The document provides a marketing strategy and recommendations for repositioning and increasing awareness of the Fun City brand. It includes an analysis of the target audience of kids, tweens and teens, outlining what is important to them and how to best reach them. A 6-part strategy is proposed: 1) in-store activations, 2) an interactive online presence, 3) cross-promotions, 4) a PR campaign positioning Fun City as a family destination, 5) guerilla marketing tactics, and 6) tactical marketing campaigns promoting Fun City as a world of fun for families. The strategy aims to make Fun City the natural choice for family entertainment.

1. 11th October 2009Brand re- positioning and Marketing strategy for Fun City

2. Background of Fun CityFun 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 caseFun City ISthe 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 customersStill its NOTa destination store by choice

8. recognized as a brand on its ownWhereby Fun City is FACED WITHLOW REACH & DECLINING USAGE

9. Market size

10. Profiling our TAToday’s kids

11. Insight to successfully market to Kids,Tweens and TeensIn 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/FunPower/ ControlSocialAcceptancePersonal 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 AcceptanceFun

24. Stimulating

25. Physical & emotional,

26. Resolution & payoff

27. Customization

28. Break the rules

29. Skill/ competency

30. Ego boost

31. Appeals to others

32. Allows me to be social

33. Fit in with peers

34. Gender differences

35. Stimulating

36. Customization

37. Do it myself

38. Collectability

39. Identification

40. Creativity/Self-expression

41. Unique identity

42. Identification

43. Fit in with peers

44. Makes me feel special – status

45. Dual personalities

46. Gender differences

47. Exciting

48. Surprising

49. Customization

50. Feel grown up

51. My importance

52. Aspirational

53. Allows me to be social/interactive

54. Fit in with peers

55. Makes me feel specialThe Internet & Technology RevolutionThe Years that Preceded ThemCD’s IntroducedCell phone network introduced in U.S.Macintosh Plus3 millionth IBM PC shippedFirst edition of MS Windows sold1981198219831984198519861987198019881989

56. The Years They Were BornGoes public with 165 locationsDVD format introducedWorld Wide WebCell phone boomInstant Messenger1991199219931994199519961998199919971990

57. The “New” Millennium - The Years of Their ChildhoodOpens 12,000th locationCable providers start to offer DVR serviceWii revolutionizes Console GamingDVD Players become portablePSP unveiledXbox launched2000200120022003200420052006200720082009

58. AnalysisConsumer behavior insightSource: 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%MediaWatch TV83% / 77%Play Video Games Alone55% / 41%Play Video Games w/Others60% / 44%Listen to Music67% / 78%Watch Movie/DVD at Home64% / 62%Design Websites4% / 5%SolitarySocialPrepare a meal43% / 45%“Hang out” w/friends68% / 73%Paint/Draw28% / 16%Go Shopping41% / 44%Knit/Sew6% / 4%Exercise40% / 33%Read42% / 40%Non-Media

60. A Perfect SaturdayTweensTeens

61. TweensTeensTweensTeensTV is one of the major competition# of Hours Spent Watching TV (Weekdays)# of Hours Spent Watching TV (Weekends)2.12.13.33.2

62. Online All the TimeFrequency They Go On The Internet

63. Social Network for Teens & TweensMySpace, 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 yetSocial 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 etcRole Of FUN CITY

68. Today’s Youth Market Does Not Represent Your ChildhoodHas never known a life without...

69. Cars

70. Airplanes

71. Computers

72. The Internet

73. Fast food

74. Cell phones

75. eBay

76. 24 x 7 Entertainment

77. MTV