Viviana Mall is a large shopping mall located in Thane, India. It has over 1 million square feet of retail space spread across 7 anchor stores, 150 shops, and one of the largest multiplexes in the country. The mall has ample parking for over 2,400 cars. It offers a variety of activities for different age groups. The mall operations include regular maintenance and cleaning schedules. Viviana Mall is a popular destination for shoppers due to its large size and wide selection of brands from apparel to food. Revenue is generated through leases, space rentals, revenue sharing, parking fees, and advertisements.

2. ContentContent
Operation Management
Conceptualization of Seller
Legal
Organization Structure-Mall
Case Study on Viviana Mall

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

4.  Globally, mall management broadly includes:
• Positioning a mall
• Zoning
• Promotions and marketing
• Facility management
• Finance management
Operation ManagementOperation Management

5.  Positioning a mall refers to defining the category of services offered based on
demographics, income levels, competition in neighbouring areas and extensive
market research of the catchment.
 For example, if the market research indicates that the average number of
households living in a particular area belongs to the upper middle class, then a
high-end retail mall would suit the location.
 Positioning also refers to the location of the shopping mall. A good location
defined in terms of factors like ease of access via roads, good visibility, etc. is
considered as one of the prime prerequisites for a mall.
Positioning a Mall - location of the shopping mallPositioning a Mall - location of the shopping mall

6.  Tenant mix refers to the combination of retail shops occupying space in a mall.
 A right tenant mix would form an gathering that produces optimum sales, rents,
service to the community and financiability of the shopping mall venture.
 Generally, there are two types of consumers visiting malls :1)focused and
2)impulse buyers.
 The time spent by focused buyers in malls is relatively lower compared with
impulse buyers who also enjoy window shopping.
Zoning – the division of mall space into zones for the
placement of various retailers
Zoning – the division of mall space into zones for the
placement of various retailers

7.  Promotional activities and events in a mall form an integral part of mall
management.
 Activities like food festivals, handicraft exhibitions and celebrity visits increase
foot traffic and turn the sales volumes.
 Organising cultural events has time and play vital role in attracting consumers
to a mall.
 Such activities may also act as a differentiator for a mall.
Promotions and MarketingPromotions and Marketing

8. Facility ManagementFacility Management
Facility management refers to the integration of people, place, process and
technology in a building
Ambience Management –includes management of parks, fountains and overall
look of the mall. A mall is not just a place for shopping but is also a place where
people spend their leisure time.
Traffic Management –includes managing foot traffic into the mall and parking
facilities. Foot traffic management involves crowd management inside the
operational area of a mall. For example, a star-shaped mall tends to have a
problem of crowding in the centre of the mall, as everyone has to pass through
the centre while moving from one side to the other. Circular malls, on the other
hand, would not have this problem. Managing parking facilities includes
provision of ample parking.

9. Finance managementFinance management
Professional financial management of a mall as a business venture is a must. Mall management also
covers financial management, which involves monitoring and controlling of various issues such as:
Cash receipts and collection of income including
Centals, service charges, car park receipts,
Electricity and other utility income
Developing accounting systems to track the ageing of debts, payment delay patterns, bad debts and
payment of all invoices and expenses developing standard financial templates so that a detailed
annual property budget is prepared at times.
0rganising resources to deliver an
efficient and effective annual external audit

10.  Salle attract the consumer by providing attractive discount at various intervals
 Salle provide the consumer with multiple option on various and latest fashion ,
technologies, advance gaming and ext.
 Because of multiple option available with seller the buyer (Consumer and
seller) both enjoys of there on enjoys of benefits.
 Depending on the consumer behavior with the seller and area , He try to
reorganized his product to take advantage by liquidating his inventory
 The seller having the multiple stores ,options and providing the consumer with
discount , membership option. By this way a seller materialized , increased the
sale and attracting more customer ,he trying to achieve his objective of profit
Conceptualization Of SellerConceptualization Of Seller

11.  For building a multiplex, a food court, a banquet hall, a disco or a Family
Entertainment Centre (FEC) in a mall, these areas of the mall should be
specially registered under the Shops & Establishments Act, 1948 with BMC.
 Electricity permission is to be taken from MSEB.
Parking license is to be taken from BMC for developing a parking area in the
mall.
Insurance
In case of a multiplex theatre construction in a mall, a NO OBJECTION
CERTIFICATE is to be obtained from neighbour.
To construct a food court, a food license is to be obtained from BMC along with
kitchen license that is to be obtained for the kitchen attached.
Legal Frame WorkLegal Frame Work

12. Legal Contract
Lease contract between mall management & shop
The Lease office letter Presented to tenant should inform basic economic
provisions in the process. Items that involve matters as rent details, tenant’s tax
participation (I.e. Land tax, VAT)
Contribution to common area maintenance and operation costs, insurance .
Percentage rent above break even point if applicable, marketing & Promotion
participation and expenses and rent review provisions as well as special
conditions.
Method of measurement of area is defined in the contract , calculating the base
rent and outgoing charges.
Bank Guarantees / Security deposited .
Percentage share / Rent & sales Fig.

13. Revenue-sharing evolved with brands usually paying a minimum guarantee or a
certain share of generated revenues each month.
For some apparel brands, revenue-share percentage is between 10 and 14
percent.
For footwear retail is between 12 and 14 percent .
Fashion accessories command around 8 percent.
The supermarket segment shares between 3 and 6 percent of revenues as rent
Typical range for vanilla retailers is 1-3 percent.
Revenue Source (Revenue-share or minimum guarantee
model)
Revenue Source (Revenue-share or minimum guarantee
model)

14. Typical Organization StructureTypical Organization Structure

15. S2RJ
Mall

16.  One of the largest malls in India, is set to become shopper’s destination.
 7 main-anchor , mini-anchors and 150 shops and have widest variety of brands.
 Viviana Mall is all set to open Cinepolis - one of the largest multiplexes in the country
with 14 cinema screens that seats up to
 2,400 people and the most number of shows .
 Viviana have 2 level basement parking area which have 2400 car parking capacity
Viviana MallViviana Mall

20. Different activities in which different age groups like to engageDifferent activities in which different age groups like to engageDifferent activities in which different age groups like to engageDifferent activities in which different age groups like to engage

21. Description of Timings Duration Remarks
Mall Timings 9 AM - 9 PM 12 Hrs.
Cleaning Time 6 AM - 9 AM 3 Hrs.
Major cleaning carried out before opening
of Mall for customers, in presence of
security staff.
Diesel Delivery 7 AM - 9 AM 2 Hrs.
Escalator / Lift Repairs 11 PM - 7 AM 8 Hrs.
Escalators generally require 5-6 hrs time
for maintenance work, in the presence of
security staff.
Garbage Disposal 7 AM - 8 AM 1 Hr.
To be carried out in the presence of
security staff.
Emergency Lighting - -
Required by Inverters and/or emergency
lights in all common areas and shops.
Electrical Breakdown 24 Hrs. 24 Hrs.
Typical minor electrical faults in shops
require 10mins to 40mins to repair.
Recommendation - Have ample number
of electricians at all times.
Air Conditioning
Maintenance Works 7AM - 10 AM 2-3 Hrs.
Normal maintenance of AHU's etc.
installed in shops and common areas.
Cleaning of filters etc. of AHU's, in the
presence of security staff for common
areas and in the presence of shop
owners for the shop.
Plumbing Work 11 PM - 7 AM 8 Hrs.
All plumbing work to be done at night in
the presence of the security staff.
OPERATION SCHEDULE
MALL OPERATION SCHEDULEMALL OPERATION SCHEDULE

22. Viviana Mall Special Features
1 million square feet retail space.
Food courts spread across 2 levels.
Won the prestigious Cityscape Award for the Best Future Retail Development.
Located on Eastern Express Highway, Thane.
Accessibility from Mulund, Ghatkopar, Powai, Chembur, Vashi, Airoli, CBD
Belapur, Dahisar, Borivali and Bhayandar.
280 shops with scalable area ranging from 300 to 1,50,000 square feet.
1,25,000 square feet Hypercity (largest in Central Mumbai).

23. Lease
Space on hire
Revenue Share
Pay and park
Hanging banners
Revenue GenerationRevenue Generation

24. Sheth Developers Tied up the contract with Pizza Express on 10% profit share per
month.
Management team maintains a database server where all the transaction of Pizza
Express stored in the database server, so that at the month end management team can
cross check the monthly profit statement of Pizza Express.
It will show the overall view of profit share
Recommendations In Revenue LeckagesRecommendations In Revenue Leckages

25. Recommendations In Revenue LeakagesRecommendations In Revenue Leakages
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26. Recommendations In Revenue LeakagesRecommendations In Revenue Leakages
V/s

27. Sushma S
Swapnil S
Jayesh D
Rahul G