Comperative Study on Mall Mnagment

PROJECT REPORT

ON

“COMPERATIVE ANALYSIS ON MALL MANAGMENT”

Submitted in partial fulfillment of the Post-Graduate Diploma in Retail Management PGDRM) Programme

Submitted To:

IILM-GSM GREATER NOIDA

Submitted by: Prashant Kumar Rai

Roll No. FT (RM)-08-117 Batch: 2008-10

COMPERATIVE ANALYSIS ON MALL MANAGMENT

PREFACE

Practical Knowledge is an important suffix to theoretical Knowledge one

cannot merely depend upon the theoretical Knowledge. Classroom

lectures make the fundamental concept of Management clear. They also

facilitate the learning of practical Things. However, Classroom lectures

must be correlated with the Practical training situations. It is in the sense

that practical training in a company has a significant role to play in the

business management.

Management in India is heading towards a better profession as

compared to other professions. The demand for professional managers is

increasing day By day. To achieve profession competence, manager ought to

be fully occupied with theory and practical exposure of management.

A comprehensive Understanding of the Mall Management will

increase our Decision making ability and sharpens our view for this purpose.

As an essential part of our course, I got the privilege to have a project

on: Comparative Analysis on Mall Management.

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ACKNOWLEDGEMENT

This project report is a result of endless effort & immense degree of

toil by many great minds. It was pleasure to work in with. MR. Abhijit Sen,

Sales Manager, IRPPL & TGIP, NOIDA.

I would like to thank all those people who graciously helped me by

sharing their valuable time, experience & knowledge. I would like to express

heartiest thanks to our company guide MR. Tauseef Jamal, Sales

Executive (TGIP). For his constructive Guidance, constant encouragement,

proper criticism with affection.

I would like to dedicate this work to my reversed institute, Institute

of Integrated Learning Management (GSM), Greater Noida where I am

getting the shape of future business manager.

I express my sincere gratitude to my Institute guide Prof. A.N.

Bhattacharya for his support and guidance on the ground of which I have

acquired a new field of knowledge.

Lastly, I express my gratitude to Parents, Friends and most importantly to

GOD who gave all their blessings and support to me during this project.

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DECLARATION

I hereby declare that the project work entitled “.COMPERATIVE

ANALYSIS ON MALL MANAGMENT” is an authentic work carried out

by me at “under worthy and esteemed guidance of PROF. A. N.

Bhattacharya This work has not been submitted to any other Institute for

any Diploma and is the whole sole property of Institute of Integrated

Learning Management (GSM), Greater Noida

DATE: Sign-

Prashant Kumar Rai

FT (RM)-08-117

PGDRM-10

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Contents: -

Preface................................................................................................. 2

Acknowledgement................................................................................3

Declaration...........................................................................................4

Contents...............................................................................................5

Executive Summary.............................................................................6

Indian Retail sector............................................................................ 8

Company profile of IRPPL.............................................................. 12

Great India Place................................................................................14

Features of TGIP Mall........................................................................15

Shipra Mall..........................................................................................40

Features Shipra Mall...........................................................................42

Research Methodology......................................................................47

Graphical Representation....................................................................49

Conclusions.........................................................................................66

Bibliography........................................................................................68

Annexure.............................................................................................69

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EXECUTIVE SUMMARY

I attained my summer iterance ship project in TGIP. Where the

primary work of mine was to sale the loyalty card to the customer.

Which was the part of promotional strategy under taken by the

management?

Regarding my project work I have completed my project with

the title COMPERATIVE ANALYSIS ON MALL

MANAGEMENT wherein I have to do the comparison between all

the aspects, Fixture, Facilities provided by TGIP & Shipra Mall

situated at Ghaziabad.

A sample size of 60 responded was chosen and they were

asked to compare the basis of amenities provided by both the Mall.

The survey was mainly under taken gauge TGIP closest

competitor with recommend measure to over come.

Indian Retail Sector

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India is the country having the most unorganized retail market.

Traditionally it was a family's livelihood, with their shop in the front and

house at the back, while they run the retail business. More than 99% retailer's

function in less than 500 square feet of shopping space.

The revolution in retailing industry has brought many changes and

also opened door for many Indian as well as foreign players. In a market like

India there is a constant clash between challenges and opportunities but

chances favour those companies that are trying to establish themselves. So to

sustain in a market like India companies have to bring innovative solutions.

Indian market has potential to accommodate many retail players, because still

a small proportion of the pie is organized.

Retailing is still in its infancy in India. In the name of retailing, the

unorganised retailing has dominated the Indian landscape so far. According to

an estimate the unorganized retail sector has 94% presence whereas the

organized accounts for merely 6%.

India retail industry is the largest industry in India, with an employment

of around 8% and contributing to over 10% of the country's GDP. Retail

industry in India is expected to rise 25% yearly being driven by strong income

growth, changing lifestyles, and favourable demographic patterns.

It is expected that by 2016 modern retail industry in India will be worth

US$ 175- 200 billion. India retail industry is one of the fastest growing

industries. A further increase of 7-8% is expected in the industry of retail in

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India by growth in consumerism in urban areas, rising incomes, and a steep

rise in rural consumption. It has further been predicted that the retailing

industry in India will amount to US$ 21.5 billion by 2010 from the current

size of US $ 7.5 billion. Shopping in India has witnessed a revolution with the

change in the consumer buying behaviour and the whole format of shopping

also altering. Industry of retail in India which has become modern can be seen

from the fact that there are multi- stored malls, huge shopping centers, and

sprawling complexes which offer food, shopping, and entertainment all under

the same roof.

India retail industry is expanding itself most aggressively; as a result a

great demand for real estate is being created. Indian retailers preferred means

of expansion is to expand to other regions and to increase the number of their

outlets in a city. It is expected that by 2010, India may have 600 new

shopping centers.

In the Indian retailing industry, food is the most dominating sector and

is growing at a rate of 9% annually. The branded food industry is trying to

enter the India retail industry and convert Indian consumers to branded food.

Since at present 60% of the Indian grocery basket consists of non- branded

items.

India retail industry is progressing well and for this to continue retailers

as well as the Indian government will have to make a combined effort.

Industry has already predicted a trillion dollar market in retail sector in India

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by 2010. However, the retail industry in India is undergoing a major shake-up

as the country is witnessing a retail revolution. The old traditional formats are

slowly changing into more complex and bigger formats. Malls and mega

malls are coming up in almost all the places be it – metros or the smaller

cities, across the length and breadth of the country.

Both MNCs and Indian firms want to get their share of this burgeoning

pie. Notable in Indian firms are Pantaloons Retail & Big Bazaar, Trent's

Westside, Shopper's stop, Reliance and Subhiskha, Wills Lifestyle stores,

Café Coffee Day, which are present in India in different retail formats. Wal-

Mart stores have just started operations in India. Some leading retail coffee

chains of the world like Starbucks, Barnies are planning to expand in a major

way in India.

Purchasing power of Indian urban consumer is growing and branded

merchandise in categories like Apparels, Cosmetics, Shoes, Watches,

Beverages, Food and even Jewellery, are slowly becoming lifestyle products

that are widely accepted by the urban Indian consumer. Indian retailers need

to advantage of this growth and aiming to grow, diversify and introduce new

formats have to pay more attention to the brand building process. The

emphasis here is on retail as a brand rather than retailers selling brands. The

focus should be on branding the retail business itself. There is no doubt that

the Indian retail scene is booming. A number of large corporate houses —

Tata's, Raheja's, Piramals's, Goenka's — have already made their foray into

this arena, with beauty and health stores, supermarkets, self-service music

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stores, new age book stores, every-day-low-price stores, computers and

peripherals stores, office equipment stores and home/building construction

stores. Today the organized players have attacked every retail category.

The Indian retail scene has witnessed too many players in too short a

time, crowding several categories without looking at their core competencies

or having a well thought out branding strategy. The growth rate of super

market sales has been significant in recent years because greater numbers of

higher income Indians prefer to shop at super markets due to higher standards

of hygiene and attractive ambience. With growth in income levels, Indians

have started spending more on health and beauty products. Here also small,

single-outlet retailers dominate the market. In recent years, a few retail chains

specialised products have come into the market. Although these retail chains

account for only a small share of the total market, their business is expected to

grow significantly in the future due to the growing quality consciousness of

buyers for these products .Numerous clothing and footwear shops in shopping

centres and markets operate all over India. Traditional outlets stock a limited

range of cheap and popular items; in contrast, modern clothing and footwear

stores have modern products and attractive displays to lure customers. With

rapid urbanization, and changing patterns of consumer tastes and preferences,

it is unlikely that the traditional outlets will survive the test of time. Despite

the large size of this market, very few large and modern retailers have

established specialized stores for products.

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There seems to be a considerable potential for the entry or expansion

of specialized retail chains in the country. The Indian durable goods sector

has seen the entry of a large number of foreign companies during the post

liberalization period. A greater variety of consumer electronic items and

household appliances became available to the Indian customer. Intense

competition among companies to sell their brands provided a strong impetus

to the growth for retailers doing business in this sector. Increasing household

incomes due to better economic opportunities have encouraged consumer

expenditure on leisure and personal goods in the country. There are

specialized retailers for each category of products (books, music products,

etc.) in this sector. Another prominent feature of this sector is popularity of

franchising agreements between established manufacturers and retailers. A

strong impetus to the growth of retail industry is witnessed by economic

boom and driver of key trends in urban as well as rural India.

Company Profile

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Unitech, real estate firm, and International Amusement Ltd, widely

known for their Appu Ghar project, have formed a joint venture to be known

as International Recreation Parks Pvt Ltd (IRPPL) and will be coming up with

two entertainment parks in Noida and Rohini

The company (IRPPL) was registered on 2nd Feb 2002. The idea was

to provide the Guest with a complete Entertainment Destination having

Amusement, Shopping as well as Hospitality all under the one roof.

The construction of these parks will cost the company approximately

Rs. 1,600 crore. And to provide specific themes for these parks, the company

has roped in Turner Inc’s Cartoon Network and Pogo.

IRPPL is the pioneer in the concept of amusement parks. In 1984 it

launched ‘Appu Ghar’ set amidst unique Architecture with International

Standard, Amenities & Hygiene.

The park would feature over 30 different rides and various attractions. The

equipments for these parks is supplied by European manufacturers including

Zamperla of Italy who also supply rides to Disney, Universal Studios and Six

Flags.

The company runs the Rohini park on a trial basis while the Noida project

is expected to be fully operational within 2-3 years. Noida will have a built up

area of 150 acres, which would be divided into two zones — amusement park

and commercial park.

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http://www.indianrealtynews.com/indian-states/delhi/rohini/


Noida park will be thrown open to public in two phases. In first phase, a

Teen Zone and a lifestyle centre will be operational while in the second phase

will include the opening of rest of the amusement park and a retail section

called Garden’s Galleria.

The Entertainment City

The Great India Place and Worlds of Wonder collectively known as The Entertainment City. Where The Great India Place is the second largest shopping complex in the entire country and the Worlds of wonder is an amusement park of its own kind.

Explaning each of them below

Worlds of Wonder (WOW) include

• Teen Zone – Music Zone, has been prepared for the fun loving and adventurous teen.

• Family Zone:--it has been prepared as a soothing atmosphere a perfect place for a family to spending time.

These are the future projects of IRPPL :-

Townsville (Children Zone with Cartoon Network)

Calypso Bay (Caribbean Water Park)

The Great India Place

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The Great India Place Designed by Callison Inc. the interior theme is

"shoppertainment", which integrates shopping and entertainment in the same

premises. Shops of all possible product and service categories.

6-screen multiplex cinema: total seating capacity of 1220 seats.

Multiple theme park

Indoor entertainment area

The Great India Place is a retail and entertainment complex as part of

Entertainment City, an international standard amusement park. This

integrated mix-use destination also convinces with its prime location near

Sector 18, right at the entrance of Noida. Spanning 1,500,000 sqft, this is one

of the largest retail developments in India. It houses big retail outlets like the

Shoppers Stop, Globus, Pantaloon, Big Bazaar, Home Town, Lifestyle and

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Lifestyle Home Centre and also has outlets of well known brands like

Bossini, Reebok, Adidas, Nike, Guess, Colour Plus, and Marks & Spencer.

The mall follows a zoned concept with home and grocery on the basement

level, women's apparel on one side, men's on the other.

The amusement park – also called Entertainment city – about to open

shortly would be much bigger than the current “Appu Ghar” of Delhi. Present

Park part which being used today only 15% of total plan.

Features of TGIP

Family Fashion Zones

An elite family fashion zone for men, women and children will entrust

the customers the enhanced pleasure and convenience of shopping.

Wedding Bazaar and Hometown

Unique precinct for the special occasion. A dedicated 80,000 sft zone for

transforming your dream into reality and your home into paradise. Jewels

from Hazoorilal, R C Jellewers, Cygnus, Taraash, Wardrobe from Dulhan

Libas, Sita Bridal, Study by Janak and Renowned Fashion Designers will be

there at a one stop destination for those who look for perfection. The Home

saaz section will cater to national and regional retailers involved in all

categories of home improvement, and would make available every product

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and service segments that a consumer requires to build/renovate or decorate a

home.

Food court

An Exclusive 180,000 sqft of Food and Entertainment zone would

surely enhance Great India Place's flavour. The food court has a variety in

terms of Indian (South and North Indian) along with Chinese, Mexican,

sandwiches, pizza, burger and other such food. You get a variety of drinks

over there (all non-alcoholic). Nirula's, Sbarro, Rajdhani, Yatra, Noodle Bar,

Food Court, Pind Balluchi, TGIF, KFC, Pizza Hut, Bembos, Pizzaria Express,

and many others.

It’s a perfect family mall, friend’s mall, lover’s mall and what not.

Actually if you are with your family you can shop at nice places and can have

food at Moti Mahal, Sagar Ratna etc.

If with your friends you can shop till you drop plus you can have

food for dirt cheap price at McDonalds, Nirulas, Yo! China,

Pizza Hut etc.

If you are with your lover you can check out nice, cozy coffee

shops like Barista, Costa Coffee etc.

If you are more upmarket kind you can have food at TGIF, Moti

Mahal, and Pind Balluchi etc.

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If you are a gizmo freak. There is Jumbo electronics and Ezone.

Whole 1 floor of the mall is dedicated to Big Bazaar and Home

town.

For adventure seekers...this Mall has got amusement park with

wonderful rides too it is perfectly titled WORLDS OF

WONDER (WOW).

Lifts and restroom are aptly placed in frequent intervals and the

mall has an array of escalaters in the beginning, middle and the

end.

Wheelchairs are available from the customer care officer on the

ground floor.

The general circulation inside the mall is leveled. The Great India Place

is totally accessible. The approach path to its main entrance is step free.

Internal circulation on all floors is leveled. There are ample lifts connecting

all floors of the mall. The shopping outlets are located on all floors. The

restaurants and The Food Court are on the 3rd floor. The Adlabs multiplex

also have its entrance from the 3rd floor. Designated accessible restrooms are

available on most floors of the mall.

GENERAL PARKING:-

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Parking is best done in the basement as it is connected by lift to

all floors and has a step free route till the lifts. There parking capacity

4500 to 5000 at a tisme, including {-1,-2, valet parking, staff parking (In

front of WOW), VIP parking (open parking)}

Garden’s Galleria Garden galleria is very special kind of retail outlet which comprises

in it self a 200 room Hotel, 700 seater multipurpose auditorium for conference,

seminars and cultural events, 5000 sq meter of hypermarket, landscaped

courtyard with restaurants on ground floor, food court to accommodate

approximately 500 people, multiplex.

although the project is one of the future prospects of IRPPL

FLOOR STRUCTURE & RETAIL STORES

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1:-BASEMENT (-1)

1- Big Bazaar

2- Home Town(Future Group)

3- Home Center(Life Style)

2: - GROUND FLOOR

1:- Lifestyle 26:- Pantaloon 51:- Hi Design

2:- Bossini 27:- Allen Solly 52:-Kalpana Sarees

3:- Metro Shoes 28:- Celio 53:- EDC

4:- Woodland 29:- Kazo 54:- D&F

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5:- Tanabana 30:- Liliput 55:- Bizarre

6:- P-3 31:- 56:- Meena Bazaar

7:-Bombay Selection 32:-Wills Lifestyle 57:- Meena Bazaar

8:- Adidas 33:-Kilol 58:- Zodiac

9:-M&B Footwear 34:- 59:- Rebook

10:- GEOX 35:- 60:- Free Look

11:- Nakshaktra 36:- Costa Coffee 61:- BG’s

12:- Hush Puppies 37:- KFC 62:- BG’s

13:- 38:- Pizza Hut 63:- Optique

14:- Marks & Spencer 39:- Zardozi 64:- Maya Toys

15:- Marks & Spencer 40:- Ferradini 65:- Cyqnas

16:-United Colour of

Benetton

41:- 66:- Da Milano

17:- Feminine 42:- 67:- Foot Steps

18:- Levis Flagship 43:- 68:- Biba Apparels

19:- Levis Flagship 44:- Om Book Shop 69:- Archies

20:- 45:- CTC Emporrio 70:- FI

21:- Giovani 46:- Globus 71:- Dimensions

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22:- Shoppers Stop 47:- GFO 72:- Swiss Junctions

23:- Pantaloon 48:- Cookie Men 73:- Hallmark

24:- Pantaloon 49:- Vansons 74:- World of Titan

25:-Pantaloon 50:- Bonton 75:- Tediapetus

3: - FIRST FLOOR

101 Lifestyle 126 Adidas 148 Blackberry’s

102 Lifestyle 127 Exten 149 Blackberry’s

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103 Monte Carlo

104 Gujralsons

128 Spykar

129 Reebok Classics

150 Parx

105 Reid & Tailor 129A In Excess 151 La Lingarie

106 Pall Mall 130 Nike 152 Ritu Kumar

107 Luis Phillip 131 Lives 153 Ritu Kumar

108 Colour Plus 131A Jean Paul 154 Portland

109 Provogue 132 Sweet World 155 Satya Paul

110 Luxor 133 Swatch 156 Satya Paul

111 Cafe Coffee Day 133A Groggy 157 Timex

112 Nokia 134 Arrow 158 Illuminations

113 Nokia 135 Lee 159 Reebok Juniors

114 Peter England 136 Body Shop 160 Lacoste

115 GAS 136A Canary Blue 161 Kodak Express

116 Raymond 137 Numero Uno 162 Lee Cooper

117 Samsonite 138 Planet M 163 USI

118 Denis Parker 139 Benetton 164 Tycoon

119 Mohanlal Sons 140 Royal Sporting House 165 Madame

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120

121Kapoor Watch Co 141 Globus 166 Liberty

122 Shopper stop 142 Mobile 167 Crocs

123 Van Huesen 144 GoodThings 168 Liberty

124 Pantaloons 144 Zod!Club 168 Levis Signature

125 Pantaloons 145 Moustache 170 Zodiac

147 Wrangler

146 Gili

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4:- SECOND FLOOR

201 Life style 226 GKB Opticals 251 FabIndia

202 Me n Mom 227 Remanika 252 Zest

203 Casio 228 Mustard 253 Vivid

204 229 Pepe 254 Vivid

205 ITC John Players 230 Genesis 255 Bicano

206 Sia Gems 231 Foresight Opticals 256 Soffie

207 Carlton 232 Priknit 257 Kanz

208 Etam 233 Lucera 258 Indigo

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209

210

234 Gini & Jony

235 Blue Sky

259 Soles Fashion

260 Men.Xs

211 236 261 Tag Hill

212 237 261 Tag Hill

213 238 Blond & Bliss 263 Scissors

214 Octave 239Shayan Furnishings 269 Shyan Brothers

215 Ex Calibur 240 Odyssey 266 Edge

216 Catmoss 241

217 Fahren Heit 242 Chikankari

218 Gatha 243 Chikankari

219 Kitten Shoes 244 Carousel Kids

220 245 Mardigrass

221 Shopper Stop 246 Brightlite

222 Max Lifestyle 247 Stepping Stone

223 Max Lifestyle 248 Bose

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224 249

225 Bata 250 Focal Point

5: - THIRD FLOOR

300 Food Court 308 Yo China 318 NUN

300 The Bowling Co. 309 Sagar Ratna 319 Music Land

300 Yatra 309A Sagar Ratna 320 TGIF

300 O’Bar 310 Rajdhani 321 Masakali

300 Noodle bar 311 Rajdhani 322 Pind Balluchi

301A Motimahal 312 Sanrio 323 Sbarro

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302 Street Food Of India 313 ICE Cube 324 Sbarro

303 Nirula’s 314 Big Cinema 325 My Dollar Store

304 315 Big Cinema 326 Jumbo Electronics

305 Barista 316Crazy Noodles 327 Gym&Sparsg SPU

305 Tanduri Village 317 NUN 328 OSIM

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RETAIL SEGMENTS IN TGIP

SECTIONING OF RETAIL FORMATS

1:Apparel Stores : - Allen solly, Arrow, Biba, Bizarre, Blackberry, Bombay

Selection, Bossini, Broderies, Colour Plus, Cotton County, Bossini,

Broderies, Colour Plus,Cotton County, Dockers, Edge, Freelook, Gas Jeans,

GFO, Giovani, Globus, Guess, Indigo Nation, Octave, Pantaloons, Parx,

Pepe, The Sales House, Tycoon, United Colors of Benetton, Vansons, Wills

Lifestyle, Wrangler, Zardozi, Zodiac, Jean Paul, John Player, Kalpana,

Lacoste, Lee Cooper, Lee, Levis, Lifestyle, Liliput, Louis Philippe, Madame,

Marks & Spencers, Meena Bazaar, Peter England, Portland, Priknit,

Provogue, Raymonds, Reebok, Ritu Kumar, Ruff, Satya Paul, Shopper’s

Stop, Da Milano, Denis Parker, Men X’s, Monte Carlo, Spykar, Straps, Tag

Hills Hongkong

2:-Accessories:- Bg’s, Blue Sky, Caratz Jewellery, Carlton, Cygnus,

Dimensions, Edge, Focal Point, Hidesign, Kittenshoes, Lacoste, Liberty,

Lucera, Mardi Grass, Metro Shoes, Nakshatra, Nike, Puma, Reebok, Shoe

Tree, Shopper’s Stop, Sia Studio 23, Swiss Junction , Timex, Titan, Walk in

M &B Footwear, Woodland

3. Book Store:- Om book Shop, Odyssey

4. Confectionary: - Cookie Man, Daily Breads, Sweet World

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5. Cosmetics & Toiletries:- Body Shop, Lacoste

6.Cafe/Pub/Restaurant:- Barista, KFC, Costa Coffee, Moti Mahal,

Nirula’s, Noodle Bar, Sagar Ratna, TGIF, Yo China

7. Departmental Store:- My Dollar Store

8. Entertainment:-Adlabs

9. Electronics: - Bose, Casio, Catmoss, Jumbo Electronics, The Mobile Store

10. Gifts: - 1.Archies 2. Hallmark

11. Home furnishings: - Brightlite, Kilol, Mamouchee Kitchen,

Sayam Furnishings Vivid

12. Luggage:-Samsonite

13. Music:-Planet M

14. Optical:- Four sight, GKB Opticals, Bon Ton Opticals

15. Sports Gear: - Reebok, Nike, Adidas, Woodland, Puma

16. Photoshop:-Kodak

17. Saloon: - Blond & Bliss, Emphasis Laser

18. Others: - Maya Toys

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ANCHOR STORES IN TGIP

The Great India place has covered 1 million sq ft area. Where 40% of the total area is covered by 7 anchor stores (including 2 hypermarkets)

1:- Life Style

Lifestyle International (P) Ltd is part of the Landmark Group, a Dubai –

based retail chain. With over 30 years’ experience in retailing, the Group has

become one of the foremost retailers in the Gulf.

Strategies:-

The effectiveness of the mall developer's communication of the offering

to the target customers determines how well the mall gets positioned in their

minds. At this stage, the communication has to be more of relative nature.

This implies that the message conveyed to the target customers must be

effective enough in differentiating the mall's offering from that of its

competitors without even naming them. The message should also clearly

convey to the target audience that the mall offers them exactly what they call

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the complete shopping-cum-entertainment point that meets all their

expectations. The core purpose is to inform the target customers about the

offering of the mall, persuade them to visit the mall and remind them about

the mall. The mall developer can create awareness about the offering among

the target customers in a number of ways. Various communication tools

available to the mall developer for this purpose may include advertising, buzz

marketing , celebrity endorsement, use of print media, press releases and viral

marketing .Once the message is being conveyed through these channels, the

mall developer must add a personal touch to his message by carrying out a

door-to-door campaign in order to reinforce the message.

Positioned as a trendy, youthful and vibrant brand that offers

customers a wide variety of merchandise at an exceptional value for

money.

Mission Statement: Carefully listen. Constantly adapt. Always deliver.

Vision Statement: To become the leading retail group in the Middle East

and India, maintaining our constant growth through our core, value and

international brand business.

Effective Visual Communication

Retailer has to give more emphasis on display visual merchandising,

lighting, signages and specialized props. The visual communication strategy

might be planned and also be brand positioned. Theme or lifestyle displays

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using stylized mannequins and props, which are based on a season or an

event, are used to promote collections and have to change to keep touch with

the trend. The merchandise presentation ought to be very creative and

displays are often on non-standard fixtures and forms to generate interest and

add on attitude to the merchandise.

Changing the Perception

Retailers benefit only if consumers perceive their store brands to have

consistent and comparable quality and availability in relation to branded

products. Retailer has to provide more assortments for private level brands to

compete with supplier's brand. New product development, aggressive retail

mix as well as everyday low pricing strategy can be the strategy to get edge

over supplier's brand.

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2:- GLOBUS:-

Globus aspires to be ‘the’ iconic youth fashion brand in the country.

Globus is a complete fashion brand – it’s the apparel brand and the

destination brand. Three words which capture the spirit of the youth – vibrant,

maverick and expressive. Globus is exactly that…our vibrant and maverick

designs are not just setting fashion trends but more importantly helping our

customers express themselves.

The entire fashion range comprises of apparel for men, women, kids

and accessories at amazing prices. The range spans across usage occasions –

work wear, campus wear, club and lounge dressing and genres Western,

Indian and mix-n-match. A well researched sizing ensures a good fit for the

Indian silhouettes.

Mission:- Achieve customer delight by offering quality products and services Through a process of continuous innovation and adaptation.

Build a dynamic team of committed and passionate employees through sustained learning and grooming.

Develop mutually beneficial relationships with our business partners.

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Employ cost-effective processes and thereby create a strong organization.

3:- Shoppers Stop

The foundation of Shoppers' Stop was laid on October 27, 1991 by

the K. Raheja Corp. group of companies. Being amongst India's biggest

hospitality and real estate players, the Group crossed yet another milestone

with its lifestyle venture Shoppers' Stop.

From its inception, Shoppers' Stop has progressed from being a

single brand shop to becoming a Fashion & Lifestyle store for the family.

Today, Shoppers' Stop is a household name, known for its superior quality

products, services and above all, for providing a complete shopping

experience.

With an immense amount of expertise and credibility, Shoppers’

Stop has become the highest benchmark for the Indian retail industry. In

fact, the company’s continuing expansion plans aim to help Shoppers’

Stop meet the challenges of the retail industry in an even better manner

than it does today.

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4:- Big Bazaar

Big Bazaar is a chain of hypermarkets in India, with more than 100

stores in operation. It is a subsidiary of Pantaloon Retail India Ltd's, Future

Group, and follows the business model of United States-based Wal-Mart

Big Bazaar is not just another hypermarket. It caters to every need of

your family. Where Big Bazaar scores over other stores is its value for money

proposition for the Indian customers.

At Big Bazaar, you will definitely get the best products at the best

prices [( Isase Shasta Aur Aachha Kahin Nahi)( Every Day Low Price)]

that’s what they guarantee. With the ever increasing array of private

labels, it has opened the doors into the world of fashion and general

merchandise including home furnishings, utensils, crockery, cutlery, sports

goods and much more at prices that will surprise you. And this is just the

beginning. Big Bazaar plans to add much more to complete your shopping

expereince.

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http://en.wikipedia.org/wiki/Wal-Mart

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/Future_Group

http://en.wikipedia.org/wiki/Future_Group

http://en.wikipedia.org/wiki/Hypermarket


The Big Bazaar is a useful place to find cheap household items, clothes,

and food all under one roof. However, the chaos and crowds often make

shopping there a challenge.

5:- Home Town Kishore Biyani owned ‘Future Group, aptly promising its customers ‘Ab Ghar banana kitna aasan!, launched the first of its kind home improvement store ‘Home Town’ on April 2007. Occupying an area of over 1.25 lakh sq.ft. In Great India Place Mall in Noida. Home Town’s tag line promises

Home Town, is provide every thing required by a consumer to build a ‘House’ and then to convert the same into a ‘Home.’ Apart from a range of home products required for various rooms like drawing, dining, bath, etc. in a house, the store is also through a team of experts offer services like electrical and plumbing installations, interior decoration, vaastu, etc. under one roof. Apart from products and services, Home Town is also offer credit facility to consumers through Future Money, an arm of the group’s financial products and services company, Future Capital.

Home Town stores have three sections, namely, Exhibitions, Markets and Services. While, Home Town’s Exhibition section have a live display of different rooms in a house, Markets section is display product like furnishings, mattresses, appliances, consumer electronics for living, dining, sleeping, kids, kitchen and other rooms and for leisure and entertainment like music and books. The services section is offer services, which among others,

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is include: carpenting, plumbing, electrification, painting, tile-laying and designing. Other services on offer is include, grihapravesh pooja, door delivery and installation.

The ‘Home Town’ concept thus: “Owning a home has always been the ultimate Indian dream. In past, consumers had to visit multiple stores & markets, while building a home and have to often rely on advice from unqualified sources. Home Town is addressing this consumer pain point by providing a single point destination for all their needs to build, equip and decorate their homes. Additionally, consumers are also get professional advice on various aspects, ranging from interiors, carpentry, plumbing, painting, etc to grihapravesh pooja for the home.”

Home Town is an amalgamation of the value-lifestyle propositions, so appears eminently approachable to the budget-buyer, as well as the aspirational customer, and also to the lifestyle-driven customer. The displays are echoing the aspirations of the consumer, keeping traditions alive in a contemporary world.

Apart from displaying products of all major manufacturers, under numerous categories, one of the major propositions of Home Town is be to provide guarantees on prices, services and products.

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6:- Pantaloons

Pantaloon Retail (India) Limited is India's leading retailer that operates

multiple retail formats in both the value and lifestyle segment. Pantaloon has

ushered a retail revolution in India and its founder Kishore Biyani is known as

India's "King of Retail".

Pantaloon's origin can be traced to 1987 when the company was

incorporated as Manz Wear Private Limited. The company launched

Pantaloons trouser, India's first formal trouser brand. In 1992, Pantaloon

launched its IPO. In 1994, The Pantaloon Shoppe - exclusive menswear store

in franchisee format was launched across the country. Pantaloon started

distribution of distribution of branded garments through multi-brand retail

outlets across the nation. In 2001, Big Bazaar, India's first hypermarket chain

was launched. In 2002, Food Bazaar, the supermarket chain was launched. In

2006, Future Capital Holdings, the company's financial arm launched real

estate funds, "Kshitij" and "Horizon" and private equity fund "Indivision".

The company is also planning forays into insurance and consumer credit.

Pantaloon Retail is the flagship company of Future Group.

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7: - Home Centre

Home Centre presented by Lifestyle is a one-stop destination

for furniture, home ware and home furnishings that epitomises

elegance, luxury and individuality. Home Centre houses a wide

range of contemporary and classic furniture, linen as well as other

home accessories, thus providing customers affordable complete

home solutions.

Home Sweet Home is a truism proven true by Lifestyle’s Home

section. Accommodated with end-to-end solutions in home ware,

gifts, furniture and furnishings from across the world, their Home

range includes everything, Step inside and discover a whole new

world of lamps, carpets, curtains, rugs, table linen, bed linen,

glassware, crockery, cutlery, cookware, furniture and even artificial

plants, trees and flowers.

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Except these 7 anchor stores TGIP also have most multi

national brand like: - Rebook, Adidas, Nike, Woodland, Mc

Donald, Yo, China, Barista, KFC, Nirula’s, Sagar Ratna, Colour Plus,

Allen Solly, Monte Carlo, Rado Watch, Om Book, Lee, Live’s

TGIP Loyalty Card: -

Exclusive Free Parking

Free parking for one year. 4 free visit to the Worlds of Wonder for a family of four.

(Without rides) 10%-20% discount at the selected outlets of TGIP Partner

Stores. (This discount is for 57 outlets)

Free invites to be sent for events at TGIP organized by IRPPL.

Membership fee of Rs. 1000/- refundable on purchase of Rs. 20,000/- and above at TGIP once during the year.

10% premium on availing TGIP counters.(this discount is available on 34 outlets which are also in 57 outlets)

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Shipra Mall

Shipra Mall is the largest mall in the National Capital Region (NCR) of Delhi. The mall, which is located east of Delhi at Indrapuram, has a built-up area of 4.5 lakh sq ft.

It has been constructed in Classical Roman-style architecture and has 3.6 lakh sq ft of retail space, three new-generation cinema halls, 17,000 sq ft of kids zone, a 15,000 sq ft food court, an amphi theatre and parking space for 1,000 cars.

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The twin atriums provide better space and visibility for retailers and free flow for shoppers. It would be able to provide a complete experience to its shoppers as it has four anchor stores - Shoppers Stop, Globus, Food Bazaar and Fashion Station.

Shipra Mall will attract a large number of footfalls for retailers as it is stategically situated at the junction of Ghaziabad, Noida and Delhi, i.e., a large catchment area.

Features of Shipra Mall

ANCHOR STORS IN SHIPRA MALL

1:-Food Bazaar

Ab Ghar Chalaana Kitna Aasaan

Food Bazaar invites customers for a shopping experience, unique by its

ambience. At Food Bazaar customers can find a hitherto unseen blend of

a typical Indian Bazaar and International supermarket atmosphere.

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Flagged off in April’02, Food Bazaar is a chain of large supermarkets

with a difference, where the best of Western and Indian values have been

put together to ensure customer’s satisfaction and comfort while

shopping.

The western values of convenience, cleanliness and hygiene are offered

through pre packed commodities and the Indian values of "See-Touch-

Feel" are offered through the “bazaar-like” atmosphere created by

displaying staples out in the open, all at very economical and affordable

prices without any compromise on quality.

The best of everything offered with a seal of freshness and purity will

definitely make the final buying decision a lot easier.

2:- Shopper Stop

3:- Pantaloon

4:- Reliance Digital

5: - Globus

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Except these Shipra Mall have big rang of multi

national brand like: - Adidas, Allen Solly,

Archies, Barista, Cafe Coffee Day, KFC, Levis,

Liberty, McDonald, Nike, Reebok, Yo! China

RETAIL SEGMENTS IN SHIPRA MALL

SECTIONING OF RETAIL FORMATS

1. Apparel Stores : - Zodiac, AO's, Appeal, Bizarre,

Bombay Selections, Bonsoir, Cantabil, Catmoss, Chabbra

555, Chickankari, Cotton County, Cottons by Century,

Creative Line, CTC Plaza, Diya's, Elevation Clothings,

Fashion Station, Felicity, Gini & Jony, Givo, Globus,

Hakoba, Inexcess, Jashn Sarees, Jealous Jeans, Jean Paul,

John Players, Jorgy, Koutons, Lilliput, Louis Philippe,

Madame, Meena Bazaar, Men.xs, Monte Carlo, Mushrooms,

Mynah, Numero Uno, Paisleys, Pepe Jeans London, Peter

England, Priknit, Private Lives, Provogue, R & Sons, Reid &

Taylor, Reid & Taylor, Spykar, Square, Square, The

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Raymond Shop, TNG, TQS, Tuscan Verve, Tycoon, United

Colors of Benetton, VanHeusen, Vibe, Vineet Sarees,

Westwood, Zardozi, Zodiac

2. Cafe/Pub/Restaurant : - Yo! China, Papa John's, Otik’

(Food Court), O2(Food Court), New woks(Food Court),

Nariyal Chutney (Food Court), Mr. Orange, Moti Mahal

Delux, More Than Paranthas (Food Court), Milestone

2000(Food Court), McDonald's, King Kulfi, KFC, Hot &

juicy, Fortune Platter, Dhampur Ki Chat (Food Court), Desi

Tadka (Food Court), China Gate (Food Court), Chicking

(Food Court), Cafe Coffee Day, Baskin Robbins(Ice Cream

Parlour), Barista, Andaaz-E-Lucknow (Food Court).

3. Sports Gear : - Adidas, Nike, Reebok, Shiva's, Shoe Biz,

Woodland, Leather Act, Hidesign

4. Electronics : - Electronic Bazaar, Sony World, Shine

Star, Reliance digital, Nokia, Essar

5. Accessories :- World of Titan, Titan, Timex, Tanishq,

Nakshatra, Gangoly Bros., Feminine, Fashion Station, Citizen, Carbon

6. Gifts : - Archies, Nik-Nish

7. Home furnishings : - Spaces

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8. Luggage : - VIP, Samsonite

9. Photo Studio : - Anjali's

10. Music: - Planet M

11. Optical: - Muaaz Optician, Laxmi Opticals, Eye

Station

12. Stationary& Gift Shop:- Luxar, Just Link

13. Entertainment:- Just About Movies (JAM)

14. Health & Fitness: - Grand Slam

15. Home furnishings: - Furniture Bazaar

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RESEARCH METHODOLOGY

Research Work:

In the survey work the method of Questionnaire is being used. The

questionnaires are then studied properly to find out about the various inputs

from the customers of TGIP Mall.

The survey was done among 60 customers in TGIP Mall.

Field Work:

In-house Work:

• Gathering of secondary data.

• Compiling the data & making the questionnaire for customers.

Work in TGIP:

• Counting the number of stores & dividing them according to various

segments.

• Checking the particular store location & the relevance of the location.

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Visiting each & every Retail Firm in TGIP.

LIMITATION

1-Small sample size to complete the research the survey is needed to be done on a large and diversified population which is out of preview because of lack of resources and time.

2-Inadequate customer knowledge during the survey there may be few customers who may have not complete knowledge of retail market.

3-Biased information the sample survey might be from particular income strata or profession which may not reflect a correct picture of the research made.

4-Secondary data- The secondary data taken from a source might be wrong to serve the purpose of a person or organization concerned.

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GRAPHICAL REPRESENTATION

Q: 1. Which would be the most preferable Mall for you?

This question asked from customers to know the customer loyalty about TGIP.

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This graph is showing that 73% people are fully satisfied with TGIP and rest 27% people want go any other Mall or place due to various point like- TGIP is located far away from their residential area, May be any other Mall situated near to their residential area,

Q:2. Why do you like to come to TGIP

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This question asked from the customer to know the main purpose to go/come in TGIP

This graph is showing that 52% people go to TGIP for shopping, 23% people come for entertainment, 18% people come due to verity of outlets that’s why they able to buy verity of product under the one roof, 7% people come only for time pass because they are stay or situated near to TGIP, One biggest thing come in front of me by the survey/graph is that No body come in TGIP specially for having food.

Q: 3. Why do you prefer to shopping in TGIP?

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This question is asked to know that what is the reason behaind the preference of customer to do shopping in TGIP.

This graph is showing that 37% people prefer to shopping in TGIP due to verity of outlets so that they can choose product as per their choice- supose if they want to buy mens wear than they have option like- Shoppers Stop, Pantaloon, Lifestyle & Globus, 23% people prefer to shopping in TGIP due to verity of outlets so that they can buy verity of product under the one roof like apparels, groceries item, home furnishing & electronics & they can have food also, 20% people prefer to do shopping in TGIP because its close to their residential area, 12% people prefer to do shopping in TGIP due to resonable product price given by Big Bazaar,Soppers Stop etc, 8% people prefer to shopping in TGIP due to Good customer service like-thay can carry their goods in trolly till the car.

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Q:4. Which store do you mostly prefer for shopping?

This graph is showimg that 44% people mostly prefer to do shopping from Big Bazaar due to long range of product at low cost, 20% people mostly prefer to do shopping from home Town because it’s a first store which offer these type of product, 13% people mostly prefer to do shopping from Shoppers Stop due brand loyalty & quality of product, 10% people mostly prefer to do shopping from Lifstyle, 8% people mostly prefer to do shopping from Pantaloon, 5% people mostly prefer to do shopping In Globus.

Q:5. Which feature do you like most in Mall?

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This graph is showing that 38% people want that ambiance should be good in the Mall, but 35% people want that parking place should be easily accessible, while 22% people want that security should be good, 5% people want that customer information center should be in Mall. At overall statement tell that ambiance & parking both are important factor for Mall.

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Q: 6. Which of the following do you like most while interacting with customer service representative?

This graph showing that 47% people want that customer service representetive give quick response, 33% people want that customer service representetive talk politely with them, 12% people want that customer service representetive should be knowledgeable so that thay can get appropriate guidence, 8% people want that customer service representetive should be wellgroom.

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Q:7. Where do you fine these problems?

(A) Drinking Water

This graph is showing that 50% people say that thay face problem in getting drinking water in TGIP, 32% people say that thay face problem in getting drinking water in Sipra Mall, 18% people say that thay have no problem in getting drinking water.

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(B) Rest Room

This graph is showing that 47% people said that thay were not able to search Rest Room easly in Shipra Mall, when 43% people said that thay have no problem in getting Rest Room, 10% people said that thay ware not able to search Rest Room easily in TGIP.

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(C)Escalator not working

This graph is showing that 48% people are satisfied with escalator facility, When 39% people said it is the biggest problem in TGIP, 13% people said that escalator is not good in Shipra.

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(D)House Keeping

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This graph is showing that 72% people said that house keeping was not a problem in any Mall, 18% people said that house keeping of Shipra Mall was not good. When 10% people said that they ware not satisfied with house keeping of TGIP.

(E)Parking

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This graph is showing that 58% people said that parking of TGIP is good, But 22% people said that they are not satisfied with present parking facility they want some change like- they want to stand their car in -1 parking area but guard was not allowing them to go there, 20% people were not feeling comfortable with Shipra Mall parking area due to only way for Entry & Exit.

Q: 8. For an over all entertainment which place would you prefers to go.

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This graph is showing that 64% people said that for an overall entertainment they would prefer to go/come to TGIP due to various reason like- World of Wonder, Big cinema, Food Court & Darne Me Bhi Maja Hai etc, 13% people said that for an overall entertainment they would prefer to go to Shipra Mall, while 23% people said that for an overall entertainment they would prefer to go to any other place.

Observation and Recommendation

Observation: -

1. Elevators were not working in a proper manner.

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2. There was not any facility of drinking water.

3. AC was not working in a proper manner on third floor.

4. Security system was not effective in TGIP.

5. Rest Room was not clean on ground floor.

6. At times I saw people want to take rest but they did not find

space for sitting.

7. Sometimes I saw people were not satisfied with parking

facility.

8. The shops which are located on the second floor are incapable

of attracting the traffic.

9. Floor plan & direction Board was not sufficient & visible

because I saw that many were people asking for some

particular shops but they did not get any answer.

10. Only one Customer Information centre is not sufficient.

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11. Customer information centre was not visible that’s why

customer ask about a particular shop to another customer but

they were unable to get proper answer.

12. I had also observed that on information desk sometimes

nobody is present.

13. Customer loyalty program which is presented by TGIP

is not well-known because of low advertisement.

14. Price of customer loyalty card was quite high and facility

was not much attractive.

15. Stair of Emergency Exit was not clean & visible.

16. As per my customer survey nobody came in TGIP

specially for having food.

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Recommendation: -

1. Elevators should work in proper manner for the whole week or

month.

2. There should be facility of drinking water it’s a basic need of

customer/human being.

3. AC should be effective on third floor also so that customer

feel relax & come in TGIP specially for having food.

4. Security system should be good in Mall.

5. Rest Room should be neat & clean on each & every floor.

6. Number of sitting chair should increase for taking rest of

customer.

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7. Parking facility should be same for all customers who are

paying same amount of money.

8. Number of shops should be increased on second floor & it

should be also capable for attracting the customer like on

second floor shoppers stop, life style.

9. Floor plan & direction board should increase & be visible

10. Number of customer information centre should be

increased & Make sure that always some body be present on

the information desk.

11. Advertisement of Customer loyalty program which is

presented by TGIP should increase so that everybody knows

this.

12. Price of customer loyalty card should be low & facility

which given by TGIP should be attractive like – (instead of

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four free visits of worlds of wonder, free rides for one or tow

members)

13. Stair of Emergency Exit should be neat & clean.

Conclusions: -

As I have studied the customer behevior about the Mall

with the help of getting full fill Questionnaire by the customer &

intrecting with them, and due to summer traing My work was

selling loyalty card of TGIP in that proces I gain knowledge of

customer behavior about the Mall.

I came to know that the Location of the Mall, Parking,

Ambiance of the Mall, Rest Room, Drinking water, customer

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information centre, stors location board, combination of the type of

stors eg: - Apparel, Grosery stors like Big Bazaar, Food out let,

Book stor like oddisi, home furnishing stors like home town, PVR

cinema, pub, restaurant,electronics shops etc, all these are the key

factors of the Mall for atracting the traffic.

All these factors was all ready well stabiles in TGIP when I

compare all these facility among TGIP and Shipra Mall then I saw

that TGIP is far ahead from it, if I compare any facility I got big

variation like- Parking capacity of TGIP 4500 car at a time but

parking capacity of Shipra mall 1000 car at a time.

At last I come to this conclusion of that TGIP much

better than Shipra Mall but some chance for enhancement is present

today also. It can be improved.

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BIBLIOGRAPHY

www.oneindia.com

www.indirapuram.com/shipramall/shipramall.htm

www.mouthshut.com

www.Google.com

www.scribd.com

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http://www.Google.com/

http://www.oneindia.com/


ANNEXURE

Questionnaire

Q1: - Which would be the most preferable Mall for you?

(A) TGIP (B) SHIPRA MALL

Q2: - Why do you like to come to TGIP?

(A) Kill Time (B) Shopping

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(C) Entertainment (D) For having Food

(E) Verity of outlets

Q3:- Why do you prefer to Shopping in TGIP?

(A) Reasonable product price

(B) Verity of product

(C) Good customer service

(D) Verity of outlets

(E) Close to residential area

Q4: -Which store do you mostly prefer for shopping?

(A) Shoppers stop (B) Lifestyle

(C) Pantaloon (D) Globus

(E) Big bazaar (F) Home town

Q5: - Which feature do you like most in Mall?

(A) Ambiance of the Mall

(B) Security

(C) Easy to excess parking

(D) Customer information centre

Q6: - Which of the following do you like most while interacting with customer service representative?

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(A)Courtesy (B) Knowledge

(C) Quick Response (D) Well Groom

Q7: - Where do you fine these problems?

(A)Drinking Water TGIP Shipra Not Any

(B)Rest Room TGIP Shipra Not Any

(C)Escalator not working TGIP Shipra Not Any

(D)House Keeping TGIP Shipra Not Any

(E)Parking TGIP Shipra Not Any

Q8: - For an over all entertainment which place would you prefers to go?

(A)TGIP (B) Shipra Mall (C) Any other

Your Name

Address

Mob.

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Comperative Study on Mall Mnagment

Documents