A small insight into Fantasy Kingdom theme park

1. A Little Piece of
Disneyland
In Bangladesh

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. 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

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. 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

22. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Newspaper Billboard

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. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
Promotion for corporate houses Promotional Coupons

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 occasionsDiscount 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

31. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background

32. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background

33. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background

34. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
g
00%
55%
45%

35. Industry
Overview
Target Market Marketing Mix SWOT Analysis
Consumer
Perspective
Prospects
Company
Background
72%

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

40. THANK YOU !
Questions?