Westfield Stratford City: BTL Techniques & Integrated Promotion

This report provides a promotional plan for Westfield Stratford City, focusing on below-the-line (BTL) techniques such as public relations, direct marketing, internet promotion, events, promotional campaigns, and loyalty programs. It discusses the use of these techniques within an integrated promotional strategy to enhance customer engagement and brand image. The report also critically evaluates the impact of mobile marketing (“M” Marketing) on BTL promotion, highlighting its potential to increase sales and profitability through mobile apps and online channels, while also acknowledging the initial investment required. The analysis includes other BTL techniques like coupons, promotional pricing, and sponsorships, concluding with a discussion on how mobile marketing may reduce the future reliance on traditional BTL methods, offering a comprehensive overview of promotional strategies for Westfield Stratford City.

Advertising and
Promotion
PROMOTIONAL PLAN FOR WESTFIELD STRATFORD CITY

Primary below the Line (BTL)
techniques
BTL promotion techniques can be
defined as different ways by which
organization can reach to customers
directly without any delay. These
techniques increase control of company
on advertisement and promotion.

Cont….
Different BTL techniques are as under:
Public relation
Direct marketing
Internet
Events
Promotional campaigns
Loyalty programs

Use of below the line techniques within an integrated
promotional strategy for Westfield
 Public relation helps in developing good image
in customer’s eye. Westfield can use this
technique by taking participation in various
public activities of UK.
 Direct marketing is used by Westfield by door
to door selling and email marketing. This
technique will help in increasing the purchase
of products and services.

Cont….
 Using Internet Company can advertise its products
through online website, email and social media
networks. This technique increases attraction of
customers as well as also augment awareness of
them about products of Westfield.
 Social events, promotional campaigns and loyalty
programs can be used by Westfield for retaining
customers and increasing the trust among
customers about organization.

Other Techniques used in BTL promotion
 There are different other techniques which are also used in
BTL promotion; these are:
Coupons
Promotional pricing
Trade in
Free and extra products
Contest
Personal appearances
Sponsorship, etc.

Critical evaluation of “M” Marketing and its impact on BTL
promotion in the future
 “M” Marketing can be stated as mobile
marketing. Different organization can promote
its products and services on mobiles and
smartphones which is called mobile marketing.
 On the other hand, mobile marketing includes
marketing using mobile apps.
 Westfield Complex can also develop its mobile
app for attracting large numbers of customers.

Cont….
 It will help in increasing sales and profitability of
organization.
 But, initial level it require huge investment and
skills for introducing mobile app.
 In future it will reduce the use of BTL techniques in
promotion because Mobile marketing provides an
opportunity of advertisement and promotion as well
as online sale of the Westfield Stratford City.

REferences
Books and Journals
 Ali-Mashari, M., 2009. Electronic commerce: A comparative study of
organizational experiences. Journal of Benchmarking. 9(2). PP.182-189.
 Cornford, A., 2008. All You Need to Know about Ethics and Finance. Journal of
Financial Regulation and Compliance. 16(1). pp.120 – 124.
 McLaughlin, S., 2009. The imperatives of e-business: case study of a failed
project. Journal of Business Strategy. 30(1). pp.40 – 49.
 Mullins, L., 2010. Management and Organizational Behavior. 9th ed. Financial
Times/Prentice Hall.
 Muondo, A. R. and Perkins, S., 2013. Organizational Behaviour: People, Process,
Work and Human Resource Management. Kogan page publisher

Thank You