Shopping mall development catchment and tenant mix research
Key benefits: Client was able to create a credible value proposition to attract an appropriate tenant mix
A leading property developer needed to develop an effective marketing positioning for its new property development in Singapore to target attractive customer segments.
Application: Sales & Marketing
Conducted in-depth interviews with industry observers, exit polls at four competitive shopping malls and focus groups with target consumer segments. Executed secondary research going through online information databases, published property development reports and government plans.
Methods: Secondary & primary research
Analyzed profiles of potential customers, assessed size and character of retail market and recommended market positioning and optimal tenant mix.