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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 case Fun City IS ,[object Object]
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 customersStill its NOT ,[object Object]
recognized as a brand on its ownWhereby Fun City is FACED WITH LOW REACH & DECLINING USAGE
Market size
Profiling our TA Today’s kids
Insight to successfully market to Kids,Tweens and Teens In the next few slides we will provide insight on :	 ,[object Object]
What is important in their lives today
Their relationship with technology
Their engagement with social issues
How they find out about new products
Ways to reach this elusive audience	,[object Object]
The Psychology of Kids… ,[object Object]
Desirable products or services
Meaningful “pay-offs” (i.e., meet kids’ needs)
By age & gender
The more dimensions, the better!Pleasure/Fun Power/ Control SocialAcceptance Personal Development/Self Confidence
Products That Are Home Runs! Pleasure…Control…Personal Development…Social Acceptance
Why these products are a homerun? Control	 Pleasure	 Control	 Social Acceptance ,[object Object]
Stimulating
Physical & emotional,
Resolution & payoff
Customization
Break the rules
Skill/ competency
Ego boost
Appeals to others
Allows me to be social
Fit in with peers
Gender differences
Stimulating
Customization
Do it myself
Collectability
Identification
Creativity/Self-expression
Unique identity
Identification
Fit in with peers
Makes me feel special – status
Dual personalities
Gender differences
Exciting
Surprising
Customization
Feel grown up
My importance
Aspirational
Allows me to be social/interactive
Fit in with peers
Makes me feel special,[object Object]
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
A Perfect Saturday Tweens Teens
Tweens Teens Tweens Teens 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
            Online All the Time Frequency They Go On The Internet
Social Network for Teens & Tweens ,[object Object]
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,[object Object]
Advertising Captures Their Attention  ,[object Object],[object Object]
Today’s Youth Market Does Not Represent Your Childhood ,[object Object]
Cars
Airplanes
Computers
The Internet
Fast food
Cell phones
eBay
24 x 7 Entertainment
MTV

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Fun city relaunch-marketing strategy oct '09