Army Institute of Business Administration (AIBA)

Jalalabad Cantonment, Sylhet

COURSE TITLE: Brand Management

COURSE CODE: MKT4705

SUBMITTED TO:
Golam Morshed Shahriar Tanim
Lecturer, AIBA Sylhet

SUBMITTED BY:
Faiza Rabbi Khan: 10518005
Saifus Sakib: 10518014
Aditi Bhattacharjee: 10518022
Noushin Hussain: 10518036
Roachi Shome: 10417035

SUBMITTED ON:
29 June 2021
 Letter of Transmittal

29th June 2021

Mr. Golam Morshed Shahriar Tanim
Lecturer, Army Institute of Business Administration (AIBA)
Jalalabad Cantonment, Sylhet.
Subject: Letter of Transmittal

Dear Sir,
With due respect, we would like to inform you that we have prepared our report on the brand
analysis of the Laser Tag Center- Battlefield Sylhet.

This report is based on the brand management approach of Battlefield Sylhet. We have evaluated
this new business venture of Sylhet based and we have provided an overall view of how we will
this business will establish itself as a brand from Sylhet to Bangladesh at large. In our report, we
have focused on different strategies and matrices and gained in-depth knowledge and
information about this. We tried our best to show our knowledge and analytics. We would like to
assure you that we will be there for any clarification, explanation whenever required.
Therefore, we believe the report will serve its best purpose and hopefully, this report will be
accepted. Thank you in advance for your kind assistance.

Sincerely yours,
Faiza Rabbi Khan: 10518005
Saifus Sakib: 10518014
Aditi Bhattacharjee: 10518022
Noushin Hussain: 10518036
Roachi Shome: 10417035

Army Institute of Business Administration, Sylhet

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 Executive Summary
Four partners with a dream to create the best laser tag experience in Sylhet started Battlefield
Sylhet. Before starting their venture they toured and learned about the business and wanted the
most realistic experience with the guns while incorporating the most surreal environment
possible. Battlefield Sylhet is pioneered in Sylhet and with the right branding strategy, they can
create a mass promotion and build a brand as the ultimate gaming destination in Sylhet. In this
report, we have demonstrated the right branding framework and designed campaigns to build
themselves as a brand. This report takes a look at the way in which they can be developed and
managed over time, and how brand measurement techniques can be used to assess the value of
brands.

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 Table of Contents

1.0 Introduction 4

2.0 Business Summary 4

2.1 Logo and Tagline 4

3.0 Services and Operations 5

3.1 Pricing 5

4.0 STP Model 6

4.1 Segmentation 6
4.2 Targeting 7
4.3 Positioning 8

5.0 Brand Personality Framework 8

6.0 Brand Association 9

7.0 CBBE Model 9

8.0 Brand Name 11

9.0 Customer-Based Brand Equity 12

9.1 Differential Effect 12
9.3 Brand Knowledge 13
9.3 Customer Response 14

10.0 Campaign for our Brand 14

Conclusion 15

References 16

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1.0 Introduction
Sylhet is full of flourishing
businesses adding up to the GDP.
Starting from businesses and
resources, Sylhet has the best
tourist spots. The one thing that this
beautiful city lacks is everyday
recreation and entertainment.
We believe that tedious repetition
of routined working and studying
makes life monotonous and this is
where the denizens of Sylhet need
activities that does not only
refreshes mind but also
reinvigorate health. To bring excitement and newness to the lives of Sylhet a bunch of new
graduates have come up with a business plan for a Laser Tag Center, namely- Battlefield Sylhet.

2.0 Business Summary

Battlefield Sylhet is a start-up company that will be located in Center View, Kumarpara, Sylhet.
The business is run with 4 partners who through the business provide a place of recreation for
youths as well as corporates through different types of gaming facilities in the Sylhet region.

A venture is a great place for people to hang out as well as a platform for sports enthusiasts.
People of Sylhet who are always curious about new things in the market will show
overwhelming interest in our business.

2.1 Logo and Tagline

Note: The business is yet to determine a tagline.

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3.0 Services and Operations
Today’s consumer is always looking for the newest, exciting product, and combining challenges
with entertainment ‘Battlefield Sylhet’ exceed the desires of consumers.
Two teams fight against each other in an artificially designed environment. A qualified staff
member gives a briefing to the players in a ready room prior to donning the game’s gear. After
the players have been briefed about the game, they will enter the arena.

When the players step into the laser tag arena, they experience walking through a life-size video
screen into a futuristic labyrinth filled with unfriendly forces. The players’ senses are bombarded
by pulsating music, sirens, and intermittent flashes of light and color breaking through the foggy
darkness. Battlefield Sylhet gives a marvelous experience to the youth to share a time of fun with
friends by playing an exciting game in the arena.

3.1 Pricing
They are following the price Skimming Strategy as
they are employing in launching a service for the first
time.

This approach is based on the lacking and growing

need for recreational activities in Sylhet. They
initially benefiting from the opportunities and
occasions as customers are willing and able to pay
more.

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4.0 STP Model
4.1 Segmentation
Geographic Segmentation: Battlefield is currently located in the main town of Sylhet. So we
have chosen the main city as our initial geographic segmentation to focus on. keeping in mind
that the bigger portion of our customers will be coming in from Sylhet town in their leisure
period. People living in other districts will be our secondary focus as they can also visit it on
their short tours to the main city. If we are successful as per our plans, we will expand our
business to other cities of Bangladesh.
● Country: Bangladesh
● City: Sylhet

Demographic Segmentation: Battlefield is a fun game with new diversity in the city. We
believe mainly the youth community will be interested as an alternative to spend their free time
with friends or family. Students are especially more likely to be fond of these fun activities. But
we will also target office-going people, businessmen who need a way of relieving their stress.
We have kept reasonable pricing so we will focus on the middle class to the upper class. So our
demographic segmentation is as following-
● Age group- 12-35
● Occupation- student, office going, businessman, athletes
● Gender: male and female
● Socio-economic class- middle class to upper-middle class.

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Psychographic segmentation: We are targeting the youth and corporates who like gaming as a
hobby. Who are health conscious, as Sylhet has only restaurants in the name of hanging out. We
are well aware of the unhealthiness and negative effects of it. We are also targeting diversity
seeker people who always try to find a new way of bringing fun in their lives. It has a way of
competing against two teams. So we will also focus on competitive people. We have categorized
our segmentation based on their nature, interests, and how they like to conduct their loves. Our
psychographic segmentation is as follows-

● Personality: Achievers, belongers, saviors

● Lifestyle: health-conscious, tech-savvy, entertainment pursuer
● Interest: gaming enthusiastic, fun-loving,
● Activities: professional and non-professional gamers.

Behavioral segmentation: For this segment, we will initially target loyalty traits and benefit
sought. Loyal customers give a larger share and they spread positive word of mouth which a big
role in branding anything new in the market. Especially in the era of social media people believe
reviews more than checking out themselves. We will also target the benefit sough segment.
Those who are sports enthusiast loves to involve in fun activities, looks for different recreational
activities will be our target customers.

4.2 Targeting
Target market: We hope to focus on the age group 12-35 but our main focus will be on youth.
Because the youth community has a great influence over branding. They discover new
adventures, judge them and pass reviews about them. So if we can satisfy them we can grab the
attention of the market easily. We are targeting both students and working-class people who want
a new place for recreation, who belong to the middle class to upper-middle level.

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Our targeting strategy: Differentiation strategy.
Battlefield is a unique gaming place that has to come to market to offer a different and district
recreational place than the available one. By applying a differentiation strategy we can utilize
first-mover advantage even more. An effective differentiation strategy will help us get a better
profit margin and consumer loyalty. By ensuring better service and meeting customer
expectations we can gain a competitive advantage. We hope we can bring the 'wow' factor in
Sylhet through the battlefield.

4.3 Positioning
Positioning Strategy: To create a position perception about Battlefield we will focus on being
the best gaming experience in the minds of customers. We will introduce the battlefield as a
perfect place to hang out. Be it weekends or post-work refreshments, we want Battlefield to be
one of the options they think of. In a world where more or less everyone is stressed about life and
living, the battlefield will be a little escape from reality. Where they can be stress-free and enjoy
some quality time with their friends and family. Unlike other gaming facilities in Sylhet, the
battlefield has a gender-neutral environment that will allow girls to spend their leisure time
without any discomfort. It's not only a good play, but it’s also a great way to release stress and
frustration. We hope to establish our brand as a quality recreational place in Sylhet.

We will use both traditional and non-traditional media for promotion.

Traditional media: We will use billboards, leaflets, local newspapers,s, etc. even though these
forms are old yet people are connected to these forms of media differently. One way or another
they are always connected and it has always a good outcome.

Digital media: Digital media is the best way to connect with youths. They are mostly active in
Social media therefore, we will use all sorts of most used social media platforms to convey our
message. We will approach influencers to spread word of mouth and create hype.

5.0 Brand Personality Framework

Along with great positioning, a brand stands out in the market by connecting with its customers
well. The personality of any brand makes it different from others and it's also an important
dimension of brand equity. To make our brand recognizable and build a connection with
customers we followed a brand personality framework.

Battlefield falls under "excitement" criteria. It refers to having an active lifestyle. Breaking the
stereotype of society where people would only go out and chill on the battlefield comes with a
cool personality where people can explore a new place of recreation. Our idea is innovative and
spirited. Instead of just seating on a lazy weekend, it tells you to be active and involved in fun

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activities. Therefore we tell our customers to be fit and healthy by involving in fun activities. We
hope to be the image of "excitement" as a personality trait of our brand.

6.0 Brand Association

Brand Association- Brand association is anything that is deep-seated in customer’s minds about
the brand. Brand should be associated with something positive so that the customers relate the
brand to being positive. There are a lot of things that a consumer perceives about the brand
Battlefield. Consumers think a lot of things whenever they think of the brand Battlefield. So
there is a number of associations of the brand Battlefield. Few are given below.

Figure 1: Chart of association

7.0 CBBE Model

Keller’s Brand Equity Model is also known as the Customer-Based Brand Equity Model. Within
a pyramid, the model six key levels of creating a successful brand. These levels are-
▪ Brand Salience
▪ Brand Performance
▪ Brand Imagery
▪ Brand Judgement
▪ Brand Feeling
▪ Brand Resonance

Battlefield’s CBBE Model

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Salience- In this era of the gaming world, people are attracted to the noticeable gaming platform,
here customers consider Battlefield as high-quality gaming technology, along with their logo and
digital banner and features. They've come up with innovations, like the TDM version of PUBG
to have the experience of excitement in actual war, the actual feeling by creating a real-life
gaming environment.
Performance- Battlefield owns high technical performance. The quality pieces of equipment
such as guns, vests, etc. that Battlefield is providing are imported from Germany. The technical
factors are well developed with high-quality technology and software, the environment is
AI-enabled for scoring like when the laser ray clicks the vest it gets scored automatically.
Apart from their technical and gaming service they focus on providing direct interaction with
their customers and also focus on maintaining a good environment with all their types of
equipment. So that it performs well in the long run.
Imagery- The aesthetic appearance battlefield provides that the consumers can feel the
environment a real-life war zone. People consider Battlefiled a high-quality technical ground.
Consumers get to be imagined themselves in a platform of a real war zone as a warrior or fighter
to survive.
Judgment- The customers give high credibility to Battlefield’s service by consolidating their
performance and association. The gaming types of equipment with their exciting interior design,
innovation, and their gaming environment all these indicators are ensuring the quality of
Battlefield.
Feeling - Battlefield focuses on the excitement of their consumers making them feel highly
believe fighting in a war zone. They provide their customers the feeling of excitement and
competition. To feel the virtual gaming experiencing in real life Battlefield is here for the rivalry
with an amazing setup of the gaming environment in this gaming arena.
Resonance- Battlefield has come up with FPP and TPP mode filming for the gamers, they're also
filming the setup even in the middle of the battle. By setting up all these high-quality services
they're branding themselves into the digital platform.

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 Figure 2: CBBE Model of Battlefield

8.0 Brand Name

Brand names are picked based on some criteria that the brand feels right about their brand. Some
brand names are picked based on location, some brand names are picked because of their brand
ambassador and some brand names are selected based on the product that the brand will be
offering in the market.

In the case of Battlefield Sylhet, the brand name was chosen because of the inherent product
meaning of the brand. The Battlefield name was easy to pick because what they offer in the
market is laser tag which can be called one type of battle and they are providing the service first
in the Sylhet market as well so the name has to stand out.

Their brand name not just has to stand out but also convey some idea of their product into the
minds of their target customer. Whenever the consumer sees the advertisements or hears about
the brand, the name has to communicate the product as well as create a bit of mystery as well. As
we all know creating a mystery about your brand is a time-old tradition in business because
whenever you can get your target market intrigued about your brand, they will try to solve that
mystery, try to see what the brand is all about so the brand name Battlefield helps there as well.

Another reason for choosing Battlefield as the brand name is the connotation that it has with the
youth of today. The name Battlefield is very well known in the youth community as there are
series of video games named Battlefield and those are very popular. So whenever a person sees
the name Battlefield and has played the game, they would be very curious to find out about the
brand.

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9.0 Customer-Based Brand Equity
Customer-Based Brand Equity:

Customer-based brand equity is the differential effect that brand knowledge has on consumer
response to the marketing of that brand” that is the definition of customer-based brand equity.

To break it down properly, it will help if we divide it into three parts,

● Differential effect
● Brand knowledge
● Consumer response

Differential effect: In customer-based brand equity the differential effect basically means what
is unique or different about the brand that the customer can understand. The unique need or want
that the brand would be fulfilling, the gap in the market.

Brand knowledge: Brand knowledge really is all about communicating. The way you’re going
to communicate the brand’s market offering, the need or want the customer sometimes doesn’t
even know that they had that your brand would be fulfilling. This is the main part of customer
based brand equity. This is where you build customer-based brand equity in the minds of the
consumer.

Consumer response: this is just the result of building customer-based brand equity. The
consumer response to your brand would be how good you’re at building your brand knowledge,
letting your consumer know about your differential effect that your brand has. The better you
communicate those the better the response would and vice versa.

So in a nutshell customer-based brand equity basically means the unique need or want the brand
is delivering and the customer’s response on knowing about that.

9.1 Differential Effect

In the case of Battlefield, the differential effect is the product itself, as the product which is
laser-tag is yet to be brought in Sylhet and only in one place in Dhaka, the want of consumers are
unique as no other brand is doing that. Battlefield is the pioneer that is the only brand which can
give a feel of real excitement and adrenaline you get from fighting with guns. The environment
of war and real battles that cannot be felt without going against one another with chances of
dying in a fight.

People play video games like GTA, call of duty to get a feel of the real battlefield and war.
However the video games can only offer so much immersive gameplay, you cannot get that
much out of it. Laser tag on the other hand can give you a feel of the real battlefield better than

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video games. You can immerse yourselves more easily, you can pretend more easily that you’re
on a real battlefield where choices do matter.

Another reason why Battlefield is unique is that it’s a team game where your teammates really do
matter. It’s not like any other team sport where one man can win you the game, in this game of
laser tag if your teammates are not up to par your chances of winning are close to zero. So your
coordination, your leadership really matters. And thus you can feel something that no other
games would provide.

9.3 Brand Knowledge

The brand knowledge of Battlefield is a bit different than other FMCG (Fast Moving Consumer
Goods). As this is a recreational and entertainment service the brand knowledge of the brand is
different.

Brand knowledge is built on 3 parts, brand image, brand recognition, and brand image. So in the
case of battlefield,

● Brand image: the brand image is all about the brand association that the customer has
with the brand. So whenever they come to play Battlefield they will get in touch with the
brand, so the associations of

o Physical activity

o The excitement of winning or the disappointment of losing a game

o The prestige of doing something that is exclusive

o Playing with people that you have a good rapport with

o Recreation and entertainment

● Brand recognition is the extent to which a consumer can correctly identify a particular
product or service just by viewing the product or service's logo, tag line, packaging, or
advertising campaign. So the name Battlefield as it has been mentioned before is unique
and has a sense of mystery and intrigue so whenever a consumer sees the name battlefield
and the logo which describes pretty much everything about the service provided then
people can easily recognize the brand. Then the marketing campaign Battlefield is going
to do would make sure the target market can easily identify the brand.
● Brand recall is the degree or likelihood of instantly remembering the name of the brand if
a product/service or any other kind of brand association comes up. This would be easy to
do at first as this is the first time in Sylhet that any brand is providing laser tag or
pseudo-real fighting sport. So whenever people would think about getting a game of laser

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 tag or see their friends or family playing such games they would think about Battlefield.
Another way people might recall Battlefield is when they play video games that are
related to the environment of laser tags like call of duty or the battlefield itself.

9.3 Customer Response

The consumer response for Battlefield is also a bit different as some people might play it for an
hour and get their fill of it and never play it while others will play it every day. As this is a
recreational product the response would be different than FMCG.

10.0 Campaign for our Brand

In the case of promotion of our brand Battlefield, we will arrange different types of campaigns.
When it is a matter of promoting a new service or product, it can seem like there are endless
options. It will be a difficult task to figure out where to get started and which methods of
promotion will provide the best positive outcomes.

Gaming Contest: We will arrange a contest or tournament of laser tag games for the people on
different occasions. Moreover, there will be tournaments among different schools, colleges, and
universities. Such as Inter department laser tag tournament of Leading University, Sylhet.

Sponsoring different sports or gaming events: We will sponsor different sports events in
Sylhet for the promotion of our brand. For example: Assuming that there is a tournament going
on at GOAL, which is a famous soccer ground in Sylhet. There will be a small setup of our laser
tag guns where people can give it a try and know about us. We will also arrange different types
of gaming events in association with schools, colleges, and universities so that students can know
about our brand.

Special offer: There will be a special discount for first-time users. We will also provide
different types of packages, such as monthly packages with discounted rates. As we know there
are many people who are related to virtual gaming. There will be special discounts for the
gamers. We will distribute discount coupon cards among them in collaboration with Gamers Ark,
which is well known as a gaming zone in Sylhet.

Social Influencer: Social influencers help to drive our brand’s message to the target audience
through online platforms. It is almost impossible to scroll through social media without seeing
some form of influencer marketing. We will promote our brand by arranging different events in
collaboration with well-established social influencers. We would like to launch a social media
contest through any social influencer. Social influencers will make consistently shareable content
for us and we will circulate it through online platforms. Moreover, they can also invest time in
creating a high-quality blog that talks about our brand.

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Online advertisement: Online advertising is a form of marketing that uses the internet to deliver
promotional messages to customers. Such as- Running Facebook ads is a good option for any
kind of promotion. As we can use it as a window to a large base of people who will be interested
in our brand. We will generate our advertisement content through Facebook ads.

Email Marketing: Email marketing is a very effective tool. We will create a separate database
of our clients for maintaining the information based on age, residence, contact number, and
previous service purchase record. Our goal is to use this information to create a highly
personalized messaging system. We will try to make the customer feel like the emails or texts
have been written especially for them. So that we can remind them about us through mail or text
message. Moreover, we can also collect information about people through our personal channel
for sending promotional messages about our brand.

Conclusion
Customer service is paramount in the laser tag business, thus maintaining customer relations
promptly would help the business create a huge brand image. Battlefield will receive the
anticipated positive response from the enthusiastic youth of Sylhet who are always looking for
new things to do and ways of having fun especially, with friends and relatives. As the only laser
tag business, Battlefield will also be able to hold a monopoly market position. Given that the
business will need to constantly promote the business as a one-stop battle experience platform
and come out with lucrative offers to attract new and retain old customers, Battlefield Sylhet will
be able to gain success and fame not only in Sylhet but all over Bangladesh within a short period
of time. Day after day Battlefield Sylhet will grow and bring joy to its customers with innovative
developments.

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References

Porter's Five Forces: Understanding Competitive Forces to Maximize Profitability.

(n.d.). Retrieved May 14, 2018, from
[Link]

Laser Tag Gaming Center Business Plan - Strategy and Implementation Summary.
(2021). Retrieved 29 June 2021, from
[Link]
entation-summary/

Badhan, R. (2021). About LaserWars. Retrieved 29 June 2021, from

[Link]

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