TEAM No 4

Sarang Banubakde

Manpreet Singh Chabbra

Pioneered modern retailing in India opening

first store in Mumbai in 1991 (2,800 square

feet) with 6.6 bn INR revenue, PAT 271mn INR

Targeted to cover 22 cities with 39 stores by

March 2008, total retail are: 2.5 million square

feet, extending in Tier 2 & Tier 3 cities

By 2006, 20 stores in 10 cities, total retail space

of 950,000 square feet, 16 in the Tier 1 cities

and has private label generating 23% of reve-

nue & 40 % profit margin,2509 employees

Product Offering

& Customer en-

gagement

16% increase in footfall due to

advertisement and maintaining

27% conversion rate.

In 2005, it launched a “do-it-

yourself” program to provide

customized service

For young adults – fashion quo-

tient was high. Most likely to

feature colors, patterns and de-

signs that were the latest in vogue

Western clothing for women

remained a niche market & not

ready to wear

Partnered with 200 brands, lo-

cal & global Market leader in

branded ready-to-wear category

for men;s clothing

young adults were high customers

of accessories. Preferred to have te

best brands of fashion accessories,

such as sunglasses, shoes and

handbags

Customer centric

“fashionable”, “trendy”,

“flashy”, “modern”

Loyal customer base

“caring” brand

real-time infor-

mation

5% of the total customers

generate 65% of

The total revenue

Segments Dabblers Aspirers Thrivers

Age Group 13-21 Yrs 21-28Yrs 29-35 Yrs

Population -In Tier 1 & 2

174.0 million 17.0 million

129.0 millions 10.3 million

105.0 millions 12.2 milliom

Largest Share of Spend Apparel & foot-wear

Apparel & eating out

Apparel & health-care products

Monthly Discretionary INR 4000-5000 INR 5000-8000 INR 6000-9000

SS has 16 out of 20 outlets in Tier 1 cities

Need to expand into Teir 2 as well, because

substantial numbers of Sec – A, B classification

customers can be found here as well

As SS prides on operating efficiency, would be

better to move one step at a time, rather than

target both Tier 2 & 3 at

the same time

-Most Successful loyalty program in India

-6,30,000 members

-10-15% YtoY growth rate in program

-Generated Info( huge database generator)

- 75% customers are of 35-45 years old , 70% married,

90 % SEC-A classified & are HNIs (card data)

40% market share in MEN’s clothing,and 2261 bn INR industry can be targeted as per exibit 2

Recommendation &

Conclusion

To target young engage in partner-

ship with food and entertain-

inment retailers, like CCD, McDon-

alds, PVR and can come up with

offers like shop for 2000 RS and

get 50% discount on 2 movie tick-

ets.

Need to target Dabblers and As-

pirers and try to remold its brand

perception from “Caring” to

“happening “

Target more women and engage

them to make shoppers stop one

stop shopping destination as major

decision makers are women .

Increase business in accessories

and cosmetics which may lure

many youngster

Brand endorsement thorugh youth

icons like Ranbir Kapoor, Katrina

Enhance do-it-yourself by mak-

ing it go online, design dresses

and collect from nearest Shop-

per’s Stop store, to increase

footfall.

Sponsorship to youth events

and big cultural programs like

MoodIndigo IIT-B and