8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 1/33

LEASING“THE SUCCESS CODE” 

Presented by:

Rajneesh Mahajan

VP – Leasing

Inorbit Malls (I) Pvt. Ltd.

13th May 2011

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 2/33

Outline

Guiding principles

The Role of a leasing manager

Identifying the customer

Trade and tenant planning

Placement of retail components

Commercial customization

Retaining relevance

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 3/33

GUIDING PRINCIPLES

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 4/33

Leasing professional is not the target audience

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 5/33

No customer walks the whole mall

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 6/33

Locate to maximize sales, rent will follow

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 7/33

THE ROLE OF LEASING

MANAGER

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 8/33

Perspectives

LEASINGMANAGER

DEVELOPERPERSPECTIVE

RETAILERPERSPECTIVE

CUSTOMERPERSPECTIVE

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 9/33

Balancing act 

DEVELOPMENT

PERSPECTIVE

DEVELOPERPERSPECTIVE

RETAILERPERSPECTIVE

CUSTOMERPERSPECTIVE

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 10/33

The role

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 11/33

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 12/33

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 13/33

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 14/33

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 15/33

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 16/33

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 17/33

WHO IS THE CUSTOMER?

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 18/33

Identify the customer

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 19/33

Target audience

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 20/33

Characteristics

STUDENT

POPULATION

TRENDY 

LOW

DISPOSABLE

INCOMEFASHION

CONSCIOUS

IMPULSIVE

VARIETY AS THE

SPICE OF LIFE

ENTERTRAINMENT AVENUES

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 21/33

TRADE & TENANT

PLANNING

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 22/33

LUXURY

PREMIUM

Positioning

    P    R    I    C    I    N

    G

VOLUMES

LUXURY

PREMIUM

MID

PREMIUM

MID

MASS

PREMIUM

MID

MID

MASS

LUXURY

PREMIUM

MID

MASS

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 23/33

Category allocation

ANCHOR INLINE RATIOSAPPAREL

NON - APPAREL F&B

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 24/33

Sub category selection

WOMEN WEAR

ETHNIC WESTERN

Saris Suits Regional Formal Casual Party

Work & Home Occasion

Premium

Mid

Mass

Premium

Mid

Mass

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 25/33

WOMEN WEAR

ETHNIC WESTERN

Saris Suits Regional Formal Casual Party

Work & Home Occasion

Premium

Mid

Mass

Premium

Mid

Mass

WIDTH

Sub category selection

D

E

P

T

H

 

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 26/33

PLACEMENT OF RETAIL

COMPONENTS

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 27/33

Zoning

HORIZONTAL SLICING

VERTICAL SLICING

Second Multiplex Electronics F&B Foodcourt Books FEC

First Hyperma

rket Ethnic Wear Jewellery Kids Wear Formal Wear

Departm

ent Store

GroundHyperma

rket Footwear Unisex Fashion Denims

Fashion

AccessoriesCafé Watches

Departm

ent Store

SecondHyperma

rket 

    F   o   o   t   w   e   a   r

    U   n   i   s   e   x    F   a   s    h   i   o   n

    D   e   n   i   m   s

    K   i    d   s    W   e   a   r

    F    &    B

    E    l   e   c   t   r   o   n   i   c   s

    F   a   s    h   i   o   n    A   c   c   e   s   s

   o   r   i   e   s

    F   o   r   m   a    l    W   e   a   r

    E   t    h   n   i   c    W   e   a

   r

Foodcourt Multiplex

First 

    D   e   p   a   r   t   m   e   n   t    S   t   o   r   e

    J   e   w   e    l    l   e   r   y

    C   a    f    é

    W   a   t   c    h   e   s

    D   e   p   a   r   t   m   e   n   t    S   t   o   r   e

Ground

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 28/33

COMMERCIAL

CUSTOMIZATION

l

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 29/33

Built to suit 

INTRODUCTION GROWTH MATURITY REINVENTION

S

 A

LE

S

 

TIME

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 30/33

RETAINING

RELEVANCE

Ch i i i i

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 31/33

Changing priorities

M i S

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 32/33

Measuring Success

Great looking infrastructure

International brands

Millions of footfall

Good rental deals

Higher conversion rate

8/3/2019 Leasing The Success Code

http://slidepdf.com/reader/full/leasing-the-success-code 33/33