NIGHTCLUB STARTUP MARKETING PLAN

Nightclub Startup Marketing Plan

TABLE OF CONTENT

KEY OBJECTIVES3

SWOT ANALYSIS4

Opportunities4

Threats5

Strengths6

Weaknesses7

OBJECTIVES7

TARGET MARKET/SEGMENT STRATEGY9

MAIN STRATEGY9

MARKETING STRATEGY10

1.Product Portfolio10

2.Price11

3.Place12

4.Promotion12

MARKETING RESOURCES & ALLIANCES14

Resources14

Alliances15

CONCLUSION16

REFERENCES17

Nightclub Startup Marketing Plan

Introduction

Marketing plan is essential to run any business. (Simkin 2002, 8-22) The Passion nightclub will be the leading, high-energy, themed dance and nightclub in the East-side of Birmingham. It will be a privately owned club. Sales for the first year of trading are expected to be pound 297,000 and Gross Margin is expected to be pound 215,000. The Medium-Term sales are expected to be pound 347,000, Gross Margin pound 235,000, Overall Net Profit pound 112,000. The Long-Term sales are expected to be pound 380,000, Gross Margin pound 250,000, and Overall Net Profit pound 120,000.

Our goal is to stay one step ahead of the competition through a high standard service provision. Our customers will endure more fun and entertainment during their leisure time. We will provide more video and electronic technology per square footage than anyone else in the region. We will incorporate a unique and effective themed menu and atmosphere which will create a sense of 'belonging' for locals and tourists alike. Our company motto is 'It's what we do best that makes us what we are'.

Key Objectives

Capitalise on excellent location opportunity.

To launch new venue with a highly publicised grand opening event

Manage our internal finances and cash flow to enable upward capital growth

To exceed pound 350,000 in annual sales by the third year of plan implementation

To maintain a food cost below 25% of food revenue.

To maintain a total beverage cost below 15% of beverage revenue

Strict control on all costs, at all times, without exception

Provide exceptional service that leaves an impression

Consistent entertainment atmosphere and product quality.

SWOT Analysis

Opportunities

The nightclub and bar industry is shifting towards a more entertainment-oriented concept. We intend to utilise entertainment-oriented marketing in an effort to withstand the perpetual shift in trends and cater to as large a client base as possible.

Young customers will range in age from 27 to 35. The Nightclub can appeal to this category by switching the tempo and entertainment to be more appealing as it gets later into the evening. We anticipate a 15% annual growth rate through increased popularity.

Creating an environment that is appealing to College/University students, we can secure a natural progression between the College/University student and the young professional. We anticipate a 10% annual increase from this segment.

More and more business travelers and tourists are finding themselves in Birmingham every year. We see this as an opportunity to reach these people through direct marketing. We anticipate a 20% annual growth rate from this segment.

The primary suppliers are the various beverage distributors that provide the establishment with both alcoholic and non-alcoholic beverages.

Threats

Competitors

'Noise pollution' could be an issue because of the number of clubs in the area, the noise level would be considerably high, which might affect other businesses i.e. restaurants, hotels.

'Drugs' is a vast growing problem which the government is trying to tackle by showing commercialized campaigns on the TV, radio broadcasts and ...