Indoor, urban axe throwing is quickly becoming one of the hottest adult entertainment experiences in Sydney (Lewin 2021). A new company, hoping to enter this market, isAxeChix.
AxeChixwant to create a woman-only entertainment experience whereby women can gather a group of friends together, come to their venue, and experience something quite unique. Women will attend, train with an accredited and experienced coach, and thenplay a ‘tournament’ against each other tosee which friend wins bragging rights as the champion axe thrower. Bookings are made in two hour blocks, with coaching and safety trainingtaking the first half hour and the ‘tournament’ game play being the remaining time.AxeChixhas all-female employees, is forwomen only, players must be18 years and over, andno corporate bookingsavailable. They are trying to work out whether this would be a viable enterprise and have hired you to advise them.
You have been hired as an independent marketing consultant to helpAxeChixdesign a marketing plan to enable them to realise the opportunity the current environment presents. Your role is to develop a 2-part marketing plan consisting of segmentation, targeting, differentiation and positioning strategies (Assessment 3) and strategic recommendations (Assessment 4) to helpAxeChixachieve their objectives. The three (3) objectives of the 2-part marketing plan you are required to complete are to:
Identify a suitable target market of potential user forAxeChix’s market offering.
Identify howAxeChix’s market offeringshould be positioned within the market.
DevelopanIntegratedMarketingCommunicationsstrategy(IMC)usingTHREE(3)of the 5 tools from the Promotional Mix element (i.e. 3 of advertising, sales promotion, personal selling, public relations and/or direct and digital marketing) that will enable increased users ofAxeChix’s market offering.
YOU MUST NOT contact AxeChix or its personnel in relation to this Assessment UNDER ANY CIRCUMSTANCES
We wish you an enjoyable time researching and developing your reports, and we look forward to reading your wonderful marketing ideas.
Lewin, E., 2021,“Why axe throwing is making new waves in the fitness world”,The Sydney Morning Herald, 2 October 2021, accessed 13 January 2022, available:https://www.smh.com.au/lifestyle/health-and-wellness/why-axe-throwing-is-the- making-new-waves-in-the-fitness-world-20210929-p58vv7.html
ASSESSMENT 3: INDIVIDUAL WRITTEN REPORT (STDP)
AxeChixhas identified an opportunity within Sydney and wants advice as to whether this is a viable business opportunity.Your task is to segment the market, identify which segmentAxeChixshould target in relation to itsindoor, urban, axe throwing experience, and recommend howAxeChixshould differentiate and position itsexperienceto best attract the target market you recommend.