Market Information

Market Size:

KnockKnock is one of the party houses for children in Ankara. KnockKnock is not huge share in the market because it established one year ago so it is a new company in the market. When the quality of KnockKnock and other companies are taken in to account, the company shares the market with 6 or 7 companies with the same quality of KnockKnock.

In school time that means 9 months, average135 parties are arranged by KnockKnock. The rest of year that means 3 months, there is no party organization in KnockKnock. The average income from this parties is TL 270.000 in a year.

KnockKnock has not too much market share in the market but if KnockKnock  taken into account as a new company in the market, the obvious that company is growing in the market.


 

Market Structure:

There is many diffrent party house to fun for children in the market in Ankara. Some of other companies are Play&Joy Parti ve Oyun Evi and Eve Sığamadık Party Evi. KnockKnock has been in the market for one years. They try to grow in the market.


 

Market Trends:

As long as there is expectation to grow in market since the world is changing and people tends to use these types of fun center for their special days instead of using home or other places.

In addition to this, being different is the trend. So, variety of scenes, toys and equipments appeals to customers. KnockKnock has lots of different types of equipments such as slides, ball-pool, cinema hall and also they have professional animators in the amazing environment.


 

Competitor1:  Play&Joy Parti ve Oyun Evi

Demographic Variables:

Age- 0 to 10 years old customers and their parents.

Family size- 3 or more.

Gender-Both girls and boys.

Education-  Kids of not started yet to education, kindergarden kids or primary school kids.

Income-Upper and middle income.

Occupation- kids and parents.

Race & Ethnicity- All races.

Geographic Variables

School time- along 9 months they are active.

Summer holiday- along 3 months they are not active.

Psychographic Variables:

Perception- costumers who wants fun in glorified and safety ways.

Lifestyle- sophisticated or modern.

Learnings- Other customers’ experiences and advertisings.

Personality traits- adaptability, enjoyable, energetic.

Motivation- making feel enjoyed the kids.

Social class- upper and middle class customers.

Behavioral Variables:

Benefits- high quality fun.

User status- high level and middle level of income users.

Usage rate- mostly on special days.

Loyalty- Regular users and high loyalty.

Target Marketing Strategy:

Differentiated-Since, it aims only kids which are ages between 0 to 10.

Value Proposition:

More for More- KnockKnock has different types of packages and each package has different price.

Product Lines:

Kids- providing areas and equipments for fun.

Parents- providing the cafe to host their guest.

Party Packages-  They are demostrated below;

  • MINI JOY includes in design cake, kids menu, 3 types of offering for parents, unlimited tea, professional animators, standard invitation, area decoration.
  • STANDAR JOY includes in design cake, kids menu, 5 types of offering for parents, unlimited tea, herbal tea, cold drinks, professional animators, standard invitation, area decoration.
  • MAXI JOY includes in design cake, kids menu, 6 types of offering for parents, unlimited tea, herbal tea, cold drinks, special-design invitation, barcovision show, professional animators, confetti, pinata, area decoation.
  • 1 YEARS OLD- includes in design cake, cookies, 5 types of offering for parents, unlimited tea, herbal tea, barcovision show, area decoation.

Types of product:

Speciality- Customers use the service only in the special days such as birthdays, class meetings, new year parties…

Distribution Channels:

Direct distribution – There is one to one connection between customers.

Price Structure:

Value based- according to customer needs.

Communication Strategies:

Advertising-using brochure, references from previous customers, internet site.


 

 Competitor2: Eve Sığamadık Parti Evi

Demographic Variables:

Age- 0 to 10 years old customers.

Family size- 3 or more.

Gender-Both girls and boys.

Education- kids of not started yet to education, kindergarden kids or primary school kids.

Income-Mostly middle income.

Occupation- kids and parents.

Race & Ethnicity- All races.

Geographic Variables

School time- along 9 months they are active for parties.

Summer holiday- along 3 months mostly they are active for camping.

Psychographic Variables:

Perception- costumers who wants fun in where they wants.

Lifestyle- modern, energetic, open-minded.

Learnings- Other customers’ experiences and advertisings.

Personality traits- adaptability, enjoyable, energetic.

Motivation- making feel enjoyed for the kids.

Social class- middle class customers.

Behavioral Variables:

Benefits- high quality fun.

User status- middle level of income users.

Usage rate- mostly on special days.

Loyalty- Regular users and middle level of loyalty.

Target Marketing Strategy:

Differentiated- It aims only kids which are ages between 0 to 10.

Value Proposition:

More for More- There is different packages so their costs are different.

Product Lines:

Kids- providing equipments for camping and parties.

Parents- providing some equipments only for camping activities.

Party Packages- They are demonstrated below;

  • CONCEPT PARTY. The services can occur in where customer wants. The party house can be settled everywhere and it arranges according to customer needs.
  • THE CAMP OF FATHERS AND KIDS. This package provides making camp for kids with their fathers. They live in the camping area along the time determined in the package. They do some activities, competitions such as wall-climbing, adventure park activities.

Types of Product:

Speciality- Customers use the service only in the special days such as birthdays, class meetings, new year parties, camping…

Distribution Channels

Direct distribution -There is one to one connection between customers.

Price Structure:

Value based-according to customer needs.

Communication Strategies:

Advertising-using brochure, references from previous customers, internet site.


 

by Uğur Türkay

 

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