Professional Documents
Culture Documents
Summer Internship Project Presentation
Summer Internship Project Presentation
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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.
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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 Stop’s has a loyalty program called
First Citizen.
They also offer a co-branded credit card with
Citibank for their members.
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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.
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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.
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• 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 it’s 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.
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Most of the respondent said that can’t 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
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go into mall.
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.
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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.
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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.
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RECOMMENDATIONS
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THANK YOU
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