CALL OF THE MALL

A COMPARTIVE ANALYSIS OF SELECT CITY WALK AND DLF MALL

Submitted to
Mr. Pro. Naushad malik

presented by
Satyendra Singh
INTRODUCTION

 Mall culture the emerging trend of shopping

 India the fifth largest retail destination globally, has been
ranked as the most attractive emerging market for
investment in the retail
 As organised retailing in India grows, tier2 and
tier III cities, especially, are seeing hectic activity in the mall
space.
* over 100 malls with over 30 million sq ft of new shopping
space, are projected to open in India, between 2009 and the
end of 2010. (source-Lang LaSalle Meghraj and Cushman &
Wakefield India)
CHARECTERISTICS OF A MALL

 Positioning of a mall
 Promotions and marketing
 Facility management
 Zoning – Formulating the Right Tenant Mix
and Its Placement in a Mall
 Shoppertainment
What is Positioning?
DLF PLACE MALL SAKET
 POSITIONING OF DLF PLACE MALL

 Strategically located (Hotel Marriott) and other popular malls close

by.
 Catchment area- Crowds from GK I and II, C.R. Park, Sainik Farms,
Haus Khas, Panchsheel Enclave and Malviya Nagar
 Anchor Tenants- Debenhams and DT Cinemas & Diner
 DLF Place has positioned itself as a one-stop shopping destination.
 Select Citywalk offers Promod and Mango, DLF Place stops at
Debenham’s. It’s the usual Levi’s, United Colours of Bennetton and
Hidesign that dominate its ranks
 “We are not positioned as a high end mall and are not in
competition with anyone,” insists a DLF employee who didn’t want
to be named.
 Shops are not fully occupied
POSITIONING OF SELECT CITY WALK MALL
Select city walk
 Luxury Retailing
 Tenant mix that reflects the lifestyle and aspirations of the upwardly
mobile new-age urban Indian consumer as well as the international
traveller
 Inorbit in Mumbai and Forum in Bangalore
 It is exciting that almost every niche and high-profile Indian retailer and
leading international brand present in the country is a part or wants to be a
part of SCW mall.
 Leasing done primarily by invitation
 Concierge services
 Focus on Architechtural design
 India’s First Turnover Rental Based Model
 The Promoters - Select Group( Golf links etc)
 The Promoters - Aarone Group( 2nd largest tourism company, Boutique,
resorts etc)
INFRASTRUCTURE MANAGEMENT

Infrastructure Management

Power Safety Miscellaneous

Toilets – separate for

Fire-fighting customers and
Uninterrupted power Staff, Building and floor
and detection
supply with directories detection
system
100% power backup system
Dedicated
HVAC with adequate Dedicated security system
security
redundancy Water softening and
system(Ventur
Emergency lighting purification
e with cease
in all areas Signage directing customers
fire)
towards elevators, toilets and
fire exits, emergency door
 FACILITY MANAGEMENT @
SCW AND DLF
 Lift
 Wash room
 Inbuilt with many more(One stop solution for household need)
 Security(Outsource from Balmer security agency)
 Parking
 Waste Management(by DDA)
 Risk Management
FACILITY MANAGEMENT

 S.C.W
 The 1,300,000 sq ft (121,000 m2).
 Retail development is spread over 6 acres
(24,000 m2) and includes a multiplex, serviced
apartments, offices and public spaces
DLF PLACE

 Total Built-Up Area is 6 Lakh Sq. Ft

 Retail component is 4 lakh Sq. Ft.
 The shop sizes range from 550 Sq. Ft. to 5000
Sq. Ft.
TENANT MIX S.C.W
 The mall is divided into three broad zones: Staple Traditional (family),
Celebration (centre-stage) and High Voltage (youth).
 There are eight anchor tenants including Goodearth Verandah, Pantaloon,
Crossword Bookstore, Mothercare, Arcelia, and Home Stop.
 The mall also has 125 stores representing over 500 major Indian and
international brands of clothes and apparels
including Aldo, CalvinKlein, Esprit, FrenchConnection, Gant, Guess, Kiplin
g, La Senza, Levi's, Mango, Next, Pepe Jeans, Replay, Tommy Hilfiger,
and United Colors of Benetton.
 Other are  Clinique, Lancôme, L'Occitane, MAC and The Body Shop.
  The mall houses Esprit's 12,000 sq ft (1,100 m2). flagship store for
Delhi, along with a 3,000 sq ft (280 m2). 
 Tommy Hilfiger flagship store, and Calvin Klein's first stand-alone store in
India, featuring CK Jeans and CK Underwear.
TENANT MIX DLF PLACE
 Ground Floor  Lilliput  Juice Booster  Raymonds  Creative Line
 Edge  Bizarre International  First Floor  Tag Heur  Caiman
 Bossini  Benetton  Gatha  Accesoreez  Incense
 Samyak  Sweet World  Chikankari  Vip  Tycoon
 Archies  Lakshita  Gipsy  Delsey  Arrow
 Dayal Opticals  FI  Shaw Carpats  Carlton  Warngler
 Biba  Colour Plus  Indigo  Victorianox  Lee
 D&A  NAO  Levis  Art Karat  Roncato / Goirdano
 Lee Cooper  (Shoes)  Aswera  Madura  John Player  Spring Field
 Usi  W  Belli Ram  Kelly Shoes  Kipling
 Koutons  Vibe  Aum Monic  Marwari  Nautica
 Gkb  AO's  Timex  Lee Cooper  Gant
 Nike  Bombay Selection  Dockers  Cantabil  Tommy-Hilfiger
 Laxmi Opticals  Adidas  Status Qou  Namero Uno  Esprit
 Madame  Satya Paul  Tuscan Verve  Pepe  Fresh Line
 ITC     Linc Pen  Spykar Jeans  Ted Lapidus
 Wood Land  Second Floor  Bg-Xclusif  Hi-Design   
 Titan  Shine Star  Mufti  Citizen   
 Apparel Brands  Al-Ghanim  Viavero  Inxs
 CTC  Regal-Inc-5  Samsonite  Planet M
 Straps  Essar  Ried & Taylor  Indian Terran
INSTORE PROMOTION S.C.W
INSTORE PROMOTION DLF
SHOPPERTAINMENT

 The emerging buzz word

 Shopping + entertainment
 Both mall still lack on this arena
FINANCE MANAGEMENT
(REAL ESTATE VALUATION)

Business Model Key aspects Benefits for Mall Benefits for Mall
Developer tenants

Contract Model Fixed fee Fixed cash Risk

outflows. minimization
Higher inflows if
mall is a success