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Marketing

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Party World KTV
Stage 1: Initial Brief
The word “KTV” stands for Karaoke Television. It is a form of interactive entertainment where amateurs sing along recorded music using a microphone and public address system with a screen of displayed lyrics. There are over 100 KTV establishments in Singapore. Party World KTV is an established karaoke entertainment in Singapore, boasting 12 outlets throughout the island. Equipped with the latest in entertainment technology, user-friendly systems and comfortable spacious rooms, patrons are ensured utmost pleasure and comfort. Party World KTV strives to enrich patron’s experience in singing quality and ‘beyond singing’ experience.

Various segments have been identified as possible segments that …show more content…

In targeting these segments, Party World KTV sets its positioning in customer’s mind uniquely different from other common KTVs. Setting a prestige standard for official functions while not neglecting the needs of the young and non-working customers.

An overview of the marketing mix, place, price, products (service) and promotion are as followed. * Place – Exclusive, multiple locations strategically located (12 branches).
Rooms are comfortable and spacious. VIPs room exclusively only available in 5 branches with prior bookings needed. All branches are located island wide, convenient for all. * Price – Different pricing strategy. Higher prices targeted to high end customers (corporate functions). Affordable prices for middle income or non-working customers (students). With 2 major segments targeted, pricing have to be set accordingly, suiting customer’s need. Moreover, customers are charges at per room (not per pax), this allows customers to bring more friends. * Products and/or (Services) – High-end service, well-trained staffs and well equip facilities (includes internet, pool table, board games, DVD player and Playstation 3. Exclusive service provided for corporate / private functions. Staffs are well-trained and experience in KTV related services. Party World KTV goes the extra mile to make customers feel more relax with available gaming electronics and free

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