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Unformatted text preview: Sherman Butler Amanda Gustin Kathryn Morgan Christopher Desselle Christopher Humphreys Jennifer Schexnayder Marketing Plan Marketing 3401 Group 3 November 30, 2010 INTRODUCTION/EXECUTIVE SUMMARY Riverside Drive-In Movie Theater would be a one of a kind attraction in the capital city of Louisiana, bringing a traditional style movie theater with modern technology. With 300 parking spaces, inexpensive prices, and state of the art technology, we hope customers will have a quality experience. Because our closest competitors are the indoor theaters around the city, we hope to be contenders with our lower prices and unique experience as the premier provider of outdoor movie viewing in Louisiana. Our goal is to provide a low cost alternative activity for families and students alike. Riverside Drive-In Theater would be set up on property along the River Road on the west side of the Mississippi Bridge. With a location so close to Louisiana State University, we intend to draw in the college-aged population. As an incentive to choose our venue for a night out, our website gives customers the opportunity to vote on the movie selection and provides several discounts and specials. Movies will play twice a night on Thursdays through Sundays, starting at 7 PM each night. After initial start-up fees, costs per month are not expected to be excessive. Expenses will include wages for part time employees, wages for full time employees, concession purchases, Internet upkeep fees, and advertising fees. The amount of revenue from ticket sales, concession sales, and paid advertisements during movie breaks will far surpass the amount of money it will cost to run our business. We plan to bring in costumers through various forms of advertisement, specifically through newspapers, television, and radio. By hosting a grand opening and providing promotions Sherman Butler Amanda Gustin Kathryn Morgan Christopher Desselle Christopher Humphreys Jennifer Schexnayder during our first month of operations, we hope to establish a good image for our company to increase sales and have a thriving business. Our goal is not to gain generous revenue, but to bring joy to the people of Baton Rouge by providing a rare and fun experience. SITUATION ANALYSIS External Environment Situation The promotion of our service will be concentrated within the Baton Rouge area. Our theater would be open to the public of Baton Rouge. Therefore we will base our target market to the citys citizens. Because this is a capital city with a large industry infrastructure, our marketing concepts will need to deal with the wide diversity found here. Our product will be non-discriminating; opening our business to customers not caring about religion, race, or gender....
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