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PRIVATE LABEL “STOP” • Abhilasha paul • Sunaina Jhakkar • Puneet Khurana Ansoff Matrix for Stop Existing Markets New Products Market Penetration Product Development New Markets Existing Products Market Development Diversification Stop is going to grow by tapping new markets with existing products. It falls in the category of Market Development. Merchandise mix- STOP PRODUCTS VARIETY FABRIC PRICE (Rs) Men’s shirt Stripes Cotton with mixed fabric (499-1299) 499, 599, 699, 899, 999, 1099, 1199, 1299. Horizontal stripes (Easy care) 899, 999 Dobby 899 Chambrey 899, 1199 PRODUCTS VARIETY FABRIC Men’s t-shirt Plain (printed) Cotton with mixed fabric PRICE 399-899 Polo neck (Stipes) Men’s trouser Plain Cotton with mixed fabric (499-1299) 499, 1099, 1199, 1299. PRODUCTS VARIETY FABRIC PRICE Blazers Plain Cotton with mixed fabric 2349 Men’s Jackets Reversible(plain) Cotton with polyester Two-in one(Quilted) Polyester jackets with filling. Three-in one (plain) Cotton with polyester Merchandise Mix Blazers. 5% Jackets 15% Shirts. 40% Shirts T-shirts Trousers Jackets Blazers Trousers. 20% T-shirts. 20% Perceptual Map STOP! Price (Low) Formal Wear Casual Wear Price (High) Price Comparison Product Shirts (Rs) Trousers (Rs) T Shirts (Rs) Jeans (Rs) Stop 499-1299 499-1299 399-899 - Peter England 599-1299 899-1299 599-699 1099-1199 Kouton’s 385-1050 525-910 240-540 540-910 Charlie Outlaw 300-900 499-900 200-600 500-900 John Miller 599-1299 699-1499 - - Branding Decisions Branding Decision Brand Name Decision • Brand • Corporate Name STOP! by Brand Sponsor Decision • Manufacturers Brand Branding Options Review (3M Model) Does the Idea is of top priority? Yes Is there a usable primary brand? No Yes Could the product justify a new primary brand? No Could it justify a secondary brand? Yes •Existing Primary Brand •Secondary Brand Customers Benefits Brand name, Excellent quality Affordable price for masses Complete offer in one store How we will do it? Existing Brand image of “Shoppers Stop” Through operational efficiency, this has been the key success factor for Shoppers stop over the years. Bargaining prices from suppliers. Leveraging brand image of Shoppers stop. Average Selling Prices (Men’s wear) Shirts Super Premium: Rs 2323 Premium: Rs 1478 Medium: Rs 878 Economy: Rs 457 Low: Rs 317 Trousers Super Premium: Rs 2870 Premium: Rs 1844 Medium: Rs 1185 Economy: Rs 548 Low: Rs 355 Source: Images Yearbook, 2009 Cities S.No City Population (000s) Income / Capita (USD) GDP Growth (% pa) 1 Mumbai 20,924 $1,184 13.58% 2 Bangalore 6,761 $1,693 13.37% 3 Delhi 16,029 $1,261 NA 4 Hyderabad 6,550 $1,340 6.55% 5 Pune 5,167 $1,405 13.58% 6 Chennai 8,219 $1,328 11.88% 7 Kolkata 15,736 $976 13.50% Source: Jones Lang LaSalle, 2008 S.No City Population Income GDP Koutons Peter (000s) / Capita Growth Stores England (USD) (% pa) Stores 8 Agra 1,873 $662 10.76% 11 2 9 Ahmedabad 5,310 $1,340 13.28% 5 4 10 Allahabad 1,336 $1,006 10.76% 11 Amritsar 1,481 $1,272 2.67% 3 12 Bhopal 1,739 $1,219 9.78% 6 2 13 Bhubaneshwar 996 $855 2.91% 5 1 14 Chandigarh 960 $2,330 NA 1 4 15 Coimbatore 1,820 $1,119 11.88% 16 Goa 798 $1,815 12.00% 1 1 17 Guwahati 979 $1,768 9.12% 1 2 1 2 S.No City Population Income GDP (000s) Koutons Peter / Capita Growth Stores England (USD) (% pa) Stores 18 Mysore 1,076 $1,375 13.37% 1 19 Nagpur 2,984 $1,047 13.58% 1 20 Nashik 1,550 $798 13.58% 4 21 Patna 2,374 $839 8.70% 17 8 22 Surat 3,991 $1,214 13.28% 7 2 23 Thiruvananthapuram 1,146 $2,176 13.55% 24 Vadodara 1,835 $1,893 13.28% 1 25 Varanasi 1,372 $677 10.76% 8 26 Vijayawada 1,337 $1,124 6.55% 1 27 Visakhapatanam 1,644 $1,368 6.55% 1 Source: Jones Lang LaSalle, 2008 5 1 1 S.No City Population Income GDP Koutons Peter (000s) / Capita Growth Stores England (USD) (% pa) Stores 28 Indore 2,076 $1,046 9.78% 5 5 29 Jaipur 3,120 $1,284 8.37% 20 7 30 Jalandhar 1,097 $1,609 2.67% 2 31 Jodhpur 1,103 $1,125 8.37% 2 32 Kanpur 3,371 $815 10.76% 33 Kochi 1,524 $1,829 13.55% 34 Lucknow 2,693 $1,334 10.76% 25 8 35 Ludhiana 1,972 $1,336 2.67% 5 3 36 Mangalore 858 $1,334 13.37% 2 37 Meerut 1,679 $739 10.76% 2 Source: Jones Lang LaSalle, 2008 2 4 Parameters for Selecting Markets Men’s Population Income Patterns Consumption Patterns Competitors Strategy Cities with Existing Shoppers Stop stores Presence of Mbo’s like Ritu Wears, Max and Chun Mun