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A Little Piece of
Disneyland
In Bangladesh
CONCORD ENTERTAINMENT CO. LTD.
GROUP #9
MEMBERS:
Mahbub Rahman Nafee(05)
Md. Farhanuzzaman (13)
S.M. Samau Nus Shafa (25)
...
OUTLINE
BACKGROUND OF THE COMPANY
INDUSTRY OVERVIEW
TARGET MARKET AND SEGMENTATION
MARKETING MIX
SWOT ANALYSIS
CONSUMER PE...
Concord Group
• Concord Entertainment Co. Ltd. is a sister concern of Concord Group
• Concord Group is the leading real es...
Fantasy Kingdom
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Backgro...
Fantasy Kingdom
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Backgro...
Fantasy Kingdom
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Backgro...
Fantasy Kingdom
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Backgro...
Fantasy Kingdom
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Backgro...
Industry
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Com...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Competitor
I...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
• Segmentati...
COMPANY
BACKGROUND
TARGET
MARKET
PROMOTIONAL
PROGRAMS
MARKETING
STRATEGIES
CONSUMER
PERSPECTIVE
PROSPECTS
OVERVIEW OF
THE ...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Students of ...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Positioning
...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Product & Se...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Products and...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Packages 200...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Place:
 Loc...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion
 ...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion
 ...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Newspaper Bi...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion
 ...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion fo...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion
 ...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Discount off...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion
 ...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Early distri...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Strength Wea...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Survey and S...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
g
00%
55%
45%
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
72%
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Overall Mark...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Overall Mark...
Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Overall Mark...
TAKE-AWAYS
• Concord Entertainment Co. Ltd. is the market leader in the entertainment industry
• The Entertainment industr...
THANK YOU !
Questions?
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Fantasy Kingdom Theme Park

A small insight into Fantasy Kingdom theme park

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Fantasy Kingdom Theme Park

  1. 1. A Little Piece of Disneyland In Bangladesh
  2. 2. CONCORD ENTERTAINMENT CO. LTD. GROUP #9 MEMBERS: Mahbub Rahman Nafee(05) Md. Farhanuzzaman (13) S.M. Samau Nus Shafa (25) Rehnuma Sabrin Arpy (49) Zuhaier Zahin Anwar (56)DATE: 17/12/2014
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 12. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background • Segmentation based on: Demography Age Occupation Behavioral Personality Attitude
  13. 13. COMPANY BACKGROUND TARGET MARKET PROMOTIONAL PROGRAMS MARKETING STRATEGIES CONSUMER PERSPECTIVE PROSPECTS OVERVIEW OF THE INDUSTRY  Target customers are students of school, college or university  Adventure loving people  People who enjoy live concerts  Core customers are corporate houses
  14. 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. 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. 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. 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. 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. 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. 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. 21. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background Promotion  Promotional Tools  Advertising  Newspaper  Magazine  Radio  Billboard
  22. 22. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background Newspaper Billboard
  23. 23. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background Promotion  Promotional Tools Direct Marketing  Agreements with corporate houses  Campaigns in educational institutions
  24. 24. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background Promotion for corporate houses Promotional Coupons
  25. 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. 26. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background Discount offers on special occasionsDiscount offers for students
  27. 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. 28. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background Early district promotional campaigns Scholarship Programs
  29. 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. 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
  31. 31. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background
  32. 32. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background
  33. 33. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background
  34. 34. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background g 00% 55% 45%
  35. 35. Industry Overview Target Market Marketing Mix SWOT Analysis Consumer Perspective Prospects Company Background 72%
  36. 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. 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. 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. 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
  40. 40. THANK YOU ! Questions?

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