Topic : Strategies of Mall of India to Compete with Great India Palace

A shopping mall, shopping centre, shopping arcade, shopping precinct or simply mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area a modern, indoor version of the traditional marketplace. Modern "car-friendly" strip malls developed from the 1920s, and shopping malls corresponded with the rise of suburban living in many parts of the Western World, especially the United States, after World War II. From early on, the design tended to be inward-facing, with malls following theories of how customers could best be enticed in a controlled environment. Similar, the concept of a mall having one or more "anchor" or "big box" stores was pioneered early, with individual stores or smaller-scale chain stores intended to benefit from the shoppers attracted by the big stores.[ New trends In parts of Canada, it is now rare for new shopping malls to be built. The Vaughan Mills Shopping Centre, opened in 2004, and Crossiron Mills, opened in 2009, are the only malls built in Canada since 1992. Outdoor outlet malls or big box shopping areas known as power centres are now favored, although the traditional enclosed shopping mall is still in demand by those seeking weather-protected, all-under-one-roof shopping. In addition the enclosed interconnections between downtown multi story shopping malls continue to grow in the Underground city of Montreal (32 kilometres of passageway), the PATH system of Toronto (27 km (17 mi) of passageway) and the Plus15 system of Calgary (16 km (9.9 mi) of overhead passageway).

Vertical malls High land prices in populous cities have led to the concept of the "vertical mall," in which space allocated to retail is configured over a number of stories accessible by elevators and/or escalators linking the different levels of the mall. The challenge of this type of mall is to overcome the natural tendency of shoppers to move horizontally and encourage shoppers to move upwards and downwards. The concept of a vertical mall was originally conceived in the late 1960s by the Mafco Company, former shopping center development division of Marshall Field & Co. The Water Tower Place skyscraper, Chicago, Illinois, was built in 1975 by Urban Retail Properties. It contains a hotel, luxury condominiums, and office space and sits atop a block-long base containing an eight-level atrium-style retail mall that fronts on the Magnificent Mile. Vertical malls are common in densely populated conurbations such as Hong Kong and Bangkok. Times Square in Hong Kong is a principal example.

A vertical mall may also be built where the geography prevents building outward or there are other restrictions on construction, such as historical buildings or significant archeology. The Darwin Shopping Centre and associated malls in Shrewsbury, UK, are built on the side of a steep hill, around the former outer walls of the nearby medieval castle;[26] consequently the shopping centre is split over seven floors vertically two locations horizontally connected by elevators, escalators and bridge walkways.[27] Some establishments incorporate such design into their layout, such as Shrewsbury's McDonalds restaurant, split into four stories with multiple mezzanines which feature medieval castle vaults complete with arrowslits in the basement dining rooms. Promotional Strategies campaigns have been developed for:

retail and service industries political candidates and elected officials educational facilities and health care professionals not-for-profit organizations and trade unions

The objective of a Promotional Strategies campaign is simply to make sure your audience knows you're out there, find the right message, medium and strategy to reach them, and make it easy for them to reach you. Here is a partial list of the products and services provided by Promotional Strategies:

writing and editing print design and layout web development, design and management data services offset printing mailing services promotional incentives and give-a-ways political & campaign consulting

Executive Summary Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a first mover advantage in an upcoming sector. In India, that advantage goes to MALL . It has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof at low rates, or so it claims. In this project, we will study its marketing strategies and promotional activities. The data collection approach adopted was experimental research & survey research. The instrument used for the data collection was observation & questionnaire. The target respondents were the visitors of mall, with the sample size of 90 for the study of sales management of the company. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data. Based on those the inferences have been drawn with peer supportive data. Objectives: To know the effective promotional strategy which influence customer to purchase a product of MALL.

Sub-objectives: 1. To know the promotional strategy of mall. 2. How Mall Establish and maintain the in retailing through promotion .

Recommendations:

MALL should keep offers in regular intervals so that there should not be a long term gap, because offer is the most influencing factor which is responsible for customer purchase decision.

And they also concentrate on T V advertisement they should show ads and promotional offers in a regular interval in three languages like Kannada Hindi English.

Hoarding should be placed uncovered area.

Limitations:

The study was restricted to only the customers MALL. The time constant was a limiting factor, as more time required carrying out study on other aspects of the topic.

The result and analysis based on the customer survey method and small sample size has taken only 90

Findings are related to particular areas

Conclusion: Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a first mover advantage in an upcoming sector. In India, that advantage goes to MALL. It has brought about many changes in the buying habits of people. It has created formats, which provide all items less than one roof at low rates.

The consumers preferences are changing & they are moving from Traditional Kirana stores to Modern Retail outlet. Its the main challenge to the Modern retail outlets to attract the customers towards them from that of competitors. To attract more customers companies have to carry out the promotional activities in unique way. MALL has maintained that uniqueness & has succeeded in attracting customers. The promotional activity of the company, which famous as Less Price than others as it says Nobody Sells Cheaper and Better! is made its place in minds of customer. As the competition is becoming stiff in the market the activities conducted by the company are unique, that have brought fruitful result to the company. Among them sales Promotions is one of the leading activity or unique among all other activities & has high influence on the customer walk-in. ComponentsFood court A common feature of shopping malls is a food court: this typically consists of a number of fast food vendors of various types, surrounding a shared seating area. Department stores When the shopping mall format was developed by Victor Gruen in the mid-1950s, signing larger department stores was necessary for the financial stability of the projects, and to draw retail traffic that would result in visits to the smaller stores in the mall as well. These larger stores are termed anchor store or draw tenant. In physical configuration, anchor stores are normally located as far from each other as possible to maximize the amount of traffic from one anchor to another. Stand-alone stores Frequently, a shopping mall or shopping center will have satellite buildings located either on the same tract of land or on one abutting it, on which will be located stand-alone stores, which may or may not be legally connected to the central facility through contract or ownership. These stores may have their own parking lots, or their lots may interconnect with those of the mall or center. The existence of the stand-alone store may have been planned by

the mall's developer, or may have come about through opportunistic actions by others, but visually the central facility the mall or shopping center and the satellite buildings will often be perceived as being a single "unit", even in circumstances where the outlying buildings are not officially or legally connected to the mall in any way.

SOME STRATEGIESSuccess is about collaboration! The mall media association between iMedia and Bedford Marketing has created the perfect backdrop from which to run various, impactful advertising for the competition's campaign. Outdoor advertising has become a valuable source of revenue to property owners, but it often falls foul of aesthetic standards, or simply becomes part of the furniture.

The glass showcase was initially iMedias concept designed to showcase exclusive, upmarket cars. It was later transformed into a showroom media concept by Blue Chip Outdoor and an integration of media relationships with OMD Cape Town and 140BBDO that set this showroom display into motion.

The display is close to the target market prompting curiosity and closer inspection. This is what showroom media is all about it gets people interested! The Center has been installed with eight, 42-inch Touch Screens that currently display mall advertising, an interactive mall map and provide a self management system that allows the landlord complete control over its usage.

As Property Media Managers, iMedia offer malls convenient and experienced services that encompass the sale of advertising, promotional space, signage, vinyl, website, design and all in-centre communication.

The company acknowledges that it is fundamental to differentiate malls and create sustainable advertising revenue and to do so requires thorough and effective media

management. By applying industry insight and knowledge, iMedia set out to deliver exceptional media and communication services. Attractive presentation, coupled with a media strategy, conceptualised specifically for your mall, lets you operate more productively and profitably!

We create personality for your mall with media services that provide essential mall communication and advertising income. As a Property Media Management company, we know its vital to differentiate your mall and create sustainable advertising revenue. The mall and the retailer should work out a strategy where the mall focuses and enhancing the overall experience and the retailer focuses on the delivering a good variety of products, With the retail business all countries growing at a rapid speed, managing malls is a huge challenge. The need for proper retail asset management is critical.

MALL Strategies for establishing successful world class MALLS1. Get the Design and Aesthetics right. 2. Define a clear Mall positioning statement. 3. Build a sustainable Anchor strategy. 4. Have a balanced Tenant mix. 5. Parking .

Malls are similar to olden days maket places where melas used to take place. Malls are same thing in the modern form.These are the following strategies Mall management should adopt for the success of the mall.

1. Select right mix of shops based on the location of the mall, target clientele and the trend.

2. Leave ample spaces all accross the mall, seating areas and other decent and good comfort facilities.

3. Providing easy and hassel free parking for the visitors and don't allow to occupy that by the employees of the store.

4. Do everything that increases footfall into the mall(a) Promotions, shows, art exhibitions, decorations, fun activities for children, competitions for children in various fields like painting, dancing, singing, debating etc and some hungama.

(b) Conduct some activities related to the local festivals. 5. Take responsibility to generate productive footfall by signing up for revenue share and lowered rentals.

6. Try and have one anchor store which is the choice of local majority crowd. 7. If space permits, provide everything that a family outing needs to do - such as, Movie, food court, grocery, shopping, other entertainment like fun and amusement events etc.

As we know weekends attract more people ot malls.

1. Make the visit to malls entertaining,refrshing. by engaging small entertainment groups and permanent children playing facility etc.

2. More place to move in the mall as conjunction makes people more restless. 3.Imparting more knowledge about products. 4.Making available most of products the customer require.

Slowly the mall mgt is becoming critical 1. Anchor Store - it should be well know name and should be able to pull footfalls. 2. It should try to cover all the purchasing requirement needed by a family across various retail department.

3. It should also include services, entertainment, games, live show. 4. It should also include the indoor and out door games for various groups. 5. It should have parking facilities which is spacious and easily walk able distance. 6. There should be a sitting couches/sits around the mall at appropriate distance. 7. Look & Feel should be wow factor, as the next generation is expectation a lot from look and feel. 8. It should have a good hang out type of environment for various groups. 9. Retailer should be of right mix and of different level. 10. More exclusive retail tie up better for the branding stand point . 11. Spacious food court with wide variety, this is now has been one of the most important factor. 12. In future, we make need to have easy cart for senior citzien, so we need to plan the mall elevation in such a way.