DLF MALL OF INDIA
The DLF Mall of India, located at sector 18 in Noida and scheduled to open in December 2013, 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 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 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 th e 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.
Mall will be Operational on?
The DLF Mall of India is scheduled for launch in December 2013 with 70 – 75 percent occupancy. The mall will become operational along with the multiplex and food court.
How is launch planned for Mall of India?
They would have a very active launch pad along with their retailers, which will happen in a phased manner. 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.
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. The retail experience at the property spans across 6 floors, offering 475 stores. This will house international cafes, casual dining restaurants, a food court, cinemas, an entire entertainment city offering international family entertainment, and a holistic mix of premium Indian and international apparel, accessories, footwear, and home stores along with a vibrant kids’ zone. The hypermarket, spread across 54,000 sq.ft., is located at the lower ground floor, along with home zones. The third floor will be the food zone and house 40 casual-dining restaurants. Level 4 and 5 would be the entertainment city where we have a food court with a seating capacity for 1,200 people. It is going to be the largest food court in the country designed by a renowned international designer. DT Cinemas will have a seating capacity for 2,000 people. There is also a terrace which they have tried to make better than other existing projects. It will be located next to the food court. Special features (Design) of the Mall of India :-
The other retail real-estate projects of DLF were under design control, that is, the design was controlled by the Delhi Development Authority. This is not the constraint with the Mall of India which is designed by the renowned architect firm Benoy (Hong Kong). Experts at Benoy are the mastermind behind international landmark malls like the ION Orchard, Singapore, Westfield London, the Elements Mall in Hong Kong and Ferrari World in Abu Dhabi. Their brief to Benoy was very clear – They wanted something which appeals to the urban contemporary Indian. The unique design of the Mall of India includes special features like race-track atriums which run through the property, ensuring optimum visibility to all stores since their facades face the atrium. The design of the stores itself is contemporary and international. The race tracks have shops on both the sides. There are five escalator sets and all of them run from the third basement to all the way up. Along with escalators, there are bridges too. None of the malls in India has express escalators like the one which the DLF Mall of India is going to have. It will connect the first floor directly to the third floor. Each floor plate is 1,40,000sq.ft. and we have to ensure that every floor is sustaining. The scales is all about grandeur and reach to the customer. The entertainment city is split into two levels and there is double box. This place will cater to everything from bowling to skating. All theses feature are going to open at the same time. The entertainment city alone is spread across 4, 00, 000 GLA. 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. 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. The innovative international design of the stores (double heights etc.) will add to the shopping experience. The property is the country’s first Leed Gold certified mall and has intelligent air-conditioning sensors. It boasts of unique energy saving features which reiterate our commitment to preserve the environment. It will sense the human emission of heat load. The Mall’s unique zoning strategy will pave the way for a robust round-the-year calendar of special events and marketing promotions, tailor-made for each zone. The amphitheater outside and
an entire Entertainment City will offer best-in-class international entertainment. Moreover, value-adding features like 74 escalators and travelators in the hypermarket zones till all the three basements will provide unfathomable comfort to our shoppers. The property will follow international best practices and we have hired international peer consultants to check on fire and MEPs. Is Mall of India viable in a Developing Country?
The Indian retail industry has continued to show exemplary growth over the last few years, and there is reason to believe that this trend will only get better. The burgeoning middle class, its size and increasing aspirations, more demand for new brands, and quality dining and entertainment options give us enough ground to believe that the Mall of India will be a viable business unit. Leasing and Rental model used by Mall of India:-
The DLF Mall of India is a 100-percent-lease model, fully owned, operated and leased by DLF. Their experience with premium and luxury malls in the past has proved to be a very viable, successful business model. Moreover, this model offers a chance of refreshing the consumer brands after a predetermined tenure of a few years, depending on the level of their success. 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. They are looking at retailers who understand the business and have a mature business model. The retailers should have a unique selling proposition. Since their is a revenue-share model, the sales of the retailer matters them a lot. They would look at the sales per sq.ft. that retailer will generate in order to have a win-win situation. As far as experimenting with the local retailers from the region is concerned, there is going to be a particular zone for it in the property. The local retailers who want to come in and offer something unique to the Mall of India’s customers, but whose ability to pay is lesser, are welcome to take 500 sq.ft. vanilla spaces especially created inside the property.
Opening of FDI in retail will boon to Mall of India footfalls, 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, more competitive price points, and a better international experience. For the DLF Mall of India, FDI would definitely help to have new brands which are seeking entry into the Indian retail market. With this, the property would gain significantly in terms of its premium positioning, more patrons, more footfalls, and more sales, which would mean more returns on investment. With the FDI already open for single brands, 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.
Marketing Communication Plan PRESENTED BY
Marketing Communication Plan
MRINAL GULATI (03) AANCHAL GOEL (04) REUBEN CHAUHAN (10) AMANDEEP SINGH (16) SUBHASHINI (22)
Goals and Objectives
Digital non-traditional As a non-traditional media approach, it is recommended to enhance Mall’s presence online. 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, 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. The design will be branded as very modern and sustainable, holding true to the architect behind it and its past projects . 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.e., design, 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.
Social Networking
OUTDOOR TRADITIONAL
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
WEBSITE
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 O F BELONGINGNESS AND WARMTH.
THE ENGAGING VIDEO
DLF Mall of India: Industry Launch at the IRF 2012 Mumbai(October 10, 2012) DLF Retail, part of the 60 year old DLF group - country’s leading developer of residential, commercial and retail properties space today announced the launch of its most awaited project - The DLF Mall Of India, a retail
destination designed, constructed, leased and operated by DLF Retail.
TARGET AUDIENCE
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
Tenant mix “as communicated by the MALL OF INDIA TEAM”
International Boulevard : DLF Retail has confirmed that Marks & Spencer, Forever 21 and Uniqlo, are tenant partners for the International
Boulevard section of its yet to be opened shopping mall at Noida. The large format stores will collectively occupy 148,000 sq. ft. of the gross leasable area with
Uniqlo occupying 40,000 sq. ft.,
Forever 21 at 40, 000 sq. ft.
Marks and Spencer flagship at 68,000 sq. ft.
TIE UPS : The DLF Mall of India has also tied up with Major Brands, Arvind Ltd, Aditya Birla Nuvo to unveil more than 30 international
labels in the mall.
Hypermarket : Reliance Mart will be the hypermarket offer located in
the Market Place zone.
Ethnic stores : Brands such as Anita Dongre , Global Desi , Meena Bazaar, Kalpana, Study by Janak , and Shakuntalamwill be available
in the High Street zone.
Entertainment City : It will also house the largest indoor Entertainment
City of the country spreading over two levels – with 7 DT star screens.
The Funcity, which is a leisure division of Landmark group , will also
set its first super flagship store across 28,000 sq. ft. GLA.
As per the mal l management, 50 % of space has alr eady been l eased out to retailers.
Elaborating on the associations, PushpaBector, Senior Vice President , heading DLF Mall of India said, “We are approaching key milestones and have completed over 50% of leasing presently. 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. Bringing these global brands to one stop destination reaffirms our commitment to the retail industry and our discerning customers. 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.”
The Mall of India project in Noida with 1.8 million square feet of leasable area is in the final stage of completion and is expected to open by the end of FY14.
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 . The infrastructure and the connectivity of the mall across Delhi NCRplays a vital role in Primary:
Ages 20+
Live in nearby area, primarily Noida ,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.
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 , Ghaziabad,
Businessmen and entertainment enthusiasts
Middle to upper income range
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, promotional videos, hoarding and print ads.
Website development
Use of print ads
City hoardings
On the gate display
Press release
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. 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. The mall is constructed using regional and renewable materials with low VOCs (volatile organic compounds).
