1. Catchment Analysis of
Reliance Trends
in Chandigarh
Submitted by :-
Mehak Mehta

2. Contents
 Objectives of the Study
 Research Methodology
 City Beautiful – Chandigarh
 Elante Mall
 Educational Institutes
 Competitors :-
 Malls
 Markets
 Reaching out to Target Market
 Marketing Mix
 SWOT Analysis
 Recommendations

3. Objectives
• To know the Demographic Profile (population, literacy rate, per
capita income, etc.) of people living in tricity.
• To understand the catchment area of Elante Mall.
• To know the awareness level, purchasing power, brand loyalty,
monthly expenditure of the students studying in the colleges near
Elante Mall.
• To understand the competition of Reliance Trends :-
 Competition from nearby malls and apparel retail outlets within.
 Competition from apparel stores in the vicinity.
• To know the awareness level of people regarding Reliance Trends.

4. Research Methodology
Sample Size 200 students*
(Undergraduates- 125 and
Postgraduates- 75)
(*survey was conducted on students only)
Sampling Techniques 1. Convenience Sampling
2. Snowball Sampling
Methods of Survey 1. In-depth-interviews of students
were conducted in Institutions.
2. Observation method was used in
malls and markets.

5. City Beautiful Chandigarh

6. Administrative View

7. Aerial View
Chandigarh-Mohali-Panchkula

8. Chandigarh-The Destination
 Ranked 1st
amongst all states in country - By Human Development
Index
 Ranked 3rd
in India on the basis of Per Capita Income.
 Clean and Green city of India - Attracts lots of Foreign and
Domestic Tourists.
 Well managed city - Known for ‘Good Governance‘ and ‘Efficient
Administration’.
 Prestigious institutions : PEC , Panjab University, PGIMER, College
Of Architecture etc.
 Research Center : Institute of Microbial Technology, Central
Scientific Instruments Org. , National Institute Of Pharmaceutical
Edu. & Research , etc
 Nominated as first Indian City as
“ UNESCO World Heritage Site”.

9. Demographic Profile
Tricity

10. Demographic Profile
Chandigarh

11. Index Percentage
Consumer Price Index (Excl.Rent): 32.10
Rent Index: 6.29
Groceries Index: 33.99
Restaurants Index: 19.21
Consumer Price Plus Rent Index: 19.49
Local Purchasing Power: 60.09
Distribution Of Cost Of Living Expenses
(CHANDIGARH)
Source : http://www.numbeo.com/cost-of-living/country_result.jsp?

12. ELANTE in Chandigarh

13. Area Surrounding ELANTE
• Elante is situated in Industrial Area Phase 1 that falls in Ward No. 20 having
population of 39,381 approx.
• The other wards that are in close proximity to Elante Mall are shown in the
following table.
Ward No. Sectors Population Sex Ratio Literacy Rate Distance
17 18, 19 and 21 25,219 889 94.23 4- 5 km
North
18 27, 28 and 30 30,934 880 93.19 1 km North
19 26, 26 E, Transport Area,
Madarsi Colony
33,852 818 75.80 3-5 km
North
20 29, Industrial Area Phase I,
Phase I Sanjay Colony
39,381 790 78.65 0
21 32 and 46 29,625 902 94.91 2-3 km
West
22 31, 47, 48, Industrial Area
Phase II
29,418 925 96.31 2-3 km
South-West

14. Residential area and Malls
Catchment area Residential area Malls & Markets
Primary Catchment
( less than 2 km)
Ward No.
18
Sectors
27, 28 & 30
1. Westside
2. City Emporium
3. Centra Mall
Secondary Catchment
(within 2-5 km)
Ward No.
19
21
22
Sectors
26,26E, Trp. Area
32 &46
31,47,48, Ind.
Area Phase II
Sector 19
Tertiary Catchment
(beyond 5 km)
Ward No.
8
10
17
Sectors
37, 38 & 38(west)
41 & 42
18,19 & 21
1. Sector 22
2. Sector 17
3. DT Mall
4. Fun Republic
5. Paras Down Town

15. Educational Institutions

16. Educational Institutions

17. Name of the Institute Distance
 Indo - Swiss Training Centre, Sector 30, Chandigarh, India 1.9 km
 SD College, Chandigarh, Chandigarh, India 3.4 km
 Government College, Sector 46, Chandigarh, Chandigarh,
India
3.7 km
 Sri Guru Gobind Singh College, Sector 26, Chandigarh,
Punjab, India
4.9 km
 DAV College, Sector 10, Chandigarh, Chandigarh, India 7.5 km
 Panjab University, Sector 14, Chandigarh, Chandigarh,
India
8.5 km
 Government College for Girls, Udyan Path, Sector 11,
Chandigarh, India
8.7 km

18. 1. Not more than 10% of the students are aware of Reliance Trends.
2. Students go to malls normally to watch movie and for window shopping.
3. On an average, monthly expenditure of a student on apparels & accessories
is between Rs.1000 to Rs.1500.
4. Out of the brands they could recall, UNITED COLORS OF BENETTON and
DENIZEN are the most popular ones.
5. Students of Chandigarh prefer shopping from Sector 17 than from a mall
because they get a lot of variety over there.
6. One thing that matters a lot to students is better quality, for which they are
even ready to pay a higher price.
7. Distance matters a lot but they are ready to risk on their convenience if they
get better quality(Q3) at affordable prices(P1).
8. Students of Tricity want unique products that are not available in other
markets.

19. Competitors

22. Distance from ELANTE
Name of the Mall Distance
Paras Down Town 8 km
Fun Republic 6.2 km
Centra Mall 550 m
DT Mall 8.6 km

23. PARAS DOWN
TOWN

25. STORES in Paras Down Town
Fashion Apparel
• Levis
• Gini & Jony
• Peter England
• Black
• Levis Signature
• Benetton
• Mufti
• Harrvi
• Pepe Jeans
Foot wear Brands
• Reebok
• Adidas
• Nike
• Puma
• Joy & Peace
• Big Shoe Bazaar

26. Paras Down Town

28. Stores in Fun Republic

29. .
Some notable brands available here are..
 United Colors Of Benetton
 Hues
 Reebok
• The mall is at a stone’s throw from Elante Mall . The distance is
just 550 m.
Stores in Centra Mall

30. Markets

31. Sector-17
• The most popular shopping arcade is in Sector 17, which is also known as City
Centre.
• Main attraction of Sector – 17 :-
City Center 17 Plaza
Neelam Cinema
All Branded Showrooms, restaurants, pubs, fashionable clothing stores.
Bank Square
Hotel Taj
Shivalik View
• This sector is home to brands like Tommy Hilfiger, Van Heusen, Levi’s, Dockers,
Adidas, Gucci, Puma, Nike, Reebok among others.
•The positive side of this market is that it provides variety in apparel, accessories
& luggage.
•The negative side is that the capacity of Sector 17's two parking lots, Sahib
Singh and Empire Store, is around 1,000 cars, these remain jam-packed most of
the times, leaving others high and dry.

32. Sector-22
• If there’s one thing that makes Chandigarh affordable to the middle class, it’s
Sector 22’s street market.
• 22-D market, at a five minutes drive from Hotel Aroma, is a paradise for people
who want to shop for the latest trends without the brand names.
• The market offers a complete shopping experience and that too, at low prices.
• Sector 22 market is stocked with clothes, to fit people of all shapes and sizes, in the
latest fashions and styles, ranging from as low as Rs. 50 to the tune of Rs. 1,000 plus.
• The trends at the market change with seasons and movies.
• Trendy bags, matching footwear and artificial jewellery are also available here.
• This market is one of the biggest competitors for Reliance Trends.
•The market is open from 10 AM to 8 PM and is closed on Mondays.

33. Sector-19
Bargain, Bargain and Bargain !!!
• The second affordable shopping destination for middle class after Sector-22
street market is, Peshawari Super Market.
• Sector 19 rehri market sees quite a rush of the shoppers as one can shop from
clothes to utensils and other daily need items.
•Around 1100 square feet each, first and second floors of a single bay showroom
are available in Sector 19 market of Chandigarh.
• The trends in clothing at this market keep on changing as per the season.
• The market is open from 10 AM to 8 PM and is closed on Mondays.
•It is the next big competitor for Reliance Trends after Sector 22 market.

34. Reaching out to Target
market
• Hoardings in Panchkula & Mohali only as they aren’t allowed in Chandigarh.
• Print media – Local newspaper, newspaper inserts etc.
• Big FM and My FM.
• Outdoor - Organizing events like photo shoots and road shows in Tricity.
• Associating with social cause in tricity & for the people of tricity only.
• Local cable network.
• Social networking sites like Facebook, Twitter etc..
• Sending text messages and e-mails to the students of all the institutes of
nearby colleges.
• Bus shelters can be utilized for advertising.
• Contests in schools and colleges, targeting the students and giving inaugral
discounts or membership discounts.

35. Marketing Mix
Price
• Price should not be an area of major concern
for sales in Chandigarh.
• People are not price sensitive while buying
apparels.
• People are ready to pay higher price (P3) for a
good quality (Q3) & fashionable product.
• But like others, population of Chandigarh also
rush for discounts & offers etc.
Product
• People along with a good quality product, want
good after-sales-service also.
• Reliance Trends can keep matching accessories
& luggage with costly apparels, for up-selling.
• People want variety in product line.
• A very different and stylish product is expected
every other day.
Place
• Reliance Trends is located in Industrial Area
Phase I.
• It is situated at a place where there is
Economies of Concentration, Economies of
Information etc.
• A very good transportation facility is available.
Promotion
• Sending text messages & e-mails to the people
whenever they enter Industrial Area.
•Organizing events like photo shoot & road
shows near Sukhna Lake and Sector 17 etc.
• Use of print media – local daily, pamphlets etc.
• Providing free inaugural gifts to customers
during launch.

36. SWOT Analysis
STRENGTHS
• Reliance retail is financially sound.
• To be located in heart of city.
• Low prices of the merchandise attracts
customers.
• Deals in all types of apparels, accessories &
luggage.
• Targeting men, women as well as children.
WEAKNESSES
• Acute lack of awareness about the store.
• Most customers visit the existing stores only
while passing by.
• Low percentage of national brands is also a
major constraint in the store.
• Similar type of apparels available in Sector 22
and Sector 19 markets.
OPPORTUNITIES
• Brand name of Reliance has a lot of opportunity
attached with it.
• Located at a prime location where economies of
concentration, information etc. exist.
• Very few competitors fall in close proximity.
• Chandigarh has the 3rd
highest per capita
income, thus the spending power of people is
high.
THREATS
• Negligible awareness among the people of
tricity about Elante Mall & Reliance Trends.
• Following stores are in close proximity to
Elante Mall :- 1. City Emporium - 500 mt
2. PVR - 550 mt
3. Westside - 1.5 km
• Cut throat competition from Paras Downtown,
Fun Republic, DT Mall etc.
• Markets of Sector 17 , 19 & 22 provide wide
variety in Apparel, Accessories & Luggage.

38. Product Specific
• People of Tricity want variety in apparel and accessories so
Reliance Trends must bring in wide collection in apparels.
• Reliance Trends must keep matching accessories & luggage with
apparels as this proves very effective in the retail outlets for
upselling.
• People of Tricity (especially youth) are less price sensitive.
Around 70% of the population of Tricity is ready to pay more if
they get trendy and better quality.
• Reliance Trends must keep products for the tourists (specially
from other countries), as there is a huge market for tourists in
Chandigarh

39. Promotion Specific
• Aggressive advertising is required in Tricity because people are
aware of Reliance and Reliance Fresh but only 10% of the
population here is aware of Reliance Trends.
• Reliance Trends provides best quality (Q3) at affordable prices
(P1). Most youngsters are ready to pay higher price if they get
good quality.
• During launch phase, Reliance Trends should provide inaugural
gifts to initial customers and attract students and youngsters in
the process.
• Reliance Trends should sponsor events and provide free
membership cards to contests conducted in schools and colleges
in Tricity.

40. THANK YOU