Marketing Strategies for Mall in class C

town

Sameer Bidaye (09- 707)

Jagdish Biyani (09- 708)
Aditya Khandale (09-730)
Swapneel Khavare(09-732)
Akash Pal (09- 745)
Abhidnya Salunke (09-751)
 Retail industry in India
 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.
Contd..

• The Indian Retail Market is a Rs.1,200,000 million

market as per the Images India Retail Report 2009.
• Organized Retail market is zooming ahead with an
annual growth rate of 30%
• The country will have over 300 malls translating to over
100 million sq.ft. in available mall space by the end of
2009.
• The emerging Class C towns are looked
as a goldmine by organised retailers
 Recent trends
• Retailing in India is witnessing
a huge revamping exercise as
can be seen in the graph
• India is rated the fifth most
attractive emerging retail
market: a potential goldmine.
• Estimated to be US$ 200
billion, of which organized
retailing (i.e. modern trade)
makes up 3 percent or US$
6.4 billion
• As per a report by KPMG the
annual growth of department
stores is estimated at 24%
Outline
City Info:
• Introduction
• Economic profile
• Demographics
• A Perfect market in current economic
situation
• Current city retail scenario
Site Info:
• Location Map
• Catchments & Site Advantage

JABALPUR (Located in the Geographic

Heart of India )
 Introduction
• Jabalpur is one of the largest cities in Chattisgarh along
with Indore and Bhopal

• It is the divisional and district head quarters

• It is the largest city in an about 300 km radius surrounded

by Bhopal (W), Nagpur (S), Allahabad (NE) and Raipur
(SW)
• It is situated on the banks of Narmada river

• The population of
– Jabalpur district is 2.7 million (27 lacs)
– Jabalpur city is 1.7 million (17 lacs)
 Economic profile
• Jabalpur has a mix of government, semi government and
private employers
• It has a very large central government employee base in
organizations such as:
– Army and defense – Jabalpur is a large cantonment
– Ordnance factories – Gun Carriage Factory, Vehicle Factory, etc
– Central Ordinance Depot
– Telecom Training Centre
• It has a significant state government employee base in
organization such as
– MP Electricity Board Head Quarter
– Forest institute
 Economic Profile
• Semi Government employers –
– Main bench of High Court
– Two large Universities
– The Indian Insititure of Information Technology and Design and
Manufacturing (IIITDM, supported by central Govt and Govt of
Japan)
– Private sectior:
• Cement units in Katni, Satna, Maihar, etc
• Coal mines – Shahdol, Chhindwara, etc
• Bidi / tobacco manufacturing in rural areas
• Apparel manufacturing units
 Economic Profile
• The city has a large well to do professional population:
– Doctors
– Lawyers (high court main bench)
– Professors and teachers (a large number of engineering and
other professional colleges and coaching institutes with high pay
drawing faculty)
– Upcoming IT parks
 Demographics
• DISTRICT Population
a. Total Population 21,51,203
_ Male 11,27,304
_ Female 10,23,899
b. Urban 12,27,340
_ Male 6,47,683
_ Female 5, 79,657
c. Rural 9,23,863
_ Male 4,79,621
_ Female 4,44,242

• CITY Population approx. 1.4 Million

 A perfect market to enter in the current
situation
• With a large government employee base, and with these
employees getting the new pays as per the recent sixth
pay commission Jabalpur is a very attractive market
• 6th pay commission
• It is insulated from the turmoils the global economic
corrections taking place as government employees have
pay and job security
 Current retail scenario of Jabalpur
• Shopping areas-Sadar, Gorakhpur, Fuhara etc.

• Presently there is no organized retail or Mall type

developments

• National & Multinational Brands like Adidas, Archies,

Charlie Outlaw, D’Cot, John Player, Reebok, Levis, Cat
Moss, Spykar, Khadims, Woodland, Tanishq, D’damas,
Nakshatra, K-lounge, Lee-Cooper, Monte Carlo,
Provogue, Priknit, Signature, Park Avenue, VIP,
Raymonds, Titan, Killer, Wrangler, Café Coffee Day,
Koutons, Lilliput & Cotton County, Cantabil, Nokia
Priority, The Mobile Store etc dot the high streets of the
city.

• Most of the private banks, insurance companies, telecom

companies, etc already have their offices and branches
in the city
Location of full.stop
 Catchments & Site Advantage
• Catchments Zones( North East ) Sadar, Katanga, Cantonment, Pachpedi, Civil Lines;
( North West ) Gorakhpur, Wright Town, Napier Town; ( West ) Shaktinagar, MPSEB,
Nayagaon, Rampur; ( South ) Polipather & Gwarighat.

• The full.stop Mall project is located in the affluent residential area on the Narmada
Road on which other major residential & commercial projects are under way.

• The property enjoys unbeatable frontage of 300 sq. ft. on this life line of Jabalpur i.e.
Narmada Road, which leads to the holy river Narmada at Gwarighat

• The full.stopis the first Lease Only Mall cum Multiplex of the City which is ready for fit
outs will be operational in Mar’2009.

• Most of the Forest and Defense Employees are residing in the vicinity of the Mall. The
major retails areas Sadar & Gorakhpur are also within five kms from the site .
 The Mall Perspective
300 ft. Frontage on Narmada Road
..... Mall for all
Features & Amenities of Mall

• Good Atrium size ( 5000 sq.ft. ) • Landscaping, fountains

• Shop Height of 12.5 ft. • Power Back up
• Glass cladding frontag • Fully air-conditioned
• 300 feet frontage on the main • Piped music
road • Security with CCTV
• 2 Floors • Mall Management
• Entertainment Zone • Toilets
• Glass capsule lifts • Basement & open Car Park
• Escalators [over 250 cars]
• Two separate service lifts
 Area Statement
• Land Area 2 Acres
• Total Construction 1,84,000 sq. ft.
• Parking Area Over 250 Cars ( Plinth Area & Open Areas )
• Available Area Gross Leasable ( sq. ft. )
Retail 25,000 sq. ft
F&B 30,000 sq. ft.
• Floor Description
Atrium Level Available for Retail
Upper Gnd. Flr. Not Available leased out
First Flr. Available for Apparel & Accessories
Second Floor Available for Food Court, Fine Dinning &
Entertainment
( Three screen Multiplex Cinema – Leased Out )

• Signed In Brands Adidas, Adlabs, Archies, Big Bazaar, Café Coffee Day,
Cox & Kings, Dominos, Gini & Jony, Levis, Liberty, Lilliput, Madura
Garments, Nike, Payless Optics, Provogue, Raymonds, VIP to name a
few.
 PRODUCT MIX
HOME &
APPARELS FOOD FARM PRODUCE CHILL STATION
PERSONAL CARE

DENIMS &
Staples Fruits Soft Drinks Shampoos
T-shirts
Fabrics & Cut Packaged
Ready to eat Vegetables Detergents
Piece Juices
Ready to Imported
Formal Wear Milk Items Soaps
Cook Fruits
International Dairy
Casual Wear Frozen Food Liquid Wash
Food Products

Party Wear Spices Ice creams Creams

Imported
Ethnic Wear Deodrants
Bazaar
Home
Accesories Tea & Coffee
Cleaners
Under
Utensils
garments

Night Wear Plastics

Dress
Crockery
Material

Sarees Sundries
 PRODUCT MIX
ELECTRONICS Fashion & Furniture Child Care &
Other Services
bazaar Jewellery bazaar Toys

Television Footwear
Living Room Kids Wear mr. right
Sets Bazaar
Washing
Beauty Care Bed Room Toy Bazaar Bakery
Machines

Refrigerators Navaras Kitchen Stationery Loot Mart

Personal Care
Star Parivar Dining Hall Child Care Tulsi
(Shavers, etc)
Meena
mBazaar Kids Room future money
Bindre
future
Microwaves Bean Bags
generalli
Small
Paintings
Appliances
Decorative
Laptops
Items
Computer
Accessories
Kitchen
Appliances
 IN HOUSE BRANDS @ THE MALL

DJ & C CLEAN MATE SENSEI

KORYO STAR SITARA CARE MATE

FRESH & PURE RENUKA MAJITHIA

SARAPOLO and 40 more brands

FEW BRANDS @ THE MALL

PRICING OBJECTIVE

MAXIMUM
MARKET
SHARE
 PRICING
 VALUE PRICING (EDLP)
 PROMOTIONAL PRICING
- LOW INTEREST FINANCING
- PSYCHOLOGICAL DISCOUNTING
- SPECIAL EVENT PRICING (GUDI PADVA)
 DIFFERENTIATED PRICING
- TIME PRICING
 BUNDLING
LOW-INTEREST PSYCHOLOGICA
FINANCING L PRICING
BUNDLING
 SUPPLY CHAIN - BIG BAZAAR
SUPPLY CHAIN – THE MALL

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Inspection

Supplier Inspection Warehouse

Supplier

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 PROMOTIO
‘Saal ke sabse saste 3 din’
N
Future Card (3% Discount)
Shakti Card
Advertising (Print Ads, TV Ads, Radio)
Brand Endorsement by M.S.Dhoni
Exchange Offer – ‘Junk Swap Offer’
Point-of-Purchase Promotions
PEOPLE
 Well Trained Staff
 Appearance
 Empowered Individual
 Encouraged To Think Out Of The
Box
 Employ close to 10,000 people and
recruit nearly 500 additional people
every month
 Use Scenario Planning as a tool for
Quick Decision Making
 Security Gaurds At All Gates
Strength
- High Brand Equity
- State-of-art infrastructure
- EDLP
- PoP promotions
- Variety of stuff under
single roof
Opportunity
- Organized retail (4.15%)
- Evolving consumer
preferences
Weakness
- Unable to meet store
opening targets
- Falling revenue/sq. ft.
- General perception
Threat
- Competitors
- Government policies
- Unorganized retail
CONTRIBURTION OF TIER III CITIES IN
TOTAL RETAIL