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PROJECT SUMMARY Project Name : Terminal 21

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Presentation on theme: "PROJECT SUMMARY Project Name : Terminal 21"— Presentation transcript:

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2 PROJECT SUMMARY Project Name : Terminal 21
Owner : Land & Houses Public Co.,Ltd. Location : Asok - Sukhumvit intersection Building : Complex - 9 Floor : Service Apartment - 20 Floor Area : 145,000 Square meters : 40,000 Square meters (Retail area) Store : More than 600 stores Parking : 1,100 Cars Investment : 6,000 MB

3 POSITIONING Whole new experience of shopping with Market Street Style for urbanistas. USP : unique decoration of destinations from around the world such as Rome, Paris, Tokyo, London, Istanbul, San Francisco and Hollywood into one fully-furbished department store. A perfect combination of fashion, food, and film, with more than 600 shops. Fancy the 36 meter long escalator that connects together all the continents in the world. Easily reached by both BTS and MRT train service.

4 TARGET Urbanista White Collar Teenager Family Expat Tourist

5 PRODUCT Shopping Complex Service Apartment Merchandising- Mix Service
Convenience

6 Concept & Design The first “airport styled” shopping mall in the heart of Bangkok defines a new style of retailing for Thailand’s capital city. The mall interior is themed as an international terminal, transporting shoppers to different fashion streets of the world. Arrival at each themed floor brings the shoppers to a different city. Whether it’s Rome, Paris, Tokyo, London, Istanbul, San Francisco or Hollywood, a unique shopping experience and retail mix is found on each level. Retail Planning & Interior Design: RDG Planning & Design

7 Merchandising Mix

8 LG CARIBBEAN SUPERMARKET / TAKE HOME / CONVENIENCE & SERVICE FLOOR
Gourmet Market, a spacious supermarket inspired by a Caribbean theme offering premium products from around the world to accommodate your international tastes, with additional service for your convenience such as banking service, book stores, restaurants and convenient shops.

9 G ROME FASHION BRAND NAMES FLOOR
Step into the shopping heaven of Rome, where products from your favorite brands are on display amid beautiful architectural works, marble statues and well-know paintings.

10 M PARIS FASHION BRAND NAMES / THAI DESIGNER FLOOR
Paris is the fashion capital every fashionista dreams of. Here you can stroll down Champs-Elysees Boulevard and shop at Parisian designer boutiques.

11 1 TOKYO LADIES BOUTIQUES FLOOR
Experience a new shopping style by visiting the numerous urbanista trendy shops on Market Street which stock clothes and accessories, such as bags and shoes, from Tokyo.

12 2 LONDON MENS WEAR / T-SHIRT & JEANS, SPORT FLOOR
Emerge yourself in the atmosphere of London’s Oxford Street with decorations that include iconic red phone booths, adobe walls, double-decker busses and a Union Jack flag.

13 3 ISTANBUL SHOES & BAG, ACCESSORIES & JEWLERY, GIFT & DECOR FLOOR
East meets West at Market Street from Istanbul that provides a wide range of unique handmade products such as leather goods shoes and accessories, decorative items at reasonable prices.

14 4 SAN FRANCISCO FOODIE & BEVERAGE FLOOR
Indulge your appetite with delicious meals from more than 50 restaurants and cafes under the romance of San Francisco’s China Town and catch a glimpse of the famous Golden Gate Bridge.

15 5 SAN FRANCISCO FOODIE & BEVERAGE, PIER 21 – FOOD TERMINAL FLOOR
Treat yourself with international dishes or choose to dine simply at Pier 21, a multi-restaurant food court that offers dishes from renowned restaurants with an experience to ride on the romantic San Francisco tram.

16 6 HOLLYWOOD SF CINEMA CITY, FITNESS CENTER FLOOR
Enjoy the excitement of Hollywood film world at Terminal 21. On offer are 8 cinemas equipped with massive screens from SF CINEMA CITY, a fitness centre and a full – service premium spa that puts you in bliss. Gets your cool self updated with IT products and gadgets.

17 Service Restroom (Washlet) / Maid / Counter Information / Directory / Security / Parking

18 FLOOR Floor Categories Shop Quantity % LG (21)
Gourmet Market Supermarket & Convenience Store Banking Foodie & Beverage Beauty & Salon Anchor G (20) Fashion Ladies Fashion Men Fashion Unisex 9 1 10 M (45) Thai Designer Fashion Ladies Fashion Unisex Accessories Beauty & Salon Foodie & Beverage

19 FLOOR Floor Categories Shop Quantity % 1St (135)
Fashion Ladies Lingerie Evening Dress Foodie & Beverage (136) 2nd Fashion Ladies Fashion Men T-Shirt & Jeans, Sport Foodie & Beverage 3rd (174) Shoes & Bag Gift & Décor Accessories & Jewelry Beauty & Salon Foodie & Beverage 4th (24) Foodie & Beverage 24 100 5th (17) Pier 21 Foodie & Beverage Anchor 17 0 100 6th (53) SF Cinema City Fitness First (Anchor) ---- April 2012 Mobile & Gadget Foodie & Beverage Beauty & Salon Anchor Anchor

20 CATEGORIES Categories Shop Quantity % Fashion
Fashion Ladies (146) Fashion Men (45) Fashion Unisex (17) Thai Designer (27) Lingerie (4) Evening Dress (15) T-Shirt & Jeans, Sport (68) 322 51 Accessories Accessories & Jewelry (59) Shoes & Bag (60) 119 19 Dining Foodie & Beverage Pier 21 (Anchor) 58 9 Beauty & Salon 22 4 Convenience Store 7 1 Banking Gift & Décor 42 Mobile & Gadget 48 8 Supermarket Gourmet Market (Anchor) Entertainment SF Cinema City (Anchor) Fitness First (Anchor) ---- April 2012

21 Convenience

22 ASOKE STATION SUKHUMVIT STATION

23 Ambience Terminal 21 is Shopping complex Atrium Airport style, with unique structure and decoration. Combining unique destinations from around the world such as Rome, Paris, Tokyo, London, Istanbul, San Francisco and Hollywood. Make shoppers feel the “Experience Moment”. Music : different sound in each zone Fun to walk, shop & dine !!

24 Integrated Marketing Communication Mkt budget : 50 MB

25 Advertising Advertising Advertising

26 Print Newspaper : Thairath / Post Today / Thaipost / Manager Weekly

27 Sale Promotion Sales up to 50% 11 October – 15 November 2011
Fashion / Food / Banking / Beauty / Convenience Store

28 Sale Promotion Shoot and Share : First 500 people to win prizes by taking pictures, shopping of different zones within the Terminal 21, then post it on Facebook Terminal 21 and confirmed the prizes at the Counter.

29 Event Mini Concert : 21 Crews

30 Concert on Opening Day: Oct. 11’11

31 CSR Flood donation

32 In Store Media Electronic ISM LED Display Screen

33 Social Network Website (http://www.terminal21.co.th) YouTube Facebook
Twitter Icon Countdown

34 STRENGTH Location : Easily accessed by Mass Transportation : platform links to the BTS and MRT stations Customer Trend : the place to meet the needs of customers who like to have new experience Decoration : the theme concept and design are overwhelming, making Customers who walk into the Terminal 21 feeling “Wow Element” and FUN to walk with. Services : Very creative and shopper-friendly services : reception, restroom, directory, etc.

35 WEAKNESS Merchandising :
Strong concept of Market street, while very few of RENOWNED International and Thai brands Promotional areas : Small and unattractive areas that make difficult to create high impact of strategic events No outdoor area Parking fee : Expensive to the shoppers feeling

36 การเก็บอัตราค่าที่จอดรถภายในศูนย์ Terminal 21
ประทับตราบัตรจอดรถจอดฟรี 2 ชม. ซื้อสินค้าครบ 1,000 บาท ประทับตราบัตรจอดรถ จอดฟรี 3 ชม. ดูหนัง จอดฟรี 5 ชม. เมื่อประทับตราบัตรจอดรถที่ชั้น 6 SF จุดประทับตรา E- Stamp บัตรจอดรถ เคาน์เตอร์ประชาสัมพันธ์ ชั้น G, M เคาน์เตอร์แลก coupon Food Court ชั้น 5 อัตราค่าบริการจอดรถ (ซึ่งไม่มีระบุไว้ที่หลังบัตร) ชม.ที่1 = 20บาท ชม.ที่2 = 20บาท ชม.ที่3 = 50บาท ชม.ที่4 = 80บาท ชม.ที่5 = 150บาท ชม. ต่อไปคงที่ 150บาท ครึ่งชั่วโมงปัดเป็น 1 ชม.

37 Brand Image Perceived Hi-spending Lifestyle Luxury Low-spending
Hi-so Luxury Extravaganza Social Lover Stylish Trend Editor Artistic Living Lifestyle Luxury Trend Follower Market Street Urbanista Low-spending

38 Best Practice : Key learning
Design & theme concept that create WOW element Attraction spots for photo taking in every zone Shopper-friendly Services that in line with concept & positioning Accessibility is one of Key Major successes Professional : completion for launching TV used for launching All create “World of Mouth effect” !!!

39 Thank you


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