guidance on the presentation and style which should be
used. This could include use of logos, colours, tag lines, uniform and the type of coffee to
serve guests. A CI guide is particularly useful if any creative work it outsourced to agencies
or freelancers or if you have many offices worldwide. The most powerful brands can be
identified by many elements of their communications material, not just a by their logo or
slogan and this is due to successful implementation of a recognisable corporate identity.
Recognition is a key part of any purchase decision so a corporate identity should for a core
element of your advertising strategy.
4. Development of the advertising message
Once you have determined the positioning for your brand, it's time to develop the message in
order to influence your target groups. Advertising objectives should be directly linked to your
marketing plan, and tend to fit into the following generic categories:
 Inform - raising awareness of your brand & products, establishing a competitive
advantage
 Persuade - generating an instant response (usually driving sales)
 Remind - to maintain interest and enthusiasm for a product or service
It's a documented fact that creative, well branded, distinctive advertising generates the best
results so ensure you use the best possible creative team you can get your hands on, and give
them a detailed brief. Remember that a message will only be successful if it appeals to the
target audience, so constantly refer back to the customer and tailor the ads to them.

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Research Objectives:
―To compare and study Central &Shopper Stop, identify areas of excellence and areas
needing improvement for Promotion; and provide suggestions for such improvement‖.
Research Methodology:
Our primary objective of doing this project is to get the first-hand knowledge of functioning
of at Central. Since we are comparing two different entities on the basis of their Promotional
Strategy, hence exploratory research design is the need of the hour.
Further there are few reasons which made me to use Exploratory Qualitative research:
 Itis not always desirable or possible to use fully structured or formal methods to obtain
information from respondents.
 People may be unable & unwilling to answer certain questions or unable to give truthful
answers.
 People may be unable to provide accurate answer to question that tap their sub
consciousness.
Thus, project research methodology is as follows:
 I prepared 2 research tools, both questionnaire, to find outthe relevant primary data
pertaining to the functioning and working of both Central and Shopper. The data was
collected based on information provided by:
1. The management of the organization.
2. Customers visiting Central and Shopper Stop Mall.
 In Secondary data, both internal & external research was done. For internal research
Ready to use documents available with the organization were used. For external research
Internet website & published books were consulted.
A survey was conducted, consisting of a sample of randomly selected people, in the age
group of 18-35. This survey aims to find out how Central and Shoppers Stop Promote their
products and services. A copy of the customer survey is attached in the Annexure. Sample
Size:-117 Customers who visit the Centre.

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Literature Review
Section 1: Future Group:-
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India‘s
leading business houses with multiple businesses spanning across the consumption space
While retail forms the core business activity of Future Group, group subsidiaries are present
in consumer finance, capital, insurance, leisure and entertainment, brand development, retail
real estate development, retail media and logistics.
Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million square
feet of retail space in 71 cities and towns and 65 rural locations across India.
The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers. In the lifestyle segment, the group operates
Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value
segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look,
touch and feel of Indian bazaars with the choice and convenience of modern retail.
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India‘s
leading business houses with multiple businesses spanning across the consumption space
While retail forms the core business activity of Future Group, group subsidiaries are present
in consumer finance, capital, insurance, leisure and entertainment, brand development, retail
real estate development, retail media and logistics.
Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million square
feet of retail space in 71 cities and towns and 65 rural locations across India.
The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers. In the lifestyle segment, the group operates
Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value
segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look,
touch and feel of Indian bazaars with the choice and convenience of modern retail.

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Section 2: CENTRAL
Central is a lifestyle retail brand that pioneered the concept of seamless shopping in
the country.
Central is built of the 3 pillars of shop, eat&celebrate!
The store design, the product mix and the experience stays true to this promise.
Central‘s differentiation lies in its vibrancy, the seamless experience, the larger than
life façade and the celebratory in store experience that makes shopping a truly
enjoyable experience.
Central is always buzzing with promotions, events, weekend excitement & a whole lot
more for consumers.
Snap shot of the offerings at Central
• Shop
– Over 500 national & international brands
– Product categories include apparel, footwear, eye wear, watches, cosmetics,
fragrances, sportswear, hand bags, jewelry, accessories, toys & infant
accessories & more
– Partners like Food Bazaar, e zone, Home Town, widen the offering basket for
consumers
Eat
– Food Hall
Celebrate
– Live DJ/ music, fashion shows, sweepstakes, weekend celebrations, value
added services, multiplex (in few cities) & more
Central store design
• A seamless space (no boundaries)
• Very city centric (all stores are prefixed with city name and integrate with the local
community at large with community initiatives)
• Warm & welcoming in store experience

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• Predominance of red house colour
• A place for wholesome shoppertainment – Central Square, Central flag point
• A vibrant façade
• Maximising productivity – bring alive the EBO experience of the brand in store for a
complete brand experience and maximum through puts
Central for Our Customers
 At Central we will ensure that the best brands in the Indian market are made available
to you.
 We will ensure that the brands showcase all their best offering right here!
 We will be sensitive to our city, our environment, and our community.
 You, our customer, will be our guest and it will be a pride for us to provide solutions
to all your lifestyle needs.
 We will set new trends with the introduction of an array of products and services that
will truly capture the ever-changing nature of fashion and our environment.
 At central we will provide you the best experience to Shop, Eat & Celebrate.
Mall that Changed the way people shop
 India‘s first seamless mall.
 Over 500 brands spread across four floors.
 Dedicated floors for men‘s wear, women‘s wear, youth wear, kids wear and
supermarket
 Also, coffee parlor & food hall
 Sprawling over 1.25 lakh sq. Ft,
 Never before shopping experience, unique customer services.

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Section 3: SHOPPER STOP
―The tapestry of history has no point at which you can cut it and leave the design
intelligible.‖
The foundation of Shoppers' Stop was laid on October 27, 1991 by the K. Rahejagroup of
companies, one of India's biggest hospitality and real estate players. The Group crossed yet
another milestone with itslifestyle venture-Shoppers' Stop. With its immense expertise in the
service industry and creditability, Shoppers' Stop today boasts of 27 retail outlets across the
country and is planning to spread its wings with futuristic expansion plans to meet the
challenges of the retail industry. A benchmark for the Indian retail industry to follow,
Shoppers' Stop has progressed from a single brand shop to a Fashion & Lifestyle store for the
families.
Shoppers' Stop is a household name, known for its superior quality products, services and
above all, a complete shopping experience.
Shoppers' Stop was the first to redefine shopping experience and creating a niche for itself in
the service industry. As India's first specialty chain with outlets in Mumbai, Bangalore, Delhi,
Hyderabad, Jaipur and Chennai, Shoppers' Stop offers a complete range of garments
and accessories for the entire family. More than 25,000 customers walk into Shoppers Stop
every day to feel the experience of shopping. Andheri was the first store to be opened in
India. The initiative of this store was taken by B.S.Nagesh at a time when the concept of
retail industry was just coming into the market. As on today, the current investors in
Shoppers‗Stop are ICICI, IL&FS Investments and Zodiac clothing. Their combined
shareholding in Shoppers Stop is 19% while 79% is held by Raheja Group & balance 2% is
held by its employees.

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Section 4: Case Study on Gurgaon Central
Owned by: Future Retail India.
Design: Idiom Design & Consulting
Design brief: ‗Central is designed as a playful public space, where people congregate, in the
heart of the town. The logo is based on a simple game — rolling ball maze game — that
every human being knows.
The beads are people, heading for the centre of town and playfully enjoying themselves.
Red is a simple public color. The typography is based on Jigsaw font. It looks modern and
timeless. The font is Stencilized to make it look fresh and public.‘
Five Dots represents 5 special services offered to customers by CENTRAL
 GIFT CENTRAL
 BEAUTY CENTRAL
 WI-FI CENTRAL
 RADIO CENTRAL
 FLOWER CENTRAL
Minimum Service level:-
 Greet the customer with a NAMASTE
 Pass on the INFORMATION
 THANK the customer
Central: The Place to be
Central houses over 1000 brands across categories:-
 Apparels
 Eyewear
 Watches
 Fragrances & Cosmetics
 Footwear and Accessories for Women, Men &Children / Infant
 Coffee Shops, Food Hall, Pubs and Discotheques.

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In addition, Central houses Central Square, a dedicated space for product launches,
impromptu events, displays, exciting shows, and exhibitions, Central flag point to flag off
city based events & more.
Central is present in 12 cities with 19 stores offering a retail space of over 30 Lakhs sq.
ft.Point to boost:Over 3 Crore Consumers visited Central last Fiscal Year.
STORE FORMAT OF CENTRAL
 Opening and closing time: 11 AM to 10 PM.
 Major Gurgaon Central Mall attractions: Lots of Brands, Food Hall
 Location:Gurgaon-Mehrauli Road, next to IFFCO crossing.
 Parking facility:Peaceful three level basement parking.
 Number of stores:Different concept.
 Accessibility:High
 Contact number:0124 – 2859000
o Address:Gurgaon CENTRAL -Pantaloon Retail (India) Ltd Sector-25,MG Road ,
Near IFFCO Chowk, Gurgaon-122001
o STORE AREA: 1,25,000 SQUARE FOOT
o Central is located in the heart of city, Central invites customers to Shop, Eat,
Celebrate.
o Launched in May 2004 at Bangalore,
o First ever concept of Stores without Doors in Gurgaon malls, spread in 1, 25,000 sq
feet area. It is also called the newly opened mall in Gurgaon (11th April 2008).
o Situated on the very competitive Mehrauli Gurgaon road, Central is establishing itself
as a mall with a difference.
o There are no separate stores for the 500-odd national and international brands to
choose from, across apparel, cosmetics, fragrances, footwear, eyewear, time wear,
handbags, accessories, jewelry and lots more, for the entire family.

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o Customers can simply walk around the mall without having to step in and step out of
different outlets.
o In addition, Central houses Central Square, a dedicated space for product launches,
impromptu events, daring displays, exciting shows, and art exhibitions.
o Red color in the decor - it represents fashion and glamour.
Pubs and bars
• Widely accessed by youngsters and elder people. it is one of the major attractions to
the new and old generations.
• This not only relaxes people who come here after hard work, but also gives them
opportunities to enjoy their time in a group.
• People can celebrate their birthday parties, promotions and other occasions to
eradicate stress and make some memorable time.
• Pubs and Bars offer food, drinks, high volume music, DJs, dance floors and wide
screen televisions. Basically, TVs are installed for people who want to watch cricket
matches.
CATEGORIES AT CENTRAL
Men’s wearWomen’s wearKids wearWomen’s accessories
Formal Ethenic Girls ethnic wearJewelries, Swim wear
Casual Formal Girls casuals Wrist watches
Casual Footwear
Sports wear

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MEN`S (Brands)
Formal WearCasual WearKids wear brands
Van HusseinRigChalak
Louis PhillipSepiaRig Kids
Park Avenue BareRuff
Wills LifestyleLevie`sUCB
SuccessAllGiny&Gony
LombardUMMUSPA
Turtle SpykrAllen-solly
Urbana LawmanCatwalk
John Player IntegrityInc.5
Black Berry‘sArrowClarkFunskool
Arrow ParkAvenueBiba Girls
Raid & Taylor Jack and jonesPink and Blue
BareBare
Women wear
Ethnic Wear:-Casual Wear :-Formal wear :-
• BibaRig,OnlySckuller
• TrishaSepia,109`FVan-heussain
• WBareProvogue
• RangmanchLevie`sAnnable
• Global desiAllWills Lifestyle
• MahhiUMMAllen-soley
• SheqJealous 21
• AakritiLee-cooper
• AurealVeromoda

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Promotional Strategy followed by Central
Discounts and brand promotion
January Promotion:

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February Promotion:

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March, April and Promotion:
Summer-2013
May Promotion:
Love your mom? Show her! Treat her to a day of shopping at Central. We have great offers
in ladies apparel, handbags, Footwear, fragrances, sunglasses, watches, fashion jewllery and
more.
Also, shop for Rs. 4000 & get Rs.600 GV, redeemable in June on minimum shopping of
Rs.3000

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Section 5: Case Study on Shopper’s Stop
Corporate profile:
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.
Values:
The following values help Shopper‘s Stop in achieving its mission & vision:
We shall not take what is not ours
The Obligation to Dissent (against a viewpoint that is not acceptable)
We shall have an environment conducive to openness
We shall believe in innovation
We shall have an environment conducive to development
We shall have the willingness to apologize and/or forgive
We shall respect our customer's rights
We shall be fair.
Customer Profile:
Shoppers‗ Stop‗s customers fall between the age group of 16 years to 35 years, the majority
of them being families and young couples with a monthly household income above Rs. 20000
and an annual spend of Rs.15000. A large number of Non - Resident Indians visit the shop
for cultural clothes in the international environment they are used to which means people
from abroad are also interested in shopping in Shopper‗s stop. Their target customers are
upper middle class and upper class.

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Customer Rewards:
Shoppers Stop‗s customer loyalty program is called The First Citizen. The program offers
its members an opportunity to collect points and avail of special benefits. Currently,
Shoppers‗ Stop has a database of over 2.5 lakh members who contribute to nearly 65% of the
total sales of Shoppers‗ Stop. They also offer a co-branded credit card with Citibank
for their members.
International Affiliations:
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.
Objective of Shoppers’ Stop:
Their main objective is to make their customer satisfy and then profit through sales,
employee added after all every organization works to earn money which is possible through
good sales and if our customers are not satisfy then it will be difficult for us. So we put our
effort on retaining our customers because retaining old customers is more profitable than
making new customers. And if we analyze this statement then we come to know that their
65% of their customers are their first citizen customers. Today people goes for variety and
shoppers stop is doing that, they offer total 250 brands to their customers which act as their
strength and help them retaining as well as making new customers. They believe in
producing quality so they offer quality products basically international brands like Louis
Phillip, Black Berry, Police, DKNY, Ferrari, etc. Shoppers‗Stopaims to position itself as a

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global retailer. The company intends to bring the world‗s best retail
technology, retail practices and sales to India. Currently, they are adding 4 to 5 new stores
every year
Types of Retail Outlets:
Shopper‗s Stop is known as multi-Brand retail outlet because of their verity of Products.
They offer various products like apparels, Accessories, Toys, Fragrances, Beauty
Products, Travelling products, Home Appliances, etc.
They offer various products like Apparels, Fragrance & Beauty, Home & Travel, Gift ideas.
Under this they have different Categories, Brands and Styles to offer customers. They have
many other showrooms of Shopper‗s Stop in Delhi and NCR, so we can say that they have
long chain of retail outlets. They also offer online purchasing which means that they are using
new technology to increase their sales.
Brands Offered:
Shoppers Stop retails products of domestic and international brands such as Louis
Philippe, Pepe, Arrow, BIBA, Gini&Jony, Carbon, Corelle, Magppie, Nike, Reebok,
LEGO, and Mattel. Shoppers Stop retails merchandise under its own labels, such as
STOP, Kashish, LIFE and VettorioFratini, EllizaDonatein, Acropolis etc. The company
also licensees for Austin Reed (London), an international brand, who‗s mens‗ and
womens‗ outerwear are retailed in India exclusively through the chain.
APPARELS
ArrowOrlyLee
PepeKillerLee Cooper
Levice CaliberStop
BlackberriesZodiac Van Heusen
ScullersLifeProvouge
GivoLouis PhillipiePark Avenue Parx
SpykarAllen SollyWills

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JewelleryMusicHair Styling
 Facet  Planet M Habbibs
 Carbon  Music World
 Sparkles
 Tanishq FQ Home DécorBooks
 SwaroskiYaminiCrossword
 Gili Four Seasons
 Oyzsterbay Viva
 Sarvoski Welspun
 Estelle Borosil
Corning Ware
Pedrini
Pyren
FragrancesShoes
Christian Dior  Lee Cooper
Ysl Red Tape
Davidoff  Picasso
Joop Stop
Diesel  Life
Lancaster
NicosWatches
Jil Sander Casio
Calvin KleinEsprit
BoucheronFossil
Police Titan
J'delPozoSunglasses
Myrurgia
Etienne AigerRay Ban
Xm

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Promotional Strategy followed by Shoppers’ Stop
Discounts and brand promotion
January Promotion:

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

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February Promotion: 










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March Promotion:



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April Promotion:

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May Promotion:
Mother's Day is just around the corner. What will you gift your mother?
Shoppers’ Stop with “RaginiDwivedi”
All you fashion lovers around Soul Space Arena in Mahadevapura have a reason to celebrate.
We have just launch our 8th store in Bengaluru! Check out the beautiful RaginiDwivedi& our
Managing Director Mr GovindShrikhandeinaugurating the store launch.

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Shoppers’ stop trough internet

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Section 6: CUSTOMER SURVEY
Survey Methodology
A survey was conducted, consisting of a sample of randomly selected people, in the age
group of 18-35. This survey aims to find out how Central and Shoppers StopPromote their
products and services. A copy of the customer survey is attached in theAnnexure
Characteristics of visit:
The respondents were first asked to describe the characteristics of a typical visit to ashopping
centre. This includes their choice of shopping centre, frequency of visits, time & moneyspent
on a single visit, average group size and influential factors affecting their choice.
Comparative Rating:
The survey also asked the customers to rate the following parameters on a scale of 1-5
(1being the most prefer, 5 being the less prefer), for both Central and Shoppers stop:

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ANALYSIS OF THE SURVEY
The Graph – 1 shows whichshopping centre the respondents usually preferred to
visit.Although this is not a true indicator of market share, it gives us some idea or
thecloseness in which both companies operate. They both received an equal preference inthe
survey, with 44% of the respondents choosing Central and the 44%of the respondents
choosing Shoppers Stops and remaining 12% choosing other, indicating there is no clear
winner in terms of actual visits tothe shopping centre.
2. Why you Visit Central ?
The Graph – 2 shows promotion and product is first priority for the customers according to
survey 46% respondents prefers promotion and 45% like product as well remaining 5% and
6% prefers price and store ambiance.

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The Graph – 3 shows gift voucher and discount is first and second priority for the customers
according to survey 45% respondents prefers gift voucher and 36% prefer discounts and
remaining 10% for both loyalty program and other.
The Graph – 4 shows central promotional schemes get by customers through internet and
newspaper as well according to survey 61% customers get through internet and 35% through
newspapers.
The Graph – 5 shows the 46% customers prefer the sale which is offer by shopping centres
and 29% customers prefer discount as well.

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The Graph – 6 shows the 48% customers think gift voucher redemption process is
complicated and apart from this 52% customer think it‘s easy to redeem.
7.Rate the following:-
Givt Voucher at Central
Givt Voucher at Shoppres Stop
The Graph shows the 49% customers preferred gift voucher at central and 31% most
preferred, at shoppers stop 47% preferred and 33% most preferred the conclusion is the
customer preferred the gift voucher at shoppers stop.
Loyalty Program at Central

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Loyalty Program at Shoppers Stop
The Graph shows the 6% customers preferred loyalty program at central and 75% most
preferred, at shoppers stop 58% preferred and 25% most preferred the conclusion is the
customer preferred the loyalty program at shoppers stop.
Discount at Central
Discount at Shoppers Stop

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The Graph shows the 49% customers preferred discount at central and 43% most preferred, at
shoppers stop 43% preferred and 30% most preferred the conclusion is the customer
preferred the discount at central.
Sale at Central
Sale at Shoppers Stop
The Graph shows the 44% customers preferred gift saleat central and 49% most preferred, at
shoppers stop 43% preferred and 36% most preferred the conclusion is the customer
preferred the sale at central.

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The Graph – 8 shows most of respondents (72%) think discount is more beneficial and 45%
customer think gift voucher is more beneficial the conclusion is that discount is more
beneficial.
The Graph – 9 shows 88% respondents like thecash voucher and 12% like the gift voucher
the conclusion is that cash voucher is beneficial for the customers.
The Graph – 10 shows most of respondents think shoppers stop‘s redemption process is more
easy than central according to response 60% respondents think shoppers stop redemption
process is easy.

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RECOMMENDATION & SUGGESTIONS
My first recommendation for Central is to provide the value of gift voucher in
payback card or provide another card for gift voucher only to redeem easily.
Customers are not happy with the gift voucher redemption process and payback card
as well so as per my opinion try to automated system to redeem.
My second recommendation is that Proper dress code at Customer Service Desk
(CSD)to improve brand image of the central.
My third recommendation is that Central would do better to provide promotional
space for its partners with the use of clever collaborations, and not printed
advertisements and posters everywhere.
My fourth recommendation is that Central gift voucher should be converted to cash
voucher.

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References:-
http://www.futuregroup.in
http://www.shoppersstop.com
http://www.facebook.com/centralandme?ref=ts&fref=ts
http://www.facebook.com/shoppersstopindia?ref=ts&fref=ts

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ANNEXURE
Primary Questionnaire 1:
Promotions:
a. What is the media and mode of advertising?
b. What kind of advertising campaign and sponsorships do you carry out?
c. What are your P.R. activities?
d. What kind of sales promotion activities do you carry out?
e. Do you have any promotional collaboration with external organizations?
Positioning:
a. What is your target market & consumer profile?
b. How have you positioned your brand image?
c. In what way have you positioned the following, to appeal to yourtarget market and sync
with your brand image.

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Primary Questionnaire 2:
QUESTIONNAIRE
Comparative Analysis of Promotional Strategy of Central and Shoppers Stop
Name: *
Age: *
Profession: *
Sex: *
1. Which Shopping centre You Usually Visit? *
A. Central
B. Shoppers Stop
D. Other
2. Why You Visit?
Mark only one oval per row.
promotion product Price store ambience
shoppers stop
Central
3. What drives you to Central in Particular? *
A. Gift Voucher
B. Loyalty Program

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C. Discounts
D. Other
4. How do you get to know about Central Promotional Schemes? *
A. Newspapers
B. Internet
C. Radio
D. T.V
5. Which schemes do you like the most? *
A. Gift Voucher
B. Loyalty Program
C. Discounts
D. Sale
6. What do you think about gift voucher redemption process? *
A. Complicated
B. Easy
7. Rate the following: *
A. Gift Voucher
Most
Preferred
Preferred Neutral
Less
Preferred
Least
Preferred
Central
Shoppers Stop

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B. Loyalty Program
Most
Preferred
Preferred Neutral
Less
Preferred
Least
Preferred
Central
Shoppers Stop
C. Discount
Most
Preferred
Preferred Neutral
Less
Preferred
Least
Preferred
Central
Shoppers Stop
D. Sale
Most
Preferred
Preferred Neutral
Less
Preferred
Least
Preferred
Central
Shoppers Stop
8. Which according to you is more beneficial? *
A. Gift Voucher
B. Discounts
9. Which kinds of vouchers you like the most? *
A. Cash Voucher
B. Gift Voucher
10. Which Shopping Centres Term and Conditions on gift vouchers is easier to
redeem? *
A. Central
B. ShoppersSto

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