Time: 1:30PM
Venue: Cathay Cineleisure
Target Audience: Youths, Teenagers and Young Working Adults
How do they attract their target audience?
Range of Stores:
- Fast Food Chains on 1st floor (first impression of being youthful; targeted at youths)
- Western Restaurants
- Sports Stores
- Pasta Restaurants and HK-Style Cafe
- Accessories Shops
- Teen Fashion Apparels
- Gift Shops, Watch Dealers
- Hair Salons
- High End Luxury Products
Entertainment:
- Cinema
- Karaoke
- Pool Arcade
- Gaming Arcade
- Lan Gaming
The wide range of stores caters to the trends and needs of modern teenagers as well as young working adults. Interestingly, the layout for the shopping mall effectively attracts the right people to the place.
The layout obviously has a certain hierachy to it; the lower levels offers more of the affordable shopping and food, while the price range and the classy-ness of the stores go higher at the higher levels.
One interesting thing about Cineleisure is that, as its name suggests, it aims to provide leisure even within a Cinema. Its main business comes from the business of its Cathay Cineplex, but in order to attract more movie-goers, they had also introduced such wide range of shopping and food. Movie-goers are able to shop and eat as they wait for their movies, which is almost like an All-In-One concept for Cineleisure. A wholesome experience!
Effective? Definitely, yes. The way that they attract their target audience is inspiring and amazing.
In the next post, we will continue on the next case study - Heeren. A comparison will also be made with Cineleisure and a conclusion will be shown as to how this research aids our project.
By Chun Kiat
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