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Israt Jahan 15-28326-1 Shakil Ahmed 15-28281-1

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ACKNOWLEDGEMENT

This term paper would not be accomplished without the generous contributions of any

individuals and organizations. We are very much grateful to them for their unlimited help and

support.

Above all, we express our gratitude to ALLAH the almighty, who aided us with his strength,

gave us wisdom and patience to complete this term paper.

Additionally, we thank our course instructor “MADHOBI HOSSAIN”, who believed that we

could. Her moral guidelines, endless effort, and joyful encouragement made us successful in this

paper.

Moreover, we are also thankful to our classmates, group members, and friends for their helps and

supports.

At last, we thank to our parents and other family members for their helps, supports and sacrifices

during the study period.

Special thanks go to www.google.com the best search engine what really helped us to reach and

gather all our necessary information and accomplish this report.

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Table of Contents

Introduction 5-6 About service Purpose

Segmentation 7-8 Possible segments for product Demographic Segmentation Psychographic Segmentation Behavioral Segmentation

Target marketing 9 Target marketing for our product Demographic Segmentation Psychographic Segmentation Behavioral Segmentation

Positioning 10 Our Business Plan Starting of our survey After survey Name of our product, its logo and slogan is

Marketing mix………………………………………………………………………………………...11-15

Product Price Place Promotion

Product Feature……………………………………………………………………….………..16

Conclusion………………………………………………………………………………………17

Reference………………………………………………………………………..………………18

Appendix…………………………………………………………………………………….19-20

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INTRODUCTION

CONCORD is one of the biggest players in the construction and real estate industry in

Bangladesh. They have successfully handed over more projects to satisfied clients than any other

company, over 600 in number and ranging widely in size and cost. They have grown with time

and with Bangladesh, since Concord was established in 1972.  Concord’s contribution to the

infrastructural development of Bangladesh began with constructing war-damaged bridges in

1973. They have also diversified into various other fields which include ready-made garments,

real estate development, manufacture of construction materials, amusement park.

"Concord has one aim - to improve the quality of life of the people of Bangladesh"

As their commitment is to improve the quality of life of the people in Bangladesh they tried to

make a project in where they can give the people entertainment. They actually want to make the

life of Bangladeshi people more enjoyable. They felt that they need to develop new types of

business sector in Bangladesh. According to this thought they create a new type of business

sector in Bangladesh and that is

“PAINTBALL CAMP”

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About new service

Paintball is a game developed in the 1980s in which players eliminate opponents from play by

hitting them with dye-filled, breakable, oil and gelatin paintballs, or pellets, usually shot from a

carbon dioxide or compressed air powered “paintball marker”. The game is regularly played at a

sporting level with organized competition involving major tournaments, professional teams, and

players. Paintball technology is also used by military forces, law enforcement, para-military and

security organizations to supplement military training, as well as playing a role in riot response,

and non-lethal suppression of dangerous suspects.

Purpose

Paintball is a real life game that allows the players to experience being a commando or an army

in real life simulation. It is played with the help of a few instruments such as rifles, costume etc.

Instead of bullets the rifle fires paints which is even more fun for the players. The main target

market of the game is youth aged between 15-35. Till now it has never been introduced in

Bangladesh. But it has enough potential to compete with other entertainment facilities that are

available in the country.

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SEGMENTATION

Market segmentation is a marketing term referring to the aggregating of prospective buyers into

groups that have common needs and will respond similarly to a marketing action. Market

segmentation strategies are actually sued to identify and define the target customers. Dividing a

whole market into different smaller groups of buyers with distinct needs, characteristics or

behaviours who might require separate products or marketing mixes. The company identifies

different ways to segment the market and develop profiles of the resulting market segments.

Possible segments for product

Our targeted consumer needs, wants, and uses often closely related with demographic

segmentation for Paintball. We divide the market on variables such as age, gender, occupation,

education, religion.

Demographic Segmentation

Age 15 to 75

Gender Male & Female

Demographic Segmentation

Age: Our main focus basically to catch the youth market in our country because in

Bangladesh their isn’t much scope for entertainment for them it’s quite limited specially

now time everyone is suffocated to their own life so this is our try to take them to their

childhood time and reminded them the outdoor fun of childhood.

15-30

31-45

46-60

61-75

0% 10% 20% 30% 40% 50% 60%

Age

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Gender: Our segmentation is both for male & female, it give both of them equal chance

to get entertainment.

Psychographic Segmentation

Lifestyle: People who are sports person and outgoing person it is a great opportunity

for them to come to us and have some great experience.

Personality: People who are outgoing and social it is a great adventure for them, also

there are some people get angry really quickly, in some country it is a great way to

release their frustration.

Behavioral Segmentation

Unaware: Many of people don’t even know about Paintball. Whenever they have gone

through survey, they were very curious about this.

Male55%

Female45%

Gender

Male Female

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TARGET MARKETING

A target marketing is a market segment that has been deliberately selected by an organization, in

order to focus their marketing efforts. Without a clear target marketing, an organization will have

a limited understanding of the market, will it probably have vague or weak offerings, and will

generally have a weakened competitive position. Therefore, defining and pursuing clear target

market/s is a critical part of business success.

Target marketing for our product

We are targeting several different market segments for our product. Our goal is to give our

customer some great experience and have some quality time from their busy life so it could be

worth it for them.

Demographic Segmentation Age - Our main targeted group is 15-30 and 31-45 because there are more

energetic and interested.

Gender - In our survey we can say 45 % female and 55% male were

interested for this.

Psychographic Segmentation1. Lifestyle - People who are sports person and outgoing person this gives them

great adventure

2. Personality – It is a new option of fun for social and outgoing person but

some country it is a great way to release their frustration.

Behavioral Segmentation Unaware – In our survey we saw most of the people doesn’t know about it

also they are interested. For the male people who are student it is a new fun

fact for them and for female student it is a way for them to do something more

interactive rather than spending time at home. Also other people beside

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student think it is something new and an option for them to enjoy and not look

like a kid.

POSITIONING

Our Business Plan

We will look at the goals we’ve set for ourselves and analyze the services we offer. Think about

how our services fulfill a need or solve a problem for a potential customer. Also, this makes us

stand out from other entertaining service we have in our country.

To make a business successful, we have to make a proper efficient and effective plan to position

and grab our target audience. We have selected a service that our customer is looking for because

now time everyone is so busy in life that they want some time out – and we will give them the

best time out. Also most of people are forgetting what is actually outdoor game, the more indoor

come to market more people confine themselves in house, and this is a service which will give

them a real life experience and the fun of outdoor game.

Starting of our survey

We did our primary research by surveying, interviewing and talking with some groups. Though

primary research is time consuming, it allowed us to get answers to questions specific to our

business.

After survey

After research, we made a customer profile. It is a detail description of who our customer is and

this also includes demographic, behavioral and psychographic information.

Name of our product, its logo and slogan is

“Paintball Camp”

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MARKETING MIX

Product: Our product is an entertainment based product. It is assigned for all those

people who want to get out of their busy schedule and have some proactive which doesn’t

only consist physical work also fun, thrill and enjoyment.

Price: Entry fee, all the equipment, costume in total they have to pay 500tk per game all

equipment consist of

1) Jumpsuit

Product

Price

Place

Promotion

experience it!!!Don't just play games,

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2) Paintball marker

3) Pellets (ammunition)

4) Mask or goggles

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Place: As our service is already unique, there is no competitor for us till now but still

we want our place to be natural and free place so that players can enjoy themselves and

have fun with all running and gaming. That is way we choose SAVAR for our customer

comfortableness.

Promotion: We are going to use different types of media and channel for our

promotion, to make people more interested and aware of our new service, also to attract

them.

1. Public Relations:

Developing a positive relationship between the organization and the media

and the public. Good public relationships involves not only creating favorable

publicity through the media but also involves minimizing the impact of

negative situations.

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2. Traditional media:

We would use some traditional media to aware people of our product, like-

billboard, radio, newspaper, TV etc. people are connect to this media one way

or another so it will make them know about us. Rather being old, traditional

media has its own unique importance in the society.

3. Digital media:

Virtual world is one of the most loved way to stay connected to others,

everyone connected through this, so we will make sure to be more connected

with them by this we can promote ourselves by different digital media like-

Facebook, YouTube, Instagram, Twitter, LinkedIn, Google account, Gmail,

pin interest, Tumblr etc.

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4. Sponsorship of Sports:

As our service more or phycically active game, if we do sports sponsorship it

will attract people who love sports so they can try our service cause it will not

only give then experince of something totally new it will also entertain them.

5. Brand Ambassador:

There is many celebrity people love when we get a brand ambassador it will

increase our customer for sure, especially if they are from cricket field

because the craze for cricket in our country is really huge so people are bound

to get attract.

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PRODUCT FEATURES

Great exercise for the body and mind

It’s a great way to relieve stress

Get to hang out with your friends and family

Allows you to escape to somewhere else

You get to shoot at each other

While working on teamwork

New friendships are formed

We play for the competition

Statistically safer than other sports

Enables strategic thinking

Travel around to different tournaments

Play others from around the world

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CONCLUSION

Paintball legend Matty Marshall said once

“This isn’t a game; it’s a fight. Knuckles bare, fists clenched white, all weapons approved, and

the bastards of the world are waiting in the shadows with broken bottles and big grins. And this

fight is fought every day. On long highways, dirty couches and floors, rock hard dirt fields and

shaking planes. In foreign lands, lost, hated, broke. It’s the battle to prove to the world that your

small part, your pinprick slice of existence, matters. That even if the sun explodes tomorrow and

scatters us screaming into the void, we go smiling because we had faith in ourselves, faith to

gather a tribe and try to make our own reality. Nobody gives you anything until you make them

understand. That’s why we formed this team, to make people understand.”

Although it’s completely new in our country but it is still something interesting. Many country

have this game and it is one of the safest game in sports.

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It is not only a good sport it also is good for release stress and frustration. Even though many

people don’t know about paintball, it’s actually played worldwide.

REFERENCE

https://en.wikipedia.org/wiki/Paintball

http://www.concordgroup.net/

http://www.slideshare.net/

https://en.wikipedia.org/wiki/List_of_paintball_leagues

http://www.melbournepaintballing.com.au/legal-age-limit-for-paintball-in-victoria/

#.V6jyIoVOIdk

http://socialpaintballleague.com/

https://www.buzzfeed.com/earleymichael/top-10-insane-paintball-fields-around-the-world-mzfo

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APPENDIX

Product Survey

Name: Gender: Age:

1. What do you do to enjoy your leisure?

2. What kind of sports do you enjoy?

3. Would you rather prefer to play computer games or outdoor games?

4. Do you miss your childhood time when you would play proactively?

o Yes o No

5. If there was something like call of duty that you can play in real life would you

play it?

o Yes o No

6. How much will you be willing to pay for such a game?

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o 300tk o 700tk o 500tk o 1000tk

7. Have you ever heard of paintball?

o Yes o No

8. What would your reaction be if someone playfully covered you in paint?

9. Would you like to have a real life battle feeling?

o Yes o No

10. Would you like spend 3000tk for a PS virtual game or pay 500tk for our real

life battle feeling?

What do you think about Paintball Camp?

Would you like to come and have a battle in Paintball Camp?

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o Yes o No

If, no why not?