The PartyPlace - Dhanbad

PARTY PLACE

HETMARKETING PLAN

SLEEP ALL DAY, PARTY ALL NIGHT! NEVER GROW OLD, NEVER DIE!!

MARKETING PLAN

Situation AnalysisExecutive Summary

Goal Strategy

ImplementationTactics

EXECUTIVE SUMMARY

• For Students in Colleges andSchools looking to celebrate their best moments together like Birthday Treats, Freshers, Farewells, etc.

• To Remove the lack of Decent and Safe, student oriented Party Places for both the genders, The Party Place looks to start its venture from Dhanbad and expand to other cities nearby.

What is The Party Place?• “The Party Place” is the best way to search and

organise great parties at good, decent and safe clubs, lounges, restaurants, etc.

• It's a easy-to-use social Party Place finder app that lets you explore all the partying options in your city.

• You can also order other party material for delivery,

like cakes, candles, speakers (on rent), and numerous other stuff.

• The Party Place Premium app with an easy-to-use interface and powerful features, helps owners get the most out of their app features. One can plan everything he requires for the party from the food to the drinks and the arrangements of dance, etc.

SITUATION ANALYSIS

•• OVERVIEW OF COMPANY

AND MARKET

• TARGET CONSUMERS

• There are numerous lounges and eating points opening up in numerous small cities like Dhanbad people don’t know about.

• The Party Place looks to connect all of them at one place.

• Places all over the city ready to welcome students at discounts.

OVERVIEW

Customer SegmentationConsumer Segment: 1. Demographic:

• Age : 1-40(Mostly Youth) • Gender : Male and Female • Income : Middle, Upper Middle and High Class • Socio-Economic Classification : A1, A2, B1, B2

2. Geographic: • Cities : Dhanbad, Bokaro, Sindri, etc.

3. Psychographic: • Lifestyle : Culture, Outdoor Oriented • Food : Vegetarian and Non-Vegetarian

Business Market Segment: 1. Demographic:

• Industry : Restaurants, Food Startups, Lounges, etc. 2. Geographic:

• Cities : Dhanbad, Bokaro etc.

TARGET PERSONAS

• TRAVELLERS

• STUDENTS

• FAMILY PARTIES

• CUISINE LOYALISTS

• WORKING PROFESSIONALS

Goal

GoalJAN ‘17

JUN ‘17

FEB ‘17

APR ‘17

30+ Restaurants Listed3000+ USERS



.APP LAUNCH

STRATEGY

• TARGET MARKET • VALUE PROPOSITION

ValueValue

ValueValue

Context

Collaborators

Customers

Competitors

Company

Value

Value

Target Market Analysis (6-V Framework)

Customer value

Collaborator value

Company value

OVP

Value-Proposition Model(3-V Principle)

TARGET MARKETS

CONSUMER NEEDS/WANTS

• Friends’ reunion or a family gathering - Search the PLACES around you and decide the best with the help of ratings.

• Teenagers and students living in hostels -

Perfect place to celebrate events. • Tourists and travelers - the party guide for the city

they are visiting. they can find the party night nearest to them on The Party Place.

• Lounge Owners- The proper platform at the

minimal cost to advertise their place. Free listing, managing the reservations and letting customer base know their special menus and events.

• The Party Place is the answer for every question

for partying or chilling out and a platform to grow for restaurants, lounges, etc.

Collaborators

Supplier Chain

Restaurant Owners

Bars

Lounges The Party Place

Closest Competitor

• Featured and user friendly website • Global mobile app • Focusing on digital marketing channels for potential customers • Best event venues, spaces and vendors for weddings, birthday parties, private parties,

meetings, conferences, training and seminars, art shows, product launches, co-working and more.

• You can also hire event vendors like photographers, caterers, DJs, event planners, decorators and makeup artists to make your event perfect.

Points of Parity(PoPs)

Table Reservation Management Service

Free Restaurant Listing

Native Restaurant App Creator & POS Platform provider.

Birthday Cake Delivery Platform for Chillout places to advertise their brands.

Event Place Finder

Points of Differences(PoDs)

Available in Dhanbad mainly for college students of IIT Dhanbad.

Split The Bill Concept: Individual Bills and pay only for what you order.

Personalized Experience: Regular Customer to get special benefits.

Having its own delivery system, PartyPlace guarantees faster delivery of all you need.

Cashless Payments: Pay via PartyPlace Mobile Wallet and get discount from restaurant owners.

VALUE PROPOSITION

Value Proposition - Users

Freshers to planLets book a place to Party

Party and Chill

Value Proposition - Restaurants

TACTICS

• PRODUCT • SERVICE • BRAND • PRICE • INCENTIVES • COMMUNICATION • DISTRIBUTION

TACTICS

Product

Service

Brand

Price

Incentives

Communication

Distribution

Registering a place on ThePartyPlace is free.

Free Features

Group Check in discounts for regular customers.

Personalized Experience

Individual Bills and pay only for what you order. No bad

debts.

Split The Bill

Cashless PaymentsThe ordered material will be

delivered to you within 45 minutes.

Party ordering

(Menus, reviews, photos of lounges and ratings)

Party Explorer

Leave your Wallet Behind. Pay via Foodgasm Mobile Wallet and get discount from restaurant owners.

Premium Features

• Book the exact number of seats, plates, chairs, drinks with the premium.

• Book for the exact type of party you want, speakers, Hookahs, Drinks etc so that everything is fast and easy.

• Place a banner advertisement on ThePartyPlace. Business owners regularly get updates about the number of clicks from ad.

• POS (Point to Scale) Platform • Consulting Service to Opening Restaurants

and lounges. • Table and Reservation Management

Service for both restaurant owners and users.

BRAND

• We will position our app in the minds of the target consumers as “Solution to all Party Plans”.

• One of the most reliable explorer for chilling out places and specially for people to get a good experience away from the looks of the unsafe.

• “When you have ThePartyPlace, you can party anytime.”

• Website

• Blogs

• Social Community on Facebook , Twitter etc.

• Quora

• Featuring E-Mails

COMMUNICATION

Distribution

Apple App Store Microsoft Windows Store

Implementation

IMPLEMENTATION

• ORGANIZATIONAL INFRASTRUCTURE

• BUSINESS PROCESS • IMPLEMENTATION SCHEDULE

IMPLEMENTATION

Organizational Structure

CEO

Chief Financial Officer

Head of Marketing

Chief Technical Officer

Global Head Of Communications

Head of Business Development

Chief Product Officer

Marketing-Sales Team

Technical Team

Communication Team

Content & Consulting Team

Design and Development Team

Financing Team

BUSINESS PROCESS AND

SCHEDULING

PHASE 1

App Testing & Official Launch Customer Feedbacks & App Updates

PHASE 2

Pitching to the clients, building networks, contracting and payment collection.

PHASE 3

Maintain financial levels of performance and records.

PHASE 4

Develop strategies to enter new cities & Strategic Management

THANK YOU

DISCLAIMER

Created by Rishabh Singh, IIT (ISM) Dhanbad, during a Marketing Internship under the guidance of Prof Sameer Mathur, IIM Lucknow.

Prof. Sameer Mathur IIM Lucknow

Rishabh Singh IIT (ISM) Dhanbad