Creative Briefs & Marketing Solutions - Task 3

A) Mind map - initial ideas 

B) Marketing strategy :

The aim of the campaign is to re invent liquid night club and increase popularity by introducing a range of events including USP of the club. 

The campaign seeks to achieve a rise in popularity and widen the target audience. The strategy will be implemented by a range of advertising and promotion events.

C) Marketing Plan

Production definition-

Situation analysis-

S- 

Internal-

1. Liquid nightclub is the club with the largest dance floor in th area.

2. It is a big chain brand with a large budget therefore can afford celebrity appearances and often has appearances and acts visit.

3. 

External-

1. Portsmouth as an area has a good reputation for a night out, being one of the best ranked in the UK.

2. Good location- Transport links nearby (train station and taxi rank) and places to eat.

3. The chain Liquid is well known across the  UK.

W-

Internal-

1. There is not a variety of music or internal bars unlike Tiger Tiger. 

2. The prices are not as competitive as they could be. (No happy hours etc)

3. It limits it's income to certain nights of the week unlike other bars which are always open for a fee drinks (wetherspoons etc)

External-

1. The club has begun to get a bad reputation by young people in the area.

2.  Other competitors decreasing prices and improving their clubs.

3. The club is individually in he town unlike others which allow customers to come in from other bars for example gunwharf and Palmerston road etc.

O-

Internal-

1. Opportunities to improve the aesthetics of the club.

2. Opportunities to expand the area of the club with it's location being a detached building.

3. More events and promotions.

External- (can't be controlled or adapted by the club) 

1. Business would improve with accommodation nearby for those looking for a weekend away.

2. Lower priced transport . Taxis / Trains.

3. Competitors having shorter opening hours and closing earlier would encourage people to go to Liquid afterwards.

T-

Internal-

1. Lowering prices could beat competition. 

2. Compete with other clubs by hosting more events which other clubs do not (USP)

3. 

External-

1. There is a lot of competition in the area for pubs and nightlife.

2. Many of the customers are students who can only afford student prices and student nights.

3. The recession means not many people can afford nights out.

Competitive environment-

The main competition is Tiger Tiger night club. Liquid night club is similar to Tiger Tiger. Both clubs have the same target audience , prices, student nights and similar events. For example Joey Essex (The Only Way Is Essex) visited Liquid night club and Jamie Laing (Made In Chelsea) visited Tiger Tiger night club. The difference between the two clubs is the reputation. Liquid has begun to get a bad reputation. Tiger Tiger has more variation in music genres.

Another competitor is Astoria Night Club. After opening recently, Astoria has taken away the majority of Liquids target audience. These two clubs are very similar with music genres and target audiences. As it is a new club, the majority of people now choose this alternative.

Target market/research data-

Liquids current target audience is 18-21 year olds with an interest in mainstream/house music. The marketing campaign plans to target a wider audience with a wide age range and interest in music. The main problem with Liquid is that it is too specific to it's target audience whereas Tiger Tiger is more varied. Astoria also has alternative music nights to widen the target audience. 

Budget-

Liquid and Envy is a large chain with a large budget. In order to fully endource the club including celebrities, marketing strategies and sales tactics the budget will be set at a quarter of a million. This could possibly include re development of the clubs interior.

Action plan-

The plan is to re-invent liquid night club and market it as if it were a brand new club in order to beat competitors. In order to do this there will be themed nights and promotions for example an alternative music night. 
There must be a USP in order for the target audience to choose liquid night club over other competitors. The best way to do this is to have a variation of nights and promotion events for example a paint party or foam party.

The marketing campaign will promote these events by creating banners, posters, social networking promotions and perhaps celebrity endourcement.