2.0 Market Analysis
Currently there are community center in Karachi and other
urban cities like Islamabad and Lahore. Along with that there are many cultural
centers working from ages in terms of standup comedy and sketch comedy.
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2.1 Market Background
In Karachi market consist of almost five functional
community centers all providing quality space for public gatherings and
discussions. Some of them often arrange sketch comedies and standup comedy
sessions.
2.2 Market Size
Currently the population of Karachi is 16.62 million and
with the emerging number of youth who are drivers of change, they definitely
need a quality space for discussion.
Moreover, they as the mode of discussion is humorous this would engage
them more enthusiastically.
2.3 Market Consumer
The initial target market would be Karachi heights. The
reason of this decision is that it is the metropolitan capital of Pakistan.
Secondly, mostly the taboo issues would be discussed in the humorous way it
would require a kind of tolerance and educational level. Moreover, Karachi
being in past have experienced a tough time, this community center will give
its citizen a quality space for self-expression in form of comedy.
2.3.1 Demographics
Age 18+
Male/Female
Karachi
2.3.2 Psychographics
The psychographics will vary according to the age factor following will
be the behaviors on which community center will work on:
1.
From age 18 to 25, their behavior is to
concentrate on what’s trendy and make puns and jokes out of it. They usually
take social media to express the satirical side of any issue. One of the best
example is the trend of “bik gaye hain gormint”
2.
From age 26 to 45, their behavior is to analyze
the content deeply and they mostly take decisions based on environment. They
like quality content in comedy. One of the best example is the content
presented in show “loose talk”. Moreover, the majority chunk belongs to 90’s
cohort therefore they have close association with this kind of shows.
1.0 Competition
As mentioned
above there are five functional Community Centre in Karachi. The direct
competitors are The Grid and The Second Floor (T2F). Moreover the indirect
competitors are Arts Council, Rangoonwala Community Centre, Pakistan Chowk
Community Centre.
3.1 Direct Competitor’s Analysis
The direct competitor discussed here is The Grid.
3.1.1 Product
Grid is the community center aims to concentrate on music, literature
and arts. They arrange discussion sessions, music shows, art workshops, standup
comedy and sketch comedy.
3.1.2 Price
The entry of standup comedy and sketch comedy is free
3.1.3 Place
Karachi
3.1.4 Promotion
Most of the promotions are done via Facebook and Instagram posts.
More specifically creating event pages.
3.1.5 Target Market
The target market is 18-25 years.
3.1.6 Consumer Psychology
The target consumer are eager for self-expression and
problem solving discussions. They need a quality public space with security and
better environment. This place is open for all age groups but mostly occupied
by youngsters who are socially active.
3.1.7 Branding Strategy
Their interiors are the epic part of branding strategy. The Grid brand
itself as the promoter of art, music and literature.
3.1.8 Marketing Strategy
The marketing strategy focused towards the promotion of art and
music. Moreover, corresponding sessions are marketed on Facebook pages.
3.1.9 Promotional Strategy
They
promotional strategy includes active Instagram and Facebook pages where updates about the sessions and pictures
are posted.
3.1.1 Product
T2F is the community center is the public space for discussions,
workshops, movie screening, standup comedy shows.
3.1.2 Price
The entry fees vary from session to session. Most of time it’s
free. Moreover the price ranges from 1000-2000
3.1.3 Place
Karachi
3.1.4 Promotion
Most of the promotions are done via Facebook and Instagram posts.
More specifically creating event pages and an active website.
3.1.5 Target Market
This forum is open for all ages.
3.1.6 Consumer Psychology
The target consumer are eager for self-expression and
problem solving discussions. They need a quality public space with security and
better environment.
3.1.7 Branding Strategy
T2F brand itself as a sophiscated and secure place especially
designed for public spaces. Working on the foot prints of Sabeen Akhter Husain
it brand itself as a supporter of civil society and a society changer through
positive discussion.
3.1.8 Marketing Strategy
The marketing strategy focused towards the promotion of importance
of discussions and dialogue. Moreover, corresponding sessions are marketed on
Facebook pages.
3.1.9 Promotional Strategy
They
promotional strategy includes active Instagram and Facebook pages where updates about the sessions and pictures
are posted.
2.0 Marketing
Strategy
Standup
Comedy Club and Community Centre aims to provide a safe and quality public
discussion space. However it is different from other clubs in a way that the
mode of discussions would be humorous. Secondly, the main concentration would
be on taboo issues. The purpose of this club would be to give a platform for
self-expression and discussing the taboo topics in a lighter way. In a long run
healthy discussions and dialogue promote healthy society.
4.1 SWOT
4.1.1 Strengths
§
Comedy is the plus point
§
Entertaining
§
Different from conventional center
§
Positive content
§
Discussing taboo issues may attract more
audience
4.1.2 Weaknesses
§
Easily adaptable business model
§
Can’t discuss every taboo issue in humorous way
§
Comedy sometimes may cross the level of
tolerance
§
Difficult to brand
§
High cost to sustain this business
4.1.3 Opportunities
§
Events happening regularly
§
Good law and order situations
§
Many young comedians are emerging
§
People interested in positive content and
discussions
§
B2B interaction with other organizations and
NGOs.
4.1.4 Threats
§
Other cultural and community centers may adapt
this
§
Law and order situation
§
Increase in price inputs can cause upward
pricing
§
Negative publicity
4.2 Segmentation
Geographic:
§
Region: Sindh.
§
Location: Karachi.
§
Gender: male/female
§
Race: all
§
Religion: all
SEC A (0-15)
Demographics:
§
Qualification: Basic schooling up to primary
§
Occupation: School students
Psychographics:
§
Exploring nature
§
Confident
§
Quality conscious
Behavioral:
§
Fun-loving
§
Outgoing
Lifestyle:
§
Explore new things
§
Eager to learn
SEC A (16-24)
Demographics:
§
Qualification: Matriculation, Intermediate,
Undergraduates, Graduates
§
Occupation: Students/entry level jobs/young
entrepreneurs
Psychographics:
§
Active
§
Hardworking
Behavioral:
§
Prefer quality
§
Experience new things
Lifestyle:
§
Up-to-date with technology
§
Eager to learn
SEC A (25-36)
Demographics
§
Education: Graduates, Post-Graduates
§
Occupation: Employees/entrepreneurs
Psychographics
§
Active
§
Hard working
Behavior
§
Prefer quality
§
Experience new things
§
Prefer specific brands
Lifestyle
§
Outgoing
§
Exploring nature
§
Up-to-date with technology
§
Up-to-date with news
SEC A (37-48)
Demographics
§
Education: Post-Graduates
§
Occupation: Managerial level Employees/entrepreneurs
Psychographics
§
Active
§
Hard working
Behavior
§
Prefer quality
§
Experience new things
Lifestyle
§
Travelling
§
Up-to-date with technology
§
Up-to-date with news
SEC A (49 onwards)
Demographics
§
Education: Post-Graduates
§
Occupation: Managerial level Employees /entrepreneurs
Psychographics
§
Active
§
Hard working
§
Leaders
§
Superiority
Behavior
§
Prefer quality
§
Achievers
§
Positive approach
Lifestyle
§
Healthy choices
§
Online shoppers
§
Up-to-date with news
SEC B (0-15)
Demographics
§ Education:
Basic schooling up to primary
§ Occupation:
Students
Psychographics
§ Easily
adapt to new things
§ Sensitive
Behavior
§ Outgoing
§ Fun-loving
Lifestyle
§ Explore
new things
§ Eager
to learn
SEC B (16-24)
Demographics
§
Education: Matriculation, Intermediate,
Undergraduates, Graduates
§
Occupation: Students/entry level jobs/young
entrepreneurs
Psychographics
§ Active
§ Hard
working
Behavior
§ Prefer
quality
§ Socially
active
Lifestyle
§ Outgoing
§ Exploring
nature
§ Adventurous
§ Up-to-date
with technology
SEC B (25-36)
Demographics
§
Education: Graduates, Post-Graduates
§
Occupation: Employees/entrepreneurs
Psychographics
§
Hardworking
§
Goal oriented
Behavior
§
Risk takers
§
Adjust to change
Lifestyle
§
Eager to learn
§
Tech savvy
§
Up-to-date with news
§
Family/friends gatherings
SEC B (37-48)
Demographics
§
Education: Post-Graduates
§
Occupation: Employees/entrepreneurs
Psychographics
§
Hard working
§
Team players
§
Goal oriented
Behavior
§
Quality conscious
§
Positive approach
§
Prefer changes in routine
Lifestyle
§
Up-to date with news
§
Family/friends gathering
SEC B (49 Onwards)
Demographics
§
Education: Post-Graduates
§
Occupation: Employees/ retired from
work/entrepreneurs
Psychographics
§
Precautious
§
Price conscious
Behavior
§
Safety measures
§
Positive approach
§
Planning things in detail
Lifestyle
§
Up-to-date with news
§
Occasional gatherings
§
Occasional shopping
§
Not very tech savvy
SEC C (0-15)
Demographics
§ Education:
Basic schooling up to primary
§ Occupation:
Students
Psychographics
§ Easily
adapt to new things
§ Sensitive
§ Curious
Behavior
§ Outgoing
§ Fun-loving
Lifestyle
§ Eager
to learn
§ Malnourished
§ School
dropouts
SEC C (16-24)
Demographics
§
Education: Matriculation, Intermediate
§
Occupation: Students/employees
Psychographics
§ Active
§ Hard
working
§ Introverts
Behavior
§ Sharing
§ Working
to feed family
§ Fun
loving
Lifestyle
§ School/college
dropouts
§ Malnutrition
SEC C (25-36)
Demographics
§
Education: Matriculation, Intermediate
§
Occupation: Employees
Psychographics
§
Active
§
Hard working
§
Introverts
§
ambitious
Behavior
§
want more in less
§
earning to feed
§
sharing
§
money savers
Lifestyle
§
malnourished
§
no interest in technology
§
try to stay updated with news
§
school/college dropouts
§
no academic support
SEC C (37-48)
Demographics
§
Education: Matriculation, Intermediate
§
Occupation: Employees
Psychographics
§
Hard working
§
Easily motivated
§
Working to feed
Behavior
§
Difficulty to accept change
§
Low spending power
Lifestyle
§
Malnutrition
§
Family person
§
Working hard for basic needs
§
Laborers
SEC C (49 Onwards)
Demographics
§
Education: Matriculation, Intermediate
§
Occupation: Employees/ retired from work
Psychographics
§
Ambitious
§
Hard working
§
Team players
§
sensitive
Behavior
§
Prefer low priced products
§
Not adaptive to new things
§
Earning to feed
Lifestyle
§
Try to stay updated with news
§
Laborers
§
School/college dropouts
§
No technology preference
4.3 Target Market
The reason for selecting this target market SEC B (25-36) is
because it comprises of youth who can accept change and can work for it.
Secondly the kind of educational background they have indicates they are mature
enough to handle taboo issues in humorous ways. Moreover they enjoy gatherings
which is very essential for any public space.
SEC B (25-36)
Demographics
§
Education: Graduates, Post-Graduates
§
Occupation: Employees/entrepreneurs
Psychographics
§
Hardworking
§
Goal oriented
Behavior
§
Risk takers
§
Adjust to change
Lifestyle
§
Eager to learn
§
Tech savvy
§
Up-to-date with news
§
Family/friends gatherings
4.4 Consumer Psychology
The target consumer has nature of staying connected and
observe and analyze the surroundings. Most of their decisions are influenced by
surroundings. That’s why they would have keen interest in public discussions
and problem solving. They have spent their ages living with taboo issues and
would express them better. Moreover, this chunk is very much active on social
media which helps to spread awareness of community center.
4.5 Marketing Objectives
To create awareness
about the club and comedy center by creating event pages, news feed, taking
standup comedy live etc. To make people know about the importance of public
space and discussion, and to promote standup comedy as a profession is another
underlying marketing objective.
4.6 Positioning
It would be positioned as a
secure, authentic and one of the best community center and standup comedy club.
Moreover, it would be positioned as driver of change and eager to make
difference in the society.
4.7 Brand
The brand personality would be humorous and satirical, most
of the content would drive from own surrounding so that people could relate to
them. Secondly, it would be great forum to discuss taboo issues in humorous way
different from conventional community center.
4.8 Product
1. Standup Comedy: It would be premium standup comedy club
where young comedians showcase their quality content in front of people. Comedy
has deep roots in Pakistan. Therefore people will enjoy it with their family
and friends on weekends.
2. Community Center: It would be a different center where
all the discussions are done in a humorous way, specifically taboo issues.
Moreover, this forum is also open for workshops, movie screening and prime
discussions.
4.9 Price
List the price(s) of your products. Explain how they relate
to the prices of the competition.
4.10 Place
Karachi.
5.0 Promotional Strategy
5.1 Advertising Objectives
The promotional strategy will be
focusing on the launch of this unique forum that spreads positivity, public
gatherings, discussions and problem solving.
5.2 Advertising Strategy
The advertising strategy will consist of traditional and
non-traditional media for the center’s promotion. Television channels,
newspapers, magazines, radio spots, social media and digital media. These media
will be used to promote the launch of community center and further campaigns of
the forum.
5.3 Tone of Voice
The tone of the voice would satirical and humorous but not
sexist. Most of the content drives from the surrounding so that people could
relate to it.
5.4 Inclusions/Exclusions
Satirical and humorous one-liners about the problems in the
society would be part of the campaign. However, sexist one liners and below the
line comedy wouldn’t be encouraged.
5.5 Budget
To be discussed with the supervisor.
5.6 ATL Activities
The common tools of advertising will be a part of the
campaign, along with creative and interesting concepts to grab the attention of
the viewers like a simple text message on mobile with humorous lines.
5.6.1 Traditional Marketing Activities
§ Television:
A well conceptualized TVC
will be made to advertise the community center and standup comedy club
as television is the most common medium of communicating something in Pakistan.
§
Radio:
The sound of laughter always grabs attention. This strategy will be
used for our radio spot but the message conveyed will ultimately be about
community center and standup comedy club.
§
Newspapers and magazines:
Not as much detailed can be provided by a TVC or radio spot as
provided by a print ad. Hence, newspapers and magazines will be of great help for
this forum as all the essential information about the community center and
standup comedy club can be provided through these platforms.
5.6.2 Digital Marketing Activities
§
Website:
Website for standup comedy
club and community center will be a great enhancer for its marketing as people
regularly visit websites for authenticate and book their slots.
§ Social
Media Marketing:
People are continuously
busy in using social media whether they are working or even watching the
television. Hence, any promotion through social media will be great for recall,
making standup comedy sessions viral would not only increase the publicity of
center but also uplifts the value of comedian.
5.7 BTL Activities
§
Mall
Activations:
On peak
hours a standup comedy scene is set up to attract audience and spread awareness
about the forum.
§
Put
comedy and satirical one liners:
This will be done instead of the traditional billboards as they are
no longer available. This would be put without providing any clue of the
source. This would be put on mall’s bathroom, inside malls, elevators, lifts,
public parks and on roads. Random boxes of one liners jokes would sent to
random people.
5.8 Media Plan
Following is the media plan for a month
Medium
Budget
BTL
8550000
Radio
892350
Magazine
205000
Digital
210000
Total
10067350
BTL
quantity
Frequency
One liners
100+
Activation total
50000
Mall activations
# of days
Dollmen mall
3 (fri, sat,
sun)
1st
week of launch
Ocean mall
3 (fri, sat,
sun)
2nd
week of launch
Atrium mall
3 (fri, sat,
sun)
3rd
week of launch
Activation total
8500000
6.0 Creatives
6.1 Logo
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Image Here
6.2 Envelop
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6.3 Visiting Card
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6.4 Letterhead
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6.5 Press Ad 1
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Image Here
6.6 Press Ad 2
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Image Here
6.7 Magazine Ad
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Image Here
6.8 Facebook Ad
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Image Here
6.9 Google Ad 1
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Image Here
6.10 Google Ad 2
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Image Here
6.11 Brochure
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Image Here
6.12 Billboard 1
Insert
Image Here
6.13 Billboard 2
Insert
Image Here
6.14 Banner/Standie
Insert
Image Here
6.15 Poster
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6.16 Leaflet
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6.17 Pole Sign 1
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6.18 Pole Sign 2
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6.19 Pole Sign 3
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6.20 Website (Home Page)
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6.21 Website (About Page)
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6.22 Website (Contact Page)
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6.23 Website (4th Page)
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6.24 Mobile Website (Home Page)
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Image Here
6.25 Mobile Website (About Page)
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Image Here
6.26 Mobile Website (Contact Page)
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Image Here
6.27 Mobile Website (4th Page)
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Image Here
6.28 TVC Copy
6.29 TVC Storyboard
6.30 TVC Screenshots
Insert TVC Screenshots Here
6.31 Radio Copy
6.32 Other Items
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Image Here
7.0 Creatives Justification
Explain your choices colors, fonts, layouts, images,
graphics, symbols, etc. of each item of the final outputs. You can group items
together if they are closely related. Reading this section should provide the
reader an insight into your thinking process.
7.1 Font
What fonts are used in the brand and campaign and why.
7.2 Color Palette
Insert the Color Pallet here. Then give reason why these
colors were selected.
7.3 Logo
Explain it.
7.4 Layouts
Why are the layouts the way you have designed them?
7.5 Images
How were the images captured?
7.6 Illustrations
How were the illustrations created? Why are the illustrations
in the style you have depicted them?
7.7 TVC Idea
What is the idea for the TVC?
8.0 Reference
For the research work, identify/cite all the resources
(books, reports, periodicals, websites, reports, interviews etc.). Identify any copyrighted material used in
your project for example background music score, images, footage, etc. APA
style is optional. At least 5 credible
references are required.
9.0 Glossary
This section should contain all technical words and words
not commonly understood, along with their meanings, used in this report in an
alphabetical order.
10.0 The Creative Journey
Discuss your thesis from an execution point of view here.
List the reasons for doing what you did along with the problems faced in doing
the work and how you overcame them. Also, list the problems that could not be
overcome and what you did to get around them. Furthermore, list the names of
the people who helped you in this project and their specific roles.
