Comparative Analysis of Promotional Strategy of Central and Shoppers Stop

Graduation Research Projecton

&

Presented By:- Ajit Kumar Gupta MFM/11/1956

About Central Central is a lifestyle retai 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, sports wear, hand bags, jewelry, accessories, toys & infant accessories & more

– Partners like Food Hall, 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

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

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.

Central identity

Central is synonymous with the heart, the hub, the nerve centre where people from all walks of life are drawn naturally to shop, eat, celebrate.

A play full logo with a base line that captures the essence of the offering (the 3 pillars)

Target audience

Central is a melting pot of people from all walks of life across all age groups

Central is about being a part of everyone’s celebrations no matter how big or small

The communication TG however is the trend aware, fashion conscious consumer who seek a lot more from life in the 18 to 35 years age group.

Positioning

Central makes shopping a celebration

You don’t just shop at Central, you enjoy the ambience, the live DJ, the complimentary makeovers, the music, the value added services, the food, the buzz …. and all this makes shopping an enjoyable and memorable experience at Central.

Personality

Youthful, warm & vibrant

Value Added Services

There are 6 Value Added Services which Gurgaon Central Provides for the Customer Benefit :

Beauty Central – Complimentary makeover for all ladies customers round the year.

Flower Central – fresh flowers for diff occasions.

Gift Central – Complimentary gift wrapping.

Radio Central – Live music.

DJ Central – Live DJ on weekends.

Wi-Fi Central – Complimentary wi-fi facility.

Why Central Gift Vouchers??

Valid across India at all Centrals.

Valid on more then 300 of the best International & National brands. Rs.501/- and Rs.1001/- (Can be customized as per the requirement).

Valid during the Sale period also.

Valid for 6 months from the date of issue.

ORGANIZATIONAL CHART

Promotional plan (January – May 2013)

Project Objective

“To compare and study Central & Shopper Stop, identify areas of excellence and areas needing improvement in Promotion; and provide suggestions for such improvement”.

Research Methodology Nature of Research:- Exploratory

Data CollectionSecondary:- both internal & external research was done. Internal research:- Ready to use documents. External research:- Internet website & published books were consulted.

Primary:- The data was collected based on information provided by:

1. The management of the organization.

2. Customers visiting Central and Shopper Stop Mall.

Research tools used:- Descriptive Statistic using Google dock. Sample Size - 1171. Sampling Technique – Convenience 2. Place of Survey – Inside the mall and through social media sites.

January- April promotion at CentralPromotion dates: 1st January to 30th April 2013

Background

January contribution to 11% of central revenues

February contribution to 7% of central revenues

March contribution to 8% of central revenues

April contribution to 5% of central revenues

Every year Central creates a special offering for consumers to distinguish Central’s offering from the competition

Business objective

To achieve sales target of Rs. 165 crs in January

To achieve sales target of Rs. 115 crs in February

To achieve sales target of Rs. 122 crs in March

To achieve sales target of Rs. 77 crs in April

Note:- The expected revenue of the central is Rs. 1500 crs.

Marketing objective

To position Central as the preferred shopping destination for happiness sale Expected walk-ins- 35 lakhs in January Expected walk- ins- 20 lakhs in February Expected walk-ins-27 lakhs in March Expected walk-in- 15 lakhs in April

Promotion theme

The promotion will be designed to highlight the HAPPINESS SALE for the season

Promotion offering

Latest in party fashion & accessories from best brands

Assured gift voucher on shopping – Shop for Rs. 10,000 & get a gift voucher worth Rs. 1000, and Shop for Rs. 5,000 & get a gift voucher worth Rs. 400

Rs. 2,500 cash voucher for loyal customer (who's shop for Rs. 25,000 minimum )

Promotion offering

360˚ consumer engagement plan

January campaign will be promoted extensively on ATL & BTL with spends of over Rs. 3.5 crores

• ATL– Print– Radio– Outdoor– SMS blast – PR– Social media

• BTL– In-store

announcements– VM– Activation in

households/ corporates in the catchment

Print media plan

The promotion will be backed by 2 insertions in the leading print dailies in all the cites where Central is present with advertising in city supplements of Times of India, Hindustan Times & others

Social media strategy

The promotion will be supported with online communication & initiatives on Facebook, twitter, YouTube & more

VM

The store will showcase party fashion with the help of extensive VM initiatives

About Shoppers Stopo Shoppers Stop is an Indian Department Store chain promoted by the K Raheja

Corp Group (Chandru L Raheja Group).

o Shoppers Stop is a family store catering to Lifestyle needs, delivering experience and selling value for money and merchandise.

o Is the country's largest chain of Department Stores.

o It has progressed from a single brand shop to a Fashion & Lifestyle store for the families.

o It also has its own exclusive brands.

o Being amongst India’s biggest hospitality and real estate players, the group crossed yet another milestone with its lifestyle venture.

o Shoppers Stop has a brand active on social media marketing platforms like Facebook and Twitter to connect with the audience.

Product Line

SALES PROMOTION

GIFT VOUCHERS

VARIOUS FESTIVE OFFER

FIRST CITIZEN MEMBERSHIPCARD

EXCLUSIVE OFFERS FOR LIMITED PERIOD

SALE OF HERITAGE VALUE GOODS

IMPORTS & AVAILIBILITY OF BRANDED GOODS

Promotional Campaign

Central Shoppers Stop

Promotional Campaign

Central Shoppers Stop

Promotional Campaign

Central Shoppers Stop

New arrival at Central

New arrival at Shoppers Stop

April Campaign at Shoppers Stop

April Campaign at Shoppers Stop

May Campaign at Central

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

May Campaign at Shoppers Stop

Mother's Day is just around the corner. What will you gift your mother?

ANALYSIS OF THE SURVEY

2. Why you visit Central?

ANALYSIS OF THE SURVEY

ANALYSIS OF THE SURVEY

ANALYSIS OF THE SURVEY7. Rate the following:-

Gift Voucher at Central

Gift Voucher at Shoppers Stop

ANALYSIS OF THE SURVEY7. Rate the following:-

Loyalty Program at Central

Loyalty Program at Shoppers Stop

ANALYSIS OF THE SURVEY7. Rate the following:-

Discount at Central

Discount at Shoppers Stop

ANALYSIS OF THE SURVEY7. Rate the following:-

Sale at Central

Sale at Shoppers Stop

ANALYSIS OF THE SURVEY

ANALYSIS OF THE SURVEY

RECOMMENDATION & SUGGESTIONS

Central has done extremely well so far to project itself as an affordable youth- oriented brand. But there are still certain areas where their brand needs to be much stronger.

With regard to the physical evidence associated with the brand, Central needs to do a lot of work if they hope to catch up with Shoppers Stop.

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.

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.

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.

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

Thank you