A marketing plan for Gateway Mall

• Main Authors: Casaol, Maria Jellica S., De Sagun, Allan Andrew G., Hernaez, Merryl R.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18136
• Institution: De La Salle University

Araneta Center Inc. is the branch of Araneta group in charge of mall operations inside the Center, namely: Gateway, Ali Mall and Farmers Plaza.. This paper focuses on Gateway mall and how our marketing plan would position Gateway as a mall where customers can have a holistic mall experience in a short span of time. This paper is concentrated on the business to consumer side of business. During its conceptualization, Gateway mall was designed to cater to the AB market, with its elegant design and choice of retail stores and restaurants housed in the mall. But because of its connection to the two main mass transportations, the LRT and MRT, it became a passage way or route for daily commuters thus mixing the demographics of the foot traffic generated by the mall. Currently, Gateway mall still targets the AB market, but we suggest that they stretch it to the upper C class, as it is proven that this segment is also profitable for the mall. This marketing plan recommended to Gateway mall is designed to target a young segment specifically people who are aged 16-29 who lives within Quezon City, San Juan, Caloocan, Pasig, Mandaluyong and Marikina. This paper tackles how our suggestions would satisfy the goal of establishing Gateway as a destination mall. Strategies such as online advertisements, movie ticket promos and blogger related public relations programs will help in achieving the proposed goals and activities. Investment plans regarding the costs of the proposed programs are presented which shows how proper management aids in optimization of a small budget.