Arab Academy for Science, Technology, and

Maritime Transport

Graduate School of Business – MBA program

Dr. Ahmed El-Samadicy

Course: Marketing Management

Team Members:
1. Ahmed El-sherbiny
2. Ayman Nabil Mohamed
3. Basem Farid
4. Dina El-Mekawy

Day: Tuesday

Group: 1 - 2B

"Oct 2021 – Kindergarten Market Plan"

“Creative Academy and PLAY N’Build

Nursery and Preschool”
Contents:
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Section one:

 Abstract
 Introduction
 Executive Summary
 Situation Analysis
 Marketing Strategy
 Financials
 Controls
 Conclusion
 References

Section Two:
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  Abstract:
As A Marketer, We Establish a Marketing Plan for PLAY N’Build Kindergarten to discuss
their Marketing Strategy and how they will compete with the other Kindergartens around them. The
marketing Ideas which they can use and penetrate the Market and acquire the targeted market share
and gain the Planned profits.

In this Case study we will discuss this topics:

1. Discussion: Describe the Kindergarten situation in the market and its position.

2. Discussion: What is the PLAY N’Build Kindergarten Marketing Strategy?

3. Further Research Review: The Financial and Feasibility study of the Project.

4. Conclusion: How do we Control and implement this Marketing Ideas on the

Organization?

 Introduction
Our Marketing Team is Focusing on providing a good marketing plan to Compete with the
older kindergarten near in neighborhood. With a detailed plan, any business will be better prepared
to launch an innovative new service or increase Revenues to current customers. Our Marketing plans
for initiatives such as building public awareness of proper nutrition and attract the parents for
building the knowledge to their kids.

 Executive Summary
PLAY N’Build Kindergarten Has a good Opportunity due to their good location in El
Motamayez District on the oldest and crowded Locations in 6 October city. Also we prepared a
good marketing strategy to penetrate the market with a Exceptional fluent English teachers and Good
offers packages. Our Target Plan is to reach our break-even point after 2 years maximum. PLAY
N’Build Kindergarten has also a good manager “Mrs. Basma Sherif” with a great Experience in
Teaching and Educational systems. She puts the Vision and the mission strategy for the organization
and start to make a plan for more than profitable project inside the organization.

 Situation Analysis
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 Our Kindergarten Located on one of the newest Cities in Cairo. Sixth October City Contains
a large Quantities of new families and young married People. Such Kind of Areas give us a chance to
attract those people to our Project. Also the opportunity of both parent working in this Cities much
bigger.

On the other hand the Competition is increasingly intense and divide the market share
between all the kindergartens entrepreneurs. In this situation, as a marketer we search for new
strategies to penetrate the market and find a smart ways to compete and take over as much possible
as can of the market share.

1. Market Summary

PLAY N’Build is targeting wide range of customer as example (Kids from newborn to 6
years, with different parents’ interest from learning math, arts and sports).

Targeted Segment Customer Need Corresponding Feature/Benefit

working mothers To keep their kids in a safe place The PLAY N’Build offers timing
during working hours. from 8:00 Am to 3:00 PM and extra
hours is available.
Parents who want to To teach kids swimming Available a swimming pool with
teach their kids certified trainers, and heating system
swimming. for the pool.
Parents who want to To teach kids arts. Available teachers to teach arts.
teach their kids arts.
Parents who want to Parents want to teach kids Available certified teachers to teach
teach their kids English. English with a well-known course.
English.

2. Needs and Corresponding Features/Benefits of Kindergarten.

Like any kindergarten there is a minimum feature it should has, PLAY N’Build exceed these
requirements. For the parents need education, sports training, art learning or safe place to keep their
kids all are affordable by PLAY N’Build.

All these features and benefits are affordable by our kindergarten with a reasonable price.
More benefits relate to the safety and health regulations include a system allows parents to
monitor the building and oversee their kids, maintaining all COVID-19 regulations and regular
medical checkups for children.

Strengths, Weaknesses, Opportunities, and Threat Analysis

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  Strengths
PLAY N’Build can build on some important strengths.
o Innovative environment for learning, Oxford & Macmillan curriculums.
o Preparing kids for school interview.
o Evening hosting for children from 5:00PM to 10:00 PM and more strengths can be
summarized in the following picture.

 Weaknesses
PLAY N’Build can build on some important strengths.

o As a results of entering the market for the first-time, lack of awareness is the biggest issue
PLAY N’Build is facing.
o Air-cooling system is not existed at all, and this will cause a problem to the kids
during the summertime.

 Opportunities
o The geographic factor is the main advantage for PLAY N’Build as it surrounded
by three schools, and this offers the opportunity of after school attendance of children after
school time.
o Demographic factor is the segment surrounding the PLAY N’Build as these segments
will be interested to teach their kids, swimming, arts and languages from early ages.

 Threats
o Covid-19 affected the market of education as a general. Kindergarten and Schools were
affected so much during 2020-2021.
o Most parents still worried about their kids from being infected inside educational places.
o Some schools accept kids from early ages the same like kindergarten ,so this will affect the
market share of the kindergarten .

3. Competition

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 PLAY N’Build kindergarten owners increase the benefits and privilege of their places to
attract more customers .but still everyone has its special competence which they use when competing
with others. Cost Leadership is our strategy and we will switch to Differentiation next year.

4. Product Offerings

This section summarizes the main features of the company’s various products.

Play N’Build Seeds Winners

Space Largest Less space Less space
Price Targeting Class B and A Targeting Class A Targeting Class B
Home Schooling Available Available Not Available
Activities Swimming Pool Gymnastics Only Gymnastics Only
Gymnastics
Montessori Not Available Available Available
Special Needs Classes Available Not Available Not Available
Experience and New Well known Well known
Seniority

`
 Marketing Strategy

 Objectives
Objectives should be defined in specific terms so management can measure progress and take
corrective action to stay on track.

PLAY N’Build’s objectives are smart in terms of Specific, Measurable, Achievable, Realistic and
Timely:

The first objective is getting 95% of satisfied customers over the next 12 months for the pre-
schooling.

The second objective is getting license from the ministry of Education maximum by next year for the
home schooling “KG1 and KG2” to expand the business and increase investment.

We will carry the strategy of market penetration by increasing sales of existing services
trying to increase the existing customers, and this will be achieved by increasing customer
satisfaction that will be explained in the following sections.

 Target Markets
A target market is a group of people with some shared characteristics that a company has
identified as potential customers for its products. Identifying the target market informs the decision-
making process as a company designs, packages, and markets its product.

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 Our primary consumer target for Play N’Build is the segment of individuals seeking to satisfy
the need of learning and entertainment for their children aged from new born to 6 years old. The
target customers are divided into two segments: primary (parents) and secondary (children).

The market to which is directed taking into consideration two criteria segmentation:
demographic and psychographic criterion. First, the demographic criterion is important because of
our service targeting children with a certain age, with specific family structure and a certain level of
income. Second, the psychographic criterion which is also important because we target people with
specific lifestyle, values and a very specific personality trait. After that, we have identified two
segments upper and middle professionals who need to leave their children in a place where they learn
and entertain and off course safe when they are at work or they can’t carry them all time and who
also need to let their children to do some activities after school time if they need after 3pm.

 Positioning
Positioning identifies the brand, benefits, points of difference, and parity for the product or
line. Using service differentiation, we are positioning Play N’Build as a service aims to help parents
who’ve a lot of responsibilities and at the other hand help children to learn and entertain by getting
good teachers who are able to deal with children in that age.

Play N’Build will expand and opens up the home-schooling next year, and more content and
offers will be released for the current customers-children on a regular basis. To encourage and make
children’s happy we’ll add a lot of activities to the kindergarten to give them everything they need
and to make them happy to join us every day.

 Strategies
1. Product

Product/Service strategy includes decisions about product mix and lines, brands, packaging
and labeling, and warranties. Service including all the features described in our kindergarten. There
are a lot of packages to choose from whether you want your child to get more activities or to just
learn more or to get after school activities etc.

2. Pricing

Pricing strategy covers decisions about setting initial prices and adapting prices in response to
opportunities and competitive challenges. The Service will be introduced at 2,200 LE per month for
Pre-school activity package, 600 LE extra for a meal per day and 600 LE extra for the bus per month
for Pre-school + Afterschool activities package we’re planning to it. This price reflects the strategy
of attracting desirable Customers and getting them from other competitors.

3. Distributions

Distribution strategy includes selection and management of channel relationships to deliver

value to customers. Our distribution strategy is to use concentrated distribution
channels like online websites or social media targeting customers who lives in
the same area near or around the kindergarten.

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 4. Marketing Communications

Marketing communications strategy covers all efforts to communicate to target audiences and
channel members. Here we can gave special offers to company’s around the kindergarten or as we
said before by doing advertisements targeting people who lives or work near or around the
kindergarten.

 Marketing Mix
The marketing mix includes tactics and programs that
support product, pricing, distribution, and marketing
communications strategy

 Product:

Play N’Build combines both Learning with the fun of Activities. Learning
help children’s in their next years in school to make it easier for them and
activities to help them doing something good and getting their energies out,
which allows families with newborn children to 6 years to have normal life and
let their children learn and enjoy.

 Price:

Play N’Build is around

2,200 LE + Free Meal 600 LE + Bus 600 LE.

This price matches the differentiation business strategy the company is

implementing.

 Promotion:

Play N’Build uses several kinds of media to make our kindergarten visible
to the potential customers. It had Social media advertisements. The business
advertises the importance of pre-school. Apart from advertising, it will also
involve promotions on after school activities. In addition, Play N’Build uses
advertisements and direct mailings. The advertisements will be placed in
journals or websites chosen specifically identifying who the target audience is.

• Place:

Play N’Build Instagram Page will be used as the key marketing tool to distribute the service

(https://www.instagram.com/play.build.pre/?utm_medium=copy_link).

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 It will be an inexpensive and effective method of distributing information regarding our
service.

 Marketing Research
This section shows how marketing research will support the development, implementation,
and evaluation of marketing strategies and programs.

Using Research, we’ll gather information that will help the business improve in the marketing
plan, we can conduct it by web-based market research, online surveys, in order to measure customer
satisfaction toward our services. And they can enhance its services by giving parents up-to-date
information about their kids.

 Financials
Financials include budgets and forecasts to plan for marketing expenditures, scheduling, and
operations.

o Total capital invested for this project is 360000 EGP

o Total operation fixed expenses (salaries, materials, Kitchen, hygiene and sterilization supplies, Pool
maintenance, electricity, rent) is about 30000 EGP per month

“Revenues Forecast for the first 12 months operation”

Expected Average Tot. Tot. Net Profit

st
1 Year no. of Rev. per Revenues Expenses Margin
children child
1st Month 6 2350 14100 30000 -15900
2nd Month 10 2350 23500 30000 -6500
3rd Month 12 2350 28200 30000 -1800
4th Month 15 2350 35250 30000 5250
5th Month 18 2350 42300 30000 12300
6th Month 20 2350 47000 30000 17000
7th Month 20 2350 47000 30000 17000
8th Month 22 2350 51700 30000 21700
9th Month 25 2350 58750 30000 28750
10th Month 28 2350 68500 30000 35800
11th Month 30 2350 70500 30000 40500
12th Month 30 2350 70500 30000 40500
Tot. 194600

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  Controls
 Implementation
We are planning to hire social media specialist to manage our social media pages (Facebook,
Instagram) for marketing our place online and he will be responsible also for contracting with
outsource ad office for flyers and locating hotspots for publishing, We will create mommy groups on
WhatsApp for notifications, Also we will make periodic calls for parents surveys to make sure that
our service is premium and to detect any shortages to make quick corrective actions

 Marketing Organization
As we can see here the social media specialist or the one responsible for marketing the place
online is reporting directly to the principal.

KinderGarten
Manager

Administration Social Media

Specialist Specialist -
Marketing

Teacher 1 Teacher 2 Teacher 3

Nanny 1 Nanny 4 Nanny 4

Nanny 2 Nanny 3 Nanny 4

 Conclusion
The Market is tough nowadays and the needs increase and the highly demand give us
opportunity for taking a market share. Although the highly competition on the market share we are
growing and fight for getting bigger. We already make a good marketing and financial plan for our
organization and we expect to have a great progress after 2 years.

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 References:
https://www.instagram.com/play.build.pre/?utm_medium=copy_link.

https://m.facebook.com/Seeds-Nursery-and-Homeschooling-109150314844015/

https://m.facebook.com/WinnersNursery3/

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