SUMMER INTERSHIP PROJECT ON

ISKON MALL

SUBMITTED BY

Gaurav Muliya
Roll NO: 34 3rd SEMESTER (MBA 2009-10)

SUBMITTED TO
SAURASHTRA UNIVERSITY RAJKOT

PROJECT GUIDE Ms. Nandita Sen

R.K. College of Engineering & Technology (RKCET) Affiliated with Saurashtra University- MBA Programme Recognized by All India Council for Technical Education (AICTE) Kasturbadham, Rajkot- Bhavnagar Highway, Rajkot-360020(Gujarat) Phone: +91- 281 + 2785114 Fax: 97 0281 2785114 Website: www.rkcollege.com

DECLARTION

I, Gaurav Muliya hereby declare that the project work is done by me and submitted to Saurashtra University for partial requirements for the awards of MBA degree. The work done by me is under the supervision of Mr. Amit Matravadiya of company and also under the guidance of my lecturer Ms. Nandita Sen of R.K. College of Engineering & Technology, Rajkot.

DATE

/2009

PLACE

: Rajkot

Signature of the Student

(Gaurav K. Muliya)

ACKNOWLEDGEMENT
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With immense pleasure, I would like to present this project report for Management of Iscon mall, Rajkot. It has been an enriching experience for me to undergo my summer training at Iscon Mall, which would not have possible without the goodwill and support of the people around me. As a student of R. K. Group of Colleges I would like to express my sincere thanks to all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr. Amit Matravadiya, the Mall Manger of Iscon mall, who permitted me to get training. I am very grateful to our principal to Dr. Ramamohana Rao for providing me an opportunity for this training. I am very thankful to Ms. Nandita Sen, who helped me at every step whenever needed. As we know research work needs hard work, keen insight and long patience with scholarly vision based on content operation hence it becomes a humble duty to express my sincere gratitude to Mr. Amit Matravadiya, Management in charge. At last but not least my grateful thanks are also extended to all my faculty members for the proper guidance and assistance extended by them. I am also grateful to my parents, friends for encourage & giving me moral support. However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.

Date Place Duration

: : :

31st July, 2009 Rajkot (GUJRAT) 25th June to 1st July, 2009

PREFACE
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The MBA programme is well structured and integrated course of business studies. The main objective of practical training at MBA level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The MBA programme provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of MBA and each and every student has to undergo the training for 6 weeks in a company and then prepare a project report on the same after the completion of training. During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In todays globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient so far. Beside this one need to have practical knowledge about market, which would help an individual in his/her carrier activities and it is true that Experience is best teacher.

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CONTENTS

NO.

CHAPTER NAME

PAGE

Industry Overview

Company Overview

27

Department

55

Personnel Department

56

Maintenance Department

59

Finance Department

61

Marketing Department

63

Summary

68

EXECUTIVE SUMMARY
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The study of Iscon Mall & Iscon group, its origin and history provides glimpse about company growth and expansion. This training provides an in depth study about the companys policy, procedure and processes. It also provides the practical knowledge about the functioning of various departments. As we come across the Personnel Department, Marketing Department & Maintenance Department, we learnt number of things related to these departments. My training is focusing on the area of Retail Marketing of the mall management. I have made the survey on Retailing & customer satisfaction of Iscon Mall. I have done project in Iscon Mall which is one of the oldest malls in the Rajkot city. Iscon mall is covering huge market share in the retail Market. Retail market of the Rajkot is good enough. Retail market of Rajkot is very huge and continuous growing. In Rajkot, there was no mall before Iscon Mall started. Iscon Mall started in Rajkot in year 2006 since the time it is leading in retail market and doing continuous growth.

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CHAPTER 1

INDUSTRY OVERVIEW

1. INTRODUCTION AND HISTORY RETAIL DEFINITION

It includes all the activities directly related to the sale of goods and services to the ultimate consumer for personal or non-business use. In simple terms, it implies a firsthand transaction with the customer.

MEANING OF RETAIL
A retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the enduser. Retailing involves a direct interface with the customer & the coordination of business activities from end to end- right from the concept or design stage of a product or offerings, to its delivery & post-delivery service to the customer.

1.1 Introduction
India has often been called a nation of shopkeepers. In 2004, there were 12 million such units of which 98% are small family businesses, utilizing only Household labor. Retailing is the combination of activities involved in selling or renting consumer goods and services directly to ultimate consumers for their personal or household use. In addition to selling, retailing includes such diverse activities as, buying, advertising, data processing and maintaining inventory.

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1.2 WHAT DOES THE RETAILING INDUSTRY INCLUDE?

Department Stores Discount Stores Clothing Stores Specialty retailers Convenience Stores Grocery Stores Drug Stores Home furnishing retailers Auto Retailers Direct Sales Catalog and mail order companies Mall Super Market

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2. HISTORY
The India Retail Industry is the largest among all the industries, the retail sector has helped in giving strong impetus to overall economic growth as a significant driver of the growth of services sector, which contributes as much as 54 per cent of GDP. It has strong backward and forward linkages with other sectors like agriculture and industry through stimulating demand for goods and through mass marketing, packaging, storage and transport. Moreover, it creates considerable direct and indirect employment in the economy. Also, the consumers have benefited in terms of wide range of products available in a market. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. But all of them have not yet tasted success because of the heavy initial investments that are required to break even with other companies and compete with them It may seem that in a vast country like India, this is restricted to a few urban towns. This could be myopic thinking. The revolution was brewing in South India in the 90s but seems to have taken speed in the 21st century. In India the vast middle class and its almost untapped retail industry are the key attractive forces for global retail giants wanting to enter into newer markets, clearly, the impact of this retail revolution could be bigger than just the changing faade of the market place and enhancing consumer buying experience. It is a looming threat to "mass brand marketers" and the sooner they take cognizance of that, the better. Mass retailers may not only redefine shopping experiences, but also redefine market spaces. The future of the India Retail Industry looks promising with the growing of the market, with the government policies becoming more favorable and the emerging technologies facilitating operations.

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2.1 THE EVOLUTION OF INDIAN RETAIL INDUSTRY

For Indian retailing, things started to change slowly in the 1980s, when India first began opening its economy. Textiles sector (which companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim) was the first to see the emergence of retail chains. Later on, Titan, maker of premium watches, successfully created an organized retailing concept in India by establishing a series of elegant showrooms. For long, these remained the only organized retailers, but the latter half of the 1990s saw a fresh wave of entrants in the retailing business. These were pure retailers with no serious plans of getting into manufacturing. These entrants were in various fields, like - Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and Music World in music; Crossword and Fountainhead in books. As of the year ending 2000 the size of the Indian organized retail industry was estimated at around Rs. 13,000 crore. Retail growth is already gathering momentum and the organized retail industry is expected to grow by 30 per cent in the next five years and is expected to touch Rs. 45,000 crore in 2005. Thus, the growth potential for the organized retailer is enormous.

3. DEVELOPMENT 3.1 Indian Scenario for Mall Management

The retailing configuration in India is fast developing as shopping malls are increasingly becoming familiar in large cities. When it comes to development of retail space specially the malls, the Tier II cities are no longer behind in the race. If development plans till 2007 is studied it shows the projection of 220 shopping malls, with 139 malls in metros and the remaining 81 in the Tier II cities. The government of states like Delhi and National Capital Region (NCR) are very upbeat about permitting the use of land for commercial development thus increasing the availability of land for retail space; thus making NCR render to 50% of the malls in India. Large Indian players such as Reliance Industries and Aditya Birla Group are commencing their foray into retailing across the country. This prompts the Indian retail industry to undoubtedly move on a high growth curve. Retailing is still faced
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with one major challenge: systematic mall management. Currently, there are very few designated mall management companies in India. However, big retail chains such as Future Group and some large developers have set up their own mall management divisions that operate as their subsidiary companies. Some developers such as DLF have also recently entered into contractual arrangements with international property consultancy firms to manage their malls. Historically, developers were managing their malls in-house, which are expected to change going forward.

(Source: www.chillibreeze.com/.../top-10-retailers.asp )
The Indian retail industry is valued at $270 billion, with organized retail cornering 4.5 %.

The organized pie is expected to see a growth at a CAGR of 37 % (India Retail Report 2007) earlier in the decade; mall developers were more inclined towards exiting the project early by selling retail mall units to investors at the pre-completion and post-completion stages and booked profits. As the contemporary retail sector in India is reflected in sprawling shopping centers, multiplex- malls and huge complexes offer shopping, entertainment and food all under one roof, the concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. This has also contributed to large-scale investments in the real estate sector with major national and global players investing in developing the infrastructure and construction of the
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retailing business. The trends that are driving the growth of the retail sector in India are

Low share of organized retailing Falling real estate prices Increase in disposable income and customer aspiration Increase in expenditure for luxury items (CHART)

(source: www.indianground.com)

Retail Space Distribution In India

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(Source: www.propertysamachar.com/.../)

3.2 INDUSTRY EVOLUTION

Traditionally retailing in India can be traced to Era of government support for rural retail: Indigenous franchise model of store chains run by Khadi & Village Industries Commission 1980s experienced slow change as India began to open up economy. Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim first saw the emergence of retail chains Later Titan successfully created an organized retailing concept and established a series of showrooms for its premium watches The latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures to Pure Retailers.

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For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and Music World in music; Crossword and Fountainhead in books. Post 1995 onwards saw an emergence of shopping centers Mainly in urban areas, with facilities like car parking Targeted to provide a complete destination experience for all segments of society Emergence of hyper and super markets trying to provide customer with 3 Value, Variety and Volume Expanding target consumer segment: The Sachet revolution - example of reaching to the bottom of the pyramid. At year end of 2000 the size of the Indian organized retail industry is estimated at Rs. 13,000 crore.

3.3 RECENT TRENDS

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Retailing in India is witnessing a huge revamping exercise as can be seen in the graph India is rated the fifth most attractive emerging retail market: a potential goldmine. Estimated to be US$ 200 billion, of which organized retailing (i.e. modern trade) makes up 3 percent or US$ 6.4 billion As per a report by KPMG the annual growth of department stores is estimated at 24% Ranked second in a Global Retail Development Index of 30 developing countries drawn up by AT Kearney. Multiple drivers leading to a consumption boom:
o o o o

Favorable demographics Growth in income Increasing population of women Raising aspirations: Value added goods sales

Food and apparel retailing key drivers of growth Organized retailing in India has been largely an urban Phenomenon with affluent classes and growing number of double-income households. More successful in cities in the south and west of India. Reasons range from differences in consumer buying behavior to cost of real estate and taxation laws.

Rural markets emerging as a huge opportunity for retailers reflected in the share of the rural market across most categories of consumption
o

ITC is experimenting with retailing through its e-Choupal and Choupal Sagar rural hypermarkets. HLL is using its Project Shakti initiative leveraging women self-help groups to explore the rural market. Mahamaza is leveraging technology and network marketing concepts to act as an aggregator and serve the rural markets.

IT is a tool that has been used by retailers ranging from Amazon.com to eBay to radically change buying behavior across the globe.

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RETAIL SALES IN INDIA

4. PLAYERS
Top 10 Retailers in India
1. Pantaloon Retail:
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It is headquartered in Mumbai with 450 stores across the country employing more than 18,000 people. It can boast of launching the first hypermarket Big Bazaar in India in 2001. All-India retail space is of 5 million square feet which is expected to reach 30 million by 2010. It is not only the largest retailer in India with a turnover of over Rs. 20 billion but is present across most retail segments - Food & grocery (BIG BAZAAR, FOOD BAZAAR), Home solutions (HOMETOWN, FURNITURE BAZAAR, COLLECTION-I), consumer electronics (E-ZONE), shoes (SHOE FACTORY), Books: music & gifts (DEPOT), Health & Beauty care services (STAR, SITARA and HEALTH village in the pipeline), e-tailing (FUTURBAZAAR.COM), entertainment (BOWLING CO.) One of their recent innovations include e-commerce hybrid format of small shops , the area for these stores will be 150 sq. ft. fitted with 40 digital screens. Customers will be encouraged to browse through the entire range of products on digital screen. They will be able to place the order, the delivery of which will be arranged by the shop to their homes within a few hours

2. K Raheja Group
They forayed into retail with Shoppers Stop, Indias first departmental store in 2001. It is the only retailer from India to become a member of the prestigious Intercontinental Group of Departmental Stores (IGDS). They have signed 50:50 joint ventures with the Nuance Group for Airport Retailing. Shoppers Stop has 7, 52, 00 sq ft of retail space with a turnover of Rs 6.75 billion. The first hyper city opened in Mumbai in 2006 with an area of 1, 20,000 sq. ft. clocking gross sales of Rs. 1 billion in its first year. Crossword brand of book stores, Homes stop a store for home solutions, Mothercare a concept stocking merchandise related to childcare are also owned by them. Recently, Rahejas have signed a MoU with the Home Retail Group of UK to enter into a franchise arrangement for the Argos formats of catalogue & internet retailing. The group has announced plans to establish a network of 55 hypermarkets across India with sales expected to cross the US$100 million mark by 2010.

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3. Tata group:
Established in 1998, Trent - one of the subsidiaries of Tata Group - operates Westside, a lifestyle retail chain and Star India Bazaar - a hypermarket with a large assortment of products at the lowest prices. In 2005, it acquired Landmark, India's largest book and music retailer. Trent has more than 4 lakh sq. ft. space across the country. Westside registered a turnover of Rs 3.58 million in 2006. Tatas has also formed a subsidiary named Infiniti retail which consists of Croma, a consumer electronics chain. It is a 15000-17000 sq. ft. format with 8 stores as of September 2007. Another subsidiary, Titan Industries, owns brands like Titan, the watch of India has 200 exclusive outlets the country and Tanishq, the jewellery brand, has 87 exclusive outlets. Their combined turnover is Rs 6.55 billion. Trent plans to open 27 more stores across its retail formats adding 1.5 million sq ft of space in the next 12 DLF malls.

4. RPG group:
One of the first entrants into organized food & grocery retail with Foodworld stores in 1996 and then formed an alliance with Dairy farm International and launched health & glow (pharmacy & beauty care) outlets. Now the alliance has dissolved and RPG has Spencers Hyper, Super, Daily and Express formats and Music World stores across the country. RPG has 6 lakh sq. ft. of retail space and has registered a turnover of Rs 4.5 billion in 2006. It is planning to venture into books retail, with the launch of its own bookstores Books and Beyond by the end of 2007. An IPO is also in the offering, with expansion to 450+ MusicWorld, 50+ Spencer's hyper outlets covering 4 million sq. ft. by 2010.

5. Landmark group:

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Land mark group were launched in 1998 in India. Lifestyle is spread across six cities, covering 4.6 lakh sq. ft. with a turnover of Rs 3.5 billion in 2005. A new division named Lifestyle International has emerged for their international brands business comprising Bossino, Kappa and Springfield in their portfolio. Their retail mix includes Home solutions (Home centre), fashion (lifestyle, landmark International), value retailing (max retail), hypermarkets & supermarkets (Max), kids entertainment (Funcity). They plan to invest Rs. 300 crores in the next two years to expand on Max chain, and Rs 100 crores on Citymax 3 star hotel chain. They have already instituted a separate company christened Citymax Hotels (India).

6. Piramal Group
In September 1999, Piramal Enterprises announced their arrival into retail with the launch of three retail concepts: India's first true shopping mall of international standards, called Crossroads; a lifestyle department store named Piramyd Megastore; and a family entertainment centre known as Jammin. Piramyd Megastore and Jammin were anchor tenants for Crossroads (recently sold to Pantaloon for Rs 4 billion). In 2001, the group entered the business of food & grocery retail with the launch of TruMart supermarkets in Pune. They have around 18 TruMart stores covering 1.90 lakh sq. ft. registering a turnover of Rs 37.6 million in 2005. Piraymd Megatsores contributes more than 70 % to their retail mix with a turnover of Rs 112.8 million. They plan to open 150 stores covering 75 million sq ft of retail space in the next 5 years.

7. Subhiksha
Subhiksha is a Chennai-based, decade old, no frills, food, grocery, pharma and telecom, discount retail chain. ICICI Venture Capital holds 24% in the equity capital of Subhiksha. It has more than 500 stores across the country covering a retail space of more than 1 million sq ft with a registered turnover of Rs 3.34 billion in 2006. It has a planned investment of Rs.300 crores to ramp up its operations to 1200 stores by 2008. In beginning of year 2008 this player has winded up their business.
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8. Bharti-Walmart
Their plans include US$ 7 billion investment in creating retail network in the country including 100 hypermarkets and several hundred small stores. They have signed a 50:50 percent joint venture agreement with Walmart. Wal-Mart will do the cash & carry while Bharti will do the front-end.

9. Reliance
Indias most ambitious retail plans are by reliance, with investments to the tune of Rs. 30,000 cr ($ 6.67 bn) to set up multiple formats with expected sales of Rs 90,000 crores ($20 bn) by 2009-10. There are already more than 300 Reliance Fresh stores and the first Reliance Mart Hypermart has opened in Ahmadabad. The next ones are slated to open at Jamnagar, followed by marts in Delhi / NCR, Hyderabad, Vijayawada, Pune and Ludhiana.

10. AV Birla Group

They have a strong presence in apparel retailing through Madura garments which is subsidiary of Aditya Birla Nuvo Ltd. They own brands like Louis Phillipe, Van Heusen, Allen Solly, Peter England, Trouser town. In other segments of retail, AV Birla Group has announced investment plans of Rs 8000 - 9000 crores in the first 3 years till 2010. The acquisition of Trinethra (food & grocery) chain in the south has moved their tally to 400 stores in the country.

CHAPTER 2

COMPANY OVERVIEW
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1.

INTRODUCTION AND HISTORY

Iscon Group has developed over 50 lakh sq ft of residential, office & retail space in Gujarat. It is an ISO 9001:2000 certified organization and has also received an award from the esteemed Tata Group for the quality & timely completion of projects. Iscon Group has now acquired properties at prime location around the country including Ahmadabad, Mumbai, Bangalore, Jaipur, Vadodara, Surat, Rajkot,

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Bhavnagar, Anand, etc for an epic construction drive of Townships, Malls, Hotels, IT Parks, Residential & Commercial properties. The company has skillfully bring together hundreds of engineers and thousands of workers to complete projects on time, always maintaining an uncompromising focus on quality and safety. Setting high benchmarks for ourselves, The Company has consistently broken new ground, achieved a long list of targets and yet aiming high for betterment of lives. Over the years, Iscon Group has built an enviable reputation for quality even as we built homes, commercial centers or malls. Iscon Group goes beyond exceptional value, quality and customer service to create a lifestyle that is rich in beauty, comfort and luxury. The Group ensures investment of best talent, maximum energy & quality resources in planning, design and implementation of projects. Best known for timely completion of projects, architectural expertise, superior quality of construction & efficient property management; the Group has pioneered the concept of centrally airconditioned malls in Ahmadabad, Surat & Rajkot. ISCON GROUP are engaged in the property development, property management, relationship building, satisfying every customers smallest of needs and developing exclusive commercial and residential projects across the major cities of India. Having witnessed the phenomenal infrastructure revolution in the country, we have applied the latest technology and trends in all our undertakings.

MALL DETAILS

Name of the company Address Email address Website Year of establishment

: ISCON PROZONE MALL : 150ft RING ROAD, RAJKOT : jp@iscongroup.com : www.iscongroup.com : 2006
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Form of organization NO. OF BRANDS Area covered by the unit Accounting system Accounting year Bankers Slogan Competitors

: company form pvt. Ltd. : 38 [GOING TO 45] : 170000 sq. ft : single entry system : 1st April to 31st March : KOTAK Bank : Rajkots Biggest Shopping Experience : Iscon Mega Mall, Crystal Mall.

MISSION
Consistent, extraordinary value in real estate investment by, Recognize potential where others dont optimize value through hands-on management Increase returns with fast, consistent execution philosophy.

Vision

To be a reputed and respected leader across the Residential, Retail & Commercial business of the Real Estate Industry by investing our talent, energy and resources in the highest quality planning, design, and construction that will last for generations, and assure an unparalleled quality of life for those who live, work and shop here.

1.1 Achievements & Awards

i.

Iscon Mega Mall, Ahmadabad honored for Best Shopping Mall in Gujarat at Gihed Awards 2008.
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ii.

Mr. Pravin Kotak, chairman of Iscon group, ranked 6th in Gujarat Glories Power People 50 by Sara Media and Zee Business. Iscon Mega Mall, Ahmadabad honored for Most Admired Shopping Mall in India at Images Shopping Center Forum 2008. Under the chairmanship, ISCON GROUP is awarded as most trusted companies of 2008 by Gujarat Glories.

iii.

iv.

1.2

Core Values

Dedicated to proven planning principles that create safe, balanced, sustainable master-planned communities where people choose to live, work, shop, play and learn. Create lasting value and quality of life for our customers and neighbors in our
Communities and properties.

Be a constructive corporate citizen, active in public affairs and generous in our community philanthropy with an emphasis on conservation and education. Employ the most talented, motivated people in pursuit of excellence.
Be honest, fair, forthright and ethical in all that the company does.

BOARD MEMBERS

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Mr. Pravin Kotak

Chairman

Mr. Jateen M. Gupta

Managing Director

Mr. Jayesh T. Kotak

Managing Director

Mr. Amit M. Gupta

Executive Director

1.

Projects of Company

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3.1Completed Projects
Retail Projects

ISCON MALL

ISCON MALL Surat

ISCON MALL Rajkot

ISCON MEGA Rajkot

Ahmadabad

Commercial Projects

ISCON MALL

ISCON CENTRE

ISCON ARCADE ISCONPLAZA

Satellite Road
Ahmedabad

Satellite Road
Ahmedabad

C. G. Road
Ahmedabad

Satellite Road
Ahmedabad

ISCON SQUARISCON

ISCON

ISCON

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Sahara Palace
Ahmedabad

J. P. Complex
Ahmedabad

J.P. Corner
Ahmedabad

Iscon Avenu
Ahmedabad

Residential Projects

ISCON RESIDENCY

ISCONPARK

Gurukul PARK

Navrangpura
Ahmedabad

Satellite Road
Ahmedabad Ahmedabad

3.2 Upcoming Projects

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ISCON PLATINUM MEGA MALL

Ahmedabad

Hotel Holiday Inn

Hotel Hilton

Shahibaug
Ahmedabad Ahmedabad

2. Current Position

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Company is going well even in the recession time. The growth of the company is going on. The competitor is doing well but as per quality and sales Iscon Mall is higher than other competitor. As per the sales record and the visiting people record Iscon mall beats all of them. So we can say that the companys current position is good as compare to all other. At every Saturday Iscon Mall make a competition for the promotional activities so it also gets good result. However, company will get success to attract the people to visit the mall. In the cut throat competition in Rajkot of retail market Iscon Mall is doing well as per the sales data and the identity in market of the company. The middle and higher middle class people often visit the mall so we can say that the position of the mall is good as compare to past. In very beginning of the mall people believes that mall is only for high class and creamy people but within few years company has proved that it is for all people of Rajkot. In the very beginning year it faces so many difficulties because of the psyche of people of Rajkot. Very next year it becomes favorite of all target market. So, current position of the company is better than before. Company gets good response from target market. However, we can say that now company is making all the activities for target market and to sustain and to survive the market for longer time and hope that mall should keep it on ahead.

3. Products

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 Floor Shop no.1 MOCHI Products Products for Target People : Belt, Purses, Chapples, Shoes, Sandal. : Men and Female : Sport person and Upper class people

Gro und

Shop no.2
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NIKE Products ball. Products for Target People middle class Shop no.3 ADDIDAS Products Products for Target People middle class : T-shirts, Shoes, Sport ware, Bags, Wallet. : Men and Female and Sport Person : Sport person and Middle and higher : Men and Female and Sport Person : Sport person and Middle and higher : T-shirts, Shoes, Sport ware, Bags, Basket

Shop no.4 SIYA Products Products for Target market : Jewelry (Star Pariwar Collection) : Female : High class women.

Shop no.5
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MAHEK Products Products for Target market Shop no.6 JUST IN VOGUE Products Jewelry. Products for Target market Women : Male & Female : Upper and Upper Middle class Men & : Purses, Watches, Wallets, Perfumes, : Jewelry, Dress materials, Purses, Gifts. : Female : Upper class and Middle women

Shop no.7 TITAN Products Products for Target market : Watches, Spectacle, Perfumes. : Male & Female : Creamy class Men & Women

Shop no.8
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SAMSONITE Products Products for Target market Shop no.9 TIME FACTOR Products : Marriage Collection, Ladies Collection, Golden watches Products for Target market : Male & Female : High Class People : All types of Bags : Male & Female : Travel loving People

Shop no.10 NOKIA Products Products for Target market : All Series of Nokia Headsets : Male & Female : All Class People

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 Mezzanine Floor

Shop no.1 PANTALOON Products Tie. Products for Target market : Male, Female & Kids : High class and Upper Middle Class : Garment, Underwear, Jewellery, Caps,

First Floor
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Shop no.1 Gini & Jony Products Caps Products for Target market : Male, Female and Teen ager : All casual people and Teen ager : Shirts, T-shirt, Pants, Jeans, School bag,

Shop no.2 Allen Cooper Products Products for Target market Shop no.3 Just In Fashion Products ware Products for Target market : Male & Female : High and Middle Class People : Formal wear, Shervanies, Jeans, Casual : Tie, Garments, Shorts for women : Male & Female : High and Middle class people

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Shop no.4 Allen Pine Products Products for Target market : All Types of Men Garments : Female : High class Men

Shop no.5 La Fanso Products Products for Target market : All Types of Men Garments : Male : Middle and Lower Middle Class people

Shop no.6 Lilliput Products Products for Target market : All Types of Children Ware : Male & Female : 3-10 year children

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 Second Floor

Shop no.1 Barcelona Products Products for Target market : All Types of Men and Women Garments : Male & Female : Middle and Upper Middle Class people

Shop no.2
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Levis Store Products Products for Target market Shop no.3 Gotti Products Products for Target market Shop no.4 Provogue Products Products for Target market Shop no.5 Spyker Jeans Products : Jeans (Men & Women), Spects, : Caps, Ties, Begs, Jeans, Formal (M&N) : Male & Female : Working class people : All Types of Formal for Men : Male : Middle and Upper Middle Class People : Men and Women jeans, Underwear, Belt : Male & Female : High Class People only

Products for

: Male & Female

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Target market Shop no.6

: 20-30 years people

Status Quo Products Products for Target market Shop no.7 TQS Products Products for Target market Shop no.8 Liver Pool Products Products for Target market : Blazer, Party ware, Forma : Male & Female : All class people : All Types of Garment male & female : Male & Female : Middle and High class people : Jeans and T-shirts for Ladies : Female : 15-25 years ladies

Shop no.9
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John Player Products Products for Target market Shop no.10 Mr. Deal Products Products for Target market Shop no.11 Koutons Products Products for Target market : All Types of Formal for Men : Male : Working Class Male : All Types of Formal for Men : Male : 20-50 year Men : Cap, Tie, Jeans, Formal (Men, Women) : Male & Female : High class People

Shop no.12
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Food Zone Products : Punjabi, Chinese, South Indian, Fast-food, Pani Puri, Cold Drinks. Products for Target market Shop no.13 Game Zone Products Products for Target market Shop no.14 Cantabill Products Products for Target market : Jeans, Formal, Ties, T- shirts : Male & Female : Middle class People : Snooker, Racing bike and car, Hockey.. : Children : 5-10 year of children : All Visiting People : All Visiting People

4. Market
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6.1 Target Market

Market covered by Iscon Mall is all people of Rajkot and other distict like Junagadh. Iscon Mall is oldest mall in Rajkot and it has almost all market of Rajkot district. Upper class and Upper Middle class people are often visits at the mall. However, malls target market is wider compare to small brand stores. Target people of the Mall are from higher class to Middle and Lower Middle class. It consist almost most of the people of the Rajkot city and also the relative districts also. A middle class person is out of concentrate. It can be also as target market of the mall. Mall has total 38 brands and covers all the retail market of Ready made Garments. All brands includes Casualware, Partyware, Formal, Western outfits and Childern ware, Watches and Mobile. Wide range of garments and watches are there in the mall. So, it attracts all the people.

6.2 Age Group

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As per my research study, we can say that from 20-50 years of people visits it most. So, the target age group is from 15-50 years. Here we can say that this is almost 70% of all market. However, we can say that targeted age group is wider and covers almost most of the partition of all market. Teenagers are also target of the Mall because in the mall garments mobile and other western outfits are available. Working class people visit here because they can easily find the casual ware in the mall. Senior Citizen often takes visit at the mall because here they can take out formal ware as well as casual ware. At a great extent, Iscon Mall covers almost market of the retail in Rajkot. It is an old and well known player in market. Mall is targeting most of the age group which is been often targeted by any business.

5. SWOT Analysis

5.1 Strength
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Iscon Mall is one of the reputed malls in rajkot and also having good brand image in customers mind.

Iscon Mall wide range of the products. Management of the Mall is very supportive. Mall provides good maintenance facilities to customer. Mall covers many brands in it. Target people are also in variety and from different segment. Mall provides best services to the customer. State-of-art watch model catches eyes of customer. All employees are working very hard. All the products are well arranged and systematically which indirectly attract the customer.

At every week end mall does its promotional activities like show, competitions and many more.

5.2 Weakness
Mall has many vacant shops in each floor.

Mall fails to penetrate on middle class people. Many reputed brands are not available in mall. ATM service is not available in the Mall. Mall has no theater.

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5.3 Opportunity
Mall can call more brands from market. ATM service can be available at the mall.
Multiplex also can be developed to attract to Consumer. Brands and Market can be wider scope. Middle and Lower class also can be targeted. Promotional activities can be done twice in a week or more.

As per season product should be changed.

Offer and Schemes will be helpful to the sales. Feedback of customer also will helpful to management.

5.4 Threats
Iscon Mega Mall and some more players are coming. Iscon Mega Mall may enhance the maket and brands.

In future, more players may be in market of Rajkot city.

Crystal Mall is developing nearby Kalawad Road, which affects the Market in

future. Existing brands also make tie-up with another mall which are emerging.

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HIERARCHY
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CHAPTER 3

DEPARTMENTS

Introduction

In any company there must be four departments. All various functions in the company are done by all these departments. Prior there was no department in the company. But production was considered the main department. But now a day all departments are essential for any business. So we can say that with out any department company can not run smooth. Departments are core part of all the business. These departments are
i. ii. iii. iv.

Personnel Department Maintenance Department Finance Department Marketing Department

However, all above departments are core part of any business. Many other departments are also been considered essential i.e. Research Department. In each department function and work is different. Every departments role is different and every departments responsibility is also different.

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1. PERSONNEL DEPARTMENT

1.1 INTRODUCTION

Personnel department is a part of total management. It is that phase of management which deals with the effective control and use of manpower, as distinguished from other sources of power. Personal management also defines as regards to its goals. Its objectives are to understand what has happen and what is happing and to be prepared for what will happen in areas of working relationship between the managers and managed. The objectives of personnel management are to achieve maximum individual development, desirable work atmosphere and interpersonal relation. This essence of personal management is the understanding of people at work and or basis of these knowledge formulating personal policies of the enterprise.

There are three aspects of personnel management are: The welfare aspect, concerned with the working condition and amenities such

as canteens, crches personal problems of workers. The labor or personnel aspect concerned with recruitment placement of

employees, remuneration, incentives, appraisals. Etc. It attempt at getting the willing co-operation of people for the attainment of

desired goals. In, ISCON MALL has no any separate Personnel management department. The activities of the personnel department are handling by with the mall managers only.

1.2 RECRUITMENT
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Recruitment is convinced with the identification of source from where personnel can be employee & motivating to apply for employment. Whenever vacancy creates, recruitment requires to be carried out to fill up that vacant post. The success of the organization largely depends up on the team skill & qualified workers who are chosen out from number of the applicants for the job. The function of recruitment is to rotate sauces of workers, to meet job recruitments & satisfactions.

1.3 SELECTION
Selection is the process of choosing best alternative out of number of alternative. Selection is the second step in the process of procurement of people. It is the process of choosing the individual who possesses the necessary skills, abilities, and personality to successfully fill the specific jobs in the organization. It is negative process then recruitment because a person either get job or not. ISCON MALL needs all types of workers. So, the primary selection is done by Amit Matravadiya (Mall Manager) and secondary selection is done by the Head office (Ahmadabad).

1.4 INDUCTION
Induction is a technique by which a new employee is rehabilitated into the changes surrounding and introduced to the practice, policies and purpose of the organization. The main objectives of the induction are that an employee become formalize him with the company and win the confidence of new comers. In, ISCON MALL, induction is done in organization staff. All documents are to be submitted to the mall manager & after letter are given 6 month of induction is been done. conformation period and how the

1.5 PERSONNEL RECORDS

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Personnel records of almost all the workers and employees are maintain by generally all the company. It helps in many ways that is for their salary increment or giving loan if asked for. ISCON MALL, also maintain personnel records of all its employees and workers. Their behavior and efficiency are noted by supervisors so that motivation can be provided to those who are more capable. The ratio of record and attendance is done and then submitted to Head office at last according to performance person will gets incentives.

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2. MAINTENANCE DEPARTMENT
1.1 INTRODUCTION

Maintenance department is divided into four other sub departments. They are: engineering and maintenance common area maintenance electricity maintenance infrastructural maintenance

Infrastructural maintenance includes: exterior appearance lobby and corridor appearance toilet and rest room Elevator service Parking Security Emergency procedure Basement General group

Maintenance department once a month take a written feedback from all the stores that are exiting at ISCON MALL relating their service and overall performance of the facility management.

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They can give their feedbacks in five grades, such as excellent good, fair, unsatisfactory, and poor. They can comment and also can give suggestions in order to improve their service if needed. And thus by doing this procedure they can have a better relation with store person and improve maintenance department which is under the supervision of maintenance manager.

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3. FINANCE DEPARTMENT

3.1 INTRODUCTION

In each & every organization, finance plays vital role in smooth & easy going firm. Without finance every thing is unless. For the running of marketing, & personnel activities, finance is essential. Finance is life blood of any business. Financial Management is the part of managerial activities, which are concerned with the planning & controlling of the companys financial resources & financial activities. It is one of the best elements of business without finance it is impossible for business to stay in market. Because in this compels world not a single economic activity is possible without arrangement of financial fund. ISCON MALL has not separate financial department. Financial activities have been done following ways: Look after petty cash day to day operations are regarded, operational expenses, mobile telephone, venders, and salary those are to send in head office by the finance. Rental, maintainer at the end of the month in hand & soft copies P & L A/C is done at the end of the month. Department wise P&L is deciding. It included repair & maintenance, office, plant & machinery electricity employment cost security marketing expenses etc. Administration has to take permission from government for lights, events, expenses labors register, sale tax are included, employees records (leave, minimum wages, weak offs).

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3.2 FINANCIAL PLANNING

Financial planning is the activity concerns with the planning & controlling of the financial resources. It is the forecasting about inflow & outflow cash in an organization as it directly effect the liquidity position of the concern. It is basic factor, which decides the success of failure of the concern. Financial planning means dealing deciding in advance the financial activities to be carried on to achieve the basic objective of a firm. The basic objective of the firm is to get maximum profit out of minimum efforts or to maximize the wealth of the cooperation to its shareholder in an efficient manner. So the basis purposes financial planning is to make sure that adequate fund are raise at minimum cost & that they are used wisely. It divided in to two ways. Long term financial planning Short term financial planning

Long term mainly concerned with long term project. ISCON MALL included in long term planning for budget planning is done monthly, marketing, staffs, promotional activities, rentals, chases, advertising, and maintenance operational.

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4. MARKETING DEPARTMENT

4.1 INTRODUCTION

Marketing consist of social and managerial process by which a product take at goods or services, values are exchange in order to fulfill the needs and wants of satisfy individual or group Marketing department is an eye of an organization; eye is actually given for looking ahead, not for getting problem in way. It is most significant & essential part of the over all organization. Marketing is wider from & includes selling. Marketing is a dynamic, exiting challenging activity. The success of business enterprise depends upon the efficiency of marketing management. Marketing is analysis, organizing, planning and controlling of the firms customer impinging resources, policies, activities with a view to satisfying need and wants of chosen customers groups at a profit. Marketing is an important function by means of which goods & services are provided to customer. ISCON MALL has got sound & well efficient marketing department. The marketing manager must be aware of the changing need and desire of consumers. He must concentrate on demand stimulating and demand fulfilling effort of the enterprise.

4.2 ADVERTISING

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Any paid form of non-persona presentation and promotion of ideas goods or services by an identified sponsor is known as advertising. Advertising has become an integral part not only our marketing process but also of our entire economies and social life. By itself advertising is a very fine device of demand creation and demand stimulation and can contribute a lot of investment, economic growth, rising income, rising standard of living. In modern business world of competition, advertising essential in every business. No business survives without advertising. Now a days advertisement became a part of parcel of the commercial life. The advertising is a best source for increasing the sales of the company. Advertising can be handle through newspapers, magazines, Radio, internet etc. ISCON MALL, adopt advertising media like newspapers e.g. Diya Bhaskar, Aaj Kal, Sandesh, etc., Website like Rajkot city guide.com and hording and outdoor media like fair & other form however, Mall do its advertisements.

4.3 PUBLIC RELATION

Not only company relates constructively to customer, supplier and dealers but it must also relate to a large number of interested publics. A public us any group that has an actual or potential interest in or impact on companys ability to achieve its objectives. Public relation involves a variety of programs designed to promote or protect a companys image or its individual products. In ISCON MALL involved two events Children Fashion Show and Anniversary of Pantaloon to increase a public relation.

4.4 BRANDING & PROMOTIONAL

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Branding is a major issue in product strategy. Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands. Branding is cornerstone of marketing. Promotion means How to promote a product toward consumer. Promotion includes various schemes like discount, free gifs, festival offers, by one get two free, price discounts.

4.5 Promotional Activities

1. Fashion Show
Pantaloon has its 4th anniversary and celebrated with CHILDRENS FASHION SHOW. This event plays a core part in the promotion of the mall. It helps in promotion the participative brands who are sponsoring the event. This event plays as a platform for the participants to show their talent and perform on the ramp. It helps for the publicity of participants as well as the brands and generating the brand awareness in the public. There were total 30 participants in the competitions. Three Judges were judging the fashion show. Two of them were male and one was female. Total 3 rounds were there and every round was for different outfits. First round was for Traditional wear and second round was for Religion outfits and last was for Western outfits. In first round all thirty participants had to walk on ramp. Only 15 out of them could enter in the second round. In last there was only 10 participants were there. One girl was selected as final winner in Fashion Show. Winner got one trophy and certificate and also got voucher of Pantaloon of Rs. 5000 This event also helps in increasing the footfalls and attracting the general public to come to the mall.

CHAPTER 4

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SUMMARY OF LEARNING EXPERIENCE & LIMITAITON

Project experience of mine at ISCON MALL was very worthy. We got so much practical and theatricals knowledge. We also felt the good culture at the mall. All the people around us are so much supportive. We also got good support from the Mall manager who helps us at each and every step. After completion our training in ISCON MALL, We can conclude that its progressive player at retail market in Rajkot. The malls reputable & prominent position is not only in Rajkot but also in other districts. The Company has also made our theoretical concept clear. While training we learnt that how theory & practical are different from each other in the real business. The whole credit goes to mall managers, technical & non- technical staff of this mall. We wish that the mall earn success in its entire venture & will have a bright profile in the future and also will be continuous growth.

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BIBLIOGRAPHY

www.iscongroup.com www.researchandmarkets.com Retail world Retail Angle Marketing Management(Phillip Kottler & Kevin Keller) Marketing Management(V S Ramaswamy, S Namakumaris)