4.

5 Target Market Analysis

1. Geographic Analysis

The target market of KidZania with regards to the geographical location is

the National Capital Region [NCR]. It is actually known that the capital of the

Philippines, which is Manila, is located on such region. Given the fact that the

capital is in such region, the area is now prone to rising businesses and more

people tend to reside on such area since it will come to a time that they wanted

their residence to be near their workplace. Also, National Capital Region offers a

lot of job opportunities which is why that region has the highest average income

based on statistics. Of course, thats what KidZania wanted to target in the first

place. They wanted that there are families who can afford to pay for the entrance

fees that they offer since it is quite pricey.

Also, it is already known in the Philippines that NCR is the home of most

known educational institutions, where, KidZania also targets such institutions

because KidZanias customers include schools who wants to expand their

teaching capacity by allowing children to have outside-campus experience and

learn through such means. In addition to that, National Capital Region is one of

the most accessible regions in the Philippines. There are a lot of terminals in all

the provinces surrounding the region that goes directly to NCR. Also, when a

person is already within NCR, it is also easy to roam from one place to another

due to the accessibility of transportation.

 2. Demographic

AGE 4-17 years old Specifically, age groups in their

educational stage (pre-school level

to high school level)

27 years old and above Specifically, age groups of parents/

guardians having at least 1 child

GENDER Any gender

INCOME Php 15,000 and above Socioeconomic Classes A, B, C and

(Monthly basis) D

RELIGION Any Religion

RACE Any Race

3. Psychographic Analysis

It is known that KidZania offers an edutainment facility in which it aims to

teach children that are aged 4-17 years of age to do jobs that only adults do in

such a manner that they will enjoy it in the process. Given the basic objective of

KidZania, it can be concluded that it is for the kids who are eager to learn doing

things all by themselves. It is also possible that it is for the kids who loves to play

dress ups, games, and of course, role playing. Basically, it is for the kids who are

really active and participative regarding these aspects. KidZania is a place in

which children can express their interest, talents, and gifts.

 The parents of the children should also be taken into consideration since

they are the ones who are providing for their family, and that includes the

children. They all wanted what is best for their child. So basically, KidZania can

be for the parents who are all willing to have a quality time with their children

while integrating a hands-on education as well. KidZania is indeed a place where

families can bond and have a deeper relationship as well.

4. Behavioral Analysis

The substantial market what KidZania currently has right now are the

family-oriented families who goes out together when there is an occasion, those

family who have buying patterns for celebration of rare and momentous days with

their children. It can be any special day depending on each family. KidZania can

be a place in which they can all celebrate whatever the occasion that they are

celebrating during that moment. It can be guaranteed that they will all have a

good time while promoting learning in every move or aspect.

 5. Results of survey

For the survey given online, mostly 98% of the respondents, in the kids

survey, shows that such children would want to go to any kind of themed park/

amusement center establishments (See appendix A for kids survey results).

Furthermore, in the parents survey, it can be seen that in the family setting,

almost 87% of the respondents show interest of going to theme parks with their

family while 83% of the parents shows that theme parks are considered an option

to go to during the holiday season with their families. (See Appendix B for

parents survey results). Such results show that theme park industries are

booming in the Philippine market since such businesses have high industrial

development and market range, from child to adult.

In addition, the results show that mostly 68% of the parents allow their

children to go to fieldtrips always while 29% of the parents considers such trips

sometimes for their kids. Such circumstances show that theme parks may have

more customers due to the possibility of field trips being done by schools

institutions. Though KidZania is ranked last based on the survey results to where

most family go to for fun and entertainment, KidZania is ranked 3 rd for

establishments where parents would allow their children for fieldtrips. Survey

shows that 41.8% of parents agree that KidZania is a good place for school trips

while Manila Ocean Park ranks first having 82.7 percent approval from parents.
 In connection with KidZania and its operation, parents criteria on choosing

to which theme park to go to is firstly the safety of rides or activities, showing a

100% result from parents survey. This just show that parents would only choose

those businesses that offers the most safety to customers. KidZania offers but

only hands-on activity that are just fit for children compared to other companies

having rides or activities that needs extreme precautions (e.g roller coasters,

petting animals, etc.). Price is also another factor when it comes from choosing

the type of place where parents would go with their family while 84% of parents

also say the accessibility of such place is an important factor in such decision

makings.

Survey also shows that 95% of parents agree that hands-on activities are

good for children to learn, which KidZania is offering to the market right now. It

also shows that almost 63% of parent respondents agree that technology should

be used in teaching children while 34% answered maybe. This result shows

that KidZania should take this opportunity to cater such services with the use of

technological advancements and make it available to the customers. Also, based

on the kids survey, almost 81% of the kids are using and playing the computer

and their cellphones in their daily activities where 20.2% of these kids answered

that they want to be a game artist, 22% wants to be a cartoon writer, 20.2%

wants to be a robot maker. All such careers have something related to

technology and thus, KidZania should use such an opportunity to widen their

market share in the industry.