REPORT ON MALL MANAGEMENT

OF SELECT CITY WALK

SUBMITTED BY

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TARUN BATRA

(PG 20101316)

OBJECTIVES OF FIELD TRIP

The field trip was an integral part of Retail Selling Management Course. The

field trip was arranged in Select City Walk, Saket. The trip was mainly

associated with Session-12 (Selling through malls and Mall Management).

This field trip has been developed keeping in mind the following goals:

1) To acquire knowledge and concepts of the organised retail

marketing

2) To understand the Retail location and leasing strategies.

3) To equip with requisite techniques and skill sets to understand

how to function in retail set up.

4) To familiarize with the central decision variables of organised

retail marketing specially, for malls.

5) To develop skills in relation to the various attributes which have

created success stories in organised retail industry especially for

malls.

6) To learn about retail promotions and building store loyalty.

7) To know the elements of Store Layouts and Atmospherics.

The making of this report is based on the learning through the RSM concepts

like Zoning, Facility management, Finance, Marketing, Promotions etc.

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INTRODUCTION TO RETAIL SECTOR IN INDIA

The retail sector is among the fastest growing industry in India in the last couple of years. The retail sector of India comprises of:-

a) Organized Retailb) Unorganized Retail

Unorganized retailing consists of small and medium grocery store, medicine stores, subzi mandi, kirana stores, Paan-Beedi shops etc.

90% of retailing in India falls under the category of Unorganized Retail.

Organized Retail is operational mainly in the major cities of India. Hence, there is a huge potential for retail to grow in India. Organized retail in India is expected to grow 25-30 per cent yearly.

Organized retail mostly consists of malls, hypermarkets, like big brands such as Big Bazaar, Star Bazaar and anchor/departmental stores like Westside, Pantaloons or Shopper’s Stop.

The total retail sales in India will grow from US$ 395.96 billion in 2011 to US$ 785.12 billion by 2015, according to the BMI India Retail report for the third quarter of 2011.

With over 100 malls operating in India and more than 300 being developed, the opportunities offered in the retail landscape are immense. Mall space is expected to touch 60 million square feet by end-2008. With such a huge supply of space, mall owners and developers in India need to focus on vision, scalability and processes and create a distinct proposition for themselves in the market. The emergence of specialty malls is a step in this direction.

Retailers today face many challenges, including increasing competitive pressures, thin margins, high occupancy costs and unpredictable supply base that come in the way of their attaining operational efficiency and profitability.

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As organized retail grows, the market will only become more competitive and developers will have to work hard to differentiate. Faulty mall management along with inappropriate tenant mix would lead to poor mall traffic and closure of individual stores in malls. Professional third party mall management service providers are hence likely to come to the fore. They not only understand these business challenges, but also have the ability to help retailers effectively deal with them.

Generally there are two types of consumers who visit malls:

A) Focused buyers B) Impulse buyers.

The time spent by focused buyers inside the mall is relatively lower as compared with impulse buyers who spend a lot of time window shopping. Malls which have entertainment zones and/ or promotional activities have larger foot falls and more percentage of impulse buyers.

Mall management becomes critical to attract impulse buyers. For e.g. Ansal Plaza in Delhi has ensured its success through good promotional events and mall management practices since its inception in 1999. Its amphitheatre which is dedicated to promotional activities has ensured footfalls despite newer malls coming up in the NCR region.

Contrary to popular misconception that mall management is synonymous with facility management, mall management actually takes care of the issues like:

a) Positioningb) zoning (tenant mix and placement within mall)c) Promotions and marketingd) Facility management (infrastructure, footfalls, ambience)e) Finance management

KEY GROWTH DRIVERS IN THE INDUSTRY

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Demographics- approximately 60% of Indian population is below the

age of 30.

Double incomes- there is a rise in spending power of Indian families

due to double incomes in the family i.e. more than one person is

earning.

Plastic revolution- the use of credit cards and debit cards has

increased immensely for the purchase of apparels, consumer durable

goods, food and grocery as well.

Urbanisation- increased in urbanization has led to higher consumer

density area which enables the retailers to use less number of stores to

target a large number of customers.

Ease of commuting- with increase in the penetration of automobiles

and an overall improvement in the transportation facilities, covering

distances has become easier and convenient which allows the

customers to travel a long distance to reach a particular store.

Key Players in Indian Retail Sector

Pantaloon Retail (India) - When Pantaloon started the Big Bazaar

discount stores in 2002, malls were not part of the shopping culture.

Big Bazaar became a hit, as it combined the look and feel of Indian

bazaars with aspects of modern retail like choice, convenience and

quality. Headquartered in Mumbai, the Rs 3,500-crore company now

operates over 5 million sq ft across 40 cities.

Shopper’s Stop- A menswear store owned by K Raheja in the Mumbai

suburb of Andheri in 1991 has now transformed into Shopper’s Stop,

with 27 departmental stores. The company entered airport retailing in

a joint venture with the Nuance Group.

Lifestyle- Growing from one store in Bahrain in 1973, the NRI-led

Landmark Group today operates over 5 million sq ft in the Middle East

and India. The group’s first Lifestyle store in India opened in Chennai in

1999. Now it has 325,000 sq ft in Chennai, Hyderabad, Bangalore,

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Gurgaon and Mumbai. Its first hypermarket, branded as ‘Max’, is

expected to open soon.

Reliance Retail- Mukesh Ambani’s 15,000-people Reliance Retail has

opened 250 convenience stores, branded as ‘Fresh’, across the

southern states. It is now planning to launch 30 such outlets in

Mumbai. Reliance Retail plans to invest Rs 25,000 crore on

hypermarkets, supermarkets and specialty stores in the next four

years. The first hypermarket will be up in Ahmedabad by the end of

July.

Aditya Birla Retail- The company, which will operate under the brand

‘More’, has selected two formats – hypermarkets and supermarkets –

for its initial foray. The first store has opened in Pune. Last January, the

company acquired Trinethra Super Retail, which has given it more than

5,00,000 sq ft and a strong presence in the South. The Birlas’ outlay

for the business over the next three years is Rs 9,000 crore.

Bharti Retail- The world’s largest retailer Wal-Mart, which prefers to

go it alone outside the US, chose Sunil Mittal’s Bharti Enterprises as its

partner in India. The venture will start with the cash & carry

(wholesale) format, which could be extended to retail operations once

foreign direct investment is allowed in multi-brand retail, as is

expected. The entity is yet to start operations as the formal agreement

has not been inked.

SELECT CITY WALK OVERVIEW

Select City Walk is a premier shopping mall located in the Saket District

Centre, in Saket, New Delhi. Retail development is spread over 6 acres and

includes a multiplex (PVR CINEMAS), serviced apartments, offices and public

spaces. The mall was developed by Select Infrastructure, a joint venture

between the Select group and the Aarone group. It is currently the most

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expensive mall in Delhi, with rentals rates between Rs 650-Rs 750 per sq ft

per month. It opened to the public in October 2007. Select city Walk is

ISO 9001:2008 (QMS), ISO 14001:2004 (EMS), OHSAS 18001:2007

Certified Shopping

Location:-

Select City Walk is located in the Saket District Centre, in one of the upcoming middle class neighbourhood of Saket in South Delhi.

It is the first large-scale shopping mall to open in south Delhi and is the first of four major malls that are planned for the Saket District Centre. The other neighbouring malls include the MGF Metropolitan Mall and the DLF Palace.

Features:

The mall is divided into three broad zones:

1) Staple Traditional (family)

2) Celebration (centre-stage)

3) High Voltage (youth).

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There are eight anchor tenants including Good earth Verandah, Pantaloons, Crossword Bookstore, Mother care, Arcelia, and Home Stop. The mall also has 125 stores representing over 500 major Indian and international brands of clothes and apparels.

The Mall has a 10,000 sq ft. Multi-cuisine food court, Food Talk, on the second floor, along with several restaurants including The Coffee Bean & Tea Leaf, Pizza Hut, and KFC. It also has Pantaloon Retail's first Gourmet Food Bazaar, which stocks Indian and imported food products. The mall also houses a PVR Cinemas multiplex, which comprises six screens including 2 gold classes and has a total seating capacity of 1,235.

There is also an Open Plaza “Sanskriti”, for art festivals, fairs, exhibitions, performances, and al fresco dining. The plaza is landscaped extensively in timber, water, stone and steel and has an open–air amphitheatre, along with trees and Water features.

Structure of the Mall

The mall has been built in L-shape and in such a way that there is proper utilization of space. There are 3 entry and exit gates for the customers which makes the crowding-in and crowding-out an easy.

There is a separate entry gate for the vendors who bring the materials for the different outlets present in the mall.

There are escalators, lifts and staircase for going from one floor to the other.

There is a big specific space for the exhibition and display of the products and the promotions are done there in such a way that there is no rush over there.

There are 3 floors in the mall. The Ground floor consists of mainly the Fashion Brands for Women as they are the major customers. The 1st floor consists of fashion Brands for men and the 2nd floor consists of the Brands for Kids.

This has been done as kids have the ability to push their parents for buying products and can drive them to the 2nd floor.

There are also small Kiosks for impulse buying and also some pop-up stores at select city walk.

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Functioning Divisions of Select City Walk

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SELECT CITY WALK

FINANCE OPERATIONS & ENGEENERING

MARKETING & COMMERCIAL

BILLING COLLECTION VENDOR PAYMENTS

BRAND POSITIONING OF SELECT CITY WALK

Select City Walk comes across as a huge brand. It has it’s target audience i.e. The rich and the emerging rich class of people.

To maintain a good image it has chosen the Prime Location of Delhi. Also, they have exclusive stores of brands such as ZARA, GUCCI, MANGO, etc.

They have avoided a brand like “McDonalds” as they don’t suit their brand image as the target customer of Mcd’s is Middle class and the lower middle class.

It has also classified itself as a “Women’s Friendly Mall” by providing exclusive services. They have a lot of house-keeping, security staff which have women employees. This gives a sense of security to the females who come for shopping at Select City Walk.

Some of the brands at select city walk:-

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REWARDS DESK

SECURITY HOUSE-KEEPING

CONCIERGE PARKING

LEASINGBRAND MANAGEMEN

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BRAND DEVELOPMEN

T

PUBLIC RELATION

LEGAL

ZONNING

Zoning refers to the division of mall space into zones for the placement of various retailers. A mall is 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 time spent by focused buyers in malls is relatively lower compared with impulse buyers who also enjoy window shopping. There is little that retailers can do to attract focused buyers as they usually know what they require and from where. However, right tenant mix and optimum retailer placement after a diligent zoning exercise can help retailers attract both types of consumers, especially the impulse buyers.

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 financeability of the shopping mall venture.

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Various business models are adopted by Select City Walk while utilizing the services of a professional firm as given below. The fees are either per annum or per assignment.

Business Model

Key aspects Benefits to SCW Benefits for Mall Management

Contract Model

Fixed fee Fixed cash outflows. Higher inflows if mall is a success

Risk minimization

Revenue sharing model

Percentage of sales

Risk minimization Share of revenues if mall is a success which leads to higher income

Partial revenue sharing model

Fixed fee + percentage of sales

Risk minimization (fixed fee less than that in the case of contract)

Minimum payment guaranteed and also portion of revenues in case of success

FACILITY MANAGEMENT AT SELECT CITY WALK

Facility management refers to the integration of people, place, process and technology in a building It also means optimal utilisation of resources to meet organisational needs. It broadly includes infrastructure, ambience and traffic management.

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Infrastructure Management – Infrastructure management refers to the management of facilities provided to the tenants within the mall. This includes provision of adequate power supply, safety issues in case of emergency and miscellaneous issues related to signage, 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.

SERVICES AT SELECT CITY WALK

More than just the ultimate shopping destination, Select CITYWALK treats guests to a sensory experience & provides integrated, high quality infrastructural facilities at par with international standards. Breathtaking

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architecture creates a distinct environment that exceeds all expectations.

Amenities such as Optional Valet Parking, Foreign Currency Exchange, Driver Lounges & Basement Restrooms, Doctor on Call and Infirmary, Help for Elders & Physically Challenged, Children’s Play Area, Parking spread across 3 levels, Travel Desk, Business Centre, Gift Wrapping are offered to enhance the shopping experience.

Finance management

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Professional financial management of a mall as a business venture is a must. Select city walk Mall also covers financial management, which involves 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.

MARKETING & PROMOTIONS

Promotional activities and events in a Select City Walk form an integral part of mall management. Activities like food festivals, handicraft exhibitions and celebrity visits increase foot traffic and in turn sales volumes.

Organising 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. Flee market is new concept initiated by SCW.

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 in some cases, regional competitors.

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Conclusion

The mall has been located and positioned in such a manner that it caters to the need of

high premium customers. The whole look of mall just makes you feel clean and

rich.  I saw most of the people wearing the latest designer clothes while

shopping here at Select City Walk.

There are some brands which are not even understood nor heard of by

common people. But there are plenty of Indian brands in the place too. 

For starters, there’s Lifestyle, Pantaloons, Park Avenue, Fab India, Good

earth, Food Bazaar, Home Stop etc. The shopping experience makes you feel

good here.  One can probably go over and have a great weekend of shopping

and when they are tired one can sit back and watch a movie at PVR Cinema,

after the movie one could enjoy a nice dinner at the food court, or other

gourmet restaurants.

The mall has a well spaced out parking lot well manned, and the whole

shopping experience gives a complete high at the end of trip, just wanting

more. A visitor will return to the place again, even if he doesn’t really need to

buy anything, the fragrances from the Lancome and The body shop, just

entices him to come back.  

This trip enabled me to understand the challenges faced by the mall people and its

location strategies which invariably helped in understanding the concept of Mall

management clearly.

Also, I came to know the various strategies adopted by these big retailers of

maintaining, retaining & increasing their customer base by giving a great shopping

experience.

Mr. Deepak , the marketing head for select city walk was a great help too as he gave us

the in-depth knowledge of their strategies and the lease-structure.

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