With 7.2 millions of people, including 306,000 graduate student and 47% of people between 16 and 44 years old, London is the biggest city in UK. There are 3,900 pubs and 233 clubs which shows an important nightlife in London (Visit London). In London there are some of the best clubs in Europe (and world) like Fabric, Ministry of Sound or Cargo which are very famous, and attract people from all over Europe. For a long time, in big cities, where the clubbing community is important, there exist specific website where you can check venues pictures. Photographs and reporters are sent in clubs to make pictures of the venue. The day after people can see their picture in these free websites. They can also discuss about venues, music and others in forum or chat-rooms with people with the same age. These websites have a continuous growth thanks to the development of internet providers and speed of connections.
[...] III.3 Marketing implications Intangibility By focusing on service quality we make the website less intangible. To explain more to the final user what the website provide, we need to add pictures and videos clips on the landing page. To prove the quality of videos and website we target to win website and graphic awards and the website would show awards on landing page. Public relation is very important to make young magazines speaking about this new service. At its launch we need massive media coverage on lot of newspapers to explain the way that this service is working. [...]
[...] Some hours after the video is shown and accessible on the website III Services marketing models III.1 Shostack`s model Using the Shostack's model, we see that all parts of the service are intangible except the cameraman and broadcast server, it shows that only grounds of the service are tangible. Because of the full intangibility of the service we need to focus on the service quality, by for example putting beautiful pictures and videos on the landing page, and try to get awards for the quality. [...]
[...] The website would be also an advertising platform for promoters and companies which provide: - Landing page advertising - Video advertising before each videos - Mass mailing possibilities (and segmented to each type of customer thanks to user database) - Customers database for clubs and promoters - Buzz marketing for music recording company (implementing new songs in videos) II.3 Points of difference Our service contains lot of points of differences regarding existing website or magazines. There are not a lot of competitors in London. [...]
[...] If they buy for a month account before the website launch they will receive a new month subscription for free. This is a BOGOF strategy. We need also to take part in communities like Facebook or Myspace to become friends with lot of people, thus they will know our services and perhaps would be attracted by the website and videos. During venues and parties every reporters would have PartyVideos.com business cards, when they meet somebody in clubs they will give their business card. [...]
[...] Every aspects of the targeting are in Appendix 1 To sum up the targeting strategy, we can say that this is a mass market strategy but with a local adaptation. The service is only focused on London, not on another city. This could be a service extension to propose this service in another town. IV.3 Positioning To make the service succeed we need to position it as a new way of seeing the clubbing and going into venues. People have to check in clubs or pubs if they would be filmed by PartyVideos.com staff. [...]
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