fantasy kingdom theme park

A Little Piece of

Disneyland

In Bangladesh

CONCORD ENTERTAINMENT CO. LTD.

GROUP #9MEMBERS:

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

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

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)

Fantasy Kingdom

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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 AshuliaXtreme Racing

Fantasy Kingdom

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Fantasy Kingdom

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Fantasy Kingdom

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Fantasy Kingdom

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Industry

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

• Segmentation based on:

Demography

Age

Occupation

Behavioral

Personality

Attitude

COMPANY

BACKGROUND

TARGET

MARKET

PROMOTIONAL

PROGRAMS

MARKETING

STRATEGIES

CONSUMER

PERSPECTIVEPROSPECTS

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

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Students of all ages

Group

Excursions

Adventurous

Active people

Corporate

Houses

Family

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Positioning

Story Line

Only amusement park with a “Theme”

Only go-kart racing in Bangladesh

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Product & Service: Offers a range of rides

Roller Coaster Magic Carpet Santa Maria

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Products and Services: Provides its own food and beverage shops Provides space for rent

Water Tower Cafe Hotel Atlantis AshuLia Restaurent

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Place:

Located in Ashulia, near Jamgora

Specific bus companies maintains routes to Fantasy Kingdom

No formal agreement with any bus service companies

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Promotion

Sale oriented rather than Marketing

oriented

Consolidated promotional budget

allocation for Concord Entertainment

Considerable budget allocated for

Fantasy Kingdom

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Promotion

Promotional Tools

Advertising

Newspaper Magazine Radio Billboard

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Newspaper Billboard

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Promotion

Promotional Tools

Direct Marketing

Agreements with corporate houses

Campaigns in educational institutions

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Promotion for corporate houses Promotional Coupons

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Discount offers on special occasionsDiscount offers for students

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Promotion

Promotional Tools

Public Relations

Scholarship Programs

Campaigns in various educational institutes

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Early district promotional campaigns Scholarship Programs

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

g00%

55%

45%

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

Company

Background

72%

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

Industry

OverviewTarget Market Marketing Mix SWOT Analysis

Consumer

PerspectiveProspects

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

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

THANK YOU !

Questions?