Concord Entertainment Co. Ltd operates several amusement parks and attractions in Bangladesh, including Fantasy Kingdom, Water Kingdom, and Foy's Lake Entertainment Complex. Fantasy Kingdom is the first theme park in Bangladesh, located in Ashulia. It includes various rides, attractions, and entertainment venues. Concord Entertainment targets students, adventurous individuals, and corporate clients. While it is currently the market leader, opportunities exist to strengthen promotional efforts and expand to new locations to maintain its competitive position.
3. OUTLINE
BACKGROUND OF THE COMPANY
INDUSTRY OVERVIEW
TARGET MARKET AND SEGMENTATION
MARKETING MIX
SWOT ANALYSIS
CONSUMER PERSPECTIVE (SURVEY)
PROSPECTS (OUR ASSESSMENT AND FUTURE PROSPECTS)
TAKE-AWAYS
4. Concord Group
• Concord Entertainment Co. Ltd. is a sister concern of Concord Group
• Concord Group is the leading real estate and construction conglomerate
in Bangladesh
• Concord Group has over 1000 known projects to their name
• Focusing on Concord Entertainment Co. Ltd. :
Fantasy Kingdom Complex (Ashulia)
Foy’s lake Entertainment Complex (Chittagong)
5. Fantasy Kingdom
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Water Kingdom
Heritage Park
Foy’s Lake
Fantasy Kingdom is the first
"theme" park in Bangladesh
A world class entertainment
complex
Located in Ashulia
Xtreme Racing
6. Fantasy Kingdom
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Water Kingdom
Heritage Park
Foy’s Lake
• Concord introduced the
Water Kingdom in 2006
• Second water based park
after Nandan
• Attachment to Fantasy
Kingdom
Xtreme Racing
7. Fantasy Kingdom
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Water Kingdom
Heritage Park
Foy’s Lake
• A humble effort by concord to
highlight our history
• Replicas of some architectural
and archaeological objects are
installed here
• Attachment to Fantasy
Kingdom
Xtreme Racing
8. Fantasy Kingdom
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Xtreme Racing
Heritage Park
Foy’s Lake
Water Kingdom
• Purpose built go-kart track (a
go-kart is basically a scaled
down version of the Formula-1
racing competition)
• 3000 sft. raised viewing gallery
• Uses French and US made go-
karts and Tag-Heuer lap timing
system
9. Fantasy Kingdom
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Water Kingdom
Heritage Park
Foy’s Lake
• Resort, amusement park and sea
world constructed along the man
made Foy’s Lake
• The Resort that encompasses
spectacular landscapes, historical
wonders, magnificent views and
adventurous rides
• Similar to Fantasy Kingdom and
Water Kingdom
Xtreme Racing
10. Industry
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Competitors
• Non-distinct Industry. Falls both
under Entertainment and Hospitality
industry.
• Ever growing industry. Demand more
than supply.
• Concord Entertainment is the market
leader.
• The industry aims at contributing 6%
of GDP within the next decade
11. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Competitor
Industry
• Main Competitor: Nandan Park &
Jamuna Future Park
• Fantasy Kingdom doesn’t think of
Nandan Park as main competitor
• Jamuna Future Park is more of a
threat
12. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
• Segmentation based on:
Demography
Age
Occupation
Behavioral
Personality
Attitude
14. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Students of all ages
Group
Excursions
Adventurous
Active people
Corporate
Houses
Family
15. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Positioning
Story Line
Only amusement park with a “Theme”
Only go-kart racing in Bangladesh
16. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Product & Service:
Offers a range of rides
Roller Coaster Magic Carpet Santa Maria
17. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Products and Services:
Provides its own food and beverage shops
Provides space for rent
Water Tower Cafe Hotel Atlantis AshuLia Restaurent
18. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Packages 2002 Prices (Tk.) 2014 Prices (Tk.)
Kids (Under 3 feet) (only Entry) Free 250
Adults (Only Entry) 100 350
Adults or Kids (Entry with all rides) 260 650/400
The Pricing Structure of Fantasy Kingdom:
• Prices have more than doubled in the last 12 years
• However, people are still attracted to go there
19. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Place:
Located in Ashulia, near Jamgora
Specific bus companies maintains
routes to Fantasy Kingdom
No formal agreement with any bus
service companies
20. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion
Sale oriented rather than Marketing
oriented
Consolidated promotional budget
allocation for Concord Entertainment
Considerable budget allocated for
Fantasy Kingdom
21. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion
Promotional Tools
Advertising
Newspaper
Magazine
Radio
Billboard
25. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion
Promotional Tools
Sales Promotions
Discount Offers for Students
Discount offers on special occasions and holidays
Example: “Jonoproti Package”, “Bumper Offer”
Issuance of membership cards
26. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Discount offers on special occasions
Discount offers for students
27. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion
Promotional Tools
Public Relations
Scholarship Programs
Campaigns in various educational institutes
28. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Early district promotional campaigns Scholarship Programs
29. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Strength Weakness Opportunity Threat
• Seasonal demand
effect
• Lack of technological
advancement
• Lack of ride operators
• Only theme park in
Bangladesh
• Adequate space and
finance
• Special selling opportunities
• Unstable political situation
• Competitors
• Tax Increase
• Strong Brand Image
• Strong Cash Flow
• Own Land Building
30. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Survey and Statistics
• Survey was carried out among students mainly
• Carried out through Facebook, and Google
• Questions were designed to answer consumers’
knowledge and attitude towards Amusement Parks
36. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Overall Marketing
Strategy
Future Prospects
Our Assessment
Relies greatly on brand image
Synchronizations between product, place,
promotion and prices
Depends heavily on Direct Marketing &
Advertisement through print media
37. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Overall Marketing
Strategy
Future Prospects
Our Assessment
Launching a new project in Cox’s Bazar in
coming years
Innovative and upgraded two row roller coaster
Trying to buy land to expand the complex
No plan to enter the international market
Planning to set up a new resort with more
housing capacity
38. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Overall Marketing
Strategy
Future Prospects
Our Assessment
• Emphasize on the membership card
offers in their promotions
• As the only Go Kart in Bangladesh,
more effective promotion of this
attraction among the young
generation
• Incorporating overnight stay at
Atlantis Resort
39. TAKE-AWAYS
• Concord Entertainment Co. Ltd. is the market leader in the entertainment industry
• The Entertainment industry is constantly growing, as there is great demand
• Fantasy Kingdom is Concord Entertainment’s main attraction, with subsidiaries of
Water Kingdom, Heritage park, Xtreme Racing and Resort Atlantis
• Its main target customers are students and corporate houses
• It has positioned itself as a Pioneer in the industry and as a front runner
• It has been able to develop a profitable and integrated marketing strategy
• Its future looks bright as steps are being taken to expand and counteract competitors
