Integrated Marketing Research for KidZania
Part one
KidZania is a Mexican Company that was established in 1997 and started operating two years later in Mexico City with La Ciudad de los Niños as its first business brand name. The name means ‘The City of Children’ in Spanish. The company was founded by current CEO, Xavier Lopez Ancona, and is still a privately owned business. The brand name was later changed to KidZania when the company opened up to franchising, which made the name simpler and internationally recognizable. KidZania is one of its kind in the edutainment industry. It welcomes children aged between 4 and 16 years to work as adults in a city full of jobs that are sponsored by real brand names. For example a kid can cook and wrap sandwiches at McDonalds the same way they would in a real restaurant. Doing such jobs help kids earn KidZos (KidZania currency), which can later be exchanged for products or used to buy toys from the toyshop. The company not only attracts children and parents but it also targets very specific brands. It is an opportunity for the companies to interact and build relationships with the children, who can be profitable potential customers. KidZania is not just a unique marketing opportunity; it is an experiential one. A famous Chinese proverb says, “Tell me and I forget; show me and I remember; involve me and I understand”. That’s what brands are able to do at KidZania. At KidZania, kids interact with brands at all levels in a seamlessly comprehensive way. Kids don’t just hear and play or consume a product or brand. It is all about the experience at KidZania, and the children can build, smell, create, examine, prepare, design, paint, drink, deliver, buy, sell and even eat brands. KidZania brings brands to life and brands add authenticity to the experience. With the target audience fully participating in a “brand experience”, they will have a better understanding of the company, its products and the type of experience. From the day the company started operation it has
KidZania is a Mexican Company that was established in 1997 and started operating two years later in Mexico City with La Ciudad de los Niños as its first business brand name. The name means ‘The City of Children’ in Spanish. The company was founded by current CEO, Xavier Lopez Ancona, and is still a privately owned business. The brand name was later changed to KidZania when the company opened up to franchising, which made the name simpler and internationally recognizable. KidZania is one of its kind in the edutainment industry. It welcomes children aged between 4 and 16 years to work as adults in a city full of jobs that are sponsored by real brand names. For example a kid can cook and wrap sandwiches at McDonalds the same way they would in a real restaurant. Doing such jobs help kids earn KidZos (KidZania currency), which can later be exchanged for products or used to buy toys from the toyshop. The company not only attracts children and parents but it also targets very specific brands. It is an opportunity for the companies to interact and build relationships with the children, who can be profitable potential customers. KidZania is not just a unique marketing opportunity; it is an experiential one. A famous Chinese proverb says, “Tell me and I forget; show me and I remember; involve me and I understand”. That’s what brands are able to do at KidZania. At KidZania, kids interact with brands at all levels in a seamlessly comprehensive way. Kids don’t just hear and play or consume a product or brand. It is all about the experience at KidZania, and the children can build, smell, create, examine, prepare, design, paint, drink, deliver, buy, sell and even eat brands. KidZania brings brands to life and brands add authenticity to the experience. With the target audience fully participating in a “brand experience”, they will have a better understanding of the company, its products and the type of experience. From the day the company started operation it has
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