A proposed marketing plan on Liquid Pool and Lounge

• Main Author: Chan, Karla Louise L.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18086
• Institution: De La Salle University

The Philippines, for the many reasons it is known for, is very much acknowledged for its entertainment and nightlife activities. One tourist destination, which is able to provide these said activities, is Manila Ocean Park, a growing integrated resort. Manila Ocean Park caters to different target segments, as it has various activities. One target segment it aims to penetrate is the market of college students and young professionals hence, the reason why Liquid Pool and Lounge was introduced. In terms of industry, bars are business establishments that are mainly associated with serving alcoholic beverages or venues where people can socialize with one another. Liquid, as a bar, aims to provide a Las Vegas and Boracay type of clubbing experience, through the use of its 3ft pool and Jacuzzi. Based from the conducted market research, it was determined that Liquid primarily caters to an age distribution of 18-24 years and the social class of broad C. In the long run, Liquid aims to grab a 2% market share from the entire bars and clubs industry in Metro Manila, with Fiamma, Republiq, and 7th High as three of the top competitors in the said industry. By determining the target segment behavior, suitable advertisement campaigns and sales promotions shall be devised to persuade people to either try Liquid for those who have not tried, and to influence a repeat purchase for those who have tried. Proposed advertising strategies for Liquid are continuous collateral distribution within the 5km radius and online blog contests through Facebook. As for sales promotions, Liquid frequency cards shall be introduced to provide an incentive for a repeat purchase, as well as an in-house raffle promo entitled the Lucky Liquid Table which entitles free drinks and gift certificates. Finally, public relation events shall be introduced in the form of a brand re-launch for Liquid, and an org party, with the concept to be determined through a contest, which would feature fresh ideas from college students. Based from the market research conducted, the aforementioned are the proposed strategies, which would enable Liquid to grab a 2% market share by the end of 2014.