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Viejas final
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.
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Viejas final
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- 2. •Problems •Objectives • Target audience •Map Of Viejas • Demographics • Competition •Branding Promotional Channels • Marketing Plan •Budget • Conclusion AGENDA
- 3. •Low footfall • Lackof 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 applya 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: jointlyshop with children and larger groups • Local visitors and neighbouring state visitors • Students: Local university within 30 mile radius • The military forces • Tourists TARGET AUDIENCE
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- 7. •Population: 1,264,263 people Socialstatus 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 PremiumOutlets- 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 GiftCards •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
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- 14. Christmas Lottery (1stnov – 24th dec) Entry by purchase of goods above $100 Prizes : 20 $500 vouchers 10 $1,000 vouchers 3 $5,000 bikes 1 $10,000 car SALES PROMOTION
- 15. All kids canenter a lucky draw for free Age : 3-15 Duration : 1st nov – 24th dec 100 kids will be selected Prizes : DVD collection and player BMX products : Bi-cycles, skates, skate boards Games Etc. SALES PROMOTION
- 16. Create a databasefor Viejas by surveys and a information form with discount vouchers. Introduce a clubcard with points (eg: 1 point/100$ 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
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- 22. • Layout anduser 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: usingappropriate 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 withrelevant 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 forleading 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 – TRENDTRACKER
- 29. Areas of ExpenditureAmount 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 actionsmust 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