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Rebranding Shoppers Stop

The document discusses a rebranding plan for Shoppers Stop to target young professionals. It involves introducing a new logo, improving customer experience through exclusive brands and services, and establishing brand values of experience, innovation, excellence and trust. A loyalty program and marketing activities like fashion tips and tie-ups are also proposed. Brand awareness, image and performance will be measured through various surveys and audits. Existing brands under Shoppers Stop will be sustained and new extensions explored.

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kalpatpitel
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Download as PPTX, PDF, TXT or read online on Scribd
127 views

Rebranding Shoppers Stop

The document discusses a rebranding plan for Shoppers Stop to target young professionals. It involves introducing a new logo, improving customer experience through exclusive brands and services, and establishing brand values of experience, innovation, excellence and trust. A loyalty program and marketing activities like fashion tips and tie-ups are also proposed. Brand awareness, image and performance will be measured through various surveys and audits. Existing brands under Shoppers Stop will be sustained and new extensions explored.

Uploaded by

kalpatpitel
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Rebranding Shoppers Stop:

Submitted by: Amit Kumar


Farraz Zaidi
Jagruti Gupta
Lakshit Bhutani
Kalpit Patel
Sourav Banerjee
Shruti Verma
Keller’s Brand Pyramid
Salience
 Introduction of new logo through newspaper
advertisement
 Shoppers stop: We care
 Jingle
 Key chains, magnets, and badges
 New Logo
Performance Imagery
 Customer care  Psychological
 No long queue needs: Feel special
 Exclusive  CSR initiatives
international brands
 Unique Trial Room
Judgement Feeling
 Quality  Wholesome
 Credibility Experience
 Consideration  Valued
 Superiority  Cared
Resonance
 Introducing Customer Loyalty Card
Benefits:
 Reward Points
 Valet Parking
 Birthday/Anniversary gifts
 Free offer On enrollment ( free spa, movie tickets, gift
voucher, dinner, etc)
 Increase Customer Engagement Through
 Newsletter about the activities happening at SS
 Eg. Special discounts ( elite brands, recreational
hubs,clubs etc) , CSR activities, Sports Activities etc.
Perceptual map High Price

Shoppers
Globus Lifestyle Stop

Low Pantaloons High Brand


Brand Assortment
Assortment

Low Price
Identify and Establish the brand
Positioning and values

 Target Market : Young/ Professionals(22-40)


with high disposable income
 Positioning statement: “Bridge to luxury”
 Competitive Frame Of Reference:
“High-End Lifestyle Retailers”
Major competitors: Lifestyle, Globus,
Pantaloons, Westside
POD
 Widest range of international and domestic

labels
 Unparallel Innovative Experience

Trial rooms with day and night lighting


options
Core Brand Values:
Based on Motto of “nothing but the best”
 Experience (of international brand)
 Innovation and Progressiveness
 Excellence and Superiority
 Trust, Comfort and Warmth
 Honesty and Integrity

Brand Mantra
FASHION.INNOVATION.EVOLUTION.
Plan and implementation brand marketing
program
 Shoppers Stop: We care
 Integrating brand marketing activities
 Lounge
 Focus on online sale, virtual trial rooms
 Fashion tips by famed designers
 Tie ups with resorts and clubs
 Style partners for movies
 Association with fashion centric TV programs
 Advertisement featuring “Vishvanathan
Anand”
Brand Knowledge Measure
 Brand awareness
 Brand recall
 Brand depth
 Name the stores that you can think of while going for
shopping
 Brand width
 Name the stores that you think when you have to go shop
for a party
 Name the stores that you think go for shopping with your
family
 Brand recognition
 Exposure of Logos to Target market
Brand Image Measure
 Brand clarity
 Free associations
 Brand Relevance
 Rate the adjectives that could be connected with the
shoppers stop
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness
 Brand Distinctiveness
 Brand Consistency
Brand Audit
 Overall Brand evaluation
 What do you think of Shoppers Stop?
 Unappealing – Appealing
 Low quality – High Quality
 Unpleasant – Pleasant
 Purchase intentions
 I would come back shopping at shoppers stop within a
period
 Purchase Behavior
 Loyalty Status
 Purchase occasion
 Customer Satisfaction
BRAND SUSTAINANCE
 Existing Brand Line
 Life style Retail- Shoppers Stop
 Hypermarket- Hypercity
 Book Store- Cross Words

 Brand Extensions:
 Shoppers Stop:
 Home Décor
 Electronics Floor
 Hypercity:
 Pvt Label for Food & Grocery
 Crossword:
 Music gallery
 Stationery for professionals(Architects, Artists )

 Sustenance
 Shoppers Stop
 Going Global, Selling Global Brands Exclusively at Shoppers
Stop
 Enter into the fashion shows in pvt designers
 Designing Uniforms for high end international schools

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