EbonySun Entertainment resort utilize the following marketing strategy to win competition in nightlife entertainment.
Differentiation by Innovation in Entertainment - Brand Strategy
Specialized Products & Service - Create Brand Loyalty
Customer Incentive Programs - Repeated Customer Creation
Keeping Cost Down
Focus on Local Market
The competitive edge of EbonySun Entertainment Resort is its variety of theme-based nightclubs. Such a huge facility is not available in this area or anywhere in United States - you'd have to visit 10 different Las Vegas clubs to get the same variety. The uniqueness of this facility will help us compete successfully against the small bars and nightclubs in the state. It will have the best of the broad entertainment programs with national and international dance and live concert entertainment with availability of various variety of food will create a world class facility for nightlife entertainment.
The location of EbonySun facility is another major factor stressing successful operation. The 150 colleges and universities within a 50 mile radius will help the facility to attract vast majority of students from colleges and universities. With no major competitors in the vicinity, the resort will be able to generate excellent cash flow through entertainment.
The company will use various marketing strategies and tactics to attract the target market to visit the facility. There will be EbonySun Mobile Party Units, which are buses carrying various themes with seating capacity for 10 to 15 people per trip available for transportation between colleges, malls and sports venues to the entertainment resort. This will help promoting the resort and its facility to mass market in Gotham/Metropolis area. The main marketing strategy will be as follows.
Advertising through EbonySun Mobile Party Units
Promotional Pricing for College Students
Corporate Promotional Pricing
Direct Mail Campaigning
Monthly/Yearly Membership Programs
Travel Agency & Hotel Chain Tie-ups and Package Pricing
The Sales Strategy is based on making a sale and creating a repeat customer through long-term relationships. The sales force will be divided in territorial areas to concentrate various market segments. Separate teams will be responsible for sales revenue from College Students, Corporate Customers, Couples & Individuals, etc.
The Sales Strategy will be based on the following points.
The sales force will be structured based on territorial control. The sales team will be given incentives based of number of new account creations, existing account maintenance, call frequencies to customers, relationship building, etc.
The sales force for the college student market will provide promotional pricing, including monthly and yearly membership passes for students market. Various mobile party tours will be conducted, with mobile units providing free travel and entertainment to make initial customer contacts. Separate party and one day free admission will be provided to various people segments to make them come to the nightclubs. We will contact and build relationships with corporate customers which involve separate parties and meeting areas in the facility. Direct Mail sales and marketing will be done with various price promotions to attract local Gotham people to the facility.
The following table and chart shows the sales revenue for each month and projected sales for the next four years by bar beverage sales, restaurant food sales and cover charges for admission. The cover charge applies only to dance and game rooms and bars; restaurant-only customers pay no cover. The sales revenue will increase in coming years due to the increased publicity of this unique facility in Gotham and other parts of U.S. The business revenues are seasonal with highest revenue during spring and summer and reduced revenue during winter seasons.
The sales price also includes all excise taxes charged on food and alcohol. (These are repaid in the Profit and Loss table.)