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Assignment Task

 

Task

An escape room is a fun activity whereby teams of people are locked in a room to play a game where they are required to decode a series of clues and solve puzzles within a certain period of time to achieve a particular goal, usually to find the key to unlock the room so they can exit (Hall 2021). Escape Room Melbourne (ERM) was the first escape room bult in Australia (Escape Room Melbourne 2020). ERM (2020) contains spaces based around immersive themes, whereby the narratives within that game relate to the themes of each room. Themes include underground mines, delusions, magic, abandoned buildings, and more. 
However, COVID-19 has had a huge impact on the entertainment industry world-wide (Adgate 2021; Johnson Jr. 2021). Global lockdowns meaning people had to rely on digital and virtual, rather than physically located, entertainment options (Adgate 2021; Gibbs & Dubois 2020; Shaw 2021). To protect the public, their employees, and adhere to public health policies and guidelines, entertainment and event venues are having to adjust to not having paying customers in their physical locations (Gibbs & Dubois 2020). PWC's Outlook (2021) report predicts that due to the uncertainty of the pandemic, consumer habits accrued during the long periods of restrictions and lockdown will become embedded resulting in a shift to digitised entertainment and online experiences. 
As such, ERM has decided to move beyond its multiple physical locations, and into the virtual world online. They have created an online product but are not currently satisfied. They want it to grow in popularity and attract more customers than it is. You have been hired as an independent marketing consultant to help ERM design a marketing plan to enable them to realise the opportunity the current environment presents. Your role is to develop a 2-part marketing plan consisting of segmentation, targeting, differentiation and positioning strategies (Assessment 3) and strategic recommendations (Assessment 4) to help ERM achieve their objectives. The three (3) objectives of the 2-part marketing plan you are required to complete are to: 1. Identify a suitable target market of potential user for ERM's online escape room experience. 2. Identify how ERM's online escape room experience should be positioned within the market. 3. Develop an Integrated Marketing Communications strategy (IMC) using THREE (3) of the tools from the Promotional Mix element (i.e. advertising, sales promotion, personal selling, public relations and/or direct and digital marketing) that will enable increased users of ERM's online escape room experience. 

 


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  • Uploaded By : Roman
  • Posted on : August 12th, 2019
  • Downloads : 151

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