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

2. 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.

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

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

9. Market size

10. Profiling our TA Today’s kids

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

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/Fun Power/ Control SocialAcceptance Personal Development/Self Confidence

22. Products That Are Home Runs! Pleasure…Control…Personal Development…Social Acceptance

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

56. 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

57. 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

58. 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.

59. 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

60. A Perfect Saturday Tweens Teens

61. 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

62. Online All the Time Frequency They Go On The Internet

64. MySpace is trending down over time

65. Facebook is trending up among both tweens and teens.

69. Cars

70. Airplanes

71. Computers

72. The Internet

73. Fast food

74. Cell phones

75. eBay

76. 24 x 7 Entertainment

77. MTV

78. Cartoons

79. CDs

80. Barbie

81. I pod

82. Digital Camera

83. 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)

85. Control, by giving them choice, customization or personalization

86. Personal Development, by elevating their competency, creativity or self-importance

88. As such, they are cause focused.

89. Theyare willing to take action throughbrand purchasing.

90. 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….

92. They look for increased commitment to Youtube, Facebook and video/ picture sharing sites, Blogs, Chat, Surfing,

93. Kids due to the cosmopolitan environment, easily adapt and adjust in play groups, clubs, school activities.Connectivity and Communitywill be a theme throughout their lives.

95. TV ads, radio jingles will get the best reach. Entertainment sells for this generation and ads that deliver on it become favorite

96. Online is the place we are most likely to capture their focused attention and viewing and news travels among the peers

97. 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.

98. Market Study

99. Market scan Kids & Tweens International arena

100. Market scan Kids & Tweens UAE

101. Activity matrix Outdoor Golf Horse riding Go carting Water park Global Village and DSF activities Children’s City School camps Sega World in Zabeel Park Informative Physical Fun City Sega Republic Santa Bonta Upcoming Kidzania Ski Dubai Ice Rink Fun City Modhesh Fun City Dolphinarium Magic Planet Indoor

102. Fun City swot

103. S W O T

104. Weakness analysis 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. The absence of brand recognition has lead to establishing a gap in the market. Communication is weak, and has not been able to achieve its objectives. Redefinition is desired. Lack of product novelty, new introductions, launches, activities ads to the gap. Absence of an effective loyalty program is not helping the brand. Ill maintenance of equipment leading to negative feed back. WEAKNESS leads to GAP

105. Re-launch of Fun City

107. Create awareness

108. Induce reasons to experiment

110. Home use electronic games

111. TV entertainment

112. Health clubs

114. Launch……… activities

115. Pull………….. traffic

116. Share……….. an experience

117. Recall……….. brand

118. Sustain……… growth

120. Strategies Fun City The Natural Choice

121. A multi-tool program Teeing off from here…

122. 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

123. Tool 1 In Store

124. In store activities

125. Tool 2 ONLINE

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

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

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

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

131. Encourages consumer participate in charity endeavors

134. Online Plan

135. Tool 3 Cross Promotions

136. Cross promotions

137. Tool 4 PR

138. 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

140. Invite top Arabic and English society publications for the opening of new Fun City stores

141. Initiate a story with Friday magazine to feature ‘Fun City’ in their “parenting” or “children” pages

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. Offer one lucky visitor free playtime for 2hrs in a Fun City of his choice in a lucky dip

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 spendShort term-tactics

146. Promote the personalized service offerings (professional and trained staff, security, edutainment, coffee mornings) at Fun City amongst mothers

147. Promote Fun City Customer Loyalty programsLong term objectives

149. PR Strategy 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

150. Three pronged PR approach Create a ‘Fun City’ forum for expression and exchange of opinions and viewpoints Generate ‘Fun City’ activities that develop the spirit of healthy competition Engage entire family in ‘Fun City’ led activities that add value to community life PR Strategy

152. 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 UAE Top school leaving students can win a scholarship for higher education Sports scholarships for Emarati students qualifying for the national football team

153. 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 cleaning Planting 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 day Normal children visiting Fun City outlets encouraged to avoid using an arm/ leg/ eye while playing

154. 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

155. Tool 5 Guerilla Marketing

156. Guerilla marketing

157. Tool 6 Marketing Campaigns

159. Cool Place / My Kind Of Place

160. Experience

161. Exclusivity

162. Edutainment

163. Cross Promotions

164. Art & Indoor Sports competitions

166. The creative is on a platform of fun and exciting themes.

167. The innovative concept of “Come Out & Play” will be maintained for both umbrella campaign and category ads with different mechanics.

169. 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 planning process. We will aim to attain Competitive advantage in advertising FUN CITY by matching the creative, the Media and the core target market segment.

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. Newspapers are newsworthy and very much relevant for the introduction of new stores.

173. Newspapers are a major source of economic, social and political news and therefore render a great deal of credibility to the advertised products.

175. No other media or creative could possibly provide a higher number on the Brand Development Index (BDI) at least for this Market.

177. Longevity or the long-lasting effect of magazines is an added value in terms of increased reach and frequency.

179. Longevity

180. Relevance

181. Impact

182. Branding

183. Category registration

185. Route 1 “Come Out and Play”

187. Thrilling

188. Fun & Exciting

189. Live & Glowing

190. Intelligent

191. Smart

192. Innovative

193. Personal

194. Competitive

195. Aiming to Win

197. Branding Strategy Name – Fun World Logos – Incorporated Sub-brands – 0-7 yrs – Launch Pad 8-12 yrs – Fast Forward 13-19yrs – Adventure Zone

198. Category 1 – 0-7 years

199. Category 2 – 8-12 years

200. Category 3 – 13 - 19 years

202. Route 2 “World of Fun”

204. Cool

205. Don’t miss the FUN

206. Inviting

207. Intelligent

208. Novel

209. The Right Thing to Do

210. Promising

211. Extrovert

212. Unique

213. Aspiring

215. Category 3 – 13 - 19 years Category 2 – 8-12 years

216. Category 1 – 0-7 years

217. Category 3 – 13 - 19 years

218. Radio

219. 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

220. 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...

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