Mall Navi Marketing Plan

Erika Harrison
Allyson Jackson
Spencer Princell
Karina Winkler

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-goers need specific to Westfields 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

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 Navis 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 Westfields 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 Judes Children
Hospital to support both non-profit organizations
o Mall Navi will give customers to donate directly from the app

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.
Theres 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 nonHispanic 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 nonHispanics. 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 demographicimportant news for Mall Navi and Westfield Malls (PR
Newswire).

MALL NAVI INDUSTRY REVIEW

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

Westfields 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
customers attention through depicting a stressful scenario portraying potential frustrations many
mall goers face. Customers 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.

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
o
o

First time users (see mailers below)

Holidays
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.

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 Westfields 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 customers 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 Westfields, 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.

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 Navis 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
desiredsomething 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 Westfields male consumers.
Lastly, the purpose of Mall Navi and Westfields outdoor and support media campaign is
to bring awareness to those who are not familiar with Westfield Malls, those out-of8

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 consumers emotional bond
to both Mall Navi and Westfield.
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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 Westfields image by avoiding excessive
sales

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 todays 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 consumers 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 Westfields established relationship with both Think Bright Pink
and St. Judes 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. Judes
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. Judes 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. Judes 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. Judes 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 Westfields new app Mall Navi
help you navigate the mall with ease while earning rewards through Mall Navis 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 years 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 Westfields partner organizationsThink Bright Pink and St Judes Children
Hospital.
Mall Navi has all of Westfields 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
customers 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 relaxationMall Navi wants to support and strengthen this
perception with the continuous development the Mall Navi mobile application.

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