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Jared CrabtreeRodney Cruse
Ching-Hui KuanRyan MichaudKim Mishkind
Shannon Oastler
“To provide a luxury shopping, dining, and entertainment experience for all patrons
who visit this retail oasis.”
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1. Restaurant (Café Med)2. White House/Black Market3. Art Gallery4. Tiffany5. Spa
6. Ann Taylor7. Tangerine8. Coach9. Hugo Boss10.Prada
Married Suburban College Educated Women Age range: 35-54 Annual household
income: $80,000+ Zip codes: 93311 and
93312
Low High
Low
Hig
h
The The MarketplaMarketpla
cece
Stockdale Stockdale Fashion Fashion
PlazaPlaza
East East Hills Hills MallMall
Valley Valley Plaza Plaza MallMall
River River WalkWalk
San San MarcoMarco
DBA - Street Faire Arts Council of Kern - 1st Fridays Historic Preservation Commission
Product Need Features BenefitsSan Marco (the actual property)Type: Tangible (item processing-shopping/eating & people processing- massage (spa) & Intangible(mental processing- art & architecture)
ShoppingArtPersonal CareFood
Upscale retailersCentral locationMediterranean Architecture
High end Image/statusUniquenessHigh Quality RetailersExcellent Customer Service
SpaType: Tangible (people processing)
Personal Care MassagesManicuresHair Styling
RelaxationEnhanced Self-Image Personal AttentionExcellent Customer Service
Art GalleryType: Tangible (item processing) & Intangible (mental processing)
Aesthetics PaintingsSculptures
UniquenessExcellent Customer ServiceEntertainmentImage/Status
Upscale Women’s BoutiqueType: Tangible (item processing)
High end Clothing &Accessories
DressesShirtsPantsShoesBeltsPurses
High StyleHigh QualityImage/Status UniquenessExcellent Customer Services
RestaurantType: Tangible (item processing)
Food Mediterranean cuisineTop chef in Bakersfield
High QualityImage/StatusExcellent Customer Service
Pull Strategy
Demanding Luxury ShopsDemanding Luxury Shops
San Marco IMC Plan
San MarcoSan Marco Café Med, Hugo Boss, Art Gallery, SpaCafé Med, Hugo Boss, Art Gallery, Spa
Bakersfield ResidentsBakersfield ResidentsDemanding Retail PlazaDemanding Retail Plaza
Promotion Tools To Use Proposed ProgramsAdvertising Ad in Bakersfield Life (City) Magazine- targets educated, affluent
consumers in area (75,000 subscriptions- reach)- published every other month (frequency).
Install sign on in front of property to advertise brand and also install new signage for stores.
Sales Promotion Direct mail to target segment to promote “Girlfriends Day” campaign in which customers who bring at least one friend to San Marco and purchase at least one item or service receive a free gift bag (sample spa and makeup products).
Offer loyalty program for repeat customers. Track purchases on San Marco card and offer free gifts once a certain amount of points are earned.
Public Relations Hold events featuring local artists and musicians in the court yard. Become a member of the Arts Council and Downtown Business
Association. Participate in First Fridays. Become a member of the Historic Society and get the property on
the map for walking tours of the downtown area. Contact local media and offer to be interviewed about San Marco
and how it is contributing to the revitalization of downtown.
Retail features: Art Gallery, Boutiques, Spa & Restaurant
High quality Excellent customer
service Unique products with
limited availability in Bakersfield
Image/Status Unique Architecture Central location
No debt on original buildings
Renovation & Maintenance
Financing costs to purchase bank building and parking lot
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