Gambling.
Can you imagine smoke-filled pubs, chips on the poker table and underground clubs? You can keep the chips, but we hardly need the other elements. After all, we will be talking about family entertainment complexes.
Now on the Ukrainian market there are such entertainment complexes for children:
- Igroland;
- Dityacha Planeta;
- Fly Park;
- HappyLon;
- JoyLand.
In a separate group we can single out the so-called cities of professions:
- Kidswill;
- Kidlandia.
As a result of desk-based market research, we obtained a comparative characterization of the services provided and pricing policies.
The branding agency “KOLORO” conducted a research with the code name “Birthday of a non-existent child”. We found out how much it would cost to hold a party for 10 children and 10 adults on a weekday. The requirements were very modest: an animator, a banquet, a birthday cake, a small show and, of course, interesting entertainment.
If we evaluate communication with clients, there are no remarks to Igroland, Detskaya Planeta and Fly Park. In JoyLand entertainment complex there were no operators available for 4 hours, and HappyLon disappointed with a memorized text. I got the impression that it was more important for the employee to say the brief than to hear the client.
The entertainment list of family entertainment complexes is more or less the same:
- trampoline rooms;
- ball pools;
- contests from the animator;
- a delicious banquet to round out the festivities.
HappyLon stands out among its competitors with the presence of extreme rides, carousels.
Kidlandia pleased with an unusual game program (city of professions) and relatively cheap prices – 2940 UAH for 3 hours of play for 10 children and 5 adults. Also for 250 UAH / hour in Kidlandia you can rent a room and bring your own food and drinks.
The branding agency COLORO has calculated the average cost of a birthday party:
- Igroland – 8500 UAH;
- Children’s Planet – 6300 UAH;
- Fly Park – 8200 UAH;
- HappyLon – 7000 UAH.
It can be concluded that all companies operate in the same price segment.
Let’s compare the positioning of children’s entertainment complexes.
1) Children’s entertainment complex Igroland
It’s our 12th year on the market. But that doesn’t mean that the marketing department has relaxed and is reaping the benefits of a good reputation. Several times a month new offers and promotions appear on the website. On July 15-16 there was a party “Selfie Party”, and at the end of the month a new party “Playing Chess” is expected.
Photo. Design of Igroland playrooms
The advantage of such programs is that even if a child has already visited Toyland, he will not lose interest in this place, because every time he is waiting for something new.
Among the network’s disadvantages is the lack of a unique selling proposition. How does the company differ from its competitors? The style of the rooms, the list of attractions, the theme of the master classes? To remain a market leader, a company needs to have an offer that cannot be found among its competitors.
2) Entertainment complex for children Children’s Planet
Over the three years of its existence, the network has 13 parks across Ukraine. In some cities, such as Khmelnytskyi or Kalush, are monopolists of children’s “gambling” business.
Photo. Entertainment complex Children’s Planet
The brand problem is similar to Igroland – lack of uniqueness.
3) Fly Park Entertainment Complex
They position themselves as the largest family entertainment complex in Ukraine. Trampoline arena with the area of 1000 square meters is divided into two zones: for small children up to 6 years old and the area for older children. The maze is located on 3 floors.
Photo. Design of Fly Park playrooms
Fly Park has its own kitchen with a pastry shop, as well as a concert hall, equipped with professional lighting and music equipment, where every child (and maybe even a parent) can feel like a rock star.
The company emphasizes that their themed birthday party rooms are free. In fact, this is a clever PR move, because in Detskaya Planeta, for example, the rent is also free, but the company does not inform about it on the website.
4) HappyLon rides for children
It differs from its competitors by the presence of extreme rides in street format. This is a good old amusement park. It is oriented to children from 8 years old who are not afraid to ride roller coasters or feel themselves in a free fall from an 8-meter tower.
The stylistics of the amusement park is the underwater world. Theme festivals are organized on a regular basis.
Photo. Design of HappyLon playrooms
There is only one complex on the territory of Ukraine – in Kiev.
Read also:
- Analysis of the children’s goods market
- Research of the market of baby hygiene products
- Analyzing the market for daily consumer goods
Dissecting the flight: the challenges of positioning entertainment brands
Koloro Branding Agency does not undertake to judge the quality of children’s entertainment complexes, because the only objective way to do this is to visit them. But we, as branding professionals, can evaluate the positioning of each complex, look at the offer through the eyes of customers.
If 10 years ago a children’s playroom was a luxury item, then in 2017 pirate animators and a trampoline arena will not surprise anyone. In addition to the market leaders, there are hundreds of small entertainment complexes in shopping centers.
So what do you do to attract new (and retain loyal) customers?
Offer your child something that your competitors don’t offer. In marketing terms – create a unique selling proposition.
Our tips.
Make the parents persuade the child to go to the entertainment complex, not the other way around
Having carefully studied the situation on the Ukrainian market, we came to the conclusion that the only entertainment that companies offer to parents is restaurants and cafes.
While the child is racing around the center for 4 hours, moms and dads are at best talking to each other, at worst – flipping through social media news. If the entertainment complex is located in a shopping center, parents are busy shopping.
But tell me, how often do you visit Dream Town or Ocean Plaza? Once every two months? Even less often? And that makes sense, because there’s no goal to do it more often. We suggest that we make sure that parents have as much fun as the kids.
Here is a sample course of lectures and trainings that may be of interest to a female audience:
- Open Mouth” training – public speaking and public speaking;
- “Accept yourself fully” – working with self-esteem;
- “How to be the perfect mom? And Do You Have to?” – training on modern methods of upbringing.
Photo. Fragment of training for women
As for the men, you need to let them relax a little and dip into childhood too. A room with a Playstation is ideal for this. Yes, yes, 73% of men in their 20s regularly play computer games.
Complete Survival
On the territory of Ukraine are gaining popularity quests with full immersion in the atmosphere: Escape from Shawshank, which begins with the fact that 20 adults are thrown on the head of a bag and taken to an unknown destination; The X-Files, stepping over the threshold of which you become a new recruit of the FBI, etc.
If economists, IT geeks and housewives disconnect from reality for a few hours, imagine how easy it would be for a child to do so.
Photo. Fragment of the game “X-Files”
As he enters the new Igroland playroom, he is no longer Sasha from 2-A, an honors student and Transformers fan. Now he’s an undercover agent, Joyce, who must deliver the chip to the base at all costs.
Even if you hold full-immersion games once a month, the professional photos and positive feedback from participants will advertise the childcare center every day.
Learn by playing
What if you emphasize education rather than entertainment? Would you say that a child has enough to learn in school? Then why can’t many adults answer basic questions?
- why don’t airplanes fall?
- why is the sky blue?
- where does the wind come from?
You can (and should!) develop by playing. This unique selling proposition does not require significant capital investment, but will give a huge positive feedback from customers.
Photo. Learning by playing
To make an effective and efficient rebranding, we need to understand what the company’s goals are and what budget it has. A unique selling proposition is created only in dialog with the customer.
Koloro Branding Agency – always open to dialog.
