Marketing Report On A Gaming Pub By Gago

GAMING PUB “The most electrifying entertainment in the city”

Done by, G.A.GOPINATH (18)

G.A.Gopinath//SS/0810/HR/IIPM/Chennai

EXECUTIVE SUMMARY • Gaming pub is a service business started to entertain the people • Initially we are starting the gaming pub with ten gaming consoles and ten gaming PC’s • Gamers can play from a wide range of games • Latest games in the market will be available for the gamers to play; it also includes multiplayer games and online games • We will provide snacks and drinks to G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Target customers of teenagers, young adults and people who are crazy about gaming • We have planned to start our Gaming Pub in Spencer’s and City center and we’ll expand our Gaming Pub in other parts of the city • The promotional advertisements will also feature on weekend newspapers and selected magazines • With unique service techniques the G.A.Gopinath//SS/0810/HR/IIPM/Chennai

SITUATION ANALYSIS • MARKET SUMMARY • Market demographics – Population growth India has the highest young population in the world. This is a great opportunity for our business

– Population age mix ü60% of youngsters of age group 15 to 25 play games ü30% play among the age group 25 to 40 G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Market needs üTo relax with the game and to have fun üTo have a complete SATISFACTION

• Market trends üPeople want to experience new type of entertainment in this fast moving world üGaming pub is a great place for entertainment and spending time üDuring vacations kids can have a good time here and also can form friends circle here G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Market growth üThe market for gaming pub is increasing with the increase in the young population üWith the release of more than hundred gaming tiles per month the hype for playing these games is also increasing üMarket growth of our gaming pub will increase with the service that we provide to the customers

• SWOT ANALYSIS 1. Strength üSpecialist in online and multiplayer gaming üUpdated versions of games will be available for the gamers üWell furnished interior and also provide snacks and cool drinks for the gamers hence they feel like being in home üQuality of service üCustomer satisfaction üOptimal charges G.A.Gopinath//SS/0810/HR/IIPM/Chennai

2. Weakness ü We cannot accommodate more than twenty persons at a time ü Employees will have to work throughout the week may expect a hike in salary

  3. Opportunities   ü People seek for variety of entertainment in the weekends ü Gaming pub will be a new kind of experience for the people seeking entertainment ü Younger generation are attracted to multiplayer and online gaming ü Increase in young population

4. Threats   G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Competition Local gaming centers and the gaming centers in leading shopping malls are the major competitors for us  

• Services Updated version of games and the latest games Online and multiplayer games Seasonal gaming contest

G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Keys to success Customer satisfaction is one of the important aspects for the key to success Maintain the existing customers by satisfying there needs Affordable charges

• Critical issues  Location of the gaming pub Retaining the existing customers

G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Channels  ü Advertisement in selected magazines like Digit, Skoar, chip etc will be given to promote the gaming pub ü Also advertisement in selected newspapers will also be given (The Hindu Metroplus, City chronicle, nxg) ü Public relations

  • Macro-environment   Economic environment   People should be able to afford the service which we are providing so the cost will be nominal considering all sects of economic classes prevailing in our country     G.A.Gopinath//SS/0810/HR/IIPM/Chennai

MARKETING STRATEGIES • Mission   “ENTERTAINMENT AT ITS

BEST” Our mission is to entertain people and to provide them with good service, and to be the best entertainer in the city within a short span of period.   • Marketing objectives ü Attracting the target customers and to retain the existing customers are the two main marketing objectives of our business ü Increase the market share, and obtain the Break G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Financial objectives There should be a steady growth in our revenue and should obtain the invested amount within a short span of time. •  Target marketing   Our Main focus is on the teenagers and the youngsters who are fun loving, and live for speed and extreme experience in life.   • Positioning ”THE MOST ELECTRIYING ENTERTAINMENT IN THE CITY”   We position ourselves in such a way that we G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Strategy  Public relations, print media & internet medium Once the recognition is there, we would emphasize on TV commercials Sustaining the brand image for which we would use brand campaigns

  • Marketing mix Pricing If they select gaming consoles then they will be charged Rs.100 per hour, and if they go for gaming PC’s then they will be charged Rs.60 per hour G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Promotion As mentioned earlier we have three phases to be followed for promoting our service   üPhase 1: New gaming experience üPhase 2: Achieving the familiarity üPhase 3: Entertain the people

• Service   üBy our service we would love to make our customers happy and make them entertained once they enter our gaming pub. üBecause customer satisfaction is our satisfaction and it is the key to our success. G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Channels of distribution   Our service will use direct to customer distribution model.   • Marketing research ü We conducted a survey from a sample of 100 to understand the mindset of people who love gaming and their preference about our new service üWhat we inferred from this survey is that most of the youngsters of age group more than 15 love to play games as a part of their entertainment üA lot of school going kids, college students and even working people play games üMany of them love to play games in their home but when it comes to online gaming and multiplayer games they prefer to go to gaming centers for gaming G.A.Gopinath//SS/0810/HR/IIPM/Chennai

•

Financials, budgets and Break-evenforecasts analysis  The company achieves the breakeven point at the starting of the 11th month.

G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Sales forecast ü Gaming pub has a sales forecast with a steady increase because of the increase in no of customers or gamers ü The company starts in SEP 2008-2009, where the sales revenue is Rs.25,78,000/-. It has an hike of 5% in the upcoming year 2009-2010 which is Rs.27,06,900/-and for the year 2010-2011 it will be Rs.28,42,245/-

• Expense forecast G.A.Gopinath//SS/0810/HR/IIPM/Chennai

CONTROLS This is the most important measure to be

taken to maintain the cost and produce the best. The areas to be monitored:  

ü Revenue: Daily, monthly and annual ü Expenses: Weekly and annual ü Customer Satisfaction: To be evaluated by feedback forms ü R & D: Check on the recent innovations ü Number of loyal customers ü Demands in particular season (Peak and Off Season)

• Implementation milestones   ü Company Emerges on SEP 2008 ü Break-evens at JUN 2009 ü Opens the 2rd branch on 2010 G.A.Gopinath//SS/0810/HR/IIPM/Chennai

• Contingency planning  Difficulties and Risks:  üNew concept people will take time to accept üTuff to provide consistency service

• Worst Case Risk: We have taken a preventive measure to avoid worst case scenario by fixing affordable rates for gaming.

 

G.A.Gopinath//SS/0810/HR/IIPM/Chennai

G.A.Gopinath//SS/0810/HR/IIPM/Chennai

G.A.Gopinath//SS/0810/HR/IIPM/Chennai

G.A.Gopinath//SS/0810/HR/IIPM/Chennai

G.A.Gopinath//SS/0810/HR/IIPM/Chennai

Game G.A.Gopinath//SS/0810/HR/IIPM/Chennai