Navdeep Singh Business Enterprise Year 1

Contents

Page No.

Introduction..................................................................................................... 2 Target Market Profile..................................................................................... 2 Product Differential........................................................................................ 3 Unique Selling Proposition............................................................................... 3 Emotive Selling Proposition............................................................................. 3 Above The Line Advertising Media............................................................. 3 Advantage of Radio Advertising...................................................................... 4 Disadvantages of Radio Advertising................................................................ 4 Advantages of Outdoor Advertisement............................................................ 5 Disadvantages of Outdoor Advertisement........................................................ 5 Below The Line Promotional Media............................................................ 5 Advantages of Website..................................................................................... 6 Disadvantages of Website................................................................................. 6 Advantages of Leaflets/Flyers.......................................................................... 7 Disadvantages of Leaflets/Flyers..................................................................... 7 Design Analysis............................................................................................... 7 Format & Print................................................................................................. 8 Layout............................................................................................................. .8 Visuals............................................................................................................. 8 Colour.............................................................................................................. 9 Typography...................................................................................................... 9 Conclusion...................................................................................................... 9 References..................................................................................................... 11
Page | 1

Navdeep Singh Business Enterprise Year 1

Promotional Assessment
Introduction The Pallasads Shopping Centre is one of UK's leading retailers of clothes, food, home products. The Pallasads Shopping Centre has a record of success and profitability since its stablishmnt with well known reputation for its innovative, quality products and reasonable price which offers customers value for their money. This report aims to indentify and assess the target markets, promotional techniques and communications utilised and developed by The Pallasades Shopping Centre. Furthermore this report addresses Target Market Profile, Product differential, Above the line Advertising Media, Below the line Promotional media and Design Analysis of venues website.

Target Market Profile

The pallasades shopping centre offers products to almost all types of the consumer market. For example, the pallasades has clothing stores like select and Charlie browns for both female and male of almost all ages. Pundland and 99p store cater the needs of middle and working class consumers. The hatman, the perfume shop and Claires accessories can meets the wants of upper middle class. The Pallasades geographically focuses on consumers mainly from Birmingham. Footlocker and betford fulfil the needs of sports fashion and education. Newspapers and magazines can be found in 3d news and betford.

Page | 2

Navdeep Singh Business Enterprise Year 1

Product Differential Unique Selling Proposition- the Pallasades Shopping Centre provides the first point of entry to the City Centre and is situated above New Street and commonly regarded as the gateway to the city. The pallasades shopping centres biggest USP is its location which is directly connected to new street railway station.

Emotive Selling Proposition the pallasades has got many major brand stores like footlocker, Charlie browns and carphone warehouse. People, who want attractive high end mobile phones, go to carphone warehouse which provides various types of contracts. Another aspect that attracts consumers is that it has got several food outlets which offer customers to relax and feed.

Above The Line Advertising Media Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. There are five main above the line advertising media TV, Radio, Press (Newspapers, magazines, directories etc), Cinema and Outdoor (Transport & Billboards). These media deliver messages to a widespread, relatively anonymous audience, making them ideal vehicles for advertisers who need to reach a large audience (BA practical marketing application notes, 2012). The pallasades shopping centre is situated in Birmingham city centre. Pallasades mainly targets consumers from Birmingham or nearby areas, for instance, Walsall and Solihull. The two above the line media which can be used

Page | 3

Navdeep Singh Business Enterprise Year 1

to promote pallasades shopping centres products would be radio and outdoor media. The main reason why these media are most appropriate for the promotion of pallasades products is that they can be utilised to attract local consumers from within Birmingham or nearby areas. Other above the line media as cinema, tv and press are not as useful as these two, not only they are expensive but they do not specifically target the local customers which is the main market. For example, television channels are broadcasted nationwide so their costs are much higher and they do not aim at just the local consumers of Birmingham, this makes television media for pallasades products excessively costly.

Advantages of Radio Advertising Radio is a relatively cheap medium of advertisement to television and cinema. There are several local and national radio stations that provide news bulletins and entertainment programmes. Radio audience is already segmented. The different programming formats at radio stations appeal to vastly different audiences. This makes it easier to pick the people you want to receive your advertising message. The pallasades can utilise local radio station to advertise its facilities, products, services and promotional offers.

Disadvantages of Radio Advertising Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience. Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention

Page | 4

Navdeep Singh Business Enterprise Year 1

Advantages of Outdoor Advertisement Since it is in the public domain, outdoor advertising assuredly grabs the attention of potential customers like no other form of advertising can. People are exposed to it whether they like it or not. The message is strengthened by frequency since it stays exposed. The target audience will frequently pass by and continually see the ad. Moreover, it is one of the most cost-effective mediums of advertising. Colourful, creative and eye-catching ads have more impact and reach out to thousands of people on a daily basis. Another benefit of billboard advertising is that it targets a specific audience according to location.

Disadvantages of Outdoor Advertisement Prime locations are controlled by bigger brands for months even years. Billboard advertising has limited scope for messages for example; there is not enough space for detailed text, phone number, location map etc. Furthermore, Outdoor advertising is a glance medium. Most readers are likely to take a glance and avoid reading the whole massage

Below The Line Promotional Media Below the line advertising term is used to characterize promotional methods that are under the direct control of the marketer. This advertising type tends to be less expensive and more focused. There are many below the line advertising mediums such as corporate identity, packaging, merchandising, sales promotions, public relations, sponsorship, direct mail, email / texts, exhibitions, events, pos (point of sale), pod / pop (point of decision / purchase), internet and

Page | 5

Navdeep Singh Business Enterprise Year 1

sales literature. The two below the line media that pallasades shopping centre utilises are internet (website) and merchandise (BA practical marketing application notes, 2012).

Advantages of Websites The advantages of website for a business are many. Since the World Wide Web is so widely available, businesses can access potential customers with just a few clicks of their mouse. One advantage of Internet marketing is that it is relatively inexpensive compared to other forms of promotions. People commonly research businesses online before actually visiting the business location. So having a website helps encourage them to come and visit pallasades. Another advantage of having a website is that business information and details about products and services can be accessed by anyone, no matter where they are or what time of day it is. The internet is online 24 hours a day, 7 days a week. So even if shopping centre is not open the website will be.

Disadvantages of Websites There are a few disadvantages of having a website for business, but generally, they are outweighed by numerous advantages. One disadvantage of website is that the information on website might be unreliable if not updated on a regular basis. One more disadvantage of having a website is the business can attract bad publicity. If a customer is unhappy with service or products, then they may feel the need to express their frustrations online and reference your website in their review/comments. This could damage and hurt the reputation of pallasades shopping centre.

Page | 6

Navdeep Singh Business Enterprise Year 1

Advantages of Leaflets/Flyers Leaflet distribution is a way of ensuring that your advertisement reaches as many customers as possible and you can target a specific audience. Giving away leaflet advertisements is cost effective, easy to do and can capture almost anyones interest. Leaflets sometimes carry some form of incentive, such as a money off coupon, this generate more interest in customers mind. Leaflets can be an extremely good way of targeting your target market through placing information about your company directly into their hands.

Disadvantages of Leaflets/ Flyers The response rate of leaflet advertising is often very low. Furthermore, it is less timely than other means of communication. One disadvantage of advertising leaflets is that customers tend to dismiss them because of their simplicity. Most people regard a leaflet as just a piece of paper. Leaflets do not have long-term impact on consumers like other advertising methods. A leaflet may grab a peoples attention and get them to buy, but the effect of the flier ends there.

Design Analysis Having a website is very helpful for a business to promote and make people aware of its product, services and latest offers. To affect consumers by visual communication a website must attract and engage customers in exploring the products and offers. This section evaluates pallasades shopping centres website on criteria of several graphic design guidelines.

Page | 7

Navdeep Singh Business Enterprise Year 1

Format & Print The pallasades.co.uk has the correct size and format to communicate appropriately with customers. The home page is clearly indicates different sections of the website in a logical order. For example, on top of the website direct links have been provided to navigate into various sections such as stores, offers, events, news, facilities, about us, commercial, and gallery and contact us. This is advantageous for both the business and visitor because it simplifies process for visitors which section they want explore.

Layout The site is arranged in a manner in which it is extremely easy to navigate. To determine the information you need all you must click on the appropriate link. It is easy to read and consists of a professional yet simple appearance throughout the entire layout. Three of the main sections which comprise stores, offers and events have been repeated to for the ease of visitors. The simplicity of the navigation and engaging design is a definite plus for the website, even first time visitors on the site would not any problems finding out exactly what they need in a few minutes.

Visuals The websites appealing look incorporates attractive pictures and icons as well as text. This helps to give the users a comfortable impression about the organization of the website. Pallasades has used inviting pictures, fonts and colours on the home screen. Design of the website is definitely good looking, and is clearly designed to capture the attention of the user immediately. After

Page | 8

Navdeep Singh Business Enterprise Year 1

all, the aim is to keep the user browsing the site as long as possible. Logically the more time spent looking means more chance of a purchase. Everything looks clean and tidy, and the presentation of the site is excellent.

Colour A variety of colours has been used which makes it pleasing to the eye. Main colour used in designing the website is red, green, blue and pink. Red colour signifies excitement and Power, green colour signifies Peace and Harmony, blue colour signifies honesty and pink colour signifies creativity and confidence. Colour has the ability to generate a positive impact to the visitor and as a result, make the visitor stay longer. The longer the visitor stays the more the chance of enticing him to take action on the end website goal.

Typography

Conclusion Situated above New Street Station, The Pallasades is the place in the city if you are on the look-out for great buys and value for money. The pallasades location plays a major role in its success being the first point of entry to Birmingham city

Page | 9

Navdeep Singh Business Enterprise Year 1

centre and Birminghams local population being its main target market. The Pallasads Shopping Centre operates in a very competitive nvironmnt. The Pallasads Shopping Centre has reputation of quality and value associated with its name.

Page | 10

Navdeep Singh Business Enterprise Year 1

References

Angelfire (2003) Advantages and Disadvantages of using Website. http://www.angelfire.com/mech/amh/advdisadv.htm - accessed 19/03/2012

BA lecture notes (2012) Practical Marketing Application. Semester 2, week 4

Merritt, C. (2012) Advantages & Disadvantages of Radio Advertising. http://www.ehow.com/list_6140483_advantages-disadvantages-radioadvertising.html - accessed 18/03/2012

Teleanu, L. (2011) Outdoor Advertising: Advantages And Disadvantages. http://www.teleanu.com/outdoor-advertising-advantagesand-disadvantages/ - accessed 18/03/2012

Virtual visitor birmingham (2011) The Pallasades. http://www.virtualvisitorbirmingham.co.uk/shops-in-birmingham/shopping -centres-in-birmingham/the-pallasades/ - accessed 18/03/2012

Wikipedia (2012) Pallasades Shopping Centre. http://en.wikipedia.org/wiki/Pallasades_Shopping_Centre- accessed 19/03/2012

Page | 11

Navdeep Singh Business Enterprise Year 1

Page | 12