This is a case study created only out of interest. Indian Retail Industry has immense potential as India has the second largest population with affluent class & rapid urbanization. Its wide thing about what consumer wants from retails, shopping mall.

2. Assignment:
Reach to the untapped consumers and
increase foot-fall

3. R City Mall is one of the biggest and well appreciated shopping mall located
in Ghatkopar, Mumbai. The mall spreads across 1.2 million square feet with the capacity to house
over 350 stores. The mall has over 194 shopping stores, 52 food stores, 10 entertainment areas, 3
ATM facilities, 13 useful service areas, and handful of event gallery areas. It is one-of-its-kind with a
multi-level retail galleria that balances a steady mix of the finest local brands and top-notch
international brands , the sprawling multilevel parking, five-level atrium and first-of-its-kind nine-
screen .

4. Location & TG Analysis
5 to 6 KM around R city Mall comprehends key locations like
Ghatkopar , Powai , Kanjur Marg, Vikroli.
Close to the centre of Mumbai prolifically and exponentially
become one of Mumbai's most upmarket commercial and
residential hubs, along with a number of luxury hotels, mega
stores and offices of several commercial institutions.
As a result of the mixture of various communities living
together, the suburb has one of the city's most
cosmopolitan and modernized cultures.
Also, commute in this area is taking advantage through local
trains, buses & recently started metro line 1 adding an
extra mile to convenience in transportation.

5. Indian Retail Industry has immense potential as India has the second largest population with affluent
class & rapid urbanisation. Its wide thing about what consumer wants from retails, shopping mall. To
make it simpler first see the Shopping mall attributes first.
SPECIALTY
CONVENI
ENCE
Value for
Money
ENTERTAI
-NMENT
ONE STOP
SHOP

6. Consumer Insight
Consumer behaviours and spending patterns are shifting as incomes rise and Indian society evolves. There are three
basic segment of consumers , every segment contributes a in retail segment as per their financial strength and have
expectations as per their need.
• Low income group : They spend about half of their income on basic necessities, and many of their other purchases
are bought second-hand or in what Indians call the "informal economy.“
• Mid income group : New generation which bringing maturity in retail shopping. Growing income, affection and
awareness for the brands, open to the world makes them key contributor for retail economy.
• High income group : It says these consumer are about to get stagnancy phase, they may not buy multiple things but
always go for selective brands & exclusive item. They have been user of luxury elements and opened to the international-
national brands.
Let's see how Every class shows their expectation pattern on Shopping Mall attributes chart.
Source: mckinsey.com

7. Low Income : Views considering Diwali Festival
Factors Survey Parameters Expectations
FACTOR 1:
ONE STOP SHOP
there should be Good-real Discount Offer on grocery and
garments
Visual Merchandising Ok
Atmospherics Good to have
Personnel Services Good to have
Guarantee Policies Good to have
Loyalty Cards Good to have
Innovation Good to have
FACTOR 2: ENTERTAINMENT
Multiplexes
Like to part of Movie launch / celebrity visit
Food Courts Yes, starts with basic range
Games for Children Nice, but will go for photo opportunity
Festive Events / Ambience
Would like to visit for the grandeur/uniqueness
FACTOR 3: VALUE cheap or affordable good items
Value for Money Must
Utility Based Yes
Credit Terms Yes
FACTOR 4: CONVENIENCE
Security Good to have
Parking
Yes, Parking repay on shopping
Proximity to Home good connectivity/ easy public transport
Shopping Hours Not concern
FACTOR 5: SPECIALTY
Full Department Store Must
Choice of Stores Good to have
Well Known Brands Good to have
Anchor Stores Good to have
Exclusive brand store Good to have
Purpose to visit :
Observation
• Family time/ Food Court
• Grocery Shopping
• Buy on heavy discount or
resale, exchange offer
• Window Shopping
Behaviour
• Usually attracts to good and real discount
• fond of best avenues to visit with family
• Good referral
Who are they?
Small firm Executives, small shopkeepers,
semiskilled industrial and service workers, college
students

8. Purpose to visit :
Observation
• Shopping , leverage discounted items
• Family Time, Kids zone, Movie, Food Court
• Meeting with friends/just hangout
• Special Events/ Carnival
• Window Shopping and check out new arrivals
Behaviour
• Discount must but will check online for the same
• Looking avenues for family time
• Liking for innovation ,will appreciate
• Appreciate new brand and exclusive events
• Great referral and loyal to the brand
Middle Income : Views considering Diwali Festival
Factors Survey Parameters Expectations
FACTOR 1:
ONE STOP SHOP There should be Good-real Discount Offer on grocery
and on other items like garments, electronic devices
etc.
Visual Merchandising Yes,
Atmospherics Good and informative ambience
Personnel Services Must
Guarantee Policies Must
Loyalty Cards Yes, for next buy
Innovation Good content can be interest driver
FACTOR 2: ENTERTAINMENT
Multiplexes Would like to see movie on discounted rate / could
be interested in quality event
Food Courts Yes, good wide range food
Games for Children Yes, also love to be a part of family activity
Festive Events / Ambience Would like to visit for the grandeur/uniqueness
FACTOR 3: VALUE Affordable and quality good items
Value for Money Must
Utility Based Must
Credit Terms Must
FACTOR 4: CONVENIENCE
Security Must
Parking Yes, convenient parking , Parking repay on shopping
in Mall
Proximity to Home good connectivity/ easy public transport
Shopping Hours Not concern on weekends
FACTOR 5: SPECIALTY
Full Department Store Must
Choice of Stores Must
Well Known Brands Must
Anchor Stores Must
Who are they?
Mid-level government officials, IT Professionals,
Corporate employees, traders and business
people, fresher from multinational firm

9. High Income : Views considering Diwali Festival
Factors Survey Parameters Expectations
FACTOR 1:
ONE STOP SHOP
Must
Visual Merchandising Appealing
Atmospherics Must
Personnel Services Must
Guarantee Policies Must
Loyalty Cards Must
Innovation
Quality Innovation with good content
FACTOR 2: ENTERTAINMENT
Multiplexes
Must
Food Courts must, prefer special outlets
Games for Children Must
Festive Events Yes
FACTOR 3: VALUE Must,
Value for Money
Yes, Quality and price should match
Utility Based Good to have
Credit Terms Yes
FACTOR 4: CONVENIENCE
Security Must
Parking
Convenient parking
Proximity to Home Yes
Shopping Hours
FACTOR 5: SPECIALTY
Full Department Store Must
Choice of Stores Must
Well Known Brands Must
Anchor Stores Must
Exclusive brand store Must
Purpose to visit :
Observation
• Family Time, Kids zone, Movie, Food Court
• Meeting with friends/just hangout
• Check out for new arrivals,
• Exclusive event & purchase
Behaviour
• Looking for newness
• Like to have special treatment
• An eye for exclusive brand and its presentation
• High end event can appreciate
Who are they?
Senior corporate executives, large business
owners, high-end professionals, top government
officials, IT Professionals

10. Assumptions
• R City mall is in very prime location and biggest mall in proximity
• In 5-6 KM radius of the mall, there is the metropolitan lifestyle and consumers belong to various income
groups, from different age group, having big corporate hubs and industries.
• Location reach extended due to convenient transportation
• As per consumer insight happiness and shopping, satisfaction lies with real discounts/ gift (benefits), surprises,
winning, quality family time and activity
• During festivity season there is growth in expectancy from Mall deliverable in form of Ambience, Offers,
Services, Extra Activity To Spend Family Time (As it’s also a Holiday Season), Recreational Avenues, Food
Festival, Photo Opportunities Etc.
Considering all above facts, Mall’s are becoming social habits than merely shopping destinations , it
needs a comprehensive and unique consumer-centric Diwali Offer, Event and Attractions to increase
significant footfall.

11. R
CARNIVAL
-RDC-
• Shop and win gifts costs 1 CR
• Be lucky twice on single shopping
• Assure benefits for every buy
18 Oct 2018 to 9 Nov 2018

12. Deliverables to consumer:
1. Shop and win gifts costs 1 CR
2. Increase your scores and chance to win Honda City, 2 wheelers, Mobiles, electronic
appliances, gift hampers & much more
3. Lucky winner will be announced on 15 Nov 2018
4. Up to 70% discount on every buy*
5. Electronic devices & appliances exchange offer*
6. Discount coupon book to multiple clients on specific amount purchase. ( Valid till 31 Dec)
7. Mid night sale - 20 & 21 Oct 2018, (To increase Online engagement)
8. Late night Auction sale – You make a wish: We make an Offer 6 & 7 Oct 2018
RDC
Introduction
R Diwali Carnival, ONLY WITH R CITY MALL
Thought Behind : Happiness For All / Customer is a King/ True Consumer Centric Offer
Duration:
Pre : 1 Oct to 17 Oct
RDC Period : 18 Oct (Dushara) to 9 Nov,
Events : 5,6,7,8,9 Nov 2018 (Key Diwali Days)
Post Activity Follow-up : 10 Nov 2018 to 31 Dec 2018

13. RDC
Standard Operational
Process (SOP)
SOP For Employee
1. Communicate with each retail shop. Make them understand importance of filing forms.
2. Daily collect and add those into the system.
3. Refine data as there will be multiple forms of same candidate.
4. SMS candidate about their purchase and score.
5. Differentiate data as per purchase value slot.
6. On 15 Nov 2018 invite winner to collect their gift
7. For block buster gift call participants with high purchase score.
SOP For Consumer
1. Buy from any RDC offer shop (Not applicable for food, amusement, service segment).
2. Fill coupon with name, contact number, shop name, amount of purchase.
3. Put it in the drop box
4. On next purchase repeat same process it will result in scoring your numbers which leads to good
chances to avail incredible gifts.
(If internal online system allows then we can have UID through SMS for customer and update score
centrally)
5. Entry should stop on 9 Nov 2018
6. Winners will be announced on 15 Nov 2018
Note : This effort can be
reduce with CRM software

14. RDC
Events
Thought Behind : More reasons for fun at Mall
Events : 1 Oct 2018 to 4 Nov 2018
1. Vintage Bike show : (with sponsors) : 6 & 7 Oct 2018 (youth class , tried and tested activity)
2. Dandiya Show : (with sponsors) : 13 & 17 Oct 2018, (Families in close proximity)
3. Mob dance / mob surprise music shows : : (with sponsors) : 20 & 21 Oct 2018 (Surprise Element)
4. Bubble show : (with sponsors) : 27 & 28 Oct 2018 (For the Families, tried and tested activity)
5. Lantern making or clay diya making family activity with surprise gift – 3 & 4 Nov 2018
OPENING CEREMONY OF RDC THROUGH CELEBRITY CAN BE TALK OF THE TOWN

15. RDC
Events
Thought Behind : More reasons for fun at Mall
Events : 5 Oct 2018 to 9 Nov 2018
1. Announcement of RDC Winners – 17 Nov 2018 (Invites) – good referral activity, remarketing
2. Corporate Singing Idol : Invite corporates to participate. – Indirect marketing – 3 & 4 Nov 2018
3. Music Concert – 8 Nov 2018, evening – Family time in holiday period
4. Diya festival or light mapping show on 7 Nov 2018
5. Any movie / car launch on Diwali / premium shows – 5 &6 Nov 2017
Note : For this we can invite celebrity to join

16. RDC
Business Activation
Thought Behind : More to serve
This RDC is the best opportunity to interact with consumer considering expected
footfall. All brands struggling for this opportunity. If we design more promotional
places and allowed unique, innovative display to the corporates that can be win-win
situation for both. As we will have more to showcase and serve.
Business Activations:
 Need to design promotional spaces for the new brands during the season.
 Need Virtual shops and digital kiosk.
 Exclusive activity with unique shop like Decathlon, natures basket
Refer : https://www.youtube.com/watch?v=M8Ro3bZ3WoM
 Introduce brands augmented reality , VR , virtual shops ,

17. RDC
Communication
Brief For Advertisement Communication :
1. As per consumer profile and RDC offer mention earlier , advt. communication
needs to be clutter free still with unique and understandable content
2. Important thought to reflect : Genuine chance to win, seize more happiness in
this Diwali
3. The most important thing to say : Offer benefits and any consumer can win
4. Mention of events, celebration at mall , family activities at mall is imp.
5. Vibrant colours

18. preparation
RDC

19. Planning & Training
Finalise Schedule Of Activities
Management & Employee Training
Responsibility Allocation
Marketing Campaign
RDC

20. Finalise Schedule Of Activities – OCT 2018
Activity
MON TUE SAT SUN WED SAT WED THU FRI SAT SUN SAT SUN
1 2 6 7 ….. 10 13 ………. 17 18 19 20 21 ….. 26 27 ….
IMP Days Gandhi Jayati Navratri Starts Dushara
Digital Media Campaign Start Launch RDC
SMS & Emailer Low Freuency High Low
Mid night auction Mid night sale
Event Vintage Bike Show Dandiya Dandiya Mob dance Bubble Show
Venue Setup Venue setup
Press Release press release about show & upcoming RDC Launch RDC press release about show
Newspaper
Launch RDC paper insert
Times Of India Area Specific Main Issue
MATA Launch RDC paper insert
Area Specific Main Issue
Cinema
RADIO Campaign Start Launch RDC
FEVER , RADIO CITY, RADIO MIRCHI Low Low High
Outdoor Launch RDC (Fix and Rotational)
OCT

21. Finalise Schedule Of Activities – Nov 2018
RDC
Friday SAT SUN MON TUE WED THU FRI SAT SUN MON TUE WED THU FRI SAT MON
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 …. …. 31
Laxmipooja
High
Lantern Making Launch Light Show Announcement of winners End of RDC discount book
Corporate Singing Music Concert
w & RDC
Remider ad
Area Specific Main Issue
Remider ad
Area Specific Main Issue
Low High
Diwali Days
NOV DEC

22. Employee Training & Team Building
To Get Ready For Big RDC OFFER
Management & Employee Training
Sept 21 – 28 Sept 2018
RDC

23. FAQ’s As a Sales Person FAQ’s As a Customer
Final Sales Pitch Decided with QnA session
RDC

24. RETAIL TEAM CHECKLIST
RDC
• Communication with tenant and supporting staff
• Providing collaterals
• Answering queries
• Coordination for process
• Explain RDC offer benefits and activities
• Generate Sponsorship for events
• Assist them for CRM activity
• Make check list of execution and SOP

25. EVENT TEAM CHECKLIST
RDC
• Generate Sponsorship for events
• Share schedule of each activity
• Timely Venue Setup
• Track on marketing campaign
• Make check list of execution and SOP
• Generate consumer data, and store it well
• Training and distributing respective task to the team.

26. RDC
Vikroli Kanjur Marg
Powai Ghatkopar
Major Location
around R CITY MALL

27. Marketing
CRM BTL ATL
Digital
Media
Marketing Channels to tap mention location proximity
• Print
• Hoarding
• Collateral Design
• Radio
• TV
• Boards/Kiosk
• Venue Branding
• Facebook
• YouTube
• Twitter
• Google
Adword
• Website
• Whats App
• Emailer
• SMS
• Cinema
• Call Centre
• Exhibitions
• Corporate Activation
• Events
• Existing Customer
Engagement
• Handling Queries
• Resolve Issues
Advertising Agency play vital role and it is at vintage
point for all activity CRM, BTL & ATL designs
Coordination with vendors and associate is pa
of every activity

28. CRM
• Create refine findings from exiting clint DATA about their shopping pattern ,liking, demographic details etc
• GOOGLE FORM survey activity is one of the good option to review our services and guege consumer expectation
as they are already knows the brand
• Make them aware first about any upcoming scheme and activity, as they can be good referral
Schedule On :
• 1 OCT 2018 to 8 NOV 2018

29. Digital Marketing
 All start with online communication along with SMS , Emailer campaign
 Upgrade website with updates & new features
 Prepare for Mid-Night Sale it need micro webpage
 Increase reach through LinkedIn, Printrest, External Link, Blogs
 Starts with aggressive google AdWords, Facebook post, E paper campaign (tie up with respective newspaper)
 Allotted a Team to handle all Digital campaign, Online-Facebook , website communication updates
 Use Facebook live, Facebook Twitter Poll , testimonials, gif files, WhatsApp , messenger BOT to get maximum interest
 Impression campaign is suitable for RDC Offer
 Real time changes & statistics able us to design post on Facebook & digital campaign
 Focus on mobile marketing , target particular APP like Times news, ET in desire location
Schedule On :
• 1 OCT 2018 to 8 NOV 2018
• Ad frequency will change as per every digital tool performance
• A/B testing is very important in all paid campaign

30. Press Conference
• For media representative understanding of Scheme is very important because of its uniqueness
• So that they can convey about innovative & gimmick free scheme, its huge benefits
• Press conference is perfect tool through which we could already answer all future possible queries
• Customers are more curious, aware & interested when it comes through the press release
Schedule On :
Press Release Date Purpose
07-Oct Event Coverage
17-Oct Press Meet
18-Oct Launch RCD
27-Oct RCD response and event coverage

31. Outdoor
Communication
• For good visibility and reminder
• Limited, crisp and direct communication made easy recall for viewers
• Rotational hoardings can increase timely visibility in low cost
• Metro OOH belong to TOI group , that deal can work out with newspaper
• Metro OOH can open up new corridor to the consumer as Mall is just 20 min from Station
Schedule On :
Outdoor Schedule
Hoarding on prime
Location
18 Oct to 8 Nov
Rotational Hording 26 Oct to 7 Oct
Kiosk around R City Mall 18 Oct to 8 Nov
Metro OOH 26 Oct to 7 Oct

32. SMS and Emailer
• Create Mass Impact as a support media
• Easy communication mode to send follow up, informative, update
• Both having specific time schedule to send
• Try SMS BOT for the more interactive session, send all SMS on post-paid numbers
• A informative & personalise emailer & SMS sent to all existing customers, visitors
Schedule On :
• SMS should go on 1 OCT to 8 Nov every week 3 times
• SMS BOT will help to interact with Client
• Emailer should release on weekdays only during 1 oct to 8 Nov
• Emailer must be with interesting communication to get good clicks

33. Newspaper Ads
• To Create impact & detailing in short period Newspaper Advt. are necessary
• Innovation & positioning of adv. is always play important role in print media
• As per market response, visitors & call centre feedback we change follow up advt. content
• Support with editorial text
• Publication preferred : Times of India & Maharashtra Times
Schedule On :
Newspaper Area specific Ads Paper Insert
TOI 20 Oct , 2 NOV 26-Oct
MATA 19 OCT , 2 NOV 26-Oct

34. RADIO
• Radio Media can only be effective with multiple stations & prime time high frequency
• RJ mentions Road Block , Studio Shift are different and important properties
• Live updates, customer interview By RJ at studio shift
• Different properties like Studio Shift, Road Block planned
• All regular FCT can cover during 7am to 1pm & 5pm to 11pm
Schedule On :
RADIO Schedule Frequency
FEVER FM , RADIO CITY,
RADIO MIRCHI
17 OCT to 6 NOV High
On weekend Low
Studio Shift 3 Weeks, every Saturday

35. Cinema
• Advertisement screening in Cinema Hall is best option to promote RDC campaign
• 30 sec duration advt. , for 2 weeks , right distributed frequency will support RDC media campaign
Schedule On :
19 DEC 2018 to 1 NOV 2018

36. Innovation Ideas Around
• In today's world there is right innovation hold the key to success.
• That’s may be in offer & presentation, in client interaction or in convenience
• Following links are about successful case studies of Interactive Marketing
Source: mckinsey.com
1. https://youtu.be/M8Ro3bZ3WoM?list=PL9z6M-REN89NKV-QtzBarNqHeC8z_Zplj
2. https://youtu.be/dfaMMRJI-f0
3. https://youtu.be/DgULT3Lc1wQ
4. https://youtu.be/AhS6GSOiw-c

37. RDC
“If you do build a great experience, customers tell each other about
that. Word of mouth is very powerful.” - Jeff Bezos

38. THANK YOU FOR YOUR ATTENTION.
Created By : Shital Arun Phand | Contact : 9762485177 | Skype ID : shtlphnd |linkedin.com/in/shitalphand