Karan Victor Kumar

IBM 302
Suzanne Schultz
July 15, 2014
Case Study: Plaza Del Valle
1. Target Market: After reviewing the case study for the San Fernando Valleys Plaza Del Valle, one
can articulate that through its unique location, its positive image, and how most its stores are
smaller and family owned, the target demographic which this mall would be most successful
marketing to would be mainly middle to lower class Hispanic families which reside within a fairly
close proximity of the plaza itself. This conclusion has been reached due to the vast majority of
the surrounding area being predominantly of Hispanic descent, and also due to the rise in online
shopping which has not only hurt the Plaza Del Valle, but to the entire brick and motor industry
as a whole. If the Plaza Del Valle began marketing its strategy around what the surround
community finds most appealing then those consumers without access to online or a credit card
would begin seeing the value of the plaza. One major advantage the Plaza Del Valle has over
most of its competitors and a huge benefit to its community is that it is the only shopping center
within 20 miles. This type of isolation can become most beneficial to the mall if marketed right,
as many Hispanic consumers around the area typically uses public transportation and tends to
stay around the surround area. Another benefit that the plaza holds to the surrounding
community and to consumers outside the area is the community events that have been held at
the plaza. If marketed right, this can be seen as a strategy to bring in consumers with events
such as fairs or farmers markets. Overall, if targeted correctly, one can see the benefits of
targeting not only the surround area but to target the Hispanic community as a whole will not
only boost sales, but can very well bring in a new type of demographic and increase sales to
what is now known as a dying industry.
2. Product Positioning Strategy: Typically, theyre three different types of positioning strategies:
symbolic, functional, and experiential. As a traditional brick and mortar mall in an ever-growing
technological market, the Plaza De Valle has to use not only all three position strategies to gain a
foothold in their market share but must also use a Unique Selling Proposition in order to stand
out amongst other brick and mortar malls in the area. One way the Plaza De Valle can make an
honest appeal to its consumers is an eco-friendly strategy
3. Promotion Strategy: With the rise online shopping, one can not only see the potential in
harnessing the use of such a device for convenience purposes but can very much as well use it
towards a marketing effort as well. Online shopping has made it possible for consumers to know
instantly if there is a better deal or price within the surround are or on the actually web itself.
One solution many vendors have come to would be the use of price matching with vendors
online, this is a case by case solution and is completely up to the vendor whether or not this is a
viable option. Another increase in popularity due to the immergence of technology and
cellphones is the use of photos and videos among everyday people/consumers. Viral videos
have become all the rage not only among younger and tech-savvy consumers but any
consumer with a mobile device. A successfully promotion strategy would not only be to create a
new designed, interactive website, but to also create a mobile website as well as using viral
videos among both of these properties to promote the actual space and atmosphere of the
Plaza Del Valle itself. While the plan is to target low to middle class consumers, the Plaza De
Valle is located within some prominent neighbor hoods and with it being the only shopping
center for many people, with the mobile and actual website the mall plans on opening the plaza
to a wider demographic of consumers in hopes of merging the Plaza Del Valle with the modern
consumer age.