Forum

Mall

Made By: Swapnil Srivastav (34) IGTC-2008-10

Introduction Close your eyes for a moment and imagine a shopaholic's paradise - a shopper's dream - 650,000 sq.ft. of futuristically designed shopping space, offering a multibrand bonanza with top global levels, wooing and attracting the shopper... open your eyes and you have The Forum, one of the largest shopping malls in the country, developed and brought to Bangalore by Prestige. The Forum is a place one can go to for almost anything one wants to buy. The mall has everything from shoes to exercise equipment, from home furnishings to electronic goods, from books to video games! Established in 2004, it was one of the first full fledged shopping malls of Bangalore. The Forum is also home to an 11 screen multiplex, PVR Cinemas, one of India's largest. The Mall is popular among the youth in Bangalore and an attraction to those coming to Bangalore. The shopping mall houses 625,000 sq ft (58,100 m2) of shops over four levels.[1] The mall has everything from shoes to exercise equipment. A major attraction at the mall is the multiplex, PVR, which houses 11 screens. As one of the biggest multiplex in India, it features the latest Hollywood, Bollywood and regional movies. The food court is called The Transit Lounge and is designed like an airport Transit Lounge. One can indulge one's taste buds at Transit, KFC, Pizza Hut or the forever crowded Mc Donald's the first one in Southern India. The Forum is located in the part of Bangalore with the heaviest concentration of large multinational corporations such as: Robert Bosch, Oracle Corporation, Accenture Services Pvt Ltd and Hewlett Packard present in the vicinity. There are shops ranging from small grocery/variety stores to a Bose store and an Apple Store. It has stores of many major brands of clothes and apparels including Nike, Adidas, Rbk, Puma, Fila/Proline, Van Heusen, Arrow, Westside and Swarovski. McDonald's opened their first outlet in Bangalore at the Forum.

Location The Forum is located in one of the heaviest concentrations of large foreign corporations with offices of Robert Bosch, Oracle Corporation and HP present in the vicinity. Forum Bangalore has done its homework very well. It has checked all the criterias which increase foot falls and as well retain them. On weekends Forum Mall almost resembles like a mini Mela. After buying food often you will have to criss cross the food court for sometime before you can locate an empty table. It is this sea of crowd that often stops me from visiting forum Mall. But this is a bonnanza situation, any promoter of a mall would like to see. PVR cinema is a multiplex on the 3rd floor of mall featuring 11 screens. They play english, hindi and probaly all south Indian movies. Movies are a big crowd puller and add a large chunk of foot falls to any mall. PVR Cinema and Forum Mall has complemented each other very well. Here one can expect most of the shopping needs (no vegitables though) under one roof along with large choice of food. Features: 350,000 Sq.ft. of people spread

Staff comfort zones

300,000 Sq.ft. of parking

Over 800 car parks

Dual Entrance

Intelligent Parking System

Shoppertainment - Ground + 4 Floors

Facilities Management System

Parking: Basement, Surface + multilevel parking

Floor to ceiling height of 3.9 m

Each parking level has direct access to respective floors.

Flat slab construction

Premium Finishes

Information Kiosks

Centrally Air-conditioned

Tele-connectivity

100% generator backup

Specific parking for autos and tour buses

Wide walk ways

Piped music

Valet parking

Round the clock security

Visitor comfort zones on each floor

Efficient freight handling

State of the art vertical transportation

Managed indoor air quality

Uniform visibility

Brands Available: ATM: Footwear: Department Store: Sports Wear: Handicrafts: Currency Exchange: Stationery Store: Liquor Store: Furniture: Beauty Parlour: Computer & Software dealers: Bar & Pub: Fancy & Gift shop: Jewellery: Home and Decor: Garments:

Florist: Bakery: Audio & Video Shop: Coffee Shop: Supermarket: Movie Theatre: Photography Videography: Textile: Luggage: Restaurant:

Cellphone Showroom: Travel Agent: Sweet Shop: Gym Equipment: Watches: Audio Visual Equipment: Cosmetics: Book Store:

HSBC Bank - ATM Ffarna Shoes , Metro Shoes , Mochi Westside Adidas , Reebok Store , Nike Showroom Green Hills Euro Change India Private Limited William Penn Classic Group Featherlite Collection , Milano Home Affinity International , Body Craft Imagine Store , Quality First , Caddons Computer Services Private Limite... , Ample Technology Private Limited Firangi Paani Archies Gallery , Nik Nish , The Gift Gallery , The Gift Kiosk Carbon Maspar Designs For Living Arrow Exclusive Stores , Be: , Levi's , Jockey , Lee Showroom , Mustard Clothing Company , Peter England , Soch , The Planet Fashion , The SF Jeans Company , The Wrangler Store , Tommy Hilfiger , United Colors Of Benetton , Zodiac Clothing , Scullers Club Store , Isis , Pepe Clothing Private Limited , Provogue Studio , Proline Ali N Arts Cookie Man The Bose Store Cafe Coffee Day , Kalmane Coffee Shop More PVR Cinemas & Whizz Khadder , Raymonds Witco KFC , Panda House Restaurant , Paramount Restaurant , Pizza Corner , Pizza Hut , Sahib Sindh Sultan , Seafood Bay , Rajdhani Restaurant , Mc Donald's , Subway , Transit Lounge PDA Cafe , Sangeetha Deccan Dreams Sweet World Afton Health & Fitness Equipment Ethos , World Of Titan Sonodyne Health & Glow , Lush Landmark , Land Mark Limited

Game Centre: Amoeba Ice cream Shop: Baskin Robbins , Ilvero , Orchard Fresh Childrens Clothing: Weekender Kids It takes credit for being the first shopping arcade to bring the well-known brand of Tommy Hilfiger to South India. Apple and Landmark have also chosen this mall to showcase their products. As far as the food goes, KFC, McDonalds, Cafe Coffee Day and Pizza Hut cater to the hungry crowd. You could also take your pick from the specialty restaurant Sahib Sind Sultan, the pub Firangi Pani and the food court at Transit Lounge. If all these aren't enough, do explore the top floor which houses the PVR Multiplex, a theatre with eleven screens, incredible sound system and plush seating that screens latest flicks. Contemporary, sleek and clean, with an area of around 650,000 lakh sq ft and a parking space that comfortably accommodates up to 800 cars, Forum is definitely one of the best-planned-out malls in the city. The mall is wi-fi enabled, so you can just sit on the stairs and work. Also, if you switch on your bluetooth, you'll get messages about which showrooms have sales and offers going on. Forum mall, koramangala changed the face of shopping in b'glore. Spacious with shops, food courts, movie hall and most important multi storey parking option (the best in b'glore). Forum mall in Hosur road Koramangala is an ideal stop to shop and chill out. Restaurants, pubs, coffee shops, cinema halls, super markets all come under Forum,s umbrella. Weekends see exodus of people here. Pay and park facility is available in Forum and is quite accessible from other parts of the city.

Strategy The Forum Mall is designed in a ‘dog bone’ fashion, an anchor tenant at each end and vanilla retailers in the middle. Landmark and Westside are the anchor tenants of this mall, and the food court is positioned on the top floor to attract consumers vertically up. Forum Mall was built in 2003 and was the first mall in Bangalore City. Since then, six new malls have been constructed in the city and yet the Forum Mall continues to command the highest foot traffic, continuing to be one of the most successful malls in the city in terms of annual revenues. It is also widely believed that one of the driving factors behind the success of this mall is its zoning and superior tenant mix compared to competition. Generally, there are two types of consumers visiting malls – focused and impulse buyers. The time spent by focused buyers in malls is relatively lower compared with impulse buyers who also enjoy window shopping. There is little that retailers can do to attract focused buyers as they usually know what they require and from where. However, right tenant mix and optimum retailer placement after a diligent zoning exercise can help retailers attract both types of consumers, especially the impulse buyers. Formulating the right tenant mix based on zoning not only helps attract and retain shoppers by offering them multiple choices and satisfying multiple needs, but also facilitates the smooth movement of shoppers within the mall, avoiding clusters and bottlenecks. This

helps influence shoppers’ mall preference and frequency of visits. It also helps in building a distinct image in the minds of shoppers, which is critical considering the robust upcoming supply of malls. The selection of the right anchor tenant plays a crucial role in establishing a good tenant mix. The anchor tenant is defined as the largest occupier in a mall in terms of square feet. Vanilla retailers5 cluster around the anchor and feed off the shopping traffic it generates. The successful execution of the zoning exercise for a mall is carried forward through lease management on an ongoing basis. Forging good leases with retailers is an essential part of ensuring the presence of the right retailers in a mall. The Forum Mall in Koramangalam, Bangalore is an example of a successful mall led by good zoning and tenant-mix mall management practices.

Awards ‘The Forum Mall' pronounced the winner of ‘Most Admired Shopping Centre of the Year: Retailers Choice'. Customer experience is the central focus and shoppers have a wholesome shopping experience in every visit. The Images Shopping Centre Awards are organized each year to recognize and felicitate excellence in the fast developing business of shopping arcades in India. Mr. Neeraj Duggal, Vice President Retail, Prestige Group received the award on behalf of the company. The Forum is unique in every aspect. Right from mall design, tenant mix to the utilisation of space, all elements demonstrate attention to detail. Customer experience is the central focus and shoppers have a wholesome shopping experience in every visit.

Competitors: Gopalan Mall, the first mall on the crowded Mysore Road, is an ideal shopping destination for people commuting from Mysore to Bangalore. With the theme Namma Mall, Gopalan Mall provides all commodities at reasonable prices to consumers.

i.

With the city undergoing rapid development and urbanisation, the public is being wooed with various malls that offer complete entertainment to the entire family. The shift of focus from the central part of the city to the outskirts has become more obvious with the speedy development that is taking place in faraway places. ii.

iii.

Sigma Mall on Cunningham Road, is being positioned as a young adult’s entertainment zone. And, as if to epitomize the transformation of Bangalore from pensioner’s paradise to young people’s paradise, the erstwhile Victoria Hotel off M.G. Road has become Bangalore Central, housing a pub, entertainment areas and food courts. Bangalore Central Mall. In the place where once stood the sprawling Victoria hotel with its laidback attitude and old world charm, now stands Bangalore’s newest shopping mall - Bangalore Central - opposite Mayo Hall,

in the heart of the City. Constructed with an investment of over Rs 30 crore and occupying over 120,000 sq feet to house more than 300 brands across various categories, Bangalore Central, is all set to redefine shopping. A unique feature is that Bangalore Central is India’s first 'seamless mall’ which is aimed at making shopping easier. There are counters for every brand, but no doors or separators for stores. It’s like one huge store within the ambience of a mall. A cross between Macy’s and Target, Bangalore Central also has a floor where you can access your groceries, canned food and imported fruits. It too has a bookstore and several floors of clothes for everyone in the family. The company managing the mall promises international standards in ambience and services and is equipped with state-of-the-art infrastructure, offering the customer a variety of choices with all brands, regional and international under one roof. The six-storied mall boasts of apparel, fashion accessories, supermarket including Food Bazaar, liquor store, electronics, consumer durables, cosmetics, books and music on each floor, adding to the convenience of shopping. Eateries occupy an important place in any shopping centre. Bangalore Central has its own Food Court with restaurants, cafes and eat-outs, occupied by the likes of Cookie Man, MTR, Baskin Robins, 3 Amigos, Gangotri and Coffee Day Cafe. And the mall also boasts of a unique and first-of-its-kind in-house radio called “Radio Central”, which will have an RJ anchoring events, playing music and arranging surprises for customers. Central will also offer services like travel, cinema ticket booking, payment of bills and foreign exchange. Investment and insurance services are also on offer. On the anvil are a wedding registry and “Central Square”, especially dedicated space to host events, displays, art exhibitions and even product launches. The mall has ample parking space with two floors dedicated for parking vehicles and entry from MG Road and Magarath Road. Bangalore Central is the first of the seamless chain malls which Pantaloons intends to start in other cities as well. Hyderabad and Pune will be the next cities to have similar malls later this year. iv.

Garuda Mall on Magarath Road, opposite the Shoppers Stop. With enough space to park a thousand cars, the city's largest integrated parking complex and "shoppertainment" centre is spread over 11 floors and two basements. The Complex includes 2,30,000 sq. ft. of shopping and entertainment space on five floors, including a five-screen multiplex and a 140-room hotel. Garuda's entertainment options will include the INOX multiplex with five screens and 1,350 seats and activity centres for children. The complex will also offer shoppers a wide range of cuisines at a food court with over 20 food counters. Besides, there will be dining options in five exclusive restaurants serving Oriental, Continental, Mediterranean and Frontier cuisines.

Future Prospects: The forum is also going to come up at Kochi, Hyderabad, Mangalore and Chennai. In Hyderabad, it is coming up at Kukatpally, Hyderabad where it would be called as "The Forum Crystal Mall". The Forum Retail Park @ Whitefield, Bangalore The idea: The primary and basic concept behind the Forum Value Mall was to bring the best known factory outlets you've seen, under one roof. It will be a one-stop mall for companies that either had factory outlets in the city or are planning a move in that direction. The basic promise was “good brands, good value and good pricing” - which the label conscious, price sensitive shopper is looking for these days. In keeping with the visual profiling of The Forum Mall, we worked on a blueprint that was futuristic. With wide open interiors, a lot of breathing space, and a spacious footprint for each brand with a high-visibility store-front. The Value Mall would also have the other mall related facilities such as a food court, specialty food outlets, gaming / entertainment and well-planned traffic generators.

The value proposition: Our close working relationships with brand owners at the Forum gave us deeper insights into managing integrated retail environments. It also gave us the opportunity to analyze the investment > transaction > cashflow cycle. Based on this, our project team has worked on a model that we call “Effective Working Capital Management”. A highly rationalized project planner that validates and weighs in each investment head against the overall benefits of the “buy-in” opportunity.

At the Forum Value Mall, the model throws-up the inherent benefits of the offering lower space costs, lower maintenance costs, lower facility charges and the sales tax brackets that apply to Factory Outlet sales points.