INC College of Management, Nagpur

A PROJECT REPORT

ON

MARKET RESEARCH AND BRAND PROMOTION

SUBMITTED TO
MAEER’s MIT COLLEGE OF MANAGEMENT (MITCOM)

BY

Nitin P. Tarone
Roll No-151
Section-B

IN PARTIAL FULFILLMENT OF
MBA

MONTH, 2008-10

1
 TABLE OF THE CONTENTS
Chapter No. Title Page No.
Declaration form student
Certificate from
company/organization
Certificate from guide
Acknowledgement
Chapter scheme
List of graphs/charts

1 INTRODUCTION
1.1 Background of the study
1.2 Background of topic
1.3 Company profile
1.4 Statement of problem
1.5 Need of the study
1.6 Objectives of the study

2 RESEARCH
METHODOLOGY
2.1 Research design
2.2 Primary data
2.3 Secondary data
2.4 Sample design
2.5 Population
2.6 Sample size
2.7 Methods of data collection
2.8 Drafting of a Questionnaire
2.9 Testing of a Questionnaire

3. DATA PROCESSING AND

ANALYSIS
3.1 Finding
3.2 Conclusion
3.3 Some more important
suggestion/recommendations

4. BIBLIOGRAPHY

2
 DECLARATION

I, Mr. / Ms. …………………………………………………………

hereby declare that this project report is the record of authentic

work carried out by me during the period from --------- to ----------

and has not been submitted to any other University or Institute for

the award of any degree / diploma etc.

Signature
…………………………
Name of the student
Nitin P. Tarone

Date: …………………...

3
 CERTIFICATE
This is to certify that Mr. / Ms. --------------------------------------of

INC College of Management has

Successfully completed the project work titled ---------------------

------------------------ In partial fulfillment of requirement for the

completion of MBA course as prescribed by the MAEER’s INC

College of Management.

This project report is the record of authentic work carried out

by him / her during the period from ---------- to ----------.

He / She has worked under my guidance.

Signature
Name
Project Guide (Internal)
Date:

Counter signed by
Signature
Name
Director
Date:

4
 ACKNOWLEDGEMENT

At the outset I express my deepest gratitude to INC College of Management,

Nagpur for providing us the opportunity & best facility to work.
I am grateful to Course Coordinator Prof. Durvesh Moghe
under whose guidance we have successfully completed our project. He
willingly took trouble of sparing their valuable time for our project & was
always ready to help with their technical knowledge & valuable
suggestions.
I also express my gratitude towards CITY MALL 36
DEVELOPERS PRIVATE LIMITED for providing me the opportunity to
work on this project & also who guided me & helped in the preparation of
this project.
Last but not the least I am thankful to fellow student who
encouraged us by taking keen interest in my project work.

NITIN P. TARONE

5
 LIST OF GRAPH

1. Retail market prediction.

2. Retail market comparison.
3. Customer’s satisfaction level.
4. Tenant’s satisfaction level.

LIST OF TABLE

1. Malls Demographic.
2. Categories and Market shares.
3. Comparison of Shopping

6
 1. INTRODUCTION

CITY MALL36
City Mall36 was established in 16th AUG 2007. It has been competing with existing as well as
traditional retailer, which has already stayed in Raipur. City Mall36 is a first mall of
CHHATTISHGARH, which comes under organized retail and one of the eye catching or
attractive place in Raipur that draw customer very short span of time.

It offers to general public for new brands and technology or awareness of product, which has
already introduced in India. Before the commencement of City Mall36 the brands, which are
available in Raipur, was limited and the people was not so much aware about the branded
products.

Raipur- Growth Potential: - Raipur has a multilingual and multi-religious population, a

positive feature that fuels a strong economic base and attracts the people from various states.
The population of Raipur according to 2001 census was 6 lakh and the decadal growth rate
for the decade 1991-2000 was 36.79%. The city has grown rapidly and the population of the
city presently is estimated to be about 1.0 million

Demographics:-

City Raipur
Population urban (in Lakh) 11.24
No. Of Household urban (in Lakh) 2.14

CITY MALL36 is designed to provide a one-stop destination for purchasing, recreation and
entertainment. It is endeavors to offer people an eclectic assortment of brands that creates a
successful combination. In addition, CITY MALL36 offer our expertise in impeccable mall
management services teamed with a vast platform to show case a range of brands, not to
mention a one stop destination for entertainment, purchases, food, recreation and the like.

Today craving plays an important role to change the lifestyle or states quo of people,
therefore people used to buy branded products as well as quality products. Before the
commencement of City Mall36 the general public of Raipur usually buys ordinary products.
Moreover if some sections of society opt for branded product like (Levi’s, John players etc)
for purchasing, they usually covers a long distance for reaching one branded store to another.
As far as this scenario is concern we conclude that, due to the lack of time they don’t have
that much time for fun and enjoyment with their families and friends.

7
Today the world is so competitive; every person is busy with their own schedule and
organizational work, so that they don’t have that much time to spend with their families and
friends for shopping and entertaining as well. Now City Mall36 has penetrated in Raipur and
in a short span of time it may draw a deep impact in the mind of general public of Raipur.
Moreover people feel that City Mall36 is a ‘ONE STOP SHOP’

Why City Mall36 so called as a centre of attraction in Raipur.

FACTORS that define itself about City Mall36

1. One stop shop – It is a one stop shop where consumer can go for shopping, food hub,
pub, movies, gaming zone as well as entertainment under one roof with lots of fun and
excitement. Shopping zone may covers lots of brands available for men’s wear, ladies
wear, kids wear etc.

BRANDED STORE - Different branded stores have lots of variety for men’s as well as
ladies and kids. When people visit the mall they find lots of variety for men, ladies and kids,
moreover they are satisfied with the brand availability in the mall.

FOOD ZONE - Secondly if we move for the food section, City Mall36 has a wide range or
variety of food and beverages available for their customer. Moti Mahal, Café coffee Day,
Pub, Pizza Corner, Corns, Ice Cream Section etc. This entire food hub may try to attract the
customer and they provide their services to their customer with satisfaction level.

CAFÉ COFFEE DAY - Café Coffee Day serves their customer with the wide range of
coffee, cakes etc where customer may feel relax and people can also enjoy birthday party with
their friends.

ENTERTAINMENT ZONE - The best part of City Mall36 is that the entertainment zone.
First multiplex has opened in City Mall36 itself named as “INOX, it may have four screen
facility, so that people may enjoy the real entertainment by choosing their different movie
option..

GAMING ZONE - City Mall36 is also providing the Gaming zone facilities to their
customer for enjoyment as well fun. It may provide Bowling Zone, Bike Racing, Air Hockey,
House of Death, Basket ball etc. The best part is that people can also win prices or extra play
coupon after fulfilling the winning criteria.

2. Branded products – There are lots of brands available in City Mall36 which is
highly appreciated by customer. Before the establishment of City Mall36 there were only
few brands available in Raipur, so that due to the lack of information or knowledge about
the brands, people unable to go for it. But now City Mall36 has introduced lots of brands
available in Raipur and the people go through with all the brands and it has been change
the human psyche and the lifestyle of Raipur. Brands which are available
are-

8
IN GROUND FLOOR:-GLOBUS, LEVIS, PROVOGUE, BIBA, WOODLAND,

TITAN, REEBOK, GKB OPTICALS, BIGBAZAR, ADDIDAS, COLOR PLUS, WILLS

LIFE STYLE, RIED & TAYLOR, PRIME WATCH, LIVE IN, GM PENS BARRIES
COFEES & TEA , JOHN PLAYER.

IN FIRST FLOOR:- LIBERTY, CHIQUE FASHION, PETER ENGLAND, INDIAN

TERRIAN, CANTABIL INTERNATIONAL, ARVIND BRANDS EXCALIBER, LEE,
SPYKAR, MUFTI, PEPE, SIGNATURE, KOUTONS, TIMES, KILLER JEANS ,
TURTLES.

IN SECOND FLOOR:- SHOE FACTORY, LILLY PUT, LUB DUB, LITTLE

KANGAROO, HARRA, PASSPORT, CATMOSS, PAN AMERICA, MOUSTACHE, COOL
COTTON, DULHAN,

IN THIRD FLOOR: - INOX, NIK NISH, MAX MART, HIMALAYA OPTCALS, JAWED
HABIB, MOTI MAHAL, DELUX.

IN FOURTH FLOOR: - AMOEBA, CCD, X-COLON, & FOOD COURT

Above mention are some of the brands which are available under one roofing i.e. City
Mall36 and it successfully met the needs and requirement of the customers.

3. Variety - In City Mall36 people are willing to buy the branded product in large range of
varieties. The varieties which are available in CITY MALL36 such as beverages, footwear,
apparel, watches and so on. The concept like BIG BAZAR, people can also find the FMCG
products in cheap rate. The discount on bulk purchase for the shopping is best way to draw
the attention of the customer for purchasing the products. Customers can get discount on
FMCG products like Biscuits, Soaps, Detergent powder, Soft drinks, Butter, Ketchup etc. In
City Mall36 there is variety for every one from a new born baby to a 60 yr old man and
women, every one get the product of their choice like WATCHES for ladies and gents
FOOTWEAR for every one, A huge variety of wedding collection dresses available for
BRIDES.

4. Entertainment & Shopping- CITY MALL36 is the only treasure where people can do the
shopping and entertain themselves. INOX, CCD, FOOD ZONE & PUB are plays the vital
role for changing the lifestyle and also put the taste & colour of general public of Raipur.

INOX – Raipur’s moviegoers will have a new and exciting location to view the latest
blockbuster hits with the opening of the INOX multiplex at City Mall 36 on 17th August
2007. INOX is the first multiplex to open in the state of Chhattisgarh and will house 4 screens
and 1280 seats. INOX Raipur was inaugurated by the Honorable Chief Minister of
Chhattisgarh Dr. Raman Singh.

9
INOX Raipur will be the 17th multiplex in the INOX chain and promises to revolutionize the
movie going experience in the city. All INOX multiplex properties are located in premium
locations and symbolize excellence in design, ambience, features, safety and service. Fitted
with state-of-the-art equipment, they provide a superior cinema viewing experience
comparable with the best cinemas across the world.

SOME FEATURES OF INOX WHICH MAKES A DIFFERENCE:-

1. To provide the correct viewing angles.

2. Each auditorium features wall-to-wall stadium-style seating and is also equipped with
reclining seats and cup-holder armrests for enhanced comfort.

3. The auditoriums are equipped with the best in projection and acoustic systems, using
the world’s finest equipment and technology.

4. To the consumer it signifies that the movie is seen and heard at optimum
performance levels, just as the filmmaker would have intended

FACILITIES PROVIDED BY INOX:-

The programming mix at INOX will include a mix of Hindi, English and other regional films.

Offering greater variety in theatre food, INOX has introduced its own ‘concessions’ (food)
counter REFUEL, offering a range of flavored popcorns, combo meals, snacks and beverages.

INOX ushers in new standards in customer delight with more than 100 young, uniformed
‘Inoxians’, trained in Ushering, Box office, Concessions and Housekeeping, ensuring a
comfortable and pleasant experience within the multiplex. High standards of hygiene and
security within the complex complete the loop in providing world-class comfort.

INOX Raipur is a testament to the company’s mission to create India’s largest network of
world class multiplex cinema theatres across all leading towns and cities of India and to be a
leader in the Indian film exhibition industry.

5. Status Symbol: - Every Human being is maintaining their status in society. So that
CITYMALL36 horizons the people for building their status quo and lifestyle. City Mall36
covers mostly middle and rich section of society for maintaining their status quo and improve
their life style. According to the feedback of the customer and tenants City Mall36 will
definitely change the standard of living people over here. Raipur being the capital of
chhattishgarh and one of the fast growing cities in India, the people over here try to improve
their living standard and comparing with the people who are living in metro cities. Now the
current scenario is that this new concept is giving them new edge to meet their status need.

10
2. BACKGROUND OF THE STUDY
(ORGANISED RETAIL)

11
DEFINITION OF RETAIL

• Retailing includes all the activities involved in selling products or services directly to
final customers for their personal, non-business use.

RETAIL MARKET PREDICTION

Retail Market Prediction

700
600
500
400
300
200
100
0
2006 2010 2015

US $ Billion

12
 Category Market Size $ billion 2006 % Share 2006

Food, Beverages and Tobacco 195 65%

Personal Care 15 5%

Apparel 21 7%

Footwear 5 2%

Furnishings 4 1%

Consumer Durables & IT 14 5%

Furniture 9 3%

Jewellery & Watches 15 5%

Medical Care and Health Services8 3%

Recreation 2 0.6%

Others 12 4%

300 100%

RETAIL MARKET COMPARISION

13
100%

3%
20% 20%
30%
36%
80% 40%

55%

60% 81%
85%

40%

20%

0%
US Taiwan Malaysia Thailand Brazil Indonesia Poland China India

Traditional Channel Modern Channel

RETAIL PROPERTY MARKETS IN RAIPUR

Raipur had always been a major trading and business node for the region but the real estate
markets received an impetus after it became the capital of the newly formulated state of
Chhattisgarh. The city has a dense core dominated with retail, commercial and institutional
activities. Development in Raipur is concentrated around this retail and commercial hub and
14
along the Grand Eastern Road (NH-6). The new developments in Raipur are planned on NH
6, VIP Road and Ring Road.

Raipur stands a close third to Indore and Bilaspur in respect to the percentage of census
houses utilized for shops, offices, hotels, lodges and guest houses when compared to
prominent cities in Madhya Pradesh and Chhattisgarh. (Kindly refer to the table on the earlier
page).
The retail areas in Raipur can be categorized in to two broad divisions:

· Traditional specialized markets

· New emerging retail areas.

Raipur being a major trading and business hub for the entire region, has a large number of
specialized markets for various commodities. Majority of these traditional markets are located
in the central area of the city.

15
 BACKGROUND OF TOPIC

STRATEGY FOR BRAND PROMOTION

(Tools, Techniques, Area and Procedure)

1. DIRECT MARKETING I
16
A. Advertisement – Advertiser is to go for right message carrier or keeping in mind the cost,
efficiency and specialties of the medium or media. City mall36 have various options for their
brand promotion activities like indoor advertising, outdoor advertising, direct and display
advertising.

In indoor advertising City Mall36 can give their advertisement on

NEWSPAPER,

LOCAL MAGAZINES,

LOCAL RADIO STATIONS,

LOCAL TELEVISION CHANNELS, and

MAKING FILM ADVERTISING ETC

In Outdoor advertising like

POSTERS,

PRINTED DISPLAY

WALL PAINTING ETC describe about the City Mall36.

Direct advertising is the best way of reaching the customer. Direct advertising covers all
printed matter where it cover all the related information about the City Mall36 like brands,
food and beverages, entertainment, gaming zone etc and distribute house to house by
personal delivery, placed in automobile, handed over all the retail outlets.

B- Hoardings - To draw the attention of the people in Raipur, hoarding is one of the best
ways to advertise about City Mall36. Hoardings are placed in the conspicuous places like

RAILWAY STATION,

AIRPORT,

BUS TERMINALS,

17
CINEMA HOUSE,

RENTED BUILDING,

PARK etc

1. Direct mail. With the rise of email marketing, direct mail has fallen out of favors, though it
is still a cost-effective way to advertise in many industries. To be successful, your direct-
mail piece should look professional and feature well-written copy. Hire a professional
copywriter and designer if these skills are beyond your ability. You may even be able to
barter for design or writing work.

2. Voicemail. Even the outgoing message on your answering machine or voicemail system
can help promote your business when utilized correctly. Make sure your message provides
additional product or service information so that it works for you, even in the middle of the
night.

3. Brochures. Brochures are still an effective way to present your product or service to new
customers. They are relatively cheap and easy to print, and you can distribute them by mail
or by leaving them at locations where they will be noticed. A professional-looking brochure
can help convince potential customers who are still on the fence about your products.

4. Press releases. The only thing better than cheap publicity is free publicity, and well-timed,
professional press releases can result in just that. By timing a product launch or promotion
to coincide with a related local or national event, you may be able to convince editors to
include your release in their media vehicle, be it newspaper, radio, or television.

5. Case studies. Case studies aren't just for scientific applications. Studies of your products in
action can help your potential customers learn more and make an educated decision before
they buy.

6. Referrals. Referrals are probably the single best way to attract new customers. If you do
something well, people will talk about it. Offering incredible customer service to your
clients will ensure that you end up with satisfied customers who are willing to share your
information with their friends and colleagues.

7. Radio interviews. If you can speak knowledgeably about your product or service and tie it
effectively with current events, radio interviews are a great way to reach a wide audience
and improve your customer base.

8. Affiliate programs. Online affiliate programs are one of the most cost-effective ways to
market your products to a wide range of potential customers. You have the benefits of a
commission-based sales force but without any of the hassles of managing actual employees.

9. A well-designed Web site. Your Web site is the first impression of your company for
many of your customers. Make it a good one. Your site should provide information about
your product or service in a clear and intuitive format. Many people prefer to do their
18
 research online before making a purchase, so make sure that your site leaves your customers
and prospects with the right impression.

10. E-zines or Newsletters. When you provide interesting and informative content related to
the products you sell, you can turn a subscriber list into a frequent buyer list. If you do not
have the time to run your own e-zine or newsletter, you can submit articles with your
information to different publications. When you are perceived as a knowledgeable expert,
potential customers know that they can rely on you for quality information and quality
products.

2. INDIRECT MARKETING o

1. SPONSORSHIP; - City Mall36 can sponsor some of the events which are organized in
Raipur city or near by. Sponsorship is also one of the strong medium for their promotion.
They can sponsor in the EVENTS and FUNCTIONS which are organized by some reputed
College, can also sponsor in local tournament in games like Cricket, Football, Hockey.
Events organized by the State government i.e. RAJ-UTSAV. They can also sponsor some
great talent show that represents state in National level or International level

EVENTS;- Events like

FASHION SHOW,

LIVE MUSICAL SHOWS,

HOUSIE,

COMPTETION for customers,

RADIO QUIZ,

3. COMPANY PROFILE

Director’s Profile:

19
 Shri Sanjay Gupta: S/o Mr. K.K. Gupta, aged about 39 years, is from
well known Gupta family from Raigarh. He is in business since 1988 and of late has
diversified his business portfolio. He is having well experience of Rice Mill, Sponge Iron,
Ferro Alloys, construction and ware house business. He is a Director in Blue Diamond
Construction Co. Ltd., a well Known NBFC Company. He is also Partner in M/s Shankar
Trading Co. & M/s Shiv Trading Co. (Both Rice manufacturing concerns), & Shankar Ware
House. To satisfy his aspirations of excelling in diversified fields he has ventured in real
estate business by floating a company i.e. City Mall Developers Pvt. Ltd. He is the main
promoters of this company.

About the City Mall36 Developers Pvt. Ltd

City Mall36 is the first mall of Raipur which is the capital of Chhattisgarh. This is having
collection of all brands & has become one stop shop. It is having 60 brands & one multiplex
i.e. Inox which is the No.1 brand of multiplex & has been awarded for its excellence.
It is located in N.H Road No.6. Its total area of construction
is done in 3.5 lakh sq.ft. This mall is totally air conditioned. It has given a huge area for
parking 600 cars can easily be parked & 1000 two wheelers can be parked without having any
problem. And parking area is done beneath the mall in the basement. The mall is having an
entertainment room which is about 10000 sq.ft area & one food court which s about 3000o
sq.ft. The important thing is that it is having atrium 900 sq.ft. This provides the natural light
to the mall.

City Mall36 Developers Pvt. Ltd. is having a excellent security. They have hired Knight
Frank for providing security, housekeeping & technical work. They have 3 bouncers which
are their for the safety of people & help in avoiding any mischief’s & fight. They don’t have
any authority for beating people.

Vision

To make it a final destination for the people of Raipur

Mission

To develop the city so to increase the awareness among the people about the new culture
20
Values

1. Seamless integrated client services.

2. Our pioneering & creative people respect diversity.
3. Innovation & agile technical excellence in a high performance culture.
4. Responsible corporate citizenship in all the communities where & live to contribute to
our customer to our customers success by giving them a comfort environment.

About the Organization

Top Management: - Designation: -

Mr. Sanjay Gupta Managing Director
Mr. Durgesh Kumar Singh General Manager
Mr. Parasmal Jain
Mr. Vinod Sahu
Mr. Lal Chand Sharma
21
Mr. Samir Daniel
Mr. Tarbez Rahim
Mr. Pratab Singh
Mr. Santosh Pandey
Mr. Nemin Korram
Mr. Surekha Yadav
Mr. Vishal Daniel
Mr. Radha Awasthi
Mr. Naveen Rawat
Mr. Tarun Kumar Biswas
Mr. Brahmanand Gupta
Mr. Sahdev Ram
Mr. Prem Nirmalkar
Mr. Paramanad Prasad
Mr. Chandrika Verma

Knight Frank (staff members)

Officers: - No. of people: -

No. of Security Staff 56
No. of Housekeeping staff 72
No. of Technical Staff 30

STATEMENT OF PROBLEM

City mall 36 is the first shopping mall in central India which covers whole chattishgarh as its
focal point. The problem were being analyzed was the awareness of people who often
visited City mall. Due to lack of footfall they unable to cover up expected revenue as well as
unable to generate profit, being the center of attraction in raipur the traffic count was inclined
in slow accelerated momentum despite of rapid pace.

22
 City mall 36 was the privilege for the people but their
expectations level are growing as per the days goes. Their curiosity towards upcoming
Malls( Magneto, Treasure Island) were raising but the City mall unable to meet the
expectation level what the City mall was actually deserved.

23
 NEED OF THE STUDY

ABOUT CITY MALL36

Today Raipur has been counted under the fast growing city in India. In current scenario the
City Mall36 has established as a first Mall in Chhattisgarh. Therefore it enjoys the monopoly
in its sector. With the rapid development of Raipur in every sector, this sector is also not been
left untouched by the development. The competition is coming hard for City Mall36, as by
the end of this year couple of Malls will be introduced and it will have a great effect on the
lifestyle of the city. This will be a great boon for the society of the city. City mall36 has to
find a good competitive edge to over come this competition.

24
REAL ESTATE SCENARIO OF RAIPUR

General real estate trend in Raipur has shown upward trend in the last few years. The city has
witnessed large scale construction and development activities in the last three to four years.
The prime reasons could be attributed to creation of Chhattisgarh as a separate state and
Raipur as it capital, which led to adding an administration function to the existing trade and
business function and migration of population in the state. The decision of creation of new
capital, which envisages an addition of about 6.0 lakh population by 2020 is also one of the
prime reasons for increase in land transactions and development activities.

The city has a dense core dominated with commercial and retail activities. Development in
Raipur is concentrated around the retail and commercial hub. The property prices in Raipur
are at a premium in this hub and along the NH 6, G E Road and the Ring road leading
towards Bhilai. The major trading and business area being centered in this core area and the
land prices here are high. The central part of the city is developed and one can hardly find
large vacant land parcels available for in the heart of the city. The city has a dense core
dominated with retail, commercial and institutional activities. Development in Raipur is
concentrated around this retail and commercial hub and along the NH 6, Grand Eastern Road
(NH-6) and the ring road leading towards Bhilai.

ABOUT CITY MALL36:-

The CITY MALL36 is the first Mall of C.G. and really playing a distinct role for performing
and providing a conspicuous service to the customers. The staff in this family is driving force
to create a high class shopping mall that would be an ultimate destination of shoppers and joy
maker’s crowds of Raipur. Raipur is primarily a commercial city. Traditionally, the city of
Raipur has been described as "an agricultural-processing and saw-milling town". The city is
located centrally in the state of Chhattisgarh, and now serves as a regional hub for trade and
commerce for a variety of local agricultural and forest products. The traditional face of the
city is changing, and the city of Raipur and its neighborhood are now becoming an important
regional commercial and industrial destination for the coal, power, steel and aluminum
industries. Close to Raipur, several industries have developed. Several cement units, marble
cutting and polishing industries, granite cutting and polishing industries forms primary
occupation in the region.Raipur is India’s biggest iron market - there are about 170 steel
rolling mills, 170 sponge iron plants, more than 250 steel plants, 800 agro-industries and 70
Ferro-alloy plants in and around the city. There are more than 300 rice milling plants, and all
major cement manufacturing companies have a presence in the city.

Several large industrial projects in cement, steel and power sectors is expected to be the
engine for accelerated growth of the state. The State Government has proposed a new city-
Naya Raipur which will be about 8000 hectares.

The city of Raipur is located near the centre of a large plain, sometimes referred as the "rice
bowl of India", where hundreds of varieties of rice are grown. The Mahanadi River flows to
the east of the city of Raipur, and the southern side has dense forests. The Maikal Hills rise on
25
the north-west of Raipur; on the north, the land rises and merges with the Chota Nagpur
Plateau, which extends north-east across Jharkhand state. On the south of Raipur lies the
Baster Plateau.

Raipur city is situated on the Mumbai-Howrah route of Indian Railways and is well
connected with such important places as Mumbai, Howrah, Kolkata (Calcutta), Delhi,
Amritsar, Pune, Kochi, Patna, Dhanbad, Secundrabad and Bangalore. National Highway 6
passes through the city of Raipur, and National Highway 43,200,12A links the city with
Visakhapatnam. It is well connected by road, air and rail to all important places of India.

Raipur Airport is situated in the outskirts of the city, in the village of Mana, and is popularly
known as Mana Airport. It is the sole commercially operating airport of Chattisgarh state.Air
links to the city were revived after the city became the state capital. Along with Indian, which
connects the city with Bhubaneswar, Chennai, Delhi, Mumbai, Nagpur and Visakhapatnam,
Air Deccan flies to Mumbai, Delhi, Kolkata, Bhubaneshwar, Ahmedabad, and Ranchi, and
Jet Airways has a daily flight to Bombay (Mumbai) and Delhi.

COMPARISON OF CITY MALL36 WITH OTHERS MALL:-

As it is going to be 1st year of CITY MALL36 on 16 Aug 2008, from the last one year it has
been serving the better qualities of products to the customers, but if we looking ahead there is
three big competitors are establishing themselves, and they are the TREASURE ISLAND,
MAGNETO MALL & CITY CENTRE which are about to open by the end of this year. After
opening these three Malls, here few questions are arises and they are:

1. City Mall36 will retain its customer?

2. Footfall may affect the sales?

3. CITY MALL36 will retain its image?

City Mall36 has to make competitive strategies to compete with their rivals and to remain in
the market. There are few strategies which are described below.

1. Stability strategy
2. Growth strategy
3. Retrenchment strategy
4. Combination strategy

City mall have to follow these strategies to compete against their rivals, because as we know
the scenario of the Raipur city big giants in this sector are coming with more services and
facilities then the existing. Therefore it will be a tough competition for City Mall36 to match
the level with the others. The new malls are coming with such new concepts which are very
much new for the Raipur city like a three star hotel in a mall itself and the parking facilities
up to three floors and new brands which were not introduced before. Brands like PVR
26
cinema, Crossword-the book store etc. Now there will be more option available for the
general public of Raipur city and near by the city for shopping and entertainment. If we look
at the current scenario in Raipur, life style of the people is changing very rapidly. From one
aspect it is beneficial for the general public having options and from other aspect it is getting
very challenging for the City Mall36 to survive in the market and to hold their there market
share.

GLIMPSES OF FACILITIES OF CITY MALL36:-

1. Total constructed build up area -3,50,000 sq.ft.

2. It is centrally Air conditioner.
3. Parking for 600 cars in open area, 200 cars in basement & 1000 parking for two
wheelers.
4. There are 6 lifts- out of which 2 capsule lifts, 2 glass lifts, 1 lift for general, & 1 lift
for Service(Goods) – by Johnson lifts private limited.
5. .There are 8 Escalators- 4 for upward & 4 for downward- by OTIS Elevator
Company (India) Ltd.
6. Services:- Apart from a Mall this will be a complete Family Entertainment place
with its Gaming Zone with 4 Lane Bowling Alley, Food Zone – 25 different
counters of various tasty fast foods, snacks & Ice cream and cold drinks parlors.
7. INOX ushers in new standards in customer delight with more than 100 young,
uniformed ‘Inoxians’, trained in Ushering, Box office, Concessions and
Housekeeping, ensuring a comfortable and pleasant experience within the multiplex.
High standards of hygiene and security within the complex complete the loop in
providing world-class comfort.
8. The Mall is having an Entertainment Room which is about 10000 sq.ft area & one
food court which s about 3000 sq.ft.
9. The Important thing is that it is having atrium 900 sq.ft. This provides the natural
light to the mall.

ABOUT MAGNETO MALL:-

The Magneto Mall is one of the competitor of CITY MALL36 which will about to start on
very short span of time. The Facilities which are going to provide by Magneto mall are:-. It
will have 4 screens Multiplex by PVR, WESTSIDE as main anchor, Escalators & Capsule
lifts, ample parking area on the basement, Hyper Mart, Multi Cuisine Restaurants, food
courts, 04 Nos. Anchors etc. Further, it will provide enough attraction to the youths and adults
alike in shape of Retail outlet of all branded items, Entertainment Zone, Video Games and
other modern gadgets.

FEATURES OF MAGNETO MALL:-

27
 1. Total constructed build up area -6.,00,000 sq.ft
2. 700 car parking.
3. 40000sq ft atrium.
4. 30000 sq ft. food court.
5. 4 screen multiplex.
6. Banquet Halls.
7. National & International brands.
8. Hypermarket.
9. Disco/pub.
10. Gaming Zone & restaurants.

ABOUT TREASURE ISLAND:-

It will be a one of the bigger competitor of CITY MALL36. Treasure Island, Indore got the
Best Designed Mall by CNBC Awaaz CRISIL Real Estate Awards 2007. It has 30 million
sq. ft. of development through 33 projects in 25 cities across 11 states. The existing projects
are in Chandigarh, Udaipur, Vadodara, Ujjain, Indore, Jabalpur, Bhilai, Nanded, Raipur.

Treasure Island

Site location: Village Jora,

Opp Agriculture University, NH-6, Raipur

SPECIFICATIONS OF TREASURE ISLAND:-

Land Area 3.33 Lakh Sq. Ft.

Total Construction 11.83 lakh Sq. Ft.
No. of Floors 1 Basement + Ground + 7 Floors
Parking 3.08 Lakh Sq. Ft.
Gross Leasable Area(GLA) 3.60 Lakh Sq. Ft.
Hypermarket 1.59 Lakh sq. Ft.
Anchors 1.50 Lakh Sq. Ft.

Vanilla 3.09 Lakh Sq. Ft.

Multiplex 0.56 Lakh Sq. Ft.

28
 Entertainment 0.20 Lakh Sq. Ft.
F&B and others 0.10 Lakh Sq. Ft.
Hotels 1.30 Lakh Sq. Ft.
Food Court 0.25 Lakh Sq. Ft.
Completion December 2008

The Group Head Quarters of Treasure Island is in Indore, Madhya Pradesh. The Anchor
Stores and entertainment segment of Treasure Island are Big Bazaar, Pantaloon, Max, Mac
Donalds , Pizza hurts. The food & beverages segment covers the Food Court, Specialty
restaurants- Geoffreys, Sagar Ratna, Yana Sizzlers, and Moti Mahal. Last but not the least
Treasure Island coming up with a Hotel with 100 rooms

The Graph shows that TREASURE ISLAND is a bigger competitor of CITY MALL36,
while MAGNETO MALL are having the land area bigger than CITY MALL36 but the
facilities they are going to provide to the customers that facilities are already providing by
CITY MALL36 in a better way. The explanations of above graph are as follows:-

FACILITIES TREASURE CTY MALL36 MAGNETO MALL

ISLAND
Total Construction 11.83 Lakh Sq. Ft. 3.50 Lakh Sq. Ft. 6.00 Lakh Sq. Ft.
Area
Parking 2000 Cars & 1000 800 Cars & 1000 Two 700 Cars
Two Wheelers Wheelers
Food & Beverages Mac Donald’s, Pizza Food Court Food court
hurts.
Multiplex PVR INOX PVR
Floors 7 Floors 4 Floors 3 Floors

29
 4. SCOPE OF THE STUDY

Strategy and plan for CITY MALL36

PLANNING PROCESS OF MARKETING

1. Assessing opportunities and threats- The best process of doing this task is making
SWOT analysis of the particular. By doing this the organization find the answer to the
questions like

What is the present business of the firm?

30
(The present business of City Mall36 is to increase the awareness about the City Mall36
in all over Raipur and increase Sales as per the basis of tenants As well as profit
maximization with customer satisfaction)

What is its present competitive position?

(No competitive position till now)

What opportunities it has within its reach?

(Introduction of more brands and various promotional activities and also doing
innovation to compete with their upcoming competitor like magneto and TI mall)

2. Establishing marketing objectives- It is the company’s mission and objectives that

influence and shape the marketing objectives. The establishment of marketing objectives
is done by the marketing manager of the company; there can be various goals under every
objective. This goals and targets may be financial and operating and it may be like

Awareness And Status - The prime mission of City Mall36 is to make their status in all over
the Chhattishgarh and people may come in City Mall36 with great ecstasy and draw a brand
image as the name of City Mall36 in their mind. For making awareness and status quo the
marketing management of City Mall36 needs to do promotional activities, advertising,
introducing events etc.

Profit Maximization - As per the tenant point of view they want to increase the awareness of
their brand and can also earn profit and have strong position in the market to be competing.
So that City Mall by doing the above marketing strategy and also by market research can
increase their profit. If the footfall will increase then definitely sales will we increase,
moreover profit will be generated.

Customer Satisfaction - The primary objective of the customer is their satisfaction; if the
customer is paying for any product or services then he wants to be satisfied with that product.
Self satisfaction is the main factor that customer keeps in mind while visiting the mall. If City
Mall wants to provide good services to their customer, it has a need to conduct a customer
feedback time to time so that it help to know that where the mall can lacking behind and it
require changes.

3. Making strategies and policies- These strategies and policies are the results of marketing
objectives. A policy is a broad statement that clears what a person is permitted to do, without
making proper strategies the target and the goal of the company can’t be achieved fully. Thus
by adopting good strategies and policies a marketing manager can achieve the best results
with limited resources. SOME STRATEGIES ARE

1. The strategy for City Mall36 is to fill all the empty shop available in the mall.
31
 2. The ultimate goal of the City Mall36 is to make higher profit and market share.
3. Maximum and best possible utilization of the resources like manpower, financial, and
operation.
4. Tenant having objective of increasing their sales and customer base.
5. By providing them discounts on purchase, having record of their customer like
address, anniversary date, their compliant, their suggestions and updating them
whenever there is any sale or discount season.

4. Programming of operation- According to the input of policies and strategies the

management of City Mall36 has to make programmers for each function and sub function of
marketing department. Programme is a major course of action that enables the manager to
achieve the objectives within the frame of policy guide line. This programme is based on
procedure, rules, budget, and methods which come under the umbrella of City Mall36. The
strategies have to framed under the rules and regulation formed by City Mall36, and while
preparing the strategy they also have to follow some procedure which comes under the
criteria of City Mall36. And the committee or the team whom so ever is preparing the
strategies have to frame the budget. Tenant have to cover the areas like Product mix i.e.
varieties of product, Sales force plan, advertising and distribution channel.

5. Developing marketing mix (Finance, Purchasing, Personnel, Intermediaries- . The

preparation of marketing mix is done by the marketing manager of City Mall36. This portion
is to be handled by the top management of City Mall36, so that top level management has to
make coordination with their inter department which are taking care of finance department,
purchase department etc. In this programme City Mall36 has to build up a unique
ADVERTISING programme which help them to be stay in the market and also able to
compete with their up coming malls in Raipur.

In indoor advertising City Mall36 can give their advertisement on NEWSPAPER, LOCAL
MAGAZINES, LOCAL RADIO STATIONS, LOCAL TELEVISION CHANNELS, and
MAKING FILM ADVERTISING ETC.

In Outdoor advertising like POSTERS, PRINTED DISPLAY, WALL PAINTING ETC

describe about the City Mall36.

Direct advertising is the best way of reaching the customer. Direct advertising covers all
printed matter where it cover all the related information about the City Mall36 like brands,
food and beverages, entertainment, gaming zone etc and distribute house to house by
personal delivery, placed in automobile, handed over all the retail outlets.

Hoardings are placed in the conspicuous places like RAILWAY STATION, AIRPORT,
BUS TERMINALS, CINEMA HOUSE, RENTED BUILDING, and PARK ETC.

6. Resource planning- The resource are mainly of three type physical, financial, and
manpower. Resource planning is design in such a way that balances the marketing plan.
Physical resources are advertisement development, materials handling, and warehousing.
Financial resources are the finance and credit needed to procure the material and manpower

32
from outside. The manpower resources are the number and quality of men and women needed
to implement the programme.

A. City Mall36 is doing best and optimal utilization of manpower resources.

B. It has sections like cleaning, warehousing, gardening, security etc.

C. All the manpower resources have knowing their responsibilities and they are well known
that to whom they have to report.

D. As per the analysis of the tenants their staffs is well defined and they are able to interact
with their customer and able to defined about their brand.

7.Controlling the operation- When the master plan is made and the resource are prepared to
achieve the marketing objective then t is very necessary that how the operation is been put.
Controlling the operation means putting the plan properly into action. It can be done by
checking the actual performance with the planned one fixing those performances and making
note of the fluctuation.

Different operation is performed by City Mall36, so that it requires lots of control. Whatever
complaints send by the tenants to the management of City Mall36 requires a quick response
and follow up their complaints.

1. First of all City Mall36 has to make standard objectives like brand awareness of City
Mall36 among people.
2. After preparing the standard try to implement the tools for advertising which is
mention above for achieving the objective of City Mall36.
3. After implementation part, management of City Mall36 checking the actual
performance with the standard one.
4. By comparing programme the management of City Mall36 comes to know that in
which area we are lacking behind.
5. At last after knowing the variances in the performance, the management has to put all
the corrective actions to overcome the problem.

MARKETING STRATEGY

Business Marketing Strategy #1: Gain Customer Confidence. Customer indecisiveness,

skepticism, indifference, or confusion is among the top sales killers in the business world. It's
up to organization to project an image of experience, quality, dependability, excellent
customer service, and/or added value to your prospective customers in order to win their
confidence. If organizations haven’t clearly communicated the advantages and solid reasons
for them to do business with customer, then they'll be hesitant to commit and the sale will go
to competitor.

33
Business Marketing Strategy #2: Penetrate awareness of target audience by using some
form of integrated marketing. In other words, the more ways the public hears about
organization, the better your chances are for achieving brand recognition, credibility, and
greater market share. Effective marketing is partly the result of exposing target audience to
name and selling points (unique selling proposition) as often as possible(frequency), in as
many ways as possible, and as cost-effectively as possible.

Marketing Strategy #3: Sincere enthusiasm, in both print and in person, is contagious. If
you deeply believe in your products, services, your company, and yourself, then organization
prospects will pick up on that passionate attitude and feel confident and optimistic about
doing business with you.

Small Business Marketing Strategy #4: Purchasing is an emotional decision. Instill in your
prospects good feelings about your company, your business relationship with them, and how
organization can improve their lives or solve their problem. Accomplishing that is at least as
important in the sales and marketing process as focusing attention on product features and
benefits.

Business Marketing Strategy #5: Dispel distrust. Gain customer confidence and overcome
potential feelings of distrust by offering written guarantees of satisfaction whenever possible,
customer testimonials, references, and by joining respected and well-known professional
organizations, such as the Better Business Bureau, Chambers of Commerce, and industry
associations.

Marketing Strategy #6: Impose a deadline. Counteract one of the biggest obstacles to
closing a sale known to mankind: procrastination. To overcome the natural human tendency
to deliberate, postpone, and delay, it's often necessary to inject a sense of urgency into your
ads, sales presentations, and marketing messages. Whether supplies are limited or prices are
going up at the end of the month, some prospects need to have a deadline or an incentive to
motivate them to take action now.

34
 5. OBJECTIVES OF THE STUDY

Customer Relationship Management

CUSTOMER RESEARCH

1. Organization may endeavor to achieve the customer service objectives. Objectives should
be easy to understand and try to compare with the competitors objectives.

35
2. Organization may emphasis that what are the services provided to their customer and
tenants like repair, maintenance, customer help, technical help, complaint handling and other
services.

3. The organization must check that the services are not free, and the services should be
priced effectively.

We have done the short survey among visitors of CITY MALL36. And
also tries to determine the awareness of City Mall36. It will help the Management to improve
the services for the customers and other visitors. There are various factors which we are
targeted:-

Factors Views of customers

1. One stop shop Yes
2. Branded Products Good Availability/ Very Good
3. Entertainment 2nd Main Attraction/ Very Good
4. Shopping Main Attraction
5. Status symbol Yes
6. Advertisement Below average
7. Centre of Attraction Shopping & Entertainment

PROCESS OF RELATIONSHIP MANAGEMENT

1. SEGMENTATION- Organization should consider the value and historical behavior of

its customer in relationship to the organization and its products and services. Therefore
according to the product and services of the organization the consumers are divided. City
Mall36 can define their segmentation criteria to attract their customer and control the
market of Raipur. First of all management need to study the behavior of Raipur people by
knowing their economic factor, fashion statement, buying capacity, future demand etc
after that move to the customer response part by analyzing their benefits, usage etc.

36
2. ANALYSING CURRENT BEHAVIOUR- Behaviors of the customer should be
compare with the existing buying pattern. Different customers have different behavior and
attitude with different products, therefore by analyzing their behavior and the satisfaction of
the customer to some extent can be reached. As per the survey of the customer, they are
satisfied with the product and services provided by CityMall36. But it may see that most of
the people came here just for fun and enjoyment with their friends, they don’t opt for buying.
City Mall36 need to create an environment in their organization where people can go for
shopping as well as entertainment. According to the feedback of the customer, they have a
noteworthy point that mall don’t have more ladies brands, so it is necessary for the mall to
introduce more ladies brands where it can retain their customer.

3. DEVELOPING STRATEGY TO ACHIEVE TARGET BEHAVIOUR- A plan or a

series of plans should be made to achieve the target behavior to each segment. The
strategy should be made in such a way that it covers every segment of the customers, so
the result will be beneficial for the organization. City Mall36 requires making a strategy
to achieve their target customer. They have to make strategy for meeting the need of their
customer like advertising of the Mall, it may include indoor, outdoor, and direct and
display advertising. Secondly promotional activities like coupons, contest for customer,
gift, sales contest etc has to introduced.

4. BEHAVIOUR MAINTENANCE- Before implementing the strategy it is necessary to

test it on a small part of each segment before being rolled out. This process is done to
rectify the strategy before bringing to action. This could be helpful to reach out the proper
conclusion of the customer behavior. All those strategy which was suggested by the
customer and tenants should be implement before as test sample, it may help organization
to test their strategy whether it will work or not.

MAINTAINING CUSTOMER RELATIONSHIP

1. Show your gratitude toward them by sending them helpful news, Christmas and b’day
cards of the day they become your customer.

2. Making them aware of the new arrivals to stay in touch and increase sales.

3. Offering them the best deal in the way of discounts and other sales promotion activities to
make them happy.

37
4. Endeavour to use a well thought-out recovery programme for lost time and money if they
face any problems with product or services.

5. Keeping a good data base of the customers including their name, hobbies, and especially
their behavioral style.

6. Details of the customer should be kept confidential and it should not be disclosed without
their permission.

7. Keeping a good communication with your customers by allowing them to give suggestion
to give everything and anything.

8. Quick response on the complaint and suggestion send by the customer and tenants to the
management.

9. Monthly meeting should be conducted between store mangers and management

38
39
40
Business Strategy Perspective on CRM We propose a model, which is a hybrid, and typical
of many of the models and diagrams of CRM. The model has three key phases and three
contextual factors:
c FPRIVATE "TYPE=PICT; ALT=Customer Relationship

41
 T
hree key phases:
•1. Customer Acquisition.
•2. Customer Retention.
•3. Customer Extension.
Three contextual factors:
•4. Marketing Orientation.
•5. Value Creation.
•6. Innovative IT.

1. Customer Acquisition - This is the process of attracting our customer for the first their
first purchase. City Mall36 can acquire their customer.
Growth - Through market orientation, innovative IT and value creation we aim to increase
the number of customers that purchase from us for the first time.

2. Customer Retention - Our customer returns to us and buys for a second time.
Management of City Mall36 keeps them as a customer. This is most likely to be the purchase
of similar product or service, or the next level of product or service.
Growth - Through market orientation, innovative IT and value creation City Mall35 aim to
increase the number of customers that purchase from us regularly.

3. Customer Extension - Customers are regularly returning to purchase from City Mall36 so
that City Mall36 can introduce products and services to their loyal customers that may not
wholly relate to their original purchase. These are additional, supplementary purchases. Of
course once their loyal customers have purchased them, goal is to retain them as customers
for the extended products or services.

42
Growth - Through market orientation, innovative IT and value creation we aim to increase
the number of customers that purchase additional or supplementary products and services.

4. Marketing Orientation - The wholes organization or management of City Mall36 is

focused upon the needs of customers. Customer needs are addressed by the Three Levels of a
Product whereby the organizations not only supplies the actual, tangible product, but also the
core product and its benefit, and also the augmented product such as a warranty and customer
service. Marketing orientation will focus upon the needs of consumers for all three levels of a
product. (N.B. 'market' orientation and 'marketing' orientation are not the same).

5. Value Creation - centre on the generation of shareholder value based upon the satisfaction
of customer needs (as with marketing orientation) and the delivery of a sustainable
competitive advantage.

6. Innovative IT - is exactly that - Information Technology must be up-to-date. It should be

efficient, speedy and focus upon the needs of customers. Whilst IT and/or software are not the
entire story for CRM, it is vital to its success. CRM software collects data on consumers and
their transactions. Huge databases store data on individuals and groups of individuals. In
some ways, CRM means that an organization is dealing with a segment of one person, since
every consumer displays different purchasing habits.

43
 RESEARCH METHODOLOGY

1. Descriptive Vs Analytical:- In a descriptive research, a researcher has no control over the

variables. He is only concern about what has happened or what is happening. In this method,
Researcher has prepare a report or documents on the basis of the survey and data collection
while in a Analytical research design, data are already provided to the researcher and on the
basis of these data they try to analyses and come to a conclusion.

2. Fundamental Vs Applied:- In Fundamental research, researcher try to solve the existing

problem of the society and business organization. In applied research the problem is been
generalized by the researchers.

3. Quantitative Vs Qualitative: - In quantitative research the research can be measured in

terms on quantity like sales etc. And in qualitative research the can be measured in terms of
quality like motivation of employee.

4. Conceptual Vs Empirical: - This research is generally used by the philosophers for their
studies. They try to research on the same theory again and again and come up with the new
theory. In the empirical research the researchers try to study on the new concept and make a
new theory as per their survey.

44
 RESEARCH DESIGN

• The survey of concerning literature: -

Survey of studies has already made in City mall 36 as well as made by the
researcher for precisely formulating the problem. We should also make an attempt to
apply concept and theories developed in different research context.

• Experience survey:-
We conducted a survey of people who are competent and can contribute
new ideas. We must prepare an interview, schedule for the systematic questioning of
informants.

45
 PRIMARY DATA

(Feedback of Customer and Tenant about CITY MALL36)

Analysis of Questionnaire:-

o After the completion of feedback, the conclusion we made is that customers’

visits the CITY MALL36 is weekly as well as quarterly.

o The age groups ‘between’ 15 to 25 are found in maximum numbers here

mostly with their friends in evening time, after this sections the family section
are also found in good number.

o If we consider the brand available here are very much satisfactory and
covers the expectation of customers. The maximum visitors find the
atmosphere of CITY MALL36 friendly and partly informative especially
in the weekends. The new concepts of introducing Shopping Mall in the
Raipur city is a worth decision and according to visitors it can also change the
Life Style of city.

o While talking to the visitor they said that INOX and Gaming Zone are the
best way for entertaining themselves, so the overall conclusion is that, Apart
from a Mall this will be a complete Family Entertainment place with its
Gaming Zone with 4 Lane Bowling Alley, Food Zone – 25 different counters
of various tasty fast foods, snacks & Ice cream and cold drinks parlors.

46
 60
15 - 25
50 25 - 35
40 35 - 50

30

20

10

0 One stop shop branded products Entertainment Shopping Status symbol Advertisement Centre of

Attraction

FIG: - GRAPH SHOWING CUSTOMER’S SATISFACTION LEVEL

Additional Comments as per the survey:-

1. Parking cost is high.

2. Water facility should be improved with the Glass.
3. House keeping is good.
4. Security is good.
5. Cleanliness and improvement are required in Ladies toilets.
6. Sitting arrangement must be on every floor.
7. Play ground for kids under the age of 4 to 11 should be here in outside of
CITY MALL36.

47
TENANT RESEARCH
This report is based on the feedback provided by the tenant and the factors included are:-

1. PROMOTIONAL ACTIVITIES.
2. SERVICES AND FACILITIES.
3. RELATION WITH MANAGEMENT.
4. TRAFFIC COUNTS ON THE STORES.
5. RESPONSE AND FOLLOW UP ON THE COMPLIANT.

According to the feedback which was provided by the tenants, the basic reason for selecting
their store in City Mall36 is that because of first mall in Raipur, so that they find a good
footfall in their store as well as better sales generate. They had a strong image about the City
Mall36 and they find a best place to interact with the customer and it will also acquaint with
the brands. Tenants feel that City Mall 36 is a family status shop as well as income level
because people came up with their family for shopping and the best part is that they also find
entertainment facilities which are provided by Mall. Tenant also satisfied with the
merchandise display of the Mall all the things is properly arranged in its place, so that it helps
the tenants to attract customer more
rapidly.

48
 60
50
40
TENANTS

30
20
10
0
Promotional Services & Relatoinship Traffic Response &
activity Facilities with counts follow up
mnagement
SATISFACTION
MAJOR FACTORS
LEVEL OF
TENANTS

FIG: - GRAPH SHOWING TENANTS SATISFACTION LEVEL

1. PROMOTIONAL ACTIVITIES: - The satisfaction level of the tenant is not up to the

mark by the promotional activities of the City mall36 to attract the customer. The events and
programme organized by the management should be attractive and must target the regular as
well as new customers.

The events and programmes which mainly take place on the weekends should
be changed and the weekdays should also be considered. Promotional activities have to cover
all the aspects of the brand as well as City Mall36, which will be beneficial for the mall as
well as branded stores. Promotional activities makes customer informative and aware about
brands which will more beneficial.

2. SERVICES & FACILITIES: - Services like exterior maintenance, cleanness is pretty

good and the tenant are quit happy with this, The feedback was appropriate on the service
department of City Mall36, but the security department specially the problem of shoplifting is
very often in every outlet. The demand is that the department should fix a person on the main
exits of the City Mall36 to check the bill before leaving or particular tags should be provided
on the product to stop the piracy.

49
3. RELATION WITH MANAGEMENT: - Relationship with management and their
customer plays very important role in every organization. According to the feedback of the
tenants, they are not satisfied with the communication with the management. There is no
proper communication between the store manager and the central manager. The tenants
demand here is direct meeting with the management at least once in a month.

4. TRAFFIC COUNTS: - Most of the tenants in the City Mall36 are not at all satisfied with
this factor mainly on the weekdays. The main comment here was that the footfalls are less
then the expectation in their stores. Most of the tenants are able to make the average output
from their store because of fewer sales. The customers mainly visit in the weekends and the
conversion power is quit less as per the footfalls, and in the rest of the week the footfall in
even less.

5. RESPONSE AND FOLLOW UP: - According to feedback of the tenants, the response of
the management toward their complaint is mostly slow, but some of the tenants find the
response appropriate but the follow up is poor. Most of the time the service request which is
sending to the management is not taken properly which makes delay in the follow up.

COMMENTS BY TENANATS

1. Organize events and introducing promotional activities.

2. Improving security services.
3. Introduce more ladies brands.
4. Meeting with Management must be in a month.
5. Maintenance charges are too high in respect to Facilities are low.
6. Events should not take place on Saturday & Sunday.
7. Rents of shop should be low.

50
 SECONDARY DATA

Secondary data means that data are already available that is we refer to the data which have
already collected and analyzed by some one else

• Book
• Different Websites.
• Magazines
• Newspaper

51
 SAMPLE DESIGN

1. Sample list (Make a list in which we have to cover the area of Raipur for
taking as a sample). Area covered for Customer feedback are M.G Road, Taliban,
Shanker nagar, Saraswati nagar, Civil line, Sadar bazaar. This list will help us to
know from where our maximum crowd is been coming .If the ratio is found un
appropriate like , how much part of the city is covered and what measures should be
made to increase the list.

2. Sample unit: - The survey which was conducted was on the basis of visitors and
the tenants the sample size taken here is 40 for the visitors and 60 for the tenants. The
feed whish was collected has been included in this report. The behavior of the
customers their needs their suggestion has been taken into consideration. The same is
done for the tenants over here, what more they want from the centre is absorbed here.

52
 POPULATION

The prime reasons could be attributed to creation of Chhattisgarh as a separate state and
Raipur as it capital, which led to adding an administration function to the existing trade and
business function and migration of population in the state. The decision of creation of new
capital, which envisages an addition of about 6.0 lakh population by 2020 is also one of the
prime reasons for increase in land transactions and development activities.

SAMPLE SIZE

The survey, which was conducted, was on the basis of visitors and the tenants the sample size
taken here is 40 for the visitors and 60 for the tenants. The feed whish was collected has been
included in this report. The behavior of the customers their needs their suggestion has been
taken into consideration. The same is done for the tenants over here, what more they want
from the center is absorbed here.

53
 METHOD OF DATA COLLECTION
• INTERVIEW METHOD: - This method involves collecting data by
presenting of oral, verbal, stimuli and responses to them.
• QUESTIONNAIRE METHOD: - Another method of data collection,
consisting of some question about the related topic and to be filled up by the
targeted samples.
• OBSERVATION METHOD: - The observation method is most commonly
used specially in studies relating to behavior science. In this way we all observe
things around us.

54
 DRAFTING OF A QUESTIONNAIRE
CITY MALL36 DEVELOPER Pvt. Ltd.
You are invited to join a short survey being held among the visitors of city mall and also to
determine the awareness of city mall. It will help us to improve our services to you and other
visitors, all information about you will be kept confidential and not given to any third party.

Name: - Date: / /
Gender: - M F
Place: -
Occupation: -

1. How often do you visit City Mall?

a) Daily b) Weekly c) Monthly d) Quarterly

2. Which age group you belong to?

a) 15 to 25 b) 25 to 35 c) 35 to 55 d) 55 above

3. With whom do you often visit City Mall?

a) Family b) friends c) Partner

4. What time of the day normally you visit City Mall?

a) Morning b) Afternoon c) Evening

5. Where was the last place you saw or heard about the City Mall?

a) News paper b) Television c) Radio

6. What is your main center of attraction in City Mall?

a) Shopping b) Entertainment c) Food & Beverages

7. Do you feel that City Mall is one stop shop?

a) Yes b) No

8. Are you satisfied with the Brands, which are available in the City Mall?

a) Yes b) No

9. What other option do you have for Shopping and Fun apart from City Mall?

a) Mom n pop store b) Local Theaters c) Others

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 10. Do you think that City Mall is right place to hang out?

a) Always b) Occasionally

11. What kind of atmosphere you find in City Mall?

a) Friendly b) Informative

12. What will you consider when you visit City Mall for Shopping & Fun?

a) Money value b) Satisfaction c) Service

13. Are you satisfied with Merchandise display in City Mall?

a) Yes b) No

14. Do you think that City Mall will change the Lifestyle of Raipur?

a) Yes b) No

15. On a scale of 1 to 5 please rate your satisfaction level for the following factors in City
Mall:
a) Brands Availability.
b) Accessibility of the Mall.
c) Helpfulness/Friendliness of the Staff.
d) Fun & Entertainment.

16. Please provide us with some comments/suggestions to improve the services at CITY
MALL36.
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

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 TESTING OF QUESTIONNARIE

Testing of Questionnaire:-

o After the completion of feedback, the conclusion we made is that customers’

visits the CITY MALL36 is weekly as well as quarterly.

o The age groups ‘between’ 15 to 25 are found in maximum numbers here

mostly with their friends in evening time, after this sections the family section
are also found in good number.

o If we consider the brand available here are very much satisfactory and
covers the expectation of customers. The maximum visitors find the
atmosphere of CITY MALL36 friendly and partly informative especially
in the weekends. The new concepts of introducing Shopping Mall in the
Raipur city is a worth decision and according to visitors it can also change the
Life Style of city.

o While talking to the visitor they said that INOX and Gaming Zone are the
best way for entertaining themselves, so the overall conclusion is that, Apart
from a Mall this will be a complete Family Entertainment place with its
Gaming Zone with 4 Lane Bowling Alley, Food Zone – 25 different counters
of various tasty fast foods, snacks & Ice cream and cold drinks parlors.

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 60
15 - 25
50 25 - 35
35 - 50
40

30

20

10

0 One stop shop branded products Entertainment Shopping Status symbol Advertisement Centre of

Attraction

FIG: - GRAPH SHOWING CUSTOMER’S SATISFACTION LEVEL

Additional Comments as per the survey:-

Parking cost is high.

Water facility should be improved with the Glass.

House keeping is good.

Security is good.

Cleanliness and improvement are required in Ladies toilets.

Sitting arrangement must be on every floor.

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 DATA ANALYSIS TECHNIQUES

• Tabulation.
• Drawing statistical inferences.
• Graphs.
• Coding.

59
 FINDING

SWOT Analysis

A. STRENGTH

1. First Mall in CHHATTISHGARH: - As Raipur is a developing city and a capital of

Chhattishgarh. The CITY MALL36 playing a vital role for changing the life style and
introducing these new concept to the people of Raipur. This is one the major strength
of CITY MALL 36 as it is first mall of C.G.

1. All brands are located at one place: - Few year back the people of Raipur were not
aware about the branded products. Here in CITY MALL 36 people can have nationalized
as well as international branded products. And with these they can have ideas as well as
knowing about different products & brands, with these it is helping people to changing
their life style and perception.

3. First MULTIPLEX is also located in CITY MALL36:- As we see people of every age
like to have entertainment and watch movies. But Multiplex s such place where we can
have option to watch movies just reaching at one place. INOX is the first multiplex to
open in the state of Chhattisgarh and will house 4 screens and 1280 seats with playing 20
to 25 shows in a day. People can see movies of there choice with such nice facilities &
multiplex hall.

4. One stop shop: - CITY MALL 36 is the only place where the people of Raipur can say
that it is a one stop shop as here consumer can go for shopping, entertaining and also for
the taste of conspicuous recipes. Shopping Zone, Entertaining, and also for the taste of
conspicuous recipes. Shopping Zone may covers lots of brands, INOX & Gaming Zones
are the best way for interacting the customers.

5. Excellent infrastructure:- One of the major strength of CITY MALL36 is its interior
infrastructure. It is located in N.H Road No.6. Its total area of construction is done in 3.5 lakh
sq.ft. This mall is totally air conditioned. It has given a huge area for parking 600 cars can
easily be parked & 1000 two wheelers can be parked without having any problem. And
parking area is done beneath the mall in the basement. The mall is having an entertainment
room which is about 10000 sq.ft area & one food court which s about 3000o sq.ft. The
important thing is that it is having atrium 900 sq.ft. This provides the natural light to the mall.
The interior centralized air conditioning from ground floor to fourth floor is helping
customers to feel the presence of cool atmosphere.

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6. Covers old Raipur and new Raipur:-Strength of CITY MALL36 is that it is just 0.5km a
distance from residential catchments areas and 4.5km from heart of city. It is situated on four
lane express highway and there are 3 star hotels, restaurants and colleges are nearby around
the CITY MALL36. It is on a between Old Raipur and the proposed New Raipur.

B. WEAKNESS
1. Accessibility problem:-As we had gone through the strength of CITY MALL36, but here
are some glimpses of its weakness. One of the weakness of CITY MALL 36 is
Accessibility problem, for approaching to this destination the people of Raipur are having
some problem like for instant, the distance from Tattibandh to CITY MALL36 is about 8
to 9 km (approx) and due to the hectic traffic between the ways so therefore it takes
45min to reach CITY MALL36. To overcoming through this problem the CITY MALL36
can approach the Government to start buses from Tattibandh to CITY MALL36.

2. Still few stores are vacant:- As on the 2nd,3rd and 4th floors there are few stores which are
about to open. The problem like shorting of footfall can be resolved or formalized if we
focusing on these certain areas.

3. Parking is costly:-As from the customers feedback the parking rates are so costly as
compared to the parking facility. In CITY MALL 36 there are huge area for parking,
where around 600 cars and 1000 two wheelers can easily be parked. But generally on the
weekends there is a problem on parking a vehicles due to lots of rush in CITY MALL36.
If we looking ahead the upcoming malls like MAGENETO and TREASURE ISLAND,
they are providing the parking facility on every floor. So there must be some steps to be
taken as to avoid these problems.

4.Limited footfall:-Limited footfall is another problem for CITY MALL36, though the
CITY MALL36 are providing lots of facilities and a branded products to the customers but
as compare to that the Footfall are low. To interact or retain the customers and for profit
maximization the CITY MALL36 should organized some events specially on weekend
.They can sponsor in the EVENTS and FUNCTIONS which are organized by some
reputed College, can also sponsor in local tournament in games like Cricket, Football,
Hockey. Events organized by the State government i.e. RAJ-UTSAV.

5. Lack of communication with tenants:- After doing survey with tenants, we come to
know that lack of communication with them is also a weakness of CITY MALL36. Almost
all the tenants require a monthly meeting to the MD related to their requirements. So these
are the main area where the Management of CITY AMLL36 should emphasis on it.

C. OPPORTUNITY
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1. Introduce more attractive brands: - The CITY MALL36 will have the opportunity of
attracting the footfall of existing retail establishments in the locality. The brands which
interact the customer’s eyes.

2. Can capture the market share of Raipur as being the first Mall:- CITY MALL36 can
capture the market share of Raipur and can capitalize on deficiency of quality leisure and
entertainment destination in the region.

3. Introducing various kinds of promotional activities and events. - The promotional

activities is the only way by which it interact more customers and retain the existing
customers. The events which should be organized in weekends can capture the taste of a
customers. As now after a year the few Malls are about to starts. This is a peak and a crucial
time for CITY MALL 36 to organize some events as to be a number one retailer in
Chhattishgarh.

4. Innovation and differentiation effort: - Raipur has so far witnessed only specialized
whole sale trade. The project can become a one stop destination offering a unique first
hand experience for the people of Raipur.

5. Introducing famous brand of food hub.-As in present time the CITY MALL36 is
having a Food Court with a no. of delicious items, but if we looking ahead the Treasure
Island is coming up with Mac Donald’s and Pizza hurts. These would be beneficial if
CITY MALL36 should introduce these two food hubs before penetrating to Treasure
Island in Raipur.

D. THREATS
1. Arrival of other Malls in Raipur:- Till now there is no such competitor in front of City
Mall36 but at the end of Dec 2008 there will be grand opening of TREASURE ISLAND,
MEGNETO, and CITY CENTRE in Raipur. Treasure Island has already created their
brand image in the mind of people in all over India.

Over look of the Strength of Treasure Island

1. Awarded by CNBC for best design mall in Asia.

2. Will provide 3 star hotel facilities in their infrastructure.
3. Parking facilities in every floor.
4. More Brands will introduce.

2. Less purchasing power of general public:-One of the threats is a less purchasing power
of people of Raipur, though they have a revenue with them but the human psyche of

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 people of Raipur are tend to buy a products from local vendors. Because this new concept
are not aware to them. For overcoming these problems the management should do
advertisement by newspapers, radio & television as to awaken the public of Raipur.

3. Brand unawareness:- as now in CITY MALL36 the brands available are nationalized
and international as well. But due to higher rates of that brands peoples of Raipur are
avoid to buy it and for branded products they do not have knowledge. For overcoming to
this problem CITY MALL36 should published a general magazine about their brands,
technologies and soon

4. Satisfaction level of tenant. :- It is major area where CITY MALL36 should emphasis
because tenants are the sales generator of CITY MALL36. The problems like meeting
with management should be done properly, make it sure that their will not be
any communication gaps with them. The monthly charges must deserve the desire of
tenants.

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CONCLUSION

64
BOSTON CONSULTANCY GROUP (BCG) MATRIX
We try to relate city mall36 with this consultancy matrix to find out the future and conclude
the present scenario of City Mall36.

20

Growth
In % STAR PROBLEM CHILD
10 10

5
CASH COW DOG
Market share

Market Share

1.STAR:- This reflects the introduction stage of the product in market .when the product is
new and innovative then it has the power to generate maximum output because of being
different .The growth rate is high but the market share is weak. The product here needs to
stabilize itself in the market to continue its profit making, increasing its share in the market .If
it fails to do that in the future then the product is thrown out of the market.

2. PROBLEM CHILD:- The problem child is also shown as question mark , this is the
growth stage of the product, the expenses on the promotion ,advertisements are very high and
comparatively the market share is very less. There is very difficult stage of the product life
cycle and so the generation of output should be so much that it should meet as much as
expenses as possible.

3. CASH COW:- This is maturity stage of the product. The product here has a very good
market capitalization, and enjoys a good healthy output from this. Every organization has a
cash cow in their bag. This is the most satisfactory stage of the product, it has no complaints
no issues in anything in the market just pure profit, in this stage the expenses on the
promotional activities is also very low.

4. DOG:- This is the decline stage of the product , where the product is left with neither share
or growth in the market, it becomes a burden for the organization . The output is low, no
proper strength is left in the product then it is been thrown out of the market. Some product
has a good potential for the company, so it is being re launched with some additional features
to it.

The citymall36 is in the position of the STAR here, because it is in a introduction stage, and
enjoys the monopoly in the market. But in coming few months its competitors will be in the
65
market. Therefore it will be difficult for the organization to contain its market share and the
growth in the market; otherwise it can be moved out of the market.

If the growth stage is being controlled properly then it can become a successful product.

METHODS OF ATTACAKING COMPETITOR

City Mall36 can use these following methods as there tool against their rivals to survive
in market.

1. Attack on their Strength: - In this technique the strength of the competitor has to be
analyzed properly and then strategy is made to over come against the strength of the
competitor.

2. Attack on their weakness: - Here, the weakness of the competitor is identified. After
the identification steps have to be implemented.

3. Pre Emptive attack: - Here the attack is made on the competitor as he is planning to
attack on you. After this no chance is left with competitor to take any further step.

4. Guerrilla Attack: - When the competitor is much bigger then us, then this method is
used. With the high market share and with highly influence the customer, in some area
the competitor escape their services provided to the customer, so that in that area we
penetrate in the market.

5. Attack on many fronts: - In this strategy, organization may have to acquainted or

search for all the possible area in which they find a path to enter in the market and
beat their competitor.

6. End run-offensive: - In this method, organization may search for the tools and
strategies which are applied by their competitor to be stay in the market, after that
they launch a new concept in the market which is better then their competitor without
any promotion. Overall they can capture the market share because they have a faith on
their brand and their product.

Till now there is no such competitor in front of City Mall36 but at the end of Dec 2008 there
will be grand opening of TREASURE ISLAND, MEGNETO, and CITY CENTRE in

66
Raipur. Treasure Island has already created their brand image in the mind of people in all
over India.

Over look of the Strength of Treasure Island

5. Awarded by CNBC for best design mall in Asia.

6. Will provide 3 star hotel facilities in their infrastructure.
7. Parking facilities in every floor.
8. More Brands will introduce.

All these facilities will provide by Treasure Island and after that if we concern about
MEGNETO MALL it will be the biggest mall in Chhattishgarh, it will cover 330 m area for
their infrastructure which is much bigger than City Mall36. They can advertise their brand in
all over Raipur. The strength is that, the design of MEGNETO will be comparison of British
style Mall. First PVR will be introducing by MEGNETO.

The third competitor of City Mall36 will be CITY CENTRE which will open as a multiplex
in Raipur. The best part is that it will open in between Pandri and Devendra Nagar which is
one of the posh areas in Raipur. Location will be their best strength because people can easy
to assess and they can also enjoy the shopping with entertainment.

According to the Market Research of Raipur, people have a great ecstasy about
TREASURE ISLAND, MEGNETO, and CITY CENTRE. As per the feedback of the tenants
and the customer today’s scenario is that the general public of Raipur wanted to live luxury
life like metro cities, so that they want all the required information and all the facilities which
will make them comfortable.

From the management point of view City Mall36 has to adopt Pre Emptive Attack strategy
because as per the market research it will definite that by of the opening of other malls in
Raipur it will affect the footfall and it can reduce profit generation of the City Mall36.
Therefore by introducing the advertising strategy and brand promotion tools which we has
mentioned above can make a strength of the mall and it helps to compete with their
competitor.

City Mall36 can retain their customer only by providing quality services and maintaining
their relation with customer. If they can compete with their introducing competitor it is a right
time for the City Mall36 to put their all affords in advertising, brand promotions,
awareness programmer etc to hold customer

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RECOMMENDATIONS

68
 ADVERTISEMENT AND SALES
PROMOTION

 From the analysis of the data collected we came across that nearly 90% of customers
as well as retailers/distributors voted for advertisement and sales promotion for
branded products.

 Company need to promote its brands by means of advertisements and other

promotional activities.

 Electronic media should be used to promote the products because it is the most
powerful and influencing at present.

 Advertisement creates brand awareness among the people which is very important to
sell a branded product.

 Brands can gain a lot of attention from well-placed newspapers and magazine.

 We can promote our brand by sponsoring events which is a strong brand building tool.

 Trade shows represent a great opportunities of brand awareness, knowledge and

interest so the brands should be put forward in the trade shows.

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 Some more important suggestions/recommendations

 Put an end to the dictatorship of distributors.

 Retailer area should be given more attention.

 Make price list circulated properly to retailers.

 Make promotional tools.

 Margin should be increased or at least comparative to competitors.

 Company should appoint persons who would visit the retailers and
convey them the schemes.

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 BIBLIOGRAPHY

1. PHILIP KOTLER : MARKETING MANAGEMENT.

2. NAMAKUMARI
RAMASWAMI : MARKETING MANAGEMENT.

3. WEBSITE : WWW.GOOGLE.COM
WWW.WIKIPEDIA.COM

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