Shopping Mall positioning brief

Shopping Mall

Marc BlancoPlanning: Shopping mall

The brief



The brief The brief

Main goal

To Launch a new Shopping Mall

Mandatory characteristics:•24/7• Exclusive for adults (+18)

Objectives

• Define a target consumer and research on it• Create a shopping mall according to this consumer group • Find a positioning strategy for the mall• Devise the Mall as a product• Communication Brief

Background



background background

I am defining a shopping mall as:

A place to share life experiences through consumption

What is a shopping mall?What is a shopping mall?



I am defining a shopping mall as:

A place to share life experiences through consumption

What is a shopping mall?What is a shopping mall?

CONSUMPTION = COMMUNICATION + RELATIONSHIP WITH OTHERS


background background How is nowadays consumer?How is nowadays consumer?

CHARACTERISTICS

• Emotional

• Extroverted Human relationships and connected to people

• Lives the present Seek of immediate pleasure

• Takes benefit from consumption and changes brands

But at the same time…

• moral

• aspire to be a BETTER PERSON



ResourcesYOU AND ME, LUXURY OBJECTS by Vicente Verdú, Spanish writer, journalist and economist. Member of the Nieman foundation for Journalism at Harvard University.

ResourcesYOU AND ME, LUXURY OBJECTS by Vicente Verdú, Spanish writer, journalist and economist. Member of the Nieman foundation for Journalism at Harvard University.

How is nowadays consumer?How is nowadays consumer?

CHARACTERISTICS

• Emotional

• Extroverted Human relationships and connected to people

• Lives the present Seek of immediate pleasure

• Takes benefit from consumption and changes brands

But at the same time…

• moral

• aspire to be a BETTER PERSON


background background What does +18 mean?What does +18 mean?

Goes outMay have a sexual sense

Worries about future

Cares about health

Owes credit card

Can drive a car

Can vote

Can work

Drinks

Wants to be a kid agian

Can go to jail

Worries about “who I am”

Seeks for happiness


background background What is somebody +18?What is somebody +18?

Goes outMay have a sexual sense

Worries about future

Cares about health

Owes credit card

Can drive a car

Can vote

Can work

Drinks

Wants to be a kid agian

Can go to jail

Worries about “who I am”

Seeks for happiness

Is responsible of his/her acts




RESPONSIBLE = CARE + ACTION



What do people care about?

?


background background What do people care about?What do people care about?


background background What do people care about?What do people care about?

The WorldEcology and sustainability

Target Consumer



Target Consumer Target Consumer How are those who care about the world?How are those who care about the world?

ACTIVE

INACTIVE

People who care about the World

Revolutionary (Rebel and Young Spirit)

Committed (Mature thought)

A few but noisy

The majority of people


Target Consumer Target Consumer Description of Inactive peopleDescription of Inactive people

MAIN TARGET AUDIENCE: INACTIVE PEOPLE

• Urban adult 25 – 70

• Individual, couple or family

•High-middle class

•Basic needs covered

•Comfortable life conformist

•Driven by emotional purchase

•Eco-friendly products (depending on their mood)

•They may have a non-eco-friendly Land Rover

•Somehow they would have loved to live in the 60-70s (since everything were more exciting)

•Practice sport

•Worried about their social status

•Tired of catastrophic news entertainment

•They ever done charity (following family tradition)

•They join Facebook groups but no action after that


Target Consumer Target Consumer

ASPIRATIONAL GROUP: Committed activists

(SECONDARY TARGET AUDIENCE)

• Moderate and mature people

• People with superior studies (Doctors, journalists, artists, etc.)

• They have ever worked in some NGO

• Socially committed

• They see themselves as revolutionaries of the world

• Critic view of the news on TV

• Rational purchase

• They consume organic products

• They may follow natural medicine

• They are worried about saving energy

• Practice yoga

• Eco-tourism

Description of Inactive peopleDescription of Inactive people


Target Consumer Target Consumer Description of Inactive peopleDescription of Inactive people

What are their barriers of acting and then becoming eco-friendly responsible?

•They do not like being seen as a hippie from Greenpeace

• They are not anti-system or radical

• They do not have time or energy to become an activist (They are still worried about their life and they have plenty of things to do before becoming an activist)

Eco-Friendly background



Eco-friendly backgroundEco-friendly background

Corporate social responsibility

Recycling

PackagingOrganic food

Brands image association

Sustainable production process


Eco-friendly backgroundEco-friendly background

Corporate social responsibility

Recycling

PackagingOrganic food

Brands image association

Sustainable production process

The consumer is pasive

Business strategy



Business strategyBusiness strategy

Offer a new concept/solution of Shopping mall

• to act sustainably responsible

• which is tied to consumption

• is fun and life experience

• happens with others


Business strategyBusiness strategy NamingNaming

dogood


Business strategyBusiness strategy PositioningPositioning

The first sustainable mall experience

dogood



The first sustainable mall experience.

Dogood is a new concept of Shopping Mall, which creates a new category, where our mall is the leader.

Business philosophy

LEAVE THE WORLD BETTER THAN YOU FOUND IT



Target consumer motivation/insight

He/she aspires to be a better person by doing small steps to help the world

Product truth

Dogood = consumer experience + ‘Oxygen footprint’

Consumer experience: enjoy by being social and communicate with others through Brands experiences and products.

‘Oxygen footprint’: Being sustainable is a duty for Brands, the same as costumer service or paying taxes. At Dogood every consumer activity is neutral to the world (nature and human beings) or even though has a positive ‘Oxygen footprint’.



Emotional proposition

Dogood Feel great!

Core Values

Sustainability Compensate Carbon footprint with Oxygen one!Experiences Involving people generates more involvementSocial communication People for people

Brand personality

Charming, Honest, Committed, Sophisticated and Without limits



Creative task:

Come up with a communication solution to launch this new shopping mall



thanks

Shopping Mall positioning brief

Business

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