Retail Management

R mall,Mulund(W)
“CCD”

Submitted by
Amit Sarvade(M-4610)

Submitted to
Prof. Quazi Kamran

Saraswati Education Society’s

Group of Institutions, Faculty of Management
 Acknowledgement

During The Perseverance Of This Project, I Was Supported By Different People,

Whose Names If Not Mentioned Would Be Inconsiderate On My Part. I Would Like To Mr.
Amol Shetty (Junior Floor Manager, CCD, R mall) Who Through Their Experience Have
Enlightened Me On The Practical Aspects Of This Project Without Whom The Study Would Not
Have Been Carried Out Successfully.

Amit B. Sarvade .
 INDIAN RETAIL SECTOR

Indian Retail Sector is fifth largest globally. India is positioned as the leading destination
for retail investment. India’s retail industry accounts for 10 percent of its GDP and 8 percent of
the employment to reach $17 billion by 2010. Retail sector is expected to contribute to 22 per
cent of India's GDP by 2010.

The Indian retail industry is divided into organised and unorganised sectors. Organised
retailing refers to trading activities undertaken by licensed retailers, that is, those who are
registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and
retail chains, and also the privately owned large retail businesses. Unorganised retailing, on the
other hand, refers to the traditional formats of low-cost retailing, for example, the local kirana
shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and
pavement vendors, etc.
India’s retail sector is wearing new clothes and with a three-year compounded annual growth rate
of 46.64 per cent, retail is the fastest growing sector in the Indian economy. Traditional markets
are making way for new formats such as departmental stores, hypermarkets, supermarkets and
specialty stores. Western-style malls have begun appearing in metros and second-rung cities
alike, introducing the Indian consumer to an unparalleled shopping experience. The Indian retail
sector is highly fragmented with 97 per cent of its business being run by the unorganized retailers
like the traditional family run stores and corner stores. The organized retail however is at a very
nascent stage though attempts are being made to increase its proportion to 9-10 per cent by the
year 2010 bringing in a huge opportunity for prospective new players. The sector is the largest
source of employment after agriculture, and has deep penetration into rural India generating
more than 10 per cent of India’s GDP.

Retail Trade – India, UK and Japan

Trade (US$ billion) Employment ( %) Shops (million) Organized

sector share ( %)
India 180-394 7 12 2-3
Japan 360 12 2.7 20
UK 3800 12.6-16 15.3 80

Source: The Economist, 2009

The last few years witnessed immense growth by this sector, the key drivers being
changing consumer profile and demographics, increase in the number of international brands
available in the Indian market, economic implications of the Government increasing
urbanization, credit availability, improvement in the infrastructure, increasing investments in
technology and real estate building a world class shopping environment for the consumers. In
order to keep pace with the increasing demand, there has been a hectic activity in terms of entry
of international labels, expansion plans, and focus on technology, operations and processes.

This has lead to more complex relationships involving suppliers, third party distributors
and retailers, which can be dealt with the help of an efficient supply chain. A proper supply chain
will help meet the competition head-on, manage stock availability; supplier relations, new value-
added services, cost cutting and most importantly reduce the wastage levels in fresh produce.

Large Indian players like Reliance, Ambanis, K Rahejas, Bharti AirTel, ITC and many
others are making significant investments in this sector leading to emergence of big retailers who
can bargain with suppliers to reap economies of scale. Hence, discounting is becoming an
accepted practice. Proper infrastructure is a pre-requisite in retailing, which would help to
modernize India and facilitate rapid economic growth. This would help in efficient delivery of
goods and value-added services to the consumer making a higher contribution to the GDP.

International retailers see India as the last retailing frontier left as the China’s retail sector
is becoming saturated. However, the Indian Government restrictions on the FDI are creating
ripples among the international players like Walmart, Tesco and many other retail giants
struggling to enter Indian markets. As of now the Government has allowed only 51 per cent FDI
in the sector to ‘one-brand’ shops like Nike, Reebok etc. However, other international players are
taking alternative routes to enter the Indian retail market indirectly via strategic licensing
agreement, franchisee agreement and cash and carry wholesale trading (since 100 per cent FDI is
allowed in wholesale trading).

R MALL
 

R Mall is a 250000 sq feet four storied fully Air Condiitioned

Mall developed by Runwal Group which stands tall at LBS
Marg, Mulund – West. R Mall marks the foray of Runwal
Group into the Retail Industry.

R Mall is the landmark and pride of Mulund . It hosts world

class shopping and entertainment brands, food courts and a
Four screen Multiplex – R Adlabs. The Mall has a huge 6
level parking facility which can accomodate more than 800
cars and boasts of maximum footfalls among other malls in
the city. The footfalls on Weekdays (Monday to Friday) is
10000-12000 per day and on Weekends (Saturday and
Sunday) is 40000 to 50000 per day.
R Mall houses Big Retail brands like Big Bazaar, Westside, Lifestyle, Provogue Studio,
Raymond's, Pizza Hut, Subway, Café Coffee Day, 31 Baskin Robbins, Mongini's, Archies
Gallery, Planet M, Weekender, Ruff Kids, Hakoba, Tanishq and many more. There are more
than 55 Retail Brands in R Mall. These brands offer a wide range of products and services to
cater to every taste, style, want and budget. R Mall offers everything one looks for – from shoes
to shirts, kid's wear to sarees, pins to pizzas, South Indian to Lebanese Cuisine, movies to
dashing cars and the list goes on.

Along with the wide range that R Mall offers, it also ensures that the Shopping experience of its
Customers is positive and delightful and thus, the mall offers a Customer Service Desk,
Escalators / Elevators, Public Restrooms, Public Telephones, ATMs, First Aid Facilities, Lost &
Found Services, etc… The immense popularity of R Mall among Mumbaikar families, within
such a short time span is a testimony of the fact that several benefits and entertainment options
are offered in the friendly environment and happening ambience of R Mall.

Indeed, R Mall is a one-stop center where you can not only shop but also watch a movie, read a
book, sip coffee and enjoy dining, all under one roof. R Mall makes shopping a Fun Activity .
Café Coffee Day –

café chain in India with cafes functioning in every nook and corner of the country. Drawing
inspiration from this overwhelming success, Café Coffee Day today has cafes in Vienna, Austria
and Karachi. What’s more, new cafes are planned across Middle East, Eastern Europe, Eurasia,
Egypt and South East Asia in the near future.

Mission
To be the best Cafe chain by offering a world class coffee experience at affordable
prices. 

Welcome to Café Coffee Day, India’s favourite coffee shop where the young at heart unwind.
We’re a division of India’s largest coffee conglomerate, the Amalgamated Bean Coffee Trading
Company Limited (ABCTCL). Popularly known as Coffee Day, it’s a Rs. 750 crore, ISO 9002
certified company. With Asia’s second-largest network of coffee estates (10,500 acres) and
11,000 small growers, Coffee Day has a rich and abundant source of coffee. This coffee goes all
over the world to clients across the USA, Europe and Japan, making us one of the top coffee
exporters in the country.

About Café Coffee Day

Café Coffee Day (CCD) pioneered the café concept in India in 1996 by opening its first café at
Brigade Road in Bangalore. Today, more than a decade later, Café Coffee Day is the largest
organized retail

Our Divisions in R Mall Mulund

 Coffee Day Fresh ‘n Ground.

 Coffee Day Xpress.

 Coffee Day Take Away

 Coffee Day Exports

 Coffee Day Perfect

Lay out of R Mall Outlet -
Location of CCD
Facilities of CCD in R Mall :
1. Car ramps for multi - level parking.
2. Adequate car parking in and around the building for visitors.
3. A spacious lift lobby for the office block.
4. Car lift will be operational shortly.
5. A Centrally air-conditioning system for the cafeteria.
6. A large atrium in the center
7. Escalators and capsule lifts to all shop floors
8. Multi-level Car Parking for owners (capacity up to 400cars)

Profile of CCD -

1. India’s favorites coffee shop where the young at heart unwind.

2. We’re a division of India’s largest coffee conglomerate

3. The Amalgamated Bean Coffee Trading Company Limited (ABCTCL).

4. It has employee strength of 9 including. 1 Manager.

5. Popularly known as Coffee Day, it’s a Rs. 750 crore, ISO 9002 certified company.

6. With Asia’s second-largest network of coffee estates (10,500 acres).

Cost Involved in the Shop -
 The cost of setting up the entire shop comes to 1 crores approximately.(excluding the
cost of the building)

 The electricity bill comes to about 1 lacs per month

 Lighting of the shop costs about 1 lacs.

 The salary given to the employees ranges between 4500-8000 per month.

 It is a rented shop

Safety and security

 They have fire extinguishers in every floor and near the shop entrance.

 They have 7 CCTV cameras for monitoring

 They have a security near the entrance i.e near baggage counter.
Strategies Adopted

 Visual Franchising
Cafeteria design, planning, store and department identification, traffic control, store
layout, space-sales analysis, fixturing, window display, interior display, and display research.
“Visual presentation has an advantage over broadcast and print advertisements”

Retailers:

– Make Franchise desirable

– Make Franchise easy to locate in the store
– Promote store image
– Entice customers into the store

Offers and Discounts-

 They offer 5 % dicount for Regular Customer.

 50 paisa is returned for every purchase of Rs.100.

 They send newsletters and emails to customers.

 They have database of 4 lacs customers.

 In addition to this they have festival offers.

Indian Future Competitors
 Conclusion

It was a great experience to explore the retail sector of Café Coffee Day. It
is expected that by 2010, India may have 600 new shops

CCD ranks in the pyramid of Indian Retail with its brilliant consumer
centered approach and marketing

To compete in this sector one needs to have up-to-date market information

for planning and decision-making. The second most important requirement is
to manage costs widely in order to earn at least normal profits in face of stiff
competition.