The Trapt Bar and Escape Rooms

Question: Discuss about the Trapt Bar and Escape Rooms. Answer: Marketing Strategy and Plan Overview The Trapt Bar and Escape Rooms located in Melbourne; its objective is to provide customers with thrilling experiences in a game of solving challenges. The game is set up to for users to have fun and become creative in a world where technology has taken over human intelligence. Trapt bar is a once in a lifetime experience that friends and families go to play together which in turn builds a close relationship between individuals. The setting of the game requires 5-6 people; they are put in a room and are required to solve a puzzle that is a getaway from the Trapt room. The different levels of the game are played in 45 minutes. Trend Analysis The game is set for individuals that are outgoing and love to participate in challenges. This marketing element, therefore, should be exploited to reach to new customers who may not find the game fascinating. In the world of technology, the Trapt bar is breaking the culture of indoor lifestyle that has been adopted by a larger percentage of people around the world. The bar seeks to break this barrier and allow people to experience the world firsthand and not through a screen (Ecker 2010). The worlds apart trend approach is the most efficient in this type of business due to the inevitable change that the society faces. The current crisis affecting the world require individuals to be assertive of their environments and devise ways that may help in adaptation. Migration crisis is a challenge that has affected many countries around the world. Resettlement of families in third countries provides an opportunity to start all over again. Although these individuals feel secure, adapting to a new culture is a challenge that may lead to conflicts between natives and immigrants. This section of the population can be a market for the game as individuals and families could be engaged to escape their realities if the world for a while as argued by Ferdig Freitas (2012). It gives them the courage to face the problems affecting them. Many of these individuals have been through horrible incidences in the past. This game provides an opportunity to individuals struggling to adapt to new changes in their environment The game requires individuals to be creative and have the ability to work with others as a team. Cooperation is an important element in unlocking the puzzle and getting out of the Trapt room. The Trapt engages people in an environment where the pressure to give results is high. Decision making requires teamwork and thorough consultation of all parties involved. The corporate industry faces same challenges and to navigate the decision-making process, these individuals have to have fast and effective skills in decision making (Jennings 2010). This game is an opportunity for them to harness and sharpen their skills to become more efficient. It is also an opportunity to unwind from the stress from work. The use of the trend will attract decision makers in the society because the challenge that the game provides gives them a tougher mind to making tough decisions in the outer world. Trapt allows people to work in an environment that require patience and accepting other peoples opinions in different situations. Decision making could be centralized to an individual, but it is important to know that other peoples opinions matter too. The Trapt bar provides a unique opportunity for the mind to be focused and engaged for a while. This builds confidence among participators who have a hard time believing that their opinions matter. The worlds apart trend approach is effective in attracting a wide range of customers because of the changing scope of issues affecting their way of life. Customers could use the game to improve their skills while others would use it for recreational purposes. Families use it for bonding and experiencing challenges together. The game resonates with the population in several aspects and depending on the intended purpose of an individual; it expands the market reach of the service. It has been accredited as a touristic venture by the Australian Tourism Business, and in 2016 it received a TripAdvisor Certificate of Excellence. Market Analysis of the Trapt Bar Segmentation This involves categorizing the product market share which enables the company to identify customer preferences. The different categories of customers have different preferences which then allow the business focus is satisfying these groups independently. They include: Demographics In the market mix, demographics identification is core in the implementation of the market analysis. Demographics that could be identified in the Trapt Bar business include families, work colleagues, and friends. The size customer is large and is still growing with the increase in publicity through mediated forms of communication. There are different categories in which customers can choose from and would determine if they will proceed to the next level depending on the success achieved. This game provides an opportunity for work colleagues to interact outside work context. The game is structured and has different levels with its set of challenges. Capturing this group is important for market penetration. The game could be used as a reliever from fatigue and stress caused by work. Work colleagues group is the most efficient group that could be used to market the service. The game builds the ability of a person to concentrate on an event which could be translated to the everyday life of an individual. Companies could use it for team building activities for its employees as explained by Rylatt (2001). The use of the trend allows people to understand their role in the world and have strength and bravery to face the challenges of the contemporary society. Many people who have played this game have given positive reviews which motivate new customers to try out the game. The customer service provided during gaming is brilliant according to reviews made by some of the playe rs. It can win more customers who find navigating through challenges. This marketing is critical as it could cost the business negatively if some players lay a negative opinion about the game. A family category is a group that uses the game for bonding while having fun. This group allows the families go through a challenge together which requires each member to make their contribution. Members are put in space where collaboration is crucial to getting a solution for a challenge. Unity is an important element for any family to keep intact. The marketing trend allows this group utilize the opportunity to have fun while solving a challenge. This segment of the market has a lot of issues facing it which then requires them to make sense of these issues. Such issues as sexuality and race have caused controversies around the world and by finding a platform that brings people together to understand each other that none is better than the one is recommendable. The game gives people a chance to participants to learn that difference in how people choose to live their lives doesnt make them any different because the bottom line is that we are all humans. The game could also be used by friends and acquaintances to get to know each other. The game is highly emotive, and by participating in it, you could understand other peoples characters. The game is intense and requires participants to engage each other to get solutions for the challenge given. It gives an understanding of people and creates acceptance among people. It clears the wrong judgments passed on individuals that do not define who they are. The trend is effective in wooing this group because it gives them a chance to understand themselves and other people. Individuals exploit the challenge to push their limits. The game gives a thrilling experience and friends could use it to have fun and bond. The game is designed to fit into different categories, and teams could pick a category. This group could also provide the business with a marketing opportunity as friends could refer each other to the place. This creates new customer chain through references made to the game because o f the experiences it gives. Psychographics This category is identified using the personalities and emotive traits that lead individuals to have the desire to participate in the game. This group is identified as having an attachment to the game drawing from their lives. Lifestyle is an element that prompts some individuals to play the game. The age of computers has resulted in people staying behind closed doors on their screens which make them miss out on the interactive world away from screens. This has led to many health related issues due to lack of exercising and also impacted on the creativity of individuals negatively. Many of these individuals are seeking the services where they could go out and have fun without using their tech gadgets. The game provides individuals with the opportunity to be engaged in the natural interactive world. This game also appeals to people with outgoing personalities who find challenges that engage interesting. Many of this customer group are loyal and always keep coming to play. They could refer each other to the place, and this is an advantage to the business. New customers are attracted, and more input is put into the game to improve the experiences. The business needs to identify this group and use it to create and expand their services. This group is crucial as they could crush or improve the customer base as they are ever active on social media. The location of the bar is also crucial to reaching the concentration of potential market. The bar is located in central Melbourne where anybody could access at any time. Many of the urban population seek such services as an escape from their limited space for having fun-filled activities. The locality is crucial as customers, and potential customers can check out the service. The Urban area has a high population which provides a bigger customer base. PositioningStatement The Trapt Bar and Escape Rooms is a service based business aimed at providing families, work colleagues, friends, and acquaintances with a fun-filled and thrilling experience in solving puzzles to find their way out of a challenge. The bar uses online platforms to sell its service and has formed a partnership with the Australian tourism sector to reach new markets globally. The service is unique, and customers are guaranteed of having a great time while playing and also have entertainment services. The Trapt business provides customers with an experience of a lifetime. The game is put into different categories, and teams can progress from one level to the other depending on their ability to solve the puzzles in time. Many customers use the service for their different intentions which therefore diversifies the market niche for the game. Marketing Strategies Marketing of products require guidelines on how the product or service is portrayed to attract customers. Marketing of a product requires a marketing mix whose combination is likely to produce the desired response from the market. Marketing of products can be a complex task, but its success would see the business grow to higher limits. These strategies incorporate the marketing Ps for it to formulate a comprehensive plan. Some of the marketing strategies that could be applied include: Creating Combination Offers to the Service This marketing strategy enables the service to become a package deal attracting customers from far and beyond. The Trapt bar provides a gaming service while at the same time the participants can be served with drinks after the game. The bar gives challenging atmosphere to the customers but also a fun time in pushing people's limits. The benefits from the game come with a package of challenges and success that customers look forward to experiencing. The pricing of the services is low compared to the unique experience of the activity. The pricing of the service attracts many customers both locally and international. It is affordable and could be used by different groups of people for the different reasons. The increase in customers increases sales volumes of the service which in turn increases the net profit of the business giving it an opportunity to expand its services to different categories. Service improvement is a move that any business strive to achieve to reach new customers. New customers have different tastes, preferences, and the business can identify this potential niche and exploit it. Promotions could be given to customers so as to win new customers or even retain regular players and consumers. Discounts on the price of service is a promotional strategy that is likely to increase sales volumes. This could be done for a specified period and would create new a group of users that would be ardent players who would not miss taking up challenges even after the promotions are over. Trapt should create a promotional program to keep their customers feeling appreciated and have a sense of priority in the organization. Create a Referral Program The market outreach could be achieved if referrals are exploited. This requires the company to provide excellent services to create a loyal customer base. The service quality is a crucial element in creating a referral program. This loyal customer base would be a key marketing tool in reaching to new markets and bringing them to experience the service as Nijssen (2014) notes.The establishment of a review portal is critical to reaching new customers. Ardent players are given a chance to give their views about the games atmosphere and customer services experience. Players are given freedom to give their honest opinions. Pricing of the product is an important factor if gamers are to refer other people to the business. The customers should feel that the experience is worth spending on. Customer satisfaction is important and should be given priority by the management. Game structuring should be easy to follow to avoid confusion and awkwardness while playing. Regular players are given insights into the game, and newcomers consider their opinions before trying the challenge. Trapt bar has to seek opinions from players both new and regular to inform their decisions about the possible changes they could make to the business. The place in which the Trapt Bar is located, at the center of Melbourne business district, is strategic. It is proximate to the market. Urban areas have an increased number of potential customers and could grow with new arrivals getting into the city. Location of the business is important in determining the pricing of the service. Due to the accessibility of the facility, it gives the business management freedom of pricing the service. The business location should be near its market for accessibility purposes and utilization of the facilities by customers. Categorizing Customers This involves putting customers into small categories to manage their needs and preferences in an independent manner. This would facilitate identification of new markets that would attract new customers. Trapt Bar services could be used by different categories of people for different reasons. These groups have frustrations of their own, and by conducting research on these differences, the management may create a business plan to fit the customer needs. Product brand by Trapt is unique, but customers input could create a favorable atmosphere for customers whose preferences are unavailable. Paying attention to customer needs changes the business scope to a customer-based approach. This approach is attractive and creates customer-based relations that sustain the success of the businesses in the industry. Service structuring should be diversified to attract different clients and have a grip on them. Different customer categories would find the service interesting but would be hesitant to participate because the game may not fit their preferred structure. Identification of these groups is important in formulating gaming puzzles to suit their preferences. Product reception depends on the ability to appeal to different groups. The service should resonate with their needs for it to appeal to different sections of the customer base. Porters Typology of Generic Strategies Application This approach identifies strategies that the business could use to identify an available niche and have the ability to attract customers. Application of Porters typology in this business is relevant due to the aspects explained above. Trapt Bar identifies itself as a business that provides unique services in which customers goes through a set of challenges to complete a puzzle within a certain period. The company specializes in an engaging program that requires customers to concentrate on the whole process (Grant 2002). The business is categorized as part of top selling touristic activity in Australia. Trapt bar could adopt a cost leadership strategy in which prices are averagely placed so as to increase the market reach. With an increased market reach, the business should be able to reduce the prices of the services but still make reasonable profits to sustain the business and to retain and expand their market share. Use of focus strategy is crucial for the sustainability of the business where competition is continuously increasing. Trapt Bar has stood out from competitors that rely on the same customer base for sales. The uniqueness of the business is attractive, and customers do not get the experience in any other place. This approach is dependent on the unique nature of the business in the entertainment industry. References Buckley, R. (2010). Conservation Tourism. CABI. Available at https://www.myilibrary.com?id=289352. Driml, S., Robinson, J., Tkaczynski, A., Dwyer, L. (2010). Tourism investment in Australia: a scoping study. 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