Imagine that a young guy from Kuwait travels to America and tries out for the National Football League and is selected to play for the Philadelphia Eagles! Hooray!
And now imagine that the Philadelphia Eagles play an undefeated season and they go to the Super Bowl.
All of Kuwait is extremely proud of their native son, and the country wants to show its support by organising a large delegation (a group from Kuwait) to travel to the USA and attend the Super Bowl, which will be played in January in Miami, Fl.
Kuwait Travel Agency has contacted you because they heard that you are a marketing expert. They want you to develop a marketing campaign to organise the delegation from Kuwait. The travel agency has already set the trip itinerary, which includes flying from Kuwait to Miami. Delegates will stay at a luxurious Miami Beach hotel for 5 nights and each delegate will receive a VIP ticket for the Super Bowl. The price per person for this journey is KD 5,000. Kuwait Travel Agency wants the marketing campaign to attract at least 150-200 delegates.
Here’s your assignment (which counts as Quiz #3).
1. Post your marketing plan as a Comment to this blog article. Deadline for posting your Comment is Monday 23 June at 12:00 noon in Kuwait.
2. Read all of the Comments posted by your colleagues; select just one Comment to critique. Your Critique Comment must be posted no later than Monday 23 June at 12:00 midnight.
Second, explain how/where you will advertise. What marketing activities will you include to reach and attract the Target Market? You must be specific. The more details you provide the better. For example, if you say you will advertise on “television” that’s not enough. How will you advertise on television — for example, during which times of day? If you say “billboards” — great, but that’s not sufficient. Which billboards? And what will your message say?
Third, you must justify your answers. Explain WHY you decided to advertise in your media of choice (i.e. newspapers, television, billboards, social media, etc.). Keep in mind that you can select more than one medium for your advertising placements.
Fourth, how much will your marketing plan cost to implement? How much money are you going to spend on advertising? You will need to do some homework to find out the cost of advertising on television, or newspapers, or radio, etc. If you plan to use 30 billboards for 30 days in Kuwait, what will that cost? If you plan to advertise on television 5 times a day for 30 days, what will that cost? If you plan to do a combination of advertising in print and social media, plus billboards, what will it cost?
Fifth, what’s your advertising message? Explain the message that your marketing campaign will deliver to the Target Market. You can include the headline of your ads, or describe the content of your advertisements. What will you ads or commercials say? If you're posting on social media, what will you post?
First, explain why it’s a good marketing plan, or why it’s not a good marketing plan. Be specific.
Second, explain how your colleague could have improved the marketing plan. What could have been done differently to improve the plan?
Have fun with the exercise! And be imaginative.
And now imagine that the Philadelphia Eagles play an undefeated season and they go to the Super Bowl.
Going to the Super Bowl
All of Kuwait is extremely proud of their native son, and the country wants to show its support by organising a large delegation (a group from Kuwait) to travel to the USA and attend the Super Bowl, which will be played in January in Miami, Fl.
Kuwait Travel Agency has contacted you because they heard that you are a marketing expert. They want you to develop a marketing campaign to organise the delegation from Kuwait. The travel agency has already set the trip itinerary, which includes flying from Kuwait to Miami. Delegates will stay at a luxurious Miami Beach hotel for 5 nights and each delegate will receive a VIP ticket for the Super Bowl. The price per person for this journey is KD 5,000. Kuwait Travel Agency wants the marketing campaign to attract at least 150-200 delegates.
What will you do?
You are now in charge of developing the marketing plan. Kuwait Travel Agency wants you to select the Target Market and then decide where, when and how to advertise this offer. What will you do? Who should make up the Target Market? Men, women, children? How will you effectively reach the target market to sell the required number of tickets?Here’s your assignment (which counts as Quiz #3).
1. Post your marketing plan as a Comment to this blog article. Deadline for posting your Comment is Monday 23 June at 12:00 noon in Kuwait.
2. Read all of the Comments posted by your colleagues; select just one Comment to critique. Your Critique Comment must be posted no later than Monday 23 June at 12:00 midnight.
Please note: You are responsible for posting TWO comments.
Comment #1
First, tell us about the Target Market for your marketing plan. Who will your marketing plan target? Who is likely to agree to pay KD 5,000 per ticket for a Super Bowl journey? Describe the Target Market by gender, age, and social status.Second, explain how/where you will advertise. What marketing activities will you include to reach and attract the Target Market? You must be specific. The more details you provide the better. For example, if you say you will advertise on “television” that’s not enough. How will you advertise on television — for example, during which times of day? If you say “billboards” — great, but that’s not sufficient. Which billboards? And what will your message say?
Third, you must justify your answers. Explain WHY you decided to advertise in your media of choice (i.e. newspapers, television, billboards, social media, etc.). Keep in mind that you can select more than one medium for your advertising placements.
Fourth, how much will your marketing plan cost to implement? How much money are you going to spend on advertising? You will need to do some homework to find out the cost of advertising on television, or newspapers, or radio, etc. If you plan to use 30 billboards for 30 days in Kuwait, what will that cost? If you plan to advertise on television 5 times a day for 30 days, what will that cost? If you plan to do a combination of advertising in print and social media, plus billboards, what will it cost?
Fifth, what’s your advertising message? Explain the message that your marketing campaign will deliver to the Target Market. You can include the headline of your ads, or describe the content of your advertisements. What will you ads or commercials say? If you're posting on social media, what will you post?
Comment #2
After you have posted your Comment #1, then read all of the Comments posted by your colleagues. Select just one Comment of your choice and critique it. Post your Critique Comment under your colleague's Comment.First, explain why it’s a good marketing plan, or why it’s not a good marketing plan. Be specific.
Second, explain how your colleague could have improved the marketing plan. What could have been done differently to improve the plan?
Have fun with the exercise! And be imaginative.
Ahmad Almejalhem - 0011757
ReplyDeleteFirst of all, the marketing target will be young single males from the upper-class since the sport football tend to attract men more likely, and the match will be at (Miami, FL) on January -- which is an excellent time for beach activities and parties. The reason I specifically pointed the upper-class is because the ticket is too expensive, especially for youngsters. This marketing target can be found in many different places. For instance, the promotion can take place in travelling agencies. Moreover, young males from the upper-class can be found in private universities at Kuwait such as GUST and AUK.
Third, I planned my promotion based on the fact that young, single, Kuwaiti males from the upper-class could respond and recommend it to their friends.
Fourth, I am not quite sure about advertisement expenses, but it is more likely that they will not exceed 5,000 K.D. We can also arrange a meeting with the Kuwaiti player and post his quotes in private universities.
Finally, the content of the advertisement should be simple. To explain, we should not nag and have the advertisements repeated. but instead, make a huge advertisement and have people wonder. The reason for that is the marketing product, travelling ticket must be explained in details for those who are interested. It is because including too much details in an advertisement makes it boring.
The advertisement can be demonstrated as below:
"which do you prefer? going to Super Bowl and root for "our son", or enjoy Miami beach? but why not both? enjoy our special deal of having an opportunity to root the "Kuwaiti Professional Player" and enjoy your stay at Miami luxurious beach hotels"
Price should not be included since the upper-class are the least to worry about money.
It’s a good marketing plan because first it’s a simple marketing plan and it has good idea of how to attract males for the match. Also the content of advertise is good and attractive. He also mentioned about another activities in Miami because it has good beaches and beautiful places for tourists. As I see it’s a good plan, make it simple is a good idea and its attractive for males that loves the beaches.
DeleteSecond, it will be more better if he thinks of doing advertisement in TV, Radio that most males listen or watch so he attract more from his perfect advertise message idea. Last thing I would say that he has perfect marketing plan and it makes it clear and good because it’s a simple.
It is good marketing plan but you did not put much examples about the advertising and how much will cost
DeleteBefore thinking on how to advertise this game we have to think on whom we are going to advertise for. Men are mostly the best chance to attract to the game, because the NFL is a physical game and men often like it physical on the field. Also, the age is a big factor here and we must target the ages between 18-45 years old. Indeed, the age gap is huge but with a ticket that cost 5,000 KD, we need to target people that have their own paychecks. Another factor on what kind of people we want to attract is the social class, in Kuwait more than 50% of the population can afford the money if they are really interested in it. Yet, we are going to target the upper middle class and the middle class, because they can afford this kind of money.
ReplyDeleteAdvertising is the key to sell 200 tickets in this situation, where mostly people in Kuwait aren’t interested in the NFL. The main key for the advertising is showing highlights from NFL games, which it means we won’t advertise on billboards. Yet, we will advertise in a newspaper because we are targeting people at the age 35-45 years old. As a result, those men will read about the game in the newspaper, and we may open their eyes on something they don’t really know much about but they are interested in. Also, we will focus on advertising in social media and TV, because with it we can show highlights from previous NFL games. For example, on the TV or in the social media we can put some highlights of some of the greatest tacklers in the history of the NFL like Ray Lewis, Lawrence Taylor, “Mean” Joe Greene, and Dick Butkus. Also, putting highlights about the offensive game, we either can put highlights about quarterbacks throwing a hail mary, or we can put a running back who is running through the defense. This way we can give the people that are interested on what that might they witness. Another way is advertising Miami Florida, and explaining to them where they will stay which is a five star hotel in Miami. Also, showing some pictures from the Miami Beach.
I have made some researches on how much advertising money we need, I found that a 10 second advertise on TV could be 1,000-2,000 KD. So we will assume that the advertising expense will be 2,000 KD, therefore if we advertise 5 times a day in 30 days we will pay 300,000 KD. On the other hand, if we sell 200 tickets our revenue is 1 million, and as a result the profit will be 700,000 KD if we only advertise on TV. But we won’t only advertise on TV, we will also advertise in the newspaper which will be another expense. I found the price for an advertisement in the middle pages of the newspaper is nearly 975 KD, the third page cost is 750 KD, and if we want to advertise in the first page it is nearly 1,650 KD. Therefore, what I suggest is to advertise in the front page for 10 days which it will be 16,500 KD, another 10 days will be in the middle pages which is 9,750 KD, and 10 day in the third page which is 7,500. So the expense for advertising on TV and newspapers will be 333,750 KD, which will give us a profit of 666,250 KD. Also, I will put a 50,000 KD budget for the social media. As a result, our profit will be 616,250 KD. Yet, I think we can attract more than 200 people, in my vision we can attract 300-400 people in Kuwait which is not impossible. So, let say we have been able to attract 400 customer, our revenue will go up to 2 million KD which our profit will be 1,616,250 KD. Therefore, I will suggest to go for the 400 customer mark.
As I explained before, the content on the advertisement will be mostly about highlights from the NFL. Yet, we will include that there will be a Kuwaiti player that’s going to play in the Super Bowl, and making advertisement that’s telling the people to support him. Also, we will advertise about Miami and the attractions there is in Miami.
First of, I must praise all the research you have put into your idea, as well as checking the prices for each marketing strategy and calculating the profit. However, I disagree with the newspaper strategy being your main marketing strategy due to the fact people in Kuwait do not know the sport nor will they be interested just from pictures.
DeleteI suggest changing strategies and having TV and maybe even advertising at the cinema before a movie starts. I also suggest not showing individual highlights but actually showing some of the rules of the game because it isn't a simple game that anyone can simply watch and understand. Also, videos showing Miami and the hotel the people will be staying in, as well as other activities that they can do in their free time.
Bader Alotaibi - 9382
ReplyDeleteFirst of all, I have to put a marketing plan that may convince people for male, female and children’s. For example I will make a television advertising and radio advertising. In the TV ad I have to make the video more convince by showing the people the hotel that they will stay in and the playground that the match will be in and make the hotel more batter in the video, for example I will make a 10% discount for a family who want to go and make a special trip for kids, also put the most beautiful places in Miami and show how the beach is wonderful so they can imagine that they wish to be there. I have to mention that we want only from 150 to 200 person and it will cost 5000 KDs. This ad will be between most two TV shows in MBC channel from 4 P.M. to 6 P.M. and on Alwatan channel at News 8 P.M.
First of all, I have to put a marketing plan that may convince people for male, female and children’s. For example I will make a television advertising and radio advertising. In the TV ad I have to make the video more convince by showing the people the hotel that they will stay in and the playground that the match will be in and make the hotel more batter in the video, for example I will make a 10% discount for a family who want to go and make a special trip for kids, also put the most beautiful places in Miami and show how the beach is wonderful so they can imagine that they wish to be there. I have to mention that we want only from 150 to 200 person and it will cost 5000 KDs. This ad will be between most two TV shows in MBC channel from 4 P.M. to 6 P.M. and on Alwatan channel at News 8 P.M.
Another way is radio. I will make two persons that one is telling the other about the offer. For example, Khaled told Mohammed about the offer “ did you heard about the Super Bowl in Miami?” “Kuwait Travel Agency made a great offer only for 5,000 KD you will get a very beautiful hotel on Miami beach and also a VIP ticket, and they want only 150 to 200 men or women call them by 25837573 or visit their web site www.kuwaittravelagency.com and ask, Go and encouraged the team of your country ” So Mohammed will say “ ooh I can not believe it I will call them right now ”. This ad I will prefer to put it from 12 P.M. to 2 P.M. in 88.8 Marina FM “ Dewaniya program “ because most of Kuwaiti people will finish their job and they will be on their way to home will the crowded we have they will be time to listen. The price of TV ad will not be so costly because one of my best friend have an advertising company and he will make a huge discount from me because I’m always came for him to make advertising about 1000 KDs and the TV channels will take 1500 KD. And Radio ad also not to must costly about 500 KD because only two men will talk about the offer and Marina FM will take about 250 for each day. Also, I will advertise on the Social Media such as Instagram. Why? Because most of Kuwaiti people now a day they have the app in their smartphones and they check it more that Twitter or Facebook. So, The most famous people in Instgram is Faisal Albasri who now becomes the most active user in Kuwait with 320K followers inside Kuwait and outside. I will make a short video for this offer for 15 seconds because all videos in instgram must become 15 seconds to show that will cost my nothing just 100 KD. I talked with Faisal about the offer, he will take 250 KD to put the video with our number and web site and other video he will show him self to recommend both male and female to take this experience with their kids and family.
My message will be to encourage our people to support their national team in this game and show Miami in a better way also, I encourage them to take it as a summer holiday and in the same time see a game that they never seen before in Kuwait.
First its interesting plan and i the most ideas of it especially the radio ad "Al-Dwania" program which is most famous program show in marina FM and it has many fans.But my disagree with you on the ad on TV because it cost more you have many other ways you can use with less cost and more profits for example you can do promotion on twitter which more less in addition i disagree with you about the effect of the twitter, twitter now a days is one of the most important application for many people so it has many users are interesting on new promotion.the cost of the promotion is 1.000 Dollars for each tweet so its less than TV ads.
Deletesecondly, i think the idea of adverting in Instagram by paying 250 KD for user is very expansive you can use it for website and publish it is much better and more profit
Finally, i agree with you about the focus on social media because of its effects on the Community this days especially in Kuwait
I kindly disagree with your strategy of convincing these people. Firstly, because you did not mention any of the social status, that is because not every one of the social status category can afford this amount. In addition, you said that you're going to convince males, females and children's, but as we know this kind of sport is not popular in Kuwait, so does the females and children's willing to pay this kind of an amount for this trip. Moreover, you're more focusing on the city of Miami more than the match. Evenly, you didn't mention anything about the Kuwaiti player and as we know that the reason of this trip is to go to watch this Kuwaiti player. As I said before that this sport is not popular in Kuwait, so it is a bad idea mentioning that you only need people from 150 to 200 to register to this trip. Whereas, using the radio and the smartphones apps, I liked this strategy more than the previous one. However, you mentioned that it will cost you 1500 for the TV advertising. Is it really will cost you that amount? When advertising in the most viewed channels such as MBC and Al-Wattan TVs. Finally, I do not thing that you really understand the idea of the question because you ended your paragraph by speaking about the Kuwait National Team, whereas It really about the Kuwaiti player individually.
DeleteThe target market for the marketing plan is going to be the males, single, ages between 21- 40. Single males at this age have the ability to spend 5000 KD in order to be to the USA and especially for a sport event.
ReplyDeleteThe best way to advertise at this specific time of the year is at BEIN SPORT T.V channels at the times from 7:00 PM to 3:00 AM because most people at this time stick there selves to the television watching the football matches for the world cup 2014. Another place to advertise is in newspapers some where in the sport section because it also attract great attention to newspaper readers for the same reason which is world cup 2014.
The cost of this marketing plan is going to be about 200 KD daily for the newspaper advertising and approximately 3000$ for 30 seconds of advertising in the beIN SPORT T.V channels. If the T.V advertisement is going to be for 9 times a day ( at the beginning, half time and end of the match) for 30 days this plan will cost about 82200$.
The T.V advertising message is going to start with an attention grapping sentence for example, "Don't you want to support your country and have a great 5 nights at one of the best hotels in the USA. Be one of the first to book your ticket and stay in a 5 star hotel in Miami FL. just for 4999 KD." Then it will end by the contact number.
The newspaper advertisement is going to have more details such as the contact phone number, e-mail address, website if any and the same details of the T.V advertisement.
I respect your marketing plan but it is not a good one because of a lot of reasons. First, not all of Kuwaitis can spend 5000 KD even if their ages between 21-40 as you said. Because we have different social classes, some people can spend 5000 KD and other cannot. In addition to that, Kuwait Travel Agency wants ( a group from Kuwait ) and your advertise in BEIN SPORT T.V will not be specific for Kuwaitis people, it will include the middle east countries and all Arab countries. To improve this marketing plan I think the advertising should be in Kuwait channels instead of BEIN TV such as "AlWatan" in ramadhan. We may have 80% or more of Kuwaitis people watch the advertise.
DeleteSuper Bowl Final:
ReplyDelete1. Target Market:
a. Kuwaitis
b. Male and Female
c. Between the ages of 21 to 59
d. Singles and Married Couples
e. Looking for an adventure, extroverts, and patriots who support Kuwait’s native son
*Since the ticket price is 5,000 KD, we will be targeting people with the above characteristics who could afford paying this amount. We will target them based on their location, for example, people who live in Shuwaikh Resedntial Area, Dhahiyat Abdulla Al-Salem, Al-Sha’ab, and other high-class areas, would afford the cost of the ticket. In addition, Kuwaitis with a high sense of belonging would travel all the way to Miami just to support their comrade, and cheer him up to win the super bowl final.
2. We will be advertising in Social Media and Newspapers.
a. Social Media:
i. Twitter: We will tweet and comment the same pictures we use; we will also run a promoted tweet that will cost 1,000 Dollars, for each tweet.
ii. YouTube: We will ask a director, probably a friend, to create a non-professional advertisement to use it in YouTube, using a non-professional director would cost less than 500 KD.
iii. Website: The cost of the website for a domain name is 100 dollars per year, 500 KD for design and maintenance.
*When it comes to social media, we believe that is the most efficient way to advertise for the Super Bowl ticket, how so? Actually Instagram reaches a very big segment of what we are targeting, for example, we will post a teaser picture (in all of the above media) of a football player that is holding the ball and the only thing showing is the Kuwaiti flag on his wrist to attract more people and generate buzz. Then we will have another picture of the player that says “Let’s go and support Kuwait’s Son” in a Kuwaiti slang or “We will run to support Kuwait even at Antarctica!” Anyhow, we will be using different types of headlines that generates positive publicity to attract customers to book, we will also highlight that it will be in Miami, a good place to tan and to go to the beach, Staying in a 5-stars hotel, and the airline ticket. Newspapers:
iv. A half page at Al-Watan costs: 2,000 KD per Ad.
v. A full page at Al-Rai costs: 2,300 KD per Ad.
vi. A half page of Al-Qabas costs: 1,500KD per Ad.
*Please note that these prices are very high, so, we will be using the newspapers efficiently, which means that we will publish our ads (same idea as the ones in the social media) in the newspapers very strictly, we might have a total of 15 Ads
3. How to reach the target market?
a. In order to ensure that exposure of the campaign covers almost all of the target market, we will be using –besides social media and newspapers, booths in The Avenues and salesmen to advertise and promote booking this campaign, run a promotion, for instance, first 20 to book would get a 10% discount, second 20 who book would get 5% discount, and so on. The Avenues is a place where you could find all types of segments, it is more like a mass market.
4. How Much?
a. First we would like to you to know that we did not choose TV as we see Social Media as a better way of advertising, costly and efficiently wise. TV ads would cost a lot and we think we could maximize our profit if we stick with the above 3 options (Social Media, Newspapers, and Booths).
b. Costs:
i. Social Media:
Promoted Tweets 300 KD
YouTube Videos 3 * 500 = 1,500 KD
Website 530
ii. Newspapers:
Al-Watan 5 * 2,000 KD = 10,000 KD
Al-Rai 5 * 2.300 KD = 11,500 KD
Al-Qabas 5 * 1,500 KD = 7,500 KD
iii. The Avenues Booths: Costs around 2,500 KD per week, and we are planning to run it for 2 weeks, which makes it 5,000 KD.
*Total Cost: 31,330 KD, Total Revenue: 150 * 5000 = 750,000 KD, Total Profit: 718,670 KD.As discussed above, post pictures about the player and “We will support you till you win it!” and other motivational headlines. Our ads in the newspapers would show the airline, hotel, how many days, and the goal of this trip (supporting our Kuwaiti son).
Firstly, his marketing plan is very interesting as he talked about the high end areas of Kuwait, he has explained his target market and what type of promotional strategies that will be used. But what has been the highlights of the his whole essay is the information that he included especially the accurate prices of newspapers and others.
DeleteBesides being a very good essay it lacked refinement, it should have been more polished, with all the good information that our colleague has provided he could have made it even better if each paragraph was linked to the other. Overall is was very nice to read.
ReplyDeleteProbably men of a certain ages between (21-45) would like to attend the game, and anyone who has interests in sports generally. People from Upper-middle class and high classes would likely agree to pay KD 5,000 per ticket for a Super Bowl journey, and for such an expensive journey they are the only ones who can afford the payment. So most likely our target market will be men between 21-45 from upper-middle class and high classes, students could ask their parents for the money and workers can pay the money from their own paychecks.
I will advertise in social networks, and the newspaper, simply because people read the newspaper every morning before going to work and who doesn’t check in on social networks nowadays? Also I would make and interview with the Kuwaiti player and post it in Instagram, YouTube, twitter, Facebook…Etc. And ask some questions about his career and how he started from the first place. We could also upload some of his previous games with the Philadelphia Eagles to encourage Kuwaiti people to support their native son and at the end of the video I will ask him to say “Kuwait I need your support”. The advertising plans will cost about KD 100,000, which will be nothing if we managed to sell 350 tickets for KD 5,000, and I will give each customer Philadelphia Eagles jerseys for free with the Kuwaiti player name printed on with each ticket they purchase. My advertising message will be “Kuwait it’s time to support your son”
I really like the idea of interviewing that Kuwaiti player. This will definitely grab people's attention and they will become more aware of him as the first Kuwaiti Player to make it to the Super Bowl. I also liked the advertising message "Kuwait It's time to support your son", Such a great message will have a great impact on Kuwaitis' minds. Sadly I didn't really understand why you only picked males as your target market. Females may also be interested in purchasing these tickets. Since the trip includes staying at a luxuary hotel, married couples are more likely to buy these tickets not just to go watch the super bowl game but also to enjoy a nice vacation.
DeleteI really liked the way you supported your marketing plan by interviewing the kuwaiti player which will grab a lot of attention.
DeleteThe target market was wisely chosen since males are the most who try to support sports spicially in Kuwait due to our cultures and traditions.
Firstly, this kind of market plan are challenging to me as a marketing expert, this is because this kind of sport is not popular in Kuwait. Moreover, the price of the ticket are too expensive. But I can go after the patriotism of the Kuwaiti people, for sure they are proud to see their native son being selected to play the super bowl game. I will start by attracting most likely the male gender, that is because males are more in sports in Kuwait. The price of the ticket it's too expensive, which mean the middle and the lower social classes are not willing to pay this kind of amount. My targets are the Upper classes such as capitalist and the upper middle classes. I choose these classes because they are mostly either investors or upper level managers, who can pay this kind of amount.
ReplyDeleteHow about advertising my campaign? My advertising will be on the most things that the Kuwaiti people like or use. For example, the most used programs in Kuwait are Twitter and Instagram. I can create an account in these two programs. Using these programs to advertise my campaign. Firstly by sending footage of the Kuwaiti player asking the citizens of Kuwait to be by his side in the game. The time that I will send the footage at, between 5pm to 9pm because between these times most Kuwaitis use Twitter and Instagram. Secondly the percentage of Kuwaitis visiting the cinema are high, so I can use the cinemas to advertise my campaign. As I said before I will attract the upper classes so I can use the market orientation strategy to attract these social status. By first visiting their works or companies, in addition I will ask of what kind of things they would like to do despite going to the match. What they would like to do in Florida? Where they would like to go in Florida? These Kind of questions that I would like to know from them.
I choose to advertise in these programs, because as I said before these the most used things in Kuwait and even more the cinema are the most visited places in Kuwait to. Even the reason why I want to visit the works and the company of the Upper classes, because they are the ones who my target is upon. I think that it will not cost that much, because signing up in both Twitter and Instagram are free and so does visiting the target people places. But let me not forget the cost of advertising in the cinemas, as a search I discovered that It will cost me 200 KD per show. So I will chose 5 shows a day for a month which will be 30,000 KD for the entire month. Is not that expensive than the other medias, and I think I will cover my whole cost by selling these tickets. My message will contain the message by the Kuwaiti player. A words that is transferred from his tongue. Asking the Kuwaiti people to support him and let him feel special. Let him feel that he's really making the people of Kuwait proud of his career.
This comment has been removed by the author.
ReplyDeleteMohammed Zadeh 8029
ReplyDeleteFirst of all, our market plan for the Super Bowl Final:
1- Kuwaitis .Male and Female, between the ages of 18 to 50, singles and married couples. Looking for patriots who have desire to support Kuwait’s native son
Since the ticket price is 5,000 KD, we will be targeting people with the above characteristics who could afford paying this amount. We will target them based on their location, for example, people who live in, Al Messila Area, and other high-class areas, would afford the cost of the ticket. Also, all citizens who have the desire and enthusiasm to go far to encourage their companion to achieve the title.
We will be advertising in Social Media and Newspapers.
A. Social Media:
- Instagram: would cost 0 KD, as we will create a page and post pictures.
- Twitter: We will tweet and comment the same pictures we use; in addition run a promoted tweet that will cost 300 Dollars for each tweet.
- YouTube: We will ask a director, to create a non-professional advertisement to use it in YouTube, would cost less than 650 KD.
In social media, we believe that is the best way to advertise for the Super Bowl ticket, how so? Actually Instagram reaches a very big portion of what we are targeting, for example, we will post a teaser picture of a Soccer player that is holding the ball and the only thing showing is the Kuwaiti flag on his wrist to attract more people. We will be using different types of headlines that generate positive publicity to attract customers. Also, highlight the beautiful tourist places in Miami; provide airline tickets and hotels for a nominal fee.
And our information that ad in the Newspapers will cost:
A half page at Al-Watan costs: 1,900 KD per Ad.
A full page at Al-Rai costs: 2,100 KD per Ad.
these prices are very high, so, we will be using the newspapers efficiently, which means that we will publish our ads in the newspapers very strictly, we might have a total of 10 Ads, that will be published in times where people would likely read the newspapers .
2- To reach the target market we will be using –besides social media and newspapers, booths in The 360 Mall and salesmen to advertise and promote booking this campaign, run a promotion, for instance, first 15 to book would get a 15% discount, second 20 who book would get 10% discount, and so on.
3. The cost of the advertising :
- TV ads cost a lot of money so we have to focus on social media because it is a low-cost and maximize our profits.
a.Social Media ad cost:
Promoted Tweets will cost 300KD, YouTube Videos will cost 2 * 500 = 1000 KD.
b.Newspapers cost:
Al-Watan will cost 4 * 2,000 KD = 8,000 KD, Al-Rai will cost 5 * 2.500 KD = 12,500 KD
c.360 Mall Booths cost: Costs around 2,950 KD per week, and we are planning to run it for 2 weeks, which makes it 5,900 KD.
Total Cost: 27,730 KD
Total Revenue: 125 * 5900 = 737,500 KD
Total Profit: 709,770 KD
- As we mentioned above, we will use extracts, post pictures about the player and “We are always behind you” and other motivational headlines. We will also post ads about the hotel they are staying, to give a sense about the trip and it is also a perfect holiday for you to go to the Miami Beach. Our ads in the newspapers explain (airline, hotel, the days of the trip), and the objective of this trip (supporting our Kuwaiti champion).
Abdullah alzabin
Delete9124
First of all the target market is quite wrong, the target is single men and not women or married men since women are not big fans of NFL, other than that all of his advertisements look quite well. Secondly the picture said as example a soccer player when its clearly an american football game. His advertisement plan looks quite well and should work and he has some interesting idea's when it comes to social media free or low cost advertising. Booths he wanted to use in shopping malls are very interesting and should attract alot of wealthy people of the upper class who usually go shopping in these kind of malls. And what he said about the first peope who buy the ticket get discounts is a very good idea to encourage people to buy tickets and go to the superbowl. Other than that his marketing plan is good and should work on getting his tickets sold and would earn alot of profit
The Target Market
ReplyDeleteAs the NFL and sports in general usually attracts more male audiences, the target market for Kuwait Travel Agency should be skewed towards male consumers between the ages of 27 and 50 who are generally active in their lives when it comes to their pursuit of self-fulfillment and social status. These are individuals who have might have a history of following through on hobbies and interests such as curiosity to experience new things, who like to travel and who may be sports aficionados. Being that this young man is a Kuwaiti nationalist , the target audience may also include both men and women who have shown interest and inclinations of cultural pride and awareness, these might include private citizens as well as social and media corporations who might use this information to future educate the public and create awareness. In short, this type of opportunity is best targeted towards individuals who are not afraid of trying new things, would “enjoy a well spent holiday” That they may reminisce about for years to come. They might not be professionals at the sports they have an interest in, but they enjoy watching and supporting it as fans.
These active consumers are usually well-educated and successful individuals; they could single, married or parents have household incomes that range between KD20, 000 and KD50, 000 annually. Despite their satisfying incomes, these consumers are price-conscious and consistently seek value in their purchases. Regardless of their age or class status, they pursue active lifestyles. They like to correlate with high-quality products but are not eager to pay a premium price for a certain product or service. The target Kuwait Travel Agency customers should tend to live in the higher end areas of Kuwait such as Yarmouk, Shuweikh residential area, Abdullah al salem etc. However, one future goal is to target consumers in the rest of the areas that tend to accommodate upper middle class citizens.
The Marketing Mix
Due to Kuwait being extremely proud of their native son that had been selected to play for the Philadelphia Eagles, Kuwait Travel Agency should communicate to the consumers about its packages and services in a variety of ways, in order to convince the customers.
One of the many ways to publicize their product would be at high end hotels around Kuwait; it will be based on the gender which is mainly men and on the level of income of the guest as well as the room type he/she rents, as this would be the right type of consumers that would be able to afford the price of the ticket. There are multiple ways in order convey the message to the people all around the hotel. Big signs in should be placed in areas where there is a lot of action such as the main entrance, the lobby, and at bars, with a message that says “support the sport of our native son” with clear instructions on how they will be able to enjoy a wonderful trip and also be able to support their native son. Also brochures could be passed in restaurants along with the menu, where customers that are waiting for their food would be able to enjoy some reading about the latest sports in Kuwait and luxurious VIP tickets to an NFL game. Furthermore advertisements in high end magazines and newspapers would target customers with disposable income as they would read such publications, the advertisement would be in the front pages of the sports section in the newspaper and, in the front page of the high end magazine that convince the customers to live the dream, as they deserve a luxurious VIP ticket to Miami and also to watch the NFL game cheering the one and only selected Kuwaiti that has been chosen to play in the super bowl.
I liked the advertising on the hotels because most people who went to hotels on Kuwait are from the high class so they are able to buy the ticket, But on the other hand I think he should do some advertising on TV or social media because the amount of people who watch TV and are adducted to social media are very high so we can make a good advertising.
DeleteTHE REST OF THE PARAGRAPHS
ReplyDeletePricing Strategy
As explained earlier in this plan, the travel agency's product is luxury and prestige. But in order to convey this strategy it has to increase the budget of the company. Advertising in hotels and setting up signs each have different costs, to be able to do that the agency will have to ask for permission to be able to rent an area in the hotel for the number of days that they need to advertise and this will average a cost of about KD1000-2000. In addition to the renting fee the travel agency has printing costs of the large signs that will be places around the hotel, and the price of multiple signs such as 100, will cost KD 1200 which includes the design, proof, prints, and the delivery costs. Secondly advertising in newspapers and high end local magazines will also cost quite a bit, signing the contracts with both the magazines and newspapers to be able to rent the front page for a period of time will average about KD 2000-4000 for one time, prices will differ depending on the newspaper agency and the magazine. Last but not least printing brochures would be the cheapest of them all as it will only need the design and the needed number, this will cost KD 100- 2000 depending on the quantity that has been ordered. Kuwait Travel Agency should implement all those promotional strategies as they will be able to grasp as many customers as they can, spending money on marketing will be their main goal to be able to target the market and would also be able to send their message. Choosing the right hotel, newspaper agency and high end magazine could make or break the whole deal, therefore it is preferable that the hotel should be the most luxurious there is in the country, as well as the magazine and the most demanded newspaper in the region, as this will generate more sales.
The advertising Message
The final message should strike the targeted market; it should convince them there is not better deal, once in a lifetime luxurious holiday opportunity that they will never forget. National pride and support for the Kuwaiti national who is playing in the BIGGEST sporting event in the US. The event is watched by more Americans than any other sport or event ever. There is also a chance for these lucky consumers to meet, greet and network with some of America’s most influential people because they attend this event, a chance for these people to be part of history and something greater than themselves.
marketing
ReplyDeleteFirst of all our target market is single male that are 20-40 and from the high-class. We choice this target because most likely males are interested in football, also we choice the high-class because the tickets are too expensive for the middle class. I did not choice women because in Kuwait women are not interested in football speiclly American football. And we mean by the high-class people who have a high salary like 3.000 KD monthly, also they are from a rich family that he used to pay expensive thing so it will not matter to them to buy this ticket for this high price.
Second, nowadays people on Kuwait specilly our target market are very edected for the social media specially Instagram and Youtube. so we will do the advertising on Instagram and Youtube by people who has a large number of follwing like Faisal ALbasre, Sh3aib rasheed and other blogger who are specials on sports. For example Faisal Albasrie has 350.000 followers and most of them are Kuwaitis so it will reach our target. We will make three main thing for advertising, First we will make two videos that will help as to covens people to go there like we can show them the VIP services and other video to show them Miami so them will be interested to go there for the match. Second we will give Faisal Albasri a ticket so people who will buy the ticket can went to the match with Faisal. Third we will do a small Contest about information for the event in Miami, and the contest will make people know more about our tickets. And we will give two free tickets for two winners.
Third I choice the way of advertaising because our target spend like
2-4 hours on Instagram everyday. and when even if our target did not see the videos on the time that we upload the videos people can see it anytime after the upload unlike TV. other important reason is because advertising on Instagram will not be expensive like other advertising.
Fourth, The cost of advertasing will divide on two thing
the price of bloger and the price or the videos director. Fisale Albasri will cost as 1200 Kd for each videos so the total will be 3600 KD. And the cost of the videos directors will be around 5000 KD. so the total will be 8600 KD.
Fifth, our advertising message is “would you like to see the super bowl"
First of all, I loved the idea about advertising in a famous Instgram account in the Kuwait region. Yet, I disagree with that we will only target the high class, because in Kuwait the upper middle class can afford 5,000 KD.
DeleteSecond, I don't agree that we only advertise on Instagram, because older men might not see the advertise on Instagram. Therefore, I think we have to advertise in the newspaper and on TV. So you can reach many genders and ages. Overall, the idea about Instagram is great, but the situation needs more advertisement than to be only on social media.
Ali Nasser Mohammed
ReplyDelete7869
First of all, the target market will be Males because in Kuwait rare of females will care about Super bowl or also soccer in general. Age is not a problem but at least it mustn’t be kids because they don’t know what they watching and they don’t care but maybe if they are from the upper social class and they don’t care about money they may take them for fun. It is better if the age from 18 and above and they care about super bowl or at least care about their son. Another thing they must be from upper social class because the ticket is expensive and also with upper class people may not pay for a match 5000 KD. But maybe if they have national spirit they may pay for their son that he will raise the head of Kuwait and all of the people in Kuwait will be proud of their son. Also in Miami they can enjoy many things because it’s a beautiful place for tourists. Furthermore, the upper social class people are everywhere so they may pay for this trip if they have the national spirit in their blood.
Second, I want to attract more people for this trip, I will put advertise in the most channel in TV that most people watch like Sports channels because this is the channel that males most watch when they watch soccer matches. The better time is when they are looking for a match and put advertise in between the matches. This is expensive to put advertise in this channel or any other good channel that I know I will attract people with. But for our son we can pay for him to encourage people go there.
Third, I organized this because I know that many males like to watch soccer with friends in café or any places that they can watch. This is the way to encourage males to come and they encourage each other at this time.
Fourth, I’m not sure about this so much but as I read and searched about the advertisement in some channels they may cost 2.5k KD for 30 days maybe its not that expensive for our son to attract people to encourage him.
Fifth, it must be at least attractive people when they look at the advertisement and because its in TV we can put some pictures of their tourists places and the beautiful places look like that they can go and have fun before or after the match like beaches and other tourist places that they may attract. No need for what we will write in advertises we can write a simple thing. But pictures may attract most than written advertise nowadays.
The advertise can be about beautiful pictures about tourist places their and where they can go their after or before the match having fun. When I put picture advertise on most beautiful places in Miami like beaches and write enjoy this trip not only in watching the match also in these places and I put beautiful places pictures
First, it's not a very good marketing plan because the advertising only on tv channels. In addition, he didn't mention information about the final, the luxurious Hotel, and the VIP tickets.
DeleteSecond, it could've been better if he included females to his target market because nowadays they like sport as much as males does. Also, he should've picked more than one advertising method, social media would've helped you sell more tickets. Furthermore, showing more details to your target market about the final game, the luxury hotel, and the VIP tickets will be very useful to sell more tickets.
Abdullah alzabin
ReplyDeleteID: 9124
Football is a game that is mostly favored by the male population and therefore my target population will be the men. However, in the advertisement I will not put any restrictions on who should attend the event. Being an annual championship game of Football, there is a lot of fame to the game and therefore my strategy will involve more convincing dimensions rather than sensitizing. It is a dream for most men to attend the Super Bowl; especially for the football lovers my main aim is to target the middle aged men who can be able to afford KD 5,000. The age bracket of between ages of 23 to 60 is ideal for this case.
My campaign will venture much on one modes of information transfer; I will use television. Television is ideal in doing the advertisement given the fact that most men watch television, especially trying to get words on the sports. I will use the KTV Sports a popular television channel in Kuwait that air sport news, updates and fixtures as they happen. This channel is ideal in my case since it is engaged with satellite transmission meaning that it airs both the local sports and the international ones. In this case my information will be disseminated to a great number of men in the region given the love of sport among men in Kuwait. I will target business men who can be able to alter their scheduled to be able to stay out of work for five days.
I will pay for six time commercial show for every time there is sports bulleting. KTV Sports has six news bulleting sessions, three in a day and three at night. During this session there are a lot of men in Kuwait keen on getting sports bulleting. I want my ad to come right at the middle of the bulleting. In this case most people will be keen and fixed on their screens. In this case my message will be delivered. The most critical part of this marketing strategy is how to present my advertisement. My ad will feature Super Bowl Logo, a spectacular pictorial of Tom Brady and another picture showing happy Kuwait citizens on the event. The sounds of victory and cheers will play on the background as another voice shouts the key words about the event. The key words include the cost for the ticket (KD 5000), the venue (Miami), deadline for payment of tickets (this will aid in limiting to 200 delegates) and the organizers of the travel (courtesy of Kuwait Travel Agency).
One commercial presentation costs KD 700 having six on 24 hours time span will mean that I will spend KD 29,400 for one week. I will advertise for two months (November &December), therefore, I will spend KD 235,200 for the whole period. Basing on this I feel like I will achieve my objective and the strategy I will employ will be successful. I chose the strategy because it transfers the information quickly and to many people. KTV Sports is watched on a daily basis by sports fans and posting my information here guaranteed success in transfer.
NFL game is a sport that may most of all genders and children like to watch it, but we can highlight on the men because big percent of men can attract to this kind of game, because NFL if physical game which is more likely to men. Also we should target the ages between 17-50 years old. The ticket is expensive that the kind of people we should to attract them of the social class is people between middle class, and upper class. Those people can offer the money.
ReplyDeleteAdvertising is the main thing to sell 200 tickets. 200 tickets is a big number because too Kuwaiti people are not interested in NFL game. We have many ways to advertise, but for this situation we should chose the place of advertising regarding to the target market. For example the age target is between 17-50, so we can advertise for the people between 17-24 in the universities like GUST, AUK and ACK. The people which they are between 25-50 we can put advertising in the bank, insurance company, government ministries and private hospitals. That because most of people that they work there and visit those places are men and in a middle class and upper class. TV and cinema are the best for advertising because it includes all genders, ages can see it. In the advertising we should talk about the NFL games that it’s in Miami, and the residence in five stars hotel, and talk that the ticket of the match is VIP. We should talk about NFL game and put some previous champions, and mention some old people that because too many Kuwaiti people don’t know about NFL, also we can put some pictures for the Miami Beach to attract more people.
The advertising fees:-
1- The university advertising fees in AUK, GUST, ACK in average 80 kd per day, so we can advertise in 3 universities for 240 KD/day. If we want to put the advertising for 1 week (5 days) so it will cost 1200 KD.
2- The bank , insurance , private hospitals cost around 100 KD/day. If we will advertise in 10 placesfor 3 days it will cost 100KD x 10 banks = 1000KD, 1000KD x 5 days = 5000 KD
3- The advertising on TV for 10 seconds cost in average 1000KD. If we want to advertise 3 times a day, it will cost 3000 KD. For 5 days will cost 15000 KD. If the advertise will be on 6 channels local and international specially on sport channel, so the total cost on tv is 15000x6= 90000KD.
Total fees for the advertising is 1200+5000+90000= 107.000KD.
Total revenue is 5000KD x 200 seats = 1.000.000 KD
Travel cost:
Ticket 2 turns =800 KD
Hotel recervation for 5 days = 450 KD
VIP ticket = 150 KD
Total cost= 800 + 450 + 150 = 1400 KD
If we have 200 persons it will cost 200 x 1400 = 280.000 KD
Total cost = total fees for advertise + total cost of the travel
107.000 + 280.000 = 387.000
Profit= revenue – cost
1.000.000-387.000 = 613.000KD
The content of adverting is “enjoy your vacation with the stars of NFL game and Miami beach parties only for 5000 KD”.
When you try to advertise for any given product or service you first need to decide what is your target market. For our Super bowl trip I believe that our target market is the youth who are into sports, guys who are between 16 and 30 years old. But more importantly our target market is young guys who are quite wealthy (Upper class), because 5,000 KD is a bit hefty for the average Kuwaiti.
ReplyDeleteAfter deciding what who our target market is, we then need to decide on how we will advertise to our target market. As I mentioned that we intend to provide our service to the youth who are interested about sports, therefore we should advertise on TV. The channel that covers the NFL in Kuwait is BEIN SPORTS, we should contact them and buy air time to advertise our trip between each quarter. Most people who will be willing to go to the Super Bowl are most probably watching the NFL. The advertisement should be simple and clear, because you are targeting a market that already dream about going to the Super Bowl but don’t have the opportunity. Not only that, we should contact agencies like GHALIA TECH who have people in the social media with lots of followers. They would tweet about our trip all day long, because what better than word of mouth in Kuwait. We also could add to that some trivia questions and whoever gets the question right on twitter would get to take pictures and talk to the MVP after the Super Bowl.
Nowadays the conventional billboard or newspaper add doesn’t make the cut anymore. With all the technology today the internet and cable are the main means of communication with any given target market. That is why I have chosen the social media. In Kuwait Twitter is really big especially with our target market. For example, I check twitter every hour or so and have found out about a lot of products from twitter. Also the reason I chose to advertise on TV is because as a sports fan I watch a lot of sports related channels like ESPN, FOX SPORTS, and BEIN SPORTS.
After all of this planning we come to the part where we actually have to calculate how much all of the above will cost. After some research I found out that you pay an average of 100 KD for every person on twitter to tweet your advertisement for a whole day. Of course this is the average of all the accounts they have in GHALIA TECH, some are more and some are less but in general this is the price. So let’s say we get 10 accounts to tweet about the trip for 5 days that will cost around 5,000 KD. Compared to other means of advertisement it’s not too expensive. Then we come to advertising on BEIN SPORTS. I have tried calling BEIN SPORTS to ask about their pricing but as you know they are very busy with the world cup. So after asking around I found out that to advertise in every quarter in a game it would cost 1,000 KD. So for a week it would cost 7,000 KD. So all in all it will cost around 12,000 KD.
Every advertisement has a certain message to the people. The message I want to deliver to my target market is very simple. In Kuwait we have a lot of time in our hands, we don’t have a lot of activities that we can do. The youth in general are very bored with the lack of interesting things to do in Kuwait. The message that I want the people to get is that we know that you are bored and don’t have anything to do, we know that you stay all day in your Diwaniyas watching sport, why not be part of the game and attend the Super Bowl. My other message on twitter would be that it’s a life time opportunity and that not all people have the chance to attend the Super Bowl.
Mohammed Zadeh ID:8029
Deletei think your marketing plan is not good enough , firstly you target 16 to 30 ages may not be a good idea, mostly young people can not afford the costs of the trip. in addition you marginalize a large class have the desire to travel and affordability to attend the final tournament. secondly, you are focus on advertising on TV which is more expansive, on the other hand there are often social media like Instagram,youtube and newspaper less cost and more profit than advertising on TV
my opinion is to focus on the ages more than 16 for example you should include people above 30. also, you should find other ways of advertising which has less costs and high profits.
First, my target market will be men and women, between the age of 18-50, they must be from the richest families in Kuwait, because they are the only people willing and able to pay 5000 KD, and it doesn't matter if they are singles or married. I have included females because it's a ones in a life experiment and they like trends, in addition it's in a 5 star luxurious hotel with a VIP tickets, therefore, comfort is guaranteed.
ReplyDeleteSecond, I'll chose 3 ways to attract my target market, all going to start from November till the end of December, and it will be as the following;
1- Through radio. I'll make a deal with Al-dewanya program from Marina FM channel to promote my commercial about the final, Al- dewanya is the most famous Kuwaiti program on the radio, it is aired weekly from Sunday - Thursday between 1-3 PM. My advertise will be 6 times a day for a 2 months during the program's time. It will cost me 20 KD a day, so 20 * 60 = 1200 KD overall. The timing is perfect because most of people get out of their work at that time and they listen to Al-dewanya. The advertise will explain the offer, when it will happen, the luxuries hotel in Miami, and the VIP tickets.
2- Through The 360 Mall and The Avenues Mall. I'll advertise in the middle of the mall during weekends, Thursday - Saturday between 4 - 10 PM for 2 months, so that means it will be for 24 days in each mall. The cost of advertising in 360 mall is 3000 KD, and it's 4000 KD in The Avenues, the over all will be 7000 KD. The reasons I picked these malls is because they are always crowded during weekends, and my target markets always shop there. I'll chose a sale oriented method to convince people.
3- Through Social media, I'll give free tickets to Faisal al Basry and Sh3ayeb, each will get 3 tickets, they both have +250k followers on Instagram, they will advertise 4 times in 2 months for the final game, once at the beginning of each month and once at the end. Nowadays, everybody use Instagram daily and it's the best and easy way to attract my target market through it. When people find out that their favorite comedians are going to the final too, it will motivate them and they will want to go and experience the adventure with them. The cost of advertising is 3000 KD - 6 tickets. Therefore, the overall cost of advertising is 11,200 KD.
Finally, my advertising massage will be " let's support our champ and make history".
Ok, his marking plan is perfect because he select the most common thing in Kuwait like the radio on Aldewaniya program, avenues mall, 360 mall, and Instgram which is the most famous social media in Kuwait and as his calculation it will not be to much costly. But what I do not like is that he specialize it for richest people in Kuwait. Because now days many people they spend more money for doing things in Kuwait and when they travel. For example you see how many people on their first salary they will take loan to buy a expensive car or to travel I know many people take loan for traveling. So they can take loan for the offer because it provides them the luxury hotel in Miami and VIP tickets. And 5000 KD is not a that big amount. Over all it is a good marketing plan
DeleteWill be chosen from among men, families and children, and the most appropriate choice for men between 18/20 years, because this sport Sport Men because of the friction and violence. The cost of the trip Gallet 5000 KD should go to the layer rich that can afford globetrotter.
ReplyDeleteMarketing and advertising will be through social networking sites and the Internet because it places more widely used by people. For example, create two accounts on Twitter and Alanstgram and the details of the trip and carry pictures of the city of Miami. And making short film not to exceed 15 seconds for the player and the national game is eye-catching and posted on YouTube and Twitter and Alanstgram and the cost of advertising is KD 120,000.
Wholesale or campaign slogan for the support and are Iodide (Kuwait for ever)
ReplyDeleteAre you in need of a Loan to pay off your debt and start a new life? You have come to the right place were you can get your loan at a very low interest rate. Interested people/company should please contact us via email for more details.jubrinfinance333@gmail.com