REPORT ON DOLMEN MALL CLIFTON

Principles of Marketing

Submitted to:

Syed Bilal Ahmed

Submitted By:

Rabia Siddiqui
Date: 11/01/2015

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 1970s
by the late Prime Minister of Pakistan, Zulfiqar Ali Bhutto.
It provides the Pakistani shopper exclusive excess to some of the worlds 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
2

Debenhams, Dolmen Mall Clifton has a strong mix of local and international brands
including Mango, Next, Nike, Mothercare, Nine West, Timberland and Charles & Keith.
Opened
2011
Built-Up Area
1 Million SQ. FT.
Footfall (Annual)
9 Million
Floors
3
Anchor Stores
8
Amusement Centers
2
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, MacDonalds as well Pakistani Burger Chain Mr. Burger and a host of
other less eatery offering Chinese and Pakistani foods.

Customer Experience:

Customers 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 Dolmens 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 cant pin point a single thing that my eyes didnt 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 finds all brands,
from local to international. Not only that but a lot of restaurants are in the pipeline
too, GUN SMOKE, Bistro 76, CHACHA JEE, CHAIRMAN MAO, THE
NOODLE HOUSE and EXPRESSO, and are few highly anticipated new
restaurants.

They mesmerize their shoppers and constrain them to come again & again to visit
the mall by doing investment in its interior which makes them feel special,
valuable folks and create a trust of purchasing the right things at right place and at
right prices.

By playing music inside which able them to do their shopping in a very calm
environment and it is also a sign of refreshing so they can enjoy their shopping.

By bringing international brands in mall that raises its standard in every manner
and to somehow be the main reason of its fame.

The Karachis largest shopping and entertainment destination where they also
provide playing area for kids.

After an extended skillful construction, came into being, The Dolmen Mall Clifton, better
known as Hyper Star in the city. A tremendously spacious shopping mall in the history of
malls in Karachi. Dolmen Mall Clifton, can be defined as a perfect market place, there is
a diverse mix of customer foot fall including existing clientele comprising of nearby
residents and also random window shoppers and occasional visitors considering it to be
one of the finest shopping galore in the city premises but as far as I observerd they have a
specified clintele because of their trust on brands which they offer.They retain their
customers by providing best services in every manner as compare to the other Malls.
Most important thing that it is located in the porch area of city Karachi.
On top of that, despite the number of people present, the spacious alleys allow you not to
bump in to strangers due the compactness resulting from overcrowding. Their central air
conditioning and cleanliness is also remarkable. it is a place new for the karachities ,who

are bored of going to the old malls not only that but a place where you just need to stop
once when youre out shopping and the whole family can find their sort of brands to shop
from along with availability of certain eateries where one can sit and relax
As i have seen so many brands but my research is based on these brands:
Almirah (Local Brand)
Chacha jee (Local Brand)
Fat Burger (International Brand)
Debenham (International Brand)

ALMIRAH

If we define Almirah in three words, it will be Elegant, Majestic and High

Quality.Almirah operates under the umbrella of U&I group. (Exclusive brand of J.Junaid
Jamshed) the group's first retail brand. Almirah has already established its name as a
market leader in ready-to-wear and latest accessories. However, not everyone has the
same taste when it comes to fashion and for those who want something exclusive, they
launched Almirah- the ultimate symbol of quality and uniqueness.It is the innovation of
classical and contemporary designs which lifts the customer's sense higher. Beautiful rich
hues and fine fabric's of their collection is a promise of luxurious quality. Their creativity
is beyond someone's imagination.
Their apparel variety includes clothing, shoes, stoles, cufflinks and other
accessories.From the formal desire to the casual choice, Almirah has it all. Almirah's
collections cover the styling need of both men and women. it is a complete fashion store
where anyone can find something for his/her self for any occasion and gives a feel of "
The Walk In Closet".The brand is constantly striving to blend the regal with
contemporary, so beautiful that makes it out stands from the others.with a total of 6
5

outlets in Pakistan, 3 in Karachi, 1 in Islamabad, 1 in Rawalpindi, 1 in Lahore and also

they have a plan to spread its branches locally and internationally down the road.

Product Range:
Women's wear:
Formal and Semi-Formal three piece suits
Casual and Formal Kurties
Lawn
Ladies tops
Stoles and Trousers
Abbayas
Ladies Shoes
Men's wear:
Funky Kurta Shalwars
Executive Kurta Shalwars
Hand Woven Kurtas
Shalwars
Shoes
Sherwanies
They work on the societal marketing concept because the products they offer reflects our
culture and norms.The strategy they use to deliver the value to customers improves both
customer as well as society's well being and long-run interests.They always satisfy their
customers by providing unique and exclusive products from others. Almirah has a deep
impact on cultural behavior as it offers according to our values and culture through which
folks like to wear and buy.Almirah, the cultural name which means cupboard that is how
they relate their name with eastern kind of theme in their stores and in customers
mind.As we have observe that they cater all kind of men and women, the location they
chose to open store, their offerings both formal and casual which reflects highly
demographic impact on it.And economically they offer high prices products which is
difficult to buy for the middle and lower peoples. It lies in question mark because their
market growth is high and market share is slightly low then the growth.

FAT BURGER

Fat Burger was one of the international food chains to operate in Pakistan. The worldrenowned Fat Burger chain came to Pakistan in 2013. Fat Burger, Dolmen Mall Clifton is
the first Branch in Pakistan. In Pakistan it gives tough competition to all and is still one
of the best Fast Food restaurants in Pakistan. It has been quite innovative in Pakistan; to
its credit it has introduced mouthwatering Burgers, Hot Dog dishes such as Turkey
Burger, Fat Salad etc. The Fat Burger has tagline itself as Higher Quality, More
Variety and Better Value so the taste and fresh food attract the customers
The outlets retain the family-style enjoyment concept and offer a casual dining
environment. The range is complimented with other mouth-watering menu items
including a wide range of Homemade Onion Rings, Fat Fries, Skinny Fries, Chili Cheese
Fat Fries, Grilled Onions, Jalapenos and more. All in all the huge range of Fat Burgers
with different styles affordable prices and local popularity make it a hot spot for company
lunches and birthday dinners. A Hollywood favorite, Fat burger is a fast casual American
restaurant serving big and juicy burgers made specifically to customers preferences.
Through the opening of their first Pakistani location, they hope to provide a new and
unparalleled restaurant experience to consumers of all ages.
Fat Burgers mission is to provide the healthy and hygienic hamburger to the customers.
Fat Burger identifies the need of their customers and according to them they serve. They
have 28 branches all over the world and still have to plan to expand their branches. The
most important thing they keep in mind is the taste of every country like Pakistani
customers they use to eat Halal food, spicy etc. They have their own way of attracting
and retaining the customers by offering wide variety of burgers e.g. Fish burger, Crispy
Chicken Burger, triple chicken cheese burger and much more. Fat burger actually adopts
burger to be their main actor in fast food items and capture burger loving customers. The
values which they give to their customers are highly representing our cultural values.

Fat burger has economic impact on their customers as it is an international brand and
located in Dolmen Mall Clifton, porch area thats why their prices are little bit higher
than the other ones but they taste they deliver is worthy and for this people agree to pay
and eat. They use to promote their name by offer different deals to attract the customers.
Demographically they cater all according to the needs and taste of customers. In my
opinion, it lies in star side of the Boston matrix because they have a high market share as
well as high market growth.
The names Fat Burger matches their offering products and gives actually what the
customers expect from it name also gives an image to their customers of getting fat after
eating their burgers. It is a place where every one comes and eats no matter who they are
and from where they belong. The color theme of the store is red and yellow which is a
vibrant colors and use to attract the customers. And they positioned their brand as a
leading brand in fast food chain. They have strong thoughts about the characteristics of
cultural, social, personal and psychological like they study our Pakistani culture before
opening the branch that what social class we belong, which type of culture we have, what
our life style etc.
They study our minds that what things motivate us and what beliefs we have regarding
our food. Thats why they are much successful in Pakistan because they deliver all the
things that we want in a desired place.

CHACHAJEE

Chachajee is a local brand. And many have branches in Karachi, Islamabad, and Multan
and have a plan to expand it in Lahore. At ChachaJee they blend together the finest
ingredients into unique recipes and it has also tagline itself as Zaiqa Apna Hai. Their
delectable and aromatic food is known to bring out the true essence of Desi cuisine. Their
strategic plan is to provide the high quality food in taste and in hygienic level as compare
to other restaurants. They capture their customers by offering cultural and traditional
foods such as Dahi puri, Chicken mughlai, Murgh biryani, Haleem etc. they promote their
name by offering deals like combo, thali serving etc. the items like Golgappay, Mango
lassi, Gulab jamun which makes them more different from the rest of the other
restaurants that are present in mall.
The setup of the restaurant shows the cultural values and attracts the customers because
it gives desi looks. The colors they use to highlight their menu charts that show some
kind of village. The taste of food speaks for itself. Chacha jee positioned their brand as
clearly a desi restaurant which offers traditional foods that enhance our cultural values.
Chacha jee name has great impact on its product as its name chacha jee is a cultural name
usually use in eastern areas and that is how they relate there brand to the eastern kind of
theme as they offers eastern foods in their restaurant.
Chachajee is one of the famous restaurants providing this kind of food in Pakistan.
Customers enjoy the tasty food in good and peaceful atmosphere. In fact, their workers
are as polite with their customers as they are trained to deal their customers in beautiful
manner. Chachajee raises its standard by its looks, workers and especially by their food.
Somehow, people rushes to eat their food which is truly combination of hygienic and
delicious one. Related to demographic factor they have offered a Dhabba View of
Restaurants and promoting the Rural Culture as their theme and identity
It lies in star as its high market share and market growth is also high.
They rise and maintain their food quality and standards time by time,
and know how to retain the customers. The prices they offer are very
reasonable so everyone can come and eat. Demographically they
consider all the factors like location which is the most imporatnt thing
to start a business and for this it is located at the center of the Karachi,
age no matter how old the person is everyone has allow to come and
take the joy of food. Chacha jee is well- known for their traditional food
and for their traditional taste.
Chacha jee gives the importance to their customers values, needs and
wants, and especially to their demands and according to that they
made. Their interior and their food lefts the impression of some kind of
dhabba where sit and eat. A Macroenvironment environment factor
that reflects on them is social, economical and cultural. Economically
they offer those prices which can easily be affordable foe everyone,
socially they work ethically because they give the importance to the

halal food which retains the cutomer to the long run, and last culture
they adopt is as same as we want in desi style.

DEBENHAMS

Debenhams is the leading UK department store offering a unique combination of

exclusive designer and international brands and Debenhams own collection.The
DEBINHAMS means LIFE MADE FASHION. Debenhams stores carry a full range
of cosmetics, womens wear, lingerie & accessories, menswear, childrens wear and home
wares. Debenhams is truly a one stop shop in every sense. The company was founded in
the eighteenth century as a single store in London and has now grown to 172 locations
across the UK, Ireland and Denmark, and it has been known since 1993 for its 'Designers
at Debenhams' brand range. Debenhams gives its customers around the world a unique,
differentiated and exclusive mix of own brands, international brands and concessions so
the atmosphere and environment which mostly attracts the customers. Debenhams is a
leading international, multi-channel brand with a proud British heritage which trades out
of 240 stores across 28 countries.
They have Positioned their brand according to their name with luxury and as well as the
need and demands of the customers The Debenhams lies in the Boston Matrix as stars as
it has high market share as well as high growth. Debenhams offer various branded
products at a very high cost, because of location at Clifton and their mesmerizing theme
of outlet refrlects the products and also attracts the customers. The characteristics which
are affecting consumers are cultural, social and psychological in the way that they offer
their products of Western culture, secondly they target high social class of lavish lifestyle
who are brand conscious mostly buy from there and as in the syntax of psychological
factor their customers are motivated by the perception of Western ambiance of shop
because everyone wants to wear branded clothes which represents their personality and
lifestyle..

10

Their target market is high profile families it is not for everyone because it is so
expensive and out of range from the middle ones. They are loyal with their customers by
giving the best quality products and through which customers retain will last forever.
They give a high value to the customers. But they dont offer products according to our
social value and our social circle. But they are most fashionable and luxury brand which
gives the younger look to their customers. And a high profile brand.

CONCLUSION
The conclusion of this study clears the concept that every store and every restaurant
constantly focus on improving the quality of their products which they offer, innovation
in products, adding value to the products and retain their customers with full satisfaction.
For a long run business it is mandatory to understand the psychology of customers and
meet the needs and demands of their perspective customers. Timely inspection and
updating it according to market is also a plus point. To retain the customer is necessary to
maintain the standards of your product that the customer would not switch to the other
brand.
To run a successful business it is important to deliver those values that your customer
expects from you and make sure them that your promise to quality is handover.

11