Marketing Communications Plan and Press Release for Viejas - Essay Example

MARKETING COMMUNICATION PLAN Presented By goes here] To [your goes here] [Your goes here] s name] [Due date of the paper] TABLE OF CONTENTS Contents Page 1. Introduction 1 2. Analysis of Current Situation 1 3. SWOT Analysis 2 4. Target Audience 3 5. Goals and Objectives 3 6. Marketing Communication Plan & Tactics 4 Appendices (Available Budget Distribution) I References II Marketing Communication Plan 1. Introduction Before going to develop a marketing communication plan for Viejas Outlet Center, let us get a better understanding of what Viejas Outlet Center actually is. Viejas Outlet Center is one of the America’s earliest outlet centers situated directly opposite to the Viejas Casino. Viejas Outlet Center, an award winning retail enterprise, has nearly fifty stores which attract a number of people towards the outlet. Some of the most attractiv features of Viejas Outlet Center include open-air stage arenas, a number of stores, various on-site leisure facilities, and an outdoor entertainment ground which has a large seating capacity for approximately fifteen hundred people. In this report, we are going to develop a marketing communication plan for the center in order to increase visitor numbers to the center so that it can survive the current recessionary downturn. The marketing plan will include such strategies which will play their role in creating awareness among the public about the facilities and entertainment provided by Viejas Outlet Center as well as the new stores’ opening. 2. Analysis of Current Situation Luther (2001) found that analysis of the current situation of any company or firm is necessary before development of a marketing plan. It is because analysis makes us aware of the strengths, weaknesses, opportunities, and threats regarding any specific company for which the plan is to be developed. So in the case of Viejas Outlet Center, we carried out a thorough analysis regarding the current business situation of the outlet in order to know the defficiencies, opportunities, and strengths regarding the outlet. 3. SWOT Analysis 3.1 Strengths Strengths of the outlet include entertainment spots and various other facilities such as casino, shopping stores, restaurants, danceclubs, and water fountain for the children. These facilities are good enough to attract the customers towards the outlet but it needs a suitable marketing plan in order to creae awareness among the public. The outlet needs to implement an effective marketing strategy which should be able to make every person aware of the products and facilities provided by the outlet. 3.2 Weaknesses The major drawback of Viejas Outlet Center is its current marketing strategy. The marketing strategy has a lot of flaws in it due to which the outlet is unable to attract the public. Marketing plan is very old fashioned and is not adjustable with the demands of modern marketing strategies and tactics. 3.3 Opportunities Viejas Outlet Center has a lot of opportunities in the field of creativity and entertainment becasue it possesses such facilities and entertainment spots, and stores which are really desired by the public. 3.4 Threats Threats to the Viejas Outlet Center include creation of other outlets in the reigon which may not have such faciltities and entertainment spots as the Viejas Outlet Center holds, but the effective marketing strategies of the new outlets may provide them with dominance or egde over Viejas Outlet Center. That is why, Viejas Outlet Center needs to have an effective and innovative marketing atrategy in order to attract the public towards the outlet. people. 4. Target Audience The target audience for the Viejas Outlet Center will be the middle class citizens of the region, college students, young children, ladies, money spenders, and also those Hispanics from the San Diego region who are not yet aware of the outlet. The audience will be informed about the peaceful ambience, entertainment facilities, the natural scenery, and other attractive features of the outlet and its new stores. As we know that the facilities provided by Viejas Outlet Center are good enough for local and foriegn visitors, so such a marketing strategy will be developed which should be able to attract the middle class but also the high income citizens towards the outlet. 5. Goals and Objectives ”The creation of a marketing plan is very vital for any business enterprise because it helps to create the entire business plan which is like the route map of the business” (Perez, 2010). The major goals and objectives regarding development of marketing plan include increase in market share, achievement of market dominance, gaining competitive edge over the rivals, seasonal promotions, market penetration, and creating awareness among the public about the facilities and entertainment provided by the outlet. We will prepare a well structured marketing plan which will eliminate all flaws that exist in the existing marketing plans of Viejas Outlet Centre. Such modes of advertising will be used which will make every person aware of the new facilities and entertainment stuff provided by the centre. “The most effecting marketing plans are those that are simple yet effective and easy to implement” (Daud, 2008). The public will be made aware of the new store openings using different modes of advertising. The stores which the center is going to open next year include ‘Victoria’s Secret’ (lingerie), Writer’s Block ‘Stationery’, ‘Dolce & Gabbana’, ‘FootLocker for Women’, ‘Cute Cuts’ (children’s hairdresser), and ‘Pets Are Family’ (pet boutique). 6. Marketing Communication Plan & Tactics In order to let the public know about the entertainment facilities to be provided by the Viejas Outlet Center, we will use different forms of media, such as, television, social websites, and radio. “The promotional tools that are deployed depend on the nature of the target audiences, the objectives and the strategies” (Finch, 2008). Social websites will be used because facebook, twitter, and Orkut are the most widely used platforms of communication these days. Advertising through events on the social websites is a good way to make people aware of any new event or entertainment opportunity. Various announcements regarding new stores will be made regularly on the fan page of face book. Television ads can also prove to be one of the most useful media in order to inform the public about the outlet. Advertising through television ads will be done during January, February, and March as four of the new stores have been set up for opening in April 2012. Advertising through television ads will also be done in April and May for the stores that will open in June 2012. It will be beneficial because the public will get to know about the new store openings. Not only television ads, we will also make use of direct email marketing to make people aware of the new stores. In this mode of advertising, emails will be sent to the potential customers of the company. Radio advertisements will also be used during February and March on three of San Diego’s local radio stations. Advertisements on local newspapers and magazines will be issued regarding the new stores throughout the year. Press Releases will be issued to all local and international newspapers and entertainment magazines in order to create awareness among the public about all new stores. Along with advertisements on newspapers, direct marketing tools will also be used because of their value in successful marketing. Nash (2000) found that direct marketing tools include broachers, leaflets, post cards, and some other tools. Loyalty cards will be used to develop long-term relations with the public. For doing this, customer databases from Viejas’ Outlet store will be collected to form a Viejas Customer Database and then loyalty cards will be issued which will be free for anyone who wishes to sign up but will also give 10% discount on every purchase from any store. On special days, such as, Independence Day, Christmas and Easter, customers will be given up to 45% discount on every purchase of any product. These were some of the marketing modes which we will use to create an outstanding image in the minds of the customers about the new stores. The advertising strategy will also improve the image and business of the outlet and the entertainment facilities provided by the Viejas Outlet Center. Appendices Appendix 1: Budget Plan: Duration Total Cost Advertisement Tools Five Months 60,000$ Television Three Months 35,000$ Radio One Year 40,000$ Transport Expenses One Year 25,000$ Communication Expenses Three Months 25,000$ Models Expenses for Ads ------------ 1,000$ Loyalty Card ------------ 45,000$ Footballs ------------ 11,000$ VIP Voucher Book (50,000 pieces) ------------ $2,500 Leaflet (V shape, 50,000 pieces) ------------ 500$ Post cards (10,000 pieces) ------------ 7,000$ Brochure (1500 pieces) Two Months 178,000$ Store Opening Expenditures One Week 35,000$ Easter discounts One Week 35,000$ Christmas discounts ----------- $500,000 Total Budget ----------- $0.00 Remaining Balance References Daud, N 2008, Creating a Marketing Plan For Your Business, viewed 28 November, 2011, http://www.articlesbase.com/business-articles/creating-a-marketing-plan-for-your-business-470268.html Finch, M 2008, How to Write a Marketing Plan, viewed 28 November, 2011, http://marketing-plans.suite101.com/article.cfm/how_to_write_a_marketing_plan Luther, W 2001, The Marketing Plan: Hoiw To Prepare and Implemenmt It, 3rd edn, AMACOM, New York. Nash, E 2000 Direct Marketing: Strategy, Planning, Execution, 4th edn, McGraw-Hill Professional, New York. Perez, A 2010, Importance of Creating a Marketing Plan For Your Business Offline - 3 Basic Questions to Answer, viewed 28 November, 2011, . Read More