Marketing Report: Westfield Complex, Advertising & Promotion

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Added on  2023/04/22

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AI Summary
This report focuses on the marketing strategies for the Westfield Complex, detailing the application of below-the-line marketing techniques, including public relations, direct marketing, and event organization. It emphasizes the importance of an integrated promotional strategy, leveraging social media and mobile marketing to enhance customer engagement. The report proposes a promotional plan incorporating a SMART strategy, outlining specific objectives for increasing customer visits, sales, and mobile application usage. A budget allocation for various marketing channels, such as TV ads, billboards, and social media, is also presented. Finally, it discusses methods for evaluating the effectiveness of marketing campaigns, including analysis of profit, sales, footfalls, and customer feedback. The report concludes with a list of relevant references.
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TASK 2
ADVERTISING
AND
PROMOTION
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Below the line marketing techniques
Below-the-line marketing technique includes use of marketing
techniques that help in reaching the prospective customers
directly. They further assist in brand building and using it in
boosting the sales of organization.
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Techniques of below the line marketing
Public relation
Direct marketing
Internet
Events
Loyalty programs
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Integrated promotional strategy for Westfield-Stratford
Complex
The integrated promotional strategy will enable marketers of
complex in using combination of various promotional techniques.
Further, they can use combination of below-the-line techniques to
enhance customer base. In this respect, management of complex
can organize various fashion shows, entertainment events that
will induce prospective customers to visit the complex. For this
aspect, it can directly mail to existing customers and inform them
about such programs. However, to attract new customers,
Westfield complex can take help of social media platform.
Therefore, pages in the name of brand, side banners and social
groups can be formed on popular sites like Facebook, Twitter etc.
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M Marketing
It involve use of wireless instruments like mobile phones
for offering products and services. It is most impelling
method at present as it is cheap and convenient method.
In this respect, Westfield complex can design attractive
cellular phone application which will enable customers
to make instant buying of offering within their comfort
zones. Therefore, customers can avail the products
easily with negligible efforts. This will help in
encouraging the sales of company.
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Importance of M Marketing
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Promotional Plan
It iis an effective approach that will assist in enhancing the
footfalls of individuals in the complex. It will help in
improving the dropping sales and poor performance of
complex in market. Therefore, to design impelling
promotional plan, complex require to consider following
aspects.
Analyzing the situation
Framing objectives
Developing a promotional plan
Implementing the plan
Follow up of plan
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SMART Strategy
Various effective promotional techniques can be combined to develop
SMART marketing strategy. Therefore, various modern and
traditional techniques can be integrated by adopting SMART
approach.
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Objectives
To increase the customer visit to Westfield
complex upto 20% by April, 2016.
To enhance the sales upto 15%.
To reach more than 20% of consumers using
new mobile applications, till March 2016.
To enhance the consumer base by 25% by using
direct and indirect marketing channels upto June,
2016.
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Budget
Budget will limit the marketing expenditure of the Westfield complex
so that it does not affect the proficiency of organization.
Constituents Amount
TV Ads £60
Billboards £90
Social Media Marketing £100
Direct Marketing £50
Total £300
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Techniques to evaluate the success of
marketing campaign
The effectiveness of marketing campaigns can be measured from
following modes
Profit
Sales
Footfalls
Feedbacks
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