shopping mall positioning brief
DESCRIPTION
TRANSCRIPT
Shopping Mall
Marc BlancoPlanning: Shopping mall
The brief
Marc BlancoPlanning: Shopping mall
Marc BlancoPlanning: Shopping mall
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
Marc BlancoPlanning: Shopping mall
Marc BlancoPlanning: Shopping mall
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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?
Marc BlancoPlanning: Shopping mall
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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
Marc BlancoPlanning: Shopping mall
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
Marc BlancoPlanning: Shopping mall
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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
Marc BlancoPlanning: Shopping mall
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
Marc BlancoPlanning: Shopping mall
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
Marc BlancoPlanning: Shopping mall
background background What is somebody +18?What is somebody +18?
Is responsible of his/her acts
Marc BlancoPlanning: Shopping mall
background background What is somebody +18?What is somebody +18?
Is responsible of his/her acts
RESPONSIBLE = CARE + ACTION
Marc BlancoPlanning: Shopping mall
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What do people care about?
?
Marc BlancoPlanning: Shopping mall
background background What do people care about?What do people care about?
Marc BlancoPlanning: Shopping mall
background background What do people care about?What do people care about?
The WorldEcology and sustainability
Target Consumer
Marc BlancoPlanning: Shopping mall
Marc BlancoPlanning: Shopping mall
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
Marc BlancoPlanning: Shopping mall
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
Marc BlancoPlanning: Shopping mall
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
Marc BlancoPlanning: Shopping mall
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
Marc BlancoPlanning: Shopping mall
Marc BlancoPlanning: Shopping mall
Eco-friendly backgroundEco-friendly background
Corporate social responsibility
Recycling
PackagingOrganic food
Brands image association
Sustainable production process
Marc BlancoPlanning: Shopping mall
Eco-friendly backgroundEco-friendly background
Corporate social responsibility
Recycling
PackagingOrganic food
Brands image association
Sustainable production process
The consumer is pasive
Business strategy
Marc BlancoPlanning: Shopping mall
Marc BlancoPlanning: Shopping mall
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
Marc BlancoPlanning: Shopping mall
Business strategyBusiness strategy NamingNaming
dogood
Marc BlancoPlanning: Shopping mall
Business strategyBusiness strategy PositioningPositioning
The first sustainable mall experience
dogood
Marc BlancoPlanning: Shopping mall
Business strategyBusiness strategy PositioningPositioning
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
Marc BlancoPlanning: Shopping mall
Business strategyBusiness strategy PositioningPositioning
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’.
Marc BlancoPlanning: Shopping mall
Business strategyBusiness strategy PositioningPositioning
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
Marc BlancoPlanning: Shopping mall
Business strategyBusiness strategy PositioningPositioning
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
Marc BlancoPlanning: Shopping mall
Business strategyBusiness strategy
Creative task:
Come up with a communication solution to launch this new shopping mall
Marc BlancoPlanning: Shopping mall
Business strategyBusiness strategy
thanks