A Report on

SGS Mall & ISHANYA Mall

TABLE OF CONTENT

Sr. No. 1. 2. 3 4. 5. 6. 7. 8. 9.

Chapter Name Introduction History Location Layout Interior Merchandise Offer Communication Mix SWOT Analysis Conclusion

Page No. 3 4-7 8-10 11-16 17-20 21-27 28-32 33-40 41

Chapter: 1
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INTRODUCTION
Pune, 'the queen of Deccan' is a place of shopaholics paradise. Some beautiful shopping malls are located in Pune to cater the shopping lover people. Pune visit will remain incomplete without shopping. Pune, the queen of Deccan offers much to tourists and travelers. Shopping malls are one of them. Few of those are mentioned below:

SGS NUCLEUS Pune Central Ishanya Mega Mart Vishal Mega Mart KK Bazar

So, here we are going to discuss the points of comparison of SGS Mall and Ishanya Mall. But before that we will just discuss the history of these two malls in brief.

Chapter: 2

HISTORY SGS Mall:

SGS Mall in Camp, Pune stocks topnotch Indian and international brands. SGS Mall, Pune is an invaluable addition to the superb properties owned by Subhash Gulati Group and is considered as the most happening mall in Pune City. The Mall is matchless in its ambience and is amongst the best malls in the country and its presence is felt even internationally. It has stores of United Colors of Benetton, Marks and Spencer, Westside, Body Shop, Reebok, Adidas, Spykar Jeans, Nike, Mochi, Citywalk, Me n Moms, Levis, Louis Philippe etc. To help you indulge in food they have Mc Donalds and Pizza Hut. Thousands of visitors throng this mall each day for shopping, gaming, and live DJ music and for mouth watering food. The mall is open from 10.30 AM to 10 PM.

Some Facts:

SGS Mall was formerly known as Kakde Mall. Category: Departmental Store SGS Camp 240000 On Moledina Road 0.24 million sq ft Close proxomity to high street MG (Mahatma Gandhi) Road Strategic location, casual food court ,music in atria attracts young By Subhash Gulati Group Aim- To keep the mall abreast with changing global trends and staying with current Technological advances.

ISHANYA Mall:
Ishanya is located in Pune and is coming up on a 10-acre property and will feature a staggering range of 52 categories of national and international products and service brands. Catering to all sectors of buyers including homes and office owners, hotel and retail industry besides commercial developers and builders, Ishanya will showcase products from glazing,, flooring, lighting, acoustics, furniture, furnishing and hi-tech electronics. Besides art, sculpture and landscape design, the specialty mall will also offer space to architects, interior design firms and consulting engineers.

Mr. I. S. Narula, President and Chief Executive Officer, ISHANYA The project is slated for completion by December 2005. Noted architect Kamal S Malik has lent his touch to Ishanya which finely blends ancient and modern building concepts. Deepak Fertilizers and Petrochemicals Corporation Ltd (DFPCL) is the promoters of Ishanya.

Some Facts:
Started on 29 May, 2007 CEO Mr. Ajay Krishbamurti By Deepak Group Speciality Mall Focused on the interior and exterior Office owner, builder/ developer, an architect Meaning of Ishanya is North-East in Sanskrit, most auspicious direction according to Vaastu - Shastra Goal-To be the first retail destination in India to offer this unique service.

Chapter: 3 LOCATION SGS Mall:

On Moledina Road Close proximity to high street MG road Considered as the most happening area. Area which connects the entire city.

ISHANYA Mall:

Ishanya is located in Pune and is coming up on a 10-acre property and will feature a staggering range of 52 categories of national and international products and service brands. Catering to all sectors of buyers including homes and office owners, hotel and retail industry besides commercial developers and builders, Ishanya will showcase products from glazing,, flooring, lighting, acoustics, furniture, furnishing and hi-tech electronics. Besides art, sculpture and landscape design, the specialty mall will also offer space to architects, interior design firms and consulting engineers. The project is slated for completion by December 2005. Noted architect Kamal S Malik has lent his touch to Ishanya which finely blends ancient and modern building concepts. Deepak Fertilizers and Petrochemicals Corporation Ltd (DFPCL) is the promoters of Ishanya.

North-east of Pune. Located Opposite Golf Course, Off Airport Road, Yerwada Total built-up space of over 5, 50,000 sq. ft. Spread over a lush green 10-acre campus. A business and consumer destination by day and a cultural hub by evening Presence is felt internationally.

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Chapter: 4 LAYOUT
The next important aspect after selecting a location for a retail store is the selection of appropriate layout.An arrangement or a plan, especially the schematic arrangement of parts or areas is called layout.

SGS Mall- Layout:

The SGS Mall is on Moledina Road. One can easily see it while passing by the road.

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Things to be noted about the faade of SGS Mall: It has a wide entrance. Citi Bank ATM outside the mall: this ATM make it sure that a customer does not fall short of cash while shopping as one can use any banks ATM card at any banks ATM machine. Ample advertisement space outside the mall: The mall has a lot of space for advertisements. Nowadays, a big poster of Kaun Banega Crorepati can be very well seen at the very entrance of the mall. There is ample space outside the mall for other advertisements also.

First Floor of SGS Mall:

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The following points can be noticed about the first floor of the entrance of the SGS Mall: If one enters from the main entrance of the mall, he/she enters the first floor. There is a security check at the entrance. Separate for men and women. Many wrist watch brands stalls are at the entrance of the mall. Viz. Big-Time, Swatch, The Time Factory, Fast track. Interestingly, Titan brands stall is not at the entrance. As it is a Tata Company it is a part of Westside which is a part of SGS Mall. Westside and Landmark have two entrances. One from outside the mall and one from inside the mall. Mc-Donalds and Pizza- hut are next to each other and one can notice them at the right hand side while entering the mall. There is a lot of sitting space (denoted by dots of various colors in the layout diagram). Two jewelry shops and one foot-ware shop is at the first floor. In order to go down to the ground floor two modes have been provided. One is by normal stairs and the other is by the escalator which is down stairs only. These two modes are next two each other. Parking area: There is a guard at the entry of thee parking area. Security check of vehicles is being done here. And for security purpose one has to go from inside the mall to the parking area to get their vehicles outside the mall. Approx 100 two-wheelers and 70 four-wheelers can be parked at one time.

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Ground Floor of SGS Mall:

Points to be noted about the ground floor of the SGS Mall: There is ample sitting space at SGS Mall. The sitting space is denoted by the dots of various colors in the layout figure above.

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The centralized sitting space makes it sure that while sitting at the centre the customer is able to see all the stores of the mall. On the other hand, had the stores been at the centre the people sitting around the stores would not have been able to see the stores at the other side. 95% of the stores at this floor are apparel store. Drinking water is also being provided. It is outside the Provogue store. Washroom is also at the ground-floor. It is much visible and is quite clean. The escalator to go back to the first floor is opposite to the escalator to come down to the ground floor.

ISHANYA Mall- Layout:

It has a total built-up space of over 5, 50,000 sq. ft. Spread over a lush green 10-acre campus: Ishanya is near Maharashtra Housing Board Society, which is a Government of Maharashtra undertaking. This area is greener as compared to other parts of the city Pune.
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Designed by a noted Architect Kamal. S. Malik: Kamal. S. Malik has also designed the layout for WNS Company. He ensures it that there is proper natural light coming inside the store during the day-time. This saves the energy, hence the costs.

It is designed according to Vaastu-Shastra. The name Ishanya itself means NorthEast in Sanskrit. North-East is considered as the most auspicious direction in VaastuShastra.

Departments are named as arcades.

In total there are five arcades at Ishanya Mall.

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Chapter: 5 INTERIORS Interior-SGS Mall

Cleanliness: After every 5 minutes some or the other house-keeping staff, in red color uniform, cleans the floor. So, the cleanliness of the store is maintained all the time. Game zone:

Game-Zone for children is also being provided. So, the children can enjoy here. Also, this is one of the crowded areas of the mall with children, their parents and youths (too) playing and having fun. Two main type of stores: (a) Apparels, and (b) Food

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Advertisement space: Ample ad space is there inside the store in the form of posters and hoardings above the entrance of various stores inside the mall.

There is a hoarding inside the store, at the ground floor, near the stairs in which the procedure and contact details to book ad space in SGS Mall is being provided.

Music: Continuous music can be heard at SGS Mall. The music played is loud and the latest one. It is so because the crowd that visits this mall comprises most of the youth.

Lighting and AC is centralized and it needs to be put on during the day time also.

Interior ISHANYA:
Anchor Area: Anchor area means placing similar products together inside the store. E.g. - all products that may be used in a bathroom are kept together.

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Importance of anchor area: o Helps the customer visualize how various products would look together. o Also encourages purchases.

Suggestion board for the visitors:

There is a suggestion board at the entrance of the mall. Papers, pen and pins have been provided near the board. Many visitors have pinned their suggestion on the board. Music: Different stores play different music. Most of the stores play Bollywood songs of 1980s and 1990s. Signages: In Ishanya Mall signages are used to describe the features of the product. Some other signages are used to direct the customers. Some are hanging from the
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ceiling; some are lollipop signages, while some are wall signages. Graphical signages are also used to educate the customers about the various brands available in Ishanya. Graphical signages are those types of attractive signages that use combination of images and letters to educate the customers. Escalators and lifts: Ishanya has sloping as well as normal stairs type of escalators. Sloping escalators help the staff to move the heavy goods easily and safely from one place to the other in the mall. It also helps the aged customers to move easily in the store. These escalators have sensor in them. So, these start operating only when a customer steps near them. This saves the energy. Lift facility is also been provided at Ishanya Mall.

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Chapter: 6 MERCHANDISE OFFERS

Customer visiting a retail shop, very often, know what they wish to purchase they may however, be unaware of the specific size, variant or type of product that is best suited for their needs. After an initial assessment of the products available, they may arrive at a decision in the specific product that they wish to purchase. It is this stage that the merchandise that the retailer has on offer in the store, plays a critical role in determining whether the purchase is made or the customer takes his search for the products elsewhere. THE CONCEPT OF MERCHANDISE PLANNING The retailers reason for existence or his vision and mission for being, largely dictates the business strategy adopted. A part of this strategy is also the retail model that he choose to operate in which in turn determines the type of product, price, etc, that is retailed in the store. Therefore, while the retailers business mission dictates merchandise planning, the starting point of merchandise planning is an analysis. Merchandise planning can therefore, be defined as the planning and control of merchandise inventory of the retailer firm, in a manner which balances the expectation of the target customer and strategy of the firm. Merchandise planning is beneficial to the customer and to the retailer. Its benefits the retailer as it enhances the possibility of the right assortment of goods with the adequate amount of depth, to be available at the store where it is needed.

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TYPES OF MERCHANDISE: Staple/Basic Merchandise: Staple merchandise is those products which are always in demand. They may be the basic necessities of life like sugar, salt, dal, etc. Alternately, they may be products for which there is always a steady demand. Depending on the type of the retail model, the retailer has to determine the staple product/s foe the store. In many cases these products may be also be termed as Classics. Examples of products that may be classified as staple are mens white shirts, socks, handkerchiefs, stationery. Fashion Merchandise: Merchandise that has high demand for a relatively short period of time is referred to as fashion merchandise. Buying the right quantities at the right time is of great importance for this category of the product as the demand for the end of the season or the products is for limited time. Excess buying may result in heavy markdowns at the end of the season or when the product goes out of style. Example of the products includes various cuts in jeans, which may be in style foe a season, short lengths in kurtas, etc. Seasonal Merchandise: Seasonal products include products that sell well over nonconsecutive time periods. Example of such products include rainwear like umbrellas and raincoat, winter wear thermal clothing, etc.

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Fad Merchandise: Fads, in contrast to fashions, enjoy popularity for a limited period of the time and usually generate high levels of sales for a short time. Style: Style refers to unique shape or form of any product. It may refer to specialized types of expression such as taste in music and food preference. VARIETY OF MERCHANDISE: The variety of merchandise mix refers to the number of the different lines that the retailer stock in the store. For example, a department store may provide collection mens womens and childrens wear and home. This would then be termed as the variety offered by the store. Width of Assortment Number of distinct goods/service categories (product line) a retailer carries. Width of the merchandise may also be referred as a Breadth or merchandise brands in the merchandise lines. For example a retailer stocking various brand of mens shirts, etc. Depth of assortment The variety in any one good/service categories (product line) with which a retailer is involved. It refers to the average number of SKUs within each brands of the merchandise line. For example a retailer decides to stock 10 design of shirt in five different sizes and four colors ,then it would be the depth of assortment.

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Merchandise Offers by SGS

Apparel Brands: Marks and Spencer, United Colors of Benetton Spykar Westside Me n Moms Reebok Levis Signature Guesses Espirit Levis Pepe Provogue Louis Phillipe Zodiac Benetton Nike

Watches offer Brands: Swatch Fastrack Timex factory

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Shoes Brands: Adidas Mochi, Citywalk

Food offered Brands: Pizza Hut McDonalds Subway Yo China Baskin & Robbins

Other Brands: Landmark Planet Sport US Polo Damas Allen Sollly Big Time Sketch Express

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Merchandise Offer ISHANYA

Ishanya is a destination mall that combines retail with over 5000 brands, spread across 100 retail outlets Current Global Brands at Ishanya Signature Kitchens, Malaysia Dorma, Germany Hettich, Germany Haworth, USA Armstrong, USA Bose, USA Osim, Singapore KI, USA Armourcoat, USA Llumar, USA Jotun Paints, Norway Merryfair, Malaysia Anchors have commenced fit-outs Home Town Croma @ Home

Fab India Floors & Furnishings Fenesta

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Haworth IIID Maspar Painted Rhythm Shreeji Innova Walltracts Yamini

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Chapter: 7 THE COMMUNICATION MIX

Communication is an integral part of the retailers marketing strategy. Primarily, communication is used to inform the customer about the retailer, the merchandise and the service. It also serves a tool for building the tore image. Example of this includes toll free number, which retailers provide for customer complaint and queries. Another example is the section called Contact Us on the website of many companies. It is believed that every brand contact delivers an impression that can strengthen or weaken the customer view of the company. Advertising Sales Promotion Public Relation Direct Marketing

Advertising Advertising can be defined as any paid from of non-personal presentation communication through mass media. It is popularly that one of the main aims of advertising is to sell to a wide mix of customers also to induce repeat purchase. Objectives: 1) Creating awareness about the product or store. 2) Create a desire want of product.
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3) To communicate he store with nationally advertised brands. Sales Promotion A sale promotion can be defined as a paid non-personal forms of communication that incentives customer to visit a store and or purchase merchandise during a specific period of time. Sales promotion helps a retailer by way of attracting customer traffic and enable quick results to be achieved. Depending on the type of promotion carried out it can help increase impulse buying generate excitement and can motivate other channel member. Objectives: 1) To stimulate trail purchase, this is usually done when a firm wants to attract new customer. 2) To encourage repeat purchase, In-package coupons valid for the next purchase are example of promotion aimed to encourage repeat customer. 3) To encourage larger purchase, Price reduction to for the price of one, a discount on the second purchase is example of the same. Public Relation and Publicity Public Relation is a marketing communications function, which aims to fostering goodwill. An important component of public relation is publicity. Objectives: 1) Store Opening 2) Store renovation 3) Celebrity visits and affiliation
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4) Designer association 5) New product ranges and launches 6) Awards received by retailer 7) Fashion shows and sponsored events Personal Selling Personal selling is a paid from of personal advertising, where salespeople assist customer in satisfying their needs through a person-to-person exchange of information.

Communication mix of SGS:

ADVERTISING Signage Standees Hoardings Floor stickers Kiosk space Road show media Film /TV serial shooting

SALES PROMOTION Scratch cards scheme Mc Donald Scratch Card Scheme : If above customer buys Rs.50 will get a scratch card after scratching whatever product been written there customer will get that free in the next visit.

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Frequent shopper programmers: Westside membership cards Birthday Offers: 20% discount has been offered during birthday PUBLIC RELATION AND PUBLICITY Celebrity visit Fashion show and sponsored events

Communication Mix Ishanya:

ADVERTISING Gives ads on radio, TV SALES PROMOTION Events precision directed towards customer segments consumers, builder /developers Events include: Seminars Exhibitions Art Shows Culture Club FEED BACK BOARD Food coupons Gifts on purchase on consumer durables

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Eg. Events like kyun banega Mrs. Kitchen? PUBLIC RELATION AND PUBLICITY Designer association Celebrity visits Eg. They have different tie-up with designer & interior designer who guide the customer how their home should be.

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Chapter: 8 SWOT ANALYSIS SGS Mall:

a. STRENGTHS: The strength of the SGS mall is as follows: 1. It is at Punes most happening area:SGS mall is very happening area where most of the youngsters visit the mall and nearby the area many colleges is being associated and to this Pune station is very near. 2. Visibility: Mall visibility is very good of this mall. We can understand from the below picture.

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3. Many brands under one roof:SGS mall has variety of imported stores here like the Body Shop, Marks and Spencer, United Colors of Benetton, Spykar, Westside, India Bulls Megastore, Me n Moms, Reebok, Adidas and a wide chain of shoe stores like Mochi, Citywalk etc. Eating joints like McDonalds, Subway and delicious cookies and chocolates are sold here 4. Infrastructure:Infrastructure of a mall is done very much good as being seen in below picture.

5. Good Hospitality service:Services are being given very properly. Employees are being given the dress code so that one can easily identify them. They guide the people in a very good way. Housekeeping people were doing continuously cleanliness of the floor.
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6. Good Security system:Security system was maintained in a very proper manner. Before entry in the mall, they used to check each and every visitors and in the parking also it was been done. b. WEAKNESS: 1. Less visibility of some leading brands:In SGS mall the sitting arrangement is centered and food stalls are placed at corner and because of that main four leading brands are being covered.

From above picture, it comes to know that behind this chat shop Reebok brand has been hide. And same thing has been happened with the Louis Phillipe, Nike. 2. Not much people visit for shopping:Most of them visit for the enjoyment rather than the shopping.

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3. Wastage of electricity:Structure of the mall is not been made such a way that during the day also the mall requires the light inside the malls. Escalators are also continuously working, for avoiding it they could keep sensors. 4. Advertising banners are blank:Outside the mall most of the advertising banners were blank, they could have filled it. Due to this they could earn some revenue out of this.

c. OPPORTUNITY: 1.Increasing number of youngsters 2.They can include Multiplex:-

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SGS mall has been targeted to the youngesters then theuy can open multiplex also which may increase their business. d.THREATS: 1. Overflowing Drainage outside the mall:-

2. Separate entrance for Westside and Landmark:To SGS mall the separate entrance for Westside and Landmark creates a threat as people may particular shop only and may not enter the mall.

ISHANYA Mall:
a. STRENGTHS: 1. Speciality Mall:Focuses on the interior and exterior needs of a home or office

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2. First store of its kind in India

3. Good explanation of products and Sinages:In ISHANYA mall the explanation of the product is done in very good way, so that the customers will get the information in details with the price. Sinages were also placed very properly, as shown in below figure.

4. Proper utilization of electricity:Design of mall was made such a way that during day time there is no requirement of electricity as natural light appears. Escalators are also working on sensors. 5. Trained Staff:They have trained staff and give the information in detailed manner. b. WEAKNESS:
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1. Limited target group:As this is a speciality mall the targeted group is very less. They are Architects, interiors, etc. 2. Conversion ratio is very low:Usually people visit this mall during weekends only. And the conversion ratio is only 10 percent. 3. High Prices of products:Prices of the products are kept high as compare to the other shops in the city. 4. Wastage of Human Resource:During weekdays there is necessary to have more manpower as very handful people visit the shop. They waste their time in standing a group and chatting with each other. 5. Slow construction:Still the construction work is going as now it has to be completed. It is shown in pic.

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c. OPPORTUNITY: 1. Scope for future expansion:Mall has got wide area so they have many opportunities to expand their business 2. Emerging needs of events 3. Casino or Lounge can be opened:As mall has been having target customers of upper class and upper middle class, so they can have casino or lounge in their mall. 4. Number of Architect and Interior Designers are increasing.

d.THREATS:1. Less visibility:Ishanya mall is being placed outside the city and they have not mentioned the proper signages to enter the malls. It required asking many people were the mall is being there. 2. The same brands are also available outside ISHANYA:Brand which are available in the malls like Home Town, Croma etc. are also placed in the main city. So, usually people may prefer to go there and shop instead of going outside the city.

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Chapter: 9 CONCLUSION

Thus, from above information we can conclude that there cannot be comparison between SGS and ISHANYA malls. As SGS is a Departmental Store whereas ISHANYA is speciality mall.

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