Study of Mall Management

1 St Aloysius College (Autonomous)
ST ALOYSIUS COLLEGE (AUTONOMOUS)

MANGALURU 575003
TITLE OF THE PROJECT

Study on mall management
PRESENTED BY
MASHRUFATH HALEEMA
190038
UNDER THE VALUABLE GUIDANCE OF

Ms SHARON DSOUZA
LECTURER
DEPARTMENTOF BACHELOR OF VOCATION
Sl.no Title Pg. no
1 Introduction 4
2 Key components of mall management 5
3 Study on types of malls 10
4 Advantages of shopping malls 15
5 Disadvantages of shopping malls 20
6 Factors determining mall’s success 23
7 Issues of mall 24
8 Management in Indian context 24
9 Mall management strategies 27
10 Success parameters of malls in India 30
11 Conclusion 32
12 Reference 32
Introduction:
Organized retailing in India witnessed a gross turnover of USD 320 billion1 in 2006. Although
this figure is low compared with other developed economies, industry experts expect the growth rate of this
sector at 35%2 until 2010. At present, about 100 malls are operational at a Pan-India level with a total area
of 19 million sq. ft. As per the current estimates, about 3003 additional malls are expected to be constructed
across the country by 2010.
In the current market scenario, both consumer and retailer have limited choice in terms of mall shopping
experience.
According to the Jones Lang LaSalle Retailer Sentiment Survey 2006, 95% of the respondents expect their
gross turnover to improve and have for expansion in 2007. About 70% of those who have expansion plans
said they prefer malls over high streets for their expansion, indicating the rising demand for malls as the
preferred destination of organized retail in India. Moreover, about 65% of those who preferred malls over
high streets also said that mall management is expected to become the deciding factor for a mall’s success in
the future.
However, a sense of concern was expressed over the following challenges to the Indian retail market:
• Lack of quality locations
• Shortage of trained staff
• Rising rental values
• Mall management
The first three concerns can be classified as external factors, whereas mall management is internal. External
factors are common to all players in the Indian retail industry, whereas mall management is specific to
individual malls. We anticipate that the success of Indian malls will not only be achieved by housing the
biggest and the best mix of retailers, but also by setting up new standards and procedures in mall
management that will provide a platform to differentiate its products and services from competitors.
In the current market scenario, both consumers and retailers have limited choice in terms of mall shopping
experience. As organized retail grows, we expect the market to be more competitive by providing more
choices to consumers and retailers. At this point, developers will have to work harder to create a
differentiation for their product. We believe consumers and retailers will be attracted to malls that are
professionally managed, making effective mall management a critical factor behind the success of a mall.
This white paper focuses on the internal factor: effective mall management as a growing phenomenon in the
Indian retail industry today. The prime objective of landlords as well as of investors is to attract shoppers
and persuade them to purchase goods and services. This will in turn boost retailers’ turnover and benefit
their bottom line. Efficient mall management can help landlords achieve this goal.
Key components of mall management
Mall management encompasses operations, facilities management, security, accounts, common area
maintenance, marketing, leasing and all the other functions even remotely related to a mall. The biggest
problem in this industry is finding the right kind of tenants, while leasing out space to tenants, it is important
to keep in mind the image mat you want to create in the customer’s mind.
In the past, several malls were constructed without doing any feasibility study or rigorous market research.
Though initially they were successful in attracting people but soon went out of competition because they
failed to convert visitors into potential buyers. The simple reason was ‘failure in understanding local needs
As somebody rightly said one should dance as per the audience liking, same is applicable in mall
management. It seems surprising, how mall developers can spend millions of rupees without due diligence
exercise on their feasibility. But the new generation mall developers are well educated and experienced.
They are developing malls gradually but with proper research and consultation of the experts concerned.
Therefore, the market is gradually changing wherein more and more developers are approaching property
consulting firms to conduct feasibility and positioning studies for their projects
Components of Mall Management:

Mall management is a growing phenomenon in the Indian industry. The Indian retail market is expected to
continue its growth trajectory in coming years also. Mall management has been identified as a critical factor
for the success of malls and the retail industry across the world.
Broadly, mall management includes the following:
1. Positioning
2. Zoning
3. Promotions and Marketing
4. Facility Management
5. Financing
1. Positioning a Mall:
It refers to defining the category of services offered by a mall. Generally mall positioning is determined after
a detailed survey of households in the area where mall is going to be located. This survey includes
demographics, psychographics, income levels and competition in the area. It also includes the location of the
mall which is determined by the access, visibility etc.
The primary objective of positioning is to create a distinguish image of a mall among consumers. It forms
the basis for differentiating a mall from its competitors. Positioning assists in creating a distinctive image
and ‘top of mind’ recall for the masses when they think of a mall. For example, when a customer thinks of
purchasing a handicap or digital cameras, the Sony or Canon brands come to top of his mind.
Similarly when a person decides to buy a pair of contact lenses, name of ‘Rena’ brand comes to his mind.
This is a separate aspect that at the time of final purchase, he/she adheres to that particular brand or not.
Basically final buying decisions are influenced by both the brand appeal and social status of the person.
The objectives of positioning a mall/product are:

1. To create sense of recognition
2. To promote loyalty
3. To enhance image
4. To enhance goodwill
5. To improve image of quality
6. To beat competitors
7. To attract customers
8. To maintain and attract good sales staff
Broadly, malls can be positioned in two different ways.
A. On the basis of offerings
B. On the basis of anchors

2. Zoning:
In the world of retailing, customers can be broadly divided into two categories namely focused buyers and
impulse buyers. Focused buyers are those buyers who know what their requirements are and how to fulfill
them. Therefore, they go to mall with the intention of buying and carry proper money.
If everything remains same and things are as per their requirements, taste, and budget, they do not waste
time and buy the things. In case, they find things costly or opposite of their expectations, usually they leave
the mall and come back. While on the other hand, impulse buyers are those buyers who visit the mall with
no intention of buying but if something, appeals them, they buy otherwise indulge into window shopping.
Both types of customers are important for a retail store.
Zoning refers to the division of mall space into various zones for the placement of various retailers. A mall
is dependent on the success of its tenants, which translates to the financial feasibility of the tenant in the
mall. Creating the right tenant mix not only helps in attracting and retaining shoppers by offering them
multiple choices and satisfying multiple needs, but also facilitates the smooth movement of shoppers within
the mall, avoiding unnecessary clusters and bottlenecks.
In the era of competition, zoning (sectors) exercise, if done properly helps in building a separate image in
the minds of the visitors. This also helps influence shoppers’ mall preference and frequency of visits, which
is critical considering the robust upcoming supply of malls.
Advantages of Zoning:
(i) Allows the smooth movement of shoppers in the mall, avoiding clusters and bottlenecks.
(ii) Creates a distinct image in the minds of the customers.
(iii) Assists in formulating the right tenant mix and the placement of these tenants within the mall.
3. Promotions and Marketing:

Promotional events that help promote brands are an essential part of mall management. Some of the most
effective promotional models include celebrity visits, food festivals and talk shows, which increase footfalls
and, as a result, increased revenues. Organizing cultural, national, and religious celebrations have also
proved useful. Considering, mall developers can plan out marketing strategies for individual malls in order
that match the requirements of local consumers and addressing the challenges of local or regional
competitors.
Malls are also indulged in promotional activities and events. Considering the local rituals, preferences and
latest trend, each mall prepares a Marketing Calendar.
The common examples of promotions and events organized in India involve:

(i) Fashion Shows
(ii) Exhibitions
(iii) Book Fairs
(iv) Travel Fairs
(v) Musical Contests
(vi) Auditions
(vii) Talk Shows
(viii) Sidewalk Sales
Besides this, each mall celebrates various national and international days which are famous among common
youth. Public holidays, long weekends, religious holidays, educational breaks, are also considered while
preparing a Marketing Calendar.
Advantages of Promotions and Events:

(i) Optimum utilization of mall space
(ii) To create new source of avenues for mall retailers
(iii) To attract new customers
(iv) To beat competition
4. Facility Management:
It refers to the integration of people, place, process and technology in a building. Facility management
companies provide specialized services to malls ranging from parking, security, to housekeeping and cash
management. Facility Management handle electro mechanical services like and suppression and fire
detection, access control, power management, water management plumbing, Supply Chain, Marketing
Research, Logistics and Design etc.
In addition to this they also offer business services like help desk management, guest relations, and meeting
room management. Few of facility management companies also provide soft services like pest control,
cleaning, and physical and security surveillance, concierge services, and administration services. There are
few other expert functions that facility management companies are also taking up. These include conducting
research for malls to find out their requirements regarding issues such as;
(a) Site location problem
(b) What kind of mall to set up?
(c) Determining the customer patterns

Under facility management various activities are classified as follows:

(i) Infrastructure Management:
Under infrastructure management following facilities are offered:
(i) Air conditioning,
(ii) Provision of adequate power supply,
(iii) Safety issues related of signage,
(iv) Issues related to signage, water supply, sanitation, etc.
(v) Water supplying and sanitation
(ii) Ambience Management:

This aspect refers to the management of the overall aesthetics and appearance of a mall.
Under ambience management, following provisions/facilities are made:

(i) Management of parks
(ii) Management of fountains,
(iii) Taking care of staircases
(iv) Overall look of lifts and escalators
(v) Music and overall look of the mall.
(iii) Traffic Management:

Traffic management basically includes managing foot traffic into the mall and parking areas. Foot traffic
management involves crowd management inside the operational area of a mall. The flow of people is related
to the design of the mall and the spatial distribution of its tenants. Under traffic management, facilities are
offered to malls pertain to the effective managing of crowds, both within the premises and in the parking
zone.
These are:
(i) Managing foot traffic
(ii) Parking management
(iii) Better pedestrian flow
(iv) Event management in and outside the malls

5. Finance Management:
Financial Management is concerned with the acquisition, financing, and management of assets with some
overall goal in mind. Financial Management entails planning for the future for a person or a business
enterprise to ensure a positive cash flow. It includes the administration and maintenance of financial assets.
Besides, financial management covers the process of identifying and managing risk.
Under finance management function, facilities management companies cover the following activities:
(i) Accounting system to track the debt and invoices,
(ii) Cash receipts and collection of income
(iii) Organizing resources to deliver an efficient and effective annual audit.
Study on types of malls
Shopping mall:
A shopping mall or simply mall, shopping Centre, or shopping arcade is

a building or set of buildings that contain retail stores, with
interconnecting walkways enabling visitors to easily walk from store to
store. The walkways may be enclosed. In short it’s a place of lots of
shops. In the British Isles and Australia, "shopping malls" are more
usually referred to as "shopping centers" or, sometimes, "shopping
arcades." In North America, the term "shopping mall" is usually applied to enclosed retail structures, while
"shopping center" or "shopping plaza" refers to open-air retail complexes.
Synonyms for shopping Centre
Arcade, bazaar, flea market, mall, plaza, shopping mall, agora, concentrated area for shopping, emporium,
fair, galleria, market, marketplace, mart, mini-mall, piazza, shopping complex, shopping plaza, strip mall
etc.
The concept of a "mall" or bazaar with numerous shops located in one area, possibly covered, has a long
history and has served all segments of society well. The advent of large shopping areas located out of the
city Centre to be accessed by car, however, has led to changes, some beneficial some not. Such structures
tend to take people away from the Centre of town, leaving the city-Centre bereft of the hustle and bustle of
trading, and in some cases has led to increased crime. Small store owners, unable to pay the higher rents
charged at new malls suffer loss of customers. Consumers, while finding the large shopping malls
convenient, may find the abundance of goods tempting and spend more than their budget allows. Thus, as
with all developments in technology, the shopping mall can be used for good or ill, and the final outcome
depends more on the motivations of those involved than on the physical structures.
Definition:
Mall can refer to a shopping mall, which is a place where a collection of retail stores all adjoin a pedestrian
area, or an exclusively pedestrian street, that allows shoppers to walk without interference from vehicle
traffic. "Mall" is generally used in North America and Australasia to refer to large enclosed shopping areas,
while the term "arcade" is more often used, especially in Britain, to refer to a narrow pedestrian-only street,
often covered or between closely spaced buildings. A larger, often only partly covered but exclusively
pedestrian shopping area in Britain is termed a "shopping precinct" or "pedestrian precinct."
The majority of British shopping centers are in town centers, usually inserted into old shopping districts, and
surrounding by subsidiary open-air shopping streets. A number of large out-of-town "regional malls" such as
Meadow hall were built in the 1980s and 1990s, but planning regulations prohibited the construction of any
more. Out-of-town shopping developments in the UK are focused on retail parks, which consist of groups of
warehouse style shops with individual entrances from outdoors. Planning policy prioritizes the development
of existing town centers, although with patchy success.
History:
Indoor, multi-vendor shopping is an idea with a rich history. Popular malls throughout history include
Isfahan's Grand Bazaar, which is largely covered and dates from the tenth century, and the 10-kilometer long
covered Tehran's Grand Bazaar. The Grand Bazaar of Istanbul was built in the fifteenth century and is still
one of the largest covered markets in the world with more than 58 streets and 4,000 shops. The Oxford
Covered Market in Oxford, England was officially opened on November 1, 1774, and is still going strong
today. The Arcade in Providence, Rhode Island introduced the concept to the United States in 1828. The
Galleria Vittorio Emmanuelle II in Milan, Italy followed in the 1860s and is closer to large modern malls in
structure.
An example of the mid-nineteenth-century shopping mall: The Passage in St. Petersburg.
In the mid-twentieth century, with the rise of the suburb and automobile
culture in the United States, a new style of shopping center was created
away from city centers. Early shopping centers designed for the
automobile include Market Square, Lake Forest, Illinois (1916) and
Country Club Plaza, Kansas City, Missouri (1924). The concept was
pioneered by the Austrian-born architect Victor Groan. The new
generation called malls included |Northgate Mall, built in north Seattle, in 1950, Groan’s Northland
Shopping Centre, built near Detroit, in 1954, and the South dale Centre, the first fully enclosed mall, which
opened in the Twin Cities suburb of Edina, Minnesota in 1956. In the UK, Chirps Street Market was the first
pedestrian shopping area built with a road at the shop fronts.
A very large shopping mall is sometimes called a "megamall." The title of the largest enclosed shopping
mall was held by the West Edmonton Mall in Edmonton, Alberta, Canada for 20 years. One of the world's
largest shopping complexes at one location is the two-mall agglomeration of the Plaza at King of Prussia
and the Court at King of Prussia in the Philadelphia suburb of King of Prussia, Pennsylvania. The King of
Prussia mall has the most shopping per square foot in the United States. Comparable in size is Europe's
largest shopping Centre, Dundrum Town Centre in Dundrum, Dublin, Ireland. The most visited shopping
mall in the world and largest mall in the United States is the Mall of America, located near the Twin Cities
in Bloomington, Minnesota.
Beijing's Golden Resources Shopping Mall, opened in October 2004, is the world's largest mall at 600,000
square meters (approximately 6 million square feet). Berjaya Times Square in Kuala Lumpur, Malaysia, is
advertised at 700,000 square meters. The Mall of Arabia inside Dubai land in Dubai, United Arab Emirates,
set to open in 2008, will become the largest mall in the world at 929,000 square meters (10 million square
feet).
Classes of malls:
In many cases, regional and super-regional malls exist as parts of large

superstructures that often also include office space, residential space,
amusement parks, and so forth. This trend can be seen in the construction and
design of many modern "supermalls" such as Cevahir Mall in Turkey.
Regional mall:
A regional mall is a shopping mall that is designed to service a larger

area than a conventional shopping mall. As such, it is typically larger
with 400,000 to 800,000 square feet (37,000 to 74,000 square meters)
gross leasable area with at least 2 anchors, and offers a wider
selection of stores. Given its wider service area, these malls tend to
have higher-end stores that need a larger area in order for their
services to be profitable. Regional malls are also found as tourist
attractions in vacation areas.
Super-regional mall: A super-regional mall is a

shopping mall with over 800,000 square feet (74,000
square meters) [2] of gross leasable area, which
serves as the dominant shopping venue for the
region in which it is located.
Strip malls:
A strip mall (also called a plaza) is an open-area shopping

Centre where the stores are arranged in a row, with a sidewalk
in front. Strip malls are typically developed as a unit and have
large parking lots in front. They face major traffic arterials and
tend to be self-contained with few pedestrian connections to
surrounding neighborhoods.
In the United States and Canada, strip malls come in two sizes.
The smaller variety is more common, and often located at the
intersection of major streets in residential areas; they cater to a
small residential area. This type of strip mall is found in nearly every city or town in the U.S. and Canada.
They are service-oriented and will often contain a grocery store, video rental store, dry cleaner, small
restaurant, and other similar stores. Sometimes, gas stations, banks, and other businesses will also have their
own free-standing buildings in the parking lot of the strip center.
The other variety of strip mall in the United States has large retailers as the anchors, such as Wal-Mart or
Target. They are sometimes referred to as "power centers" in the real estate development industry because
they attract and cater to residents of an entire population area. The type of retailers may vary widely—from
electronics to bookstores to home improvement stores. There are typically only a few of these types of strip
malls in a city, compared to the grocery store-anchored strip mall. Some of these strip centers may only have
three or four of the large retailers in them, while others may have a dozen or more major retailers.
Strip malls vary widely in architecture. Older strip malls tend to have plain architecture with the stores
arranged in a straight row. Newer strip malls are often built with elaborate architecture to blend in with the
neighborhood or be more attractive. In some cases, strip malls are broken up into smaller buildings to
encourage walking. Sometimes the buildings will wrap around the parking lot to hide the parking from the
road or residential areas.
Due to land use issues, strip malls in the United Kingdom are typically found on the edges of cities on sites,
and are known as "out of town shopping centers." Those in more urban areas are more typically known as
"retail parks."
The first shopping center (strip mall) in the United States was the Country Club Plaza in Kansas City,
Missouri.
Vertical malls:
High land prices in populous cities have led to the concept of the
"vertical mall," in which space allocated to retail is configured over a
number of stories accessible by escalators linking the different levels
of the mall. The challenge of this type of mall is to overcome the
natural tendency of shoppers to move horizontally and encourage
shoppers to move upwards and downwards. The concept of a
vertical mall was originally conceived in the late 1960s by the Mafco
Company, former shopping centre
Development division of Marshall Field & Co. The Water Tower

Place skyscraper, Chicago, Illinois, was built in 1975 by Urban
Retail Properties. It contains a hotel, luxury condominiums, and
office space and sits atop a block-long base containing an eight-level atrium-style retail mall that fronts on
the Magnificent Mile. Vertical malls are common in densely populated conurbations such as Hong Kong and
Bangkok. Times Square in Hong Kong is a principal example.
Advantages and Disadvantages of Shopping Malls:
One controversial aspect of malls has been their effective displacement of traditional main streets. Malls are
seen as more convenient than public streets, with their spacious parking garages, well-maintained walkways,
and private security guards. In response, a few jurisdictions, notably California, have expanded the right of
freedom of speech to ensure that speakers will be able to reach consumers who prefer to shop within the
boundaries of privately owned malls.
Criminologists have suggested that different factors affecting mall crime include the design of the mall, the
location of the mall, and the security systems used by the mall itself and by the individual tenants. Crime
was found to occur when the malls occupancy was lowest, when stores entrances were blind (hard to see
from a wide open area), and when the store may have been extremely busy and, therefore, occupied. [5]
Suggestions at protecting stores from crime, during and after hours, involve stricter store security, better
designed mall areas, and lights on around the premises at night, and iron fences on the doors and windows of
stores after hours.
In the United States, as more modern facilities are built, many early malls have become largely abandoned,
due to decreased traffic and tenancy. These "dead malls" have failed to attract new business and often sit
unused for many years until restored or demolished. Interesting examples of architecture and urban design,
these structures often attract people who explore and photograph them.
Until the mid-1990s, the trend was to build enclosed malls and to renovate older outdoor malls into enclosed
ones. Such malls had advantages such as temperature control. Since then, the trend has turned and it is once
again fashionable to build open-air malls. Some enclosed malls have been opened up, such as the Sherman
Oaks Galleria in Los Angeles, California. In addition, some malls, when replacing an empty anchor location,
have replaced the former anchor store building with the more modern outdoor design, leaving the remainder
of the indoor mall intact, such as the Del Amo Fashion Centre in Torrance, California.
In parts of Canada, it has become rare for new shopping malls to be built, as outdoor outlet malls or big box
shopping areas are favored, although the traditional enclosed shopping mall is still much in demand by those
seeking weather-protected, all-under-one-roof shopping. In addition the enclosed interconnections between
downtown multi-story shopping malls continue to grow in the Underground City of Montreal (32 km of
passageway), the PATH system of Toronto (27 km of passageway) and the Plus15 system of Calgary (16 km
of overhead passageway).
What are the advantages and disadvantages of shopping malls?
Advantages of Shopping Malls
Visiting a shopping center is advantages because shops are housed in a complex. Goods, garments, shoes,
perusing material, food, films, and amusement are accessible in one spot. You can spend an entire day at the
shopping center, shop, feast, watch a motion picture or make recreations. They are extraordinary gathering
places for companions to make up for lost time over espresso or a feast in the sustenance court. Families
touch base for their week after week shopping, gathering garbage and keep the children engaged at the
shopping center.
1. Many types of stores within one location
2. Merchandise assortments available within those stores
3. Opportunity to combine shopping with entertainment
4. Attract many shoppers
5. Large trade area
6. Generate significant pedestrian traffic
7. Inexpensive form of entertainment
8. Customers don’t have to worry about weather
The mall culture has become a big business, as they have become multi-story structures that house a large
number of shops selling various products and services.
People simply go about roaming through the shopping mall in order to peep through the window of the shop
and often ending up buying something they like.
So this format of shopping has become so popular all over the world, and especially so in India. The
inclusion of amenities like restaurants, multiplexes, and car parks attract more and more crowds to shopping
malls that are considered family hangout zones. Traffic congestion and commuting difficulties that are
prevalent in India drive consumers to the best single destination for shopping.
Consumers may be enjoying the convenience of one-stop shopping and entertainment, but they aren't yet
seeing the retail revolution drive down prices.
Parking is one of the main problems of the people who go to the city to buy. Buying in malls eliminates this
problem because parking is offered for free or for a nominal fee.
A stop at the shopping and entertainment.
The temptation to see is always present and often leads to buying things that are not necessary. Keeping a
monthly budget is becoming increasingly difficult to go to the mall. With all sales and specials designed to
tempt buyers, say “no” becomes very difficult.
1. Shopping malls have a wide variety of products available in one space.

2. Shopping malls have products from competing producer’s available less than one roof. So, making it
easier to compare and make purchases.
3. Malls also have their own parking facility.
4. Shopping malls have a variety of food courts with a wide variety of cuisine.
5. Shopping malls tend to have movie theatres.
6. Mall has gaming zones.
All these benefits of shopping malls make shopping a fun-filled and satisfying experience for shoppers. Now
it is important to identify the benefits of shopping malls for business owners as well.
It is very beneficial for a business owner to set up a store in a shopping mall because shopping centers are
sought-after shopping destinations, which are usually located in prime and easily accessible locations.
Therefore, it is beneficial for retail store owners to rent shop space in a mall.
Renting retail space in a mall allows a business owner to attract clients of competitors who have shops in the
same mall.
A business owner does not have to spend time and effort towards the maintaining their shop in a mall.
Which means there is more time to focus on running a successful business?
Shopping malls are a popular location for pop-up stores as they are high traffic areas which is ideal for to
attract customers to new products.
With all the benefits of shopping malls for shoppers as well as business owners we can conclude that
shopping malls & shopping centers will only continue to rise in popularity over time.
Now that you know all about the benefits of shopping malls, head down to Meyersdale Square where you
will find a variety of shops and restaurants for your convince.
Checking of Goods Instantly

The biggest benefit of offline shopping is that one can check the goods personally and there is no scope of
one getting disappointed with quality of product as one has checked the product physically which is not the
case with online shopping where one cannot check the quality of the product which sometimes can lead to
one gets completely different product from the ordered product especially when one is ordering products
like clothes, shoes and other such items.
Instant Use and No Waiting Period
Another benefit of offline shopping is that one can use the products instantly unlike online shopping where
you have to wait for 1 or 2 days in order to get the product in your hand for use. In simple words, in case of
emergencies, offline shopping is the only solution, so for example if you are invited for a birthday party and
do not have party wear clothes than you have no option but to go for physical shopping for purchasing of
party wear clothes.
Personal Touch
When you go to the same shop for purchasing then you maintain good relations with the shop owner and he
or she will understand your preference, shopping habits and needs thereby giving products accordingly
which is not possible in case of online shopping. In simple words lack of personal touch and understanding
about consumer wants and preferences is a big negative as far as online shopping is concerned.
The earliest malls were Paris Arcades in the 19th century. They became very popular with shoppers
instantly. Since then shopping malls have evolved to suit people's tastes. Shopping malls are the most
preferred shopping areas in our times among shoppers across the globe.
Earlier shops in shopping centers catered to the elite. But it is no longer the case. Now, there are shops in
shopping malls which cater to different budgets.
Shoppers prefer shopping centers/malls to stand-alone shops for various reasons:
1. They have their own parking facility.
2. There is a wide variety of products available.
3. There are products from competing producers’ available less than one roof. So, they can compare and
make purchases.
4. They have facilities such as restrooms.

5. They have gaming zones.
6. There are food courts with a wide variety of cuisine.
7. There are movie theatres in shopping centers.
All these features making shopping a fun-filled and satisfying experience.
Since shopping centers are the most sought-after shopping destinations, it is beneficial for a businessman to
set up a store in a shopping mall. Generally, retail store owners rent shop space in a mall. Renting store
space benefits the businessman in many ways.
• Shopping malls are usually located in prime locations which are easily accessible. If a retailer sets up a
store in a mall, he can have the shop in a prime location with a minimal investment. On the other hand, if he
attempts purchasing a shop in such a location, he may not be able to afford it. A rented property implies low
initial investment. This enables the businessman to utilize the saved amount on his business.
• He can attract clients of competitors who have shops in the mall. This enables him to build a clientele
easily.
• He does not have to direct his time and efforts towards the maintenance of the shop. This helps him to
focus on his business.
• Generally, the charges for utilities are included in the rent. Hence, he does not have to involve himself in
these matters.
• Many a time, businessmen set up pop-up stores in shopping centers in order to attract customers for new
products. This is a popular location for a pop-up store as it is a high traffic area.
With so many benefits of shopping malls to shoppers as well as businessmen we can conclude that shopping
centers will only rise in popularity with time.
Disadvantages of Shopping Malls
One of the primary disadvantages of shopping centers includes over crowd, particularly on ends of the week
and occasions. Here and there it appears that everybody has a similar thought and goes to the shopping
center. The crowded stores make shopping exceptionally troublesome; individuals frequently end up
overlooking the things they have to purchase. More seasoned individuals with versatility issues may
experience issues going through the shopping mall, because of the broadness of the mall.
1. Occupancy cost is higher than those of strip centers, freestanding sites, most central business districts
2. Retailers may not like mall management’s control of their operations
3. Strict rules governing store displays and signage
4. Competition within shopping centers can be intense
5. Similar merchandise sold in a close proximity
As Well As Disadvantages today shopping malls have totally evolved to catch up with the modern lifestyle
of the human beings. Because most people love shopping and loves hanging out within its vicinity despite
not buying anything, a lot of entrepreneurs are smitten to invest in this kind of business. Although this
business is great and has a potential to generate big amount of profit, still there are some disadvantages you
must note before venturing into this kind of business. To help you better understand, here is the list of the
advantages and disadvantages venturing into a shopping mall business. Advantages of Shopping Malls
A shopping mall is a great place to hang out, relax and chill together with your love ones and friends. It
comes with complete facilities from clothes, fashion items, foods, school supplies and a lot more that you
can think of. Because of this, shopping mall seems to be a good business. Venturing into this kind of
business will surely bring you profit because people will always look for a shopping mall to spend their time
with especially during weekends. Aside from the basic necessities that are found within the mall, it also
provides family with a blast of entertainment. Who wouldn’t want to enjoy right? Therefore, being in
shopping malls vicinity truly brings you into a state of euphoria! A lot of good things are found and good
entertainment not usually experienced at home making shopping mall business a good option for you.
Disadvantages of Offline Shopping
Less Choice
The biggest drawback of offline shopping is the lack of choices because physical shops have limitations
when it comes to a variety of choices of products they can provide to its customers which is not the case
with offline shopping where choices for products are almost unlimited. Hence, for example, suppose you
want to buy trouser for yourself than in case of physical shopping you will get 10 or 20 options but in case
of online shopping you will get thousands of options and you will get tired scrolling down the options but
options will not end. In simple words when it comes to giving choices for products online shopping has an
edge over offline shopping.
More Expensive or Lack of Discounts
Online shopping websites keep running discounts schemes and cash backs and a majority of times the price
of products on online shopping websites is low as compared to the price of products displayed on shops.
Hence if you are one of those consumers who want to take discounts and cash back then online shopping is
better as compared to physical shopping
Time Consuming
In case of offline shopping, you have to go shopping for purchasing of products which can be time-
consuming whereas in case of online shopping you can order products with a click of a mouse. In simple
words, if you want to save time and get products at your doorstep conveniently than offline shopping is not
for you and should stick to online shopping.
1. Going from one shop to another can be exhausting and time-consuming. Sometimes, you spend hours
roaming around looking for a dress, but you don't find anything.
2. Discounts and offers are given only for a short period. ...
3. Sometimes malls and markets are so crowded that you can barely walk.
Although a shopping mall is a great business to explore, still it is a fact that is has disadvantages too. One of
its major disadvantages is the expense you’ll encounter. Having a successful mall that everyone will love
and talk about must be something that will cost a fortune. If you have enough capital then this is fine
however if not then this is a major drawback. So you see? Despite having advantages, you will also not run
out of problems. This kind of business takes great power and time. So you must have the
Needed things before venturing into any shopping malls. People are also particular with their belongings,
So venturing into a shopping mall business you must ensure a good parking space. By doing so means
another expense. The larger the mall is the larger its parking area must be. These are just few of the
disadvantages you need to face however you must have the guts to face all of this to ensure the success of
your business. Conclusion
As you can see, there are a lot of disadvantages and advantages of venturing into a shopping mall business.
Taking all of these into consideration, there’s only one thing to note and that is to be willing to spend not
just financially but also emotionally and mentally to this kind of project. It is undeniable that shopping malls
are the latest craze in the society, without it people might not enjoy their lives to its fullest. Therefore, think
and think harder before venturing into this kind of business.
Shopping malls provide a centralized lace for retailers and service providers as well as a place of relaxation
and entertainment for customers. However, it does have its disadvantages. Malls charge retailers a hefty fee
for the use of their facilities, forcing the retailers to charge the customers more for goods and services.
The products which we get are costlier in shopping malls as the so high and they have to cover it from the
product's selling.
Conclusion:
Malls are an easy and convenient addition to society. With the presence of multiple stores in the same
location, consumers can buy their material needs and wants without leaving the single overarching structure.
Malls, however, are a symbol of materialism and are able to generate a wealth of capital simply by
displaying itself as a social hub. Many corporations place their retail stores in malls because of the large
numbers of people visiting malls on a daily basis. Attractive window displays, customer greetings, and
special mall sales all play a part in luring customers into spending money.
Malls often house well-established franchises, eliminating competition from small businesses. As malls
become larger, they reduce the customers' needs and desires for stand-alone stores, causing them to shop at
malls where they are likely to purchase items they did not intend and thus spend more money. By bringing
together popular franchises and chains, malls show the consumer what they should want and buy in order to
elevate their social status and appearance.
Factors That Determine a Retail Mall’s Success
The average lifespan of a retail mall design globally is about seven years and probably shrinking.
That means that shopping centers built before 2004 probably don’t provide the amenities and shopping
environment or international fashion brands younger, more affluent consumers are seeking.
There are six factors that affect a mall’s success: comfort, diversity, luxury, mall essence,
entertainment and convenience. These factors match up well with the criteria we at TVs design use when
identifying needed renovations for malls that are beginning to show their age.
1. Comfort
Early malls designed to create the most retail space with the least cost. Traffic flow was constricted, with a
single entrance/exit and crowded, dead-end corridors. Only the occasional hard bench was provided to allow
shoppers some rest.
Modern mall design focuses on the consumer first, because uncomfortable consumers mean fewer footfalls
and declining business. Forward-thinking mall developer Westfield Group worked with to develop a
comprehensive amenities package for the furniture, area rugs and accessories in its 57 U.S. retail centers’
common areas. Large open areas with comfortable soft furniture and decorative touches transform a day at
the mall into a relaxing, pleasurable experience.
2, Diversity
Historically, shoppers seeking a specific product or category were forced to search the mall for their items –
a tiring, frustrating experience. Malls today view diversity differently – not just a very wide variety of
retailers, but a planned selection of retailers organized to provide convenient shopper access.
The new North Country Mall in Punjab is a great example.
North Country Mall vertically “stacks” different price points and merchandise zones on different levels – a
practice seldom seen in Western malls that permits a broader retail selection on a smaller geographic
footprint.
3. Luxury
Newer malls strive to create a luxury hotel ambience for shoppers. At TVs design we call this “resort
retail,” with an emphasis on creature comfort and providing a hospitality experience with the same
kind of amenities you’d find at a fine resort. Social gathering areas and services like concierge and a
VIP arrival area help create this resort ambience. 4. Mall Essence
Mall essence is harder to define, but it boils down to branding the retail environment and the shopping
experience. Consumers are seeking a shopping experience that makes them feel comfortable, encourages
them to stay longer and, more importantly, persuades them to return. New malls can meet or exceed these
needs and consumer expectations by creating iconic “shoppertainment” locations.
We at TVs design call this “placemaking.” Placemaking means crafting a relaxed environment that allows
consumers to take home a memorable experience – one that they want to experience again and again. And
that includes almost every element of the mall – retailer selection, mall design, dining options and
amenities.
5. Entertainment
Entertainment is one of the elements in placemaking, and it applies to every aspect of the mall that
encourages shopper enjoyment. Areas for local community celebrations and festivals, among them an
outdoor plaza, amphitheater, and outdoor food court terrace — are all planned as social gathering places.
Mall dining areas are another essential feature of 21st century malls, and should be more than just “fueling
areas.” Plaza Eagan in Santiago, Chile, has restaurants on the roof of the mall that offer great views and
open space. Together with a multi-screen cinema, an IMAX theatre, a food court and a jazz club, they help
create a powerful entertainment destination.
6. Convenience
Convenience covers a number of aspects of mall design. Is the facility close to public transportation, and
can that be incorporated into the design, as Plaza Eagan has? Is sufficient parking available to accommodate
a busy shopping day? Does that parking area support multiple entry points to avoid crowding and
congestion? Does the array of retailers match the needs of local shoppers?
To sum it all up, what makes modern malls attractive to shoppers is not helpful to the manager of a mall that
is in need of updating. What is helpful is an understanding of the techniques and design strategies that can
convert an undifferentiated, unattractive mall into a shopper-friendly destination.
Mall Management in the Indian Context (10 Issues)
1. Lack of Market Research/Feasibility:

It has been well acknowledged by the industry experts that earlier malls were constructed without carrying
out a thorough research on their feasibility. This is also one of the reasons of their failure in spite of good
response from public especially in metros. The market scenario is changing fast wherein more and more
developers are hiring mall designers and property consultancy firms to conduct feasibility and positioning
studies for their projects.
2. Zoning:
This is the common practice where mall developers/landlords tend to lease out retail space on a first-come-
first -serve basis to attract others and ensure their they get the return on their invested money as soon as
possible. Though as such nothing is wrong in the practice, considering everyone is the business for earning
money. But this practice creates a sub-optimal tenant mix like a food and beverage shop next to a kids wear
instead of a book or toys store.
3. Design issues:
Designing is also one of the major lacuna in the existing mall management practices. This situation becomes
worsened during weekends and festive seasons. Having provision for one entry and one exit points lead to
overcrowding and sometimes reason for road rages. Further, improper fencing and malfunctioning of
escalators is also one of the reasons for recent casualties in some malls in the recent past. Further, the
visibility of retail units from all vantage points is poor in most of the malls.
4. Fee Promotional Activities:

In the majority of the malls, very few promotional activities are organized in the malls. The reason is that
developers perceive that these events only help increase foot traffic and not revenues.
5. Facility Management:
Lack of facilities with regard to appropriate infrastructure is also the reason for the failure of the malls.
Facility management basically means the integration of people, place, process and technology in a retailing
place. It also means optimal utilization of available resources to meet organizational needs. It broadly
includes infrastructure, ambience and traffic management.
6 Parking Management:
In today’s scenario where everyone has an access to car, retail car parking management is the first port of
call for customers and the very first impression about a store. Whether you run a small grocery store or
multi-million large shopping complexes, the parking experience you offer to customers, will decide their
mood for their whole shopping experience. Providing large open spaces for car parking will not even work,
retailers should ensure convenient and safe parking facilities, with trouble-free direction-finding and clear
pathways are necessary for smooth parking. First-class parking facility not only put your customers in a
better mood but increases their stay duration in the shopping complex.
7. Malls a novelty in Tier-II and Tier III cities:

In India, Tier II and Tier III cities face unique issues which are not seen in metro cities. These issues are not
only hampering the growth of malls but create pathetic situations for retailers who invest their hard-earned
money in owing of retail outlets.
The primary among them are:

(i) Customer characteristics
(ii) Less travelled therefore, no exposure to modem facilities
(iii) Suffering from ‘Glass Syndrome’: Typical Indian consumer is exposed to bad shopping conditions, bad
hygiene, congested shopping areas and methods to an extent that when he enters to a mall which has state of
the art infrastructure, clean, properly lit, polished, escalators and elevators, air conditioned, span toilets,
shining with glasses, he that retailers will recover the cost of these amenities from the goods sold here which
is not always true. Therefore, he visits malls for the purpose of knowing latest trends, time pass, and a means
of outing.
8. At the end of Mall Developers:(

) Developing local supply chain
(ii) Government/political interference
(iii) Improper selection of brands to the environs and economic capacity of the people
(iv) Lack of professionalism in management
(v) Lack of skilled employees
(vi) Lack of understanding of the catchment area
(vii) Negative attitude of locality
(viii) No uniqueness or differentiation with its competitors
(ix) Wrong positioning of the mall and store
(x) Wrong selection of tenant mix
9. At the end of Brands:

(i) Delay in rent and CAM payments, which hamper the cash flow and thus the operational smoothness.
(ii) Government’s Role – The local bodies such as Municipal Corporation are simply silent spectators. Town
planning department should come forward and take steps to avoid concentration of malls in a particular area
as it puts pressure on the entire system consisting water supply, traffic, parking, congestion, electricity,
drainage, etc. Further, with the breakup of joint family system, families will go smaller, giving rise to traffic
and parking problems. Therefore, traffic and parking issues, shortage of time shall force people to
shop/entertain and eat at a single location. At the end of the day, only those malls which follow Darwin’s
theory (survival of the fittest) will survive.
(iii) Lack of coordination with mall management – any suggestion from mall developers is treated as “mall
owners trying to teach a brand – ‘how to do business’.
(iv) Lack of interest and supervision from head office and poor ability to understand problems of store
managers which vary from store to store.
(v) Poor delegation of powers and authority to the store managers.
(vi) Poor participation in mall events and promotions.
(vii) Presence of many stores of same brands in a particular area spoils the charm and cannibalizes the
business.
(viii) The mall industry is facing problems such as excessive rentals, selling retail space to individual
investors and a lack of the right retail mix to attract best possible consumers.
(ix) Though the retail sector is growing 30 percent per year, but the industry does not have the required
infrastructure to supplement this growth.
10. Theft:
A mall is made up of several different stores, sections, it is almost impossible to continuously watch and
supervise each one. Therefore, theft is an important security matter for many malls, mainly if the individual
stores have no system in place with which to catch thieves and monitor theft among customers and
employees.
The best way to overcome this challenge is to deploy well trained security guards at all possible locations,
working in various positions around the facility, working closely with the individual stores to identify
doubtful behaviour. Posting warning signs listing consequences of theft is prevention for theft in malls.
ll Mall management strategies

The Mall management strategy that I would be talking builds on the basic idea of interdependence between
the Mall and the Retailer. It focuses on the business benefits that can accrue out of collaborated business
management between the Mall Developers and the Retailers. This is not to say that the association between
these two parties does not exist in the current scenario. Mall developers and Retailers do collaborate, but this
collaboration has not been formalized and even when it is formalized, it is rather sporadic in nature. Thus the
whole focus of this article is on suggesting a structured and formal way of collaboration between the
Retailer and the Mall.
This concept is a whole process of enhancing customer traffic, sharing costs and increasing the profit
margins.
MStrategic Perspectives
Sharing the Burden-Collaborative Management If we look at the customer's perspective, there are two
major benefits that every customer seeks out of shopping in a Mall. One is an overall experience and the
other is a whole variety of goods under one roof.
all Malnagement strategies
strategies
Mall management strategies

These two expectations cannot be met satisfactorily either by the Mall developer or the Retailer. But if roles
are clearly defined and each one develops a core competence, then a fantastic synergy can arise between the
two parties. The Mall and the Retailer should work out a strategy where the Mall focuses on enhancing the
overall experience and the Retailer focuses on the delivering a good variety of products. To formalize this
association, there would have to be a clear definition of expectations and most importantly sharing of profits.
To summaries, the nature of collaboration would be:
 Redefinition of relationship between malls and retailers. It is no more the tenant landlord relationship
that existed traditionally. Both need to consider each other as partners or associates, where one
parties growth is greatly dependent on the other.
 Malls and Retailers work together to offer the Customers the complete experience. This complete
experience would include products that can offer value for money on the one hand and attractive
entertainment on the other hand.
 Through mutual discussions, collaborative strategy is defined and areas of core competence are
identified. Each one seeks to improve and perfect the specific area of Competence. For e.g. Mall
Developer could take up the responsibility of organizing promotions, while the retailer plans the
merchandise according to the promotions requirements.
 Pulling in the Customers

 The biggest benefit of this strategy would be in facilitating enhanced customer traffic. Internationally
Malls are supposed to be places of entertainment. For e.g. Malls in Germany, U.S.A offer round the
clock entertainment services either in terms of carnivals, music shows or events. Mall developers
should organize regular events which have the capability of attracting huge masses of audience,
which would benefit the occupant retailers hugely. Although while undertaking such events a few
things would have to be kept in mind:

 1) The events would have to be organized in such a way that Malls do not become merely places of
entertainment and buying becomes occasional. In such a case the whole point of organizing these
events would be lost. This problem can be tackled by associating a major percentage of the events
with direct purchases. Retailers could be intimated about the promotion beforehand so that the
retailers organize their merchandise accordingly. Mall developers should come up with a "Mall
Events Calendar".

 2) Another thing that the Mall developer needs to be convinced about is the benefit of investing in
these promotional events. While on the face of it Mall developers might feel that there are no
tangible benefits in undertaking such events, such an assumption is far from reality. Promotion
events not only increase the popularity of the Mall, they also increase the value of the space available
in the mall. A mall which is more popular would definitely attract better brands at better prices
In any case to tackle the apprehension of the Mall developers the strategy has incorporated certain financial
strategies which create a Win Win situation for both parties. The retailers and the mall developers would
have to work out a financial strategy which creates sharing of the costs, the benefits and at the same time
does justice to both parties involved. How this can be done will be mentioned in Financial Strategy segments
that follow.
Strategic Planning for Merchandise
The Mall management would also have to restructure the way products are sold in their malls. One of the
ways could be to create mini malls within malls. For e.g. all stores in related categories could be placed in
close proximity, so as to provide a better variety to the customers and at the same time increase impulse
within the stores. Thus Apparel stores, Accessories stores and Shoes stores could be placed together and thus
create complete segments of related products within the Mall. The malls could now organise specific
promotion events for these sections or categories.
Another way of Collaborated Merchandise Planning would be by keeping the Retailers informed about Mall
Events Calendar, so that retailers can respond to the promotions by bringing about slight modifications in
their product mix for that particular period. This way the retailer benefits as well as the Mall Developer.
Developing the Team
To support these futuristic ideas of mall management, a competent team would need to be developed which
is fully devoted to these aspects, whose primary focus is to be in touch with the customers psyche and
constantly innovate promotion schemes. The team should ideally have a two three representatives who are
reporting to one person. Each of these representatives may hold accounts of occupant retailers. Their
primary responsibility would be to coordinate with these retailers and derive business out of them. At the
same time it would also be essential for them to be in touch with their requirements. The team would also
include traditional roles such as Marketing, Housekeeping etc.
Working out the Financials
Innovative ideas are of no use if they do not make business sense. Without a feasible financial strategy to
backup, the strategy would be a failure. While financial strategies would always be specific to the Mall and
Retailers, this strategy in its basic form incorporates the following strategies:
1) Sharing of expenses between the Retailer and Mall would be undertaken. Possibilities include a
fixed fee to be paid by all the Retailers to the Mall developer. This fee would be over and above the
rentals being paid already. As a justification to the costs the strategic team may be held accountable
for either footfalls or certain minimum number of events in a year. Since these events would always
be held in consultation with the Retailer, retailer would stand to benefit directly from these events.
2) Another strategy for Financial collaboration could be by way of Revenue sharing. The Mall
developer gets cut out of the revenues of the Retailers during a specific promotion.
There are many more strategies that will be put forward in the articles to come. The essential thing in the
current situation is that both the Mall developers and Retailers take this whole new idea with an open mind
and begin the process of contemplation. The perfection of the system is a matter of evolution and will
definitely happen in the time to come.
Success Parameters of Malls in India
Indian retail market is fifth largest in the world and is most attractive destination as an emerging market.
The urbanization and development in 2-tier and 3-tier cities are bringing a complete revolution in the mall
culture in India. The retail sector is getting more and more organized with development of malls. The share
of retail trade is about 10% of GDP, which amounts to US$ 600 billion. Although mall culture is rising day
by day in India but all malls do not experience success. There are some malls which are not able to attract
retailers for many reasons that should be known by a builder.
Still the proportion of organized retail market is much lower than the un-organized retail section comprising
of only 5% of the total retail market. But the surge is yet to come in large-format malls and branded retail
stores. The development of mega malls have started in a big way in south of India, followed by north, west
and east. The exponential growth are going to happen in the next few years with large number of corporate
and overseas companies taking interest in opening their retail chain in India. MNC\'s are coming up with
their exclusive branded stores in these large format malls.
As per some leading property consultants in agreement with the \'shopping centers association of India\',
more than 100 mega malls came up with over 30 million sq.ft construction between 2009 and 2010 which
indicates the speed at which the development in mall construction took place and the total area for Indian
mall is expected to rise to 95 milion sq.ft only in the 7 cities including Delhi NCR, Hyderabad and
Bengaluru by 2021 besides the area that will be added in tier II and tier III cities.
Despite of the exponential growth in mall constructions there are many malls in India which failed due to
variety of reasons, which include wrong selection of location, lack of parking space, wrong tenant mix, not
having facilities such as food court, cinema hall and such other entertainment zones.
India is poised to become the third largest retail market with consumer spending growing to Rs.421 trillion
roughly by 2030, a massive growth by any standard. The malls constructions have also picked up speed in
cities like Ahmadabad, Amritsar, Bhubaneswar, Chandigarh and Indore.
Positioning of mall is very important. Building a super luxury mall in a place that does not have much
spending power with people is not worth and may cause a complete boomerang. The mall shops become
very costly and investors shy away and further the rental charges for shops in such malls work out to be
expensive. Location of a mall is thus a deciding
factor for success.
Good visibility is another factor that helps a mall run. The consumer prefers to visit a mall located adjacent
to a broad road. It is also very important to have the right mix of tenants at the right place to ensure smooth
flow of customers. Normally a customer visits a mall to get all his or her requirements and won\'t prefer to
hop between malls to make their purchases.
Promotion and marketing is essential to get desired footfalls. The mall administration should conduct
promotional activities in the mall premises which include food festival, exhibitions, film promotions helps
in attracting get accustomed. The real challenge is to regularly keep interest of customers and be in the
news. The best way these days is to announce events through social media and mailers. Organizing different
competitions like dance, music, paintings and games for school children by collaborating with different
schools in the locality helps to draw the crowd.
Facility management means optimal utilization of resources and providing good ambience and traffic
management. It is important to see that whatever has been promised to be delivered to their satisfaction. The
cleanliness and security of the mall premise enhances a good feel. Well managed malls always attract
retailer and consumers.
Design of the mall adds to its attractiveness. While designing a mall common men should be understood
first. A mall designed for all categories of people gets more footfalls compared to a mall designed for only
particular economic strata of people. A mall should have enough open space for putting up kiosks offering
street food and also an exclusive food court offering various continental dishes of popular international
brands and also Indian brands. Entry to shops should not be congested.
Some gaming zone for children is a good idea.
Conclusion
Mall management is the complex of actions aimed at the appropriate organization of the structure of a mall
and its components. A mall is a big shopping Centre which embraces several or one big building which
include a great number of stores, restaurants, resting areas, cinema theatres and other objects which serve for
the satisfaction of the client’s needs. , nowadays malls can be called the most popular places which connect
people who want to purchase something and spend time with pleasure.
All the objects of a mall are located in the strict order as everything has its definite place in the building in
order to attract the client’s attention all the time and to make him stay at the mall as long as possible. The
mall is managed by the professionals who are good at the human psychology and use the right symbols,
smells, sounds, music and colors to attract the visitor’s attention persuading him spending money at the
mall.
Moreover, mall management touches upon such issues as energy supply, protection of the visitors and staff
of the mall and maintenance of the cleanness, peace and order in the building. Mall management is the
process of the reasonable and logical organization of the objects placed in the mall with the aim of making
more money and attracting more clients. The student who has decided to dwell on the problem of writing a
good case study about the issue on mall management should read about the organization of the shopping
mall, learn about the rational location of the stores and restaurants there, pay attention to the knowledge and
skills which are required for the professional mall management
REFERERENCE
 https://www.yourarticlelibrary.com/india-2/mall-management-in-the-indian-context-10-
issues/48449
 https://www.fibre2fashion.com/industry-article/3568/mall-management-strategies
 https://www.yourarticlelibrary.com/mall-management/mall-management-5-key-components-
of-mall-management-explained/48462
 https://www.yourarticlelibrary.com/retailing/shopping-malls-and-its-types-with-
statistics/48436
 https://www.newworldencyclopedia.org/entry/Shopping_mall
 https://en.wikipedia.org/wiki/Shopping_mall

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1 St Aloysius College (Autonomous)

ST ALOYSIUS COLLEGE (AUTONOMOUS)

TITLE OF THE PROJECT

UNDER THE VALUABLE GUIDANCE OF

Sl.no Title Pg. no

2 Key components of mall management 5

3 Study on types of malls 10

4 Advantages of shopping malls 15

5 Disadvantages of shopping malls 20

6 Factors determining mall’s success 23

8 Management in Indian context 24

9 Mall management strategies 27

10 Success parameters of malls in India 30

Key components of mall management

Components of Mall Management:

Broadly, mall management includes the following:

3. Promotions and Marketing

The objectives of positioning a mall/product are:

5. To improve image of quality

8. To maintain and attract good sales staff

Broadly, malls can be positioned in two different ways.

A. On the basis of offerings

B. On the basis of anchors

(ii) Creates a distinct image in the minds of the customers.

3. Promotions and Marketing:

The common examples of promotions and events organized in India involve:

(iii) Book Fairs

(iv) Travel Fairs

(v) Musical Contests

(vii) Talk Shows

(viii) Sidewalk Sales

Advantages of Promotions and Events:

(ii) To create new source of avenues for mall retailers

(iii) To attract new customers

(iv) To beat competition

(a) Site location problem

(b) What kind of mall to set up?

(c) Determining the customer patterns

Under facility management various activities are classified as follows:

(ii) Provision of adequate power supply,

(iii) Safety issues related of signage,

(iv) Issues related to signage, water supply, sanitation, etc.

(v) Water supplying and sanitation

(ii) Ambience Management:

Under ambience management, following provisions/facilities are made:

(ii) Management of fountains,

(iii) Taking care of staircases

(iv) Overall look of lifts and escalators

(v) Music and overall look of the mall.

(iii) Traffic Management:

(ii) Parking management

(iii) Better pedestrian flow

(iv) Event management in and outside the malls

(ii) Cash receipts and collection of income

(iii) Organizing resources to deliver an efficient and effective annual audit.

Study on types of malls

A shopping mall or simply mall, shopping Centre, or shopping arcade is

Synonyms for shopping Centre

An example of the mid-nineteenth-century shopping mall: The Passage in St. Petersburg.

In many cases, regional and super-regional malls exist as parts of large

A regional mall is a shopping mall that is designed to service a larger

Super-regional mall: A super-regional mall is a

A strip mall (also called a plaza) is an open-area shopping