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, is touted to be one of the largest malls in the country. Spread across 1.8 million sq.ft. area. Planned and designed by the renowned firm of architects, master-planners and interiors experts - Benoy, DLF Mall of India boasts of being the only retail establishment with six customized shopping levels like international and Indian premium fashion, dedicated kids zone, entertainment, international cafes, food court and restaurants with a race track atrium which ensures equal and excellent visibility to all stores. With its sheer size, innovative zoning strategy and impressive location, DLF Mall of India is all set to redefine the way retail is perceived in India.
About Mall of India in Pushpa Bector mam words – The DLF Mall of India is a landmark that will leave all other benchmarks behind. Through this, they are trying to create malls within a mall. In terms of size, scale and strategy, the DLF Mall of India is large, more advanced in design and features, and a step above all existing technical innovations. They have done some research and found that in 2013, they would be the largest mall ever opened in the country. Other developers are talking about things on plan, but they would be the only one as the largest opened mall this year. The reason why this is important for them is that if you look at the DLF lease mall portfolio, they have the Emporio which is the first and only luxury mall in the country; the DLF Promenade in VasantKunj; the DLF Place Saket in New Delhi; and DLF City Centre in Chandigarh. The collective scale of all this is 1.4
million sq.ft. area. In contrast, the Mall of India alone is spread across 1.8 million gross leasable area. So just this one property will double their portfolio. When we talk about it on the international level, the Mall of India would be one of the largest malls in Asia, inspired by international shopping centre benchmarks like The Dubai Mall and Siam Paragon in Bangkok. It will also offer three levels of well-lit, well-designed and planned parking space with bays for 2,500 cars.
Feasibility research conducted for Mall of India – They undertook an extensive research through credible industry research companies since this is their debut retail project in Noida (UP). It was important for them to understand the catchment, study consumer behavior, their choices, preferences, shopping patterns and aspirations to devise an appropriate leasing and marketing strategy. After all, the country’s first regional mall had to be planned the right way at the right place with the right vision.
Features that differentiate Mall of India from other Malls :This property is a 13.4 acre plot right across the Ashok Road. The USP of the project is that location-wise, they are on the right side of Delhi unlike other projects which are on the other side of the city. If a person is coming from the DND flyover, he will take exactly four minutes to enter the property. They have ensured enough of ingress and egress, a very important thing for a project of such a large nature. They are also widening the bridge nearby and have got the permission from the government to build roads, ensuring enough connectivity for people coming in from Delhi. They are not calling Mall of India a neighborhood mall or a premium mall but a regional mall at 1.8 million sq.ft. Because it is catering to a much larger audience. There are four grand entries in the mall. The ground and first floors will have a similar kind of feeling with twin-level fashion anchors. They have the right brands entering the country so the brands present in the mall will be great. The whole idea is to create a whole new retail benchmark and DLF has always believed in bringing in a product which is a landmark.
Zoning and Tenant mix considering the size and location of Mall of India :A unique feature of the DLF Mall of India is its zoning strategy. and a holistic mix of premium Indian and international apparel.. cinemas. The retail experience at the property spans across 6 floors. Level 4 and 5 would be the entertainment city where we have a food court with a seating capacity for 1. It is going to be the largest food court in the country designed by a renowned international designer. and home stores along with a vibrant kids’ zone. They are planning to break-even in 5–6 years and targeting 100 percent occupancy in six months of the mall opening that is approximately by the first quarter of 2014. offering 475 stores. The third floor will be the food zone and house 40 casual-dining restaurants. The hypermarket. which will happen in a phased manner. Special features (Design) of the Mall of India :- . footwear.200 people. casual dining restaurants.Mall will be Operational on? The DLF Mall of India is scheduled for launch in December 2013 with 70 –75 percent occupancy. accessories. The mall will become operational along with the multiplex and food court. There is also a terrace which they have tried to make better than other existing projects. an entire entertainment city offering international family entertainment. How is launch planned for Mall of India? They would have a very active launch pad along with their retailers. It will be located next to the food court. along with home zones. spread across 54.ft. This will house international cafes. DT Cinemas will have a seating capacity for 2.000 sq. is located at the lower ground floor. a food court.000 people.
It will connect the first floor directly to the third floor. It will sense the human emission of heat load. This place will cater to everything from bowling to skating. The innovative international design of the stores (double heights etc. There are five escalator sets and all of them run from the third basement to all the way up. Innovative concepts that will be used in Mall of India:The DLF Mall of India will offer a unique race-track atrium which ensures that all the stores overlook the atrium and gain equal visibility and prominence. 00.000sq. The property is the country’s first Leed Gold certified mall and has intelligent air-conditioning sensors. Along with escalators.) will add to the shopping experience. there are bridges too. This is not the constraint with the Mall of India which is designed by the renowned architect firm Benoy (Hong Kong). 000 GLA. the Elements Mall in Hong Kong and Ferrari World in Abu Dhabi. The amphitheater outside and . Each floor plate is 1. It boasts of unique energy saving features which reiterate our commitment to preserve the environment. that is.The other retail real-estate projects of DLF were under design control. Their brief to Benoy was very clear – They wanted something which appeals to the urban contemporary Indian. The entertainment city is split into two levels and there is double box. The unique design of the Mall of India includes special features like race-track atriums which run through the property. All theses feature are going to open at the same time. Westfield London.40. Singapore. and we have to ensure that every floor is sustaining. Experts at Benoy are the mastermind behind international landmark malls like the ION Orchard. the design was controlled by the Delhi Development Authority. The entertainment city alone is spread across 4. The race tracks have shops on both the sides.ft. The atrium on the second level has been designed in a way that there can be seating outside while the level 2 has been so designed as to give a luxurious feel with better lighting. ensuring optimum visibility to all stores since their facades face the atrium. The design of the stores itself is contemporary and international. tailor-made for each zone. None of the malls in India has express escalators like the one which the DLF Mall of India is going to have. The scales is all about grandeur and reach to the customer. The Mall’s unique zoning strategy will pave the way for a robust round-the-year calendar of special events and marketing promotions.
its size and increasing aspirations. Leasing and Rental model used by Mall of India:The DLF Mall of India is a 100-percent-lease model. vanilla spaces especially created inside the property. this model offers a chance of refreshing the consumer brands after a predetermined tenure of a few years.an entire Entertainment City will offer best-in-class international entertainment. depending on the level of their success. successful business model. They are looking at retailers who understand the business and have a mature business model. that retailer will generate in order to have a win-win situation. but whose ability to pay is lesser. Moreover. The local retailers who want to come in and offer something unique to the Mall of India’s customers. They would look at the sales per sq. Their experience with premium and luxury malls in the past has proved to be a very viable. fully owned. there is going to be a particular zone for it in the property. The retailers should have a unique selling proposition. Is Mall of India viable in a Developing Country? The Indian retail industry has continued to show exemplary growth over the last few years. Moreover. and there is reason to believe that this trend will only get better. Since their is a revenue-share model. operated and leased by DLF. more demand for new brands. It paves the way for the strong to get stronger and the low potential brands to exit since their existence does not add any value to the mall or to the customers. and quality dining and entertainment options give us enough ground to believe that the Mall of India will be a viable business unit. As far as experimenting with the local retailers from the region is concerned. the sales of the retailer matters them a lot. are welcome to take 500 sq. The burgeoning middle class. value-adding features like 74 escalators and travelators in the hypermarket zones till all the three basements will provide unfathomable comfort to our shoppers.ft. .ft. The property will follow international best practices and we have hired international peer consultants to check on fire and MEPs.
For the DLF Mall of India. With this. more footfalls. which would mean more returns on investment. With the FDI already open for single brands. more patrons. and a better international experience. investment and returns:- The opening of FDI will be a boon not just to the economy but also to millions of shoppers who are hungry for better and newer brands.Opening of FDI in retail will boon to Mall of India footfalls. . FDI would definitely help to have new brands which are seeking entry into the Indian retail market. the property would gain significantly in terms of its premium positioning. more competitive price points. some very interesting labels are coming into India and they are going to keep around 10 percent of the property for newer brands to establish their presence. and more sales.
Marketing Communication Plan PRESENTED BY MRINAL GULATI (03) AANCHAL GOEL (04) REUBEN CHAUHAN (10) AMANDEEP SINGH (16) SUBHASHINI (22) Marketing Communication Plan .
The design will be branded as very modern and sustainable.Goals and Objectives Digital non-traditional As a non-traditional media approach.e. This promotes the MOI as to increase the awareness and to establish its identity and brand as the very biggest Communication and Advertising Goals Increase awareness in the whole state about what DLF MALL OF INDIA has to offer everybody Communicate benefits and features of MALL OF INDIA i. sustainability features Promote the mall of India as a significant destination as the biggest mall of India to “absorb” the assets of the country Incorporate the new Mall as a significant destination for all alsoan economic resource for the people. This will be done through social media pages like Facebook and Twitter as well as DLF MALL OF INDIA website The online presence will connect more tech-savy audience with MOI’s brand and message. it is recommended to enhance Mall’s presence online. Social Networking . holding true to the architect behind it and its past projects . design. while also engaging them with digital interaction and raising awareness about the Mall’s upcoming events This is MARCOM is all about “identity” that will position the Mall as an important destination for Noida and Delhi to enjoy..
OUTDOOR TRADITIONAL WEBSITE BILLBOARDS USED AS A TRADITIONAL MEDIA OPTION. THE BILLBOARDS ARE COMMUNICATING THE EMOTIONAL MESSAGE OF OUR CAMPAIGN IN AS FEW WORDS AS POSSIBLE BY HIGHLIGHTING CERTAIN ASPECTS OF THE MALL AND ALSO TO HELP SPREAD THE MESSAGE OF THE GRAND UPCOMING MALL HOARDINGS .
THE LOGO OF MALL OF INDIA .
THE CURVES DESIGN AND THE BOLD “I” DEFINES THE ULTRA LUXURY TOUCH THEY WANT TO GIVE THE START UP OF THE SITE THE MALL OF INDIA WEBSITE OPENS UP WITH AN EXCELLENT VIDEO GIVING BRIEFS ABOUT ITS OFFERING WITH 475 STORES 73 ESCALATORS 6 LEVELS 1 MALL THE GOLDEN AND THE RED COLOR DEFINES THE RICHNESS AND THE FINE GREATNESS THAT THEY BELIEVE IS IN MAKING. THE NAME ITSELF “MALL OF INDIA” GIVES IT A FEELING OF BELONGINGNESS AND WARMTH. THE ENGAGING VIDEO .
The DLF Mall Of India.DLF Mall of India: Industry Launch at the IRF 2012 Mumbai(October 10. 2012) DLF Retail. leased and operated by DLF Retail.country’s leading developer of residential. commercial and retail properties space today announced the launch of its most awaited project . constructed. TARGET AUDIENCE . a retail destination designed. part of the 60 year old DLF group .
Target Audiences: Tenants The malls primary target market is The companies that have yet not entered the luxury segment and also the existing luxury brands of India and also internationally for the international boulevard ie the ground and the first floor of the mall The companies at the next level the various entertainment options The anchor stores in number being 15 they need big retailers to fill in that place The target is global as well as the Indian brands that have the calibre to be the part of fashion destination of India ie the Mall of India .
Ethnic stores : Brands such as Anita Dongre. Kalpana. ft. Entertainment City : It will also house the largest indoor Entertainment City of the country spreading over two levels – with 7 DT star screens. of the gross leasable area with Uniqlo occupying 40. ft. 000 sq. Marks and Spencer flagship at 68. The large format stores will collectively occupy 148. Aditya Birla Nuvo to unveil more than 30 international labels in the mall.000 sq.000 sq. are tenant partners for the International Boulevard section of its yet to be opened shopping mall at Noida. Hypermarket : Reliance Mart will be the hypermarket offer located in the Market Place zone. ft. Forever 21 and Uniqlo. ft. Meena Bazaar. and Shakuntalamwill be available in the High Street zone.000 sq.. . Arvind Ltd. Study by Janak. Forever 21 at 40. Global Desi.Tenant mix “as communicated by the MALL OF INDIA TEAM” International Boulevard : DLF Retail has confirmed that Marks & Spencer. TIE UPS : The DLF Mall of India has also tied up with Major Brands.
. PushpaBector. The Funcity. Elaborating on the associations.” The Mall of India project in Noida with 1. Bringing these global brands to one stop destination reaffirms our commitment to the retail industry and our discerning customers.000 sq. ft.8 million square feet of leasable area is in the final stage of completion and is expected to open by the end of FY14. 50 % of space has already been leased out to retailers. Senior Vice President. “We are approaching key milestones and have completed over 50% of leasing presently. will also set its first super flagship store across 28. As per the mall management. which is a leisure division of Landmark group. We look forward to a long lasting and successful relationship with all our partners and hope that the mall and the brands receive warm response from the customers. We are extremely proud of our partnerships with national & International brands that are going to make debut in the country through their first flagship stores in DLF Mall of India. heading DLF Mall of India said. GLA.
primarily Noida . Ghaziabad. The infrastructure and the connectivity of the mall across Delhi NCRplays a vital role in Primary: Ages 20+ Live in nearby area.Target audience: Customers or the visitors to the Mall The mall is positioned as the biggest fashion destination of India and thus targets the masses and is not in any niche category provider from entertainment to shopping the mall has diversified offering of the international as well as the Indian brands that make it the one stop destination for the fashion needs and more . Businessmen and entertainment enthusiasts Middle to upper income range . More likely to be tech savvy and social media users More frequent users of exploring the biggest mall of india in terms of infrastructure and offering Visits to mall could be more of a tourist destination for the first timers Middle to upper income range Secondary: Live more “out state” Noida such as Delhi .greater noida and south delhi Couples and parents with children Destination of choice for Gen Y of the country as it reaches out to over 49 colleges and over 47 corporate giants present in the vicinity.
DLF Mall of India is strategically located in sector-18 Noida (NCR) and promises to be a one of its kind retail landmark. Budget : NOT DISCLOSED .
Campaign Objectives The objectives of the campaign are increase global awareness of MALL OF INDIA and to develop an identity for MALL OF INDIA .
Creative Strategy The creative strategy for the campaign is centred on the theme “a landmark that will leave the benchmarks behind ” Creative executions include a logo development. hoarding and print ads. Website development Use of print ads City hoardings On the gate display Press release . promotional videos.
PUBLIC RELATIONS Public relations tactics for the campaign includes the usage of media kits stakeholder recognition packages the architect behind the design press release a grand opening ceremony for the completed mall INDUSTRY LAUNCH AT IRF 2012 .
GREEN MARKETING THROUGH CONSTRUCTION The mall of india is the only mall to get the LEED CERTIFICATION by Indian Green Building Council (IGBC) for leadership in energy and environmental design (LEED). The soon to be operational mall is the first of its kind to be gold certified for the state-of-the-art features related to building design and construction. The mall is constructed using regional and renewable materials with low VOCs (volatile organic compounds). . This (certification) amply demonstrates their commitment towards conservation of environment and natural resources The mall boasts of 100 percent treatment and reuse of the waste water generated onsite and storm water management system consisting of rain water harvesting tanks and bore wells to recharge ground water.
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