Executive Summary:

‘Reverie’ has focused its efforts on the development of a crux for family entertainment center
(FEC) to provide quality family entertainment activities to the communities all over the World,
especially Pakistan.

Focused on family entertainment in a family-oriented community, Reverie is a company primed to

take advantage of an expanding and profitable industry.

Entertainment has become a buzzword of the new millennium. David L. Malmuth, senior vice
president of the TrizenHahn Development Corp. has observed, "People are not just interested in
buying things. They want an experience, adding that the keys to providing successful experiences
are authenticity, fun and participation. People have money to spend and will spend it on
entertaining themselves."

Quality family entertainment is the focus of Reverie. The company's proposed FEC will be
designed to provide the type of family entertainment and adventure the current market demands,
which includes 3 major zones, a zone where one can visualize his/her imagination through highly
eqquiped Virtual reality Labs, the other one to carry your Childhood dreams and last but not the
least, a well managed Motel where you can tome your unforgettable experiences.

The first proposed site is a five-acre parcel in Head Balloki, with a second site to follow within five
years.

In addition to other funding and capitalization efforts, the Company anticipates that it will seek
funds from the Government Redevelopment Agency which may assist in the purchasing of land for
development of the proposed sites.

A recent stats conducted by the StatsPAK.GOV found that percentage monthly consumption
among households by commodity groups, from 2008 to 2009 on Recreation and Misc
Entertainment is 14%.

Based on the current entertainment prices and cost of revenue structure in the local amusement
and recreation industries, we believe that our anticipated FEC will have the potential of generating
enough as gross sales in the first year of operations.

With our strong management team and our aggressive marketing plan, we project a consistent and
minimum annual growth of five percent.
Mission
Vision
Core Values
Delight customers
Satisfy their want
Provide great services

Strategic Goals
We have four point strategy to achieve our objectives:

Make our targets aware of our services

Achieving an average per person revenue of before tax
Achieving the goal of increasecustomer visits by 10% by next year
Assuring Consumer pleasure and satisfaction
Taking entertainment to a level above

BCG Matrix
 SWOT Analysis

Strengths Weaknesses
Internal

SWOT

External
Opportunities Threats

Positive Negative

Strengths
Highly trained workforce
Availability of natural resources
Use of a completely new technology i.e. virtual reality

Weaknesses
Massive investment
Innovation needs acceptance
Requires high promotion budget

Opportunities
Distinction and uniqueness of the service offering
Government support
No competitors yet
Substantial budget prohibits irrational investing competitor

Threats
Security issue
roduct Market Expansion Grid

Market Development Strategy

We have planned to expand to
various markets geographically with
the same product category we are Market Product
serving at present i.e. the field of
Penetration Development
entertainment.

Diversification

Market Orientation Concept

Marketing Concept
For the formation of our company’s objectives, we believe in the concept of identifying
the needs and wants of our target market and designing our features to satisfy and delight our
customers accordingly.

Micro Environment
Macro Environment
Consumer Buying Behaviour
 High Low
Involvement Involvement

Significant Variety
Complex
Difference Seeking
s

Few
Dissonance
Habitual
Difference Reducing
s

Segmentation
As we cannot serve each and every person with our service so we fragment the market into various
segments

Demographic Segmentation 0-6000

We segment market on the basis of income of 48%
6000-15000
consumer into high income , range of medium income 15%
and low income 15000-5000
13%
50000-100000
13%
100000-over
11%

Psychographic Segmentation
We fragment the market on two psychographic basis
Social Class
i.e.
 Social Class as Upper, Upper middle
and Lower middle , Lower class Psychographic
 Personality s enthusiastic, cocoons ,
adventurous
Personality

Behavioural Segmentation
We segment market on the basis of 2 behavioural
grounds i.e Benefits

Behaviour
User
Occasion
  Benefit of quality and uniqueness
of service
 Occasion such as weekends, holidays
and vacations
 User Status as ex-user, new user,
regular users

Social Class

Psychographic Personality

Segmentation Demographic Income

Benefit
Behavioural
Occasion

Usage Rate
Our Target Market
We segment our market on the basis of demographic,
psychographic and behavioral segmentation but we are unable to
serve all the segments. So we opt for multiple segments as
our target market to capture. We target enthusiastic
entertainment lovers opting for unique service of
the affluent high and middle income range.

Target Market Strategy

Differentiated Marketing
We employ Differentiated marketing strategy to target the market as we have designed our offering
able to chase a market comprised of customers belonging to all age groups with Reverie providing
extraordinary services for every member of the family but within the middle and high income
groups.

Positioning
Competitive Advantage
Unique Virtual Reality feature of our park

Value Proposition
We differentiate our offered service on the basis of following Specialties

A completely distinct bunch of amusing activities.

Virtual reality technology never used by anyone.
Guarantee of a complete entertaining experience.
A friendly environment provided by our upbeat people.

Positioning Strategy
More For More
We provide the most upscale service and promise to reform the concept of fun and
entertainment to a new level.
We charge according to the service we offer and believe that the experience is worth
spending and is much more than mere price.
Positioning Statement
“To enthusiastic entertainment seekers, Reverie is a valley of
amusement that provides one and all with fascinating entertainment
experiences power packed with latest technology.”

Marketing Mix

Product Price

Marketing
Mix

Place Promotion

Product
Service Offering
Our company is initiating the project which is the need as the growing stress taking over the soul
and mind of people depriving them of their family time. To assure their right of entertainment we
are introducing Theme Parks in Pakistan fully loaded with complete instruments i.e. Virtual
Gaming, Fun rides and a wide area to picnic providing a recreational site for the whole family.
Service Attributes
Our company is offering a one of it kind theme park which is characterized by its three fascinating
zones

The Ride-Zone

The area of our park which is fully loaded with thrilling

rides of international standard used in Pakistan for the
very first time from Roller Coasters to Giant Wheels
providing a complete adventurous pleasure for those
who love to live on the edge.

The I-Zone
The zone of our park which is completely devoted to
the latest technology and technology lovers. It comprises
of employing the technology of virtual reality which
after certain attachments take you to a world you have
ever imagined which is a feature never used by anyone
before.
It can take you to a world you can never reach in reality
and while playing video games. It would make you feel
as if you are the one actually in the game.

The Appy-Zone

The part of our place which consists of beautiful eye

catching huts to be booked by the visitors to relax and
for light pleasurable activities, open fields and playing
area for small kids with a restaurant fully equipped
with our mesmerizing local culture and ever refreshing
mouth watering food providing an ideal place for full
family picnics
The Levels of Service
Core Benefit
Core
Delight customer Benefit
Provide enchanting
experience Actual
Service
Actual Service
3 Zone Theme park Augmented
Service
Rides, Games and
Resort
Augmented Service
Friendly Atmosphere
Make imaginations
a reality

Service Classification
As Reverie is a unique combination of distinctive characteristics and a fascinating
experience that our significant group of target segments would agree to make a special effort to visit
and pay for the delightful venture.

Branding

Price
Price is the factor which produces revenues and
accomplish the goal of profits for the company.
Pricing is a very significant and complex phenomenon
for the marketers.
We use the concept of ‘Value Based Pricing’
while initially deciding the criteria to specify the price
ranges and foundation step towards pricing

Pricing Strategy
Market Skimming Pricing
 We would be employing the pricing strategy targeting affluent middle and high income
elite families justifying our prices on the following grounds
A considerable percentage of people lie in the specific income span.
The standard of quality and distinct nature of service we offer
The kind of family oriented environment we provide

Price Adjustment Strategies

As, we are in the park business, we will adopt the strategy of Two Part Pricing. Through
this pricing the company will charge the price on two basis

 Entry Ticket
 Charge per service
Place Selection
Location
The area we have acquired for our entertainment valley “
Reverie” is km away from Lahore. We can access this
area by the route of ‘Multan Road’ approaching The
Head ‘Baloki’. After crossing the head, we reach our
destination.

Place
We have selected the proposed area due to specific
requirements based on the themeof our project. The
qualities of this region which matched our specifications
are

Availability of large area in acres required to

establish our three zone park
Convenient supply of natural resources
Not far from the city of Lahore, a recreational
spot just one hour away from the main city

Value based Delivery Network

Our value based delivery network comprises of our suppliers providing the equipment and
resources required for our project.
from rides and roller coasters to the gaming equipment from
food to accessories

We rely on the quality and service of the products and services required provided by our suppliers
to offer the entertainment experience to our customers that we guarantee.

We have the following group of suppliers, one time and regular

K
K
K
k
Promotion
Slogan
“ Catch your Dreams”

Promotion Tools
We use an integrated mix of the following promotion tools to endorse REVERIE

Advertising
We will use multiple channels of media to endorse our offering
TV channels
Radio Channels
Newspapers and Magazines
Hoardings and banners in leading malls
Sales Promotion
We have designed many lucrative packages to serve the market attractively
Discounts for students of schools, colleges and universities encouraging trips
Membership options providing the members with great special offers
Public Relations
Personal selling (Initially)
We would be sending our representatives to malls and educational institutes
providing a glimpse of The REVERIE Experience

Direct Marketing
We will track our direct marketing only through our website providing information
and booking services

Promotion Strategy
Pull Promotion Strategy
Our company will employ ‘Pull Promotion Strategy’ by directing all our advertising
and promotion activities towards our final target consumers arousing their keen interest inducing
them to enjoy our offering earliest possible. We have designed our strategy in such a manner to
prove fruitful for the profits.

Budget Strategy
Objective and task Method
Objectives
To build Brand image
To initialize the awareness among innovators and early majority
To make people aware of our service
To arouse interest in the target market
To urge our target market to visit the place and visit frequently
Tasks
Stressing brand differences and benefits
Advertising and promoting reverie through multiple channels
Endorse Reverie at multiple locations among the target groups by holding
presentations and seminars
Providing such an experience that it converts the consumer into promoter(Buzz
Marketing)
Designing the promotion into an effective bullet hitting the market
Providing incentive packages and membership offers

Cost
Partial View of Promotion Budget

We have designed our promotion budget to be executed in three parts

1st Part :
Brief Introduction and Image Building
Necessary to build an image in the mind of consumers from unknown to complete brand. It
requires a little longer to build a brand image of a new service in a gradual process to create a
strong relation of service to the consumers. It consists of slow advertising within a moderate range

2nd Part:
Persuading target market
After the image building process, the advertising takes a turn and transforms into heavy flow
marketing in order to persuade the consumers to match their need of entertainment with our
phenomenal offering and attract them hard enough to visit and visit frequently
3rd Part:
Regular Light Promotion
After the complete take over of consumer minds, we reduce our promotion budget and cut down
the advertisement frequency form affluent to regular promotion.

Advertising Budget
TV Channels Radio Magazines Hoard Internet
ings
1st Sec 30 1 page
Part Times 26
/day
Times 780 16
/month
$ 19800 3600
Month

2st Sec 60 1 page

Part Times 30
/day
Times 900 24
/month
$ 40000 5400
Month

3rd Sec 30 1 page

Part Times 20
/day
Times 600 16
/month
$ 18000 3600
Month

Total

Feedback
Analysis of Marketing Plan

Sales