7.

0 MARKETING PLAN

7.1 Product or service description

Now days, teenagers are exposed to creative game, they need a enjoyable game
but at the same time they also need to think. Paintball, sometimes called the national
survival game is a sport that is a high tech version of the kids' game, capture the flag. It
grew from games similar to capture the flag. SAHAR paintball Centre Corporation
provided a new introduce sports services in Malaysia, especially in Johor. We run this
business to increase sport quality in Malaysia with encourage teenagers and youth to
participate in recreational sport area rather that involved in unhealthy and unbeneficial
activities such as drug abuse, illegal race and other. This is not only limited to certain age
and gender. It’s game without border. Other than that, it can develop valiant attitude,
teamwork and strategy to defeat the enemy. This is game do not need any qualification or
certain terms. Besides that, we organize tournaments to introduce this paintball games.

7.2 Target market

The location of SAHAR paintball Centre Corporation is around Johor Bahru is

strategic place where our target market is basically cater for the students, teenagers and
corporations in that area. Furthermore, the population of people around the area is big.
To make sure our marketing service going on fluently we had focus for certain
market segmentation that we choose. This is to make and guarantee that our business will
achieve through our target.

Our centre has identified the target market that we chose is mainly on the:-
  Geographic

Our business premise is situated in one of the affluent parts of Johor Bahru,
which is near Plaza Angsana. The uniqueness of the area is the population of the
resident here is large and this district also near with shopping which is also can attract
the customer locally and also foreign especially Singapore. There also basic facilities
provided such as water and electricity supplier, good networking, transportation and
communications. And there also have a suitable weather to operation our centre
anytime.

 Demographic

For this segmentation, according to our location, which is Johor Bahru, we are
dealing for the:-
 7% of teenagers or student around 10 to 20 years old
 10% of 25 000 students UTM
 7% of corporations in Skudai and Johor Bahru

 Psycho graphic

For the psycho graphic segmentation we take in to account the personal

characteristics of the students and teenagers, one of sport activities and hobbies, the
price is quite reasonable compared to other competitors, this is to ensure that we will
provide a comfortable place and fulfill their satisfactions.

Therefore to ensure that our business will provide satisfaction and quality, we had
set up a strategy. Strategy is to have a good relationship among paintball centre, students,
teenagers and corporations. This is because they have their right in making decision and
choose their want. We hope that our services are parallel with their needs and interest.
7.3 Market size

Our market size is approximately around the Skudai and Johor Bahru area. Our
target market is to students, teenagers and corporations in that area.
Our interpolation of this location is very strategic. This is because around the area
there are three secondary school, University Technology of Malaysia, large of housing
area, good networking such as transportation and communication, and basic facilities
such as water and electricity. Resort, supermarket, factory and restaurant are just around
the corner of the area.
Based on the research that we had done, our estimation on the market size is as
follows:-

 Corporation
 There are many government and private business around our location.
Estimation: Private – 800 people
: Government – 1000 people

Market estimation: 1st year - 7%

2nd year - 14%
3rd year - 35%

 Students of secondary school and IPTA student ( teenagers )

 Students of secondary school around Taman Tampoi Utama, Taman Uda,
Taman Tun Aminah, Johor Bahru and Skudai.
 Students of UTM

Estimation : secondary school student - 1500 people

 (3 schools)
: UTM students - 2500 people

Market estimation: 1st year - 7%

2nd year - 14%
3rd year - 35%

7.4 Competitors

This is the main aspect that must be taken into consideration. This is
where we can judge our strength to monopoly the market. Furthermore we can
know until when that our business will be maintained and survived.
Our competitors are basically around Johor Bahru. They are as follows:
  SERI SANTAI PAINTBALL
Tapak Perkhemahan MPJBT,
Taman Impian Emas,
Johor Bahru
 MARK GHUA PAINTBALL
Dangabay Fiestra StreetMall,
Johor Bahru

 VALIAPAN RECREATION CENTRE

Taman Bukit Kempas,
Kempas, Johor Bahru.

Analysis the strength and weakness of the competitors

SERI SANTAI PAINTBALL

Strength
 The paintball centre offers the adventure game like in the jungle.
 The centre located in MPJBT campsite.
  The prices offered are quite reasonable.
 No limited players.

Weakness
 The location is quite difficult to search.
 Only open in the daytime and close at night.
 The resident area is small.

MARK GHUA PAINTBALL

Strength
 The paintball centre offers food and drink.
 Operation on daytime and night.
 Easy to search the location.
 Use the good markers.

Weakness
 Free area – bad weather.
 Non – strategic place.
 The rates for the game of packages offered are likely to be expensive.

VALIAPAN RECREATION CENTRE

Strength
 Famous place among Indian resident because opposite to temple
 They used the modern tool
 Used woman as attractive medium
Weakness
  Monopoly by Indian
 Noise
 Far from town

SAHAR PAINTBALL CENTRE CORPORATION

Strength
 Our paintball centre is situated in a strategic location.
 The population of the resident area is large.
 Good service facilities and securities.
 The members of staff are friendly and efficient.
 Have a good promotion to attract the customers.
 Near to Plaza Angsana
 Operation on daytime and night.

Weakness
 A new business operated around Johor Bahru.
 The competitors are more experience in dealing with this kind of business.

7.5 Market share

The market shares are prepared based on the research done upon the competitors.
It is done according to the following process.
 Making observation around the Johor Bahru area.
  Estimate the numbers of customers that we can attract to come our paintball
centre.
 This estimation figures are basically in percentage.
 Estimation of the customers is based the secondary school, institutions and
corporation around this area.

Market Share before Entry of SAHAR paintball Centre Corporation:

No Name of paintball centre Percentage Total

1. Seri Santai paintball 35 % RM 70 000
2. Mark Ghua paintball 40% RM 80 000
3. Valiapan Recreation Centre 25% RM50 000

Total 100% RM200 000

After analyzing the competitor’s strength and weakness, SAHAR paintball Centre
Corporation is confident it can control 25% of the market.

Adjusted Market Share after the Entry of SAHAR paintball Centre Corporation:

No. Name of paintball centre Percentage Total

1. SAHAR paintball Centre Corporation 25% RM 50 000
2. Seri Santai paintball 25% RM 50 000
3. Mark Ghua paintball 35% RM 70 000
4. Valiapan Recreation Centre 15% RM 30 000
Total 100% RM 200 000
 Estimated market share for SAHAR paintball Centre Corporation is 25% or
average RM 50 000 per month.

7.6 Marketing strategy

7.61 Product Strategy

 Free instruction of the game

Because the game was new known to others and many people did not know how to
play this game and the rules of the game, we will give the instruction and briefing about the
game. This service was free before start the game.

 Comfortable facilities
The area of our paintball centre is cover with roof, was closing with net around
the field, the safety is first and the risk of accident is low. All the facilities were there such as
toilet, cafeteria, changing room, surau and so on.

 Experience referee
We have referee in experience and get appreciation from Malaysia Paintball
Association.

7.62 Price Strategy

Rates will be charged according to the package taken by the customer. The rates
are charged cheapest and quite reasonable compared to other competitors. For every
session SAHAR paintball Centre Corporation we allow a team of minimum 8 players,
with the maximum of 16 players for each session. Packages available:
ADULT / CORPORATE PACKAGES

WEEKDAY WEEKEND AND PUBLIC

HOLIDAY
< 10 person RM 25 per person RM 20 per person
>11 person RM 20 per person RM 15 per person

STARTER PACK
MARKER + 50 PAINTBALL PELLETS + MARKER (INCLUDING CO2
CANNISTER) + FACE MASK PROTECTION + ENTRY FIELD

ADDITIONAL PELLETS

QUANTITY ( UNITS ) MEMBER NON – MEMBER

150 RM 35 RM 70
500 RM 95 RM 170
1000 RM 155 RM 210
2000 RM 285 RM 380

STUDENT PACKAGES

IPTA STUDENT SCHOOL STUDENT

< 10 person RM 15 per person RM 12 per person

>11 person RM 12 per person RM 10 per person

STARTER PACK
MARKER + 50 PAINTBALL PELLETS + MARKER (INCLUDING CO2
CANNISTER) + FACE MASK PROTECTION + ENTRY FIELD
 ADDITIONAL PELLETS

QUANTITY ( UNITS ) RATE

150 RM 50
500 RM 150
1000 RM 190
2000 RM 350

EQUIPMENT RENTAL

BODY PACK = RM 3.00/pcs

3 HARNESS + PODS = RM 5.00/pcs
2 HARNESS + PODS = RM 3.00/pcs

REGISTER ‘SAHAR CLUB’

RM 50.00 per year
MANY ADVANTAGES WAITING FOR YOU!

TARGET RANGE
RM 4.00 / 10 pellets

7.63 Place Strategy

Location of the business is important because:-

 Office
 It is situated around the resident area in Johor Bahru and
UTM campus.
  The place of business is easy to search.
 Good service facilities and securities.
 Close to our target market.
 Easy access to main road
 Field
 It is suitable for field concept.
 Close to our target market and our office.
 Advantage when adjacent with Skudai – Johor Bahru
highway.
 Complete with basic amenities, transportation and
communication.
Basic facilities such as water and electricity supplier, good networking,
transportation and communication are provided. Our paintball centre is also
situated near the shopping complex, restaurant, office and bus stop.

7.64 Promotion Strategy

Promotion is the main strategy in offering our service. The efficient and
effectiveness of the promotions are important as we are new in the market. This is
to introduce our business to the public. Therefore we came out with some
promotion strategies are as follow:-

 Business signboard
The signboard will be located in front of the business premise. There
will be a logo, the name of the paintball centre and its address on the
signboard. This will ensure the existence of our paintball centre to the public.
It will be easier for them to search for information about the service provided.
  Banner
We also need banner to introduce our centre to the public. From here
the public will get some information about our paintball centre. The banners
mainly display around Johor Bahru area, such as at supermarkets, factories,
schools and UTM campus.

 Pamphlets and Brochures

In the pamphlets and brochures, it will include the packages and the
range of games that we offer, the rate will be charge, the objective and
location of the paintball centre. The pamphlet and brochure itself will provide
some information to our customers especially students, teenagers and
corporations. We distribute the pamphlet to schools and university and the
brochure to houses, factories and local business.

 Business card
We need business card mainly to deal with our suppliers, who
provided facilities to our paintball centre.

 Magazines and Newspapers

We will advertise our service in teenagers and school magazines once
a month. This is to attract our customers to come our paintball centre. From
the magazines, teenagers and students can easily get information from that.
And we also advertise our service in KOSMO Johor newspaper once in month
for attract more customers especially in Johor Bahru area.

 Campaign
 We will campaign our paintball centre at UTM with join convocation
day or any events to do a promotion like organize tournament especially for
UTM students. We also do a campaign to local youth organization to use our
centre for their activities and we will contact local business to see whether
they would be interested in using our centre for corporate events.

7.7 Estimated monthly sales

Date of start business: 01 June 2008

JUNE – JULY

WEEKEND WEEKDAY

SCHOOL STUDENTS = 60 person x RM12 SCHOOL STUDENTS = 50 person x RM12

= RM 720 per 2 day = RM 600 per 5 day

IPTA STUDENTS = 60 person x RM15 IPTA STUDENTS = 50 person x RM15

= RM 900 per 2 day = RM 750 per 5 day

ADULT / = 20 person x RM 20 ADULT / = 50 person x RM 25

CORPORATE = RM 400 per 2 day CORPORATE = RM 1 250 per 5 day

TOTAL = RM 2 020 TOTAL = RM 2 600

ESTIMATED MONTHLY SALES: RM 4 620 x 4 = RM 18 480

JULY- AUGUST

WEEKEND WEEKDAY

SCHOOL STUDENTS = 80 person x RM12 SCHOOL STUDENTS = 200 person x RM12

= RM 960 per 2 day = RM 2 400 per 5 day

IPTA STUDENTS = 20 person x RM15 IPTA STUDENTS = 50 person x RM15

= RM 300 per 2 day = RM 750 per 5 day

ADULT / = 20 person x RM 20 ADULT / = 50 person x RM 25

CORPORATE = RM 400 per 2 day CORPORATE = RM 1 250 per 5 day

TOTAL = RM 1 660 TOTAL = RM 4 400

ESTIMATED MONTHLY SALES: RM 6 060 x 4 = RM 24 240

AUGUST – DECEMBER

WEEKEND WEEKDAY

SCHOOL STUDENTS = 60 person x RM12 SCHOOL STUDENTS = 50 person x RM12

= RM 720 per 2 day = RM 600per 5 day

IPTA STUDENTS = 80 person x RM15 IPTA STUDENTS = 100 person x RM15

= RM 1 200 per 2 day = RM 1 500 per 5 day

ADULT / = 60 person x RM 20 ADULT / = 100 person x RM 25

CORPORATE = RM 1 200 per 2 day CORPORATE = RM 2 500 per 5 day

TOTAL = RM 3 120 TOTAL = RM 4 600

ESTIMATED MONTHLY SALES: RM 7 720 x 4 = RM 30 880