Brand re- positioning and Marketing strategy for Fun City

11th October 2009

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 case Fun City IS

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 caters to all age groups has 70% repeat customers

Still its NOT a destination store by choice recognized as a brand on its own

Whereby Fun City is FACED WITH

LOW REACH & DECLINING USAGE

TODAY’S KIDSProfiling our TA

Concerned, Connected & Plugged In

Products That Are Home Runs!

Pleasure…Control…Personal Development…Social Acceptance

The Years They Were Born

Goes public with 165 locations

World Wide Web

DVD format introduced

Cell phone boom

Instant Messenger

1991 1992 1993 1994 1995 1996 1998 199919971990

The “New” Millennium - The Years of Their Childhood

Opens 12,000th location

Cable providers

start to offer DVR service

DVD Players become portable

PSP unveiled

Xbox launched

Wii revolutionizes

Console Gaming

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

CONSUMER BEHAVIOR INSIGHT

Analysis

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%Watch TV

83% / 77%

Media

Non-Media

Solitary Social

Prepare a meal43% / 45%

Read42% / 40%

Paint/Draw28% / 16%

“Hang out” w/friends68% / 73%

Go Shopping41% / 44%

Watch Movie/DVD at Home

64% / 62%

Play Video Games Alone

55% / 41%Play Video

Games w/Others

60% / 44%

Exercise40% / 33%

Listen to Music

67% / 78%Design

Websites4% / 5%

Knit/Sew6% / 4%

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

Tweens

Teens Tweens

Teens

19% 14%

25%21%

41%

6%16%

59%

Tweens Teens

Several times a day

Once a day

3 to 5 days a week

Once a week or less

Online All the Time

Frequency They Go On The Internet

Social Network for Teens & Tweens

MySpace, You Tube and Facebook dominate. MySpace is trending down over time 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

Social Network for Kids

Site Ages Launched

BarbieGirls 7 - 12 Apr 2007

Club Penguin 7 - 14 Oct 2005

Imbee 8 - 14 Jun 2006

Neopets 8 + Nov 1999

Nicktropolis 6 - 14 Jan 2007

Runescape Teen + Jan 2001

Stardoll 9 - 17 May 2004

ToonTown 8 - 13 Jun 2003

Webkinz 6 + Apr 2005

Whyville 10 - 15 Mar 1999

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

TVCommercial

Radio Ad Magazine Ad InternetBanner Ad

Internet Pop-up Ad

Product/Brand in TV

Show

InternetContest/

Sweepstakes

InternetAdver-game

Free Sample Product/Brand in

Video Game

TweensTeens

Role Of FUN CITY

Today’s Youth Market Does Not Represent Your Childhood

• Has never known a life without...– Cars– Airplanes– Computers– The Internet– Fast food– Cell phones– eBay– 24 x 7 Entertainment– MTV– Cartoons– CDs– Barbie– I pod– Digital Camera– Play Area (Fun City)

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)

Leverage Psychology :Make Your Product and Services a Winner

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

Pleasure Control

Personal Develop

ment

Social Acceptance

How Do You Succeed?

Kids, Tweens & Teens are aware of their surrounding and the changes that are taking place and challenge their future.

As such, they are cause focused.

They are willing to take action through brand purchasing.

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….

Surrounding

Focused

Action Dynamic

How Do You Succeed?

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.

Connectivity and Community will be a theme throughout their lives.

Connectivity

Community

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’

Marketing & Advertising:Marketing and advertising will capture their attention and deliver your message as long as it is entertaining and authentic.

How Do You Succeed?

Market Study

Market scan Kids & Tweens

• Disney World

• Sega World

• Funskool• Lego

World

International arena

Market scan Kids & Tweens

UAE

• Fun City• Ski

Dubai

• Magic Planet

• Bowling Alley

Activity matrix

Informative

Physical

Outdoor

Indoor

Children’s CitySchool camps

Sega World in Zabeel Park

GolfHorse ridingGo cartingWater parkGlobal Village and DSF activities

Fun CitySega Republic

Santa BontaUpcoming Kidzania

Ski DubaiIce RinkFun CityModhesh Fun CityDolphinariumMagic Planet

No. of stores

Past experience

Financial strength

Brand identity

Equipment

Novelty

Loyalty

Growing market

SWOT

S W

O T

Re-launch of Fun City

Re-defineMarketing Objectives

Brand repositioning Create awareness Induce reasons to experiment Build brand loyalty

Re-defineCompetition

Competition vs. competition Home use electronic games TV entertainment Health clubs Concept stores

Re-defineCommunication and objectives

Announce….. events Launch……… activities Pull………….. traffic Share……….. an experience Recall……….. brand Sustain……… growth Build………… loyalty

TEEING OFF FROM HERE…A multi-tool program

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

IN STORETool 1

In store activities

Book Launch

Commemorating Special days

Adult relaxation zone

Competitions

Health Food Zone

ONLINETool 2

The Idea : Stimulate – Share - Experience

Create Fun City portal: www.comeoutandplay.com

Fun portal

That also gives consumer an insight into the world of fun awaiting him

News, views, activities, birthday party pics, social media accessibility etc

Interactive website, where one can participate in online games and win a coupon/voucher to be re-claimed at Fun City

Online competitions such as painting, cooking recipes, make over tips etc

Encourages consumer participate in charity endeavors

Upcoming events and opening of new stores

Online Plan

CROSS PROMOTIONSTool 3

Cross promotions

Air Miles program

Credit card

points program

Emirates Sky

Surfers Program

PRTool 4

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

PR DirectionOffer 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

Short term-tactics

PR Direction 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

Long term objectives

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

Forum for discussion

Tie up with a popular TV channel to launch a weekend talk show for children and parentsGet sponsor backing from other members of the Landmark groupInclude entertainment component in the programHost show at a fun city outlet

• Develop the ‘Fun City’ newsletter into a children’s monthly magazineEncourage children from various schools to write for the magazineCreate a column entitled “It happens at Fun City….” to describe children’s experiencesCurrently there are very few dedicated children’s publications in the UAE

• Make the ‘Fun City’ website more child friendly and interactiveStart a children’s blog on the ‘Fun City’ websiteInclude interactive free online games on the website

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 UAETop school leaving students can win a scholarship for higher educationSports 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 cleaningPlanting 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 dayNormal 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

GUERILLA MARKETINGTool 5

Guerilla marketing

Sponsorship of school

activities

Organizing

Charity Events

Brand building

MARKETING CAMPAIGNS

Tool 6

The strategy – FUN CITY should stand for…

World Of Fun Cool Place / My Kind Of Place Experience Exclusivity Edutainment Cross Promotions Art & Indoor Sports competitions Family destination

Strategic Creative Solution

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 planningprocess.

We will aim to attain Competitive advantage in advertising FUN CITY by matching the creative, the Media and the core

target market segment.

Media SelectionNewspapers

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.

Campaign characteristics Campaignability Longevity Relevance Impact Branding Category registration Effective rendering

“COME OUT AND PLAY”Route 1

Creative Rationale

Interactive Thrilling Fun & Exciting Live & Glowing Intelligent Smart Innovative Personal Competitive Aiming to Win Inspiring

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.

Category 1 – 0-7 years

Category 2 – 8-12 years

Category 3 – 13 - 19 years

“WORLD OF FUN”Route 2

Creative Rationale Interactive Cool Don’t miss the FUN Inviting Intelligent Novel The Right Thing to Do Promising Extrovert Unique Aspiring Subtle & High Class

Category 1 – 0-7 years

Category 1 – 0-7 yearsCategory 1 – 0-7 years

Category 3 – 13 - 19 years

Category 2 – 8-12 years

Category 3 – 13 - 19 years

RADIO

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...

Office No. 47, 2nd Floor, Building No. 02Dubai Media City PO Box 72280Dubai, UAETelephone: +971 4 3692128Email: info@adss.ae