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Sales & Marketing Strategy of DLF Mall

Presented By
Inamul Hassan A13559016315
Azar Hussain A13559016188
Sandeep Deka A13559016197
Rewti Raman Dubey A13559016304
Rajiv A13559016351
Nitansh A13559016264
Type of Mall India’s Largest Destination Mall
Developed by DLF Group Ltd.
Maintained and operated by DLF Group Ltd
Mall Management In House - Fully owned, leased and operated by DLF
Retail Space 2 million sq. ft./ 20 lakh sq. ft.
Built up area 2.7 million sq.ft. / 27 lakh sq. ft.
Investment INR 1800 crore
Fully operational by End of April 2016
Location Sector 18, Noida
§ Strategically located in the heart of Noida city sector 18, with prime south Delhi &
Lutyens’ Delhi on one side & Noida, greater Noida on the other, within 20 minutes.
Drive time.

Address DLF Mall of India

Plot No. M-03, Sector 18, Noida – 201301
Levels 7 Levels of Excitement (plus 3 levels of basement parking)
Anchor Stores & Category 18 Anchor Stores
Specific Brands LGF – Big Bazaar Gen Nxt, Home Centre
GF & FF- H&M, Forever 21, Zara, M&S, GAP, Lifestyle, Pantaloons, UCB
SF – Splash, I AM IN
TF – Iconic Kids, Hamleys
Fourth Floor – Cinemas, Smaaash, Fun city
Highlights of the Mall
Highlights  Introducing the concept of ‘’ Zones in India”
 330+ brands & 82+ Kiosks Brands

Approx 40% space is dedicated to F&B, Casual Dining and Indoor

Entertainment, Total 75 Food & Beverages Options Including 51 Cafes and
Casual Dining Restaurants and 24 F&B Kiosks.

 7 star DT Cinemas screens designed by the known Mesbur+Smith with a

seating space for 2000 audience.
 The largest food court of the country with seating capacity of 1000
people designed by Varney designs
 The unique design element of the mall would be the Racetrack Atrium to
give an excellent visibility for all store fronts coupled with more than 80
escalators, one express escalator, and revolutionary travelators for the
comfort and convenience of Shoppers / Customers
 'India's largest Mall unwraps' was the campaign
communication slogan to communicate the launch of the Mall.
• The main aim behind this was to make it seem as a present to the
people waiting to experience it. And also in the mean time
Branding the mall different than other malls.
• DLF Mall of India powered up its Outdoor Campaign with
Havas Media Active just before its launch.
• Havas Media is the lead agency in the world’s fastest growing
media group and it shows the level of importance given to the
advertising segment by Dlf.
• The agency ensured that they create a long lasting impact,
awareness and curiosity for people to check the offerings by the
Mall enabling increase in the footfalls at the site.
• The scale of the campaign pulled off, was big and strategic,
covering all the key important locations within Noida and the
entry points of around it which is Mayur Vihar, Kalindi Kunj and
DND Flyway.
• All the strategic locations of Noida was being used to target the
audience living nearby and the busy traffic commuting to and fro
passing the site of the mall.
• Interestingly two different types of creatives were used for
Campaigning which were Crisp and Clear.
• The first creative marking the Announcement for the launch
of the Mall.
• The other boosting about the Key brand outlets operational
already at the Mall.
• Not only Creatives Innovation also paved its way in the
advertising campaign of DLF MALL, Noida.
• In the OOH(Outdoor advertising) campaign of the Mall, a
huge cut -out of the banner had been rolled back to display
the un-wrap and showcase the Mall.
• #Unwarps was the campaign trending on OOH as well as in
social media sites to communicate the launch and also to
welcome the brands on board.
• Last but not the least all Traditional media formats
(Newspaper, Tv, etc.…) were also used to pass on the core
campaign objective .

01 02 03
The developers also dealt
with clustering similar
retailers, called “zoning” in
mall lingo. This ensures
Well-lit and safe parking that shops selling similar
The malls should have
facilities are crucial factors, products or services are in
services beyond shopping
especially for women. It is the same part of the mall so
like Cinema theatres, Bars
generally acknowledged that consumers don’t have
and restaurants, Food
that when women feel to go far to compare. Thus
courts etc. Mall of India
comfortable and frequent a helping the customers to be
have all of these and have
place, children and men more satisfied. This
promoted all of this and
follow. Mall of India services are promoted and
thus promoting itself more
followed this strategy thus helped in the
pretty well. advancement of the mall.
 Many people have started relocating to the
NCR area to enjoy better quality of life. Malls
with better ambience and also the Brand name
attracts people. Mall of India used that to their

 Activities other than personal selling and

advertising such as a point of purchase display
(P.O.P) show and exhibitions, demonstrations
and other non-securing selling efforts.
 Strategically placed in Sector 18, Noida DLF Mall is well placed to target a nucleus of over 49
colleges and 47 corporate offices.

 As this are the one of the main sources of customers coming to the mall in the surrounding area of the

 DLF also adopted the strategy of making it of International standards to target maximum customers of
all segments as there were few malls of such standard in the area.

 As the Feasibility study revealed that Noida and the surrounding area people having huge incomes so,
another strategy to target customers was to attracting premium foreign fashion brands.

 The DLF Mall of India has given six-year lease contracts to small shops and nine years for large and
international players

 Along with that some other strategy for targeting was adopted such as offering loyalty schemes as
well as, services like free parking, free home deliveries and so on.
• A channel partner is a company
that partners with a manufacturer or producer
to market and sell the manufacturer's
products, services, or technologies. This is
usually done through a co-branding

• When building a strong marketing strategy,

research plays a critical role in understanding
who your customers are and how to compel
them to buy your product or service.

• To create a strong marketing strategy, you

need to consider the five P’s in your
marketing mix:
• People, product, price, place and

People are the most important element in your marketing mix. If

you want to create a strong marketing strategy, take the time to
identify who your target buyer is. This information will give you
critical insight into how to market to your customers and compel
them to act.

5 Questions to Answer about “People”

A. Who are the primary and secondary target buyers?
Primary – These are your ideal buyers and the most important
target audience in your marketing mix
Secondary – These are buyers who would like and buy your
product, but fall outside of your primary focus
B. What are the buying behaviours of your target buyer(s)?
C. Who are your competitors marketing to?
D. What are the trends that your target buyers are following?
E. What behaviours and preferences do your target buyers have, if
Defining and understanding your product or service
will help you understand how to position and sell it to
your customers.
5 Questions to Answer about the Product or Service
A. What exactly is the product or service?
B. What need does it satisfy?
C. What features does it have to meet these needs?
D. What is it called and how should it be positioned in
the marketplace?
E. Who are the competitors and how does it compare?
Next, we need to understand what the customer is willing to
pay for your product or service. If the product or service you
are marketing has historical pricing data, find and mine that. If
you don’t, the next best thing is to look at how your
competitors are pricing similar products or services.
5 Questions to Answer about Price:
A. What is the value of this product or service to the buyer?
B. Are there pre-established price points for this
product/service in the marketplace?
C. Is the customer price sensitive?
D. What is your competition charging?
E. Are there expected discounts for the product or service
you’re marketing?
Place is all about identifying where your product or service
needs to be in order for customers to see and buy it. It’s about
being available when and where the customer wants or needs
5 Questions to Answer about Place:
A. Where do your customers look to buy your product or
B. What distributions channels do you need to pursue?
C. Where do you need to be in order to gain interest from
D. Do you need a sales force to represent and sell your
product or service directly to your customers?
E. Where are your competitor’s selling?

Promotion is all about placing your product or service

in front of your target market where they already are.

5 Questions to Answer about Promotion:

A. Where can you find your target buyer(s)? Consider
geography, marketplace, online, trade shows, etc.
B. What places do they go to buy and when?
C. What marketing channels do they use on a regular
D. What marketing channels historically work best
with your target customers?
E. When and where are your customers most ready to
buy your product or service?

Building a strong marketing strategy for your proposal

or plan is important to winning new business
regardless of what your product or service is.
Marketing collateral focuses on these main points:
• What makes your business special and great?
• What products and services do you offer?
• Why should people choose your products or
• What differentiates your business from the
• Do you offer any sales, discounts or financing
• What do your customers enjoy about your business?
• How can people purchase your products or services?
Product Marketing Content You Can Use for Sales

1)Product Videos
Video can be a great way to communicate how your products
work and how they help your potential customers, particularly
for products that lend themselves to a more visual explanation.
They're also great for giving site visitors a quick overview of
what you offer as well as providing deeper dives into specific
product features.

2) Product Pages
So once you produce those handy product videos, where should
they live? One asset that product marketers typically manage is
a website's product pages. These pages should highlight your
various product and service offerings and provide the
information that prospects are looking for to conduct product
research and understand what you sell. Depending on what that
is, these pages may be organized in a number of ways.
3) Product Blog Content
You could also use this blog to announce company news,
making it a combined company product and news blog. Use
this blog to communicate significant product, service, and
feature updates -- as well as noteworthy company news --
and house it within the product section of your website.

4) Customer Success Stories/Case Studies

Case studies that highlight the success of your current
customers are an extremely powerful product marketing
tool. In fact, they're one of the items on our list that could
be classified as both product marketing and sales
enablement content. They add a lot of credibility to your
product marketing and prove the true value of your
products/services. In your case study content, be sure to
demonstrate the customer's challenge, highlight how your
solution addressed that challenge, and feature the
5) Group Product Demos
You might host, group product demos are another great type
of webinar you can try -- and they make really great
product marketing collateral, too. Particularly suitable if
you're in the software business, live group demos can save
your sales team the time of administering individual, one-
on-one demos and can be promoted both to marketing leads
as well as the leads your sales team is already actively
Bonus: If you record your live demos, these can also be
repurposed and used as product demo videos featured on
your website.
Setting Goals:

Sales level to be collectively achieved by the tenants. Setting a goal for occupancy percentage- amount
of available retail space that is occupied by tenants. Also goal for rental income and visitor traffic. With
these goals in mind progress can be tracked over the year.

Determining Target Markets:

Clear understanding of the target markets to be reached and attracted to the mall. Demographic
characteristics of the area like age and income level.

Securing and Retaining Tenants:

Find the right mix of tenants that fits the purchasing behavior and needs of its target markets. Tenant
satisfaction strategies like doing annual survey of tenants to find out what they think mall is doing well
and areas where it can be better.
Increase the Business:

To reach out to customers the media that will be used for advertising the mall and stores. Doing co-
operative advertising, plan events and special promotions to build visitor traffic and create publicity
opportunities for the mall.

 Differentiating the Mall:

Marketing and promotion strategies to make the mall stand out like ads focusing on unique stores,
excitement and fun at the mall, spectacular design and layout of the mall, variety of restaurants. Also a
clear message for newspaper and magazine advertising. Using social media to connect with customer
base to attract young shoppers.
Identify Retail Marketing Mix elements

Important retail marketing mix elements for Mall shopping.

1. Entertainment: Multiplexes, food courts and games for children

2. Specialty: Full department store, choice of stores, well known brands and anchor stores

3. Value: Value for money, utility based and credit terms.

4. One stop shop : Visual merchandising, atmospherics, personnel services, guarantee policies and
loyalty cards.

5. Convenience: Security, parking and proximity to home.

Strategies for shopping mall managers:

Shopping mall enjoyment motivators

1. Entertainment Strategy: A balance between major components like entertainment,food and retail
space. It motivates them to make a visit to the mall.

Mall shopping loyalty enhancers

2. Specialty strategy: A right mix of national and international brands and private labels. A well
planned and executed tenant mix can help retain its ‘first preference’ status even during immense
competition. Anchors also to be carefully chosen.
Value strategy: Rental technique by mall operators can be revenue sharing based. A discount orientation
strategy suitable for low to medium stores and for mass marketers use of high everyday pricing on items
typically featured in periodic/ end of season sales is proposed.

One stop shop strategy: Purchasing and spending quality time with family in a climate controlled
environment under one roof. Exterior and interior design of mall, basic amenities, ambience, and tenants
play a role in motivating customers to spend more time, feel comfortable and stress free.

Convenience strategy: Malls is placed in the heart of the city adjoining residential areas, using
hydraulic parking to resolve traffic issues

All these factors contribute to image building, creation of brand equity, sales increase, new product
acceptance, positioning, competitive creation of a corporate image.
 Strategic Location at sector 18

 Only retail mall in India with six customized shopping levels like international and Indian
premium fashion, dedicated kids zone, entertainment, international cafes, food court and
restaurants with a race track atrium which ensures equal and excellent visibility to all stores.

 Innovative Zoning strategy.

 Several fun activities are designed to increase the shopper traffic and facilitate tenant sales at the

 All this is backed by well etched out advertising and PR initiatives for the efficacy of the
marketing plans

Product: Infrastructure,Malls(luxury, shopping) they sell and lease the properties.

Price: Targeted towards the middle and upper class sections.

Place : are situated in prime areas in the cities which makes them better than competitors.

Promotion: campaigns through traditional and digital media

• Sending the information about malls to target

customers by sending brochures and magazines

describing the product

• Uploading the complete information of mall on the

main website of DLF

so that anyone accessing the homepage of DLF must

also be accessible to thatinformation


DLF has always been a front runner of the retail revolution in the country. It has been delighting
customers with versatility, variety and premium quality.
 Look at the data and examine whether or not the company achieved its strategy
objectives from implementation phase
 If yes, replicate the same for future process
 If no, corrective actions to improve it
 Its necessary for evaluation phase.
 Are used to provide benchmarks.
 To assess how well the plan accomplished the goal.
 Benchmarks created using industry data and past data.
 Controls may include measures like marketing budget and market share.
 Process of marketing which allows customers or stakeholders to give details about their experience

of product or service.

 Its like a reality check of product performance in market.

 Can be collected by interviews, survey forms, social media, expert advice.

 They are a very important tool to know your customer and know what they want.
 Can be done in age brackets because requirements change with age
 Helps companies to know about their competition and know what competitors are providing which
they are not able to.
 It helps in decision making.
 It’s a fundamental part of marketing planning process.

 Conducted at beginning of process and at series of points during implementation of plan.

 It considers both internal and external influences on company.

 Helps to establish the segmentation, target and positioning of product.

 Helps also to define competitors.