Westfield Stratford City: Promotional Strategy and BTL Techniques

This report provides an analysis of below-the-line (BTL) promotional techniques, emphasizing their cost-effectiveness compared to above-the-line methods. It discusses direct marketing, coupons, sponsorship, free sampling, and loyalty programs, along with the growing importance of mobile marketing. The report outlines a promotional plan for Westfield Stratford City, focusing on increasing customer base, sales, revenue, and goodwill through various offers and discount vouchers. It integrates promotional techniques with SMART objectives, including creating brand awareness, accelerating customer acquisition, and improving sales figures. A detailed budget allocation for sales promotion, direct marketing, newspaper advertising, social media, and app-based marketing is presented, along with methods for measuring campaign effectiveness through continuous documentation, contrasting sales data, social networking feedback, and customer surveys. The report also includes references to relevant academic literature.

ADVERTISING
AND
PROMOTION

3.1 Primary techniques for below-the-line-
promotion and integrated use in promotional
strategy
Below-the-line (BTL) promotional techniques assists
business ventures to keep control over their
promotional efforts and with the implementation of
these techniques, organization establishing there
need not have to pay a single amount to any external
advertising agencies.
Further, it is relatively true as well that BTL
promotional technique is cost saver when compared
with Above-The-Line (ATL) technique.

Continued...
Further, some important BTL techniques are disussed below:
 Direct marketing: With the help of it, organizations existing
in Westfield complex can collect necessary information of
the customers in their database software. They can tell their
customers about the discount schemes and offers which are
impelling.
 Coupons: In this, individual gets a coupon after making
purchase of a product and by submitting that coupon to the
shopkeeper, they receive assured benefit. This is the most
common sales promotion technique which attracts
customers towards the organization product.

3.2 Techniques used in BTL promotion and evaluating
use of “M”
Sponsorship- With the use of this technique,
organization can do branding of their name and can
make their product available in the eyes of large
customer's audience.
Free sampling- Free sampling method can be used
when organization in Westfield complex is planning
to sell something new and innovative product.
Loyalty program- Loyalty method is just like a
discount method where organization focuses on
increasing the sale of that particular product.

Continued...
Apart from this, many enterprises using the concept of
M marketing which is generally a mobile marketing
concept where products and services are promoted
with the help of messages and other ways. It also
includes advertising on web browser, publishing
their content on most downloaded applications, push
notifications, etc. M marketing involves less cost and
it is much cost beneficial as compared with BTL and
ATL methods.

4.2 Development of a promotional plan
By using all the tools and techniques Westfield Stratford City
will focus on three major objectives and these are:
 Increase in customer base: By giving different new offers
and discount vouchers to the customers, individuals will be
attracted towards the Westfield complex and people will
purchase as per their likeness and needs.
 Increase in sales and revenue: With more purchase lead
towards the increase in sales of organizations and
significantly it will result in increase in revenue and profits
for the business venture.

Continued...
 Increase in goodwill: Worldwide organizations like
M&S, John Lewis have their outlets in the Westfield
Stratford City. Apart from it, in coming years many
new ventures are trying to establish their stores in
that complex.

4.3 Integrating promotional technique into
promotional strategy and SMART objectives
Different types of promotional techniques used by
organizations in the Westfield complex to attract the
minds of the individuals towards their products and
services. Further, they have to efficiently design the
different types of promotional activities in order to
increase their brand image and develop goodwill for
the long time period.

Continued...
Further, SMART objectives for mentioned mall focuses
on 3 essential elements and these have been
discussed down under:
 Creating brand awareness
 Accelerating customers base
 Improving and increasing the sales

Continued...
fic
Increase in Customer base
Increase in sales
Developing brand awareness
urable
Increment in 25% of customers by the end half year.
Price of the merchandise will reduce upto 20% and business enterprise expec
more than 30% sale in the coming accounting year
nable
Pricing strategy for all the business ventures is realistic and it will be ea
accepted by the individuals who will come there for shopping.
Sales % of 30 should be attained in particular year so that firm will be abl
generate more of the revenue and profits.
With best products and services, more customer will advertise organization prod
with the help of word of mouth.
vant
During different festival seasons, discount and coupons will help organizatio
increase their customer base as well as productivity.
As more and more youth and family approach to Westfield complex, this
increase sales simultaneously.
Brand awareness will develop a healthy and successful brand image.

4.1 Formulation of budget
Expenses incurred Amount in Pounds
Sales Promotion 70
Direct Marketing 40
Newspaper 120
Social Media 170
App based Marketing 250

Technique for measuring effectiveness
Campaign is considered as an essential element for promotional
activities and it is done in order to boost the sale of the product in
order to get a competitive advantage over rival firms.
Different ways to measure these are stated down under:
Continuous documentations: By maintaining a regular database of
customer's effectiveness organization can measure sales in efficient
manner.
Contrasting sales- Organization generally compares their past year
sales with the present year and if they see any difference in that, then
they can go for conducting different promotional technique for their
products and services.