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.
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.
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