BO 3东方购物广场英文版.ppt

Beijing Oriental Plaza Shopping Centre Creating a Landmark in the Heart of Beijing - The 360o Building Blocks - Feb 1, 2005 “The East is wealthy, The West is noble,The South is poor,The North is low class.”東富西貴 南貧北賤 “The shopping mall next to my house sells the same limited brands and offerings as all others, everywhere else, so why would I ever bother going to the others?” “BOP will be one of the 10 great cross century projects for the capital.” Beijing Oriental Plaza Shopping Centre Creating a Landmark in the Heart of Beijing - The 360o Building Blocks - “In this market there is an abundance of supply, an abundance of sameness, and no one is trying to be different. It’s easier to affect demand if you are willing to be different.” Henry Ford The Next 3 Hours Review of Business Objectives and Tasks Brief review of the market environment The core business problem Positioning and building the brand Naming strategy 360o communications solutions to address your business needs Your OM Team Summary Business Objectives 100% occupancy with best tenant mix Maintain high awareness and generate positive image Build traffic -- spending, repeat visits Keep shoppers and tenants loyal Refresh and rejuvenate the Shopping Centre / maintain momentum Keep exploring new markets Agency Tasks Positioning, tagline, branding as a whole Naming strategy recommendation Full campaign, budgets, programmes by phase Ongoing calendar of events for promotions throughout the year BOP Shopping Centre Opportunities First North American style mall… in concept, management Big complete Prestigious development … New heart of Beijing Offer more … variety, fun … something for everyone Multiple targets, many business opportunities ... Sources of Business Sources of Business Sources of Business Sources of Business Sources of Business Sources of Business Sources of Business BOP Shopping Centre Opportunities Switch consumers from other shopping centres and their neighborhood shops to BOP Importantly,