CASE STUDY ANSWER ALL QUESTIONS (a) to (d) (This is a fictional case.) A new shopping mall, ABC Mall, is going to open in Kowloon Bay in the summer of 2021. The mall mainly targets at local customers (aged 25-45) who are tired of the standardized shopping experience in Hong Kong and are looking for novelty. ABC predicts that people working in the office areas of Kowloon Bay and Kwun Tong will visit the mall more frequently, while customers from other districts will visit the mall mostly at weekends or when some attractive activities are held there. ABC also expects that the pandemic will be under control in summer 2021, and hence many people will be eager to go out shopping and dining then. ABC Mall has a very spacious and relaxing environment. Customers will be attracted by its trendy, stylish and creative interior design. 3 Some examples of the main attractions of ABC Mall include: - An event space that is suitable for holding arts exhibitions, music shows and workshops ABC will cooperate with various local and international artists, musicians and creative groups to organize regular activities at this site. - One of the largest gyms in Hong Kong, with state-of-the-art fitness facilities and spacious areas for yoga and meditation. - A rooftop park with a variety of tropical plants, which allows visitors to relax. - A number of chic fashion and lifestyle stores that cannot be found elsewhere in Hong Kong, selling mid to high end items designed by local and international young designers; these cool items include everything from mens and womens fashion, accessories, beauty products to furniture and kitchenware. - A number of independent specialty cafs providing premium-quality coffee and unique atmospheres. - A variety of restaurants serving innovative cuisines from around the world. You are appointed by ABC Mall to develop a one-year integrated marketing communications (IMC) campaign starting from June 2021. You are asked not to consider the budget constraint at this planning stage, as long as your proposed ideas are reasonable. Through this IMC campaign, ABC wants to: (i) create awareness of ABC Mall; (ii) establish a strong brand image for ABC Mall and build deep relationships with existing and potential customers in the year 2021-2022. a) Based on the above information, suggest a new IMC campaign theme for ABC Mall and explain the reasoning behind why do you think this is a good IMC campaign theme for ABC? (20 marks) b) The marketing director of ABC Mall asks you to produce an online video that can go viral. However, the director rejects the idea of using celebrities or influencers in this video. Based on the above information, suggest and elaborate your specific creative ideas for the viral video. Explain how this video can create awareness for ABC Mall among the target audience, and build a strong and attractive brand image. (20 marks) c) Suggest how ABC can use content marketing through social media or blog 4 to build long-term relationships with customers and potential customers. Propose specific creative ideas with reasons. (20 marks) d) Due to budget constraints, you are asked to include only TWO of the following four options in this IMC campaign. Which TWO of the following promotional tools are more suitable for the IMC campaign of ABC Mall? With consideration of the characteristics, advantages and disadvantages of these promotional tools, suggest your choices with reasons. (i) print advertising (ii) transit advertising (iii) product placement (iv) cause-related marketing (40 marks) - End of Paper