Creating a new marketing service

Résumé du document

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.

Extraits

[...] Perish ability Contrary to traditional services, PartyVideos.com is not perishable, old videos can be watched in the future. The system doesn`t delete any videos. So users can watch any videos all their life long. Cannot be owned To remind the customer about the service, it would be possible to buy merchandised products like T-shirt, mug, hats It could be an added value when people go to clubs and show their belonging to this website. IV Market segmentation, targeting and positioning IV.1 Segmentation According to Mintel (2007) 18-24 and 24-35s are the main audiences for nightclubs. [...]

[...] Main motivation is socialising and speaking with friends. For an half of people the motivation is to drink (Binge Drinking also) of people visit nightclub once a month or more often, and 60% of people are not going into nightclubs of people visit clubs at a last minute decision. They are not looking so much parties schedule or club advertisements. That`s the point which shows that our service would be interesting for these kind of people. By interesting them on the contents (Videos) the service can inform them about next venues. [...]

[...] They are the only thing that users can see, so they have to represent the brand and the service. References Visit London A propos de Londres. [Online]. Visit London. Available at: http://www.visitlondon.com/fl/fr/about_london/economy.html [accessed 22 February 2008]. Gilmore Audrey Service, Marketing and management Sage Publications Ltd Ceridwyn King, Debra Grace Exploring managers` perspective of the impact of brand management strategies on employee roles. Journal of Service Marketing Zeithaml, V., Bitner, M Services Marketing McGraw-Hill, Singapore, Mintel database, Nightclubs UK December 2006 Accessed on the 4th of April 2008-04-04 Anon, CIA, The World FactBook. [...]

[...] We also need to consider the possible critical incidents. There are three possible critical incidents which have been indentified: - During the registering of final users: he can lost his password or login, in this case the login system would sent to his email address his new password and login - During the payment: the user` payment medium can fail, it`s an external factor for PartyVideo.com we can`t do anything to help the customer about financing. - During the consultation of the party schedule with false venues: every added venues would be checked by PartyVideo.com services to avoid false venues. [...]

[...] II.4 how does the service work? Promoters or nightclub owners promote their venues and parties in the schedule on the website. Some of them ask or pay to have a video review of their venues. On the beginning of each weekend the PartyVideos.com HQ staff target best venues and make planning of cameramen who are going in clubs to take movies of venues. They contact clubs to ask permission for movies, and try to be in contact with performers and DJs to ask for Interview. [...]