VERSION [1.

0]

ASSIGNMENT RETAIL MARKETING

Case Study: Developing Sarika Mall How to stand out from the crowd

Question 1:

Is the market ready for the kind of women-

specific positioning that Sarika Women World wants to create?

Answer1. To cater to the above asked scenario, we would like to highlight

following on women specific specialty mall:

The market survey and industry analysis done by group has led them to a
decision of specialty mall as it gave them insights on the women oriented

shopping
With the growing disposable income and awareness, the women were
becoming more assertive in their demands that could be catered via

Specialty Mall like Sarika Women World, dedicated to womanhood.

Apart from the specialty shopping experience, they will also offer a different
experience in the form of waiting lounges for accompanied husbands and
crche for babies, food court etc will complement the positioning of the

mall.
Mall location will dominate larger catchments of upper/ upper middle
segment class ladies, working women (with Financial Hub Gurgaon in
closed proximity) especially all affluent, educate and upwardly mobile target

group when differentiation becomes necessary.

The customer seeks a distinctive shopping experience that is designed

towards a particular category or class of shopping.

The mall can leverage first mover advantage in the segment with the

projected growth in the Mall development in 2006.

In order to retain the growth in segment, the promotion strategy would also
be crucial to sustain the first mover advantage and continue to have

profitable footfall as the target segment is niche but growing.

From the retail mix standpoint, this type of shopping is comparison
shopping, and thus will get conversion also as retailers of a category will be

placed closer to each other.

However, any information on women buying statistics or women population
would have been a clear indicator, which would have added to success
indicator for women-specific positioning that seems to be lacking.

Retail Marketing Assignment

Hence we can conclude that the market ready for the kind of womenspecific positioning that Sarika Women World wants to create

Question 2. Does Indian retail has enough depth in womenspecific brands to sustain such a mall?
Answer 2. India has just started seeing mall culture in year 2001 with 3
malls and till 2003 number of mall were 25 and till 2006 the number of malls
would be 220 which is a huge projection.

Opening up a mall in Gurgaon at such early stage would pay off to any
developer. However when it comes to a women specific mall , it would be
an experiment in itself . However this would fetch the company first
mover advantage not only that they kind of research , gentry which MG
roads surrounds and the near by catchment area like Delhi NCR ( which
can have shopaholics from Basant Lok , Saket , South Delhi) gives an

edge to them .
However a women centric mall need to be carefully planned as they
mentioned that they would like to position it for the upper / uppermiddle class ladies, working women, single women inhabitants all
affluent, educated and upwardly mobile. Since they have realized that
growing disposable incomes and awareness, the women were becoming
more assertive in their demands. Also an increasing population of
working-women and single women meant that the role of women as
decision influencers was fast changing to decision maker cum
customer . Therefore they are keeping all the product would be of high

quality, branded with up-market positioning.

Along with that the kind of the brands they are choosing have to very
carefully planned . It would also be useful to bring international brands
in clothing lines , accessories , make-up , spa lines which would give

Retail Marketing Assignment

them a distinctive edge. They may plan different fashion shows

exclusive for women by fashion pioneers of country.

Inspite of all there would be an initial juggle that Sarika Mall has to face
because of the competitive malls , time to bring international and
domestic anchor store to put on board. But proper branding and
promotions can give it a hit as well.

Question 3. With so many malls having a head start over

Sarika and the impending situation at Gurgaon, should Sarika
group go ahead with the project at all?
Answer 3. It would be a good idea to start this kind of Mall and especially
on MG Road:

Well research has been done by the developers

Developers and Management team has leveraged there past experiences

from research to layout etc. to their advantage.

Sarika Mall would have first mover advantage
Gurgaon being hub of MNCs , Private Sector Banks , latest
development , huge number of P.Gs opening up , youngster population
increasing in this area and with few malls already opening up in nearby
vicinity , catchment area from Delhi NCR especially shoppers from like

South Delhi , Saket , Basant Lok etc

A place where entire range of shopping, entertainment and eatery joint

is what Delhi NCR loves

Best of all women brand under one umbrella is difficult work which
Sarika Mall has thought of under one roof with brand name likes W,
Nalli Sarees, Sangini, Paris Boutique, Shehnaz Hussain, Tanishq

Retail Marketing Assignment

This mall can be good hit in afternoon hours especially where kitty
parties, shopping and entertaining children can be done which unlike

doesnt frequently happen with other malls

Pampering a women of house can lead a mall not only to earn good

footfall but also in quality revenue as well

Financing model of is optimistic with complete control and management

of mall remains with Sarika

Retail Mix Leased out as per Individual Floor Merchandise Mix plan to
have all options for a product category located together.

Question 4. What social benefits can Sarika group show or

commit to the Haryana Government, which will make their
proposal accepted fast?

Answer 4.

Mall itself works as an industry which has housekeeping, pest control,

horticulture, security, plant and equipment management which would

generate a huge employment opportunity for youth.

It would help in enhancing the public transportation available at least

near to 5 km of the mall starting from bus, rickshaw, auto-rickshaw etc.

It would create an environment of security since its a Womens Mall.
Mall security staff and presence of other walkers and shoppers help to
alleviate a fear of crime that may be prevalent in other neighborhood

areas.
It solves the problem of road side parking which usually people do while
doing shopping from single store.
Retail Marketing Assignment

It is showcasing Gurgaon as a premium market hub for shoppers which

would not only help Haryana Government to take higher taxes but trade
activity would increase which would in turn increase the revenue of the

state government.
It would put a pressure on NHAI to improve the highway connectivity

passing through Haryana via Gurgaon.

Well-lit restrooms available in malls may help overcome the worry of
some adults about walking in public places, where there may not be
access to restroom facilities.

Retail Marketing Assignment