Proposed Service: Marketing Strategies:

Affordable Recreational Complex - AMOEBA

Characterisation of Target Social Segments:
Anheuser-Busch Social Positioning:
1. Aspiring Middle Class
2. Contented Middle Class
3. Aspiring Working Class
Needs Targeted:
Maslow’s Hierarchy :
Needs of Love & Belongingness
PAD Emotional State Model :
To elevate feelings of Pleasure & Satisfaction
Product Development Rationale:
• Recreational services aim to relieve the
consumer from monotonous survival at
affordable price points
• Recreation could consumers can channel
their energy towards social upliftment
• Fulfilment of aspirational needs with
further boost to consumer esteem
• Deliver expected experience at lower
prices with economies of scale (90% pop)
Value Proposition:
• Dedicated recreational service for working
masses
• Altered Price Points
• Generation of sense of belonginess within
the community
• Presence of several recreational plans to
be opted as per aspirations & affordability
• Provision of satisfaction & relaxation
beyond mere recreation
• Lucrative rewards for loyal members
Benefits:
• Generation of savings with lower prices
• Satisfaction of aspirational & esteem
needs of the population
• Games will help improve the mental and
physical cognition abilities of consumers
• Recreation will aid relaxation amongst
consumers of the service
Enrolment:
• 1st free service (max 3 games/head)
• Free serving of food sides on
enrolment for membership
Leader-Board:
• Inculcate Healthy Competitive Spirit
• Rewards in the form of freebies
Game of Skill or Chance:
• Rewarding facility similar to lottery,
focusing on logical skills & acumen
of consumers towards games
Weekly Play-offs:
• Drive community engagement
• Boost Economies of Scale
Play now-Pay Later:
• Credit scheme for leader board
consumers towards 4th week to
address scarcity of funds at the end
of month with in working masses

Team: Lannisters,
Team: Lannisters, IMI
IMI New
New Delhi
Delhi