abhishreshthaa
Abhijeet S
Marketing Challenge:
To resuscitate the plunging fortunes of Shopper's Stop during the festive season in the light of a gloomy economy and a very competitive retail scenario in year 2001.
The idea:
'Buy and fly to the 7 wonders'. Spend a specified amount and you could win a trip to the 7 wonders of the world. Besides the mega prize, you could win many other prizes like Gili gold coins, gift vouchers, VIP bags, Espirit watches etc.
Campaign Objectives:
To differentiate the promotion from all other promotions in the market at that time. Shopper's Stop had to become the preferred shopping destination for the festive season.
• To achieve the sales target of Rs. 80 crores during the promotion period of 19th October 2001 to 27th January 2002
• To increase customer entry levels by 10% over last year - customer entry target of 2 million
• To increase cash memo size by 5% over last year
Target Audience:
Males and Females, SEC A to B1, Age-15-44yrs, High ownership of cars and consumer durables. Evolved Indian who is open to new experiences.
Creative Strategy:.
Bringing alive the international experience by communicating that Shopper's Stop is their Passport for seeing the Seven Wonders of the World.
Media Strategy:
Taking the strategy of 'enveloping the consumer' with communication on TV, Press, Hoardings and Radio. Also Point of sale and Direct marketing & PR to complete the 360 degree effect.
Evidence of Results:
Record breaking sales ever in the history of Shopper's Stop for any festive season. Revived Customer Entry, Increase in Cash memo sizes and employee morale at an all time high.
To resuscitate the plunging fortunes of Shopper's Stop during the festive season in the light of a gloomy economy and a very competitive retail scenario in year 2001.
The idea:
'Buy and fly to the 7 wonders'. Spend a specified amount and you could win a trip to the 7 wonders of the world. Besides the mega prize, you could win many other prizes like Gili gold coins, gift vouchers, VIP bags, Espirit watches etc.
Campaign Objectives:
To differentiate the promotion from all other promotions in the market at that time. Shopper's Stop had to become the preferred shopping destination for the festive season.
• To achieve the sales target of Rs. 80 crores during the promotion period of 19th October 2001 to 27th January 2002
• To increase customer entry levels by 10% over last year - customer entry target of 2 million
• To increase cash memo size by 5% over last year
Target Audience:
Males and Females, SEC A to B1, Age-15-44yrs, High ownership of cars and consumer durables. Evolved Indian who is open to new experiences.
Creative Strategy:.
Bringing alive the international experience by communicating that Shopper's Stop is their Passport for seeing the Seven Wonders of the World.
Media Strategy:
Taking the strategy of 'enveloping the consumer' with communication on TV, Press, Hoardings and Radio. Also Point of sale and Direct marketing & PR to complete the 360 degree effect.
Evidence of Results:
Record breaking sales ever in the history of Shopper's Stop for any festive season. Revived Customer Entry, Increase in Cash memo sizes and employee morale at an all time high.