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Marketing of Fashion
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Assignment-1

BACHELOR OF FASHION TECHNOLOGY (APPAREL PRODUCTION)​​

NATIONAL INSTITUTE OF FASHION TECHNOLOGY​​
GANDHINAGAR, 2020-2024​​

Under the Guidance of: Submitted by:

Dr. Priti Gadhavi Subrata Biswas

PRESENTATION | MARKETING OF FASHIION

November 19, 2021 MEETING
 What is ?
KidZania is an interactive city made for children 1-14 that
combines inspiration, fun, and learning through realistic role-
play. Kids can independently explore a scaled city of over
7,000 square meters with more than 100 exciting careers that
they can try.
Fueled by a child’s natural desire to create, explore and
collaborate, KidZania is equal parts entertainment and
learning, making it one of the most progressive family
entertainment concepts in the world today.
Through ultrarealistic role-play, children learn about
different careers, the inner workings of a city, and the
concept of managing money. Each experience is designed to
empower kids, giving them the confidence to be their best
selves, and inspiration to be great global citizens.
Each KidZania facility offers experiences that are relevant to
each region, culture, and geography by way of professions,
entertainment and food. At every location, KidZania uses
real-world fun and learning to ready kids for a better world.

A brief of history
KidZania was created and developed by the Mexican entrepreneur
Xavier López Ancona, the current KidZania CEO. The first KidZania
opened in September 1999 in Santa Fe Shopping Mall in Mexico City and
was named "The City of the Children".
Corporate sponsors funded 55% of the initial investment.
In 2007, KidZania hired entertainment strategist Andrew Darrow as
executive vice president to expand the operation. Cammie Dunaway
joined in late 2010 as the chief marketing officer.

KidZania at Westfield London cost £20 million to build. In partnership

with British Airways, it is operated by Joel Cadbury and Ollie Vigors
through their Longshot Ltd company.
 Head office
KidZania is headquartered in Mexico City and is privately held, it currently
employs more than 11,000 associates. The Company keeps expanding
through its franchises, reaching out to Industry Partners and benefitting its
communities through CSR programs, receiving great appraisal from multiple
organizations, thus, attracting great interest from international media.

KidZania statistics by region

KidZania has listings in more than 44 countries and regions

as of 2020, KidZania has shopping moll in over 200 cities.
the most popular cities on KidZania in the world are (Tokyo, Pacific Place
Jakarta, Koshien, Lisbon, Dubai, Seoul, Kuala Lumpur, Santiago, Cuicuilco,
Bangkok, Mumbai, Kuwait, Cairo, Istanbul, Jeddah, London, Moscow, Busan,
Delhi NCR, in Noida, Doha, Abu Dhabi, Johannesburg,

Texas Surabaya), etc.
the cities with the highest number of commercial Kidzania listings include
Mexico City, Monterrey,

How KidZania work

Every KidZania is themed as a child-sized replica of a real city, including
buildings, shops, and theaters, as well as vehicles and pedestrians moving
along its streets. In this city, children aged 4 through 14, work in branded
activities.
How Kidzania earns
the companies understand then the customer need. the company
target for the city made parenting customer child, kids, and
youngsters. also, it has to make parenting much easier. their earn to
the direct customer, full days and hours wise.
Kidzania Services
Every KidZania is themed as a child-sized
replica of a real city, including buildings,
shops, and theaters, as well as vehicles and
pedestrians moving along its streets. In this
city, children aged 4 through 14, work in
branded activities from bottling Coca-Cola,
working in a Crest-sponsored dentist office,
working at a McDonald's restaurant, painting
with Corporação Industrial do Norte,
washing hands with P&G's Safeguard soap,
and using airline tickets from American
Airlines, Fly Dubai and Saudia.
The children earn KidZania's currency while
performing the tasks, and the money is kept
in the KidZania bank for children to spend at
the gift shop and on KidZania's activities.
Inside every KidZania facility around the
world, children wear electronic bracelets
that allow parents to keep track of their kids
remotely.
 Rising Demand for Edutainment in
Education Industry
In the last few years, kids have been quick to pick
up technology as a source of education. Hence,
educators are finding ways of mixing the concepts
of education and entertainment to offer a holistic
learning experience. There is increased demand for
classrooms that offer learning opportunities for
kids that are fun-based, immersive, and breaking
the conventional ‘physical bookish classroom’
approach.

Innovation of KidZania
The idea flourished from just a traditional nursery
school to an entertainment city to an educational
park and now an Edutainment center.
At KidZania, kids get the opportunity to try several
professions with real brands. For instance, they can
cook in Mcdonald’s instead of simply eating a burger.
They get a chance to be on CNN instead of just
watching the news. They drive and sell/buy cars
instead of just commuting with their parents. These
are some of the unique experiences which KidZania
offers and at the same time makes a profit for
themselves and their business partners.
 Marketing Strategy of KidZania

Connecting with kids for marketing is a challenge as

they are available on limited platforms. They are not
on social platforms; they don’t read newspapers and
watch only limited channels on Television. The biggest
propagator for KidZania is schools.

Channels:
A media mix of 80 percent print and
radio, 16 percent digital and social
media, and 4 percent on other media.
Key Activities:
Fun: Make visitors enjoy their leisure time
education: Encourage kids to learn
Socialization: Contribute to social improvement
through these kids learning activities

Customer Segments:
Kids (Age 2 to 16 years) Adults (18+ provided
they are accompanying kids)
Value Propositions
The KidZania philosophy 'Get Ready for a Better
World' captures the commitment to providing a
fun and learning experience which prepares
children to make a positive impact on society.

Revenue Streams:
Ticket Sales (Contribution to revenue: 50%)
Brand Partnerships 5 year period
Merchandising

Key Partners:
Integrated partnership enriches each
activity by creating a more authentic
experience. Key Partners: Air Asia, Nestle,
Sony, DHL, Honda, Hyundai, Johnson N
Johnson, Kellogg's, Danone
VII

Pricing

Reach in Different Country

CURRENT LOCATIONS
Mexico City, Monterrey, Multimedios Televisión, Tokyo, Pacific Place Jakarta, Koshien, Lisbon, Dubai, Seoul,
Kuala Lumpur, Santiago, Cuicuilco, Bangkok, Mumbai, Kuwait, Cairo, Istanbul, Jeddah, São Paulo, London,
Moscow, Busan, Delhi NCR, in Noida, Guadalajara, Doha, Abu Dhabi, Johannesburg, Stonebriar Centre in
Frisco, Texas Surabaya,

UPCOMING LOCATIONS

Toronto, Paris, Chicago, Oak Brook,

New York, New Jersey, Los Angeles,
Pittsburgh,
Fukuoka, Hong
Kong, Taipei,
FORMER LOCATIONS
Singapore, Manila, Costa Rica,
 7Ps of KidZania
Product strategy
kidzania provides an education-sharing platform that is
around the world. for the child education and realistic
roleplay is one of the Kidzania. KidZania also teaches kids
about the importance of payment of taxes, where the tax
money is used for. The government of Mexico City wanted
to implement crime reduction measures. One of the
recommendations the former mayor of Mexico made was
to educate citizens. He suggested that they start with
children because it’s easier to facilitate change in mindset
when younger.
Customer
the companies understand then the customer need.
they can redesign their product to the customer's need.
the target customers are children, kids, and
youngsters. also, it has to make parenting much easier.
considering this content and YouTube videos example
kids Diana shows are very popular with Kidzania. one
of the realistic working career paths, bottling Coca-Cola
working at a McDonald restaurant, and many more
KidZania entertaining as well as educational.

Economical perspective
As stated earlier, initial funds were US$10 million. Since
KidZaniaw was a private company, it was not listed in any stock
market and its financial information was not public.
The only financial data came from an interview with Xavier
Lopez Ancona by ‘‘Poder 3608’’ magazine where it was indicated
a turnover in 2008 of near US$80 million.
By 2008, four centers were operating: two in Mexico, one
franchise in Japan, and one franchise in Indonesia. By 2010
KidZaniaw’s founders had eight centers and they were planning
on opening at least eight more by the end of 2011 (Durango,
2009).
This alone was solid proof of the profitability of the innovative
business model and its continuous growth.
Their biggest expansion had been in Asia, where they had
looked for big and populated cities like Tokyo, Jakarta, or Seoul.
KidZania’sw founders stated that the payoff time in this
business was around four years (Durango, 2009).
KidZaniaw’s average ticket price was $11 for toddlers from two
to three years and adults, and $18 for kids from four to 16
(KidZania, 2007). This was in Mexico and it could vary in
different KidZaniaws
Expansion
The firm continued its expansion around the world.
1. Mexican business. Continue as owners.
2. Outside Mexico. Keep franchising with business partners who invested in
exchange for design, know-how, and personnel training.
3. the USA. Entering in association with a strategic business partner and
possibly going public. By 2010, they had performed stages 1 and 2 successfully
and they expected to begin the third one in 2011-2012. Their expansion plan
included a park in Cuicuilco, Mexico, which they would still own, and the next
destinations for franchises are (Mendoza, 2010):
Bangkok, Thailand.
Kuala Lumpur, Malaysia.
Shanghai, China.
Santiago, Chile.
Mumbai, India.
New Delhi, India.
Istanbul, Turkey.
Cairo, Egypt.
Sao Paulo, Brazil.
In the USA, they planned to open a KidZaniaw in 12 of the biggest cities, like
New York, Los Angeles, Chicago and Atlanta (Durango, 2009).

Promotion Strategy
Kidzania's marketing strategy is to drive growth via
digital marketing, online promotion. It advertises to
the hosts and customers through traditional as well as
modern methods such as TV advertisements, Outdoor
Advertising, and Digital media marketing. kidzania is
trying to convey the message of education through its
advertisements. Social media analytics and other paid
researches are a big part of Kidzania's marketing
strategy.
 competitive brand
In the entertainment parks industry, there were three
market niches identified (Durango 2009):
Destiny parks. They imply several days’ vacations,
traveling by plane, and visits once a year or less. This is
the case with Disney parks or Las Vegas.
Regional parks. A long experience of a complete day,
with visits once or twice a year. The examples are Six
Flags or Legoland.
Local parks. Several visits in the year, each of them from
2 to 6 h in a place close to the community. This is where
KidZaniaw fitted, along with cinemas or theaters.

Conclusion
KidZania kept evolving and looking for new ways to offer its
services to continue as a successful company. KidZania’s
managers change and update their content every four
months to stay relevant to kids’ demands.
Internationalization helped KidZania in the incorporation
of changes to fit in new markets.

KidZania’s business model was a revolution in the

entertainment industry. It would be interesting to see how
its competitors like Walt Disney and other similar
entertainment parks find a way to challenge the model of
Kidzania and how the edutainment business model evolves.
Thank you