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INDEX
Sr.

Topic Name

No.
1.
2.
3.
4.

Introduction
Company Profile.
Theoretical Background
Data presentation, Data

5.
6.

interpretation
Findings and Suggestions
Annexure

Analysis

and

Questionnaire
Bibliography

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INTRODUCTIONRetailing includes all the activities involved in selling goods or

services directly to final consumers. A retailer is any business
enterprise whose sales volume comes primarily form retailing.
Definition of retailing.:
Any business that directs its marketing efforts to dissatisfying
the final consumer based upon the organization of selling
goods & services as a means of distribution.
Any

bus

selling

to

final

consumers-

whether

it

is

manufacturer wholesaler, or retailer is doing retailing. It is not

important that how the goods o services are sold (by person,
mail, telephone or internet) or where they are sold (in a store,
on the street, or in the consumer home).
The concept assumed with in this definition that, the final
consumer within the distribution chain is a key Concept here as
retailers are at the end of the chain and are involved in a direct
interface with the customers.
Retailers are often referential to as middlemen or
intermediaries this suggests the occupy a middle position
receiving and passing on products from producers and wholes
alerts to customers.
The increasing importance of the retail sectors reflected
in its contribution to GDP. In 199, the UK retail sector
accounted for about 10% of GDP, thus very is linked to
retailing.
Customer today can shop for goods and services in a
wide variety of retail shop. The restore retailers, non- store
retailers and retail organizations the in creasing size of
retailers and intensifying rates of competition in the markets in

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which the yare operating has led retailers to search for new
ways in which to grow their business.
Objectives of study:
1. To do study of selves promotion activities in shoppers
stop
2. To improve in the sales promotional activities, to
3. To see that which is activities beneficial to increase in
sales.
4. Explain various sales promotion activities,
5. Specific goals should be sell, perhaps that sales will
increase by specific department.
6. To achieve the largest through sales promotion
7. Increase in marketing of the store.
8. To create purchase action n customer through sales
promotion activities.
9. To improve loyalty of shoppers stop.
10.

To change the perception of the customer for

increasing sales.
11.

To create awareness in the mind of customers about

products& services.
12.

To change customers attitudes.

13.

The increase in sales and profit, or improvement is

an arenas, base upon he comparing.

14.

To attract customer for purchase in the store..

15.

Build grater customer loyalty and retention

16.

Improve the image and competitive position of the

store in relation to the computers.

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Methodology
Methodology means to collect information for
research. this information collect from primary and secondary
data. This is explain detail in belowCollection of primary data:
Observation method
Interview method.
Questionnaires.
Other methods,
Collection of secondary data.

Internal sources of secondary

data

Accounting records

Miscellaneous report.

External sources of secondary

data

Publications

Services

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SCOPE OF THE STUDY

1. Retailing is not only an integral part of our economic
starchier but also shapes, and is shaped by, our way
of life.
2. Retailing

was

seen as

having

smaller and

significantly les important role than other industries

such as manufacturing.
3. The annual turnovers achieved by retailers are
comparable with the largest companies in other
service industries.
4. The increasing importance of the retail sector is
reflected in its contribution to GDP.
5. The retail businesses become more sophisticated
and hence turnover and profit are more visible.
6. Retail industry playa major role in society for
employment.
7. Retailers are becoming increasing important in their
roles gatekeepers within the channel of distribution.
8. Increasingly

retailers

are

also

expanding

their

businesses internationally
9. Retailers diversifying their activities.

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LIMITATIONS:
2) Time is very low for study project.
3) Do not available financial data for create a project repost.
4) Do not get assistance from employees.
5) Do not get a response from customers

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INTRODUCTION
Shoppers Stop Ltd. was formed in 1991 by the
Raheja Corp group at companies one of the largest players in
the country in the business at real estate development and
hospitality. Shoppers Stop Ltd is promoted by k. Raheja Corp.
(C.L.

Raheja

group)

founded

in

1956.

The

group

has

successfully ventured into the area of Real Estate, Hospitality

and Retailing. The Retail business in professionally managed
with directional input from the family.
Today Shoppers Stop has acquired the status of a pioneer
in organize retailing in the country. It has a very strong national
presence and is also well connected with the in International
Retail scene. It is the only department store chain in India to be
a member of IGDS (International Group of Department Stores)
where only the best store of each country gets on opportunity
to be a privileged member. Shoppers Stop plans to become a
49-store company by 2010. With a total retail selling space of
over 3.6 million square feet.

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VISION
To Be a Global Retailer In India and Maintain Its
No.1 Position In the Indian Market in The Department
store category.
MISSION STATEMENT
Nothing But The Best.
SSL will provide the Best value in terms of products and
services. And adopt Best process for Stakeholders without
compromise.

There

by

Matching

Global

Standards

of

performance.
SERVICE VISION STATEMENT
Shoppers Stop will constantly discover ways to
delight customers to build trust and loyalty.

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VALUES
We will not take what is not ours
S.S.L. strives to create systems and a culture that ensures
integrity at all levels of the organization.
The obligation to dissent
SSL will provide a workspace that offers freedom and security
to express a point of view on a decision or action perceived to
be incorrect or detrimental to the best interests of any
stakeholder.
We will have an environment conducive to
openness
SSL will have an environment enabling transparency in
communication, intent and actions, there by building trust of
customers, employees, shareholders and business associates.
We will have an environment for innovation
SSL will encourage and foster an environment supportive to
new ideas, there by creating progress and momentum for
change the right direction.
We will have an environment for development
SSL will recognize and support the individuals need for growth
through constant input, direction and opportunities, with
respect to both employees and business associates.

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We will have a willingness to apologize and

forgive
SSL will create an environment that is developmental rather
than punitive by building accountability and responsibility for
actions and a willingness to acknowledge and learn from
mistakes.
We will respect our customers rights
SSL will at all times, be focused on understanding and then
fulfilling the expectations of the customer. By definition, the
customer is anyone who interacts with them, i.e. customer,
supplier,

owner,

employee,

shareholder

and

business

associate.
We will create an environment of trust
SSL will continually create systems and structures, and
encourage behavior that allows people to trust each other.
We will be fair
SSL will at all times, treat employees, customers and business
associate equally and impartially.
We will be socially responsible
SSL will at all times, as individuals and as an organization,
ensure that the effects of its actions on society are beneficial
or nor detrimental.

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THE SHOPPERS STOP CHRONICLE

October 1991: - Shoppers Stop was launched as a mens
ready to wear garment store in Andheri, Mumbai.
May 1993: - A separate division for children was started on
the third floor with merchandise for girls, boys and infants.
December 1993: - S.S.L. co hosted a carnival with all four
Disney characters: Mickey, Mini, Donald and goofy in their first
joint appearance in India. The event attracted about 31,000
Customers.
April 1994: - 3 rd April 1994 saw the launch of their in house
brand of merchandise STOP
October 1995: - The second store of Shoppers Stop with an
area of 38,000 sq. ft was opened in Bangalore.
August

1997:-

Parikrama

(a

Sanskrit

word

meaning

undertaking a complete circle of sacred objects) was launched.

In SSL this is an annual event, which celebrates Indian
traditions and culture.
June 1998: In S.S.L. was awarded the prestigious IGDS
Membership.

It

was

the

turn

of

technology

next.

ERP

(Enterprise Resource Planning) package J.D. Armstrong was

launched.
September 1999:- The smallest store of Shoppers Stop Ltd.
Of 19,000 sq ft. was opened in Jaipur. It was inaugurated by a
Grammy award winner
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Pt. Vishwa Mohan Bhat.

April 2000:- CROSSWORD the renowned retail chain of
bookstores became part of Shoppers Stop Ltd.
August 2000: - S.S.L. opened the 6 th store in our chain at
Chennai.
May 2001:- S.S.L. opened a new store at Pune on May 20 th
2001. A Kargil hero honored them by cutting the ribbon.
October 2001:- The event 7 wonder was launched. A
promotion where lucky draw winners were flown to the 7
wonders of the world. This event saw look- alkies of famous
personalities walking the roads of cities and their stores
depicting the look of 7 wonders of the world.
March 2003: - S.S.L. ventured into Kolkata, the capital of West
Bengal, the land of the intellectuals and set up their first store
on Elegin Road.
June 2005:-S.S.L. opened out 20th store in the chain at shipra
Ghaziabad. It is strategically located to cater to residents of
Noida,

Ghaziabad

and

East

Delhi.

The

store

measures

approximately 39000 sq. ft. (Carpet Area) and is spread over

two floors. The faade is in a classical style with a combination
of arches & minarets.
December 2005:- S.S.L. 1st specially home store Home Stop
was opened in Bangalore with great fanfare.

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April 2006:- Launch of mother care at the Juju & Bandra

Stores. Mother care is the leading specialist retailer for
mothers- to be and parents of young children.
May 2006:- Launch of Hypermarket. The product offering
includes fresh fruits and vegetables, groceries, apparels,
electronic appliances etc all under one roof.
September 2006:- Launch of the second Home stop at Malad
Mumbai with displays of bedrooms, living rooms, a modular
kitchen and a centre podium to exhibit lifestyle displays in a
live atmosphere.
December 2006:- Launch of S.S.L. first store in the city of
Nawabs, Lucknow
January 2007:- Shoppers Stop Limited forays into airport
retailing through a joint venture with the Nuance Group AG of
Switzerland, which is the worlds leading airport retailer. The
company has bagged concessions for retail operations at the
Terminal 1 B Departure of the Mumbai Domestic Airport and
the

Greenfield

Bangalore

International

Airport

for

both

domestic and international terminals.

February 2007:- Shoppers Stop Ltd. And hyper city Retail
India Pvt. Ltd. Sign a Memorandum of Understanding to enter
into a franchise arrangement for the ARGOS formats of
catalogue and Internet retailing with Home Retail Group. Home
Retail Group is UKs leading home and general merchandise
retailer with sales of over 5.5 billion in the last financial year.

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UNIT STRUCTURE (ORGANIZATION CHART)

Customers
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Store Directory / products

G

Ground Floor

Cash Assistant
Executive
A/C

Cosmetics & Perfumes

Fine & Fashion Jewelry
Electronics & personal Accessories
Ladies Bag + Footwear
Salwar Kurtas & Dupattas
Mix n Match
Lingerie & Nightwear
Design it your self
Kitchen Bath Linen Ped Linen
1

First Floor
Mother care
Ladies western wear
Denims
Mens Fashion Brand
First Citizen Lounge

Second Floor
Knits
Mens leather & Accessories
Mens Footwear
Mens casual & formal trousers
Mens Formals & semi formals
Mens suit & Jackets
Mens ethnic wear
Customer Service Desk
Mens undergarments

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Shopping hours
11.00 am to 8.30 p.m.
Product Categories
o Apparel
-

Formal and Semiformal

Causal and Sports wear (Mens & Womens)

Western & ethnic for women

Suits & jackets

Ethnic for men

Kids

o Non Apparel

BRANDS

Home

Leather Accessories

Personal Accessories

MAURITZ

MARIO ZEGNOTI

HAUTE CURRY

HERRA & ZEUS

ELLIZA DONATEIN

NIGHT WEAR

AUSTIN REED

KASBA

BIDA

ISHVARAH

JOLE CLOTHING

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EXCLUSIVE BRANDS.
-

STOP

KASHISH

HAUTE CURRY

STOP WORK WEAR

STOP NATURALS

STOP CLASSICS

INNER WEAR BRANDS

-

LOVABLE

TRIUMJPH

JOCKEY

ENAMOR

VANITFY FAIR

ELLIZA DONATEIN

SAREES BRANDS
-

KASHISH

SATYA PAUL

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THEORETICAL BACKGROUND
Introduction:
Sales promotion, along with advertising and promotion,
along with advertising and persona selling, is a wildly- used
basic tool in the marketing mix.
Sales prompting involves marketing activities, other
than personal selling, advertising. And publicity, that stimulate
consumer purchasing and dealer effectiveness.
Page 24
Under this definition, the activities involved turn out to be
a wide variety of promotional tools which seem- at first glanceto be related to each other only in a very loose fashion.
Sales promotion campaigns will add value to the product
because the incentives will generally not accompany the
product but typically be offered a as mail drops or as coupons
to be cut form newspaper. It is usual for a as temporary offer to
the customer in order to stimulate an immediate response for
example, free samples or money- off vouchers and of free sere
frequently used in sales promotions for brands or companies
which need to improve demand at captain periods
Sales promotion is often used in combination with other
promotional tools in order to supplement the overall effort.

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The most commonly employed sales promotion tools include in

Retail:
Types of sales promotion
Description
Point of purchase/point-of- Retailer
displays

for

the

sales.

window, floor & counter to

Contests

enhance impulse porches

Reinforcement of brand

or

outlet through competitions or

Sweepstakes

prizes
Similar to contest but winner

Coupons

chosen by chance.
Special
discounts
advertised

with

are
coupons

being cut out and redeemed

Frequent shoppers

as part of store purchase.

Customers are reward

by

points or stamps for repeat

purchase

or

total

amount

Prizes

spent.
Similar to frequent shopper

Gifts

programmers except retailer

Presents or gifts are given to
existing

customer

who

introduce new custom. Often

used by direct sales retailers
2 or the price of 1

such as tapes and CDs

Extra items of merchandise
added to pack free of charge

Branded giveaways

to increase sales.
Items such as pens calendars
shopping bags, elc, with the
retailers logo are given to

Samples

customers
Free samples

of

products,

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tastes,

smells

given

to

customers.
Merchandise item given free of

Premiums

charge or increase in store

Special events

visits or to encourage sale.

Fashion
shows,
autograph
sessions with celebrities, art
and craft exhibitions, school
holiday activities. Retail store
openings ore often linked to a
special event.

Importantly, all of these tools are almost always blended

in a mix that relies most one of the more basic promotional
elements- advertising or personal selling.
Retail

promotion

involves

complex

series

of

communications to inform the target groups of the retailers

and its offerings so as to increase demand and profits. There
are a number of promotional mix tools available to achieve this
such as advertising, sales promotion. Personal selling and
public relation.

Factors or sources of sales promoting

Factors of sales promotion help to increase in sales and
profit these factors are described below:
1. ADVERTISING
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2. PERSONAL SELLING
3. PUBLIC RELATION
4. SALES PROMOTION.
5. TELEPHONE MKTG.
1) ADVERTISING:
Advertising are the most widely used forms of promotion.
The term advertising includes any paid form of non-personal
communication through the media about a product the has
an identified sponsor. The media may include telephone
directories,

guides,

newspapers,

magazines,

radio,

television, direct mail or internet, web pages and billboard s,

advertising is normally associated with mass communication
where a broad target market is to be contacted
Advertising is used to achieve a whole range of objectives
that may include changing attitudes or buildings image as
well as achieving sales through advertising, the retailer will
make the potential customer aware of the store and its
range of offers. As part of the advertising communication
process, information has to be clearly transmitted so that it
can be decoded and comprehended properly
Advertising has the potential to affect a large number of
people simultaneously with a single message.

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Types of advertising
There are many different forms of advertising
1. Product advertising:
Product advertising is aimed a enticing people to
the store in order to consider specific merchandise.
Product advertising will feature the promotion of
merchandise that is new, exclusive, and superior in
aspics of quality and design as well as creating
awareness

of

complete

assortments

or

special

merchandise events.
2. Markdown event advertising
This is used to create some information excitement
about a special period of lour cost offers for
products.
3. Institutional advertising:
This type of advertising is used to sell the store or
shopping mall as a pleasing place to shop. the
communication emphasis is on the available range
of shops, ease of parking or other consumer
benefits.
4.window

displays:

window

opportunity to provide a

is

as

offer

major

distinctive image for a store,

to promote seasonal activities and merchandise, or to

create interest and capture the attention of the public.
Advertising Media:
Some

electronic

and

non-electronic

media

of

advertising are described below

1) Television
2) Cable television
3) Magazines
4) Radio
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5) Newspaper.
Personal Selling:
Personal selling is an attempt to gain benefit through
face-to face contract between the sellers representative
and

those

people

with

whom

the

seller

wants

to

communicate; this may be based upon sales coactivitystore.

The importance of personal selling differs among retail
businesses on the basis of the type of merchandise offered.
a retailer offering low risk, low price goods, which are
promoted, need only employ sales staff who can complete
the transaction and deal with minor requires.
The intention of personal selling is to:
1 obtains a sale: often customers enter the retail outlet
after acquiring information and the salesperson needs to
persuade them to purchase
2 stimulate sales of impulse buy purchases be bringing
attention to extra requirement.
3.completea successful transaction with the customer.
4 create good customer relations.
The rationale for personal selling as listed above, means
that there should never be a role conflict between whether
a sales person should be straightening and folding stock as
opposed

to

engaging

any

customer

entering

the

department in a conversation.

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Public Relations:
Public relations are non-personal communication, which
changes opining of achieve coverage in a mass medium,
which is not paid for by the soire. Public relations (pr) is
important not only in obtaining coverage, but also in
suppressing potentially bad coverage, a company which has
good lines with the media is more likely to have the
opportunely to stop news that could be damaging to a
company.
The main benefit of PR is that it capriole and enhance a
companys image. This is very important for service- based
companies that are reliant on a more tangible positive
image in order to be successful.
Benefits of obtaining good PR effort are
1) Help to build image of brand.
2) Help to develop favorable opinions by the drip effect
to the information provided,
3) Can generate increased sales.

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Public Relations Activities:

1) Media information releases.
2) Production

of PR materials (video, CDS, web

information etc)
3) PR events, media conference and newsworthy
stunts
4) In-house and customer magazines.
5) Sponsorship and donations,
PR activity can either be planned or unplanned, planned
activity means the retailer attempts to retain control over the
actively and news release. With unplanned activity the retailer
simply reacts in the most beneficial way to the change of some
publicity or to suppress a negative news item.
4 sales promotions:
Sales

promotion

involves

any

paid

non-

personal

marketing communication activity, other than advertising,

which offers on incentive to induce a desired result from
potential customers, trade intermediaries, or the sales fore.
Sales promotion is often used in combination with other
promotional tools in order to supplement the overall effort.
However, it has to be remembered that it is sometimes difficult
to terminate or change special promotions without causing
adverse effects.
Sales promotion involves marketing activities, other than
personal selling advertising and publicity, than stimulate
consumer purchasing.

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Telephone marketing
Telephone marketing is coning of age in the 1980s because of
the ever-increasing cost of marketing and selling products and
services in the more traditional ways.

Telephone marketing

saver the time and money. It also helps to direct contact with
customer.
Retail organization keeps record of every permanent customer
by the became a member of organization. And shoppers stop
keep a or retail organization keep a s record of non-member
through the KYBC form. KYBC MEANS (KNOW YOUR BIG
CUSTOMER) it means that a customer which is purchase
worths. 4000 and above, that customers record keep by
shoppers stop in detail such as first citizen no, contact no
transaction, no and amount .
Shoppers

stop

Ltd,

contact

type

of

customer

through

telephone.
E-mail marketing/ internet marketing:
e-mail marketing or internet marketing also used for
increasing

sales

in

shoppers

stop

it

is

also

as

sales

promotional activities .
e-mail marketing or internet marketing means a shoppers stop
ltd contact with the customer on internet, for saying various
schemes, offers of shoppers stop. Shoppers stop also keep email address of member and non-member of the organization
and permanent customer.

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OTHER

IMPORTANT

PROMOTIONAL

TOOLS

ACTIVATES
1 ensures maximum product exposure.
2 provide displays, which enhance product appearance and
create interest.
3

provide sales and product information such as display

cards and posters.

Conclusion
These are the sales promotion activating help to increase sales
of shoppers stop. S.S.L. also take help of these activities for
increase sales and profit.

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1. A Diagram of customers visit to shoppers stop in a year

The above diagram indicates that most 40% customer visit a

10 times in the year to shoppers stop. 30% customer visits a
20 times 20% visit a 30 times and the 30% times and purposes
someone in the shoppers stop.
The above diagram indicates that most of the customers visit
to shoppers stop for purchasing.

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2. A Diagram of what customer buys from shoppers stop?

The above diagram indicates that most of the customers

brought from Mens Wear because above diagram
show the highest rate 45% customers visit to Mens
Wear. And less of customer brought from Mother care
department

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3. A Diagram of experience of the customer with shoppers

stop

Above the diagram

shows that 60% customers

experience is good and 15% is better and 15% is

excellent. and 10% is other.

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4. A diagram of to know various schemes to customers

Above the diagram shows that 55% customers no

information about various schemes of shoppers stop and
45% customers have a information about various
schemes of shopper stop.
It means that most of the customers long away
from various schemes of shoppers stop

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5. A diagram of an ability of employees help to customer

The above diagrams shows that satisfaction of the

customers by the employees of shoppers stop .it means
that according to survey 75% customers opinion that
employee of shopper stop able to help to the customers
and only 25% employees are not able to help customers.
this diagram also indicate about the service of the staff .

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6. The diagram for satisfaction of the service of the shoppers

stop

Above the diagram shows that satisfaction of the

customer about the service by staff.
A 80% customer are satisfied with the service of the
staff and 20% customer are unsatisfied with the service
of the staff .it means that comparatively a service of the
shoppers stop is very good.

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7. Which type of marketing should be preferred of sales

portion?

A in store marketing is very important for increase the

sales of shoppers stop. Because 35% customer prefer to
inshore marketing for marketing but out store marketing &
advertising is also customer comparatively prefer to the two,
but only 5% customer prefer to media for marketing. So in
store marketing is most important factor of increased sales of
shoppers stop.

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8. Which activities should be organized by shoppers stop for

its sales promotions?

Above the diagram shows that which actively should be

arranged by shoppers stop for its sales promotion? In a
diagram advertising is important factor of sales promotion,
because it is indicate a 40% of the prefer by the customer.
Public relation & telephone is also most important in to
increased the sales
According to some customers all of these (ad. PR. T.M)
are imp for increase the sales.

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Findings
1) Shoppers stop ltd do not give proper attention on
increasing sales shopper stop do not give emphasis to
become a membership.
2) Shoppers stop do not frequently arrange the sales
promotion activities
3) Shoppers stop is expensive according to customers.
4) Shoppers stop do not build long-term relationship with
customer.
5) Shoppers stop ltd. do not give proper training to its C.C.A.
or employers
6) According to customers shoppers stop ltd staff do not
give proper service to customer them.
7) Shoppers stop only attention on in store marketing or
shopper stop pay less attention on out store marketing.
8) Shoppers stop ltd. do not give information about various
schemes to customers.
9) Shoppers stop do not try to change the attitudes of
customers
10)

Shoppers stop do not give information C.C.A. about

the product
11)

Shoppers stop do not give home delivery to its

golden glow member

12)

According to employees shoppers working time is

more it is more than 8 hours.

13)

Shoppers

stop

do

not

recruitment-qualified

employee.

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Suggestion
1) Shoppers stop ltd should attention on increasing sales.
2) Shoppers stop ltd. should emphasis on to become a
membership
3) Shoppers stop should arranged frequently sales promotion
activities
4) Shoppers stop should reduced price of own brand
5) Shoppers stop ltd should build long term relationship with
customer
6) Shoppers stop ltd. should give proper training to their
employees.
7) Shoppers stop should given information to C.C.A. about
product features
8) Shoppers stop should provide information to customers
about various schemes
9) Shoppers stop should not only on in store marketing, but
also attitude and perception of customer
10) Shoppers

stop

should

try

to

change

attitude

and

perception of customers
11) Shoppers stop should provide a service of home delivery
to its golden glows member.
12) Shoppers stop should require of a qualified or graduate
candidate.
Shoppers

stop

should

give

only

hours

duty

to

its

employees/C.C.As.

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SHOPPERS STOP LTD PUNE

Name email ID

Contact no.
Questionnaire

1) How frequently you are shipping with shoppers to in year?

A) 10 times
c)30 times

b) 20 times
d) above

2) What do you bought from shoppers stop?

a) mens wear

b) ladies wear

c) home section

d) mother care

3) How is your experience with shoppers stop?

a) better

b) Excellent .

c) good

c) other

4) do you know information about various schemes of

shoppers stop
a) yes

b) no

5) What types of schemes you enjoyed with shoppers stop?

6) Are employees of shoppers stop able to help you ?
a) yes

b) no

7) Are you satisfied with the service of the staff?

a) yes

b) no

8) Which type of marketing should be preferred for sales

promotion?
a) in store marketing

b) out store marketing

c) advertising

d)media

9) Which activities should be organized by shoppers stop for its

sales promotion?
a) advertising
c) telephone marketing
10)

b) public relation
d) all of these.

What do you think for the improvement of shoppers stop

in terms of service?
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Bibliography
1) Retail Marketing Management
David Gibert
2) Marketing management
Philip kotler
3) Marketing managers handbook,
Britt and guess.
4) Magazines of shoppers stop
web site
1)

www.shoppersstop.com

2)

www.google.com

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