Академический Документы
Профессиональный Документы
Культура Документы
CMP
CMP
1
1
CMP
City Centre
Definition:
Retail premises within an arcade or mall development
owned by one company, firm or person and promoted as an
entity within a major Central Business District.
Total gross lettable area retail (GLA) exceeds 1,000m2.
Key features:
CMP
2
2
Neighbourhood Centre
Definition:
A local shopping centre comprising a supermarket and
approximately 35 specialty shops.
Total GLA will typically be less than 10,000m2.
Key features:
typically located in residential areas;
service immediate residential neighbourhood;
usually have extended trading hours; and
cater for basic day-to-day retail needs.
CMP
CMP
3
3
Regional Centre
Definition:
Key features:
*
CMP
Key features:
CMP
4
4
Key features:
CMP
Supermarket
1,200 ~ 2,800 m2
Specialty Shop
About 100 ~ 150 m2
CMP
5
5
Major Regional
Regional
Sub-Regional
Neighbourhood
2 - Major Department
1(2) - Discount Department
2 - Supermarket
250 - Specialty Shops
1(2) - Major Department
1(2) - Discount Department
1(2) - Supermarket
150 - Specialty Shops
1 - Major Department
1 - Discount Department
1(2) - Supermarket
100 - Specialty Shops
1(2) - Discount Department
1 - Supermarket
40 - Specialty Shops
1 - Supermarket
35 - Specialty Shops
PARKING BUILDING
AREA
3,500+
cars
85,000 M2
2,000~
50,000~
3,500 cars 85,000 M2
1,200~
30,000~
2,000 cars 50,000 M2
400~
10,000~
1,200 cars 30,000 M2
~400 cars
Less than
10,000 M2
CMP
CMP
6
6
CMP
14
CMP
7
7
15
CMP
CMP
8
8
CMP
18
CMP
9
9
CMP
Parking
Specialty Shops
Anchor
Tenant
CMP
10
10
CMP
CMP
11
11
Percentage Rent
Assumption:
Base rent:
Percentage gross sale:
Gross sale (previous year):
Following year sale:
$20,500.
6%
$560,000.
$595,600.
CMP
Balance due
Deduct the turnover rent already paid
= $15,236 - $1,090 x 12
= $15,236 - $13,800 = $2,156
CMP
12
12
CMP
CMP
13
13
CMP
Promotional Management
Shopping centre management differs in promotional
management.
Determine the aim of the campaign and budget
available.
A committee with representatives from the tenants and
owner administers promotional fund.
Key areas:
Tenancy mix and retaining customers.
Gauging promotional campaign results (cost benefit analysis).
CMP
14
14
Market Profile
Competitor Analysis
Centres within 5 - 10 km radius
Impact
GLAR (gross lettable area retail)
Sales MAT (moving annual total)
Traffic MAT
29
CMP
Marketing Plan
Overview
Location details of centre
Aims of marketing plan e.g. to increase the centers profile within
the community along with increasing sales and traffic.
Marketing Objective
Measurable financial goals and objectives have been established
to be achieved by 30 June 2015:
Increase total comparable sales to $51,797,767 MAT comprising:
$44,550,577 Majors Sales ($11,405 psqm; benchmark is $10,872 psqm)
$7,247,190 Specialty Sales
CMP
15
15
Forms of Promotion
Letter box drop.
Immediate vicinity of the centre.
Local press.
Professional preparation.
Radio.
For a particular campaign.
Television.
Most expensive, major campaign, opening.
CMP
Special Promotion
Aim.
Generate attendance.
CMP
16
16
Types of Refurbishment
A marketing and business development exercise aimed at
generating additional rental income from the property.
Renovating.
(Interior design)
Revitalising.
(Theme)
Improving.
(Space planning)
Re-positioning.
(Competitive positioning)
CMP
Types of Refurbishment
A.
Competitive
Positioning
B. Space
Planning
D. Interior
Design
C. Theme
Repositioning
Improving
Revitalising
Renovating
CMP
17
17
Readings
The State of NSW (2005) NSW Retail Tenants Guide,
Department of State and Regional Development
Preston Rowe Paterson (PRP) (2011) Property Market
Report Sydney Retail Market.
Dubai Luxury Mega Mall (https://www.youtube.co
m/watch?v=JAI7tveh02w)
CMP
18
18