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Introduction of entertainment industry

Tourism plays an important role in Bangladesh. Bangladesh is full of natural attractive place as
well as privately constructed tourism place. Bangladeshi government also plays various
favorable roles in attraction to different tourist from all over the world. Now a days, amusement
park or theme parks are getting popularity in the western world, developed Asian countries and
all other developed country as well. People are far away from the natural tourists spot due to
tremendous urbanization in the major cities. Urban people also hardly manage their time to visit
natural tourists spot though they always like to do so. But the mechanized life is not allowing
them to visit that sorts of place except some artificial lakes, forests, parks and importantly
amusement parks. The theme park concept is new in Bangladesh and specially three parks have
been established by the private owned company named Fantasy kingdom, Nandan in Dhaka the
capital city and Foys Lake in Chittagong city.

Background of the company

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Concord Entertainment Company Ltd.

The Concord Group entered in the entertainment industry of the country, by setting up the
countrys first ever theme park Fantasy Kingdom, which started its operation in 2001 and their
second project in this industry is Fantasy World, which started its operation in 2002.

Fantasy Kingdom
In 2001 Concord Group decided to extend their business to entertainment industry by setting up
the countrys first ever them park. In a press conference on 5 th May, 2001 Concord Entertainment
Ltd. disclosed their first venture, Fantasy kingdom and on 20th march, 2002 it started its
operation.
Fantasy Kingdom is the pioneer in our country when it comes to amusement parks with a
massive investment and complete entertainment for the family. The idea of family entertainment
through a theme park was introduced to the general people of the country by Fantasy Kingdom.
The park was inaugurated in 2002 with different fun rides. Now the park is operating with over
46 different fun rides. Renowned companies for such rides supply these rides.
Fantasy Kingdom is a lavish theme park that is equipped with state-of-art technology and
creative deigns. This magnificent make-belief land can only match with the high standards of the
very best recreation arrangements currently on offer in the development world. This park is
situated in an area called Jamgora on the Ashulia-Tongi highway. Almost twenty-seven kilometer
from Mohakhali and fifteen kilometer from Tongi Bridge, TPR (Theme Park Resort) is located at
JamgaraAshulia. Habitants of capital city have a long urge for a need to fill their thirst for
recreation after the hectic hours, days and weeks of bone wrecking hard living. Therefore, they
are in search for a place where they can break loose. The current trend is undoubtedly Ashulia,
where they have nothing more but a simple recreation with relaxation.
The project area spread over 100 bighas of land. This park is the first of its kind in our country.
The idea of a theme park where all the family members will be able to have fun was brought to
us by Fantasy Kingdom.
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Objective
The objective of this project is to conduct a research on the theme park Fantasy Kingdom that
concerns the following:

To analyze the market positioning strategy of Fantasy Kingdom.

To evaluate its service quality in terms of customer/employee satisfaction level.

To understand its gaps in service design and delivery.

To provide recommendations for any process improvements of Fantasy Kingdom.

Methodology
Following methods were used to conduct this market research.
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Data Collection Method

Primary Data:

Survey through Questionnaire at park and Outside Park by marketing officers of Fantasy
Kingdom.

Formal and informal discussion with visitors.

Formal and informal meeting with employees of Fantasy Kingdom.

Secondary Sources:

Organizations leaflets, and other published articles

Newspaper

Internet

Limitations
The limitations that were encountered during the research are as follows:
1. We could not relate all service marketing concepts and terms in our report.
2. Our questionnaire might not reflect all relevant aspects of the factors that people consider
when choosing hospitals.
3. There was time constraint and so we were able to take responses of just 200 people.
4. The dimensions from customers and employees viewpoint studied may not cover
everything. Some other important dimensions may have got ignored.

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Target Market
To identify the potential and target market Fantasy Kingdom has conducted a market research
with a fixed closed ended questioner where the sample size was 200.
As it has been informed earlier that the overall sample size is 200. Following is the consumer
profile of Fantasy Kingdoms customers;

G
Value
Male
Female
Total

Frequency
125
75
200

E
%
62.5
37.5
100

Valid %
62.5
37.5
100

R
Cumulative %
62.5
100

From the above table it is found the 125 respondents are male and 75 respondents are female.

From the above graph it is clear most of the visitors are male as 62% of the respondents and 38%
of the respondents are female.

Family
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Age Distribution
The age segmentations in the questionnaires are from12 years to 18 years, from 19 years to 25
years, from 26 years to 36 years and above 36 years.
Age
15-18
18-25
26-36
Above 36
Total

Frequency
24
80
60
36
200

%
12
40
30
18
100

Valid %
12
40
30
18
100

Cumulative %
12
52
82
100

There were 24 persons who are 12 to 18 years old, 80 persons who are 19 to 25 years old, 60
persons who are 26 to 36 years old and 36 persons who are more than 36 years old among 200
respondents.

From the above graph it is apparent that the majority of the visitors belong to 18 25 years old
age group as 40%, 30% of the visitors belong to 25 36 years old age group, 18% of the visitors
belong to 15 18 years old age group and only 12% of the visitors belongs to above 36 years old
age group.
The majority of the visitors belong to 18 25 years
Income Distribution
There were four different income groups stated in the questionnaires. These are those who earn
less then taka 15,000 who earns taka 15,000 to taka 25,000 taka, who earn taka 25,000 to taka
35,000 and who earn more than taka 35,000 monthly.
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Amount
Below TK. 15,000
TK. 15,000- TK.25,000
TK. 25,000- TK.35,000
Above TK. 35,000
Total

FANTASY KINGDOM

Frequency
58
52
40
50
200

%
29
26
20
25
100

Valid %
29
26
20
25
100

Cumulative %
29
55
75
100

58 respondents are from the income group where monthly family gross income is below taka
15,000, 52 respondents have monthly family gross income from taka 15,000 to taka 25,000, 40
respondents have monthly family gross income from taka 25,000 to taka 35,000 and 50
respondents have monthly family gross income more than taka 35,000.

29% visitors are from the income group where monthly family gross income is below taka
15,000, 26% visitors have monthly family gross income from taka 15,000 to taka 25,000, 20%
visitors have monthly family gross income from taka 25,000 to taka 35,000 and 25% visitors
have monthly family gross income more than taka 35,000.
From the above graph it is apparent that the majority of the visitors are from middle class or
lower middle class. Also number of the upper class of our society is significant at Fantasy
Kingdom.

Segmented out the market

Profession Distribution

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Profession
Students
Private Jobholder
Govt. Jobholder
Business
Others
Total

FANTASY KINGDOM

Frequency
80
25
22
65
8
200

%
40
11
12.5
32.5
4
100

Valid %
40
11
12.5
32.5
4
100

Cumulative %
40
51
63.5
96
100

80 respondents are students, 25 respondents are private jobholder, 22 respondents are

Government jobholder, 65 respondents are businessman and 8 respondents are belonging to other
proffession.

From the above graph it is apparent that majority visitors are students which are 39% of the
respondents, 33% visitors are businessman, private jobholders are 13%, government jobholders
are 11% and other profession is 4% of the visitors.
Market Size of Fantasy Kingdom -

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Market Share

Fantasy Kingdom
Nandan Park
Others

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Market position of Fantasy Kingdom -

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Analysis of internal and external competitive

positioning
Internal positioning:
Fantasy Kingdom has some key competitive features according to their officials:
Fantasy Kingdom has all the facilities you need for a great day out. It has rides, restaurants,
restrooms, stores, a resort hotel (Motel Atlantis), and plenty of car parking.
The land rides comprise of:

Zuzu Train
Speed Way, Konvoy, Sky Hopper,
Bull Dozer, Happy Kangaroo, Sun & Moon, Paddle Boats,
Zip Around, Pony Adventure, Bumper Boats, Redemption Game,
Roller Coaster, Cinema 1800, Izzy Dizzy, Ferris Wheel, Whirky Bird and others.

Water Kingdom rides

Wave pool
Giant splash
Tube Slide
Dance Zone, Lazy River

Restaurants & Eateries

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Ashulia Castle Restaurant: A superb Thai and International menu at this restaurant
where diners eat in a castle surrounded by dinosaurs, lagoons and mist pools.

Water Tower Cafe: Set in a lagoon and surrounded by water on all sides, the Water
Tower Caf is an ideal place to while away the afternoon. Mouth-watering pizza and
BBQ wings and other delicacies.

Roller Coaster Station.

Motel Atlantis guest benefits include:

Complimentary Breakfast

Air-conditioned rooms

Colour Cable TV

Air-conditioned restaurant

En-suite bathroom

Car parking

Driver accommodation

Recreational facilities:

Free Entry + Rides for Fantasy Kingdom theme park

Free Entry + Rides for Water Kingdom theme park

Cinema Dolby Digital Surround Sound

BBQ night

Cultural show (dance show, musical show, acrobat show)

Interactive games for kids

Room

Room Rent

Additional

Type

(24 hrs)

Person

Remarks
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Suit

4200-4500

800-900 Tk.

Applicable

Tk.

for 2

Super

3400-4000

Persons
Applicable

Delux

Tk.

for 2

3200 Tk.

Persons
Applicable

Deluxe

700-750 Tk.

600 Tk

for 2
Economy

2800 Tk.

500 Tk.

Persons
Applicable
for 2
Persons

Events Held in Fantasy Kingdom:

Anti-Drug Concert with ProtomAlo, Banglalink Music Fest, Close Up -1 Event, Eid Reunion
event,
Fantasy Kingdom 5th Anniversary celebration, Independence Day Concert, Indian Idol at
Fantasy Kingdom, May Day Concert,PohelaBaishak concert at Water Kingdom etc.

External positioning:
Fantasy Kingdom is the first ever theme park to provide a high quality entertainment in
Bangladesh. When Fantasy Kingdom came to Bangladesh, the scenario was very different and
literally they faced no direct competition from the market. Now they are facing direct
competition, especially from Nandan Park.

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SWOT Analysis
An analysis of Fantasy Kingdoms Strength, Weakness, Opportunity and Threats are discussed
below.

Strength
Being the Pioneer
Fantasy Kingdom is the pioneer in Entertainment Business (theme park). So they are the one
who made the people of our country familiar with the concept of theme park and as a result it
will be easier for them to create brand loyalty. They have the chance to make long lasting
impression in consumer minds that will lead them (the consumers) to think about Fantasy
Kingdom first when they will think about theme parks in Bangladesh.
Market Leader
Among the amusement parks (Wonderland, Shishupark, Shishumela, Nandanetc) in our country,
Fantasy Kingdom is undoubtedly the market leader. And they have the power of dictate the
market and control the directions of the trends of the market.

Quality service
Quality of the service that is provided in the park is very impressive and satisfactory in
comparison to the competitors. This high quality of service will help to make the customers
satisfied and thus will make them interested to come back to the park in future.
State-of-the-art technology
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The state-of-art technology that has been used by Fantasy Kingdom has not been implemented
by anyone else in our country.

Weakness
High Price
Entry ticket for adults to the park is priced 450 taka (water kingdom included ). This price is
considered as very high among the consumers. Though Fantasy Kingdom is the first ever theme
park of the country and there is no other theme park in the country that can be compared with
this park, when people learns the price for the first time it strikes in their mind as quite high for
regular visits.
High Dependence on Foreign Support
Fantasy Kingdom is highly dependent on foreign engineers, technicians and advisors. And for
this purpose the park authority has to spend significant amounts of money. For major
breakdowns of the complicated rides like Roller Coaster, Giant Fluid, 3D Cinema, etc. the park
has to depend on the foreign technical support.
Distance and Transportation
The Park is situated at a distant location from Dhaka City. Though they claim that it is 15
minutes drive away from Ashulia, actually on average the park is almost 2 to 3 hour drive away
from different location in Dhaka. Apart from the bus service provided by Fantasy Kingdom other
public transport service to the park is very difficult and using taxi cab for transportation to go to
the park is very costly. So it is difficult to go to the park for those who do not have private
vehicles.

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Opportunity
Lack of Entertainment place
In our country outdoor entertainment facilities are very inadequate. The film industry does not
usually producestandard movies that can be viewed with everyone in the family. Thus people
have abandoned this segment a very long time ago. There is very little number of amusement
parks for the children in the country and these parks are always crowded and quite substandard.
And moreover these parks do not have facility to provide entertainment for everyone in the
family. On the other hand, Fantasy Kingdom is the only standard amusement park in the city
where people can spend an enjoyable day with their loved ones.
High Entry Barrier
The massive initial investment has automatically set up a high entry barrier for any new comer
who wants to enter this segment of the entertainment industry. Very few business groups have the
financial backup to come with anything of such a large scale that can be compared with this park.
So, Fantast Kingdom will enjoy very low competition.

Threats
High Switching Cost
As the fixed cost for this park is very high it will be very hard to divert their investment from this
business to any other investment.
Lack of local technical expertise
The present staff of this theme park does not have the technical knowledge or the appropriate
qualification to maintain the equipments. Thus the administration has to depend largely on
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foreign technical support and guidance, which is quite costly. Also due to the technical
inadequacy of the local staff, sometimes the administration faces problem in fixing tiny niggles
with the rides.

High Supplier Bargaining Power

As Fantasy Kingdom has to purchase all its rides from one foreign firm; they are completely
dependent on this one single firm for servicing and repairing purposes. So this firm acquires a
very high bargaining power over Fantasy Kingdom.
Competitor
Currently there is another theme park called Nandan Park. This is bigger than Fantasy Kingdom
and the prices of different rides and entrance is cheaper than Fantasy Kingdom as well. A
prominent business group of the country is running this project. Fantasy Kingdom will have to
focus a lot on their marketing and promotional activities along with bringing more entertaining
rides to stay as the market leader.

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8Ps of Fantasy Kingdom

1. Product/ Service elements
The main service that is being provided is entertainment through various means. The
conventional rides along with water rides. Also the added facility of a motel increases the level
of consumer satisfaction.

2. Place and time

The place is the theme park itself in Ashulia, Dhaka. The park is the place where the
consumers come to get entertained in more than one way. The time is usually from 10 am in
the morning to 6pm in the evening. However on holidays (i.e Fridays), the time is from 9 am
to 10 pm in the evening.

3. Price
Taka 450 is considered as expensive by 80% of the respondents. This price is making willing middle class
customers not to make multiple visits to the park within short times. And more over this price makes the
impression going to the park and to have fun over there will cost a lot. It may make many potential
customers reluctant to visit the park. The authority should consider lowering the price to taka 400 for
adults and taka 250 for children. Main purpose of lowering the price is to make people come to the park.
Once someone is in the park he/she will spend more money to have fun with rides or food.

In the survey it is found that 80% respondents thought the price of food is expensive. Usually
customers come to the park for couple of hours and most of them take food in any of the food
shops in the park. Because any kind of food staffs which brought from outside Park is prohibited
inside park. And these high prices also make some people not to take food in the park. Lowering
the food price will encourage more people to take food in the park. Cheaper fast foods will
attract lot more customers to take food inside the park.

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4. Promotion and education

TV advertisements are considered as most effective media to attract customers for most of the
products/services and it includes entertainment industry. As TV advertisement can reach a vast number of
people at a time and create audiovisual effect on their minds this medium plays significant role for
marketing of almost for all products/services. In the survey it was found that only 46% respondents
learned about Fantasy Kingdom from TV. Perhaps they learned from TV News or documentaries as
Fantasy Kingdoms sales department do not have any TV advertisement going on air yet. Fantasy
Kingdom should consider getting more TV coverage by TV advertisements, documentaries, etc. It will be
very helpful to attract unaware customers more than any other media and thus it will have a positive
impact to increase the number of visitors. Currently fantasy kingdom is using heavy newspaper and
magazine ads.

5. Process
The service provided by this theme park is quite simple. The contact level is medium. The basic
idea is to buy ticket from the counter in front of Fantasy Kingdom and then enter the park. This
procedure is repeated for the rides as well. The process for staying in the motel is to place a
booking beforehand, typically 24 hours. The overall process is pretty simple and easy to follow.

6. Physical environment
One of the main features of this theme park is the huge landscape and the amazing backdrop. The
park is situated in the outskirts of Dhaka, with over 100 bighas of land. The theme of this
amusement park is mystical with unique statues and other stunning structures. Although one can
argue that the place is not that hygienic especially the water rides, due to lack of security and
immature behavior from the consumers. However the overall environment is quite nice and
peaceful in the context of the city.

The pictures below will further clarify the beauty of the place.
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7. People
Fantasy kingdom employees always require direct interaction with customers. This interaction
has strong influence on customers mind. Knowing this the management devote significant time
in recruiting, training and motivating employees. Also management has to shape the behavior of
other customersshould avoid jay-customers.

8. Productivity and quality

Improving productivity is very important for any kind of service firms to reduce cost. And the
quality is perceived from the customer perspective. Giving required information and education
especially in case of rides that may impact physicallysafety issuesshows attention for
customers. Thus perceived quality is increased and risk is decreased.

Fishbone Diagram of Fantasy Kingdom

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City Traffic
Political Strikes

Gaps in service design and delivery of Concord

Entertainment Ltd.
The knowledge gap:
Knowledge gap is the difference between what service providers believe customers expect and
customers actual needs and expectation.
People have an expectation of distinguishable service from Fantasy Kingdom because it is the
first theme park in the country. But Fantasy Kingdom provides the service that is not clearly
distinguishable by the customers, especially due to emergence of Nandan park. This creates a
significant knowledge gap between what service providers believe customers expect and
customers actual needs and expectation.
The Standard gap:
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The standard gap is the difference between managements perception of customers expectations
and the quality standard established for service delivery.
Fantasy Kingdom claims that their service level is international standard which is set in other
theme parks across the globe. But the service level set by them is nowhere close to the
international standard which does not meet the peoples expectation thus creating a standard gap.

The Delivery gap:

Delivery gap is the between the specified delivery standards and the service providers actual
performance on these standards.

The maintenance of the rides often causes disruption in the flow of service. Sometimes due to
poor maintenance the rides have to be stopped while consumers are on it, to fix the relevant
problems.

Water Kingdom is another segment of Fantasy Kingdom, where water rides are available.
Sometimes due to poor administration the lockers are not available which creates among the
consumers to start enjoying the rides. These sorts of delivery gaps create a bad impression on
the consumers mind.

The Internal communication gap:

Internal communication gap is the difference between what the companys adverting and sales
personnel think are the products features, performance, and service quality level and what the
company is actually able to deliver.
Fantasy Kingdom claims that there service standard matches the international standard. But none
of the theme parks in Bangladesh actually provides international standard level of service. The
employees are not giving the service that meets the international level. As results there are
internal communication gap between what is actually being claimed and what is actually being
delivered.
The Perception gap:

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Perception gap is the difference between what is delivered and what customers perceive they
received.
The consumers who go to Fantasy Kingdom find difficulties to differentiate the service provided
by Fantasy Kingdom with other theme parks like Nandan, etc. But service quality of Fantasy
Kingdom is higher than the rest of the theme parks. This creates a perception gap between what
is delivered and what customers perceive they received.

The Interpretation gap:

The Interpretation gap is the difference between what a service providers communication efforts
actually promise and what a customer thinks was promised by these communications.
When theme parks claim that there are offering international standard services people actually
thinks that they are exaggerating. People always have a perception that theme parks in abroad are
providing much better service than any other amusement parks in Bangladesh.

The Service gap:

Service gap is the difference between what costumers expect to receive and their perceptions of
the service that is actually delivered.
The service gap is created because of the other of the other six gaps.

Training and Compensation Scheme

Training
The employees of Fantasy Kingdom, when hired have to undergo a three month training program
after the orientation program. This program is designed to train the employees on how to do their
job more efficiently and to maintain a certain standard while dealing with the consumers. The
front line personnel, mainly receives training to deal with the consumers.

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However this theme park does not have any other extensive training program for the employees.
The administration does take feedback from the consumers along with the employees but do not
implement these ideas or suggestions in extensive training programs.

Compensation Scheme
The compensation structure of Fantasy Kingdom is designed in such manner that attracts, retains
and motivates qualified and skilled employees at all levels. The compensation principles of the
company are:

To provide a level of compensation that will attract, retain and reward competent
employees at all levels considering internal and external equity.

To have a fair and transparent system.

The company offers a compensation package that includes salary, a wide range of cash and noncash benefits and services:

Monthly guaranteed cash and admissible variable components.

Yearly cash and non-cash benefits (dependent on eligibility).

Long-term / deferred benefits.

Other benefits include:

Fantasy Kingdom provides transport benefit to all employees.

The permanent employees of the company are eligible to become the members of the
provident fund.

Develop new service innovations

Since Fantasy Kingdom wants to differentiate itself from other existing theme parks and wants to
charge a premium price for it, there should some additional features.
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Primarily there should be additional rides and other entertainment services

for the elder generation of the country. Presently the theme-park is catering
for people between the age of 16 to 45. There are no specialized rides for the
older people. With this inclusion, the target market of the Fantasy Kingdom
will increase.

Also this theme park should accommodate an international standard spa,

massage parlor, in the Motel Atlantis for the total relaxation of consumers.
This will massively boost the consumer base of the park. Presently, only
super expensive hotels in the city have standard massage parlors. If Fantasy
Kingdom can incorporate a massage parlor, it will surely get back its
competitive edge back. The parlor can be located inside Motel Atlantis.

Some the rides in this theme park should be modified and if necessary
changed to increase the level of thrill and excitement among the consumers.

Implement process improvements

There are several scopes to enhance the process of Fantasy Kingdom. They are given below.

Bring in more exciting rides The existing rides are not that thrilling anymore for a certain
segment of the target market. By introducing more fun rides in the park will only cause an

increase in the number of visitors.

Introduction of rides for the elderly The concept of rides and other entertainment facilities for
the more mature and older generation will be a huge boost for the park. This addition will

increase the consumer base of the park.

Inclusion of a massage parlor Although this is an expensive additional service for this park, but
if done correctly will be a huge value proposition for the target consumers. This massage parlor

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will be located in the motel Atlantis. The parlor itself will be a separate attraction and combined
with the theme park it will be destination spot.

With the inclusion of the above mentioned facilities, the theme-park will act as a short vacation
for the extremely busy people of the city.

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L ig h t in g
P e rso n n e l
E n v ir o n m e n t
C u s t o m e r r e t e n t io n a n d
s a t is fa c t io n
E q u ip m e n t ( c o m p a r a t iv e ly )
S e c u r it y

C h a n g in g r o o m
F e e d b a c k fro m b o th
e m p lo y e e s & c o n s u m e r s
F ir e e x t in g u is h e r
D is t a n c e &
T r a n s p o r t a t io n f a c ilit ie s
W a sh ro o m
W a it in g t im e

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Recommendation
Marketing tactics
To implement our strategies we advise the marketing section to follow the following tactics. This
is based on the Product, Price, Promotion, and Place.

1. Use special occasion:

Students Day
1. Monthly 2 days (Last two Saturdays )
2. Student will get free entry
3. Students have to buy 200ck taka rides coupon by showing their ID card
4. Two guest will get 50% discount on entry
Notes:
1. Coupons can be used for availing rides where applicable
2. 200 taka ticket contain tk.120 rides coupon with entry
3. Arm Band holder can enjoy all rides unlimited
4. Refreshments can be arranged with customized menu
5. Transportation can be arranged for picking up and dropping off
6. School Student must put on their uniform with school monogram
7. College & University Students must have their Identity Card
8. Program has to be finalized at least three days prior to the visit
9. Above packages are not allowed in any holidays
10. For every 30 students one teacher will get one complimentary entry to the Park
from the FK Management

2. Existing Cards with New Offer:

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a. Corporate Platinum Card 1 (Terms & Condition)

-

Facility

: This can be transferable

Owner

: Company

Quantity

: 10(Ten)

Photograph

: Photograph is not required

Price

: 2,000,00.00 (Two Lac only)

b. Corporate Gold Card 1 (Terms & Condition)

-

Facility

: This can be transferable

Owner

: Company

Quantity

: 10 (Ten)

Photograph

: Photograph is not required

Price

: Tk. 1, 200, 00.00(One Lac Twenty thousand only)

c. Corporate Platinum Card 2 (Terms & Condition)

-

Owner

: Individuals\ Corporate Employees

Quantity

: 10 (Ten)

Photograph : Photograph is required

Price

: Tk. 80,000.00 Only (25% discount)

o Corporate Day
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1. Monthly 2 Fridays (3rd and 4th Friday)

2. Visitor will get 50% discount on entry or 200 taka ticket @ 150 taka
by showing their ID card
3. Four guests of the visitor will get the same facility

Rides Package (Revised)

Notes
1. We have to inform the corporate clients through Letters, Leaflets, and Cutouts (at the
entrance of Park).
2.

The Clients have to contact with marketing team at Head Office directly in order to take any
kind of Offer (Package).

3.

The marketing team of Head Office will inform park (marketing and F&B) about package.

4.

The marketing team and F & B at park should give feedback about package to the Head
Office marketing team weekly.

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2013
Implementation
and control

2011
2012

Projection for the next three years

Market share

Over the year

To achieve the pick point target of the projection scale we advise the marketing department to
work as a whole, which is called the MBO (Management By Objective) process.
CMO:
The office of the CMO is responsible for coordination of marketing activities across the
company and to provide top-level management with an overall picture of the market situation.
The marketing department is then divided into two broad categories:
Sales:
This department is responsible for setting up of the sales channels and mechanisms by which the
service packages are actually sold to the customers. Another section also deals with the sales to
corporate clients, which are handled as high priority sales as a matter of course.

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Service Marketing:
This department is responsible for the process of promotion and also designs of new packages.
This is done after extensive market research and understanding the requirements of each targeted
market segment.

Conclusion
Despite lot of resistances and challenges from the market, Fantasy Kingdom successfully
upholds its positive image of superior service provider and positioned itself as the market leader
in entertainment industry. A little more integration with customer and the functions within the
organization will help the company to improve its ability to serve customer better. Proper
understanding of customer need and technological improvement will definitely increase
customer satisfaction. We expect that if Fantasy Kingdom can overcome its limitations and
continuously delivers its promises to people, it can reach to a level beyond imagination.

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APPENDIX
Here are some questions regarding your experience of different services marketing issues. Please
compassionately fill these up with your real thoughts & experiences. Thank you.
* Please tick () on your preferred answer or write with short phrases.
1. Age: ______
2. Sex:

Male

3. Income Bracket

Female
Below 15000tk.

15000 to 25000Tk.

25000 to 35000Tk

Above 35000Tk.
5.

Profession
Students
Private Jobholder Govt. Jobholder
Business
Others:
----------------------------------------------------------------------------------------------------------------

A. Do you know aboutFantasy Kingdom?

Yes
No
B. Have you ever visited Fantasy Kingdom?
Yes
No
C. Do you think that Fantasy Kingdom is actually meeting/ your expectations/ giving
importance to your expectations of service?
Yes
No
D. The quality standards which you saw, or how they ensures quality are these meeting your
expectations regarding quality?
Yes
No
E. Do you think that what Fantasy Kingdom promised to deliver, they actually deliver (the
entertainment service)?
Yes
No
F. Whatever you expected to receive from Fantasy Kingdom, you actually got that
(service)?
Yes

No
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