01.imp Study Commercial

Research Findings for the ‘Commercial establishments’ for MAYFAIR MERIDIAN

A study by Research Team Presented by: Mrs. Ruchi Sabale

The Research Study so far: Objective: • •

To study the various commercial establishments around the close proximity of the site (within 1.5 km). Secondary level study was also done in areas like Lokhandwala, New link road, Andheri Market, Juhu etc. NAS's Comments – Primary Survey to be done for all the above mentioned areas)

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To study the existing typologies of the same.

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To filter the typologies which are not existing in the vicinity, which then can be incorporated in our project, if required.

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To suggest an ideal mix which is harmonious, aesthetic commercial mix so as generate a micro-Cosmo environment in that area to identify with.

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To work out the strategies for Direct marketing and to reach to the short listed TG.

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To get the Best Deal at a good price by being very selective with every single commercial unit and the project as a whole.

Actions taken: • Detail Commercial Inventory was conducted around the site, specifically on J.P Road, S.V Road, Ceaser Road, Bhardawadi Road and Daud Baug Lane. •

NAS's Comments – Available Options for the selected category have to be studied on the J.P / S.V Road extensively.

• Commercial establishments were recorded, segregated and tabulated - typology wise and area wise. • These categories were filtered. • Listing was done of the ‘wanted’ and the ‘rejected’ categories. •

NAS's Comments – Matrix showing the desirable categories / space/Budget etc.

Actions taken: The criteria for selection / rejection was based on • Shop’s type, • Shop’s size, • Shop’s infrastructure requirement, • Shop’s customer type, • Shop’s parking requirement, • Shop’s aesthetic appeal, • Shop’s maintenance, • Shop’s harmonic balance with other establishments and primary residential spaces, • Shop’s presence in the area and its up gradation in the future context, • Shop’s Glamour and attraction, • Shop’s micro-environment spread, • Vision of a lifestyle complex etc. •

NAS's Comments – User Requirement to be worked out in detail.

Actions taken: • Permutation / combinations were worked out so as to come out with a ideal mix of the commercial / office space. • An Exhaustive listing of the various brands related to Clothes, Jewellery, Shoes, Bags, Beauty, Kids Wear, Accessories Toys, Cosmetics, Bathing, Optical, Perfumes, Gift Shops, Furniture, Crockery, Home Décor, Books, Bakery, Restaurants, Fast Food Joints and many more were made.

Actions taken: • The address / contact numbers/ corporate office numbers have been procured and are in the process of completion. • Marketing Strategy is then listed so as to reach to the right kind of a group in various ways. •

NAS's Comments – Comparison of the commercial rates to be done in the vicinity areas, in and around the site.

Actions taken: • A brainstorm exercise is then required to be selective about the commercial mix which the company wants so as to have a right kind of - rate, aesthetic appeal, type, size and as a whole enhance the complete look of the 14 storey façade which would be a landmark in that area.

Survey Areas Areas around the Ceaser Road were surveyed and a detail commercial set was mapped.

LOKHANDWALA

AROUND MAYFAIR MERIDIAN

New Link road, Lokhandwala Circle, Stretch along the J.P Road till Yari road and Versova, Andheri Market area were also taken into account. Primary and secondary data was then collated and tabulated for further analysis.

ANDHERI

Commercial Establishments around MM Commercial establishments were broadly classified into: •Community Centers •Construction Related •Convenient Shopping •Eateries •Ensemble •Finance & Banking •Miscellaneous •Public Utility

MAYFAIR MERIDIAN

Construction Related Construction Materials Furniture & Furnishings Real Estate Agents Interior Decorators

MAYFAIR MERIDIAN

Glass shops Tile & Marble Shops Hardware Shops Paints& Finishes Sanitary Ware Plumbers, Contractors etc.

Some of these shops have a aesthetic appeal but many of them are very crude in nature, which form a part of the rejected list.

Ensemble Garments Shoes Jewelry

MAYFAIR MERIDIAN

Perfumes Tailors Spectacles/Glasses Bags

These type of shops are mainly on the junction of J.P Road and S.V Road just outside the Andheri Station.

Convenient Shopping Grocery/General Veg/Fruit Stalls Dairy

MAYFAIR MERIDIAN

PoultryBakery Chemist Laundry/Dry Cleaners Oil/Floor Mills, Etc.

These are evenly spread in and our the project, especially near the residential premises in Amboli, Daud baug Lane, J.P Rd etc.

Eateries Restaurant Tea Stalls/Snacks

MAYFAIR MERIDIAN

Wine Shop Pan Shop Cake Shop Sweet Mart

There are a few bakery shops and Chinese restaurants on the Ceaser road

Miscellaneous Gift Shop/Flouriest Electrical/Electronics Repairing Shops Storages Gymnasium Stationary/Books Computer/Peripherals Internet Café, Etc.

MAYFAIR MERIDIAN

Finance & Banking Investment Banks ATM’s

MAYFAIR MERIDIAN

There is only ICICI ATM and CitiFinancial banks which are in the closest proximity to the site. Other banks like SBI, Standard Charted, IDBI, HDFC, Atm’s are not available in the close vicinity (2 km)

Community Centers •Church •Temple •Community Hall •Schools •Gardens •Hostels •Cinemas

MAYFAIR MERIDIAN

Public Utility •PCO/STD •Clinic •Hospitals •Pathology Laboratory

MAYFAIR MERIDIAN

Observations • S.V. Road mainly dominated by construction related commercial area • J.P. Road consist of mainly garment & jewelry shops • Caesar Road shows a mix of small various unauthorised commercial settlements from a pan shop, a bank, a chinese restaurant, an automobile repair shop, a monginese outlet, mutton shop, fourists shop to a medium size Citifinancial Office. No large office/commercial spaces exists on this road. – NAS's Comments – Mr Wilfred to act as a Consultant in suggesting the best commercial mix for the area, as he owns the citifinancial office space and inspirations (Flower Shop), which give a pleasant feel to the area, as a whole

•Not much commercial activity is seen on the two cross roads of Bhardawadi and Daud Baug Lane except for small tea-shops at the junction with a daily needs shop for the surrounding residential area, behind our site.

The ‘rejected’ typologies CRUDE SHOPS • Hard ware (has no aesthetic appeal / except computer) • Auto-parts / spare parts (gives a unclean front area) • Liquor (invites social evils) • Carpentry unit (involves noise pollution) • Mutton shops (creates bad odour in the surrounding) • General stores (‘kirana’ Bhandhar) • Milk / dairy shops (involves unclean area, loading unloading of milk, flies and other maintenance issues) • Travels and Tours (which demand VOLVO park spaces) • Pathology Labs (involves disposal of hospital waste, which may create unhygienic environment) • ………and many more in the related categories.

The ‘rejected’ typologies • Also large showrooms like automobile service centres / super markets / large restaurants could be a difficult proposition as it would require to accommodate the following: • Large number of influx of people • Their waiting areas • Large Storage area • Large parking spaces • Spacious frontage for clear vision • Estimated Vehicular Traffic movement in the future – ROW. • Easy Accessibility for the user (wide entry/exit points)

The ‘selected’ typologies • • • • • • • • • • • • • • • • • • • • • • •

Mini – super markets Coffee Shop (CCD, Barista) Banks (Branches & ATM’s) Boutiques Lakme/loreal beauty Salons Travel – tours (Booking Office) Bakery Shops PhototShops (Quick Snaps – Kodak, Connon etc) Opticals Branded Garment / Apparel Showrooms – (men’s, womens, kids) Eating outlets (Mc Donald's, Pizza Hut, Good Restaurants) Internet Shop (Reliance Web World) Sleek Furniture Showrooms (SPA..) Music Shop (Planet M) Gift Shops Antique shops The Artists Outlet Stationary Shops Mobile / nokia Electronic shops Watch Showrooms (Titan, Timex) Recording Studios, Editing Studios Training Institues (IMS , CAREER …….and about 500 plus branded shops of the above mentioned and more. (an exhaustive list already exists in the database)

Primary / Secondary Brands Apparel - Men's Austin Reed

Fried Water

Inde Pret

VIP

Life

Trylo

Gypsy Woman

Van Heusen

Mufti

Balance

Just Natural

Tangle

Chic

Monte Carlo

Arrow

Tuscan Verve

Rocky S Jeans

Vogner

Upper Class

Jockey

Pringle

Louis Philippe

Weekender

Nike

Consul

Vibe

Sweet Dreams

Madame

Indigo Nation

Tantra

Reebok

Buddy Davis

Kraus

Sleep Ins

Scullers

Spykar

Adidas

Durango

Biba

Romantique

Stop

Zodiac

Lee

Red Tape

Monte Carlo

Ishvarah

Silky

Little Kangaroo

Excalibur

Wrangler

Florsheim

Women's

Indifeel

Stop

Disney Babies

Allen Solly

Jealous

Franco Leone

Stop

Urban Trio

Maybelle

Kids' Studio

Black Berry's

Pepe

ID

Eliza Donatein

Affairs

Praful

Winnie the Pooh

Shapes

Levis

Allen Cooper

Expozay

Rang

Garden

Zero

Easies

Lee Cooper

Transit

Black Berry's

Kashish

Hakoba

Value M

Park Avenue

Killer

Ganuchi

Allen Solly

Haute Curry

Modern Silk house

Frills and Flowers

VF

Kashish

Caterpillar

Free Look

Sanaa

Gianey

Shruti Sharma

Stop

Rod

Marco Ricci

And

Raviver

Tangle

Ruff

Satya Paul

gatha

Portland

Wills Sport

Rocky S Jeans

Class Apart

Weekender

Givo

Galaxy

Picasso

Weekender

Triumph

Madam

Gini & Jony

Theme

Libas

TSF

Union Bay

Enamor

Catwalk

Lee Youth

Giovani

AS

Bonjour

One

Vanity Fair

Rage

Free Look

Life

Priyadarshini Rao

Jockey

Indian Earth

Lovable

Creative Line

Pepe

Kids

Primary / Secondary Brands Apparel - Women's Stop

Urban Trio

Maybelle

Eliza Donatein

Affairs

Praful

Expozay

Rang

Garden

Black Berry's

Kashish

Hakoba

Allen Solly

Haute Curry

Modern Silk house

Free Look

Sanaa

And

Apparel - Kids

Accessories Magppie

Stop

Weekender

Little Kangaroo

Barbie

Disney Babies

Bunny Kids

Kids' Studio

Kitten

Stop

Gianey

Winnie the Pooh

Madigrass

Servewell

Raviver

Tangle

Zero

Ruff

Swayam

Wills Sport

Rocky S Jeans

Class Apart

Value M

Gini & Jony

Weekender

Triumph

Madam

Union Bay

Enamor

Catwalk

One

Vanity Fair

Rage

Indian Earth

Lovable

Creative Line

Life

Trylo

Gypsy Woman

Tangle

Chic

Monte Carlo

Upper Class

Jockey

Pringle

Vibe

Sweet Dreams

Madame

Kraus

Sleep Ins

Silky

Biba

Romantique

Stop

Ishvarah

Indifeel

Corelle Tefal Borosil

Optima Morphy Richards

Frills and Flowers

Lee Youth

Siemens

Shruti Sharma

Free Look

Inalsa

Primary / Secondary Brands Leather

Fragrances

Sunglasses

Home Decor

Jewellery

La Salle

Chevignon

Rayban

Linen

Carbon

Case Logic

Christian Dior

Killerloop

Yamini

Gili

Samsonite

ST Dupont

Benetton

Spaces

Popley

Successories

Escada

Scott

Portico

Sparkles

Finesse

azzaro

Fastrack

Stop

Adora

Sire

Burberry

Polaroid

Bedcovers

Pace

Nova

Lanvin

Oakley

Yamini

Cygnus

Bulchee

Jilsander

Sniper

Spaces

Oyzterbay

Eqqus

Davidoff

Provogue

Portico

Swaroski

Van Heusen

Nina Ricci

Edge

Stop

Nirvana

Allen Solly

Yves Saint Lauren

Fastrack

Swayam

Platinum

Hidesign

Shiseido

Calvin klein

Spread

Nakshatra

Writing Instruments

Christian Lacroix

Nike

Sheets

Life

Sheaffer

Aigner

Poloclub

Aigner

Stop

Senator

Boucheron

Polosport

Yamini

Kashish

Parker

Calvin Klein

Armani

Spaces

Veda

Cross

D&G

Dolce & Gabbana

Portico

Tribal Zone

Primary / Secondary Brands Contd…. Toys

Fragrances

Sunglasses

Sheets

Jewellery

Magicwell's Disney Characters

Bvlgari

Fendi

Stop

Sanskruti

Kids' Studio

Kenzo

Versace

Swayam

Estelle

Munchkin

Ice berg

Guess

Cushions & Pillows

Kims

Mustang (socks)

Loewe

Gant

Yamini

Savvy

Magicwell

Clarins

Markecko

Spaces

zaveri Pearls

Munchkin

Halston

Celine

Portico

Dimant

Mattel

Ferrari

Versus

Stop

Citron

TY Asia

Elizabeth Arden

Idee

Swayam

Infinity

Mahindra

Balenciaga

Police

Curtains

Thewa

Aqua

Elizabeth taylor

Polaroid

Yamini

Bath

Mattel

Jennifer Lopez

Books

Spaces

Spaces

Premsons

Elizabeth Taylor

Crossword

Portico

Portico

Mattel

Harmony

Western

Swayam

Aigner

Funskool

Accessories

Magppie

Borosil

Swayam

Mitashi

Siemens

Corelle

Stop

Optima

Silverlit

Inalsa

Tefal

Servewell

Morphy Richards

Primary / Secondary Brands The Names, Address and the phone numbers of most of the existing brands/ shops and their respective offices have been procured and they can be approached with a set strategy and offer. Here is an opportunity for us to be selective about the ideal Commercial mix and we can they go ahead after finalising from our ‘SELECTED’ listing. To view the above mention details click below:

Commercial Establishments - Primary, Secondary & Tertiary

Basement layout

Ground Floor Layout - 1

Ground Floor Layout - 2

First Floor Layout

How to Approach the selected TG for Commercial? • • • • • • • • •

Displaying of the EOI add Pre-requsites for the EOI add: Matter for the EOI add Setting up of the call centre Training the team Basic FAQ’s Script reading and Mock Drill of the Team Questionnaire Format of the enquiry forms to be filled Mandatory Details – name, address, contact No, Intention of Use Shop requirement – size, typology, infrastructure requirement (water points, toilet provisions, wash basin, pantry etc), specific requirements (if any), Budget, Flashing an EOI add will do the following things: - It will generate enquiries from a larger area - it will give a fair idea of the area, typology and spread of the commercial establishment - It will give a picture of the buying capacity in the retail market - Market Demand vis-s-vis our criterion for the selected categories. - Customization options can then be worked out by our team to have a ‘ideal mix’ - Final permutations and combination can then be worked out as per our set categories for all the shops on the Ground floor as well as the office spaces on the first floor.

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NAS's Comments – A very Good Brochure to be worked out by MMA and team so as to get the desired/ attractive TG along with the best rate on to the site. This to be done with a future perspective in mind.

How to Approach the selected TG for Commercial? •

Through Brokers One - to -one interaction with the few selected Brokers who offer a fair deal w.r.t price, typology of shop Brokerage and other crucial factors

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Through Direct Marketing Reaching out to the selected profile with brochure/ and offering, with prior appointment with the concerned person from their corporate office. (Detailing/presentation to be prepared to offer customization options through various designs).

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NAS's Comments –RS and Team to find the strategies which the other developers are using to attract the commercial / retail segment to fetch the best price.

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RS and Team to find the Lease/ outright/ franchisee options and the cooresponding realted rates with the action plan

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Through Strong Public Relations

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Through short listing from the commercial Inquiries which have come through walk - inns We would then inherently shape the complete façade of the 14 storey tower and a life style complex which would be true in every way !

When to Approach Them? • • • • • • • • • •

Now – U/C? ( Through Brokers , through the Commercial Walkinns, through Print Media - advertisment) In one weeks time – U/C? (after the clearences on various design issues are done) In one months time – U/C? In 6 week’s Time ? (after the probable rise in the rates for commercial spaces) After 50% of the residential sale is over? (Why?) After the basement is over? (Why) After the First floor Slab is over? (Why) After Monsoon? (As it would be an auspicious time for the Buyers) After the 100% residential sale is over? (why?) After the Complete Construction is over? (Rates would be very high then?)

• Ideally, after the Ground Floor is Completed. • But if now, then after the Call centre is completely set up and in use / tried and tested.

Pre-requisites for the selected categories • • • •

Web World (Reliance) Restaurants Beauty Salon (Lakme / Loreal) General Store

Web World (Relience) • • • • • • • •

V-Sat Link (Satellite Connectivity) / Optic Fibre Cable Networking (U/C) Transformer Set-up Generator Back-up 3-Phase Connection Toilet / Pantry / Washbasin Laying of optic Fibre Multiple Electric Points

Restaurants • • • • • • • • • •

Cooking Area Chimney/Smoke Outlets Wet Area - Washing Area, Toilets, wash rooms, Pantry Additional Water points in Kitchen Area Service Ducts Drainage /Sewage Pipes Refuse chutes / Refuse Disposal area Storage for Granary Fire Proof Arrangements Parking requirement

Beauty Salon • • • • • • • • • • •

Water points Electric points Bathroom Toilets Pantry Electrification – additions points for specific usage Drainage outlets Parking for the owners Parking for the clients Waiting Area Arrangements for partitions / temporary / permanent

General Store • • • • • • •

Large Storage Space Large Display Space Stock Loading / unloading areas Parking space for the customers Clear Frontage and visibility Accessibility Toilets / pantry

The possible options for Commercial Set up • Homogenous Mix with minimum number of users • Homogeneous mix with maximum number of users • Heterogeneous mix with minimum number of users • Heterogeneous mix with maximum number of users

IDEAL MIX - 1

• Homogenous Mix with minimum number of users

Residential Units

Bank’s Branch Office

Electronic Showrooms (Watches, Mobile etc)

Consumer Durables Showroom (Vijay Sales, Glamour, Better Home) / Automobile (2 – 4 wheeler showrooms)

Commercial Units

IDEAL MIX-2 • Homogeneous mix with maximum number of users

Residential Units

ATM

Bank’s Branch OfficeBank 1 Branch Office 2

Office Home Investmen Loans Investmen t Office 1Courier Services t Office 1

Medical Shops Cassette Shop/Musi c Store

Commercial Units

Cyber Cafe

Opticals

Editing Studios

Recording Electronic Shop/Gift Shop / Stationary Studios

IDEAL MIX-3 • Heterogeneous mix with minimum number of users

Residential Units

Bank’s Branch Office

Furniture Showroom

Garment s/ Apparel Shops/Fa b India

Commercial Units

Restaurants / CCD/ Barista/

IDEAL MIX -4

• Heterogeneous mix with maximum number of users

Residential Units

Travels & Tours

Resturaunt 1

Boutique Courier Mini Super Fast Food Services Market

ATM

Lifestyle Store Store Shoe Shop

Commercial Units

Cyber Cafe

Café Bakery Coffee

Recording Electronic Shop/Gift Shop / Stationary Studios

Conclusions • A brainstorm exercise is NOW required to be selective about the commercial mix which the company wants so as to have a right kind of - rate, aesthetic appeal, type, size and as a whole enhance the complete look of the 14 storey façade which would be a landmark in that area.

SUGGESTIONS from the forum NAS

KKK

ASH

JK

JG

DC/PS/ KB OTHERS

THANK YOU