My chosen idea was the playing cards. The objective of this idea was to tap into a market gap of high-end playing cards in the Middle East, mainly in the gulf countries. But also, to provide a new product that has multiple purposes, such as, magic tricks, collecting, and playing. This product utilizes high quality and production materials that is not seen on other playing cards.
The high-end brand collection of playing cards will have several themes. This first collection set will include four themed editions.
D-Traditional: the main theme revolves around the use of a gradient shade of blue color with golden foil.
D-Bushido: the main theme revolves around the code of the samurai, stressing unquestioning loyalty and obedience and valuing honor above life (chivalry). The colors of red and white are dominant.
D-Valkyrie: the main theme revolves around the Norse Mythology, any of a group of maidens who served the god Odin and were sent by him to the battlefields to choose the slain who were worthy of a place in Valhalla. Valkyrie, also spelled Walkyrie, Old Norse Valkyrja (“Chooser of the Slain”)
D-Gamblers: the main theme revolves around the use of skulls as a representation of death, mortality and the unachievable nature of immortality.
After looking into the high quality of materials used, the price must compensate for the cost. Hence, the product is priced at higher price than ordinary playing cards currently available. In terms of retail outlets and distribution, the biggest collaboration will be with Virgin Megastores in the Middle East. Virgin Megastores in the Middle East is the hub of everything cool and trendy in the market. Its an attraction for youth and collectors alike. It sells the most random and hot items in the market.
Virgin Megastore is the leading lifestyle retail destination in the Middle East & North Africa region, with 43 stores in nine markets; specifically, in UAE, Qatar, KSA, Bahrain, Oman, Egypt, Lebanon and Jordan. Since its establishment in the UAE in 2001, Virgin Megastore set a constant target of establishing and expanding its Middle East presence as well as its product offering to fulfill growing trends and expectations in the region.
A one-stop shop for all entertainment needs, covering lifestyle entertainment products such as music, films, and books, as well as other product categories including electronics & accessories, gaming, fashion & accessories, gifts & toys, and much more. Virgin Megastore has created a whole new experience in entertainment retail by balancing international trends while catering to local cultures across the region. This is done through continuous evolution in the brand experience and range, as well as constant support for the regional art scene. Virgin Megastore is truly a global brand with local flavor. With its unique shopping experience, Virgin Megastore is an innovative entertainment destination for trendsetters and technophiles.
The main promotional advertising will take place on the website and IG account. However, at Virgin there shall also be a display of the cards collection. Customers can buy it directly from retail or online with delivery. A SWOT Analysis was conducted to get an overview of the product and its competition in the market. This has helped in creating the brand positioning of the product for the initial launch stage. However, at later stages once the collection kicks off, other analyses should be conducted to understand the feedback of customers. In the long run, more collections could be introduced.
Omar Mal
Omar Mal 