Marketing Mall

8/8/2019 Marketing Mall

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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)


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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 retaildestination with an average three yearcompounded annual growth rate of46.64%.

The Indian economy is poised to take thethird position in the world in terms ofPurchasing Power Parity by the year 2010.


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Contd..

The Indian Retail Market is a Rs.1,200,000 millionmarket 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 lookedas a goldmine by organised retailers


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Recent trends

Retailing in India is witnessinga huge revamping exercise ascan be seen in the graph

India is rated the fifth mostattractive emerging retailmarket: a potential goldmine.

Estimated to be US$ 200billion, of which organizedretailing (i.e. modern trade)makes up 3 percent or US$ 6.4

billion As per a report by KPMG theannual growth of departmentstores is estimated at 24%


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Outline

City Info:

Introduction Economic profile Demographics A Perfect market in current economic

situation Current city retail scenarioSite Info:

Location Map Catchments & Site Advantage

JABALPUR (Located in the GeographicHeart of India )


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Introduction

Jabalpur is one of the largest cities in Chattisgarh alongwith 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)


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Economic profile

Jabalpur has a mix of government, semi government andprivate employers

It has a very large central government employee base inorganizations 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 inorganization such as MP Electricity Board Head Quarter

Forest institute


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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 ofJapan)

Private sectior:

Cement units in Katni, Satna, Maihar, etc

Coal mines Shahdol, Chhindwara, etc

Bidi / tobacco manufacturing in rural areas Apparel manufacturing units


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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 paydrawing faculty)

Upcoming IT parks


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A perfect market to enter in the currentsituation

With a large government employee base, and with theseemployees getting the new pays as per the recent sixthpay commission Jabalpur is a very attractive market

6th pay commission It is insulated from the turmoils the global economiccorrections taking place as government employees havepay and job security


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Current retail scenario of Jabalpur Shopping areas-Sadar, Gorakhpur, Fuhara etc.

Presently there is no organized retail or Mall typedevelopments

National & Multinational Brands like Adidas, Archies,Charlie Outlaw, DCot, John Player, Reebok, Levis, CatMoss, Spykar, Khadims, Woodland, Tanishq, Ddamas,Nakshatra, K-lounge, Lee-Cooper, Monte Carlo,Provogue, Priknit, Signature, Park Avenue, VIP,Raymonds, Titan, Killer, Wrangler, Caf Coffee Day,

Koutons, Lilliput & Cotton County, Cantabil, NokiaPriority, The Mobile Store etc dot the high streets of thecity.

Most of the private banks, insurance companies, telecom

companies, etc already have their offices and branchesin the city


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Location of full.stop


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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 NarmadaRoad 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 fitouts will be operational in Mar2009.

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.


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The Mall Perspective300 ft. Frontage on Narmada Road

.....Mall for all


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Features & Amenities of Mall

Good Atrium size ( 5000 sq.ft. ) Shop Height of 12.5 ft. Glass cladding frontag

300 feet frontage on the mainroad 2 Floors Entertainment Zone Glass capsule lifts Escalators Two separate service lifts

Landscaping, fountains Power Back up Fully air-conditioned

Piped music Security with CCTV Mall Management Toilets Basement & open Car Park

[over 250 cars]


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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. ftF&B 30,000 sq. ft.

Floor DescriptionAtrium Level Available for RetailUpper Gnd. Flr. Not Available leased outFirst Flr. Available for Apparel & AccessoriesSecond Floor Available for Food Court, Fine Dinning &

Entertainment

( Three screen Multiplex Cinema Leased Out )

Signed In Brands Adidas, Adlabs, Archies, Big Bazaar, CafCoffee Day, Cox & Kings, Dominos, Gini & Jony, Levis, Liberty,Lilliput, Madura Garments, Nike, Payless Optics, Provogue,Raymonds, VIP to name a few.


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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


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PRICING OBJECTIVE

MAXIMUMMARKET

SHARE


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PRICING

VALUE PRICING (EDLP)

PROMOTIONAL PRICING

- LOW INTEREST FINANCING- PSYCHOLOGICAL DISCOUNTING

- SPECIAL EVENT PRICING (GUDI PADVA)

DIFFERENTIATED PRICING

- TIME PRICING

BUNDLING


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LOW-INTEREST

FINANCINGPSYCHOLOGICAL

PRICING


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BUNDLING


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SUPPLY CHAIN THE MALL


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PROMOTIONSaal ke sabse saste 3 din

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


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PEOPLEWell Trained Staff

Appearance

Empowered Individual

Encouraged To Think Out Of The Box

Employ close to 10,000 people and recruit nearly500 additional people every month

Use Scenario Planning as a tool for QuickDecision Making

Security Gaurds At All Gates


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Strength

- High Brand Equity

- State-of-art infrastructure

- EDLP

- PoP promotions

- Variety of stuff under

single roof

Weakness

- Unable to meet store

opening targets

- Falling revenue/sq. ft.

- General perception

Opportunity

- Organized retail (4.15%)

- Evolving consumerpreferences

Threat

- Competitors

- Government policies

- Unorganized retail


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CONTRIBURTION OF TIER III CITIES IN

TOTAL RETAIL

Marketing Mall

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