4 P Marketing Strategy

Final results of our VR-broadcasting project

Product

First of all, we want to create a really powerful brand and by developing our high-quality service, touch the sensitivity of our consumers and change their perception of watching/attending events.

Our product consists of two parts: VR-hemlet and Content. Both of them play crucial role in creating something higly innovative and cool.

Speaking about content, we want to start our service by providing consumers with Music Festivals and Sport games broadcasting. As most people (based on our survey&interview results) are eager to attend these two types of events. Moreover, they mostly face with problems of finding tickekets of Music and Sport events. Majority of the events will be international ones, as it's quite diffcicult and costly for people to go abroad to watch the concert or game.

Our service offers:

- live broadcasting of full shows;

- 360-degree view;

- several view spots;

- surround and direct sound options;

- pause and replay options;

- ability to speak with friends.

Another part of the product - VR hemlet.

We are going to use HTC VIVE pro, because it allows us to show the best quality of both sound and picture. It obtains the following characteristics: 4K resolution, wireless connection, 3D sound, microphone.

Price

We have developed the pricing strategy based on the maximum constrain that was derived from the results of the survey and minimum constrain derived from the cost of technology. In general, we propose 2 main revenue streams: payments for content and for renting/buying VR hemlet.

Content subscription

1) 500 – 2000 rub – one event. Price for particular event. Depends on the event

2) 4000 rub – monthly subscription. Any 5 events during the month

3) 40 000 rub – annual subscription. Unlimited number of events during the year.

VR helmet

1) 1000 rub – rent for one day. Unlimited use for one day.

2) 4000 rub – rent for one month. Unlimited use for one month.

3) 40 000 rub – buy. Option include half of the year content subscription

Also, there is an option to use the service with your own device, however, we highly recommend to use our devices as the quality of sound&picture may be lost.

We are also providing special offer, which include the option to watch the event in the cinema with snack&drinks. We found from the survey that people like to watch concerts together with their friends and want the feelings to be "real". So, by doing the events in cinema, we want to create the real atmosphere of the event. And the price is going to be 5,000 rubles for the ticket, VR-helmet and drinks! We hope that such events will be a great promotion tool especially during the start of the project.

Place (distribution channel)

As our service can be fully digitalized, we are considering our website and websites of our partners as the main distribution channels. On our website, we allow the clients to choose the pricing plan they like and order the delivery of VR-helmet. In the beginning, we will provide the delivery for free and within the 12 hours from the moment of purchase.

We also consider the websites of our partners as an important channel. These sites include kassir.ru and sites of the events which we broadcast. Kassir.ru is a popular ticket seller and many people visit it to look for the events they would like to attend. So, cooperating with kassir.ru is not just a way to distribute our product, but also to promote it. For the websites of the events that we broadcast, we have an idea that in case the event is run off free tickets, the organizators can redirect customers to our service.

The last but not least is the offline distribution channel in form of testing zones in the shopping malls. Many people are unaware of the new VR service and demonstration is one of the best ways to raise the interest of customers. Also, our testing zones will allow people to rent VR-helmet and make a subscription right at the zone. Hence, we are not going just to promote using this channel but also to generate sales.

Promotion

In order to start our service we've developed the following promotion strategy:

1) drawings of free tickets to the cinema shows

- Instagram based competitions

- 50 tickets per event

2) reviews by bloggers

- Lifestyle and Technology influencers

- You Tube, Instagram

3) free tests in shopping malls

- testing zones in the biggest shopping centers of Moscow and St. Petersburg

- 3 festivals: Coachella (Brazil), Tomorrowland (Belgium), NHL (Final 2020) - events which are going to be broadcasted

4) special events in cinema

- Invite celebrities to raise the demand

- Friendly atmosphere, free snacks and drinks

- Biggest live festivals and sport events.

We hope that our broad marketing strategy will make the VR-broadcasting service as a new part of our custmers' life!