Promotional Campaign for Entertainment City

8/8/2019 Promotional Campaign for Entertainment City

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A

PROJECT REPORT

ON

A STUDY ON BRAND PROMOTION ACTIVITIES AT

IRPPL

Undertaken At IRPPL, Noida

Submitted in the partial fulfilment of the requirement

for the award of two years full time

MBA (2009-2011)

SUBMITTED BY:

PIYUSH AGRAWAL

Roll No A0101909209

MBA (2009-2011)

AMITY BUSINESS SCHOOL


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DECLARATION

I,Piyush Agrawal student of masters of Business Administration Amity Business school, Amity

University Uttar Pradesh, here by declare that I have completed project

Titled A STUDY OF BRAND PROMOTION ACTIVITIES AT IRPPL.as part of the course

requirement

I further declare that the information presented in this project is true and original to the best of my

knowledge

DATED: 1ST

JULY 2010

PLACE: Noida

Piyush Agrawal


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TABLE OF CONTENTS

Serial No. Particulars Page No.

1. Acknowledgement 42. Executive Summary 53. Profile of the Company

Introduction History

Product profile

Organizational Chart

5-21

4. Work Description Work Assigned Functional Area Assigned Objectives achieved Expectations Prescribed Activities performed on day to day basis

22-37

5. Conclusion & Suggestions 38-436. Bibliography 44


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ACKNOWLEDGEMENT

Undoubtedly this project is the result of the blessings of the almighty and benevolent God. I shall

always be obliged to who guided me and showed me the right path even before the beginning of the

training .The fragrance of the success of this project can be felt only because it was nourished

continuously by my teachers in my college and employees of IRPPL. I find myself quite lucky and

happy to work under my mentor Mr.Syed Shameem Anwar, Sr. Manager (Events &Promotion) who

guided and supported me throughout the training.. I shall always be obliged to different retailers of

The Great India Place Mall who were the sponsors of the events, as they cooperated throughout the

events and thus played a great role in making the whole training as the golden moments of my life.

My sincere thanks also extend to my famlly members, my friends, the staff members of IRPPL, for

making this project a success.

.

I am extremely thankful to my Faculty Guide MS. TAVISHI Lecturarat Amity University, Noida

for his invaluable Guidance and Suggestions during my Training.

PIYUSH AGRAWAL

Roll No A0101909209

MBA (2009-2011)


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EXECUTIVE SUMMARY

Event management as a tool of brand promotion is a wonderful approach. It requires tremendous

effort with complete dedication and discipline so that everything goes smoothly as planned. It was

an awesome experience to work as a trainee In International Recreation Parks Private Limited(IRPPL) .I was in the team of Events and Promotion. Our team was supposed to plan the event ,

arrange everything before hand and successfully implement it. We had to learn from everyday

activity and inculcate those learning in the next activity.

We had to promote The Great India Place, mall and the amusement park Worlds Of

Wonder(W.O.W) .Therefore we had to attract maximum people in The Great India Place So that

they can participate more in the activities and win the discount coupons of different stores in the

mall. The winners used these vouchers in their purchase and thus increasing the sales of the

different stores. On one hand we had to entertain the audience and provide them with the discount

coupons and vouchers leading to the promotion of The Great India Place .As more people will

repeatedly come to the mall if they find the activities entertaining and beneficial. On other hand we

had to ensure that the maximum discount coupons from different retail stores should be redeemed

so that the retailers should be benefited as well. Reaching our objective with the tem work was a

great success and along with this, media attention and pragmatic learning were the additional

benefits.


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Introduction

Shopping Malls In India

Over the last few years, the Indian consumer market has seen a significant growth in the number of

modern day shopping centres popularly known as Malls.

A public walk-in is what the Mall, literally means. From time, memorable junctions at the roads

and streets have been a gathering place for people. Such gatherings is now attracted to the markets

which have now graduated to enjoy in an air-conditioned, multi-level shopping floors of at least

100,000 square feet. In modern times, these have come to be known as malls. Though US/UK is

largely responsible for the development of Malls, this has spread all over the globe. And now big

metropolitan cities in India are just accelerating to welcome this Mall Idea. Earlier, Chennai,

Mumbai and New Delhi were the only cities to boast for developing Malls, but now even smaller

cities like Chandigarh, Lucknow and Ahmedabad are mapping out spaces for this new shopping

ideology.

Forty years after the United States began its infatuation with indoor shopping malls, India, with a

population of more than 1 billion, is going through its first wave of serious mall construction. In

the past decade, the change of the Indian economy that has seen growth in various industries has

created millions of jobs, expanded the country's middle class and given those who work

disposable income. In addition, with added wealth, Indians travel more and see how shopping

patterns differ globally. As late as a decade ago, a visitor to any of India's major cities would have

been hard pressed to find a western-style shopping mall. Not anymore. Industry experts say

That's a lot of activity, compared to planned U.S. mall construction, but in a nation that size, there

is still plenty of room for growth. So, the optimism continues.


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Consumers In India

Rapid Evolution of New-Age Young Indian Consumers:

This continuously evolving consumer segment is the youngest in the world as compared to other

developed economies like the USA. The young Indian consumer is willing to spend on lifestyle-oriented products and services and conservative saving habit is now a thing of the past.

consumers are spending on a wider range of products and services because of which non-

conventional product categories like cell phone ring tones (estimated at Rs. 400 crores) and

Valentines Day gifts (Rs. 1,500 crores) that have evolved in very low time spans. The promotion

of India as a tourist destination has led to foreign brands wanting to establish presence here. And

with new shopping-malls having become operational in many cities across India, it is interesting

to observe how the shopping-behavior of consumers in the vicinity of these malls has changed.

Current Trends: People are shifting their shopping preferences from market to malls:

People are extremely price sensitive in India and hence ultimately they will only buy where they

feel the value for money and which are reasonably priced. This further depends on the kinds of

income groups that they are coming from. For some buying their nightwear form a store like a

Marks and Spencer is not a big deal while for others it may be an indulgence which they can only

fantasize about. Nevertheless considering the masses we may say that for goods like apparel,

footwear, there is definitely a shift in purchasing patterns in the favour of the malls.

But for high involvement products like jewellery, furniture, tailored Indian wear , beauty parlours

the ratios dont seem to be shifting. There is plenty of opportunity for goods and services that

offer new consumer concepts or new product qualities, both in markets and malls, but most

Indians believe brands are more expensiveeven when they're not. Thus, it can be difficult for a

new concept to get over that initial hump with the Indian customers.

Moreover when it comes to consumer durables like television, refrigerator or even automobiles,

people tend to go back to their trusted dealers. And again even if there is a little price

differentiation then the options can easily tilt. Hence its the value for money proposition that they

are looking at. For things like groceries and toiletries the ratios are pretty much what they were

earlier. People continue to purchase these from the colony markets. KSA Technopaks Consumer

Outlook Survey has revealed that for personal care and toiletries, 52 per cent prefer local colony


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markets; and for grocery, 82 per cent prefer colony markets. Such high ratios could be attributed

to the convenience of residential proximity to these market streets vis--vis the mall.

Yet the cosmetics and perfumes category has seen a drastic shift in sales from high streets moving

on to the malls. With so many international brands coming in to the picture, skin sensitive women

have moved on to purchase them from authentic counters found in the malls. This had always

been a nagging doubt in their minds about the authenticity of perfumes and cosmetics that are sold

at these departmental stores in the market streets. On being interviewed, many respondents

claimed that they seriously doubted about the origin and the quality of these products. Many

thought that such goods were purchased from Gaffar market and sold to them after a price hike

to make them look original. But regarding the sale of these products in the malls, no one doubted

their quality and origin.

Hence strictly looking at it from the consumers point of view and not taking the retailers figures

in the picture, we may say that there is a considerable change in the shopping habits and patterns

of people depending on the category of the product. An overall complete shift cant be identified

due to the fact that the Indian consumer is forever on the lookout for the best mix of value for

money.


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Malls - An Integral Part In India

Consumers Remain The Ultimate Beneficiaries: With so many malls coming up andmore being planned, its the consumer that stands to be benefitted from them in the long run..

They can touch, feel and try a vast range of products of various brands around the same place.

This is especially true in case of garments, apparel and other accessories. Moreover the sales are

becoming more and more genuine with each passing year. End of season sales are plenty and last

long enough, giving impetus to the impulse shopping nature of people.

Malls, Likely To Become The Prime Drivers Of Organized Retailing Revolution InThe Country: Our nation India has a lot of unorganized retailing. Be it a general store in the

street or the local vendors selling different products. So there lies a lot of opportunities for the

organized retailing .In the past few years the scene has been changing. Now even to buy

vegetables and fruits also we have lots of options near our locality, like the emergence of the

stores like reliance frsh, big apple, six ten e.t.c. Now the daily household items are also purchased

under an A.C roof with lots of options available. And, as mall developers offer a wide variety of

real estate options to retailers with the assurance of heavy footfalls, retailers are likely to

introspect about the viability of stores in high street locations.

With More Malls, Lesser Rentals Are Expected In Future: With the increase in supply,

prices are likely to fall. The number of malls had been increasing at a great velocity in India. Delhi

NCR has also seen this positive change with Ghaziabad acting as the dark horse. So the more will

be the malls, the more will be the competition. This will, in effect, induce retailers who had

avoided high end shopping centers due to the prohibitive lease rentals, to evaluate establishing

their presence in these locations.

Creation Of Vast Employment Opportunities: These modern formats such as mallscreate a good percentage of employment. Various stores in the malls require lots of employees for

the proper operation of the mall. Considerable surrogate employment has been added in terms of

cleaners for toilets, people for packaging, security guards and so on, with quality employment in

terms of weekly offs, eight-hour shifts and the like. 95% of Shoppers' Stop employees are first-

timers, English-speaking and computer literate, and one would expect the trend to grow, reducing

the vicious slowdown and recession in a developing economy like India.


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Excellent Maintenance And Lavish Interiors: This probably continues to be the biggestattraction of the malls. Plush interiors, fountains, glass capsule lifts, spotless floors, air

conditioning and connecting escalators are all a considerable new phenomenon for the masses in

India. Hence a large crowd from the neighboring towns and cities comes to the malls to enjoy

these novelties. They want to shop with comfort and ease with proper services offered to them.

Amusement Parks

Amusement park is the generic term for a collection of rides and other entertainment attractions

assembled for the purpose of entertaining a large group of people. An amusement park is more

elaborate than a simple city park or playground, usually providing attractions meant to cater to

adults, teenagers, and small children. A theme park is a type of amusement park which has been

built around one or more themes, such as an American West theme, or Atlantis. Today, the terms

amusement parks and theme parks are often used interchangeably.

Amusement parks evolved in Europe from fairs and pleasure gardens which were created for

peoples recreation. The oldest amusement park of the world (opened 1583) is Bakken, at

Kloppenburg, north of Copenhagen, Denmark. In the United States, world's fairs and expositions

were another influence on development of the amusement park industry. Most amusement parks

have a fixed location, as compared to travelling funfairs and carnivals. These temporary types of

amusement parks, are usually present for a few days or weeks per year, such as funfairs in the

United Kingdom, and carnivals (temporarily set up in a vacant lot or parking lots) and fairs

(temporarily operated in a fair ground) in the United States. The temporary nature of these fairs

helps to convey the feeling that people are in a different place or time.

Often a theme park will have various 'lands' (sections) of the park devoted to telling a particular

story. Non-theme amusement parks rides will usually have little in terms of theme or additional

design elements while in a theme park all the rides go all with the theme of the park, for exampleMagic Kingdom in Walt Disney World.


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The Modern Amusement Park

The Blackgang Chinese amusement park, established in 1843 by Victorian entrepreneur Alexander

Dabell, UK can be considered the oldest existing theme park in the world. The first amusement park

on Coney Island, Sea Lion Park was built around a nautical theme. Today, central Florida and most

notably Orlando boasts more theme parks than any other worldwide destination. The north eastern

USA region, most notably Pennsylvania, is now a hotbed of traditional surviving amusement parks.

In its truest traditional form is Conneaut Lake Park in Conneaut Lake, Pennsylvania. Other include

Kennywood in West Mifflin, Pennsylvania, Idlewild Park in Ligonier, Pennsylvania, Lakemont

Park in Altoona, Pennsylvania, Dorney Park in Allentown, Pennsylvania, and Waldameer Park in

Erie, Pennsylvania.

Modern amusement parks now run differently than those of years past. Amusement parks are

usually owned by a large corporate which allows capital investment unknown by the traditional

family-owned parks. Starting with Disneyland in the 1950s, the park experience became part of a

larger package, reflected in a television show, movies, lunch boxes, action figures and finally park

rides and costumed characters that make up the "theme." These parks offer a world with no violence

or social problems. The thrills of the theme parks are often obscured from the outside by high

fences or barriers re-enforcing the feeling of escape, they are kept clean and new thrill rides are

frequently added to keep people coming back. In addition to this experience, the theme park is

either based on a central theme or, divided into several distinctly themed areas, lands or "spaces."

Large resorts, such as Walt Disney World in Florida (United States), actually house several

different theme parks within their confines


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Present And Future Of Amusement Park

Since the 1980s, the amusement park industry has become larger than ever before, with everything

from large, worldwide type theme parks such as Disneyland and Universal Studios Hollywood to

smaller and medium-sized theme parks such as the Six Flags parks and countless smaller venturesin many of the states of the U.S. and in countries around the world. Even simpler theme parks

directly aimed at smaller children have emerged, including Legoland in Carlsbad, California (the

first Legoland opened in Billund, Denmark). The only limit to future theme park ventures is one's

imagination.

In 2001, Disney opened the Disney's California Adventure which includes Paradise Pier, a

recreation of the traditional seaside amusement park of yesteryear.

Amusement parks in shopping malls began in the 1990s, blending traditional amusement park

entertainments - roller coasters, water parks, carousels, and live entertainment-- with hotels, movie

theaters, and shopping facilities. Examples of giant mall parks are West Edmonton Mall, Alberta,

Canada; Pier 39, San Francisco; Mall of America, Bloomington, Minnesota. Amusement park

owners are also aware of the need to satisfy their aging baby boomer customer base with more

restaurants, landscaping, gardens and live entertainment.[2]

Kennywood has created the "Lost

Kennywood" area with classic rides that recall the possibly more tranquil times of the early

twentieth century.

Family fun parks starting as miniature golf courses have begun to grow to include batting cages, go-

karts, bumper cars, bumper boats and water slides. Some of these parks have grown to include even

roller coasters, and traditional amusement parks now also have these competition areas in addition

to their thrill rides.

The popularity of theme parks has led to the increase of themes--"the use of an overarching theme,

such as western, to create a holistic and integrated spatial organization of a consumer venue"--[in

non-theme park venues. While theme restaurants, casinos, and other themed spaces lack the rides

and other features of theme parks, they owe much to the legacy of the theme lands and spatial

organization that became popular in theme parks.


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Rides And Attraction

Mechanized thrill machines are what makes an amusement park out of a pastoral, relaxing picnic

grove or retreat. Earliest rides include the carousel which was originally developed as a way of

practicing and then showing-off expertise at tournament skills such as riding and spearing the ring.

By the 19th century, carousels were common in parks around the world.]

Another such ride which

shaped the future of the amusement park was the roller coaster. Beginning as a winter sport in 17th

century Russia, these gravity driven railroads were the beginning of the search for even more

thrilling amusement park rides. The Columbian Exposition of 1893 was a particular fertile testing

ground for amusement rides. The Ferris Wheel is the most recognized product of the fair. All

rides are set round a theme.

A park contains a mixture of attractions which can be divided into several categories.

Many thrill rides, such as the enterprise and the gravitron, include spinning people at high speed

coupled with other accelerations.

Thrill Rides

There is a core set of thrill rides which most amusement parks have, including the enterprise, tilt-a-

whirl, the gravitron, chairswing, swinging inverter ship, twister, and the top spin. However, there is

constant innovation, with new variations on ways to spin and throw passengers around appearing in

an effort to keep attracting customers.


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Profile Of The Company

Location : SECTOR 38 A, NOIDA

Total Area : 147 Acres

Comprise Of: The Great India Place

(Shopping Mall with an area of 1 million sq.ft.)

Themed Amusement Park

Worlds Of Wonder

Road Show (Teen Zone- Music Zone)

Family Zone

Rain Dance

The Hub An Urban Entertainment Zone

The Great India Place - a retail environment with an area of 1 million sq.ft.

India has never seen anything like this. A world-class integrated destination with multiple

theme park, cinemas, shops and restaurants! The Great India Place is a retail and

entertainment complex as part of Entertainment City


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y 1 milli sq.ft. covered area i cl di 278 shops ,food court and multiplexy 40%

coverage under 10

anchor stores (including 2 hypermarkets)

Lifestyle, Globus, Pantaloon, Shoppers Stop, Big Bazaar, Hometown, Odyssey, Max Lifestyle

The Scale House, Jumbo Electronics

y Experience MultinationalBrands :Marks and Spencer, Reebok, Nike, Adidas, Levis, Benetton, Lacoste

y Multiplex, food court and restaurants on the third floory 5 screen multiplex Adlabs to seat 250 people eachy Connecting Bridges on each floory Conveniently spaced corridorsy 3700 sq mt food court


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y Design consultation by Callisony Total Parking for4500 cars (Entertainment city) with 1300 cars in basement

orl of onder- a world class amusement park designed by world renowned design

consultants.

The Worlds of Wonder consists of:

License agreement with Turner International forthe Cartoon NetworkBrand The project offers a mix of entertainment, shopping and hospitality experience first of itskind in India

The park has a large parking space for about 2200 cars and 55 buses


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History Of IRPPL

y The company was registered on 2 February 2002.y The idea was to provide the Guest with a complete Entertainment Destination having

Amusement, Shopping as well as Hospitality all under one roof.

y INTERNATIONAL RECREATION PARKS PRIVATE LIMITED is a joint venture between :o Unitech Limited , ando International Amusement Limited

1.1 Unitech Limited:y A leading Indian real estate developer with interests in hospitality business.y One of the top 50 Real Estate companies worldwide with over 30 years of experience.y Entered Civil Engineering in 1974 to expand today to a market capitalisation of USD 11

billion.

y Offers a diversified product mix Residential, Offices/IT Park, Retail Malls, AmusementParks, Hotels/Convention Centre and SEZs.

y Geographically diversified land reserve of over 10,700 acres with a developable areas ofapproximately 500 million sq. Ft.

y Relationships with internationally acclaimed architects and design consultants/ groupsincluding HOK Hellmuth, Obata+Kassabaum, Inc.(USA), Callison (USA), RMJA Robert

Mathew and Shirrat Johnson Maeshall (UK) and RSP (Singapore).

1.2 International Amusement Limited

y Pioneered the concept of amusement parks in India in 1984 by launching APPU GHARsetamidst unique Architecture with International Standards, Amenities and Hygiene.

y Owned and operated Appu Ghar and Oysters Water Park- India first Amusement Parky Over 20 years of experience in the amusement park industry


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y Experienced team having exposure in both domestic and international marketsy Annual footfalls in Appu Ghar : 1.2 milliony Founded by Mr Gian Vijeshwar (Popularly known as Bapu of Indian Amusement Park

Industry ) and started on !9th

November 1984

y New projects in pipeline with great promise in the field of Entertainment at par with themodern times.

Vision:

To be the leading destination in the Entertainment Industry through dedication to our team

members, guests, business associates and owners.

Our Vision is supported by our Virtues and Guiding Values

Virtues:

y I will always smile and greet my guestsy I will always respond positively to a guest.y I will take pride in myself and my worky I will extend respect and integrity to all my team membersy I will always do the right thing in the face of adversity

1.3 IRPPL Philosophy

Philosophy:

y Building whole communities for our customers....to touch the lives of so manyy Entertainment in beautifully landscaped, spacious and secure surroundingsy Business- retail outlets surrounded by bustling crowds with most modern facilities

Our Aim:

y Moments of happiness Magic moments to our Guests


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Our Inspiration behind Our Commitment:

y Our customers

Our Promise:

y Delivering experiences and beauty that lasts lifelong.Our Values toward Our Employees:

y Human Resources- the most valuable assetsy A work environment the encourages the staff and the stakeholdersy Team spirity True professional and human values in the selection and recruitmenty Unbiased appraisals, remuneration and rewardsy Focus on meritocracy, equity and upholding of Company Values

We Expect:

y High standard of personal and professional integrity ,honesty and ethicsy Personify our values on and off promisesy Joining hands to advance the overall interestsy Apprise violations to prevents damage and spready Safeguarding the Companys assets, financial integrity and reputation through ones action

THE WORLD SEES US THROUGH YOUR EYES.......

YOU MAKE IT POSSIBLE!


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Macro Economic Indicators:

y More than 62% of people in Delhi are under 35 years of age.y Upper/ middle income group population of more than 1 million in Noida.y Average per capita income spend of Rs.250 for 2 hour entertainment in a multiplex (ticket

price, food and beverages)

y Average per capita spend Rs.100-150 in various food courtsCurrent Market Scenario :

y No large scale theme amusement park in indiay Stagnant market as no major parks came up in the last decadey Apart from Noida Entertainment City and Adventure Island ,no large development of this

scale in the near future has been planned

y The pinch of the slowdown and recession can easily be felt , but now people have welladjusted and are ready to enjoy and entertain in amusement parks.

Expertise:

y Design and Architecture Consultation--------------------------------------------- Forrec Ltd., Canaday Operations Consultation------------------------------------------- Management Resources ,Californiay Food and Beverages Consultation---------------------------------------------- Cini- Little , Californiay Multi Media Consultation--------------------------------------------------------------------------- ECA2y Monorails-------------------------------------------------------------------------------------------- Intaminy Traffic Consultation------------------------------------------------------------------ MVA, Hong Kongy Safety Measurements and Monitoring Agency----------------------------------------TUV, Germanyy Safety Standards--------------------------------------------------------------DIN (Germany Standards)Accessibility:


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y Connectivity through the DND Toll Plaza to potential residential areas like Maharani Bagh,Kalindi Kunj , New Friends Colony, Defence Colony, Nizamuddin, Green Park, Panchsheel,

Saket, Greater Kailash etc.

y Connectivity from East Delhi, South Delhi, Noida & Ghaziabad.y Metro Rail to connect to sector 18 i.e. T.G.I.P very soon.y Connectivity through National Highway to cities such as Agra, Meerut, Modinagar,

Muzffarnagar, Ghaziabad and Moradabad

y Captive market of Noida mainly comprising of middle /high income groupsy Scale of the project to attract visitors from cities within a radius of 250 km- 300 km Chandigarh,

Ludhiana, Jaipur, Dehra Dun, Karnal


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ORGANISATIONAL CHART

NAME DESIGNATION POSITIONED AT

Mr. Rakesh Babbar Managing Director Administrative Office

Entertainment City

Ms. Benu sehgal Vice President ,Operation Administrative Office

Entertainment City

Mr. A. Dutta Chief Security Officer Security Office-

Entertainment City

Mr. Raman Khurana Senior Manager- P.R Administrative office-

Entertainment City

Mr Syed Shamim Anwar Senior manager Events &

Promotion.

Administrative Office

Entertainment City

Mr. Ricky Dhingra Senior Manager Park

operations


Entertainment City

Mr. Shourya Manager Park operations Administrative Office

Entertainment City

Mr. N.N.Tikku Manager-Coordination Chamber Office

Mr. Neeraj Zutshi Manger Finance &

Accounts


Entertainment City

Mr. Sanjeev Anand Manager- Sales Administrative Office

Entertainment City

Mr. Gobind Deb Senior Manager Human

Resource

Administrative office

Entertainment City

Mr. Vishal F&B Manager Administrative Office

Entertainment City


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WORK DESCRIPTION

1. WORK ASSIGNED- The work assigned to us was the planning of the activities andsuccessfully implement it. Followings are then list of work assigned to us during the

summer training.

a.> Our team i.e. the events team have to prepare the activities which can attract themaximum of the target audience. These activities were required to be entertaining

enough to hold down the crowd for minimum of three hours. As we started our

activities at 4.00p.m and continued it to for minimum till 8.00 p.m.

b.> We had to go to the different retailers so that they can sponsor our event. We had totake discount coupons from them and then distribute it to the winners of different

activities. The gift i.e. the discount coupon was a great source of attraction for the

people, therefore we had to ensure that they should be worth winning.

c.> We decided the coupons which should be included in which category. I.e. thewinner should get which coupons. What sort of coupons should be given to the

runner ups .As a consolation prize which coupons should be given? For example in

most of the activities following were the gifts category.

Winner- Free drink at Aqua marine+50% discount coupon for two `

people from W.O.W.+ Coupons of other retail stores

Runner up-50% discount coupon for two people from W.O.W

Consolation prize-Discount coupon of any one retail store

d.> To make our activities more entertaining and exciting we had to keep it fresh andnew everyday because we have few guests win our activities on daily basis. Thus

we had to keep a different theme everyday like hairdo, cool shake, Rock on e.t.c.

Similarly in the summer fiesta we kept themes like Sports fever, Rock on. We

celebrated fathers day in the mall. Our everyday activities were performed on the

basis of these themes only.

e.> We have to prepare everything in advance; so that everything goes as planned .Alsowe learnt from our past mistakes and inculcated those learnings in the activities to

come.


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2. FUNCTIONAL AREA ASSIGNED Functional area on which I had toconcentrate was event management .There were many events that we organised during our

summer training. First was Mothers Day ,Beat The Heat ,Environment Mela and

second was SummerFiesta. I was the event Coordinator during the activities. Thus there

were lots of responsibilities involved.


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BE TT E HE T:


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The first event that was celebrated as the summer carnival. Everybody comes to the mall for three

reasons -

a.> For Shopping

b.> For Entertainment

c.> To relax in the A.C ambience from the hot summer outside.

Thus we were providing a platform where all these three purpose can be fulfilled. We had to ensure

that the discount coupon that we gave should go to the target audience so that the maximum of the

coupons should be redeemed. We contacted different retailers for the sponsorships of the event.

Following benefits were offered to the retailers if they became sponsors:-

y Sponsors logo to be carried in the backdrop of the stage which will be placed in The GreatIndia Place Mall

y Sponsors name will be continuously announced by the anchor during the entire promotionThese were our sponsors in the event Beat The heat.

1. Worlds Of Wonder2. Musicland.3. Yo! China4. The Tandoori Village5. Gujaralsons6. Mohanlal Sons7. Aipa- Alaknanda Institute Of Performing Arts8.

Osim Inspiring Life

9. Ice Cube10. Mr China11.Nehels


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12.Zenith Dance Group13.I T ashion Institute14.RC Jewellers

Acti ities Performed On Day To Day Basis

We started with the brain storming session , welcoming the wildest ofideas and then refining itto

prepare the complete blue print of our events and activities. Planning and implementation both had

to go hand in hand. Complete team work with dedication and discipline was required so that

everything goes smoothly as planned. Now I am discussing the activities performed in the two

events on day to day basis.

BEATTHE HEAT (June 21 TO June 30, 2010)

FASHION SHO

DURING BEATTHE HEAT


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These were the activities performed day wise .Games like Tambola, Musical Chair, passing the

parcel, magic show and juggling show were shown everyday.On every Saturday and Sunday we

had dance performances by the Zenith Dance group in the mall and in the Worlds Of Wonder.


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Objectives Achieved

y To increase footfall to Great India Place.y To give impetus to retailers to convert footfalls into sales.y To build a synergy between mall promotion and amusement park to drive footfalls to the

park.

Objective 1st

: To Increase Footfall To Great India Place

Number of people visiting GIP is huge but there is scope to increase it footfall and make GIP the

most walked about mall from being only the most talked about mall in North India.

This objective can be achieved by following two major steps:-

1. PR Exercise2. Target children and teenagers

1.PR Exercise

To build awareness and interest around the brand, PR is the most productive tool.

PR Exercise can be based either on the Pull Strategy or the Push Strategy.

a.) External PR

y Coverage by electronic media on regular interval. Various news channels covered on MultipleSclerosis Day, Delhi Aaj Tak celebrated their birthday in the mall and the park.

y ONGOING DIALOGUES with key editors, writers and news personalities.y PRESS RELEASES from time to time Celebration of multiple sclerosis day was published in

many news paper. Dance performances by children were also mentioned in many different

newspapers.


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b.) Internal PR

y Motivate and persuade individual retailers to take part in the process.Example: There are various stores in T.G.I.P where additional discount is available by having the

membership card of the mall. Various Stores like Mahanlalsons, Gujaralsons, Biba, Yo China, e.t.c

can promote its store in GIP at its other stores located in Delhi and NCR and motivate customers to

visit GIP by using motivating factors like Larger Assortments, Special Discounts ..

Distribution of leaflets highlighting the entertainment activities to be held at GIP by theretailers at their other stores will definitely increase the footfall to GIP.

Word of Mouth plays a significant role in motivating shoppers.

Target Children

Why Target Kids Now?

y Summer Vacationsy Kids will be motivated to stay longer and come frequently.y

Kids encourage their parents to come along.

y Parents will have ideal time while their children indulge in the previously stated activitiesand they can do shopping in peace.

Parents are the real spenders

y Pull strategyy Children need to be attracted because customers visit to the mall with their family and they

fulfil the needs of their kids.

y Today children are BRAND conscious due to excessive exposure to electronic media andare the real guiding force behind their parents decision making

How To Attract The Kids

a. Puppet show


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b. Magic and juggling showc. Shakes and Chuski competitiond. Potrait makinge. Musical chair for kids.f. Summer Campg. Fathers day celebrationh. Sports fever

y Contests For KidsDrawing & sketching Competition

Dance Competition

Quiz for kids

Show your creativity...

Objectives 2nd :

To Encourage Retailers To Convert Footfalls Into Sales.

Steps taken to meet the objective effectively & efficiently

1 Additional Stalls-Through our event, first we asked the audience to participate with us. In the

activities as a winner they got gifts and prizes. This gift attracted the audience to those different

retail stores of which they won the prizes. Thus the events acted as the positive catalyst to first

attract customers towards the store and then finally converting the footfall into final sale. Once thecustomers entered into the store with the discount coupon it was completely on the retailers that

how can they convert those people into their customers. Some of the retailers were benefited to a

great extent and for the maximum benefits from the events they started to place their small counter

for conveying information to customers. These shops includes the Cygnus jewellery shop, Blonde

and Bliss, Body shop.


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2 Treasure Hunt This was one ofthe activities in our events. This is a game in which a treasure

remains hidden in the mall. The participants have to search forthe treasure with the help of clues.

In our activity we indulged different retail stores as a chain to reach to the finaltreasure. The final

treasure was the membership card of our main sponsors ofthe day such as Mohanlal sons & Gujaral

sons. The clue which we gave to our participants were the name of store. We gave the first clue

from the stage and then they have to go to the store of which the clue has been given. If they

reached to the right store then from there they are given the clue of the other store and so on the

process continues. This was a very interesting game for customers because it required mental

alertness as they have to identify the right store from the clues and it required physical exercise as

well because they had to go from one store to other within the mall. It was equally beneficial for

retailers as well because the participants ofthe game visited the store during the game , thus they

became completely aware about the kind of store, product availability, price range e.t.c and the

coupons will act as the catalyst to finally convince them to go for the purchase. Some of the

retailers involved by us were Meena bazaar, Gujaral sons, Mohanlal sons, adidas, footstep,

aquamarine, biba and many others.

3.Qui from the retailers, for the customersInteractive Quizzes were the part of our activity.

or proper interaction between retailers and the customers we asked the participants to go to a

specific retail store and observe each and everything aboutthe store. They were given time of 15 to

20 minutes and then we would ask questions from them. Thus the participants made sure to have

each and every information about store as the products available, price range, appearance, number

of employees and many other information as well. Therefore during the game period only

participants came to know many things about the store. This was not only confined to the

participants as the audience who was there with us gathered lots of information about the store in

the form ofthe answers ofthe questions ofthe quiz.

4. Media exposure During both our events there was a lot of media exposure. Delhi aaj tak

celebrated its birthday in T.G.I.P & W.O.W during our event. Multiple sclerosis was celebrated in

which various celebrities Like HritikRoshan, Barbara Mori,Rakesh Roshan, Leke Madan Lal, Saba


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Karim, NikhilChopra, famous actress, social worker and politician Nafisa Ali came for awareness

against the disease. Along with the celebrities the whole media was with us. Time to time print

media published about the different activities that took place in the mall and thus it gave an

excellent exposure to the T.G.I.P and different retailers. Media spread the awareness to a very large

group of audience & in a very shorttime.

Objecti e 3rd:To Build ASynergy Between Mall Promotion And Amusement

ParkTo Dri e Footfalls To The Park

HowTo Moti ate Shoppers To Visit O

y Once the footfall to TGIP has increased using the previously stated methods, the shopperscan be motivated to visit Worlds of Wonder.

y In both of our events promotion of Worlds of Wonder was the area of concern for us. Thatiswhy we distributed the discount coupon of 50% fortwo people for unlimited rides.

y Retaining the existing customers-We have to continuously add new people and along with this we have to retain our existing

customers. Retention of the customers is an important aspect for the overall development and

growth of a firm. Considering this point only we arranged different activities like musical chairinWorlds Of Wonder and gave the discount coupon of 50%to the winners.

Primary TargetSegments

y Children who have ample amount of free time due to the Summer Vacation.


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y Teenagers with large pocket allowances and love for Adrenalin Rush.y Young Professionals with heavy salaries and enthusiasm to spend it to enjoy the thrill of

life.

y Visitors who are new to the city and want to visit the exotica it has to offer.

Promotion Of W.O.W

y The 50% discount coupon was the main tool for promotion.y More of emphasis was given on Rain dance, which was a great soothing tool to overcome

the heat in summer.

y Promotion of WOW can be done only if people are attracted enough to visit it.y This will be possible only if WOW has something Special and Different to offer that no

other Amusement park has to provide..

Additional Prizes

y T-Shirts of W.O.Wy Caps of W.O.Wy Coffee Mugs of W.O.Wy Pencil Box for kids.

Weekend Attraction

y Puppet Showy Rock Band Performancesy Dance performance by Zenith dance group.y Magic & juggling Showsy Game Shows.


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y Live Performances by singer of little Champ Sachin seth.In-Mall Advertising

y Postersy Pamphletsy Audio song always played in the background in the mall.y Regular announcements about the special attractions at WOW in the Carnival.

.Direct Advertising

y Use of Direct Mails to tap the target segments like schools, college, corporate houses andhomes in posh residential areas.

y Special schemes and offers like discount on more than 5 people must be mentioned.y Special discount on group visits like of corporate , society e.t.c

Online Advertising

y Young Generation which is our prime target is very net savvy.y Visitors usually plan their visit to a city after gathering information about what it has to

offer on internet.

y Internet is a basic amenity provided by city dwellers to their children who are accustomed tosurfing.

3. Expectations Lots of expectations and responsibilities were involved during boththe events.

a.> Anchoring Everyday addressing a large audience and entertaining them was achallenging task. I had to entertain people and maintain the decorum of the mall as

well. I had to ensure that maximum people should participate in our activities and

the target audience among them should get the right coupon.

b.> Divert People To Worlds Of Wonder W.O.W the amusement park of IRPPL.There was lot of crowd in T.G.I.P but the number of footfalls in W.O.W was very


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less in comparison of the mall. Therefore our aim was to encourage people to visit

the Worlds of wonder. For achieving this objective only giving discount coupon

was not enough. I continuously announced about the kind of international rides over

there, rain dance, D.J floor and many other means of enjoyment and entertainment

in the park i.e. W.O.W. This was achieved by seeking the attention of the people in

the mall towards our activity, asking them to participate in our activities and giving

them the discount coupon of 50% for two people.

c.> Promotion Of T.G.I.P Adding new guests to T.G.I.P and retaining the existingcustomers was the task. We were required to attract more and more of people.

Therefore we were expected to distribute the discount coupon of various other retail

store as well. As its the different retail stores which make a complete mall. The

promotion of different retail store was the promotion of the mall. Therefore we

distributed the discount coupon of our store for the overall promotion of the mall.

d.> Representing Irppl On Different Platforms.On the occasion of fathers day, baby show was celebrated in kidzee, Noida. Worlds

Of Wonder was the sponsor of the show. I was given the responsibility to represent

W.O.W. over there which was altogether a different platform. Since we were the

sponsors of the show , so we had to distribute lots of coupon. I was given authority

and responsibility equally. This time along with the 50% discount coupon for twopeople I had the absolutely free coupon for unlimited rides and unlimited number of

times. I had to entertain people over there ,play games with the parents and then

distribute the coupons accordingly. I had to make sure that the coupons goes to the

right person Thus I find myself quite happy and lucky to represent the organisation

in different places as well.

Difficulties Faced- The overall summer training was a sublime experience, but then there

were some difficulties faced which are as following.

1.Butterfly In the stomach In our first event i.;e Beat the heat, we were quite new .Although

sufficient planning was done but the implementation part was much more important. Being a fresh

guy there was a bit of nervousness in initial few days . Entertaining people by maintaining the

decorum of the mall was a daunting task. Although I got sufficient support from my team and my

mentor but in the first few days, there was a bit of nervousness.


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2. People reluctant to participate - We had to play different games with people and then the

winners of these activities were given the gifts i.e. discounting coupons. We had to ask people to

come and participate with us .Although everything was absolutely free and that also we announced

time to time but then also people were very hesitant & reluctant to participate with us. They didnt

want to come on the stage and be the centre stage of the activities. Therefore we had to

continuously request people to participate with us and after repeated request people were ready to

participate in the games. In order to attract people we have to give big prizes initially that were

meant to be given for the big activities.

3. Managing the audience on weekends During beat the heat as discussed earlier that on every

weekends we had dance performances by the Zenith dance group. Undoubtedly their performance

was awesome and outstanding .Loud music acted as the positive catalyst which attracted the

maximum crowd of the mall towards us. Managing this sort of huge crowd without affecting the

dance performances was a difficult task. We had to ensure that everything goes smoothly as

planned. There used to be huge rush on weekends and in order to see the dance performances

people used to peep from the upper floors which was quite insecure and unsafe. Thus we had to

manage people for proper safety and security and for making our event a success.

4. People not playing with sportsman spirit In order to win the big prizes in our activities,

people were ready to apply every hook or crook. Some of them didnt play with sportsman spirit.

They were only bothered about being the winner. They were ready to turn the fun activity into a

serious issue. So to avoid any chaos and for proper entertainment of the people we had to declare

two winners in one activity.

So the above mentioned points are of the difficulties faced by me .When it rains then all the birds

take shelter ,but eagle is the only bird who avoids the rain by flying above the clouds ,i.e. problem

is common to all but its attitude that makes the difference. Therefore we always handled these

difficulties with positive attitude and this was the reason of the success of our events.

Major Limitations - All of our events i.e. beat the heat, mothers day and environment mela

were successful events. But nothing in this world is perfect and thats why there were certain

limitations in the events.


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1. Repetition of activities There were some activities which were repeated on daily basis like

musical chair, passing the parcel, Tambola, Magic and Juggling show. These activities were

performed everyday. There were lots of customers and guests who visited the mall on regular basis.

So they didnt find anything new or refreshing. Moreover the magician also had limited tricks

which he performed everyday, therefore people coming on regular basis found it Mundane .

2. Division of labour In both of our activities, as everyday the theme used to be different .So

from our team different individuals were allocated with the responsibility of a particular theme and

particular day the responsibility to lead the team and take the responsibility of the activity of the

day. Every individual was allocated to take care or organise activity of one day and like this the

whole event was distributed among us, but there was a bit of lack of cooperation among the team

members .As on any day the member responsible for the event used to be seriously dedicated and

others were not much involved. Thus this affected the overall teamwork.

3. Discount Coupons To give prizes, gifts, we had lots of coupons of different stores. But most of

these coupons were ranging from 10% to 30 %.People wanted larger discount coupons. There were

some coupons which attracted the audience more were following:-

y Rs.3000 off from Cygnus jewellery shop.y Free makeover from the body shop.y Rs.500 from adidas.y 50% off from the Worlds Of Wonder(W.O.W)

These were the coupons in which people showed maximum interest to participate and these

coupons were redeemed as well. The remaining coupons were not that much attractive. It proved

that it is the quality that matters and not the quantity. Not only this, there were some coupons which

were meant for girls only. So to distribute those coupons we had to organise activities exclusively

for girls only like musical chair, passing the parcel e.t.c. Sometimes other people i.e. gents were

keen to participate but since we organised it only for girls ,thus the interested people were unable to

play and win prizes.

4. Restriction on making the activities more entertaining - We were always in dilemma

regarding the participation of the audience. On one hand we wanted more audience to participate as

we need to hand over our prizes to different people. But whenever we had anything more interactive

& entertaining like performances from zenith dance group, Karaoke singing, dances by children


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then people showed great extent of interest & they were ready to stop their shopping to just

participate with us. This was not good for retailers and for our mall as well. Therefore after every

interactive and entertaining session we had to take unwanted breaks only so that people can

disperse in various shops and continue their shopping. So after every break the number of audience

reduced and we continued with limited customers.


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Conclusion

Awareness i.e. information is the light of knowledge which pierces the dense darkness. Brand

promotion is the result of the proper awareness among the customers. This awareness in the mind of

the target customer has removed all the darkness of recession and slowdown. Event management isone of the best tool for brand promotion. It is very interesting. It seems that any event basically

organised in a shopping mall is only for fun, enjoyment and entertainment of customers and a little

bit of prizes thats all. But this is the best part of it as it seems very simple and very easy but it

requires lots of dedication and discipline to make any event a success .As an event provides a

common platform to abridge the gap between retailers and consumers i.e it fulfils all the desired

needs of customers and retailers.

From the findings of the project also it is clear that consumers find events very interesting. Initially

they participate for fun and enjoyment and the discount coupon they get is the additional benefit or

bonus. But, finally they realize that this is completely for their benefit only. Majority of people have

said that they come to mall for shopping and entertainment. So by organising events and playing

interactive games is hitting the bulls eye and fulfilling the needs of the customers. It is a launching

pad to attract the crowd and find your target audience. If the target audience are the youngsters then

events can work wonders. Most of the people participate for winning gifts and media attention and

we are providing both the things through our events.

The retailers also know the real truth and fruitfulness of events. A great proof of this was that once

our first event beat the heat was completed, the retailers started missing things and they demanded

for another event. The sponsors tasted the fruit of success & they wanted to give us more of their

coupons because discount coupon given as prizes in activity of the events played an important role

in augmenting their sales. This was our base or foundation for the start of our second event summer

fiesta. Entertaining activities like magic, juggling show, tambola, interactive games were the show

stealers & a different theme everyday maintained the freshness in the fragrance of the events and

thus the platform full of fun, entertainment & enjoyment is actually the sublime launching pad to

give wings to the need fulfilment of both the retailers and the consumers.

1. The mall is considered as a place to chill out and spend time under an ac roof in the hotsummers rather than shopping destination by most people.

.


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2. Events a successful mean of creating awareness.3. People initially participated for fun and enjoyment and the coupons which they won was

utilized by them in their shopping

4. Retailers realized the fruitfulness of the events, that is why they demanded for anotheractivity which kept the foundation for our second event.

5. The event did bring a lot of recognition to TGIP and spread awareness about WOW due tothe fierce ad campaigns in print and electronic media.

6. The whole summer training gave me a widespread knowledge and invaluable experienceof the corporate world. I learnt the art of achieving the objectives effectively and

efficiently with complete discipline and dedication. The boost in confidence level is a

bonus. My skills were completely nourished over here which I will always utilize

throughout my life.


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Suggestions

1. Organising similar activities outside T.G.I.P & W.O.W These kind of similar activities full

of fun , entertainment & assured gifts should be organised outside the mall and the park as well. By

this means we can cater to a very new group of audience and then we can we can provide them with

adequate information about T.G.I.P & W.O.W and spread awareness. These activities include

organising similar activities in the societies. Here we can easily reach to the people who have

similar purchasing power , similar likes & dislikes and thus it will encourage them to visit the mall

and the park along with their families. Likely we can organise similar activities in the fest of the

college. Therefore we can reach to the youngsters who have zeal, enthusiasm and who like thrill

and adventure. So It can be a great means to reach to our target audience and that also in a great

quantum.

2.Gifts Exclusively for children We had some gifts exclusively for girls & women as discount

coupon of rs. 3000from Cygnus jewellery shop , free makeover from the body shop worth rs. 2500,

which encouraged ladies to participate. In every activity children shown great zeal to participate.

Thus to motivate and encourage them we we required some gifts which can be of value to the kids

and which they can utilise. Most of the people come to the mall with their families. The parents also

wanted their kids to participate & get rewarded in front of everybody. Thus to utilize the zeal and

enthusiasm of kids in making our events a success , exclusive gifts for kids are necessary.

3. Security man always near the centralatrium Mall is a place which is open and which

welcomes all kinds of people . There can be some anti social or disturbing elements as well.

Sometimes there were few people who tried to disturb the activities by their action. In such case we

had to inform to the security person from the walkie- talkie and then they reached to us. This whole

phenomenon took some time which was not good for the activities and for audience as well.

Therefore to avoid any kind of disturbance in future it is necessary to have a security man near the

place where the events are organised.

4. Huge hoardings should be placed at the entrance There is a large number of people who

visit the mall. Many of the customers remain unaware of the event going in the mall . So for proper

awareness of people it is necessary that huge hoardings should be placed at the entrance of the mall

,so that everyone coming to the mall can take a look and can know about the activities going on


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over there. This can result in to more people knowing about the events, more people will participate

and in totality making the whole event a huge success.

.


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BIBLIOGRAPHY

INTERNET

Google search Wikipedia Accommodationtimes.com: MALL: A Multiplex Boom Rediff.com: Great homes, great malls coming! Company website Rediff.com: Shopping malls: Myths & Realities Retail Biz Retail India Business News Articles on retail and malls

MAGAZINES AND BOOKS

Images Retail: Business today Marketing Management by Philip Kotler Research Methodology by Santosh Gupta

Promotional Campaign for Entertainment City

Documents

Transcript of Promotional Campaign for Entertainment City