E-COMMERCE

FINAL PROJECT

SUBMITTED TO: SIR KASHIF SHIGRI

SUBMITTED BY: KHURRAM ZEESHAN
SHAHZAIB TARIQ
ASAD REHAN
ANWAR UL HAQ
HASEEB AHMED
SECTION : BBA-07/B
DATE: 15-12-2016

FUN LAND BAHRIA

 FUN FOR EVERYONE

Fun land is one of the best-recognized family entertainment brands across the
Middle-East. Conveniently located at Bahria Town Phase-8 Islamabad this 23,000-
sq. foot. Family Entertainment Center is the first of its kind in Pakistan. First
established in May 2016 in Islamabad with themes that offers Five Thrilling
Attraction Rides, Ten Kiddie Rides and 50 Different types of Arcade Games,
Novelty, Redemption, Sports and Video games massage chair Dead spot and many
more. Fun Land is an ideal Play Center for people of all ages. At Fun Land, we
believe in creating magic for kids on their Birthday. Every Birthday is special &
we ensure that everyone knows it is a special day for our birthday child. It forms an
integral part in the society by providing a platform to people of all ages for social
interaction and active play in a safe, secure and conveniently accessible location.
Fun land for Kids is a newly opened business that will provide high-level Play
Care, Edutainment and Customer Service in the following categories:
Play care
Educational play with learning
Children's activities
Birthday parties
Special events
Staffing that adds that "personal touch"
Photography available for birthday parties and other events (includes digital
photos on CD) Souvenirs (T-shirts, hats etc.)
Special events
Special requests
Convenient hours of operation

VISION & MISSION STATEMENT

There is a kid in all of us, no matter how old you are! Escape to galaxies of
imagination with our activities and games!"
VISION
Fun Land, through its diversity, quality service focus and fun activities will make a
 FUN FOR EVERYONE

positive impact in the lives of its Customers, Partners and Team Players. It will be
an entertainment ICON in Pakistan and will utilize its collective resources to
ensure long-term and mutually beneficial relationships with its Customers, Partners
and Team players. It will exercise true corporate governance and ensure financial
sustainability for its investment partners.

MISSION:
To provide excellent child play care in a kid-friendly atmosphere while ensuring
our customers, both parent and child, receive excellent service in a playful,
educational, and safe environment.

KEYS TO SUCCESS
The keys to success in our business are:
Superior Customer Service: high-quality hourly care and service.
Environment: provide a clean, upscale, enjoyable environment conducive to
giving professional trusting service.
Convenience: offer clients a wide range of services in one environment.
Location: provide an easily accessible location for customer convenience.
Reputation: credibility, integrity, and 100% dedication.
Indoor activities for year-round entertainment.
Facility designed to curb overcrowding.
Seasoned management team

SITUATIONAL ANALYSIS
Number off internet users in Pakistan is increasing day by day. Business are trying
to have their online platform to deal with more customers efficiently and
effectively. Families these days are always looking for a platform where can they
visit and the kids will be engaged with the toys and different type of rides.
FunLand provides the best solution for this problem where the kids can enjoy
 FUN FOR EVERYONE

themselves in healthy environment. Moreover, there was no such other place like
FunLand in Bahria town or its surrounding which makes it a perfect spot for
running such business. FunLand is a best and most suitable place for the kids and
families to kill the time and enjoy.

SWOT ANALYSIS
STRENGHT
High quality equipment that appeals our customers and make them
enjoyable.
Well trained staff to administer first aid and engage in child safety.
Strategic acquisition

WEAKNESSES
Not a renowned brand
It has a congested area which is a problem sometimes for the
customers/kids.
Fun land has limited rides.

OPPORTUNITIES
By introducing new attractions from time to time, the Fun-land can attract
more and more visitors
With various promotional offers like annual passes, discounts and multiple
visit passes, the Fun-Land can try to increase its customer base
Apart from the usual rides, the annual events and shows have great crowd
pulling potential
THREATS
Local competitors, Fun city.
They operate in a very competitive environment, where lack of innovation
can prove to be a disaster
 FUN FOR EVERYONE

PEST ANALYSIS:

POLITICAL:
The industry enjoys tax benefits.
Tighter regulations regarding the products safety

ECONOMICAL:
Financial crisis slows down the growth
Emerging competitors affecting the business

SOCIAL:
Change of customers preferences for the entrainment
A good place for hosting the birthdays parties for the kids and interactions
between the families.
They are providing the healthy environment for the children
People can visit their online pages (Facebook, Instagram) to check out the
new promotions (deals) and rides.
TECHNOLOGY:
Technology advancements are having a profound effect on the business and
new rides are coming in every in or so.
Changes in the technology affect the demand of the entertainment products
as well as the cost of the production.

OBJECTIVES
SELL:
FunLand is providing a healthy environment for the kids and families. To increase
their sale, we are promoting their social media pages, they are already having
billboard throughout the city and giving different deals to the families to capture
 FUN FOR EVERYONE

the market, Moreover the word of mouth will increase our sales. We will try to
increase our sales by charging less profit and providing good service
SPEAK:
Fun land allow customer to send query/ message on our Facebook and Instagram
page, there queries will be answered in span of a day. We will post pictures of their
products/ services on Facebook page, customers can comment below the picture
and share their reviews. We will conduct research regarding. sometime we will try
have quiz regarding engine and will send gift to winners of quiz.

SIZZLE:
We will publish the stories of our customer, how much they are satisfied from our
service. We will make products more reliable, we will minimize the cost and
provide the best service to the customers.
SERVE:
Fun Land is a service based firm and therefore their main focus is to please their
customers. They give a thorough customer care training to their staff in order to
ensure repeat customer visits. They also change the theme of their place according
to the events such as Halloween, Valentines Day etc. Moreover, they keep on
adding new attractions/ rides/ games to keep them ahead of market. Fun Land
provides a wide range of services that includes the following:
Electronic Rides
Video Games
Electronic Swings
Catering Services Fast Food Restaurant

SAVE:
 FUN FOR EVERYONE

FunLand is purchasing the products from abroad which benefits them to save the
cost of production/supplier. We are only use online advertising, try to have videos
of satisfied customer on our social media pages and to spread information about
FunLand. In short, we are using content marketing method.

STRATEGIES:
TARGET MARKET:
Their main target group is families and target customers are mainly kids
because they usually like to ride and have fun in places such like that. They are
targeting the kids of age group between 2-14 of Bahria Town, DHA, PWD
Islamabad. Fun land success is based on their ability to become known within the
community. They focus on the specific market segments whose needs match their
offerings. Focusing on targeted segments is the key to their future. Therefore, they
focus and marketing message will be the services offered. Once the message is
developed, it will be communicated and fulfilled.

INDUSTRY ANALYSIS:
The Five Forces primary purpose is to determine the attractiveness of an
industry. However, the analysis also provides a starting point for formulating
strategy and understanding the competitive landscape in which a company
operates.

PORTERS FIVE FORCES ANALYSIS

The framework for the Five Forces Analysis consists of these competitive forces:
 FUN FOR EVERYONE

INDUSTRY RIVALRY: There are different competitors in the twin

cities for the FunLand such as Funcity, Megazone
THREAT OF SUBSTITUTES: These different competitors provide
similar products and services which prevent the FunLand to raise their
prices, moreover they have to decrease the prices to penetrate in the
market.

BARGAINING POWER OF BUYERS: The prices are fixed by the

Funland so there is no bargaining power of buyer.
BARGAINING POWER OF SUPPLIERS: There are many suppliers
in the market for such rides but Funland are importing their rides from
abroad which prevents them from bargaining with the local suppliers.
BARRIERS TO ENTRY: Entering in this market was difficult for the
Funland as it is there first year of operating the business, moreover there
are many different platforms for kids in the twin cities such as Funcity
and Megazone which were very renown. The prices of the rides were
very high as well and to acquire land in Bahria town to operate such
business requires huge amount of money.

COMPETITIVE ADVANTAGE
Our competitive advantage will be based on two factors
Fun land services are positioned to provide customers with a premium amusement
and edutainment experience:
Charge a premium price (per industry standards) but not exceed what the
market can bear Obtain all appropriate licensing and certifications
 FUN FOR EVERYONE

Thorough pre-hire background screenings performed on all individuals

before hired for employment
Innovative, unique birthday parties
The personal-touch in a family-friendly atmosphere that only FunLand for
Kids can provide Play groups, as well as the wealth of child development
knowledge, delivered by the fun land employees
The convenience of drop-in play care, in the same location where parents
can take fitness classes
Low overhead cost which allows reasonable prices and kids will entertain in
good environment

TACTICS:
We have Facebook and Instagram Page with the name of FUNLAND. we are
promoting this page to increase the awareness about their business existence since
last three months.
We will give importance to customer feedback and will solve their queries on our
Facebook page by replying to their message and comments. According to
Facebook, we already 50% response rate and 1 hour maximum time to reply the
message, comment or posts.

MARKET MIX
PRODUCT:
Fun land is offering different kind of products such as motion ride, electronic
driving cars, punching bags, massage chairs, helicopter rides, video games,
dancing cars, Mattel electronics hockey, shooting games, 4D movies etc. All
these fun rides are very safe and the quality is up to the mark. If children
show careless attitude while driving the car still the chances of mishap are
very low. Chocolate Boggle is very famous among the children as it gives the
 FUN FOR EVERYONE

opportunity to children to win very expensive chocolates, toys such as teddy

bears etc. The fun land is also offering special events for their customers such
as birthday parties etc.

PRICE:
As fun land is new in town so they are focused on getting the mass population
involved, the pricing is kept keeping the middle class in mind. Fun land wants
all kids and their parents to have their merchandise. Thus, these products are
priced such that the middle class too can enjoy them. The tickets of Fun land,
though not cheap, are certainly not that high priced that you cant visit them
frequently. It is quite common to note that several families visit fund land
many times in their lives to enjoy the rides.
There pricing strategies are as follows: -
First customers have to purchase the card of Rs 500 in which they can
get 10 rides.
Fun land is offering different special discount offers such when
customers will recharge 2000 in their card they will get 500 extra.
The families that visit 3 times in a month will get a 15% discount on
regular bases.
PLACEMENT:
Fun land is placed in phase 7 Bahria town Islamabad. It is near Green land
valley near MacDonalds. Secure parking and there are sign boards which
lead customers to fun land easily. The placement is such that customers can
enjoy good meal from MacDonalds, can also shop from green valley.

PROMOTION:
 FUN FOR EVERYONE

We are promoting fun land on social networking sites such as Facebook and
Instagram. We will further launch it on twitter. We have made an official page
of fun land on face book where we are sharing ecstasy moments of our
customers, thats how we are engaging our customers through which our
conversions are increasing. We are also posting pictures of our satisfied
customers on Instagram. We have made a template website on
wordpress.com. We have shared Facebook page on famous Facebook pages.

PEOPLE:
People of Fun land are known be most polite and most inclined towards their
customers. Fun land has its own manager who gives training to the staff that
how they give value to their customers and what norms and traditions they
have to follow to be successful in fun land. In Fun land, a single customer is
said to be a direct contributor to the bottom line of the company as a single
satisfied customer will later bring 10 more customers to Fun land with a
positive word of mouth. Thus, Fun land people are well trained, well-
mannered and one of the best in the business.
PHYSICAL EVIDENCE:
Fun land has a temporary website on word press.com. They do have
Facebook page and Instagram account. A lot of people are working on
Facebook, in case of any query they urgently reply and update their customers
on daily basis. It has a 3-story building in phase 7 with a lot of rides in it.
Building is well designed and decorated. They have 10 workers in their staff
who are well trained and well dressed.

PROCESS:
 FUN FOR EVERYONE

When customer enter in fun land, firstly they have to buy the card and enjoy
the rides, the well-trained staff members will guide them. Those customers
who already have card will recharge it if they dont have money in it and then
swap the cards in the machines and then they can play the games. In case of
any query the staff, members will be there to help them.

SITE DESIGN:
Site must be visually appealing because it is a reflection of FunLand, our products
and our services. Website is the first and only impression potential customer
receives of our company. We have made our site on wordpress.com which is free
of cost. We use an appropriate color scheme that create a proper mode or tone of
our business we do not overdo the color, as it can distract our customers from
written content. We used fonts which are easy to read. Uncluttered layouts allow
our customers focus on our content. We do not overload our site with complex
design, animations or other effects just to impress our customers because audience
is looking for information that will help them to make a decision. Every
component of our site should work correctly and quickly. To keep customers glue
to our site we use valuable content and attractive design which makes our website
simple and well organized. We have also displayed our contact number on our
website so that the customers can contact us if they have any query.

Actions:
We are promoting the FunLand on social media and for that we have page on
Facebook and Instagram. We already have made their temporary website on the
wordpress.com and for website management, we hired a software engineer.
 FUN FOR EVERYONE

Control:
The final stage is to lay out how you plan to monitor and measure your
performance based on the objectives set at stage 2. The tactics have been
considered and your control section is providing you with a series of dashboards
tailored for each tactic.
Key performance indicators are basically helpful in determining are you going in
the right path or no, it further includes Likes in Facebook page, comments, share,
basically engagement of customers.

HOW ARE WE BUILDING TRAFFIC?

We have advanced our pages and sites to various pages and gatherings and we have
likewise requested that they advance our page and consequently, we will advance
their pages. We are attempting to produce buzz through online individual relations.
FACEBOOK:

INSTAGRAM:
 FUN FOR EVERYONE

FACEBOOK INSIGHTS: Is a pretty powerful tool for those wanting to track user
interaction on their Facebook Fan Page. Facebook Insights can be seen by all the
admins of your page and it can help you track the number of active users to better
understand page performance.

POST REACH: Is the number of people who have seen your post. Your post
counts as reaching someone when it's shown in News Feed. Figures are for the first
 FUN FOR EVERYONE

365 days after a post was created and include people viewing your post on desktop
and mobile.

ENGAGEMENT RATE: Is a metric that measures the level of engagement that a

piece of created content is receiving from an audience. It shows how much people
interact with the content. Factors that influence engagement rate include users'
comments, shares, and likes.
 FUN FOR EVERYONE

TOTAL NET LIKES

 FUN FOR EVERYONE

TOTAL NET VIEWS

 FUN FOR EVERYONE

INSTAGRAM
Instagram is social media platform which is increasingly becoming popular among
the youth across the globe. The wool shop also maintains an Instagram account. On
this account, mainly the pictures of the products are shared from time to time, to let
the customers know what products and services we are offering. Repetition helps
us immensely to achieve higher sales.

CONCLUSION:
We keep our clients near our souls by interfacing with them and getting their
proposals about various items. We have made our limited time stages alluring by
including hues, writes and fascinating offers for them. We have as of now pulled in
such a variety of individuals in such a brief timeframe and effectively conveyed the
requests and we are planning to get more in future and it must be done in the event
that we take after our e-Marketing procedures with proficiency and viability.