Marketing & Promotional Techniques: A Case Study of Westfield Complex

This report explores below-the-line marketing techniques and proposes a promotional plan for Westfield Complex aimed at increasing footfalls and market segment. It discusses various methods such as direct mail, loyalty programs, and promotional pricing, alongside the integration of mobile marketing (M-marketing). The report outlines a SMART strategy with specific objectives, a budget allocation across TV, print, social media, and website marketing, and techniques to measure campaign effectiveness. It emphasizes integrating promotional activities to enhance brand awareness and customer engagement, concluding with a reference list to support the analysis.

TASK 2
ADVERTISING
AND
PROMOTION

Below the line marketing techniques
It represents the short term marketing methods that are used to create
proximate and instant response of customers. It further involves the use of
discounts, rebates, cash or coupons, gifts etc. that are offered to buyer for
buying the product of seller. It involves the use of promotional methods that
help in targeting the customer directly and quickly. There are different ways
that are utilized in below the line marketing techniques to target the customers.
They are explained as follows:

Techniques of below the line marketing
 Direct Mail
 Door to Door
 Exterior

Techniques of below the line marketing
 Direct Mail
 Door to Door
 Exterior

Continued..
 Loyalty programs
 Promotional pricing
 Trial use or Free sample

M Marketing
 M marketing refers to as the buying and selling of goods and services thorugh
wireless hodling device that is mobile phones. M marketing is widely used
these days beacuse of its easy access by the customers.
 Westfield can use this as a medium for increasing its sales by making a mobile
application and allowing the users to make a purchase at any place or any time.
 However, this may have a greater impact on below-the-line technique as the
easy access will not allow tyhe user to come and amke purchase at complex
instaed they will do it through M-commerce. Below-the-line-techniques will
not be used much.

Continued..
Hence, it can be concluded that below the line marketing techniques help in
increasing the customer base of company by attracting more new customers
and retaining the loyal customers. The additional techniques that can be used in
below the line promotion are personal selling, rebates, coupons, trade in or
sponsorship programs. In addition to this, seller can provide free or extra
products or sell the offerings on premium or discount to attract the customers.

Promotional Plan
To promote the products and services of the shopping complex to
increase the footfalls an effective promotional plan has to be
developed. In the development of a promotional plan various steps
have to be followed which are discussed asfollows:
Situational analysis
Setting objectives
Designing a plan
Implementation
Feedback and follow up

SMART Strategy
Integration of promotional techniques can be done in order to make
the SMART promotional strategy. Above-the-line and below-the-line
techniques can be integrated by using SMART method.

Objectives
 To increase the footfalls in the complex up to 25% by December
2016.
 To influence upto 45% of customers by using promotional
techniques such as E-mail marketing and loyalty programs till
August 2016.
 To expand the market segment by 10% through advertising and
promoting by using all types of media at the mid of next year that
is June 2016.

Budget
To carry out the promotional campaign, fund will be required so that
budgeting should be done. Budget will limit the expenses of the
organization so that it does not extend the profitability of the firm.
Elements Amount
TV Advertising £200
Print Advertising £100
Social Media Marketing £70
Website and Search Engine
Marketing £120
Total £490

Integration of promotional activities into strategy
Promotional activities help in spreading the awareness about product gaining the
customer attention. Westfield Complex is required to select appropriate
promotional technique that will help the organization in disseminating its brand
name among customers. However, it is important for company to integrated
promotional activities and covert them into strong promotional strategies.