J Centre Mall banks on events to draw in customers

CEBU, Philippines - To be widely known as a neighborhood mall in Cebu, J Centre Mall banks on organizing various activities for different target markets as its marketing strategy.

Cerwin Eviota, marketing consultant of J Centre Mall, revealed that the mall has been strong in coming up with monthly activities and programs to strategically promote itself as a neighborhood clubhouse specifically for people in Mandaue and the northern part of Cebu.

Since the idea is to expand the neighborhood, he noted that the mall has started to penetrate the immediate market which is the city of Mandaue, known as a trade area.

“As a new mall, people are still discovering and we are doing these activities to bring more people and let them discover that there is this place like J Centre Mall,” he stated.

He added that J Centre Mall prides itself with its innovative features and amenities such as the convention hall, theatre, rooftop garden, basketball court, several chains for food and beverage and the mall’s cool and calm ambience.

A bicycle parking lane will also be launched before the end of August which will be initially good for 20 bicycles.

Eviota said that the mall further aims to position itself as a destination market in Cebu that caters to all market segments and to the masses.

He cited that there is already a line-up of activities laid out for each month which includes Grandparents’ Month on September, October for international food and United Nations, Children’s Month on November and December for appliance and gadgets.

An inter-barangay search for Mandaue’s Xcite stars shall showcase singing, dancing and special talents of the 27 barangays in Mandaue that will start on September and end on the month of May in time for the Mantawi Festival.

There will also be intervillage and interschool basketball competitions and car shows.

In August 31, J Centre Mall will also launch the Senior Citizens’ Day along with the Social Security System Pensioners’ Day in celebration of the Mandaue Business Month 2012.

He also considered the upcoming Jollibee Kids Convention 2012 that will be held in J Centre Convention Hall on August 25 to 26 as an event that would provide a momentum for the mall in conducting more activities in the coming months.

Jollibee Marketing Services Officer Oliver Alcid, on the other hand, described the mall as a “perfect” place for a convention that would be convenient and comfortable for the kids and parents participating in the event.

Alcid, known as the brainchild of the event, noted that the Kids Convention 2012 will celebrate its second year in Cebu while the main highlight of the convention which is the Experience Jollitown will be the first in the Philippines.

Although the investment for the convention is very high in terms of monetary, he admitted that the company is not after on the financial returns.

“On top of that high investment is the happiness for both kids and parents. Because Jollibee is really all about happiness man,” he stated.

Aside from the Jollitown show, other activities include a free concert for kids, mall parade, cosplay contest, interschool hiphop dance competition and the launching of the newest party theme of Jollibee.

With its objective to inspire kids in developing their creativity and talent, the fastfood company anticipates at least 20,000 members of the Jollibee Kids Club and non-members to join during the two-day event in free admission. —(FREEMAN)