1. Mall Management

2. Learning Objectives
Understanding the need and significance of managing a mall
Describing the concept of Mall Management
Explaining the various components of Mall Management
Understanding the issues related to the mall management in the Indian context
Elaborating the present status of Mall Management in India

3. Mall Management Defined
Mall management is defined as an overall operation and maintenance of the entire building infrastructure, including the services and utilities, ensuring that they are used in a way that are consistent with the purpose for which it was acquired. Mall management encompasses operations, facilities management, security, accounts, common area maintenance, marketing, leasing and all the other functions even remotely related to a mall.

4. Components of Mall Management
Positioning
Zoning
Promotions and Marketing
Facility Management
Financing

5. Implementing Positioning Strategy
Step 1
Step 2
Step 3
Step 4
Identifying Possible Competitive Advantages
(Competitive Differentiation)
Selecting the Right Competitive Advantage
Unique Selling Proposition (USP)
Support the positioning strategy with a unique marketing mix
(Implementation)
Communicating and Delivering the Chosen Position
(Communication)

6. Process of Creating Favorable Relative Position
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7
Identification of target market
Determination of needs, wants, preferences and benefits desired
Examination of competitors’ characteristics and positioning
Comparison of product offerings with competitors
Identification of unique position
Development of a marketing program
Continuous reassessment

7. Issues Related to Mall Management
Lack of Market Research/Feasibility
Zoning
Design issues
Fee Promotional Activities
Facility Management
Lack of facilities with regard
Parking Management
Malls a novelty in Tier-II and Tier III cities

8. Mall Management Business Model
Contract Model
Revenue sharing model
Partial revenue sharing model