Revitalization -Santushti Shopping Arcade

Project Flow Line

Idea Generation Brand Chosen Research- A. Problem Identification Project Goal Market Scan SWOT Concept Target Market

Santushti Shopping Arcade

HEADMr.Sandeep Soni

Heading Santushti currently but sits at Race Course Club

JW B.K Singh(Sits in Santushti Complex)

Looking after rent , electricity and management

Maintainence staff

Santushti Shopping Arcade-The brands(Product Mix)

Picturesque Art & Framing Image Satya Paul Sadhka Le Solitaire Good Earth Tulsi-Neeru Kumar Cigar shop Ogaan Anokhi Padakkam Ranna Gill Lotus Eaters Christiana Shahnaz Hussian Basil & Thyme Kapas Mandira

Nur- Noor JehanKargaTack2 FeetMysiqueSan-cha- Tea BoutiqueMon priSwaikaEnssembleAmrapaliAadi ShopCloveArt IndusGiving & DesignYoung FashionTex Indus

PromotionsBTL

Cultural Week

Special Santushti

Card

Online Presence Co-Branding

Special Santushti

Newspaper

Research

Problem Identification

Brand Audit

ManagementInvestmentPromotion

Dilution among brands

Changes in IndustryBranding

 When you hear the brand name Santushti Complex, what springs to your mind?

Relax shopping Space Trust the product Quiet UniqueFavorite brands Pure design Good Quality Classy

Nobody is chasing meFree decision Spending Quality time

Perfect permutation and combination No unwanted element

When you see other people visiting Santushti how do you feel? What thoughts come to your mind?

Endorse to quality

SpiritualRelaxedRational buying

Art loversSensitive to

environment SoulfulPure

Nature lovers

‘They are rich

women’White Expats

Well to doIntellectual

s

 When you shop at Santushti Complex how does it make you feel about yourself? What role does it play in your life?

Pamper myselfAt Peace

To be blessedReady made signature style

The best thing which happened to me

Makes me feel spiritualMakes me feel different from

others

Truly unique and a must

"once in a life time

experience“.

It’s soulful, relaxing

and leads to a kind of Nirvana in

today's world of hush-n-

rush.

Santushti Complex Vs….?

Baba Kharak Singh Marg

Contemporary Art & Craft

Cotton World

Khan Market

Project Scoping Form

Project Name: Revival of Santushti Complex as a concept store

Project Manager: Juhi Sharma Team Members: Juhi Sharma Problem : No promotional activities( Earlier they use to do promotional

activities) Dilution among brands within the Santushti Complex (Brand

identity) New age mall culture catching up with consumers leading to

shifting loyal Low visibility of Santushti Complex Lack of branding exercises for branding Santushti Complex as a

strong brand Lack of professional marketing management expertise Investment for promotional activities

Project Scoping Form

Opportunity : Santushti ‘s brand essence and USP Experiential Retailing First Mover Advantage Premium Location Sensory Experience Clientele Project Goal: Revitalization of

Santushti Complex

LocationIndian

Essence(Back to roots )

Exclusivity Quality(Trust)

Low visibilityInvestment

Management

Complete ExperienceFirst Mover Advantage Social MediaRebranding

Market Activation

The concept can be copied

Slow MarketManagement

SWOT

Assess market sizeThe domestic apparel & clothing retail market

Estimated Worth

Rs.1,41,547 crore for 2009-10

Modern retail Risen to 31.2 % from 26.7% in 2006-07.

CAGR Estimated at a growth rate of21%

The total apparel market is about 7.3% of total retail market in India.

Among organised retail segments, apparel has the highest share at 34.9%. Organised apparel retail accounts 31.2% share of total apparel retail in India; this ratio will grow to 36.1% by 2011-12.

Future The organised sector growing at 30.48%, hitting an estimated size of Rs.75,187 crore by 2011-12.

The entertainment retail market

Market in India is estimated to be worth

Rs.55,440 crore for 2009-10

From 2007 to 2010, the category has been growing at a CAGR of 7.28%

The organised market has grown at a CAGR of 22.52%.Over the next two years the category will grow at an estimated 18 to 19%.

Entertainment retail market makes about 2.8% of total retail market and 3.5% of the organised retail market in India.

About 8% of entertainment market is organised; this share will rise to 8.6% by 2011-12.

The food services marketEstimated to be worth Rs.90,825 crore in 2009-10- accounts for around 4.7% of the total retail market

5.9% of the modern retail sector.

The category has witnessed a CAGR of 8.96% from 2006-07 to 2009-10, while the modern sector has experienced a CAGR of 19.54%.

The total organised catering and food service market stands at 8.3% and is expected to grow to 9.1% by 2011-12.For the next two years, the category is estimated to grow at 22-23%.

Quiet set back environment A unique blend People meet and shareA destination for -Complete shopping Cross road between Desire and CultureArt-Design-Fashion-Music-Literature-Cuisine Multifunction Philosophy Network of Interconnected SpacesCustomer moves from one insight to the nextSuccession of social cultural activities Santusht Experience

Vision: At Santushti, we envision to integrate romance in the shopping

experience between our customer’s soul and the reality of the material presented in the stores. Our vission goal is to create an experiential romance between our customers’ spirit and the privilege of being a part of such a socio-cultural experience.

Mission Statement: Our aim is an inception of a unique platform blending people

from varied walks of life sharing their own brand of taste and values to create a complete shopping experience. Santushti as a brand will serve as a crossroads between desire and culture conglomerating in the form of art, design, fashion, music, literature and cuisine. It embodies a multi-functioning philosophy leading to creation of a network of interconnected space allowing customers to move from one form of insight to the next with ease resulting into a succession of socio-cultural activities.

Target customer

Aspirational Customers

Shifting Loyal

Quality /

Loyal

Custome

rs

Foreigners Expats