Marketing Report on Bluehaven Shopping Mall
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MARKETING COMMUNICATIONS REPORT ON BLUEHAVEN SHOPPING MALL
Summary of recommendations
This report recommends Bluehaven shopping centre to use print advertising supported by direct mail and other marketing communications tools to achieve its corporate, marketing and marketing communications objectives.
Close interaction with journalists through PR will increase the awareness of public, living in the catchment area of the Bluehaven.
Internal PR will enable Bluehaven to promote itself via sales force of individual retailers.
Internet advertising will enable Bluehaven to establish its interactive nature and reach Internet savvy consumers
Sales promotions will allow Bluehaven to increase their short-term sales
Constant evaluation and control are highly recommended to reach objectives of the campaign and contingency budget should be assigned to deal with unforeseen events.
Introduction
The following report is devised to support marketing communications campaign for the launch of the new shopping mall Bluehaven. The main marketing activities are print advertising and direct mail. The supporting activities includes outdoor and Internet advertising, public relations and sales promotion. In order to attract target audience differentiated marketing will be employed to reach different groups of target consumers.
Campaign will be launched on the 19th of November, twelve days prior to opening of the centre and last for five weeks.
Evaluation of all the marketing activities developed in this plan will take place throughout the campaign. Tracking will establish the extent of brand awareness and effectiveness of the activities in terms of sales figures, awareness levels and attitude towards the centre.
A contingency plan will be implemented in the event that during monitoring and evaluation it becomes apparent that the current marketing plan is unsuccessful. There has been a proportion of the budget set aside to allow for additional marketing tools to be developed for the contingency plan.
MARKETING COMMUNICATIONS CAMPAIGN
Launch date
Marketing communications campaign for Bluehaven shopping mall will be commencing on the 19th of November 2002 eleven days prior to opening of the mall, and will last for five weeks ending on the 24th of December 2002. The rationale for that is to attract maximum amount of customers, who would be shopping for Christmas.
Budget
The budget of £1million pounds was allocated for this campaign.
Objectives
Corporate objectives:
Open Bluehaven shopping mall on the 1st of December 2002.
Achieve sales target of £661 million within one year
Marketing objectives:
Attract 1 million of customers from 1st until the 24th of December. This amount of people is average for Lakeside shopping centre in two weeks. This objective will be measured by CCTV cameras in the centre.
Establish a ROI of 5% for the first year
Reach £200 millions of revenue until December the 24th
Marketing communications objectives:
Gain 10% of awareness of the Bluehaven 1 day before launch amongst population in the catchment area. This will be measured through the use of survey on the 30th of November.
Gain 60% awareness of the Bluehaven on the 24th of December in the catchment area.
Gain 30% of the Lakesides market share in 1 year.
Segmentation: ACORN
Target audience for this campaign will be segmented on the basis of geographical location (circle with 15 miles radius), which will also include South East of London and on the basis of income. Potential target consumers of the Bluehaven are affluent executives, wealthy non-city dwellers and young fashionables.
Targeting
Due to the fact that segments, which have been chosen, differ in their age, income and spending patterns differentiated marketing technique will be employed for this campaign. Two programmes will be developed: first one to reach affluent executives and wealthy non-city dwellers and second to attract young fashionables. Different messages will be developed to reach these groups.
Positioning
Bluehaven will be positioned by benefit (largest shopping centre in Europe) and by class, for well-off consumers.
Message
Due to the fact, that Bluehaven wants to attract well-off consumers to shop at the centre, the message of the campaign should reflect their needs and wants. One of the possible options for the message is: Treat Yourself. This message reflects premium context of the place and stresses the desire of the individual to adorn him or herself. As Bluehaven will be the largest shopping centre in Europe this fact should not be overlooked and should be reflected in the advertisements: Visit the Largest Shopping Centre in Europe!
The message targeted towards affluent executives and wealthy non-city dwellers will be similar to the one targeted towards young fashionables, however the images in the advertisements would be different: first group of customers will be presented the advertisement with the 30-35 years old man in informal clothing together with attractive female happily shopping. Image for young fashionables will present photo of few young attractive males dressed in designer clothing. Choice of the image will be made on the basis on media, promotional method and target audience.
Marketing strategy
To achieve the best possible results it was decided to use mixture of pull, push and profile marketing strategies for Bluehaven. Pull strategy will be used to achieve the awareness levels stated above. Profile strategy