Marketing Plan for KidZania

MARKETING PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Internal as well as external environment.....................................................................................4
Recommendation of marketing strategies...................................................................................7
Market plan...............................................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is basically the series of activities and efforts which the organisations carries
out for promoting and advertising its products and services. Marketing plan is generally the
operational document which outlines the advertising strategy that organizations uses for
generating leads.
KidZania is predominately international chain of family & entertainment centres which
was being established in 1999 and headquartered in Mexico. It currently has its operation in
more than 28 locations across the world and thus is considered as global and largest edutainment
brand within world.
This report gives a brief about internal as well as external environment, recommendation
of marketing strategies and marketing plan.
MAIN BODY
Internal as well as external environment
External environment
PESTEL analysis
Political factors
The major political factors encompasses the government policies, political stability, tax
policies, labour laws etc. which has a great impact on KidZania.
Positive impact- Since the termination of UK from EU, the tax policies in UK has become
stable and thus the tax rate has declined to more than 23.3%. This has impacted KidZania in a
positive way. The tax which the company has to pay for the various imports and exports of their
products has been lowered (Gilligan and Lowe, 2018).
Negative impact- Due to the impact of Brexit, the political stability in UK has somewhat
hindered as due to the frequently changing government, there is high level of corruption in the
country. This has reduced the number of tourist to UK in KidZania which as impacted it to a
great level.
Economic factors
The major economic factors which affects the organization to great extent are exchange
rate, interest rates, inflation rates, unemployment rates etc (Garcia and Middleton, 2016).
Positive effect- The employment rate in UK has increased from 43.1% to nearly 73.8% I past
few years due to which the disposable income of people in the country has increased. This has

affected the KidZania to a great extent as due to high income, more and more people are willing
to spend their money on the parks and for availing its amenities.
Negative effect- Since the emergence of Brexit, the interest rates in UK has increased to a great
level around 64.4%. This has been a challenge for KidZania who needs money for the
establishment of various facilities in their park. Due to increased interest rates, it has become
difficult for KidZania to mange their operation at such high rate.
Social factors
These factors mainly includes population rate, safety consciousness, health
consciousness, lifestyle, attitudes, age distribution etc. which has impacted KidZania.
Positive effect- Due to the high disposable income, the lifestyle patterns of the pattern in UK has
changed and thus they are willing to spend their money on the theme parks and other activities in
order to increase the knowledge base of their children. This change in lifestyle has affected
KidZania in positive way.
Negative way- With the changing population rate, the age distribution in UK has changed
drastically. It has been reported that the ratio of old age people in much higher than the youth
and young people along with the newly married couples. This has somewhat affected the profit
ratio of KidZania as due to old age people, there has been less visitors to KidZania.
Technological factors
The major technological factors consist of innovation level, technological changes, R &
D activities, etc.
Positive effect- Due to the recent technological advancements and the growing awareness of
people towards technology for educating their children, KidZania has brought up various
technologies at its interactive city like robots, mBots which enable children to learn the different
piloting skills and most important coding skills (Kreutzer, 2019).
Negative effect- Bringing the latest technology that will be helpful for people and will attract
visitors from across the world, a high amount of investment is required that will go in designing
the different technological profits. Thus, this high investment has affected KidZania in negative
way as they would have to spend a large amount for increasing their profit ratio.
Environmental factors
These factors mainly consist of climate change, weather policies, environmental policies
etc.