Analysis of Marketing Strategies for Westfield Shopping Mall

This report provides an analysis of the marketing strategies implemented by Westfield Mall. It begins with an introduction and an overview of the shopping mall, including its location and key features. The report then outlines the objectives of the advertising campaign, focusing on customer retention and attracting potential customers. It delves into the target audience using the STP model, detailing segmentation, targeting, and positioning. Furthermore, the report examines the message strategy design, highlighting the slogan "Buy and contribute to planet" to create awareness of sustainability. The promotional mix design emphasizes digital marketing for cost-effectiveness, while the media mix design incorporates both social media and print media. Finally, the report describes the advertisement measurement methods used, and concludes by reiterating the importance of customer retention and attracting new customers to boost company revenue and brand value. The report concludes with a list of references.

BA4UK98O PRINCIPLES
OF ADVERTISING

TABLE OF CONTENTS
• Introduction
• Shopping mall description
• Objectives of advertisement campaign
• Description of Target audience
• Message strategy design
• Promotional Mix design
• Media Mix Design
• Print Poster
• Advertisement measurement methods
• Conclusion
• References

INTRODUCTION
Customer retention facilitates in
enhancing customer’s lifetime value
along with increase in revenue. It is
imperative for every company to
frame strategies that assist in
retaining existing customers along
with attracting potential customers

SHOPPING MALL DESCRIPTION
• Westfield is a big shopping mall located in
White City, London. It was commenced on
30th October 2008 and became largest
covered shopping mall. It consists of
various stores such as Marks and Spencer,
John Lewis and House of Fraser.

OBJECTIVES OF ADVERTISEMENT
CAMPAIGN
The objective of advertisement
campaign is to retain existing
customer and to attract potential
customers. Company have to
streamline objective of advertisement
campaign with strategies so that it
becomes easier to accomplish
objectives.

DESCRIPTION OF TARGET
AUDIENCE
• STP model is used by marketers of
Westfield so as to create market
communication plan in order to convey
message to their targeted audience.
• Segmentation
• Targeting
• Positioning

MESSAGE STRATEGY DESIGN
Marketers of Westfield have framed
unique marketing message that can
capture audience’s attention. It
writes a slogan “Buy and contribute
to planet”. This message creates a
sense of awareness of people
towards sustainability.

PROMOTIONAL MIX DESIGN
n order to promote me a e to a dience compan opt di ital mar etinI ss g u , y s g k g
a it i co t e ecti e and mo t o t e a dience are a aila le on ocials s s ff v s f h u v b s
media ic ma e it ea ier to comm nicate in a minim m pricewh h k s s u u .

MEDIA MIX DESIGN
Westfield uses social media marketing and
print media marketing in order to convey its
message. It will help in delivering message to
larger audience in short period of time. Most
of the audience are highly active on social
media and it makes it easier for mall to engage
and communicate with.

PRINT POSTER

ADVERTISEMENT MEASUREMENT
METHODS
There are various advertisement measurement methods that company
may opt but Westfield uses Pre and post Test method and message and
media effect test.

CONCLUSION
From the above presentation, it was concluded that retaining existing
customers as well as attracting potential customers facilitates in
boosting company’s income and in elevating brand value.