The marketing plan aims to increase footfall and sales at Viejas outlet by targeting local families, students, military personnel and tourists. It outlines objectives to improve brand recognition through a new website, loyalty program, and promotional campaigns using media like newspapers, magazines, radio, TV and billboards. The total annual marketing budget is $500,000, which will be spent on monthly events, app development, advertising, and external publicity to attract new customers while retaining existing ones.

1. MARKETING
PLAN

2. •Problems
•Objectives
• Target audience
• Map Of Viejas
• Demographics
• Competition
•Branding
Promotional Channels
• Marketing Plan
•Budget
• Conclusion
AGENDA

3. •Low footfall
• Lack of publicity
•Dates shopping environment
•Poor brand image restricting sales
Solution:
Increased profit
Higher footfall observed
Market share and brand recognition
Higher number of families and group tours
PROBLEMS

4. •Introduce and apply a new marketing plan strategy for Viejas
•Increase the publicity
•Approach the target audience
•Gain competitive advantage
Increase profit
Create a new web page for Viejas (more user friendly)
•Retain existing customers and attract new ones
•To improve Viejas performance, increase awareness about the
outlet and bring in more customers
OBJECTIVES

5. • Families: jointly shop with children and larger groups
• Local visitors and neighbouring state visitors
• Students: Local university within 30 mile radius
• The military forces
• Tourists
TARGET AUDIENCE

6. MAP OF VIEJAS

7. •Population: 1,264,263 people
Social status
Students & High school 16-18
University 18-25
Residents 25+
Tourists : All age
•Average Income per Household: $60,662
DEMOGRAPHICS OF THE
TARGET AUDIENCE:

8. •Las Americas Premium Outlets- 41 min / 41.1 miles
•Carlsbad Premium Outlet- 59 min/ 56.7 miles
•Downtown San Diego to Viejas- 27.8 miles apart /37 min drive
Bazaar Del Mundo- 29.2 miles
Fashion Valley - 27.2 miles
COMPETITION

10. • Viejas Gift Cards
•Children facilities
•Day care
•Entertainment
•Cinemas
•Leisure spa’s
•Viejas casino
•Bowling
INTERNAL FACILITIES

11. Newspapers:
• City Beat
• San Diego Metro
• El sol de San Diego
• San Diego Union Tribune
Magazine:
• Vision magazine
PROMOTION CHANNELS

13. Front
Back

14. Christmas Lottery (1st nov – 24th dec)
Entry by purchase of goods above $100
Prizes :
20 $500 vouchers
10 $1,000 vouchers
3 $5,000 bikes
1 $10,000 car
SALES PROMOTION

15. All kids can enter a lucky draw for free
Age : 3-15
Duration : 1st nov – 24th dec
100 kids will be selected
Prizes :
DVD collection and player
BMX products : Bi-cycles, skates, skate boards
Games
Etc.
SALES PROMOTION

16. Create a database for Viejas by surveys and a information form with discount
vouchers.
Introduce a clubcard with points (eg: 1 point/100$ spent). Points can be
redeemed towards gifts or offeres at eateries. Main point of the clubcard is to
build a database.
Borrow or buy database of the brands in Viejas
DIRECT MARKETING

20. PRESS RELEASE

22. • Layout and user friendly
• New Colour scheme – Neutral and easy to use
navigation
• Professional and refreshing look
• Interactive + Attractive website design – Drives
unique customer visits – means recongnition
• Sections advertising new coming brands
• Keeping customers upto date on events +
promotions
• Make loyalty card registration available online
WEBSITE

24. More loyal customers = Higher turnover = Higher
profit
Customers information
Brand enhancement
Easy communication with customers
Reward your customers for their loyalty
LOYALTY SCHEME

25. •Magazine advertisement: using appropriate local magazines e.g. San
Diego magazine, 944
•TV advertisement: KDTF TV 36, a TV station in San Diego covering
entertainment programs and local news. Primetime advertisement.
•University and school campus advertisement: events for
students e.g. parking lot parties, pool parties, BBQs, Bowling
alley student discount
•Advertisement in hotels and travel agencies: ask to be
mentioned for free in tourism brochures, have discount
vouchers distributed to hotels
EXTERNAL MARKETING

26. •Build contacts with relevant news papers and magazines
•Target the fashion world to have connections with important people
who would have positive view on Viejas
•Organise net working parties inviting people from the industry to
build connections
PUBLIC RELATIONS

27. • Application for leading hand held
device:
• Iphone/ Ipad/ Ipod, Blackberrys +
Androids
• Keep up to date with Viejas
Sales + Special promotions
• Online shopping
• Viejas - TREND TRACKER
– Keeping the audience up to
• date with latest fashion/ brands
SOFTWARE APPLICATION

28. Viejas – TREND TRACKER

29. Areas of Expenditure Amount in $
Monthly events + themes $190,000
Loyalty Scheme +
Database Management
$30,000
iPhone App + Website
redevelopment
$42,000
Logo development $2,000
Gift card + mini spas $25,000
News Paper Adverts $12,000
Marketing (external
publicity)
$100,000
Radio Advertising $50,000
Billboards
TV Advertisement
$16,000
$35,000
Marketing
Communications
Annual Budget
Total= $500,000

30. •The marketing actions must be continuous in order to reach highest
results possible
•Constant investments should be made into promoting the Outlet
Centre to new customers, as well as maintaining existing customers.
•New brand images that’s in trend to current market
•New and exciting brands
•Advance marketing
•Large brand awareness
CONCLUSION