This marketing plan includes an in-depth analysis of Streetsville Bowl's current positioning in the industry. This is followed by a one year implementation plan, which is comprised of specific objectives and 15 marketing campaign recommendations.

1. STREETSVILLE BOWL
MARKETING PLAN
MARCH 11, 2016
JOHN COOPER
Jessica Haughton, Sandra Ghobrial, Aimen Shahzad, Brenda Amador, Joshua Favaro

2. 2
Contents
EXECUTIVE SUMMARY .......................................................................................................... 10
1. MARKET SITUATION.......................................................................................................... 12
a) Definition of the market ........................................................................................................... 12
b) Market Size and Growth........................................................................................................... 13
Key Takeaways......................................................................................................................... 15
c) Segmentation of the market ...................................................................................................... 16
d) Distribution channels................................................................................................................ 18
e) Consumer Needs....................................................................................................................... 19
f) Consumers Preference:.............................................................................................................. 21
g) Consumer Perceptions.............................................................................................................. 22
h) Consumer Buying Trends......................................................................................................... 23
2. CLIENT’S BUSINESS SITUATION....................................................................................... 24
a) Review of Client’s Business..................................................................................................... 24
i) Sales for the past 3 years.................................................................................................... 24
ii) Market Share for the past 3 years................................................................................... 25
iii) Target Market................................................................................................................. 27
iv) Positioning...................................................................................................................... 29
v) Marketing Objectives ..................................................................................................... 30
vi) Promotion Strategies:..................................................................................................... 32
a) Advertising ................................................................................................................. 32
b) Promotion ................................................................................................................... 32
c) Public Relations.......................................................................................................... 33
d) Selling......................................................................................................................... 34
vii) Product/Service Quality Strategies................................................................................. 35
viii) Pricing Strategies............................................................................................................ 36
ix) Distribution Strategies.................................................................................................... 37

3. 3
3. COMPETITIVE SITUATION.................................................................................................. 38
Competitor: Classic Bowl......................................................................................................... 39
i) Sales for the past three years.......................................................................................... 39
ii) Market share ............................................................................................................... 39
iii) Target Market ............................................................................................................. 39
iv) Positioning.................................................................................................................. 42
v) Marketing Objectives ................................................................................................. 42
vi) Promotion Strategies................................................................................................... 43
vii) Product/service quality strategies ............................................................................... 45
viii) Pricing Strategies .................................................................................................... 45
ix) Distribution Strategies ................................................................................................ 46
Competitor: Planet Bowl........................................................................................................... 47
i) Sales for past three years................................................................................................ 47
ii) Market share (in units and/or dollars) for past three years......................................... 47
iii) Target Market ............................................................................................................. 48
iv) Positioning.................................................................................................................. 50
v) Marketing objectives .................................................................................................. 50
vi) Promotion strategies ................................................................................................... 51
b) Sales Promotion.......................................................................................................... 52
vii) Product / service quality strategies ............................................................................. 53
viii) Pricing strategies..................................................................................................... 53
ix) Distribution strategies................................................................................................. 54
Competitor: Playdium............................................................................................................... 55
i) Sales ............................................................................................................................... 55
ii) Market Share............................................................................................................... 55
iii) Target Market ............................................................................................................. 56
iv) Positioning.................................................................................................................. 57
v) Marketing Objectives ................................................................................................. 57
vi) Promotional Strategies................................................................................................ 58
vii) Product services quality and strategies........................................................................... 60
viii) Pricing Strategies........................................................................................................... 60
x) Distribution................................................................................................................. 61

4. 4
4. MACROENVIRONMENT SITUATION ................................................................................ 62
Demographic Environment....................................................................................................... 62
Economic Environment ............................................................................................................ 65
Technological Environment...................................................................................................... 67
Political Environment ............................................................................................................... 70
Socio-cultural and Natural Environment .................................................................................. 72
5. SWOT ANALYSIS .................................................................................................................. 75
Strengths ................................................................................................................................... 75
Weaknesses............................................................................................................................... 76
Opportunities............................................................................................................................. 78
Threats....................................................................................................................................... 80
6. ISSUE ANALYSIS................................................................................................................... 81
7. RECOMMENDED ONE-YEAR OBJECTIVES ..................................................................... 83
a) Financial Objectives and Rationale ...................................................................................... 83
b) Overall marketing objectives and rationale.......................................................................... 86
8. RECOMMENDED ONE YEAR MARKETING OBJECTIVES AND STRATEGIES.......... 89
a) Target Market..................................................................................................................... 89
Objectives and Rationale ...................................................................................................... 89
Strategies and Rationale........................................................................................................ 90
b) Positioning...................................................................................................................... 91
Objectives and Rationale ...................................................................................................... 91
Strategies and Rationale........................................................................................................ 92
c) Product............................................................................................................................... 93
Objectives and Rationale ...................................................................................................... 93
Strategies and Rationale........................................................................................................ 94
d) Pricing ............................................................................................................................ 95
Objectives and Rationale ...................................................................................................... 95
Strategies and Rationale........................................................................................................ 96
e) Distribution ........................................................................................................................ 97
Objectives and Rationale ...................................................................................................... 97
Strategies and Rationale........................................................................................................ 98
f) Selling ................................................................................................................................ 99
Objectives and Rationale ...................................................................................................... 99
Strategies and Rationale...................................................................................................... 100

5. 5
g) Service.......................................................................................................................... 101
Objectives and Rationale .................................................................................................... 101
Strategies and Rationale...................................................................................................... 102
h) Advertising................................................................................................................... 103
Objectives and Rationale .................................................................................................... 103
Strategies and Rationale...................................................................................................... 104
i) Sales Promotion ............................................................................................................... 105
Objectives and Rationale ........................................................................................................ 105
Strategies and Rationale................................................................................................. 106
j) Public Relations ............................................................................................................... 107
Objectives and Rationale .................................................................................................... 107
Strategies and Rationale...................................................................................................... 107
k) Research and Development.......................................................................................... 108
Objectives and Rationale .................................................................................................... 108
Strategies and Rationale...................................................................................................... 109
l) Consumer Research ......................................................................................................... 110
Objectives and Rationale .................................................................................................... 110
Strategies and Rationale...................................................................................................... 110
9. Recommended One Year Action Plan.................................................................................... 111
1. Launch “Streetsville Bowl’s Sweet Sunday’s” promotion to increase family engagement on
weekends................................................................................................................................. 112
Explanation ......................................................................................................................... 112
Implementation ................................................................................................................... 112
2. Design and place new signage posters inside and outside the location, which brings to life
the enjoyable times experienced by customers at Streetsville Bowl. ..................................... 113
Explanation ......................................................................................................................... 113
Implementation ................................................................................................................... 113
3. Set up a customer relationship management system to build stronger connections with
returning clients. ..................................................................................................................... 114
Explanation ......................................................................................................................... 114
Implementation ................................................................................................................... 115
4. Introduce a loyalty program to strengthen customer loyalty and increase repeat purchases.
................................................................................................................................................. 116
Explanation ......................................................................................................................... 116
Implementation ................................................................................................................... 116

6. 6
5. Work with restaurants in the Streetsville area for cross-promotional purposes. ................ 117
Explanation ......................................................................................................................... 117
Implementation ................................................................................................................... 117
6. Launch Streetsville Bowl’s gift shop with branded products for customers. ..................... 118
Explanation ......................................................................................................................... 118
Implementation ................................................................................................................... 118
7. Use direct email marketing to send promotional messages to customers in order to increase
communicational efforts and relationship building. ............................................................... 119
Explanation ......................................................................................................................... 119
Implementation ................................................................................................................... 119
8. Provide customers with the option to give feedback through surveys, which would allow
Streetsville Bowl to better understand their customers and make improvements. ................. 120
Explanation ......................................................................................................................... 120
Implementation ................................................................................................................... 120
9. Provide in-store promotional materials to audiences enjoying a party or event at Streetsville
Bowl........................................................................................................................................ 121
Explanation ......................................................................................................................... 121
Implementation ................................................................................................................... 121
10. Upgrade the website to make it look more appealing to customers. ................................ 122
Explanation:........................................................................................................................ 122
Implementation:.................................................................................................................. 122
11. Create additional social media accounts, while increasing posting activity on Facebook in
order to raise brand awareness................................................................................................ 123
Explanation ......................................................................................................................... 123
Implementation ................................................................................................................... 123
12. Offer themed nights at Streetsville Bowl to increase customer base............................... 124
Explanation ......................................................................................................................... 124
Implementation ................................................................................................................... 124
13. Initiate complimentary brief bowling lessons as an interactive way for beginners to learn
basic bowling techniques........................................................................................................ 125
Explanation ......................................................................................................................... 125
Implementation ................................................................................................................... 125
14. Hold an annual charity event at the location in order to build brand awareness. ............. 126
Explanation ......................................................................................................................... 126
Implementation ................................................................................................................... 126

7. 7
15. Offer different pricing at different times throughout the week in order to fill lanes and
influence customers to come to Streetsville Bowl.................................................................. 127
Explanation ......................................................................................................................... 127
Implementation ................................................................................................................... 127
Recommendation Schedule................................................................................................. 128
10. PROPOSED ONE YEAR MARKETING BUDGET........................................................... 129
1. Launch “Streetsville Bowl’s Sweet Sunday’s” promotion to increase family engagement on
weekends................................................................................................................................. 129
2. Design and place new signage posters inside and outside the location, which brings to life
the enjoyable times experienced by customers at Streetsville Bowl. ..................................... 129
3. Set up a customer relationship management system to build stronger connections with
returning clients. ..................................................................................................................... 129
4. Introduce a loyalty program to strengthen customer loyalty and increase repeat purchases.
................................................................................................................................................. 129
5. Work with restaurants in Streetsville to create deals and promotions that will benefit
Streetsville Bowl and the restaurants...................................................................................... 130
6. Launch Streetsville Bowl’s gift shop with branded products for customers. ..................... 130
7. Use direct email marketing to send promotional messages to customers in order to increase
communicational efforts and relationship building. ............................................................... 130
8. Provide customers with the option to give feedback through surveys, which would allow
Streetsville Bowl to better understand their customers and make improvements. ................. 130
9. Provide in-store promotional materials to audiences enjoying a party or event at Streetsville
Bowl........................................................................................................................................ 130
10. Upgrade the website to make it look more appealing to customers. ................................ 131
11. Create additional social media accounts, while increasing posting activity on Facebook in
order to raise brand awareness................................................................................................ 131
12. Offer themed nights at Streetsville Bowl to increase customer base............................... 131
13. Initiate complimentary brief bowling lessons as an interactive way for beginners to learn
basic bowling techniques........................................................................................................ 131
14. Hold an annual charity event at the location in order to build brand awareness. ............. 131
15. Offer different pricing at different times throughout the week in order to fill lanes and
influence customers to come to Streetsville Bowl.................................................................. 131
11. MARKETING CONTROLS ................................................................................................ 133
1. Launch “Streetsville Bowl’s Sweet Sundays” promotion to increase family engagement on
weekends................................................................................................................................. 133
a) Relating Recommendations to Issues and Objectives .................................................... 133
b) Methods to Monitor and Evaluate Recommendations ................................................... 134

8. 8
2. Design and place new signage posters inside and outside the location, which brings to life
the enjoyable times experienced by customers at Streetsville Bowl. ..................................... 135
a) Relating Recommendations to Issues and Objectives .................................................... 135
b) Methods to Monitor and Evaluate Recommendations ................................................... 136
3. Set up a customer relationship management system to build stronger connections with
returning clients. ..................................................................................................................... 137
a) Relating Recommendations to Issues and Objectives .................................................... 137
b) Methods to Monitor and Evaluate Recommendations ................................................... 138
4. Introduce a loyalty program to strengthen customer loyalty and increase repeat purchases.
................................................................................................................................................. 139
a) Relating Recommendations to Issues and Objectives .................................................... 139
b) Methods to Monitor and Evaluate Recommendations ................................................... 139
5. Work with restaurants in Streetsville to create deals and promotions that will benefit
Streetsville Bowl and the restaurants...................................................................................... 140
a) Relating Recommendations to Issues and Objectives .................................................... 140
b) Methods to Monitor and Evaluate Recommendations ................................................... 140
6. Launch Streetsville Bowl’s gift shop with branded products for customers. ..................... 141
a) Relating Recommendations to Issues and Objectives .................................................... 141
b) Methods to Monitor and Evaluate Recommendations ................................................... 141
7. Use direct email marketing to send promotional messages to customers in order to increase
communicational efforts and relationship building. ............................................................... 142
a) Relating Recommendations to Issues and Objectives .................................................... 142
b) Methods to Monitor and Evaluate Recommendations ................................................... 142
8. Provide customers with the option to give feedback through surveys, which would allow
Streetsville Bowl to better understand their customers and make improvements. ................. 143
a) Relating Recommendations to Issues and Objectives .................................................... 143
b) Methods to Monitor and Evaluate Recommendations ................................................... 143
9. Use parties and events to promote in-store in order to maintain target market. ................. 144
a) Relating Recommendations to Issues and Objectives .................................................... 144
b) Methods to Monitor and Evaluate Recommendations ................................................... 144
10. Upgrade the website to make it look more appealing to customers. ................................ 145
a) Relating Recommendations to Issues and Objectives .................................................... 145
b) Methods to Monitor and Evaluate Recommendations ................................................... 146
11. Create additional social media accounts, while increasing posting activity on Facebook in
order to raise brand awareness................................................................................................ 147
a) Relating Recommendations to Issues and Objectives .................................................... 147
b) Methods to Monitor and Evaluate Recommendations ................................................... 148

9. 9
12. Offer themed nights at Streetsville Bowl to increase customer base............................... 149
a) Relating Recommendations to Issues and Objectives .................................................... 149
b) Methods to Monitor and Evaluate Recommendations ................................................... 150
13. Initiate complimentary brief bowling lessons as an interactive way for beginners to learn
basic bowling techniques........................................................................................................ 151
a) Relating Recommendations to Issues and Objectives .................................................... 151
b) Methods to Monitor and Evaluate Recommendations ................................................... 152
14. Hold an annual charity event at the location in order to build brand awareness. ............. 153
a) Relating Recommendations to Issues and Objectives .................................................... 153
b) Methods to Monitor and Evaluate Recommendations ................................................... 154
15. Offer different pricing at different times throughout the week in order to fill lanes and
influence customers to come to Streetsville Bowl.................................................................. 155
a) Relating Recommendations to Issues and Objectives .............................................. 155
b) Methods to Monitor and Evaluate Recommendations ................................................... 156
12. EXHIBITS ............................................................................................................................ 157
1. Sweet Sundays Poster ......................................................................................................... 157
2. Signage Indoor Wall Poster ................................................................................................ 158
3. CRM System Preview......................................................................................................... 159
4. Loyalty Program Customer Card........................................................................................ 160
5. Cross Promotion Handouts (in Streetsville Bowl, advertising Cagneys) ........................... 161
6. Cross Promotion Handouts (in Cagneys, advertising Streetsville Bowl) ........................... 162
7. Direct Email Marketing Example ....................................................................................... 163
8. Customer Survey................................................................................................................. 164
9. Promotional card in a birthday loot bag.............................................................................. 165
10. Website Upgrade (Portfolio of a web design company who works with small businesses)
................................................................................................................................................. 166
11. New Social Media Platforms Recommended for Streetsville Bowl................................. 167
12. Themed Night Example.................................................................................................... 168
13. Bowling Lessons Advertisement ...................................................................................... 169
14. Charity Event Poster ......................................................................................................... 170
15. Poster Advertising Pricing Discounts Based on Time of Day.......................................... 171
13. APPENDIX........................................................................................................................... 172

10. 10
EXECUTIVE SUMMARY
Bowling alleys have been a staple of traditional family entertainment activities, but has
experienced much change over the years. Streetsville Bowl has successfully created many loyal
customer relationships and positioned themselves as the ideal family entertainment centre with
activities appealing to both parents and children. However, with the constant evolution of the
family entertainment industry due to various external factors, an environmental scan and
an internal operations analysis will ensure that Streetsville Bowl effectively adapts to
these changes to retain their target audience.
The following report will analyze the family entertainment centre industry, Streetsville Bowl’s
current operations, several direct and indirect competitors as well as an entire macro-
environment scan pertaining to the industry. Based on the research conducted, objectives and
strategies are established to maintain the company’s strengths, improve on the brand’s
weaknesses, take advantage of industry opportunities and protect Streetsville Bowl from
external threats. 15 recommendations are created out of the objectives and strategies
developed. Here is a preview of these proposed recommendations:
1. Launch “Streetsville Bowl’s Sweet Sundays” promotion to increase family engagement on
weekends.
2. Design and place new signage posters inside and outside the location, which brings to life the
enjoyable times experienced by customers at Streetsville Bowl.
3. Set up a customer relationship management system to build stronger connections with
returning clients.
4. Introduce a loyalty program to strengthen customer loyalty and increase repeat purchases.
5. Work with restaurants in the Streetsville area for cross-promotional purposes.

11. 11
6. Launch Streetsville Bowl’s gift shop with branded products for customers.
7. Use direct email marketing to send promotional messages to customers in order to increase
communicational efforts and relationship building.
8. Provide customers with the option to give feedback through surveys, which would allow
Streetsville Bowl to better understand their customers and make improvements.
9. Provide in-store promotional materials to audiences enjoying a party or event at Streetsville
Bowl.
10. Upgrade the website to make it look more appealing to customers.
11. Create additional social media accounts, while increasing posting activity on Facebook in
order to raise brand awareness.
12. Offer themed nights at Streetsville Bowl to increase customer base.
13. Initiate complimentary brief bowling lessons as an interactive way for beginners to learn
basic bowling techniques.
14. Hold an annual charity event at the location in order to build brand awareness.
15. Offer different pricing at different times throughout the week in order to fill lanes and
influence customers to come to Streetsville Bowl.

12. 12
1. MARKET SITUATION
a) Definition of the market
 Streetsville Bowl operates in the amusement and recreation industry, but specifically, the
family entertainment centre market.ii
 Family entertainment centres include a combination of services such as bowling alleys,
arcades, billiards/pool tables, laser tag, along with party rooms.i
 Bowling is a recreational sport, also played professionally, and is targeted to all
audiences.i
 There are two common types of bowling: 5-pin and 10-pin bowling.i
 5-pin bowling is the more popular option in Canada than 10-pin.ii
 The bowling industry is in a decline, in both recreational and competitive categories.iii
 In the past 5 years, several bowling alleys have shut down, as other bowling alleys are
attempting to change their experience by adding innovative features.i
 Streetsville Bowl is in the Streetsville area of Mississauga, Ontario.iv
 Their direct competitors include Classic Bowlv
, Brunswick Zone Mississaugavi
, and
Planet Bowl.vii
 Streetsville Bowl is a 5-pin bowling alley with 12 lanes of computerized scoring. There
are active bowling leagues at this location.viii

13. 13
b) Market Size and Growth
 Streetsville Bowl is a part of the amusement and recreation industry, but more
specifically, the family entertainment centre market.
 In 2013, the amusement and recreation industry accumulated $8.1 billion in sales, but a
majority of those revenue numbers came from fitness centres.ix
Canadian Bowling Centre Statistics
Year Total Bowlers Total Centres Total Leagues
2011 26,506 136 854
2012 24,481 135 724
2013 22,184 132 668
2014 20,171 125 599
x
 The table shows how bowling centres have gradually closed down, while total leagues
and bowlers have significantly dropped in the last several years.
 Ontario has experienced a similar decline, showing that popular bowling centres across
the province are losing members, resulting in fewer competitive leagues.
 Number of bowlers per year dropped 31% since 2011.x
 Number of leagues per year dropped 42.5% since 2011.x
 This significant drop off is a contributing factor in the closing down of 11 bowling centres
since 2011.x

14. 14
xi
 This chart shows that participation percentage at bowling alleys decrease as age
increases, taking a sharper decline from 44-55. xi
 A majority of young children in Canada participate in bowling, whether for recreational
purposes with their parents, or as a part of youth leagues.xi
 Since Streetsville Bowl is in Ontario, it is best to focus population trend analysis on this
province.

15. 15
Ontario Population Demographics
Year Population
(thousands)
0-14 15-64 65+
2011 13,263.5 2,206.0 9,170.4 1,887.1
2012 13,409.6
(+1.1%)
2,197.0
(-0.4%)
9,239.7
(+0.8%)
1,972.9
(+4.3%)
2013 13,551.0
(+1.1%)
2,192.7
(-0.2%)
9,297.4
(+0.6%)
2,058.9
(+4.2%)
2014 13,677.7
(+0.9%)
2,190.8
(-0.1%)
9,350.3
(+0.6%)
2,133.8
(+3.5%)
2015 13,792.1
(+0.8%)
2,193.0
(+0.1%)
9,387.9
(+0.4%)
2,211.2
(+3.5%)
xii
 This table identifies population trends in Ontario based on demographics.xii
 The overall provincial population has slightly increased since 2011, which is in harmony
with the country’s overall population trends.xii
 The 65+ age group has experienced the greatest increase (3-4% per year).xii
 The bowler participation graph as well as the Ontario Population table provide one major
contributing factor to the negative trends in the Canadian bowling industry. If people
bowl less when they get older, and the country’s (specifically Ontario’s) senior
population is rising, then it is logical to conclude that bowling participation
numbers are on the decline.
 Some entertainment centres have sustained some growth by combining services and
“expanding entertainment choices” like adding an arcade to the bowling alley or
including a pool table and a restaurant.xiii
Key Takeaways
 The bowling industry in Canada is experiencing a decline as total registered bowlers,
leagues, and bowling alleys have collectively dropped since 2011
 Bowling alleys have combined their services with other family entertainment centres
(arcades, billiard rooms, restaurants) to improve operation productivity

16. 16
c) Segmentation of the market
 Bowling falls under the family entertainment centre market and can be segmented under
four key areas: Young Adults Recreational Bowlers, Family Recreational Bowlers, Youth
Leagues, and Adult (senior) Leagues.
 The target market relies on the timing of when certain age groups go bowling. During the
morning/afternoon, the target market is geared towards kids ages 3 and over. During the
evening/night the target is aimed at young adults, aged 17-30 years old.
Segmentation Young Adults
Recreational
Bowlers
Family
Recreational
Bowlers
Youth Leagues Adult (Senior)
Leagues
Demographics
Ages: 16-25 years
of age
Gender: Male and
female
Income: low-
middle
Family Status:
Single, in a
relationship
Education: High
school or post-
secondary
education
Ages: Children
(4-12) and
parents (28-45)
Gender: Male
and female
Income:
Middle/high
income
Family Status:
Married with
young children
Education: Post-
secondary
diploma or degree
Ages: 7-19 years
old
Gender: Male and
female
Income: Parents
(middle/high
income)
Family Status:
Live at home,
single
Education:
Elementary/high
school
Ages: 55-75
years old
Gender: Male
and female
Income:
Middle/high
income
Family Status:
Empty nesters,
own a home
Education:
Post-
secondary
diploma/degree
Geographics Suburban or urban
area
Suburban or
urban area
Suburban or urban
area
Suburban or
urban area

17. 17
Psychographics Outgoing, social
Technologically
savvy
Enjoys casual
dating
relationships
Adventurous
Up-to-date with
fashion trends
Price sensitive
Enjoys going
out for
entertainment
Very involved in
social media
Actively involved
in children’s lives
(focused on kids)
Enjoy recreational
activities as a
family (especially
during holidays)
Organize
playdates for
children
Desire a clean,
safe environment
for children at
recreational
facilities
Prefer family
package discounts
Competitive,
driven
Self-motivators
Technologically
savvy
Focused on
schooling
Involved in
extracurricular
activities
Actively
volunteering in the
community
Financially
dependent on
parents
Very competitive
Team oriented
Retired, free time
Health conscious,
stay active in
daily recreational
activities (for
exercise
purposes)
Enjoy taking
advantage of
senior discounts
Enjoy association
with other
seniors, sense of
belonging
Behaviouristics Brand loyal to
cost-effective
entertainment
services
Medium to high
usage
Semi-regular
users
Brand loyal to
quality service
brands
Medium usage
Semi-regular or
occasional users
Brand loyal to their
bowling league,
long-term
commitment
High usage
Frequent users
Extremely brand
loyal to their
league, long-term
commitment
High usage
Frequent users

18. 18
d) Distribution channels
 Bowling facilities are indoors.
 Different atmospheres are created, such as glow in the dark facilities, lasers, and
bar/restaurant environments.
 Coaching is available for competitive youth and adult leagues.
 Party rooms are available for children parties, and corporate events.
 Charity events are also hosted at these facilities.
 Online booking/group booking is available.
 Bowling merchandise is available for purchase at times through a gift shop in the facility.
 Upscale bowling facilities offer more options to customers (opened later in the week,
more arcade games, billiard table, and lounge area, gourmet food options at breakfast,
lunch, and dinner).
 Independent facilities are normally located in high traffic areas in communities.
 Low scale providers typically offer similar products and services with fewer additional
features, and as a result, do not always appeal to unique or specialty consumer
preferences.

19. 19
e) Consumer Needs
Young Adults Recreational Bowlers
 Matched the bowling center to its market with more upscale art décor, cocktail seating in
the open space
 Bowl with the lights down – great music turned up and awesome special effects lighting
o This leads to a nightclub “feel” to an activity that is enjoyed by all age groups,
creating a new preference for weekend nights’ out for young adults. xiv
 Having a party room for meetings, work gatherings, holiday specials, or birthday parties
is an important need for customers requiring plenty of space to host events.xv
Family Recreational Bowlers
 Families who live in suburban areas would need a bowling alley that is not too far away
from their home making it easier to commute.xvi
 Mothers with infants or young children would need a changing table in a clean restroom
to care for them.
 For children who are bowling they need bumpers to help keep the bowling balls out of
the gutters. xvii
 Families need a safe, fun environment that they know when they bring their children they
would all have a good time as a family.
 Having meetings, work gatherings, holiday specials, or birthday parties is an important
need for customers requiring plenty of space to host events.xviii

20. 20
Youth Leagues
 Bowling with dimmed lights – great music turned up and special effects lighting
 Offering more appealing food and beverage options for customers to quench their thirst
or satisfy their hunger after hours of bowling.xix
 Reasonable registration fee that is affordable for parents to pay.
 Professional coaches/leaders to help teach the basics of bowling.
Adult (Senior) Leagues
• Consumers need the right accommodations if player has any special needs. (wheelchair
accessible)
• Elderly seniors need a leader that can organize and remind the seniors about upcoming
events coming that are 2-3 times a week
• Teammates that take bowling seriously and makes the effort to be on time for meetings
and games.

21. 21
f) Consumers Preference:
Young Adults Recreational Bowlers
• What young consumers would prefer in a bowling alley is a more modern look with neon
lit lanes and new, popular music to help make their time more enjoyable. xx
• Consumers look forward to joining a league that suits their status whether they are a
beginner or advanced. xxi
Family Recreational Bowlers
• Friends and family need a responsible, trained staff that will do their job effectively for
the customer’s benefit to enjoy. xxii
• Parents planning birthday parties for their children would prefer the bowling alleys to
handle food, decorations, entertainment & the clean-up for a reasonable service fee.xxiii
• Arcades offer an alternate choice while waiting for an alley
Youth Leagues
 Customers would prefer to pay moderate prices/fares that are reasonable and not too
expensive.
Adult (Senior) Leagues
• A full bar service with “smart-serve” employees would satisfy certain audiences who
would like to drink responsibly during their games of bowling.xxiv
o Customers would prefer more variety when choosing what to eat, such as, stir-
fried rice, pasta, or lamp chops prepared daily by a culinary staff.
• There is a fitness benefit when it comes to bowling at least once a week in terms of
burning calories while playing.xxv

22. 22
g) Consumer Perceptions
Young Recreational Bowlers
 Bowling is viewed as a great way to have fun and interact with people.
 Approximately 95 million people worldwide enjoy bowling, so it is known as a popular
recreational activity for all ages.xxvi
 Consumers feel that bowling is not limited to one specific age group.
 Bowling alleys not only offer bowling for young adults but also food and beverages as
well as arcade games.
 There is a group of consumers (young adults, 19-26 who enjoy partying with friends)
who visit family entertainment centres because of the variety of services, such as food,
beverages, arcade games and other sporting activities aside from bowling.xxvii
Family Recreational Bowlers
 Families feel as if they can bring their children to a bowling alley and that their needs will
be met with small bowling balls for children and bumpers as well.
 Families view bowling alleys as a fun, safe environment for their children.
 Consumers view bowling as a recreational activity to enjoy with friends and family.
 Bowling is considered an affordable activity for a family night out.
Youth Leagues
 Consumers have the perception that there are many competitive leagues when it comes
to bowling.xxvii
 Bowling is reasonably priced compared to other competitive sport leagues.
 Youths view leagues as a great recreational activity to make new friends.
Senior Leagues
 Bowling is reasonably priced compared to other competitive sport leagues.
 Seniors view leagues as a great way to stay healthy and be fit.
 Seniors enjoy spending time with their friends and meeting new people at their bowling
leagues.

23. 23
h) Consumer Buying Trends
Young Recreational Bowlers
 Bowling is considered more popular during the fall/winter months (September-March).xxvi
 Since it’s colder outside for children and adults, they want to enjoy a fun indoor activity.
 Consumers typically bowl when they have free time and want a recreational activity to
do.
Family Recreational Bowlers
 Bowling alleys host for different types of parties such as corporate parties, school
parties, group events, birthday parties, family outings etc.xxviii
 Bowling alleys typically have a separate party room in order to accommodate these
types of parties.
 Families may choose to bowl when the specific bowling alley they wish to go to has a
special deal going on.
 In order to bowl, the consumer would have to go into the bowling alley and choose the
amount of time they wish to bowl for and pay per hour.
 If the family wishes to book a birthday party, they must call ahead and book a
reservation.xxviii
Youth Leagues
 If the consumer wishes to sign up for a league, they must sign up in person at the
bowling alley with their information and pick the league they wish to join.xxix
 Consumers will join a league if they enjoy bowling and want do this activity more often.
Senior Leagues
 Seniors will join a league for the purpose of meeting new people and if they enjoy
bowling.
 Seniors typically join a league to stay fit and active.

24. 24
2. CLIENT’S BUSINESS SITUATION
a) Review of Client’s Business
i) Sales for the past 3 years
 Index format; 2010 = 100.
 Sales include bowling ticket sales, league registrations, snack/beverage purchases,
corporate and children events as well as any other revenue streams.xxx
Index Revenue Table
2010 2011 2012 2013 2014
100 90 80 85 110
-- (-10%) (-10%) (+5%) (+25%)
xxx
 Expectation for 2015: 140-145 (+35%).xxx
 Recreational bowling ticket sales have seen a decline since 2010.xxx
 League registrations and group bookings have gradually increased since 2013.xxx
 A major contributor to the sales increase from 2013 to 2014 was additional corporate
events held at Streetsville Bowl.xxx

25. 25
ii) Market Share for the past 3 years
 Mississauga Bowling Centre Comparison:
o Streetsville Bowl (12 lanes)ii
o Classic Bowl (60 lanes)v
o Planet Bowl (48 lanes)vii
o Brunswick Zone (48 lanes)vi
o Centre Bowl (8 lanes)ix
 Streetsville Bowl generates more traffic than other bowling centres on a lane-by-lane
basis.xxx
 These revenue numbers from Manta are estimates with the goal of providing an
understanding of the market share in Mississauga region:
Table Overview of Mississauga Bowling Centres
Bowling Centre Revenue Location Type
Brunswick Zone $1,509,120xxxi
Branch
(implies more than one
location/revenue stream)xxxi
Classic Bowl $1,089,920xxxii
Single Locationxxxii
Planet Bowl $922,240xxxiii
Single Locationxxxiii
Streetsville Bowl $310,784xxxiv
Single Locationxxxiv
Centre Bowl $44,675xxxv
Single Locationxxxv
 While these numbers show that Classic Bowl, Brunswick Zone and Planet Bowl
generate more revenue, their additional lanes are the main reason for this financial
difference over smaller bowling centres like Streetsville Bowl and Centre Bowl.
 If all 5 centres had 12 lanes (like Streetsville Bowl), their estimated revenue would be
adjusted accordingly:

26. 26
Adjusted Estimated Revenue for Mississauga Bowling Centres
Bowling Centre Adjusted Revenue
Brunswick Zone $377,280
Classic Bowl $217,984
Planet Bowl $230,560
Streetsville Bowl $310,784
Centre Bowl $67,012.50
 Following the adjustment, Brunswick Zone still leads in the revenue category. However,
the statistical information provided for this company indicated that this revenue estimate
included some other area of sales gained, possibly from another location or another
service provided by the corporation.
 Therefore, further analysis of this revenue data proves that Streetsville Bowl is
one of the main market share leaders in the Mississauga region, with Brunswick
Zone, Classic Bowl and Planet Bowl, following behind.

27. 27
iii) Target Market
 Young children from 4-14 accompanied by their parents between 30-50 years old
o During mornings/afternoons
o Family entertainment centre with children activities such as bowling alleys and
arcade games
o Special occasions like birthday parties can be held in the party room
Target Market Segmentation Table
Segmentation Young Children (4-14) accompanied by their
parents (30-50)
Demographic Ages for young children: 3-17 years old
Ages for parents:25-50 years old
Gender: Male or Female
Income for parents: middle to high income
$40,000-$80,000
Family Status: Probably married
Education for young children: Elementary
and high school
Education for parents: Post-secondary
education
Languages: English or bilingual
Geographic Urban and Suburban
GTA area
Mississauga, Brampton, Toronto

28. 28
Psychographic Beginners or experienced in bowling
Enjoys recreational activities in the morning and
afternoon
Values spending time with the family
Noncompetitive, recreational purposes
Behavioristic Low-medium usage
First time/occasional user

29. 29
iv) Positioning
Streetsville Bowl is positioned in the family entertainment centre industry, offering an
exhilarating experience of bowling, pool and arcade games, where young children can enjoy
playing their favourite recreational activities in a safe, clean environment, while their parents
become kids again in this dynamic atmosphere.
Positioning Map for Mississauga Bowling Centres
Both variables used in the positioning map above are very measureable. The pricing variable
was compared based on competitor rates per hour, but Brunswick Zone made this strategy
difficult because their pricing is done on a per person basis. Each company’s website provides
information on the number of lanes available at each location. The limitation with these
quantitative variables is that these measurements do not alone determine success.
A facility can have low prices and many lanes, but still be struggling financially. These variables
do not take into consideration the helpfulness of the staff or the overall atmosphere of the
bowling alley. With that being said, these variables were chosen because they can be quantified
and thus analyzed, while other intangibles are subjective and vary from person to person.

30. 30
v) Marketing Objectives
 The following objectives are current goals being implemented into Streetsville Bowl
business operations, but the percentage measurements listed are estimates.
 Continue to improve group bookings by 10% over this fiscal year by emphasizing group
benefits.xxx
o Group bookings have increased since last year, balancing out the decline
occurring in recreational bowling sales over the past several years.xxx
o Streetsville Bowl offers the ability to book group events after closing hours.ii
o Streetsville Bowl’s event price packages provide better deals (cheaper alternative
pricing as well as smaller initial deposits) than competitors.ii
o Emphasizing these features through promotional channels will result in more
bookings for group events.
 Increase the number of corporate events by 5% over this fiscal year.xxx
o Certain organizations stopped having corporate events at Classic Bowl and
switched to Streetsville Bowl.xxx
o A strong focus on developing connections with various businesses has improved
the number of corporate events held at Streetsville Bowl.
o Continuing to add value to the clients who hold company events will result in
more corporate bookings and increased loyalty from these customers.
o Company events are a major source of revenue, while recreational bowling sales
continue to decline.
 Continue to facilitate increases in league registration by 5% over this fiscal year.xxx
o Use promotional tools (website and in-store ads) to raise awareness of bowling
leagues.
o Youths (4-14) and seniors (60+) are two demographic groups with time to
participate in these leagues, so they are the focus of this objective.

31. 31
 Improve brand awareness through promotional activities by 10% over this fiscal year.
o Use the website to emphasize Streetsville Bowl’s competitive advantage over
competitors, which increases customers’ likelihood of trying this bowling centre
as opposed to another alley.
 Switch 5% of customers from first-time users to preference consumers.
o Continue to provide exemplary customer service (helpful, enthusiastic, and
knowledgeable) which will result in a customer’s positive experience with the
company.
o A fun, inviting atmosphere that is clean and safe for children will appeal to the
target audience (recreationally active families with young children), moving them
to try this bowling alley location once again.

32. 32
vi) Promotion Strategies:
a) Advertising
 Streetsville Bowl’s Facebook page (See figure 1 in Appendix)
o Links customers to the company website
o There is a post providing some information on with all of their information on it,
and many great customer reviews but have only posted a couple of times.xxxvi
 Streetsville Bowl’s website - www.streetsvillebowl.com (See figure 2 in Appendix)
o Explains the alley’s rates, times, promotions, and frequently asked questions.
o Present the company in a professional appearance to their cliental.xxxvii
o Information on parties, events, and leagues.
o Describes their company objectives, plus a brief history of 5-pin bowling.xxxviii
 Initiating a cost effective advertising approach.
 Company advertisement and basic information included in the yellow pages maximizes
public awareness.xxxix
b) Promotion
 Summer discounts per hour between April and August, which is $7 less per hour than
during September to March.xl
 Streetsville Bowl does not offer mass market coupons of loyalty programs to its
customers.
 Free shoe rentals anytime during the year, regardless of the occasion.xl
 Direct marketing promotions (personal) - owner talks with corporate businesses through
email, generating interest in hosting company events.xli
 Owner develops a professional network to find new companies that could be interested
in holding corporate events at Streetsville Bowl.xxx
 Group event bookings (corporate or children parties) come from promotional efforts by
the owner or other employees to make customers aware of Streetsville Bowl’s services
in this area.xxx
 Much of the promotional efforts are low cost, with the focus on establishing personal
connections through existing clients or customers who are dissatisfied with competitor
offers.xxx
 There is no LinkedIn being used in order to connect with clients. Clients are connected
through email or phone.

33. 33
c) Public Relations
 Word of mouth promotion is essential as families who held events (birthday parties) at
Streetsville Bowl or companies who organized corporate activities at the centre will
spread their experience to others that may be interested in the bowling alleys’
services.xxx
 Facebook comments on Streetsville Bowl’s page as well as comments on the website
provide position public relations, as these great experiences are made available to
customers deciding between different bowling centre options.
 Company reviews available on search engines provide insightful information for new
customers into the actual experience that Streetsville Bowl provides.
o Many of these comments are positive, which is excellent public relations that
creates a solid brand image in the minds of consumers, even if they have not yet
tried Streetsville Bowl.
 Streetsville Bowl offers fundraising programs at their location which engenders a positive
brand image of the company as the bowling alley has special occasions in place which
benefit the community.xlii
 The following list includes some of the many companies which hold their annual charity
bowling events at Streetsville Bowl:xxx
o Credit Valley Hospital
o YMCA
o Special Olympics
o Girl Guides
o Boy scouts
o Many Hockey Associations
 Streetsville Bowl is on some review websites such as Yelp, Yellow Pages, and Google
Review. (See figures 3, 4, 5 in Appendix)

34. 34
d) Selling
 The owner of Streetsville Bowl, Tony Bonora, is responsible for a majority of the selling
for Streetsville Bowl, unless he delegates that responsibility to one of his staff members
at times.
 Tony emails corporate companies and asks them if they would be interested in hosting
events at Streetsville Bowl.xxx
 Tony creates a professional network of connections with businesses who may have held
events at other bowling centres or companies who may not have tried a bowling alley for
their corporate activities.xxx
 There are no web or online sales. Customers are not able to buy or pay for their
experience online.

35. 35
vii) Product/Service Quality Strategies
 Streetsville Bowl strives to differentiate from the competition by offering families and the
public a friendly experience by means of providing a safe, clean and fun environment
with competitive pricing.
o Catering to birthday parties and special events; Streetsville Bowl strive to offer
the best customer service to returning clients. xliii
 Full service restaurants that provide healthy meal alternatives such as; Fruit, vegetables,
water, wraps, and smoothies to substitute junk food.
o Serving healthier options to health conscious people or parents who want their
children to eat healthier.
 Streetsville Bowl invests in new technology to monitor the score automatically promising
their consumers high quality so players do not have to push in the score themselves. xliv
 Streetsville Bowl also offers bottle service to their guests to accommodate any party,
meeting or outing.
 Clean facilities are a must for bowling alleys so parents can care for their children. xlv
 Bowling equipment is provided for the players. What is included are:
o Free shoe rentals
o Bowling ball (Varying in size for children as well)
o Bowling Pins
 Music, backlights and special high-tech lights are used to aid to a memorial experience
by the customers either individually or with the family.xlvi
 Longer operating times for everybody to enjoy throughout the day. xlvii
 Despite being a well-known bowling alley Streetsville bowl provides donations to
charities and fundraisers’. xlviii

36. 36
viii) Pricing Strategies
 Strategy #1: Cost Leadership Strategy
o Hourly rates are cheaper alternatives to other, larger bowling centres in
Mississauga.xxxviii
o Example: during the winter, while Streetsville Bowl offers $27 per hour, Classic
Bowl offers $35.99 per hour in the evening.v
o League registration rates and group bookings are less expensive than some
major bowling centres in Mississauga.xxxviii
o These appealing offers undercut the competition and draw a portion of the target
audience to Streetsville Bowl because of the less expensive rates
 Strategy #2: Seasonal Pricing
o $20 per hour between April and August.xl
o $27 between September and March.xl
o Promotional pricing during the late spring and summer months attracts
customers during off-seasons for bowling.
 Strategy #3: Added Pricing Incentives
o Example: free shoe rentals – this pricing incentive adds value to customers by
taking away a bowling expense.
o The initial deposit required to confirm a group booking ($20) is lower than some
of the other bowling centres in Mississauga, which could reach $50.xlix
 Strategy #4: Seasonal Increased Variety of Pricing Options
o During the summer, regular hourly rates are offered.
o During the winter, the website promotes half hour and 90 minute rates, providing
customers with greater variety in terms of timing and pricing.l

37. 37
ix) Distribution Strategies
 Streetsville Bowl has one location at 128 Queen St. S. Mississauga, shown in the figure
below.li
 The centre includes:
o 12 bowling lanes with computerized scoring systems.
o A private birthday party room.
o An arcade centre with a pool table.
o A snack bar with refreshments.
o A dine-in area with a bar.lii
 For competitive leagues, membership is required, and sign up is possible at the front
desk in the Streetsville Bowl location.
 Group bookings can be made at front desk or by calling Streetsville Bowl’s store
number: (905) 826-6161.
Streetsville Bowl Location Map
liii

38. 38
3. COMPETITIVE SITUATION
a) Definition of primary and secondary competition
 Primary competition focuses on bowling centres while secondary competition
includes other entertainment facilities.
 For example, Classic Bowl would be considered a primary competitor to
Streetsville Bowl.
b) Review of competitors:
Classic Bowl – Direct Competitor
 Canada’s largest bowling center
 Classic Bowl offers 60 lanes of 10-pin bowling.
Planet Bowl – Direct Competitor
 Planet Bowl operates in the amusement and recreation industry, and the
restaurant industry.liv
 Planet Bowl is located in Etobicoke.lv
 Planet Bowl has an arcade room and offers space for events and parties, and
leagues.lvi
 There is a café in Planet Bowl that offers a variety of foods and drinks.lvii
 Planet Bowl has 48 lanes at its location, which customers are able to play
on.lviii
Playdium – Indirect Competitor
 Playdium is positioned in the entertainment service industry and offers a wide
range of interactive, virtual and physical games.lix
 Playdium offers indoor and outdoor activities and games.lx
 Playdium uses different social media platforms to educate and inform people
about their promotions and what they offer.lxi
 Playdium is located in Mississauga and also has a smaller secondary
location in Markham.lxii
 Playdium specifically targets children and young adults and offers them a
wide range of activities to do in a safe and clean environment.lxiii

39. 39
Competitor: Classic Bowl
i) Sales for the past three years
 Sales for the past three years not available.
ii) Market share
 Market share not available.
iii) Target Market
 Classic Bowl has a variety of target markets including:
 Young bowlers who play in leagues as beginners or intermediate. Specific ages
of young bowlers are not available. lxiv
 Recreational young bowlers who aren’t competitive but enjoy social outings and
loud music entertainment.
 Classic bowl appeals to this demographic by offering glow in the dark bowling on
Friday night, and live DJ music every Saturday night. lxv
 Seniors fall under three league categories: Classic Seniors (Monday at 12:50pm),
Senior Swingers (1:20pm), Friday Seniors (Friday at 12:50pm). lxvi
 Kids ages 4 years old or older who attend birthday parties and family outings.
 Classic Bowl offers an “After School Special” for kids from 3pm-6pm that includes
1-2 hours of bowling with pizza and pop for $36.99-$43.99.
 Corporate Segment: lxvii
 Corporate clients that have events focused on team building, employee
recognition, fundraisers and holiday parties.
 This segment looks for ways to increase employee morale
 They are interested in meeting rooms with accommodations to hold fifty or more
people
 They enjoy giving PowerPoint presentations out of the office and in more of a
relaxed setting. Working speakers/microphones and large projectors/televisions
is important when working with corporate clients.

40. 40
Segmentation Seniors Corporate/Business
Professionals
Teens/ Young Adults
Demographics Ages: 60 years or older
Gender: Male or Female
Income: Middle to high
$40,000-$200,000;
retired
Family Status: married,
widowed or divorced
Education: post
secondary, college or
university
Ages: 25-55 years old
Gender: Male or
Female
Income: Middle to high
$40,000- 300,000 or
more
Family Status: Married,
single, or divorced.
Education: College or
University degree
Ages: 15-22
Gender: Male or Female
Income: low income
with disposable income.
Under $20,000
Family Status: Single,
living with parents or
renting apartments.
Education: high school,
college or university.
Geographic Urban or Suburban Urban or Suburban Urban or Suburban

41. 41
Psychographics Enjoys senior
discounts/seniors days
such as bingo night.
Likes the sense of
belonging to a
club/community
Has a lot of free time;
social
Experienced in bowling;
team oriented and
competitive.
Plays in senior leagues
and looks for new ways
to maintain a healthy
lifestyle through
recreational activities.
Enjoys team-building
events, fundraisers,
and holiday parties.
Works well
independent or in a
team; good
communication skills.
Uses PowerPoint and
other presentation
software regularly.
Manages time wisely.
Dedicated to their
company and strives
for success. Goal
orientated and time
focused.
Social and outgoing;
non-competitive.
Seeks adventures.
Looks for new places to
visit with friends.
Enjoys spending time
with family and friends.
Stays connected to
social media outlets
(Facebook, twitter, and
instagram)
Follows fashion and
music trends; enjoys
discounts.
Spends their disposable
income on food and
clothing.
Stays up pasted 12am
most nights.
Behavioral Frequent user
High usage
High brand loyalty
Somewhat brand loyal
Medium to high usage
Regular user
Low to medium usage
Not brand loyal

42. 42
iv) Positioning
 Classic Bowl has positioned itself as the ultimate indoor entertainment center that
provides the best customer care, cleanliness, safety and bowling experience for
any type of get together. lxviii
v) Marketing Objectives
 To continue being Canada’s largest bowling center.
 To be socially responsible and continue supporting Canadian men and women
wounded in the military, Movember, and Cancer research.
 To provide a variety of programs that appeal to kids, teens, and adults.
 To provide children and adults with teambuilding bowling leagues that develops
strong leadership skills and confidence.
 To increase group bookings in birthday parties and corporate events.

43. 43
vi) Promotion Strategies
a) Advertising
 The company is found on yellow pages with its location and on Groupon where
customers can take advantage of group discounts.
 The company also has an appealing website where customers can find any
information their looking for such as promotions, rates, hours, gift shop, charity
information etc.
 Classic Bowl also has a YouTube channel that features a promotion video about
the company as well as league highlights from TSN Classic Bowl Championship
competitions. lxix
Facebook:
 Classic Bowl has a Facebook page with 1086 likes
 Facebook page is updated regularly by posting new promotions, events and
current news.
 Classic Bowl interacts with customers by replying back to comments.
 See figure 6 in Appendix for the latest post regarding the latest news of the
Paris attack. lxx
Twitter: lxxi
 Classic Bowl has a twitter page with 63 followers.
 Twitter is updated more than once a month and is linked to other social media
sites and main website. (See figure 7 in Appendix)

44. 44
b) Sales Promotion
 Current Sales Promotions (see figures 8 and 9 in Appendix) include:lxxii
o Win a trip for two to Paris, France for one week (includes airfare and
accommodations) See picture below.
o Try the beer of the month and receive a free gift on your first purchase
o Bowling specials every day of the week.lxxiii
c) Public relations lxxiv
 Classic Bowl takes part in several annual charity groups including: YMCA, Wal-Mart
foundation, The Arthritis Society, Mississauga Rotary, Materials Magic, Canadian
Cancer Society, Big Brothers Big Sisters of Peel, and BDO charity.
 Classic Bowl has an annual “bowlvember 4 movember” and they are entering their
4th
year.
 “Knockdown Cancer campaigns”, and “Wounded Warriors campaign.”
d) Selling
 Classic Bowl shoe rental is $3.99 plus tax per pair.lxxv
 Classic Bowl has a gift shop online that sells t-shirts, sweatshirts, water bottles,
mugs, bowling balls, and shoes. To purchase an item you must call Classic Bowl or
visit their location.
 Classic Bowl has a pro shop that tailors to beginners or experienced bowlers. They
offer bowling balls, shoes, bags, and accessories at a variety of prices. Lessons are
also available. Equipment that’s offered includes:
o Ball Drilling (conventional) $45; Ball Drilling (fingertips) $60
o Plug & Re-drill (All Holes) $45
o Plug and Re-drill (Thumb or Fingers) $25
o Thumb Slug or Insert $25
o Finger Inserts (Pair) $12
o Ball Resurfacing $35
o Ball Polishing $10
o Minor Adjustments $10
 Classic Bowl offers kids birthday party packages (Majestic package, Hamburger
package, Chicken fingers package, and pizza package) lxxvi

45. 45
vii) Product/service quality strategieslxxvii
 Classic Bowl provides server options for birthdays called Birthday Packages.
 Classic Bowl is open till one AM every night for customers to relax and have a good
time.
 Classic Bowl offers a bar and gourmet food options. Customers may make food
reservations online with every online group bowling reservation.
 Classic Bowl has a coupon link on their website for customer convenience.
 Classic Bowl offers accessibility services to customers with disabilities.
viii) Pricing Strategies
 Classic Bowl is priced more expensively than other bowling centers. Pricing listed
below.
 Prime time from 6pm-11pm is more expensive than other times during the day.
 Classic Bowl Strategy #1: Cost Leadership Strategy
o Daily Bowling Specials everyday may be cheaper than other bowling alleys.
 Beat the clock $15.99 Every Monday- Thursday from 9AM-12PM
 All you can bowl $12.00 Every Monday-Thursday from 9PM-11PM
 After School Specials $36.99 for two hours from 3PM-6PM plus pizza
and pop. lxxviii
 Classic Bowl Strategy #2: They use added pricing incentives with birthday party
packages.
o For example: a Chicken Finger Package is $77.95 for one lane (includes 1
hour of bowling, shoes included, bumpers, ramps and lightweight bowling
balls, 1 hour reserved seating in classic kids room, chicken fingers, fires and
can of Pringles chips per child, 1 pitcher of pop or juice, crown or tiara for
birthday child, 1 party hat per guest, table seating, and classic bowl gift
certificate for a free visit). Price based on 4 kids per lane; one additional child
may be added to a lane for $19.49. lxxix
 Classic Bowl Strategy #3: Seasonal Increased Varity of Pricing Option
o Classic Bowl offers a “beer of the month” every month and adds a free gift
with a customer’s first purchase. lxxx
 See Figure 10 in Appendix for a breakdown of Classic Bowl’s pricing rates.

46. 46
ix) Distribution Strategies
 Classic Bowl is only located at 3055 Dundas St W, Mississauga, ON L5L 3R8.
 Services and activities located at Classic Bowl include:
o Bowling (show rental and lane rental)
o Accessibility services
o Arcade games
o Birthday party bookings
o Corporate events bookings
o Group bookings
o Leagues
o Gift shop
o Pro Shop
o Bar/non-alcoholic beverages and meal options.
lxxxi

47. 47
Competitor: Planet Bowl
i) Sales for past three years
 Planet Bowl has an estimated annual revenue of $922, 240.lxxxii
ii) Market share (in units and/or dollars) for past three years
 Market share not available.

48. 48
iii) Target Market
Segmentation Seniors Families Teens/Young Adults
Demographics Ages: 55+
Gender: Male or Female
Income: Middle to high.
Retired or on their way
to retirement.
High disposable income
Family Status: single or
married, empty nesters
Education: high school,
college or university
Retired or on their way
to retirement
Ages: Parents – 27-40
Kids – 14 and under
Gender: Male or Female
Income: Middle to high
income.
$40 000 - $100 000
Family status: Married
parents that live with their
kids, or single parent and
their kids
Education: Parents – high
school, college or
university.
Kids – Elementary, Middle
or some high school.
Ages: 15 - 20
Gender: Male or Female
Income: Low
Under $20 000
High disposable income
Family status: Single
Living with parents
Casually dating
Education: High
school, some college
or university
Geographics Suburban or Urban Suburban or Urban Suburban or Urban

49. 49
Psychographics Competitive and
outgoing
Experienced bowlers
Enjoy getting physical
and active, and
spending their free time
outside of their house
Enjoys being social and
spending time with other
people
Beginners or experienced
bowlers
(Both parents, married)
Enjoy spending time with
the whole family
(Single parent and kids)
Look for ways to hang out
with kids and enjoy quality
time with them outside of
the household
Prefer food along with their
entertainment
Recreational purposes
Social, competitive and
outgoing
Technologically savvy
Spend majority free time
with friends, outside of
home
Enjoys dating; active
and adventurous
Looks for good food and
drinks to enjoy
Constantly looking to
find areas to hang out
with friends in
Behavioural Medium to high usage
Brand loyal
Frequent users
Low to medium usage
Semi-brand loyal; parents
decide on brands
Occasional users
Low to medium usage
Not brand loyal

50. 50
iv) Positioning
 Planet Bowl is positioned in the amusement and recreation, and restaurant industries
as a fun, affordable, and exciting entertainment center for family and friends to enjoy
bowling, arcade games, and delicious foods together at a cheap cost
v) Marketing objectives
 To increase brand loyalty by 15% over the next fiscal year.
o Focus marketing efforts on bringing back previous customers.
o Create loyalty programs and incentives for customers to return.
o Interact with customers over social media accounts.
 To increase birthday party and event bookings by 20% in the next fiscal year.
o Shift focus on creating a need for customers to have their events/parties at
Planet Bowl.
o Heavily market online and in-store, that Planet Bowl holds the best parties
and events for people of all ages, needs and wants.
 Increase the amount of customers that bowl at Planet Bowl to also dine in the
restaurant to at least 75%.
o Provide coupons to bowlers for restaurant meals.
o Advertise the restaurant near the bowling alleys. This includes posters, on
the walls and seats, advertisements on the computer/T.V. screens, menus at
the tables etc.
o Appeal to kids so that they will request their parents/guardians to eat at the
restaurant. This can be done by having fake cartoon figures seated at
restaurant some tables, giving children small toys with their meals or offering
a specific kids menu.

51. 51
vi) Promotion strategies
a) Advertising
 Planet Bowl’s Facebook page (see figure 11 in Appendix):lxxxiii
o Constant posts about company, updates, and events.
o Links to company website.
o Phone number and address is posted on page.
o Lots of photos of events, location, and customers.
o Many customer reviews – mostly good reviews.
 Planet Bowl’s Twitter Page (see figure 12 in Appendix):lxxxiv
o Constant tweets on events.
o Links to company website.
o Phone number and address posted on description box.
o Lots of photos and videos have been shared that include events, prices and
customers.
 Planet Bowl’s Official Website (see figure 13 in Appendix):lxxxv
o Has lots of information on parties and event bookings.
o Has links to social media sites.
o Has information on all of the things Planet Bowl has to offer.
o Lists prices and hours of operation.

52. 52
b) Sales Promotion
 Customers receive two free bowling passes if they provide their email on the Planet
Bowl website.(see figure 14 in Appendix)lxxxvi
o This builds incentives for new customers to try out the location and come to
Planet Bowl.
o This increases chances of returning customers. If the customer has never
provided their email, they will now and Planet Bowl will be able to contact
them every once in a while to remind them to come in.
o By doing this, Planet Bowl is able to get the attention of many customers.
 Prices for a lane per hour is much cheaper before 6pm, than the prices for a lane per
hour after 6pm; no matter the day of the week. (see figure 15 in Appendix)
 There is a page for Planet Bowl on Groupon, but there are no deals currently. (see
figure 16 in Appendix)
c) Public Relations
 There are many websites that have reviews on Planet Bowl. Some of these websites
include Facebook, Yelp, Google, and Yellow Pages. (see figures 17-20 in
Appendix)
d) Selling
 There are no web or online sales for Planet Bowl.
 Planet Bowl offers a variety of experiences such as bowling, arcade games, a
ProShop inside the location, a restaurant, rooms for events and birthday parties,
and league opportunities.lxxxvii
 Selling is done by promotions, advertisements, social media and customer loyalty /
word-of-mouth.

53. 53
vii) Product / service quality strategies
 Planet Bowl ensures they have top quality products and services.
 Planet Bowl offers a wide range of services and activities.
 Planet Bowl ensures their food and drinks are fresh and authentic for each individual
customer.lxxxviii
viii) Pricing strategies
 Discounted rates: bowling before 6pm at Planet Bowl is much cheaper than
bowling after 6pm on any day. (see figure 21 in Appendix)
 Bundle Pricing: Planet Bowl offers packages for group bookings and birthday
parties. These include meals, and a party room.

54. ix) Distribution strategies
 Planet Bowl has one location on 5555 Eglinton Avenue West.lxxxix
 All of the services and activities are located inside this location. These services and
activities include:
o Bowling – shoe and lane rental
o Arcade room games
o Event and party rooms and bookings
o Leagues
o Orbit Café restaurant
o ProShop (in-location bowling merchandise shopping)
o Locker rental
xc

55. 55
Competitor: Playdium
i) Sales
Revenue numbers are unavailable to the public.
ii) Market Share
Market share numbers are unavailable.

56. 56
iii) Target Market
Playdium specifically targets two segments. The first one is children 6-13 years of age. The
second segment is younger adults 14-18 years of age.
Segmentation Children Young Adults
Demographics Ages: 6-13 years of age
Gender: Male or Female
Income: Parents (Middle to
high income)
Family Status: Live at home,
single
Education: Elementary
school
Ages: 14-18 years of age
Gender Male or Female
Income: 0-10,000
Family status: Live at home,
single, relationship
Education: High school
Geographics Suburban or Urban Suburban or Urban
Psychographics Competitive and outgoing
Enjoys sports, video games
and recreational activities
with friends
Financially dependent on
their parents
Social and out going
Wants to fit in and be
accepted
Enjoys going on dates and
spending time with friends
Technologically savvy
Behavioural Somewhat brand loyal
depending on the parents
preferences and the quality
and pricing offered
Medium to high usage
Frequent users
Brand loyal to cost effective
entertainment services that
provide different activates to
do
Medium to high usage
Semi-regular users

57. 57
iv) Positioning
Playdium is positioned in the entertainment services industry that provides physical, interactive
and virtual entertainment indoors and outdoors allowing children to have a fun and enjoyable
time all while being in safe environment.
v) Marketing Objectives
 To increase booking for birthdays and events by 10% over the next fiscal year
o Playdium offers a wide range of different products, services and prices offered for
group bookings.xci
o Provides a separate space available for corporate meetings as well as caters
food to them.
o Playdium needs to focus on promoting that their venue can cater to any type of
event.
 Increase gift card sales by 5% over the next fiscal year
o Focus on the benefits of purchasing a gift card such as a pricing incentive. An
example would be purchase a $50 gift card and receive a $10 play card.
 To Increase brand awareness by 10% over the next fiscal year
o Focusing their efforts on their specific target market and what their current buying
trends are.
o Provide certain promotions for different times of the day. Afternoon from 12pm-
4pm will have lower prices for play cards.
o Update current arcade games
o Continue to promote Playdium products and services on social media

58. 58
vi) Promotional Strategies
a) Advertising
Playdium Website
 Explains the different games and attractions offered, the pricing, food and drinks offered,
photos, about the company and group and birthday bookings.xcii
 For pricing, it specifically goes into detail of the different pricing for indoor and outdoor
activities as well as their current promotions.xciii
 Provides details on the rides, attractions and stimulators that are offered.
 Group and birthday bookings go into specific detail on the different prices, services and
products offered for each package.
Playdium Facebook page
 Constantly posting pictures of events at Playdium.xciv
 Clearly displays the reviews that customers have about Playdium.xcv
 The page also offers the hours of operation and the amount of likes it has.xcvi
 Customers are able to post pictures and write about their experience at Playdium or any
questions they may have. (see figure 22 in Appendix)
Playdium Twitter page (see figure 23 in Appendix)
 Constantly updating the twitter pagexcvii
 Retweeting what customers are posting about Playdium
 Playdium answers any questions or concerns customers may have
Playdium also advertises for people visiting the Toronto/Mississauga area as the ultimate place
to play.

59. 59
b) Sales promotion
 Each play card contains bonus credits
 Play cards also provide information into which would be the best value.
 Playdium also provides a family package for play cards
 There are two weekly specials including Wednesdays and Saturdays 4 hours of
unlimited play from 3pm to close for $25.xcviii
 For outdoor entertainment, there are two weekly specials. Tuesdays and Thursdaysxcix
o Go-Karts $2.22/LAP
o Mini-Golf $2/ROUND
o Water Wars $2/BUCKET
o Bungee Trampoline $6
o Rock Climbing $4
 Playdium focuses on providing promotions throughout the week
 Playdium provides promotional packages and specials for group booking and birthday
events (see figure 24 in Appendix)
c) Public Relations
 Reviews about Playdium are available online through their Facebook page and on
google.
 Playdium has a high review rating which shows customers feedback.
d) Selling
 Playdium has top rated employees with first rate training that can provide exceptional
customer service to its customers.
 For booking a private event, there is corporate account executives that can be
contacted.
 For booking a birthday event, there is a group event account executive that can be
contacted as well.
 There are numerous job positions at Playdium.

60. 60
vii) Product services quality and strategies
 Playdium offers a wide range of services for their target market. Playdium ensures that
there is something for everyone to do.
 Playdium offers indoor and outdoor entertainment and that separates them from other
competitors.
 Playdium offers promotions and bonus credits.
 Playdium offers special pricing and packages for group events and birthday bookings.
 Playdium has a concession stand that offers a wide variety of food.
 Playdium also provides a bar and lounge available on weekends that allows customers
to enjoy themselves while having an alcoholic beverage.
 Playdium also offers tickets for certain arcade games that allow customers to redeem a
prize.
 Playdium is open later on weekends which allows customers more time to enjoy
themselves.
viii) Pricing Strategies
 Bundle Pricing
o Playdium offers packages for group and birthday books. These packages contain
a private room, meals being offered to each individual person and play cards.
(see figure 25 in Appendix)
 Cost Leadership Strategy
o Playdium stands out from other competitors because they offer numerous
products for people to enjoy.
o Playdium employees are highly trained and they offer outstanding customer
service.
o Playdium also offers promotions available through the week as well as bonus
credits available with each play card of purchase.

61. 61
x) Distribution
 Playdium has one location located on 99 Rathburn Street West in Mississauga.c
 Playdium has more than 200 high tech attractions, rides and stimulators.ci
These
include:
o Video games
o Redemption games
o Go-Karting
o Mini-Golf
o Baseball dome
o Water wars
o Bumper cars
 Playdium also has a second smaller location that offers videogames and redemption
games for people to enjoy. Playscape is located on 4300 Steeles Ave E in Markham.
 Playdium also offers their concession theatre style snack bar which offers a variety of
food and drinks.
 Playdium also offers a lounge that is only open on weekends which offers food as well
as alcohol.
cii

62. 62
4. MACROENVIRONMENT SITUATION
Demographic Environment
Mississauga Population:
 6th
largest city in Canada with a population of 713,443 that grew 5.9% to 752,000 since
2011. ciii
o With the Mississauga population increasing, this opens up plenty of opportunity
for increased business in this suburban city.
o The projected increase for Streetsville over the next 20 years is only 700 people.
The increase in customer traffic will come from Mississauga and nearby growing
suburban cities.
civ
 High population in males age 15-19 is standing at 8.0% and females ages 15 – 19 are
standing at 7.1%cv
o Males are more competitive in nature and bowling can be a very competitive
sport by appealing to the large male demographic this will lead to more male
visiting bowling alleys.
 Females and males aged 45-49 has a high population in Mississauga.
o Males 8.7% and females 8.8% cvi
o Mature adults are generally more loyal to brands and since they are in the
beginning stages of retirement they have more free time to spend.
 High interest in women who would go with friends or their children.
o By appealing to mothers with young children’s bowling alleys will increase in
sales since mothers are more likely to take their children out to bowl.
 Median age for bowlers is 36 years old. cvii
o Since the average age of bowlers tend to be older adults, bowling alleys should
take advantage of this and markets to the older adults.
o At the same time they should invest in appealing to the younger generation that
will one day soon fill in the gaps of the older age groups once they pass away.

63. 63
Income:
 Average household in Mississauga is $95,052 cviii
 The median income is over $76,000cix
 Growing trend today is consumers’ living standards in smaller households.
o Number of occupants per household is declining due to younger people
choosing to delay having children and embark on a single-person household,
away from their extended families. cx
 A steady rise in disposable income offers households more opportunities to try various
entertainment centres.
o ‘Double income, no kids’ is a marketing term that is defined as those with extra
leisure and income to spend on luxuries and personal activities. With increases in
disposable income and a decline in household occupants, this demographic is
growing and is a prime audience for entertainment facilities.
 At the same time household debt is rising, limiting people’s choice of entertainment as
they focus a greater portion of their take-home pay on necessary expenses.cxi
 Rapid growth in population in single-person homes or smaller households leads to a 1.2
billion house increase by 2020. cxii
o The rapid increase of people being able to purchases new houses impacts traffic
in major city spots where entertainment facilities would be located.

64. 64
Education/Lifestyle:
 59.4% of the population has some postsecondary education cxiii
o People with post-secondary education are more likely to have a higher paying job
which leads to a greater disposable income for recreational activities.
 People with more time, such as the senior demographic join leagues to stay active and
make friends.
 60% of residents are comfortably living in the fields of studied after post-secondary
schooling and also graduated with high grades. cxiv
 Bowling is a lifetime sport because even people with major disabilities can still take part
in the game.
o A portion of the population who live with either physical or mental disability are
able to participate and live active lives.
o Bowling is an activity which allows people with limitations to still partake in the
game and enjoy it.
 Bowling is an enjoyable recreational activity with a fun, nostalgic atmosphere, which
decreases stress by allowing people to escape the anxiety in their life.
 Bowling is an opportunity for some demographics to maintain an active lifestyle by
partaking in an activity that is not too strenuous on the body, but still results in a healthy
workout.

65. 65
Economic Environment
 Unemployment rate affects consumer entertainment choices
o Unemployment rose from 8.3% to 8.7% from 2001-2011 cxv
 With the increasing rate of unemployment, ones who are laid off, possibly
with families, have to allocate their disposable income carefully.
 However, at this point, the increase is very slight and the unemployment
rate is manageable.
o Youth unemployment rose to 18.1% in 2012 cxvi
 The youth target market for entertainment centres is a prime audience
and those who do not have a part-time job during school will be less
inclined to spend more evenings at recreational facilities with friends,
which costs money.
 Once again, the increase is not very drastic and the unemployment rate is
at an expected level.
o Overall, major changes in the unemployment rate will significantly affect bowling
centre revenues in a negative way, but at this point, this economic trend is steady
in Ontario.
 Stimulating the economy through employment
o If there is a demand for bowling, then there is an increased need for the
employer to hire new staff to satisfy the needs of the consumer, thus, creating
more job opportunities.cxvii
o Having workers in the community with a reliable source of income is important
because these people are able to go out and spend money, which then
stimulates the economy.

66. 66
 Interest rates affect consumer type of purchases
o If interest rates are low, consumers could focus their efforts on large investments
such as a house. When consumers make larger purchases, especially first-time
buyers with little disposable income, entertainment expenses take a secondary
role in a household budget.
o Canadian interest rates are low, but could see a rise over the next several
years.cxviii
However, as long as interest rates remain low, large purchases, such
as investments on a house or condo is very common.
o The young adult demographic in their late 20’s or early 30’s, possibly newly
married, is a segment with a smaller disposable income, quite a bit of debt, but
would be willing to take advantage of low interest rates on a mortgage. With all
these critical expenses, that couple’s take-home income will be devoted to major
expenses, which tends to leave less opportunity for recreational purchases.

67. 67
Technological Environment
 Synthetic material for bowling alley surfaces
o Greater production and availability of synthetic wood surface material has
changed bowling alley flooring.cxix
o This cost-effective option is resulting in an increase of synthetic surfaces for
bowling alleys.cxx
o These new synthetic surfaces, designed to look like wood, increase the amount
of strikes and overall scoring.cxxi
o The texture of the material makes sliding and general movement easier.cxxii
o Maintenance and insurance costs of synthetic material are generally lower than
wood surfacing.cxxiii
o Synthetic surfaces consistently look like new lanes, even over a period of
time.cxxiv
o Many bowling equipment manufacturers and contractors offer glow-in-the-dark
lane finishes, which adds another option for bowling alleys.cxxv
o Synthetic surfacing has become a rapidly growing, common trend over the past
decade, separating the modern bowling alleys from the “old school” centres.
o Synthetic surfaces are customer friendly because they improve bowlers’ self-
esteem (more strikes) and the games are more enjoyable when players are
scoring more points.
o Also, synthetic materials allow for innovative designs, the most popular being
glow-in-the-dark alleys, which interests recreational bowlers looking for an
exciting atmosphere.

68. 68
 Interactive bowling scoring systems
o Since computerized systems have entered the industry, popularity has grown
due to the convenience factor of automatic scoring.cxxvi
o In the past several years, the focus is on the interactive ability of the scoring
system.cxxvii
o Some features of new, innovative scoring consoles:cxxviii
 LCD touchscreen capabilities
 Embedded camera for pictures
 Video intercom
 Access to Facebook and other social networks
 Ability to order food from the console
 Mirrors design features of tablets
 Ability to view in-depth individual statistics
o The goal of these features is to increase convenience and the interactive
experience for customers comfortable around technology.
o With the increased popularity and familiarity with tablet/smartphone technology
and social network sharing sites, new bowling scoring consoles provide users
with features that they use regularly.
 Constantly improving kitchen technology
o Many bowling alleys have a snack bar or have combined their facilities with a
restaurant to offer meet consumer demand for more services.cxxix
o New kitchen machinery allows for increased productivity and often more variety
of food offered at the entertainment centre.cxxx
o This trend is more prevalent today, now that bowling alleys include other
recreational activities in their facility (arcades, billiards, and especially a
restaurant or snack bar).
o While this is an indirect technological trend, it still impacts a vital part of most
bowling alleys.

69. 69
 Changes in communication promotion options
o As mentioned previously, the emergence of social media and other
telecommunication services has allowed promotional campaigns to expand its
reach.
o Also, with email and instant/direct messaging, promotional campaigns can be
more individualized to each unique customer.
o These technological changes have impacted all industries significantly, (not just
family entertainment centres) and bowling alleys use these channels to increase
brand awareness and build customer loyalty.
 Sound and lighting systems
o Improvements in sound and lighting systems over the past decade have created
differences among bowling alleys.cxxxi
o There are different atmospheres that can be created with innovative lighting and
sound systems which results in unique bowling alley set-ups or themes.cxxxii
o Also, these systems create more of a party atmosphere, which causes people to
hold celebrations like birthdays or corporate events at bowling alleys.
o Essentially, inclusion of new sound and lighting systems have allowed bowling
alleys to expand their services and hold a greater number of group events.