Market Research
This week was mainly about market research. We had to select one of our previous week ideas and develop a clear business outline of our intended audience outlets for distribution or purchase. My chosen idea was the high-end 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.
Workshop Challenge:
History & Market Overview:
Arabs are known for playing cards and collecting expensive items. Saying that card games in Arab countries are as prevalent as mobile phones nowadays is not a real exaggeration. From the shores of the Arabian Gulf to the shores of the Atlantic Ocean, you can find Arabs throwing one card after another in so heated a game that you would think a news agency should report it. They just love card games and play them anywhere they can; in cafes, houses, cars, offices. It’s estimated that Arabs began playing cards 700 years ago, and never stopped. Also, they were the ones who introduced card games to the West after learning about them in China, where the Chinese used them for something other than games.
Overall, in the GCC, you can get hold of ordinary playing cards from game stores. However, during the month of Ramadan, playing cards increases amongst Arabs especially during night gatherings called Ghabgas. Companies tend to focus on having playing cards as per their yearly giveaways due to high demand from clients.
Market Research & Gaps:
In the GCC and Kingdom of Bahrain, there is no availability for high-end playing cards with several collections. Even companies find it hard to find high quality playing cards for their giveaways and usually place orders from abroad in bulk quantities. Currently, there are no competitors. After doing a quick dip stick research via mall interviews, the gap and demand for playing cards is clear. I have partnered with Gulf Research agency to research further. They conducted a SWOT Analysis:
Strengths: Provide new and fresh collections, Distribute to GCC countries. Easy to produce.
Weaknesses: Digital purchase might be a competition. Price range to cover cost might be too high.
Opportunities: Gap in the market for playing cards in general, especially high-end ones, satisfy demand.
Threats: Currently no competitors in the Middle East, potential rise of copy-cats.
Business / Creative Idea:
Arabs are known for playing cards and collecting expensive items. The idea of designing high-end playing cards as a collection came to mind. It’s basically a brand of playing cards with several collections as themes. It also serves multiple interest, for magic tricks, for collection and for playing.
Target Audience:
Collectors, card players, young professionals to elderly.
Marketing Mix:
The Product: D-Triks Playing Cards Collection (includes D-Traditional, D-Bushido, D-Valkyrie, and D-Gamblers Editions). At the initial stage, there will be these 4 editions. However, at later stages and based on product demand, other editions will be produced.
The Price: It will be higher than regular playing cards. The retail price for the whole collection will be BD 200 (£406.77) and each edition is also sold separately for BD 70 (£142.37)
The Place: the product shall be available through selected retail stores (Virgin Megastores across the Middle East and Game Shops), and online (Amazon, D-Triks website, D-Triks Instagram via WhatsApp).
The Promotion: The playing cards shall be advertised via online paid ads on Instagram (Sponsored ads) targeting the segment and through retail stores’ premises and online websites. The cards shall be displayed at Virgin Megastores as a NEW product.
Production:
The product is made of high-end materials with special pantone color gradients, gold and red foil, holographic with glossy lamination finish. There are no challenges for production, as this can be produced locally at the printing press.
D-Traditional Edition: special blue pantone color gradient, gold foil with glossy lamination.
D-Bushido Edition: special red pantone color gradient with glossy lamination.
D-Valkyrie Edition: glossy lamination finish.
D-Gamblers Edition: special black pantone color gradient, holographic, red foil with glossy lamination.
Omar Mal
August 11, 2020
Omar Mal 