A marketing plan for Cyber and Fashion Mall

• Main Authors: Chua, Arnold, Cua, Nicholl, Gundran, Robert, Quiason, Maria Argeline
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18090
• Institution: De La Salle University

Megaworld Corporation is a major real estate developer in the Philippines. The company's projects usually focus on residential and township developments which include commercial establishments (i.e. malls, restaurants). This paper focuses on Cyber and Fashion mall which is one of the malls in Eastwood City. Majority of the current market, the employees in Eastwood City, as well as the nearby residents are associating Cyber and Fashion mall with work and food. This plan uses strategies that would make the mall into fun shopping place where people can be updated with the current technology and fashion trends rather than continue to be perceived purely as a boring workplace. Cyber and Fashion mall's competitive advantage which is its accessibility to the employees of Eastwood city will be utilized to increase the sales and foot traffic since there is a substantial amount of approximately 30,000 employees in Eastwood City that are potential mall shoppers. Cyber and Fashion mall strategies would include the relocation of the "tiyangge" for better ambience and to create an event space. Events and Promos which include interactive games would then be conducted to promote shopping. The events space would also be a venue for product launchings, IT and fashion shows that would be leased to interested companies. This would increase the chances of gaining new tenants who have successfully showcased their products in the mall. Employees would also be given special discounts, promotions and specially organized events to encourage shopping and make Cyber and Fashion mall the destination for those who are working in Eastwood City.