Positioning a Mall

Positioning a mall refers to defining the category of services offered based on demographics, psychographics, income levels, competition in neighboring areas. The malls provide high-end luxury products catering to the elite class (socio-economic classification A and B consumers). Positioning also refers to the location of the shopping mall. A good location defined in terms of factors like ease of access via roads, good visibility, etc. is considered as one of the prime prerequisites for a mall.

Although other activities such as trade/tenant mix can be revisited redefined, the location remains fixed, making it an imperative factor for a mall.