Marketing plan for United Mall during the festive period

The Christmas season, the most waited time of the year not only for consumers, but also for companies.
Since November, companies start to focus all their efforts on marketing strategies for this season. All the
streets, shopping malls and stores are filled with ornaments, decorated spheres, large trees, and the red
and green are the protagonist’s colours.
In most industries, December is the month with the highest sales, since it is a time of giving and sharing
with family and friends, and of course it is also a time of gifts and celebrations, that´s why the motivators
of purchase and the resources allocated to it increase in a considerable way.
Marketing for this season is a great opportunity to take advantage of the emotionality generated by the
holiday season among consumers and the flow of money to generate sales, as well as to gain new
customers or strengthen the relationship with the current ones and also improve on their Corporate Social
Responsibility (CSR).
In our marketing strategy for the period we will focus on three areas that will be of great benefit to both
the management, tenants and the customers at large.
These areas are;
1. Environment
2. Social media
3. Games and Events

1 Environment
1.1 Theme Décor and lighting
1.1.1 Lighting and decoration
Remember visual attraction is the most important that is noticed by either a new or existing client,
if we Don´t forget that Christmas is a time when peace, love and the union of the family are the
main feelings. It is important to create an environment that motivates and spreads your consumers
of these feelings. Adapting the image and decoration of your brand with special themes that make
them feel the warmth of this season. Take care of every detail that has to do with the
environment:
We intend to light up all your trees at the packing lot to capture attention for all the moonlight
lovers.
On the pillars at the main entrance corridors we intend to decorate them with Christmas themed
colours.
Your store should smell Christmas! The smell is another aspect that you cannot miss. The smell
can help to bring back memories and convey feelings, for which we recommend aromas such as
hay or pine during these dates. Mixing the visual environment with olfactory can be of great
impact. We recommend that apart from the thematic pillar decorations we also put Bales of HAY
and PINE in between the pillars.

1.2 Christmas tree and “SANTA PALACE”

 We don’t just restrict our decoration to a huge Christmas tree and fairy lights. We will also build
a picket fence and mock igloo where children will get the face painting and get photos with Santa
and Christmas Story Tales.
We will also allow parent wants to leave their kid, who might be a nonissue during the shopping, at
the SANTA PALACE we only request the parent to come back with a packet of Unga /Rice/ Dry
foodstuff as the entrance fee for the kid. This donated stuff will go towards your CSR for the mall.
In the Santa Palace we will allow children to play and interact within their peers this will make
kids not want to miss this place every day or week.
We intend to have three Christmas trees all situated strategically through the mall.
1. At the Entrance of the Mall
2. First floor Right wing (sponsored by Corporative Bank)
3. First floor Left Wing (sponsored by KCB Bank)

1.3 Music.
Christmas carols are key at the end of the year, these songs begin on the streets even before the
start of the month, music affects the mood which makes it a powerful tool as part of your strategy.

1.4 The uniform of your employees.

It is not necessary for your employees to dress in any specific way but make sure they´re involved
with the Christmas concept you want to project with your brand, a tip for this is to wear clothes with
typical Christmas colours or symbolic decorations.

1.5 Photo/Selfie Booths

One of the best ways to keep thee mall visitors engaged is we will ensure that we install an
innovative Photo Booth at all the points where we have Christmas Trees or Events.
It appeals to children and adults alike and is a great technique to spark a conversation about the
mall. Additionally, it serves as a great way to turn simple shopping into quality family time. This
will also encourage shoppers to revisit United Mall.
We will also encourage people to share the pictures on their social media profiles and tag
united mall and their favourite store at the mall.

1. Social Media
 Not only physical space must change this time. We also want to make sure your site emanates the
Christmas spirit as well; the visual identity is the main contact that customers have with your brand.
Adapt your pages and your social networks with details allusive to Christmas. For this you can create
special Christmas icons, adapt your logo, add effects, etc
In addition to the visual identity, we will help you adapt your content. Look for Christmas trends this
year and create content about it, share special promotions of these dates, etc. This will improve the
experience and interest of your consumers during this time.
How we will achieve the social media dominance;
1. We have our specialised SEO systems that will increase traffic for the social media pages
2. Curate daily Christmas content for the various social media pages
3. We encourage your clients/Tenants who have a special discount during the period o share
with us prior so that we curate it within our theme and share on the main social media
platforms.
4. From our photo booths that are strategically located, we will encourage all those beautiful
memories to be shared on their personal social media accounts and ensure they tag #UNITED
MALL and their forte shop at united mall.
5. On or game, Treasure hunt we will be posting updates on the social media platforms.
Additionally we will be collecting data and survey from our participants this will create a good database
for us and our client, we can necessitate email marketing and sms blust marketing.
2.1 E-mail Campaigns
Contrary to what you might think, e-mailing campaigns can be as effective as they were in the beginning
if you know how to perform intelligently, do not forget that the messages must be short, clear and very
creative!
As an initial idea, you can create weekly campaigns throughout the month to announce Christmas
promotions and offers.
Another way to take advantage of this tool is to send ideas and gift tips for friends and family, promoting
your own products or services.
On the other hand, this time of year is a special occasion to thank the preference of your customers for the
rest of the year, as well as wish happy holidays to them and also to your suppliers and collaborators.
Customers like to feel special and important to the brand, that is a fundamental point for their loyalty

3 Games/ Events
3.1 Promotions
December is the month where most offers exist in almost all sectors. In order to penetrate the market and
compete at such offer, you need to think about some promotions that help you to attract your customers
and encourage purchase.
Some of these promotions can be discounts. As you know, this month is one of the highest in sales,
people are willing to spend more money, but what better if they also have the possibility to save? The
discounts are always going to be an attractive tool that will help you to generate more sales. You can
apply them for a short period of time to encourage the purchase quickly and safely.
Another option is the famous 2X1, which, although it will reduce your utility per product, it will also
attract more customers, which in the end will generate a higher profit margin.
Do not forget that interaction with your customers is important, an idea for this is to create contests
through social networks where they can earn special prices, exclusive Christmas prizes, etc.
There are many ways of promotions that in addition to generate profits, will help you to attract new
customers and strengthen the link with the current ones.
1.1. TREASURE HUNT
Keep always monitored all those external factors to your company, one of them is the competition. In
what way is it positioned? What kind of promotions do they offer? What kind of content do they generate
in social networks? How do they interconnect with their clients? From this type of questions, you can
start to formulate the most important one. What is my competitive advantage over my competition? What
can my brand offer that they don´t?
The focus of your campaigns
During recent times it has been recorded that raging drought and food shortage has affected most of our
counties. Our main focus is to help United Mall to focus on a CSR that we will share the Christmas Love
with the less fortunate within the town.
This time is full of feelings, love and peace are present in every home, which makes it perfect to captivate
and reach your consumers through emotions.
With this kind o fundraiser campaign that appeals to feelings such as love, peace and family unity can be
a fundamental part of our Marketing strategy to connect with your customers these dates.

How Will United Mall Benefit?

As a dream for every corporate is to raise and be the best in terms of Corporate Social Responsibility
(CSR).
We will be, for instance we aim to help United mall raise Dry food stuffs that it will distribute to the
needy and the poor within the Kisumu environments to share the Christmas love.
How we will do it;
1. At the entrance of the mall, where the Christmas Tree will be erected will create a fence around it,
where we call it “SANTA PALACE” at this farm we will have various activities for the kids
which is not limited to face painting, father Christmas tales and photo taking.
For instance, a parent wants to leave their kid behind during their shopping spree we only request
the parent to come back with a packet of Unga /Rice/ Dry foodstuff as the entrance fee for the
kid. This donated stuff will go towards your CSR.
2. To be allowed to participate in our treasure hunt and other games, we will urge our customers just
to donate a packet of food stuffs that will be go toward your CSR.
3. With the much-hyped traffic at the mall the vacant spaces will all find all the possible tenants or
customers for your shops.
4. We will increase your eyeballs as we will be able to increase your social media presence.
5. Through the process we will be helping you collect customer data which as by your wish we will
analyse the data which help the management custom make the best preference for your customers
and their needs. We intend to help United Mall Curate an app that will make marketing for the
stalls within the mall more effective and easier.
6. We intend to help you create partnerships that will be unique and one of its kind, for instance we
want to form a strategic partnership with E-Sport this will create traffic for the mall for weekends
all through.
How Tenants/Shops Will benefit?
From the daily activities at the mall we will allocate a special day to each shop for the treasure hunt.
Each hint from our cards will locate the player, who might be a possible client, to a shop where they
will have a chance to shop the merchandise at the shop.
With our curated social media marketing plan all the shops and business within the mall that will
have a special discount for the period will inform us in time so as we be able to market the offers
accordingly though the social media channels.
With the selfie & Photo booths all that will want to be part of the designed we will help them for a
social media push through the #HASHTAGS
FINANCIAL IMPACT OF THE MARKETING.
WEW COULD URGE THE THE MANAGEMENT OF THE MALL TO SEEK ITS TENANTS
AND POOL RESORRCES THAT WILL FACILITATE THE ENTIRE PROCESS,
POSSIBLE PANERS AT THE MALL THAT CAN CHIP IN FOR THE PROJECT AT THE MALL
ARE;
KCB BANK
CORPORATIVE BANK
KFC
JAVA
GALITOS
CARREFOUR.
OUR DAILY KPIS AND TARGET.
We have a target to engage an average of 100-150 people per day, which translates to 150 leads
during the period and to our push for the CSR we want to translate more than 50% of this
interactions into donations in form of foodstuffs and other donations.
We aim to raise a donation of worth KES 300,000
Making an assumption for the 20 Days we will be available at the mall
On a breakdown;
Our Daily contribution = 300,000/20 Days
=15,000 Per Day
Which can translate to 75 packets of Unga which can feed 75 families
On a weekly basis we will have raised enough