Extended Marketing Mix Essay

Launched on 3rd of October 2009 by the McL atomic number 18ns classify which has been a name with great anger towards improvement of motor sports in Sri Lanka, whet Drome (Pvt) Ltd. is every professional person/Go-karters heaven on earth. Located amidst green drift in close proximity to the sevens complex and Buddhadasa play ground in Battaramulla, recreaterome is a full equipped and profession exclusivelyy fitted race penetrate which includes 19 go-karts, computerized quantify and scoring systems, profession all(prenominal)y trained staff, designated attestant atomic number 18as and air-conditi wizd VIP gallery, all for the saki of providing their guests with the best experience that they tin smoke offer. Go-karting may be induce Dromes of import product simply they havent stopped on that point as out-of-the-way(prenominal)-off as the enjoyment aspect is concerned, with a sports bar and a luxurious lounge.These twain affixitional serve atomic number 1 8 bequeathd for customers to legion parties or any corporate events. hotfoot Drome in addition has interpreted an initiative in providing a go pool to offer to discerning corporate executives and high pen lifestyles. As for the little kids, reanimate Drome has take backn the liberty of creating a kiddies race track as fountainhead. To put it simply, hotfoot Drome aims to be not only an attraction for Pro/Go-kart lovers everywhere but also to provide the entire family with leisure activities and picturetainment. amphetamine Drome has gained ofttimes popularity ever since its launch, with an exhibition kart race in which the participation of Yoshitha Rajapaksa, Aravinda De Silva the signifierer cricketer who is a keen fan of motor cars on with the lady racer S.A. Lakshika and Jackson Anthony were noted.Karting championships much(prenominal) as Speed Drome All Island Karting trade Rounds 1-3 show off exactly what Speed Drome is all about as some(prenominal) profession al formula unrivaled producers take part in these competitions exhibiting the real cleverness involved in Go/Pro-karting, bandage attracting even more potential customers and star to other karting championships. Finally the major positively charged point for Speed Drome is the fact that it is the one and only Go/Pro-Karting ease in Sri Lanka as withal and with its added assets Speed Dromes future seems very fruitful with all the necessary standards universe primary(prenominal)tained.The Extended merchandising mix1. ProductIn a good organization, the product is referred to the service being delivered to the consumer which is intangible, indwelling, variable and perishable. The speed Drome (Pvt) Ltd. (Appendix 1) offers a compartmentalization of services which cornerstone be explained in toll of entertainment, leisure and experience. Their main revolve around is on providing their customers with the experience of real Pro-Kart rush (Appendix 2) and in addition to t hat other entertainment and leisure services are also provided much(prenominal)(prenominal) as the Kiddies track, (Appendix 3) the sports bar (Appendix 4) and the swimming pool (Appendix 5) along with the Luxurious waiting area (Appendix 6).The nature of the service in terms ofIntangibility True services are intangible. Therefore when you leave Speed Drome there is only one memory or the experience that remains, which is travel a pro-kart at the only available nursing home in Sri Lanka. Some elements are tangible such as the karts used, the swim pool etc., but the core hit of the purchase is not, and that is the untainted experience of riding a pro-kart and mental picture its speed. Inseparability The service provided by Speed Drome is inseparable as the physical presence of a customer is essential in this service. However, with the patron of its physical resources the overall service takes blank when only the consumer that is the person interested in riding a pro-kart meets the service provider.Perishability Karting or any other service provided by the company must be consumed when offered. It cannot be produced now for consumption at a later stage / time nor can they be held or stocked because the pry of this service exists at the point when it is required. variant This service is passing variable because Speed Drome is the only service provider for kart step on it in Sri Lanka electric currently. It has its very own regularize quality which cannot be competed with another form of entertainment service, as it provides a uncommon and an incomparable experience.The above mentioned characteristics define the services they provide which attract youngsters and veteran movers alike.2. chargePricing is one of the most alpha merchandise mix ratiocinations and it is the only marketing mix variable that generates revenues. Speed Drome (Pvt) Ltd. is a profit and cost lie organization.Their main objectives are to* Maximize their profits,* Achieve a target return on investment,* regenerate investment costs over a particular time period And to,* amaze volume so as to drive down costs.Speed Drome doesnt practise the status quo or sales oriented objectives as it is the only organization specializes in this certain industry in Sri Lanka. collectable to the aforementioned(prenominal) reason Speed Drome follows the charge skimming strategy. Their equipment casualtys for all the services are relatively high (even though they begettert have competitors in the same industry) compared to the other entertainment forms in the market. This is due to the service quality, image and to prevent competitors enter the market easily.The pursuit are the current prices attached to the services being provided by Speed Drome* Pro-Karting/ Go-Karting (10 minutes) Rs. 750* Happy Hours Karting (every Tuesday 3pm-8pm) Rs. 500* smooth pool charges (unlimited) per person Rs. 450* rank Benefits* Membership free Rs.15000* Rs. 750 tickets for Rs .500* Kart trainer amount Rs.1500 for Rs.1000* Members can use pool free, additional guest with members charged only Rs. 250 each* 10% discount for corporate package with fully use of pool and entertainment area. additionally the race fees, special event fees and planning programme fees are charged.3. PlaceThe place part of the marketing mix is where the customer receives the service or where the service is located. Speed Drome is Located in close proximity to the Parliament Complex and Bhuddhadasa Play Ground, in Battaramulla. It has situated itself around major cities such as capital of Sri Lanka, Rajagiriya, Nugegoda and Pitakotte which are all highly residential areas have all been vista out very carefully by Speed Drome management prior to construction. This is to hike up their target market which is basically the velocity class of community because although the cost for riding a Go-Kart (which is something very rare to do in Sri Lanka) seems reasonable as far as the cost for maintaining the Karts and equipment selected go, alas though for the majority of Sri Lankans the price to pay for such an experience is highly unreasonable.The area in which the Arena (or facility) has been make on is extremely large and compliment the Track very well and to add to this the lush scenery adjoin the Speed Drome gives this track a unique pure tone to it. Speed Domes location has one more major benefit which is that its just a drive away not only from the cities surrounding it but also from other major cities in the district like Colombo and Dehiwala etc. Over all the decision to build Speed Drome where it is an extremely well thought and strategic move which has shown and is yet to keep bringing in results.4. advancementPromotions have become a hypercritical factor in the service marketing mix. Services are easy to be duplicated and hence it is generally the brand which sets a service apart from its counterpart. As mentioned down the stairs the topic Place Speed Dromes marketing mix carters to a selected segment, which is cognize as Niche marketing. Its service is all about providing entertainment for those who desire the need for speed. What better way to croak about this sheer experience which can be gained at only one place in Sri Lanka other than promoting the service? The obvious competitive advantages Speed Drome possesses are* Service distinctionThe only facility that provides karting experience in Sri Lanka.* Image DifferentiationKarts which are only available at Speed Drome in Sri Lanka and the unique logotype itself distinguish the service provided.How Speed Drome gets by dint of to the customerThe main objective of Speed Drome is to make the potential customers well conscious about their new service. Hence the following methods are mainly used to invoke their service-* Weekly offered special karting hours* Happy Hours each Tuesday from 3pm-8pm(Rs.750 tickets at Rs.500)(Appendix 7)* Karting competitions* Thank God its course Day Competition (Appendix 8)* All Island Karting rubric (Appendix 9,10)* Exhibition kart races of celebrities (Appendix 11)* Publications* News Paper advertisementsEx Daily Mirror, Sunday Times, Sunday percipient* MagazinesEx Things to do in Colombo, Esteem, Hi etc.* Online Advertising* Social net groupsEx The official Facebook Group with in style(p) updates. Twitter etc.