Revista da ESPM

janeiro / fevereiro de 2011 – R E V I S T A D A E S P M 109 ES PM malls. As the market continues to be active, with a newmall opening every 15 days, the sector feels the need to correctly evaluate the potential of these new businesses. Many of the available locations nowadays are less economically viable, farther away from strategic areas of commerce – all which call for a more detailed analysis. Although there are several techniques to carry out a study of this business potential, one needs to knowwhat the limitations and strong and weak points are of each technique. If carried out in a correct manner, this analysis can help better determine the best location for new shopping malls and also help manage existing ones. Design and São Paulo’s Shopping Malls: an architectural tour PATRICIA BAKER UPTON PAGE 66 This piece is about taking a walk through São Paulo’s shopping malls and observing their architecture – starting with the Iguatemi Shopping Mall, built in 1966 and the first one in the country. Then, we analyze Ibirapuera Shopping Mall, Eldorado, Center Norte, Tamboré and DomPedro, ending with Cidade Jardim Shopping Mall. The last one was inaugurated in 2008 and it brought about interesting novelties, which caused some degree of controversy. A few of the architectural structures were weakened with time and had to be renovated, while others remained. And where will the future take us? There seem to be two major trends that value both design and architecture. Stores’ shopping bags are walking billboards inside shopping centers FÁBIO MESTRINER PAGE 86 There are several ways to position shopping center stores’ bags using the images and messages printed on them. Each company chooses the most adequate elements according to the marketing efforts they are carrying out at a given time. The packaging chosen by these shopping mall stores can be used as a powerful marketing tool because it circulates in an area that is stimulating and favorable to consumption. It communicates with the consumers present and attracts them to products and sales being promoted by the establishment. Store chains can help their franchises by creating packaging that helps sell products and not merely display the company logo. The case of +COMERCIO: reversing consumption trends EDSON ZOGBI PAGE 92 This study consisted of providing training and strategic marketing consulting as well as market planning, reviving and qualifying street commerce f or a new reality: the new consumers. In all, 13,200 hours of work were dedicated to this project, as well as 7 diagnoses and 22 activities were carried out to enforce strategy, planning, promotional marketing and communication (plan, briefing and a 1-year budget), observation techniques of consumer behavior, financial calculations (profit margins, breaking even), managing stock, guidance about product mix, client service, visual merchandising, point of sale quality, annual promotion calendar etc. We held a total of eight courses and two workshops to promote shop owners working together and becoming more competitive, as well as creating a collaborative network among themselves, the suppliers and the island population.