Content

Concept of Mall
Operation Management

Conceptualization of Seller

Legal

Organization Structure-Mall

Case Study on Viviana Mall

 Concept of the Mall
A mall is place where consumer can access different variety of product on
a single location where the consumer enjoying the benefit of selecting of
his own base product with multiple option in front of him. It also
provides consumer a place for Entertainment and he enjoys the various
services like play area for child, movie theater for family and food area for
his refreshment.
 Operation Management
Globally, mall management broadly includes:

Positioning a mall

Zoning

Promotions and marketing

Facility management

Finance management
 Positioning a Mall - location of the shopping mall

Positioning a mall refers to defining the category of services offered based on

demographics, income levels, competition in neighbouring areas and extensive
market research of the catchment.

For example, if the market research indicates that the average number of
households living in a particular area belongs to the upper middle class, then a
high-end retail mall would suit the location.

Positioning also refers to the location of the shopping mall. A good location
defined in terms of factors like ease of access via roads, good visibility, etc. is
considered as one of the prime prerequisites for a mall.
 Zoning the division of mall space into zones for the
placement of various retailers
Tenant mix refers to the combination of retail shops occupying space in a mall.

A right tenant mix would form an gathering that produces optimum sales,
rents, service to the community and financiability of the shopping mall
venture.

Generally, there are two types of consumers visiting malls :1)focused and
2)impulse buyers.

The time spent by focused buyers in malls is relatively lower compared with
impulse buyers who also enjoy window shopping.
 Promotions and Marketing
Promotional activities and events in a mall form an integral part of mall
management.

Activities like food festivals, handicraft exhibitions and celebrity visits increase
foot traffic and turn the sales volumes.

Organising cultural events has time and play vital role in attracting consumers
to a mall.

Such activities may also act as a differentiator for a mall.

 Facility Management
Facility management refers to the integration of people, place, process and
technology in a building

Ambience Management includes management of parks, fountains and overall

look of the mall. A mall is not just a place for shopping but is also a place
where people spend their leisure time.

Traffic Management includes managing foot traffic into the mall and parking
facilities. Foot traffic management involves crowd management inside the
operational area of a mall. For example, a star-shaped mall tends to have a
problem of crowding in the centre of the mall, as everyone has to pass through
the centre while moving from one side to the other. Circular malls, on the other
hand, would not have this problem. Managing parking facilities includes
provision of ample parking.
 Finance management
Professional financial management of a mall as a business venture is a must. Mall management also
covers financial management, which involves monitoring and controlling of various issues such as:

Cash receipts and collection of income including

Rentals, CAM charges, car park receipts,
Electricity and other utility income
Branding & Promotional Income
Developing accounting systems to track the ageing of debts, payment delay patterns, bad debts and
payment of all invoices and expenses developing standard financial templates so that a detailed
annual property budget is prepared at times.
0rganising resources to deliver an
efficient and effective annual external audit
 Conceptualization Of Seller

Seller attracts the consumer by providing attractive discount at various

intervals
Seller provides the consumer with multiple options on various and latest
fashion , technologies, advance gaming and ext.
Because of multiple option available with seller the buyer (Consumer and
seller) both enjoys of there on enjoys of benefits.
Depending on the consumer behavior with the seller and area , they try to re-
organize their product to take advantage by liquidating his inventory
The seller having the multiple stores ,options and providing the consumer with
discount , membership option. By this way a seller materialized , increased the
sale and attracting more customer ,he trying to achieve his objective of profit
 Legal Frame Work

Depends on the state statutory compliance

Property All risk and TPL insurance is must

Legal Contract

Lease contract between mall management & shop

The Lease office letter Presented to tenant should inform basic economic
provisions in the process. Items that involve matters as rent details, tenants
tax participation (I.e. Land tax, VAT)
Contribution to common area maintenance and operation costs, insurance .
Percentage rent above break even point if applicable, marketing & Promotion
participation and expenses and rent review provisions as well as special
conditions.
Method of measurement of area is defined in the contract , calculating the
base rent and outgoing charges.
Bank Guarantees / Security deposited .
Percentage share / Rent & sales Fig.
Revenue Source (Revenue-share or minimum guarantee
model)
Revenue-sharing evolved with brands usually paying a minimum guarantee or a
certain share of generated revenues each month.

For some apparel brands, revenue-share percentage is between 10 and 14

percent.

For footwear retail is between 12 and 14 percent .

Fashion accessories command around 8 percent.

The supermarket segment shares between 3 and 6 percent of revenues as rent

Typical range for vanilla retailers is 1-3 percent.

 Typical Organization Structure
Head Of Mall
Mall Manager

MIS Exec Accountant

Storekeeper
Property Manager

Shift Engineer Customer Care Exec H/K Exec Security

H/K Sup
CCTV Op DG Op Electrician AC Tech Plumber

Fire Officer Carpenter Lift Op

Fire Tech Security Guard

Helper

Workplace Management & Consultants (NCR) Pvt. Ltd

 Corona Arcade

First and only Mall in the City of Bahadur Garh is set to become shoppers destination.
01main-anchor , mini-anchors and shops and have widest variety of brands.
Cine Time is already Operational at Corona Arcade with 3 cinema screens that seats up to
2 level basement parking area
 Revenue Generation

Lease

Space on hire

Revenue Share

Pay and park

Hanging banners / Drop Downs / Standees / Vinyl's on Spider / Branding in Parking

Recommendations In Revenue Sharing

Continued...
Recommendations In Revenue Sharing

V/s