WINTER INTERNSHIP PROJECT

ON

Marketing Strategy of P & M Infrastructures Ltd. and its functions
as a family entertainment Centre
At
P & M Mall













Submitted By: Harsh Vardhan
Division : B
Class : MBA 1
st
Year
Sinhgad Institute of Management





INTRODUCTION
Shopping malls
Is 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.
Originally the first of the shopping malls was opened in Paris.
Then the trend followed in the other metros over the world,
and there was a spree of shopping malls coming up at various
places. The inclusion of amenities like restaurants,
multiplexes, and car parks attract more and more crowds to
shopping malls, that are considered family hangout zones.

Advantages of shopping malls
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 malls
The companies with superior resources would
muscle out the ones inferior tothem.
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
Corporate Profile

P&M Infrastructures Limited is a real estate
development organization focused on
conceptualizing, designing, creating and
managing unique model of family entertainments
centers (FEC) comprises of Shopping Malls,
Multiplex, Entertainment, Hospitality, Education
Centers & Farmer Centers under the brand name
P&M. . There is an imminent growth story
waiting to happen in, what we like to call
Transforming retail in eastern India.
Vision & Mission

Vision:

To attain and maintain leadership in our field of business in every location and region we are in, by
an all pervasive process of inclusive growth - A 360 Degree vision of growth.

In this, we are driven as much by our commitment to society as by our performance and profit.
Mission:

Maximize value for all stakeholders, through an unflinching commitment to fulfilling our vision of
inclusive growth.

It envisages creation and maximization of value not only for the Company, Promoters, Shareholders
and Customers, but also for the surrounding Communities, the Region and Markets concerned and
Society itself.
Guiding Principles of Group:

a) Trust.
b) Transparency.
c) Be Pioneers in our thoughts & Action.
d) Create Win-Win situation for all.
e) Responsible Governance.
Marketing Strategies
The Anchor space in each FEC is leased out to
established National Level Retail players. We
have already signed up with Big Bazaar of the

Big Cinema - One of Indias largest Multiplex
Theater owners and Management Company,
have been contracted to take on lease and
manage the Multiplexes in all FECs.

District Level Malls will also include Farmers
Center, as the local population is predominantly
based on agriculture and Education centers

FECs will have Hotels to make them integrated
developments. Currently, advanced discussions
are going on with Fortune Hotel of ITC Group,
Kamat Hotels, Accor Hotels and Mango Suites
for tying up Hotel areas etc
Organizational Structure
Highlights
Earthquake resistant design
Stunning elevation with finished exterior
Tastefully designed and decorated lobby and common
areas
Fully air-conditioned offices and shops
Uninterrupted power supply with 100% power backup
4 Hi speed Passenger elevators and 2 Service elevators
8 Escalators
Parking for over 150 cars
One-way traffic movement at entry & exit to avoid traffic
congestion
24-hrs CCTV security surveillance
Fully equipped with modern fire detection and
suppressing systems
Specification
Area:
Built up area of 2.25 lacs sq. ft. Total no. of floors - G+6

Levels:

Retails: Ground, First & Second Floor
Food Court & Restaurants: Third Floor
Banquet: Fourth Floor
Multiplex, Gym & Entertainment Zone: Fifth & Sixth
Floor

Dimensions:
Rectangular shaped plot
Frontage 200 ft. wide linear frontage

Brands
SWOT Analysis
Strength:
Technology-intensive industry
Organized chain
Close with their vendors to predict consumer
demand
Weakness:
Less Conversion level
Customer Loyalty


Opportunity
India one of the largest consumer markets of the
world
. Organized retail is only 3% of the total retailing
market in India
Percolate down to these smaller cities and towns
,the focus has now been shifted towards the tier-
II cities.
Rural Retailing India's huge rural population has
caught the eye of the retailers looking for new
areas of growth. ITC launched India's first rural
mall "Chaupal Saga "
Threats
Online Shopping
Increase in Competitors
Change in Economic Policies


CONCLUSION
Customers convenience for shopping. Items from food to clothing,
grocery to electronics are available under one roof.

Better environment and improved customer service.

Compitive price with seasonal discount various gift scheme.

Various options to the customer for choosing brand and variety.

Ample scope of promoting sales and enhance brand image.

Availability of parking space for their car.

Scope of employment at local area for various segment.