MARKETING PLANGROUP MEMBERS VERSHA

MUDDASIR VENTAKASH

HIRA MUGHAL

UTOPIAN GAMING ZONE:

INTRODUCTION OF THE GAMING ZONE : UTOPIAN ENTERTAINMENT CLUB IS A GAMING ZONE WHERE WE OFFER DIFFERENT GAMES IN ORDER TO ENERGIZE THE PEOPLE OF SUKKUR.

MISSION: UTOPIAN ENTERTAINMENT CLUB MISSION IS TO PROVIDE SAFE AND REFRESH ENVIRONMENT TO THE PEOPLE OF SUKKUR.

VISION:TO REVITALIZE THE CONCEPT OF GAMING ZONE BY BUILDING A REPUTABLE ENTERTAINMENT GAMING ZONE IN SUKKUR DESTINATION, WHOSE AIM IS TO PROVIDE A WORLD-CLASS ENTERTAINMENT EXPERIENCE.

SEGMENTING TARGETING POSITIONING:SEGMENTING :WE HAVE SEGMENTED THE MARKET ON THE BASIS OF AGE AND INCOME.

TARGETING: WE WILL TARGET CHILDREN AND YOUNG PEOPLE OF SUKKUR. BUT PEOPLE AT ANY AGE CAN COME TO OUR CLUB AS WE ARE OFFERING FOOD SERVICE TOO.

POSITIONING :OUR COMPETITORS ARE SO WEAK SO IT IS EASY FOR US TO POSITION OUR SELF AT THE TOP . OUR OFFERING IS DIFFERENT AND UNIQUE FROM OUR COMPETITORS OFFERING.

GEOGRAPHICAL: BUSINESS SEGMENTING MARKET AND RESTRICTING IT TO SUKKUR, ROHRI AND OTHER RELATED AREAS.

DEMOGRAPHIC: BUSINESS IS SEGMENTED ON INCOME AND AGE.

BEHAVIORAL: BUSINESS IS SEGMENTED ON NEED AND PREFERENCES OF PEOPLE.

MARKETING MIX:PRODUCT : WE ARE OFFERING DIFFERENT KINDS OF GAMES LIKE WALL CLIMBING, WIPEOUT, BOUNCE HOUSE, PAINT BALLS, X-BOX PS4 AND ARTIFICIAL WATERFALL AND FAST FOOD WITH COMPLETE UNIQUE SERVICES BY PUTTING CONSUMER INSIGHT IN OUR MIND.

• PRICE: WE ARE CHARGING VERY AFFORDABLE PRICES FROM CUSTOMERS IN ORDER TO GAIN MARKET SHARE. THE ENTRY PRICES AT OUR GAME ZONE WOULD BE 200 PER PERSON. THE GAME PRICES CHARGE AS BELOW:

• CLIMBING 200 PER PERSON• WIPEOUT 300 PER PERSON• BOUNCE HOUSE 100 PER CHILD• PAINT BALLS 100 PER PERSON

X-BOX & PS4 GAMES 100 PER GAME

PLACE :1. SUKKUR2. ROHRI3. KHAIRPUR4. SHIKARPUR

PROMOTION: WE WILL BE INITIATE OUR PROMOTION IN FOLLOWING AREAS:1. DIFFERENT UNIVERSITIES2. PRIVATE / PUBLIC SCHOOLS3. SOCIAL MEDIA (FACEBOOK, TWITTER, LINKEDLN)

4. BANNERS & POSTERS

SWOT ANALYSIS:

STRENGTH:1. HIGH GRAPHICS MACHINES2. HUGE COLLECTION OF GAMES3. UNIQUE, REAL GAMES AND 3D FACTSWEAKNESS:1. LACK OF EXPERIENCE BUSINESS 2. COST OF CAPITAL IS HIGH

OPPORTUNITIES:1. CAN START OUR BUSINESS IN OTHER CITIES OF PAKISTAN2. MONOPOLISTIC ADVANTAGE TO MARKET LEADER

THREATS:1.ECONOMICAL STABILITY2.COMPTITOR

3. GAP IN MARKET

3. CHANGE IN CUSTOMER PREFERENCES

OBJECTIVES AND CHALLENGES:• EVERY BUSINESS HAS A GOAL TO GROW AND EARN PROFITS SO COMPANY MUST

BEAR SOME CHALLENGES DURING ITS TIME. SOME OBJECTIVES & CHALLENGES ARE LISTED BELOW:1. LATEST GAMING MACHINES X-BOX, PS4, NINTENDO WII ETC.2. 24 /6 SERVICE3. 3D FACTS & REAL GAMES4. LOW PRICE PACKAGES5. FRIENDLY ENVIRONMENT6. HIGH CLASS SECURITYCHALLENGES:1. ACQUIRING & MAINTAINING CUSTOMERS NEEDS & WANTS2.CHANGING THROUGH TECHNOLOGY (RENEW ITSELF)3.HUGE CAPITAL COST4.FUTURE COMPETITOR5.TO CREATE A GREAT SPOT AT MOMENT (ENTERTAINMENT)

COMPETITOR PROFILES:

• LAB-E-MEHRAN• LOCUS PARK• TAJ MAHAL RESTAURANT

BUDGET:UTOPIAN ENTERTAINMENT CLUB HAS SET BUDGETED SALES FOR THE FIRST THREE YEARS OF :YEAR 2016-2017

Column1 Column2 Column3 Column4 Column5 Column6 Column7 Column8

Utopian Gaming Zone

SALES

No Products PRICE Quater1 Quater2 Quater3 Quater4 Year 1

1 Entrance 50 187500 281250 318750 375000 1162500

2 Climbing 200 300000 375000 600000 600000 1875000

3 wipeout 300 675000 337500 225000 1350000 2587500

4 Bounce 100 225000 300000 375000 525000 1425000

5 paintball 100 187500 262500 375000 487500 1312500

6 XBOX PS4 100 225000 450000 375000 525000 1575000

Total 1800000 2006250 2268750 3862500 9937500

Products Quarter 1 Quarter 2 Quarter 3 Quarter 4 Year 2

Entrance 675000 450000 585000 765000 2475000

Climbing 1620000 1350000 1620000 1440000 6030000

wipeout 2970000 540000 540000 2970000 7020000

Bounce 1035000 540000 720000 990000 3285000

paintball 765000 630000 810000 990000 3195000

XBOX PS4 675000 585000 810000 1080000 3150000

Total 7740000 4095000 5085000 8235000 25155000

YEAR 2017-2018

YEAR 2018-2019Column1 Quarter 1 Quarter 2 Quarter 3 Quarter4 Year3

Entrance 900000 675000 765000 810000 3150000

Climbing 2160000 1620000 1440000 1800000 7020000

Wipeout 3240000 810000 540000 3240000 7830000

Bounce 1260000 900000 990000 1080000 4230000

Paintball 1170000 810000 1530000 1170000 4680000

XBOX PS4 1080000 945000 1035000 1125000 4185000

Total 9810000 5760000 6300000 9225000 31095000

BREAK EVEN ANALYSIS

year Selling Price variable cost fixed cost targeted people Total Profit or Loss

2016-2017 850 150 1500000 7500 -375000

2017-2018 850 150 1500000 10000 0

2018-2019 850 150 1500000 13000 450000

Break-even Analysis & Profit

• CONTROL:• IF OUR BUSINESS GAMING ZONE IN WHICH WE ARE PROVIDING GAMING

SERVICE, IF IT WILL NOT GET SUCCEEDED THAN WE WILL MOVE TOWARDS UNIFYING OUR PRICING STRATEGY AND WE WILL GIVE ADDITIONAL PROMOTIONS TO ATTRACT OUR CUSTOM

• CONCLUSION:• UTOPIAN GAMING ZONE IS A SERVICES BUSINESS LOCATED NEAR

BYPASS, IN WHICH WE WILL OFFER DIFFERENT TIME OF GAMES WITH A REASONABLE PRICE AND FOOD SERVICE BY KFC . WE WILL TARGET CHILDREN, ADULTS AND MODERATE AND HIGH INCOME PEOPLE.

THANK YOU