Brand Positioning the Victoria & Alfred Waterfront Company

Topics: Cape Town, Shopping mall, Brand management Pages: 3 (938 words) Published: June 5, 2008
Brand Positioning the Victoria &Alfred Waterfront Company

The Victoria & Alfred (V&A) Waterfront has become one of the top tourist destinations in South Africa. Attracting approximately 20 million visitors annually, it is located around Cape Town’s original harbour, the Victoria and Alfred basins. The V&A Waterfront is a working harbour which provides for leisure, residential, commercial and retail purposes. In addition, the V&A Waterfront Company is involved in the development of other local and international waterfront projects.

The Victoria and Alfred Waterfront (Pty) Ltd (V&A W) was established in November 1988 as a wholly-owned subsidiary of Transnet Ltd. Its vision was to redevelop the docklands around the Victoria and Alfred Basins into a mixed-use property. Following the R7.04 billion bid in 2006, the owners changed and the V&A W was purchased by London & Regional (L&R) Consortium through Lexshell General Trading (Pty) Ltd. The L&R Consortium consists of the L&R group (50.1%), Istithmar PJSC(24.8%) and BEE shareholders (25.1%).

The Victoria and Alfred Waterfront property, offering a wide range of services, attracts both local and international visitors. To suit consumers’ needs for leisure and entertainment, the V&A Waterfront provides live performances, cinemas, museums, boat and aerial trips and an outstanding shopping experience. Visitors can also watch the fishing vessels in operation at the Victoria & Alfred Basins while they offload their catch. This, coupled with the seals and seabirds, creates a unique experience for the visitors.

The Victoria Wharf Shopping Centre, Clock Tower Centre, Alfred Mall & Pierhead, Red Shed Craft Workshop and the Waterfront Craft Market & Wellness Centre provide consumers a superb shopping experience ranging from arts and crafts to up-market local and international boutiques. Recently, the V&A Waterfront has introduced Häagen Dazs and a Apple Centre. These two multinational brands both associated with top...
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