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

2
 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 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:

3
 “MALL MANAGEMENT: GOOD, AVERAGE
AND BAD IN THE GREAT INDIA PALACE”

ACKNOWLEDGEMENT

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

4
gratitude to Parents, Friends and most importantly to GOD

who gave all their blessings and support to us during this

project.

EXECUTIVE SUMMARY

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.

5
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
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.

6
 Contents

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

7
 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

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.

8
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
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.

9
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

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
10
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.

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

11
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
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

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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.

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.

13
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
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.
14
 MALL MANAGEMANT
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

15
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”

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
16
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
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
17
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
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

18
 • 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

• 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

19
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.

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,
20
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

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.
21
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.

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.

22
 FEATURES

23
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,
Lifestyle and Lifestyle Home and also has outlets of well known brands
24
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,
sandwiches, pizza, burger and other such food. You get a variety of

25
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).

Lifts and restroom are aptly placed in frequent intervals and the
26
 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

27
 54 D & A Shoes
01 Lifestyle 29 Kazo
02 Bossini 30 Lilliput 55 Bizzare

03 Metro Shoes 31 Guess 56 Meena bazaar

04 Woodland 32 Wills Life style 57 Zodiac

07 Bombay Selection 33 Kilol 58 Meena Bazar

08 Dockers 36 Costa Coffee 59 Reebok

Performance
09 M & B Footwear 37 KFC
10 Nakshatra 60 Free Look
38 Pizza Hut
12 Creative Lifestyle 61 Bg’s
39 Zardozi
14 Marks & Spencer 63 Optique
40 Feradini
15 Marks & Spencer 64 Maya Toys
44 CTC Plaza
16 CTC Plaza 65 Cygnus
45 Globus
17 Feminine 66 Da Milano
46 GFO
19 Levis 67 Foot steps
47 GFO
20 Levis
68 Biba Apparels
47 A Cookie Man
21 Giovani
69 Archies Ltd
22 Shopper’s Stop 48 Vansons
70 FI
23 Pantaloons 49 Vansons
71 Dimensions

28
 50 Bonton 72 Swiss Military
24 Pantaloons
25 Pantaloons 51 Hi-design 73 hallmark

26 Pantaloons 52 Kalpana 74 Titan

27 Allen Solly 53 Espirit 75 Tediapetus

28 Indigo Nation

101 Lifestyle 128 Spykar 147 Wrangler

103 Monte Carlo 129 Reebok Classics 148 Blackberry’s

104 Gujralsons 129A In Excess 149 Blackberry’s

105 Reid & Tailor 130 Nike 150 Parx

29
106 Surreal 131 Lives 151 La Lingarie

107 Luis Phillip 131A Jean Paul 152 Ritu Kumar

109 Provogue 132 Sweet World 153 Ritu Kumar

110 Luxor 133 Nakshatra/Swatch 154 Portland

112 Shoetree 133A Groggy/Square 155 Satya Paul

113 Peter England 134 Arrow 156 Satya Paul

115 GAS 135 Lee 157 Timex

116 Raymond 136 Body Shop 158 Illuminations

117 Samsonite 136A Canary Blue 159 Reebok Juniors

118 Denis Parker 137 Numero Uno 160 Lacoste

119 Mohanlal Sons 138 Planet M 161 Kodak

121 Kapoor Watch Co 139 Benetton 162 Lee Cooper

122 Shopper stop 140 Royal Sporting House 163 USI

123 Van Huesen 141 Globus 164 Tycoon

124 Pantaloons 142 Mobile 165 Madame

125 Pantaloons 144 Zod 166 Liberty

126 Adidas 145 Moustache 167 Kappa

127 Exten 146 Gili 168 Liberty

170 Zodiac

30
201 Life style 227 Remanika 244 Carousel Kids

202 Me n Mom 228 Mustard 245 Mardigrass

203 Casio 222 Shopper Stop 246 Brightlite

205 ITC John Players 223 Max Lifestyle 248 Bose

206 Sia Gems 229 Pepe 250 Focal Point

207 Carlton 230 Genesis 251 FabIndia

208 Etam 231 Studio 23 253 Vivid

214 Octave Apparels 231A Foresight Opticals 254 Vivid

215 Ex Calibur 232 Priknit 256 Soffie

216 Catmoss 232A Lucera 257 Kanz

217 Fahren Heit 234 Gini & Jony 258 Indigo

218 Gatha 237 Blue Sky 259 Soles Fashion

219 Kitten Shoes 238 Blond & Bliss 260 Men.Xs

221 Shopper Stop 239 Shayan Furnishings 261 Tag Hill

224 Sales House 240 Odyssey 262 Lotus 21

31
225 Sales House 241 Lifestyle 263 Scissors

226 GKB Opticals 242 Chikankari 269 Shyan Brothers

243 Chikankari 266 Edge

300 Food Court 302ADaily Breads 320 TGIF

300 CO. Bowling Alley 303 Nirula’s 323 Sbarro

300 Yatra 304 Chonas 324 Sbarro

300 O’Bar 305 Barista 325 Swiss Military

300 Noodle bar 308 Yo China 327 My Dollar Store

300 Adlabs 309 Sagar Ratna 327A Lazboy

301A Motimahal 309A Sagar Ratna 327B Jumbo Electronics

301A Curry Express 316 Crazy Noodles 327C OSIM

32
RETAIL SEGMENTS IN GIP

SECTIONING OF RETAIL FORMATS

• Apparel Stores

Allen solly Jean Paul Peter England

Arrow John Player Portland

Biba Kalpana Priknit

Bizarre Kappa Provogue

Blackberry Kazo Raymonds

Bombay Selection Lacoste Reebok

Bossini Lee Cooper Remanika

Broderies Lee Ritu Kumar

Chikankari Levis Ruff

Colour Plus Lifestyle Satya Paul

Cotton County Liliput Sbarro

Da Milano Louis Philippe Scullers

Denis Parker Madame Shopper’s Stop

Dockers Marks & Spencers Spykar

Edge Meena Bazaar Straps

Espirit Men X’s Tag Hills Hongkong

Etam Monte Carlo The Sales House

Excalibur Moustache Tycoon
Fi Mustard
United Colors of Benetton
Freelook Nike
Vansons
Gas Jeans Numero Uno
W

33
Genesis Basics Octave Wills Lifestyle
GFO Pantaloons
Wrangler
Giovani Parx
Zardozi
Globus Pepe
Zodiac
Guess

Indigo Nation

Accessories

Bg’s Lacoste Shoe Tree

Blue Sky Liberty Shopper’s Stop

Caratz Jewellery Lucera Sia

Carlton Mardi Grass Studio 23

Cygnus Metro Shoes Swiss Junction

Dimensions Nakshatra Timex

Edge Nike Titan

Focal Point Puma Walk in M &B

Footwear
Hidesign Reebok

Kittenshoes Woodland

34
Book Store

Odyssey Om book Shop

Confectionary

Cookie Man Daily Breads Sweet World

Cosmetics & Toiletries

Body Shop Lacoste

Cafe/Pub/Restaurant

Barista Moti Mahal Sagar Ratna

Costa Coffee Nirula’s TGIF

KFC Noodle Bar Yo China

Departmental Store

My Dollar Store

Entertainment

Adlabs

Electronics

Bose Catmoss The Mobile

Store
Casio Jumbo
Electronics

Gifts

35
 Archies

Hallmark

Home furnishings

Brightlite Mamouchee Sayan

Kilol Kitchen 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

ANCHOR STORES IN GIP

36
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

Catering customers through:

41
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.

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
44
 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

Loyalty program

45
 • 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.

College Dhamaka

46
 • 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

50
customers, purchase patterns, behavioural drivers, reward expectations,
special interests and lifestyle factors.

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
51
purchase makes more business sense than a one-time gift, since the
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

52
customer, improve the product or service delivery process, from new
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

53
contribute significantly to long-term profitability, growth and
competitiveness.

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.

75
7- A refreshment area is area near fmcg department. In which customer fell
relax.

WEAKNESS
1-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.

79
 • 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.

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

80
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.

• 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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Positive 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.

84
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)

85
• Business Today (daily, page no 22to27)

• Business World (monthly, page no 43to50)

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

86
 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 Products

c) Good Customer Service d) Variety of Outlets
e) 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

87
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
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?

88
 a) Yes b) No
Q15): Which loyalty / membership card you have?
a) TGIP b) Shopper Stop c) Pantaloon
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----------------------------------------------------------------------------------
-----------------------------------------------------------

Name -------------------------------------------------------------------------------
Address ----------------------------------------------------------------------------
----------------------------------------------------------------------------
Contact No. -----------------------------------------------------------------------

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Thanking you
Signature

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91