MALL CULTURE AND MANAGEMENT MITTAL AMIN MBA(PHARMA),SEM1KBIPER : MALL CULTURE AND MANAGEMENT MITTAL AMIN MBA(PHARMA),SEM1KBIPER What is MALL: : What is MALL: A shopping centre enclosed within a large structure; often two or three stories high, may have numerous stores, as well as entertainment facilities such as movie theatres, fast-food outlets, restaurants, and public areas.
Independent retail stores, services, and parking areas constructed and maintained by a management firm as a unit. 9/21/2011 2 MALL CULTURE AND MANAGEMENT Mall culture in India : Mall culture in India “The Western culture, the mall culture is coming.This is not really the traditional India.”
This is closer to the opposite of India. In this country, people traditionally shop at local markets, where vegetables are sold in one tiny shop and milk in another.
Shoppers go from one store to the next, buying flowers here, chicken there. They bargain for better deals. The markets often are filthy, littered with garbage.
But the malls offer everything under one roof.
There is central air conditioning, also.
Signs tell people how to ride the escalators, still new to India.
Songs by Radiohead blare over mall loudspeakers. 9/21/2011 3 MALL CULTURE AND MANAGEMENT Why people in India come to a Mall: : Why people in India come to a Mall: for different age groups, there are different reasons to come to mall. But somehow all of them are related to advertisement and cultural industry and ease of shopping.
Here are the reasons in descending order of popularity :
05-15 : For toys which some shops offers, Because their friends goes there, they saw a TV ad.
15-25 : To see some good looking opposite sex, Chill out and time pass, To show off.
25-45 : Shopping, Dinner and movie, Kids force them.
45-above : Kids force them, Shopping, Hell with malls they don’t like malls. 9/21/2011 4 MALL CULTURE AND MANAGEMENT Mall: A natural phenomenon in late industrial society: : Mall: A natural phenomenon in late industrial society: We can clearly observe that malls are very much qualifying for the tag of flag holders of late industrial society. They pop up in America in late 70s, then in European countries and in third world nations like India are undergoing same process.
Let us find out how malls are representatives of late industrial society.
Malls are characterize by their smiling workers. All of them are dressed same way and they are trained to behave friendly. Many malls also give awards like “best employee of the month” to encourage them.Customer likes this feature and feels respected in society. 9/21/2011 5 MALL CULTURE AND MANAGEMENT Slide 6: Mass Society:
Mass society is a society in which
concerns of majority, plays a prominent role.
Malls owners always take a deep interest in consumers need and then promote product for everyone which is well thought of and same in core but different in packaging.
It gives consumer a false satisfaction that he is getting his choice but in reality he is getting same thing as someone else.
Also on a larger scale due to malls ,get same quality of product as in Mumbai. This minimize the risk factor in products that whether this particular piece is good or not. 9/21/2011 6 MALL CULTURE AND MANAGEMENT Slide 7: Malls and various coffee chains have been claimed by the city’s youth as a space of their own.
The air-conditioning, music, movies all add up to an atmosphere that is probably a familiar, as like upscale version of the college canteen.
Lighting , colour , music , scent stimulate customer’s perceptual & emotional response & ultimately to effect their purchase behaviour.
Entertainment is pivotal for shopping center because it induce an exciting or fun shopping experience, which in turn can entice consumer patronage. Cultural industry and
entertainment: 9/21/2011 7 MALL CULTURE AND MANAGEMENT Slide 8: Knowledge becoming
source of power:
Now knowledge of market can land you a great job because everybody is searching for the mood of customers.
Advertising is a refined outcome of market knowledge.
Mall is a place which promotes the centralized advertising. Your advertisement in a mall itself guaranty reach up to a large number of customer. 9/21/2011 8 MALL CULTURE AND MANAGEMENT Slide 9: Use of technology:
Most of the small shopkeepers already
feeling heat as malls are using new and good technology for food packaging and administrative task. Lifts, Escalators, air conditioners, electronic security system are few example. Also now online malls are also in function in India. 9/21/2011 9 MALL CULTURE AND MANAGEMENT Slide 10: Mall management 9/21/2011 10 MALL CULTURE AND MANAGEMENT Slide 11: 9/21/2011 11 MALL CULTURE AND MANAGEMENT Slide 12: 9/21/2011 12 MALL CULTURE AND MANAGEMENT CONCEPTUAL FRAMEWORK : CONCEPTUAL FRAMEWORK This research is started with the main challenges that the shopping malls management faced nowadays.
Those main challenges replace the mass marketing strategy into the segmented marketing strategy for shopping mall management.
Moreover this research did causal market segmentation based on shopping mall image.
The next phase is the market targeting process that was conducted by measuring each market segment based on their perception toward the performances of shopping mall attributes and based on their shopping behavior in order to identify and to select the potential maket segment to be served and treated specially. After finding the potential market segments together with their perception information and their shopping behavior; then the development of marketing strategy can be established. 9/21/2011 13 MALL CULTURE AND MANAGEMENT Slide 14: The Indian retail market is expected to continue its growth trajectory into 2010. Mall management has been identified as a critical factor for the success of malls and the retail industry across the world.
Mall management broadly includes mall positioning, zoning, tenant mix, promotions/ marketing and facility/finance management.
Mall Management Large real estate developers and retail chains either have their own mall management arms operating as subsidiaries or have contractual agreements with international property consultants. 9/21/2011 14 MALL CULTURE AND MANAGEMENT Slide 15: Indian Scenario for MallManagement :
The partial Foreign Direct Investment (FDI) relaxation in 2006 allowed 51% ownership in joint ventures by single-brand companies in the retail market. This triggered high international single brand retailer interest in the Indian retail market. Additionally, large Indian conglomerates such as Reliance Industries and Aditya Birla Group are commencing their foray into retailing across. 9/21/2011 15 MALL CULTURE AND MANAGEMENT Slide 16: We anticipate that the success of Indian malls will not only be achieved by Organised retailing in India witnessed a gross housing the biggest and the best mix of retailers, but turnover of USD 320 billion1 in 2006.
Although also by setting up new standards and procedures, this figure is low compared with other developed in mall management that will provide a platform economies.
At present, about competitors 100 malls are operational at a Pan-India level with a total area of 19 million sq ft. 9/21/2011 16 MALL CULTURE AND MANAGEMENT Slide 17: As per the current In the current market scenario, both consumers estimates, about 3003 additional malls are expected to and retailers have limited choice in terms of mall be constructed across the country by 2010.
As organised retail grows, we expect the market to be more competitive by providing more choices to In the current market scenario, both consumers and retailers.
At this point, developers ,consumers and retailers have limited will have to work harder to create a differentiation for their product.
We believe consumers and retailers choice in terms of mall shopping will be attracted to malls that are professionally experience.
making effective mall management is a critical factor behind the success of a mall. 9/21/2011 17 MALL CULTURE AND MANAGEMENT Slide 18: Planning : is done in such a way that all the shops get equal importance after entering inside It is like a long corridor running from one road to other with shops on both the sides Feeling of openness & spaciousness More importance is given to natural lighting by providing 3 atriums.
Circulation : It is the highlighting feature of the shopping mall Spacious circulation is provided in it by a long corridor in the ground floor and corridors on both sides of atriums at the upper floors. 9/21/2011 18 MALL CULTURE AND MANAGEMENT Slide 19: Additional Features :
3,50,000sq. Ft. of people
spread 3,00,000 sq. ft of
parking. Dual entrances
Shoppertainment: ground +4 Floors Parking: Basement, Surface + multilevel Parking .Each parking level have direct access to respective floors.
Wide walk ways Visitor comfort zones on each floor, Uniform visibility Staff Comfort zones ,Over 800 car parks Floor to ceiling height of 3.9m ,Information Kiosks Tele- connectivity, Specific parking for autos and tour buses. 9/21/2011 19 MALL CULTURE AND MANAGEMENT Slide 20: Parking:
Excellent parking system
provided with roof parking
Spiral ramps are
provided to move onto
roofs No confusion with
the inflow and outflow
Lifts & Escalators:
Each floor is provided with 2 pairs of escalators and 1 pair of lifts [8 passenger capacity each]
Escalators are centrally places and lifts are placed in lobby adjacent to the central corridor. 9/21/2011 20 MALL CULTURE AND MANAGEMENT Slide 21: Sewerage and Solid Waste Disposal:
Sewerage is directly connected to the underground drainage system. Solid waste is collected by Authority.
Fire Safety :
Fire escape is provided at each level, easily accessible to all the people on the floor. 9/21/2011 21 MALL CULTURE AND MANAGEMENT Slide 22: Facility Management:
Facility management refers to the integration of people, place, process and technology in a building. 5Vanilla retailers refer to single-brand shops. It also means optimal utilization of resources to meet organizational needs. It broadly includes infrastructure, ambience and traffic management.
Infrastructure management refers to the management of facilities provided to the tenants within the mall. This includes provision of adequate power supply, safety issues in case of emergency and miscellaneous issues related to signage, water supply, sanitation, etc. 9/21/2011 22 MALL CULTURE AND MANAGEMENT Slide 23: The building management systems, close circuit security, computerized parking management system, ATM machines, 100 % generator backup, centralized air conditioning and line-in-music Completes the loop to offer a world class ambience thereby giving a ‘view of the future ambience’. 9/21/2011 23 MALL CULTURE AND MANAGEMENT Slide 24: mall management company is turning to social media to drive traffic to their properties.
Each participating mall will begin using Facebook and Twitter to share “insider” information about little-known sales at retailers, other valuable information that will help to promote mall traffic, even during the economic downturn.
Being in constant touch with your customers and feeding them ‘insider information’ is a successful strategy online. 9/21/2011 24 MALL CULTURE AND MANAGEMENT Slide 25: Dev arc mall Megha house 9/21/2011 25 MALL CULTURE AND MANAGEMENT Slide 26: 9/21/2011 26 MALL CULTURE AND MANAGEMENT Slide 27: 9/21/2011 27 MALL CULTURE AND MANAGEMENT Slide 28: Thank you 9/21/2011 28 MALL CULTURE AND MANAGEMENT