Fun city relaunch-marketing strategy oct '09

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  • 1. 11th October 2009
    Brand re- positioning and Marketing strategy for Fun City
  • 2. Background of Fun City
    Fun City a member of the Landmark Group; is a family entertainment brand with centers all across the Middle East, India and China.
    First established in 1999, the entertainment centre includes activities which cater to customers from 0 yrs to 19 yrs and their parents.
  • 3. The case
    Fun City IS
    • the oldest company in the UAE in the category
    • 4. has the largest no of family entertainment centers in the UAE
    • 5. belongs to one of the reputed regional business houses
    • 6. caters to all age groups
    • 7. has 70% repeat customers
    Still its NOT
    • a destination store by choice
    • 8. recognized as a brand on its own
    Whereby Fun City is FACED WITH
    LOW REACH & DECLINING USAGE
  • 9. Market size
  • 10. Profiling our TA
    Today’s kids
  • 11. Insight to successfully market to Kids,Tweens and Teens
    In the next few slides we will provide insight on :
    • What tweens and teens do with their free time
    • 12. What is important in their lives today
    • 13. Their relationship with technology
    • 14. Their engagement with social issues
    • 15. How they find out about new products
    • 16. Ways to reach this elusive audience
  • Concerned, Connected & Plugged In
  • 17. The Psychology of Kids…
    • Four underlying factors that motivate kids’ attention & interest
    • 18. Desirable products or services
    • 19. Meaningful “pay-offs” (i.e., meet kids’ needs)
    • 20. By age & gender
    • 21. The more dimensions, the better!
    Pleasure/Fun
    Power/ Control
    SocialAcceptance
    Personal Development/Self Confidence
  • 22. Products That Are Home Runs!
    Pleasure…Control…Personal Development…Social Acceptance
  • 23. Why these products are a homerun?
    Control
    Pleasure
    Control
    Social Acceptance
  • The Internet & Technology RevolutionThe Years that Preceded Them
    CD’s Introduced
    Cell phone network introduced in U.S.
    Macintosh Plus
    3 millionth IBM PC shipped
    First edition of MS Windows sold
    1981
    1982
    1983
    1984
    1985
    1986
    1987
    1980
    1988
    1989
  • 56. The Years They Were Born
    Goes public with 165 locations
    DVD format introduced
    World Wide Web
    Cell phone boom
    Instant Messenger
    1991
    1992
    1993
    1994
    1995
    1996
    1998
    1999
    1997
    1990
  • 57. The “New” Millennium - The Years of Their Childhood
    Opens 12,000th location
    Cable providers start to offer DVR service
    Wii revolutionizes Console Gaming
    DVD Players become portable
    PSP unveiled
    Xbox launched
    2000
    2001
    2002
    2003
    2004
    2005
    2006
    2007
    2008
    2009
  • 58. Analysis
    Consumer behavior insight
    Source: Data in this presentation was collected during July – December, 2008 in the USA by YouthBeat®, with 200 questions, each topic surveyed among approximately 2,800 Tweens and Teens.
  • 59. What They Do in Their Free Time (Weekends)
    Go on Internet74% / 78%
    Media
    Watch TV
    83% / 77%
    Play Video Games Alone
    55% / 41%
    Play Video Games w/Others
    60% / 44%
    Listen to Music67% / 78%
    Watch Movie/DVD at Home
    64% / 62%
    Design Websites4% / 5%
    Solitary
    Social
    Prepare a meal
    43% / 45%
    “Hang out” w/friends
    68% / 73%
    Paint/Draw
    28% / 16%
    Go Shopping41% / 44%
    Knit/Sew
    6% / 4%
    Exercise40% / 33%
    Read
    42% / 40%
    Non-Media
  • 60. A Perfect Saturday
    Tweens
    Teens
  • 61. Tweens
    Teens
    Tweens
    Teens
    TV is one of the major competition
    # of Hours Spent Watching TV (Weekdays)
    # of Hours Spent Watching TV (Weekends)
    2.1
    2.1
    3.3
    3.2
  • 62. Online All the Time
    Frequency They Go On The Internet
  • 63. Social Network for Teens & Tweens
    • MySpace, You Tube and Facebook dominate.
    • 64. MySpace is trending down over time
    • 65. Facebook is trending up among both tweens and teens.
    • 66. Twitter may be all the rage in media…but it hasn’t made a connection with tweens/teens – at least not yet
  • Social Network for Kids
  • 67. Advertising Captures Their Attention
    • Tweens, teens and kids are most likely to notice TV ads. However they are also exposed to many types of advertising through radio, magazines, Internet etc
  • Role Of FUN CITY
  • 68. Today’s Youth Market Does Not Represent Your Childhood
    Born 1990 – 2009
    Kids – the Primary School Years
    (age 03-12)
    Tweens – the Middle School Years (age 10-13)
    Teens – the High School Years (age 14-18)
  • 84. Leverage Psychology :Make Your Product and Services a Winner
    • Pleasure, by making it fun, satisfying or stimulating
    • 85. Control, by giving them choice, customization or personalization
    • 86. Personal Development, by elevating their competency, creativity or self-importance
    • 87. Social Acceptance, by enhancing their status or fit in their world
  • How Do You Succeed?
    • Kids, Tweens & Teens are aware of their surrounding and the changes that are taking place and challenge their future.
    • 88. As such, they are cause focused.
    • 89. Theyare willing to take action throughbrand purchasing.
    • 90. Focus is dynamic and changes from current to future interests.
    Passion for Causes:
    Strategies that incorporate kids, tween passions for causes can create an endearing linkage to your brand or service….
  • 91. How Do You Succeed?
    • Kids, Tweens and Teens are more connected than any generation before them and connected through words, voice and visuals.
    • 92. They look for increased commitment to Youtube, Facebook and video/ picture sharing sites, Blogs, Chat, Surfing,
    • 93. Kids due to the cosmopolitan environment, easily adapt and adjust in play groups, clubs, school activities.
    Connectivity and Communitywill be a theme throughout their lives.
  • 94. How Do You Succeed?
    • Advertising reaches this generation through many, many channels.
    • 95. TV ads, radio jingles will get the best reach. Entertainment sells for this generation and ads that deliver on it become favorite
    • 96. Online is the place we are most likely to capture their focused attention and viewing and news travels among the peers
    • 97. Cross promotion, co-branding with popular characters, current favorite results in fast acceptance – ‘its cool’
    Marketing & Advertising:
    Marketing and advertising will capture their attention and deliver your message as long as it is entertaining and authentic.
  • 98. Market Study
  • 99. Market scan Kids & Tweens
    International arena
  • 100. Market scan Kids & Tweens
    UAE
  • 101. Activity matrix
    Outdoor
    Golf
    Horse riding
    Go carting
    Water park
    Global Village and DSF activities
    Children’s City
    School camps
    Sega World in Zabeel Park
    Informative
    Physical
    Fun City
    Sega Republic
    Santa Bonta
    Upcoming Kidzania
    Ski Dubai
    Ice Rink
    Fun City
    Modhesh Fun City
    Dolphinarium
    Magic Planet
    Indoor
  • 102. Fun City
    swot
  • 103. S
    W
    O
    T
  • 104. Weakness analysis
    Although Fun City is the oldest and largest chain of children activity store in the UAE, but it still has not been able to create its own brand identity.
    The absence of brand recognition has lead to establishing a gap in the market.
    Communication is weak, and has not been able to achieve its objectives. Redefinition is desired.
    Lack of product novelty, new introductions, launches, activities ads to the gap.
    Absence of an effective loyalty program is not helping the brand.
    Ill maintenance of equipment leading to negative feed back.
    WEAKNESS leads to GAP
  • 105. Re-launch of Fun City
  • 106. Re-defineMarketing Objectives
    • Brand repositioning
    • 107. Create awareness
    • 108. Induce reasons to experiment
    • 109. Build brand loyalty
  • Re-defineCompetition
  • Re-defineCommunication and objectives
    • Announce….. events
    • 114. Launch……… activities
    • 115. Pull………….. traffic
    • 116. Share……….. an experience
    • 117. Recall……….. brand
    • 118. Sustain……… growth
    • 119. Build………… loyalty
  • Agency recommendation
    strategy
  • 120. Strategies
    Fun City
    The Natural Choice
  • 121. A multi-tool program
    Teeing off from here…
  • 122. The tools
    Tool 1 – In store
    Tool 2 – Online
    Tool 3 – Cross Promotions
    Tool 4 – PR
    Tool 5 – Guerilla Marketing
    Tool 6 – Tactical Marketing Campaigns
  • 123. Tool 1
    In Store
  • 124. In store activities
  • 125. Tool 2
    ONLINE
  • 126. The Idea : Stimulate – Share - Experience
    Create Fun City portal: www.comeoutandplay.com
    • Fun portal
    • 127. That also gives consumer an insight into the world of fun awaiting him
    • 128. News, views, activities, birthday party pics, social media accessibility etc
    • 129. Interactive website, where one can participate in online games and win a coupon/voucher to be re-claimed at Fun City
    • 130. Online competitions such as painting, cooking recipes, make over tips etc
    • 131. Encourages consumer participate in charity endeavors
    • 132. Upcoming events and opening of new stores
  • 133.
  • 134. Online Plan
  • 135. Tool 3
    Cross Promotions
  • 136. Cross promotions
  • 137. Tool 4
    PR
  • 138. PR Direction
    To position ‘Fun City’ as the destination of choice for weekend family fun and edutainment
    To create a jealousy factor amongst children of all ages regarding regular visits to ‘Fun City’
    To underline the idea that the leisure experience at ‘Fun City’ is enjoyable, clean, wholesome, and educative
    Immediate objectives
  • 139. PR Direction
    • Offer exclusive pre-opening of Fun City tours for editors of two top kids related publications in both Arabic and English
    • 140. Invite top Arabic and English society publications for the opening of new Fun City stores
    • 141. Initiate a story with Friday magazine to feature ‘Fun City’ in their “parenting” or “children” pages
    • 142. Provide coupons in ‘Fun Times’ (supplement of Gulf News on Saturdays) which can be redeemed at Fun City outlets for a free ride / video game
    • 143. Offer one lucky visitor free playtime for 2hrs in a Fun City of his choice in a lucky dip
    • 144. With every purchase of AED 30 on the play card, top up by AED 10/- to increase time of stay and hopefully engage in more spend
    Short term-tactics
  • 145. PR Direction
    • Position Fun City as the destination store that offers a unique experience
    • 146. Promote the personalized service offerings (professional and trained staff, security, edutainment, coffee mornings) at Fun City amongst mothers
    • 147. Promote Fun City Customer Loyalty programs
    Long term objectives
  • 148. PR strategy & tactics:
    • Create the concept of personalized service and a unique experience at Fun City through
    Personal calls and emails to consumers to inform them of new products/games, stores and services
    Training programs for customer service executives to enable them to create special relationships with clients
    Create a ‘competition of the month’ campaign for activities like skating, karate, bowling, fashion show for kids etc
    Develop a customer loyalty program to encourage return visits to Fun City such as tie up with Skyward Sky Surfers
    To create hype around an annual event to set a record for Guinness/ Limca Book of Records. Such as the largest collection of Pepsi cans, longest chain of redemption tickets, collection of used Fun City cards etc. Ensuring involvement of TA and their parents as everybody wants a piece of History
    Long term objectives
  • 149. PR Strategy
    Create awareness of the Fun City brand through a series of initiatives that focus on the ‘enjoyable, clean, wholesome, and educative’ activities associated with Fun City
  • 150. Three pronged PR approach
    Create a ‘Fun City’ forum for expression and exchange of opinions and viewpoints
    Generate ‘Fun City’ activities that develop the spirit of healthy competition
    Engage entire family in ‘Fun City’ led activities that add value to community life
    PR Strategy
  • 151. Tie up with a popular TV channel to launch a weekend talk show for children and parents
    Get sponsor backing from other members of the Landmark group
    Include entertainment component in the program
    Host show at a fun city outlet
    • Develop the ‘Fun City’ newsletter into a children’s monthly magazine
    Encourage children from various schools to write for the magazine
    Create a column entitled “It happens at Fun City….” to describe children’s experiences
    Currently there are very few dedicated children’s publications in the UAE
    • Make the ‘Fun City’ website more child friendly and interactive
    Start a children’s blog on the ‘Fun City’ website
    Include interactive free online games on the website
    Forum for discussion
  • 152. Develop spirit of healthy competition
    Tie up with schools to award top students gift vouchers to Fun City
    Establish competitions at Fun City outlets for specific sporting activities
    Offer free passes to children visiting Fun City outlets if they create new records in select games
    Launch scholarship programs across schools in the UAE
    Top school leaving students can win a scholarship for higher education
    Sports scholarships for Emarati students qualifying for the national football team
  • 153. Add value to community life
    Organize a family group activity to raise environmental awareness amongst children – one family to win discount coupons to Fun City
    Beach cleaning
    Planting a plant in the local park
    Special Needs day at ‘Fun City’ outlets
    Only Children with special needs to be allowed at the Fun City outlet on that day
    Normal children visiting Fun City outlets encouraged to avoid using an arm/ leg/ eye while playing
  • 154. PR coverage
    Regular press releases to announce and promote all initiatives
    Invite the editor of a children’s magazine to experience first hand the activities at Fun City
    Essay competition on the theme: ‘My day at Fun City’ with best three essays to be published
    Interview children visiting Fun City and use their images with their quotes on the website
  • 155. Tool 5
    Guerilla Marketing
  • 156. Guerilla marketing
  • 157. Tool 6
    Marketing Campaigns
  • 158. The strategy – FUN CITY should stand for…
  • Strategic Creative Solution
    • To develop a strategic creative solution for Fun City.
    • 166. The creative is on a platform of fun and exciting themes.
    • 167. The innovative concept of “Come Out & Play” will be maintained for both umbrella campaign and category ads with different mechanics.
    • 168. The bright and glowing colors in the background frames the thoughts behind the ad campaign.
  • Brand Image Statement
    Fun City is my first choice. It is the ideal place to hang out with friends. It gives me the fun experience which I wish to repeat.
    It is the place where I can spend exciting time with my family. The rides, the games, the hi-tech gadgets, the personalised staff reassures me that I am doing the right thing.
    It brings me closer to my friends as we love to chat over a cup of coffee. It's extensive range of games and activities allows me room for a lot of experimentation. For me, Fun City is the only choice.
  • 169. Media Strategy
    Media Strategy – Communication Planning Process
    Finding a close match and overlap between our target market and the media audience profile is the key step in media strategy.
    Identifying and evaluating the Prime prospects and analyzing and assessing the media vehicles and the content of programming are important stages in our media planning
    process.
    We will aim to attain Competitive advantage in advertising FUN CITY by matching the creative, the Media and the core target market segment.
  • 170. Media Selection
    Newspapers
    • Newspapers are selected since they allow us to zero in on our target segment: conformist brand loyal and younger contemporary individuals.
    • 171. Newspapers will be considered since they happen to be the key media in the Middle East. They achieve highest GRP for their own local markets and in general.
    • 172. Newspapers are newsworthy and very much relevant for the introduction of new stores.
    • 173. Newspapers are a major source of economic, social and political news and therefore render a great deal of credibility to the advertised products.
    • 174. The quality of print in newspapers has increased drastically and the availability of glossy colour has added to the attractiveness of this medium.
  • Media Selection
    RADIO
    • Radio will score highly with our creative in terms of brand positioning and geographic/ demographic targeting of the customers.
    • 175. No other media or creative could possibly provide a higher number on the Brand Development Index (BDI) at least for this Market.
    • 176. One can increase on the frequency owing to the cost effectiveness.
  • Media Selection
    Magazines
    • Magazines provide us with geographic segmentation opportunities.
    • 177. Longevity or the long-lasting effect of magazines is an added value in terms of increased reach and frequency.
    • 178. Magazines are usually kept at homes and offices for a long period of time and they are referred to repeatedly. Repeated exposure and incremental reach is achieved when other pass-along readers read the magazine.
  • Campaign characteristics
  • Tactical marketing
  • 185. Route 1
    “Come Out and Play”
  • 186. Creative Rationale
  • Mnemonic Advertising
    To design a mnemonic device (an icon, a handle, a symbol or a hook) to strengthen product identification and brand registration.
    Builders/Riders/Champions Wanted. This line will be our main mnemonic line reinforced with the slogan ‘Come out & Play'.
    The graphic of the redemption tickets and the portal will be another consistent mnemonic in use.
  • 197. Branding Strategy
    Name – Fun World
    Logos – Incorporated
    Sub-brands –
    0-7 yrs – Launch Pad
    8-12 yrs – Fast Forward
    13-19yrs – Adventure Zone
  • 198. Category 1 – 0-7 years
  • 199. Category 2 – 8-12 years
  • 200. Category 3 – 13 - 19 years
  • 201.
  • 202. Route 2
    “World of Fun”
  • 203. Creative Rationale
  • Category 1 – 0-7 years
    Category 1 – 0-7 years
    Category 1 – 0-7 years
  • 215. Category 3 – 13 - 19 years
    Category 2 – 8-12 years
  • 216. Category 1 – 0-7 years
  • 217. Category 3 – 13 - 19 years
  • 218. Radio
  • 219. Option 1
    FVO1: Johnny is so quiet these days. We have tried everything. It is not as if we hold back anything from him.
    FVO2: Take him to Fun city? SFX of children’s screams and laughter.Bells ringing and other playground sounds. Get him to come out and play. It is the place to be. Packed with fun activities, games, rides and even sports areas. Fun city will bring back that smile on his face just like it does every day for thousands of children all over Dubai.
    SFX: Fun city signature tune
    MVO: Fun city. Come out and play
  • 220. Option 2
    MVO (Excited): Mummy lets go to Fun city. Raj, Johnny and Salim are already there. I don’t want to miss even a minute of fun.
    FVO: That’s right, there’s a world of fun waiting at Fun city, the family entertainment centres from the Landmark group! With thrilling rides, exciting games and loads of activities for babies to 19 year olds and even parents, Fun city is the place to be. Call 800 1234 and find out the fun city closest to you
    SFX: Fun city signature tune
    MVO: Fun city. There’s a world of fun waiting...
  • 221. Office No. 47, 2nd Floor,
    Building No. 02
    Dubai Media City
    PO Box 72280
    Dubai, UAE
    Telephone: +971 4 3692128
    Email: info@adss.ae