University of Santo Tomas UNIVERSITY OF SANTO TOMAS

College of Commerce and Business Administration

Marketing Plan for Easter and Mothers Day 2014



Presented to:



Ms. Marjorie Go
Marketing Admin Manager

Araneta Center, Marketing Department



Presented by:

Miguel Buco
Mayryjoy Endaya
Rachel Ann Pedraja





2nd Semester, A.Y. 2013 2014


February 5, 2014
Theme: Easter Carnival

























Statement of Facts

Easter Sunday will be more exciting as the Araneta Center celebrate Easter this year
through Easter-Carnival. Expect an extravagant carnival-themed celebration, decorated with
balloons, clowns on stilts, magic shows, festival music, life-size carousel, striking banners,
bright and colourful draping, inflatables and fun and exciting booths that everyone could enjoy.
We would like to bring the circus to town!
The Easter Carnival events primary target market are kids, aged 4-12 years-old. One of
the major highlights of the event is the float parade that will feature Alice in Wonderland
characters especially the white rabbit who would be carrying Easter eggs. A costume contest
will be held for kids. There will also be the usual Easter egg hunt, magic shows featuring famous
Filipino magicians Bearwin Meily and PGTs Rico The Magician and booths that offers face
and egg painting and also, cookie and cupcake decorating activities that will be located at
Flavors of Araneta. An inflatable play area will be placed alongside the booths which children
can play during the day. The kids will also see a roving bunny mascot at Gateway, Ali Mall and
Farmers Plaza. At night, the event will conclude with a spectacular fireworks display.
Additionally, the event will also be active in digital marketing and will offer real-time
updates of what is currently happening in Araneta for more customers would be encouraged to
come and see for themselves. It will be promoted online before and during the event. We could
also incorporate social media during the event by encouraging the participants to tweet or
hashtag the said event and prizes will be given away to the lucky sender. Photo contests will
also be held prior to the event to create awareness and the winners will also receive exciting
prizes.

SWOT Analysis
Strengths Weaknesses
Youth and Student Demographics

MRT - LRT Location Low Top-of-the-Mind
Online Marketing Low Facilities Aesthetics
High Human Traffic Solitary Location
Continuous Developments

Opportunities Threats
Steady Percentage of Inflation E-Commerce
Modernization of Filipino Life New Entrants
Philippine Inflation Rate Economic Situation
Level of Disposable Income New Developments of Competitors
Level of Consumer Price Index Events of Competitors



Objectives
To increase system-wide and comparable sales of the previous Easter event of Gateway, Ali
Mall and New Farmers Plaza by 2%.

Easter 2013

System-wide Comparable
New Farmers Plaza
46% 33%
Ali Mall
32% 26%
Gateway Mall
61% 59%

To increase awareness and brand loyalty of customers and also increase communication
through different media channels like Facebook and Twitter.
To create promotions that will highly encourage people to visit the Araneta Center.
To engage more customers through events and attract passers-by since most of the events
will be held at the Flavors of Araneta.
To encourage more people to purchase products from Gateway, Ali Mall and Farmers Plaza
through promos intended for the event.
To reinforce customer retention and to attract new ones.
To deliver more interesting attractions to the patrons of the mall
To increase OOH placements and widen area of coverage.
To attract sponsors to generate additional funds and attractions for the event and build
brand alliance with these companies.


Strategy
- The most important plan for the proposed event is Awareness. The plan is about
creating awareness through different promotional and advertising campaigns.

PR
Publication Size Cost
Philippine Star (April 6, 13 and 19) 9 cols x 6 cm P 51,000
Inquirer (April 6, 13 and 19) 9 cols x 6 cm P 45,000
Manila Bulletin (April 6, 13 and 19) 9 cols x 6 cm P 50, 000
Total: P146, 000

Collaterals
Collaterals
Size/
Material
Qty. Cost Total
Lamp Post Banners 3x6 20 P 200
P 4, 000
Posters A3 300 P 40 P 12, 000
Flyers 6x9 in 600 P 2 P 1, 200
Tricycle Tarps 3x5ft 50 P 225 P11, 250
Streamers 3ftx18ft 6 P 800 P 4, 800
Triangle Tarps (For
Jeep)
3x7 ft 30 P 300 P 9, 000
Stage Backdrop
Stage Backdrop for
Gateway, Ali Mall,
Farmers
8x 16ft 3 P 2000 P 6000
Backdrop for
PhotoBooths
8x 10 ft 3 P 500 P 1500
Mall Dcor

Gateway, Ali mall,
New Farmers Plaza
3 P 30 000
P 90, 000
Total P 139, 750



Event/Activities
Events Location Cost Total
Face Painting/Egg
Painting/Arts and
Crafts/Cookie and Cupcake
decorating
Flavors P 10, 000 10, 000
Easter Costume Parade Araneta Center
Stilt Clowns Flavors P 10, 000 10, 000
Magic Show
Bearwin Meiley P 20, 000 20, 000
Rico "The Magician" P 20, 000 20, 000
Twisting/Puppet Show Flavors P 5, 000 5, 000
Easter Fireworks display (at
Flavors)
Flavors P 20,000 20, 000
Candies and Eggs (Easter
Egg Hunt) (good for 500 kids)
Araneta Center P5,000 5,000
Roving Bunny Mascot (Meet
and Greet at Gateway, NFP,
ALI)
3 Malls P 2, 500 7, 500
Inflatables (Flavors) Flavors P 10,000 10,000
Sound System (Event) Flavors P 5, 000 5, 000
Host Flavors P 7, 000 7, 000
Meals for Host, staffs and
Guests
Flavors P 3, 000 3, 000
Tables and chairs Flavors P 2, 500 2, 500
Tents Flavors P 20, 000 20, 000
Parade- Float (Alice in
Wonderland Characters)
Araneta Center P 100, 000 100, 000
Prizes for Costume Contest 3 Malls P10 , 000 30, 000
1
st
: P 5,000
2
nd
: P 3,000
3
rd
: P 2,000
Prizes for Egg Decorating 3 Malls P 5, 000 15, 000
1
st
: P 2,500
2
nd
: P 1,500
3
rd
: P 1,000
Rides
Mini Carousel Flavors P 30,000 30, 000
Total P 310, 000


Digital Marketing
Facebook:
* Upload Your Most Creative Easter Egg
Design.
Prize: (Enchanted Kingdom and Manila
Ocean Park Tickets for 4)
* Post infos/updates regarding the event on
Araneta Centers Official Facebook page.

Twitter: Contest:
Trivia Questions about Easter.
Prize: (Enchanted Kingdom and Manila
Ocean Park Tickets for 4)
Use Hashtag: #Easter2014 @AranetaCenter
Live Tweet During the event, people
(parents/teens) are encouraged to tweet about
the event and they will have a chance to win
exciting prizes.

Retweet to Win Cool Prizes

LG TVs (video) Show a video about Aranetas
Easter Celebration : EASTER CARNIVAL

Show the Sneak Peek of Events (to create
customer awareness regarding the event and
customer anticipation)
Viral Ad/Video: Post video on Youtube,
Facebook,other social networking sites, and
also show it on LG TVs at Gateway, Farmers
and Ali Mall.







The Plan
ARANETA CENTER
Easter Sunday Event
April 20, 2014

The Event


EASTER CARNIVAL

The objective of the event is to create and raise awareness among the public.
The event also aims to reinforce better ties with existing customers and to attract new
ones. Lastly, it also envisions to deliver more interesting and personal attractions to the
patrons of the mall. To achieve this objective, we are pleased to present an event with a
creative theme that is guaranteed to delight, enlighten, and attract children to experience
an exciting and fun-filled Easter activities.

Event Look

The theme for the event is Easter Carnival. Expect an extravagant celebration
that features an exciting carnival look, decorated with hundreds of balloons, clowns on
stilts, festival music, mini carousel, striking banners, bright and colorful draping,
inflatables and fun and exciting booths that everyone could enjoy. We would like to bring
the circus to town!

Event Venue

To reach a wider market, we would like to suggest that the event will be held at
Flavors of Araneta in order to attract more people especially the passers-by/commuters
in the area. The event would be free for everyone but it will be on a First Come-First
served basis. We would also place roving bunny mascots in Gateway, Ali Mall and New
Farmers Plaza. Photo Opp areas will be located in the activity area of the three malls
where the shoppers can have their pictures taken.

















PROGRAM

PARADE OF FLOATS
(Alice in Wonderland Characters and Costume Parade)

I. REGISTRATION
Registration, nametags
(First come- First served basis)

II. ASSEMBLY
The moms and kids are ushered to the main activity area

III. WELCOME GREETINGS
Hosts opening spiel
Short Dance number by Alice in Wonderland Characters

IV. AVP SCREENING
A short AVP about the events highlights.

V. EVENT PROPER
Puppet Show
Balloon Twisting
Egg Decorating
Magic Show
Awarding of Winners of Costume contest
Awarding of Winners of Egg decorating contest

VI. THE CARNIVAL BOOTHS
Face Painting
Egg painting/decorating
Arts and Crafts
Cookie and Cupcake decorating

VII. CLOSING REMARKS
The event will end with a spectacular fireworks display at the Flavors of Araneta

THE HOST
For the event we would like to suggest that we will hire a host, someone quirky, fun and
bubbly. He/She should wear a costume that is inspired by the carnival theme to attract
the childrens attention.

EASTER LOOT BAGS
Loot bags will be given away to kids who participated in the event. It contains
candies and goodies coming from sponsors, as well as special gifts and freebies.



CSR
We will be placing a booth wherein kids can buy bunny ears headband for P 30.00 and half of
the proceeds will go to the Yolanda victims. And they are also entitled for a free ride on the mini
carousel when they buy at least two bunny ears headband.
Following will be the mechanics for the promo:
Promo Mechanics
For every P250 worth of single receipt dated from (april 14-20) from any of the the Araneta
Center malls (Alimall,Gateway and New Farmers Plaza) customer is entitled to a free
carousel or Ferris wheel ride. Also, it entitles one child to avail free face painting and egg
decorating activities happening on April 20,2014.

For every P350 single or accumulated receipts dated from (April 14-20) at any restaurants
at Gateway, Alimall, and New farmers Plaza, one child is entitled to join in the cookie and
cupcake decorating activity happening on April 20,2014.

Budget
The budget allocated for the event is P 600, 000. The total expenses for the proposed event will
be P 595, 750

Evaluation
The proposed objectives should be met and the event should contribute directly to the malls
overall sales. Promotional materials and online campaigns should be utilized well in order to
increase awareness. Post promo report and evaluation will be submitted after the events
implementation.









Theme: The Queen of Our Hearts

























Statement of Facts
This one-day event is specially designed to give tribute to mothers and to promote and
strengthen the bond between moms and their children. A Mothers day show will be held at Ali
Mall and it will feature interactive sessions with Tito Bhoy (Jason Gainza) and the past
Binibining Pilipinas candidates who are now moms. This activity will provide the participants a
time to collaborate, talk and have fun. This mini talk show will tackle all areas of motherhood,
pre-teens and teenage life, from everyday challenges and obstacle to communication and
relationship; this will provide the participants a better understanding of their mother-children
relationship and their everyday life with a touch of comedy. This will serve as a way for them to
share tips on how moms like them can make their relationship with their kids deeper and strong.
Also, games and prizes will be given away. Lastly, moms will be serenaded at Gateway Mall by
ballad songs and classic tunes sang by the talented Richard Poon.

There will also be a cooking show with Chef Boy Logro and Mothers Day Card-making for
kids, to be held at Flavors of Araneta. Booths will be placed on the venue and they will offer
beauty products, accessories, clothes, hairstyling, spa/massage, free make-up, and make-up
tutorials.

The main objective of this event is for mothers and their children to strengthen their bond
and their understanding to one another. This event is designed to give them a time to connect,
enjoy and bond with one another through meaningful sessions and exciting activities.


Objectives
Increase the system-wide and comparable sales of the previous Mothers day event from
negative to positive.

2013 Mothers day- Heart and Sole:

System-wide Comparable
-5 -10

To create series of events to attract customers especially mothers
To promote our online platforms through contests and advertisements
To engage more customers attract passers-by and impulse shoppers through activities
located in Flavors.
To increase customer satisfaction and customer participation.
To encourage more people to buy products from Gateway, Ali Mall and Farmers Plaza
through promos intended for the event.
To reinforce customer retention and to attract new ones.


Strategy The most important plan for the proposed event is AWARENESS. The plan is
about creating awareness through different promotional and advertising campaigns.
PR
Publication Size Cost
Philippine Star (April 6, 13 and 19) 9 cols x 6 cm P 51,000
Inquirer (April 6, 13 and 19) 9 cols x 6 cm P 45,000
Manila Bulletin (April 6, 13 and 19) 9 cols x 6 cm P 50, 000
Total: 146, 000

COLLATERALS:
Collaterals
Size/
Material Qty. Total
Lamp Post Banners
3x6 20
P 216 x 20
=
Posters
A3 100 P 4, 320
Flyers
6x9 in
200 pcs
/mall= 600
pcs
P 4, 000 x
3= P 12,
000
Tricycle Tarps
3x5ft 50 P 1, 200
Streamers
3ftx18ft 6 P11, 250
Triangle Tarps (For Jeeps)
3x7 ft 30 P 4, 860
Stage Backdrop

Stage Backdrop for
Gateway, Ali Mall, Farmers
8x 16ft 3 P 9, 450


Backdrop for
PhotoBooths

Mall Dcor
8x 10 ft 3 P 6000
Total P 145, 080





Events/Activities
Event Cost
Serenade at Gateway (Richard Poon) P 70, 0000
Cooking show with Chef Logro (Flavors) P 30, 000
Mothers Day Show
Bb. Pilipinas Guests (Moms) P 12, 500 each x 3= P 37,500
Tito Bhoy P40, 000
Mothers Day card-making for kids P 3,000
Tents P 15, 000
Tables and Chairs P 7, 500
Sound System P 5, 000
Booths: (Aranate Center Leasees)
Hair styling
Spa/massage
Makeover/makeup tutorials
Beauty Products
Food Stalls/food Products

TOTAL: P 212, 500













Digital Marketing
Facebook:
WOW MOM- A mothers day
contest
Prize: Mothers day treat at
Gloriamaris/GCs
- Show us your celebrity look-
alike mom and have a chance to win an exclusive
prize/treat this mothers day.

Mom Memories

- Picture of moms and their sweetest
moments together with their kids

Post infos/updates regarding the
event on Araneta Centers Official Facebook
page.

Twitter: Contest:
Magical Moments:
Prize: Pampering Package
(salon/spa)
-Now through mothers day, say thank you to
the amazing mom in your life by sending us a
tweet. Well pick the entry with the most number
of retweets

Use Hashtag: #MOMents @AranetaCenter

Mom of the Year

-Tweet us your heart-warming/felt message
or why you consider your mom as the best
mother anyone could ever have.

Retweet to Win Cool Prizes

LG TVs (video) Show a video about Aranetas
Mothers day celebration. Show the Sneak Peek
of Events (to create customer awareness
regarding the event and customer anticipation)

Viral Ad/Video: Post video on Youtube,
Facebook, other social networking sites, and also
show it on LG TVs at Gateway, Farmers and Ali
Mall.







The Plan

ARANETA CENTER
Mothers Day Event
May 11, 2014



The Event

Queen of Our Hearts

The main objective of this event is for mothers and their children to strengthen their bond
and their understanding to one another. This event is designed to give them a time to connect,
enjoy and bond with one another through meaningful sessions and exciting activities.


Event Look

The theme for the event is inspired by the Alice in Wonderlands Queen of Hearts. We
would be setting up a model of a mini castle, a luxurious royal throne fit for a queen and a
lifesize queen of hearts playing card guard-dcor. Shoppers can take a picture of themselves
there for free. The mall will also be decorated with heart shaped and deck of cards mall decors
and the color accents of the mall will be white, black and red.
THE VENUE
The venue for the Mothers Day Event will be held at Gateway, Ali Mall and Flavors
of Araneta.

PROGRAM: COOKING SHOW WITH CHEF BOY LOGRO

There will be a cooking show that will be hosted by Chef Boy
Logro at Flavors of Araneta. The event will be of free entrance
and on a first-come, first served basis.

BOOTHS:

ROYAL CORNER
The SPA Booth offers a chance for the moms to experience relaxing and tranquil
spa treatments from head to toe.

FIT FOR A QUEEN
The Beauty booth offers a chance for the moms to get a free make over as well
as beauty tips for pregnant moms. They can also buy beauty cosmetics and
many other beauty stuffs.

HEALTH AND WELLNESS
The body booth offers a chance for the guests to have a free medical check-up
because mothers health is very important.

FOOD FOR THE QUEENS
The Health booth features healthy greens and veggie gourmets that the guests
may be able to sample and learn on how to prepare. The booth will also be giving
tips. And will be selling organic foods for the health conscious moms.

ROYAL FASHION
The Fashion booth is where the guests can get special tips on maternal wear and
buy clothes that are fashionable and affordable.

ROYAL BABY
This is where the guests can get special tips on basic pregnancy facts and
information essential to all mothers as well baby apparel and more. Planning
decors and interiors for their baby rooms. The booth will provide the mom with
guidelines on motherhood and marriage.
















PROGRAM: MOTHERS DAY SHOW WITH TITO BHOY AND THE PAST
BINIBINING PILIPINAS MOMS
Venue: Ali Mall

I. MOMS ARRIVAL
Registration, nametags

II. ASSEMBLY
The moms are ushered to the main activity area

III. WELCOME GREETINGS
Tito Bhoys opening spiel
Welcome remarks


IV. INTRODUCTION OF PAST Bb PILIPINAS QUEENS
V. DISCUSSIONS :
1
st
Part
A discussion will be all about teenage life, pre-teens,pregnancy and
motherhood

2
nd
Part
The topic will be all about Mother and children relationship, everyday
challenges, obstacle to communication and how to cope up with their growing
kids.

Q&A (Games and Prizes)
Last Part
Tips and Sharing

VI. CLOSING REMARKS
Bouquet of flowers will be given to the past Bb Pilipinas Queens

PROGRAM: SERENADE AT GATEWAY MALL
Mr. Richard Poon will be serenading the moms at Gateway Mall.











Following will be the mechanics for the promo:
PROMO MECHANICS:
For every 500 single or accumulated receipts from any of the araneta center
establishments, moms can pick any two of the booths and enjoy free services (haircut,
spa,make-up,medical check up etc.) Customers must present their valid receipts.
Twitter Contest:
Magical Moments:
-Now through mothers day, say thank you to the amazing mom in your life by sending us a
tweet. Well pick the entry with the most number of retweets
Use Hashtag: #MOMents @AranetaCenter
How to join and win the contest:
1. Follow @aranetacenter. Retweet atleast one promotional tweet.
2. Tweet us your sweetest thank you message to the amazing mom in your life. Dont forget to
mention@aranetacenter and use the #MOMents hashtag.
3. The entry with the most number of retweets will win the contest.
4. Contest will run from April 28-May 6, 2014.

Mom of the Year
-Tweet us your heart-warming/felt message on why you consider your mom as the best
mother anyone could ever have.
How to join the contest:
1. Follow @aranetacenter and Like the official facebook page of Araneta
Center(https://www.facebook.com/AranetaCenter?fref=ts)
2. Tweet us your heart-warming/felt message on why you consider your mom as the best mother
anyone could ever have.Dont forget to mention@aranetacenter and use the #MOMents hashtag.
3. Contest will run from April 28-May 6, 2014.

Howto win the contest:
1.Official entries will be judged according to the following criteria:
Creativity(50%),
Originality(30%)
Content(20%)
5.Winners will be announced on May 7,2014 via Facebook and Twitter.





Facebook Contest:

WOW MOM- A mothers day contest
- Show us your celebrity look-alike mom and have a chance to win an exclusive
prize/treat this mothers day.

How to join and win the contest
Like the official facebook page of araneta center
Participants are required to submit their photos and celebrity look alike via
email. The photos will be uploaded to the Araneta center facebook page.
Official entries will be judged according to the following criteria:
70% Most Look-Alike
30% Facebook User Likes
Winners will be announced on May 5, 2014 via Facebook

Mom Memories
- Picture of moms and their sweetest moments together with their kids
How to join the contest:
1. Like the official facebook page of Araneta and share atleast one promotional updates for the
upcoming mothers day event.
2. Submit your entry via email
3. submitted entries will be uploaded in the Araneta center facebook fanpage
4. Winners will be announced on May 8, 2014 via Facebook

BUDGET:
The budget allocated for the event is P 500,000. The total expenses for the proposed event will
be P 499, 080

EVALUATION:
The proposed objectives should be met and the event should contribute directly to the malls
overall sales. Promotional materials and online campaigns should be utilized well in order to
increase awareness. Post promo report and evaluation will be submitted after the events
implementation.