DLF Emporio

DLF Emporio

Social Media Report : 1st December 2011 31st December 2011 Crosshairs Communication

Objective: o o o o To increase brand awareness of DLF Emporio. To increase the number if footfalls in the mall. To increase awareness about the brands in the mall. To engage fans to DLF Emporio and increase interactivity.

Facebook Stats: o o o Timeline: December 1st to December 31st Starting Point: 5814 Number of fans till date: 6,113

There has been a constant rise in number of fans.

Findings: o o o o o Lifetime likes: 5813 New Likes added in past month: ~536 Monthly active users : 4915 Reach- through friends of friends- 1373,678 Weekly total reach- 37,490

Demographics 40% of fans are females and 56% of fans are males. Potential customers based on likes range from age 18-34 Likes from other countries such as US, UK, Bangladesh, Pakistan, Italy, Germany, Canada, UAE, Australia, etc. widening the customer base. o The decision makers / buyers group (people who finally have to spend) is approximately 30% and the influencers (people who influence the buyers decision) are about 34%. o Decision Makers (determined on the base of buying behaviour in India) are from age group 20-45 years and Influencers (determined on the base of peer pressure, Word Of Mouth relied upon in India) are from age group of 25-45 years. o DLF Emporio consist of worlds best known brands like Armani, Gucci, Bottega Veneta, Fendi, LV, DIOR to name a few. With Indian designers like Tarun Tahiliani, Rohit Bal, Surekha Jain, among the others. o DLF Emporio is not only famous in Delhi but other parts of the country as well specially the ones adjacent to Delhi. o The reports says that people from nearby towns come and buy their favourite brands from this mall. o International brands are seeking the opportunities to launch or expand their brand base in India through DLF Emporio. o The growth rate of luxury brands around the world is 11% and in India is 24% o Louis Vuttion has increased its social presence in India and placed more ads through print media. o Govt is doing rounds on increasing the FDI retail to 51% in multi-brands and 100% in single brand.

o o o

Indias population is the youngest average age in the world. And trends in terms of fashion are taking a prowl as wearing designers clothes is becoming fashion statement for the youth. Social Media has played a very important role in boosting the brand name in India. Facebook pages have been helpful in exploring new clients and people who might be future prospects. The real time interactions helps the brand to recover from damage early and with less hurt than before. Social Media has been a platform where DLF Emporio has gained peoples applause and love with some good memories and information sharing through Facebook. All the major brands present in DLF Emporio like Armani, Gucci, Fendi, LV, DIOR, Bottega Veneta, have strong social presence. Facebook has played a very important role in displaying the latest collection in mall and the launches of any new store.

The reasons stated by Global Fashion Industry are

Rising affluence that has increased brand awareness among Indian consumers. India is among the most brand conscious countries in the world, with 35% of Indian survey respondents reporting to buy designer brands Spending on lifestyle goods is second to necessity for Indian consumers. Clothing & accessories is becoming the next best thing to spend as 40% of youths income is spent on luxury. More disposable income has increased lifestyle shopping patterns of medium income group

The concept of getting dressed is enhancing as part of office wear and daily wear. Casual dressing has also been branded as compared to last 5 years. That is why most clothes now-a-days are designed for mass market. The party dresses and demand for occasional dressing is getting a lot in vogue thus increases the demand for designer clothes in India. (Source: Centre for Management Research) India is second fastest growing region in Asia Pacific for luxury market Mumbai, Delhi, Bangalore, Chennai, are the target cities for luxury buying customers Major driving factors are: Aspiration(characterised by beings recognised and respected) and Achievement (characterised by acquisition of best before others) Indian consumers go on peer feedbacks and word of mouth. These are the major influencers. But high visibility media events are also important influencers. Time spend by people online is 3-4 hours on average. Out of which monthly 50hours are spend on online purchasing. Total luxury market is 1.9 billion across Asia(target market) Four things affecting purchase decision: Indulgence, Exclusivity, Status, Quality Consumers on social media sites are 48% 58% of people using Facebook to locate the brands they wish to buy. (Source: Microsoft Advertising Channel)

Interactions : o Post views has increased by 5.1% and Post Feedback has increased by 13.5% since last month

There were numerous of tab views on various tabs from the Facebook pageo o o o Like Experience Luxury- 1634 views Wall- 1395 Celebrating Winter- 496 views Photos- 444

This also proves that people have an interest in whats happening on the page and are aware of the new things coming up on the page. They view photos on the page regularly.

Page posts: o According to the latest social media report the maximum feedback on a post on Facebook on an average is 1.8%

The fans are regular on the page and commenting and liking the posts has increased significantly. The engagement and interactivity of fans is increasing everyday as compared to previous data. Post Viewers: has increased from 2000+ to about 2500+ post views per day

Daily Active Users:

The total number of wall views are 4735

The total post views are about 198,370 and increased by 22% than the previous month. The post feedback (number of likes and comments made on the news feed story) and the impressions of each post have increased by 7.5% as compared to last month. Number of monthly active users are approximately 4825+ and has increased by 45% Weekly active users have increased from 4000+ to 4500+ on an average. Daily active users have increased from 2000+ to 2500+.

o o

Activities during the month: 2 posts on an average per day are posted on the page. Launch of AUMA restaurant was announced to the Facebook fans.

o o

Collections were posted weekly on the page and the fans were given options to buy

The news about meeting the F1 stars was also updated on the page which geared a lot of momentum among the fans and received a good feedback.

Wished Eid Mubarakh to the fans

Suneet Verma presented The Coronation of Princess Theodora and Justinian the Great

Brand talks through their collection on the page-

Tods launch event in which Bollywood actress Kalki Koechlin came.

Maserati displayed at DLF Emporio

Observations: o o o o Fans are increasing everyday at a good rate. Fans are interested in the posts on the page and get into interactions. On an average every post gets 30 likes and 10 comments. The interactions with the fans were lively and helpful in creating brand awareness. o o o The average interactivity has increased by 34% since last month. People are interested in what happening on the page. Fans have shown interest in the posts and have shared their view points in the comment box. o o The maserati display has garnered lots of responses. Fans have participated in the contest and are eager for future contests as well. o The fans are aware about the brands present in DLF Emporio and they do keep a tab on latest fashions and collections posted on the page.

DLF Emporio in News:

New launches in the storehttp://www.indiaretailing.com/news.aspx?topic=1&Id=6260 http://indiatoday.intoday.in/story/suneet-varma-to-bring-armani-junior-toindia/1/162136.html http://www.indiaretailing.com/news.aspx?topic=1&Id=6270 http://news.franchiseindia.com/franchise/Kitsch-plans-pan-Indiaexpansion-4425/ http://www.daijiworld.com/news/news_disp.asp?n_id=123390 http://www.indianexpress.com/news/tods-new-face-in-india/878400/ http://www.prokerala.com/news/articles/a263176.html http://ichinda.co.in/2011/11/new-land-roverrange-rover-evoque-priceindia-review-specifications-release-date-road-test-test-drive-variantsmileage-and-picture-gallery.html http://www.burnyourfuel.com/cars/landrover/range-rover-evoquelaunched-newdelhi/ http://www.carblogindia.com/nargis-fakhri-rockstar-movie-lead-actressunveils-range-rover-evoque/ http://motoroids.com/news/nargis-fakhri-introduces-lr-evoque-to-delhiimages-and-details.html http://www.autoplugged.com/news-and-events/nargis-fakhri-introducesrange-rover-evoque-in-new-delhi/

http://www.peachesandblush.com/2011/11/les-petits-launches-in-indiabrings.html In Newshttp://www.businessinsider.com/indias-market-for-luxury-brands-is-aboutto-explode-2011-11 http://indiatoday.intoday.in/story/fdi-in-retail-consumers-foreign-kiranastores/1/162316.html http://articles.economictimes.indiatimes.com/2011-1126/news/30444509_1_luxury-brands-abhay-gupta-michele-norsa http://timesofindia.indiatimes.com/business/india-business/Its-destinationIndia-for-global-luxury-brands/articleshow/10938812.cms http://www.livemint.com/2011/12/02200044/A-nod-to-Nehru.html?h=B http://daily.bhaskar.com/article/BIZ-AUT-nargis-fakhri-unveils-new-rangerover-evoque-in-new-delhi-2574306.html http://lifestyle.in.msn.com/CondeNast/traveller_articles.aspx?cpdocumentid=5637394 http://epaper.hindustantimes.com/PUBLICATIONS/HT/HD/2011/12/02/Artic leHtmls/ALL-FOR-A-CAUSE-02122011105003.shtml?Mode=1 http://indiatoday.intoday.in/story/christian-louboutin-veuve-clicquotponsardinsotheby/1/161213.html

Blogshttp://luxpresso.com/news-lifestyle/why-india-will-become-a-preferredmarket-for-brands-like-louis-vuitton-burberry/9460 http://www.omsaiestate.com/failure-to-cut-debt-lifts-builder-yields-above20-india-credit-2/ http://www.wheelomania.com/2011/12/maserati-quattroporte-ondisplay-at-dlf.html http://www.dkshow.com/?p=202 http://www.poshstuffonline.com/luxurygoods/maserati-debuts-in-indiawith-the-quattroporte http://www.indianrealestateforum.com/dlf/t-dlf-chairman-k-p-singhsautobiography-launched-delhi-22137.html http://theluxuryproject.com/wp/2011/11/with-new-fdi-rules-on-retailluxury-brands-ready-to-get-serious-in-india/ http://www.babble360.com/entertainment/fashion/indians-acquire-tastefor-luxury.html http://ichinda.co.in/2011/11/new-land-roverrange-rover-evoque-priceindia-review-specifications-release-date-road-test-test-drive-variantsmileage-and-picture-gallery.html http://sugarspiceandalldatsnice.blogspot.com/2011/11/post-release-lespetits-launches-indias.html http://calicoaster.blogspot.com/2011/11/first-look-les-petits-indias-first.html

http://www.luxuo.com/luxury-trends/india-luxury-sector.html http://blog.livedoor.jp/dcgearmotor-bag/archives/53365241.html http://elevatedsaunterer.wordpress.com/2011/11/13/high-hell-celebritiesjacqueline-fernandez-kalki-koechlin-amy-adams/ http://www.pimsleurapproach.com/blog/fashion-2/why-india-matters-ina-global-market

Conclusion o The plans and ideas have worked well and the targets are achieved for the month. o o o o Fans are interested in knowing what is latest happening in DLF Emporio. Plans are implemented in proper sequence giving good feedback. The interactivity level has increased. Number of fans are increasing constantly.