MRKT 600

Jeff CadenaAlicia CaraveoOluseyi Deru

Mitra HovareshtiInaki Izaguirre

Nancy Solis

Downtown Oasis Direction Product/Brand Strategy Place/Distribution Strategy Promotion Strategy Price Strategy Recommendations

The Now-The Future

SPASALON

CAFECHILDREN ART

STUDIO

DANCE STUDIO

MARTIAL ARTS ACADEMY

LOUNGE

HOST

BAR

DANCE AREA

KITCHEN

RESTROOMS

LIVE MUSIC

ARCADE

Marketing Goal: Add Value Expand complex, increase businesses, add parking area, extend hours of operation, intensify

marketing and increase clientele Develop ‘Downtown Oasis’ an activity based center to cater to different lifestyle interests and

needs Mission Statement: To provide a place of rest and relaxation in the heart of downtown Bakersfield

Plan to Preserve Mediterranean Design/Flavor

Downtown Oasis’s Value Network

Downtown Oasis

Real Estate Agents

Business Renters

Customers

Innovation

Customer Support System

City Council

Downtown Bus Owners

Assoc

Suppliers

RabobankPadre HotelMill Creek

Value Network

Web of Relationships that generate value

ProductProduct Targeted Targeted Segment Segment

Need Need Feature Feature (Tangible) (Tangible)

BenefitsBenefits

(Intangible) (Intangible)

Downtown Downtown Oasis Oasis

Families (Kids Families (Kids cul-de-sac cul-de-sac 93311) 93311)

Family-Friendly Family-Friendly Environment Environment

Diverse Family-Diverse Family-oriented shops oriented shops

A safe A safe diversion for diversion for the whole the whole family family

Downtown Downtown Oasis Oasis

Families Families Rabobank Post-Event Rabobank Post-Event Dining Experience Dining Experience

Restaurant Restaurant Fine Cuisine Fine Cuisine conveniently conveniently located next located next to Rabobank to Rabobank

Downtown Downtown Oasis Oasis

Downtown Downtown Employees Employees (93301) (93301)

Close location to spend Close location to spend a quick lunch hour at a quick lunch hour at

Downtown Downtown Location Location

Convenience Convenience

Downtown Downtown Oasis Oasis

Downtown Downtown Employees Employees

A structure in the work A structure in the work area that stands out area that stands out from the many corporate from the many corporate buildings and contains buildings and contains aesthetic value aesthetic value

Unique “Old Unique “Old World” World” architecture architecture

Artistic Artistic appreciation appreciation

The unique architecture will distinguish the Downtown Oasis from the plethora of modern corporate structures in the downtown area

Since there are no similar venues in the area, there shouldn’t be significant problems with customer churn

Adding well-kept greenery and eye-catching flowers to the courtyard will enhance the image of an oasis-like place that customers will want to spend their leisure time at

Our brand image of a unique, aesthetically pleasing oasis will distinguish the Downtown Oasis from the modern, plain architectures of competitors such as the Valley Plaza and East Hills Mall

These physically distant competitors will leave the Downtown Oasis less vulnerable to competitive marketing actions towards downtowners

By offering superior customer service, the Downtown Oasis will obtain greater loyalty from customers as well

Perceived Value is Key to determine a Pricing Strategy.

Must focus in pricing for Businesses and End Customers.

Traditional Cost Based PricingMortgageMaintenanceProperty Taxes

Price

Values of the Downtown Oasis for Businesses

LocationCustomers TrafficGood future prospectsParking Space

PRICE

Values of the Downtown Oasis for End Customers

Whole “Downtown Oasis Experience”Activities for the whole familyPerceived SecurityCloseness to workplace and attractions

PRICE

MarketingBusinesses: Price the lease agreements to

attract the type of businesses that will increase the perceived value of the Downtown Oasis.

For End Customers: Set prices to attract working people employed nearby during lunch hours.

Suppliers:• Colorobbia (Italy)•Dayang Procelain Industries Co. (China)•Sheffield Pottery, Inc (USA,MA)

Producers / Manufacturers:• Gare(USA, MA)• Ceramics unlimited(USA)• Bisque Haus(USA)

Retailer:• Color Me Mine(Down Town Oasis):

• Ceramic Pieces (plates, platter , pitcher, etc)• Paint colors• stencil, Bisque, Brushes, Spray, Sponges, Kiln, Stamps, Under glazes

Target Market:• Families with Kids

Distribution Center:Color Me Mine distribution center(USA,CA)

Adding Value

Families with kids(CA,93311)

Color Me Mine -Down Town Oasis( CA, Bakersfield)

Gare (MA)

Color ME Mine Distribution Center(CA)

Sheffield Pottery, Inc (MA)

Supplier(Raw material)

Producer, Manufacturer

Distributor

Retailer

Target Market

Life Cycle

Distribution

Intensity

Value to Owner

Value to Renters

Introduction

Exclusive •Better control on shops and services•Build closer client relationship

•Receive personalized attention •Customization

Pull strategy Direct marketing to our target

market versus marketing via channels

TOOL Advertising Sales Promotion Direct Marketing

USEEfficiently get messages to large audience

Stimulate immediate purchase, reward repeat purchases

Reach targeted audiences, encourage direct response

EXAMPLES• Product & Company

Brochures

• Web marketing (i.e.

website, social

media)

• Downtown Oasis

street sign

• Billboards

• Coupons on

back of event

tickets

• Bonus Packs

• Premiums

• Email

• Mail

Build on web of relationships to generate more economic value

Build a brand image and position Use an exclusive distribution intensity to

increase the “Unique Aura” Use an effective pricing strategy to

attract customers and businesses . Use Integrated Marketing Communication

to incorporate advertising, sales promotion, and direct marketing, thereby effectively promoting the new Downtown Oasis