The promotional mix that can be applied in this case will include the following components , Advertising, Sales Promotion, Direct Marketing and Public Relations (Blythe, 2006). The budget that has been allocated for the total promotional mix is 500,000AED.
Advertising
Advertising is to be done through television, radio, social media and as well as newspapers and magazines.
Television
A television ad has to be created that will identify the glorious and fascinating shopping opportunities that exist in the Yas Mall. The TV ad will have main focus on the kind of makeup, jewelry and clothes attraction that is available for women, who are basically looking for something worth the money they are paying. There will be no need to hire actors, only a computerized display of the model of the mall can be shown in TV ad, with a voice behind the scene highlighting the facilities available. The ad has to focus upon the place being reasonable so that women get attracted by the possibility of finding reasonable things. It can also be advertised in the tvc that the mall has foolproof security system and the security guards are vigilant. The cost for this would be 600AED per min airing. The ad will be shown at the prime times (that would be three times a day), the ad will be aired for the period of three month. The cost would be 216000AED.
Radio:
The radio ad can simply highlight the possible shopping opportunities that exist in the shopping mall. And how travelling women can find things at a great rate as compared to their own homeland. The radio ad would cost 750AED. It would be aired at prime time and thrice every week for two months. The total time duration would be one min. The total cost would be 18,000 AED.
Magazines
Women and young girl's magazine can be set as the target, printing an ad that highlights the possible cosmetics, clothing and jewelers shop that are in the Yas mall will make it an attractive offer. Printing an ad in the Cosmopolitan Middle east would cost 2600AED. It would be printed on the second page. Another ad can be placed in the Jumana magazine which is a bi monthly magazine. The cost of the ad would be 5000AED. The ad will be placed on the first page, both the times the ad is published. It will be printed for six consecutive months. Thus the total cost of advertising 52,000 AED. The total cost would be 78000 AED.
Social Media marketing
Ads can be placed on the ticker side of Face book. The cost of the ad would be 50AED and the ad will be placed for the period of 6 months. The ad can have different fronts, each front can highlight the different variety of shops that are to be found in the mall. The total cost would be 9000 AED.
Other possible method are the banner placement at various traffic signals, the cost of medium sized banner is 100AED, hundred banners can be placed in the busiest points of the city. The cost would be 10,000 AED. Also, standees which would cost around 50AED each, can be placed at the airport lounges, cafeteria. The standees can also be placed around girls universities to attract attention. 500 standees in total can be placed around various places as mentioned above. The total cost would be 25,000 AED (Bryfonski, 2012).
The cost of painting minivan with the advert is around 1500AED. Two minivan can be painted and their task would be to travel around the city and announce about the shopping opportunities at regular intervals. The total cost incurred for this form of advertising will be 135,000 AED.
8000 AED could be spent in placing small banners around the subways, each banner would cost 2 AED. This would mean that 4000 banners can be placed around the subways. The cost of printing an A4 flyer is 0.01per page. Flyers can be printed in the quantity of ten thousand and be distributed at various workplaces that have majority women employees, girls universities, subways and as well as other malls (MacRury, 2009).
Summary
References
Blythe, J. (2006). Marketing. London: SAGE Publications.
Bryfonski, D. (2012). The global impact of social media. Detroit, MI: Greenhaven Press.
Egendorf, L. (2006). Advertising. Farmington Hills, MI: Greenhaven Press.
Espejo, R. (2010). Advertising. Detroit: Greenhaven Press.
MacRury, I. (2009). Advertising. London: Routledge.
