Are we getting what we should get from the mall

Situation Description:
Nashik City Centre Mall (NCCM) is located off Lawate Nagar, Untwadi Road, Nashik. The
aim being to be the most preferred marketplace for retailers and consumers. The target market
is not only the city of Nashik but the entire district including Sinnar, Ozhar, Ghoti, Igatpuri
etc.. (according to the mall’s website, www.nashikcitycentre.com). Visitors enter the mall and
move freely both horizontally and vertically within the mall. Wide walkways and aisles are
provided throughout the mall. Visitors use these as horizontal circulation channel to walk
through from space to space, while pausing to look around without being obstructions.
Elevators and escalators are provided at the central area of the shopping mall. These serve as
vertical circulation channels. NCCM includes access for the physically challenged persons. To
ensure that people with disability find it easy to use the mall space, wheelchair assistance is
provided on demand. Being in a mall, visitors observe and sometimes being observed. Visitors
look at merchandise on display in the store. Then, some make the change from being outside
the store to being inside or else simply move forward. Inside the stores, visitors watch the
merchandise, compares between range of products, watch other shoppers’ behaviour, and
interact with staffs. It also provides wide variety of dining options for visitors. Shops in the
mall offer customers the ability to touch and feel the merchandise. Big Bazaar, Reliance digital
and Central are the anchor stores present in the mall. There are several entertainment options
available in City Centre Mall such as multiplex, game zone, and various rides for kids. Apart
from these, concert, live stand-up comedy shows, celebration of festivals, and various
promotional activities are being conducted regularly by the mall management to keep the
visitors engaged. NCCM provides multi-level parking space, which is the largest indoor
parking facility in the city of Nashik.
NCCM seems to follow dual market positioning strategy i.e. shopper market and retailer
market. In shopper market, the interaction and transaction happen between retailer and shopper
while in retailer market, the interaction and transaction happen between retailer and mall
management. Major portion of the revenue comes from the rent and the maintenance paid by
the tenants. Tenants of NCCM are part of the only one of its kind mall in the city. They get a
large potential customer pool whom they can offer their products and services. A tenant avails
all the sophisticated modern features of the mall by paying a certain amount as rent. There are
three types of rent options available for the tenants in the mall i.e., fix rent, pure revenue share,
and minimum guaranty and revenue sharing. In fix rent type, fix amount of rent is collected
from the tenant. In pure revenue share rent type, percentage of sale revenue is collected as rent.
Minimum guaranty and revenue sharing is a type of rent where there are two components i.e.,
fix rent and revenue share on percentage basis. Fees collected from parking is another revenue
generating source. There are many kinds of operating expenses incurred by the mall. Common
area maintenance (CAM), insurance, fixtures, utilities, safety and security, inventories,
marketing budget, professional services, licenses and tax deposits, etc. are some of the key
expenses. The mall management also handles the operation and maintenance department. Some
key maintenance tasks associated with mall are related to HVAC, housekeeping, electricity,
firefighting, plumbing, pest control, etc. In NCCM, the security system and the concern team
play a crucial role in keeping tenants, staffs, visitor, and the property safe. Every visitor coming
to the mall must undergo through a two-step security check i.e., passing through a metal
detector and baggage checking. Other types of surveillance, safety and security systems
available in the mall are video surveillance system, fire-fighting system, and emergency exits.
Overall safety and security is taken care by the mall management. But the is risk of theft,
damage to the properties or any kind of security breach inside the store premises is to be
handled by the tenants.