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

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DECLARTION

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 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

With immense pleasure, I would like to present this project report for Iscon mall,
Rajkot. It has been an enriching experience for me to undergo my summer training at

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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 : 31st July, 2009

Place : Rajkot (GUJRAT)

Duration : 25th June to 1st July, 2009

PREFACE

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

40
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 today’s 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”.

CONTENTS

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NO. CHAPTER NAME PAGE

1 Industry Overview 7

2 Company Overview 27

3 Department 55

4 Personnel Department 56

5 Maintenance Department 59

6 Finance Department 61

7 Marketing Department 63

8 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 company’s 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 first-
hand 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 end-
user. 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
façade 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 Favorable demographics
o Growth in income
o Increasing population of women
o 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.
o HLL is using its Project Shakti initiative leveraging women self-help
groups to explore the rural market.
o 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

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 1. Pantaloon Retail:

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 Shopper’s Stop, India’s 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,
Raheja’s 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.

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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.

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.

Tata’s 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
Spencer’s 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.

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5. Landmark group:

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 Megatsore’s 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

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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.

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

India’s 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

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 COMPANY OVERVIEW

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,

40
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 air-conditioned malls
in Ahmadabad, Surat & Rajkot.

ISCON GROUP are engaged in the property development, property management,

relationship building, satisfying every customer’s 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 : ISCON PROZONE MALL

Address : 150ft RING ROAD, RAJKOT

Email address : [email protected]

Website : www.iscongroup.com

Year of establishment : 2006

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Form of organization : company form pvt. Ltd.

NO. OF BRANDS : 38 [GOING TO 45]

Area covered by the unit : 170000 sq. ft

Accounting system : single entry system

Accounting year : 1st April to 31st March

Bankers : KOTAK Bank

Slogan : “Rajkot’s Biggest Shopping Experience”

Competitors : Iscon Mega Mall, Crystal Mall.

“MISSION”

Consistent, extraordinary value in real estate investment by, Recognize potential

where others don’t 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.
iii. Iscon Mega Mall, Ahmadabad honored for “Most Admired Shopping
Mall” in India at Images Shopping Center Forum 2008.
iv. Under the chairmanship, ISCON GROUP is awarded as most trusted
companies of 2008 by “Gujarat Glories”.

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 ISCON MALL ISCON MEGA

Ahmadabad Surat Rajkot Rajkot

• Commercial Projects

ISCON MALL ISCON CENTRE ISCON ARCADE ISCONPLAZA

Satellite Road Satellite Road C. G. Road Satellite Road

Ahmedabad Ahmedabad Ahmedabad Ahmedabad

ISCON SQUARISCON ISCON ISCON

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Sahara Palace J. P. Complex J.P. Corner Iscon Avenu
Ahmedabad Ahmedabad Ahmedabad Ahmedabad

• Residential Projects

ISCON RESIDENCY ISCONPARK Gurukul PARK

Navrangpura Satellite Road

Ahmedabad Ahmedabad Ahmedabad

3.2 Upcoming Projects

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ISCON Hotel Hotel Hilton

PLATINUM Holiday Inn

MEGA MALL Shahibaug

Ahmedabad 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 company’s 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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 • Gro
und

Floor

Shop no.1

“MOCHI”

Products : Belt, Purses, Chapples, Shoes, Sandal.

Products for : Men and Female

Target People : Sport person and Upper class people

Shop no.2

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 “NIKE”

Products : T-shirts, Shoes, Sport ware, Bags, Basket

ball.

Products for : Men and Female and Sport Person

Target People : Sport person and Middle and higher

middle class

Shop no.3

“ADDIDAS”

Products : T-shirts, Shoes, Sport ware, Bags, Wallet.

Products for : Men and Female and Sport Person

Target People : Sport person and Middle and higher

middle class

Shop no.4

“SIYA”

Products : Jewelry (Star Pariwar Collection)

Products for : Female

Target market : High class women.

Shop no.5

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 “MAHEK”

Products : Jewelry, Dress materials, Purses, Gifts.

Products for : Female

Target market : Upper class and Middle women

Shop no.6

“JUST IN VOGUE”

Products : Purses, Watches, Wallets, Perfumes,

Jewelry.

Products for : Male & Female

Target market : Upper and Upper Middle class Men &

Women

Shop no.7

“TITAN”

Products : Watches, Spectacle, Perfumes.

Products for : Male & Female

Target market : Creamy class Men & Women

Shop no.8

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 “SAMSONITE”

Products : All types of Bags

Products for : Male & Female

Target market : Travel loving People

Shop no.9

“TIME FACTOR”

Products : Marriage Collection, Ladies Collection,

Golden watches

Products for : Male & Female

Target market : High Class People

Shop no.10

“NOKIA”

Products : All Series of Nokia Headsets

Products for : Male & Female

Target market : All Class People

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 • Mezzanine Floor

Shop no.1

“PANTALOON”

Products : Garment, Underwear, Jewellery, Caps,

Tie.

Products for : Male, Female & Kids

Target market : High class and Upper Middle Class

• First Floor

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Shop no.1

“Gini & Jony”

Products : Shirts, T-shirt, Pants, Jeans, School bag,

Caps

Products for : Male, Female and Teen ager

Target market : All casual people and Teen ager

Shop no.2

“Allen Cooper”

Products : Tie, Garments, Shorts for women

Products for : Male & Female

Target market : High and Middle class people

Shop no.3

“Just In Fashion”

Products : Formal wear, Shervanies, Jeans, Casual

ware

Products for : Male & Female

Target market : High and Middle Class People

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Shop no.4

“Allen Pine”

Products : All Types of Men Garments

Products for : Female

Target market : High class Men

Shop no.5

“La Fanso”

Products : All Types of Men Garments

Products for : Male

Target market : Middle and Lower Middle Class people

Shop no.6

“Lilliput”

Products : All Types of Children Ware

Products for : Male & Female

Target market : 3-10 year children

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 • Second Floor

Shop no.1

“Barcelona”

Products : All Types of Men and Women Garments

Products for : Male & Female

Target market : Middle and Upper Middle Class people

Shop no.2

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 “Levi’s Store”

Products : Men and Women jeans, Underwear, Belt

Products for : Male & Female

Target market : High Class People only

Shop no.3

“Gotti”

Products : All Types of Formal for Men

Products for : Male

Target market : Middle and Upper Middle Class People

Shop no.4

“Provogue”

Products : Caps, Ties, Begs, Jeans, Formal (M&N)

Products for : Male & Female

Target market : Working class people

Shop no.5

“Spyker Jeans”

Products : Jeans (Men & Women), Spects,

Products for : Male & Female

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 Target market : 20-30 years people

Shop no.6

“Status Quo”

Products : Jeans and T-shirts for Ladies

Products for : Female

Target market : 15-25 years ladies

Shop no.7

“TQS”

Products : All Types of Garment male & female

Products for : Male & Female

Target market : Middle and High class people

Shop no.8

“Liver Pool”

Products : Blazer, Party ware, Forma

Products for : Male & Female

Target market : All class people

Shop no.9

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 “John Player”

Products : Cap, Tie, Jeans, Formal (Men, Women)

Products for : Male & Female

Target market : High class People

Shop no.10

“Mr. Deal”

Products : All Types of Formal for Men

Products for : Male

Target market : 20-50 year Men

Shop no.11

“Koutons”

Products : All Types of Formal for Men

Products for : Male

Target market : Working Class Male

Shop no.12

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 “Food Zone”

Products : Punjabi, Chinese, South Indian, Fast-food,

Pani Puri, Cold Drinks.

Products for : All Visiting People

Target market : All Visiting People

Shop no.13

“Game Zone”

Products : Snooker, Racing bike and car, Hockey..

Products for : Children

Target market : 5-10 year of children

Shop no.14

“Cantabill”

Products : Jeans, Formal, Ties, T- shirts

Products for : Male & Female

Target market : Middle class 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, mall’s 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 ¾ 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. Personnel Department

ii. Maintenance Department

iii. Finance Department

iv. 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 department’s role is different and
every department’s 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, crèches 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 conformation period and how the induction is been
done.

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

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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.

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 company’s 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 firm’s 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 day’s 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 company’s ability to achieve its objectives.
Public relation involves a variety of programs designed to promote or protect a
company’s 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 “CHILDREN’S 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 it’s
progressive player at retail market in Rajkot. The mall’s 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)