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01.IMP Study Commercial

01.IMP Study Commercial

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05/09/2014

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Research Findings for the ‘Commercial establishments’ for MAYFAIR MERIDIAN

A study by Research Team
Presented by: Mrs. Ruchi Sabale

The Research Study so far:
Objective: • • • • • • To study the various commercial establishments around the close proximity of the site (within 1.5 km). Secondary level study was also done in areas like Lokhandwala, New link road, Andheri Market, Juhu etc. NAS's Comments – Primary Survey to be done for all the above mentioned areas) To study the existing typologies of the same. To filter the typologies which are not existing in the vicinity, which then can be incorporated in our project, if required. To suggest an ideal mix which is harmonious, aesthetic commercial mix so as generate a micro-Cosmo environment in that area to identify with. To work out the strategies for Direct marketing and to reach to the short listed TG. To get the Best Deal at a good price by being very selective with every single commercial unit and the project as a whole.

Actions taken:
• Detail Commercial Inventory was conducted around the site, specifically on J.P Road, S.V Road, Ceaser Road, Bhardawadi Road and Daud Baug Lane.
• NAS's Comments – Available Options for the selected category have to be studied on the J.P / S.V Road extensively.

• Commercial establishments were recorded, segregated and tabulated - typology wise and area wise. • These categories were filtered. • Listing was done of the ‘wanted’ and the ‘rejected’ categories.
• NAS's Comments – Matrix showing the desirable categories / space/Budget etc.

Actions taken:
The criteria for selection / rejection was based on • Shop’s type, • Shop’s size, • Shop’s infrastructure requirement, • Shop’s customer type, • Shop’s parking requirement, • Shop’s aesthetic appeal, • Shop’s maintenance, • Shop’s harmonic balance with other establishments and primary residential spaces, • Shop’s presence in the area and its up gradation in the future context, • Shop’s Glamour and attraction, • Shop’s micro-environment spread, • Vision of a lifestyle complex etc.
• NAS's Comments – User Requirement to be worked out in detail.

Actions taken:
• Permutation / combinations were worked out so as to come out with a ideal mix of the commercial / office space. • An Exhaustive listing of the various brands related to Clothes, Jewellery, Shoes, Bags, Beauty, Kids Wear, Accessories Toys, Cosmetics, Bathing, Optical, Perfumes, Gift Shops, Furniture, Crockery, Home Décor, Books, Bakery, Restaurants, Fast Food Joints and many more were made.

Actions taken:
• The address / contact numbers/ corporate office numbers have been procured and are in the process of completion. • Marketing Strategy is then listed so as to reach to the right kind of a group in various ways.
• NAS's Comments – Comparison of the commercial rates to be done in the vicinity areas, in and around the site.

Actions taken:
• A brainstorm exercise is then required to be selective about the commercial mix which the company wants so as to have a right kind of - rate, aesthetic appeal, type, size and as a whole enhance the complete look of the 14 storey façade which would be a landmark in that area.

Survey Areas
Areas around the Ceaser Road were surveyed and a detail commercial set was mapped. New Link road, Lokhandwala Circle, Stretch along the J.P Road till Yari road and Versova, Andheri Market area were also taken into account. Primary and secondary data was then collated and tabulated for further analysis.
LOKHANDWALA AROUND MAYFAIR MERIDIAN

ANDHERI

Commercial Establishments around MM
Commercial establishments were broadly classified into: •Community Centers •Construction Related •Convenient Shopping •Eateries •Ensemble •Finance & Banking •Miscellaneous •Public Utility
MAYFAIR MERIDIAN

Construction Related
Construction Materials Furniture & Furnishings Real Estate Agents Interior Decorators Glass shops Tile & Marble Shops Hardware Shops Paints& Finishes Sanitary Ware Plumbers, Contractors etc.
MAYFAIR MERIDIAN

Some of these shops have a aesthetic appeal but many of them are very crude in nature, which form a part of the rejected list.

Ensemble
Garments Shoes Jewelry Perfumes Tailors Spectacles/Glasses Bags
MAYFAIR MERIDIAN

These type of shops are mainly on the junction of J.P Road and S.V Road just outside the Andheri Station.

Convenient Shopping
Grocery/General Veg/Fruit Stalls Dairy PoultryBakery Chemist Laundry/Dry Cleaners Oil/Floor Mills, Etc.
MAYFAIR MERIDIAN

These are evenly spread in and our the project, especially near the residential premises in Amboli, Daud baug Lane, J.P Rd etc.

Eateries
Restaurant Tea Stalls/Snacks Wine Shop Pan Shop Cake Shop Sweet Mart
MAYFAIR MERIDIAN

There are a few bakery shops and Chinese restaurants on the Ceaser road

Miscellaneous
Gift Shop/Flouriest Electrical/Electronics Repairing Shops Storages Gymnasium Stationary/Books Computer/Peripherals Internet Café, Etc. MAYFAIR MERIDIAN

Finance & Banking
Investment Banks ATM’s
MAYFAIR MERIDIAN

There is only ICICI ATM and CitiFinancial banks which are in the closest proximity to the site. Other banks like SBI, Standard Charted, IDBI, HDFC, Atm’s are not available in the close vicinity (2 km)

Community Centers
•Church •Temple •Community Hall •Schools •Gardens •Hostels •Cinemas
MAYFAIR MERIDIAN

Public Utility
•PCO/STD •Clinic •Hospitals •Pathology Laboratory
MAYFAIR MERIDIAN

Observations
• S.V. Road mainly dominated by construction related commercial area • J.P. Road consist of mainly garment & jewelry shops • Caesar Road shows a mix of small various unauthorised commercial settlements from a pan shop, a bank, a chinese restaurant, an automobile repair shop, a monginese outlet, mutton shop, fourists shop to a medium size Citifinancial Office. No large office/commercial spaces exists on this road.
– NAS's Comments – Mr Wilfred to act as a Consultant in suggesting the best commercial mix for the area, as he owns the citifinancial office space and inspirations (Flower Shop), which give a pleasant feel to the area, as a whole

•Not much commercial activity is seen on the two cross roads of Bhardawadi and Daud Baug Lane except for small tea-shops at the junction with a daily needs shop for the surrounding residential area, behind our site.

The ‘rejected’ typologies
CRUDE SHOPS • Hard ware (has no aesthetic appeal / except computer) • Auto-parts / spare parts (gives a unclean front area) • Liquor (invites social evils) • Carpentry unit (involves noise pollution) • Mutton shops (creates bad odour in the surrounding) • General stores (‘kirana’ Bhandhar) • Milk / dairy shops (involves unclean area, loading unloading of milk, flies and other maintenance issues) • Travels and Tours (which demand VOLVO park spaces) • Pathology Labs (involves disposal of hospital waste, which may create unhygienic environment) • ………and many more in the related categories.

The ‘rejected’ typologies
• Also large showrooms like automobile service centres / super markets / large restaurants could be a difficult proposition as it would require to accommodate the following: • Large number of influx of people • Their waiting areas • Large Storage area • Large parking spaces • Spacious frontage for clear vision • Estimated Vehicular Traffic movement in the future – ROW. • Easy Accessibility for the user (wide entry/exit points)

The ‘selected’ typologies
• • • • • • • • • • • • • • • • • • • • • • • Mini – super markets Coffee Shop (CCD, Barista) Banks (Branches & ATM’s) Boutiques Lakme/loreal beauty Salons Travel – tours (Booking Office) Bakery Shops PhototShops (Quick Snaps – Kodak, Connon etc) Opticals Branded Garment / Apparel Showrooms – (men’s, womens, kids) Eating outlets (Mc Donald's, Pizza Hut, Good Restaurants) Internet Shop (Reliance Web World) Sleek Furniture Showrooms (SPA..) Music Shop (Planet M) Gift Shops Antique shops The Artists Outlet Stationary Shops Mobile / nokia Electronic shops Watch Showrooms (Titan, Timex) Recording Studios, Editing Studios Training Institues (IMS , CAREER …….and about 500 plus branded shops of the above mentioned and more. (an exhaustive list already exists in the database)

Primary / Secondary Brands
Apparel - Men's
Austin Reed Van Heusen Arrow Louis Philippe Indigo Nation Scullers Zodiac Excalibur Allen Solly Black Berry's Shapes Easies Park Avenue VF Stop Satya Paul Givo Theme Giovani Life Fried Water Mufti Tuscan Verve Weekender Tantra Spykar Lee Wrangler Jealous Pepe Levis Lee Cooper Killer Kashish Rod gatha Galaxy Libas AS Priyadarshini Rao Inde Pret Balance Rocky S Jeans Nike Reebok Adidas Red Tape Florsheim Franco Leone ID Allen Cooper Transit Ganuchi Caterpillar Marco Ricci Portland Picasso TSF Bonjour Jockey VIP Just Natural Vogner Consul Buddy Davis Durango Monte Carlo Women's Stop Eliza Donatein Expozay Black Berry's Allen Solly Free Look And Wills Sport Weekender Union Bay One Indian Earth Life Tangle Upper Class Vibe Kraus Biba Ishvarah Indifeel Urban Trio Affairs Rang Kashish Haute Curry Sanaa Raviver Rocky S Jeans Triumph Enamor Vanity Fair Lovable Trylo Chic Jockey Sweet Dreams Sleep Ins Romantique Silky Stop Maybelle Praful Garden Hakoba Modern Silk house Gianey Tangle Class Apart Madam Catwalk Rage Creative Line Gypsy Woman Monte Carlo Pringle Madame Kids Stop Little Kangaroo Disney Babies Kids' Studio Winnie the Pooh Zero Value M Frills and Flowers Shruti Sharma Ruff Weekender Gini & Jony Lee Youth Free Look Pepe

Primary / Secondary Brands
Apparel - Women's Stop Eliza Donatein Expozay Black Berry's Allen Solly Free Look And Wills Sport Weekender Union Bay One Indian Earth Life Tangle Upper Class Vibe Kraus Biba Ishvarah Urban Trio Affairs Rang Kashish Haute Curry Sanaa Raviver Rocky S Jeans Triumph Enamor Vanity Fair Lovable Trylo Chic Jockey Sweet Dreams Sleep Ins Romantique Indifeel Maybelle Praful Garden Hakoba Modern Silk house Gianey Tangle Class Apart Madam Catwalk Rage Creative Line Gypsy Woman Monte Carlo Pringle Madame Silky Stop Kids' Studio Winnie the Pooh Zero Value M Frills and Flowers Shruti Sharma Kitten Madigrass Ruff Gini & Jony Stop Little Kangaroo Disney Babies Apparel - Kids Weekender Barbie Bunny Kids

Accessories Magppie Corelle Tefal Borosil Stop Servewell Swayam Optima Morphy Richards

Lee Youth Free Look

Siemens Inalsa

Primary / Secondary Brands
Leather La Salle Case Logic Samsonite Successories Finesse Sire Nova Bulchee Eqqus Van Heusen Allen Solly Hidesign Fragrances Chevignon Christian Dior ST Dupont Escada azzaro Burberry Lanvin Jilsander Davidoff Nina Ricci Yves Saint Lauren Shiseido Sunglasses Rayban Killerloop Benetton Scott Fastrack Polaroid Oakley Sniper Provogue Edge Fastrack Calvin klein Home Decor Linen Yamini Spaces Portico Stop Bedcovers Yamini Spaces Portico Stop Swayam Spread Jewellery Carbon Gili Popley Sparkles Adora Pace Cygnus Oyzterbay Swaroski Nirvana Platinum Nakshatra

Writing Instruments Sheaffer Senator Parker Cross

Christian Lacroix Aigner Boucheron Calvin Klein D&G

Nike Poloclub Polosport Armani Dolce & Gabbana

Sheets Aigner Yamini Spaces Portico

Life Stop Kashish Veda Tribal Zone

Primary / Secondary Brands
Contd….
Toys Magicwell's Disney Characters Kids' Studio Munchkin Mustang (socks) Magicwell Munchkin Mattel TY Asia Mahindra Aqua Mattel Premsons Mattel Funskool Mitashi Silverlit Fragrances Sunglasses Sheets Jewellery

Bvlgari Kenzo Ice berg Loewe Clarins Halston Ferrari Elizabeth Arden Balenciaga Elizabeth taylor Jennifer Lopez Elizabeth Taylor Harmony Accessories Siemens Inalsa

Fendi Versace Guess Gant Markecko Celine Versus Idee Police Polaroid Books Crossword Western Magppie Corelle Tefal

Stop Swayam Cushions & Pillows Yamini Spaces Portico Stop Swayam Curtains Yamini Spaces Portico Swayam Borosil Stop Servewell

Sanskruti Estelle Kims Savvy zaveri Pearls Dimant Citron Infinity Thewa Bath Spaces Portico Aigner Swayam Optima Morphy Richards

Primary / Secondary Brands
The Names, Address and the phone numbers of most of the existing brands/ shops and their respective offices have been procured and they can be approached with a set strategy and offer. Here is an opportunity for us to be selective about the ideal Commercial mix and we can they go ahead after finalising from our ‘SELECTED’ listing.
To view the above mention details click below:

Commercial Establishments - Primary, Secondary & Tertiary

Basement layout

Ground Floor Layout - 1

Ground Floor Layout - 2

First Floor Layout

How to Approach the selected TG for Commercial?
• • • • • • • • • Displaying of the EOI add Pre-requsites for the EOI add: Matter for the EOI add Setting up of the call centre Training the team Basic FAQ’s Script reading and Mock Drill of the Team Questionnaire Format of the enquiry forms to be filled Mandatory Details – name, address, contact No, Intention of Use Shop requirement – size, typology, infrastructure requirement (water points, toilet provisions, wash basin, pantry etc), specific requirements (if any), Budget, Flashing an EOI add will do the following things: - It will generate enquiries from a larger area - it will give a fair idea of the area, typology and spread of the commercial establishment - It will give a picture of the buying capacity in the retail market - Market Demand vis-s-vis our criterion for the selected categories. - Customization options can then be worked out by our team to have a ‘ideal mix’ - Final permutations and combination can then be worked out as per our set categories for all the shops on the Ground floor as well as the office spaces on the first floor.


.

NAS's Comments – A very Good Brochure to be worked out by MMA and team so as to get the desired/ attractive TG along with the best rate on to the site. This to be done with a future perspective in mind.

How to Approach the selected TG for Commercial?
• Through Brokers One - to -one interaction with the few selected Brokers who offer a fair deal w.r.t price, typology of shop Brokerage and other crucial factors Through Direct Marketing Reaching out to the selected profile with brochure/ and offering, with prior appointment with the concerned person from their corporate office. (Detailing/presentation to be prepared to offer customization options through various designs). NAS's Comments –RS and Team to find the strategies which the other developers are using to attract the commercial / retail segment to fetch the best price. RS and Team to find the Lease/ outright/ franchisee options and the cooresponding realted rates with the action plan Through Strong Public Relations Through short listing from the commercial Inquiries which have come through walk - inns
We would then inherently shape the complete façade of the 14 storey tower and a life style complex which would be true in every way !

• •

When to Approach Them?
• • • • • • • • • • Now – U/C? ( Through Brokers , through the Commercial Walkinns, through Print Media - advertisment) In one weeks time – U/C? (after the clearences on various design issues are done) In one months time – U/C? In 6 week’s Time ? (after the probable rise in the rates for commercial spaces) After 50% of the residential sale is over? (Why?) After the basement is over? (Why) After the First floor Slab is over? (Why) After Monsoon? (As it would be an auspicious time for the Buyers) After the 100% residential sale is over? (why?) After the Complete Construction is over? (Rates would be very high then?)

• Ideally, after the Ground Floor is Completed. • But if now, then after the Call centre is completely set up and in use / tried and tested.

Pre-requisites for the selected categories
• • • • Web World (Reliance) Restaurants Beauty Salon (Lakme / Loreal) General Store

Web World (Relience)
• • • • • • • • V-Sat Link (Satellite Connectivity) / Optic Fibre Cable Networking (U/C) Transformer Set-up Generator Back-up 3-Phase Connection Toilet / Pantry / Washbasin Laying of optic Fibre Multiple Electric Points

Restaurants
• • • • • • • • • • Cooking Area Chimney/Smoke Outlets Wet Area - Washing Area, Toilets, wash rooms, Pantry Additional Water points in Kitchen Area Service Ducts Drainage /Sewage Pipes Refuse chutes / Refuse Disposal area Storage for Granary Fire Proof Arrangements Parking requirement

Beauty Salon
• • • • • • • • • • • Water points Electric points Bathroom Toilets Pantry Electrification – additions points for specific usage Drainage outlets Parking for the owners Parking for the clients Waiting Area Arrangements for partitions / temporary / permanent

General Store
• • • • • • • Large Storage Space Large Display Space Stock Loading / unloading areas Parking space for the customers Clear Frontage and visibility Accessibility Toilets / pantry

The possible options for Commercial Set up
• Homogenous Mix with minimum number of users • Homogeneous mix with maximum number of users • Heterogeneous mix with minimum number of users • Heterogeneous mix with maximum number of users

• Homogenous Mix with minimum number of users

IDEAL MIX - 1

Residential Units

Bank’s Branch Office

Electronic Showrooms (Watches, Mobile etc)

Consumer Durables Showroom (Vijay Sales, Glamour, Better Home) / Automobile (2 – 4 wheeler showrooms)

Commercial Units

IDEAL MIX-2
• Homogeneous mix with maximum number of users

Residential Units

ATM

Bank’s Branch OfficeBank 1 Branch Office 2

Office Home Investmen Loans Courier Investmen t Office 1 Services t Office 1

Medical Shops Cassette Shop/Musi c Store

Commercial Units

Cyber Cafe

Opticals

Editing Studios

Recording Electronic Shop/Gift Shop / Stationary Studios

IDEAL MIX-3
• Heterogeneous mix with minimum number of users

Residential Units

Bank’s Branch Office

Furniture Showroom

Garment s/ Apparel Shops/Fa b India

Restaurants / CCD/ Barista/

Commercial Units

• Heterogeneous mix with maximum number of users

IDEAL MIX -4

Residential Units

Resturaunt 1

ATM

Boutique Courier Mini Super Fast Food Services Market

Travels & Tours

Lifestyle Store Store Shoe Shop

Commercial Units

Cyber Cafe

Café Bakery Coffee

Recording Electronic Shop/Gift Shop / Stationary Studios

Conclusions
• A brainstorm exercise is NOW required to be selective about the commercial mix which the company wants so as to have a right kind of - rate, aesthetic appeal, type, size and as a whole enhance the complete look of the 14 storey façade which would be a landmark in that area.

SUGGESTIONS from the forum
NAS KKK ASH JK JG DC/PS/ KB OTHERS

THANK YOU

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