Fun city relaunch-marketing strategy oct '09


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Fun city relaunch-marketing strategy oct '09

  1. 1. 11th October 2009<br />Brand re- positioning and Marketing strategy for Fun City<br />
  2. 2. 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 />
  3. 3. The case<br />Fun City IS<br /><ul><li>the oldest company in the UAE in the category
  4. 4. has the largest no of family entertainment centers in the UAE
  5. 5. belongs to one of the reputed regional business houses
  6. 6. caters to all age groups
  7. 7. has 70% repeat customers</li></ul>Still its NOT<br /><ul><li>a destination store by choice
  8. 8. recognized as a brand on its own</li></ul>Whereby Fun City is FACED WITH<br />LOW REACH & DECLINING USAGE<br />
  9. 9. Market size<br />
  10. 10. Profiling our TA<br />Today’s kids<br />
  11. 11. Insight to successfully market to Kids,Tweens and Teens<br />In the next few slides we will provide insight on : <br /><ul><li>What tweens and teens do with their free time
  12. 12. What is important in their lives today
  13. 13. Their relationship with technology
  14. 14. Their engagement with social issues
  15. 15. How they find out about new products
  16. 16. Ways to reach this elusive audience </li></li></ul><li>Concerned, Connected & Plugged In<br />
  17. 17. The Psychology of Kids…<br /><ul><li>Four underlying factors that motivate kids’ attention & interest
  18. 18. Desirable products or services
  19. 19. Meaningful “pay-offs” (i.e., meet kids’ needs)
  20. 20. By age & gender
  21. 21. The more dimensions, the better!</li></ul>Pleasure/Fun<br />Power/ Control<br />SocialAcceptance<br />Personal Development/Self Confidence<br />
  22. 22. Products That Are Home Runs!<br />Pleasure…Control…Personal Development…Social Acceptance<br />
  23. 23. Why these products are a homerun?<br />Control <br />Pleasure <br />Control <br />Social Acceptance<br /><ul><li>Fun
  24. 24. Stimulating
  25. 25. Physical & emotional,
  26. 26. Resolution & payoff
  27. 27. Customization
  28. 28. Break the rules
  29. 29. Skill/ competency
  30. 30. Ego boost
  31. 31. Appeals to others
  32. 32. Allows me to be social
  33. 33. Fit in with peers
  34. 34. Gender differences
  35. 35. Stimulating
  36. 36. Customization
  37. 37. Do it myself
  38. 38. Collectability
  39. 39. Identification
  40. 40. Creativity/Self-expression
  41. 41. Unique identity
  42. 42. Identification
  43. 43. Fit in with peers
  44. 44. Makes me feel special – status
  45. 45. Dual personalities
  46. 46. Gender differences
  47. 47. Exciting
  48. 48. Surprising
  49. 49. Customization
  50. 50. Feel grown up
  51. 51. My importance
  52. 52. Aspirational
  53. 53. Allows me to be social/interactive
  54. 54. Fit in with peers
  55. 55. 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 />
  56. 56. 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 />
  57. 57. 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 />
  58. 58. 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 />
  59. 59. 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 />
  60. 60. A Perfect Saturday<br />Tweens<br />Teens<br />
  61. 61. 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 />
  62. 62. Online All the Time<br />Frequency They Go On The Internet<br />
  63. 63. Social Network for Teens & Tweens<br /><ul><li>MySpace, You Tube and Facebook dominate.
  64. 64. MySpace is trending down over time
  65. 65. Facebook is trending up among both tweens and teens.
  66. 66. 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 />
  67. 67. 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 />
  68. 68. Today’s Youth Market Does Not Represent Your Childhood<br /><ul><li>Has never known a life without...
  69. 69. Cars
  70. 70. Airplanes
  71. 71. Computers
  72. 72. The Internet
  73. 73. Fast food
  74. 74. Cell phones
  75. 75. eBay
  76. 76. 24 x 7 Entertainment
  77. 77. MTV
  78. 78. Cartoons
  79. 79. CDs
  80. 80. Barbie
  81. 81. I pod
  82. 82. Digital Camera
  83. 83. 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 />
  84. 84. Leverage Psychology :Make Your Product and Services a Winner<br /><ul><li>Pleasure, by making it fun, satisfying or stimulating
  85. 85. Control, by giving them choice, customization or personalization
  86. 86. Personal Development, by elevating their competency, creativity or self-importance
  87. 87. 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.
  88. 88. As such, they are cause focused.
  89. 89. Theyare willing to take action throughbrand purchasing.
  90. 90. 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 />
  91. 91. 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.
  92. 92. They look for increased commitment to Youtube, Facebook and video/ picture sharing sites, Blogs, Chat, Surfing,
  93. 93. 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 />
  94. 94. How Do You Succeed?<br /><ul><li>Advertising reaches this generation through many, many channels.
  95. 95. TV ads, radio jingles will get the best reach. Entertainment sells for this generation and ads that deliver on it become favorite
  96. 96. Online is the place we are most likely to capture their focused attention and viewing and news travels among the peers
  97. 97. 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 />
  98. 98. Market Study<br />
  99. 99. Market scan Kids & Tweens<br />International arena<br />
  100. 100. Market scan Kids & Tweens<br />UAE<br />
  101. 101. Activity matrix<br />Outdoor<br />Golf<br />Horse riding<br />Go carting<br />Water park<br />Global Village and DSF activities<br />Children’s City<br />School camps<br />Sega World in Zabeel Park<br />Informative<br />Physical<br />Fun City<br />Sega Republic<br />Santa Bonta<br />Upcoming Kidzania<br />Ski Dubai<br />Ice Rink<br />Fun City<br />Modhesh Fun City<br />Dolphinarium<br />Magic Planet<br />Indoor<br />
  102. 102. Fun City<br />swot<br />
  103. 103. S<br />W<br />O<br />T<br />
  104. 104. 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 />
  105. 105. Re-launch of Fun City<br />
  106. 106. Re-defineMarketing Objectives<br /><ul><li> Brand repositioning
  107. 107. Create awareness
  108. 108. Induce reasons to experiment
  109. 109. Build brand loyalty</li></li></ul><li>Re-defineCompetition<br /><ul><li> Competition vs. competition
  110. 110. Home use electronic games
  111. 111. TV entertainment
  112. 112. Health clubs
  113. 113. Concept stores</li></li></ul><li>Re-defineCommunication and objectives<br /><ul><li> Announce….. events
  114. 114. Launch……… activities
  115. 115. Pull………….. traffic
  116. 116. Share……….. an experience
  117. 117. Recall……….. brand
  118. 118. Sustain……… growth
  119. 119. Build………… loyalty</li></li></ul><li>Agency recommendation<br />strategy<br />
  120. 120. Strategies<br />Fun City<br />The Natural Choice<br />
  121. 121. A multi-tool program<br />Teeing off from here…<br />
  122. 122. The tools<br />Tool 1 – In store<br />Tool 2 – Online<br />Tool 3 – Cross Promotions<br />Tool 4 – PR<br />Tool 5 – Guerilla Marketing <br />Tool 6 – Tactical Marketing Campaigns<br />
  123. 123. Tool 1<br />In Store<br />
  124. 124. In store activities<br />
  125. 125. Tool 2<br />ONLINE<br />
  126. 126. The Idea : Stimulate – Share - Experience<br />Create Fun City portal: <br /><ul><li>Fun portal
  127. 127. That also gives consumer an insight into the world of fun awaiting him
  128. 128. News, views, activities, birthday party pics, social media accessibility etc
  129. 129. Interactive website, where one can participate in online games and win a coupon/voucher to be re-claimed at Fun City
  130. 130. Online competitions such as painting, cooking recipes, make over tips etc
  131. 131. Encourages consumer participate in charity endeavors
  132. 132. Upcoming events and opening of new stores</li></li></ul><li>
  133. 133.
  134. 134. Online Plan<br />
  135. 135. Tool 3<br />Cross Promotions<br />
  136. 136. Cross promotions<br />
  137. 137. Tool 4<br />PR<br />
  138. 138. 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 />
  139. 139. 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
  140. 140. Invite top Arabic and English society publications for the opening of new Fun City stores
  141. 141. Initiate a story with Friday magazine to feature ‘Fun City’ in their “parenting” or “children” pages
  142. 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. 143. Offer one lucky visitor free playtime for 2hrs in a Fun City of his choice in a lucky dip
  144. 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</li></ul>Short term-tactics<br />
  145. 145. PR Direction<br /><ul><li> Position Fun City as the destination store that offers a unique experience
  146. 146. Promote the personalized service offerings (professional and trained staff, security, edutainment, coffee mornings) at Fun City amongst mothers
  147. 147. Promote Fun City Customer Loyalty programs</li></ul>Long term objectives<br />
  148. 148. 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 />
  149. 149. 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 />
  150. 150. 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 />
  151. 151. 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 />
  152. 152. 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 />
  153. 153. 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 />
  154. 154. 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 />
  155. 155. Tool 5<br />Guerilla Marketing<br />
  156. 156. Guerilla marketing<br />
  157. 157. Tool 6<br />Marketing Campaigns<br />
  158. 158. The strategy – FUN CITY should stand for…<br /><ul><li>World Of Fun
  159. 159. Cool Place / My Kind Of Place
  160. 160. Experience
  161. 161. Exclusivity
  162. 162. Edutainment
  163. 163. Cross Promotions
  164. 164. Art & Indoor Sports competitions
  165. 165. Family destination</li></li></ul><li>Strategic Creative Solution<br /><ul><li>To develop a strategic creative solution for Fun City.
  166. 166. The creative is on a platform of fun and exciting themes.
  167. 167. The innovative concept of “Come Out & Play” will be maintained for both umbrella campaign and category ads with different mechanics.
  168. 168. 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 />
  169. 169. 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 />
  170. 170. 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.
  171. 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. 172. Newspapers are newsworthy and very much relevant for the introduction of new stores.
  173. 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. 174. 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.
  175. 175. No other media or creative could possibly provide a higher number on the Brand Development Index (BDI) at least for this Market.
  176. 176. 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.
  177. 177. Longevity or the long-lasting effect of magazines is an added value in terms of increased reach and frequency.
  178. 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.</li></li></ul><li>Campaign characteristics<br /><ul><li> Campaignability
  179. 179. Longevity
  180. 180. Relevance
  181. 181. Impact
  182. 182. Branding
  183. 183. Category registration
  184. 184. Effective rendering</li></li></ul><li>Tactical marketing<br />
  185. 185. Route 1<br />“Come Out and Play”<br />
  186. 186. Creative Rationale<br /><ul><li> Interactive
  187. 187. Thrilling
  188. 188. Fun & Exciting
  189. 189. Live & Glowing
  190. 190. Intelligent
  191. 191. Smart
  192. 192. Innovative
  193. 193. Personal
  194. 194. Competitive
  195. 195. Aiming to Win
  196. 196. 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 />
  197. 197. Branding Strategy<br />Name – Fun World<br />Logos – Incorporated<br />Sub-brands – <br /> 0-7 yrs – Launch Pad<br />8-12 yrs – Fast Forward<br />13-19yrs – Adventure Zone<br />
  198. 198. Category 1 – 0-7 years<br />
  199. 199. Category 2 – 8-12 years<br />
  200. 200. Category 3 – 13 - 19 years<br />
  201. 201.
  202. 202. Route 2<br />“World of Fun”<br />
  203. 203. Creative Rationale<br /><ul><li> Interactive
  204. 204. Cool
  205. 205. Don’t miss the FUN
  206. 206. Inviting
  207. 207. Intelligent
  208. 208. Novel
  209. 209. The Right Thing to Do
  210. 210. Promising
  211. 211. Extrovert
  212. 212. Unique
  213. 213. Aspiring
  214. 214. Subtle & High Class</li></li></ul><li>Category 1 – 0-7 years<br />Category 1 – 0-7 years<br />Category 1 – 0-7 years<br />
  215. 215. Category 3 – 13 - 19 years<br />Category 2 – 8-12 years<br />
  216. 216. Category 1 – 0-7 years<br />
  217. 217. Category 3 – 13 - 19 years<br />
  218. 218. Radio<br />
  219. 219. 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 />
  220. 220. 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 />
  221. 221. Office No. 47, 2nd Floor, <br />Building No. 02<br />Dubai Media City <br />PO Box 72280<br />Dubai, UAE<br />Telephone: +971 4 3692128<br />Email:<br />