7. Competitive overview
1. Competitor analysis
- Direct and indirect competitors
2. Assessing Competitors
- Competitors objectives
3. Competitors strengths and
weaknesses
-Working everyday (S)
-The same quests (W)
8. SWOT analyses
1. S-Strengths:
- No analogs in Kazakhstan.
- New product
2. Weaknesses
- Not all population of the country knows what is
about
- Low benefit
3. Opportunities
- Different popular stories and movies can be
used.
- Catering
4. Treats
- Bad Weather
- High rent
9. Marketing Planning
Company’s Mission Statement
KazPlay’s main mission
Build a strong and popular
brand of event agency in
Central Asia
20.000+
rich 20.000 attendance
of participants annually
11. Marketing Strategy.
Several steps to achieve a main
mission
• Attract high social level people
• Make short movie about Kazplay
• Partnership with different local
companies
17. MARKETING RESEARCH &
INFORMATION
•We analyzed the most important questions and made a
conclusion about it. Here several questions which we asked
from our respondents:
•How long do you play online games?
•How many hours do you usually spend for online gaming in
a day?
18. Marketing Mix
•Product
•KazPlay, or costume play, the practice of
constructing costumes and props inspired by
fictional characters and embodying those
characters in real-world spaces such as fan
conventions,
remains under theorized
within fan studies.
24. Promotion objectives
•We want to tell consumers about the
KazpLAY and services which it offer
•We want to persuade potential buyers that
Kazplay is the best place to leave reality.
•Do it in period of 2-3 years
26. Promotion tools Advantages Limitations
Internet Low cost, large capability, real-
time and lasting long.
Different kinds of format
(Picture, videos, GIF’s etc)
Very good social network
audience
Not all people are going to be
provided the promotion.
So many web sources, that
makes difficult to be
noticeable
Posters High number of viewers on
crowded streets.
Person’s attention lasts 3-5
seconds.
Quit high cost
Television High frequency of promotion.
A big audience.
A large expenses. Not all
people are in KazPlay’s target
audience.
27. BUDGET CONTROL & ORGANIZATION
•PRICE OF COSTUME: 7000-10 000 KZT
•Price for entrance as watcher: 3 000 KZT
•Price for taking a role: 12 000 KZT
•Price of rental costumes: 3 000 – 5 000 KZT
•Price for buying food & drinks: 200 – 5 000 KZT
•
28. SPECIAL OFFERS
First option:
KazPlay Company will
have special offers for
regular customers, which
allow them to buy tickets for
our event with 15 %
discount, if they visited more
than 5 events. For this offer
will be used special
certificates with personal
name and surname of the
client. He only needs to show
it when he is buying ticket.
Secondoption:
•For convenience of
our clients
KazPlay, also will
have gift cards for
people, who want
to make original
present for any
special case.
