Marketing Strategy:

Our marketing strategy for the Hakkasan Nightclub is to focus on the experience of the customer.

Customers are the most important tool in any nightclub because they generate “buzz marketing”.

With Hakkasan boasting an 80,000 square foot club, the hottest EDM (Electronic Dance Music)

artists today, and extravagant visuals, customer experience is at a pinnacle. Although our revenue

is generated from selling drinks, bottle service, cover charges, and venue rentals, we are also

selling a unique experience to customers. By creating an exceptional product, there will be an

increase in brand loyalty, image, and reputation.

While our core product is giving the customer a high-loaded experience, the augmented product

from Hakkasan is essential in sustaining success. Hakkasan is expected to reach 90 million in

revenue in its first full year of operation, which would launch us into the top 5 grossing

nightclubs in Las Vegas.

Positioning:

We believe that Hakkasan Nightclub will draw in scores of customers because of the strong

branding of the Hakkasan Restaurants, and its placement in the MGM Las Vegas. This is the

image differentiation that will help Hakkasan breach the highly competitive nightclub market.

Our product at Hakkasan features the top DJ’s in world weekly, providing the best dance music

in Las Vegas. With over $100 million invested into creating the largest nightclub in Vegas, there

will be an automatic draw from customers around the world.

While other clubs in Las Vegas do have EDM artists, they do not have the elite artists playing

weekly. At Hakkasan, we will use specific product attributes to position ourselves at an

advantage over the competition, through these top DJ’s.

Marketing Research:

1. Research secondary data of the prices for cover charges, drinks, and venue rentals to

compete with other top tier nightclubs in Las Vegas.

2. Research secondary data for information on what nights are most popular, and how

many people to expect on given nights.

3. Use ethnographic research on people who go out to clubs in the Las Vegas area.