Event Evaluation and Reflection

There were two events that were on going during my visit to the NAC. Outside the huge NAC building, Samsung and Singtel had put together a road show right at the door step. As I entered the building, the basement was visible from the top and I could see an Interior Fair going on. My focus will be on the Singtel and Samsung collaboration.



The Interior Fair deals mostly with bedlinens, pillows cushion etc. types of products. It was a good location chosen due to the place constraint everywhere else. I would think that the Interior Fair should extend to welcome a few more other retailers. In my opinion, Interior Fair is an inappropriate name for the event due to the products that were sold. Interior Fair should include kitchen wares, beds, furnitures etc. as well.



Photographs were taken from a distance as I was told not to allowed to shoot from the inside. Samsung and Singtel are two strong brands that everyone should have heard of. However, the crowd was disappointing on a Saturday evening. This might be an impact of the economic crisis and the fear of the outspread of swine flu. Nonetheless, it was too quiet.

The purpose of the event was to promote and increase the awareness of the new Samsung Jet 5 mega-pixel camera phone. Singtel helps to launch it to gain sales, so it's a win-win situation. The collaboration helps both companies made use of each other to tap on sales. For instance, a singtel user wishes to renew plan but has no ideal phone in mind. He or she would probably not mind getting a samsung phone at a good price from the road show. On the other hand, a Samsung user may see a good deal and decides to sign up for a singtel plan. Alternatively, he or she may choose to purchase a top-up SIM card just to get the Samsung phone at cheaper rate. Sales do not get cannibalized this way and helps both parties.

The event tap on the visitors who are visiting the mall. The event was position in hope to inject impulse purchases. Impulse purchase usually involves purchase in small amount and quantity. This however can stir impulse purchase. Potential consumers enter the mall after seeing the roadshow and was tempted to buy. Due to the few hundred dollars that may be involve in the transaction due to impulse purchase, the time spent in the mall would be a good time for him/her to analyze the purchase and come to a conclusion. The last enticing moment was when he/she leaves the building again through the same exit. Consumers are reminded of the purchase intention that had previously arise.

Analysis, Target Market, Positioning of Ngee Ann City

Ngee Ann City (NAC) is All-under-one-roof Family-oriented Shopping Centre (AFSC) with Takashimaya Department Store as its anchor store. NAC is supported by over 30 food and beverages stores. NAC has a wide range of retailers which targets both the upmarket and the normal spenders.

On the ground floor, one can find Alfred Dunhill, Burberry, Celine, Chanel, Christian Dior, Fendi Hugo Boss, Loewe, Louis Vuitton, Montblanc, Cartier, The Hour Glass, Tiffany & Co., etc. Most AFSC type of malls do not carry this many number of retailers targetting at the high income consumers. This gives NAC an edge over most retailers.

While most people may think that NAC targets only the high income consumers by looking at the ground floor, this is not true. Being an AFSC mall, NAC gives a different insight when approaching the other levels. One can find Bossini, Giordano, G2000, Fox, Mango, M)phosis etc kind of stores on the other levels. These stores are catered more to the general, majority people belonging to the middle class. The price range of these shops are considered low to middle.

The target market of NAC is very wide. As mentioned in the second paragraph, the ground floor is dedicated to serve high income consumers and the other levels actually serve the rest of the consumers. Having Takashimaya Departmental store as the anchor store makes it more family oriented as products sold there are catered to family. Best Denki also helps to promote electrical applicances for families. Tourists can purchase branded bags, perfumes, wallets etc. from the various brands available from the ground floor. The target market can be families, tourists, working class, expatriates etc. There is no specific group because the mall as it is, attracts people of almost all income group.

Positioning of Ngee Ann City can be split into two different positioning. Despite being family-oriented, from the exterior, all that one could see are branded retailers. This therefore is a strategy to attract high income consumers to visit. The positioning for the ground floor I feel should be placed towards high price and high quality. The rest of the shops can be positioned as moderate price for a moderate quality. Due to the rental, the price can not be priced low. Nonetheless, the quality is guaranteed due to all the well-known retailers NAC houses.

Introduction to Ngee Ann City

Ngee Ann Development Pte Ltd (NAD) and Orchard Square Development Corporation Pte Ltd (OSDC) co-founded Ngee Ann City. Ngee Ann City is a shopping and commercial centre located on Orchard Road, Singapore. The S$520 million building was officially opened on 21 September 1993 by then Prime Minister, Goh Chok Tong.Ngee Ann City is a commercial and civic project, the result of a collaboration between Ngee Ann Development Pte Ltd (NAD) and Orchard Square Development Corporation Pte Ltd (OSDC). The complex emphasizes the continuous philanthropic concern of Ngee Ann Kongsi in its efforts to work for the future of Singapore and the Teochew community. It enables the Kongsi to continue with its support of welfare, education and culture. Redevelopment of the site was first mooted as early as 1967. Ngee Ann City was conceptualised by Ngee Ann Development and the Orchard Square Development Corporation in the late 1980s. Raymond Woo, the architect who designed the complex, drew inspiration from the Great Wall of China. The intent was to reflect the dignity, solidity and strength of the Ngee Ann Kongsi. Wong spent five years designing and overseeing the project.

Ngee Ann City is a home to more than 130 specialty stores, putting international fashion labels such as Hugo Boss, Christian Dior and Cartier alongside other renowned brands such as Ermenegildo Zegna, Zara, A/X Armani Exchange and ck Calvin Klein. There are over 30 food and beverage outlets offering cuisines from Western to Cantonese to Indonesian to Thai. Among the top names are Sushi Tei Japanese Restaurant, the Crystal Jade Group of Restaurants, Sanur Indonesian Restaurant, Coca Restaurant and Seoul Garden – The Table Barbeque People. Asia’s largest bookstore, Books Kinokuniya and Japan's electronic giant, Best Denki are also found at Ngee Ann City. With a choice of fashion and accessories for adults and children, enrichment centres, hair and beauty salons, health stores and pharmacies, restaurants and bars, even a fitness club, shoppers can indulge in some serious retail pampering.

Ngee Ann City also impresses with its available event spaces. The indoor Takashimaya Square comes alive with regular bazaars and fairs that draw shoppers by the throngs. Outdoor, the complex's main attraction is its semi-circular Civic Plaza which had been a venue for many prestigious events. Capable of holding 3,000 people in the heart of the major shopping belt, the Civic Plaza has established itself as a great place to hold concerts, fairs, product launches, roadshows, fashion showcases, carnivals and lifestyle launches. The Civic Plaza is indeed a great asset to the community, a welcome relief to shoppers and an added attraction to Ngee Ann City.

Ngee Ann City is especially proud to be a consecutive six-year award winner in the Singapore Tourism Board annual Tourism Awards. We clinched the Best Shopping Experience Award - Shopping Centre from 1999 to 2004. This string of accolades is once again, testimony to our status as the iconic shopping centre in Singapore. A development that dominates a sizeable part of Orchard Road, Ngee Ann City has already transformed the area into a microcosm of the city state of Singapore – a city that is pleasant to live and work in, and a city of beauty, character and grace. With its wide range of choice, Ngee Ann City is indeed the watchword of this city-within-the-city.