United Mall

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 protagonists colors.
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
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 nuinsase 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 colors or symbolic decorations.
Social Media
Not only physical space must change this time. 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, 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.
Action point
1. Create Christmas content for social media
2. Market the mall with christmas content
Games/ Events
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.
Action point:
1. Flash deals
2. Vacations
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
Don´t leave competition behind

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?
Action Point:
The focus of your campaigns

Nowadays emotions play a very important role in consumer buying decisions. Many times our actions,
among them the purchase, are driven by the way we feel at the given moment. 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.
A campaign that appeals to feelings such as love, peace and family unity can be a fundamental part of
your Marketing strategy to connect with your customers these dates.
Action Point:
How Will United Mall Benefit?
As a dream for every corporate is to raise and be the best in terms of Corporate Social Responsibilty
(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 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 arket 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

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Marketing plan for United Mall during the festive period

1.2 Christmas tree and “SANTA PALACE”

1.4 The uniform of your employees.

Don´t leave competition behind

The focus of your campaigns

How Tenants/Shops Will benefit?

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