gulmohar park

8/7/2019 gulmohar park

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A

Project

OnGULMOHAR PARK, AHMEDABAD

Prepared by:

Riddhi Patel (0929)

Toshal Patel (0931)

Rajesh Prajapati(0933)



Amit Rathod (0935)

Hiren Parmar (0923)

Introduction: Gulmohar Park mall on SG Highway in Ahmedabad has a strange design. Occupying 2.20 lakh

square feet of space, the mall is spread across five floors.

The timings of the mall are 10a.m to 11 p.m.

The entrance is made up of glass and there is only one entry and exit.

Happiness ice cream stall is put up in the entrance.

The parking space is at the rear end of the mall and there is no arrangement for entrance from

there. So you have to walk all the way back from the parking lot to the entrance of the mall.

Eateries offering boiled corn and popcorn have been set up in the premises. The interiors look

well-maintained and appealing. The open space in the centre of the mall has an outlet where you

can get photos printed on T-shirts or coffee mugs.

What one finds interesting is that on the ground floor, a small portion in one corner has been

separated by colorful fences. This is a kid’s play area with games and toys. You can pay Rs. 50

for half an hour and leave your child in the hands of a caretaker who will babysit while you shop.

The four storied Gulmohar Park houses many brands under one roof offering everything from

women’s wear to men’s wear, kid’s wear, accessories, electronics etc.

Gulmohar Park fall under the category of a shopping mall. These are the largest form of retail

formats. They provide an ideal shopping experience by providing a mix of all kinds of products

and services, food and entertainment under one roof.



Shopping malls are an emerging trend in the global arena. The first thing that comes in our mind

about the shopping malls is that it is a big enclosed building housing a variety of shops or

products. According to historical evidences shopping malls came into existence in the Middle

Ages, though it was not called so. The concept of departmental stores came up in the 19th

century with the Industrial Revolution. Consumers wanted a better shopping experience and this

demand gave rise to the emergence of shopping malls in India.

However Gallops mall also consists of other stores such as Ethnicity which falls under the

category of a department store. These are the general merchandise retailers offering various

kinds of quality products and services.

It also consists of specialty stores such as Inc. 5, Archies Gallery etc. which provide specific

products and services.

Gulmohar Park mall falls under the category of a shopping mall where shops are lined on both

the sides and there is ample amount of area in the middle for various other activities with ample

area for parking.

Advantages of shopping mall:

Increase in the growth of the organized retail sector

Monumental increment in economic growth

Employment generation by the organized retail sector

Good competition means better products & services

Disadvantages of shopping mall:

The companies with superior resources would muscle out the ones inferior to them.



Monopolization of the organized retail sector

In India, the emergence of shopping malls has mostly altered the lifestyle of the consumers. With

the growth in income, changing attitudes, and also the demographic patterns favor the emergence

of shopping malls.

Brands available at the mall are:

• Chemistry

• Anita dongre

• TBZ

• Pantaloons

• Globus

• Hide sign

• Kalanjali

• Biba

• E-zone

• Ethnicity

•

Puma

• Lilliput

• Hobby ideas

• Lee Cooper



• Charles & Keith, etc.

Ground Floor :

On the ground floor, the mall has Chemistry and Anita Dongre where you get stylish and

sophisticated collection of women’s casual and party wear. Then there is TBZ and Swarovski

for designer diamond and gold jewelry.

Lee Cooper and Pantaloons can be visited for western casuals as well as traditional wear for

men, women and kids. For bags and wallets, Hidesign is a good choice.

http://ahmedabad.metromela.com/Pantaloons/store/Satellite/20899

http://ahmedabad.metromela.com/Pantaloons/store/Satellite/20899





First Floor :

There are brands like Lotto, Thomas Scott and Reid & Taylor on the first floor for men’s

sportswear and formal wear.

Women can shop for designer ethnic wear like kurtis, salwars and sarees at Biba and Kalanjali.

Sports footwear and clothing brands like Adidas, Puma, Planet Sports and Nike are good stops

for gym wear.





Second Floor :

Shopping avenues are available even for kids in the form of brands like Scram, Benetton Kids

and Lilliput & pantaloons on the second floor.

A must-visit for those interested in arts is Hobby Ideas which has a range of creative art

products for kids as well as adults. And if you’ve missed out on your monthly visit to the salon,

walk into Star Sitara, a unisex salon. The mall also has electronics stores like E-zone and iStore.

Pepe Jeans

One of the many stores of Pepe jeans is situated on the forst floor of the mall providing a wide

range of jeans and other merchandise for men and women.



Third Floor :

The third floor of Gulmohar Park is exclusively for Ethnicity, which offers everything from

home décor and accessories to ethnic wear for women and men. Food options include Mainland

China on the fourth floor for some lip-smacking Chinese food.



Though one may not find many international brands here, stores like Ethnicity are worth a visit.

Plus, Mainland China is good bait. Free parking space is available.

STORE LOYALTY SCHEMES

Gulmohar Park Mall has many shops within itself and thus every store has its own loyalty

schemes. Loyalty schemes provide added benefits to regular customers in order to acknowledge

their loyalty towards the store. This helps in maintaining customer relations and at the same time

increases the probability of repeat visits by the same customer.

Gulmohar Park Mall as a whole does not provide any loyalty schemes; however, individual

stores have their own loyalty schemes. In keeping with the Group’s tradition of making every

shopping experience even more rewarding and memorable, The Gulmohar Park allows members,

to enjoy exclusive benefits and privileges such as reward points and exciting offers. Thus we see

that individual stores provide their own schemes for loyal customers.



Moreover, local brands in the mall also increase customer loyalty and maintain customer

relations by providing timely sales, discount coupons and also other value added benefits for

regular customers.

STORE LAYOUT

The mall is a three storied construction with shops on the sides and a wide space in the centre on

the ground floor. The first and kids playing center store layout and hollow in the centre.

The stores are situated on the sides and there is an aisle in the between. The layout is idle for that

of a shopping mall. It provides equal visibility for all the stores and at the same times gives each

store their own individual identity. The centre space is occupied by various entertainment

options. There is a playing area for the kids as well as mehendi to engage the customers and

visitors of the mall. It serves as an excellent entertainment option along with shopping.

The space outside the mall is occupied with eatery stalls by happinezz which again provides

other than shopping options for the customers and to make the experience of visiting the mall a

valuable one.



It is the most widely used layout for stores and makes the shopping experience for the customer

very organized and methodological.

The store layout of Ethnicity is the free flow layout. Fixtures and merchandise are grouped into

free-flowing patterns on the sales floor – no defined traffic pattern. Works best when

merchandise is of the same type, such as fashion apparel.

VISUAL COMMUNICATION

Visual communication helps to coordinate signs and graphics with store’s image and also inform

the customer. It uses signs and graphics as props and also keeps signs and graphics fresh. Visual

communication helps to create theatrical effects.



Visual Merchandising is an art, science and business of presenting merchandise in a state of the

art retail environment. It is a very powerful tool that can be effectively used to program, channel,

and lure customer into impulse buying in the world of cut-throat competition. It is a silent

communicator and a bridge of a retailer to connect a customer reinforcing its vision, brand and

seasonal themes. And when used successfully, it creates a feel good shopping experience. When

I say connecting a customer, it is a very important phrase.

The visual merchandising of all the stores of the mall use racks, POS displays etc. to make

display the merchandise in an orderly and organized fashion.

Visually also the store communicates to the customers what it actually stands for. The brand

Lifestyle visually helps to communicate to customers the fact that it provides merchandise that’ll

help them to change and improve their lifestyle. Similarly, the mall itself is visually well lit and

has a conducive environment that supports comfort and ease of shopping for the customers and

at the same time live up to its very image of being the first designer mall in the city.

FRONTAGE AND EXTERIOR

The front/entrance of the mall is very essential as it marks the very first impression the

customer/visitor has about the mall. Gulmohar Park mall is situated nearby very famous malls.



However it is well lit. It is well lit and has various food stalls outside the mall making it a busy

area.

The mall has been inspired by the architectural construction of the glass entrance. The exterior of

the mall has hoardings of the attractive features of the Ethnicity and Pantaloons.

The exterior of the mall has ample parking space and also is very attractive. It communicates

well to the visitors and at the same time also proves to be the first designer mall. It is also very

clean and surrounded by plush green environment

SWOT Analysis:



Strengths:

• Branded shows rooms in the mall.

• The only store of ethnicity in the Ahmedabad.

• Huge free parking space available.

Opportunities:

• Opening of new restaurants.

• Launching of private labels.

• Should introduce game zone or other entertainments.

Weaknesses:

• The parking space is at the rear end of the mall and there is no arrangement for entrance

from there.

• The number of shops compared to the size of the mall is less.

• Only single entry and exit doors.

Threats:

• The biggest threat to the mall is the presence of other malls very near by like fun republic,

Iscon mall, etc.

• Availability of the similar brands at other malls.



Suggestions:

• Can merger with multiplex and open a cinema in the mall to attract more crowd.

• Needs more advertising and promotion to make people aware about the mall.

• Improve the parking facility.

• Daily discounts.

• The mall could change its strategies and try to attract more brands by decreasing

the lease rents. Moreover it can also begin with other promotional events and try to

provide their space for such activities.

• It could also provide stores for exhibitions which could increase the revenue.

Pantaloons and Ethnicity could increase their individual promotional events

thereby attracting more customers’ every day.

• Rather than portraying it solely as a designer shopping mall, efforts should be

made to promote it as a one stop for a complete family entertainment experience.

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gulmohar park