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11th October 2009 Brand re- positioning and Marketing strategy for Fun City
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.
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
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
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
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.
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
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
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
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
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
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
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
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
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
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
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
To develop a strategic creative solution for Fun City.
The creative is on a platform of fun and exciting themes.
The innovative concept of “Come Out & Play” will be maintained for both umbrella campaign and category ads with different mechanics.
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.
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.
Newspapers are selected since they allow us to zero in on our target segment: conformist brand loyal and younger contemporary individuals.
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.
Newspapers are newsworthy and very much relevant for the introduction of new stores.
Newspapers are a major source of economic, social and political news and therefore render a great deal of credibility to the advertised products.
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.
No other media or creative could possibly provide a higher number on the Brand Development Index (BDI) at least for this Market.
One can increase on the frequency owing to the cost effectiveness.
Media Selection Magazines
Magazines provide us with geographic segmentation opportunities.
Longevity or the long-lasting effect of magazines is an added value in terms of increased reach and frequency.
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.
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.
Branding Strategy Name – Fun World Logos – Incorporated Sub-brands – 0-7 yrs – Launch Pad 8-12 yrs – Fast Forward 13-19yrs – Adventure Zone
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
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...
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