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Sales & Marketing Strategy of DLF Mall
Sales & Marketing Strategy of DLF Mall
Presented By
Inamul Hassan A13559016315
Azar Hussain A13559016188
Sandeep Deka A13559016197
Rewti Raman Dubey A13559016304
Rajiv A13559016351
Nitansh A13559016264
LOCATION AND ITS NEAREST METRO STATION
LOCATION AND ITS NEAREST METRO STATION
GENERAL INFORMATION OF THE MALL
Type of Mall India’s Largest Destination Mall
Developed by DLF Group Ltd.
Maintained and operated by DLF Group Ltd
Mall Management In House - Fully owned, leased and operated by DLF
Retail Space 2 million sq. ft./ 20 lakh sq. ft.
Built up area 2.7 million sq.ft. / 27 lakh sq. ft.
Investment INR 1800 crore
Fully operational by End of April 2016
Location Sector 18, Noida
§ Strategically located in the heart of Noida city sector 18, with prime south Delhi &
Lutyens’ Delhi on one side & Noida, greater Noida on the other, within 20 minutes.
Drive time.
01 02 03
The developers also dealt
with clustering similar
retailers, called “zoning” in
mall lingo. This ensures
Well-lit and safe parking that shops selling similar
The malls should have
facilities are crucial factors, products or services are in
services beyond shopping
especially for women. It is the same part of the mall so
like Cinema theatres, Bars
generally acknowledged that consumers don’t have
and restaurants, Food
that when women feel to go far to compare. Thus
courts etc. Mall of India
comfortable and frequent a helping the customers to be
have all of these and have
place, children and men more satisfied. This
promoted all of this and
follow. Mall of India services are promoted and
thus promoting itself more
followed this strategy thus helped in the
effectively.
pretty well. advancement of the mall.
SALES PROMOTION
Many people have started relocating to the
NCR area to enjoy better quality of life. Malls
with better ambience and also the Brand name
attracts people. Mall of India used that to their
advantage.
As this are the one of the main sources of customers coming to the mall in the surrounding area of the
mall.
DLF also adopted the strategy of making it of International standards to target maximum customers of
all segments as there were few malls of such standard in the area.
As the Feasibility study revealed that Noida and the surrounding area people having huge incomes so,
another strategy to target customers was to attracting premium foreign fashion brands.
The DLF Mall of India has given six-year lease contracts to small shops and nine years for large and
international players
Along with that some other strategy for targeting was adopted such as offering loyalty schemes as
well as, services like free parking, free home deliveries and so on.
CHANNEL PARTNERS/SELLING STRATEGY
• A channel partner is a company
that partners with a manufacturer or producer
to market and sell the manufacturer's
products, services, or technologies. This is
usually done through a co-branding
relationship.
1)Product Videos
Video can be a great way to communicate how your products
work and how they help your potential customers, particularly
for products that lend themselves to a more visual explanation.
They're also great for giving site visitors a quick overview of
what you offer as well as providing deeper dives into specific
product features.
2) Product Pages
So once you produce those handy product videos, where should
they live? One asset that product marketers typically manage is
a website's product pages. These pages should highlight your
various product and service offerings and provide the
information that prospects are looking for to conduct product
research and understand what you sell. Depending on what that
is, these pages may be organized in a number of ways.
PRODUCT MARKETING
3) Product Blog Content
You could also use this blog to announce company news,
making it a combined company product and news blog. Use
this blog to communicate significant product, service, and
feature updates -- as well as noteworthy company news --
and house it within the product section of your website.
Sales level to be collectively achieved by the tenants. Setting a goal for occupancy percentage- amount
of available retail space that is occupied by tenants. Also goal for rental income and visitor traffic. With
these goals in mind progress can be tracked over the year.
Clear understanding of the target markets to be reached and attracted to the mall. Demographic
characteristics of the area like age and income level.
Find the right mix of tenants that fits the purchasing behavior and needs of its target markets. Tenant
satisfaction strategies like doing annual survey of tenants to find out what they think mall is doing well
and areas where it can be better.
MARKETING PLAN
Increase the Business:
To reach out to customers the media that will be used for advertising the mall and stores. Doing co-
operative advertising, plan events and special promotions to build visitor traffic and create publicity
opportunities for the mall.
Marketing and promotion strategies to make the mall stand out like ads focusing on unique stores,
excitement and fun at the mall, spectacular design and layout of the mall, variety of restaurants. Also a
clear message for newspaper and magazine advertising. Using social media to connect with customer
base to attract young shoppers.
MARKETING PLAN
Identify Retail Marketing Mix elements
2. Specialty: Full department store, choice of stores, well known brands and anchor stores
4. One stop shop : Visual merchandising, atmospherics, personnel services, guarantee policies and
loyalty cards.
1. Entertainment Strategy: A balance between major components like entertainment,food and retail
space. It motivates them to make a visit to the mall.
2. Specialty strategy: A right mix of national and international brands and private labels. A well
planned and executed tenant mix can help retain its ‘first preference’ status even during immense
competition. Anchors also to be carefully chosen.
MALL SHOPPING LOYALTY ENHANCERS
Value strategy: Rental technique by mall operators can be revenue sharing based. A discount orientation
strategy suitable for low to medium stores and for mass marketers use of high everyday pricing on items
typically featured in periodic/ end of season sales is proposed.
One stop shop strategy: Purchasing and spending quality time with family in a climate controlled
environment under one roof. Exterior and interior design of mall, basic amenities, ambience, and tenants
play a role in motivating customers to spend more time, feel comfortable and stress free.
Convenience strategy: Malls is placed in the heart of the city adjoining residential areas, using
hydraulic parking to resolve traffic issues
All these factors contribute to image building, creation of brand equity, sales increase, new product
acceptance, positioning, competitive creation of a corporate image.
DLF MALL MARKETING STRATEGY
Strategic Location at sector 18
Only retail mall in India 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.
Several fun activities are designed to increase the shopper traffic and facilitate tenant sales at the
malls.
All this is backed by well etched out advertising and PR initiatives for the efficacy of the
marketing plans
4 P’S OF DLF
Place : are situated in prime areas in the cities which makes them better than competitors.
DLF has always been a front runner of the retail revolution in the country. It has been delighting
customers with versatility, variety and premium quality.
MARKETING PLAN
EVALUATION IN MARKETING PLAN
Look at the data and examine whether or not the company achieved its strategy
objectives from implementation phase
If yes, replicate the same for future process
If no, corrective actions to improve it
CONTROL IN MARKETING PLAN
Its necessary for evaluation phase.
Are used to provide benchmarks.
To assess how well the plan accomplished the goal.
Benchmarks created using industry data and past data.
Controls may include measures like marketing budget and market share.
FEEDBACK
Process of marketing which allows customers or stakeholders to give details about their experience
of product or service.
SURVEY
They are a very important tool to know your customer and know what they want.
Can be done in age brackets because requirements change with age
Helps companies to know about their competition and know what competitors are providing which
they are not able to.
It helps in decision making.
MARKET AUDIT
It’s a fundamental part of marketing planning process.