CHAPTER-1

INTRODUCTION
1.1 ABOUT THE INTERNSHIP
An internship is a temporary position within an organization or company, typically offered to
students or recent graduates, allowing them to gain practical experience in a particular field
or industry. Through internships, individuals can learn new skills, explore career options, and
apply theoretical information from their academic studies to real-working environment. By
doing internship in a mall, I gained practical experience in retail marketing and consumer
behaviour analysis. Networking with professionals from different retail sectors provided
insights into various marketing activities and mall operations. During the first week I also had
the opportunity to assist an international longest marathon event conducted in the mall. It is a
Guinness world record breaking attempt.

Another significant aspect of my internship was social media management, where I managed
social media accounts and platforms to engage with customers, build brand awareness, and
drive traffic to the company's website. This involved creating and scheduling posts,
responding to comments and messages, and monitoring social media analytics to track
engagement metrics. Additionally, I was involved in content creation, developing content for
social media pages of Mall of Travancore to communicate the company's message effectively.
I also had the opportunity to assist in event planning and for executing pre-planned events.

Even though I was interning in marketing, I got opportunity to visit all the mall departments,
including fire safety, waste treatment, housekeeping, and power facilities. These visits helped
me understand how the mall runs and enhanced my internship experience. Marketing Here,
employees cultivate a motivating and friendly atmosphere, fostering collaboration and
creativity. The whole working environment is sociable and motivating.

1.2 ABOUT THE COMPANY

In India, the journey of the retail mall began in the 1990s with a small number of mall
developments. Many malls have risen up in various Indian cities during the last 20 years.Mall
of Travancore is one among them. It is a successful venture run by Malabar groups. There are
23 business units and 21000 employees working under the Malabar group which has a
turnover of 5 billion USD. The Mall of Travancore has a leasable area of 6,25,000 sq. ft in
four floors with the capacity to accommodate 150 stores. The mall represents a commitment
to quality and customer satisfaction offers a complete shopping, dining, and entertainment
experience with a wide range of national and international brands. The mall focuses to
innovate and create strong meaningful connections with its customers. The mall uses a
contemporary architectural design that combines modern aesthetics with traditional elements,
reflecting the rich cultural heritage of Kerala. The mall features a wide range of stores
offering everything from fashion to electronics, along with multiplex cinemas, food courts,
and various entertainment options. It has a total land of 7 acres and the super built area is 6.5
lakh square feet, which has a leasable area of 2.35 lakh square feet. The mall has three floors
of retail space consisting of over 150+ stores and 300+ international and national brands.
There are 3 main anchors in mall of Travancore which includes a hypermarket of
Ramachandran groups, an entertainment area run by playaaza which is exclusive for kids, and
lastly a multiplex with 6 screens and a VIP screen by Cinépolis. The mall contains shops like
KFC, Basics, Chai Chai, McDonald's, Burger King, Trends, Peora, Baskin Robbins, Zudio,
Max, Nykaa , Sugar, Mama-earth and many more.
As the first green mall in Trivandrum, the Mall of Travancore has implemented several
measures aimed at promoting sustainability and environmental conservation. The facade of
the mall has a vertical garden that covers 70% of the wall. The mall has a sewage treatment
plant that can process over three lakh litres of waste per day, three organic waste converters
that can each treat 2.5 tonnes of waste per day, and a food court that uses reusable cutlery to
manage other waste. In summary, studying the various operations of mall provides a unique
chance to learn about retail management firsthand and contribute to its ongoing
achievements.

1.3 OBJECTIVES OF THE INTERNSHIP

 To gain comprehensive understanding on how a marketing department works in a

mall setting, also for studying the role of marketing department in the smooth day to
day operation of the mall
 To assist in working on projects aimed at enhancing the overall customer experience
within the mall.
 To gain practical experience and knowledge about the theories learned in the
classroom.
 To understand the operational dynamics of a mall environment, including customer
service, inventory management, and sales strategies.
 To learn and to analyze consumer behavior and market trends by observing shopping
patterns and by interacting with customers.
 To develop skills in team management and leadership by collaborating with mall staff
and coordinating tasks.
 To understand and Explore marketing techniques such as promotions, advertising, and
merchandising to boost foot fall and increase sales.
 To enhance communication skills through interactions with customers, colleagues,
and mall management.
 To gain insights into financial management by assisting with budgeting, expense
tracking, and revenue analysis.
 CHAPTER-2
INDUSTRY ANALYSIS
.
 2.1 NATURE OF INDUSTRY

The mall industry is an essential part of the retail industry. The Indian retail industry has
emerged as one of the fastest growing industries, accounting for over 10% of GDP. India is
one of the most promising and developing marketplaces in the world. There is a great deal of
desire among multinational corporations to take advantage of the consumer base in India and
to enter the market first. India’s retail sector was experiencing exponential growth with retail
development taking place not just in major cities and metros, but also in small cities. Healthy
economic growth, changing demographic profile, increasing disposable income, urbanisation,
and changing consumer tastes and preferences have been some of the factors driving growth
in the organised retail market in India. The country ranks third globally in GDP and has
almost eradicated extreme poverty. The shift from traditional retail to online platforms has
influenced consumer mindset, prioritizing convenience, product selection, and trust in online
transactions. Brand consciousness in India is shaped by economic, cultural, and technological
factors. Unsecured retail loans have grown, and banks' unsecured loan portfolio amounted to
close to Rs. 12 lakh crore (US$ 144.58 billion) as of July 2023.

Shopping malls are a crucial anchor of the retail industry. They are the foundation of retail
economies. It can be defined as “one or more buildings forming a complex of shops
representing merchandisers, with interconnected walkways enabling visitors to walk from
unit to unit. Malls are not mere shopping destinations anymore. Today’s top-performing malls
are mixed-use businesses that incorporate social entertainment options, provide unique appeal
along with certain depth in shopping experience and lie in prime destinations that are easily
accessible by both public and private transport. Additionally, the ability to anticipate the
changing consumer needs and adapt accordingly makes malls successful today. Some of the
most innovative existing mall developments world-wide offer over-the top features such as
indoor ski-hills, water parks, theme parks, science centres, zoos, and shooting ranges among
others.

As of 2023, India has around 263 operational shopping malls, a decrease from previous years
due to the closure of underperforming centers. The country has also seen a rise in "ghost
malls," with 64 such malls identified, characterized by high vacancy rates and low foot traffic
. Despite these challenges, nearly 60 shopping malls encompassing a total retail space of
23.25 million sq. ft are expected to become operational during 2023-25. India ranks among
the best countries to invest in Retail space.

2.2 NATURE OF PRODUCTS

Shopping complexes and malls are mostly large buildings found in urban areas that consist of
almost all kinds of shops of basic needs at different floors of the building. These buildings are
air-conditioned and multi-storeyed. Shops with both branded and non-branded items are
found in shopping complexes and shopping malls but mostly shops selling branded goods are
present in these malls. Grocery, clothing, shoes, bags, kitchen tools, bathing tools, baby items
all can be found in these shopping complexes and malls. This is one of main advantages of
these complexes that everything that a common man needs in day-to-day life can be
purchased from these malls and thus, helps in avoiding the hustle bustle of the market places.
In addition to the shops selling the basic necessities of life, these shopping complexes and
malls have now introduced gaming centers for kids and food courts as well. People are seen
visiting these complexes on holidays for family gatherings, lunches and dinners. It helps
people to relax and relieve their stress. Kids come along with their parents and enjoy the toy
rides and play games. From clothing stores to restaurants and various services, shopping
malls provide a comprehensive and convenient destination for all consumer needs under one
roof. Important products offered by malls can be divided under four heads:

Clothing Stores

Shopping malls offer a diverse retail experience with a wide range of clothing stores, food
and services, entertainment, and convenience. Popular brands like Zudio and Trends are
among the many options available.
Food and Services
Shopping malls aren't just for shopping—they're also great places to eat. Food courts are busy
spots with lots of different foods, from healthy salads to tasty burgers, all in one place.

Entertainment

Shopping malls offer a variety of entertainment options beyond just shopping. Visitors can
enjoy a range of entertainment alternatives, including movie theaters, gaming centers, and
outdoor spaces, which provide for plenty of rest and enjoyment in between shopping
sessions. These amenities cater to a wide range of demographics, guaranteeing that there is
something for everyone, from families to young folks looking for fun.

Convenience Services

Malls offer visitor convenience through parking facilities, banking services, health and
wellness options, and customer service. They provide convenient access to banking, ATMs,
and currency exchange counters. Health and wellness services are available through
pharmacies, medical clinics, and fitness centers. Modern amenities like Wi-Fi connectivity
and comfortable seating areas enhance the shopping experience.

2.3 SIZE OF INDUSTRY

India’s retail industry is projected to expand to $4.5 trillion by the end of the decade,
according to Deloitte India and the Shopping Centre Association of India (SCAI). Currently,

the Indian retail market is valued at around $1.3 trillion as of 2022. Malls are also expanding
into tier-2 and tier-3 cities due to lower rental rates and operating costs, bolstering retail
growth in India. Between 2006 and 2017, these cities attracted $6.2 billion in retail

investments, making substantial contributions to the country’s retail sector. Shopping centres
have emerged as catalysts for retail growth in the country. Developers have shown
enthusiasm for constructing malls not only in tier-1 and tier-2 cities but also in tier-3 and -4
cities. With 275 to 300 million square feet already operational and an additional 35–40
million square feet set to become operational in the next 18–24 months, the industry is

making a significant contribution to the economy. this growth is anticipated to bolster

manufacturing, create employment opportunities and contribute to the overall economic
expansion of the country.
 Figure 2.1

2.4 NUMBER OF PLAYERS/NATURE OF COMPETITION

India’s retail industry is highly competitive as it is majorly dominated by unorganised

retailers. There are approximately 13 million kirana stores and neighbourhood stores that sell
food & groceries. Organised retail segment consists of supermarkets or convenience stores,
Hypermarkets, Departmental stores, Cash & carry stores and Specialty stores. Reliance Retail
Limited leads the retail industry in India with over 12,000 offering various products. Other
leading players include Future group, Aditya Birla Fashion and Retail, Avenue Supermarts
Limited and Shoppers Stop.
The retail industry is highly competitive, driven by factors such as price, product
differentiation, customer experience, location, accessibility, e-commerce, marketing,
branding, supply chain efficiency, and regulatory and economic factors. Retailers aim to offer
the lowest prices to attract price-sensitive consumers, leading to price wars and aggressive
discounting strategies. They differentiate themselves by offering unique products, exclusive
brands, or superior quality items, attracting consumers who prioritize specific features or
brands. Customer experience is crucial for retailers, as it leads to loyalty and repeat business.
Physical retail stores compete based on location, accessibility, and store layout, with prime
locations with high foot traffic being valuable. E-commerce and omnichannel presence are
also essential, with retailers needing to maintain a strong online presence. Effective
marketing campaigns, strong brand identity, and promotions are crucial for building brand
loyalty.
Some of the important players in Indian retail market includes:
  V-Mart Retail Ltd
 Reliance Retail Limited
 Shoppers Stop
 Pantaloons Retail Limited
 Provogue India Ltd
 Future Retail Ltd.
 Spencer Retail Ltd
 Avenue Supermarts Ltd
 Trent Ltd
 Aditya Birla Fashion & Retail Ltd
 Titan Industries

When specifically shopping malls under the retail industry are considered, the top players
includes:
 Lulu International Shopping Mall, Kochi
 Mall of Travancore, Trivandrum
 DLF Mall of India, Noida
 Ambience Mall, Gurugram
 Mantri Square Mall, Bengaluru
 VR Bengaluru
 Inorbit Mall, Hyderabad
 Elante Mall, Chandigarh
 High Street Phoenix, Mumbai
 Select Citywalk, New Delhi
 Phoenix Market City, Pune

2.5 GROWTH OF INDUSTRY

 India ranks 5th globally in retail space and 2nd largest internet market with 830
million users.
 Consumer spending is projected to rise from $1.5 Tn to nearly $6 Tn by 2030.
  The retail market is expected to reach $1.1 Tn by 2027 and $2 Tn by 2032, growing
at 25% CAGR.
 India is a top investment destination due to its large population, rising middle-income
class, urbanization, rural connectivity, and increased discretionary spending.
 The retail sector accounts for over 10% of India's GDP and 8% of the workforce,
with 25 million new jobs expected by 2030.
 Major Indian cities include Delhi and Mumbai, with Food & Grocery, Apparel &
Footwear, and consumer electronics being the largest segments.
 The E-Commerce market is projected to grow at 18% annually through 2025,
reaching $350 Bn by 2030.
 The luxury retail market is valued at $30 Bn, growing due to rising disposable
income and foreign brand investment.
 India's digital economy is expected to reach $1 Tn by 2030, with UPI accounting for
a significant portion of all digital payments.
 The current sign of Government to initiate Foreign Direct Investment (FDI) in various
sectors is bringing a new interest to the investment climate in India and more and
more foreign marketers attracting towards Indian retail market.
 Higher incomes motivating the purchase of essential and nonessential products which
contributing in the growth of the retail sector.
 Consumption patterns of Indian customers are changing.

 Increase in easy access to credit and consumer awareness.

 New technology and lifestyle trends creating replacement demand.

2.6 CHALLENGES IN INDUSTRY

 Retail productivity in India is very low comparison to international. Total retail

employment in India from organized and unorganized is 3.3% of Indian labor work
force out of which mostly related to the unorganised retail sector.
 Indian retailing is still dominated by the unorganized sector in comparison of
organized sector. There is still a lack of efficient supply chain management in retail
sector.
 Most of the retail outlets in India are having less than 500 square feet in size.
  Many political parties in India have opposed FDI in retail sector. A political change in
state and central governments can puts a lot of political risk on investment in retail
sector.
 Trained manpower is a challenge for the organized retail sector in India. The Indian
retailers have difficulty to finding the trained manpower and also have to pay more to
retain them.
 The lack of proper infrastructure and distribution channels in the country results in
inefficient processes in retailing. This is a major problem for retailers as a non-
efficient distribution channel is very difficult to handle and can result in huge losses
for them.
 Different structure of sales tax in different states. Taxation laws that does not favor
small retailers.
 Recent global events, like the COVID-19 pandemic and geopolitical tensions, have
significantly disrupted supply chains. Retailers face challenges such as delays,
increased costs, and the need for flexible supply chain strategies.
 In a rapidly evolving market, balancing inventory to avoid overstocking or stockouts
is crucial. It impacts both cash flow and customer satisfaction.

2.7 GOVERNMENT POLICY

 Foreign Direct Investment (FDI) Regulations: Liberalized norms to attract foreign

investments in the retail sector, allowing up to 100% FDI for single-brand retail and
up to 51% for multi-brand retail.
 Goods and Services Tax (GST): Streamlined indirect tax structure, reducing
complexity and multiplicity of taxes, enhancing supply chain efficiency, and
facilitating easier movement of goods across state borders
 Digital India Initiative: Promotes adoption of digital technologies, e-commerce
platforms, and digital payments in the retail sector, enabling retailers to reach a
broader customer base and enhance operational efficiency.
 Make in India Campaign: Encourages domestic manufacturing and boosts the
production of goods within the country, creating job opportunities and reducing
dependency on imports.
 Startup India Initiative: Promotes entrepreneurship and innovation, offering tax
exemptions, funding support, and ease of doing business for startups.
 Infrastructure Development: Focused on highways, logistics parks, and
warehousing facilities, enhancing the efficiency of the retail supply chain.
 Ease of Doing Business Reforms: Simplified licensing procedures, reduced
compliance requirements, and single-window clearances.
 Skill Development Programs: Equip the workforce with relevant skills and training,
enhancing productivity and service quality in the retail sector.
 Consumer Protection Act, 2019: Safeguards consumer interests and promotes fair
trade practices.
 E-commerce Policy: Addresses issues related to data privacy, consumer protection,
and fair competition, creating a level playing field for both online and offline retailers.