Summer Internship Project Presentation

On
A study of Marketing Communication Mix
Strategies Adopted By Anchor Retail Firm In
Great India Place Mall

By :
Pawan Kumar
PGDRM-10
FT(RM)-08-116
Summer Internship project Presentation
On
A Study Of Marketing Communication Mix
Strategies Adopted By The Anchor Retail Firm In
Great India place
1
Company Profile
Unitech, real estate firm, and International
Amusement Ltd, widely known for their Appu
Ghar project, have formed a joint venture to be
known as International Recreation Parks Pvt
Ltd (IRPPL) and will be coming up with two
entertainment parks in Noida and Rohini.
The construction of these parks will cost the
company approximately Rs. 1,600 crore.
The park would feature over 30 different rides
and various attractions.
2
Cont
IRRPL, had invested Rs 1,200 crore on the
Noida project and around Rs 400 crore on the
Rohini project.
Noida will have a built up area of 150 acres,
which would be divided into two zones
amusement park and commercial park.
A world-class integrated destination with
multiple theme park, cinemas, shops and
restaurants

3
The Great India Place
Designed by Callison Inc. the interior theme is
"shoppertainment", which integrates shopping and
entertainment in the same premises.
Spanning 150,00,00 sqft, this is one of the largest
retail developments in India.
It houses big retail outlets like the Shoppers Stop,
Globus, Pantaloon, Big Bazaar, Home Town,
Lifestyle and Lifestyle Home and also has outlets of
well known brands like Bossini, Adidas, Nike, Guess,
Marks & Spencer.
The mall follows a zoned concept with home and
grocery on the basement level, women's apparel on
one side, men's on the other.

4
Objective
Study about the various marketing
communication strategies adopted by various
anchor retail firm.
What strategies the retail formats use to meet &
beat the competition within GIP.
What is the significance of location of each
retail format with in GIP.
What are the motivational tools used in these
retail formats to enhance & performance.


5
Anchor Stores
Lifestyle:- Lifestyle International (P) Ltd is part
of the Landmark Group, a Dubai based
retail chain. With over 30 years experience in
retailing, the Group has become one of the
foremost retailers in the Gulf.
Effective Visual Communication .
Discount Purchasing.
Send mail and SMS to regular customer.
Provide membership card to their regular
customer.




6
Shopper Stop
Shoppers Stop is an Indian department stores
promoted by the K Raheja Corp Group.
Shoppers Stop is one of the leading retail
stores in India.
Shoppers Stops has a loyalty program called
First Citizen.
They also offer a co-branded credit card with
Citibank for their members.
7
Big Bazaar
Big Bazaar is a chain of hypermarkets in India,
with more than 100 stores in operation.
It is a subsidiary of Pantaloon Retail India
Ltd's, Future Group, and follows the business
model of United States-based Wal-Mart.
Loyalty program
ICICI Bank Bazaar Silver Credit Card.
ICICI Bank Bazaar Gold Credit Card.
Shakti Card.
ICICI Bank Bazaar Central Credit Card.




8
Cont
Online Promotion.
Telecalling from the collecting database.
Sms with special offers on Birthdays,
Anniversaries, New Offer\promotion Eying
the buying behavior Pattern.


9
Research Methodology
In the survey work the method of Questionnaire is
being used. The questionnaires are then studied
properly to find out about the various inputs from the
customers of GIP Mall. The survey was done among
50 customers in GIP Mall.
Gathering of secondary data.
Compiling the data & making the questionnaire for
customers.
Counting the number of stores & dividing them
according to various segments.
Checking the particular store location & the relevance
of the location.


10
Questionnaire
Through my survey I found that 46% of the respondents visit TGIP twice a
week, 20% respondents said that they visit TGIP once in a month.

11
It is found that TGIP is in the top list for an overall entertainment as 44%
respondent voted TGIP at the top for overall entertainment place and next
is Shipra mall in the mine of the respondents.

12
Most of the respondents find the ground floor most
preferable one for hangout as 38% prefer the ground
floor and only 10% find basement as preferable place in
TGIP.
13
BIG Bazaar is the heart of TGIP and its the store
which catches the audience most as 40% find
shopping of HOME SHOPPING in BIB
BAZAAR most interesting one.

14
It is found that most of the people visit the mall
for apparels as majority of the respondents said
that they visit in the mall for Apparel Category.

15
Most of the respondent said that cant resist to forget
to visit BIG BAZAAR whenever they go in TGIP as
38% percent preferred BIG BAZAAR.

16
The main thing of driving a person into the mall is the
Visual communication as 48% respondents found visual
communication as the major driver for making them to
go into mall.


17
68% respondents are aware of the Loyalty cards being
provided by the TGIP but there are 32% respondents
are still not aware of the Loyalty card.


18
Most of the respondents said that they have TGIP
Loyalty card 38% respondents are having TGIP
Loyalty card and 30% respondents have pantaloon
Loyalty card.


19
64% respondents are happy with Loyalty card scheme
but only 36% respondents and not happy.



20
Conclusion

To increase the footfall of the store during the
weekday.
Customers are more attracted towards Discount
Schemes & Sales.
Various Product lines also attract customers to
choose their retails stores.
Entertainment units & Kids zone should be
provided in Retail stores in order to cater more
customers.

21
Cont
The after sales service of retail stores should be
helpful & effective. This after sales service
creates loyal customers.
Major steps should be taken to stop shoplifting
in retail stores, as it is one of the problematic
characters for leading & large size retails
stores.
The retail stores should provide various kinds
of loyalty rights in order to provide more
customers.

22
RECOMMENDATIONS

Retail Stores should focus more on Store
Ambience, Store Space & Selling Areas.
All the Retails Formats should have an effective
Loyalty Programme.
More focus on Direct marketing should be given
in order to attract more & more customers.
Better after sales service & customer service
should be provided in order to make customers
loyal.

23
Cont
To manage proper proportion of Convenience,
Staple & Impulse goods.
Along with SMS the retails formats should use more
innovative ways to alert customers.
The Retail store should replenish the goods on time
(before the stock ends).
A proper proportion of Private & National Brands
should be kept in Retail stores.

24
THANK YOU
25