REPORT ON DOLMEN MALL CLIFTON
Principles of Marketing
Syed Bilal Ahmed
Report on Dolmen Mall
The purpose of conducting this research on Dolmen Mall Clifton is to understand the concept of how marketing has evolved in Karachi? How local brands and international brands become more popular? What type of strategies they use to become a leading brand? How they attract and retain the customers? how the Dolman Mall carry out their marketing strategies and what they are doing and how they are working for their establishment?About their location, their pricing, their values and the customer expectations from those values etc.
Dolmen Mall Clifton
Dolmen Mall Clifton has revolutionized the retail landscape of Pakistan. Located at the waterfront, at the intersection of the upscale Defence and Clifton neighborhoods, this mall integrates the best in food, fashion and leisure. It also has a number of book stores such as Liberty. For serious shoppers, Dolmen Mall Clifton is the best mall to be at. It is the part of a dolmen city projects in the country developed and operated by the Dolmen Group and was the former site of hotel and casino which were being built in the 1970’s by the late Prime Minister of Pakistan, Zulfiqar Ali Bhutto. It provides the Pakistani shopper exclusive excess to some of the world’s most popular retail brands and eateries, attracting customers from all over the country to its door. The mall has a total built-up area of approximately one million square feet and a gross leasable area of 600,000 square feet spread over three levels .Anchored by Hyperstar and Debenhams, Dolmen Mall Clifton has a strong mix of local and international brands including Mango, Next, Nike, Mothercare, Nine West, Timberland and Charles & Keith. With 130 retail outlets, a multi-level department store and a food court that accommodates 1200 customers, Dolmen Mall Clifton is the largest shopping mall in Karachi. Dolmen Mall contains extraordinary variety that makes Karachi such an enjoyable and enriching shopping destination. The big thing of this mall though is the food court which offers you a chance to eat in peace and in a clean environment. All the usual suspects are here: Subway, MacDonald’s as well Pakistani Burger Chain “Mr. Burger” and a host of other less eatery offering Chinese and Pakistani foods. Customer Experience:
Customer’s prime expectation from value is the value for money, as in does the price worth what its spent for and/or was the experience worthwhile paying the hefty amount that its being charged against
They facilitate the customers by providing a parking facility at a secure place where they can simply park their cars under the supervision of Dolmen’s guard without tension of stealing or any other mishap.
Due to fear of terrorists and the current situation of Karachi so they have a strong security system i.e. metal detector on their entrance and hidden security cameras on every floor and in every single shop to maintain peace and make their customers feel safe and they also have excellent fire fighting systems.
Then after a little checking here and there, we are led by escalators to the first floor where this big supermarket “hyper star” is located, a place where you find it all, I can’t pin point a single thing that my eyes didn’t see. A must mention is their reasonable rates on vegetables, fruits and bakery items. All are freshly baked and the whole place seems to be wrapped in that aroma.
A floor above with all the brands of everyones interest, namely Mantra, Accessorize, Koel, Generation and various others. The good thing about them here is that the shops are bigger and better. A weird observable fact but somehow I find better variety in shops here than any other place.
A floor beneath, although it has only been a few months but this place is always loaded with people due to the fact that it is under one roof one...
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