‘A Bulky Goods Shopping Centre’
TABLE OF CONTENTS
2. SITUATIONAL ANALYSIS
1. The Market
2. Customer Profile
3. The Centre
5. Macro Environment
1. Business Objectives
2. Marketing Objectives
5. MARKETING STRATEGY
2. Branding of Centre
4. Retail Advertising Campaign
5. Co-operative Advertising Campaign
7. Public Relations
8. Customer Service
9. Information Strategy
10. Retailer Communication
11. Visual Merchandising
6. ACTION PROGRAMS
7. MARKETING BUDGET
1. Profit and Loss
The attached Marketing Plan is based on a real situation but the names and figures have been altered to ensure company confidentiality.
Star Alliance is a subsidiary of a multi-national organization, which is a ‘bulky goods’ - homewares shopping center located in Eastern Sydney.
This marketing plan covers the activities for the 2003/2004 financial year for Star Alliance, a major regional shopping center located approximately 3 kilometers east of the Sydney CBD and approximately 8 kilometers from Sydney Airport.
Star Alliance has a new challenge with two competitive centers currently under construction, all within one kilometer and opening within the next 12 months. Dream Motor Way is undergoing extension and refurbishment and also opening within 12 months. These centers will be aggressively marketing to try to capture the market the Star Alliance currently has and the highly sought after North Shore.
The Market Research Company undertook extensive Market Research in 2002. The results and findings have been taken into account in preparing the Star Alliance Marketing Plan for 2003/2004.
The Marketing Plan takes into consideration that the Centre will undergo a refurbishment and aim to secure approval from Council for the level two extension, which will add another 5,000 square meters of letable area.
The Marketing Plan will also capitalize on its success branding the Centre as ‘the place’ to shop for homewares in comfortable and inspirational environment. A flexible advertising framework will be created and consistently used across all advertising mediums to achieve this. Corporate, retail and co-operative advertising will also be used along with mall merchandising and brand alliance.
All promotional activity will be retail driven aiming to attract customers to the Center with a mind-set to spend. It is planned to stage events such as ‘the Star Alliance Home Show’.
Public Relations is also an important component of the Marketing Plan that will be used to expand the marketing dollars. It is also envisaged that strong relationships with local, metropolitan and magazine publications will be established.
Customer Service will play an integral role in all the marketing initiatives and designed to increase time customers spend at the Centre, patronage on weekdays and increase retail sales.
Retailer communication with the Management team is of high important and this plan is designed to ensure that strong relationships exist.
The Marketing Plan’s proposed budget does not include capital expenditure or the Centre’s re-launch. The total marketing budget is planned to be $600,000. Whilst this is a significant increase from last year’s budget of $400,000, it is still a relatively small cost when measured in terms of percentage of sales revenue – 1.3%.
2.0 SITUATION ANALYSIS
Star Alliance opened in 1991 as a purpose built bulky goods retail complex, situation on 3.6...