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Imc Plan For Starmall

This document discusses Starmall, a mall chain in the Philippines. It begins by explaining malls provide convenience as a one-stop shop. It then discusses Starmall's target market of different age groups from class B social status. The document analyzes Starmall's marketing mix and performs a SWOT analysis. It establishes long term goals of becoming the top destination choice for Filipinos, and short term goals of increasing foot traffic by 50% by improving their image. Finally, it discusses developing marketing, advertising, and PR strategies to attract target customers and reach goals.

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MonicaSumanga
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456 views

Imc Plan For Starmall

This document discusses Starmall, a mall chain in the Philippines. It begins by explaining malls provide convenience as a one-stop shop. It then discusses Starmall's target market of different age groups from class B social status. The document analyzes Starmall's marketing mix and performs a SWOT analysis. It establishes long term goals of becoming the top destination choice for Filipinos, and short term goals of increasing foot traffic by 50% by improving their image. Finally, it discusses developing marketing, advertising, and PR strategies to attract target customers and reach goals.

Uploaded by

MonicaSumanga
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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WHERE ARE WE?

Standing on the Mind


Motivations:

Malls are essentially a one stop shop for consumers. Malls are made to be accessible in

terms of the variety of products and services it can offer. It is a place where they can relax,

dine, and shop for things they need and want. Consumers perceive malls as places of

convenience that can provide essentially anything and everything for them.

Brand Awareness

Current Buyers/ Users responses

Standing in the Market

Market Size and Nature

Starmalls market varies from people from different age brackets, specifically from

teenagers to adults. To be more particular, it targets those who are looking for a one stop

location for shopping, strolling, dining and everything of the same kind, and yet still on a

feasible budget. Although Starmall mostly aim to attract people in the class B social status,

mall-goers from the upper and lower classes are also targeted by the company.

Product

Market Position

Marketing Activities

Buying Patterns
WHY ARE WE HERE?

Marketing Mix (4 Ps)

Product

Price

Place

Most of the Starmalls branches are located in the south and along main

thoroughfares, making them easily accessible to a majority of the targets.

Promotions

While Starmalls currently do not advertise, they regularly hold mall shows to

promote various celebrities upcoming TV shows and movies, enticing people to go to

their malls for them to see their favorite showbiz personalities.

Starmall SWOT Analysis

1. Strengths
Host to biggest and most important transportation terminals of the south
Easily accessible
Houses affordable products and services
Each branch has distinct characteristics which caters to the different lifestyles of

the consumers in the area.


2. Weaknesses
Low brand awareness
Few branches in the metro other than the south
Low aesthetic appeal of the malls **
Low media presence
3. Opportunities
Consumers looking for new and developing mall to visit
Continuous trend on Filipinos relaxing outdoors
Renovation
More attraction
4. Threats
Expansions made by other malls
Stories about a Starmall branch that seem to be haunted might trigger the

discontinuing of patronage of the mall-goers

WHERE DO WE WANT TO BE?


In Market Place Terms
Increase market share within the next 10 years
Annual growth in profit for shareholders
Open more branches nationwide with the next 10 years
Upsurge the number of investors
Cultivate partnerships with other brands in the market that can contribute to added

awareness for the company

In Consumer Terms
Establish brand loyalty among current and future customers or mall-goers
Gain new patrons from people form diverse social statuses
Increase brand awareness by making Starmall known as a one stop location

not just for families but every mall-goer nationwide

Long Term Goal


To position Starmall as a true destination of choice for Filipinos in the current

locations/communities they serve (and will serve with their upcoming malls) while attracting

those from other areas to visit.

(i-explain na lang natin sa pitch na kaya hindi na directed sa family yung long term goal

natin kasi, in the long run, di lang natin gusto na families yung pupunta)

Short Term Goal

To increase foot traffic in Starmall by 50% by improving the malls image as premium

destination for families and youth.


HOW DO WE GET THERE?

Marketing, Advertising and PR Strategies

Target Person

Starmall aims to cater to every customer from all over the country where its current and

futre branches are located; they offer that one-stop-location feel that will surely entice the whole

family that wants to go to a place that is relaxing without the need of a high budget.

Target Responses ( senses, reason, emotion)

Tone/ Personality

Media Strategy
Campaign goals
Desired reach and frequency
Advantages and limitations of media options
Media/Target audience matching
Funds allocations

ARE WE GETTING THERE?

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