11th October 2009<br />Brand re- positioning and Marketing strategy for Fun City<br />
Background of Fun City<br />Fun City a member of the Landmark Group; is a family entertainment brand with centers all across the Middle East, India and China. <br />First established in 1999, the entertainment centre includes activities which cater to customers from 0 yrs to 19 yrs and their parents. <br />
The case<br />Fun City IS<br /><ul><li>the oldest company in the UAE in the category
has the largest no of family entertainment centers in the UAE
belongs to one of the reputed regional business houses
Makes me feel special</li></li></ul><li>The Internet & Technology RevolutionThe Years that Preceded Them<br />CD’s Introduced<br />Cell phone network introduced in U.S.<br />Macintosh Plus<br />3 millionth IBM PC shipped<br />First edition of MS Windows sold<br />1981<br />1982<br />1983<br />1984<br />1985<br />1986<br />1987<br />1980<br />1988<br />1989<br />
The Years They Were Born<br />Goes public with 165 locations<br />DVD format introduced<br />World Wide Web<br />Cell phone boom<br />Instant Messenger<br />1991<br />1992<br />1993<br />1994<br />1995<br />1996<br />1998<br />1999<br />1997<br />1990<br />
The “New” Millennium - The Years of Their Childhood<br />Opens 12,000th location<br />Cable providers start to offer DVR service<br />Wii revolutionizes Console Gaming<br />DVD Players become portable<br />PSP unveiled<br />Xbox launched<br />2000<br />2001<br />2002<br />2003<br />2004<br />2005<br />2006<br />2007<br />2008<br />2009<br />
Analysis<br />Consumer behavior insight<br />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.<br />
What They Do in Their Free Time (Weekends)<br />Go on Internet74% / 78%<br />Media<br />Watch TV<br />83% / 77%<br />Play Video Games Alone<br />55% / 41%<br />Play Video Games w/Others<br />60% / 44%<br />Listen to Music67% / 78%<br />Watch Movie/DVD at Home<br />64% / 62%<br />Design Websites4% / 5%<br />Solitary<br />Social<br />Prepare a meal<br />43% / 45%<br />“Hang out” w/friends<br />68% / 73%<br />Paint/Draw<br />28% / 16%<br />Go Shopping41% / 44%<br />Knit/Sew<br />6% / 4%<br />Exercise40% / 33%<br />Read<br />42% / 40%<br />Non-Media<br />
A Perfect Saturday<br />Tweens<br />Teens<br />
Tweens<br />Teens<br />Tweens<br />Teens<br />TV is one of the major competition<br /># of Hours Spent Watching TV (Weekdays)<br /># of Hours Spent Watching TV (Weekends)<br />2.1<br />2.1<br />3.3<br />3.2<br />
Online All the Time<br />Frequency They Go On The Internet<br />
Social Network for Teens & Tweens<br /><ul><li>MySpace, You Tube and Facebook dominate.
Facebook is trending up among both tweens and teens.
Twitter may be all the rage in media…but it hasn’t made a connection with tweens/teens – at least not yet</li></li></ul><li>Social Network for Kids<br />
Advertising Captures Their Attention <br /><ul><li>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</li></li></ul><li>Role Of FUN CITY<br />
Today’s Youth Market Does Not Represent Your Childhood<br /><ul><li>Has never known a life without...
Play Area (Fun City)</li></ul>Born 1990 – 2009<br />Kids – the Primary School Years<br />(age 03-12)<br />Tweens – the Middle School Years (age 10-13) <br />Teens – the High School Years (age 14-18)<br />
Leverage Psychology :Make Your Product and Services a Winner<br /><ul><li>Pleasure, by making it fun, satisfying or stimulating
Control, by giving them choice, customization or personalization
Personal Development, by elevating their competency, creativity or self-importance
Social Acceptance, by enhancing their status or fit in their world </li></li></ul><li>How Do You Succeed?<br /><ul><li>Kids, Tweens & Teens are aware of their surrounding and the changes that are taking place and challenge their future.
Theyare willing to take action throughbrand purchasing.
Focus is dynamic and changes from current to future interests. </li></ul>Passion for Causes:<br />Strategies that incorporate kids, tween passions for causes can create an endearing linkage to your brand or service….<br />
How Do You Succeed?<br /><ul><li>Kids, Tweens and Teens are more connected than any generation before them and connected through words, voice and visuals.
They look for increased commitment to Youtube, Facebook and video/ picture sharing sites, Blogs, Chat, Surfing,
Kids due to the cosmopolitan environment, easily adapt and adjust in play groups, clubs, school activities.</li></ul>Connectivity and Communitywill be a theme throughout their lives.<br />
How Do You Succeed?<br /><ul><li>Advertising reaches this generation through many, many channels.
TV ads, radio jingles will get the best reach. Entertainment sells for this generation and ads that deliver on it become favorite
Online is the place we are most likely to capture their focused attention and viewing and news travels among the peers
Cross promotion, co-branding with popular characters, current favorite results in fast acceptance – ‘its cool’</li></ul>Marketing & Advertising:<br />Marketing and advertising will capture their attention and deliver your message as long as it is entertaining and authentic. <br />
Weakness analysis<br />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.<br />The absence of brand recognition has lead to establishing a gap in the market.<br />Communication is weak, and has not been able to achieve its objectives. Redefinition is desired.<br />Lack of product novelty, new introductions, launches, activities ads to the gap.<br />Absence of an effective loyalty program is not helping the brand.<br />Ill maintenance of equipment leading to negative feed back.<br />WEAKNESS leads to GAP<br />
PR Direction<br />To position ‘Fun City’ as the destination of choice for weekend family fun and edutainment <br />To create a jealousy factor amongst children of all ages regarding regular visits to ‘Fun City’<br />To underline the idea that the leisure experience at ‘Fun City’ is enjoyable, clean, wholesome, and educative<br />Immediate objectives<br />
PR Direction<br /><ul><li>Offer exclusive pre-opening of Fun City tours for editors of two top kids related publications in both Arabic and English
Invite top Arabic and English society publications for the opening of new Fun City stores
Initiate a story with Friday magazine to feature ‘Fun City’ in their “parenting” or “children” pages
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
Offer one lucky visitor free playtime for 2hrs in a Fun City of his choice in a lucky dip
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</li></ul>Short term-tactics<br />
PR Direction<br /><ul><li> Position Fun City as the destination store that offers a unique experience
Promote the personalized service offerings (professional and trained staff, security, edutainment, coffee mornings) at Fun City amongst mothers
Promote Fun City Customer Loyalty programs</li></ul>Long term objectives<br />
PR strategy & tactics:<br /><ul><li>Create the concept of personalized service and a unique experience at Fun City through</li></ul>Personal calls and emails to consumers to inform them of new products/games, stores and services<br />Training programs for customer service executives to enable them to create special relationships with clients <br />Create a ‘competition of the month’ campaign for activities like skating, karate, bowling, fashion show for kids etc<br />Develop a customer loyalty program to encourage return visits to Fun City such as tie up with Skyward Sky Surfers <br />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<br />Long term objectives<br />
PR Strategy<br />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<br />
Three pronged PR approach<br />Create a ‘Fun City’ forum for expression and exchange of opinions and viewpoints<br />Generate ‘Fun City’ activities that develop the spirit of healthy competition <br />Engage entire family in ‘Fun City’ led activities that add value to community life<br />PR Strategy<br />
Tie up with a popular TV channel to launch a weekend talk show for children and parents<br />Get sponsor backing from other members of the Landmark group<br />Include entertainment component in the program<br />Host show at a fun city outlet<br /><ul><li>Develop the ‘Fun City’ newsletter into a children’s monthly magazine</li></ul>Encourage children from various schools to write for the magazine<br />Create a column entitled “It happens at Fun City….” to describe children’s experiences<br />Currently there are very few dedicated children’s publications in the UAE<br /><ul><li>Make the ‘Fun City’ website more child friendly and interactive</li></ul>Start a children’s blog on the ‘Fun City’ website<br />Include interactive free online games on the website<br />Forum for discussion<br />
Develop spirit of healthy competition<br />Tie up with schools to award top students gift vouchers to Fun City<br />Establish competitions at Fun City outlets for specific sporting activities<br />Offer free passes to children visiting Fun City outlets if they create new records in select games<br />Launch scholarship programs across schools in the UAE<br />Top school leaving students can win a scholarship for higher education<br />Sports scholarships for Emarati students qualifying for the national football team<br />
Add value to community life<br />Organize a family group activity to raise environmental awareness amongst children – one family to win discount coupons to Fun City<br />Beach cleaning<br />Planting a plant in the local park<br />Special Needs day at ‘Fun City’ outlets <br />Only Children with special needs to be allowed at the Fun City outlet on that day<br />Normal children visiting Fun City outlets encouraged to avoid using an arm/ leg/ eye while playing <br />
PR coverage<br />Regular press releases to announce and promote all initiatives<br />Invite the editor of a children’s magazine to experience first hand the activities at Fun City<br />Essay competition on the theme: ‘My day at Fun City’ with best three essays to be published<br />Interview children visiting Fun City and use their images with their quotes on the website<br />
Family destination</li></li></ul><li>Strategic Creative Solution<br /><ul><li>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. </li></li></ul><li>Brand Image Statement<br />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.<br />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. <br />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. <br />
Media Strategy<br />Media Strategy – Communication Planning Process<br />Finding a close match and overlap between our target market and the media audience profile is the key step in media strategy.<br />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<br />process. <br />We will aim to attain Competitive advantage in advertising FUN CITY by matching the creative, the Media and the core target market segment.<br />
Media Selection<br />Newspapers<br /><ul><li> 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. </li></li></ul><li>Media Selection<br />RADIO<br /><ul><li>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.</li></li></ul><li>Media Selection<br />Magazines<br /><ul><li> 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.</li></li></ul><li>Campaign characteristics<br /><ul><li> Campaignability
Inspiring</li></li></ul><li>Mnemonic Advertising<br />To design a mnemonic device (an icon, a handle, a symbol or a hook) to strengthen product identification and brand registration.<br />Builders/Riders/Champions Wanted. This line will be our main mnemonic line reinforced with the slogan ‘Come out & Play'. <br />The graphic of the redemption tickets and the portal will be another consistent mnemonic in use.<br />
Option 1<br />FVO1: Johnny is so quiet these days. We have tried everything. It is not as if we hold back anything from him. <br />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. <br />SFX: Fun city signature tune<br />MVO: Fun city. Come out and play<br />
Option 2<br />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. <br />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<br />SFX: Fun city signature tune<br />MVO: Fun city. There’s a world of fun waiting... <br />