Terminal 21 Owner Land amp Houses Public CoLtd Location Asok Sukhumvit intersection Building Complex 9 Floor Service Apartment 20 Floor ID: 480182
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Slide1Slide2
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
PROJECT SUMMARYSlide3
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.Slide4
TARGET
Urbanista
White Collar
Teenager
FamilyExpat
TouristSlide5
PRODUCT
Shopping Complex
Service Apartment
Merchandising- Mix
ServiceConvenienceSlide6
&
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 & DesignConceptDesignSlide7
Merchandising MixSlide8
LG
FLOOR
CARIBBEAN
SUPERMARKET / TAKE HOME /
CONVENIENCE & SERVICEGourmet 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.Slide9
G
FLOOR
FASHION BRAND NAMES
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.ROMESlide10
M
FLOOR
PARIS
FASHION BRAND NAMES / THAI DESIGNER
Paris is the fashion capital every fashionista dreams of. Here you can stroll down Champs-Elysees Boulevard and shop at Parisian designer boutiques.Slide11
1
FLOOR
TOKYO
LADIES BOUTIQUES
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.Slide12
2
FLOOR
LONDON
MENS WEAR / T-SHIRT & JEANS, SPORT
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.Slide13
3
FLOOR
ISTANBUL
SHOES & BAG, ACCESSORIES & JEWLERY, GIFT & DECOR
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.Slide14
4
FLOOR
SAN FRANCISCO
FOODIE & BEVERAGE
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.Slide15
5
FLOOR
SAN FRANCISCO
FOODIE & BEVERAGE,
PIER 21 – FOOD TERMINALTreat 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.Slide16
6
FLOOR
HOLLYWOOD
SF CINEMA CITY, FITNESS CENTER
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.Slide17
Service
Restroom (
Washlet
) / Maid / Counter Information / Directory / Security / ParkingSlide18
Floor
Categories
Shop Quantity
%
LG (21)Gourmet MarketSupermarket & Convenience Store BankingFoodie & Beverage Beauty & Salon
Anchor7
76
1
0
33
33
28
6
G
(20)
Fashion Ladies
Fashion Men
Fashion Unisex
9
1
10
45
5
50
M
(45)
Thai Designer
Fashion Ladies
Fashion Unisex
Accessories
Beauty & Salon
Foodie & Beverage
27
2
7
3
5
1
60
4
16
7
11
2
F
L
OO
RSlide19
F
L
OO
R
FloorCategoriesShop Quantity%1St(135)Fashion Ladies LingerieEvening Dress
Foodie & Beverage
114
4
15
2
84
3
11
2
(136)
2nd
Fashion Ladies
Fashion Men
T-Shirt & Jeans, Sport
Foodie & Beverage
21
44
68
3
16
32
50
2
3rd
(174)
Shoes & Bag
Gift & Décor
Accessories & Jewelry
Beauty & Salon
Foodie & Beverage
60
42
56
15
1
34
24
32
9
1
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
48
4
1
0
90
8
2Slide20
CATE
GO
RIES
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
7
1
Gift & Décor
42
7
Mobile & Gadget
48
8
Supermarket
Gourmet Market (Anchor)
Entertainment
SF Cinema City (Anchor)
Fitness First
(Anchor)
---- April 2012Slide21
ConvenienceSlide22
ASOKE STATION
SUKHUMVIT STATIONSlide23
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 zoneFun to walk, shop & dine !!AmbienceSlide24
I
ntegrated
M
arketing
CommunicationMkt budget : 50 MBSlide25
Advertising
Advertising
AdvertisingSlide26
Print
Newspaper :
Thairath
/ Post Today /
Thaipost / Manager WeeklySlide27
Sale Promotion
Sales up to 50%
11 October – 15 November 2011
Fashion / Food / Banking / Beauty / Convenience StoreSlide28
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.Slide29
Event
Mini Concert : 21 CrewsSlide30
Concert on Opening Day: Oct. 11’11Slide31
CSR
Flood donationSlide32
In Store Media
Electronic ISM
LED Display ScreenSlide33
Social Network
Website (
http://www.terminal21.co.th
)
YouTubeFacebookTwitterIcon CountdownSlide34
STRENGTH
Location
:
Easily accessed
by Mass Transportation : platform links to the BTS and MRT stationsCustomer Trend :the place to meet the needs of customers who like to have new experienceDecoration :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.Slide35
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 eventsNo outdoor areaParking fee :Expensive to the shoppers feelingSlide36
การเก็บอัตราค่าที่จอดรถภายในศูนย์
Terminal 21 ประทับตราบัตรจอดรถจอดฟรี 2 ชม.ซื้อสินค้าครบ 1,000 บาท ประทับตราบัตรจอดรถ จอดฟรี 3 ชม.
ดูหนัง จอดฟรี 5 ชม. เมื่อประทับตราบัตรจอดรถที่ชั้น 6
SF
จุดประทับตรา E- Stamp บัตรจอดรถเคาน์เตอร์ประชาสัมพันธ์ ชั้น G, Mเคาน์เตอร์แลก coupon Food Court ชั้น 5อัตราค่าบริการจอดรถ (ซึ่งไม่มีระบุไว้ที่หลังบัตร)ชม.ที่1 = 20บาทชม.ที่2 = 20บาทชม.ที่3 = 50บาทชม.ที่4 = 80บาทชม.ที่5 = 150บาทชม. ต่อไปคงที่ 150บาท ครึ่งชั่วโมงปัดเป็น 1 ชม.Slide37
Brand Image Perceived
Hi-spending
Low-spending
Lifestyle
LuxuryStylishTrend EditorArtistic LivingHi-so LuxuryExtravaganzaSocial Lover
Trend Follower
Market StreetUrbanistaSlide38
Best Practice : Key learning
Design & theme concept that create
WOW
element
Attraction spots for photo taking in every zoneShopper-friendly Services that in line with concept & positioningAccessibility is one of Key Major successesProfessional : completion for launchingTV used for launching All create “World of Mouth effect” !!! Slide39
Thank you