GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

In partial fulfilment of the requirement for the award of the degree of

BACHCELOR OF BUSINESS ADMINISTRATION

Batch 2017- 2020

Project Report

On

“Understanding brand building, CSR and digital marketing under

marketing”

SUBMITTED BY: SUBMITTED TO:

Prashant Rajput Dr.Preeti singh
ROLL NO–

NEW DELHI INSTITUTE OF MANAGEMENT

61A, TUGHLAKABAD, NEW DELHI-62

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 CERTIFICATE

This is to certify that the Project titled “Understanding brand building, CSR and digital
marketing under marketing” submitted by Prashant Rajput to New Delhi Institute of
Management, Guru Gobind Singh Indraprastha University in partial fulfillment of
requirement for the award of the Bachelor of Business Administration degree is an original
piece of work carried out under my guidance and may be submitted for evaluation.
The assistance rendered during the study has been duly acknowledged.
No part of this work has been submitted for any other degree.

Place: New Delhi Faculty Guide:

Date: Dr. Preeti Singh

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 Acknowledgement

The help I received from different sources in preparation of this report. I’m very grateful to
Mrs. Geetanjali the manager of the marketing department of Select citywalk for providing
me the opportunity to undertake my summer internship programme in select pvt. limited
which is the biggest mall in Delhi indirectly have contributed in the development of this
work and who have influenced my thinking behaviour and act during the course of study.

I am deeply indebted to her for giving me time out of her busy schedule to help me gaining
and insight into the working of the market and entire marketing department. I put across my
special to all employees for their support and spending time for needed information and data
collection for making project report.

I genuinely offer my sincere regard and heartfelt gratitude towards faculty guide Dr. Preeti
Singh at every step towards the fulfilment of the project and for her continuous support and
encouragement.

____________

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Table of contents

Chapter No. Content Page no.

Introduction of the Study 7

Objective of the Study 13

Chapter 1 Review of Literature 14

Research methodology 18

Limitation of Study 21

Chapter 2 Profile of the Organisation 23

Chapter 3 Analysis and Interpretation 30

Conclusion 38
Chapter 4
Recommendation 39

Bibliography 41

Annexure 43

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Company Certificate

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6
Chapter
-1

Introdu
ction to
the

Study

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1.1) Introduction

Marketing is defined by the American Marketing Association as "the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large". The term developed from the original meaning which referred literally
to going to market with goods for sale. From a sales process engineering perspective, marketing is "a set of
processes that are interconnected and interdependent with other functions of a business aimed at achieving
customer interest and satisfaction".

- Philip Kotler defined marketing as, satisfying needs and wants through an exchange process and a decade
later defines it as a social and managerial process by which individuals and groups obtain what they want
and need through creating, offering and exchanging products of value with others.

- The Chartered Institute of Marketing defines marketing as "the management process responsible for
identifying, anticipating and satisfying customer requirements profitably". A similar concept is the value-
based marketing which states the role of marketing to contribute to increasing shareholder value. In this
context, marketing can be defined as "the management process that seeks to maximise returns to
shareholders by developing relationships with valued customers and creating a competitive advantage".

- In the past, marketing practice tended to be seen as a creative industry, which included advertising,
distribution and selling. However, because the academic study of marketing makes extensive use of social
sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is
now widely recognized as a science, allowing numerous universities to offer Master-of-Science (MSc)
programs.

- The process of marketing is that of bringing a product to market, which includes these steps: broad market
research; market targeting and market segmentation; determining distribution, pricing and promotion
strategies; developing a communications strategy; budgeting; and visioning long-term market development
goals. Many parts of the marketing process (e.g. product design, art director, brand management, advertising,
inbound marketing, copywriting etc.) involve use of the creative arts.

- The 'marketing concept' proposes that in order to complete the organizational objectives, an organization
should anticipate the needs and wants of potential consumers and satisfy them more effectively than its
competitors. This concept originated from Adam Smith's book The Wealth of Nations but would not become
widely used until nearly 200 years later. Marketing and Marketing Concepts are directly related.

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Brand Building Marketing

Brand Building is generating awareness, establishing and promoting company using strategies and tactics. In
other words, brand building is enhancing brand equity using advertising campaigns and promotional
strategies. Branding is crucial aspect of company because it is the visual voice of the company. Goal of
brand building is creating a unique image about the company.

1. The importance of brand building

Brand building can be initiated with a well thought brand identity which can help create a strong brand
image which goes a long way in consolidating the brand.

Brand Building comprises of creating value to consumers that how consumers feel, think and know about
your brand. There are three popular brands known-

• Product brand: A physical product or items or goods are a product brand. Brand building is ensuring
a good quality product is given to the customer along with good brand visibility, packaging, warranty etc.
All these cumulatively help in brand building. Example of product brands are Adidas, Rolex etc

• Service Brand: A non-tangible offering is a service brand like telecom service, ecommerce etc. In
this case, brand building is most dependent on the experience that a customer gets. Example of service
brands are McDonald’s, Starbucks etc

• Retail Brand: Retail brands are a combination of service & product i.e. products are sold through a
service offering. Hence brand building has to ensure good customer experience as well as high quality
products.

2. PROCESS OF BRAND BUILDING

There is no definite way of brand building. Brand building requires innovation, creativity, correct value
proposition, constant monitoring & ensuring good customer experience.

3. Steps involved in brand building are-

• Describe your brand: The first step of brand building is to describe the brand. This can be done through
product description, packaging, logos etc. The way a brand is defined builds the brand equity and forms the
foundation of the customer perception.

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 • Brand Differentiation & Positioning: Once a product or service is created, it is critical that the brand is
differentiated from its competition with some unique value. Also, positioning the brand correctly is an
essential element of brand building.

• Brand Promotion: Advertising & promoting the brand using TVCs, social media, print ads, online
advertising etc is one of the most important pillars of brand building as it helps in creating brand awareness.
Correct communication and effective media channels can help build a strong brand and helps increase brand
recall.

• Personalise the Brand: Brand building can be effective is a customer feels connected to it. Hence giving
a personal touch to the customer, through innovation and customization can help building a stronger
perception in the mind of the customer.

• Evaluate the Brand: It is important that a company keeps on monitoring and reviewing the performance
of its products, services and brands. Hence evaluation & review of a brand is an essential element of brand
building.

Brand building strategies should be adopted accordingly which helps in creating and differentiating brand
value and developing right impression for the company for which it truly stands. Depending on your brand
building exercises, your brand may grow, remain stagnant or recede with time. So in brand cycle there is
continuous need of bringing new strategies, events and activities that maintain the brand promise.
Consumers are co-creators of brand so there preferences and demands should be meet and strategies should
be designed by keeping consumers in mind. To create a unique and powerful brand there is need of time and
consistency. So brand Building is an integral part of business development and involves various strategies
and tactics over time.

CSR Marketing

The idea of CSR in a room full of business executives, you’re bound to get a variety of responses. Some will
reveal that they actually know very little about it, while others will go on a spiel about all of the wonderful
things their company is doing to better society. You’ll also have those who are sceptical about the return on
investment in CSR.

• By one definition, “Corporate Social Responsibility is an ethical management concept where companies
aim to integrate social, economic and environmental concerns along with the consideration of human rights
into their business operations.”
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• This definition is particularly relevant because it touches on just how far-reaching a CSR program can be.
It’s not just about partnering with an NPO or sponsoring a local charity. It’s about creating tangible change –
socially, economically, and environmentally.

• While the underlying purpose of CSR is to advance a specific cause that benefits society, don’t be fooled
into thinking that it can’t also have a positive impact on your own company. A strategically developed,
properly implemented CSR program can directly enhance a brand’s ability to create and maintain a positive
image in the consumer marketplace.

• Don’t feel bad if you have profits on your mind whenever you approach the subject of CSR – you aren’t
alone. “One of the main reasons companies engage in socially responsible behaviour is the possible financial
gain that can come from it,” management expert Timothy Creel explains. “Recent studies show that
companies engaging in socially responsible behaviour tend to show long-term financial gains and increases
in value.”

• CSR is very much a long-term play, however. Companies tend to show financial losses in the first three
years. It isn’t until 36 or 48 months down the road that benefits begin to kick in. But when they do, the
impact can be instrumental in terms of marketing and branding.

• The reason why CSR builds brand equity is largely psychological. As Creel notes, “Positive feelings are
related to social approval and self-respect. Brands that evoke positive feelings make customers feel better
about themselves.” Remember that most purchases aren’t about satisfying a need. Sure, there are instances
where customers need products to survive, but most purchases are rooted in wants. When a company is able
to tie a purchase that is otherwise seen as non-essential to something larger than the product, customers have
an easier time validating the purchase in their minds.

• Another branding-related benefit of CSR is the sense of community it creates. Creel points to how Lowe’s
donates materials and provides volunteer hours to Habitat for Humanity, which allows the company to form
connections in local communities. These connections fuel the brand’s image and result in better
connectivity.

Digital Marketing
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet,
but also including mobile phones, advertising, and any other digital medium.

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• Digital marketing channels are systems based on the internet that can create, accelerate, and transmit
product value from producer to the terminal consumer by digital networks.

• Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses
use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and
everyday life, and as people use digital devices instead of visiting physical shops, digital marketing
campaigns are becoming more prevalent and efficient.

• Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM),
content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing,
ecommerce marketing, social media marketing, social media optimization, e-mail direct marketing, Display
advertising, e–books, and optical disks and games are becoming more common in our advancing technology.

• In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile
phones (SMS and MMS), call back, and on-hold mobile ring tones. In essence, this extension to non-Internet
channels helps to differentiate digital marketing from online marketing, another catch-all term for the
marketing methods mentioned above, which strictly occur online.

1. Use in the digital era

• There are a number of ways brands can use digital marketing to benefit their marketing efforts. The use of
digital marketing in the digital era not only allows for brands to market their products and services, but also
allows for online customer support through 24/7 services to make customers feel supported and valued.

• The use of social media interaction allows brands to receive both positive and negative feedback from
their customers as well as determining what media platforms work well for them. As such, digital marketing
has become an increased advantage for brands and businesses. It is now common for consumers to post
feedback online through social media sources, blogs and websites on their experience with a product or
brand.

• It has become increasingly popular for businesses to use and encourage these conversations through their
social media channels to have direct contact with the customers and manage the feedback they receive
appropriately.

• Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since
they are not sent directly from the company and are therefore not planned. Customers are more likely to trust
other customers’ experiences.

Examples can be that social media users share food products and meal experiences highlighting certain
brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent

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Instagram user’s posted images of food-related experiences within their social networks, providing free
advertising for the products.

• It is increasingly advantageous for companies to use social media platforms to connect with their
customers and create these dialogues and discussions. The potential reach of social media is indicated by the
fact that in 2015, each month the Facebook app had more than 126 million average unique users and
YouTube had over 97 million average unique users.

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1.2) Objectives of the study

Primary objective

 To study the brand building, CSR, and digital marketing with regards to select citywalk.

Secondary objectives

 To determine how a mall works and how they compete with other malls
 To find out which means of communication plays a vital role to persuade customer.
 To determine how to build customer relation in malls
 To determine the brand building awareness in malls and their offers and advt. to attract
customers.

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1.3) Review of literature

Brand building
According to Chernatony and McDonald (1998), „A successful brand is an identifiable product, service,
person or place, augmented in such a way that the buyer or user perceives relevant, unique added values
which match their needs most closely.

According to Keller (2003a), consumer brand-knowledge can be defined in terms of the personal meaning
about a brand stored in consumer memory, that is, all descriptive and evaluative brand-related information.
Different sources and levels of knowledge such as awareness, attributes, benefits, images, thoughts, feelings,
attitudes, and experiences get linked to a brand and its understanding by the consumer. The brand, in a sense,
acts as a credible guarantee for that product or service, allowing the consumer clearly to identify and specify
products which genuinely offer added value (Murphy, 1998). Powerful brands provide long-term security
and growth, higher sustainable profits and increased asset value because they achieve competitive
differentiation, premium prices, higher sales volumes, economies of scale and reduced costs, and greater
security of demand (Temporal, 2000).

According to Kapferer (1997), we have entered a new age of brand identity, which can be viewed as
compromising six variables; physic, personality, culture, relationship, reflection and self-image. These
variables define the brand and delineate the boundaries within which it can change and develop.

Urde (1999) presents Brand Orientation as another brand building model that focuses on brands as strategic
resources. „Brand Orientation is an approach in which the processes of the organization revolve around the
creation, development and protection of brand identity in an ongoing interaction with target customers with
the aim of achieving lasting competitive advantages in the form of brands‟. Brand Orientation focuses on
developing brands in a more active and deliberate manner, starting with the brand identity as a strategic
platform. It can be said that as a consequence of this orientation the brand becomes an “unconditional
response to customer needs and wants”. This should be, however, considered carefully given that „what is
demanded by customers at any given moment is not necessarily the same as that which will strengthen the
brand as strategic resource. Following this reasoning, “the wants and needs of customers are not ignored, but
they are not allowed to unilaterally steer the development of the brand and determine its identity”.

According to Davis (2002), there is a new way of managing brands. He argues that brands along with people
are a company’s most valuable asset. “There is growing support for viewing and managing the brand as an
asset and thus having the brand drive every strategic and investment decision”. This becomes relevant given
that the top three strategic goals for brand strategy now-a-days are increasing customer loyalty
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differentiating from the competition and establishing market leadership. It is important for a company to
change its state of mind in order to adopt this perspective because „brand management has to report all the
way to the top of the organisation and has to involve every functional area‟.

CSR Marketing
The pace of increase in knowledge moves towards rapid changes. It grows more and more than the passage
of time. Therefore, a researcher has to be conscious about the changes and developments in the field of
his/her study. For this purpose, the researcher has to survey the available literature like novels, reports,
researches, books, articles, newspapers and journals in order to add knowledge in its study.

Windsor (2001), article examined the future of Corporate Social Responsibility or the relationship between
business and society in long run. The researcher tried to find out that whether the organization and society
will come closer to each other in future or not and what will be the changing phase of CSR. With the help of
history or past trend of CSR, Caroll‟s model analysis and in global context, the researcher found three
emerging alternatives of CSR i.e. conception of responsibility, global corporate citizenship, stakeholder
management practices.

Nigel Sarbutts (2003), the paper explored the way of doing CSR by small and medium sized companies. The
research depicted that a structured approach to managing corporate reputation and profit maximization of
SME‟s through CSR. The societal activities of small and medium sized companies is based on their cost is
Benefit Analysis. Small Corporation always struggle for more reputation and minimization of risk. In such a
situation, CSR comes as hope for these companies. Large companies have so many resources for
implementing CSR activities but SME‟s have less resources. It can be a barrier for them to stay in the
market. So, in that situation by imparting much information, proper utilization of resources, doing well for
businesses, SME‟s can minimize their risk and manage CSR.

Gond, Crane (2008), made an analysis on the distortion of corporate social performance concept. The
research analysed that the past researches and found some reason of emerging fall in the interest of corporate
social performance research among the scholars. The paper also suggested models on the basis of which the
researcher explained that why the CSP concept has lost its importance and development. Further, the
researcher depicted some model which the researcher can used in their research related to corporate social
performance. The paper argued that tensions and contradictions are the starting point to develop the CSP
concept. CSP has an umbrella of activities which need to measure differently in order to move the researches
from a simple concept to development.

Shah, Bhaskar (2010), has taken a case study of public sector undertaking i.e. Bharat Petroleum Corporation
Ltd. in their research work. The research has discussed that there is a broad relationship between the
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organization and society. Organization has its existence only with the society. Organization used the
resources/inputs of the society like material and human etc. In reverse, the organization provides services to
the society. From the case study of the BPCL, it was found that company has taken a lot of initiatives in
order to serve the society.

Mc William & S. Seigal (2010) provided the importance of CSR as a strategy of enhancing reputation of
companies. The study indicated that firms selling convincing goods which comes under the umbrella of CSR
activities, leads to consumer loyalty and increased revenue. Further the study also indicated the importance
of advertising for providing information to consumers about the social welfare activities of the firm. Beside
this the study also included the importance of media and T.V etc. in order to aware the consumers about
firm’s activities and increasing as well damaging the reputation. In this way the study concluded about the
reputation of firm through CSR.

Digital Marketing
Baker (2009) stated that consumers learn about brands through social media. Harridge and Quinton (2012)
estimated that consumers generated more than 500 billion impressions about products and services through
social media in 2011, approximately one-quarter of the number of impressions created through all forms of
online advertising. Those earned media impressions help people learn about products.

In a recent study, Riegner (2011) found that Facebook users are over 50% more likely to recall an ad when
their friends are featured in it. For instance, the percentage of consumers who use ratings and reviews to
inform their decisions about online purchases increased from 12% in 2009 to 57% in 2011. Consumers
increasingly consult social media as they purchase.

Kaplan and Haenlein (2010) they define social media as “a group of Internet based applications that build on
the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user
generated content.”

Sinclaire and Vogus (2011, 294) cite O’Reilly’s (2005) definition: “social media is a broad term that
describes software tools that create user generated content that can be shared.” However, there are some
basic features necessary for a website to meet the requirements as a social network website: the site must
contain user profiles, content, a method that permits users to connect with each other and post comments on
each other’s pages, and join virtual groups based on common interests such as fashion or politics.

Palmer and Lewis (2009) Social media has gained a lot of popularity over the past few years and as a result
of this popularity, other traditional Media have experienced decline in both business and popularity. They
argued that the main stream media channels have faced many challenges in recent times that have led to

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closure with TV facing down turn in their profit’s levels. Palmer and Lewis are correlating the performance
of these traditional channels to the rise of social media in marketing and brand management. As a result of
completion and tough economic environment, companies have tightened their budgets especially advertising
budgets which have shifted to online channels.

Chaffey et al. (2003) describe internet marketing as the application of the Internet and related digital
technologies to achieve marketing objectives (Chaffey et al. 2003, 1). These marketing objectives can be
realized by use of social media networks which is a subset of internet application. Social media networking
platforms serve as a tool for marketers (Qualman, 2010). This implies that Facebook, twitter etc. are means
of accomplishing marketing strategies through the internet. It is therefore imperative for marketers to find
suitable platforms to suite their marketing objectives. A good marketing objective enables marketers to
acquire new customers, while retaining the already existing ones through customer satisfaction.

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 1.4) Research methodology
There are several ways to categorize the various research methods.  The vast majority of techniques fit into
one of six categories: (1) secondary research, (2) surveys, (3) focus groups, (4) interviews, (5) observation,
or (6) experiments/field trials.

Primary Market Research Method #1 – Surveys

Primary research is sometimes called “field research” because you need to take a more direct approach to
obtaining your data, often in the “field.”

Surveys are perhaps the most widely known and utilized method when it comes to market research.  Surveys
come in a wide variety of shapes and sizes, from that little “feedback card” on the table at your favorite
restaurant to those never-ending web surveys that make you want to punch your computer.

Surveys make a lot of sense when the following conditions are true:

 You want to measure something objectively (or quantitatively).

 You have something specific to measure.  In other words, you are beyond the exploratory portion of
your research and you now want to test more specific questions.
 You have a relatively large sample to query.

 You have the resources (time and money) to conduct a survey.

Primary Market Research Method #2 – Focus Groups

Focus groups involve getting a group of people together in a room (usually physically, although technology
is making virtual, or online focus groups more feasible).  These people fit a target demographic (e.g.
“mothers under 40 with an income over $50k”, “college males who play 8 or more hours of video games a
week”, “guys with red beards under 6 feet tall,” etc.) depending on the product or service in question.
Participants are almost always compensated in some way, whether it be a money, coupons, free products,
etc.  A moderator will guide the discussion, with a goal of getting participants to discuss the topic among
themselves, bouncing thoughts off of one another in a natural group setting.  Professional focus group rooms
will have a one-way mirror on one wall, with a team of observers on the other side.  The company or group
that commissioned the study can sit-in on the meeting, along with members of the research team who can
take notes without disrupting the participants.

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Primary Market Research Method #3 – Interviews

Like focus groups, individual interviews are a qualitative market research method.  To simplify things, think
of individual interviews as focus groups with only one participant and one moderator (interviewer).  There is
a wide spectrum of interviewing formats, depending on the goal of the interview.  Interviews can be free
flowing conversations that are loosely constrained to a general topic of interest, or they might be highly
structured, with very specific questions and/or activities (e.g. projective techniques such as word association,
fill in the blank, etc.) for the subject

Like focus groups, interviews are useful for exploratory research.  Use this market research method when
you are interested in digging into a specific issue very deeply, searching for customer problems,
understanding psychological motivations and underlying perceptions, etc.

Primary Market Research Method #4 – Experiments and Field Trials

Experiments and field trials involve scientific testing, where specific variables and hypotheses can be tested.
These tests can be conducted in controlled environments or out in the field (natural settings).  This form of
market research is always quantitative in nature.  

Experiments and field trials can be a hairy topic with lots of jargon, but here’s a simple example that
demonstrates an effective online experiment: In his first presidential campaign, Obama used “A/B testing” to
optimize his campaign donation page.  Some website visitors would see one image and others (at random)
would see a different image.  The Web team was able to measure which image was resulting in more
donations, and they could quickly decide to use the more favorable image for all users.  By employing this
simple market research experiment on which website images performed better, Obama was able to maximize
contributions in a major way.

Primary Market Research Method #5 – Observation

Observational research can come in a different shapes and sizes.  In general, there are two categories: (1)
strict observation with no interaction with the subject at all, or (2) observation with some level of
intervention/interaction between the researcher and subject.  The greatest benefit of this technique is that
researchers can measure actual behavior, as opposed to user-reported behavior.  That’s a big deal, because
people will often report one thing on a survey, but behave in another way when the rubber hits the road.
Observational research is a direct reflection of “real life,” so these insights are often very reliable and useful.
For more on visual observation, these guys have a nice write-up.

There are many examples of observational research.  Here are a few:

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Usability testing – Watching a subject use a prototype device is one form of observational research.  Again,
this can be done with or without intervention.

Eye Tracking – Let’s say you have come up with a website.  You might ask people to navigate your website,
and you will use eye tracking technology to create a “heat map” of where their eyes go on the website.  This
information can be used to re-design and optimize the page elements.

Contextual  Inquiry – This is a hybrid form of research that involves interviewing subjects as the researcher
watches them work or play in their natural environment.

In-Home Observation – Watching a family member go through the morning routine in their home might turn
up useful insights into pain-points that need solving.

In-Store Observation – Simply watching shoppers in action is another form of observational research.  What
do shoppers notice? How do they go through a store? etc.

Secondary Market Research

Secondary research is simply the act of seeking out existing research and data. It is sometimes called “desk
research” because you can do it from your desk. Secondary data could be US Census data, Twitter
comments, journal articles and much more.  The best thing about secondary research is that is it often free
and it usually can be done relatively quickly.  Your job as a secondary researcher is to find existing data that
can be applied to your specific project.

t is possible that you might not be able to find secondary data that is suitable for your research needs.  If
that’s the case, you’ll need to conduct your own primary research…and that’s where we’ll find the other five
market research methods.

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1.5) Limitations

1.) The food court area is little bit small

= The food court area is small in select city walk making it a bit congested. They can increase their area
and seating arrangement so that the customers do not have to wait for the seats to become available.

2.) Clear value added services

= In select citywalk they must clear the value-added services so that the customers who are not aware of
these services can avail these.

3.) Proper signage

= In select citywalk proper signage should be placed so that customers do not have to search the shop.
This will help the customers a lot so that they can easily locate the shops without wait.

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Chapter – 2

Profile of The

Organisation

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 SELECT CITY WALK

Select CITYWALK is not merely a place to shop. It is the one-stop destination where you shop, dine, meet,
celebrate and create memories. In other words, it’s a lifestyle. Select CITYWALK is a 1.3 million sq. ft., air-
conditioned, vibrant, and upscale destination shopping centre. This is a part of an overall complex of 54
acres that comprises of three floors of office space, India’s first Six-Screen, two Gold Class and four Premier
Class PVR Cinemas, and approx. 1 lakh sq. ft. of Serviced Apartments.

Select CITYWALK also blends tradition and modernity in a seamless way with its events and celebrations.
From Diwali to Christmas, Valentine’s to Ganesh Chathurthi, every single event is meticulously planned and
well thought out. Aiming to always make for a convenient shopping trip, the many varied services ensure
that the shopper never feels the need to step out of the shopping centre for anything.

Select CITYWALK, the country’s most admired shopping centre was conceptualized by three passionate
individuals, Mr. Yog Raj Arora, Mrs. Neeraj Ghei & Mr. Arjun Sharma, whose futuristic thinking led them
to create an iconic retail landmark in the heart of the city. The board of directors, under the guidance of
Padma Shri late Mr. Inder Sharma, made Select CITYWALK one of the country’s leading shopping centres.

In the year 2003, they successfully made a bid at a DDA auction for the plot measuring 15884 sq. meters
with a landscaped plaza of 8992 sq. meters. On December 2, 2004, Mr. Inder Sharma, the Chairman of
Select Infrastructure Pvt. Ltd. (SIPL), laid the legendary Foundation Stone of the complex. For the next 3
years, the team put their heart and soul into creating their dream project. Select CITYWALK was officially
inaugurated on October 12, 2007 by the former Lt. Governor of Delhi, His Excellence, Mr. Tejinder Khanna.

Select CITYWALK is not merely a place to shop. It is the one-stop destination where you shop, dine, meet,
celebrate and create memories. In other words, it’s a lifestyle.

Select CITYWALK is a 1.3 million sq. ft., air-conditioned, vibrant, and upscale destination shopping centre.
This is a part of an overall complex of 54 acres that comprises of three floors of office space, India’s first
Six-Screen, two Gold Class and four Premier Class PVR Cinemas, and approx. 1 lakh sq. ft. of Serviced
Apartments.

Select CITYWALK also blends tradition and modernity in a seamless way with its events and celebrations.
From Diwali to Christmas, Valentine’s to Ganesh Chathurthi, every single event is meticulously planned and
well thought out. Aiming to always make for a convenient shopping trip, the many varied services ensure
that the shopper never feels the need to step out of the shopping centre for anything.

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FEATURES

The shopping center is divided into three broad zones: There are eight anchor tenants including GAP, H&M,
Muji, Croma, Pantaloons, PVR Gold Class & PVR Premiere, Zara, and Home Stop. The Shopping center
also has 180+ stores representing over 500 major Indian and international brands of clothes and apparels
including Aldo, Charles & Keith, Calvin Klein, Armani Exchange, Gant, Aeropostale (clothing), BEBE, La-
Coste, La Senza, Levi's, Mango, Forever New, Zara, Tommy Hilfiger, Massimo Dutti, Burberry and United
Colors of Benetton. In addition, there are stores by Clinique, Lancôme, L'Occitane, MAC and The Body
Shop.[3] 12,000 sq ft (1,100 m2). flagship store

for Delhi,[4] along with a 3,000 sq ft (280 m2). Tommy Hilfiger flagship store, and Calvin Klein's first
stand-alone store in India, featuring CK Jeans and CK Underwears

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EVENTS

1.SHEROS

Whether it’s breaking the boundaries or stereotypes, our women heroes are doing it all. To celebrate the
indomitable spirit of such women, Select CITYWALK in association with Fitness First brought ‘Sheros: A
talk series with women achievers’ where you got to know the inspiring story of Dutee Chand, an Indian
professional sprinter and current national champion.

2.DO THE DOODLE

On the occasion of World Doodle Day, Select CITYWALK brought ‘Do The Doodle’ to evoke your creative
flair. Persons who are 18+ and love Doodling were invited there on September 22, 2019. Delhi Doodle’s
Sadhika Gupta revealed her creative knacks from 4.30-6.00 pm, The Filmy Owl’s Angel Bedi astounded us
with her dreamlike doodling skills from 6.30-8.00 pm.

3.THE VAGINA MONOLOGUES

Select CITYWALK in association with The Laugh Store presented ‘The Vagina Monologues’, an episodic
play written by Eve Ensler which explores the deeper nuances of sexual experiences, body image and
menstrual health among several other subjects, as women perceive them. Prominent female artists like Dolly
Thakore, Mahabano Mody Kotwal, Swati Das and Mona Ambegaonkar performed the monologues on
September 28, 2019.

4.THE MOVIE FESTIVAL

Select CITYWALK brings you ‘The Movie Festival’ where you can watch your favourite movies in a
beautiful setting and enjoy to the fullest. This time, the classic cult movie – Gone With The Wind will take
over the screens which was held at The Sattvik terrace, Ground Floor on September 22, 2019.

5.KIDS DIWALI WORKSHOP

26
Select CITYWALK presented “Kids Diwali Workshop” where your kids can indulge in a pleothera of
activities including diya painting, candle calligraphy, thumb painting, dream catcher key chain making etc
on 18th to 20th October.

6. DIYA FEST

This Diwali, join us to rejoice the real spirit of festivity. Select CITYWALK presents ‘Diya Fest: All for a
cause’ from October 24th to October 26th, 12 noon – 9 pm at The Plaza, Ground Floor where you get a
chance to indulge in meaningful celebrations. Stressing on the importance of saying no to plastic, this fest is
so much more than your regular revels.

AWARDS

2008

 Best Secured Shopping Centre of the Year.

 Images Most Admired Shopping Centre of the Year.

2009

 Awards for Retail Excellence (Shopping Centre Award)

 Images Most Admired Shopping Centre of the Year(Metros)

2010

 Most Admired Shopping Centre of the Year (Metros)

 Images Most Admired Shopping Centre of the Year (Metros)

2011

 Award for Promotion of Accessibility & Universal Design for Disabled People.
 Most Admired Shopping Centre Design of the Year.
 Images Most Admired Shopping Centre of the Year

2012

 Most Admired Shopping Centre of the Year

 Jury Special Award (Shopping Centre of the Year)

27
  Customer Loyalty Program
 Retail Project of the Year – North India

2013

 Best Retail Building Design of the Year

 Best Shopping Malls – India’s Best Existing Neighbourhood
 Images Most Admired Shopping Centre of the Year Best Mall
 Shopping Centre Award – Branding and Marketing Pan Pacific

2014

 Shopping Centre of the Year

 Dream company to work for Organization with innovative HR practices
 Award for Institution Building
 Customer Loyalty Program Award
 Most Admired Shopping Mall of the Year – Socially Responsible

2015

 Smartest Retail Building in India

 Most Admired Shopping Mall of the Year Marketing & Consumer Promotions
 Mall of the Year
 Best use of other social mediums
 Images Most Admired Shopping Centre of the Year Best ROI (North)

2016

 Retail mall of the Decade

 Most Admired Shopping Centre of the Year & Management Company of the Year
 Mall of the year – National
 Best use of Social Media in Marketing
 Award for Brand Excellence
 Shopping Centre of the Year
 Best Venue for Activation, Best Festive Decor & Premium venue for the Year ( North)
 Images Most Admired Shopping Centre of the Year ROI (North)
 Images Most Admired Shopping Centre of the Year Best Sales per Sq. Ft (North)
 Images Most Admired Shopping Centre of the Year Socially Responsible (North)
 Shopping Mall of the Year ( North)

28
  CSR Initiative of the Year
 8th Birthday Campaign of the Year ( Branding & Marketing)
 Golden Brick Most Promising Image
 Bio Waste Management of the Year
 CSR Initiative of the Year
 Most Admired Shopping Centre

2017

 CSR Initiative of the Year

 Brand Excellence in Shopping Malls
 Best Festive Decor
 Best Marketing Initiative
 Images Most Admired Shopping Centre of the Year
 Most Admired Shopping Mall of the Year – Mall Management Company
 Operational Destination Shopping Mall
 Best Initiative for Segregetion of waste at source
 Most Selfies Clicked in a Day

2018

 Best Marketing Initiative ( Reborn)

 Marketing Campaign of the Year
 Images Most Admired Shopping Centre of the Year
 Sustainable Green Initiative
 Corporate Community Partnership
 Best Digital Media Campaign - #CityofSanta
 Shopping Mall of the year
 Best Marketing Campaign of the Year – 10th Anniversary
 Most Admired Shopping Mall of the Year ( Certificate of merit)

2019

 Best Company for Policies on Diversity & Inclusion

 Best Shopping Centre of the Year – North
 Campaign of the Year – Reborn
 Events & Promotions ( Successful use of CSR Activity)
 Shopping Centre of the Year
29
 CSR Initiative of the Year ( First Runner – Up)
 Best In-House Magazine
 Best Thematic Decoration Shopping Centre

30
 Chapter – 3
Analysis and
Interpretation

31
 Questionnaire

Q-1) How do you rate your experience at select City walk?

Response No. of customers Percentage Of Customer

Outstanding 20 40%
Good 15 30%
Satisfactory 8 16%
Average 5 10%
Poor 2 4%
Total 50 100%

Sales

outstanding good satisfactory average poor

Interpretation

From the above pie chart, we can conclude that 40% people have outstanding experience at select citywalk
whereas only 4% found it poor and 10% average.

Select citywalk gives most of their people an outstanding experience of the mall.

32
Q-2) How do you rate the experience of Events organised by Select Citywalk?

Response No. Of Customers Percentage of Customers

Outstanding 18 36%
Good 15 30%
Satisfactory 10 20%
Average 4 8%
Poor 3 6%
Total 50 100%

experience of events

Outstanding good satisfactory average poor

Interpretation

From the above we can conclude that most of the people likes the event at select city event with 36%
outstanding and 30% good and some people don’t like them with 8% of average and 6% of poor ranking.

33
Q-3) How do you find the Staffs behaviour at Select CityWalk?

Response No. Of Customers Percentage Of Customers

Outstanding 13 26%
Good 18 36%
Satisfactory 11 22%
Average 6 12%
Poor 2 4%
Total 50 100%

staff behaviour at select citywalk

outstanding good satisfactory average poor

Interpretation

From the above we can conclude that people are happy with staff as 36% rated staff as good and
26% as outstanding and only few of them are not satisfied as some of them have given 12% on
average and 4% poor.

34
Q-4) How do you rate mall’s ambience and cleanliness?

Response No. of Customers Percentage Of Customers

Outstanding 20 40%
Good 14 28%
Satisfactory 8 16%
Average 4 8%
Poor 4 8%
Total 50 100%

ambience and cleanliness in select citywalk

outstanding good satisfactory average poor

Interpretation

From the above we can conclude that cleanliness in select city walk is given outstanding by 40% people and
28% good, and 8% people have said poor and average.

35
Q-5) How do you rate Customers service helpdesk at Select CityWalk?

Response No. of customers Percentage of Customers

Outstanding 22 44%
Good 15 30%
Satisfactory 8 16%
Average 3 6%
Poor 2 4%
Total 50 100%

customer service helpdesk

outstanding good satisfactory average poor

Interpretation

From the pie chart we can say that service provided by select citywalk through helpdesk is given 44% and
30% outstanding and good simultaneously and only 3% and 2% voted poor and average customer service

36
Q-6) How do you rate security at Select CityWalk?

Response No. of Customers Percentage of Customers

Outstanding 30 60%
Good 9 18%
Satisfactory 5 10%
Average 4 8%
Poor 2 4%
Total 50 100%

security at select citywalk

outstanding good satisfactory average poor

Interpretation

From the above pie chart we can conclude that the security of select citywalk is quite good as we can see
most people have given outstanding rate to select citywalk and only 2% have given them poor response.

37
Q-7) How would you rate your shopping experience at Select CityWalk?

Response No. of Customers Percentage of Customers

Outstanding 16 32%
Good 25 50%
Satisfactory 5 10%
Average 2 4%
Poor 2 4%
Total

Sales

outstanding good satisfactory average poor

Interpretation

At last we can conclude that most of the people has outstanding shopping experience at select citywalk with
32% and only 2% has poor shopping experience at select citywalk.

38
 Conclusion

• Select city walk is a major shopping mall in India for today’s customers.

• It is a place where people can find many shops to buy there favourite products at very reasonable
price and the products which are very satisfying to customers.

• Being an iconic retail destination in India, Select CITYWALK is highly focused on giving back to
the community.

• select CITYWALK supports and works with numerous voluntary organizations to give back to the
society. Some of these include Navjyoti, Khoj, Autism Foundation, Multiple Sclerosis Society of
India, People for Animals, Core Cancer Foundation, Chintan, etc.

• select citywalk also organises events for all occasions and festivals and also some events which are
done for welfare of the society with the help of some voluntary organisations.

• The services offered by them to customers is also outstanding that’s why The customers are happy to
come and shop in select citywalk.

39
 Recommendation

 Select city walk can also add some more brands in their collection which will automatically make
them more famous across world.

 Select city walk can increase the food court area as it becomes very congested and seats are very less
you have to wait for the seat to get empty.

 Cleanliness and hygiene should be maintained regularly.

 Proper signage should be there so that customer can locate the products easily.

 Value added services have to be improved so that most of customers will avail those services.

40
Bibliography

41
According to Keller (2003a), “all descriptive and evaluative brand-related information. Different sources and
levels of knowledge such as awareness, attributes, benefits, images, thoughts, feelings, attitudes, and
experiences get linked to a brand and its understanding by the consumer.”

According to Temporal (2000), “the branding focus should be on adding psychological value to products,
services and companies in the form of intangible benefits – the emotional associations, beliefs, values, and
feelings that people relate to the brand.”

According to Kapferer (1997), “we have entered a new age of brand identity, which can be viewed as
compromising six variables; physic, personality, culture, relationship, reflection and self-image.”

Baker (2009) stated that consumers learn about brands through social media. Harridge and Quinton (2012)
estimated that consumers generated more than 500 billion impressions about products and services through
social media in 2011, approximately one-quarter of the number of impressions created through all forms of
online advertising.

Kaplan and Haenlein (2010) they define social media as “a group of Internet based applications that build on
the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user
generated content.”

Weinberg (2009) defined social media marketing is a new marketing strategy which almost every business is
adopting to reach their consumers on the virtual networks. If you have an idea and you want it to reach
millions, at a very little cost, then social media is the only way-out.

https://www.selectcitywalk.com/

https://www.mymarketresearchmethods.com/an-overview-of-market-research-methods/

http://indianresearchjournals.com/pdf/IJSSIR/2013/June/4.pdf

https://www.kvcc.edu/services/internship/pdf/GeneralMarketing_Intern.pdf

https://www.winmarketing.co.uk/marketing-strategy/marketing-objectives/

42
Anne
xure

43
Name- ______________ Age- ______

Questionnaire

Q-1) How do you rate your experience at select City walk?

1. Outstanding
2. Satisfactory
3. Good
4. Average
5. Poor

Q-2) How do you rate the experience of Events organised by Select Citywalk?

1. Outstanding
2. Satisfactory
3. Good
4. Average
5. Poor

Q-3) How do you find the Staffs behaviour at Select CityWalk?

1. Outstanding
2. Satisfactory
3. Good
4. Average
5. Poor

44
Q-4) How do you rate mall’s ambience and cleanliness?

1. Outstanding
2. Satisfactory
3. Good
4. Average
5. Poor

Q-5) How do you rate Customers service helpdesk at Select CityWalk?

1. Outstanding
2. Satisfactory
3. Good
4. Average
5. Poor

Q-6) How do you rate security at Select CityWalk?

1. Outstanding
2. Satisfactory
3. Good
4. Average
5. Poor

Q-7) How would you rate your shopping experience at Select CityWalk?

1. Outstanding
2. Satisfactory
3. Good
4. Average
5. Poor

45