A strategic marketing plan for LazerXtreme

• Main Authors: Beredo, Kizia Giana Montes, Caparas, Katrina De La Cruz, Gotauco, Jyane Jyllen Co
• Format: text
• Language: English
• Published: Animo Repository 2009
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18048
• Institution: De La Salle University

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.