Client Sector Assignment Pitch Presentation for Timeline

: Forum Value Mall : Retail : Pitch : Strategy supported with concept creatives : !"#$" #%&

A'out Forum Value Mall It is a joint venture between CapitaMalls Asia Pvt Ltd a real estate company based out of Singapore and Prestige Group. !e mal is located in "!itefield #istrict of $angalore% !e &orum 'alue Mall "!itefield is a one(stop s!opping destination w!ere you will find factory outlets% supermar)et% cinema% entertainment and dining outlets under one roof. *ey tenants of t!e mall include Mega Mart% &ame Cineple+% ransit &ood Court% ,amd!ari-s etc. "it! over .// four(w!eeler and more t!an 0%1// two(w!eeler par)ing lots% factory outlet s!opping !as never been t!at convenient% especially for t!e families and yout!s. Competition: !e Mall competes wit! P!oeni+ mar)et city% In(orbit mall and Par) S2aure Mall located in t!e vicinity of seven to eig!t )ilometres.

(ac)ground on advertising activities: "e do not !ave t!eir communication strategy t!at was adopted till now% as t!e internal team !as c!anged. ,ot muc! material was found on internet. !e earlier agency was Silver Cycle agency based out of C!ennai. Reason for changing the previous agency: Client feels t!at t!e earlier agency was not giving its 0//3 to &'M. !e ad agency !ad an indifferent attitude towards t!e client. T*: Primay &amilies 4A mi+ of customers in t!e age group of 5 years to 67 years visit t!e mall 8 $ased on observation at Mall9 :oung professionals +ur Tas) : Mainline "e !ad presented &orum 'alue Mall S"; analysis. !e analysis was based on ccurrent scenario of &orum 'alue Mall and competing brnads.

,ow using t!e S"; as base we need to convert t!eir Strengt!s% "ea)nesses and opportunities in Communication strategy% ideate events and activities to bring in &oot&alls. In one line t!e arget will be ,-ncreasing the Footfalls in the Mall. Precise Action Points: o convert eit!er in communication activity or event<activation Strengths that can 'e converted to communication or events:
0. =. 5. ?. 7. 6. 0. =. 5. ?. 7.

Mall t!at offers value for money and state of t!e art s!opping e+perience. Spacious 4people can move comfortably in line of t!ree to four9 >ngaging activity for bot! parents and )ids 4Parents play wit! t!eir )ids in t!e atrium9 virtual car e+perience. Prompt &ront des)<Staff. $iggest atrium space available.

/ea)ness that can 'e converted to communication or events: &ew s!opping brands ,ot enoug! communication about food court Creating festive season ambience. ,o regular t!eme based d@cor and branding in Mall Positioning of t!e Mall( 'alue Perception to be strengt!ened.4 'alue conscious Indian customers.9 Leveraging t!e $enefit( Payment A 'ALB>. 6. Less activities for people aged at =5 to 55. .. Give reason to consumers to come to &'M 4In accordance to increasing competition9 +pportunities that can 'e converted to communication or events:
0. Lot of I companies wit! Lot of employees at >ntry Level Cobs. =. Lot of sc!ools in t!e vicinity of &'M 5. Dave entertainment w!ere you can enjoy jointly as a family

Some more inputs re0uired for:

0. Suggest event ideas for Mass events 4Li)e #iwali9 =. Suggest Community events 4"!ere participants can also participate9

Current planned events: Client is going to bring in c!aracters from #isney Land and !ave a event around it. Its entire communication will be around $angalore. Client !as also planned for ot!er two events to conduct in #iwali and C!ristmas Communication Strategy includes Print and ;nline. 1elivera'les: Communication Strategy supported 'y creatives 2to 'e discuss and decided3

4vent and Activation ideas First Review: $"#$" #%& Final Presentation : 5"#$" #%&