942 words 4 pages
Party World KTV
Stage 1: Initial Brief
The word “KTV” stands for Karaoke Television. It is a form of interactive entertainment where amateurs sing along recorded music using a microphone and public address system with a screen of displayed lyrics. There are over 100 KTV establishments in Singapore. Party World KTV is an established karaoke entertainment in Singapore, boasting 12 outlets throughout the island. Equipped with the latest in entertainment technology, user-friendly systems and comfortable spacious rooms, patrons are ensured utmost pleasure and comfort. Party World KTV strives to enrich patron’s experience in singing quality and ‘beyond singing’ experience.

Various segments have been identified as possible segments that Party
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Before any promotional steps are taken, there must first be a retention strategy to retain current customers before attracting new potential customers.

Membership is one way of retaining and attracting customers. Members enjoy lifetime member privileges, moreover, given a birthday voucher on the birthday month.

Points redemption / accumulation entitles members to be rewarded for every dollar they spent. Points are redeemable for food and beverages, longer usage of facilities and special gifts. With points redemption, customers are more enticed to spend more and remain loyal to Party World KTV than switching to others. (Spend in Party World and get rewarded!)

A singing contest is held monthly to promote singing. It is considered as a friendly and leisure contest to promote singing. Most of the participants are students eagerly waiting for their chance to sing on stage. Thus, this promotional tool is appropriate in attracting the student amateur singers.

“Happy Hour Promotion” applicable from Mondays to Fridays (2pm – 7pm), customers are given a special rate which includes free snacks and non-alcohol drinks. Members are able to enjoy an additional 10% discount.

“3 bottles package”
Customers are able to choose any 3 bottles of alcohol with free 6 bottles of mixers at only $598.

Nevertheless, the promotions are insufficient to attract customers. We recommend for an “Epic Theme


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