Success Finder

2010
SUPERIOR UNIVERSITY LAHORE
2/4/2010

ANIMATRIX GAMING ARENA

 [Pick th

SUPERIOR ANIMATRIX GAMING ARENA

UNIVERSIT
Y LAHORE
 GROUP MEMBERS

Khurram Younus 10219

M Suleman Haider 10242

S M Hassan Raza
10260

Muhammad Muneeb
10254
 TABLE OF CONTENTS

Article I.EXECUTIVE SUMARY

Article II.SITUATION ANALYSIS

Section II.1Market Summary
(a) Porter Five Force Analysis
(b) Market Demographics
(c) Market Needs
(d) Market Trends
(e) Market Growth
Section II.2Competition
(a) Business level Competitive Strategy
(b) Battle field Map
Section II.3SWOT Analysis

Article III.MARKETING STRATEGY

Section III.1Marketing Objectives
Section III.2Financial Objectives
Section III.3Mission
Section III.4Target Market
Section III.5Positioning
(a) Perceptual Map

Section III.6Marketing Mix

(a) Service Offering(Product)
(b) Price
(c) Promotion
(d) Service Outlet (Distribution)
Article IV.FINANCIALS, BUDGETS AND FORECASTS
Section IV.1Break-even Analysis
Section IV.2Sales Forecast
Section IV.3Expense Forecast
Section IV.4Linking Sales and Expenses to Strategy
Section IV.5Contribution Margin

Article V.CONTROLS
Section V.1Implementation Milestones
Section V.2Marketing Organization
Section V.3Contingency Planning

Article VI.APPENDIX
Section VI.1Focus Group Discussion Guideline
Section VI.2Focus Group Findings
Section VI.3Questionnaire
Section VI.4Graphs
Section VI.5Perceptual Map Working
Section VI.6References

EXECUTIVE SUMMARY
Animatrix is faced with a new challenge as the gaming industry grows. Consumers are now
aware of the variety gaming services offered not only in Pakistan but around the world. They are
well informed due to high media access such as internet and the gaming magazine available
online and those published in Pakistan. Consumer now wants quality different services at
reasonable price.

Animatrix marketing strategy will be based on generating viability with its target population
segment. This will be achieved through multi-faceted advertising campaign. The campaign will
utilize BTL activity.

Animatrix has three main strategies. First strategy is to attract the casual gamer class by focusing
on building comfortable seating environment, offering tasty food and console games. Second
strategy is to attract social gamer by providing discount packages. Third strategy is to attract the
elite gamer class by providing new game variety and arranging tournaments.
Animatrix will position itself as a gaming zone that that provides gamers a social environment
where they can play their favorite games, relax and enjoy the company of their friends. It will
service as platform dedicated to building a community for PC gamers. It will be place to
socialize (play, eat, talk and relax) with friend in comfortable environment.

SITUATION ANALYSIS

Animatrix has been operational in the since more than 2 years at Y-block defence. Animatrix
has been successful till now in maintaining a low cost strategy and offering its customer no frill
services to cut its cost and increase its profit margins. It is there for customer who are price
sensitive and limited budget to spend but still as all young energetic males they like gaming and
the challenges its brings them.

Animatrix has enjoyed its share in the market as a low cost leader but now the trends are
changes. There is more disposable income, influx of media and awareness, peer pressure and the
choice of getting the best at a reasonable price. Animatrix is facing tough completion from its
biggest competitor of all time “NEO MATRIX” who is offering differentiated offering and also
low rate packages. Not only is this but there many new competitors entering the market that are
offering low cost services. Sales for Animatrix has dropped and unable to attract a new
customers.

PC gaming is becoming popular among the local community. School students love to come over
for a new challenge after bunking their boring chemistry class. College and university students
need a comfortable environment where they can enjoy the company of their friends, a quick
game and tasty snack.

MARKET SUMMARY

Interactive video and computer games belong to the new multimedia culture that is based on the
digital computer technology. These games have become increasingly popular in the past 20 to 25
years. The gaming industry includes two main category of games ,the traditional games which
include the Nintendo, Wii, PSP, PS2, PS3, XBOX, XBOX360, Game Boy and other is the
online PC games. In the year07-08 the world video game market grew at an incredible rate of
40%. The figure below shows the world market share of these traditional games from the year
2007-2008.

Apart from these PS3, XBOX 360 the online gaming industry is booming. The traditional video
game industry is falling behind to online games which are attracting a broader range of
demographics on a global scale. Online games have become the wave of the future in electronic
games for generations to come. The types of online games can be divided into 2 main categories.
The first category is that of interactive games involving people playing with and communicating
with other people. Single player based games is the other category of online games which is less
popular due to its lack of interaction with other human players. Tournament styled games have
been growing in popularity over the last few years.

Pakistan is way behind in the world gaming sector. The gaming sector is a part of entertainment
industry in Pakistan. The entertainment industry got its status as an industry n 2000 when the
first Pakistan Gamers’ Association (PGA) was established. The main purpose of this association
was to create awareness and introduce competitive e-gaming industry in the country. One of the
several responsibilities on PGA is to launch a cultural campaign to prepare the youth for the
upcoming events such as the cyber Olympics. There are no statistical data available on official
government websites as to at what rate the Pakistani market is growing. There is proliferation of
competitors and setting up of many gaming arenas all over Lahore and other metropolitan cities
of Pakistan. The market is segmented in respect that there is no giant competitor who has
captured a large market share or holds a monopolistic position. There are small gaming arenas in
different localities which cater to that particular community.

Upon the retailer survey from all competitors operating in the vicinity of DHA said that the
market will grow at rate of 15-30%. They all said that the business is profitable and there is no
government legislation and regulations for the gaming sector.
 PORTOR’S FIVE FORCES ANALYSIS OF THE GAMING INDUSTRY-Pakistan

NEW MARKET ENTRANTS

Capital requirement is low and the

industry is not regulated by the
government.

COMP ETITIVE
RIVALRY BUYER
SUPPLIER POWER
POWER The threat is moderate as
there is mushroom growth of Switching to new
Many suppliers new gaming zone that service provider
mainly located at compete on low price and that offers better
the Hafez centre. they are spread in various quality and
Easily accessible geographic regions. There is differentiated
parts and the yet no strong market leader. package.
bargaining power
low when bought
in bulk. PRODUCT
&TECHNOLOGY
DEVELOPMENT

Maintenance cost

MARKET DEMOGRAPHICS
 Male Female The total population of Pakistan by the end of yr
All ages
22,705 20,245 2007 was 167,806,831 7. Faisalabad, Lahore,
0-4 2,854 2,730 Islamabad and Peshawar, Karachi is the most highly
5-9 3,105 2,899 populated urban center. Pakistan has enjoyed high
10-14 2,935 2,690
15-19 2,513 2,333 growth rate since 2002.GDP grew 5.5 percent in 2003,
20-24 2,205 1,981 7.1 percent in 2004, and 7 percent in 2005. The rapid
25-29 1,854 1,575 economic growth in the past few years reflected the
30-34 1,628 1,328
35-39 1,270 1,050 Pakistan government's efforts in economic adjustment
40-44 1,119 967 through market- oriented structural reforms in the
45-49 849 720 fiscal, banking and manufacturing and service sectors.
50-54 742 630
55-59 504 405 The service sector in Pakistan over the years 2002-
60-64 431 368 2007 has grown at rate of 53 % and a major
65-69 265 214 contributor to the revenue of government in forms of
70-74 214 172
75 and 217 183 sales tax and other taxes.
above

ANI MATRIX gaming zone customers are solely male population of Lahore particularly the population
of DHA. The Islamic culture and the backward views of our society impose restriction upon the girls to
indulge in activities where they have to mingle with their male counterparts so they are excluded for the
time being from gaming zone market. Further dividing the market we have two categories male between
the ages of 13-19 and between the ages 20-29.

MARKET NEEDS

There is strong need gap identified in the Pakistan gaming market. The youth of our nation are
increasingly being inclined toward the gaming. The trend is increasing and more and more
gaming zones are being set up. There are over 200 gaming zones all over Pakistan. What were
changes that take place in the world culture trickles down in Pakistan through the internet,
movies and media which include newspaper, magazine and television. Thus the gaming culture
has a boom in the recent years and there are various reasons which include

• Boom in the IT sector of Pakistan

• Increased internet penetration
• Increase in disposable income/ Awareness in youth
• Less development in outdoor sports and other entertainment media
• Broadband service provider in Pakistan which help in the online and LAN gaming.

MARKET TRENDS

Animatrix is set up in a posh urban area of Lahore-block DHA. Y-block DHA is the heart of
defense. There are schools in the nearby vicinity, Lahore Alma, Beacon House, Ibne-Sina
College and DPS to name only a few. Not only there are schools there are a shopping centre
nearby, banks and many cafes. The growing trend in our society these days is social get together.
Boys girls from college and university hanging out with there friend a lunch time or at dinner in
a fine dine restaurant or a noisy café. If it is not dining out then there is always a craze for a new
movie premier at DHA cinema. If all plan fail then there is shopping for a pair of jeans with
your best friends. So like all other entertainment the gaming zone is becoming a profitable business a
platform for boys where they can hangout with friend, have snacks and play their favorite games.

Animatrix is faced with a new challenge as the gaming industry grows. Consumers are now
aware of the variety gaming services offered not only in Pakistan but around the world. They are
well informed due to high media access such as internet and the gaming magazine available
online and those published in Pakistan. Consumer now wants quality different services at
reasonable price.

COMPETITION

There is proliferation of competitors and setting up of many gaming arenas all over Lahore and
other metropolitan cities of Pakistan. The market is segmented in respect that there are small
gaming arenas in different localities which cater to that particular community.

Gaming zone in defence are Gamer Den, Stalling Rad, and Black Out, Zero-R and Ani-Matrix
and neo matrix. The main competitor of Ani Matrix is Neo Matrix. There are other gaming
zones in defence that are either packing or leaving or shifting to other areas that what we found
out in an interview. Stalling Rad as already closed its operation.

Ani –matrix is a low cost leader that offers games but does not offer the thrill and the gaming
experience that gamer wants the most.

Neo Matrix established in 2002 offer a platform for the PC gamers. It has captured most of the
market. Market leader is Neo matrix. Neo-Matrix is being sponsored by Wateen, coco-cola and
Telenor Dejuice. Neo is always keeping its gamer update with the latest and providing better
quality at a premium price. The neo matrix has made a name in the market. It is platform that
gamer a proud to be associated with. Its have an emotional appeal to the gamer. Neo matrix is
famous for its quality service and the differentiated gaming package offering. Neo keep bring in
new game and gaming challenges for the youth. All this makes it’s exciting and captivate a
larger market segment.
Neo Matrix follows the following Business Growth Strategies:

• Market Penetration
Neo Matrix has completed its 6 operational years as a successful market leader. Neo Matrix
is well entrenched in the market. Its have built branches to effectively reach the market. Its
new branch is opening at Fotress Stadium near the Sozo Cinema. It already has branches in
Defence, Gulberg and Model Town.

• Market Development
Neo Matrix focuses on gamers who primary activity is gaming only. But it does not ignore
the various niches with in the gaming segment. It offer a variety of gaming packages that
serve the light user by promoting the primary demand in the light gamer through giving
them discount packages. Neo Matrix offers 40 gaming variety. Most of the games have
Multiplayer mode which has allows to compete with other gamers in the arena as well as
others gamers on their server which is provided by Wateen and world Call.
Neo Matrix has held a number of tournaments all over Pakistan. The tournament is the main
attractive point for the Neo Matrix. These Tournaments encourage the gamers to compete
and against the other and win cash prizes. Neo Matrix has its own interactive gaming site
where one can play online and get the latest from the information on new product offering.
Neo Matrix is on the Face book. Neo Matrix has a strategic partnership with Wateen and
Dejuice.

To achieve its marketing objective the Neo Matrix it has following strategies:
• Market Expansion Strategy
• Flanker Strategy
Through our focus group with we found that brand loyalty is one of the key factors promoting
the sales for the Neo Matrix. They said that they were offered the best service and Manager at
the Neo is really polite to them. Neo offer them various discount packages and credit facilities.
The basic strategy of Neo Matrix is that For the Heavy Gamer Neo offer the Best gaming
variety, Gaming Tournaments where the gamer has the lucrative of wining a cash prize.
Then to its light user the Neo Matrix offer various discount packages like Buy 5hrs and get 5hrs
free. Neo Matrix reduces the attractiveness of switching for the light gamers by offering those
free hours and other discounts.
Reaction Pattern

Neo Matrix is a Prospector. It avails and any opportunity available and constantly monitor its
environment. One example we got from interviewing the manager of Neo Matrix is that they
were losing on a night customer because their prices were high and night customer is a price
sensitive segment. So they came up with special package for them by offering them unlimited
hour in RS 150 only.

Emphasis on new product and market development

Heavy emphasis
No emphasis

Prospector Analyzer Defender

Reactor
Differentiation

Stalling Rad

Neo-Matrix Gamer Den

Zero - R
Cost leadership

Black out
Ani-Matrix
SWOT ANALYSIS

NEOMATRIX ANIMATRIX

Strengths Strengths

• Extensive branch network • Low price

• Good seating capacity • Discount Packages
• Good Ambiance • Parking
• Gaming rooms for matches and • Drinks
tournaments
• Snacks and drinks available
• DJ System
• New game variety

Weakness Weakness

• No back-up for light • Only one branch

• Only computer games, no console games • Dull and boring ambiance
• No discounts on weekends • No new games
• No snacks
• No console games

Opportunities

• More franchise
• Introduction of new console games
• Greater variety of games
• Organize gaming tournaments
• More marketing efforts to win customer loyalty

Threats

• Various Competitors offering lower prices

 • Other entertainment facilities e.g. mini golf, paint ball, bowling and cinemas etc…
• Hangout place e.g. café’s and sheesha lounges.

MARKETING STRATEGY

Animatrix marketing strategy will be based on generating viability with its target population
segment. This will be achieved through multi-faceted advertising campaign. The campaign will
utilize BTL activity. Advertise using poster and banners with schools, universities, tuition
academies and cafes that have similar demographics i.e. DHA. One of our main marketing
strategies will be to enter into strategic partnership with ZONG Telecom which will be our
official marketing sponsor for all the quarterly tournaments.

Animatrix has three main strategies. First strategy is to attract the casual gamer class by focusing
on building comfortable seating environment, offering tasty food and console games. Second
strategy is to attract social gamer by providing discount packages. Third strategy is to attract the
elite gamer class by providing new game variety and arranging tournaments.

MARKETING OBJECTIVES

• Increase the advertising budget by 4% of total profit.

○ 2% of this budget will be allocated to giving free coupon.

○ 2% of this budget will be allocated for the BTL advertising activity

• Attract new customer by 2%.

• Increase repeat customers by 7% each quarter.

• Decrease customer acquisition costs by 2 % per year.

• Increase brand equity, measured by the number of new customers that are already familiar
with Animatrix before arrival into the gaming zone.
FINANCIAL OBJECTIVES

• At least 10% growth rate after the second year of operation.

• A 2 % decrease in overhead costs per year for the first three years.

MISSION

The Ani Matrix Gaming Arena provides its customers with the Ultimate Gaming
Experience. Ani Matrix is built around a high level of customer to customer
interaction and is supported by knowledgeable staff. Our focus is to give gamers a
community to express themselves in a positive environment. We offer customers a
clean and comfortable place to play their favorite computer games and do any
other computer related activities.

We at Ani Matrix Gaming Arena are dedicated to building a community for PC

gamers.
We provide a safe, comfortable environment where you can relax and enjoy the
company of fellow gamers playing the latest and hottest games across our Local
Area Network (LAN), online, or next to each other.
We know that the most enjoyable part of gaming is the interaction with other
players, be it sharing tales of a hard earned item or something as simple as beating
your friends in a hotly contested match.
Now, there’s a place where you can do it all.
TARGET MARKET

Age: 13-19 and 20-25

Gender: Male
Social Class: Upper class and upper middle class. It is a dual income household, a working
mom, characterized by 3 children per household. Parents are professionals with advance
university degrees or run their own business.
Geographic Location: Urban lifestyle
Occupation: Young Aspiring Individual
He is a getting ready graduate, an upcoming professional.
Education: O/A levels, Undergraduate and graduate

Other
8.0%

DefensePublic Schoo LSE

16.0% 32.0%

TheLahoreAlma
22.0%
BeconHouseschool
22.0%

Figure 1 Educational Institute

 Graduate
6.0%

Undergraduate

36.0%

Metric/O-level
18.0%

Intermediate/A-level
40.0%

Figure 2 Education

Product: Luxury good, DVD, IPods, PCs, console games, Mobile phones, male groom
products, Blackberry, sports goods, Xbox-360 and branded clothing.
Life Style Playing PC games, Playing Sports (basketball, volleyball, football and cricket),
Reading Blogs, Uploading Pictures on Web, Social Networking (Face book, Orkut, Hi5),
Text Messaging
 Morethan5hoursa
24.0%
Lessthananhour
2.0%
1- 2hrsaday

18.0%

3- 5hrsaday
56.0%

Figure 3 Daily hours of computer use

CheckingEmails

6.0%

Graphic Designing

2.0%

Playinggames

30.0%

SoftwareProgramming

2.0%

Internet Surfing

60.0%

Figure 4 Main uses of computer

 No

6.0%

Yes

94.0%

Figure 5 0wn a console game

M
is
sin
g
N
in
ten
do
4
.0%
8
.0%
P
la
ysta
tio
n1
G
ameB
oy
4
.0%
2
.0%

X
-Bo
x36
0

2
2.0
%

P
la
ySta
tio
n2

4
4.0
%

X
-Bo
x

1
0.0
%

P
la
ySta
tio
n3

6
.0%

Figure 6 mostly played console game

 M
issin
g
4
.0%

M
oreth
an5h
rad
ay L
essth
ana
nho
ura

1
6.0
% 8
.0%

1
-2h
rad
ay

3
4.0
%

3
-5h
rad
ay
3
8.0
%

Figure 7 Daily hours of console game played

N
o

4
.0
%

Y
es

9
6.0
%

Figure 8 No of people playing Computer games

 Adventure

2.0%

Arcade

10.0%

Racing
Strategy Games.
8.0%
36.0%

Shooting

14.0%

Puzzle
4.0%
Sports
Role Playing Game
12.0%
14.0%

Figure 9 Type of PC game played the most

 No

16.0%

Yes

84.0%

Figure 10 No of people who read magazines

M
issing
6.0%

Fashion/E
ntertainm
en
32.0%

Gam
ing

54.0%

Business&finance
8.0%

Figure 11 Type of magazine read

 P
oste
rsa
tun
iversit
4
.0%

R
oadsid
eba
nne
rs
1
0.0
%

M
is
s in
g
6
.0%

F
rie
nds
8
0.0
%

Figure 12 Media habit

Media: FM89, Word of Mouth, Internet Advertising, Magazines and Billboards.

Slogan: Ultimate entertainment at a predictable cost.
Personality: Ambitious, Self-confident, Aggressive, Extroverted, Sociable and Independent
Adventure, Need for Power and control, Warrior like Mentality, Need for Immortality
Product Usage: We divide the gamers in 3 categories
1. Devoted which include the Elite, Middle and the Amateur
2. Social
3. Casual
 POSITIONING

Animatrix will position itself as a gaming zone that that provides gamers a social environment
where they can play their favorite games, relax and enjoy the company of their friends. It will
service as platform dedicated to building a community for PC gamers. It will be place to
socialize (play, eat, talk and relax) with friend in comfortable environment.

Figure 13 Perceptual Map-All Competitors

Figure 14 Perceptual Map

MARKETING MIX

Animatrix marketing efforts will be based on attracting gamer from all 3 categories of users i.e.
casual, social and elite. We will focus on retaining these customers and building loyalty.

PRODUCT

• New variety of Pc Games

• Gaming Tournaments
• Console Games (X-Box360, PSP III and PSP II)
• Food Corner
 Im
porta
nt
2
.0%

Ve
ryIm
porta
nt
9
8.0
%

Figure 15 New Game Varieties

L
essIm
po
rta
nt

1
2.0
%

V
eryIm
po
rta
nt

3
4.0
%
N
eutra
l

2
0.0
%

Im
po
rta
nt
3
4.0
%

Figure 16 Gaming Tournament

Based on the results of our focus group and the questionnaire multiplayer interact games are
more in demand especially certain games such as Mohaa, Dota and Counter Strike1.4. Along
with the introduction of these games we will also introduce at least 5 games in each category i.e.
Adventure, Arcade, Sports, Shooting and Strategy. Based on our finding we will have quarterly
tournaments of the games that are most popular among the gamers i.e. Mohaa, CounterStrike1.4
and Dot. Through our research we identified a niche market that no other gaming zone in Lahore
has yet introduced but there are potential buyers of this service.
 C
omm
an
d&C
onq
uer

6
.0%

R
edA
le
rt

2
.0% C
oun
ters
trik
e
F
iF
A 1
0.0
%
6
.0%

D
OTA

2
8.0
%

M
oh
aa
C
allo
fDu
ty4
4
6.0
%
2
.0%

Figure 17 most played games

This niche market is of light gamers who play for fun and want to hang out with friends. So Ani
Matrix introduces console games X-box 360, PSP III and PSP II because they are most played
console games. There will be a separate seating area for the console gamers.

M
issing
N
intendo
4.0%
8.0%
P
laystation1
G
ameBoy
4.0%
2.0%

X
-Box360

22.0%

P
layS
tation2
44.0%

X
-Box

10.0%

P
layStation3

6.0%

Figure 18 most played console games

 N
o

6
.0%

Y
es

9
4.0
%

Figure 19 People who play and own console game

Our focus group discussions and questionnaire findings tell us that the food is a main attractive
factor. So we at Ani Matrix will launch a food corner offering drinks, chips, sandwiches, pizza
and shawarma.

Neutral
2.0%

VeryImportant
42.0%

Important

56.0%

Figure 20 Food a Gaming Zone

PRICE

• PC GAME = Rs 50 per hour

• Console Game = Rs 60 per hour
• Food
○ Drinks( Pepsi, coke, sprite and dew) = Rs 30
○ Drinks Juices( Nestles Juices) = Rs 20
○ Chips( Lays and Cheetos) = Rs 15
○ Sandwiches(chicken Sandwich ) = Rs 40
○ Hot Fusion Sandwiches = Rs 70
○ Shawarma = Rs 60

• Discount Packages
○ For Nite Users(10pm Onwards) => Rs 70 unlimited
○ For Frequent Users => Buy 2 hrs and get 1 hr free
○ For University Students => Play for 2hr 30min in Rs 100 only
 Im
po
rta
nt
3
8.0
%

V
eryIm
po
rta
nt
6
2.0
%

Figure 21 Discount Packages

Im
portant

4
8.0%

VeryIm
portant

52
.0%

Figure 22 Lower charges per hour

The price for the PC games is set at the industry level but still lower than the competitor (Neo
Matrix). Because we are the first to offer the console game facility we will charge a premium
price for it. The food prices are fixed and they are same everywhere in DHA. The discount
packages that we offer are a result of our research. We found that the main attractive feature to a
gaming zone is discount offering.
 D
ur
ingth
eev
enin
g(
2
8.0
%
O
th
er(P
le
aseS
pe
cif
3
6.0
%

O
nth
ewe
eke
ndo
nly
D
ur
ingth
enig
ht(
8 p
8
.0
%
2
8.0
%

Figure 23 Favorite times to play

Through our research we found that there is a niche market for the night user that is really price
sensitive and not that brand loyal by still a potential customer so we will offer them unlimited
hour in a lower price. Because night time is not our peak time we can use then extra capacity to
earn revenue.
We found that from 10 am to 2pm is the peak time of our gaming zone which is occupied by the
school students as well as the university students alike. These students are not that price
sensitive and the prime gamers. If offered food and discount packages Ani Matrix can enhance
its customer base.
The idea of console game came from conducting a consumer focus group which was conformed
by the questionnaire findings.
There is still a large chuck of gamers that play console games as well as the PC games. But not
all afford can afford to buy them. Most of them gather at their friend place to play X-Box 360
and PSP III.

SERVICE

Ani Matrix is service business and the strength of this business depend upon maintaining
customer satisfaction by offering quality service. The outlet ambiance is also a very important
factor. Ani Matrix walls are plain without any wallpaper of most played games. For this Ani
Matrix has come up with a few new ideas
1. There will be winner corner. In which the pictures of the wining team will be placed till the
next tournament.
2. Wall dedicated to Gamer. On this wall they can write, sketch and draw anything that they
want to. They can even make graffiti, do their signature etc.

Im
po
rta
nt
8
.0%

V
eryIm
po
rta
nt
9
2.0
%

Figure 24 Nice Ambiance

For this Ani Matrix has banned smoking from its Branch because the focus group finding shows
us that even though 90% of the gamers smoke but they feel suffocated in a smoking
environment.
 LeastIm
portant
16.0%

VeryIm
portant

36.0%
LessIm
portant

14.0%

N
eutral

4.0%

Im
portant

30.0%

Figure 25 No Smoking Zone

PROMOTION

Ani Matrix will launch its own interactive website. Where it will post latest updates on games
offering and tournaments details.

L
essIm
porta
nt
1
4.0
%

Ve
ryIm
porta
nt
3
8.0
%
N
eutra
l
2
0.0
%

Im
porta
nt
2
8.0
%

Figure 26 Website
Ani matrix will be on facebook- The ultimate social network. Here on the facebook the gamers
can signup and connect to the Ani Matrix community. They can share their views and get the
latest on what is new at Ani Matrix. Ani matrix will enter into a strategic partnership with Zong
that will pay for the upcoming marketing campaign and will sponsor all the quarterly gaming
tournaments. The prize money for the wining team will be Rs 10,000. We will also give T-shirts
with Ani matrix and Zong Logo to all the participant of this gaming tournament.
We will also give coupon to all the Gamers present on that day to increase the repeat purchase
behavior. This coupon will be of 2 hrs free and to be used with in 3 weeks.
Our initial campaign will start from an announcement of a gaming tournament at Ani Matrix.
We will spread the message through banners and posters.
1. 6 Banners (13 x 3 foot) = Rs 7200.
Each banner cost us 1200
The banner will be placed outside the following school/universities
• The Lahore Alma
• Beacon House School System
• Defence Pubic for Boys
• KIMS
• Superior University
1. 500 Posters (4 x 2 foot) = Rs 5000
These posters will be distributed
• All cafes of DHA
• All Tuition Academies in DHA
Message to the Gamers
“Ani Matrix brings you a Mohaa Challenge
sponsored by Zong. The winner team will get cash prize of Rs 10,000 and there are surprise gifts
for the runner ups as well. The tournament is on 15th April 2009. Teams register @
www.http://Animatrix.com.pk before 5th April 2009.
Further detail on Facebook”
 FINANCIAL BUDGETSAND FORECASTS

BREAK-EVEN ANALYSIS
Animatrix operates in service industry offering high gross margins. Variable cost is around 35%
of sales. The Fixed Costs equal around Rs.65000 per month. Fixed costs include: Rent, salaries,
internet charges etc. Break even point is the point where volume of sales of the venture neither
makes a profit nor incurs a loss.

From the very first month the company is above the break even point.

Total Fixed Cost + Variable Cost < Total Sales

 SALES FORECAST

Revenues for the first year are broken down month wise; in which we have estimated the
capacity utilization according to the trends. For example; capacity utilization is highest in the
periods between Junes till August because the target market that is the students have their
summer vacations at that time and spend a lot of time in gaming zones.
SALES MONTHLY

PC games contribute around 40% to the total sales; console games contribute around 20% while
drinks and other food items take the remaining 40%.

All sales figures are projected. We are getting sales from two major segments. One is the
gaming sector which is our core business and other sales collection is from food items. Gaming
is further classified into three functions namely PC Games, X-Box Games, P/S 3 Games.
Assumptions for PC Game Sales:

• One hour of PC game for Rs. 50

• We have a seating capacity of 50 customer’s at one time on PC games. We assume that
we will be earning sales of minimum 8 hours initially from PC games throughout the
year, but consumption varies in capacity of seating.
• Gaming Zone will be open for 25 days a month.
Sales estimation of PC games for March =?

Per hour rate * Capacity utilization * No. of hours * No of working day

= 50 * 35 * 8* 30

= Rs 420,000

 Note: 35 have been calculated by getting 70 percent of 50 PCs.

Assumptions for X-Box and P/S 3 Games:

• One hour game for Rs. 60

• At a time 12 people can play the same game.
• We assume that it will be consumed only for a limited number of hours per day.

Sales estimation of X-Box & P/S 3 games for March =?

Per hour rate * No of hours * No. of working days*number of people

= 60 * 8 * 30*12

= Rs.172, 800

Food:
Food department will include drinks, chips, shawarma and sandwiches. In drinks we offer Nestle
juices 250ml packaging and disposable bottles of Coke, Sprite and Fanta. In Chips we only offer
Lays, Super crisps and kurkuray (small size packaging). Drinks will be sold for Rs. 20 per unit
and chips for Rs.10 per unit. Shawarma will cost Rs.60 and sandwich will cost 40. We will be
assuming that half of our customers will take drinks and chips while 10% will buy shawarma
and 10% sandwich. The numbers of daily customers that will visit Animatrix for the month of
March are:

• 280 customers for PC games

• 96 for X-Box and 96 for P/S 3
• Total number of customers on this basis will be 472
• Half customer who take drinks that would total 236
• Half of the customer who take drinks takes chips 236
• 10% who buy shawarma equal 47
• 10% who buy sandwich equal 47

Estimated sales of drinks for the month of March =?

No of customer having Drinks * Selling price * No. of working Days

= 236 * 20 * 30

= Rs.141, 600

Estimated sales of Chips for the month of March =?

No of customer having Chips * Selling price * No. of working Days

= 236 * 10 * 30

= Rs.70, 800
Estimated sales of Shawarma for the month of March =?

No. of customers buying shawarma * selling price* working days

= 47*60*30

= Rs. 84, 600

Estimated sales of Sandwich for the month of March =?

No. of customers buying sandwich * selling price* working days

= 47*40*30

= Rs. 56, 400

Adding all the above estimated sales (PC games, X-Box, PS games & Food items) for March
gives us total sale Rs. 946, 200

EXPENSE FORECAST

The marketing budget will consist of 4% of sales. It is expected to grow in the future years when
the business will expand further. Currently, the marketing budget consists of promotional
banners and posters which will be made after every four months and onetime cost of website in
the first month.
Explanation of Major Marketing Expenses:

• Print material: It includes promotional posters and pamphlets which will be distributed in
schools, universities and colleges and other places where the target market visits. This cost
will incur after every four months.

• Website: This is a onetime cost that is incurred in the first month of operations. It is an
important part of our marketing efforts as we are planning to launch online gaming.

• Banners: This is one of the important promotional tools for our campaign. The banners will
be placed in schools and universities where the target market studies.

MONTHLY EXPENSE BUDGET

LINKING SALES AND EXPENSES TO STRATEGY
The expenses are tied directly to the sales revenue. As the sales increase the expenses also
increase. The sales consist of double the amount of expenses which is very good for the
business.

CONTRIBUTION MARGIN
 CONTROLS

IMPLEMENTATION MILESTONES

MARKETING ORGANIZATION

CONTIGENCY PLANNING

Revenues exceeding projections: All figures in the financial plan are forecasted figures and can
change the plan drastically if the difference is big.

T o ta l R e v e n u
Project risk: It might face risks of cost over-runs, for example the actual costs might exceed the
predicted values. This would threat the profitability of the project. We have performed the
analyses by making a few assumptions e.g. we have assumed different capacity utilization in
projecting sales, the actual figure might vary.

FOCUS GROUP (GAMING)

Focused research will be used to explore and understand the attitudes of potential customers
towards the online gaming and the current market trend of gaming zones.

Focus Group Criteria

• There will be 6-8 members in a focus group

• Two focus group will be conduct
Age 13 – 19 boys (These are school or college going boys that are doing there
O/A levels or Matric/ FSc)
○ Age 20 – 29 boys ( They are University level student doing there Bachelors or
Master)
 • These will be on campus focus groups as our target population is school/university
students. On campus interview has an advantage that students are at easy because they
are accustomed to there surroundings.
• The focus group is almost 30 minutes to 45 minutes in length.

Focus Group Discussion Guide

• How frequently you go to gaming zone?

• Which game do you play more often?
• How many hours do you play in one sitting?
• How much amount are you willing to spend in a single visit?
• Which location do you prefer for gaming zone?
• Which gaming zone do you go more often?
• Why do you prefer going to Neo Matrix as compared to other gaming zones?
• With whom you prefer for going to gaming zones?

FOCUS GROUP (CONSUMER)

Focused research will be used to explore and understand the attitudes, behavior, habits and
lifestyle of the potential customers.

• Two focus group will be conduct

○ Age 13 – 19 boys (Beacon House DHA)

○ Age 20 – 29 boys ( LSE)

 • These will be on campus focus groups
• The focus group is almost 30 minutes in length.

Discussion Guide

1. What are your favorite activities?

2. What type of music do you listen?
3. Which are your favorite music bands?
4. Do you play any kind of musical instrument?
5. What type of movies do you usually watch?
6. What are your favorite movies?
7. Do you participate in sports?
8. What kind of sports do you play the most?
9. Which brand represents your overall personality?

A) The respondent will be given a piece of cardboard with various pictures of cars on
it. They will have to select only on car. The selection of a particular car category
will tell us about a consumer personality, his preference, his likes and dislikes.
 B) The respondents will be given cardboards. There will be various phrases or words
written on them. They will have to mark only one word or phrase that is a true reflection
of there personality.

99% perfect No work, No school No problem

I eat, drink n sleep games

Organized

I am me and I won’t change for any one

Love is serious mental disease

 I do bad things

U + Me = love

I want power No limits

No Boundaries

I love adventure and freedom Rock N Roll

Ooooooooooo
No to Milk, Yes to Red Bull
Cricket

RETAILER QUESTIONNAIRE

1. How long have you been in this Gaming Zone business?

 ○ Less than a year
○ 1-2 year
○ 3 -5 years
○ More than 5 years

1. How profitable this business is for you?

○ Not that profitable
○ Just meet the break even cost
○ Moderately Profitable
○ Very Profitable

1. Do you think in the coming future there will be rising demand for
this online gaming?
○ Yes
○ No

1. If yes, than by what percentage will there be increase in demand in

Pakistan?
○ Less than 10 %
○ 15 % - 30 %
○ 35% - 40%
○ More than 40 %

1. Is there any Support by government to the gaming industry?

○ Yes
○ No
1. If yes, than what help is provided by the government?
○ Lower taxes
○ Subsidy
○ Awareness Campaigns
○ Sponsorship to e- Olympics

1. If not then do you want government to promote the gaming

Culture?
○ Yes
○ No

1. Are there any legislation imposed for operation of a gaming zone?

○ Yes
 ○ No

1. If yes, who imposes the rules and regulations for operating gaming
zones?
○ Government Agency
○ Private Community
○ International Agency
○ No Regulations

1. What is on the average your basic opening cost?

○ Less than 50,000
○ 50,000 to 100000
○ 100000 to 200000
○ 200000 to 300000
○ 300000 to 400000
○ 400000 to 500000
○ More than 500000
1. What is on the average your basic networking cost?
○ Less than 20,000
○ 20,000 to 30,000
○ 30,000 to 40,000
○ 40,000 to 50,000
○ 50,000 to 100000
○ More than 100000

1. Which company provided the networking services?

○ PTCL
○ Wateen
○ World Call
○ NexLink
○ Brain net
○ other (please specify)

1. Who are the suppliers of games equipment in Lahore?

○ Hafiz Center
○ Private Shops
○ International Companies
○ Others (please specify)
1. Is copyright an issue for Gaming Zones?
○ Yes
○ No

1. Is there any age limit for customers coming to the gaming cafés?
○ Yes
○ No

1. Which group is the most frequent visitor to a gaming zone?

○ School Students (Age 13-19)
○ University Students (Age 20-27)
○ On Job Men (Age 28-35)

1. How frequently do they visit the gaming zone in a week?

○ Once a week
○ 2 times a week
○ 3 -4 times a week
○ Everyday

1. How much time do they spend on an average in day per visit?

○ Less than an hour
○ 2 -3 hrs
○ 2-6 hrs
○ More than 6 hrs

1. Which group spends the most in a gaming zone?

○ School Students (Age 13-19)
○ University Students (Age 20-27)
○ On Job Men (Age 28-35)

1. How much does this group spend in per visit?

○ Less than Rs 100
○ Rs 100 - 300
○ Rs 400 - 600
○ Rs 600-800
 ○ More than Rs 1000

1. Is this business extremely competitive?

○ Yes
○ No

1. Do you offer membership packages to your customer?

○ Yes
○ No

1. Are customers without membership allowed to play?

○ Yes
○ No

1. What is your basic hourly rate for using your gaming facilities?
○ Less than Rs 50
○ Rs 50 to Rs 100
○ Rs 100 to Rs 200
○ More than Rs 200

1. What other services are you providing your customers?

○ Food
○ Drinks
○ Internet
○ Movies
○ Others Please Specify………………………………………………

1. What marketing strategies are employed in attracting customers?

○ Advertisements in magazines
○ Posters
○ Discount packages
○ Special rates
○ Others

1. Which factors most affect your business?

○ Electricity shortages
○ Economic conditions
○ Religious opposition
 ○ Social acceptance
○ Others Please Specify……………………………..

1. Are women allowed in your gaming zone?

○ Yes
○ No

COMPUTER GAME QUESTIONNAIRE

Hello, we are MBA-II students of Lahore School of Economics. We are

conducting a Project to find out the views of the youth about their gaming
experience at Gaming Zones in Lahore. This research will purely be used for
the academic purpose.

Please complete this questionnaire by ticking the appropriate boxes or by

writing in your answer in the space provided.

1. Do you have access to computer at home?

 Yes  No

2. How many hours do you normally use a computer in a day?

 Less than an hour

 1- 2 hrs a day
  3- 5 hrs a day

 More than 5 hours a day

3. Do you have an internet connection at home?

 Yes  No

4. If yes, is it a dial-up or a broadband connection?

 Dial Up  Broad Band

5. What do you use a computer for most frequently?

 Ms Office  Database 
Software Programming

 Making Spreadsheets  Internet Surfing 

Playing games

 Graphic Designing  Checking Emails

6. Do you own a console game?

 Yes  No

7. If yes, which type of game console do you own nowadays?

  Play station 1  Play Station 2 Play
Station 3

 X-Box  X-Box 360  Game

Boy

 Nintendo  None

8. Please rank the following from 1 to 5

With 1 being the most preferred and 5 being the least preferred.
 Play station ..................................
 X-Box 360 ................................

 Game Boy ................................

 Nintendo ................................

 PC games .................................

9. How many hours do you spend a day playing a game console?

 Less than an hour a day  1–2 hr a day  3-5 hr a

day

 More than 5 hr a day

10.When is your favorite time to play game?

 During the evening (4pm -7pm)

 During the night (8pm – 11 pm)

 On the weekend only

  Other (Please Specify)…………………………………………………

11.Have you played computer games?

 Yes  No

12. If yes, what types of PC games do you play the most?

 Adventure  Arcade  Racing  Shooting

 Puzzle  Role Playing Game  Sports

 Strategy Games.

13.Please rank the following from 1 to 5

With 1 being the most preferred and 5 being the least preferred.
 Adventure ...................................

 Arcade ..................................

 Racing .................................

 Shooting .................................

 Strategy games ...............................

14. Which is your favorite multiplayer PC game?

Counter strike DOTA Call of Duty 4

Mohaa FiFA  Red Alert

 Command &Conquer

15.Please rank the following from 1 to 7

With 1 being the most preferred and 7 being the least preferred.
Counter strike

DOTA

Call of Duty 4

Mohaa

FiFA

 Red Alert

 Command &Conquer

16. In an average week, how many hours per week do you play PC games?

 0-6 hr a week

 6 – 12 hrs a week

 12 – 18 hrs a week

 18 – 24 hrs a week

 24+ hrs a week

17. Have you ever visited a gaming zone?

 Yes  No

18. If yes, than which of the following gaming zones have you visited?

 Neo Matrix  Ani Matrix  Stalling Rad

 Black Out  Zero R

19. Have you heard of Ani Matrix?

 Yes  No

20. Have you been to Ani Matrix?

 Yes  No

21. If yes, where did you hear about Ani Matrix?

 Friends
 Road side banners
 Posters at university/school
 Website
 Magazine
 Newspaper
 Television
 22.Please rate each of the following service offered by gaming zone on
the scale of 10.
(Example 7/10 for a discount for neo and 3-10 for Black Out)
Neo Ani Black Stalling Zero-R Gamers
Matrix Matrix Out Rad Den
New
Games
Variety
Latest
computers
Website
Discount
Package
Fast Speed
Internet
Nice
Ambiance
Lower
Charges
per Hour
e- gaming
tournamen
ts
Food
Value For
Money
No
Smoking
Zone
Total (100)
 23.We would like to get your opinion on various services offered by the
gaming zone?

Very
Least

Important
Important

1 2 3 4
5

New Game Variety o o o o o

Latest Computers o o o o o

Discount Package o o o o o

Speedy Internet o o o o o

Website o o o o
o

Nice Ambiance o o o o
o

Low Charges per hr o o o o o

E-gaming Tournaments o o o o o

Dj System o o o o
o

Food o o o o
o
No Smoking Zone o o o o
o

24.How often do you visit a gaming zone per Week?

 Almost Everyday  Once a Week  2-
3 times a week
 More than 4 times

25.How many hours on an average do you spend in a gaming zone per

day?
 Less than an hour  1-2 hours  2-
3 hours
 More than 3 hours

26.How much do you spend on an average in a gaming zone per visit?

 Less Rs.100  Rs 200 – Rs 500 
More than Rs 500

27. Have you subscribed to online computer game?

 Yes  No

28.Are you will to pay to for your favorite online game?

 Yes  No

29.If yes, how much are you willing to pay for a monthly subscription?
  Less than Rs.200  Rs 200 – 500  Rs. 500 – 1000

 More than Rs.1000

30. Do you read Magazines?

 Yes  No
31.If yes, which type of magazine do you read mostly?
 Fashion/Entertainment  Business& finance 
Scientific

 Gaming

32.Have you subscribed to an online gaming newsletter?

 Yes  No

Name: ________________________________

What is your Education?

○ Metric/O-level
○ Intermediate/A-level
○ Undergraduate
○ Graduate
Where do you Study?

○ LSE
○ LUMS
○ Beacon House school
○ The Lahore Alma
○ Defense Public School
○ Others (specify)………………………………..

(Thank you for your time. Have a good day.)

GRAPHS COMPUTER GAME QUESTIONNAIRE

Hello, we are MBA-II students of Lahore School of Economics. We are

conducting a Project to find out the views of the youth about their gaming
experience at Gaming Zones in Lahore. This research will purely be used for
the academic purpose. Please complete this questionnaire by ticking the
appropriate boxes or by writing in your answer in the space provided.

1. Do you have access to computer at home?

 Yes  No
ANS: 100 % YES
 2. How many hours do you normally use a computer in a day?

 Less than an hour  1- 2 hrs a day  3- 5 hrs a day  More

than 5 hours a day

M
orethan5hoursa

24.0%
Lessthananhour

2.0%

1- 2hrsaday

18.0%

3- 5hrsaday

56.0%

3. Do you have an internet connection at home?

 Yes  No

ANS: 100 % YES

4. If yes, is it a dial-up or a broadband connection?

 Dial Up  Broad Band

 Dial Up

28.0%

Broadband

72.0%

5. What do you use a computer for most frequently?

 Ms Office  Database  Software Programming  Making

Spreadsheets

 Internet Surfing  Playing game Graphic Designing 

Checking Emails
Checking Emails

6.0%

Graphic Designing

2.0%
Playing games
30.0%

Software Programming
2.0%

Internet Surfing
60.0%

6. Do you own a console game?

 Yes  No
No
6.0%

Yes
94.0%

7. If yes, which type of game console do you own nowadays?

 Play station 1  Play Station 2 Play Station 3  X-Box

 X-Box 360  Game Boy  Nintendo
 None
 Missing
Nintendo
4.0%
8.0%
P
laystation1
GameBoy
4.0%
2.0%

X-Box360
22.0%

P
layStation2
44.0%

X-Box

10.0%

P
layStation3

6.0%

8. How many hours do you spend a day playing a game console?

 Less than an hour a day  1–2 hr a day  3-5 hr a day 

More than 5 hr a day

M
issing

4.0%

M
orethan5hraday Lessthananhoura

16.0% 8.0%

1-2hraday

34.0%

3-5hraday

38.0%
 9. When is your favorite time to play game?

 During the evening (4pm -7pm)  during the night (8pm – 11

pm)

 On the weekend  Other (Please Specify)

…………………………………………………

Duringtheevening(
28.0%
Other (PleaseSpecif
36.0%

Ontheweekendonly
Duringthenight (8p
8.0%
28.0%

10.Have you played computer games?

 Yes  No
N
o
4
.0%

Ye
s
9
6.0
%

11. If yes, what types of PC games do you play the most?

 Adventure  Arcade  Racing  Shooting 

Puzzle  Role Playing Game 
Sports  Strategy Games.

Adventure
2.0%
Arcade
10.0%

Racing
Strategy Games.
8.0%
36.0%

Shooting
14.0%

Puzzle
4.0%
Sports
Role Playing Game
12.0%
14.0%
 12. Which is your favorite multiplayer PC game?

Counter strike DOTA Call of Duty Mohaa FiFA  Red

Alert

 Command &Conquer

Com
mand&Conquer

6.0%
RedAlert

2.0% C
ounter strike
FiFA 10.0%
6.0%

D
O TA

28.0%

M
ohaa
C
all of D
uty4
46.0%
2.0%

13. In an average week, how many hours per week do you play PC games?

 0-6 hr a week  6 – 12 hrs a week  12 – 18 hrs a week  18 –

24 hrs a week

 24+ hrs a week

24+hrsaweek

4.0%
0-6hr aweek

24.0%
18- 24hrsaweek

28.0%

6- 12hrsaweek

12.0%

12- 18hrsaweek

32.0%

14. Have you ever visited a gaming zone?

 Yes  No

ANS: 100 % YES

15. If yes, than which of the following gaming zones have you visited?

 Neo Matrix  Ani Matrix  Stalling Rad  Black Out  Zero R

N
EO&ANIBoth

36.0%

NeoM
atrix

50.0%

ZeroR
2.0%

AniMatrix

12.0%

16. Have you heard of Ani Matrix?

 Yes  No

No

6.0%

Yes
94.0%

17. Have you been to Ani Matrix?

 Yes  No
 N
o
10.0%

Yes
90
.0%

18. If yes, where did you hear about Ani Matrix?

 Friends  Road side banners  Posters at university/school 

Website
 Magazine  Newspaper Television
 Posters at universit
4.0%

Roadsidebanners
10.0%

Missing
6.0%

Friends

80.0%

19.We would like to get your opinion on various services offered by the gaming
zone?

Very
Least

Important
Important

Important Neutral Less important

1 2 3 4
5

New Game Variety o o o o

o
 Important

2.0%

Very Important
98.0%

Latest Computers o o o o
o
 Important

8.0%

Very Important

92.0%

Discount Package o o o o
o
 Important

38.0%

Very Important
62.0%

Website o o o o
o
 Less Important

14.0%

Very Important

38.0%
Neutral

20.0%

Important

28.0%

Nice Ambiance o o o o
o
 Important

8.0%

Very Important

92.0%

Low Charges per hr o o o o

o
 Important

48.0%

Very Important
52.0%

E-gaming Tournaments o o o o
o
 Less Important

12.0%

Very Important

34.0%
Neutral
20.0%

Important
34.0%

Food o o o o
o
 Neutral
2.0%

Very Important

42.0%

Important
56.0%

No Smoking Zone o o o o
o
Least Important

16.0%

Very Important

36.0%
Less Important
14.0%

Neutral

4.0%

Important
30.0%

20.How often do you visit a gaming zone per Week?

 Almost Everyday  Once a Week  2-

3 times a week
 More than 4 times
 Almost Everyday

Morethan4times 18.0%

28.0%

OnceaWeek

12.0%

2- 3timesaweek

42.0%

21.How many hours on an average do you spend in a gaming zone per

day?

 Less than an hour  1-2 hours  2-

3 hours
 More than 3 hours
 Less than an hour

More than 3 hours 6.0%

20.0%

1-2 hours

46.0%
2- 3hours

28.0%

22.How much do you spend on an average in a gaming zone per visit?

 Less Rs.100  Rs 200 – Rs 500 

More than Rs 500

MorethanRs 500

8.0%

Less Rs.100
30.0%

Rs 200- Rs 500
62.0%
23. Have you subscribed to online computer game?

 Yes  No

No

40.0%

Yes

60.0%

24.Are you will to pay to for your favorite online game?

 Yes  No
 N
o
3
4.0
%

Ye
s
6
6.0
%

25.If yes, how much are you willing to pay for a monthly subscription?

 Less than Rs.200  Rs 200 – 500  Rs. 500 – 1000

More than Rs.1000

Rs. 500 - 1000

10.0%
Missing

24.0%

Rs 200 - 500

40.0%

Less than Rs.200

26.0%
 26. Do you read Magazines?

 Yes  No

No

16.0%

Yes

84.0%

27.If yes, which type of magazine do you read mostly?

 Fashion/Entertainment  Business& finance 

Scientific

 Gaming
 Missing
6.0%

Fashion/Entertainmen
32.0%

Gaming

54.0%

Business& finance
8.0%

1. Have you subscribed to an online gaming newsletter?

 Yes  No
 4

2.0%

No

26.0%

Yes

72.0%

What is your Education?

Metric/O-level  Intermediate/A-level  Undergraduate  Graduate

Graduate
6.0%

U
ndergraduate
36.0%

M
etric/O-level
18.0%

Interm
ediate/A-level
40.0%

Where do you Study?

 LSE  LUMS  Beacon House School  the Lahore Alma  Defense
Public School
Others (specify)………………………………..

Other
8.0%

DefensePublicSchoo LSE

16.0% 32.0%

TheLahoreAlma
22.0%
BeconHouseschool
22.0%

Perceptual Map Working

We will be comparing value for price & services provided with quality
 Neo Ani Black Out Stalling Zero-R Gamer's
Matrix Matrix Rad den

New Games 9 6 4 5 7 5
Variety

Latest computers 10 8 4 6 7 6

Website 7 0 0 0 0 0

Discount Package 4 6 5 6 8 7

Fast Speed 9 8 6 7 7 6
Internet

Nice Ambiance 9 4 4 5 6 4

Lower Charges per 6 7 7 7 7 7

Hour

Value for Price & 8 7 5 7 7 5

Services offered

e- gaming 10 4 3 3 2 2
tournaments

Food 9 5 0 0 0 0

No Smoking Zone 9 5 5 5 5 4

Total (100)

1. Neo Matrix:
 • Value for price & Services: 8

• Quality: New game variety + Discount packages + Nice Ambiance + E-gaming

tournament + Food

9 + 4 + 9 + 10 + 9 = 41/5 = 8.2

1. Ani Matrix :

• Value for price & Services: 7

• Quality: New game variety + Discount packages + Nice Ambiance + E-gaming

tournament + Food

6 + 6 + 4 + 4 + 5 = 25/5 = 5

3.Black Out :

• Value for price & Services: 5

• Quality: New game variety + Discount packages + Nice Ambiance + E-gaming

tournament + Food

4 + 5 + 4 + 3 + 0 = 16/ 5 = 3.2
 4. Stalling Rad:

• Value for price & Services: 7

• Quality: New game variety + Discount packages + Nice Ambiance + E-gaming

tournament + Food

5 + 6 + 5 + 3 + 0 = 19/5 = 3.8

5. Zero –R:

• Value for price & Services: 7

• Quality: New game variety + Discount packages + Nice Ambiance + E-gaming

tournament + Food

7 + 8 + 6 + 2 + 0 = 23 / 5 = 4.6

6. Gamers’ Den:

• Value for price & Services: 5

• Quality: New game variety + Discount packages + Nice Ambiance + E-gaming

tournament + Food

5 + 7 + 4 + 2 + 0 = 18 / 5 = 3.6