Transcript LG - Maejo University

PROJECT SUMMARY
Project Name
: Terminal 21
Owner
: Land & Houses Public Co.,Ltd.
Location
: Asok - Sukhumvit intersection
Building
: Complex - 9 Floor
: Service Apartment - 20 Floor
Area
: 145,000 Square meters
: 40,000 Square meters (Retail area)
Store
: More than 600 stores
Parking
: 1,100 Cars
Investment
: 6,000 MB
POSITIONING
Whole new experience of shopping with
Market Street Style for urbanistas.
USP :
unique decoration of destinations from around the
world such as Rome, Paris, Tokyo, London, Istanbul,
San Francisco and Hollywood into one fully-furbished
department store.
A perfect combination of fashion, food, and film,
with more than 600 shops.
Fancy the 36 meter long escalator that connects
together all the continents in the world.
Easily reached by both BTS and MRT train service.
TARGET
Urbanista
White Collar
Teenager
Family
Expat
Tourist
PRODUCT
Shopping
Complex
Service
Apartment
MerchandisingMix
Service
Convenience
Concept
& Design
•
The first “airport styled” shopping mall in the heart of Bangkok defines a new style of
retailing for Thailand’s capital city.
•
The mall interior is themed as an international terminal, transporting shoppers to different
fashion streets of the world. Arrival at each themed floor brings the shoppers to a
different city. Whether it’s Rome, Paris, Tokyo, London, Istanbul, San Francisco or
Hollywood, a unique shopping experience and retail mix is found on each level.
•
Retail Planning & Interior Design: RDG Planning & Design
Merchandising Mix
FLOOR
LG
CARIBBEAN
SUPERMARKET / TAKE HOME /
CONVENIENCE & SERVICE
Gourmet Market, a spacious supermarket inspired by a Caribbean theme offering premium
products from around the world to accommodate your international tastes, with additional
service for your convenience such as banking service, book stores, restaurants and convenient
shops.
FLOOR
G
ROME
FASHION BRAND NAMES
Step into the shopping heaven of Rome, where products from your favorite brands are on
display amid beautiful architectural works, marble statues and well-know paintings.
FLOOR
M
PARIS
FASHION BRAND NAMES / THAI DESIGNER
Paris is the fashion capital every fashionista dreams of. Here you can stroll down Champs-Elysees
Boulevard and shop at Parisian designer boutiques.
FLOOR
1
TOKYO
LADIES BOUTIQUES
Experience a new shopping style by visiting the numerous urbanista trendy shops on Market
Street which stock clothes and accessories, such as bags and shoes, from Tokyo.
FLOOR
2
LONDON
MENS WEAR / T-SHIRT & JEANS, SPORT
Emerge yourself in the atmosphere of London’s Oxford Street with decorations that include
iconic red phone booths, adobe walls, double-decker busses and a Union Jack flag.
FLOOR
3
ISTANBUL
SHOES & BAG, ACCESSORIES & JEWLERY, GIFT & DECOR
East meets West at Market Street from Istanbul that provides a wide range of unique handmade
products such as leather goods shoes and accessories, decorative items at reasonable prices.
FLOOR
4
SAN FRANCISCO
FOODIE & BEVERAGE
Indulge your appetite with delicious meals from more than 50 restaurants and cafes under the
romance of San Francisco’s China Town and catch a glimpse of the famous Golden Gate Bridge.
FLOOR
5
SAN FRANCISCO
FOODIE & BEVERAGE,
PIER 21 – FOOD TERMINAL
Treat yourself with international dishes or choose to dine simply at Pier 21, a multi-restaurant
food court that offers dishes from renowned restaurants with an experience to ride on the
romantic San Francisco tram.
FLOOR
6
HOLLYWOOD
SF CINEMA CITY, FITNESS CENTER
Enjoy the excitement of Hollywood film world at Terminal 21. On offer are 8 cinemas equipped
with massive screens from SF CINEMA CITY, a fitness centre and a full – service premium spa
that puts you in bliss. Gets your cool self updated with IT products and gadgets.
Service
Restroom (Washlet) / Maid / Counter Information / Directory / Security / Parking
FLOOR
Floor
Categories
Gourmet Market
Supermarket & Convenience Store
LG
Banking
(21)
Foodie & Beverage
Beauty & Salon
Fashion Ladies
G
Fashion Men
(20)
Fashion Unisex
Thai Designer
Fashion Ladies
M Fashion Unisex
(45) Accessories
Beauty & Salon
Foodie & Beverage
Shop Quantity
Anchor
7
7
6
1
9
1
10
27
2
7
3
5
1
%
0
33
33
28
6
45
5
50
60
4
16
7
11
2
FLOOR
Floor
Categories
Fashion Ladies
1St Lingerie
(135) Evening Dress
Foodie & Beverage
Fashion Ladies
(136) Fashion Men
2nd T-Shirt & Jeans, Sport
Foodie & Beverage
Shoes & Bag
Gift & Décor
3rd
Accessories & Jewelry
(174)
Beauty & Salon
Foodie & Beverage
4th (24) Foodie & Beverage
5th Pier 21
(17) Foodie & Beverage
SF Cinema City
Fitness First (Anchor) ---- April 2012
6th
Mobile & Gadget
(53)
Foodie & Beverage
Beauty & Salon
Shop Quantity
114
4
15
2
21
44
68
3
60
42
56
15
1
24
Anchor
17
Anchor
Anchor
48
4
1
%
84
3
11
2
16
32
50
2
34
24
32
9
1
100
0
100
0
90
8
2
CATEGORIES
Fashion
Accessories
Dining
Beauty & Salon
Convenience Store
Banking
Gift & Décor
Mobile & Gadget
Supermarket
Entertainment
Categories
Fashion Ladies (146)
Fashion Men (45)
Fashion Unisex (17)
Thai Designer (27)
Lingerie (4)
Evening Dress (15)
T-Shirt & Jeans, Sport (68)
Accessories & Jewelry (59)
Shoes & Bag (60)
Foodie & Beverage
Pier 21 (Anchor)
Shop Quantity %
Gourmet Market (Anchor)
SF Cinema City (Anchor)
Fitness First (Anchor) ---- April 2012
322
51
119
19
58
9
22
4
7
1
7
42
1
7
48
8
Convenience
Ambience
Terminal 21 is Shopping complex Atrium Airport style, with unique structure and
decoration.
Combining unique destinations from around the world such as Rome, Paris, Tokyo,
London, Istanbul, San Francisco and Hollywood.
Make shoppers feel the “Experience Moment”.
Music : different sound in each zone
Fun to walk, shop & dine !!
Integrated
Marketing
Communication
Mkt budget : 50 MB
Advertising
Print
Newspaper : Thairath / Post Today / Thaipost / Manager Weekly
Sale Promotion
Sales up to 50%
11 October – 15 November 2011
Fashion / Food / Banking / Beauty / Convenience Store
Sale Promotion
Shoot and Share : First 500 people to win prizes by taking pictures, shopping of
different zones within the Terminal 21, then post it on Facebook Terminal 21 and
confirmed the prizes at the Counter.
Event
Mini Concert : 21 Crews
Concert on Opening Day: Oct. 11’11
CSR
Flood donation
In Store Media
Electronic ISM
LED Display Screen
Social Network
Website (http://www.terminal21.co.th)
YouTube
Facebook
Twitter
Icon Countdown
STRENGTH
Location :
Easily accessed by Mass Transportation :
platform links to the BTS and MRT
stations
Customer Trend :
the place to meet the needs of customers
who like to have new experience
Decoration :
the theme concept and design are
overwhelming, making Customers who walk
into the Terminal 21 feeling “Wow Element”
and FUN to walk with.
Services :
Very creative and shopper-friendly services :
reception, restroom, directory, etc.
WEAKNESS
Merchandising :
Strong concept of Market street, while very few of RENOWNED International and Thai brands
Promotional areas :
Small and unattractive areas that make difficult to create high impact of strategic events
No outdoor area
Parking fee :
Expensive to the shoppers feeling
Brand Image Perceived
Hi-spending
Stylish
Trend Editor
Artistic Living
Lifestyle
Hi-so Luxury
Extravaganza
Social Lover
Luxury
Trend Follower
Market Street
Urbanista
Low-spending
Best Practice : Key learning
• Design & theme concept that create WOW
element
• Attraction spots for photo taking in every zone
• Shopper-friendly Services that in line with
concept & positioning
• Accessibility is one of Key Major successes
• Professional : completion for launching
• TV used for launching
All create “World of Mouth effect” !!!
Thank you