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CASE STUDY
llM - KOZHlKODE
RETAlL
SHOPPERS STOP
"Bus|ness Growth Strategy for Shoppers Stop
Exc|us|ve (Pr|vate| Labe|s |n the Menswear Category"
About TheBus|ness
About TheMenswear Category
Project Object|ve
Expected Methodo|ogy
The Prem|um Department Reta|| space cons|sts of p|ayers ||ke ||festy|e |S}, Oentra|, Panta|oons and
Shoppers StopSS} w|th a tota| reta|| bus|ness |n the range of Rs 3500 crores +
Each of these p|ayers has a M|x of Externa| Brands and Pr|vate |abe| brands. The m|x |n the case of SS and
||festy|e |s the range of 88%:22%. The m|x for Panta|oons and Oentra| |s re|at|ve|y more b|ased towards
Pr|vate |abe|.
Pr|vate |abe|s are character|zed by s|gn|f|cant|y h|gher Marg|ns than Externa| Brands eg SS has a Pvt |abe|
marg|n of 50 % + compared to a Externa| Brand marg|n of 33% th|s gap |s s|m||ar to other Prem|um
Department Stores}.
Of the tota| Pr|vate |abe| bus|ness of SS, Menswear contr|butes to approx 30 %. Th|s category has had
s|gn|f|cant|y s|ower growth than Women`s Pr|vate |abe|, wh|ch |s |arger andgrow|ng faster.
The key Pvt |abe| Brands w|th|n SSa|ong-w|th Menswear Turnover are :-
STOPT/o 30 cr}
||fe T/o 10 cr}
vettor|o Frat|n| 10 cr}
Aust|n Reed8 cr}
lJeanswear 10 cr}
Mar|o Zegnot| 10 cr}
The key product categor|es under MensWear Pr|vate |abe| are Mens Forma| Sh|rts / trousers / B|azers},
Mens Oasua|s Tsh|rts / Den|ms}, Mens Accessor|es Socks, Handkerch|efs etc}.
The lntended Target / Pos|t|on that the STOPbrand |s try|ng to occupy |s Fam||y brand, 25 - 45 age, O|ass|c
yet contemporary merchand|se, M|d pr|ce". The va|ues that Brand |s try|ng to project are Honest, Pract|ca|,
va|ue for Money"
The lntended Target / Pos|t|on that the ||fe brand |s try|ng to occupy |s Young, Fun, Oo|orfu|". The va|ues
that the Brand |s try|ng to project are Youthfu|, Trendy, Fun, Env|ronment consc|ous". Has taken on
env|ronment |ssues ||ke Th|nk Green".
Bus|ness Growth Strategy for Growth of Pr|vate |abe|s of Shoppers Stop - Focus on|y on the two Power Brands
STOPand||fe" :-
We wou|d||ke spec|f|c recommendat|ons on the act|ons that we shou|dtake dr|ve bus|ness |n the Menswear
segment for the STOPand||fe brands.
These recommendat|ons wou|d need to be based on a Oomprehens|ve Benchmark|ng of Pr|vate |abe|s
w|th reference to Product, Pr|ce, Pos|t|on|ng, Promot|on & P|ace lnstore |ocat|on} .
Scan Product Merchand|se n|verse for Menswear both Externa| Brands and Pr|vate |abe|s} and use th|s
as an lnput to evo|ve Merchand|se strategy. Do extens|ve benchmark|ng of compet|t|on merchand|se by
conduct|ng store v|s|ts.
nderstand Oonsumer Percept|ons of these Brands & |abe|s thru One-on-One contacts or Focus Group
D|scuss|ons amongst d|fferent TG`s. Oheck whether the SS lntended Target / Pos|t|on / va|ues |s actua||y
resonatedby the consumer.
Wardrobe aud|t of Oustomers to understandcategor|es / share nderstand consumer Benef|t segments
w|th|n Menswear andest|mate s|ze for each of these.
Scan strategy of Externa| / Pvt |abe|s anduse as |nput for SSstrategy creat|on
Scan lnternat|ona| reta||ers eg Macy`s, Debenhams etc} thru the lnternet and eva|uate the|r Pr|vate |abe|
strateg|es
Benchmark |oya|ty Programs on Pr|vate |abe| of SSandcompet|t|on
Oomprehens|ve Oompet|t|ve Benchmark|ng around:
Merchand|se Offer|ng w|th Gaps |f any}
Segments w|th s|z|ng} w|th|n menswear - Gaps / opportun|t|es
Oonsumer Percept|ons of Externa| / Pvt |abe| Brands
Basis the above Strategy Recommendations tolncrease Business Size
Breadth & Depth of Oompet|t|ve Benchmark|ng andthereby Opportun|ty ldent|f|cat|on
Depth of understand|ng Oonsumer Percept|ons of Brands
Segmentat|on basedon Key Oonsumer lns|ghts
Re|evance : Pract|ca| Feas|b|||ty of Recommendat|ons
nderstandlmpact vs Oost of Recommendat|ons
Expected Output
Success Cr|ter|a
Mentors W|th|nTheOrgan|zat|on
V|nay Bhat|a - Customer Care Assoc|ate, V|ce Pres|dent Market|ng & Loya|ty
Ema||: v|nay.bhat|a@shoppersstop.com
Rajat Mathur - Customer Care Assoc|ate & DGM Market|ng
Ema||: rajat.mathur@shoppersstop.com