Select City Walk Go Shopping!!!! Spread over 6 lakh sq ft of prime retail space, Select CITYWALK is one of the largest shopping centers in Delhi with over 150 brands and F&B outlets under one roof.
The brands have been carefully cherry-picked, to create a shopping ensemble, reflecting New India and her comfort with contradictions, a blend of tradition and modernity; for the Indian who embraces the future with ĂŠlan and values her roots respectfully.
Combining three strong retail genres: Staple Traditional (Family), High Voltage (Youth) and Celebration (Centre-stage), the widespread shopping centre captures the full shopping basket for the urban sophisticate, across product categories and price points. Zoning has been followed very well and strategically, and therefore shops of a similar customer base are in close proximity of each other, vertically or at the same level. The atriums make it easy to spot them all, from every level.
Select CITYWALK is the strongest destination in the city, for certain shopping categories such as Perfumes & Cosmetics, Urban / Contemporary Fashion, Accessories, Denim, Home and Children
Select City Walk is a vibrant, upscale, unique shopping & leisure environment in the heart of South Delhi, Saket. Housing some of the most exciting Indian & International brands under one roof; it combines luxury and high street shopping, together with destination cafes, bistros, restaurants and bars.
Planman Marcom’s Intent To provide an experience similar and better than the most elite shopping areas in New Delhi like GK-I M-Block Market, Khan Market etc. To Increase quality walk-ins in the mall, mainly targeting South Delhi Women. To ensure repeat footfalls, i.e. to boost the frequency of visits by serious buyers To effectively communicate their USP amenities such as Optional Valet Parking, Foreign Currency Exchange, Driver Lounges & Basement Restrooms, Doctor on Call and Infirmary, Help for Elders & Physically Challenged, Children’s Play Area, Parking spread across 3 levels, Travel Desk, Business Centre, Gift Wrapping, etc. To enhance the overall shopping experience and to distinguish the brand from other shopping destinations.
Nature of Association Retainer client for a period of 8 months (July 08 – Jan 09) During the tenure of association we conceptualized & designed all communication collaterals for the mall - ranging from print creative, internal & external communication, promotions, offers and events
Central Communication Objective Primary – Reach-out to South Delhi women Secondary – Build event properties and promotions that enhance recall and loyalty for the brand Select City walk.
Strategy Unlike any other mall the positioning for City walk was not created basis the size, space, location and ingredients of the mall. The positioning strategy centered around creating associable reflections in the mind of the most import TA – ‘south Delhi women’. The mediums selected to communicate the positioning were select outdoor spaces and prominent but not frequent print ads in mainline dailies. The mall amenities were communicated by creatively utilizing the available spaces within the mall itself - easels, standees, fabricated walls, danglers, elevator posters, washroom back-lights, concierge desks, parking lots and LCD screens. Since a mall can’t sustain alone on the brands present in the mall, we suggested the 3E model which included engage, entertainment and enthrall to be able to communicate a wholesome experience for the family
Planman Marcom’s Strategy Genesis 1) FLEA @ NIGHT 2) High Street 3) Kidz Club 4) Entertainment Concepts 5) Oktober Fest 6) Monsoon Campaigns 7) Enthrallment 8) Leaflet 9) News paper Ads 10) Campaign Creatives
FLEA @ NIGHT We created a distinct identity for this property in the form of a logo which gave a very gothic look and feel as the objective was to promote this property as a parallel shopping experience where in the mall itself you could get some local street-side flavors of Delhi coupled with very boutique and niche up-market goodies from across the globe. In a nut-shell the Flea@Night on Wednesdays became the perfect blend of homemade / handmade yet exclusive and exquisite.
High Street The ‘High Street’ pilot event was created with the objective of providing an international traveler experiences akin to shopping in any high street around the world in an air conditioned mall.
Kidz Club A dipstick consumer research was done targeting the shoppers (male & females).The objective of the research was to find out how a mall can engage the kids while the parents are busy shopping. As a result ‘Kids Club’ was initiated to keep the kids (age group - 3 years onwards) busy. Kids club came out as a tactical idea which eventually became the most integral part of the promotional activities of the mall. Also for mothers shopping with infants we initiated feeding rooms.
Entertainment Campaigns Under engagement we conceptualized the following properties –
JAZZ NIGHT FASHION SHOW DIWALI VALENTINE DAY
Oktober Fest The event aimed at offering a truly ‘international experience’, while effectively drawing in the largest segment of the customer base, those who look for experiences that are stylish and larger than life. It was a three days event which started with the fashion show captivating international models and it ended with a beer festival. This event was organized to welcome the S.Oliver brand for the first time in India.
Monsoon Campaigns Monsoon campaign was conceptualized to increase the sales in monsoon when people don’t prefer to go out shopping. In this event we organized enticing discounts from retailers for customers and publicized it through different mediums. Needless to say the otherwise dull monsoon months for a mall on an average registered sales comparable to the more festive months.
Enthrallment We conceptualized the idea of the tallest Christmas tree in the capital, made of crystal and it got huge local media publicity and people thronged to the mall to get pictures clicked with this attraction. We invited international artist of par excellence on an annual event calendar that had performances, artists and shows happening in the live mall through-out the year.
Leaflets Published leaflets to promote various campaigns, shops, events & themes at Select city walk.
Newspaper Advertisements Various Newspaper advertisements were designed to attract target audience.
Campaign Creative’s To gain a connect with the audience and create an interesting structure to the entire campaign.
Keeping South Delhi women as the central Target Audience.
Planman Marcom’s Result
The Mall has won awards/accolades like ‘Best Marketing and Promotion’ at the Asia Pacific Retail Awards 2008 & the ‘Images Retail Award’ for marketing in the year 2009.
Select Citywalk today has become city’s landmark & benchmark not just in shopping, but also in entertainment & leisure activities.
Brands residing in the mall gained a lot from the mall’s exposure, resulting in huge spike in their overall sales.
Select Citywalk also acted as a springboard for various brands to launch themselves in the region. The acute marketing & promotional campaign of the mall resulted in huge footfalls, which ultimately benefited retailers in their brand visibility.
Citywalk has become a brand in itself, instead of being just another shopping mall.
Ruby Tuesday & Sbarro Ruby Tuesday, Inc. (RTI) owns and operates the Ruby Tuesday concept in the higher end of the bar and grill segment of casual dining. The restaurants offer simple, fresh American dining with a range of appetizers, handcrafted burgers, a garden bar, which offers up to 46 items, fresh chicken, steaks, crab cakes, salmon, tilapia, fork-tender ribs, and more. Sbarro, launched in the year 2007, is an American favorite for its exceptionally fresh food and authentic Italian fare, including homemade mozzarella, imported cheese, and delicious sausage and salami.
Nature of Association Worked on a project for 18 months Scope of work included packaging, all Launch Ads for new outlets and all PoP / PoS designing for all outlets a)
Introduction stage: (especially for Sbarro) - Introduced and positioned the brand in the market
b)
Brand Awareness: made people aware of the brand, what all it has to offer
c)
Brand Excitement: We made people think of ONLY of Ruby Tuesday and Sbarro when it came to American food -getting goose bumps when you think of the brand.
d)
Increasing sale: packaging, suggesting lucrative offers, like 20% off on one slice, therefore highlighting the cost factor
In a nutshell, Planman Marcom successfully was their Brand consultant –cumconceptualizes of all their creative works.
D - Mart D-Mart is a supermarket catering to daily needs, they commit the lowest price of all there products from the competition yet not compromising on the quality, they wanted a new positioning line which talks about ‘Bachat’ catering to masses to classes, coz they feel everybody and anybody is PRICE CONSCIOUS , so we played on price to start with. It’s a 365 days discount store!!
Nature of Association Agency on records for a tenure of 1 year In Store Branding , Print Creative, Outdoor , POP & POS Print Ad's - TOI & HT (Full page) next to big bazaar most of the time Outdoor - Hoardings in prime location , Railway station Branding , Bus Shelters In Store Branding - Danglers , Posters , Banners Product Packaging Marketing Collaterals - Catalogs , Pamphlets , Leaflets Seasonal Ad's - PRINT ( NEWSPAPERS )
Benefits of Association Increase in sales through effective packaging which is now ‘see through’ packets where the believability factor for the consumer increases Definite increase in percentage of sales They have become a BIG competition to BIG BAZAAR, coz of the full page color ad's and quality products at ‘value for money’
Alcome Perfumes Alcome perfumes and cosmetics PLC, a subsidiary of Alcome Perfume and Cosmetics LLC, U.S.A, was started in the year 1988. Alcome markets 6 major brands ruling in the U.S.A, Europe, Australia, All Gulf, Far East And Latin American markets. Alcome ensured not only a stupendous growth but also broadened its product portfolio extensively.
Nature of Association Worked on a project for 12 months Scope of work included Complete Brand Identity, Brand Positioning & 360° Marketing Campaign Major project undertaken was the Ad film in February’08 for which Celebrity endorsement was undertaken by bringing in Ms.Bipasha Basu as the official endorser for Alcome perfumes.
Amtek Auto Limited Amtek is a diversified automotive component supplier in the global auto component manufacturing and supply chain. Observing a powerful entrepreneurial culture, the forward looking company manufactures automotive systems, assemblies, modules and components. Tapping into its proven capabilities, over the past 25 years, Amtek has lived upto its commitment to fulfil the rising indigenous demand and compete in the global forum.
Objective To launch Brand AUTOSWIFT to enter aftermarket business.
Planman Marcom’s Role Designed a high impact media campaign for the launch of Brand AUTOSWIFT. Complete Brand Positioning & Consulting was done by Planman Marcom. Developed & designed all communication collaterals.
Brand Logo, Product Packaging , Advertising Campaign, Radio Jingles