Principles of Marketing
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Report on Dolen 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 tpe of strategies the use to become a leading
 brand? How the attract and retain the customers? how the Dolman Mall carr out their 
marketing strategies and what the are doing and how the are working for their 
establishment?!bout their location" their pricing" their values and the customer 
e#pectations from those values etc$
Dolen Mall Clifton
Dolmen Mall Clifton has revolutioni%ed the retail landscape of &akistan$ 'ocated at the
waterfront" at the intersection of the upscale Defence and Clifton neighborhoods" this
mall integrates the best in food" fashion and leisure$ (t also has a number of book stores
such as 'ibert$ )or serious shoppers" Dolmen Mall Clifton is the best mall to be at$ (t is the part of a dolmen cit pro*ects in the countr developed and operated b the Dolmen
+roup and was the former site of hotel and casino which were being built in the 1,-./s
 b the late &rime Minister of &akistan" 0ulfiar !li 2hutto$
 (t provides the &akistani shopper e#clusive e#cess to some of the world/s most popular 
retail brands and eateries" attracting customers from all over the countr to its door$ The
mall has a total built3up area of appro#imatel one million suare feet and a gross
leasable area of 4.."... suare feet spread over three levels $!nchored b Hperstar and
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Debenhams" Dolmen Mall Clifton has a strong mi# of local and international brands
including Mango" 6e#t" 6ike" Mothercare" 6ine West" Timberland and Charles 7 Keith$
With 18. retail outlets" a multi3level department store and a food court that
accommodates 15.. customers" Dolmen Mall Clifton is the largest shopping mall in
Karachi$
Dolmen Mall contains e#traordinar variet that makes Karachi such an en*oable and
enriching shopping destination$ The big thing of this mall though is the food court which
offers ou a chance to eat in peace and in a clean environment$ !ll the usual suspects are
here9 :ubwa" MacDonald/s as well &akistani 2urger Chain ;Mr$ 2urger< and a host of 
other less eater offering Chinese and &akistani foods$
Custoer E,perience"
• Customer/s prime e#pectation from value is the value for mone" as in does the
 price worth what its spent for and=or was the e#perience worthwhile paing the
heft amount that its being charged against
• The facilitate the customers b providing a parking facilit at a secure place
where the can simpl park their cars under the supervision of Dolmen/s guard
without tension of stealing or an other mishap$
• Due to fear of terrorists and the current situation of Karachi so the have a strong
securit sstem i$e$ metal detector on their entrance and hidden securit cameras
on ever floor and in ever single shop to maintain peace and make their 
customers feel safe and the also have e#cellent fire fighting sstems$
• Then after a little checking here and there" we are led b escalators to the first
floor where this big supermarket ;hper star< is located" a place where ou find it
all" ( can/t pin point a single thing that m ees didn/t see$ ! must mention is their 
reasonable rates on vegetables" fruits and baker items$ !ll are freshl baked and
 
)ootfall A!nnualB , Million
 
• ! floor above with all the brands of everones interest" namel Mantra"
!ccessori%e" Koel" +eneration and various others$ The good thing about them
here is that the shops are bigger and better$ ! weird observable fact but somehow (
find better variet in shops here than an other place$
• ! floor beneath" although it has onl been a few months but this place is alwas
loaded with people due to the fact that it is under one roof one finds all brands"
from local to international$ 6ot onl that but a lot of restaurants are in the pipeline
too" +6 :M>K" 2istro -4" CH!CH! E" CH!(FM!6 M!>" TH
 6>>D' H>: and G&F::>" and are few highl anticipated new
restaurants$
• The mesmeri%e their shoppers and constrain them to come again 7 again to visit
the mall b 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$
• 2 plaing music inside which able them to do their shopping in a ver calm
environment and it is also a sign of refreshing so the can en*o their shopping$
• 2 bringing international brands in mall that raises its standard in ever manner 
and to somehow be the main reason of its fame$
• The Karachi/s largest shopping and entertainment destination where the also
 provide plaing area for kids$
!fter an e#tended skillful construction" came into being" The Dolmen Mall Clifton" better 
known as Hper :tar in the cit$ ! tremendousl spacious shopping mall in the histor of 
malls in Karachi$ Dolmen Mall Clifton" can be defined as a perfect market place" there is
a diverse mi# of customer foot fall including e#isting clientele comprising of nearb
residents and also random window shoppers and occasional visitors considering it to be
one of the finest shopping galore in the cit premises but as far as ( observerd the have a
specified clintele because of their trust on brands which the offer$The retain their 
customers b providing best services in ever manner as compare to the other Malls$
Most important thing that it is located in the porch area of cit Karachi$
>n top of that" despite the number of people present" the spacious alles allow ou not to
 bump in to strangers due the compactness resulting from overcrowding$ Their central air 

 
are bored of going to the old malls not onl that but a place where ou *ust need to stop
once when ou/re out shopping and the whole famil can find their sort of brands to shop
from along with availabilit of certain eateries where one can sit and rela#
!s i have seen so man brands but m research is based on these brands9
• Alira% -Local $ran!.
• Fat $urger -International $ran!.
• Deben%a -International $ran!.
ALMIRA0
(f we define !lmirah in three words" it will be  Elegant 1  Majestic  and  High
Quality.!lmirah operates under the umbrella of 7( group$ A#clusive brand of E$Eunaid
EamshedB the groupIs first retail brand$ !lmirah has alread established its name as a
market leader in read3to3wear and latest accessories$ However" not everone has the
same taste when it comes to fashion and for those who want something e#clusive" the
launched !lmirah3 the ultimate smbol of ualit and uniueness$(t is the innovation of 
classical and contemporar designs which lifts the customerIs sense higher$ 2eautiful rich
hues and fine fabricIs of their collection is a promise of lu#urious ualit$ Their creativit
is beond someoneIs imagination$
  Their apparel variet includes clothing" shoes" stoles" cufflinks and other 
accessories$)rom the formal desire to the casual choice" !lmirah has it all$ !lmirahIs
collections cover the stling need of both men and women$ it is a complete fashion store
where anone can find something for his=her self for an occasion and gives a feel of J

 
outlets in &akistan" 8 in Karachi" 1 in (slamabad" 1 in Fawalpindi" 1 in 'ahore and also
the have a plan to spread its branches locall and internationall down the road$
Pro!uct Range" 2oen3s 4ear"
• )ormal and :emi3)ormal three piece suits
• Casual and )ormal Kurties
• :halwars
• :hoes
• :herwanies
The work on the societal marketing concept because the products the offer reflects our 
culture and norms$The strateg the use to deliver the value to customers improves both
customer as well as societIs well being and long3run interests$The alwas satisf their 
customers b providing uniue and e#clusive products from others$ !lmirah has a deep
impact on cultural behavior as it offers according to our values and culture through which
folks like to wear and bu$!lmirah" the cultural name which means cupboard that is how
the relate their name with eastern kind of theme in their stores and in customers
mind$!s we have observe that the cater all kind of men and women" the location the
chose to open store" their offerings both formal and casual which reflects highl
demographic impact on it$!nd economicall the offer high prices products which is
difficult to bu for the middle and lower peoples$ (t lies in uestion mark because their 
market growth is high and market share is slightl low then the growth$
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FAT $5R6ER 
)at 2urger was one of the international food chains to operate in &akistan$ The world3
renowned )at 2urger chain came to &akistan in 5.18$ )at 2urger" Dolmen Mall Clifton is
the first 2ranch in &akistan$ (n &akistan it gives tough competition to all and is still one
of the best )ast )ood restaurants in &akistan$ (t has been uite innovative in &akistanL to
its credit it has introduced mouthwatering 2urgers" Hot Dog dishes such as Turke
2urger" )at :alad etc$ The ;)at 2urger< has tagline itself as 70ig%er 8ualit#9" More
ariet and 2etter alue< so the taste and fresh food attract the customers
The outlets retain the famil3stle en*oment concept and offer a casual dining
environment$ The range is complimented with other mouth3watering menu items
including a wide range of Homemade >nion Fings" )at )ries" :kinn )ries" Chili Cheese
)at )ries" +rilled >nions" Ealapenos and more$ !ll in all the huge range of )at 2urgers
with different stles affordable prices and local popularit make it a hot spot for compan
lunches and birthda dinners$ ! Hollwood favorite" )at burger is a fast casual !merican
restaurant serving big and *uic burgers made specificall to customers/ preferences$
Through the opening of their  first &akistani location" the hope to provide a new and
unparalleled restaurant e#perience to consumers of all ages$
)at 2urger/s mission is to provide the health and hgienic hamburger to the customers$
)at 2urger identifies the need of their customers and according to them the serve$ The
have 5 branches all over the world and still have to plan to e#pand their branches$ The
most important thing the keep in mind is the taste of ever countr like &akistani
customers the use to eat Halal food" spic etc$ The have their own wa of attracting
and retaining the customers b offering wide variet of burgers e$g$ )ish burger" Crisp
Chicken 2urger" triple chicken cheese burger and much more$ )at burger actuall adopts
 burger to be their main actor in fast food items and capture burger loving customers$ The
-
 
)at burger has economic impact on their customers as it is an international brand and
located in Dolmen Mall Clifton" porch area that/s wh their prices are little bit higher 
than the other one/s but the taste the deliver is worth and for this people agree to pa
and eat$ The use to promote their name b offer different deals to attract the customers$
Demographicall the cater all according to the needs and taste of customers$ (n m
opinion" it lies in star side of the 2oston matri# because the have a high market share as
well as high market growth$
 
The names )at 2urger matches their offering products and gives actuall what the
customers e#pect from it name also gives an image to their customers of getting fat after 
eating their burgers$ (t is a place where ever one comes and eats no matter who the are
and from where the belong$ The color theme of the store is red and ellow which is a
vibrant colors and use to attract the customers$ !nd the positioned their brand as a
leading brand in fast food chain$ The have strong thoughts about the characteristics of 
cultural" social" personal and pschological like the stud our &akistani culture before
opening the branch that what social class we belong" which tpe of culture we have" what
our life stle etc$
The stud our minds that what things motivate us and what beliefs we have regarding
our food$ That/s wh the are much successful in &akistan because the deliver all the
things that we want in a desired place$
C0AC0A:EE

 
Chacha*ee is a local brand$ !nd man have branches in Karachi" (slamabad" and Multan
and have a plan to e#pand it in 'ahore$ !t ChachaEee the blend together the finest
ingredients into uniue recipes and it has also tagline itself as ;0aia !pna 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 ualit food in taste and in hgienic level as compare
to other restaurants$ The capture their customers b offering cultural and traditional foods such as Dahi puri" Chicken mughlai" Murgh birani" Haleem etc$ the promote their 
name b offering deals like combo" thali serving etc$ the items like +olgappa" Mango
lassi" +ulab *amun 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 the use to highlight their menu charts that show some
kind of village$ The taste of food speaks for itself$ Chacha *ee positioned their brand as
clearl a desi restaurant which offers traditional foods that enhance our cultural values$
Chacha *ee name has great impact on its product as its name chacha *ee is a cultural name
usuall use in eastern areas and that is how the relate there brand to the eastern kind of 
theme as the offers eastern foods in their restaurant$
Chacha*ee is one of the famous restaurants providing this kind of food in &akistan$ Customers en*o the tast food in good and peaceful atmosphere$ (n fact" their workers
are as polite with their customers as the are trained to deal their customers in beautiful
manner$ Chacha*ee raises its standard b its looks" workers and especiall b their food$ :omehow" people rushes to eat their food which is trul combination of hgienic and
delicious one$  Felated to demographic factor the have offered a Dhabba iew of 
Festaurants and promoting the Fural Culture as their theme and identit
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 oer 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 oy of food. !hacha ee is well" known for their traditional food and for their traditional taste.
,
 
halal food which retains the cutomer to the long run, and last culture they adopt is as same as we want in desi style.
DE$EN0AMS
Debenhams is the leading K department store offering a uniue combination of 
e#clusive designer and international brands and Debenhams/ own collection$The ;D2(6H!M:< means ;'() M!D )!:H(>6<$ Debenhams stores carr a full range
of cosmetics" women/s wear" lingerie 7 accessories" menswear" children/s wear and home
wares$ Debenhams is trul a one stop shop in ever sense$ The compan was founded in the eighteenth centur as a single store in 'ondon and has now grown to 1-5 locations
across the K" (reland and Denmark" and it has been known since 1,,8 for its IDesigners
at DebenhamsI brand range$ Debenhams gives its customers around the world a uniue"
differentiated and e#clusive mi# of own brands" international brands and concessions so the atmosphere and environment which mostl attracts the customers$ Debenhams is a
leading international" multi3channel brand with a proud 2ritish heritage which trades out
of 5. stores across 5 countries$
The have &ositioned their brand according to their name with lu#ur and as well as the
need and demands of the customers The Debenhams lies in the 2oston Matri# as stars as
it has high market share as well as high growth$ Debenhams offer various branded
 products at a ver high cost" because of location at Clifton and their mesmeri%ing theme
of outlet refrlects the products and also attracts the customers$ The characteristics which
are affecting consumers are cultural" social and pschological in the wa that the offer 
their products of Western culture" secondl the target high social class of lavish lifestle
who are brand conscious mostl bu from there and as in the snta# of pschological
factor their customers are motivated b the perception of Western ambiance of shop
 because everone wants to wear branded clothes which represents their personalit and
lifestle$$
 
Their target market is high profile families it is not for everone because it is so
e#pensive and out of range from the middle ones$ The are loal with their customers b
giving the best ualit products and through which customers retain will last forever$ The give a high value to the customers$ 2ut the don/t offer products according to our 
social value and our social circle$ 2ut the are most fashionable and lu#ur brand which
gives the ounger look to their customers$ !nd a high profile brand$
CONCL5SION
The conclusion of this stud clears the concept that ever store and ever restaurant
constantl focus on improving the ualit of their products which the offer" innovation
in products" adding value to the products and retain their customers with full satisfaction$
)or a long run business it is mandator to understand the pscholog of customers and
meet the needs and demands of their perspective customers$ Timel inspection and
updating it according to market is also a plus point$ To retain the customer is necessar to
maintain the standards of our product that the customer would not switch to the other 
 brand$
To run a successful business it is important to deliver those values that our customer
e#pects from ou and make sure them that our promise to ualit is handover$
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