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The document discusses the emergence and growth of malls in India due to factors like a growing middle class, changing lifestyles and aspirations, and the influence of media and marketing. It outlines some of the strategies malls use to attract customers, ensure repeat visits, and increase impulse buying, such as attractive design, merchandising, customer service, and retention programs. The document also provides examples of some popular malls in India and discusses opportunities and challenges in mall management.

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chandrareddy25
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36 views

Intro

The document discusses the emergence and growth of malls in India due to factors like a growing middle class, changing lifestyles and aspirations, and the influence of media and marketing. It outlines some of the strategies malls use to attract customers, ensure repeat visits, and increase impulse buying, such as attractive design, merchandising, customer service, and retention programs. The document also provides examples of some popular malls in India and discusses opportunities and challenges in mall management.

Uploaded by

chandrareddy25
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Mall Management

•Emergence of malls
•Improving the quality of
life and convenience
•Malls are provided retail
and entertainment in a
controlled internal environment.
•‘quality of life which has led to the
emergence of the mall culture in India.
Reasons for the growth of malls
• A fast growing middle class income
• Middle class will increase from 300
million to 520 million in 5 years.
• Increase in number of double income
households
• Focus on the youth as a target market.
Conti….
• Researchers reveal that consumer spending
grew at a rate of 6 percent per annum in the
last 10 years.
• Influence of media and marketing
communication resulting in changing
aspirations, lifestyle and change in
consumer shopping.
• Mall developers make consumers in enjoy
shopping through cost effectiveness, added
convenience along with the fun element.
Conti…
• Indian woman started playing a more active role
than she earlier used to play.
• Besides that, foreign retailers have aptly
supported the Indian consumer by making them
globally aware.
• Bangalore, Chennai tremendous growth in mall
culture, while in North malls are coming up in a
big way, the east is still growing, while in the
west Mumbai is considered as the most
progressive zone, Pune too is catching up with
the trend.
Impulse Buying at Malls
• Impulse buying is increased among customers.
• Mall and brand management calls for employing
various strategies to lure customers to go for
impulse purchases. The strategies are – 1)
design malls with attractors 2) attractive visual
merchandising, provide high level of service
showing concern for customers.
• Impulse buying and unplanned purchases
constitute a large part of sales at malls.
Success of Malls
• Malls differentiate themselves and work towards
building long lasting relationships with customers,
ensuring repeatability of visits and purchases.
• Customer retention programmes
• Use IT to develop the right information
• Mall planning software to plan and analysis of revenue
to provide and support proper management.
• Retail space
• Mall a pleasurable experience by providing tangible as
well as intangible benefits to customers.
• Success of a mall partly depends on the presence of
other stores within the mall and especially on the
presence of the mall’s anchor stores.
Few Popular Malls

• 1) Forum at Bangalore:
6,50,000 sq ft in area contains 3,50,000sqft of retail
and service space and 3,00,000sqft of parking.
the attractiveness of mall – good location, lots of
space, good parking facilities and multi activity centre.
Strategically researched and planned for maximum
impact and attraction.
Conti…

• Bangalore Central: 1,20,00 sq ft. It is Pantaloons multi


brand seamless mall.
• From the customer point of view it is a large and
comfortable departmental store.
• Branded items are sold at MRP and value addition from our
side is the shopping comfort.
• Sigma hall at Bangalore
• Imperial Mall at Bangalore
• Garuda mall at Bangalore
• Gold Souk Mall at Delhi
Malls at Gurgaon
Conti..
Mall Management includes…
• Positioning a Mall
• Zoning – formulating the right tenant mix and its
placement in a mall
• Promotions and Marketing
• Facility Management – infrastructure, traffic( foot
traffic into the mall and parking facilities) and
ambience management ( parks, fountains and
overall look of the mall)
• Finance management( cash receipts and
collection of income including rentals, car park
receipts, electricity and other utility income.
Developing accounting system, developing
standard financial templates, external audit etc)
Issues related to Mall Management in the Indian
retail market
• Lack of feasibility / Market research
• Zoning ( wrong tenant mix)
• Design Issues ( entry and exit points, poor
visibility of retail units)
• Few Promotional activities (ex. developers
perceive that these event only help increase
foot traffic and not revenues)
• facility management (good infrastructure
/facility management areas becomes a
problem in malls)
• Parking
Opportunities in the mall business
• Mall premises have catchy hoardings, attendants
assisting with parking of vehicles, security
assurance, CCTVs, surveillance cameras,
Escalators, lifts, comfort and convenience with the
housekeeping team making, ambience is simply
perfect and more.
• Besides shops, restaurants and entertainment
hubs, there are lot of other opportunities…… they
are Mall Management, facility management &
advertising opportunities.
Conti….
1. Mall Management : Procurement of various equipment
and maintenance, operations, facilities management,
security, accounts, common area maintenance,
marketing, leasing out space to tenants, image to create
in the customer’s mind.
2. Facility management: this will handle electro mechanical
services like fire detection and suppression, power
management, access control, water management,
plumbing, guest relations, help desk management,
cleaning and pest control, physical security surveillance
and administrative services etc.
3. Advertising opportunities: Advertising and promotional
activities, creative agency takes care of advertising,
starting from conceptualizing the advertisement to
leasing out the space on behalf of their clients, to putting
up hoardings or setting up kiosks or conducting events.

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