Mall Management Good Average, & Bad In the Great India Place

Submitted In Partial Fulfilment

Of the

Requirement of two year full time post Graduate Diploma in

Business

IILM (Igsm) Roll No.FT (RM)-08-105 Batch: 2008-10

PREFACE

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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 subject of 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. As a

student Business it became necessary for us to have to sound practical

knowledge on Special Economic Zones as they are a burning topic in

India and an important accelerator of our export market.

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, we got the privilege to have a project

on:

“MALL MANAGEMENT: GOOD, AVERAGE AND

BAD IN THE GREAT INDIA PALACE”

ACKNOWLEDGEMENT

3

A Summer Internship is an invaluable opportunity for a student to

understand how organizations work, the processes that are involved as

well as learn the working of a particular sector in an industry. One

develops a perspective of the particular functional area in which one is

involved while working on the project. 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. Govind Dev [H.R Manager] and

Abhijeet Sen Sales Manager of “The Great India place” Noida

We would like to thank all those people who graciously helped us by

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

express heartiest thanks to our guide MR. Abhijeet Sen And Govind

Dev For his constructive Guidance, constant encouragement, proper

criticism with affection.

We would like to dedicate this work to our reversed institute Institute

for Integrated learning in Management Greater Noida where we are

getting the shape of future business manager. Lastly, we express our

gratitude to Parents, Friends and most importantly to GOD who gave all

their blessings and support to us during this project.

EXECUTIVE SUMMARY

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The Indian retail market is expected to continue its growth trajectory into

2010.Mall management has been identified as a critical factor for the

success of malls and the retail industry across the world. Mall

management broadly includes mall positioning, zoning, tenant mix,

promotions/marketing and facility/finance management. Currently, the

Indian retail market lacks designated mall management firms. Large real

estate developers and retail chains either have their own mall

management arms operating as subsidiaries or have contractual

agreements with international property consultants. Till recently, mall

management was limited to facility management by a majority of

developers in India, leading to gaps in mall management practices. Given

the high future supply of malls and increasing competitiveness within the

Indian retail market, developers must correctly address these gaps to

ensure success.

When you shop, you aren't just shopping -- you are performing a science.

From the way you move your eyes, to what path you take through the

store, even items you touch on the shelves, is all part of how each

individual consumer makes a purchasing choice. A store nowadays is

usually intelligently designed with the aim to part consumers from their

hard-earned money, and how easy it is to be manipulated into spending

more than was planned.

Today, shopping is becoming more a delightful activity, then merely

looking for and buying products or offerings that satisfy one’s wants. The

process of acquiring these products is all the more fascinating to many.

With the retail environment undergoing a huge metamorphosis, a

customer now is more involved in the process of seeing, choosing and

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selecting what he wants, and this can be done at his own leisure, space

and time.

Initially, shopping was known to be inherently a female activity, but as

the offerings for males has also increased and people demand better

lifestyles, the male shopper also takes care about what is to be bought and

after how much of examination.

To get an idea of what was going on in the customer mind, a sample was

studied to know what kind of products they were looking for, if the

products were found, impulse shopping behaviour and products, which

entrances-exits were used, communication through sign ages and effect of

displays, staff approach and views on their shopping experience at GIP

Mall.

Contents

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Name Page No.

Introduction.................................................................................................9-10

Indian Retail Sector....................................................................................11-13

Problem Statement.....................................................................................14-15

Mall Management..................................................................................... 16-19

A] Positioning a Mall..................17

B] Placement in a Mall................17

C] Promotions and Marketing.....17

D] Facility Management..............18

E] Finance Management..............19

Indian Scenario for a Mall.......................................................................20

Case Study [Southgate mall in Australia].................................................21

Company Profile.........................................................................................22-23

Features.......................................................................................................24-27

Floor Structure & Retail Store...................................................................28-32

Retail Segments in TGIP...........................................................................33-36

Anchor Stores in TGIP.............................................................................37

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A] Lifestyle...........................34-40

B] Pantaloon line Graff.........41

C] Big Bazzar........................45-49

Pull Strategy..............................................................................................50-53

Research Methodology...............................................................................54

Analysis Customers Questionnaire...........................................................55-74

Strength and Weakness of TGIP..............................................................75-76

Limitation .....................................................................................................77

Recommendation........................................................................................78-79

Conclusion & Suggestion..........................................................................80-81

Comments by Customers............................................................................83-84

A] Positive Comments............83

B] Negative Comments...........84

Bibliography...............................................................................................85-86

Questioner for Customers...........................................................................8

INTRODUCTION

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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.

Organized retailing in India witnessed a gross turnover of USD 320

billion1 in 2006. Although this figure is low compared with other

developed economies, industry experts expect the growth rate of this

sector at 35% 2 until 2010. At present, about100 malls are operational at

a Pan-India level with total area of 19 million sq ft. As per the current

estimates, about 3003 additional malls are expected tope constructed

across the country by 2010.specific to individual malls. We anticipate that

the success of Indian malls will not only be achieved by housing the

biggest and the best mix of retailers, but also by setting up new standards

and procedures in mall management that will provide a platform to

differentiate its products and services from competitors.

In the current market scenario, both consumers and retailers have limited

choice in terms of mall shopping experience. As organised retail grows,

we expect the market to be more competitive by providing more choices

to consumers and retailers. At this point, developers will have to work

harder to create a differentiation for their product. We believe consumers

and retailers will be attracted to malls that are professionally managed,

making effective mall management a critical factor behind the success of

a mall. This white paper focuses on the internal factor: effective mall

management as a growing phenomenon in the Indian retail industry

9

today. The prime objective of landlords as well as of investors is to attract

shoppers and persuade them to purchase goods and services. This will in

turn boost retailers’ turnover and benefit their bottom-line.

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 96% presence

whereas the organized accounts for merely 4%. Industry has already

predicted a trillion dollar market in retail sector in India 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.

According to this year’s Global Retail Development Index India is

positioned as the leading destination for retail investment. This followed

from the saturation in western retail markets and we find big western

retailers like Wal-mart and Tesco entering into Indian market. India’s

retail industry accounts for 10 percent of its GDP and 8 percent of the

employment to reach $17 billion by 2010. There are about 300 new malls,

1,500 supermarkets and 325 departmental stores being built in the cities

very soon. A shopping revolution is ushering in India where, a large

population between 20-34 age groups in the urban regions is boosting

demand11.1 percent in 2004-05 to an Rs 23,308 purchasing power. This

has resulted in huge international retail investment and a more liberal

FDI.

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. Global

retail consultants KSA Technopak have estimated that organized retailing

in India is expected to touch Rs 75,000 crore in the year 2009-2010.

The Indian retail sector is estimated at around Rs 900,000 crore, of which

the organized sector accounts for a mere 2 per cent indicating a huge

potential market opportunity that is lying in the waiting for the consumer-

savvy organized retailer. 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 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.

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India GDP growth rate is a healthy 9% for 2005-06 – and this has had its

ripple effect on all industries- more so the Retail sector, of which only 3

% was organized until now. The Indian retail industry accounts for 10%

of GDP and 8% of employment. India is being touted as the next big

retail destination with an average three year compounded annual growth

rate of 46.64%.

The Indian economy is poised to take the third position in the world in

terms of Purchasing Power Parity by the year 2010. The Indian Retail

Market is an Rs.1, 200,000 million markets as per the Images India Retail

Report 2007. Organized Retail market is zooming ahead with an annual

growth rate of 30% The Retail sector is vibrant with growth happening in

all related areas – be they malls, hypermarkets or single brand luxury

stores, they have dotted the commercial landscape of the metros, and

have even percolated to the Tier II and Tier III cities.

Malls are fast becoming sought-after entertainment hotspots. From a

situation where there were no malls about a decade ago, the country will

have over 300 malls translating to over 100 million sq.ft. In available

mall space by the end of 2007.

Food and Grocery retail holds the most potential, as almost 99% of it is

unorganised. A number of big players are entering the field of organised

food retail like Reliance, Aditya Birla Group and the Bharti Group, which

has tied up with the world’s largest retailer – Wal-Mart. All these major

players are expected to show an annual growth rate of 25- 30%.

The Retail boom has also led to the opening of a large number of single

brand outlets across the country. With big brands and bigger outlets

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across all segments, from Apparel and Footwear, Watches, Books and

Stationary to Jewellery and Consumer Durables, the sweep is indeed

broad.

Some Booming figure of retailing sector

1. Organized retail market in India is expected to reach US$ 50

Billion mark by 2011.

2. Number of shopping malls is expected to increase at a CAGR

of more than 18.9% from 2007 to 2015.

3. Rural market is projected to dominate the retail industry

landscape in India by 2012 with total market share of above

50%.

4. Organized retailing of mobile handset and accessories is

expected to reach close to Rs. 5000 Crore by 2010.

5. Driven by the expanding retail market, third party logistic

market is forecasted to reach US$ 20 Billionby2011.

6. Apparel, along with food and grocery, will lead the organized

retailing in India.

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PROBLEM STATEMENT

As there is a cut throat competition between the retail firms present in

GIP, the main objective behind this project is to know how can manage

mall and controlling methods followed by the anchor firms.

The challenges like merchandising mix, retail differentiation, supply

chain management and also competition from supplier's brand etc.

Main Objectives:

1. What strategies the retail formats use to meet & beat the competition

within TGIP.

2. What is location of each retail format with in TGIP

The Hidden Challenges

Modern retailing is all about directly having "first hand experience" with

customer, giving them such a satiable experience that they would like to

enjoy again and again. Providing great experience to customer can easily

be said than done. Thus challenges like retail differentiation,

merchandising mix, supply chain management and competition from

supplier's brands are the talk of the day.   One of the key observations by

customer is that it is very difficult to find the uniqueness of retail stores.

The problem: retail differentiation.

The next problem in setting up organized retail operations is that of

supply chain logistics. India lacks a strong supply chain when compared

to Europe or the USA. The existing supply chain has too many

intermediaries: Typical supply chain looks like: - Manufacturer - National

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distributor - Regional distributor - Local wholesaler - Retailer -

Consumer. This implies that global retail chains will have to build a

supply chain network from scratch. In addition to fragmented supply

chain, the trucking and transportation system is antiquated. The concept

of container trucks, automated warehousing is yet to take root in India.

The result: significant losses/damages during shipping.

MALL MANAGEMANT

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Mall management is likely to be the next hottest trend in the Indian retail

market. There is planning for the development of 300 more malls. With

such a strong move waiting for its turn, builders will have to learn things

to ensure their success. There are around 100 exclusive shopping malls in

India and 300 are scheduled to come up in the next levels of

constructions. Data showcased by the study of Jones Lang LaSalle

Meghraj says that more than 90% are still not at par with the international

standards.

Mall Management will take care of the issues like positioning, tenant

mix, infrastructure facilities, the kind of environment required, and

finance management which is the most crucial part of all. Mall

management will also be highly helpful for builders and retailers.

Unlike earlier, property developers and retailers have come up on the

same platform which is better known as progressive partnership.

Therefore, success of both retailers and mall operators are dependent on

each other’s efforts to render effective services to customers.

Of the total mall space likely to be developed in India over the next two

years, the share of the Capital City has been estimated to be 22 million sq

ft. Following in footsteps will be Mumbai and Bangalore. The market

size of Indian retail sector is believed to be USD 320 billion in 2006 and

the value is expected to grow 30% to 35% by 2010. Considering the

growth of organized retail and increasing transparency in the sector, only

professional malls will be able to survive among such a fiercer

competition.

Mall Management – “The Great India place”

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Positioning a Mall

Positioning a mall refers to defining the category of services offered base

demographics, psychographics, income levels, competition in

neighbouring areas and extensive market research of the catchment. The

Great India place mall provide high-end luxury products catering to the

elite class (socio-economic classification A and B consumers).Positioning

also refers to the location of the shopping mall. The Great India place

located in Noida-37 their access via roads, good visibility, and etc.

consumer comes to easy to reach in the mall.

Zoning – Formulating the Right Tenant Mix and Its

Placement in a Mall

Tenant mix refers to the combination of retail shops occupying space in a

mall. A right tenant mix would form an assemblage that produces

optimum sales, rents, service to the community and financiability of the

shopping mall venture. A mall dependent on the success of its tenants,

which translates to the financial feasibility of the tenant in the mall.

Generally, there are two types of consumers visiting malls – focused and

impulse buyers. The first tenant come to TGIP is Big bazaar but now days

232 shop opened likes pantaloon, wills lifestyle, Globous, Shopper Stop,

is good tenant and success full story of TGIP

Promotions and Marketing

Promotional activities and events in a mall form an integral part of mall

management. Activities like Food festivals, handicraft exhibitions and

celebrity visits increase foot traffic and in turn sales volumes. Organizing

cultural events has time and again proved vital in attracting consumers to

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a mall. Such activities may also act as a differentiator for a mall.

Developers can work on drafting marketing strategies for individual malls

to meet the needs of the local consumer base and the challenges of local

and regional competitors. The IRRPL promoted their mall time to time.

Every one year they organized big event .Last year Amir khan come to

TGIP For promoting film Gajini In this time sales volumes increase and

they visited approximated two lakes people visit to the mall.

Facility Management

Facility management refers to the integration of people, place, process

and technology in a building. Mall Management – A Growing

Phenomenon in Indian Retail Industry It also means optimal utilisation of

resources to meet organisational needs. It broadly includes infrastructure,

ambience and traffic management. Infrastructure Management – THE

Great India place provided repairing facility to the tenants within the

mall. This includes provision of adequate power supply, safety issues in

case of emergency and water supply, sanitation, etc. These form an

integral part of mall management as they are the basic amenities that any

tenant would look for in a mall. Infrastructure management also includes

risk management issues such as essential safety measure asset liability

and environmental audits as well as emergency and evacuation training.

Ambience Management – The overall shopping experience provided for

consumers becomes an important factor for the success of any mall. The

TGIP wide parking space and overall look of the mall attractive .A TGIP

is not just a place for shopping but is also a place where people spend

their leisure time.

Traffic Management – Traffic management includes managing foot

traffic into the mall and parking facilities. Foot traffic management 18

involves crowd management inside the operational area of a mall. The

TGIP Circular malls them easy to manage for traffic for a mall they wide

area for moving consumer easy to movie to one shop to another shop.

TGIP system

Dedicated security system of TGIP

Uninterrupted power supply with

100% power backup

HVAC with adequate redundancy

Emergency lighting in all areas

Toilets – Separate Toilets for customers and staff. Toilets of TGIP very

clean. They clean the toilets every hour.

Building and floor directories detection system

Water softening and purification

Signage directing customers towards

elevators, toilets and fire exits

Finance Management

Professional financial management of a mall as a business venture is a must. THE TGIP also covers financial management, they monitoring and controlling of various issues such as:

Cash receipts and collection of income including rentals, service

charges, car park receipts,

Electricity and other utility income

Developing accounting systems to track the ageing of debts,

payment delay patterns, bad debts and payment of all invoices and

expenses

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Developing standard financial templates so that a detailed annual

property budget is prepared

At times, organising resources to deliver an efficient and effective

annual external audit

Indian Scenario for Mall

The partial foreign direct investment (FDI) relaxation in 2006 allowed

51% ownership in joint Ventures by single-brand companies in the retail

market. This triggered high international single brand Retailer interest in

the Indian retail market. Additionally, large Indian conglomerates such as

Reliance Industries and Aditya Birla Group are commencing their foray

into retailing across the country.

This prompts the Indian retail industry to undoubtedly move on a high

growth curve. However, at this juncture, retailing is still faced with one

major

Challenge: systematic mall management. Currently, there are very few

designated mall management companies in India. However, big retail

chains such as Future Group and some large developers have set up their

own mall management divisions that operate as their subsidiary

companies. Some developers such as DLF have also recently entered into

contractual arrangements with

CASE STUDY

Southgate Mall in Australia is a good example of how a retail

centre was transformed into a brand.

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Southgate mall was built in 1983 and comprised of 58 specialty

stores with a total built-up area of 250,000 square feet. Its

anchor tenants are popular local department stores. During

1999-2000, Southgate gave the task of complete makeover of

the premises to a professional mall management company,

which completed the task commendably. The repositioning and

refurbishment was undertaken with an investment of AUD 13

Million.

In 2006, an additional 20,000 sq ft of space was added to the

shopping centre. The mall management firm provided support to

place lease tenants. This resulted in an additional income of

AUD 620,000 per annum for the property and potential

additional sales of AUD 20 million. Further, the mall

management firm reinforced mall’s retail mix by emphasizing

on fresh food offers. It launched Fresh world which helped in

increasing customer traffic by 11.4% and moving annual

turnover.

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 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.

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

The equipments for these parks will by supplied by European

manufacturers including Zamperla of Italy who also supply rides to

Disney, Universal Studios and Six Flags.

The managing director of IRRPL, Rakesh Babbar informed that they

would invest Rs 1,200 crore on the Noida project and around Rs 400

crore on the Rohini project.

The company will run the Rohini Park on a trial basis while the Noida

project is expected to be operational by mid of this year. Noida will have

a built up area of 150 acres, which would be divided into two zones —

amusement park and commercial park built up area of 150 acres, which

would be divided into two zones — amusement park and commercial

park.

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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 one roof.

The Entertainment City: - The Great India Place and Worlds of Wonder

collectively knew 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.

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FEATURES

The Great India Place, Noida

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,

24

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

like Bossini, Adidas, Nike, Guess, 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 Appu Ghar – about to open shortly

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

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 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,

25

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.Its a perfect family mall, friends mall,

lovers 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, Pind Balluchi etc.

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

dangerous rides too

it is perfectly titled WORLDS OF WONDER (WOW).

26

Lifts and restroom are aptly placed in frequent intervals and the

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

end.

WHEELCHAIR ACCESSIBILITY:

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 Adlibs multiplex also have its entrance from

the 3rd floor. Designated accessible restrooms are available on

most floors of the mall.

GENERAL PARKING:

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.

ADDITIONAL INFORMATION:

Wheelchairs are available from the customer care officer on the ground

floor.

FLOOR STRUCTURE & RETAIL STORES

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01 Lifestyle

02 Bossini

03 Metro Shoes

04 Woodland

07 Bombay Selection

08 Dockers

09 M & B Footwear

10 Nakshatra

12 Creative Lifestyle

14 Marks & Spencer

15 Marks & Spencer

16 CTC Plaza

17 Feminine

19 Levis

20 Levis

21 Giovani

22 Shopper’s Stop

23 Pantaloons

29 Kazo

30 Lilliput

31 Guess

32 Wills Life style

33 Kilol

36 Costa Coffee

37 KFC

38 Pizza Hut

39 Zardozi

40 Feradini

44 CTC Plaza

45 Globus

46 GFO

47 GFO

47 A Cookie Man

48 Vansons

54 D & A Shoes

55 Bizzare

56 Meena bazaar

57 Zodiac

58 Meena Bazar

59 Reebok Performance

60 Free Look

61 Bg’s

63 Optique

64 Maya Toys

65 Cygnus

66 Da Milano

67 Foot steps

68 Biba Apparels

69 Archies Ltd

70 FI

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24 Pantaloons

25 Pantaloons

26 Pantaloons

27 Allen Solly

28 Indigo Nation

49 Vansons

50 Bonton

51 Hi-design

52 Kalpana

53 Espirit

71 Dimensions

72 Swiss Military

73 hallmark

74 Titan

75 Tediapetus

101 Lifestyle

103 Monte Carlo

104 Gujralsons

128 Spykar

129 Reebok Classics

129A In Excess

147 Wrangler

148 Blackberry’s

149 Blackberry’s

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105 Reid & Tailor

106 Surreal

107 Luis Phillip

109 Provogue

110 Luxor

112 Shoetree

113 Peter England

115 GAS

116 Raymond

117 Samsonite

118 Denis Parker

119 Mohanlal Sons

121 Kapoor Watch Co

122 Shopper stop

123 Van Huesen

124 Pantaloons

125 Pantaloons

126 Adidas

127 Exten

130 Nike

131 Lives

131A Jean Paul

132 Sweet World

133 Nakshatra/Swatch

133A Groggy/Square

134 Arrow

135 Lee

136 Body Shop

136A Canary Blue

137 Numero Uno

138 Planet M

139 Benetton

140 Royal Sporting House

141 Globus

142 Mobile

144 Zod

145 Moustache

146 Gili

150 Parx

151 La Lingarie

152 Ritu Kumar

153 Ritu Kumar

154 Portland

155 Satya Paul

156 Satya Paul

157 Timex

158 Illuminations

159 Reebok Juniors

160 Lacoste

161 Kodak

162 Lee Cooper

163 USI

164 Tycoon

165 Madame

166 Liberty

167 Kappa

168 Liberty

170 Zodiac

30

201 Life style

202 Me n Mom

203 Casio

205 ITC John Players

206 Sia Gems

207 Carlton

208 Etam

214 Octave Apparels

215 Ex Calibur

216 Catmoss

217 Fahren Heit

218 Gatha

219 Kitten Shoes

221 Shopper Stop

224 Sales House

227 Remanika

228 Mustard

222 Shopper Stop

223 Max Lifestyle

229 Pepe

230 Genesis

231 Studio 23

231A Foresight Opticals

232 Priknit

232A Lucera

234 Gini & Jony

237 Blue Sky

238 Blond & Bliss

239 Shayan Furnishings

240 Odyssey

244 Carousel Kids

245 Mardigrass

246 Brightlite

248 Bose

250 Focal Point

251 FabIndia

253 Vivid

254 Vivid

256 Soffie

257 Kanz

258 Indigo

259 Soles Fashion

260 Men.Xs

261 Tag Hill

262 Lotus 21

31

225 Sales House

226 GKB Opticals

241 Lifestyle

242 Chikankari

243 Chikankari

263 Scissors

269 Shyan Brothers

266 Edge

300 Food Court

300 CO. Bowling Alley

300 Yatra

300 O’Bar

300 Noodle bar

300 Adlabs

301A Motimahal

301A Curry Express

302ADaily Breads

303 Nirula’s

304 Chonas

305 Barista

308 Yo China

309 Sagar Ratna

309A Sagar Ratna

316 Crazy Noodles

320 TGIF

323 Sbarro

324 Sbarro

325 Swiss Military

327 My Dollar Store

327A Lazboy

327B Jumbo Electronics

327C OSIM

32

RETAIL SEGMENTS IN GIP

SECTIONING OF RETAIL FORMATS

Apparel Stores

Allen solly

Arrow

Biba

Bizarre

Blackberry

Bombay Selection

Bossini

Broderies

Chikankari

Colour Plus

Cotton County

Da Milano

Denis Parker

Dockers

Edge

Espirit

Etam

Excalibur

Fi

Freelook

Gas Jeans

Jean Paul

John Player

Kalpana

Kappa

Kazo

Lacoste

Lee Cooper

Lee

Levis

Lifestyle

Liliput

Louis Philippe

Madame

Marks & Spencers

Meena Bazaar

Men X’s

Monte Carlo

Moustache

Mustard

Nike

Numero Uno

Peter England

Portland

Priknit

Provogue

Raymonds

Reebok

Remanika

Ritu Kumar

Ruff

Satya Paul

Sbarro

Scullers

Shopper’s Stop

Spykar

Straps

Tag Hills Hongkong

The Sales House

Tycoon

United Colors of Benetton

Vansons

33

Genesis Basics

GFO

Giovani

Globus

Guess

Indigo Nation

Octave

Pantaloons

Parx

Pepe

W

Wills Lifestyle

Wrangler

Zardozi

Zodiac

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

34

Book Store

Odyssey Om book Shop

Confectionary

Cosmetics & Toiletries

Body Shop Lacoste

Cafe/Pub/Restaurant

Barista

Costa Coffee

KFC

Moti Mahal

Nirula’s

Noodle Bar

Sagar Ratna

TGIF

Yo China

Departmental Store

My Dollar Store

Entertainment

Adlabs

Electronics

Bose

Casio

Catmoss

Jumbo Electronics

The Mobile Store

Gifts35

Cookie Man Daily Breads Sweet World

Archies

Hallmark

Home furnishings

Brightlite

Kilol

Mamouchee

Kitchen

Sayan

Furnishings

Vivid

Luggage

Samsonite

Music

Planet M

Opticals

Bon Ton Foursight Opticals GKB Opticals

Others

Maya Toys

Photoshop

Kodak

Saloon

Blond & Bliss

Emphasis Laser

Sports Gear

Adidas Puma Woodland

Nike Reebok Bata

36

ANCHOR STORES IN GIP

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:

Right Positioning

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 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 (WoM), 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.

37

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, signage’s and specialized props. The visual communication

strategy might be planned and also be brand positioned. Theme or

lifestyle displays 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.

38

Strong Supply Chain

Critical components of supply chain planning applications can help

manufacturers meet retailers' service levels and maintain profit margins.

Retailer has to develop innovative solution for managing the supply chain

problems. Innovative solutions like performance management,    frequent

sales operation management, demand planning, inventory planning,

production planning, lean systems and staff should help retailers to get

advantage over competitors.

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.

LAUNCH A QUARTERLY MAGAZINE FOR ITS INNER CIRCLE

MEMBERS

The company is shortly going to launch a quarterly magazine for its Inner

Circle (loyalty program) members, which will not only talk about the

various offering within the store, but would also contain food reviews,

travel pieces and other lifestyle-related write-ups.

39

ENHANCE ITS VALUE OFFERINGS

The company would enhance its value offerings to its loyalty program

members. "They are looking at offering holiday packages and executive

health check-ups and other lifestyle-related options to their Inner Circle

members. There vision is to position ourselves as a lifestyle enhancer".

LIFESTYLE AS A WAY OF LIFE

They are trying to promote Life Style as a way of life, as an inspirational

and contemporary brand. Instead of promoting the store's merchandise,

they are trying to make people believe that it is the right kind of brand to

be in touch with.

DISCOUNTS ON PURCHASING

For regular customer lifestyle provides 10% discount on purchase of any

items from the lifestyle mall. For regular customer they have more

schemes to attract them and maintain good relation with them for long

time.

SEND MAILS AND SMS TO REGULAR CUSTOMER ABOUT

SALES AND SCHEMES

They have proper database of there regular customers. They inform their

regular customer through mails and sms (short message service) about the

new schemes and offers in the lifestyle mall, so the regular customer can

avail such benefits of offers.

40

Pantaloons

Lines of Business

41

Catering customers through:

FOOD

A) Brew Bar

The Brew Bar is a classy and refined; yet reasonable and egalitarian a

bar with loads of bonhomie.

The concept is presented in a rugged style that gives the feel of a local

tavern, where customers can pamper themselves with over 15 brands

of domestic and imported beer.

A neat glass-top bar allows you to select the preferred brands from a

display of bottles comfortably stashed into crushed ice.

Beers-on-tap, great beer-smothered snacks and set meals also form

part of the menu.

b) Cafe Bollywood

Cafe Bollywood brings to customers the flavour of Bollywood served

on a platter.

Cafe Bollywood is a national chain of eateries that serve fast food at

delicious prices. Located in and around our various formats these

joints carry a distinct Bollywood flavour that reflects in the ambience

and the offerings.

Mouth-watering Indian street food, burgers, pizzas, juices and lots

more, served in a traditional ‘chaat-bhandaar’ like atmosphere make

this place absolutely irresistible. The smell and the sounds of the food

being prepared add to the ambience of the place.42

The hygiene levels are maintained high while the prices lie low. So

next time when customers are out shopping, don’t forget to grab a bite

at PRIL's very own Cafe Bollywood.

c) Chamosa

Chamosa is a pan-Indian chain of snack counters that serves varieties

of chai (tea) and samosas, clubbed with sandwiches.

Chamosa offers ‘A taste of India’ with the traditional Indian snack of

chai and samosa served hot-and-fresh in a hygienic environment. The

menu boasts of innovative offerings that are sure to leave customers,

asking for more.

Competitively priced and conveniently packaged there is something

for everyone at Chamosa. The counters are designed to ensure

complete visibility while the snack/tea is being prepared.

Located in and around high traffic areas, Chamosa promises easy

accessibility across various locales.

Lip smacking taste, high levels of hygiene and easy accessibility

across various locales make Chamosa an absolute delight for all

foodies.

d) 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

43

blend of a typical Indian Bazaar and International supermarket

atmosphere.

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.

e) Sports Bar

A bistro focused on the world of sport, the Sports Bar is complimented

with an unrivalled ambience. With features like giant screen, regular

television sets, a basketball court, pool tables, punching bags and dart

boards, you will feel the adrenaline rush that only a tru sports enthusiast

can describe.

Prominent sports celebrities like Kapil Dev, Sunil Gavaskar, Anil

Kumble, Rahul Dravid, Leander Paes, Mahesh Bhupati, Bhaichung

Bhutia to name a few have honoured the Sports Bar with their

presence.

44

With a seating capacity of over 85 covers, the bar is open 7 days a

week and is well stocked with a range of domestic and imported

spirits, beers and wines. Happy Hours and regular promotions and

events, keep the bar abuzz with activity.

Regular screenings of great sporting action and events makes this bar

an interesting and exciting place to spend time at.

Anchor Store:

Big Bazaar

Marketing channels

• Television

• Radio

• Gift Voucher/Couponing

• Loyalty Program

• Door To Door Pamphlet

• Catalogs

45

Loyalty program

• Could Be with Card or with card with an easy identifiable number

(house number) again to make the customer recognized.

Shakti Card

• Shakti is a credit card for housewives. You need not submit income

proof. Simply show your Big Bazaar bill of more than Rs. 500 and

get your Shakti Card.

• Exclusive Benefits:-

• On a purchase of Rs.1500 and above in a single transaction, you

can pay back the amount in 3 equal monthly installments. Get 1 Kg

sugar FREE per month.

• 4 reward points on every Rs. 100/- spent at Big Bazaar (Except

EMI Purchase) 1 reward point for all non Big Bazaar purchases.

• Special payment counters for Cardholders.

• All Rewards points earned can be converted into Big Bazaar

Vouchers.

46

College Dhamaka

• Big Bazaar introduces new retention scheme for college going

students in which they give special discounts to college students on

Tuesday and Wednesday

• .Gif Vouchers

•

47

Door to Door Pamphlets

Objective of Big Bazaar

• To Increase the Footfall of the Stores during the Weekday and to measure the effectiveness of the campaign.

• latest campaign of Big Bazar (Sone Ki Chidiya)

• Huge Data Base Generated during this Campaign

• Data Mining on various Slabs:

Income

Profile

Expenditure done at the store\Outlet

Buying Behavior

• Use Of below line Media

48

Direct Marketing

• Sms Alerts

• Effective Loyalty Card Program

• Week Day Theme’s To Attract More Target Audience

Targeting mainly women (They are the driving force)

• Telecalling from the collecting database

• Tree Cards

• Booklets showing the latest offers on display

• Online Promotion

• Face To Face (Selling Of Big Bazar Coupons)

• Paper Bags with the theme of the day

49

LOYALTY PROGRAMS: A major Customer Pull Strategy

Innovation and creativity are among the key factors that define a

successful customer loyalty program, particularly in the retail sector. The

primary objective of the retailer is to keep the high-potential customer

from straying by offering a loyalty program that is unique and exciting.

That said, some underlying elements set apart the world’s most successful

retail loyalty programs from the also-rans.

Clear and specific objectives

Objectives are to a loyalty program what the destination is to a journey. A

successful loyalty program is based on specific measurable targets and

objectives. For instance, ‘increasing share of wallet by 10% by year-end’

is a better objective than ‘increasing sales’. Laying down specific

objectives has several advantages. It enables the retailer to design

appropriate loyalty strategies and target relevant consumer segments. It

simplifies the process of communicating the rationale behind the program

to all concerned. Once the program is launched, the progress can be

monitored against the goals and targets, and strategic changes made if

required.

Thorough research and analysis

The customer is at the core of all loyalty-building measures. Hence,

gaining a deep insight into consumer behaviour, motivation and

expectations is crucial to the success of a loyalty program. The research

needs to be well balanced and must contain data from various

perspectives like demographic profile and socio-economic status of

customers, purchase patterns, behavioural drivers, reward expectations,

special interests and lifestyle factors.

50

The feel-good factor

If there is one single factor that can decide the fate of a loyalty program,

it is the personal touch. The raison de etre of a customer loyalty program

is to make the customer feel privileged and valued. The best programs do

not stop with doling out rewards, cards and discounts. Instead, they

constantly work at building a lasting relationship with the customer

through various initiatives like customized loyalty cards, newsletters that

not only help the firm and the customer stay in touch but also create a

sense of belonging; a card or a voucher on birthdays and special

occasions and organizing members-only events. For instance, members of

Club West, the loyalty club of the Westside chain, receive an exclusive

invitation to the bi-annual sale. They have the privilege of starting their

shopping 90 minutes before the store's regular opening hour on the first

day of the sale. The chain also pampers its loyalty program members with

birthday cards, gift vouchers and special discounts. To ensure that the

relationship is a two-way affair, Westside regularly seeks feedback from

its members and ensures that complaints, if any, are dealt with promptly.

Smart rewards

No loyalty program can survive on assumptions like ‘everyone loves a

discount’. A smart reward is one that is valued by the customer and at the

same time, meets the program’s objectives. Variety, uniqueness and

attainability are among the several aspects to be considered while offering

rewards. Often, an ongoing privilege scheme such as a discount on every

purchase makes more business sense than a one-time gift, since the

51

former encourages more footfalls and repeat purchases. Some of the most

popular loyalty programs also involve several retailers and services as

partners. This bundling of rewards creates a perception of maximum

benefit to the customer, who becomes eligible for gifts and discounts

from each of the partners. A prime example is UK’s Nectar Card, which

is jointly floated by Sainsbury’s, BP, Debenhams Stores, Ford and many

other partners. Similarly, the Bonus Link Card, which is hugely popular

in Malaysia, allows members to earn points and rewards at several major

retailers.

Technology

Thanks to the technology revolution, cutting-edge software and data

tracking mechanisms have emerged as a distinctive feature of the best

loyalty program. As with any strategic intervention, the operational

aspects are as crucial to the effectiveness of a loyalty program as the

concept and plans. Loyalty software that combine multiple functions like

data tracking and storage, automated transactions, updating membership

details, points and churn etc. can ensure that the loyalty initiative is well

co-coordinated, efficient and hassle-free.

Data mining

A major advantage of implementing a loyalty program is that the

company gets access to a wealth of customer-related data. Successful

retailers realize that the utility of this data is not restricted to the loyalty

program. They use the information to foster better relationships with the

customer, improve the product or service delivery process, from new

52

product development to the nitty-gritty of the marketing strategy, and

enhance the quality of business intelligence. A smart firm realizes that the

first step to customer loyalty is through customer satisfaction.

Ongoing communication

Many firms make the mistake of launching a loyalty program with great

fanfare, and then letting it drift. A loyalty program is not a one-time

affair, and definitely cannot run on its own steam. It needs a push now

and then to enliven it, and to get the customer enthused once again. The

best programs maintain an active relationship with the customer by

informing them of new developments, offers etc. and seeking their

feedback. This last bit is tricky, for customers also expect firms to act on

feedback and let them know they are taking the communication seriously.

Organizational commitment

Customer loyalty programs need complete support and commitment from

the top management in order to be successful. The program should also

secure buy-in from all employees concerned by involving them in

formulating the program strategy and implementation plan. Nothing

could be more disastrous than a disgruntled employee lackadaisically

administering a loyalty program. A final word – a loyalty program

reflects the values and culture of a company. The truly successful loyalty

programs are not just short-term measures to expand the customer base.

By aligning with the organization’s strategy, mission and vision, they

contribute significantly to long-term profitability, growth and

competitiveness.

53

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 GIP Mall.

The survey was done among 50 customers in GIP Mall.

Field Work:

In-house Work:

• Gathering of secondary data.

• Compiling the data & making the questionnaire for customers.

Work in GIP:

• Counting the number of stores & dividing them according to

various segments.

• Checking the particular store location & the relevance of the

location.

• Visiting each & every Retail Firm in GIP.

54

ANALYSIS

(CUSTOMER QUESTIONNAIRE)

55

The Graff show that Mostly customers visit for the great India place for

shopping purpose. 60% customers are high potential customers for

shopping, 6% customers visit for need to eat .10% customer’s visit for

variety of outlet and 24% visit for the big cinema & entertainment

purpose.

Most of the customers who visit for the shopping purpose because

presence of Big buzzer one of the successful retail out-late we provide the

maximum sale in TGIP.

56

The Graff show that most customer prefer for the shopping

reasonable product price. 34% customers are high potential customer

do you prefer for the shopping for reasonable product price, 10%

customers prefer for the shopping Variety of out late .10% customers

prefer for shopping good customer service.12% customers prefer for

shopping close to residential And 10% customers prefer for shopping

convenience of parking.

57

40% customers like big bazzer & don’t forget visit for the TGIP.15%

cutomers don’t forget visit for pantaloons.13% cutomer don’t forget visit

for Globus.12% cutomers don’t forget visit for Shopper stop.10% like

lifestyle and cutomers don’t forget visit for lifestyle.6% cutomers don’t

forget visit for Marks & spencer.4% like to other store.

Most of the customers like big buzzer because Big buzzer one of the

successful retail out late we provide the maximum sale in TGIP.

58

The Graff show that most customers like feature for a various

product line 57% customers are high potential customers do you like the

feature for various product line, 6% customers do you like the feature for

merchandise type.19% do you like the feature for store design.8% do you

like the feature for customers interaction. 10% do you like the feature for

store ambience.

59

The Graf show that 46% customers visit TGIP for once in a week. 12%

customers visit for twice a week.22% customer visit for once in a month.

16% customers visit for the twice in a month.Only 4% customers visit for

occasionally.

Mostly customers visit for once a week and enjoy for shopping.

60

The graf show that TGIP service person it well knowledge about the

product. 10 % customers interacting with courtesy sevice . 60 %

customers intracting with knowledge sevice.and only 30 % customer

intracting with cutomers service.

Big bazzer has most seccessful barand in TGIP and employes are well

trained & knowledgable.

61

The graf chart shows that most consumer purchase for apparals.46 %

consumers purchase for apparels. 18 % purchase for the grocery item.

28 % consumers purchase for electronic goods.and only 8 % consumers

do you like for other product.

The TGIP its good market for apparels.and many branded shop in

appareals

62

THe graf shows that mostly customer do you like purchase branding

goods.some few customer like unbranded goods.96% customer like

purchase the branded goods only 4% customer purchase unbaranded

goods

63

The graf show that most of consumers like pantaloons. 46 % apparel

customers first name come in mind is pantaloons. 22 % apparel

customers second name come in mind is lifestyle.16 % apparel

customers third name come in mind is shoppers stop. 10 % apparel

customers fourth name come in mind is Globes.and 6 % apparel

customers fivth name come in mind is mark & spencer.

64

The chart show that most consumers like shopping for basement. 48 % consumers likes basement. 26 % consumers likes ground floor.10 % consumers likes second floor. 16 %consumers likes third floor.

Big bazzer target for middle class family . My survey base on middle class family and high class family because the basement area only three shop first one Big bazzer,second one home town and third one is home centre in this area many type of cutomers comes in some customer has high class family and some customer has middle class family so I am choise the basement area but ground floor most prefer by the customers.Ground floor doesno’t allow for survey.

65

the chart show that most consumers like TGIP for reasonable prices.94 % customers agree for price for TGIP is reasonable.only 6 % customers do not agree for reasonable price.

The price of TGIP is reasonable.

66

The chart show that most consumers agree for mall is a one-stop shop. 94 % consumers agree for a mall is a one-stop shop. 4 % consumers don’t agree for mall is a one-stop shop because they automobile customers and TGIP is not any shoroom for autmobile . 2 % customers is can’t say.

67

The chart show that 70 % customers like food court. Only 30 %

customers not like food court.

Food court TGIP is very big many types Food court TGIP is very big

many types Restaurant and bar

68

The chart show that 90 % consumers take loyality card . only 10 %

consumers not take a loyality card. The data not only take loyalty card in

TGIP but they take for the any other outlates like shoppers stop,

gloubs,pantaloon, and any other outlate for exitance in TGIP . This data

is whole TGIP loyalty card

69

The chart show that 56 % customers takes a TGIP loyalty card. 26 % customers takes a shoppers stop loyalty card. 12 % customers takes a Pantaloon loyalty card. 3 % customers takes a Gloubs loyalty card

70

The data show that 84 % consumers like loyalty card. But 16 % customers not satisfied for loyalty card.

71

The chart shows that most consumers prefer parking for TGIP because

The parking space for TGIP Is big. Their are four parking area. 82 %

consumers park car in TGIP mall. 12 % car park for stage Mall and only

2 % car park for outside .

The car parking charage in TGIP is Rs. 30

72

The data show that 30 % consumers says that TGIP car parking is higher. 56 % consumers says that csm car parking is higher. 14 % consumers says that outside car parking is higher

73

The data shows that most consumers watch the movie TGIP. 60 %

costumers prefer movie in Big Cinema. 27 % costumers prefer movie in

wave [cms]. 13% costumers prefer movie in other

74

Strength:

1-Location of the store because it’s near located populated residential

area with good profile of customers with higher disposable income.

2- Sales promotion reasonable price product. Every time we can see sale and

scheme kind of activity in the store to attract the customers.

3- All convenience lifestyle products under one roof.

4- Wide range of assortment by The Great India Palace.

5- Monthly offer in each category. This is the activity which rotates in every

department. I.e. apparels, home furnishings etc...

6- Quality is dignity of the store.

7- A refreshment area is area near fmcg department. In which customer fell

relax.

75

WEAKNESS1-Sales staff is not well trained.

2-Staff having product knowledge are not motivated enough to talk and

convince prospective customer to improve sales.

3-Staff could not be distinguished from customers, as there is no dress

code.

4-Staff not customer oriented.

5-More time spends making reports rather than attending customer and

giving time to their section.

6-Sales staff is not well educated. This is also the mail problem which is

facing by customers.

7-Space of Fmcg department is very less so consumer face problem to

carry for trolley.

8-The entire merchandise is not being properly cleaned and dust is quite

visible especially on glassware.

9-There is communication gap between the store and HO. Between

customer and store. Sometime what happened that scheme merchandise is

not available on the floor but company adverse their advertisement.

76

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.

77

RECOMMENDATION

1-The Great India Palace should invest more on advertising through

electronic media, Internet/web and also emphasize on personal selling to

promote the products and their awareness in the market.

2-Holdings on outlets and publication in the prominent magazines /

journals would help in increasing its awareness among the consumers to

evoke the demand.

3-More attention and concern should be given to the highest selling

outlets of The Great India Palace.

4-Allurement and discount schemes should be given to the highest

selling outlets of THE GREAT INDIA PALACE and the chain should

reach to the consumer as well.

5-Contests and games should be arranged on regular basis for the

consumer involving incentives and prizes.

6-The sales executives should go to each outlet of their route once in a

week and try to cover outlet that are in a distributor network...

78

7-Some credit facilities should be given to good sales providing outlets.

8-Company should make proper schedule or particular days for

hearing the complaints of their customer and retailers.

9-Number of outlets and service centres should be increased.

Retail Stores should focus more on Store Ambience, Store Space &

Selling Areas.

Big Retail Chains such as Pantaloons should provide more

discounts on their products to attract more customers to the stores.

All the Retails Formats should have an effective Loyalty

Programme.

More focus on direct marketing should be given in order to attract

more & more customers.

Better after sales service & customer service should be provided in

order to make customers loyal.

The Store Managers should manage proper proportion of

Convenience, Staple & Impulse goods.

Along with SMSes the retails formats should use more innovative

ways to alert customers.

The Retail store should replenish the goods on time (before the

stock ends).

A proper proportion of Private & National Brands should be kept

in Retail stores.79

CONCLUSION & SUGGESTION

(a) CONCLUSION

(a) Retail industry is a growing sector of Indian economy. The retail

marke Are many folds during recent year.

(b) THE GREAT INDIA PALACE has market for every thing at one place

for their consumers

(c) It was found the consumers were turning their mind toward the retail

store Like THE GREAT INDIA PALACE.

(d) Brand name is very important factor so THE GREAT INDIA PALACE

has to develop the brand image also.

(e) Many of consumers were unsatisfied because they don’t get any after

Sales services from THE GREAT INDIA PALACE.

(f) THE GREAT INDIA PALACE has not good food services for

customers.

In their preparation to face fierce competitive pressure, Indian retailers

must come to recognize the value of building their own stores as brands

to reinforce their marketing Positioning, to communicate quality as well

as value for money. Sustainable competitive advantage will be dependent

on translating core values combining products, image and reputation into

a coherent retail brand strategy.

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Customers are more attracted towards Discount schemes & Sales.

Various Product lines also attract customers to choose their retails

stores.

Entertainment units & Kids zone should be provided in Retail

stores in order to cater more customers.

The store managers should be more concerned about the various

communication strategies. The store should adapt more strategies

to pull the customers.

The retail stores should concentrate in Image building by providing

better customer service to the customers. Image building is

gradually done with time so a retail store should be careful with

that.

The after sales service of retail stores should be helpful &

effective. This after sales service creates loyal customers.

Major steps should be taken to stop shoplifting in retail stores, as it

is one of the problematic characters for leading & large size retails

stores.

The retail stores should provide various kinds of loyalty privileges

in order to cater more customers.

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(b) SUGGESTION

1-THE GREAT INDIA PALACE has to increase their stores in

areas.

2-THE GREAT INDIA PALACE has to provide the food

services for the better profit and to compete their competitors.

3-Stores also have to provide the AFTER SALES SERVICES

and CUSTOMERS SERVICES.

4-Stores has high price so they have to make price for all type of

customers.

5-Stores have to improve their services in ELECTRICAL

ITEMS like RADIO and MOBILE.

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Positiv

e comments

perfect store

Everything looks quite good and well managed.

Nice collection, keep it up.

Your all variety of products are attractive, I felt very happy.

Nice experiences

It is nice and wonderful experience

Great ambience

Good collection product

I m impressed by visual display.

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Negative comments:

Price is high

Need more attraction with the customer

Decrease your price

Price is high comparatively Big Bazaar.

Price factor, product is good, variety should be improved.

Merchandising should keep on changing.

Improvement in communication between customers and sales

Person.

Bad experience

customers service should be improved

There are many billing counter but less staff to manage them.

There was a long queue on billing counter.

The door on first floor should be opened.

Toilets are not neat and clean.

Sales staff is not supportive.

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REFERENCE

Marketing Management (Written by Philip Kotler, 9th edition, Mc grill

publishing house, New York, 2005, page no.109to123)

Principles of Marketing (Written by C. B. Gupta, 11th edition, Dura and

sons, Meerut, 2007, page no.78to93)

Research Methodology (Written by C. R. Kothari, 3rd edition, new age

publisher, new Delhi ,2006,page no.35 to 70)

MAGAZINE:

Retail biz, P.P 27-39.

The Hindu business line, P.P 12-27.

Advertising Management (monthly, page no 57to 78)

Business India (weekly , page no 37 to 43)

Business Today (daily, page no 22to27)

Business World (monthly, page no 43to50)85

References:

Books

Levy, Michel; and Weitz, Barton A. Retailing Management .New Delhi, Tata McGraw-Hill Publishing Company Limited, 2002.

Mariton, John. Smart Things to Know about Brands and Branding .Mumbai, Indian Books Distributors Limited, 2000.

Crane, Edgar. Marketing Communications: A Behavioural Approach to Men, messages & media.

Electronic Resources

The Economic Times Knowledge Series :Retail 2000-2001",New Delhi: Times Multimedia,2001(CD-ROM)

"Changing Gears :Retailing in India",New Delhi: Times Multimedia,2003(CD-ROM)

"ET in The Classroom", Times Multimedia ,2003(CD-ROM) 

Internet Resources

www.indiatimes .com Sept21, 2003. "Mall Management strategies" www.pearlacademy.com

www.blonnet.com

www.iimcal.ac.in/intaglio/downloads/Retails.doc.

www.imagesfasionsforum.com/fashion_vision4.htm

www.3dmarketingcommunications.com

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Questionnaire

Q1): Why do you prefer to go to the GIP mall?a) Shopping b) Needed to Eat c) Variety of Outlets d) Entertainment

Q2): Why do you prefer shopping in GIP?

a) Reasonable product prices b) Variety of Productsc) Good Customer Service d) Variety of Outletse) Close to Residential area f) Convenience of parking

Q3): Which is the one store that you just don’t forget to visit when ever you visit GIP?

a) Lifestyle b) Shoppers Stop c) Globus d) Big Bazaar e) Pantaloons f) Marks & Spencer h) Other [please specify]....................................

Q4): Which feature do you prefer most in a Retail store is?

a) Store Ambience b) Customer Interaction c) Store Design d) Merchandise Type e) Various Product Lines

Q5): Your frequency of visiting The Great India Place?

a) Once in a week b) Twice in a week c) Once in a month d) Twice in a month

e) Occasionally

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Q6): Which of the following do you like the most while interacting with Customer Service representative?

a) Courtesy b) Knowledge c) Quick Response

Q7): Which type of product you purchase more?

a) Apparels b) Grocery c) Electronic Item d) Others

Q8): Do you prefer buying in G.I.P?

a) Branded goods b) Unbranded goods

Q9): What is the first name that comes to your mind when you think of an apparel store in GIP mall?

a) Globes’ b) Lifestyle c) Pantaloons d) Shoppers stop e) Marks & Spencer

c) Others Please specify……………………………

Q10): The most preferable floor in The Great India Place?

a) Basement b) Ground floor c) Second Floor e) Third floor

Q11): What do you think about the prices in a G.I.P?

a) Reasonable b) Unreasonable

Q12): Do you agree that the mall is a one-stop shop?

a) Yes b) No c) can’t say

Q13): Do you prefer to visit the Food Court in TGIP?

a) Yes b) No

Q14): Do you know about The Great India Place’s loyalty card/ Member ship?

a) Yes b) No

Q15): Which loyalty / membership card you have?

a) TGIP b) Shopper Stop c) Pantaloon

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d) Life Style

Q16): Are you satisfied with the Loyalty card facility?

a) Yes b) No

Q17): Where do you find the parking space convenient?

a) The Great India Place b) Centre Stage Mall c) Outside

Q18): Where do you find the parking charges higher?

a) The Great India Place b) Centre Stage Mall c) Outside

Q19): In which Theatres would you prefer to watch the movies?

a) Big Cinema (TGIP) (b) Wave (CSM)

(c) Other

Q20): Any Suggestions TGIP---------------------------------------------------------------------------------------------------------------------------------------------

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