PROJECT ON SHOPPING MALL

PRESENTED BY:- JYOTI RANJAN SAHU, PUNYA KALPA PRADHAN, SIDDHARTH SINGH, ANSHUMAN SINGH, KHARAVELA PADHI, PALLAB P. PANDA, MUNMUN DAS

THE LATEST TREND IN THE CORPORATE UNIVERSE IS OF THE EMERGENCE OF THE SHOPPING MALLS.

T SHOPPING MALLS ARE AN EMERGING TREND IN THE GLOBAL ARENA. THE FIRST THING THAT COMES IN OUR MIND ABOUT THE SHOPPING MALLS IS THAT IT IS A BIG ENCLOSED BUILDING HOUSING A VARIETY OF SHOPS OR PRODUCTS. T CONSUMERS WANTED A BETTER SHOPPING EXPERIENCE AND THIS DEMAND GAVE RISE TO THE EMERGENCE OF SHOPPING MALLS IN INDIA. T IN THIS AGE OF MASS PRODUCTION AND MASS CONSUMPTION, THE CONCEPTS OF

ADVANTAGES OF SHOPPING MALLS:

INCREASE IN THE GROWTH OF THE ORGANIZED RETAIL SECTOR MONUMENTAL INCREMENT IN ECONOMIC GROWTH EMPLOYMENT GENERATION BY THE ORGANIZED RETAIL SECTOR GOOD COMPETITION MEANS BETTER PRODUCTS & SERVICES

DISADVANTAGES OF SHOPPING MALLS:

MONOPOLIZATION OF THE ORGANIZED RETAIL SECTOR IN INDIA, THE EMERGENCE OF

NEED OF SHOPPING MALL

T IN ODISHA, PEOPLE STARTED MOVING TO BHUBANESWAR FOR JOB AND HIGHER STUDIES. SHOPPING MALLS WERE BUILT TO SERVE CONSUMERS. MANY SHOPPING MALLS LIKE BIG BAZAAR, PANTALOONS, PAL HEIGHTS, THE WORLD ETC WERE OPENED IN DIFFERENT PLACES IN BHUBANESWAR. T THERE ARE MANY POTENTIAL CUSTOMERS AND LESS SHOPPING MALLS FOR WHICH THERE IS AN UNTAPPED MARKET IN BBSR. BY

LOCATION
T THE PROJECT IS LOCATED AT CHANDRASHEKHARPUR AREA ONE OF THE DEVELOPING AREA OF BHUBANESWAR. MANY SOFTWARE COMPANIES AND ENGINEERING COLLEGES ARE AROUND IT . T THE REAL ESTATE MARKET IN BHUBANESWAR IS TAKING GIANT LEAPS TODAY, IT'S BECAUSE INVESTMENT IS COMING IN WITH IT GAINING A FIRM FOOTING IN THE CAPITAL TO LAY THE FOUNDATION FOR GROWTH IN THE NEAR FUTURE. T AS DISPOSABLE INCOMES AND INCOMES IN GENERAL HAVE GONE UP OVER THE YEARS, THERE IS BETTER DEMAND FOR RETAIL. T FORUM HAS MANAGED TO ORGANIZE

VISION & MISSION

VISION
|TO DELIVER THE BEST TO THE CUSTOMERS.} WE WILL BE THE TREND MAKERS IN EVOLVING DELIVERY FORMATS, CREATING RETAIL REALTY, MAKING CONSUMPTION AFFORDABLE FOR ALL CUSTOMER SEGMENTS FOR CLASSES AND MASSES.

MISSION
WE SHARE THE VISION AND BELIEF THAT OUR CUSTOMERS AND STAKEHOLDERS SHALL BE

MARKETING DEPARTMENT
T MARKETING CONCEPT IS A CUSTOMER ORIENTATION BACKED BY INTEGRATED MARKETING AIMED AT GENERATING CUSTOMER SATISFACTION AS THE KEY TO SATISFYING ORGANIZATIONAL GOALS. FOR A FIRM IN ORDER TO IMPLEMENT THE MARKETING CONCEPT IT HAS TO FOCUS ITS ATTENTION ON THE CONSUMER. T GOOD CUSTOMER SERVICE IS ALL ABOUT ATTENDING TO EXISTING AND POTENTIAL CUSTOMERS. THIS MAINTAINING GOOD RELATIONSHIP WITH THE CUSTOMERS IS THE KEY TO BUSINESS SUCCESS AND HENCE THE CONCEPT RELATIONSHIP MARKETING. T RELATIONSHIP MARKETING LOOKS AT CUSTOMERS AND CLIENTS OVER A LONGER TERM. IT TAKES INTO ACCOUNT THE LIFETIME VALUE OF A CUSTOMER.

SWOT ANALYSIS OF RETAIL(SHOPPING MALLS)u

STRENGTH:
 STATE OF THE ART INFRASTRUCTURE  A VAST VARIETY OF STUFF AND BRAND AVAILABLE UNDER ONE ROOF  MAXIMUM PERCENT OF FOOTFALLS CONVERTED IN SALES  HUGE INVESTMENT CAPACITY  IT OFFERS A FAMILY SHOPPING EXPERIENCE, WHERE ENTIRE FAMILY CAN VISIT TOGETHER.

WEAKNESS:
 FALLING REVENUE PER SQ FT  GENERAL PERCEPTION: ~HIGH PRICE = HIGH QUALITY

OPPORTUNITY:
A LOT OF SCOPE IN INDIAN ORGANIZED RETAIL AS IT STANDS AT APPROXIMATELY 4%. INCREASING MALL CULTURE IN INDIA. MORE PEOPLE THESE DAYS PREFER TO VISIT BIG STORES WHERE THEY CAN FIND LARGE VARIETY UNDER ONE ROOF

THREATS:
COMPETITION FROM OTHER VALUE RETAIL CHAINS SUCH AS BIG BAZAAR, RELIANCE TRENDS, PANTALOON AND THE WORLD ETC. SHOPPING CULTURE HAS NOT DEVELOPED IN BHUBANESWAR AS YET. EVEN NOW MALLS ARE JUST A PLACE TO HANG AROUND WITH FAMILY AND

MALL STRUCTURE
Store manager

Dept. manager

Mkt manager

HR manager

Ass.store manager

CSD

Asst.dept manager

cashier

info

administration

Visual merchan dising

Team leader

security

maintenance

Asst.DM

House keeping

7 PS

 PROCESSES: IT HAS IMPLEMENTED SAP

WITH AN INVESTMENT IN MILLIONS IN KEEPING PACE WITH THE TECHNOLOGY AND IT IS CURRENTLY IN THE PROCESS OF SETTING UP A SAP CONSULTANCY SOFTWARE. SAP WILL BE HELPFUL IN BUILDING ROBUST TRANSACTION MANAGEMENT SYSTEM.

PHYSICAL EVIDENCE: WE CAN GIVE

MOST ADMIRE FOOD COURT , GROCERY RETAILER LIKE A SUPERMARKET AND WILL PROVIDE OTHER FACILITIES.

PRODUCT: THE GROUP OFFERS A VARIETY

OF OPTIONS IN FASHION. IT OFFERS

PRODUCT MIX
APPARELS
Denims & TShirts Fabric & Cut piece Formal Wear Casual Wear Party Wear Ethnic Wear Accessories Under Garments Night Wear Dress Materials Sarees

FOOD
Staples Ready to eat Ready to cook International Food Spices Imported Bazaar Tea & Coffee

FARM PRODUCT

CHILL STATION

HOME & PERSONAL CARE

Fruits Vegetables Imported Fruits Dairy Products

Soft Drinks Packaged Juices Milk Items Frozen Foods Ice Creams

Shampoos Detergents Soaps Liquid wash Creams Deodorants Home cleaners Utensils Plastics Crockery Sundries

CONTINUEDu..
ELECTRONICS FASHION & JEWELLERY FURNITURE CHILD CARE & TOYS OTHER SERVICES

Footwear Bazaar Television sets Washing Machines Beauty Care Refrigerator Navara

Personal Care
mBazaar Microwaves Small Appliances Laptops Computer Accessories Kitchen Appliances

Star Parivar Meena Bindre

Living Room Bed Room Kitchen Dinning Rooms Kids Room Been Bags Paintings Decorative Items

Kids Wear Toy Bazaar Stationary Child Care

Mr. right Bakery Loot Mart Tulsi Future Money Future Generally Doctor

 PRICE: IT WILL BRING A WHOLE NEW

REVOLUTION WHEN IT COMES TO PRICING STRATEGIES, THROUGH AVERAGE PRICE FOR UPPER MIDDLE CLASS AND LOW PRICE FOR MIDDLE CLASS.

PLACE: IT IS LOCATED IN GOOD PLACE

SURROUNDING WITH COLLEGES, COMPANIES AND FLATS ALL AROUND IT. PEOPLE: THE COMPANY FOLLOWS A MULTIFORMAT RETAIL STRATEGY THAT CAPTURES ALMOST THE ENTIRE CONSUMPTION BASKET OF INDIAN CUSTOMER.

PROMOTION: WE WILL USE MAGAZINES,

NEWSPAPERS, TELEVISION, RADIOS ,

PROMOTION

ADVERTISEMENT THROUGH
TTELEVISION ADS TPRINT ADS TRADIO ADS TFILM ADS TLOCAL MAGAZINES TOUTDOOR (BILLBOARDS, HOARDINGS ) TBROCHURES

CONTINUEDuuuuu.
TINTERNET TBALLOON ADS TVEHICLE ADS TPLATFORM ADS

SALES PROMOTION THROUGH

T COUPONS T CASH REFUND OFFERS (REBATES) T PREMIUMS (GIFTS) T PRIZES (CONTESTS, GAMES) T POINT OF PURCHASE DISPLAY AND DEMONSTRATION T SPONSORSHIP (LOCAL EVENTS) T FACEBOOK CONTEST T E-COMMERCE(HOME DELIVERY) T CELEBRITY ENDORSEMENT

PORTERS 5 FORCES MODEL

5 Forces

Analysis

RIVALRY AMONG THE COMPETITOR THREAT OF ENTRANTS BARGAINING POWER OF SUPPLIER BARGAINING POWER OF BUYERS THREAT OF

Reliance Retail, Pantaloon, The world, Pal Heights, Big bazaar

FDI

policy not favorable for international players. Domestic conglomerates looking to start retail chains.

The bargaining power of suppliers varies depending upon the target segment. The unorganized sector has a dominant position. There are few players who have a slight edge over others on account of being established players and enjoying brand distinction. Consumers are price sensitive.. Availability of more choice.

Unorganized retail

SEGMENTING TARGETING & POSITIONING

Segmentation Targeting

IT WILL TARGETS UPPER MIDDLE CLASS AND MIDDLE CLASS CUSTOMERS. THE LARGE AND GROWING YOUNG WORKING POPULATION IS A PREFERRED CUSTOMER SEGMENT AND SPECIFICALLY TARGETS WORKING WOMEN, YOUTHS AND

Specifically targets Working women and home makers

Higher and Upper middle class customers

Large and Growing Young working population

POSITIONING
HIGH SERVICE

AVG PRICE

HIGH PRICE

AVG SERVIC E

CUSTOMER SERVICE DESK (CSD)

T AS THE NAME SUGGESTS THIS IS THE SEPARATE DEPT WHICH MAINLY FOCUSES ON CUSTOMER SERVICE LIKE IF A CUSTOMER FINDS DIFFICULTY IN FINDING ANY PRODUCT, IF THERE ARE ANY CUSTOMER COMPLAINTS, THEY ARE ALSO LOOKED INTO, ANY CUSTOMER ASSISTANCE ETC. IS ALSO PROVIDED. T THERE IS ALSO AN EXCHANGE COUNTER WHERE IF A CUSTOMER IS DISSATISFIED OR WANTS TO EXCHANGE THE PRODUCT HE/ SHE HAS PURCHASED FOR ANY REASON , THE

HUMAN RESOURCE DEPARTMENT

T THE HR DEPARTMENT HAS TO BE VERY DYNAMIC. EMPLOYEES ARE THE BIGGEST STRENGTH AND ASSET OF ANY ORGANIZATION AND THE HR DEPT REALIZES THIS VERY WELL. T WE WILL TAKE UTMOST CARE TO SELECT, TRAIN, MOTIVATE AND RETAIN ALL THE EMPLOYEES. WE WILL HAVE CONTINUOUS DEVELOPMENTAL PROGRAMMES FOR ALL THE EMPLOYEES. T CURRENTLY WE ARE PLANNING TO EMPLOY 220 FULL TIME AND 60 PART TIME EMPLOYEES. THERE WILL BE TWO SHIFTS FOR THE EMPLOYEES. THE FIRST

T SOURCES OF RECRUITMENT
T CONSULTANCY SERVICES T WALK-INS T EMPLOYEE REFERRALS T CAMPUS RECRUITMENT

T SELECTION PROCEDURE
I. INTERVIEW II. PSYCHOMETRIC TESTS III. GROUP DISCUSSION

T INDUCTION & TRAINING

NEW SELECTED EMPLOYEES WILL BE GIVEN A 13 DAY INDUCTION AND TRAINING PROGRAM. THEY WILL BE GIVEN INFORMATION ABOUT THE COMPANYS BUSINESS, DIFFERENT DEPARTMENTS ETC. THEY WILL BE INFORMED OF THEIR ROLES, DUTIES , RESPONSIBILITIES

T COMPENSATION & REWARDS: THE EMPLOYEES ARE REWARDED SUITABLY WITH ATTRACTIVE PAY PACKAGES, WHICH INCLUDES BASIC PAY. HRA, SPECIAL ALLOWANCE, PF,ESI, MEDICLAIM ETC. T LEAVES AND OTHER RULES: AN EMPLOYEE DURING HIS PROBATIONARY PERIOD IS ENTITLED FOR 7 DAYS OF LEAVE. A CONFIRMED EMPLOYEE IS ENTITLED FOR 30 DAYS OF LEAVE IN A YEAR. T PERFORMANCE APPRAISAL: THE HR DEPARTMENT CONDUCTS

METHODOLOGY
T FOR FINDING OUT VARIOUS DETAILS OF OUR PROJECT WE HAVE TO FIND THE VARIOUS FACTORS WHICH IS MAKING THE SHOPPING MALLS SO ATTRACTIVE TO THE CUSTOMER. IS IT THE HUGE VARIETY ATTAINABILITY, EFFORTLESS BUSINESS, SERVICE VARIETY AMBIENCE, ACTIVE MARKETING AND CLEANLINESS . T WE HAVE TO VISIT VARIOUS SHOPPING MALLS AND BY OBSERVATION METHOD WE HAVE TO FIND OUT THE VARIOUS FACTORS WHICH IS MAKING THESE MALLS SO ATTRACTIVE TO THE CUSTOMER, WE ALSO NEED TO

QUESTIONNAIRE
FOR FINDING OUT THE OBJECTIVE, A SMALL SURVEY HAS BEEN DONE BY US. 75 CUSTOMERS OF DIFFERENT AGE, SEX AND ECONOMIC CLASS FROM 5 SHOPPING MALLS (BIG BAZAAR, PANTALOONS, THE WORLD, PAL HEIGHTS AND RELIANCE TREND) THAT WE HAVE VISITED BASED

PERSONAL PROFILE
CUSTOMERS NAME: AGE: 16-25 26-35 ABOVE 45
MONTHLY INCOME LEVEL:

36-45

BELOW RS.10000 RS. 10000 RS.20000 RS. 20000 RS.30000 ABOVE RS.30000 EDUCATIONAL QUALIFICATION: 10TH 12TH GRADUATION PG PHD WHAT DISTANCE CAN THEY TRAVEL TO VISIT A

 SOURCE OF INCOME: MOTHER/FATHER SALARIED BUSINESS POCKET MONEY OTHER SPECIFY. HOW FREQUENTLY DO YOU VISIT SHOPPING MALL? ONCE A WEEK FORTNIGHTLY ONCE A MONTH. WHAT INFLUENCED YOUR PURCHASING IN SHOPPING MALL? FRIENDS NEWSPAPER SPOUSE EXPERTS OTHERS SPECIFY. WHY DO YOU PREFER TO MAKE YOUR PURCHASE IN SHOPPING MALL? AMBIENCE AVAILABILITY/VARIETY QUALITY SERVICE PRICE OTHERS SPECIFY. WHAT DO YOU NORMALLY LOOK FOR IN A PRODUCT?

 WHO ACCOMPANIES YOU FOR THE PURCHASE? FRIENDS FAMILY SPOUSE ALONE OTHERS SPECIFY. RANK YOUR PREFERENCES FOR SHOPPING? PROXIMITY QUALITY BRAND PRICE STORE LAYOUT ONE-STOP SHOPPING WHICH FORM OF PROMOTION DO YOU THINK IS MOST EFFECTIVE? BROACHERS TV RADIO NEWSPAPER HOARDINGS MAGAZINES ARE YOU SATISFIED WITH SERVICES PROVIDED BY SHOPPING MALL? YES NO DOES ADVERTISING AND PROMOTION INFLUENCE YOUR

FINDINGS
AGE OF THE RESPONDENTS? EDUCATIONAL QUALIFICATION? 40% Age Total Percent
age 35% 30%

18-28 28-38 38-48 48-58 58-65

37 16 8 9 5 75

49.33% 21.33% 10.67% 12.00% 6.67% 100%

25% 20% 15% 10% 5% 0%

HOW OFTEN DO YOU SHOP? INCOME LEVEL ?

50 45 40 35 30 25 20 15 10 5 0 45 36 50% 45% 40% 35% 30% 19 25% 20% 15% 10% 5% 0%

PREFERENCES FOR SHOPPING? WHO ACCOMPANIES YOU FOR THE PURCHASE?

25.00% 20.00% 30.00%

40 35 30 25

15.00%

20 15 10

10.00%

5.00%

5 0

0.00%

PREFERENCE FOR PURCHASING IN A SOURCE OF INCOME? 40% SHOPPING MALL? 35% 40%
35% 30% 25% 20% 15% 10% 5% 0% 15% 13% 7% 5% 10% 5% 0% 25% 35% 30% 25% 20% 15%

MOST EFFECTIVE 35 FORM OF 30 PROMOTION?

25 20 15 10 5 0

ARE YOU SATISFIED WITH SERVICES PROVIDED BY 90 SHOPPING MALL?

80 60 50 40 30 20 10 0 70

Yes No

DOES ADVERTISING AND PROMOTION INFLUENCE YOUR SHOPPING DECISIONS? 70

60 50 40 30 20 10 0

ARE YOU HAPPY WITH THE PARKING FACILITY 90 PROVIDED?

80 70 60 50 40 30 20 10 0

Yes No

Yes No

WHAT DISTANCE CAN THEY TRAVEL TO VISIT A MALL? 45

40 35 30 25 20 15 10 5 0
2km 5km 7km 10km

WHAT DO YOU NORMALLY LOOK FOR IN A 30% PRODUCT? 25%

20% 15% 10% 5% 0%

FINANCIAL PROJECTION
IT IS A PROJECT OF RS.120 CRORES. ITS A PARTNERSHIP FIRM SO, WE WILL RAISE CAPITAL OF OUR OWN OF RS.6O CRORES. AND REST 50% IS TAKEN FROM DIFFERENT BANKS LIKE- ICICI BANK, HDFC BANK AND ALSO

RETURN ON INVESTMENT
YEARS 1ST YEAR 2ND YEAR 3RD YEAR 4TH YEAR 5TH YEAR 6TH YEAR 7TH YEAR 8TH YEAR 9TH YEAR 10 TH YEAR GAIN FROM INVESTMENT(CR.) 5 10 10 15 25 35 50 55 60 70 CUMULATIVE FREQUENCY(CR.) 5 15 25 40 65 100 150 205 265 335

RETURN ON INVESTMENT
400 350 300

PROFIT IN CRORE

250 200 150 100 50 0

1 2 3 4 5 6 7 8 9 10

- 10 yrs

RETURN ON INVESTMENT (FOR 10 YRS)

= PROFIT FROM INVESTMENT - COST OF INVESTMENT *100 COST OF INVESTMENT

= 335- 120/120*100 = 179.16 CR. PAYBACK PERIOD 6+20/50 =6+ 0.4 = 6.4YEARS