A

PROJECT REPORT

ON

A STUDY ON BRAND PROMOTION ACTIVITIES AT

IRPPL

Undertaken At IRPPL, Noida

Submitted in the partial fulfilment of the requirement

for the award of two years full time

MBA (2009-2011)

SUBMITTED BY:
PIYUSH AGRAWAL
Roll No –A0101909209
MBA (2009-2011)

AMITY BUSINESS SCHOOL

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DECLARATION

I,Piyush Agrawal student of masters of Business Administration – Amity Business school, Amity
University Uttar Pradesh, here by declare that I have completed project

Titled “A STUDY OF BRAND PROMOTION ACTIVITIES AT IRPPL.”as part of the course

requirement
I further declare that the information presented in this project is true and original to the best of my
knowledge

DATED: 1ST JULY 2010

PLACE: Noida

Piyush Agrawal

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 TABLE OF CONTENTS

Serial No. Particulars Page No.

1. Acknowledgement 4

2. Executive Summary 5

3. Profile of the Company 5-21

 Introduction
 History
 Product profile
 Organizational Chart

4. Work Description 22-37

 Work Assigned
 Functional Area Assigned
 Objectives achieved
 Expectations Prescribed
 Activities performed on day to day basis

5. Conclusion & Suggestions 38-43

6. Bibliography 44

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ACKNOWLEDGEMENT

Undoubtedly this project is the result of the blessings of the almighty and benevolent God. I shall
always be obliged to who guided me and showed me the right path even before the beginning of the
training .The fragrance of the success of this project can be felt only because it was nourished
continuously by my teachers in my college and employees of IRPPL. I find myself quite lucky and
happy to work under my mentor Mr.Syed Shameem Anwar, Sr. Manager (Events &Promotion) who
guided and supported me throughout the training.. I shall always be obliged to different retailers of
The Great India Place Mall who were the sponsors of the events, as they cooperated throughout the
events and thus played a great role in making the whole training as the golden moments of my life.
My sincere thanks also extend to my famlly members, my friends, the staff members of IRPPL, for
making this project a success.

I am extremely thankful to my Faculty Guide MS. TAVISHI Lecturar at Amity University, Noida
for his invaluable Guidance and Suggestions during my Training.

PIYUSH AGRAWAL
Roll No –A0101909209
MBA (2009-2011)

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EXECUTIVE SUMMARY

Event management as a tool of brand promotion is a wonderful approach. It requires tremendous

effort with complete dedication and discipline so that everything goes smoothly as planned. It was
an awesome experience to work as a trainee In International Recreation Parks Private Limited
(IRPPL) .I was in the team of Events and Promotion. Our team was supposed to plan the event ,
arrange everything before hand and successfully implement it. We had to learn from everyday
activity and inculcate those learning in the next activity.

We had to promote ‘The Great India Place’, mall and the amusement park ‘Worlds Of
Wonder(W.O.W)’ .Therefore we had to attract maximum people in The Great India Place So that
they can participate more in the activities and win the discount coupons of different stores in the
mall. The winners used these vouchers in their purchase and thus increasing the sales of the
different stores. On one hand we had to entertain the audience and provide them with the discount
coupons and vouchers leading to the promotion of The Great India Place .As more people will
repeatedly come to the mall if they find the activities entertaining and beneficial. On other hand we
had to ensure that the maximum discount coupons from different retail stores should be redeemed
so that the retailers should be benefited as well. Reaching our objective with the tem work was a
great success and along with this, media attention and pragmatic learning were the additional
benefits.

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Introduction

Shopping Malls In India

Over the last few years, the Indian consumer market has seen a significant growth in the number of
modern day shopping centres popularly known as “Malls”.

A public walk-in is what the Mall, literally means. From time, memorable junctions at the roads
and streets have been a gathering place for people. Such gatherings is now attracted to the markets
which have now graduated to enjoy in an air-conditioned, multi-level shopping floors of at least
100,000 square feet. In modern times, these have come to be known as malls. Though US/UK is
largely responsible for the development of Malls, this has spread all over the globe. And now big
metropolitan cities in India are just accelerating to welcome this Mall Idea. Earlier, Chennai,
Mumbai and New Delhi were the only cities to boast for developing Malls, but now even smaller
cities like Chandigarh, Lucknow and Ahmedabad are mapping out spaces for this new shopping
ideology.

Forty years after the United States began its infatuation with indoor shopping malls, India, with a
population of more than 1 billion, is going through its first wave of serious mall construction. In
the past decade, the change of the Indian economy that has seen growth in various industries has
created millions of jobs, expanded the country's middle class and given those who work
disposable income. In addition, with added wealth, Indians travel more and see how shopping
patterns differ globally. As late as a decade ago, a visitor to any of India's major cities would have
been hard pressed to find a western-style shopping mall. Not anymore. Industry experts say
‘That's a lot of activity, compared to planned U.S. mall construction, but in a nation that size, there
is still plenty of room for growth’. So, the optimism continues.

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Consumers In India

Rapid Evolution of New-Age Young Indian Consumers:

This continuously evolving consumer segment is the youngest in the world as compared to other
developed economies like the USA. The young Indian consumer is willing to spend on lifestyle-
oriented products and services and conservative saving habit is now a thing of the past.
consumers are spending on a wider range of products and services because of which non-
conventional product categories like cell phone ring tones (estimated at Rs. 400 crores) and
Valentine’s Day gifts (Rs. 1,500 crores) that have evolved in very low time spans. The promotion
of India as a tourist destination has led to foreign brands wanting to establish presence here. And
with new shopping-malls having become operational in many cities across India, it is interesting
to observe how the shopping-behavior of consumers in the vicinity of these malls has changed.

Current Trends: People are shifting their shopping preferences from market to malls:

People are extremely price sensitive in India and hence ultimately they will only buy where they
feel the value for money and which are reasonably priced. This further depends on the kinds of
income groups that they are coming from. For some buying their nightwear form a store like a
Marks and Spencer is not a big deal while for others it may be an indulgence which they can only
fantasize about. Nevertheless considering the masses we may say that for goods like apparel,
footwear, there is definitely a shift in purchasing patterns in the favour of the malls.

But for high involvement products like jewellery, furniture, tailored Indian wear , beauty parlours
the ratios don’t seem to be shifting. There is plenty of opportunity for goods and services that
offer new consumer concepts or new product qualities, both in markets and malls, but most
Indians believe brands are more expensive—even when they're not. Thus, it can be difficult for a
new concept to get over that initial hump with the Indian customers.

Moreover when it comes to consumer durables like television, refrigerator or even automobiles,
people tend to go back to their trusted dealers. And again even if there is a little price
differentiation then the options can easily tilt. Hence it’s the value for money proposition that they
are looking at. For things like groceries and toiletries the ratios are pretty much what they were
earlier. People continue to purchase these from the colony markets. KSA Technopak’s Consumer
Outlook Survey has revealed that for personal care and toiletries, 52 per cent prefer local colony

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markets; and for grocery, 82 per cent prefer colony markets. Such high ratios could be attributed
to the convenience of residential proximity to these market streets vis-à-vis the mall.

Yet the cosmetics and perfumes category has seen a drastic shift in sales from high streets moving
on to the malls. With so many international brands coming in to the picture, skin sensitive women
have moved on to purchase them from authentic counters found in the malls. This had always
been a nagging doubt in their minds about the authenticity of perfumes and cosmetics that are sold
at these departmental stores in the market streets. On being interviewed, many respondents
claimed that they seriously doubted about the origin and the quality of these products. Many
thought that such goods were purchased from ‘Gaffar’ market and sold to them after a price hike
to make them look original. But regarding the sale of these products in the malls, no one doubted
their quality and origin.

Hence strictly looking at it from the consumer’s point of view and not taking the retailers figures
in the picture, we may say that there is a considerable change in the shopping habits and patterns
of people depending on the category of the product. An overall complete shift can’t be identified
due to the fact that the Indian consumer is forever on the lookout for the best mix of value for
money.

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 Malls - An Integral Part In India

 Consumers Remain The Ultimate Beneficiaries: With so many malls coming up and
more being planned, it’s the consumer that stands to be benefitted from them in the long run..
They can touch, feel and try a vast range of products of various brands around the same place.
This is especially true in case of garments, apparel and other accessories. Moreover the sales are
becoming more and more genuine with each passing year. End of season sales are plenty and last
long enough, giving impetus to the impulse shopping nature of people.

 Malls, Likely To Become The Prime Drivers Of Organized Retailing Revolution In

The Country: Our nation India has a lot of unorganized retailing. Be it a general store in the
street or the local vendors selling different products. So there lies a lot of opportunities for the
organized retailing .In the past few years the scene has been changing. Now even to buy
vegetables and fruits also we have lots of options near our locality, like the emergence of the
stores like reliance frsh, big apple, six ten e.t.c. Now the daily household items are also purchased
under an A.C roof with lots of options available. And, as mall developers offer a wide variety of
real estate options to retailers with the assurance of heavy footfalls, retailers are likely to
introspect about the viability of stores in high street locations.

 With More Malls, Lesser Rentals Are Expected In Future: With the increase in supply,
prices are likely to fall. The number of malls had been increasing at a great velocity in India. Delhi
NCR has also seen this positive change with Ghaziabad acting as the dark horse. So the more will
be the malls, the more will be the competition. This will, in effect, induce retailers who had
avoided high end shopping centers due to the prohibitive lease rentals, to evaluate establishing
their presence in these locations.

 Creation Of Vast Employment Opportunities: These modern formats such as malls

create a good percentage of employment. Various stores in the malls require lots of employees for
the proper operation of the mall. Considerable surrogate employment has been added in terms of
cleaners for toilets, people for packaging, security guards and so on, with quality employment in
terms of weekly offs, eight-hour shifts and the like. 95% of Shoppers' Stop employees are first-
timers, English-speaking and computer literate, and one would expect the trend to grow, reducing
the vicious slowdown and recession in a developing economy like India.

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 Excellent Maintenance And Lavish Interiors: This probably continues to be the biggest
attraction of the malls. Plush interiors, fountains, glass capsule lifts, spotless floors, air
conditioning and connecting escalators are all a considerable new phenomenon for the masses in
India. Hence a large crowd from the neighboring towns and cities comes to the malls to enjoy
these novelties. They want to shop with comfort and ease with proper services offered to them.

Amusement Parks

Amusement park is the generic term for a collection of rides and other entertainment attractions
assembled for the purpose of entertaining a large group of people. An amusement park is more
elaborate than a simple city park or playground, usually providing attractions meant to cater to
adults, teenagers, and small children. A theme park is a type of amusement park which has been
built around one or more themes, such as an American West theme, or Atlantis. Today, the terms
amusement parks and theme parks are often used interchangeably.

Amusement parks evolved in Europe from fairs and pleasure gardens which were created for
people’s recreation. The oldest amusement park of the world (opened 1583) is Bakken, at
Kloppenburg, north of Copenhagen, Denmark. In the United States, world's fairs and expositions
were another influence on development of the amusement park industry. Most amusement parks
have a fixed location, as compared to travelling funfairs and carnivals. These temporary types of
amusement parks, are usually present for a few days or weeks per year, such as funfairs in the
United Kingdom, and carnivals (temporarily set up in a vacant lot or parking lots) and fairs
(temporarily operated in a fair ground) in the United States. The temporary nature of these fairs
helps to convey the feeling that people are in a different place or time.

Often a theme park will have various 'lands' (sections) of the park devoted to telling a particular
story. Non-theme amusement parks rides will usually have little in terms of theme or additional
design elements while in a theme park all the rides go all with the theme of the park, for example
Magic Kingdom in Walt Disney World.

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The Modern Amusement Park

The Blackgang Chinese amusement park, established in 1843 by Victorian entrepreneur Alexander
Dabell, UK can be considered the oldest existing theme park in the world. The first amusement park
on Coney Island, Sea Lion Park was built around a nautical theme. Today, central Florida and most
notably Orlando boasts more theme parks than any other worldwide destination. The north eastern
USA region, most notably Pennsylvania, is now a hotbed of traditional surviving amusement parks.
In its truest traditional form is Conneaut Lake Park in Conneaut Lake, Pennsylvania. Other include
Kennywood in West Mifflin, Pennsylvania, Idlewild Park in Ligonier, Pennsylvania, Lakemont
Park in Altoona, Pennsylvania, Dorney Park in Allentown, Pennsylvania, and Waldameer Park in
Erie, Pennsylvania.

Modern amusement parks now run differently than those of years past. Amusement parks are
usually owned by a large corporate which allows capital investment unknown by the traditional
family-owned parks. Starting with Disneyland in the 1950s, the park experience became part of a
larger package, reflected in a television show, movies, lunch boxes, action figures and finally park
rides and costumed characters that make up the "theme." These parks offer a world with no violence
or social problems. The thrills of the theme parks are often obscured from the outside by high
fences or barriers re-enforcing the feeling of escape, they are kept clean and new thrill rides are
frequently added to keep people coming back. In addition to this experience, the theme park is
either based on a central theme or, divided into several distinctly themed areas, lands or "spaces."
Large resorts, such as Walt Disney World in Florida (United States), actually house several
different theme parks within their confines

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Present And Future Of Amusement Park

Since the 1980s, the amusement park industry has become larger than ever before, with everything
from large, worldwide type theme parks such as Disneyland and Universal Studios Hollywood to
smaller and medium-sized theme parks such as the Six Flags parks and countless smaller ventures
in many of the states of the U.S. and in countries around the world. Even simpler theme parks
directly aimed at smaller children have emerged, including Legoland in Carlsbad, California (the
first Legoland opened in Billund, Denmark). The only limit to future theme park ventures is one's
imagination.

In 2001, Disney opened the Disney's California Adventure which includes Paradise Pier, a
recreation of the traditional seaside amusement park of yesteryear.

Amusement parks in shopping malls began in the 1990s, blending traditional amusement park
entertainments - roller coasters, water parks, carousels, and live entertainment-- with hotels, movie
theaters, and shopping facilities. Examples of giant mall parks are West Edmonton Mall, Alberta,
Canada; Pier 39, San Francisco; Mall of America, Bloomington, Minnesota. Amusement park
owners are also aware of the need to satisfy their aging baby boomer customer base with more
[2]
restaurants, landscaping, gardens and live entertainment. Kennywood has created the "Lost
Kennywood" area with classic rides that recall the possibly more tranquil times of the early
twentieth century.

Family fun parks starting as miniature golf courses have begun to grow to include batting cages, go-
karts, bumper cars, bumper boats and water slides. Some of these parks have grown to include even
roller coasters, and traditional amusement parks now also have these competition areas in addition
to their thrill rides.

The popularity of theme parks has led to the increase of themes--"the use of an overarching theme,
such as western, to create a holistic and integrated spatial organization of a consumer venue"--[in
non-theme park venues. While theme restaurants, casinos, and other themed spaces lack the rides
and other features of theme parks, they owe much to the legacy of the theme lands and spatial
organization that became popular in theme parks.

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Rides And Attraction
Mechanized thrill machines are what makes an amusement park out of a pastoral, relaxing picnic
grove or retreat. Earliest rides include the carousel which was originally developed as a way of
practicing and then showing-off expertise at tournament skills such as riding and spearing the ring.
By the 19th century, carousels were common in parks around the world. ] Another such ride which
shaped the future of the amusement park was the roller coaster. Beginning as a winter sport in 17th
century Russia, these gravity driven railroads were the beginning of the search for even more
thrilling amusement park rides. The Columbian Exposition of 1893 was a particular fertile testing
ground for amusement rides. The ‘’Ferris Wheel’’ is the most recognized product of the fair. All
rides are set round a theme.

A park contains a mixture of attractions which can be divided into several categories.

Many thrill rides, such as the enterprise and the gravitron, include spinning people at high speed
coupled with other accelerations.

Thrill Rides
There is a core set of thrill rides which most amusement parks have, including the enterprise, tilt-a-
whirl, the gravitron, chairswing, swinging inverter ship, twister, and the top spin. However, there is
constant innovation, with new variations on ways to spin and throw passengers around appearing in
an effort to keep attracting customers.

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 Profile Of The Company

Location : SECTOR 38 A, NOIDA

Total Area : 147 Acres

Comprise Of: The Great India Place

(Shopping Mall with an area of 1 million sq.ft.)

Themed Amusement Park

Worlds Of Wonder

Road Show (Teen Zone- Music Zone)

Family Zone

Rain Dance

The Hub –An Urban Entertainment Zone

The Great India Place - a retail environment with an area of 1 million sq.ft.
India has never seen anything like this. A world-class integrated destination with multiple
theme park, cinemas, shops and restaurants! The Great India Place is a retail and
entertainment complex as part of Entertainment City

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 1 million sq.ft. covered area including 278 shops ,food court and multiplex

 40% coverage under 10 anchor stores (including 2 hypermarkets)

Lifestyle, Globus, Pantaloon, Shopper’s Stop, Big Bazaar, Hometown, Odyssey, Max Lifestyle

The Scale House, Jumbo Electronics

 Experience Multinational Brands :

Marks and Spencer, Reebok, Nike, Adidas, Levis, Benetton, Lacoste

 Multiplex, food court and restaurants on the third floor

 5 screen multiplex Adlabs to seat 250 people each

 Connecting Bridges on each floor

 Conveniently spaced corridors

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 3700 sq mt food court

 Design consultation by Callison

 Total Parking for 4500 cars (Entertainment city) with 1300 cars in basement

Worlds of Wonder- a world class amusement park designed by world renowned design
consultants.

The Worlds of Wonder consists of:

License agreement with Turner International for the Cartoon Network Brand
The project offers a mix of entertainment, shopping and hospitality experience – first of it’s
kind in India
The park has a large parking space for about 2200 cars and 55 buses

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 History Of IRPPL

 The company was registered on 2 February 2002.

 The idea was to provide the Guest with a complete Entertainment Destination having
Amusement, Shopping as well as Hospitality all under one roof.

 INTERNATIONAL RECREATION PARKS PRIVATE LIMITED is a joint venture between :

o Unitech Limited , and

o International Amusement Limited

1.1 Unitech Limited:

 A leading Indian real estate developer with interests in hospitality business.

 One of the top 50 Real Estate companies worldwide with over 30 years of experience.
 Entered Civil Engineering in 1974 to expand today to a market capitalisation of USD 11
billion.
 Offers a diversified product mix –Residential, Offices/IT Park, Retail Malls, Amusement
Parks, Hotels/Convention Centre and SEZs.
 Geographically diversified land reserve of over 10,700 acres with a developable areas of
approximately 500 million sq. Ft.
 Relationships with internationally acclaimed architects and design consultants/ groups
including HOK – Hellmuth, Obata+Kassabaum, Inc.(USA), Callison (USA), RMJA –Robert
Mathew and Shirrat Johnson Maeshall (UK) and RSP (Singapore).

1.2 International Amusement Limited

 Pioneered the concept of amusement parks in India in 1984 by launching ‘APPU GHAR’ set
amidst unique Architecture with International Standards, Amenities and Hygiene.
 Owned and operated Appu Ghar and Oysters Water Park- India first Amusement Park

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  Over 20 years of experience in the amusement park industry
 Experienced team having exposure in both domestic and international markets
 Annual footfalls in Appu Ghar : 1.2 million
 Founded by Mr Gian Vijeshwar (Popularly known as ‘Bapu ‘of Indian Amusement Park
Industry ) and started on !9th November 1984
 New projects in pipeline with great promise in the field of Entertainment at par with the
modern times.

Vision:

To be the leading destination in the Entertainment Industry through dedication to our team
members, guests, business associates and owners.
Our Vision is supported by our Virtues and Guiding Values

Virtues:

 I will always smile and greet my guests

 I will always respond positively to a guest.
 I will take pride in myself and my work
 I will extend respect and integrity to all my team members
 I will always do the right thing in the face of adversity

1.3 IRPPL Philosophy

Philosophy:

 Building whole communities for our customers....to touch the lives of so many
 Entertainment in beautifully landscaped, spacious and secure surroundings
 Business- retail outlets surrounded by bustling crowds with most modern facilities

Our Aim:

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  Moments of happiness – Magic moments to our Guests

Our Inspiration behind Our Commitment:

 Our customers

Our Promise:

 Delivering experiences and beauty that lasts lifelong.

Our Values toward Our Employees:

 Human Resources- the most valuable assets

 A work environment the encourages the staff and the stakeholders
 Team spirit
 True professional and human values in the selection and recruitment
 Unbiased appraisals, remuneration and rewards
 Focus on meritocracy, equity and upholding of Company Values

We Expect:

 High standard of personal and professional integrity ,honesty and ethics

 Personify our values on and off promises
 Joining hands to advance the overall interests
 Apprise violations to prevents damage and spread
 Safeguarding the Company’s assets, financial integrity and reputation through one’s action

THE WORLD SEES US THROUGH YOUR EYES.......

YOU MAKE IT POSSIBLE!

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Macro Economic Indicators:

 More than 62% of people in Delhi are under 35 years of age.

 Upper/ middle income group population of more than 1 million in Noida.

 Average per capita income spend of Rs.250 for 2 hour entertainment in a multiplex (ticket
price, food and beverages)

 Average per capita spend Rs.100-150 in various food courts

Current Market Scenario :

 No large scale theme amusement park in india

 Stagnant market as no major parks came up in the last decade

 Apart from Noida Entertainment City and Adventure Island ,no large development of this
scale in the near future has been planned

 The pinch of the slowdown and recession can easily be felt , but now people have well
adjusted and are ready to enjoy and entertain in amusement parks.

Expertise:

 Design and Architecture Consultation--------------------------------------------- Forrec Ltd., Canada

 Operations Consultation------------------------------------------- Management Resources ,California

 Food and Beverages Consultation---------------------------------------------- Cini- Little , California

 Multi Media Consultation--------------------------------------------------------------------------- ECA2

 Monorails-------------------------------------------------------------------------------------------- Intamin

 Traffic Consultation------------------------------------------------------------------ MVA, Hong Kong

 Safety Measurements and Monitoring Agency----------------------------------------TUV, Germany

 Safety Standards--------------------------------------------------------------DIN (Germany Standards)

Accessibility:

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 Connectivity through the DND Toll Plaza to potential residential areas like Maharani Bagh,
Kalindi Kunj , New Friends Colony, Defence Colony, Nizamuddin, Green Park, Panchsheel,
Saket, Greater Kailash etc.

 Connectivity from East Delhi, South Delhi, Noida & Ghaziabad.

 Metro Rail to connect to sector 18 i.e. T.G.I.P very soon.

 Connectivity through National Highway to cities such as Agra, Meerut, Modinagar,

Muzffarnagar, Ghaziabad and Moradabad

 Captive market of Noida mainly comprising of middle /high income groups

 Scale of the project to attract visitors from cities within a radius of 250 km- 300 km Chandigarh,
Ludhiana, Jaipur, Dehra Dun, Karnal

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 ORGANISATIONAL CHART
NAME DESIGNATION POSITIONED AT

Mr. Rakesh Babbar Managing Director Administrative Office –

Entertainment City

Ms. Benu sehgal Vice President ,Operation Administrative Office –

Entertainment City

Mr. A. Dutta Chief Security Officer Security Office-

Entertainment City

Mr. Raman Khurana Senior Manager- P.R Administrative office-

Entertainment City

Mr Syed Shamim Anwar Senior manager –Events & Administrative Office –

Promotion. Entertainment City

Mr. Ricky Dhingra Senior Manager Park Administrative Office –

operations Entertainment City

Mr. Shourya Manager Park operations Administrative Office –

Entertainment City

Mr. N.N.Tikku Manager-Coordination Chamber Office

Mr. Neeraj Zutshi Manger – Finance & Administrative Office –

Accounts Entertainment City

Mr. Sanjeev Anand Manager- Sales Administrative Office –

Entertainment City

Mr. Gobind Deb Senior Manager –Human Administrative office–

Resource Entertainment City

Mr. Vishal F&B Manager Administrative Office –

Entertainment City

WORK DESCRIPTION

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1. WORK ASSIGNED- The work assigned to us was the planning of the activities and
successfully implement it. Followings are then list of work assigned to us during the
summer training.
a.> Our team i.e. the events team have to prepare the activities which can attract the
maximum of the target audience. These activities were required to be entertaining
enough to hold down the crowd for minimum of three hours. As we started our
activities at 4.00p.m and continued it to for minimum till 8.00 p.m.
b.> We had to go to the different retailers so that they can sponsor our event. We had to
take discount coupons from them and then distribute it to the winners of different
activities. The gift i.e. the discount coupon was a great source of attraction for the
people, therefore we had to ensure that they should be worth winning.
c.> We decided the coupons which should be included in which category. I.e. the
winner should get which coupons. What sort of coupons should be given to the
runner ups .As a consolation prize which coupons should be given? For example in
most of the activities following were the gifts category.

Winner- Free drink at Aqua marine+50% discount coupon for two `

people from W.O.W.+ Coupons of other retail stores

Runner up-50% discount coupon for two people from W.O.W

Consolation prize-Discount coupon of any one retail store

d.> To make our activities more entertaining and exciting we had to keep it fresh and
new everyday because we have few guests win our activities on daily basis. Thus
we had to keep a different theme everyday like hairdo, cool shake, Rock on e.t.c.
Similarly in the summer fiesta we kept themes like Sports fever, Rock on. We
celebrated fathers day in the mall. Our everyday activities were performed on the
basis of these themes only.

e.> We have to prepare everything in advance; so that everything goes as planned .Also
we learnt from our past mistakes and inculcated those learning’s in the activities to
come.

2. FUNCTIONAL AREA ASSIGNED – Functional area on which I had to

concentrate was event management .There were many events that we organised during our

23
 summer training. First was ‘Mother’s Day’ ,‘Beat The Heat’ ,’Environment Mela’ and
second was ‘Summer Fiesta’. I was the event Coordinator during the activities. Thus there
were lots of responsibilities involved.

BEAT THE HEAT :

24
25
The first event that was celebrated as the summer carnival. Everybody comes to the mall for three
reasons -

a.> For Shopping

b.> For Entertainment

c.> To relax in the A.C ambience from the hot summer outside.

Thus we were providing a platform where all these three purpose can be fulfilled. We had to ensure
that the discount coupon that we gave should go to the target audience so that the maximum of the
coupons should be redeemed. We contacted different retailers for the sponsorships of the event.
Following benefits were offered to the retailers if they became sponsors:-

 Sponsor’s logo to be carried in the backdrop of the stage which will be placed in The Great
India Place Mall

 Sponsor’s name will be continuously announced by the anchor during the entire promotion

These were our sponsors in the event ‘Beat The heat.’

1. Worlds Of Wonder

2. Musicland.

3. Yo! China

4. The Tandoori Village

5. Gujaralsons

6. Mohanlal Sons

7. Aipa- Alaknanda Institute Of Performing Arts

8. Osim Inspiring Life

9. Ice Cube

10. Mr China

11. Nehels

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 12. Zenith Dance Group

13. IFT Fashion Institute

14. R C Jewellers

Activities Performed On Day To Day Basis

We started with the brain storming session , welcoming the wildest of ideas and then refining it to
prepare the complete blue print of our events and activities. Planning and implementation both had
to go hand in hand. Complete team work with dedication and discipline was required so that
everything goes smoothly as planned. Now I am discussing the activities performed in the two
events on day to day basis.

BEAT THE HEAT (June 21 TO June 30, 2010)

FASHION SHOW DURING BEAT THE HEAT

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These were the activities performed day wise .Games like Tambola, Musical Chair, passing the
parcel, magic show and juggling show were shown everyday.On every Saturday and Sunday we
had dance performances by the Zenith Dance group in the mall and in the Worlds Of Wonder.

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Objectives Achieved

 To increase footfall to Great India Place.

 To give impetus to retailers to convert footfalls into sales.

 To build a synergy between mall promotion and amusement park to drive footfalls to the
park.

Objective 1st : To Increase Footfall To Great India Place

Number of people visiting GIP is huge but there is scope to increase it footfall and make GIP the
most walked about mall from being only the most talked about mall in North India.

This objective can be achieved by following two major steps:-

1. PR Exercise

2. Target children and teenagers

1.PR Exercise

To build awareness and interest around the brand, PR is the most productive tool.

PR Exercise can be based either on the Pull Strategy or the Push Strategy.

a.) External PR

 Coverage by electronic media on regular interval. Various news channels covered on Multiple
Sclerosis Day, Delhi Aaj Tak celebrated their birthday in the mall and the park.

 ONGOING DIALOGUES with key editors, writers and news personalities.

 PRESS RELEASES from time to time Celebration of multiple sclerosis day was published in
many news paper. Dance performances by children were also mentioned in many different
newspapers.

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b.) Internal PR

 Motivate and persuade individual retailers to take part in the process.

Example: There are various stores in T.G.I.P where additional discount is available by having the
membership card of the mall. Various Stores like Mahanlalsons, Gujaralsons, Biba, Yo China, e.t.c
can promote its store in GIP at its other stores located in Delhi and NCR and motivate customers to
visit GIP by using motivating factors like Larger Assortments, Special Discounts ..

 Distribution of leaflets highlighting the entertainment activities to be held at GIP by the

retailers at their other stores will definitely increase the footfall to GIP.

 Word of Mouth plays a significant role in motivating shoppers.

Target Children

Why Target Kids Now?

 Summer Vacations

 Kids will be motivated to stay longer and come frequently.

 Kids encourage their parents to come along.

 Parents will have ideal time while their children indulge in the previously stated activities
and they can do shopping in peace.

Parents are the real spenders

 Pull strategy

 Children need to be attracted because customers visit to the mall with their family and they
fulfil the needs of their kids.

 Today children are BRAND conscious due to excessive exposure to electronic media and
are the real guiding force behind their parents decision making

How To Attract The Kids

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 a. Puppet show

b. Magic and juggling show

c. Shakes and Chuski competition

d. Potrait making

e. Musical chair for kids.

f. Summer Camp

g. Fathers day celebration

h. Sports fever

 Contests For Kids

Drawing & sketching Competition

Dance Competition

Quiz for kids

Show your creativity...

Objectives 2nd : To Encourage Retailers To Convert Footfalls Into Sales.

Steps taken to meet the objective effectively & efficiently

1 Additional Stalls-Through our event, first we asked the audience to participate with us. In the
activities as a winner they got gifts and prizes. This gift attracted the audience to those different
retail stores of which they won the prizes. Thus the events acted as the positive catalyst to first
attract customers towards the store and then finally converting the footfall into final sale. Once the
customers entered into the store with the discount coupon it was completely on the retailers that
how can they convert those people into their customers. Some of the retailers were benefited to a
great extent and for the maximum benefits from the events they started to place their small counter

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for conveying information to customers. These shops includes the Cygnus jewellery shop, Blonde
and Bliss, Body shop.

2 Treasure Hunt – This was one of the activities in our events. This is a game in which a treasure
remains hidden in the mall. The participants have to search for the treasure with the help of clues .
In our activity we indulged different retail stores as a chain to reach to the final treasure. The final
treasure was the membership card of our main sponsors of the day such as Mohanlal sons & Gujaral
sons. The clue which we gave to our participants were the name of store. We gave the first clue
from the stage and then they have to go to the store of which the clue has been given. If they
reached to the right store then from there they are given the clue of the other store and so on the
process continues. This was a very interesting game for customers because it required mental
alertness as they have to identify the right store from the clues and it required physical exercise as
well because they had to go from one store to other within the mall. It was equally beneficial for
retailers as well because the participants of the game visited the store during the game , thus they
became completely aware about the kind of store, product availability, price range e.t.c and the
coupons will act as the catalyst to finally convince them to go for the purchase. Some of the
retailers involved by us were Meena bazaar, Gujaral sons, Mohanlal sons, adidas, footstep,
aquamarine, biba and many others.

3.Quiz from the retailers, for the customers –Interactive Quizzes were the part of our activity.
For proper interaction between retailers and the customers we asked the participants to go to a
specific retail store and observe each and everything about the store. They were given time of 15 to
20 minutes and then we would ask questions from them. Thus the participants made sure to have
each and every information about store as the products available, price range, appearance, number
of employees and many other information as well. Therefore during the game period only
participants came to know many things about the store. This was not only confined to the
participants as the audience who was there with us gathered lots of information about the store in
the form of the answers of the questions of the quiz.

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4. Media exposure – During both our events there was a lot of media exposure. Delhi aaj tak
celebrated its birthday in T.G.I.P & W.O.W during our event. Multiple sclerosis was celebrated in
which various celebrities Like Hritik Roshan, Barbara Mori,Rakesh Roshan, Leke Madan Lal, Saba
Karim, Nikhil Chopra, famous actress, social worker and politician Nafisa Ali came for awareness
against the disease. Along with the celebrities the whole media was with us. Time to time print
media published about the different activities that took place in the mall and thus it gave an
excellent exposure to the T.G.I.P and different retailers. Media spread the awareness to a very large
group of audience & in a very short time.

Objective 3rd : To Build A Synergy Between Mall Promotion And Amusement

Park To Drive Footfalls To The Park

How To Motivate Shoppers To Visit “WOW”

 Once the footfall to TGIP has increased using the previously stated methods, the shoppers
can be motivated to visit Worlds of Wonder.

 In both of our events promotion of Worlds of Wonder was the area of concern for us. That is
why we distributed the discount coupon of 50% for two people for unlimited rides.

 Retaining the existing customers-

We have to continuously add new people and along with this we have to retain our existing
customers. Retention of the customers is an important aspect for the overall development and
growth of a firm. Considering this point only we arranged different activities like musical chair in
Worlds Of Wonder and gave the discount coupon of 50% to the winners.

Primary Target Segments

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  Children who have ample amount of free time due to the Summer Vacation.

 Teenagers with large pocket allowances and love for Adrenalin Rush.

 Young Professionals with heavy salaries and enthusiasm to spend it to enjoy the thrill of
life.

 Visitors who are new to the city and want to visit the exotica it has to offer.

Promotion Of W.O.W

 The 50% discount coupon was the main tool for promotion.

 More of emphasis was given on Rain dance, which was a great soothing tool to overcome
the heat in summer.

 Promotion of WOW can be done only if people are attracted enough to visit it.

 This will be possible only if WOW has something Special and Different to offer that no
other Amusement park has to provide..

Additional Prizes

 T-Shirts of W.O.W

 Caps of W.O.W

 Coffee Mugs of W.O.W

 Pencil Box for kids.

Weekend Attraction

 Puppet Show

 Rock Band Performances

 Dance performance by Zenith dance group.

 Magic & juggling Shows

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  Game Shows.

 Live Performances by singer of little Champ Sachin seth.

In-Mall Advertising

 Posters

 Pamphlets

 Audio song always played in the background in the mall.

 Regular announcements about the special attractions at WOW in the Carnival.

.Direct Advertising

 Use of Direct Mails to tap the target segments like schools, college, corporate houses and
homes in posh residential areas.

 Special schemes and offers like discount on more than 5 people must be mentioned.

 Special discount on group visits like of corporate , society e.t.c

Online Advertising

 Young Generation which is our prime target is very net savvy.

 Visitors usually plan their visit to a city after gathering information about what it has to
offer on internet.

 Internet is a basic amenity provided by city dwellers to their children who are accustomed to
surfing.

3. Expectations –Lots of expectations and responsibilities were involved during both

the events.

a.> Anchoring – Everyday addressing a large audience and entertaining them was a
challenging task. I had to entertain people and maintain the decorum of the mall as
well. I had to ensure that maximum people should participate in our activities and
the target audience among them should get the right coupon.

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 b.> Divert People To Worlds Of Wonder –W.O.W the amusement park of IRPPL.
There was lot of crowd in T.G.I.P but the number of footfalls in W.O.W was very
less in comparison of the mall. Therefore our aim was to encourage people to visit
the Worlds of wonder. For achieving this objective only giving discount coupon
was not enough. I continuously announced about the kind of international rides over
there, rain dance, D.J floor and many other means of enjoyment and entertainment
in the park i.e. W.O.W. This was achieved by seeking the attention of the people in
the mall towards our activity, asking them to participate in our activities and giving
them the discount coupon of 50% for two people.

c.> Promotion Of T.G.I.P –Adding new guests to T.G.I.P and retaining the existing
customers was the task. We were required to attract more and more of people.
Therefore we were expected to distribute the discount coupon of various other retail
store as well. As it’s the different retail stores which make a complete mall. The
promotion of different retail store was the promotion of the mall. Therefore we
distributed the discount coupon of our store for the overall promotion of the mall.

d.> Representing Irppl On Different Platforms.

On the occasion of fathers day, baby show was celebrated in kidzee, Noida. Worlds
Of Wonder was the sponsor of the show. I was given the responsibility to represent
W.O.W. over there which was altogether a different platform. Since we were the
sponsors of the show , so we had to distribute lots of coupon. I was given authority
and responsibility equally. This time along with the 50% discount coupon for two
people I had the absolutely free coupon for unlimited rides and unlimited number of
times. I had to entertain people over there ,play games with the parents and then
distribute the coupons accordingly. I had to make sure that the coupons goes to the
right person Thus I find myself quite happy and lucky to represent the organisation
in different places as well.

Difficulties Faced- The overall summer training was a sublime experience, but then there
were some difficulties faced which are as following.

1.Butterfly In the stomach –In our first event i.;e ‘Beat the heat’, we were quite new .Although
sufficient planning was done but the implementation part was much more important. Being a fresh
guy there was a bit of nervousness in initial few days . Entertaining people by maintaining the

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decorum of the mall was a daunting task. Although I got sufficient support from my team and my
mentor but in the first few days, there was a bit of nervousness.

2. People reluctant to participate - We had to play different games with people and then the
winners of these activities were given the gifts i.e. discounting coupons. We had to ask people to
come and participate with us .Although everything was absolutely free and that also we announced
time to time but then also people were very hesitant & reluctant to participate with us. They didn’t
want to come on the stage and be the centre stage of the activities. Therefore we had to
continuously request people to participate with us and after repeated request people were ready to
participate in the games. In order to attract people we have to give big prizes initially that were
meant to be given for the big activities.

3. Managing the audience on weekends – During beat the heat as discussed earlier that on every
weekends we had dance performances by the Zenith dance group. Undoubtedly their performance
was awesome and outstanding .Loud music acted as the positive catalyst which attracted the
maximum crowd of the mall towards us. Managing this sort of huge crowd without affecting the
dance performances was a difficult task. We had to ensure that everything goes smoothly as
planned. There used to be huge rush on weekends and in order to see the dance performances
people used to peep from the upper floors which was quite insecure and unsafe. Thus we had to
manage people for proper safety and security and for making our event a success.

4. People not playing with sportsman spirit – In order to win the big prizes in our activities,
people were ready to apply every hook or crook. Some of them didn’t play with sportsman spirit.
They were only bothered about being the winner. They were ready to turn the fun activity into a
serious issue. So to avoid any chaos and for proper entertainment of the people we had to declare
two winners in one activity.

So the above mentioned points are of the difficulties faced by me .When it rains then all the birds
take shelter ,but eagle is the only bird who avoids the rain by flying above the clouds ,i.e. problem
is common to all but its attitude that makes the difference. Therefore we always handled these
difficulties with positive attitude and this was the reason of the success of our events.

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Major Limitations - All of our events i.e. beat the heat, mothers day and environment mela
were successful events. But nothing in this world is perfect and that’s why there were certain
limitations in the events.

1. Repetition of activities – There were some activities which were repeated on daily basis like
musical chair, passing the parcel, Tambola, Magic and Juggling show. These activities were
performed everyday. There were lots of customers and guests who visited the mall on regular basis.
So they didn’t find anything new or refreshing. Moreover the magician also had limited tricks
which he performed everyday, therefore people coming on regular basis found it Mundane .

2. Division of labour – In both of our activities, as everyday the theme used to be different .So
from our team different individuals were allocated with the responsibility of a particular theme and
particular day the responsibility to lead the team and take the responsibility of the activity of the
day. Every individual was allocated to take care or organise activity of one day and like this the
whole event was distributed among us, but there was a bit of lack of cooperation among the team
members .As on any day the member responsible for the event used to be seriously dedicated and
others were not much involved. Thus this affected the overall teamwork.

3. Discount Coupons – To give prizes, gifts, we had lots of coupons of different stores. But most of
these coupons were ranging from 10% to 30 %.People wanted larger discount coupons. There were
some coupons which attracted the audience more were following:-

 Rs.3000 off from Cygnus jewellery shop.

 Free makeover from the body shop.

 Rs.500 from adidas.

 50% off from the Worlds Of Wonder(W.O.W)

These were the coupons in which people showed maximum interest to participate and these
coupons were redeemed as well. The remaining coupons were not that much attractive. It proved
that it is the quality that matters and not the quantity. Not only this, there were some coupons which
were meant for girls only. So to distribute those coupons we had to organise activities exclusively
for girls only like musical chair, passing the parcel e.t.c. Sometimes other people i.e. gents were
keen to participate but since we organised it only for girls ,thus the interested people were unable to
play and win prizes.

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4. Restriction on making the activities more entertaining - We were always in dilemma
regarding the participation of the audience. On one hand we wanted more audience to participate as
we need to hand over our prizes to different people. But whenever we had anything more interactive
& entertaining like performances from zenith dance group, Karaoke singing, dances by children
then people showed great extent of interest & they were ready to stop their shopping to just
participate with us. This was not good for retailers and for our mall as well. Therefore after every
interactive and entertaining session we had to take unwanted breaks only so that people can disperse
in various shops and continue their shopping. So after every break the number of audience reduced
and we continued with limited customers.

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Conclusion

Awareness i.e. information is the light of knowledge which pierces the dense darkness. Brand
promotion is the result of the proper awareness among the customers. This awareness in the mind of
the target customer has removed all the darkness of recession and slowdown. Event management is
one of the best tool for brand promotion. It is very interesting. It seems that any event basically
organised in a shopping mall is only for fun, enjoyment and entertainment of customers and a little
bit of prizes that’s all. But this is the best part of it as it seems very simple and very easy but it
requires lots of dedication and discipline to make any event a success .As an event provides a
common platform to abridge the gap between retailers and consumers i.e it fulfils all the desired
needs of customers and retailers.

From the findings of the project also it is clear that consumers find events very interesting. Initially
they participate for fun and enjoyment and the discount coupon they get is the additional benefit or
bonus. But, finally they realize that this is completely for their benefit only. Majority of people have
said that they come to mall for shopping and entertainment. So by organising events and playing
interactive games is hitting the bull’s eye and fulfilling the needs of the customers. It is a launching
pad to attract the crowd and find your target audience. If the target audience are the youngsters then
events can work wonders. Most of the people participate for winning gifts and media attention and
we are providing both the things through our events.

The retailers also know the real truth and fruitfulness of events. A great proof of this was that once
our first event beat the heat was completed, the retailers started missing things and they demanded
for another event. The sponsors tasted the fruit of success & they wanted to give us more of their
coupons because discount coupon given as prizes in activity of the events played an important role
in augmenting their sales. This was our base or foundation for the start of our second event summer
fiesta. Entertaining activities like magic, juggling show, tambola, interactive games were the show
stealers & a different theme everyday maintained the freshness in the fragrance of the events and
thus the platform full of fun, entertainment & enjoyment is actually the sublime launching pad to
give wings to the need fulfilment of both the retailers and the consumers.

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1. The mall is considered as a place to chill out and spend time under an ac roof in the hot
summers rather than shopping destination by most people.
.
2. Events a successful mean of creating awareness.
3. People initially participated for fun and enjoyment and the coupons which they won was
utilized by them in their shopping
4. Retailers realized the fruitfulness of the events, that is why they demanded for another
activity which kept the foundation for our second event.
5. The event did bring a lot of recognition to TGIP and spread awareness about WOW due to
the fierce ad campaigns in print and electronic media.
6. The whole summer training gave me a widespread knowledge and invaluable experience
of the corporate world. I learnt the art of achieving the objectives effectively and
efficiently with complete discipline and dedication. The boost in confidence level is a
bonus. My skills were completely nourished over here which I will always utilize
throughout my life.

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 Suggestions

1. Organising similar activities outside T.G.I.P & W.O.W – These kind of similar activities full
of fun , entertainment & assured gifts should be organised outside the mall and the park as well. By
this means we can cater to a very new group of audience and then we can we can provide them with
adequate information about T.G.I.P & W.O.W and spread awareness. These activities include
organising similar activities in the societies. Here we can easily reach to the people who have
similar purchasing power , similar likes & dislikes and thus it will encourage them to visit the mall
and the park along with their families. Likely we can organise similar activities in the fest of the
college. Therefore we can reach to the youngsters who have zeal, enthusiasm and who like thrill
and adventure. So It can be a great means to reach to our target audience and that also in a great
quantum.

2.Gifts Exclusively for children – We had some gifts exclusively for girls & women as discount
coupon of rs. 3000from Cygnus jewellery shop , free makeover from the body shop worth rs. 2500,
which encouraged ladies to participate. In every activity children shown great zeal to participate.
Thus to motivate and encourage them we we required some gifts which can be of value to the kids
and which they can utilise. Most of the people come to the mall with their families. The parents also
wanted their kids to participate & get rewarded in front of everybody. Thus to utilize the zeal and
enthusiasm of kids in making our events a success , exclusive gifts for kids are necessary.

3. Security man always near the centralatrium – Mall is a place which is open and which
welcomes all kinds of people . There can be some anti social or disturbing elements as well.
Sometimes there were few people who tried to disturb the activities by their action. In such case we
had to inform to the security person from the walkie- talkie and then they reached to us. This whole
phenomenon took some time which was not good for the activities and for audience as well.
Therefore to avoid any kind of disturbance in future it is necessary to have a security man near the
place where the events are organised.

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4. Huge hoardings should be placed at the entrance – There is a large number of people who
visit the mall. Many of the customers remain unaware of the event going in the mall . So for proper
awareness of people it is necessary that huge hoardings should be placed at the entrance of the
mall ,so that everyone coming to the mall can take a look and can know about the activities going
on over there. This can result in to more people knowing about the events, more people will
participate and in totality making the whole event a huge success.

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BIBLIOGRAPHY

INTERNET

 Google search
 Wikipedia
 Accommodationtimes.com: ‘MALL: A Multiplex Boom’
 Rediff.com: ‘Great homes, great malls coming!’
 Company website
 Rediff.com: ‘Shopping malls: Myths & Realities’
 Retail Biz
 Retail India Business News
 Articles on retail and malls

MAGAZINES AND BOOKS

 Images Retail:
 Business today
 Marketing Management by Philip Kotler
 Research Methodology by Santosh Gupta

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