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MRKT 600 Jeff Cadena Alicia Caraveo Oluseyi Deru Mitra Hovareshti Inaki Izaguirre Nancy Solis

MRKT 600 Jeff Cadena Alicia Caraveo Oluseyi Deru Mitra Hovareshti Inaki Izaguirre Nancy Solis. Downtown Oasis Direction Product/Brand Strategy Place/Distribution Strategy Promotion Strategy Price Strategy Recommendations. Agenda. The Now-The Future. Marketing Goal : Add Value

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MRKT 600 Jeff Cadena Alicia Caraveo Oluseyi Deru Mitra Hovareshti Inaki Izaguirre Nancy Solis

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  1. MRKT 600 Jeff Cadena Alicia Caraveo Oluseyi Deru Mitra Hovareshti Inaki Izaguirre Nancy Solis

  2. Downtown Oasis Direction Product/Brand Strategy Place/Distribution Strategy Promotion Strategy Price Strategy Recommendations Agenda

  3. The Now-The Future Marketing Goal: Add Value Expand complex, increase businesses, add parking area, extend hours of operation, intensify marketing and increase clientele Develop ‘Downtown Oasis’ an activity based center to cater to different lifestyle interests and needs Mission Statement: To provide a place of rest and relaxation in the heart of downtown Bakersfield

  4. DowntownOasis’sAERIALVIEW • Plan to Preserve Mediterranean Design/Flavor

  5. Downtown Oasis’s Value Network • Value Network Web of Relationships that generate value Downtown Oasis Downtown Bus Owners Assoc Innovation City Council Customers Customer Support System Real Estate Agents Rabobank Padre Hotel Mill Creek Business Renters Suppliers

  6. Needs, Features, and Benefits

  7. Competitive Advantages gained by the“Old World” design • The unique architecture will distinguish the Downtown Oasis from the plethora of modern corporate structures in the downtown area • Since there are no similar venues in the area, there shouldn’t be significant problems with customer churn • Adding well-kept greenery and eye-catching flowers to the courtyard will enhance the image of an oasis-like place that customers will want to spend their leisure time at

  8. Brand Image • Our brand image of a unique, aesthetically pleasing oasis will distinguish the Downtown Oasis from the modern, plain architectures of competitors such as the Valley Plaza and East Hills Mall • These physically distant competitors will leave the Downtown Oasis less vulnerable to competitive marketing actions towards downtowners • By offering superior customer service, the Downtown Oasis will obtain greater loyalty from customers as well

  9. Pricing Strategy • Perceived Value is Key to determine a Pricing Strategy. • Must focus in pricing for Businesses and End Customers.

  10. Cost Vs Value Based Pricing • Traditional Cost Based Pricing Mortgage Maintenance Property Taxes Price

  11. Value Based Pricing For Businesses Values of the Downtown Oasis for Businesses • Location • Customers Traffic • Good future prospects • Parking Space PRICE

  12. Value Based Pricing for End Customers Values of the Downtown Oasis for End Customers • Whole “Downtown Oasis Experience” • Activities for the whole family • Perceived Security • Closeness to workplace and attractions PRICE

  13. Pricing Objectives • Marketing • Businesses: Price the lease agreements to attract the type of businesses that will increase the perceived value of the Downtown Oasis. • For End Customers: Set prices to attract working people employed nearby during lunch hours.

  14. ColorMeMine Value Chain • Suppliers: • Colorobbia (Italy) • Dayang Procelain Industries Co. (China) • Sheffield Pottery, Inc (USA,MA) • Producers / Manufacturers: • Gare(USA, MA) • Ceramics unlimited(USA) • Bisque Haus(USA) Adding Value Distribution Center: Color Me Mine distribution center(USA,CA) • Retailer: • Color Me Mine(Down Town Oasis): • Ceramic Pieces (plates, platter , pitcher, etc) • Paint colors • stencil, Bisque, Brushes, Spray, Sponges, Kiln, Stamps, Under glazes • Target Market: • Families with Kids

  15. Channel Levels Sheffield Pottery, Inc (MA) Supplier(Raw material) Gare (MA) Producer, Manufacturer Color ME Mine Distribution Center(CA) Distributor Color Me Mine -Down Town Oasis( CA, Bakersfield) Retailer Families with kids(CA,93311) Target Market

  16. Distribution Intensity for Down Town Oasis

  17. Developing Integrated Marketing Communication Strategy Pull strategy Direct marketing to our target market versus marketing via channels

  18. Promotion Tools

  19. Advertising downtownoasis.com

  20. Sales Promotion 10% OFF

  21. Direct Marketing

  22. Recommendations • Build on web of relationships to generate more economic value • Build a brand image and position • Use an exclusive distribution intensity to increase the “Unique Aura” • Use an effective pricing strategy to attract customers and businesses . • Use Integrated Marketing Communication to incorporate advertising, sales promotion, and direct marketing, thereby effectively promoting the new Downtown Oasis

  23. Questions/Comments

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