pr and new media 2 - proposal

8/2/2019 PR and New Media 2 - Proposal

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Shoppers Stop - New MediaProposalUMA DATYE

STUDENT ID: 77102166

(Word count: 1634)


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Index

1. Executive Summary ...................................................................................................... 32. Situation Analysis ........................................................................................................... 43. Problem Statement ......................................................................................................... 64. Campaign Goals and Objectives ...................................................................................65. Audience identification and messages .......................................................................... 66. Strategies ...........................................................................................................................77. Communication Tactics .................................................................................................. 98. Budget and Time Scale .................................................................................................. 99. Evaluation ........................................................................................................................1010.Appendix ........................................................................................................................1111.Bibliography ............................................................................................................... 12


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Executive Summary

This reportis the second part of Shoppers Stop and the NewMedia. The earlier report

looked at Shoppers Stops online interaction with its clients and audience.

This report is a new media proposal to Shoppers Stop to improve their new media

skills.

The earlier reportmentioned that Shoppers Stop had some drawbacks and some flaws,

for which measures are suggested in this proposal.

The main flaws pointed out earlier were:

Inactiveness on blogs, YouTube and some other networks No response to negative feedbacks Less offers

This report basically tries to tackle these issues.

After looking at the situation of the company and realising the problem faces by the

company, this report reaches to a concrete plan as to how Shoppers Stop should deal

with these problems and also presents a rough budget for these activities.


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Situation Analysis:

As mentioned in the earlier report, Shoppers Stop is a chain of retail stores in India

owned by K. Raheja Corp. It was established in 1991 and is presently spread across the

nation. Shoppers Stop is considered as one stop multi-brand retail outlet providingleading international and national brands in clothing for men, women and kids,

accessories, cosmetics, footwear and home furnishing.

Corporate profile:

Vision:

To be a global retailer in India and maintain its No.1 position in the Indian

market in the Department Store category

Mission:

Nothing but the best

...To strive to achieve nothing but the best in terms of processes, practises and

deliverables.

Values:

We will not take what is not ours. The obligation to dissent (against a viewpoint that is not acceptable). We will have an environment conducive to openness. We will believe in innovation. We will have an environment conducive to development. We will have the willingness to apologise and forgive. We will respect our customers' rights. We will create an environment of trust. We shall be fair. We will be socially responsible.


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New Launches:

For all the rejoicing cricket fans in India, Shoppers Stop launched Timex's new ICC

World Cup 2011 watch collection. The Timex ICC Cricket World Cup 2011 Collection is a

tribute to the ultimate event in world cricket and the one tournament cricket teams

from all over the world strive to win.

SWOT Analysis:

Strengths Weaknesses

1. Variety2. Range3. Different brands4. Pioneer of retails stores in India5. Loyal customers6. Low risk7. Good financial position8. Presence across various segments9. Parikrama The Festival

1. Very high prices: Since theyprovide international brands also.

2. Less schemes: Schemes are runonly on special occasions likeDiwali, Independence day, etc

3. Less Discounts: They providediscount only up to 10% or 20%

4. Competition from standalonestores

5. Late entry into value retailing6. Store makeover expenditure

Opportunities Threats

1. Awareness about the brands2. Quality3. Youngsters4. High disposable income5. Collaborate6. Private level7. Tier 2 and Ties 3 cities8. Enter new consumer goods

segments

1. Government policies2. Entrance of new players3. High attrition4. Lesser consumers spending5. Entry of foreign players6. Unorganised sector7. Independent store

In the earlier report, we came to a conclusion that even though Shoppers Stop as a

brand is very sociable, it needs to pick up momentum. While, they are very active on

social networks like Facebook and Twitter, they need to pick up the pace on LinkedIn,

on blogs and also Orkut.

The recommendation pointed out the earlier report were that Shoppers Stop needs to

get more active on networks such as LinkedIn, YouTube and also on blogs since their

target audience is more connected these networks.


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India, as a country is not as advanced with respect to social media. Some reports read

that as per 2011, the most popular social networks in India are (in order of popularity):

1) Facebook2) LinkedIn3) Orkut

(See Appendix 1.1)

Now, as we can see, Shoppers Stop has successfully managed to tap two of the most

widely used networks in India Facebook and Orkut. It still needs to build itself and its

network on LinkedIn and also on blogs since majority of the youth in India is now

getting hooked to the blogging culture.

Problem Statement

Shoppers Stop as a brand, is notvery active on social networks which are very popular

in the Indian market today.

Campaign Goal and Objectives

To make presence felt on networks like Facebook, Twitter on blogs and socialmedia in general

To do interactive projects with different target group through the medium ofsocial media

To make the Shoppers Stop staff more efficient in dealing with customers andmore aware of their presence on social media networks

Audience identification and messages

Shoppers Stop should selectively identify its audience since they are promoting

themselves online. They should target the net savvy generation and also people who run

most of their businesses online.


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Strategies

The strategy that Shoppers Stop should use to build their image and name should be an

Interactive strategy which will involve their publics to help them head off their

problems.

Regular updates on Facebook and Twitter:o Shoppers Stop gets active on Facebook and Twitter only when they have

offers, sales, discounts, etc. They should start posting randomly on

Facebook and Twitter. They should start discussing some topics on

Twitter, using a hash tag for identity and should regularly follow what

their followers have to say and also regularly pitch into the conversations

following those hash tags. On Facebook, they should not only put up posts

about their offers and discounts; they should put up pictures of the kind

of clothes that are currently on sale and they could also have hyper-links

on those pictures which will take the viewer directly to the online

shopping website if they like that particular clothing range. This might

help changing the perception that people have about Shoppers Stop not

being a net savvy brand.

More offers:o As already noted in the weaknesses above, Shoppers Stop does not run

many offers. They run offers only during occasions like Diwali or

Independence Day. I think they should run more offers like discounts on

women wear for Mothers Day and the same with mens clothingand kids

clothing on Fathers Dayand Childrens Day respectively, etc. This will

help them not only hike their sales, but it will also help them increase

interaction with their customers online once they start talking about such

regular offers regularly on the social circuit.

Advertise on various websites:o Shoppers Stop should tie up with website that their different target group

frequent and should and try and advertise on such sites. For example, to

attract children to their Kids collection they should put up

advertisements on website which allow kids to play to games; to attract

the attention of the teenagers, Shoppers Stop should target social

networking sites and promote themselves there by putting up

advertisements there, etc. By this, they will be in constant view of the

public which will help them better their social presence.

Another benefit that Shoppers Stop can derive from this is the revenue

they will make every time someone clicks on the advertisement.

Blogging:o Shoppers Stop is not completely out of the blogging world. They blog

regularly about their stocks, shares, market fluctuations, etc. But thisattracts only investors and not customers as such. Blogs is the best way to


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attract youth to your products since todays youth is easily influenced by

bloggers. Shoppers Stop has their maximum buyers between the age of 26

and 30 (See Appendix 1.2). Youngsters from this age group are very net

savvy and are very active on blogs. Shoppers Stop should start blogging

not only about their stocks and shares but also about their products,services, brands they sell, price ranges, etc. They should publicise about

their blogs on Facebook and Twitter which will bring them to the notice

of their customers.

Staff efficiency:o In the earlier report, we pointed out that Shoppers Stop does not respond

to any negative feedback posted either on their website or on their

Facebook page. This builds a negative reputation for the company in the

eyes of its public because the public feels neglected. Shoppers Stop

should appoint someone from the communications team to monitor these

feedbacks and send out suitable response. However, if any of these

feedbacks seem like they are serious and could be blown out of

proportion, the senior management should be contacted immediately.

With regards to negative feedbacks, it always works in favour of the

company to be proactive than be inactive.


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Communication tactics

Shoppers Stop should rely on networks like Facebook, Twitter, Blogs, Google, etc as a

tool for communication with its audience. Different networks have a somewhat different

genre of people on it. To be able to attract all the genres of people on the social networkwill be an evidence of its popularity on the social web.

Budget and Timescale

Activities Budget Time

Facebook and Twitterupdates

Hiring anexperienced

communications

team Manager

and Assistant

Manager

Rs. 10 lacks per annum

1 month for recruitment

and 3 months (one

quarter)

Paying owners to allowthem to advertise on

their websites

Rs. 10, 000 per ad 3 months


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Evaluation

Shoppers Stop will be able to evaluate themselves on the basis of:

Increase in number of footfall into their various outlets Increase in the number of followers and friends on Twitter and Facebook

respectively

Considerable increase in the quantity and quality of conversations onFacebook, blogs and Twitter

Number of comments on their blogs Revue they make on the advertisements on various website


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Appendices

Appendix 1.1

Appendix 1.2


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Bibliography

http://www.shoppersstop.com/index.jsp.vr

http://corporate.shoppersstop.com/

http://money.sulekha.com/shopper-s-stop_blogs
http://www.shoppersstop.com/index.jsp.vrhttp://corporate.shoppersstop.com/http://corporate.shoppersstop.com/http://www.shoppersstop.com/index.jsp.vr

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