Success Finder 2/4/2010

2010

SUPERIOR UNIVERSITY LAHORE

ANIMATRIX GAMING ARENA

[Pick th

SUPERIOR UNIVERSIT Y LAHORE

ANIMATRIX GAMING ARENA

GROUP MEMBERS

Khurram Younus M Suleman Haider S M Hassan Raza 10260 Muhammad Muneeb 10254

10219 10242

TABLE OF CONTENTS

Article I.EXECUTIVE SUMARY Article II.SITUATION ANALYSIS Section II.1Market Summary
(a) Porter Five Force Analysis

(b) Market Demographics (c) Market Needs (d) Market Trends (e) Market Growth Section II.2Competition (a) Business level Competitive Strategy (b) Battle field Map Section II.3SWOT Analysis Article III.MARKETING STRATEGY Section III.1Marketing Objectives

Section III.2Financial Objectives Section III.3Mission Section III.4Target Market Section III.5Positioning (a) Perceptual Map

Section III.6Marketing Mix (a) Service Offering(Product) (b) Price (c) Promotion (d) Service Outlet (Distribution) Article IV.FINANCIALS, BUDGETS AND FORECASTS Section IV.1Break-even Analysis Section IV.2Sales Forecast Section IV.3Expense Forecast Section IV.4Linking Sales and Expenses to Strategy Section IV.5Contribution Margin Article V.CONTROLS
Section V.1Implementation Milestones

Section V.2Marketing Organization Section V.3Contingency Planning Article VI.APPENDIX
Section VI.1Focus Group Discussion Guideline

Section VI.2Focus Group Findings Section VI.3Questionnaire Section VI.4Graphs Section VI.5Perceptual Map Working Section VI.6References

EXECUTIVE SUMMARY
Animatrix is faced with a new challenge as the gaming industry grows. Consumers are now aware of the variety gaming services offered not only in Pakistan but around the world. They are well informed due to high media access such as internet and the gaming magazine available online and those published in Pakistan. Consumer now wants quality different services at reasonable price. Animatrix marketing strategy will be based on generating viability with its target population segment. This will be achieved through multi-faceted advertising campaign. The campaign will utilize BTL activity. Animatrix has three main strategies. First strategy is to attract the casual gamer class by focusing on building comfortable seating environment, offering tasty food and console games. Second strategy is to attract social gamer by providing discount packages. Third strategy is to attract the elite gamer class by providing new game variety and arranging tournaments.

Animatrix will position itself as a gaming zone that that provides gamers a social environment where they can play their favorite games, relax and enjoy the company of their friends. It will service as platform dedicated to building a community for PC gamers. It will be place to socialize (play, eat, talk and relax) with friend in comfortable environment.

SITUATION ANALYSIS
Animatrix has been operational in the since more than 2 years at Y-block defence. Animatrix has been successful till now in maintaining a low cost strategy and offering its customer no frill services to cut its cost and increase its profit margins. It is there for customer who are price sensitive and limited budget to spend but still as all young energetic males they like gaming and the challenges its brings them. Animatrix has enjoyed its share in the market as a low cost leader but now the trends are changes. There is more disposable income, influx of media and awareness, peer pressure and the choice of getting the best at a reasonable price. Animatrix is facing tough completion from its biggest competitor of all time “NEO MATRIX” who is offering differentiated offering and also low rate packages. Not only is this but there many new competitors entering the market that are

offering low cost services. Sales for Animatrix has dropped and unable to attract a new customers. PC gaming is becoming popular among the local community. School students love to come over for a new challenge after bunking their boring chemistry class. College and university students need a comfortable environment where they can enjoy the company of their friends, a quick game and tasty snack.

MARKET SUMMARY

Interactive video and computer games belong to the new multimedia culture that is based on the digital computer technology. These games have become increasingly popular in the past 20 to 25 years. The gaming industry includes two main category of games ,the traditional games which include the Nintendo, Wii, PSP, PS2, PS3, XBOX, XBOX360, Game Boy and other is the online PC games. In the year07-08 the world video game market grew at an incredible rate of

40%. The figure below shows the world market share of these traditional games from the year 2007-2008.

Apart from these PS3, XBOX 360 the online gaming industry is booming. The traditional video game industry is falling behind to online games which are attracting a broader range of demographics on a global scale. Online games have become the wave of the future in electronic games for generations to come. The types of online games can be divided into 2 main categories. The first category is that of interactive games involving people playing with and communicating with other people. Single player based games is the other category of online games which is less

popular due to its lack of interaction with other human players. Tournament styled games have been growing in popularity over the last few years. Pakistan is way behind in the world gaming sector. The gaming sector is a part of entertainment industry in Pakistan. The entertainment industry got its status as an industry n 2000 when the first Pakistan Gamers’ Association (PGA) was established. The main purpose of this association was to create awareness and introduce competitive e-gaming industry in the country. One of the several responsibilities on PGA is to launch a cultural campaign to prepare the youth for the upcoming events such as the cyber Olympics. There are no statistical data available on official government websites as to at what rate the Pakistani market is growing. There is proliferation of competitors and setting up of many gaming arenas all over Lahore and other metropolitan cities of Pakistan. The market is segmented in respect that there is no giant competitor who has captured a large market share or holds a monopolistic position. There are small gaming arenas in different localities which cater to that particular community. Upon the retailer survey from all competitors operating in the vicinity of DHA said that the market will grow at rate of 15-30%. They all said that the business is profitable and there is no government legislation and regulations for the gaming sector.

PORTOR’S FIVE FORCES ANALYSIS OF THE GAMING INDUSTRY-Pakistan

NEW MARKET ENTRANTS

Capital requirement is low and the industry is not regulated by the government.

SUPPLIER POWER

COMP ETITIVE RIVALRY

Many suppliers mainly located at the Hafez centre. Easily accessible parts and the bargaining power low when bought in bulk.

The threat is moderate as there is mushroom growth of new gaming zone that compete on low price and they are spread in various geographic regions. There is yet no strong market leader.
PRODUCT &TECHNOLOGY DEVELOPMENT

BUYER POWER

Switching to new service provider that offers better quality and differentiated package.

Maintenance cost

MARKET DEMOGRAPHICS

Male All ages 0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75 and above

Female

The total population of Pakistan by the end of yr 2007 was 167,806,831 7. Faisalabad, Lahore,
Islamabad and Peshawar, Karachi is the most highly populated urban center. Pakistan has enjoyed high growth rate since 2002.GDP grew 5.5 percent in 2003, 7.1 percent in 2004, and 7 percent in 2005. The rapid economic growth in the past few years reflected the Pakistan government's efforts in economic adjustment through market- oriented structural reforms in the fiscal, banking and manufacturing and service sectors. The service sector in Pakistan over the years 20022007 has grown at rate of 53 % and a major contributor to the revenue of government in forms of sales tax and other taxes.

22,705 20,245 2,854 2,730 3,105 2,899 2,935 2,690 2,513 2,333 2,205 1,981 1,854 1,575 1,628 1,328 1,270 1,050 1,119 967 849 720 742 630 504 405 431 368 265 214 214 172 217 183

ANI MATRIX gaming zone customers are solely male population of Lahore particularly the population of DHA. The Islamic culture and the backward views of our society impose restriction upon the girls to indulge in activities where they have to mingle with their male counterparts so they are excluded for the time being from gaming zone market. Further dividing the market we have two categories male between the ages of 13-19 and between the ages 20-29.

MARKET NEEDS

There is strong need gap identified in the Pakistan gaming market. The youth of our nation are increasingly being inclined toward the gaming. The trend is increasing and more and more

gaming zones are being set up. There are over 200 gaming zones all over Pakistan. What were changes that take place in the world culture trickles down in Pakistan through the internet, movies and media which include newspaper, magazine and television. Thus the gaming culture has a boom in the recent years and there are various reasons which include • •

Boom in the IT sector of Pakistan Increased internet penetration Increase in disposable income/ Awareness in youth Less development in outdoor sports and other entertainment media Broadband service provider in Pakistan which help in the online and LAN gaming.

• •

MARKET TRENDS

Animatrix is set up in a posh urban area of Lahore-block DHA. Y-block DHA is the heart of defense. There are schools in the nearby vicinity, Lahore Alma, Beacon House, Ibne-Sina College and DPS to name only a few. Not only there are schools there are a shopping centre nearby, banks and many cafes. The growing trend in our society these days is social get together. Boys girls from college and university hanging out with there friend a lunch time or at dinner in a fine dine restaurant or a noisy café. If it is not dining out then there is always a craze for a new movie premier at DHA cinema. If all plan fail then there is shopping for a pair of jeans with your best friends. So like all other entertainment the gaming zone is becoming a profitable business a
platform for boys where they can hangout with friend, have snacks and play their favorite games.

Animatrix is faced with a new challenge as the gaming industry grows. Consumers are now aware of the variety gaming services offered not only in Pakistan but around the world. They are

well informed due to high media access such as internet and the gaming magazine available online and those published in Pakistan. Consumer now wants quality different services at reasonable price.

COMPETITION

There is proliferation of competitors and setting up of many gaming arenas all over Lahore and other metropolitan cities of Pakistan. The market is segmented in respect that there are small gaming arenas in different localities which cater to that particular community. Gaming zone in defence are Gamer Den, Stalling Rad, and Black Out, Zero-R and Ani-Matrix and neo matrix. The main competitor of Ani Matrix is Neo Matrix. There are other gaming zones in defence that are either packing or leaving or shifting to other areas that what we found out in an interview. Stalling Rad as already closed its operation. Ani –matrix is a low cost leader that offers games but does not offer the thrill and the gaming experience that gamer wants the most. Neo Matrix established in 2002 offer a platform for the PC gamers. It has captured most of the market. Market leader is Neo matrix. Neo-Matrix is being sponsored by Wateen, coco-cola and Telenor Dejuice. Neo is always keeping its gamer update with the latest and providing better quality at a premium price. The neo matrix has made a name in the market. It is platform that gamer a proud to be associated with. Its have an emotional appeal to the gamer. Neo matrix is famous for its quality service and the differentiated gaming package offering. Neo keep bring in new game and gaming challenges for the youth. All this makes it’s exciting and captivate a larger market segment.

Neo Matrix follows the following Business Growth Strategies: • Market Penetration Neo Matrix has completed its 6 operational years as a successful market leader. Neo Matrix is well entrenched in the market. Its have built branches to effectively reach the market. Its new branch is opening at Fotress Stadium near the Sozo Cinema. It already has branches in Defence, Gulberg and Model Town. • Market Development Neo Matrix focuses on gamers who primary activity is gaming only. But it does not ignore the various niches with in the gaming segment. It offer a variety of gaming packages that serve the light user by promoting the primary demand in the light gamer through giving them discount packages. Neo Matrix offers 40 gaming variety. Most of the games have Multiplayer mode which has allows to compete with other gamers in the arena as well as others gamers on their server which is provided by Wateen and world Call. Neo Matrix has held a number of tournaments all over Pakistan. The tournament is the main attractive point for the Neo Matrix. These Tournaments encourage the gamers to compete and against the other and win cash prizes. Neo Matrix has its own interactive gaming site where one can play online and get the latest from the information on new product offering. Neo Matrix is on the Face book. Neo Matrix has a strategic partnership with Wateen and Dejuice. To achieve its marketing objective the Neo Matrix it has following strategies: • • Market Expansion Strategy Flanker Strategy

Through our focus group with we found that brand loyalty is one of the key factors promoting the sales for the Neo Matrix. They said that they were offered the best service and Manager at the Neo is really polite to them. Neo offer them various discount packages and credit facilities. The basic strategy of Neo Matrix is that For the Heavy Gamer Neo offer the Best gaming variety, Gaming Tournaments where the gamer has the lucrative of wining a cash prize. Then to its light user the Neo Matrix offer various discount packages like Buy 5hrs and get 5hrs free. Neo Matrix reduces the attractiveness of switching for the light gamers by offering those free hours and other discounts. Reaction Pattern Neo Matrix is a Prospector. It avails and any opportunity available and constantly monitor its environment. One example we got from interviewing the manager of Neo Matrix is that they were losing on a night customer because their prices were high and night customer is a price sensitive segment. So they came up with special package for them by offering them unlimited hour in RS 150 only.
Emphasis on new product and market development Heavy emphasis No emphasis Prospector Reactor Differentiation Cost leadership Analyzer Defender

Stalling Rad Neo-Matrix Gamer Den Zero - R Black out Ani-Matrix

SWOT ANALYSIS
NEOMATRIX Strengths • • • • • • • Extensive branch network Good seating capacity Good Ambiance Gaming rooms for matches and tournaments Snacks and drinks available DJ System New game variety ANIMATRIX Strengths • • • • Low price Discount Packages Parking Drinks

Weakness • • • No back-up for light Only computer games, no console games No discounts on weekends

Weakness • • • • • Only one branch Dull and boring ambiance No new games No snacks No console games

Opportunities
• • • • • More franchise Introduction of new console games Greater variety of games Organize gaming tournaments More marketing efforts to win customer loyalty

Threats
• Various Competitors offering lower prices

• Other entertainment facilities e.g. mini golf, paint ball, bowling and cinemas etc… Hangout place e.g. café’s and sheesha lounges.

MARKETING STRATEGY

Animatrix marketing strategy will be based on generating viability with its target population segment. This will be achieved through multi-faceted advertising campaign. The campaign will utilize BTL activity. Advertise using poster and banners with schools, universities, tuition academies and cafes that have similar demographics i.e. DHA. One of our main marketing strategies will be to enter into strategic partnership with ZONG Telecom which will be our official marketing sponsor for all the quarterly tournaments. Animatrix has three main strategies. First strategy is to attract the casual gamer class by focusing on building comfortable seating environment, offering tasty food and console games. Second strategy is to attract social gamer by providing discount packages. Third strategy is to attract the elite gamer class by providing new game variety and arranging tournaments. MARKETING OBJECTIVES • Increase the advertising budget by 4% of total profit. ○ 2% of this budget will be allocated to giving free coupon. ○ 2% of this budget will be allocated for the BTL advertising activity • •
• •

Attract new customer by 2%. Increase repeat customers by 7% each quarter. Decrease customer acquisition costs by 2 % per year. Increase brand equity, measured by the number of new customers that are already familiar with Animatrix before arrival into the gaming zone.

FINANCIAL OBJECTIVES •

At least 10% growth rate after the second year of operation. A 2 % decrease in overhead costs per year for the first three years.

MISSION

The Ani Matrix Gaming Arena provides its customers with the Ultimate Gaming Experience. Ani Matrix is built around a high level of customer to customer interaction and is supported by knowledgeable staff. Our focus is to give gamers a community to express themselves in a positive environment. We offer customers a clean and comfortable place to play their favorite computer games and do any other computer related activities. We at Ani Matrix Gaming Arena are dedicated to building a community for PC gamers. We provide a safe, comfortable environment where you can relax and enjoy the company of fellow gamers playing the latest and hottest games across our Local Area Network (LAN), online, or next to each other. We know that the most enjoyable part of gaming is the interaction with other players, be it sharing tales of a hard earned item or something as simple as beating your friends in a hotly contested match. Now, there’s a place where you can do it all.

TARGET MARKET

Age: 13-19 and 20-25 Gender: Male Social Class: Upper class and upper middle class. It is a dual income household, a working mom, characterized by 3 children per household. Parents are professionals with advance university degrees or run their own business. Geographic Location: Urban lifestyle Occupation: Young Aspiring Individual He is a getting ready graduate, an upcoming professional. Education: O/A levels, Undergraduate and graduate

O e th r 8 % .0 D fe seP b S o e n u lic ch o 1 .0 6 % LE S 3 .0 2 %

T eL h reA a h ao lm 2 .0 2 % B co H u sch o e n o se ol 2 .0 2 %

Figure 1 Educational Institute

G da ra u te 60 .% Ud rg d a n e ra u te 3 .0 6 % Mtri / -l v l e cOe e 1. % 80

I t rmd teA e e ne e ia / -l v l 4. % 00

Figure 2 Education

Product: Luxury good, DVD, IPods, PCs, console games, Mobile phones, male groom products, Blackberry, sports goods, Xbox-360 and branded clothing. Life Style Playing PC games, Playing Sports (basketball, volleyball, football and cricket), Reading Blogs, Uploading Pictures on Web, Social Networking (Face book, Orkut, Hi5), Text Messaging

Mr th n5h u a oe a o rs 2 .0 4 % L s th na h u es a n or 2 % .0 1 2h ad y - rs a 1 .0 8 %

3 5h ad y - rs a 5 .0 6 %

Figure 3 Daily hours of computer use

C e in E a h ck g m ils 6 % .0 G p ic D sig in ra h e n g 2 % .0 P y gg ms la in a e 3 .0 0 % S ftwa P g m in o re ro ra m g 2 % .0

I te e S rfin n rn t u g 6 .0 0 %

Figure 4 Main uses of computer

N o 6 % .0

Ys e 9 .0 4 %

Figure 5 0wn a console game

Ned i t no n 8% . 0 G eo a B m y 2% . 0

Mi g is sn 4% . 0 P s to 1 lyt in a a 4% . 0

X o 30 - x6 B 2. % 2 0

P Sto 2 ly t in a a 4. % 4 0 Xo - x B 1. % 0 0 P Sto 3 ly t in a a 6% . 0

Figure 6 mostly played console game

Mig is sn 4% . 0 Mehn ha a o t a 5 r dy r 1. % 6 0 Ls t a a hua eshn n or 8% . 0

1 ha a - r dy 2 3. % 4 0 3 ha a - r dy 5 3. % 8 0

Figure 7 Daily hours of console game played
N o 4% . 0

Y e s 90 6% .

Figure 8 No of people playing Computer games

Adventure 2.0% Arcade 10.0% R acing Strategy G es. am 36.0% 8.0%

Shooting 14.0%

P uzzle Sports 12.0% 4.0% R P ole laying G e am 14.0%

Figure 9 Type of PC game played the most

N o 1 .0 6 %

Ye s 84 % .0

Figure 10 No of people who read magazines

Msn i ig s 60 .%

Fs i n n r a m ah / t t i e o Ee n n 3. % 2 0

Gmg ai n 5. % 4 0

Bsn s & n n e u i e s fi a c 80 .%

Figure 11 Type of magazine read

P t r aui e i oe t n r t s s vs 4% . 0 R d i e anr o s bne a d s 1. % 0 0 Mig is sn 6% . 0

Fed r ns i 8. % 0 0

Figure 12 Media habit

Media: FM89, Word of Mouth, Internet Advertising, Magazines and Billboards. Slogan: Ultimate entertainment at a predictable cost. Personality: Ambitious, Self-confident, Aggressive, Extroverted, Sociable and Independent Adventure, Need for Power and control, Warrior like Mentality, Need for Immortality Product Usage: We divide the gamers in 3 categories 1. Devoted which include the Elite, Middle and the Amateur 2. Social 3. Casual

POSITIONING Animatrix will position itself as a gaming zone that that provides gamers a social environment where they can play their favorite games, relax and enjoy the company of their friends. It will service as platform dedicated to building a community for PC gamers. It will be place to socialize (play, eat, talk and relax) with friend in comfortable environment.

Figure 13 Perceptual Map-All Competitors

Figure 14 Perceptual Map

MARKETING MIX Animatrix marketing efforts will be based on attracting gamer from all 3 categories of users i.e. casual, social and elite. We will focus on retaining these customers and building loyalty. PRODUCT

New variety of Pc Games Gaming Tournaments Console Games (X-Box360, PSP III and PSP II) Food Corner

• • •

I prat m tn o 2% . 0

Vr I prat e m tn y o 9. % 8 0

Figure 15 New Game Varieties

Ls I prat esm t n o 1. % 2 0 V ymrat e I ptn r o 3. % 4 0 N ta erl u 2. % 0 0

I prat m tn o 3. % 4 0

Figure 16 Gaming Tournament

Based on the results of our focus group and the questionnaire multiplayer interact games are more in demand especially certain games such as Mohaa, Dota and Counter Strike1.4. Along with the introduction of these games we will also introduce at least 5 games in each category i.e. Adventure, Arcade, Sports, Shooting and Strategy. Based on our finding we will have quarterly tournaments of the games that are most popular among the gamers i.e. Mohaa, CounterStrike1.4 and Dot. Through our research we identified a niche market that no other gaming zone in Lahore has yet introduced but there are potential buyers of this service.

C md C qe o a & nur mn o 6% . 0 R Ar e l t d e 2% . 0 FA i F 6% . 0 C n rs i e o t tk ue r 1. % 0 0

DA O T 2. % 8 0

Ma o a h 4. % 6 0

C oDy a f u4 l l t 2% . 0

Figure 17 most played games

This niche market is of light gamers who play for fun and want to hang out with friends. So Ani Matrix introduces console games X-box 360, PSP III and PSP II because they are most played console games. There will be a separate seating area for the console gamers.

Nt n o i ed n 8% . 0 GmBy ae o 2% . 0

Ms g i i sn 4% . 0 P ysao 1 l a tt n i 4% . 0

X o 30 - x 6 B 2. % 2 0

PyS to 2 l a t in a 4. % 4 0 Xo - x B 1. % 0 0 PyS to 3 l a t in a 6% . 0

Figure 18 most played console games

N o 6% . 0

Ys e 9. % 4 0

Figure 19 People who play and own console game

Our focus group discussions and questionnaire findings tell us that the food is a main attractive factor. So we at Ani Matrix will launch a food corner offering drinks, chips, sandwiches, pizza and shawarma.

Nu l e tra 2 % .0

V ryI p rta t e mo n 4 .0 2 %

I p rta t mo n 5 .0 6 %

Figure 20 Food a Gaming Zone

PRICE

• • •

PC GAME Console Game Food ○ Drinks( Pepsi, coke, sprite and dew) ○ Drinks Juices( Nestles Juices)

= Rs 50 per hour = Rs 60 per hour = Rs 30 = Rs 20 = Rs 15 = Rs 40 = Rs 70 = Rs 60

Chips( Lays and Cheetos)

○ Sandwiches(chicken Sandwich ) ○ Hot Fusion Sandwiches

Shawarma

Discount Packages
○ ○

For Nite Users(10pm Onwards) For Frequent Users

=> Rs 70 unlimited => Buy 2 hrs and get 1 hr free => Play for 2hr 30min in Rs 100 only

○ For University Students

I prat m tn o 3. % 8 0

V ymrat e I ptn r o 6. % 2 0

Figure 21 Discount Packages

I prat m tn o 4. % 8 0

Vr I prat ey m t n o 5. % 2 0

Figure 22 Lower charges per hour

The price for the PC games is set at the industry level but still lower than the competitor (Neo Matrix). Because we are the first to offer the console game facility we will charge a premium price for it. The food prices are fixed and they are same everywhere in DHA. The discount packages that we offer are a result of our research. We found that the main attractive feature to a gaming zone is discount offering.

D g ev i g u t en ( r h en i n 20 8% . O r P s Sc te la p i h ( e e ef 30 6% .

O e e e oy n w k dn t h en l 8% . 0

Dnt ei h8 ug n t p r h g( i 20 8% .

Figure 23 Favorite times to play

Through our research we found that there is a niche market for the night user that is really price sensitive and not that brand loyal by still a potential customer so we will offer them unlimited hour in a lower price. Because night time is not our peak time we can use then extra capacity to earn revenue. We found that from 10 am to 2pm is the peak time of our gaming zone which is occupied by the school students as well as the university students alike. These students are not that price sensitive and the prime gamers. If offered food and discount packages Ani Matrix can enhance its customer base. The idea of console game came from conducting a consumer focus group which was conformed by the questionnaire findings. There is still a large chuck of gamers that play console games as well as the PC games. But not all afford can afford to buy them. Most of them gather at their friend place to play X-Box 360 and PSP III. SERVICE Ani Matrix is service business and the strength of this business depend upon maintaining customer satisfaction by offering quality service. The outlet ambiance is also a very important

factor. Ani Matrix walls are plain without any wallpaper of most played games. For this Ani Matrix has come up with a few new ideas 1. There will be winner corner. In which the pictures of the wining team will be placed till the next tournament. 2. Wall dedicated to Gamer. On this wall they can write, sketch and draw anything that they want to. They can even make graffiti, do their signature etc.
I pt n mra o t 8% . 0

Vy p t n e I oa r mr t 90 2% .

Figure 24 Nice Ambiance

For this Ani Matrix has banned smoking from its Branch because the focus group finding shows us that even though 90% of the gamers smoke but they feel suffocated in a smoking environment.

La tI pra t es m t n o 1. % 6 0 Vr I pra t ey m t n o 3. % 6 0 L s I p ra t esm t n o 1. % 4 0

Nu a et l r 4% . 0

I p ra t m tn o 3. % 0 0

Figure 25 No Smoking Zone

PROMOTION Ani Matrix will launch its own interactive website. Where it will post latest updates on games offering and tournaments details.

Ls I prat esm t n o 1. % 4 0

Vr I prat e m tn y o 3. % 8 0 N ta erl u 2. % 0 0

I prat m tn o 2. % 8 0

Figure 26 Website

Ani matrix will be on facebook- The ultimate social network. Here on the facebook the gamers can signup and connect to the Ani Matrix community. They can share their views and get the latest on what is new at Ani Matrix. Ani matrix will enter into a strategic partnership with Zong that will pay for the upcoming marketing campaign and will sponsor all the quarterly gaming tournaments. The prize money for the wining team will be Rs 10,000. We will also give T-shirts with Ani matrix and Zong Logo to all the participant of this gaming tournament. We will also give coupon to all the Gamers present on that day to increase the repeat purchase behavior. This coupon will be of 2 hrs free and to be used with in 3 weeks. Our initial campaign will start from an announcement of a gaming tournament at Ani Matrix. We will spread the message through banners and posters. 1. 6 Banners (13 x 3 foot) = Rs 7200. Each banner cost us 1200 The banner will be placed outside the following school/universities • •

The Lahore Alma Beacon House School System Defence Pubic for Boys KIMS Superior University

• •

1. 500 Posters (4 x 2 foot) = Rs 5000 These posters will be distributed • • All cafes of DHA All Tuition Academies in DHA

Message to the Gamers “Ani Matrix brings you a Mohaa Challenge sponsored by Zong. The winner team will get cash prize of Rs 10,000 and there are surprise gifts for the runner ups as well. The tournament is on 15th April 2009. Teams register @ www.http://Animatrix.com.pk before 5th April 2009. Further detail on Facebook”

FINANCIAL BUDGETSAND FORECASTS BREAK-EVEN ANALYSIS Animatrix operates in service industry offering high gross margins. Variable cost is around 35% of sales. The Fixed Costs equal around Rs.65000 per month. Fixed costs include: Rent, salaries, internet charges etc. Break even point is the point where volume of sales of the venture neither makes a profit nor incurs a loss. From the very first month the company is above the break even point. Total Fixed Cost + Variable Cost < Total Sales

SALES FORECAST Revenues for the first year are broken down month wise; in which we have estimated the capacity utilization according to the trends. For example; capacity utilization is highest in the periods between Junes till August because the target market that is the students have their summer vacations at that time and spend a lot of time in gaming zones.

SALES MONTHLY

PC games contribute around 40% to the total sales; console games contribute around 20% while drinks and other food items take the remaining 40%. All sales figures are projected. We are getting sales from two major segments. One is the gaming sector which is our core business and other sales collection is from food items. Gaming is further classified into three functions namely PC Games, X-Box Games, P/S 3 Games.

Assumptions for PC Game Sales: • • One hour of PC game for Rs. 50 We have a seating capacity of 50 customer’s at one time on PC games. We assume that we will be earning sales of minimum 8 hours initially from PC games throughout the year, but consumption varies in capacity of seating. • Gaming Zone will be open for 25 days a month.

Sales estimation of PC games for March =? Per hour rate * Capacity utilization * No. of hours * No of working day = 50 * 35 * 8* 30 = Rs 420,000
 Note: 35 have been calculated by getting 70 percent of 50 PCs.

Assumptions for X-Box and P/S 3 Games: • • • One hour game for Rs. 60 At a time 12 people can play the same game. We assume that it will be consumed only for a limited number of hours per day.

Sales estimation of X-Box & P/S 3 games for March =? Per hour rate * No of hours * No. of working days*number of people = 60 * 8 * 30*12 = Rs.172, 800

Food:

Food department will include drinks, chips, shawarma and sandwiches. In drinks we offer Nestle juices 250ml packaging and disposable bottles of Coke, Sprite and Fanta. In Chips we only offer Lays, Super crisps and kurkuray (small size packaging). Drinks will be sold for Rs. 20 per unit and chips for Rs.10 per unit. Shawarma will cost Rs.60 and sandwich will cost 40. We will be assuming that half of our customers will take drinks and chips while 10% will buy shawarma and 10% sandwich. The numbers of daily customers that will visit Animatrix for the month of March are: • • • • •

280 customers for PC games 96 for X-Box and 96 for P/S 3 Total number of customers on this basis will be 472 Half customer who take drinks that would total 236 Half of the customer who take drinks takes chips 236 10% who buy shawarma equal 47 10% who buy sandwich equal 47

Estimated sales of drinks for the month of March =? No of customer having Drinks * Selling price * No. of working Days = 236 * 20 * 30 = Rs.141, 600 Estimated sales of Chips for the month of March =? No of customer having Chips * Selling price * No. of working Days = 236 * 10 * 30 = Rs.70, 800

Estimated sales of Shawarma for the month of March =? No. of customers buying shawarma * selling price* working days = 47*60*30 = Rs. 84, 600 Estimated sales of Sandwich for the month of March =? No. of customers buying sandwich * selling price* working days = 47*40*30 = Rs. 56, 400 Adding all the above estimated sales (PC games, X-Box, PS games & Food items) for March gives us total sale Rs. 946, 200 EXPENSE FORECAST The marketing budget will consist of 4% of sales. It is expected to grow in the future years when the business will expand further. Currently, the marketing budget consists of promotional banners and posters which will be made after every four months and onetime cost of website in the first month.

Explanation of Major Marketing Expenses:

Print material: It includes promotional posters and pamphlets which will be distributed in schools, universities and colleges and other places where the target market visits. This cost will incur after every four months.

Website: This is a onetime cost that is incurred in the first month of operations. It is an important part of our marketing efforts as we are planning to launch online gaming.

Banners: This is one of the important promotional tools for our campaign. The banners will be placed in schools and universities where the target market studies.

MONTHLY EXPENSE BUDGET

LINKING SALES AND EXPENSES TO STRATEGY The expenses are tied directly to the sales revenue. As the sales increase the expenses also increase. The sales consist of double the amount of expenses which is very good for the business.

CONTRIBUTION MARGIN

CONTROLS

IMPLEMENTATION MILESTONES

MARKETING ORGANIZATION

CONTIGENCY PLANNING Revenues exceeding projections: All figures in the financial plan are forecasted figures and can change the plan drastically if the difference is big.

T o ta l R e v e n u

Project risk: It might face risks of cost over-runs, for example the actual costs might exceed the predicted values. This would threat the profitability of the project. We have performed the analyses by making a few assumptions e.g. we have assumed different capacity utilization in projecting sales, the actual figure might vary.

FOCUS GROUP (GAMING)

Focused research will be used to explore and understand the attitudes of potential customers towards the online gaming and the current market trend of gaming zones. Focus Group Criteria • • There will be 6-8 members in a focus group Two focus group will be conduct Age 13 – 19 boys (These are school or college going boys that are doing there O/A levels or Matric/ FSc) ○ Age 20 – 29 boys ( They are University level student doing there Bachelors or Master)

These will be on campus focus groups as our target population is school/university students. On campus interview has an advantage that students are at easy because they are accustomed to there surroundings.

The focus group is almost 30 minutes to 45 minutes in length.

Focus Group Discussion Guide • • • • • • • • How frequently you go to gaming zone? Which game do you play more often? How many hours do you play in one sitting? How much amount are you willing to spend in a single visit? Which location do you prefer for gaming zone? Which gaming zone do you go more often? Why do you prefer going to Neo Matrix as compared to other gaming zones? With whom you prefer for going to gaming zones?

FOCUS GROUP (CONSUMER)

Focused research will be used to explore and understand the attitudes, behavior, habits and lifestyle of the potential customers. • Two focus group will be conduct

Age 13 – 19 boys (Beacon House DHA)

○ Age 20 – 29 boys ( LSE)

• •

These will be on campus focus groups The focus group is almost 30 minutes in length.

Discussion Guide 1. What are your favorite activities? 2. What type of music do you listen?
3. Which are your favorite music bands?

4. Do you play any kind of musical instrument? 5. What type of movies do you usually watch? 6. What are your favorite movies? 7. Do you participate in sports? 8. What kind of sports do you play the most? 9. Which brand represents your overall personality?

A) The respondent will be given a piece of cardboard with various pictures of cars on it. They will have to select only on car. The selection of a particular car category will tell us about a consumer personality, his preference, his likes and dislikes.

B) The respondents will be given cardboards. There will be various phrases or words written on them. They will have to mark only one word or phrase that is a true reflection of there personality.

99% perfect I eat, drink n sleep games

No work, No school No problem

Organized

I am me and I won’t change for any one

Love is serious mental disease

I do bad things U + Me = love

I want power

No limits No Boundaries

I love adventure and freedom

Rock N Roll

Ooooooooooo Cricket No to Milk, Yes to Red Bull

RETAILER QUESTIONNAIRE 1. How long have you been in this Gaming Zone business?

○ ○ ○ ○

Less than a year 1-2 year 3 -5 years More than 5 years

1. How profitable this business is for you? ○ Not that profitable ○ Just meet the break even cost ○ Moderately Profitable ○ Very Profitable 1. Do you think in the coming future there will be rising demand for this online gaming? ○ Yes ○ No 1. If yes, than by what percentage will there be increase in demand in Pakistan? ○ Less than 10 % ○ 15 % - 30 % ○ 35% - 40% ○ More than 40 % 1. Is there any Support by government to the gaming industry? ○ Yes ○ No 1. If yes, than what help is provided by the government? ○ Lower taxes ○ Subsidy ○ Awareness Campaigns ○ Sponsorship to e- Olympics 1. If not then do you want government to promote the gaming Culture? ○ Yes ○ No 1. Are there any legislation imposed for operation of a gaming zone? ○ Yes

○ No
1. If yes, who imposes the rules and regulations for operating gaming

zones? ○ Government Agency ○ Private Community ○ International Agency ○ No Regulations 1. What is on the average your basic opening cost? ○ Less than 50,000 ○ 50,000 to 100000 ○ 100000 to 200000 ○ 200000 to 300000 ○ 300000 to 400000 ○ 400000 to 500000 ○ More than 500000 1. What is on the average your basic networking cost? ○ Less than 20,000 ○ 20,000 to 30,000 ○ 30,000 to 40,000 ○ 40,000 to 50,000 ○ 50,000 to 100000 ○ More than 100000 1. Which company provided the networking services? ○ PTCL ○ Wateen ○ World Call ○ NexLink ○ Brain net ○ other (please specify) 1. Who are the suppliers of games equipment in Lahore? ○ Hafiz Center ○ Private Shops ○ International Companies ○ Others (please specify)

1. Is copyright an issue for Gaming Zones? ○ Yes ○ No

1. Is there any age limit for customers coming to the gaming cafés? ○ Yes ○ No 1. Which group is the most frequent visitor to a gaming zone? ○ School Students (Age 13-19) ○ University Students (Age 20-27) ○ On Job Men (Age 28-35) 1. How frequently do they visit the gaming zone in a week? ○ Once a week ○ 2 times a week ○ 3 -4 times a week ○ Everyday 1. How much time do they spend on an average in day per visit? ○ Less than an hour ○ 2 -3 hrs ○ 2-6 hrs ○ More than 6 hrs 1. Which group spends the most in a gaming zone? ○ School Students (Age 13-19) ○ University Students (Age 20-27) ○ On Job Men (Age 28-35) 1. How much does this group spend in per visit? ○ Less than Rs 100 ○ Rs 100 - 300 ○ Rs 400 - 600 ○ Rs 600-800

○ More than Rs 1000 1. Is this business extremely competitive? ○ Yes ○ No
1. Do you offer membership packages to your customer?

○ Yes ○ No 1. Are customers without membership allowed to play? ○ Yes ○ No 1. What is your basic hourly rate for using your gaming facilities? ○ Less than Rs 50 ○ Rs 50 to Rs 100 ○ Rs 100 to Rs 200 ○ More than Rs 200 1. What other services are you providing your customers? ○ Food ○ Drinks ○ Internet ○ Movies ○ Others Please Specify……………………………………………… 1. What marketing strategies are employed in attracting customers? ○ Advertisements in magazines ○ Posters ○ Discount packages ○ Special rates ○ Others 1. Which factors most affect your business? ○ Electricity shortages ○ Economic conditions ○ Religious opposition

○ Social acceptance ○ Others Please Specify……………………………..
1. Are women allowed in your gaming zone?

○ Yes ○ No

COMPUTER GAME QUESTIONNAIRE Hello, we are MBA-II students of Lahore School of Economics. We are conducting a Project to find out the views of the youth about their gaming experience at Gaming Zones in Lahore. This research will purely be used for the academic purpose. Please complete this questionnaire by ticking the appropriate boxes or by writing in your answer in the space provided. 1. Do you have access to computer at home?  Yes  No

2. How many hours do you normally use a computer in a day?  Less than an hour  1- 2 hrs a day

 3- 5 hrs a day  More than 5 hours a day 3. Do you have an internet connection at home?  Yes  No

4. If yes, is it a dial-up or a broadband connection?

 Dial Up

 Broad Band

5. What do you use a computer for most frequently?

 Ms Office Software Programming  Making Spreadsheets Playing games  Graphic Designing 6. Do you own a console game?  Yes

 Database

 Internet Surfing

 Checking Emails

 No

7. If yes, which type of game console do you own nowadays?

 Play station 1 Station 3  X-Box Boy  Nintendo

 Play Station 2

Play

 X-Box 360

 Game

 None

8. Please rank the following from 1 to 5 With 1 being the most preferred and 5 being the least preferred.  Play station  X-Box 360
 Game Boy  Nintendo  PC games

.................................. ................................ ................................ ................................ .................................

9. How many hours do you spend a day playing a game console?  Less than an hour a day day  More than 5 hr a day  1–2 hr a day  3-5 hr a

10.When is your favorite time to play game?  During the evening (4pm -7pm)  During the night (8pm – 11 pm)  On the weekend only

 Other (Please Specify)………………………………………………… 11.Have you played computer games?  Yes  No

12. If yes, what types of PC games do you play the most?

 Adventure  Puzzle  Strategy Games.

 Arcade

 Racing

 Shooting  Sports

 Role Playing Game

13.Please rank the following from 1 to 5 With 1 being the most preferred and 5 being the least preferred.  Adventure  Arcade  Racing  Shooting  Strategy games ................................... .................................. ................................. ................................. ...............................

14. Which is your favorite multiplayer PC game?

Counter strike Mohaa  Command &Conquer

DOTA FiFA

Call of Duty 4  Red Alert

15.Please rank the following from 1 to 7 With 1 being the most preferred and 7 being the least preferred. Counter strike DOTA Call of Duty 4 Mohaa FiFA  Red Alert  Command &Conquer
16. In an average week, how many hours per week do you play PC games?

 0-6 hr a week  6 – 12 hrs a week  12 – 18 hrs a week  18 – 24 hrs a week  24+ hrs a week

17. Have you ever visited a gaming zone?

 Yes

 No

18. If yes, than which of the following gaming zones have you visited?

 Neo Matrix  Black Out

 Ani Matrix  Zero R

 Stalling Rad

19. Have you heard of Ani Matrix?  Yes  No

20. Have you been to Ani Matrix?  Yes  No

21. If yes, where did you hear about Ani Matrix?  Friends  Road side banners  Posters at university/school  Website  Magazine

 Newspaper  Television

22.Please rate each of the following service offered by gaming zone on the scale of 10. (Example 7/10 for a discount for neo and 3-10 for Black Out) Neo Matrix New Games Variety Latest computers Website Discount Package Fast Speed Internet Nice Ambiance Lower Charges per Hour e- gaming tournamen ts Food Value For Money No Smoking Zone Total (100) Ani Matrix Black Out Stalling Rad Zero-R Gamers Den

23.We would like to get your opinion on various services offered by the gaming zone?

Very Least Important Important

1 5

2

3

4

New Game Variety Latest Computers Discount Package Speedy Internet Website o Nice Ambiance o Low Charges per hr E-gaming Tournaments Dj System o Food o

o o o o o o o o o o

o o o o o o o o o o

o o o o o o o o o o

o o o o o o o o o o

o o o o

o o

No Smoking Zone o

o

o

o

o

24.How often do you visit a gaming zone per Week?  Almost Everyday 3 times a week  More than 4 times  Once a Week  2-

25.How many hours on an average do you spend in a gaming zone per day?  Less than an hour 3 hours  More than 3 hours 26.How much do you spend on an average in a gaming zone per visit?  Less Rs.100 More than Rs 500
27. Have you subscribed to online computer game?

 1-2 hours

 2-

 Rs 200 – Rs 500

Yes

 No

28.Are you will to pay to for your favorite online game?  Yes  No

29.If yes, how much are you willing to pay for a monthly subscription?

 Less than Rs.200  More than Rs.1000
30. Do you read Magazines?

 Rs 200 – 500

 Rs. 500 – 1000

 Yes  Fashion/Entertainment Scientific  Gaming

 No  Business& finance 

31.If yes, which type of magazine do you read mostly?

32.Have you subscribed to an online gaming newsletter?  Yes  No

Name: ________________________________

What is your Education?
○ ○

Metric/O-level Intermediate/A-level

○ Undergraduate ○ Graduate

Where do you Study? ○ LSE ○ LUMS ○ Beacon House school ○ The Lahore Alma ○ Defense Public School ○ Others (specify)………………………………..

(Thank you for your time. Have a good day.)

GRAPHS COMPUTER GAME QUESTIONNAIRE Hello, we are MBA-II students of Lahore School of Economics. We are conducting a Project to find out the views of the youth about their gaming experience at Gaming Zones in Lahore. This research will purely be used for the academic purpose. Please complete this questionnaire by ticking the appropriate boxes or by writing in your answer in the space provided. 1. Do you have access to computer at home?  Yes ANS: 100 % YES  No

2. How many hours do you normally use a computer in a day?  Less than an hour  1- 2 hrs a day  3- 5 hrs a day  More than 5 hours a day
M et a 5h usa o hn or r 2. % 40 Ls t a a hu es hn n or 2% . 0 1 2 r ad y - hs a 1. % 80

3 5 r ad y - hs a 5. % 60

3. Do you have an internet connection at home?  Yes ANS: 100 % YES  No

4. If yes, is it a dial-up or a broadband connection?  Dial Up  Broad Band

D lU ia p 2 .0 8 %

B abn ro d a d 7 .0 2 %

5. What do you use a computer for most frequently?

 Ms Office Spreadsheets

 Database

 Software Programming  Making

 Internet Surfing  Playing game Graphic Designing  Checking Emails

C e in E a h ck g m ils 6 % .0 G p ic D sig in ra h e n g 2 % .0 P yin g m s la g a e 3 .0 0 % S ftwa P g m in o re ro ra m g 2 % .0

In rn t S rfin te e u g 6 .0 0 %

6.

Do you own a console game?  Yes  No

N o 6 % .0

Ys e 9 .0 4 %

7. If yes, which type of game console do you own nowadays?

 Play station 1  X-Box 360  None

 Play Station 2  Game Boy

Play Station 3  Nintendo

 X-Box

N te d in n o 80 .% Gm B y ae o 20 .%

Ms g is in 4 % .0 P ysa n1 la t tio 4 % .0

XB x3 0 - o 6 2 .0 2 %

P yS t n2 la taio 4 .0 4 % XB x - o 1 .0 0 % P yS tio 3 la ta n 60 .%

8. How many hours do you spend a day playing a game console?  Less than an hour a day More than 5 hr a day  1–2 hr a day  3-5 hr a day 

Ms g i i sn 4% . 0 M ehn h a a o t a 5 r dy r 1. % 6 0 Ls t a a h u a es hn n or 8% . 0

12 ra a - h dy 3. % 4 0 35 ra a - h dy 3. % 8 0

9. When is your favorite time to play game?  During the evening (4pm -7pm) pm)  On the weekend  Other (Please Specify) …………………………………………………  during the night (8pm – 11

D rin th e e in ( u g e vn g 2 .0 8 % O e (P a eS e if th r le s p c 3 .0 6 %

O th w e e do ly n e ekn n 8 % .0

D rin th n h (8 u g e ig t p 2 .0 8 %

10.Have you played computer games?  Yes  No

N o 4% . 0

Ys e 9. % 6 0

11. If yes, what types of PC games do you play the most?

 Adventure Puzzle Sports

 Arcade  Strategy Games.

 Racing

 Shooting 

 Role Playing Game

Ad n re ve tu 2 % .0 Arca de 10 .0% R cing a S trate G m s. gy a e 36 .0% 8 % .0

S o tin ho g 14 .0%

P zzle u So p rts 12 .0% 4 % .0 R le P yin G m o la g a e 14 .0%

12. Which is your favorite multiplayer PC game? Counter strike Alert  Command &Conquer DOTA Call of Duty Mohaa FiFA  Red

Cma d& o q e om n Cn u r 60 .% RdA r e l t e 20 .% FA i F 60 .% Cu t r srk o ne t i e 1. % 00

DT OA 2. % 80

Ma o a h 4. % 60

Cl o Dt 4 a f uy l 20 .%

13. In an average week, how many hours per week do you play PC games?

 0-6 hr a week  6 – 12 hrs a week  12 – 18 hrs a week  18 – 24 hrs a week  24+ hrs a week

2 +hsaw e 4 r ek 40 .% 06h aw e - r ek 2. % 40 1 - 2 hsaw e 8 4r ek 2. % 80

6- 1 hsaw e 2r ek 1. % 20

1 - 1 hsaw e 2 8r ek 3. % 20

14. Have you ever visited a gaming zone?  Yes ANS: 100 % YES 15. If yes, than which of the following gaming zones have you visited?  No

 Neo Matrix

 Ani Matrix  Stalling Rad  Black Out  Zero R

NO A IBt E & N oh 3. % 60

NoMt ix e ar 5. % 00

Zr R eo 20 .% A i Mt i n arx 1. % 20

16. Have you heard of Ani Matrix?  Yes  No

N o 6 % .0

Ys e 9 .0 4 %

17. Have you been to Ani Matrix?  Yes  No

N o 1. % 0 0

Ys e 9. % 0 0

18. If yes, where did you hear about Ani Matrix?  Friends  Road side banners  Posters at university/school 

Website
 Magazine  Newspaper Television

P ste a u ive o rs t n rsit 4 % .0 R a sid b n e o d e a n rs 1 .0 0 % M issin g 6 % .0

F ns rie d 8 .0 0 %

19.We would like to get your opinion on various services offered by the gaming zone?

Very Least Important Important
Important Neutral Less important

1 5

2

3

4

New Game Variety o

o

o

o

o

Important 2.0%

Very Important 98.0%

Latest Computers o

o

o

o

o

Important 8.0%

Very Important 92.0%

Discount Package o

o

o

o

o

Important 38.0%

Very Important 62.0%

Website o

o

o

o

o

Less Im portant 14.0%

Very Im portant 38.0% Neutral 20.0%

Im portant 28.0%

Nice Ambiance o

o

o

o

o

Important 8.0%

Very Important 92.0%

Low Charges per hr o

o

o

o

o

Important 48.0%

Very Important 52.0%

E-gaming Tournaments o

o

o

o

o

Less Important 12.0% Very Important 34.0% Neutral 20.0%

Important 34.0%

Food o

o

o

o

o

Neutral 2.0%

Very Important 42.0%

Important 56.0%

No Smoking Zone o

o

o

o

o

Least Important 16.0% Very Important 36.0% Less Important 14.0%

Neutral 4.0%

Important 30.0%

20.How often do you visit a gaming zone per Week?  Almost Everyday 3 times a week  More than 4 times  Once a Week  2-

A o t Ee d y lms v ry a Mreth n4tims o a e 2 .0 8 % 1 .0 8 %

O c aWe ne ek 1 .0 2 %

2 3timsaw e e ek 4 .0 2 %

21.How many hours on an average do you spend in a gaming zone per day?  Less than an hour 3 hours  More than 3 hours  1-2 hours  2-

L ss th n a h u e a n or M re th n 3 h u o a o rs 2 .0 0 % 6 % .0

1 hu -2 o rs 4 .0 6 % 2 3h u o rs 2 .0 8 %

22.How much do you spend on an average in a gaming zone per visit?  Less Rs.100 More than Rs 500  Rs 200 – Rs 500 

Mreth nR 5 0 o a s 0 8 % .0 L s R .1 0 es s 0 3 .0 0 %

R 2 0- R 5 0 s 0 s 0 6 .0 2 %

23. Have you subscribed to online computer game?


N o 4 .0 0 %

Yes

 No

Ys e 6 .0 0 %

24.Are you will to pay to for your favorite online game?  Yes  No

N o 3. % 4 0

Ys e 6. % 6 0

25.If yes, how much are you willing to pay for a monthly subscription?  Less than Rs.200 More than Rs.1000  Rs 200 – 500  Rs. 500 – 1000

R 50 - 1 0 s. 0 0 0 10 % .0 M issin g 2 .0% 4

R 20 - 5 0 s 0 0 40 % .0 L ess th n R 0 a s.2 0 2 .0% 6

26. Do you read Magazines?

 Yes
N o 1 .0 6 %

 No

Ye s 8 .0 4 %

27.If yes, which type of magazine do you read mostly?  Fashion/Entertainment Scientific  Gaming  Business& finance 

Missing 6.0%

Fashion/Entertainmen 32.0%

Gaming 54.0%

Business& finance 8.0%

1. Have you subscribed to an online gaming newsletter?  Yes  No

4 2 % .0 N o 2 .0 6 %

Ys e 7 .0 2 %

What is your Education? Metric/O-level  Intermediate/A-level  Undergraduate  Graduate
G da r ut a e 6% . 0 Ud r r d a n ega u t e 3. % 6 0 MrcOe e ei / - vl t l 1. % 8 0

I t r e i t / -e e n m a Al v l e d e 4. % 0 0

Where do you Study?

LSE  LUMS  Beacon House School  the Lahore Alma  Defense Public School Others (specify)………………………………..

Oe th r 8 % .0 Dfe s Pb S h o e n e u lic c o 1 .0 6 % LE S 3 .0 2 %

T eL h reA a h ao lm 2 .0 2 % B c nHu es h o eo os c ol 2 .0 2 %

Perceptual Map Working

We will be comparing value for price & services provided with quality

Neo Matrix New Games Variety Latest computers Website Discount Package Fast Speed Internet Nice Ambiance Lower Charges per Hour Value for Price & Services offered e- gaming tournaments Food No Smoking Zone Total (100) 9 10 7 4 9 9 6 8 10 9 9

Ani Matrix 6 8 0 6 8 4 7 7 4 5 5

Black Out 4 4 0 5 6 4 7 5 3 0 5

Stalling Rad 5 6 0 6 7 5 7 7 3 0 5

Zero-R 7 7 0 8 7 6 7 7 2 0 5

Gamer's den 5 6 0 7 6 4 7 5 2 0 4

1. Neo Matrix:

• •

Value for price & Services: 8 Quality: New game variety + Discount packages + Nice Ambiance + E-gaming tournament + Food

9 + 4 + 9 + 10 + 9 = 41/5 = 8.2

1. Ani Matrix :

• •

Value for price & Services: 7 Quality: New game variety + Discount packages + Nice Ambiance + E-gaming tournament + Food 6 + 6 + 4 + 4 + 5 = 25/5 = 5

3.Black Out : • • Value for price & Services: 5 Quality: New game variety + Discount packages + Nice Ambiance + E-gaming tournament + Food 4 + 5 + 4 + 3 + 0 = 16/ 5 = 3.2

4. Stalling Rad:

• •

Value for price & Services: 7 Quality: New game variety + Discount packages + Nice Ambiance + E-gaming tournament + Food 5 + 6 + 5 + 3 + 0 = 19/5 = 3.8

5. Zero –R:

• •

Value for price & Services: 7 Quality: New game variety + Discount packages + Nice Ambiance + E-gaming tournament + Food 7 + 8 + 6 + 2 + 0 = 23 / 5 = 4.6

6. Gamers’ Den:

• •

Value for price & Services: 5 Quality: New game variety + Discount packages + Nice Ambiance + E-gaming tournament + Food 5 + 7 + 4 + 2 + 0 = 18 / 5 = 3.6

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