Presented by Varun Narula and Prateek Swarup - students of PGDM at TAPMI, Manipal in the course on Retail Management.

1. The Great India Place
Presented by - Prateek Swarup & Varun Narula
Retail Management

2. 2
Agenda
 Introduction to Shopping Centers
 Factors of Mall Atmospherics
 Competition to Shopping Centers
 The Great India Place
– Introduction
– Anchor Stores
– Atmospherics
– Promoting Brand TGIP
 References

3. 3
Shopping Centers

4. 4
Introduction
 What is a Shopping Center / Mall?
 One or more buildings:
 a complex of shops
 representing merchandisers
 with interconnecting walkways
 along with a parking area
 A modern, indoor version of the traditional
marketplace1.
Source – Wikipedia

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Factors of Mall Atmospherics2
 Stores & Products:
 Quality of Stores
 Wide Seletion
 Low Prices
 Shopping Environment:
General Layout Nice place to spend Time
Cleanliness Covered Shopping
Shoppers are nice people Availability of Good Restrooms
Friendly Atmosphere Helpfullness of Staff
Source – Modelling the Effects of Mall Atmospherics on Shoppers’ Approach, Brunie Univ.

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Competition to Shopping Malls3
 Changing consumer buying behaviour
 Internet buying, direct sales
 Discounters
 Brand Factory
 Factory Outlets
 Mahipalpur, New Delhi
 New & Updated Shopping malls
 Center Stage Mall Vs. TGIP
Source – Journal of Management Research (Article in Handout)

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The Great India Place

8. 24/10/10 Presentation 8
The Great India
Place

9. 9
Introduction
 Located in Noida, U.P.
 Sector 38 - A
 Area of 1,500,000 sq.ft (139,400 m2)
 6 anchor stores + approx. 250 small stores
 6 screen multiplex and food court
 Developed by IRPPL (JV between Unitech & IAI)
 Part of larger Entertainment City Park
 Worlds of Wonder outside the mall
 Designed by Callison Inc.
 Theme of 'shoppertainment'

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Anchor Stores4
 Departmental Stores
 Lifestyle
 Globus
 Shopper's Stop
 Pantaloons
 Hypermarket
 Big Bazaar
 Home – Style Store
 Home Town
Source – www.thegreatindiaplace.com

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Atmospherics5
Exteriors Location, Parking
General Interiors Utilities, Lighting, Heat / Cold, Cleanliness
Layout & Design
Visual Design Colours, Theme
Human Resource Customer Relationship
Source – Journal of Marketing Management (2002)

12. Floor Plan and Layout

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Exteriors
 Located on main road connecting Delhi, DND
Flyway, Greater Noida Expressway.
 Across the road --> Sector 18 market
 Huge catchement area
 Multi level parking lot
 Basement as well as open area
 Parking well connected to mall via lifts and stairs.
 Wonder of World amusement park

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Interiors

15. General Interiors & Visual Design
• Red, Orange & Yellow based theme
• 'Night – sky' replicated ceiling
• Lighting gives golden hue in evenings
• Well connected floors
– Escalators & Lifts
• Glass walls
– Good influx of natural lighting
• High quality materials used
– Marble tiles of black, cream and white
• Music & other sound ambiance

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Layout
Rest Rooms

17. Layout & Design Features
• Atrium at short distances
– Good mix of food counters & entertainment kiosks
• Ample amount of benches
• Sufficient number of restrooms & children play
areas
– Toilets separate for staff & customers
• Well placed advertising – both for shop & brand
• Cinemas & Food court at top floor
• Floor designated to category of products
• Well displayed signs and directions

18. Human Resource & Misc.
• Courteous Staff
– Uniforms
– Well groomed
• Parking support
• Adequate security measures
– Both human & electronic
• 100% power backup with emergency lighting

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Promoting the Brand TGIP

20. Type of Promotions
• Special promotional schemes for both WoW and TGIP.
• Tie ups with other events and organizations
• Joint promotions with CWG 2010.
• Presence and interaction with customers on social networking websites and over
BlackBerry messenger & GPS applications.
• Promotional schemes on various festivals.
• Advertised via print media, internet and hoardings
• Organization of social endeavours.
• Earth day and Environment day celebrations
• Competitions for young children
• Organization of various fairs and exhibitions for the convenience of the
customers
• Real-estate fair
• Loyalty programs for both TGIP and WoW

21. References
• Modelling the Effects of Mall Atmospherics on
Shoppers’ Approach Behaviors by Charles Dennis,
Brunel University and Andrew Newman,
University of Manchester - October 2005
• Linking Retail Strategy,Atmosphenc Design and
Shopping Behaviour (Journal of Marketing
Management) by L.W. Turley and Jean-Charles
Chebat – 2002
• http://salepurchaserent.com/buysellrent2/the_
great_india_place.htm
• http://www.thegreatindiaplace.in/shop.html

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Thank You!