Integrated Marketing Research for KidZania Essay Example

recent grand opening in Cairo, Egypt. Since Kidnap is an international company, with the main target of providing children and their parents a safe, unique, and very realistic educational environment that allows kids between the ages 4-12 to o what comes naturally to them.

Using an Ad agency would be the best solution for advertising as it will provide Kidnap with the services of highly skilled Individuals, and allow them to have a greater control over the service they provide and their activities which is educational role playing. To be more specific It should be a full- service agency that will allow the employees In Zealand to focus on what they do best which is education and dealing with children.

At the same time the agency will take care of the marketing, promotion services, creating, and producing the advertisements. The full service agency targeted should be one with a research department, where people gather Information and analyze It to come up with the most useful advertisement for their clients which Is In our case Zealand. The reason behind that Is Kidskin's advertisement will be a bit tricky as It targets both kids and their parents, since they are the decision makers.

This would be a good approach maintaining the quality of the service provided. With the help of an agency the staff of Kidnap can focus on the creativity of setting the children on the right path and alp them choose it as well, while the agency works on showing that to the customers. Since the service has to speak for itself and isn't entirely based on the advertisement, the agency will be paid based

on a "Fee arrangement" agreeing to a certain price as in Kidskin's situation it is better to go that way than with a commission.

In the advertisement Kidnap should point out how current educational systems aren't good enough and do not deal with each kid as an individual causing dissatisfaction with that old method causing problem recognition. Once that is done the consumer (parents) will start searching for solutions information search) it is also crucial to study the perception of Kidnap in the consumer minds, for e. G do they see it as a learning place or Just good old fun. Kidnap should be the (alternative evaluation) to regular teaching institutes at early stages.

Only when they are truly convinced of Kidnap will they take the (purchase decision). As for the post-purchase decision that is acquired through maintaining the quality of Kidskin's services. Every international organization around the world send communications and messages in a variety of ways through advertisement, brand Ames, logos graphics systems, websites, press releases and may more. Organizations goals and strategies that they want to achieve in order to become well known in the market.

With the help of the communication process analysis within the corporation we will able to identify all tactics formulated which are used as a benchmark for the evaluation of the communication process. Xavier Lopez, founder and CEO leads the company's overall operation in Mexico which is its birthplace he also leads its finance and concept development. Kidnap has finally opened its doors in Cairo becoming the countries first entertainment educational city. The opening ceremony was held in kidnap headquarters in Cairo and was attended by Xavier

Lopez as well as Tare Sedan as its governor in Egypt.

Kidnaper's goal and how they reached it? Kidnap has her sights set on rapid global expansion, the named governor of Kidnap Cairo; Tare Sedan was the chosen one as he was already in the education entertainment field. Later on he took responsibility for building the Kidnap Empire in Egypt. Egypt branch has its marketing plan set as they believed that children in Egypt needed a different type of education that is entertaining. Their target audiences are parents and children which means that they target a niche audience since they offer an educational entertainment city for children only and not for a mass audience.

Advantages of using a decentralized system: Concentrated managerial attention In our case the CEO Lopez gives close attention to hiring the best managerial executive team to his target. He was very attentive to their work and made sure to attend all openings and meeting concerning the location Rapid response to problems and opportunities Managers of kidnap have the ability to act fast under duress in order to put the tuition under control before it gets out of hand.

Increase flexibility All executive teams needs to invest their time and effort to decrease the burden of Disadvantages of using a decentralized system : Ineffective decision making Some decisions can have a negative impact on the organization therefore, it might affect the overall performance of the organization. Internal conflicts Executive teams needs to make sure each employee is performing his task on a high level without any conflict between them internally.

Misapplication of funds The finance department needs to be aware of every

penny that enters or leaves the organization in order to perfect the performance of the company and reach the predicted profit. Lack of authority Managers need to impose their authority in order to be respected by employees because the lack of authority may lead to the malfunction of all departments Internal rather than external focus Managers in kidnap can't only pay attention on the internal communication which is still very important to the overall organizations well-being.

Hence, they need to pay close attention to the external communication as customers are a company's number 1 priority The role of advertising agencies and the services they performed to help kidnap row Advertising agency that specializes in the creation, production, and the placement of the communication messages and also provides other services that facilitates the marketing and promotions process.

The company employs as a full service agency which offers a full range of marketing communications and promotional services. The account executive is responsible for understanding the advertisers marketing and promotion needs and interpreting them to agency personnel. Kidnap has used communication tools to reach the pubic such as; marketing companies, social media backbone , twitter and Mainstream), radio, TV ads, billboards and banners (6th of October bridge), fliers, online and print magazines and newspapers.

Media organizations that are another major participant and promotion process since they provide information to their subscribers, viewers or readers, its purpose to provide an environment for kidskin's marketing communications message Specialized marketing communications services that include direct marketing agencies, sales promotions agencies, interactive agencies and public relations firms, they provide services to kidnap in their areas of expertise A collateral service which is

a wide angel of support functions used by advertiser's agencies, media organizations and specialized marketing communication firms.

Kidnap functioning with a decentralized system. The encoding of the message from source to receiver In order to reach the market that they want to attain, Kidnap had to ensure that the receiver of the message encodes it correctly. Their goal is to encode it in the right way in order to be understood by their recipient. Hence in order to do that Kidnap had to come up with symbols and universal meanings to be familiar with their services they offer through them.

Thus, Kidnap Hired an account executive that is expansible for understanding Kidskin's marketing plan and what they have to offer in terms of services to their customers as well as their promotional needs. Channels used to deliver the message from sender to receiver Kidnap dependent on social channels of communication such as; word of mouth from friends, neighbors, associates, coworkers or family members.

Marketers working with Kidnap believed that word of mouth communication is a very powerful source of information for consumers. For example when a person visits the place and talks about how well it was, the other person gets eager to see it. They also used communication tools to reach the pubic such as; marketing companies, social media ( backbone , twitter and Mainstream), radio, ads, billboards and banners (6th of October bridge), fliers, online and print magazines and newspapers.

Decoding the message by the receiver The act of interpreting the message by the addressee is called decoding. Therefore Kidnap ensured that the receiver understood the message correctly. The decoding process is based

on the field of experience of the receiver such as their experiences, perceptions, attitudes and values that they bring to the communication situation. For effective communication to occur the message decoding process of the receiver must match the encoding of the sender.

Kidskin's potential clients are able to interpret the message through different mediums such as, Kidskin's toll free number that answers any questions they might have which means there is an effective communication and some common ground between two parties. The Response Process Each person has their individual reaction towards a commercial or an ad, however they all act simultaneously and reach the same conclusion either they like the service resented in the ad and take action by visiting the place or they don't.

If we put ourselves in the client's shoe, we can say that Kidnap will first to introduce itself to the Egyptian market, give information and knowledge to the target audience of how it operates and what is the use behind kidnap entertaining educational system then eventually customers will start liking the idea of a new entertaining system for their children to learn while being entertained at the same time.

Preference will eventually take place when more customers start to try kidnap and have a very good experience with us and start referencing to others, customers get convinced then purchase takes place automatically. After the response process comes the feedback and evaluation process which is approach examines the thoughts evoked by a message and how they shape the receiver's ultimate acceptance or rejection of the communication. As responsible for planning the MIMIC program should learn as much as possible about our

target audience and they will respond to advertising and other forms of marketing communications.

Another very important aspect to be covered how the dependent rabbles in my persuasion matrix can be evaluated and looked at from the new marketing campaign, considering steps that will persuade the customer most. We want to make sure: Receiver/comprehension Can the receiver comprehend the ad? Channel/presentation Which media will increase presentation? Message/yielding What type of message will create favorable attitudes? Source/attention Who will be effective in getting consumers' attention?

All in all, the selection of the communication process is extremely important, Kidnap enhances the message effectiveness by hiring communicators who are experts in a reticular area Like and have a trustworthy image for example the use of celebrities has become very popular, the advertisers mission is to catch the receivers attention and influence their attitudes behavior through the channels used for the delivery of the message. Any organization needs a budgeting determination for its marketing activities.

Budgeting is the setting and allocation of the capital, which is the used in proper way to achieve the set or designated targets of the firm. You need to set tentative marketing communication budget then allocate tentative budget but to do so you deed first to understand that budgeting in a process of expressing quantified resource requirements (amount of capital, amount of material, number of people) into time-phased goals and milestones. Moreover budgeting is the process of financial planning of income and expenditure for the firm various activities.

To establish and allocate the promotional budget you need to know that the flow between the communications analysis and budget determination is a two-way interaction, which

means that while establishing objectives is an important part of the planning process, the limitation of the budget are important too. Moreover no organization has an unlimited budget so the objectives must be set with budget in mind. Budgeting in any organization includes and focuses on two primary decisions: establishing a budget amount and allocating the budget.

In establishing the budget you need to take care of the money spent cause its whether an ultimate success or failure. In budgeting there are approaches that can be used to improve decisions in the firms but the smaller firms they may never use it. These approaches while establishing the promotional budget are rarely employed. In state some methods ere developed through pursuit an experience is performed. There are some methods or approaches that will be discussed in setting budgets with the advantages and disadvantages of each.

But you must know 2 things, first that many firms employ according to the size and sophistication of the firm. Budgeting Approaches Top-down approaches because a budgetary amount is established usually at an administrative level then the monies are all passed down to various departments. These budgets are essentially predetermined and have no true theoretical basis. The top-down method consists also the affordable method, arbitrary allocation, argental of sales competitive parity, ROI (return on investment).

Top-Down Budgeting Bottom-Up Budgeting The affordable methods in short it's often referred to as the all-you-can-afford. The firm allocates the amount to be spent in various areas such as production and operations. Then what's left is set for advertising and promotion, so considering this all the amount it can afford. It's a weak method that is

common among small firms. These methods are also likely to lead to budget cuts at a time when the budget should be increased. The arbitrary allocation is even weaker than the affordable methods. That is, management allocates the budget merely on what is felt to be mostly necessary.

The arbitrary allocation approach has no obvious advantages, no systematic thinking has occurred, no objectives have been budgeted for and the concept and purpose of advertising and promotion have been largely ignored. And the same applies to the rest. Some might ask why keep going to understand or discuss such budgeting methods if they are not recommended for use or have flaws or severe disadvantage that limit their effectiveness. But you must know that the various methods used in order to recognize their limitation, especially since arresters commonly employ these flawed methods.