A new shopping mall

Résumé du document

Shopping malls have changed the era of shopping, in the United States customers are now used to have everything they could need in one place. The concept of a mall is to integrate leisure and entertainment to the shopping experience of the customers; the objective is to make the visitors feel good in the mall, so they spend more time and money shopping. Indeed, in America it's a common thing for many customers to stay in a mall all day long, that's why more and more shopping centers not only have stores or supermarkets but also movie theaters, restaurants, bowling…

The function of our Sports Valley mall is to provide the customer with a new shopping experience, centered on sports, where the visitors could buy sporting goods and equipment but also practice sports in the mall. Our mission is to create desirability and make the pleasure and benefits of sports accessible to everyone.

Extraits

[...] - French slogan: La mode vit plus fort Translation : Fashion lives stronger - The mall is mostly advertised on billboards in Paris, and specialized press like magazines dedicated to fashion or beauty. The mall also did a TV campaign featuring the rock star Iggy Pop, to promote their “Rock'n Mode” event during Christmas 2011. - Advertising strength and weaknesses: Good impact on the people from Paris but low impact on foreigners, who represent an important part of the visitors (mostly Chinese, Americans and Japanese). [...]

[...] Indeed, Los Angeles is known for Hollywood, people enjoy going to the movies and there are plenty of theaters everywhere. The strength of this media is that you catch your audience in a very “captive” mood, because everybody keeps quiet and looks at the screen before the movie starts, so it really optimizes the memorization of the message. Our advertising campaign can also consists in delivering the message using non-media tools like sponsoring famous sports events in Los Angeles (baseball game in the Dodgers' Stadium, basketball game of the Lakers in the Staples Center, surfing contests ) which would be great to create brand awareness and improve our image. [...]

[...] However, in the United States, the shopping malls are strictly regulated: The U.S. Supreme Court held that a shopping mall was the modern equivalent of main street, the "normal municipal business district." It concluded that the landowner could not "limit the use of that property by members of the public in a manner that would not be permissible were the property owned by a municipality." Every mall has to respect specific rules concerning the sidewalks, plaza entries, corridors, ramps, elevators, escalators, toilets, bathrooms and other common areas of the shopping center, according to the capacity of visitors. [...]

[...] Here are some profiles which describe better our core target and secondary target: Core target Our core target is mostly represented by active urban corporate people, around 30-35 years old, who are very busy in their lives because their job is demanding, they have a family, so they don't have so much time to relax, not so much time for their leisure. They love to practice sports because it unwinds them, because they are concerned about their health and they want to take care of their physical condition. However, they don't have time to find a different sports specialist each time they need to buy new equipment, and they don't have time either to become member of several clubs if they want to practice different sports. [...]

[...] After identifying our targets and how we want to reach them, we're now able to identify the communication problem that this campaign has to solve: “How to promote the Sports Valley mall as a shopping center entirely dedicated to sports, offering a shopping experience which combines variety of choice and leisure, while the company doesn't have any brand recognition and the concept is relatively new to this market?” Delivering the message Since we're launching a new concept, the most important thing that the advertising campaign has to develop is our notoriety. Indeed, we need to create brand awareness and recognition around the mall. [...]