TEZTAP INTELLECTUAL QUIZ NIGHTS: STRATEGIES FOR ENHANCING MARKETING, BRAND LOYALTY BY UNDERSTANDING CONSUMER BEHAVIOR
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Date
2024-12-09
Journal Title
Journal ISSN
Volume Title
Publisher
Nazarbayev University Graduate School of Business
Abstract
This report analyzes TEZTAP, a Kazakh-language intellectual quiz game platform, as part of a practicum project conducted by Master of Business Administration students from Nazarbayev University Graduate School of Business.
TEZTAP has been organizing quiz events across Kazakhstan for more than 3 years, offering a unique culture and knowledge-based experience. However, the platform faces challenges such as limited brand visibility, problems with user retention, and growing competition in the quiz game space. This project aims to find meaningful answers on strategic ways we can expand TEZTAP's audience, accelerate its marketing activities, and enhance profitability.
The first stage was dedicated to analyzing the intellectual quiz game market in Kazakhstan to understand current trends and audience interests. To derive demographic, motivational, and quiz opinion-related information, a survey of TEZTAP event participants was conducted in Astana. In addition, we examined competitors on social media and the TEZTAP owner's financial data to evaluate the company's position and potential areas for improvement.
Major findings pointed out the possibility of simplifying the game instructions, broadening the scope of the marketing channels used, as well as the inclusion of more engaging features to attract a wider audience. This included review of financial data such as revenue sources and expense frameworks with a goal of identifying opportunities for additional profit.
Building on these insights, the report offers strategic recommendations categorized by themes of marketing, value enhancement, operations, and potential new revenue streams. We then devised recommendations and classified them into buckets like marketing, customer value, operations, and new revenue streams. We created a new NPV calculation based on these recommendations.
Description
Keywords
Intellectual, Type of access: Embargo
Citation
Temirkairatkyzy, G., Shalabayeva, M. (2024). TEZTAP INTELLECTUAL QUIZ NIGHTS: STRATEGIES FOR ENHANCING MARKETING, BRAND LOYALTY BY UNDERSTANDING CONSUMER BEHAVIOR. Nazarbayev University Graduate School of Business