MRKT 600 Jeff Cadena Alicia Caraveo Oluseyi Deru Mitra Hovareshti Inaki Izaguirre Nancy Solis

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

The Now-The Future 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 Rabobank Padre Hotel Mill Creek  Value Network Web of Relationships that generate value

Product Targeted Segment Need Feature (Tangible) Benefits(Intangible) Downtown Oasis Families (Kids cul-de-sac 93311) Family-Friendly Environment Diverse Family- oriented shops A safe diversion for the whole family Downtown Oasis Families Rabobank Post-Event Dining Experience Restaurant Fine Cuisine conveniently located next to Rabobank Downtown Oasis Downtown Employees (93301) Close location to spend a quick lunch hour at Downtown Location Convenience Downtown Oasis Downtown Employees A structure in the work area that stands out from the many corporate buildings and contains aesthetic value Unique “Old World” architecture Artistic 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 Pricing Mortgage Maintenance Property Taxes Price

Values of the Downtown Oasis for Businesses  Location  Customers Traffic  Good future prospects  Parking Space PRICE

Values of the Downtown Oasis for End Customers  Whole “Downtown Oasis Experience”  Activities for the whole family  Perceived Security  Closeness to workplace and attractions PRICE

 Marketing  Businesses: 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 CycleDistribution Intensity Value to Owner Value to Renters IntroductionExclusive Better control on shops and services Build closer client relationship Receive personalized attention Customizatio n

 Pull strategy  Direct marketing to our target market versus marketing via channels

TOOLAdvertisingSales PromotionDirect Marketing USE Efficiently 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 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