Organization Behavior case study Call Centre in India

PGDM1- B
2013-2015 Group 3
INSTITUTE OF MANAGEMENT DEVELOPMENT
AND RESEARCH (IMDR), PUNE

PGDM 2013-15 BATCH



Subject- Organization Behavior Case Study

Call Centre In India

Group No. 3

Submitted to: Submitted By:
Prof. Vipra Tiwari Parag Afzulpurkar (Roll No.o4)
Prof. Parikshit Mahankal Anushka Jalamkar (Roll No.38)
Sayali Khutale (Roll No.52)
Avinash More (Roll No.66)
Aniket Patole (Roll No.80)
Prashant Sahu(96)
Tanuja Thorat (Roll No.110)
Organization Behavior case study Call Centre in India
PGDM1- B
2013-2015 Group 3
Executive Summary
Introduction:-
Shoppers Stop was promoted by K Raheja Corp., a real estate and hospitality
enterprise based in western India. In India it opened its first store in 1991 in
Mumbai. Driven by the vision of being Indias number one global retailer in the
department store category.
In India consumers were becoming rich, youthful and aspirational, all the same
time. They have now unprecedented choice of product offering. At a more basic
level, four factors were driving the retail revolution in India:

1. Changing Demographics - India had the advantage of a large young
population.

2. Upward migration of income the middle income class, known as
real consumers are increasing rapidly.

3. Easy credit during the mid-1990s, lending commercial banks
started promoting credit cards, with falling or stable interest rates.
This move is providing impetus for both consumer spending and the
growth of organized retails.

4. Demographic Dividend The population of India was forecast to
stay young for next two decades and one of the vision of this store is
to provide fashionable merchandise, it shows that it will sustain in
Indian market for a long time.

Shoppers Stop was perceived as a "caring" brand. This perception seemed to
harmonize with the characteristics of its core customer group, adults aged 25 to 45.
Within each Shoppers stop store a progressive list of offerings was available from
apparel to non- apparel. Shoppers stop had one of the most successful loyalty
programs among Indian retailors. First- Citizen, which was introduced in1994,
had enrolled more the 600,000 members and members has been growing 10 to 15
percent every year. The amount spent by the first citizen card members was
approximately twice the amount spent by other customers. Of all Shoppers Stops
revenue, 65 percent came from its First Citizen.

Organization Behavior case study Call Centre in India
PGDM1- B
2013-2015 Group 3
Objective:-
To study how the Government policies helped Shoppers Stop grow.
How the present customer base can be used by them for promotional
activities for younger generation.
As the present youth of India has similarities with western youth, will these
similarities can be utilizes in favor?
New ways and right media which can be employed to address right
customers.
Answers:-
Q1.
The Government decision to allow the ownership of 51% by foreign single-
brand in Indian local retail market made it harder for multi-brand retailers
to establish themselves in India. This has helped Shoppers Stop to grow
without facing tough competition by external players.
This situation will not remain same for future. The US retail chains like
Wal-Mart are already making their ways in Indian market.
The demographic dividend is also one of the most important in-country
factors for bright future opportunities.
As mentioned in the case itself, this situation can be exploited and remain
for next 2 decades.
The upward shift in income and easy credit policies and change in mind sets
of Indians.
Q2.
Our group has preferred Value-conscious customers to be targeted with the
promotional activities.
We compared the buying behaviors of the Net generations with the
Statement of different categories of customers.
Value-conscious customers are one who resembles the Net generations
most.
Organization Behavior case study Call Centre in India
PGDM1- B
2013-2015 Group 3
They need value for their money, large options to choose from and they
make their choices rationally.
They like to be with the flow, use what is current and new. They dont like
to stick to one brand or be a loyalist to one brand.
Q3.
Shoppers Stop has been flaunting itself as premium retail outlet. This has get
it as specific consumer base.
The job here is to bring two factors closer those are, High end products and
youth.
Effective advertisements will be only way to do it. Advertisement endorsing
finest fabric over vibrant colors, Idols using premium products, as
youngsters follow them will help in achieving objectives without losing
current customer base.
One more way to do it is launching subsidiary brand with other name.
Q4.
According to our group, company should maintain its customer centric approach.
Shoppers stop is multi-brand retailer. They have well established brands as
their products.
These brands are already spending high on their advertisements.
Shoppers stop portray itself as the place for customers to get best of
products. They should imprint image of themselves as the one who knows
the choice of customers best.
Q5.
It has become easier for sellers to market their product in present world of
Information Technology.
They should exploit it to the fullest. Launching face book page,
Having flashy websites will make it lot easier to promote among young
generation.

Organization Behavior case study Call Centre in India
PGDM1- B
2013-2015 Group 3

Minutes of Meeting :-


Parag Afzulpurkar : Contributed in the ways in the demographic
configuration of India can be utilized by the retailer.

Anushka Jalamkar: The ways of advertisement without alienating present
customer base has been suggested. Contributed in determining the value-
conscious customers as target for promotional activities.

Aniket Patole : Discussed the importance of government policy and other
economical factors for growth.

Tanuja Thorat : Put forward that customer centric approach is right way to
go ahead with.


Sayali Khutale : Shoppers Stop was perceived as a "caring" brand. This
perception seemed to harmonize with the characteristics of its core customer
Group No. 3
DATE AND TIME 15
th
of March, 2014
VENUE IMDR Campus
TOPIC NAME Shoppers stop targeting the Young
PARTICIPATED BY
(MEMBERS)
Parar Afzulpurkar, Anushka Jalamkar, Sayali Khutale,
Aniket Patole, Avinash More, Prashant Sahu, Tanuja
Thorat.

Organization Behavior case study Call Centre in India
PGDM1- B
2013-2015 Group 3
group, adults aged 25 to 45. Within each Shoppers stop store a progressive
list of offerings was available from apparel to non- apparel.

Prashant Sahu : Discussed new media for advertisement for young
generations.

Avinash More: Supported all the points.