Express Analysis of the Childcare Market

The management of a children's club located in the "Novopecherski Lypky" residential complex (Kyiv) approached the specialists at Marketing Consulting Group with the task of halting the decline in the club's attendance and optimizing its marketing strategy.

To identify the causes of the current situation and address them, MCG offered a comprehensive package of consulting services consisting of the following activities:

1. Promotion analysis
2. A survey of current, former, and potential clients
3. Analysis of the client's and their closest competitors' services and pricing
4. Analysis of the gathered information and preparation of recommendations for improving promotion and customer acquisition methods

Additionally, a target audience survey was proposed, based on which the decision was made to launch this consulting project.

The MCG team conducted an express study based on a survey of residents in the area who are involved in raising a child under 12 years old.

Results

• The level of awareness among the neighborhood's population about the club's location and the services it offers was determined.
• The audience's opinion of the client's club was studied.
• The establishments and classes/programs for child development attended by children living in the area were identified.
• The audience's awareness and the nature of their knowledge about the nearest competitors were determined.
• The main characteristics of the target audience were studied (age of children and status of their guardians: parents, grandparents, or nannies).

As a result of the study, the preliminary reasons for the decline in the club's attendance were identified, and recommendations regarding the club's marketing activities were provided.