An IMC Campaign: Ali Mall

Choa|Courtes|Emmelin|Julian|Nguyen Van Thoai|Sy|Tan

Introduction

The campaign aims to create

awareness, generate trial and gain
customer loyalty among its target
audience  in order to acquire and
sustain a two million foot traffic for
Ali Mall in the twelve month
period.
 BACKGROUND
INFORMATION
Ali Mall
 Five newly renovated cinemas
 Food Strip and Food Gallery
 Over 250 stores
 Arcades, carousel and rides.
 New escalators
 Skywalk to SM and shuttle service to and from Gateway
 Low-Mid Range stores (e.g. Shoe Center, National
Bookstore, Whoops, Guess USA)
 Heart of Cubao
 1.5M foot traffic per month (lower than surrounding malls)
 On-going renovations
Araneta Center
 Vision: to be the Best Shopping and Entertainment Center
in the country
 Plans: 20 year redevelopment plan (hotel, condos, offices,
renovations)
 Reputation: Was seen as a pioneer in the industry; but
declined after the 90’s. Currently its reputation is
improving as Araneta tries to revive its past glory.
 Philosophy (original): to provide quality and innovative
services and products at prices affordable to the masses.
 Philosophy (now): to transform the Araneta Group to a
world-class organization that will provide globally
competitive products and services to the greatest number.
Consumers: General Trend
 Highest-expenditure commodities : Food and non-alcoholic
beverages
 Lowest-expenditure commodities: Leisure
 Clothing and Footwear: 2.98% of consumer expenditures
in 2007
 Growing consumer expenditure on communications
 * Potential to appeal to consumers with food and
communications aspects
 Highest-expenditure in Metro Manila
 Increase in consumer expenditure (due to stable inflation
rates and low interest rates)
 Highest per capita income (Ages 30-34)
 Family households spend the most in terms of total
spending
 OFW remittances and growth of BPO industry has improved
private consumption
Consumers: Students
 24.85% of the consumer segment (most
populous)(2007)
 Highest Total Expenditures (P262.68 billion in
spending power in 2007
 Like to dine in fast food
 Past time includes: sports activities, fitness
centers, computer games, online networking,
online videos, online music, out-of-town trips,
service-oriented organizations and attend
concerts and parties.
 Communicate to students though online means
as well as through fast food places.
Consumers: People in their
20’s
 Concerned with making a career and/or starting
a family
 Second largest consumer segment
 Strong users of cellphones and internet
 Buys commodities according to usefulness and
functionality
 Not interested in information and current events
 Past time: Prefer online networking to physical
activity; out-of-town trips, nights out, and dining
out with friends and family.
 Potential to communicate to them though the use
of technology
Consumers: People in their
30’s
Familiarity as a primary consideration
for buying a good
13.69% of the consumer group
Past time: sports, join fitness clubs,
watch movies, browse the internet, listen
to online music and watch online movies,
make out-of-town and overseas trips.
People in their 30’s might be potential
for loyal customers, or repeat buyers
Consumers: Middle-Aged adults
20.3% of the consumer segment(2nd)
Strongest individual spenders (P208.64
billion in spending power in 2007))
Past time: (high-income) travel, golfing,
leisure drives, dining out, concerts,
drinking with company, jogging,
donating to charities
Potential big ticket/item spenders
Stakeholders
Stakeholder: Tenants
Why are they important to talk to?
Customer service
Occupy the space in the malls
Uphold reputation of the mall
Help communicate the mall’s brand promise
Stakeholder: Customer
Why are they important to talk to?
They have buying power
Influence other customers (word-of-mouth
marketing)
 External Factors in the Retail Industry
Economic Factors
 Upward trends in personal consumption
 Personal consumption is buoyed by overseas
remittances and BPO industries.
 Average household income increasing at 20%
annually
 Higher spending power for consumers means
that there is a greater chance for them to spend
on this mall.
 We need to communicate to the consumers that
they should spend on us
Political
 Retail Trade Liberalization Act has opened the
country to foreign competitors who might affect the
effectivity of our campaign.
 Peace and order situation: If the peace and order
around the area is not good, the communications
campaign might still fail to attract consumers
 External Factors in the Retail Industry
Technological
 Improving communication technologies and
increasing penetration rate of Internet at 24.5% and
mobiles at 80%.
 These gives marketers new digital media tools that
is becoming increasing popular with the youth.
 These media tools make consumers more
discriminating and judging. They can easily get
reviews and impressions through on a product even
without trial.
 The new media tools have also given consumers
more control over the ads they want to see.
 Technology has allowed us more access to
consumer data that will be helpful for our
campaign.
Current State of the Retail Industry
 Contributes to 15% of GNP and employs 18% of workforce
(Philippine Retail Association)
 Small growth of almost 2% in 2009 because of the economic
recession.
 Retail saturation is increasing in the Philippines, making it
more competitive
 Vibrant growth in internet retailing and direct selling is a
threat
 Retaining customers is becoming a popular marketing
strategy.
 Customer relationship management is starting to be
practiced by many retailers.
 Retailers add value to their stores by having raffles and
loyalty cards which has proved effective in keeping their
customers loyal
 Retailers have also partnered with financial intermediaries
to improve customer retention (eg. Rustans and Citibank
tie-up)
 Competitive Analysis
Brand Promise Marketing Price Range Types of Accessibility
Stores

SM Cubao “We’ve got it all for Advertising, Same Department Connected to Ali
(by location) you!” (SM brand loyalty programs store only Mall via skywalk
appeal)
Gateway World-class shopping Event Higher (but More high- More accessible
(by location) sponsorships appeals to all) end (direct LRT link)

Farmers Plaza Good finds, low prices Minimal, if any Slightly lower Tiangge type More accessible
(by location) (similar to Ali Mall) (direct MRT link)

Cubao Expo Where you can buy Minimal, mainly Same Small-scale, Roughly same
(by location) artsy, vintage finds PR independent
sellers
 Competitive Analysis
Brand Promise Marketing Price Range Types of Accessibility
Stores

Greenhills Reasonable prices, Some ads, mainly Same (but Tiangge type Not as accessible
Theater Mall variety of products posters, radio, appeals even to via public
and Tiangge promos and AB SEC) transpo
(by price) events
168 Mall Practical wholesale Mostly WOM Slightly lower Tiangge type Not as accessible
(by price) shopping for extremely
low prices
Starmall Venue for direct selling Loyalty card, Same Mix Direct LRT
Ortigas and networking official promos access
(by price) companies (raffle), corporate
social
responsibility
Independent Varies (since they are Mostly WOM via Varies, *convenient Accessible from
internet not aggregated) Internet (social negotiable payment and anywhere with
sellers networking sites) delivery an Internet
(indirect) methods connection
 S.W.O.T.
ANALYSIS
SWOT
STRENGTHS
Pioneer in the retail and mall
industry in the country
Many unique finds in the mall
(specialty stores)
Recently renovated
Good location: near the LRT 2 and
MRT station, bus and jeep terminals
Under the Araneta Group
(experienced and influential)
OPPORTUNITIES
Many developments around the
area (condominiums and hotels)
Consumers are nearby: call
centers and schools around the area
The changing image and new
developments of Araneta Center
WEAKNESSES
Many of its shops are seller-
dwellers (Especially in Phase 1)
No strong brand promise
Bad image to A and B classes (not
safe, many snatchers)
Bad image of the area “Cubao”
Low foot traffic compared to
surrounding malls (such as Gateway
and Farmer’s Plaza)
Low consumer awareness of recent
renovation
THREATS
Competitors (Starmall, Ever
Gotesco, etc.)
Improving image of other malls
There are many malls in the
vicinity
Removal of the bus terminal in two
years, across the entrance with the
highest traffic
Communication Problems:
 Ali Mall does not have a strong brand
promise.
 Ali Mall has a bad image to the A and B social
classes. Many of them say that the mall is
unsafe and has low quality goods.
 The area Ali Mall is in, which is Cubao, has a
bad connotation to it.
 Many of the consumers are not aware of the
recent renovation of Ali Mall.
 CAMPAIGN
OBJECTIVES
Objectives
Marketing Objectives
 Acquire 500,000 more mall customers a month or 33% more
from the current 1.5 million.
 Sustain a foot traffic of 2 million per month in the twelve month
period.
 Attain a total foot traffic of 24 million mall customers in the
year.

Communication Objectives:
 To create awareness, especially among BC consumers, of
recent and future developments in Ali Mall and the Araneta
Center as a whole after the first two months.
 To generate trial through promotions or events, with a goal of
0.5 M new customers from month 3 through month 5.
  To create a loyalty program that will retain both current and
new customers. Goal: 70% retention rate for current
customers and 30% retention rate for new customers, to be
sustained throughout the 12-month period.
 TARGET
AUDIENCE
Bull’s Eye Target
Secondary Target
 Working mothers
 Student (teens) either in
 30 to 40s high school or college and
 C socioeconomic class single working people
 Visits the mall mostly (young professionals)
with family during the  BC socioeconomic class
weekend and friends on  Visits the mall with friends
weekdays or family
 Visits the mall for errands Visits mall after school
or to relax (dining, (usually Fridays) and the
shopping, movies) weekends
 Visits the mall at least  Visits the mall to hang-
twice a week out(dining, shopping,
movies)
 Other Publics
 Local publics (Cubao residents): It is
important to talk to the nearby residents
because they are the most probable
visitors of Ali Mall. The neighborhood
also includes important consumer
groups like families
 Media: The media will help in
communicating the new developments
in Ali Mall through its different channels
to the consumers
 Internal publics: Motivate the workers,
managers and tenants so their positive
attitude will spill over to external
publics
CAMPAIGN
IDEA
Strategic Idea

Be yourself!
Celebrate your
individuality at Ali
Mall!
Creative Idea
Be at home: have your own personal space
Brand Character
• Home and Family
• Loving
• Comfortable
• Dependable
• A Confidant

“MOM”
KEY CONTACT
POINTS
 Word of
Ads Articles Webpage
mouth
Mall
Façade
Mall
Entrance

Mall Atrium

Dining Store Availability and state of other

Cinema
Options Variety facilities (Toilet, Play area,
Variety of arcade)
Entrance
Movies

Ticket
Interior
Booth
Price

Menu Offerings

Servers/Waiters Salespeople
 Food
Interior Cashier
Quality

Seats

Exit

Mall Exit
Key Contact Points from Map:
Word of Mouth
Mall Façade
Mall entrance and entrance of stores,
cinemas and restaurants
Mall Atrium
Store Variety, dining options and other
available facilities
Menu and store offerings
Store and Restaurant Interiors
Salespersons and servers or waiters
Price
Mall exit and exit of stores, cinemas and
restaurants
Brand Contact Point Customer Customer Experience Message Sent
Expectation
Word –of-Mouth Did not expect good Heard that the mall was Due to its unsavory
word of mouth due to dirty and unsafe from reputation, Ali Mall did
previous bad some. Other word-of- not seem like a safe
perception of Ali Mall mouth mentioned it place like one’s home.
being renovated.

Mall Façade Expected it to be It looked inviting and a Ali Mall was

brand-new and clean place that would be welcoming, inviting
comfortable because it and looked like a
was cleaner and comfortable place like
looked newer. a home.
Mall Entrances Expected to have bags Greeted by the guards The welcome by the
searched at the mall and the salespersons workers gives an at
entrance. Also and servers. The home feeling. The
expected to be guards also checked checking also made
greeted by the guards bags which made it one feel safe like at
and other workers in feel safe home. Ali Mall is safe
the mall. and welcoming like a
home.
Mall Atrium The façade looked new It was bright and clean. It was clean and
and clean so the atrium The temperature was comfortable like a
would might be new comfortable. home.
and clean too.
Brand Contact Point Customer Customer Experience Message Sent
Expectation
Store variety, dining The stores might be There were a lot of Ali Mall is like a
options and other mostly tiangge stores and dining that personal space, a
available facilities stores. The dining catered to different home where one
options might be tastes. There were also knows he or she
few, with them being non-tiangge stores for belongs because it
mostly cheap food those who didn’t like has many unique
courtt stalls and tiangges. There also offerings that caters to
fastfood. There would be more stores each customer ‘s
might not be a lot opening soon. There individual tastes in a
ofother facilities are also play areas and comfortable
other recreational environment. You can
facilities like arcades be yourself in Ali Mall.
Store and Restaurant Expected the stores The lighting is good and Ali Mall is generally a
Interiors to be at least clean the stores are clean and comfortable and
and well-lit. most of them have a welcoming place like
comfortable a home.
temperature.
Availability and State There would public There was also a Ali Mall really shows
of Other Facilities restrooms at the very internet café, chapel how they care for your
least. and play area. There individuality by trying
was also a nice and to cater to all your
clean restroom. needs and tastes. It is
also clean and
comfortable, making
you feel at home.
Brand Contact Point Customer Customer Experience Message Sent
Expectation
Menu and Store There would be a There are a lots of Ali Mall is like a
Offerings lots of dishes, snacks dishes, snacks and personal space, a
and drinks available. drinks available. The home where one
The stores also have stores also have a knows he or she
a variety of goods to variety of goods to sell. belongs because it has
sell. many offerings that
caters to each
customer ‘s tastes in a
comfortable
environment.
Prices Mid-low range Mid-low range prices. Ali Mall tries to be an
prices. affordable place for a
lot of people, showing
how it wants to
welcome everyone
like a home.
Salespersons, servers, They would be They are friendly, Ali Mall, welcomes
waiters and other friendly, helpful and helpful and offer good you and makes you
workers offer good service service feel comfortable like
you’re at home.
Mall Exits The customer would The customer was not Ali Mall did not make
be thanked for always thanked for the customer feel like
visiting as he or she visiting as he or she they were leaving a
exited the stores and exited the stores and the home as they exited
the mall itself. mall itself. the mall.
 Brand Contact Priority Grid
Disgusters
-There is negative word-of-mouth
about Ali Mall being unsafe and
unclean
Annoyance
-Not being consistently thanked for
visiting when leaving an area in the
mall and when leaving the mall
Delighters
-Friendly salespeople and good
customer service in establishments
-Made the customer feel safe
-Well-lit and clean mall interiors with
mostly comfortable temperature
-Lots of stores, restaurants and other
establishments to choose from which
offer a lot of options within them.
-Mid-low range prices
-Presence of other facilities like
arcades, play areas, etc.
Frills
-Greeted by the workers at the
entrances
-Clean and new façade
CHANNEL
PLAN
 Advertising
Radio -Target market will hear commercials while
commuting, shopping, or doing chores
-Place commercials in most popular radio
stations played in jeepneys, buses and FX’s,
like 90.7 Love Radio
Newspapers Advertise in the nation’s most popular
newspapers such as the Philippine Star and
the Philippine Daily Inquirer
Magazines -Advertise on specific magazines already
read by the target market
-Good Housekeeping, Smart Parenting, YES!,
Yummy, Cosmopolitan, and more
 Advertising

Cinema -Advertise in Araneta Center cinemas in

order to increase awareness on Ali Mall’s
new status and brand promise
Transit -Since target market are commuters,
advertise inside the LRT and MRT and their
respective stations
-Advertise on buses
Billboards -Put up billboards in main roads such as
EDSA and Katipunan
Public Relations
Media -Highlight Ali Mall’s rich
PR history and recent
renovations
-Lifestyle feature articles
in popular newspapers
-TV coverage in lifestyle
channels/programs
-Lifestyle blogs (such as
Chuvaness)
Activation
 Activation
Event 1: “Feel - Convey to the customer Ali Mall’s homey vibe
right at home in - Inform consumers of the event via newspaper ads
Ali Mall” - Around four to six booths, each representative of
different parts of the home
- In cooperation with present tenants
Event 2: Office - Bringing the mall into the office
invasions - Promote Ali Mall as a go-to place after work to
unwind and be yourself
- Comfortable living room-type set-ups in workspace
Event 3: Back- - Special discounts for students two to three weeks
to-school before school starts
- Series of contests and programs geared towards
students (back-to-school outfit contests,
friendship/barkada contests, trivia contests)
 Digital
Website -More and more people have access to the
internet, Filipino families spend more time on the
internet compared to other media
-Ali Mall should take advantage of this and have
its own website apart from the Araneta Center
website
Facebook -Take advantage of the increasing popularity of
Social Networking Sites
-Advertise on Facebook

Blogs -Get featured in the most read blogs in the

country such as Chuvaness
Customer Relations
Management
 Customer Relations
Management
Rewards - Basic loyalty cards and discount coupons
Program through tie-ups with key tenants (Shoe
Center, Savory Chicken, French Baker, Dairy
Queen, specialty stores)
Text brigade - Entails creation of customer database
- Text messages will inform customers of
special events in the mall
Facebook page - Encourage comments and suggestions from
customers and communicate with them
- Invite customers to mall events via
Facebook Events
 Marketing Timetable
Month (starts with Jan. 2 0 1 1 ) 1 2 3 4 5 6 7 8 9 10 11 12
Channel
Advertising
Radio
Newspaper
Magazines
Cinema
Transit
Billboards
Public Relations
Media PR
Activation
Event 1: At home at Ali Mall
Event 2: Office invasions
Event 3: Back-to-school
Digital
Website
Facebook
Blogs
Customer Relations Management
Rewards Program
Text Brigade
Facebook Page
 CAMPAIGN
EVALUATIONS
 Campaign Evaluations
Measure:
Quantitative: Awareness and
campaign recognition during and
after the campaign
Qualitative: How does the target
market feel and react towards the
campaign?
Marketing Objective: Measure
increase in foot traffic before, during
and after the campaign
Measure increase in brand
awareness before and after the
campaign
Goal:
at least 60% campaign awareness
and recognition from the target
market during the year of campaign
Positive Response
Increase of at least 33% in the year of
campaign compared to previous
year
Increase of at least 60% in the year of
campaign compared to previous
year