Shopper' s Stop : The One Stop Shopping Experience

Abstract

The case focuses on the challenge faced by Eureka Advertising Agency, about to pitch for a national advertising campaign for Shopper’s Stop, a leading departmental store chain across India. The emphasis is on how best to promote the store to the growing number of Indian shoppers. With competition from other agencies, Eureka must decide on the most appropriate promotion strategy (target audience, creative execution) to recommend to the firm. The case contains selected aspects of the Indian household sector, background of Shopper’s Stop, current communication strategy and past campaigns undertaken by Shopper’s Stop and its competitors. Finally, the decision problem is framed in the context of recommending the suitable communication strategy.