Erika Harrison

Allyson Jackson

Spencer Princell

Karina Winkler

Mall Navi Marketing Plan

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MALL NAVI

EXECUTIVE SUMMARY

Purpose:

The purpose of this report is to thoroughly convey the marketing plan to best launch the

new mobile application Mall Navi, in association with Westfield Malls.

Mobile application and Mall Navi Industry Review:

The technological industry has been rapidly shifting towards mobile applications for the

last five years. The way consumers are gathering information has been changing from the

traditional search engine to the use of various applications, tailored and specialized for

individual niche markets. This shift has made it difficult for marketers to track what

consumers searching and where they choose to search for this information.

Mall Navi is a one of a kind application that is unique to Westfield malls. There are no

other applications that have the wide variety of options that Mall Navi offers. Mall Navi

satisfies the mall-goer’s need specific to Westfield’s loyal customer base.

Analysis of Communication

Overall, Mall Navi and Westfield look to portray a stress free shopping experience. With

the use of Mall Navi and its rewards system, customers can experience the mall as it has

not been experienced before. With Mall Navi, Westfield will add another component of

luxury to its already prestigious reputation.

Budget Considerations

The Objective-based Build up Approach has three steps: establish advertising objectives,

determine specific strategies and tasks, and estimate associated costs of each task. Each

step will discuss how Mall Navi and Westfield will execute each strategy and the costs

associated to best promote this new mobile application.

Developing the Integrated Marketing Program

Through various mediums of advertising such as: television and radio, newspapers and

magazines, social media, direct marketing, internet and interactive marketing, sales

promotion and finally, public relations and publicity. Mall Navi and Westfield look to

promote Mall Navi to an expansive market.

Television and Radio

o Create an imagery of Mall Navi

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Newspapers and Magazines

o Will place ads in newspapers local to Westfield locations

o Will place ads in magazines to help promote awareness to target the younger

ages of 18-25

Social Media (Facebook, Twitter, YouTube)

o Will serve as an interactive platform targeted to the younger (15-27)

demographic within the target market

Direct Marketing

o Increasing local awareness through targeting customers that live within a 15

mile radius of the closest Westfield location

o Aim to have application downloads increase 5 percent annually

Internet and Interactive Marketing

o Increase the number of users through encouraging current users to share

activity on social media platforms such as; Snapchat, Facebook, Instagram,

Twitter and Mall Navi’s personal website

o Implement an easy and friendly user face

Sales Promotion

o Through the use of Social Media, Mall Navi and Westfield will implement

Sweepstakes to help promote greater awareness of Mall Navi

Example: “Share Mall Navi on Facebook for a chance to win a $5,000

shopping spree at any of Westfield’s 38 mall locations.”

o Mall Navi and Westfield look to encourage users to download application

with the use of Coupons

Example: “Download app to receive 15% off your first purchase with

Mall Navi at your closest Westfield location.”

Public Relations and Publicity

o Mall Navi and Westfield partner with Think Pink and Saint Jude’s Children

Hospital to support both non-profit organizations

o Mall Navi will give customers to donate directly from the app

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MOBILE APPLICATION INDUSTRY REVIEW

The mobile application industry has been growing exponentially over the past several years

during the technological boom. With consumers moving away from the traditional search engine

methods of gathering information, the definition of mobile search advertising has evolved.

According to eMarketer, mobile search advertising has been redefined as “includes paid ads

served by search engines, search applications and carrier portals to all mobile devices, including

smartphones and tablets.” Essentially, this definition is reinforcing the fact that the market is

currently shifting towards mobile applications, referred to as apps. However, this increase is at

an exponential rate with total spending dollars in 2018 estimated to be $28.41 billion dollars, an

increase of 53 percent from this year alone. This explosion indicates that consumers now have

access to greater, and more specialized, forms of acquiring the information they desire.

Today smartphones and tablets have larger screens, making them a sustainable alternative

method to the traditional browser search on a laptop or desktop computer. These smartphone

devices allow for trends such as bring your own device (BYOD), cloud computing/sharing, and

the increasing availability of apps. Also, with syncing capabilities thrown into the equation, the

need for mobile devices has become normalized, both in the consumers personal and work life.

“There’s an app for that”, an all too familiar phrase is now becoming the norm (Gartner).

In addition to these capabilities to sync multiple devices together, that is allowing for the same

data to appear on multiple devices through cloud computing — the phone and tablet themselves

have been upgraded into a mega machine. They are now equipped with more technology

contained in the CPU than was used to land a man on the moon. With countless additional

features such as dual cameras, GPS capability, larger screens (particularly the “fablete”), and

broad network connectivity all allow for a greater diverse of apps to be used (Gartner).

Understanding why there is an increase in use of these devices is only half picture; the other half

would be the question of who is using these apps and devices and why. According to PR

Newswire, Hispanics lead the way in setting media trends and spend more time online than non-

Hispanic Americans. Research has shown this demographic spends 83 percent more time online

accessed through a mobile device, opposed to a tradition laptop or desk top. Hispanics are

reported to access the internet through their smartphone devices at a rate of 26 percent, compared

to the 20 percent of non-Hispanics, and tablets at 16 percent compared to the 13 percent of non-

Hispanics. This indicates that the Hispanic demographic is the largest population, percentage

wise, to accesses the internet through smartphone and tablets where apps are primarily used.

Also, it is reported that this demographic spends the most time online shopping in comparison to

any other ethnic demographic—important news for Mall Navi and Westfield Malls (PR

Newswire).

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MALL NAVI INDUSTRY REVIEW

Mall Navi is unique to the market because there is not an application comparable to its caliber.

Despite Mall Navi’s complexity and diverse and beneficial offerings, it is still easy to use and

provides an aesthetically pleasing interface. Mall Navi gives customers their own autonomy, a

controlled and satisfying shopping experience through providing an in mall navigation system

paired with ultimate rewards and further promotions.

In order to develop the best application for this detailed and complex system, Mall Navi and

Westfield will outsource this project to a specialized application developer.

Competition

Although there is not an application that can compete on the level of Mall Navi, there is Mall

Buddy. Mall Buddy only works for one mall in the San Francisco Bay Area and is only available

to those with an IOS, or iPhone. This application does not have the extensive reward system that

Mall Navi provides, nor is it branded with the Westfield image.

Unique Selling Point

With the implementation of Navi Money, Mall Navi becomes unique to each individual

customer. Mall Navi not only has a navigation system that allows busy shoppers to route the mall

with ease with step-by-step directions, it always encompasses a rewards system called Navi

Money. Navi Money tracks customer’s purchases to gain points towards future rewards such as

discounts, cash back, gift cards and even charitable donations.

Demographic

Ages 18-49

Men and women who shop more than 3x a month

o More affluent—average house hold income above $75,000

o Predominantly Caucasian

Those who enjoy shopping for leisure

o Emphasis on rewards system

Those who need to shop at a hurried pace

o Emphasis on easy navigation

Launching

Where:

o Nationally — in all 38 malls

o Possible expansion to international markets in Europe and Asia

When:

o February 1st, 2016

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With this launch date eight months before the holiday season, Mall Navi and Westfield will be

able to properly introduce this new mobile app to consumers. During these months, Mall Navi

and Westfield will be able to work with application developers to improve and enhance the app

as well as giving customers time to accumulate points before the increased spending during the

holiday season.

Westfield malls receive 400 million visitors annually. Upon launching the Mall Navi for Android

and IOS, Westfield is looking to have 10 million downloads within the first year with an increase

of 5 percent annually. This increase will allow Mall Navi and Westfield to provide a sustainable

growth in the market. This is a conservative goal given the prestige of Westfield and number of

yearly visitors.

ANALYSIS OF COMMUNICATION PROCESS

Westfield’s goal is to portray a stress free shopping experience. The demonstration of the simple

and user friendly interface will show not only the navigational aspect of the app, but the rewards

system along with current sales and promotional deals for all stores in the Westfield location.

The most cost efficient and wide reaching strategy would be to advertise in Westfield malls to

current loyal customers. Through the use of emotional advertising, Mall Navi will gain

customer’s attention through depicting a stressful scenario portraying potential frustrations many

mall goers face. Customer’s rushed schedules paired with the confusing mall directories will be

highlighted, communicating to consumers that Mall Navi will not only save time but stress.

Another successful medium would be magazines and billboards because of the large reach to

mass audiences. These advertisements would portray the ease and fun of shopping with quick

navigation to the desired store. However, the quick navigation system is not the only benefit

offered by Mall Navi. The rewards system will also be emphasized in an all-encompassing and

satisfying Westfield shopping experience.

BUDGET DETERMINATION

The best approach for Mall Navi is the Objective-Based Build Up approach. According to the in

class text, Objective-Based Build Up approach is defined as a budget which is formulated by

constant projections of future outcomes (Belch). This approach would be most successful for

Mall Navi because it best fits both the objectives of the app and the plans for its launch into the

market. It is outlined with three clear steps: establish advertising objectives, determine specific

strategies and tasks, and estimate associated costs of each task.

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Objectives

Build a strong Brand Image

Connect to a wide variety of people, demographic age of 18-49

Demonstrate the simplicity of using Mall Navi

Use the internet as an advertising vehicle

o Twitter

o Facebook

o Instagram

o Personal Website

Strategies and Tasks

Focus majority of efforts on print and cyber ads

Use of special promotions during the year o First time users (see mailers below)

o Holidays

o Seasonal changes

Create a strong perception of the app

o Emphasize ease of use

o Encourage customer loyalty through use of rewards program

Associated Costs

Internet Banners

Billboards

Magazine/Newspaper

Radio

Television

The main obstacle to overcome would be the introduction of Mall Navi, or to persuade potential

customers to download the app initially. Many customers will likely assume the mall directories

will suffice in terms of navigation, so advertising must emphasize the step-by-step navigation

and the provided rewards system, Navi Money. Attracting focus to the rewards system will not

only encourage customers to download the application but will also encourage them to buy more

within the stores of Westfield in order to gain more rewards.

Another obstacle would be the constant communication and updates with stores on inventory,

sales, and promotions. This communication is critical because multiple mistakes could lead to a

tarnished brand image of Mall Navi that would be costly to recover from.

The rewards system will give consumers points based on the dollar amount spent within the mall.

These points will accumulate to give the consumer a Westfield gift card, not a prepaid gift but

one specific to Westfield, which can be used at any store throughout the mall or used in the food

court.

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DEVELOPMENT OF INTEGRATED COMMUNICATIONS PROGRAM

Advertising

Objectives

1. Create awareness of the Mall Navi app and its exclusivity with Westfield Malls.

2. Increase downloads and sales promotions through Mall Navi application.

Strategies and Tasks

The purpose of Westfield’s advertising campaign for Mall Navi is not only to increase sales and

revenue overall, but to create an all-encompassing experience for Westfield customers. By using

a variety of media outlets, seen throughout the advertising plan, Mall Navi and Westfield will

create an expansive awareness of this new application and its benefits to consumers.

Each medium will be used to reach consumers in an individualized way. Through direct

marketing, Westfield Malls will reach consumers living within close proximity (15 miles) to all

38 locations in the United States. With direct mailers reaching those closest to each location,

Mall Navi and Westfield plan to bring these customers to the malls more often to experience

shopping with Mall Navi. By using the direct mailer as a starting platform for consumers to

become interested in Mall Navi, the goal is to encourage Westfield customer’s not only to

download Mall Navi, but use regularly and share as well.

Mall Navi and Westfield will address the increase in Hispanic populations in specific regions of

the United States, such as Southern California and Florida. Both regions have seen a dramatic

rise in the Hispanic population with Los Angeles at 38 percent and Florida at of 24 percent (US

Census). Mall Navi and Westfield would cater to these specific regions through the use of pattern

advertising and simultaneously launching an English and Spanish version.

Television and radio:

Television and radio will be used to create imagery and excitement, showing how easy

Mall Navi is to use. The main purpose of both these mediums will be to have consumers

question how they managed to shop before this new experience. With step-by-step

directions, promotions, and rewards Westfield, with the help of Mall Navi, aims to be

known not only for shopping, but as a destination.

Mall Navi, and by association Westfield’s, demographic is men and women who are

between the ages of 18-49.With such a wide demographic, Mall Navi and Westfield will

focus on men and women separately. These directed efforts will fall heavily towards

women by utilizing television networks such as Oxygen, E! Network, TLC, LMN and

The CW. By choosing these networks, Mall Navi and Westfield will be able to

communicate with this segment of the target audience more efficiently.

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The men will be targeted through focusing on television stations such as Spike, ESPN,

Fox and Fox Sports, Comedy Central and NBC and ABC. By using such a variety of

stations Mall Navi and Westfield will capture a variety of different audiences while

eliminating waste. Through the use of these media outlets, which are directed towards

specific markets, advertisements will have a greater impact on specific target markets.

In addition, Mall Navi and Westfield will use major mainstream radio stations such as

KISS FM, AMP Radio and Power 106 to reach the main demographic of men and

women, ages 18-49 Mall Navi and Westfield will not use radio as a dominant form of

advertisement because of the lack of mental stimulation necessary to process information.

The purpose of radio advertising is for Mall Navi and Westfield to capture the attention

consumers who may not be familiar with the area or are visiting on vacation.

Technology and Social Media:

As technology and social media continue to rise, Mall Navi and Westfield plans to

incorporate its use with the introduction of Mall Navi. The use of social media will create

and ongoing dialogue with consumers keeping both Westfield and Mall Navi relevant in

the online conversations.

Mall Navi’s website will keep customers up to date on all their Navi Money rewards, the

Westfield locations and stores they have visited, and allow for additional rewards when

sharing with friends and family. With constant contact between Westfield and customers,

Westfield will be able to address customer concerns through the use of social media.

Westfield and Mall Navi plan to utilize Snapchat feeds, Tweets, YouTube and Facebook

advertisements to promote with great diversity, reaching a mass number of potential

customers.

Newspapers and Magazines:

With such a generalized demographic, Mall Navi and Westfield will place ads in Local

newspapers of the surrounding area of each Westfield location. In addition, magazines

such as Cosmo, Seventeen and People will specifically reach the female audience.

Placing ads in popular magazines such as those previously mentioned makes Westfield

and Mall Navi relevant in the minds of our consumers. Seeing Mall Navi ads alongside

the trends and latest news will instill in consumers that Mall Navi is important and

desired—something they want to be a part of.

The male consumers will be reached through magazines such as GQ, Golf Digest and

Sports Illustrated. These magazines appeal to a broad age of men while catering to

different demographics and lifestyles. The mix between fashion and athletics is a perfect

combination to capture the essence of Westfield’s male consumers.

Lastly, the purpose of Mall Navi and Westfield’s outdoor and support media campaign is

to bring awareness to those who are not familiar with Westfield Malls, those “out-of-

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towners”. Although Westfield has over 400 million visitors per year many of these

customers are experiencing Westfield for the first time. These customers are not regulars

and are not all familiar with the locations or their offerings. The use of support and

outdoor media will help influence these customers to come to Westfield over any other

mall.

Direct Marketing

Objectives

Maintain current consumers and gain new consumers with the use of on-going

promotions sent out quarterly.

Reach consumers who live within a 15 miles radius of Westfield Mall.

Increase Mall Navi usage by 5 percent each quarter by use of direct mailer.

Strategies and Tasks

Create a new shopping experience for consumers shopping at Westfield Malls.

Show consumers how Mall Navi is user friendly.

Provide a reason for consumers’ interest in adopting Mall Navi into the normal shopping

routine through:

o Convenience

o Rewards

o User friendly

o Stress relieving

Tactics

Design a mailer that will attract consumer attention and initiate actual use of Mall Navi.

Provide detailed benefits of using the app for GPS

o Ease of maneuvering through Westfield Malls

Explain the effectiveness of using Mall Navi when shopping in Westfield

Malls with the guidance of step-by-step directions.

Emphasis how shopping will become more fun and less stressful with the

easy use of Mall Navi.

Leave customers wondering how they shopped before without using Mall

Navi.

Numerous sales promotions for stores within Westfield malls

o Include special offer on mailers to encourage consumers to follow through on use

of Mall Navi. By creating an offer that is instantly redeemable, customers and

potential customers will be more likely to download Mall Navi. These instant

savings will encourage downloads, strengthening the consumer’s emotional bond

to both Mall Navi and Westfield.

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o Offer mailer codes for 15 percent off any purchase at Westfield Malls as a starting

point for consumers’ relationship with Mall Navi. Instant savings often entice

customers to download Mall Navi.

Mailers will be sent out once at the beginning of every quarter to the loyal

customers of Mall Navi, serving as a reward and incentive to continue the

use of the app and to uphold Westfield’s image by avoiding excessive

sales

o Navi Money

Offer exclusive reward points for shopping at Westfield Malls

Internet and Interactive Marketing

Objectives

Gain 10 million new users of Mall Navi in the first year and increase by 5 percent yearly

Create a dialogue with consumers of Mall Navi and Westfield Malls

Keep consumers updated and aware of their personal shopping history

Make Mall Navi relevant to today’s consumer

Increase usage of Mall Navi through consumers’ personal networks

Strategies and Tasks

Create contextual website that will track purchases; stores visited and reward points

earned through the duration using Mall Navi

Let consumers share their personal experiences with Mall Navi at Westfield Malls.

Create incentive for consumers to share Mall Navi with their personal networks.

Tactics

Create an interface that will continually log consumer’s activity when using Mall Navi.

Consumers will be able to keep track of all of their shopping habits. Whether consumers

are online or using their mobile devices they will be able to check on their Westfield

experiences through Mall Navi.

Use Snapchat location capabilities to provide geo-filters as well as stories to share Mall

Navi and Westfield experiences. This will allow customers to share Mall Navi and

Westfield experiences with friends and followers.

Use YouTube commercials to bring awareness of Mall Navi to online community,

encourage sharing on mediums such as Facebook and Twitter (See Storyboard).

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Sales Promotion

Objectives

Create incentive to increase Mall Navi downloads

Increase annual visitors

Increase overall revenue of Westfield Malls

Strategies and Tasks

Create frequency and loyalty programs

Point of purchase displays in participating retailers

Retailer specific coupons

Sweepstakes with social media

Tactics

Awarding points for purchases

o Example: “For every dollar spent 1 point will be rewarded. For every 500 points,

15 Westfield dollars will be given to the customer. These pointes can be redeemed

at participating locations.”

Participating stores will have exclusive coupons and promotions available for app users

Sweepstakes with social media

o Example: “Share Mall Navi on Facebook and Twitter with

#MallNaviandWestfield for a chance to win a $5,000 shopping spree to any

Westfield mall location.”

Public Relations and Publicity

Objectives

Inform consumers of Westfield’s established relationship with both “Think Bright Pink”

and St. Jude’s Children Hospital.

Engage in and create events that support the efforts of both organizations.

o Create awareness and initiate action on the importance of early detection of breast

cancer.

o Highlight children that Westfield and its consumers have helped at St. Jude’s

Children Hospital.

Strategies and Tasks

Create a way for customers to contribute to the cause, appealing to consumers self-esteem

needs.

Pursue joint ventures with companies that aim to support efforts in which best represent

both Mall Navi and Westfield.

Support and hold events for Think Bright Pink.

Raise funds to support research for Think Bright Pink.

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Raise funds to support research for Children at St. Jude’s Children Hospital and to supply

them with necessities for their immediate use.

Tactics

Westfield will allow consumers to turn their rewards into cash to donate to either one of

following main non-profit organizations, “Think Bright Pink” and St. Jude’s Children

Hospital.

For every purchase made of $100 or more at a Westfield Mall, $10 will be donated to

these charities. Both Think Pink and St. Jude’s Children Hospital will receive $5 every

time a $100 purchase is tracked on Mall Navi.

INTEGRATION AND IMPLEMENTION

Radio Script

“Ever get lost in a mall trying to find your favorite stores? Let Westfield’s new app Mall Navi

help you navigate the mall with ease while earning rewards through Mall Navi’s reward feature

Navi Money. Available now on Google Play and the App Store.”

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NEWS RELEASE

WESTFIELD MALLS LAUNCHES NEW MOBILE APPLICATION

Mall Navi

NORTHRIDGE CA, April 15 2015 – Westfield Mall launches a new mobile application called

Mall Navi to help navigate customers around Westfield locations throughout the country. Mall

Navi is easy to download and was created to help shoppers find exactly what they need, when

they need it. The application guides customers through various Westfield Malls with step-by-step

directions. Also, Mall Navi allows patrons to shop for points with “Navi Money” — making

shopping even more rewarding.

Westfield Mall has 38 national locations and is expanding internationally. Westfield brings

customers a high fashion shopping and dining experience. With more than 400 million customers

annually and last year’s profits topping $17 billion, Westfield continues to grow and evolve to

best suit the needs of its various customers.

“Mall Navi will change the face of retail in Westfield Malls. Not only will it make shopping a

fun and delightful experience, it will help customers be more efficient with step-by-step

navigation, sales and promotions of numerous stores, and a rewards system that goes the extra

mile” said Mall Navi CEO Allyson Jackson. “With Mall Navi there is something for everyone.

Whether you enjoy making the mall a day trip or need to get in and out fast, Mall Navi helps you

accomplish it all with points which can be redeemed for cash back, put towards future purchases

or even donated to Westfield’s partner organizations—Think Bright Pink and St Jude’s Children

Hospital”.

Mall Navi has all of Westfield’s 38 mall blueprints programed into the application on a live

stream to remain current with any store relocations, updates or reconstruction. These blueprints

serve as the navigation system which is delivered either through the mall WIFI connection or the

customer’s cellphone provider.

The point system, “Navi Money”, acts as a reward for customers. Customers can redeem a given

number of points for various prizes such as; percentage discounts with participating stores and

restaurants, mall gift cards, cash back towards future purchases and other free gifts. All of these

options are redeemable straight through Mall Navi to provide the greatest flexibility and ease.

Mall Navi in association with Westfield aims to simplify the shopping experience with its in mall

navigation, and to better serve customers with its Navi Money program. Shopping at Westfield is

an experience of luxury and relaxation—Mall Navi wants to support and strengthen this

perception with the continuous development the Mall Navi mobile application.

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