CASE STUDY 02
Major Asian commercial
property developer
Client: Major Asian commercial property developer
Industry: Property development and management
Region: Major Chinese city
Objective/Challenge
This very large Singaporean property developer was building a major mixed use development in one of China’s largest cities in the west of the country, which included residential homes, commercial offices and a very large shopping mall. Although the client was familiar with building and managing shopping malls, the companies experience in terms of the positioning of their malls had been mid-level to this point, and they planned to make this development high-level and would need to target luxury and premium brands. FDKG was engaged to assess and advise the client about attracting suitable international brands to the development and what would draw affluent consumers to the mall given the level of competitive offerings already available in the city.
The strategic approach
The strategy established involved an assessment of the likely geographies of affluent consumers in the city with respect to the location of the development and any other potentially competitive malls to determine travel times and challenges that might enable or prevent them from visiting it. Interviews with the heads of several top luxury brands to gather their feedback in terms of their potential interest in leasing in the mall. One to one interview’s and an online survey with approximately 1000 consumers about the development, their current purchasing habits and interest in luxury brands together with general demographic research. And a competitive assessment of eight existing malls in the city in terms of location, brand offer, positioning, footfall and other benchmarks.
Outcome/results
A 180-page report was provided to the client that included all the data gathered above and an assessment of the challenges identified and recommended focus in their approach to luxury brands in terms of the mall proposition and positioning in the city. It also contained the current consumer preferences and drivers, suggested pre-launch marketing activities and distribution of brands within the mall.