1. Comparison Between
Wills Lifestyle and Shoppers Stop
Submitted by -
Manu Singh(69)
Punit Singh(77)
Ravi(82)
Rishab Kholi(83)
Ritu Sangwan(84)
Surbhi Gupta(106)
Prabhjot Singh(126)
Piyush Sharma(128)

2. Shoppers Stop: Introduction
1. The foundation of Shoppers' Stop was laid on October
27, 1991 by the K.Raheja group of companies.
2. 28 retail outlets across the country and is planning to spread
its wings with futuristic expansion plans to meet the challenges
of the retail industry.
3. With a Gross Retail Turnover of Rs. 8996 million, Shopper‟s
Stop has become the highest benchmark for the Indian Retail
Industry.
4. Has progressed from a single brand shop to a Fashion&
Lifestyle store for the families.

3. 5.Is the country's largest chain of Department Stores.
6.International and domestic brands across categories such
as apparel, accessories, cosmetics, home & kitchenware as
also its own exclusive brands.
7.Home Stop is the first-of-its-kind premium home concept
store at Bengaluru, Mumbai and New Delhi, offering a wide
range of products.

4. Shoppers 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.

5. Shoppers Stop: Awards
• Shoppers Stop Ltd has been awarded
“The Emerging Market Retailer of the Year Award”
--World Retail Congress at Barcelona, on April
10, 2008
• Shoppers Stop is listed on the BSE.
• The only retailer from India to become a member of the
prestigious Intercontinental Group of Departmental Stores
(IGDS).
• "Most admired Fashion Retail Destination of the Year”
--Images Fashion Forum -Jan 2009

6. • Most Admired Retailer of the Year
(Customer Relations) --Shoppers Stop.
--IRF 2009 -Sep 2009
• "Best Visual Merchandising"
--VMRD Retail Design Award  July 2009
• "Retailer of the Year -Fashion & Lifestyle"
--Asia Retail Congress -Feb 2009

7. Re-Positioning
EARLIER N0W

8. • On April 24, 2008, one of India's oldest retail chains
Shopper's Stop Ltd unveiled its new logo as a part of its
re-branding strategy.
• In a bid to reposition itself as a 'bridge to luxury store as
opposed to its earlier image of a premium retailer
• Commenting on the change, B.S. Nagesh, Customer Care
Associate and Managing Director, Shopper's
Stop, said, "Change is essential. Our consumers are
changing, their preferences are constantly evolving. They are
getting younger. Shopper's Stop came up with several
initiatives -it planned to increase per store area from around
40,000-45,000 sq. feet to75,000-85,000 sq. feet

9. S.W.O.T Analysis
•STRENGTH:
--Oldest
-- Financial conditions
-- loyal customer base of over 782000* First citizen
members
•WEEKNESS:
--Less number of outlets

10. •OPPORTUNITY:
--Changing taste of young generation
--Preferred partners for foreign player.
•THREAT:
--Competitors like Globus, Lifestyle, Westside.

11. Shoppers Stop: Place
• North
-Delhi-Ansal Plaza
-Gurgaon -Metropolitian Mall
-Jaipur -Malviya Nagar
-Lucknow -Gomti Nagar
• South
-Bangalore -BannerghattaRoad
-Banglore -Garuda Mall
-Chennai -Chetpet
-Hyderabad -Begumpet
• East
-Kolkata -Forum Mall
-Kolkata -Salt Lake City

12. Shoppers Stop: Product Mix
• MEN
-Mens apparel
-Mens accessories
-Mens footwear
• WOMEN
-Womens apparel
-Womens accessories
-Womens footwear
• KIDS
-Mother care
-Toys
-Watches

13. Shoppers Stop: Price
• Shoppers Stop follows Premium Pricing Strategy that
includes selling of High Quality Products at a High Price.
• Shoppers stop caters to different segments of the
consumers.
• Mens apparel
--The range of mens clothing starts from Rs.500 being the
lowest to nearly Rs.6000 highest.

14. • Womens apparel
--The range of womens clothing starts from Rs400 to to Rs
10000.
• Mens accessories like sunglasses, belts, watches, shoes
etc ranges from Rs1000 to Rs20000.
• Womens accessories
like sunglasses, watches, belts, sandals, earrings etc has the
price range of Rs 2000 to Rs 40000.
• In the kids section prices of toys and other accessories
ranges from Rs 100 to Rs 5000.
• In the cosmetics section there are products like
deodorants, skincare cosmetic, make-up stuff. Their price
ranges from Rs 200 to Rs2000.

15. Shoppers Stop: Promotion
• Denim festival
• Customer Care association
• First Citizen Card
• Surprise Sale
• Valentine Sale

16. Shoppers Stop: People
• Front-line staff will have a direct impact on
perceptions.
• Grey black uniform to suit with the Shops interiors.
• Good personality to attract the customers inside
the shop.
• Friendly nature.

17. Shoppers Stop: Productivity
and Quality
• Improving productivity is a requisite in cost management
• Quality as defined by the customer, is essential for a
service to differentiate itself from other providers
• SS store has all international brands and all well-to-do, high
quality Indian brands
• It is possible for SS to provide best of the quality

19. WILLS
LIFESTYLE

20. INTRODUCTION
• Over the last five years, ITC's Lifestyle Retailing Business
Division has established a nationwide retailing presence
through its Wills Lifestyle chain of exclusive specialty stores.
• Beginning with its initial offering of Wills Sport relaxed
wear, it has expanded its basket of offerings with Wills Classic
formal wear, Wills Club life evening wear and a tempting range
of Designer accessories.
• With a distinctive presence across segments at the premium
end, ITC has also established John Players as a brand that
offers a complete fashion wardrobe to the youth segment.

21. • Wills Lifestyle chain of exclusive specialty stores. Wills
Lifestyle, the fashion destination, offers a tempting choice of
Wills Classic work wear, Wills Sport relaxed wear, Wills Club
life evening wear.
• Fashion accessories and Essenza Di Wills – an exclusive
range of fine fragrances and bath & body care products for
men and women. Wills Lifestyle has also introduced Wills
Signature designer wear, designed by the leading designers of
the country.
• Wills Lifestyle has been established as a chain of exclusive
specialty stores providing the Indian consumer a truly
'International Shopping Experience'

22. Corporate Profile
• Vision:
Sustain ITC's position as one of India's most valuable
corporations through world class performance, creating growing
value for the Indian economy and the Company‟s stakeholders.
• Mission:
To enhance the wealth generating capability of the enterprise in
a globalising environment, delivering superior and sustainable
stakeholder value.

23. WILL LIFESTYLE :- Strategy
• With its brands, ITC aspires to build a dominant presence in
the apparel market through a robust portfolio of offerings.
• Wills Lifestyle has been established as a chain of exclusive
specialty stores providing the consumer a truly 'International
Shopping Experience' through world-class ambience, customer
facilitation and clearly differentiated product presentation.
• To enhance product availability through expansion of “Wills
Lifestyle” chain of exclusive stores in high potential catchment
malls. The brand is now available in over 150 locations through
„exclusive brand outlets‟ (EBOs) and „shop-in-shops‟.

24. Achievements & Awards
 Retailer of the Year Award at Asia Retail Congress 2008.
 Top 5 Luxury brands in the country in a Global Luxury
Survey conducted by TIME Magazine.
 2004: Rising Star Brand of the Year - John Players.
 2003: Most Admired Exclusive Brand Retail Chain of the
Year - Wills Lifestyle.
 2002 : Most Admired Women's Wear Brand of the Year -
Wills Sport.
 2001 :The Most Admired Exclusive Brand Retail Chain of
the Year - Wills Lifestyle.

25. WILLS LIFESTYLE:DISPLAY
• Clarity of thought : The display is very clear & tells that the
main merchandise on display are apparels and accessories for
teenagers & women.
• Creativity : The entire display gives a very homely touch & is
very attractive being for the season.
• Effectiveness : The colors being used are bright colors like
blue and red signifying cool, excited, stimulated and powerful
environment.
Why did it work : The display gives an aesthetic touch and a
homely environment. The display gives a feeling to the
customer that they can also avail the same comfort and
calmness by acquiring these merchandises.

26. WILL LIFESTYLE:-PLACES
1. CHENNAI
2. CHANDIGARH
3. HYDERABAD
4. JAIPUR
5. JAMMU
6. KOLKATA
7. LUCKNOW
8. MUMBAI
9. NEW DELHI
10. VISHAKHAPATNAM

27. WILLS LIFESTYLE :
COLLECTION
•Designer wear
•Formal wear
•Relaxed wear
•Club wear
•Accessories
•Personal care

28. S.W.O.T ANALYSIS
Strength
1. A strong management market leader across various sectors.
2. Brand is famous globally for its products and diversified
portfolio.
3. Shopping convenience for people and family shopping
option all under one roof.
4. Customer loyalty schemes with membership given to
customers and given special preference.
5. Technology intensive company.

29. Weakness
1. Has not yet captured the complete market; quite a lot of
segments need to be captured.
2. Despite high brand recall, the brand is subject to high
brand switching as lots of other brands to choose from
Opportunity
1. Entering the rural retailing segment.
2. Advantages due to location.
3. Expansion in the online space with e-retailing.

30. Threats
1.Shopping culture changing with people preferring online
shopping.
2. Less differentiation in the malls as other brands is also
setting up their shops.
3. Poor inventory and stock availability measure.

31. Wills Lifestyle : Promotion
• Give vouchers to their customers.
• Season collections
• Festive collections
• Sponsor local/national teams.
• Create their websites and exhibit.

33. Comparison Between Shoppers Stop & Wills Lifestyle
Attributes Shoppers Stop Wills Lifestyle
Credit Cards - -
Accepted
woolen clothes Yes Yes
Inner Wear Yes No
Brand Citizen -
Casual, Designer label, Dress Materials, Ethnic
Casual, Designer label,
wear, Fabrics, Formal, Indian,, Nightwear,
Type Formal, Sportswear,
Outdoor/Adventure wear, Party wear, Sportswear,
Western
Suiting & Shirting, Traditional, Western
Uniforms Yes No
Cufflinks, Handkerchieves, Leather Belts, Neck
Accessories -
Ties, Scarves, Shawls, Socks, Wallets
Boy's, Girl's, Men's,
Gender Kid's, Men's, Women's
Women's
Brand High Design, Mustang Jeans, Zapp Wills Lifestyle
Boutique No Yes