The IIS (deemed to be ) University

PAPER TITLE: MARKETING MANAGEMENT

PAPER CODE: -GBBA 402 B
TOPIC: Seven P’s of Marketing

Presented To : Presented by : Dr.

Ashmi Chabbra Avni Jain

ICG/2019/ADM/31043
What is Marketing ?

Marketing refers to the business activities related to buying

and selling a product or service.

Marketing mix
Marketing Mix is a strategy which a company uses to
formulate a product/service offering for its customers .
Types of Marketing Mix
 Shoppers Stop

type public
Industry Retail
Founded 1991
Headquarters Mumbai, Maharashtra, India
Parent K Raheja Group
Key people B.S.Nagesh (Chairman)
Rajiv Suri (MD & CEO)
Products Department Stores, Fashion, Clothes
etc.
Number of locations 86
Website www.shoppersstop.com
Product Mix
Apparels

Footwear – Wedges,
Ethnic wear –
Casual shoes,
Kurtis, Leggings
Sneakers, floaters,
MEN wear - ,T – shirts,
Bags And Wallets – Slings,
Jackets, Active wear,
Backpacks, Clutches, Wallets
Trousers
WOMEN wear - Tees & Cosmetic- Lakme, MAC,
Tops ,Dresses ,Shirts ,Jeans & Chambor, Maybeline, Loreal,
jeggings Nykaa
KIDS –Tees & T-
Accessories- Sunglasses,
shirts ,Shorts,
Watches, Jewelry
Bermuda
 Price mix

-Product
-Seasonal -Promotional
bundling
pricing. discounts.
pricing.
 Place mix

Shoppers Stop Ltd. not Shoppers Stop is

Shoppers Stop Ltd. only concentrates on the Indian largest chain of
Exudes Class, Comfort, location of the stores but super stores with an
convienience where also emphasizes on the aggregate acquired
ever it is located. ambience and service area of 11 lakh sq.
excellence. feet.
 Promotion mix
Communication Strategy- Reaching out to the customers in
their own style and language. Ex. The first Shoppers Stop
in Lucknow was named “Tehzeeb”

Loyalty programs- Organizes local festivals like

Durga puja in Kolkata, Onam in South and
Dhanteras in North.

Mouth publicity and advertising and organizes

major Promotional events from time to time e.g.
“Fly to Santa Land”, Gear up for the school etc.
Process Mix
Some of the salient features of dispatch and
purchasing area of goods include : –
Trolleys are available for carrying purchased
items.
Sufficient counters for easy check-out are
present.
Information hoardings/banners for efficient
identification of items at store.

Staff efficiency to interact with customers.

Easy exchange and returns.

People mix

High profile Executives are hired from reputed

organizations for senior management level.

The company follows a multi-format retail 

strategy that captures Indian customers.

The staff is well trained for modern retail.

Innovative thinking among the employees is

encouraged.
Physical Evidence Mix