Marketing Communication Plan Panama Essay Example

more than just a night club experience. To achieve this, Panama must develop a robust marketing communication plan to increase the number of visitors, particularly loyal ones. It is essential to have strong promotional tools in order to create a powerful and effective communication mix.

Company Analysis Panama 4 Oostelijke Handelskade Amsterdam, Telephone: 00 31 20 311 8686

Hours: Mon-Sun 11 am - 11pm

Panama* takes a lead role within the Leisure-Entertainment Industry of the Netherlands and far across over any boundaries.

Panama is a night club located in the harbour of Amsterdam. Besides being a night club, Panama also locates a very good restaurant and theatre where live performances of bands, DJs and comedians take place.

It is known for its exclusive atmosphere and special decoration. The restaurant can be divided into interior and exterior.

During the summer, Panama offers a spacious terrace with a stunning view of the Amsterdam harbour, catering to approximately 100 diners. The primary means of communication for Panama is their website, which provides information on upcoming events, shows, and DJs. This website serves as the main tool to reach their target audience. Additionally, Panama is renowned for hosting acclaimed DJs from around the globe, further expanding their reach to an international audience.

The DJs promote club Panama at popular international hot spots in the industry, including Ibiza, Las Vegas, and Miami. This raises awareness of Panama among visitors to these clubs abroad and encourages them to visit the club when they are in Amsterdam. Furthermore, Panama uses merchandising as a means of communication. The club's shop offers products that serve as reminders of your time at Panama*, and these items can also be purchased on their

website.

According to a global website, Panama is renowned for its adoration of pricey wines and sophisticated French cuisine. The website finds it fascinating that despite its upscale ambiance, the venue is not called Paris. Situated in a former Port Authority building on the outskirts of the city, Panama offers a generously spacious multi-room establishment comprising a restaurant, nightclub, and theater. It presents an optimal setting for savoring an exquisite dinner, beverages, and dancing alongside your significant other. The tables at this establishment are occupied by a laid-back group of young individuals who are drawn to the expansive windows, gentle illumination, and minimalist design. We encourage all patrons to don their Panama hats and indulge in this opulent experience.

Located 97 km from the center of Amsterdam, the ‘Spaklerweg’ can be easily accessed by both car and public transportation. It only takes about 10 minutes from the city center. The main focus of ‘The Power Zone’ is exclusivity, which is evident in their customer-oriented services. Take parking, for example. The club provides a separate parking lot (2 ˆ) that can accommodate around 800 cars. Parking attendants are available to direct visitors to available spots. For added sophistication, visitors also have the option to drive their vehicle directly in front of the entrance of ‘The Power Zone’. A valet attendant will park and return the car upon request.

The service comes with a price of 12.0 ˆ due to the high demand for parking in Amsterdam. Unlike Panama*, 'The Power Zone' does not have a separate restaurant. However, they have a 'yummy-area' where customers can watch Chinese wok-food being freshly prepared. Additionally, 'The Power Zone' has an exclusive Cocktail-

and Champagne Bar and a VIP deck exclusively for listed guests and their companions.

The main idea revolves around transforming a night out into a complete luxury experience with a focus on music and exclusive drinks. The club 'The Power Zone' is described in the venue description. Please refer to the table in the Appendix for a comparison of the competition between the 'Power Zone' and Panama*. The analysis includes Target Definition, Concept Description, General Features, Location & Availability, Communication Strategy, and Category Definition & Venue Description. 'The Zebra' is ranked second on the list of the best nighttime locations in the Netherlands, right ahead of Panama*.

Compared to Panama and The Power Zone, The Zebra is situated in the heart of Amsterdam at Leidesplain, making it incredibly appealing to both regulars and visitors unfamiliar with all of Amsterdam's club offerings. The marketing strategy clearly emphasizes The Zebra as a youthful and trendy destination where all types of visitors can find what they are looking for. The concept includes a fusion of fashion, style, and sex appeal, with a focus on the diverse range of visitors and the unique location itself. Music is used as a tool to bring people together and create a fun atmosphere while enjoying cocktails, rather than showcasing extraordinary acts. The primary aim of The Zebra is to provide an exclusive experience that makes visitors feel trendy rather than affluent.

The Zebra, unlike Panama, does not provide extra amenities like a theater or restaurant. Instead, its main emphasis is on entertaining visitors through its night club. The club comprises multiple lounges and cocktail bars, allowing visitors to enjoy a delightful evening of dancing, drinking,

and socializing. For further information about the club and how it compares to Panama's offerings, please consult the table located in the Appendix.

The text focuses on various aspects including the Target Definition, Concept Description, General Features, Location & Reachability, Communication Strategy, and the Category Definition. Rank 4: ‘Now & Wow’ The club 'Now ; Wow', situated in Rotterdam, a tourism-orientated city of the Netherlands, showcases the city's diversity despite not having the same international reputation as Amsterdam. It caters to young creatives who are open-minded and value new ideas and originality.

'Now & Wow' is a club that brings together different (sub-) cultures to create a unique style, which is reflected in its vibrant and colorful interior. Unlike Panama*, 'Now & Wow' primarily caters to a younger audience and has a minimum age requirement of 18 years. Tickets and fees can only be purchased at the club's entrance, eliminating any special treatment for VIP customers that may be included in the concept of 'The Power Zone'. Instead of offering luxurious items, lounges, and bars, 'Now ; Wow' captivates its customers in other ways.

‘Now & Wow’ aims to stand out and be unique by creating trends instead of following them. The club is similar to ‘The Zebra’ in its offerings and does not have a separate restaurant or theaters like Panama does. However, being situated at the ‘Maashaven,’ the club provides a stunning view while being conveniently close to the city center, where numerous dining options are available. The venue description of ‘Now & Wow’ can be found in the Appendix, along with a table that compares its competitive level to that of Panama.

The text

focuses on several aspects: Target Definition, Concept Description, General Features, Location & Availability, Communication Strategy, and Category Definition & Venue Description. The conclusion of the Direct Competitor Analysis highlights how all nightclubs offer a night-out and entertainment, but Panama differentiates itself by combining a restaurant, theater, and nightclub experience. The target customers for Panama are between the ages of 21 and 40, with a focus on elegance, quality, and value. As a result, Panama charges comparable upper-class prices and targets the middle to upper class of society. The target visitors for the Night-Club are primarily young customers between the ages of 21 and 30.

The high charges for entrance and drinks at Panama* indicate that visitors are seeking exclusive treatment and an elite ambience. Panama* has successfully attracted visitors to its intercontinental booming music scene of trance, house, and electro music by featuring admired acts and DJs. As a result, customers of Panama*'s Night-Club take advantage of the website's information flow and contribute more enthusiastically. The Lounge and Cocktail Bar at Panama* is also focused on exclusiveness, as reflected in its prices. The bar targets a specific group by using a price filter that excludes external targets. Ultimately, Panama* aims to set a standard and create a coherent environment.

The restaurant is a part of the Panama package. It is known for its high class entertainment, along with the club and bar. The restaurant specifically caters to individuals up to the age of 40. Market Analysis: Panama is situated in the center of Amsterdam, the capital city of the Netherlands and a renowned destination worldwide.

The government of The Netherlands has greatly reduced its role in the economy

since 1980. The citizens have diverse ethnic origins and are very accepting of new ideas and cultures. Amsterdam is the ideal location for the entertainment industry to attract both national and international visitors. Public transportation options make it easy for people to get around without a car, promoting a lack of concern for going out and supporting the nighttime businesses. The presence of many competitive firms makes it difficult to establish a unique concept or presence.

Public awareness and skepticism towards marketing strategies employed by various media sources are increasing. As a result, individuals are becoming hesitant to incorporate established concepts into their lives. Therefore, establishing a strong connection with the audience is essential in retaining their loyalty. Amsterdam's central location in Europe makes it easily accessible for visitors from Belgium, England, and Germany. Ultimately, the Netherlands is a country with a global perspective, where foreign visitors and refugees quickly acclimate and feel welcomed.