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About Calicut www.beyondsquarefeet.com 1 About Calicut www.beyondsquarefeet.com 2 About Calicut City: Calicut, third largest city in Kerala. Appx. 400 kms from capital Thiruvananthapuram. The city spans across an area of 28.48 km2. Population: 436,556 (2001 Census) Sex Ratio: 1055 females :1000 male. Literacy Rates: 92.24% Calicut International Airport (Karipur) is located 23 km from the city Kozhikode railway station about 16 kms. from the city. Well connected by road and Kerala State Road Transport corporation. www.beyondsquarefeet.com 3 Location in Calicut for proposed concept Big Bazaar Focus Mall Cherootty Road Banana Chips Most shopping options are situated on Mavoor Road. www.beyondsquarefeet.com 4 Infrastructure & Facilities in Calicut 20 38 24 32 - 12 Hotels Hospitals Banks Educational Places of Cinemas Institutions Worship Prominent Prominent Schools & Hotels Prominent Hospitals Colleges Several including Hotels Cinemas including along with Temples, •Taj Banks Including •Malabar the Churches & Residency •Bank of •Blue Institute of country’s Mosques •Fortune India Diamond Medical most that are Hotel •Canara •Regal Sciences & prestigious major •Hotel Bank •Davison other Institutes tourist Hyson •Union Bank •Crown speciality •NIT destinations Heritage of India hospitals •IIM 5 Key Tourist Attractions Kappad Beach Pazhassi Raja Museum Thusharagiri Waterfalls Tali Temple Kadalundi Bird Sanctuary Beypore Port www.beyondsquarefeet.com 6 Competition Intelligence* Existing Malls in Calicut Focus Mall - 1.65 lakh sq. ft. GLA Marina Mall Space Mall (commercial + retail) – 1.3 lakh sq. ft. Blue Diamond Mega Mall – 1.25 lakh sq. ft. Dreams, The Mall/ Satra galleria – 1 lakh sq. ft. The grand high street Mall – 75,000 sq. ft. Leader Mall Coupon Mall * Source: Popular Blogs www.beyondsquarefeet.com 7 Competition Intelligence* Case Study: Focus Mall Area: 1.65 Lakh sq. ft. GLA across 6 floors Parking: 300 car parks (2 floors) Footfalls: Over 10,000 nos. /day Avg. Rentals: Rs. 45/- (On GLA) CAM: Rs. 17/- Prominent Brands Anchors: Max, Focus Hypermarket. Vanilla: F & B: Pizza Corner, Wimpey’s, Baskin Robins etc. * Source: Focus Website www.beyondsquarefeet.com 8 Research Report www.beyondsquarefeet.com 9 The Research Team Susil S. DUNGARWAL Mr. Sundara Rajan Ms. Shaheen Baig 15 member ground Research Team www.beyondsquarefeet.com 10 Approach GG Appoints BSAPL (17/11/10) Questionnaire development (05/10/10) Approval from GG (10/10/10) Data Collection (22/11/10) Data Collation (08/12/10) Analysis (13/12/10) Research Findings (15/12/10) www.beyondsquarefeet.com 11 Background of the Study Gokulam group intends to build a mixed-use complex in Calicut. The location of the project is ideal for setting up a multi use commercial/retail building. The client is open on the concept & would derive at the format/mix, based on this research. Gokulam group wished to understand the market potential of the property given the rapid changes taking place in Calicut. This report outlines the findings of the Study. www.beyondsquarefeet.com 12 Objectives of the Study To find out the feasibility/ acceptability of such a Mall To assess the potential for such a property in terms of the felt need of the target audience / market. To map the potential competition in the target area. To determine the different price points at which the respondents are willing to shift. To understand the ideal mix of shopping, offices, banquets and hotel. www.beyondsquarefeet.com 13 Research Methodology Overall Approach: Face-to-face interviews with the customers using a structured questionnaire. Face-to-face interviews with the retailers using a structured questionnaire. Face-to-face interviews with the corporate using a structured questionnaire. Mystery buyer approach with Real Estate Agents Mapping of all major commercial office spaces in 1 km radius of the location in Calicut Target Respondents: Consumers Corporate Retail Hotel Agent Those who belong Covering IT, financial Covering apparel, Banquet in charge/ Agents who deal in to SEC A1, A2, B1, B2 services, Banking, shoes, food, Decision Maker commercial Insurance etc jewellery categories properties www.beyondsquarefeet.com 14 Sample Size Distribution Type of Respondents Achieved Sample Size Consumers 250 Retailers 25 Corporate 11 Real Estate Agents 5 Hotels 8 Total 299 www.beyondsquarefeet.com 15 Respondent List - Retailers Sr Retailer Responden Sr Retailer Respondent No. Name t Name Designation No. Name Name Designation 3G Mobile 13 Thomas Cook Dhanesh Manager 1 World Aneesh Manager 14 Galaxy Alavi In charge PM Sales & 15 Lifestyle Irshad Manager 2 Service Valsalam Manager Leethu 3 Wrangler Arun Manager 16 CADD Centre Prabhakar Manager 4 KG Mart Babu Owner Asst. Nokia Branch 5 Priority Sunil Kumar Owner 17 UAE Exchange Riju Head 6 White Salt Saleemka Manager 18 Park Avenue Sumith Manager 7 Live-in Safeed Manager 19 Reebok Denny Manager 8 Levi Manoj Manager 20 Silky Boutique Fahad Manager 9 Bata India Sumesh Manager 21 Woodland Biju Manager 10 Hi Lite Akhilesh Manager 22 CollorPlus Shiju Manager K. D. 23 Reebok Shop Denny Manager 11 Hardware Smith Manager 24 Titan Eye Mahesh Manager 12 Basics Manoj Manager Woodland 25 Footwear Biju Manager www.beyondsquarefeet.com 16 Respondent List - Hotel Sr No Hotel Name Respondent Name Designation 1 Kovilakom Residense Rajesh Admin Manager 2 Gateway Hotel Rajiv Banquet In charge 3 Malabar Palace Suji Radhakrishnan Manager-Operations 4 Hyson Heritage Rajesh 5 Westway P. Bijoy Manager 6 Kadavu Resort Pradeep A.R. Asst. Manager 7 Hotel Maharani Sukumaran N. Manager 8 Malabar Gate Hotel Prakash Nair Manager www.beyondsquarefeet.com 17 Detailed Analysis – Consumers Consumers www.beyondsquarefeet.com 18 Shopping Places Generally visited 60 55 50 40 30 24 22 21 20 12 9 10 8 8 0 S.M.Street Big Bazar Focus Mall Cherootty More Koyencco Palayam Nadakkavu Road S.M. Street is the most visited shopping place….More than half the respondents generally visit S. M. Street Base: 250, Values in % Consumers www.beyondsquarefeet.com 19 Awareness about the Shopping Malls Aided Spontaneous TOM Visited 1 45 56 50 31 92 30 19 78 8 26 19 24 6 4 26 21 15 10 76 1 12 34 61 14 51 16 12 Focus Mall Big Bazar Grand Dreams The Marina mall Blue Diamond Orbit Mall Space Mall Leader Mall Highstreet Mall mall Consumers in Calicut display higher awareness for Focus Mall and Big Bazaar as compared to other malls. Awareness about Marina mall, Orbit mall and Leader mall is good, but they are not visited much. Base: 250, Values in % Consumers www.beyondsquarefeet.com 20 Malls visited so far.. 90 85 78 80 70 60 50 40 30 20 12 12 10 6 5 0 Focus Mall Big Bazaar Grand High Leader Mall Marina Orbit Mall Street Mall Respondents visit Focus mall more than any other mall by a huge margin. Base: 250, Values in % Consumers www.beyondsquarefeet.com 21 Frequency of Visit to the Malls Once in 6 months 2% Once a Once in 2-3 week months 11% 15% Once a fortnight 21% 83% consumers visit Malls at Once a month least once a 51% month. Respondents in Calicut regularly visit malls with half of them visiting once a month and 20% visiting once a fortnight. Base: 250, Values in % Consumers www.beyondsquarefeet.com 22 Time spent at the Mall 3-4 hrs 15- 30 8% min 2-3 hrs 10% 10% On average, the customer spends 1-2 hrs over 2 hrs at a 20% Mall– we need to 30-60 min find ways to 52% monetize it. More than half the respondents visit spend 30-60 min in malls. Also 1/3rd respondents spend close to 2 hours. Base: 250, Values in % Consumers www.beyondsquarefeet.com 23 Most Preferred Shopping Mall Focus mall is clearly the most preferred mall in Calicut Base: 250, Values in % Consumers www.beyondsquarefeet.com 24 Reasons for Preferring a Shopping Mall BIG BAZAAR FOCUS MALL Respondents want quality products available at one place. The main focus is on the layout of the Mall and the range of products available. Base: 126, Values in % Consumers www.beyondsquarefeet.com 25 Product Categories visited in most preferred Mall Name of Mall Product Focus Mall Big Bazaar category Base 118 126 Apparel 75 48 Shoes/Foot wear 20 14 Fancy Items/ Impulse 14 11 Jewellery /Ornaments 9 10 Bag & Luggage 7 8 Grocery items 5 14 Food items/Eatables 5 14 Clothes (Apparel) is the most visited category. Clearly shows that more focus should be on apparel category. Values in % Consumers www.beyondsquarefeet.com 26 Product Categories preferred to buy Name of Product Mall Focus Mall Big Bazaar category Base 118 126 Apparel 57 37 Shoes/Foot wear 14 8 Fancy Items/Impulse 12 6 Jewellery /Ornaments 7 9 Food items/Eatables 6 14 Grocery items 3 10 Bag & Luggage 3 5 Perfume 3 5 Kitchen items/Crockery 2 6 A wide range of apparel should be made available to people who’ll visit the mall as respondents spend mostly on Clothes. Values in % Consumers www.beyondsquarefeet.com 27 Liked aspects about Most Preferred Mall Name of Liked Mall Focus Mall Big Bazaar Aspects Base 118 126 Quality/ Branded Product 18 18 Wide choice 13 14 Everything at one place 12 10 Well Designed 9 17 Well Organised 9 6 High Standard maintained 8 9 Centralised A.c. 8 4 Good Looking 6 6 Escalotor Systems 6 2 Low Price 5 8 Convenient 5 4 Ambience 5 2 Layout of the mall, Wide range and the convenience of getting everything at one place are liked by respondents. Values in % Consumers www.beyondsquarefeet.com 28 Disliked aspects about Most Preferred Mall Name of Mall Focus Mall Big Bazaar Disliked Aspects Base 118 126 High price 20 17 Nothing 16 23 Insufficient Parking 14 12 Congested elevator/space 14 14 Arrangement Is Not Good 9 17 No Stairs 8 1 Nothing much apart from high price and insufficient parking space.
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