The order is a written report not an academic report.

Marketing plan
For
Axe Chix entering the Australian market for entertainment through axe throwing for women
Contents
Background    3
Part 1: Promotional mix: Segmentation, targeting, differentiation and positioning strategies-based IMC campaign    3
Segmentation, targeting, differentiation and positioning strategies of Axe Chix    3
IMC campaign    4
Part 2: Strategic Recommendations and Conclusions    6
References    6
Background
The face of entertainment industry is changing globally. Thrill and fun helps elevate customer experience. Axe throwing is one such fun sport which requires a little bit of skill and practice to master. Axe Chix, though not the first mover in the Australian entertainment industry, is definitely one of the initial players in axe throwing entertainment zones. It is essential for Axe Chix to formulate an integrated marketing plan in order to grow and succeed in the Australian market. Moreover, its focus on women centric market catering makes it unique. As Axe Chix plans to hire only female trainers and keep the place open only for women above 18, to come in groups and try their hands at axe throwing, it becomes a unique and interesting concept. Ensuring focus on strategic growth and inclusion of innovative ideas can help Axe Chix succeed in the competitive Australian entertainment industry in the long term (Kim, Ilchul; Han, Dongsub; Schultz, DON E., 2015).
Part 1: Promotional mix: Segmentation, targeting, differentiation and positioning strategies-based Integrated Marketing Communication campaign
Segmentation, targeting, differentiation and positioning strategies of Axe Chix
The concept of Axe Chix is based on focusing not just on entertainment, but also on making the place exclusively for women only. This makes Axe Chix different from its competitors. Yet, the idea is replicable and the unique selling proposition, might not be sustainable for the long run. As Axe throwing is currently present only in USA, UK and Australia, it is still very lucrative to tourists visiting these places. But slowly as axe throwing gains popularity and presence in all major metro cities around the world, the attraction levels tend to reduce. This makes innovation a very important aspect, though it’s a difficult element to include in an entertainment sport (Edelman, D. C., & Singer, M, 2015). It is important that there be focus on considering how the concept can be marketed effectively and positively.
Axes are popularly used by lumberjacks for chopping wood. The modern sport of axe throwing is similar to darts where the players compete at throwing the axe and hitting as close to the bull’s eye. Yet, throwing and handling an axe requires certain skill levels and so training for handling the axe and safety is essential. It is essential to consider the impact of the product life cycle on sales and revenue in order to formulate a strong marketing strategy. It is essential to consider the levels of sales that can be achieved as well as sales growth as this can benefit the organization plan effectively. It is important to focus on evaluating the target segments and how they would view a particular promotion or what their preferences are. Synchronizing marketing techniques with customer expectations can help the organisation grow effectively.
Advertising correspondences incorporate promoting, advancements, deals, marking, efforts, and online promotions. The cycle permits general society to be aware or grasp a brand and get an unmistakable thought regarding what the brand brings to the table. As the Axe Chix is in the introductory stage it is important to use appropriate marketing strategies effectively. It is important to build a holistic and integrated plan which would help create a stronger level of communication with the target audience.
It is essential to consider the market segmentation and targeting of the concept of Axe Chix where in the axe throwing arena is exclusively for women. This exclusivity has certain pros and cons. Though it helps build fair competition and eliminates the difference of physicality and strength of men and women, it limits the target segment to almost half. Moreover, as groups would consist more of boys and girls together or couples together, the concept of Axe Chix is limited as it targets only girls groups. This leads to elimination of...