A strategic marketing plan for LazerXtreme

Date of Publication

2009

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

The game of laser tag has been popular in the foreign market and is now starting to penetrate the Filipino market. LazerXtreme brings in a different kind of interactive laser tag experience through its technologically advanced gaming equipment. It is operated under the company, Adventure, Sports, Leisure and Games Incorporated.

With only three players in the industry, LazerXtreme, which opened in 2008, is the country's leading laser tag gaming center holding 85% of the market share.

With this, the group focused on making a marketing plan targeted to tweens, 8 to 12 years old, and teens, 13 to 19 years old from class AB living in NCR. These age segments were chosen to be the primary and secondary market as they show the greatest interest in playing laser tag compared to other age segments. They are the most frequent persons who come and play at LazerXtreme.

Marketing efforts proposed in this plan were based on the set objectives and the end goal of how the company can sustain its market leader position and further expand the laser tag market. Also, marketing mix strategies and programs created were directed towards the primary and secondary market, tweens and teens. However, it should be highlighted that with a limited budget, the group focused more on banking on below-the-line promotional strategies.

Financially, with a limited budget to work on, the group will still be able to accomplish an increasing sales growth thus, providing greater profit and longevity for LazerXtreme.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020459

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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