a small presentation on mall observation and comparison, an assignment given to us by our marketing professor.

1. MALL OBSERVATION
AND
COMPARISON
 Group 1
◦ Apoorva bomade – 6
◦ Nikhil kadam – 27
◦ Sayali narkhede –
40
◦ Abhishek raina – 47
◦ Bilal surve - 55
IES MCRC

2. MALL’S VISITED
HIGH STREETPHOENIX
 It is situated at Lower Parel.
 It was started in 1996.
 Owned by Phoenix Mills Co.
limited
 Key person :-Atul Ruia joint
managing director
R-CITY MALL
 It is situated at Ghatkopar
 It was started in 2009.
 Owned by Runwal group
 Key person :-Subhash Runwal
(chairman)
Two shopping malls “High street phoenix” and “R City” were
selected to be part of our observation and comparison.

3.  High street phoenix is
located in south mumbai,
which is the richest urban
precinct in India.
 Strategically located near
the people with high
spending capacity.

4.  R city mall is located in
central mumbai, where it can
be easily accessed by local
trains or metro.
 Strategicallylocated in a
place where there is a mix of
lower, middle and upper
class people.

5. VISION & APPROACH
◦ VISION:- We persevere to provide the best service not only to customers, but
also to our retailers at high street phoenix. We strive to uphold, and hope to
surpass, stringent mall operations policies, and adhere strictly to standard mall
operations.
◦ APPROACH:- They target upper class families with high income and spending
capacity, they believe in quality of footfall rather than quantity.

6. ◦ VISION:-To provide an experiencethat redefines shopping in mumbai
bybalancing world class international brands with the best local
offerings. To showcase the latest fashion, offer exhilarating
entertainment, boast magnificent features, and provideoutstanding
facilities in a truly unique shopping environment.
◦ APPROACH:-Asit is located in Central Suburbs. Theytarget customers of
all Class by providing them with finest quality.
VISION & APPROACH

7. OBSERVATIONS

8. FOOTFALL
HIGH STREETPHOENIX
 High street phoenix Mall focuses on
the quality of the footfall rather
then quantity.
 Pull Strategy to attract the Footfalls
are very Limited and mainly target
high spending class.
R-CITY MALL
 R City Mall believes in bringing in
more footfalls and converting them
into customers.
 Pull Strategy to attract the
Foolfalls areorganised at regular
intervals and they target
customers of all class.

9. MALL DESIGN
R CITY:- All the Anchor stores are situated atfour different corners
of every floor, So thatthe other tenants canbe noticed by the
footfall.

10. MALL DESIGN
HIGH STREET PHOENIX:- As there are no local tenants in mall,
The mall is divided into different zones with Anchors stores.

11. BRAND ANALYSIS
 HIGHSTREET PHOENIX
◦ Theyfocus more on international
brands
◦ Local and indian brands arevery
few.
◦ Theyhave somebrands which are
exclusively available at their malls
only. Eg. ASICS, CANALI and
BROOKS BROTHERS etc.
 R CITY
◦ They providea mix ofboth
international and indian
brands.
◦ International brands are less
as compared to indian brands.
◦ Discounts givenaremore.

12. BRANDS AT HSP
 International
◦ Gucci
◦ Nike
◦ Diesel
◦ French connection
◦ Fossil
◦ Nikon
◦ Tommy Hilfiger
◦ Ucb
◦ Veromoda
◦ Allen solly
◦ Paul smith
◦ Jimmy choo
 Local
◦ Being human
◦ Global desi
◦ Fab india
◦ Biba
◦ Raymond
◦ Anita dongre (designerwear)

13. BRANDS AT R CITY
 International brands
◦ Marks & Spencers
◦ Woodland
◦ Gini & jony
◦ Allen solly
◦ Arrow
◦ Fila
◦ Puma
◦ Levi’s
 Local brands
◦ Titan.
◦ Wildcraft.
◦ Tanishq.
◦ Raymond.
◦ Flying machine
◦ Club mahindra
◦ Blackberry’s
◦ Big bazaar.
◦ Global desi.

14. PROMOTIONAL EVENTS
 HIGHSTREET PHOENIX
◦ Corporate soccer leagues.
◦ Biz quizfor corporate.
◦ Parkinson’s awareness drive.
◦ Save my Nepal.
◦ Lakme fashion week.
 R CITY
◦ Drawing competition by vibgyor
high school.
◦ India vs pakistan live match.
◦ Shah rukhkhan visit.
◦ Pankaj udhas event.
◦ Badlapur moviepromotion.

15. SOCIAL MEDIA
 HIGH STREET PHOENIX
◦ 201300 likes on official facebook
page
◦ Has 7000+ followers on twitter,
and 16000+ tweets
◦ 576 followers on instagram
 R CITY
◦ 1800 likes on facebook page
◦ Has 1800+ followers on twitter,
and 6000+ tweets
◦ 860 followers on instagram
Various promotional events are communicated through
these accounts

16. SERVICES& FACILITIES.
 HIGHSTREET PHOENIX
◦ PVR multiplex
◦ Court yard(forplaying football).
◦ Auto mobile shops like moto spa,
sai service.
◦ Smoking zone.
◦ 500+ brands.
◦ 60000+ footfalls
◦ More international brands.
 RCITY
◦ Big cinemas.
◦ Kidzania.
◦ Track less trains.
◦ 6 D theatre.
◦ Horror house.
◦ 90+ stores.
◦ Mix of international and local
brands.
◦ 35000+ footfalls.