Visit to Ambience Mall

Retail Management & Sales

Academic Year: PGP 2010- 2012

Submitted in partial fulfillment of the requirements of

Post Graduate Programme

By

Deepak Raghav

PGP 2010-2012

Roll No.: PG2010209

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TABLE OF CONTENTS

ContentsTABLE OF CONTENTS.........................................................................................................................2

OBJECTIVE OF THE TRIP........................................................................................................................3

INTRODUCTION OF RETAIL SECTOR..................................................................................................4

AMBIENCE MALL....................................................................................................................................5

OBSERVATIONS MADE DURING THE VISIT..................................................................................6

STRUCTURE OF THE MALL:..............................................................................................................6

BRANDS AT AMBIENCE MALL:........................................................................................................7

SPECIAL FEATURES OF THE MALL.................................................................................................8

ROCKMAN’S ISLAND..........................................................................................................................8

CONCLUSION.........................................................................................................................................10

REFERENCES......................................................................................................................................11

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OBJECTIVE OF THE TRIP

The main objective of the visit is to understand:-

Modern trade through a destination format Services Experience of the visit Lease management Luxury retailing Energy conservation

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INTRODUCTION OF RETAIL SECTOR

The retail industry is divided into organized and unorganized sectors. Over 12 million outlets operate

in the country and only 4% of them being larger than 500 sq. ft. (46 m2) in size. Organized retailing

refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales

tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the

privately owned large retail businesses. Unorganized retailing, on the other hand, refers to the

traditional formats of low-cost retailing, for example, the local Karana shops, owner manned general

stores, pan/beedi shops, convenience stores, hand cart and pavement vendors, etc.

Most Indian shopping takes place in open markets and millions of independent grocery shops called

kirana. Organized retail such supermarkets accounts for just 4% of the market as of 2008. Regulations

prevent most foreign investment in retailing. Moreover, over thirty regulations such as "signboard

licenses" and "anti-hoarding measures" may have to be complied before a store can open doors. There

are taxes for moving goods to states, from states, and even within states.

An increasing number of people in India are turning to the services sector for employment due to the

relative low compensation offered by the traditional agriculture and manufacturing sectors. The

organized retail market is growing at 35 percent annually while growth of unorganized retail sector is

pegged at 6 percent.

The total retail sales in India will grow from US$ 395.96 billion in 2011 to US$ 785.12 billion by

2015, according to the BMI India Retail report for the third quarter of 2011. Robust economic growth,

high disposable income with the end-consumer and the rapid construction of organized retail

infrastructure are key factors behind the forecast growth. Along with the expansion in middle and

upper class consumer base, the report identifies potential in India’s tier-II and tier-III cities as well.

The greater availability of personal credit and a growing vehicle population providing improved

mobility also contribute to a trend towards annual retail sales growth of 12.2 per cent.

Indian retail sector accounts for 22 per cent of the country's gross domestic product (GDP) and

contributes to 8 per cent of the total employment. India is the third-most attractive retail market for

global retailers among the 30 largest emerging markets, according to US consulting group AT

Kearney’s report published in June 2010

The world's largest retailer by sales, Wal-Mart Stores Inc. and Sunil Mittal's Bhakti Enterprises have

entered into a joint venture agreement and they are planning to open 10 to 15 cash-and-carry facilities

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over seven years. The first of the stores, which will sell groceries, consumer appliances and fruits and

vegetables to retailers and small businesses, is slated to open in north India by the end of 2008.

Carrefour, the world’s second largest retailer by sales, is planning to setup two business entities in the

country one for its cash-and-carry business and the other a master franchisee which will lend its

banner, technical services and know how to an Indian company for direct-to-consumer retail.

AMBIENCE MALL

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Ambience Mall is a shopping destination of 1.8 million square-foot area, located in Gurgaon, India. It

is located on the NH-8 highway right at the Delhi - Gurgaon border.

Ambience Mall, is an apogee of lifestyle distinction, it offers not only unprecedented scale in terms of

its size but also an experience of unparalleled retail mix combined with the entertainment and leisure

attractions that has changed the concept of shopping mall experience.

With the best location, a flat '0' km from south Delhi and an 8 lane approach on national express

highway NH-8. The mall offers a wide range of facilities including Premium international and

domestic retail brands, Anchor stores, Hypermarket, Seven-screen multiplex cinema, Restaurants and

coffee shops, Food court, Car showroom, Fitness and meditation centre, Beer garden, Bowling alley,

Simulated golf course, Kids play zone, Recreational zone etc. With three basement levels, the mall

also has more than 2500 car parking spaces and offers amenities such as wide atrium spaces, high

speed elevators and escalators, multiple entry/exits. With state of the art facilities for shopping,

entertainment, food, fitness and luxury brand shopping it is a true 'Destination Mall'

Ambience Mall - Gurgaon is the largest operational shopping mall in India, with one kilometer of

shopping experience on every floor. It has around 300 stores out of which 250 are in use. Along with

stores it also has a large 50,000 sq. ft. food court. Each floor of the mall is a kilometer long and it has

three floors which make an area of three kilometer. The specialty of the stores in Ambience mall is

the huge space.

The stores in Ambi mall had opened to the general visitors from 12th October 2007. The few first

are BMW, Guess, Reliance Trends, Deben hems, Pantaloons, NEXT and M & S. Ambience Mall’s

management spends approx. 25 lacks per month in maintenance of security that includes around 300

trained security personnel, CCTV cameras, non-linear junction devices, bomb blankets, fire blankets

and dog squad.

Ambience mall is a completely new experience for the shopping mall visitors of. Ambience Mall",

Gurgaon, which is the largest operational retail shopping mall in India (Source: Jones Lang LaSalle

Meghraj), is a part of the "Ambience Island" integrated township.

OBSERVATIONS MADE DURING THE VISIT

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STRUCTURE OF THE MALL:

The mall has 4 atriums which has 5 gates in total.

ATRIUM-1: It has 3 floors. The atrium 1 has Gate no.1 and is called the HOTEL BLOCK. There are mostly international brands like GUESS, DIESEL, BMW, DEBENHEMS, M&S.

ATRIUM-2: It has 4 floors. This atrium is also known as MANGO atrium. It has Gate no. 5 and this gate is called as VIP Gate. It also has multiplex block; 2 levels of PVR. There are brands like Mango, Kapoor Watches, Nine West, CK Jeans, DKNY, Damas, FCUK.

ATRIUM -3: It is also known as UCB (united colors of Benetton) atrium. It has 4 levels and Gate no.3 is there at this atrium. There is a 24 hours customer service desk at this atrium. There are brands like Lacoste, Planet Sports, Puma, Jack & Jones, UCB, Reebok, Adidas.

ATRIUM -4: This atrium is also known as RELIANCE atrium. There is an open parking near Gate no.4 which is at atrium-4. Reliance floors are interconnected via escalators comprises of Reliance Trendz, Reliance Time Out, Foot Prints and Reliance Digital.

SERVICES:

PARKING FACILITY : Parking has a capacity of 2000 cars which can be extended up to 10000 whenever there is any special occasion. This could be done because they have parking lot available at Lagun Apartments also. Parking rates on weekdays is Rs.50 and Rs.100 on weekends.

WHEELCHAIR FACILITY : This facility is available free of cost for handicapped and old citizens. GOLF CART SERVICES : There are 4 Golf Carts available, 2 on ground floor, 1 on first floor and 1

on second.SHUTTLE SERVICE: Free shuttle services are provided from metro stations to the Mall.

ANCHOR STORES AT AMBIENCE MALL:

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The anchor stores are those which attract the customers and these stores are the centre of attraction for the customers. These stores are as follows:

Debenhams, Big Bazaar, Reliance, Mango, Westside, Spencer’s, Pantaloons etc.

BRANDS AT AMBIENCE MALL:

Bossini, Mango, Nautica, Esprit, Flying Machine, FCUK, Gant, Guess, Lacoste, Lee, Lerros, Llardo, Louise Phillips, Next, Nine West, Numero Uno, People, Playlife, Replay, Sisley, S’oliver, Springfield, Versache, CK Jeans, Edc By Esprit, Wrangler, Adam Kids, Catmoss, Obaibi, Pumpkin Patch,Reebok Kids, That’s Cute, United Colors Of Benneton, Weekender, Zapp, Zyx’w-Kids Wear, Marks & Spencers, Peter England, Pepe Jeans, Viavero, Wills Lifestyle, Autozone, BMW, Canon, Jumbo Electronics, Reliance Digital, Adidas, Aldo, Bata, Bruno Mannetti, Catwalk, Charles & Keith, Clarks, Nine West, Revolutions, Sole Effect, Victorinox, Da Milano, Hidesign

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SPECIAL FEATURES OF THE MALL

ROCKMAN’S ISLAND

Rockman pub is a German based concept. It is the place where fresh beer is made with imported equipments and served.

Rockman multi-cuisine restaurant is the place where the delicious food is served. German food is the specialty of this restaurant.

PVR at ambience has two classes of cinemas, one is PVR Gold and other is PVR Premier. PVR at ambience is entirely different from the other PVRs located at different places.

There is a foreign currency exchange shop at atrium-2 where foreigners can exchange foreign money into Indian money and can enjoy shopping.

GOLFWORX is the place where people can enjoy Golf. There are Canadian made simulators installed for the real experience of playing golf.

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BLUE is the place which has bowling alley as well as bar available.

There is a fun city at 3rd floor where children can enjoy several rides.

Also there is project of ice skating coming up inside the mall. This project will be completed in 5 months.

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CONCLUSION

The visit to the ambience mall was a great learning experience for me, for whom I would like

to thank Ms. Ruchi Shah & Ms. Monica Mor for taking this initiative to give us such a

wonderful experience. This visit was a great learning in regard to the understanding of the

retail. The customer profile of the people of any metro city, where presence of luxury retailing

proves how customers buying behavior has changed, and what are the brands they prefer, what

are the experiences they desire, and what are their expectations from a retailer were clearly

demonstrated by this visit to Ambience Mall . The customer today does not treat retailing just

as a process of buying and selling, but the scope of retailing is much wider. Customers today

are looking for experience and comfort and hence the definition of retailing has gone much

beyond the activity of buying and selling of goods, which can be in terms of the visual

merchandise of the products as well as of the environment. One that was noticeable during the

visit and which dragged my attention was, how today’s retailers are struggling and putting in

continuous efforts to make their customers and make them visit their store, not only once, but

again & again. In urge to fulfill the expectations of the customers and the execution of all

these, ambience has really done a wonderful job. They have almost done everything to give

their customers a great shopping experience, which the competitors have not even thought of.

One of the biggest initiative that ambience group has taken is providing their customers the

most luxury brands like- BMW, Nautica , Versache, Louise Phillips etc under one roof. Apart

from the products they are offering, they are leaders in providing the best environment and

experience to their customers. Ambience proves to be a perfect destination spot as it has

accommodated everything which a customer wants.

The experience at Ambience includes the night club- Rock Man, a completely new concept,

where people can sit together, watch movies or matches and enjoy their drinks. PVR cinemas

at Ambience provide a totally different experience than other PVRs in the city. Tomato

provides a jungle like experience to its customers. Food available at Ambience is for every one

according to the tastes and preferences of people. Fun city at Ambience is one of the major

attractions, where they have many rides and games for children to have lots of fun so that the

children don’t get bored while their mothers are busy shopping. Thus Ambience Mall is made

keeping in mind the likes and desire of all age groups be it children, youngsters or old people.

All these things make Ambience the best destination for people who want to shop, eat, enjoy,

celebrate, and eventually have a great day.

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REFERENCES

http://en.wikipedia.org/wiki/Retailing_in_India

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