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SIP Final Report By Niraj Thakur

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SIP Final Report By Niraj Thakur

  1. 1. Promotional Programs@ PVPSQUARE by Niraj Thakur 1 Contents 1. An overview of company.......................................................................................................2 1.1 Introduction (Company Profile):......................................................................................2 1.2 Who‟s who in the company?............................................................................................3 1.3 SWOT analysis of the Company: ....................................................................................4 2. Retailing business ..................................................................................................................4 2.1 Introduction......................................................................................................................4 2.2 Characteristics of retailing...............................................................................................5 2.3 Functions of Retailing......................................................................................................5 2.4 Retailers in supply chain..................................................................................................6 2.5 Global scenario of Retailing ............................................................................................6 2.6 Indian scenario of Retailing.............................................................................................7 2.7 Characteristics:.................................................................................................................8 2.8 Top retail companies in India ..........................................................................................8 3. 3CET Report:....................................................................................................................10 3.1 Company & Its Business................................................................................................10 3.2 CUSTOMERS................................................................................................................10 3.3 Competitors....................................................................................................................11 3.4 Environment of the Company:.......................................................................................11 3.5 Technology: ................................................................................................................11 4. Objectives: ...........................................................................................................................12 5. Targets/Tasks:......................................................................................................................12 Task-1: Marketing Department............................................................................................12 Task-2: Operations Department...........................................................................................14 6. ACHIEVEMENTS ..............................................................................................................14 7. Strategies:.............................................................................................................................15 8. Limitations for targets:.........................................................................................................16 9. Research Methodology: .......................................................................................................17 9. Results and findings:............................................................................................................31 10. Recommendations & Suggestions: ....................................................................................31 11. Conclusion: ........................................................................................................................32
  2. 2. Promotional Programs@ PVPSQUARE by Niraj Thakur 2 1. An overview of company 1.1 Introduction (Company Profile): PVP Square – vested in the heart of the city on the fast-track i.e. Vijayawada- is one of the infrastructural vitrines of Prasad V Potluri who is a philanthropist and elite investor craving to excel his marvel through the business ethics and expertise. Officially referred to as BVR Malls Pvt. Ltd., this integrated market is linked to the customers of the high income and mid income group who adore to spent lavishly in the cool, ambient and the sophisticated 5 storied floor space stationed on the M.G. road opposite to the Minerva Hotel in Labbipet, Vijayawada, A.P.. The soft music welcomes us to PVP SQUARE where more is not just enough. Spacious, sprawling and specially designed to entice customers with ravishing front elevation and facilities to pamper prospective buyers with leisure, entertainment and most of all select shopping choices. Be it apparels, accessories or appliances - the options are unlimited. Imagine your business booming, at the MG Road a happening location in vibrant Vijayawada, in a majestic mall amidst big brand outlets. An assortment of world-class amenities along with ample parking space makes PVP SQUARE the most seeked out destination to establish retail enterprises. Sachin Tendulkar, accompanied by Telugu film actress Anushka Shetty, inaugurated the PVP mall and multiplex on 1st August 2014, amid surging crowds of his admirers. The promoter- Potluri Vara Prasad showed and acquainted Sachin and Anushka around the mall. Sachin said he had always wanted to play in Vijayawada, but somehow the occasion did not arise, but he had great regard for his fans here. He thanked them for the affection showered on him even after his retirement. “It is a great mall built by Prasad in your town and it will be a great attraction,” he said. Anushka also said she was delighted to participate in the event. As per P Sai Padma, Managing Director, ₹125 crores had been spent on the mall which have 4.27 lakh sq feet of space to attract all the global brands here and it will be a great shopping experience for the people. One of the top and the most seeked destination for the shoppers and leisure time wanderers is this mall has the most sophisticated design and art-of-state plan of the building in the city. The mall retail sector on the verse of the boom is giving an ample onus to the growing capital denizens to stop to one destination and get their stuffs easily and at a reasonable and reliable price services combo. Brands available at the vicinity of the mall are as follows:  GROUND FLOOR: Pantaloons, Lee, Levis, reebok, Adidas, United Colors of Benton, VOI, Cream Stone, Tissot, Oakley, Rado, The Body Shop, Wrangler, CK jeans.
  3. 3. Promotional Programs@ PVPSQUARE by Niraj Thakur 3  FIRST FLOOR: Metro, Inc.5, Mufti, Pantaloons, Bata, Samsonite, American Tourister, Fast Track, All Laptops and Computers, Crocodile, Pepe, Wood land, relax n Go, Chocolate hut, Wrogn.  SECOND FLOOR: FBB, Inthees, Mustard, Archies, Go Colors.  THIRED FLOOR: Food court (KFC, Biryani pot, Temptations, CCD), Fun zone, Lazer Ops. 1.2 Who’s who in the company? The management team of the mall is hierarchically shown in the diagram below: Mr. B. Dilip Mall Manager Janaki Ram Liaison Officer K. Mahesh Accountant Mvsn Phanendra Asst. Manager (MEP) P. Vinod Operations Senior Executive Company Guide Pramod Reddy Asst. Marketing Manager Mrs. Sai Padma Potluri Managing Director
  4. 4. Promotional Programs@ PVPSQUARE by Niraj Thakur 4 1.3 SWOT analysis of the Company: 2. Retailing business 2.1 Introduction Retailing means selling goods and services in small quantities directly to the customers. Retailing consists of selling merchandise from a permanent location (a retail store) in small quantities directly to the customers. These consumers may be individual buyers or corporate. In the word of trade and commerce, retailer purchase goods or merchandise in bulk from manufacturers directly and then sells in small quantities are known as retail stores or shops. Strength:  Ambient & Amazing  Accessibility & Acculturate  Pioneer, Secured & Spacious  Versatility & Infotainment  Clean, Green & Relaxing. Weakness:  Expensive,  Focused to elites only,  Weekend events only. Opportunity:  Growing Vijayawada,  Trendy lifestyle,  Globalization effect. Threat:  Competition,  Low income people fleeing up,  E-commerce.
  5. 5. Promotional Programs@ PVPSQUARE by Niraj Thakur 5 Shops may be located in residential area, colony, streets and community centers or in modern shopping arcades / mall. In fact, any organization selling merchandise to final consumers whether a producer, retailers or wholesalers is doing a retail business. Retailers can resell products from all industries including food, fashion, beauty, technology and many more, making it one of the largest industries globally. Retailers resell consumable or non-consumable products. Consumables may be either unprocessed (e.g. Fresh vegetables/fruit), or processed (e.g. Sweets, beverages, tinned etc.). The non-consumables then fall into hard goods (e.g. electrical appliances, furniture) or soft goods (e.g. clothing, software, services). Retailers include small independent shops, giant chains, warehouses or discount retail outlets. Retailers can also be internet stores which either stock products, or deliver them from third parties‟ on a ‘drop ship’ basis. The retail industry is driven by profit. Retailers buy wholesale from suppliers, distributors and wholesalers, and add their margin before reselling to their consumers. Retailers are at the end of the supply chain and resell through a shop or website to end users for a profit. 2.2 Characteristics of retailing  It offers direct interactions with consumers/ end consumers.  Sale volume is comparatively large in quantity but less in monetary value in compared to manufacturing and exporting.  In all most all countries retail outlets are more than any other form of business.  Sales promotions are offered at this point only.  It offers employment opportunities to all age group irrespective of age, cast, gender, qualification or religion. 2.3 Functions of Retailing  Buying/ breaking bulk: Retailer buys a wide variety of goods from different sources and provides an assortment to the consumer.  Transportation: Retailer makes arrangement of transportation for delivery of goods.  Sales promotions: A retailer displays goods to persuade consumers to buy.  Provide many services like free home delivery, installation, after sales service, gift wrapping.  Retailers create demand for products, especially new product categories via the retail communication and advertisement mix.
  6. 6. Promotional Programs@ PVPSQUARE by Niraj Thakur 6 2.4 Retailers in supply chain  Suppliers: Suppliers supply raw materials to manufacturers.  Manufactures: Manufacturers manufacture finished goods.  Distributors: Distributors distributes finished goods to the retailers. Distributers are the mediators or middle man between manufacturers and retailers.  Retailers: Retailers are those who provide services to customers. Since consumers are the focal point of retailers the success of retailers will depend on the consumer satisfaction.  End-consumers: End consumers are those who consume products. 2.5 Global scenario of Retailing Retail has played a major role world over in increasing productivity across a wide range of consumer goods and services. The impact can be best seen in countries like Singapore, Malaysia, HK, Sri Lanka and Dubai is also heavily assisted by the retail sector. Retail is the second-largest industry in U.S. both in number of employees and number of establishments. It is also one of the largest world-wide.
  7. 7. Promotional Programs@ PVPSQUARE by Niraj Thakur 7 The retail industry employs more than 22 million Americans and generates more than $3 trillion in retail sales annually. Global retail industry accounts over U.S. $15 trillion. Wal-Mart is the world‟s largest retailer. Already the world‟s largest employer with over 1 million associates, Wal-Mart displaced oil giant EXXON mobile as the world‟s largest company when it posted $219 billion in sales for fiscal 2009. The company reported worldwide revenue of $485.7 billion for its 2015 fiscal year. It operates 11,453 stores locations in 27 countries. Wall-Mart has become the most successful retail brand in the world due to its ability to leverage size, market clout, and efficiency to create market dominance. As of December 2015, Wal-Mart stores Inc. have a market capitalization of about $194 billion. Forbes annual list of billionaires has the largest number (45/497) from the retail business. 2.6 Indian scenario of Retailing Indian retail sector is highly fragmented and unorganized. Organized retail sectors consists only 8%. In 2015 Indian retail sector was estimated at U.S. $520 billion. By 2018 Indian retail sector is likely to reach a size of U.S. $950 billion. India‟s retail online industry has grown at tremendous pace. Retailing in India is one of the pillars for its economy and accounts for about 22% of its GDP. India was ranked 5th in 2014 in Global Retail Development Index, by AT Kearney, highlighting it as one of the one of the foreign destination worldwide. However, in 2015, the rank fell to 14th possibly due to slow spending and general economic slowdown, along with policy concerns over approval of multi-brand retail across several states in India. This trend is expected to reverse son supported by factors such as improving demographics, rising disposable income levels, expansion of organized retail sector, changing consumer habits etc. This could provide a wide window of opportunities for national and international players in the next five to 10 years. The FDI (51%) in Multi-Brand Retailing has opened the doorway for the Start-ups and Entrepreneurs to make the Indian Market an organised one where a vast transformation can
  8. 8. Promotional Programs@ PVPSQUARE by Niraj Thakur 8 be initiated.so we need to understand the features of this sector – a few of which are as follows: 2.7 Characteristics:  Highly fragmented sector  Barriers to entry are low, thus many competitors.  High transportation cost.  Good locations of stores are few.  Little use of IT systems results in low transparency and higher losses.  Customer lifestyle of mall shopping only into Metropolitan cities.  Malls are hyped for high price brackets. 2.8 Top retail companies in India Here are few of the top Retail companies in India. 1) Reliance Retail Limited :  Reliance retail limited was incorporated in 2006, a part of Reliance industries.  It offers complete retail solutions such as food items, lifestyle, fashion, consumer electronics products, home decorative products etc.  The company has a total of 1500 outlets in the country. 2) Pantaloons Retail Limited :  It was established in 1997.  Company‟s brands include Big Bazaar, food Bazaar Brand factory, Top 10 and Sitara.  The company has more than 1000 outlets across the India and 35000 employees. 3) Provogue India Ltd:  It is a lifestyle and fashion company which was established in 1997.  The company‟s offering include men‟s wear, women‟s wear, fashion accessories, apparel and numerous other products.
  9. 9. Promotional Programs@ PVPSQUARE by Niraj Thakur 9  It has over 250 stores all across the country and  Rated among the top most trusted brands in India by trust research committee in year 2011. 4) Shoppers Stop:  The company was incorporated in year 1991.  It has total 61 stores in India  It offers national and international brands of apparel, fashion and lifestyle. 5) ITC –LRBD  The company was incorporated in 1910  Lifestyle Retailing Business division is a premier clothing retail company in India branding through Wills Lifestyle and John players.  The Company has a diversified range of business activities in FMCG, Hotels, Paper board, Packaging and Agriculture. 6) Trent Ltd.  It is a fully owned Tata group company which was incorporated in 1998 operates under brand name of Westside, Star Bazaar, Fashion Yatra and Landmark.  The company offers Men‟s & women‟s footwear, cosmetics and fashion accessories.  Whereas Landmark store deals in book and music business. 7) McDonald’s:  The company started India operation in 1996 and has more than 300 food chain restaurants in the country  McDonald is leading global food service provider which has existence in more than 130 countries worldwide. 8) Aditya Birla Retail:  Aditya Birla retail limited is a subsidiary of Aditya Birla group established in year 2006 which owns over 500 super markets and 15 hypermarkets.  The company received prestigious Master brand Award 2012 by World Brand congress in retail brand category.
  10. 10. Promotional Programs@ PVPSQUARE by Niraj Thakur 10 9) Titan Industries:  Titan is joint venture between Tata group and the Tamil Nadu Industries development corporation established in year 1984.  Titan also has a great retail presence in jewellery business and its brand Tanishq is one amongst the top retail jewelry in India. 10) Kewel Kiran Clothing Limited:  Kewel Kiran is a clothing manufacturing and retail company which was established in 1971.  The company‟s major brands include killer, Lawman PG3, Integriti and Killer.  It has more than 100 stores in India 3. 3CET Report: 3.1 Company & Its Business: PVPSQUARE is the synonymous term used in Vijayawada for the Retailing of appliances, Accessories, Apparels, Lifestyles products, Movies, Infotainment, Games and Food items. Also if we seek the quest for the creative and effective Inbound and outbound Marketing and Promotional Programs, it‟s this Brand where corporates seek the space to have their information and products displayed and launched or promoted using events and other tools since more than 20000 footfalls on an average in weekends visit the mall and 8000-10000 on weekdays do the same. During my training OPPO launched the phones (F1 Selfie Expert) in Capital of AP for the first time here in PVPSQUARE premise by inviting the sports Celebrity like – Yuvraj Singh. This example shows that the mall helps for in house and out house branding services to the clients by providing events management resources & acts as PRODUCT launch hub. Also it is the dining and entertainment hub of Vijayawada since a plethora of options on the food court are available to quench the thirst and hunger of the hungry people. Its primary business involves Branding, Space provision and Retailing. 3.2 CUSTOMERS
  11. 11. Promotional Programs@ PVPSQUARE by Niraj Thakur 11 The Company targets the customers of all geographic and demographic areas, age group, and gender and mostly of mid and high income class people. Besides as per B2B approach it has its customers as the people who are the franchisee of famous brands and/or sole proprietor of the outlets to aid in the business by using the space on contract basis. 3.3 Competitors:  PVR mall,  Trendset mall,  Reliance digital,  South India Mall,  LEPL Centro,  Ripples Mall,  Kalanikethan,  SouthIndia Mall. 3.4 Environment of the Company: Here, Perfect competition market condition exists in the location since there are other competitors as mall in the city like –PVR, Kidscentral, Kalaniketan, Lifestyle, Trendset, LEPL, etc. Because of this market situation the city is rising in the retailing light at a fast pace with changing lifestyle and this has been a boon for the customers since they get a wide array of options to shop without being the prey to the monopoly in terms of price, quality, choices and lots of other economies of shopping. 3.5 Technology: Tally is the ERP system which has been supporting this organisation for the operational efficiency and real time optimization with cost savvy approach. The finance cum accounts department is headed by K. MAHESH who is assisted by Ravi Balachandra. The IT and technical team (MEP) is headed by MVSN Phanindra who will be assisting in the operations by smooth functioning of the AFM, KSS, A2Z and other outsourced firms for the mall management in terms of electronics, Communication, Security, Air Conditioning, Parking and Housekeeping. Security & Housekeeping services have been outsourced to agencies. Besides CCTV cameras, metal detectors, X-ray scanners, wireless communications and lot other technological tools are used for the management of the mall. Footfall counters (manual & Digital) are used to acquire the customers number coming to the mall. Also, digital finer tipped footfall counting gadgets are used to actuate the number of visitors to the mall. Besides, water sprinklers, Safety & first aid room, Alarms for Emergency, Fire extinguishers, Noise absorbers, Recliners, etc. are used for other services to ensure the hassle free and smooth functioning of the mall. Bank ATM with cash deposit service and basement
  12. 12. Promotional Programs@ PVPSQUARE by Niraj Thakur 12 valet parking is also the technology driven ventures with Axis bank and A2Z services respectively. Though a lot of technological innovations are awaiting for this mall which are to be upgraded and introduced to optimize and elegies the business value and core driving forces as competition needs to make us change with time. Hoping to see those initiated in coming days. 4. Objectives: The main objective of SIP is to gain practical knowledge and experience of work in a company just like on the job as an executive. My target was to learn how the marketing (promotional) and operational activities take place in the mall and how they manage their daily activities. The tasks set by the company were allocated to us according to their business activities. The tasks varied on week to week basis. Many tasks were given in either marketing or operations departments of the company. The main objective of this internship was to enhance communication skills, analyze consumer behaviors and enhance problem solving ability. Besides I was on the marketing front where I was focusing on learning the B2B marketing, Branding and Digital marketing along with Event management. Mall Activity is a way to reach the mind of end user that is customer. This is the one of the way to promote any brand or any product to aware a specific category of customer, in which with the help of Manpower Solution who contacts people directly with the help of some entertainment part. Team A2Z & AFM are specialized in operations like to manage space in Mall, Permissions, Stall Fabrication, Sound System, Printing Materials (Flyers, pamphlet Etc.), Manpower (Promoters, Anchor, etc.).The Fabricator was instructed with the designs of the physical structure that we needed for the promotional strategies and he used to conceive it into reality. A few examples to present include – The Entry Arch for Season Sale scheme (Flat 50% offer), End of Season sale, Monsoon Dhamaka, Display Cubes, Standees, etc. 5. Targets/Tasks: The tasks and the targets of the Executive Training varied on a weekly basis. A few new and unique tasks were given on daily basis which aroused out of situational dealings as per the business requirements. As per company instructions, I performed diligently and creatively to complete the below listed tasks. Task-1: Marketing Department  As a part of marketing team, I was firstly assigned to start with the Summer fest Season- 2 (SHOP & FLY) Lucky draw registration.
  13. 13. Promotional Programs@ PVPSQUARE by Niraj Thakur 13  The procedure for this promotional program was that any customer shopping for Rs.1000 and more would be eligible to get a lucky coupon for every Rs.1000 shopping in any outlets of the PVPSQUARE (Exception-Cinepolis and handwritten bills).  The Gift-Prize for this contest was that two lucky winners would be selected for a trip to Singapore and Thailand in pairs for 3 nights and 4 days.  The registration was open from 7th May to 12th June 2016 every day from 10:30am- 9:30pm at the ground floor Registration desk.  The Lucky Winners Selection event was scheduled to happen on The Father’s Day (19- 06-2016) assisted by exciting, entertaining and funny events conducted by PVP‟s Official MC Ms. Kavya.  The winners selected in the contest are tabulated below: Winners Coupon no. Prize Contact no. G. Shiva Naga Raju 44143 Singapore Trip 9885434119 Satyanarayana M. 46857 Thailand Trip 9581234544 Also, as instructed by Mr. Pramod sir (Ast. Manager- Marketing and Events) I got a chance to compile the invoice report of receipts of clients as the sources of revenue as a part of the Branding and advertising at the mall. Besides, I was assigned with the digital marketing approach for the official Fan Page of the Mall, i.e. #PVPSQUARE. Here, I was supposed to update and post appealing photos with lucrative captions on daily basis about the recent, authentic and up-to-date events, promotional and sales schemes and services of the outlets at the #PVPSQUARE. Besides, I was involved in the B2B Branding options demonstration and presentation to corporate clients like – TBZ Jewelers, Kusalava Hyundai and Coca-Cola for promotional activities and got to get a chance to do some venture ship with them. Also, Voylla (Fashion jewellery startup) and Ajmal Perfumes were my lead to bring a permanent setup of their outlets at the ground level as a part of my target. Bollant and Ancient Living as the neighbor outlets were two green product brands who were approached by me in suggestion of my guide to lease them space in our mall as a part of green marketing who are doing well. In the last month I was very anxious and enthusiastic to make something memorable.so I thought of weekend events on theme of Family. „Family Evenings‟ was the title of the event which was sponsored by Radio Mirchi, TVS and Creative Brains and it was a 3 weeks (Weekend days: Sat & Sun) programme involving the musical and Magical shows. Me and My teammates Jayanth & Pavan planned to get the Numbers of Musical institutes from JUSTDIAL and contacted them and selected the best available ones like – Mighty Melody Music Institute & Saraswati Music Academy. Magic show was performed by a Bulgarian Artiste Mr. Lanco who did Streaky tricks, Palates Balance, Juggling and much more amazing things. This was the part of my Events Management activities which was the most delighting one for me and the customers and my company management too.
  14. 14. Promotional Programs@ PVPSQUARE by Niraj Thakur 14 Task-2: Operations Department  The secondary tasks assigned to me was the Survey and Feedback collection about the mall management where I was targeted to submit 30 forms in a day for two days envisaging information regarding The Malls promotional activities and The Food- court respectively from the customers.  For this I used my polite courteous and convenient tools of approaching the customers. I endeavored to succeed in this task without any constraints and delays making the assigner glad and confident about my caliber to perform better and effectively within stipulated time frame.  The form was already designed by the mall management team. The main objective of this assessment was to improve the service and the operational cum managerial efficiency of the outlets and teams by finding the discrepancies and faults.  The Survey also intended to introduce some more world class, diversified, vibrant & famous brands at the space available at the mall.  The liaison with the AFM, KSS and A2Z agencies to help carry out the daily operations and management tasks were totally dedicated and supportive.  Mr. Srinivas as a new incumbent to the office as marketing executive is an Overt and Keen Young aspirant who led me through the stall demarcation task for upcoming the Auto show and taught me other marketing concepts of Branding. Besides this task, I was also involved in the operations management by checking and ensuring the cleanliness and hygiene of the restroom facilities, floor-space, outlets standards and the food-court services. The overpricing inspections were the most innovative, contingent and interesting responsibilities that helped us to control the forgery and price variations created by some of the outlets at the food-court. The operations team leaders‟ like- Mr. Anil from A2Z (Housekeeping), Mr. Ravi from KSS (Security) and alike were very courteous, helpful and glad to coordinate in daily operations and organising the events on the weekends and some other auspicious occasions. The best part that I can‟t ignore to list out is the freebies from Cookie Man and the Segway ride from Freego. Also, I was very quick to conduct the survey and feedback from the target customers in less than the stipulated time which helped me enjoy the yummy portfolio of dishes from KFC and Frankie. 6. ACHIEVEMENTS The targets in regards with the objectives assigned to me are tabulated as below:
  15. 15. Promotional Programs@ PVPSQUARE by Niraj Thakur 15 Note: Noc= Number of Coupons  The sixth week gave me an insight of the operations management of the mall where liaison with different departments improved and mall standards were to be inspected.  Also, Overpricing by the outlets was to be inspected and reported that a few were doing this burglary and assisted in controlling this unethical tasks of selling above MRP.  Food and Stock inspector was my next role when I performed the Quality test for the outlets and checked if they are following the food and safety standards or not. Found positive performance, etc.  Worked as the Editor for the official Facebook page of #PVPSQUARE to do digital marketing by driving the customers and target group to company‟s website and posting the latest updates. 7. Strategies: The strategies followed to train the interns are:  Introduction and orientation about this company  Description about process to be followed and the standards to be maintained.  Explanation about marketing and operations departments and work process. Weeks Date Target(Noc) Achieved(Noc) Target (Rs.) Achieved(Rs.) First 12-05 to 18-05 700 449 700000 563956 Second 19-05 to 25-05 800 858 800000 942432 Third 26-05 to 01-06 900 1394 900000 1514361 Fourth 02-06 to 08-06 1000 1257 1000000 1354550 Fifth 09-06 to 12-06 1100 720 1100000 778216
  16. 16. Promotional Programs@ PVPSQUARE by Niraj Thakur 16  Practically involvement in operations and marketing department to know real time problems.  Job rotation for boosting the interns.  Dividing interns at work (CSD, lucky draw desk, Operations, Survey, branding, Event management) as per their ability. The strategies that I followed to complete my targets are:  Explanation about lucky draw (Shop & Fly Contest) to the customers with shopping bags.  Requesting and persuading the shopkeepers to make their customers aware about it.  Checking mall cleanliness, Pricing And Stock Movement every hour  Getting feedback from family customers in order to reduce fake feedback.  Got numbers of Musical Training Institutes in Vijayawada from JUST Dial to organize the Musical Evening Weekend event.  Resourced in the Magic show by Bulgarian artiste on 22nd , 23rd & 24th July as a part of event for promotion of the mall.  Used Social Media Marketing to boost the customers Footfall and increase the sales of the outlets via Facebook.  Also I was involved in the Branding options available for the clients and new customers through Lollipops, Flyers, Hoarding Boards, Backlit Standees, Led Displays, etc.  Product launch of Oppo Mobiles and stall display of other automobiles like- FIAT, BMW, TVS, KAWASAKI, HD, KTM, ROYAL ENFIELD.  Organized Kids Development, Creativity and Interest/Hobby development workshop with Creative Brains. 8. Limitations for targets:  Customers do not want to register in lucky draw program reluctantly.  Hard to communicate with customers in English as most of the customers prefer local language.  Due to monsoon footfall in mall decreased which is limitation for both feedback and registration target.  Some customers do not give appropriate feedback.  Window shopping.  Linguistic problem  Psychographic limitations with public whose attitude and perception was totally different than me.  Customers unwilling to register as no belief on luck.  Lack of time, awareness and interest in such events.
  17. 17. Promotional Programs@ PVPSQUARE by Niraj Thakur 17  Many Exit points in mall for the customers.  Some of the Outlets not informing the customers about the lucky draw contest.  Many shopped and spent for less than Rs.1000 being out of the criteria.  Language as a barrier for me to communicate with many of the customers.  The Food-court has hungry eaters always so it was a bit clumsy and disturbing to get the feedback. But, I was sharp enough to analyse the circumstances and approach them to get the info.  The location of the teams (AFM, KSS, A2Z) at different levels and the linguistic problem with team members were hindrance to me for smoothness of the operational activities. 9. Research Methodology: 9.1 Data collection Method: Questionnaire is the method used for collection of the primary data for this research. Primary data was collected directly from the respondents at the mall only where questionnaire was used to get the vote about the different attributes of study. A total of 60 respondents were taken as the sample size for the study. Here I used the random sampling method for the selection of the sample during the approach. The target group was the eligible customers available at the mall for shopping during my internship. The questionnaire with the data summarized after scrutiny and used for analyzing the impact of Promotional Activities @ PVPSQUARE for the achievement of the marketing objectives is given individually in the data analysis section which follows the interpretation too. 9.2 Data Analysis And Interpretation: The tables present the data from the respondents as collected and the graphs shows the data and its interpretation part as follows. Q-1. How often do you visit PVPSQUARE? a. Daily b. Weekly c. Fortnightly d. Monthly Table No.1:
  18. 18. Promotional Programs@ PVPSQUARE by Niraj Thakur 18 Description No. of Respondents Percentage Daily 18 30 Weekly 25 42 Fortnightly 7 12 Monthly 10 16 Graph No.1: Interpretations: The graphical figure shows that the highest number of respondents visits the mall on weekends i.e. 42% while the least visit in fortnight. Hence, if the promotional activities involve the weekend events it would be much better for reaching a high target group. Daily basis visit is the second criteria of respondent‟s frequency to visit the mall. i.e. 30%. Also the gender ratio visiting the mall is likely in a 3:1 ratio though not shown in here. Thus, if we have to say that promotional programs are to be more focused on the weekends since most of the people are free on these days i.e. Saturdays and Sundays. The Promotional events can be gender-centric since the target is to attract more of female customers to the mall. Q-2. What is the reason for your visit? a. Promotional Offers b. Window Shopping 0 20 40 60 80 100 120 Daily weekly fortnightly monthly total No. of respondent percentage
  19. 19. Promotional Programs@ PVPSQUARE by Niraj Thakur 19 c. Food court & Cinepolis d. Others Table No.2: Description No. of Respondents Percentage PROMOTIONAL OFFERS 12 30 WINDOW SHOPPING 28 42 FOOD COURT & CINEPOLIS 10 12 OTHERS 6 16 Graph No.2: Interpretations: In this analysis part of the second question, I found that the most of the sample visit the mall for window shopping i.e. 42% which is not affected by the promotional and marketing events and offers created for the prospects. Besides, promotional offer only matters to 30 % of the prospects who visit the mall. Thus, I can conclude to invoke that it‟s somewhat productive to invest and conduct the promotional programs to retain customers in mall. Q-3. How did you come to know about PVPSQUARE? a. Advertisements b. Friends & Relatives c. Internet/ Social Networks d. Others 0 20 40 60 80 100 120 promotional offers window shopping food court & Cinepolis others total No Of Respondents percentage
  20. 20. Promotional Programs@ PVPSQUARE by Niraj Thakur 20 Tabular representation no.3: Descriptions No. of respondent Percentage Advertisements 12 20 Internet/ Social Networks 18 30 Friends & Relatives 20 33.333333 Others 10 16.666667 Total 100 166.66667 Graphical Representation no.3: Interpretations: This section envisages that most effective way of reaching the customers with any message is the friends and relatives which accounts for 33.33% of the total respondents portion. The internet is the second attribute that contributes in the about 30% of the sample size. So we need to focus on the mouth of word mode of flourishing the information about anything new coming in the mall. Advertisement only deals about 20% of the impact of the Marketing campaign of the Mall. So, my task of digital marketing to dive the prospects to the mall using the websites and Facebook was very effective as up to my calculations which show about 30% people being reached. Q-4. Rate the Attractiveness of the Promotional activities of PVPSQUARE? a. Very Attractive b. Less Attractive c. Not at All Attractive Tabular representation-4: 0 50 100 150 200 No. of respondent Percentage
  21. 21. Promotional Programs@ PVPSQUARE by Niraj Thakur 21 Descriptions No. of respondent Percentage Very attractive 42 70 Less Attractive 8 13.3333333 Not at All Attractive 10 16.6666667 Total 60 100 Graphical Representation-4: Interpretations: The data analysed above for the attractiveness of promotional activities of PVPSQUARE shows that 70% of the tasks are very attractive in terms of concept, effectiveness, Entertainment and Lead generation as respondents imply. Also among 60 respondents only, 8 told that its less attractive about the events, campaigns, advertisements and visual Merchandising. Thus I would like to propound that it‟s good to do promotional acts in creative, fresh & new ways to focus on all strata of the customer groups. Q-5. Does the advertisement of PVSQUARE attract you to purchase items from this mall? a. Yes b. No Tabular representation-5: 0 10 20 30 40 50 60 70 80 90 100 Very attractive Less Attractive Not at All Attractive Total No. of respondent Percentage
  22. 22. Promotional Programs@ PVPSQUARE by Niraj Thakur 22 Descriptions No. of respondent Percentage Yes 42 70 No 18 30 Total 60 100 Graphical Representation-5: Interpretations: Here the answer to this question was the most enthralling since 70% of the people voted that the advertisements of the Pvpsquare are the most attractive modes to retain and generate the sales of the outlets. Only 30% of the people responded that the effectiveness of the ads were not that contributing to the sales of the items of the mall outlets. Though I am very anxious to say that the ads are always the psychographic and demographic templates to reach the customers. Q-6. How do you feel while shopping in PVPSQUARE? a. Excellent b. Good c. Neutral d. Less Satisfied 0 10 20 30 40 50 60 70 80 90 100 Yes No Total No. of respondent Percentage
  23. 23. Promotional Programs@ PVPSQUARE by Niraj Thakur 23 Tabular representation-6: Descriptions No. of respondent Percentage Excellent 12 20 Good 18 30 Neutral 25 41.6666667 Less Satisfied 5 8.33333333 Total 60 100 Graphical Representation-6: Interpretations: Here, we have received some output that suggests that 42% of the respondents are neutral about the shopping in PVPSQUARE since this mall is having a perfect competition market. So, we have to apply competitive advantage theory to lead in this race of retailing & hence we need to come up with customer demand fulfillment approach and unique, new & fresh styles and modes of promotional activities keeping in view the trends and lifestyle of the location and demography of Vijayawada. Though 20% & 30% voted for excellent and good aspect of feeling while shopping in this mall. Q-7. Is the pricing Reasonable for the Products & Services? a. Yes b. No 0 10 20 30 40 50 60 70 80 90 100 Excellent Good Neutral Less Satisfied Total No. of respondent Percentage
  24. 24. Promotional Programs@ PVPSQUARE by Niraj Thakur 24 Tabular representation-7: Descriptions No. of respondent Percentage Yes 40 66.6666667 No 20 33.3333333 Total 60 100 Graphical Representation-7: Interpretations: For the query regarding the pricing strategy of the outlets at the mall, we got an appealing response that about 66% people voted for the reasonability of the prices and only 34% had antagonist review for the pricing of the products and services. So this analysis says that we don‟t need to revamp the elite focused pricing though we can introduce more categories of psychological and bearable pricing for the economy class family too who are the next strata of the target for the mall‟s promotional and sales activities. Q-8. Do you think Offers are clearly presented & redeemed through Displays in PVPSQUARE? a. Yes b. No 0 10 20 30 40 50 60 70 80 90 100 Yes No Total No. of respondent Percentage
  25. 25. Promotional Programs@ PVPSQUARE by Niraj Thakur 25 Tabular representation-8: Descriptions No. of respondent Percentage Yes 28 46.666667 No 32 53.333333 Total 60 100 Graphical Representation-8: Interpretations: In this stage of the analysis I found that the customers are having some problems in the redemption and display of the offers which are ambiguous and catchy only. 53% said that the offers are not clearly presented in the mediums of communication and redeeming at the outlet is bogus and taunting. Only 46% said yes for this query. So we need to have a keen look at this part of miscommunicating to customers which can lead to lose few loyal and regular customers. Q-9. Do the Displays and Promotional offers available in the Mall attract you? a. Yes b. No 0 10 20 30 40 50 60 70 80 90 100 Yes No Total No. of respondent Percentage
  26. 26. Promotional Programs@ PVPSQUARE by Niraj Thakur 26 Tabular representation-9: Descriptions No. of respondent Percentage Yes 48 80 No 12 20 Total 60 100 Graphical Representation-9: Interpretations: Here, 80% of the sample population has voted for the YES saying that the promotional offers, discounts and other sales schemes are very attractive to appeal them to come and buy in this mall. And only 20% were against the fascination of the schemes displayed and offered. So we need to keep revving up with this pace of the promotional stunts and activities. Q-10. What type of promotional activities does attract you as a customer? a. Discounts b. Buy 1 Get 1 free 0 10 20 30 40 50 60 70 80 90 100 Yes No Total No. of respondent Percentage
  27. 27. Promotional Programs@ PVPSQUARE by Niraj Thakur 27 c. Events & Gifts Tabular representation-10: Descriptions No of Respondent Percentage Discount 38 63.333333 Buy 1Get 1 free 12 20 Events & Gifts 20 33.333333 Total 60 100 Graphical Representation-10: Interpretations: For this query the data that comes into sight gives us the insight that nearly 64% customers are in favour of discount schemes while 34% are eager to get availed with gifts through events. Though Buy 1 Get 1 free is having only 20% respondents clinching to crawl for the scheme as a part of promotional activities. Hence we need to focus more on the discounting options to lure more of the customers to reach the sales goal of the mall. Q-11. How do you rate the Customer Centric Schemes of the mall? a. Good b. Average c. Poor 0 10 20 30 40 50 60 70 80 90 100 Discount Buy 1Get 1 free Events & Gifts Total No of Respondent Percentage
  28. 28. Promotional Programs@ PVPSQUARE by Niraj Thakur 28 Tabular representation-11: Descriptions No of Respondent Percentage Good 40 66.666667 Averages 14 23.333333 Poor 6 10 Total 60 100 Graphical Representation-11: Interpretations: About 67% of the population surveyed responded that the promotional schemes are customer centric and we need to modify them with time to get and retain more clients.23% of them said that the promotional and marketing schemes are averagely customer centric and about 10% responded that it‟s poor in customer orientation. So if we need to reach the branding value the 23% and 10% of the people have to be converted into satisfied and good responding by using some economies of scale in sales, offers, discounts, pricing and promotion techniques. Q-13. Rate your overall shopping Experience in PVPSQUARE? a. Good b. Average No of Respondent Percentage0 20 40 60 80 100 Good Averages Poor Total No of Respondent Percentage
  29. 29. Promotional Programs@ PVPSQUARE by Niraj Thakur 29 c. Poor Tabular representation-13: Descriptions No of Respondent Percentage Good 32 53.333333 Averages 18 30 Poor 6 10 Total 60 100 Graphical Representation-13: Interpretations: The overall rating of the actual experience that the sample responded for the query of shopping here in Pvpsquare implies that out of 60 respondents 53% is good and retainable customers whereas only 6% had a poor experience at the mall. Also 30% of the sample told that they had an average kind of experience in the mall. Hence, this analysis brings us to a verse where the mall management needs to have more improvement in the services marketing and the promotional activities going on and yet to come. Q-14. How do you rate the Ambience, Cleanliness and Service at the Mall? a. Good b. Average 0 20 40 60 80 100 120 Good Averages Poor Total No of Respondent Percentage
  30. 30. Promotional Programs@ PVPSQUARE by Niraj Thakur 30 c. Poor Tabular representation-14: Descriptions No of Respondent Percentage Good 28 46.666667 Averages 22 36.666667 Poor 10 16.666667 Total 60 100 Graphical Representation-14: Interpretations: For this part of an overall rating of the mall, 46% of the respondents replied as good in terms of space, ambience, cleanliness, services and other features of the mall. Also, 36% replied as average and 10% as poor. So still I think the mall has a few things to improve and a few things to be added. Thus, the respondents by giving their valuable opinions have aided in the data analytics that is emerging as the recent scope of business management which have a great role in advancing the products and services of the mall retailing business. Now I have presented my recommendations and suggestions after scrutinizing and keenly observing the findings from the analysis of the figures and the graphs as given below. 0 10 20 30 40 50 60 70 80 90 100 Good Averages Poor Total No of Respondent Percentage
  31. 31. Promotional Programs@ PVPSQUARE by Niraj Thakur 31 9. Results and findings: The promotional activities of this mall has been one of the greatest feed forward for the organisational objectives achievement but the results doesn‟t only matter in a quantitative aspect rather we need to pull the customer to retain as in branding than pushing our products as in marketing.so a few results that I got from the analysis are as follows:  The denizens of Vijayawada are very orthodox and typical so we need to set a trend of shopping lifestyle in them. Also they are traditional in their choices so we can‟t push all our western products to them. Hence outlets of local style and choice are to be leased.  The data shows that they are mostly favoring to visit the malls for window shopping and that too on the weekends to pass time and eat and enjoy movies. So, weekdays are to be planned to gather the folks who are having free time and good purchasing power for their requirements.  Events that glitter the Tollywood and famous personality are to be executed and organized so that they come to enjoy but the security issue and their temptations are to be controlled to make sure we can handle the crowd.  The selling schemes are only more favourable when huge discounts and offers are pertaining to catch their attention. Thus this can be a potential avenue to make a schedule of seasonal sales for the year throughout.eg: Monsoon sale, end of season Sale, summer sale, Budget sale, spring collection sale, new arrivals sale, traditional Wear sale, etc. 10. Recommendations & Suggestions: Whether or not a shopping mall is successful depends on many factors and variables which should be studied strategically before getting the project underway. These factors include access, location, services, variety of establishments, ease of parking, brands available, pricing, competition and so on. But the branding, venting, visual merchandising and online Marketing actions that PVP carries out are also fundamental and play a huge role in attracting consumers or possible clients. Such actions incentivize consumption in the establishments – in terms of both frequency and value; loyalize customers; avoid excessive sales seasonality; encourage the public to try products and services; and develop branding. Below, I would like to provide some ideas as suggestions and give a few examples as recommendations that would help to achieve the promotional & branding objectives of the mall, for the mall and to the mall: 1. Auxiliary Services Marketing (Wheelchair, ATM, Baby-Care Room, First- Aid) 2. Promotions groups with discount coupons 3. Sweepstakes/Flashmobs
  32. 32. Promotional Programs@ PVPSQUARE by Niraj Thakur 32 4. Pick your favorite contests 5. Selfie/Groupie Zone 6. Celebrity Promotions 7. Special Occasion Events 8. Cloak House for customers 9. Greenery outside mall 10.Conference and Meeting Hall, 11.Product Launch, etc. 11. Conclusion: Finally I would like to present my gratefulness for the support from all the members of PVPSQUARE Mall and my colleagues for this learning opportunity at PVP. It is pretty good and amazing experience working in PVP Mall. I joined PVP Mall with a purpose of enhancing my Analytical, Business development, Proactive, Networking, Marketing, Demonstration, Presentation, Product Knowledge and Industrial communication skill and I can find it positive and progressive in me. In this period of 3 months, I have enhanced my communication skill, problem solving ability, analytical and demonstration skills and learned how to approach customers. I have also experienced professional environment and learnt the corporate culture of the retail industry where time and resourcefulness, attitude & dedication, belongingness and Customer centrism, CRM & Clientele work as the boon to tap the opportunity to grow and excel in a creative way of reaching the goals. By preparing this report, I came to know the real meaning of retailing, the Indian and global scenario of retailing business. Besides, I also came to know about different companies and countries doing best in retailing business and the recent trends and pace of this growing industry. Also I evinced and instilled in my mind that still a huge potential of mall management using the retailing system is under the way to come. But it needs a lot of transition in the demographic, Socio-cultural, economic, mental and Personal lifestyle and location based infrastructural advancement that needs to be set up. For Industrial vexing, Confidentiality and Competition leads to innovation and leadership in a strategic way when we keenly observe the chances and onus of competitive advantage and execute the plans at right time to lead in the race of mall Management and successful delivery of right service in the optimal way to Customers. Also PESTEL as the business environmental factors plays a crucial role in the management of retailing too in any growing and economy of this planet. Hence, I hope this report being my genuine and original work as the outcome of a dedicated 3 months of training under the guidance of esteemed members would serve us all in a positive and constructive way to have some afresh and diligent insights of marketing know-hows for retail sector. This has been a memorable and practical embankment in the career building of my life.
  33. 33. Promotional Programs@ PVPSQUARE by Niraj Thakur 33 Appendices:  Business world www.businessworld.com  Boonbook pdf www.boonbook.com?pdfcoversion  MBASKOOL www.mbaskool.com.in/etailing  Business Today www.businesstoday.co.in/mallmanagement  Online Search www.google.com/retailingformalls/studymadeeasy Sample of the Questionnaire: Note - Please tick only one option as answer to the question. Date: Q1. How often do you visit PVPSQUARE? a. Daily b. Weekly c. Fortnightly d. Monthly e. Others Q2. What is the reason for your visit? a. Promotional Offers b. Window Shopping c. Range of Items d. Leisure time e. Food court & Cinepolis Q3. How did you come to know about PVPSQUARE? a. Advertisements b. Friends & Relatives c. Internet/ Social Networks d. Words of Mouth e. Others Q4. Rate the Attractiveness of the Promotional activities of PVPSQUARE? a. Very Attractive b. Less Attractive c. Not at All Attractive Q5. Does the advertisement of PVSQUARE attract you to purchase items from this mall?
  34. 34. Promotional Programs@ PVPSQUARE by Niraj Thakur 34 a. Yes b. No Q6. How do you feel while shopping in PVPSQUARE? a. Great b. Good c. Neutral d. Less Satisfied e. Bad Q7. Is the pricing Reasonable for the products & Services? a. Yes b. No Q8. Do you think Offers are clearly presented through Displays in PVPSQUARE? a. Yes b. No Q9. Do the Displays and Promotional offers available in the Mall attract you? a. Yes b. No Q10. What type of promotional activities does attract you as a customer? a. Discounts b. Buy 1 Get 1 free c. Events & Gifts d. Advertisements Q11. How do you rate the Customer Centric Schemes of the mall? a. Good b. Average c. Poor Q12. Do the Sales Promotion activities of This Mall make you to visit again? a. Yes b. No
  35. 35. Promotional Programs@ PVPSQUARE by Niraj Thakur 35 Q13. Rate your overall shopping Experience in PVPSQUARE? a. Good b. Average c. Poor Q14. How do you rate the Ambience, Cleanliness and Service at the Mall? a. Excellent b. Good c. Average d. Poor Q15. Please freely express if any suggestions for improvement of the services? Personal details of Respondent: Name: Phone/Cell: Gender: Address: Occupation: Email Id: Thank you very much for our valuable opinion. Bibliography:  www.pvpsquare.com/homepage/search/companyprofile  www.wikipedia.com/mallmanagement/retailinginIndia  www.dsim.in/digitalmarketing/SMM/dataanalytics  www.google.co.in/onlinesurveyonpromtoinalprogramsatmalls/2015  www.facebook.com/PVPSQUARE  www.linkedin.com/NirajThakur/profile  www.wikipedia.com/Marketing&brandingdifferences4mba .

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