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Vision + Mission = Branding Overcome challenges to your brand.

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During the session… Corporate Governance Corporate Statements Marketing Brands Positioning Example of a Repositioning

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Vision + Mission = Branding Overcome challenges to your brand.

Corporate Governance

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Balance

Vision + Mission = Branding

Corporate Governance

Marketing

“The real mechanism of Corporate Governance is the active participation of the business owner.”

“The purpose of any business is to create and retain a customer. Only two activities attain this: Marketing and Innovation. Everything else is cost.”

Lou Gerstner

Peter Drucker

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Corporate Governance Policies

Purpose

Organization

Why do we exist.

Processes

Controls Vision

What we want to be.

Transparency

Corporate Governance Mission

How we will do it.

Planning Objectives

Strategies Marketing

Values

Cultural compass.

Human Resources Finance 5

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Corporate Governance How it helps us…

▪ Define strategic direction. ▪ Advance search for entrepreneurial success. ▪ Regulates and clarifies hierarchy in the business. ▪ Relations with stakeholders. http://www.portafolio.co/economia/finanzas/gobernabilidad-corporativa-446922

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Vision + Mission = Branding Overcome challenges to your brand.

1997

2009

2006

What do they have in common? They overcame challenges to the brand!

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Corporate Statement 1976 - 1985

Purpose: Create a personal computer. Vision: A tool to improve humanity’s quality of life. Mission:

Contribute to the development of humanity with tools for the mind. Values: Empathy with the consumer, absolute focus on our work, details are important.

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Corporate Statement 1975 - 2009

Purpose: A PC in every desk and in every home. Vision: Help individuals and organizations achieve their potential. Mission:

Strengthen each person and each organization in the planet to achieve more. Values: Integrity, continuous improvement, mutual respect, personal excellence.

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Corporate Statement 1961 - 1998 Purpose: Create spacious regional parks, conveniently close to visitors and with accessible prices. Vision: The principal thematic regional park in the attractions industry. Mission:

Entertainment for families with world class coasters, thematic environ, exciting water parks and unique attractions. Values: Honesty and ethical businesses with consistent communications with stakeholders of the corporation.

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Corporate Governance

“To be an enterprising business person one must have very clear what is the mission, vision and values of the business to achieve success. The importance of correctly developing the Vision and Mission is fundamental because it will help in the creation of new, innovative and important goals and solutions to become what we want to be.”

http://emprendedor.pe/primera-empresa/3442-la-importancia-de-la-vision-mision-y-valores-de-una-empresa.html/

Alexandra Lavado emprendedor.pe

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Vision + Mission = Branding Overcome challenges to your brand.

Marketing

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Marketing

“Marketing is a function and a group of processes in the business to create, communicate and deliver value to clients and manage relations with them in a positive manner for both.”

Industrial Economy Post-Industrial Economy

Experiential Economy 13

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Marketing ‘Marketing Mix’

“Marketing is a function and a group of processes in the business to create, communicate and deliver value to clients and manage relations with them in a positive manner for both.” Industrial Economy

Post- Industrial Economy

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Product Price Promotion Place People Processes Presence

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Entertainment Education Esthetics Escapism

Experiential Economy

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Marketing ‘Marketing Mix’ -

Product Price Promotion Place People Processes Presence

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Entertainment Education Esthetics Escapism

Industrial Attractions, Games

Post-Industrial Service, Attention

Experiential Sensibility, Emotiveness

Tangibles

Intangibles s

Emotions

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Experiential Marketing

Very important in the attractions industry:

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Entertainment Education Esthetics Escapism

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Vision + Mission = Branding

Purpose

Corporate Governance

Marketing

Vision

Marketing Mix

7 P’s 4 E’s Mission

-

Product Price Promotion Place People Proccesses PresenceEntertainment Education Esthetics Escapism

Values

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Branding and ‘Moments of Truth’

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Marketing

“Marketing is too important to be left only to the marketing department.” David Packard Co-Fundador Hewlett-Packard

“Authentic brands do not emerge from the marketing department or from advertising agencies. They emanate from everything the business does and achieves.” Howard Schultz Fundador - Starbucks

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Vision + Mission = Branding Overcome challenges to your brand.

Brands

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Brand Communicates in the mind of the consumer a promise of a set of attributes identifying and establishing favorable intangibles for the product, the service and/or the business.

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Brand

Developing a successful brand requires time, consistency, effort, resources, dedication, imagination, persistence, zeal, style, design, protection, time, affection and much more.

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Brand Strategy (branding)

▪ Take the brand promise to the consumer’s mind. ▪ Communicate what can be expected and received from the

product or service. ▪ Differentiate from the competition in a clear and precise manner.

▪ Promise what the Brand is: no more, no less. ▪ Identity and coherence in all messages.

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Brands

What do they have in common?

Warren Buffett

“Your brand better be well defined in the consumer’s mind because, if it is not, it will not receive the desired sponsorship.”

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Value Proposition Principal benefit of the brand:

It is the best! You can trust us! Intelligent selection!

Leadership Empathy with the client Operational excellence

http://www.deinsa.com/cmi/module_2_2_1.htm

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Vision + Mission = Branding Overcome challenges to your brand.

Positioning

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Positioning Brand Communicates a set of benefits to consumers.

Value Proposition Benefit(s) to be received by selecting a brand. Unique Selling Proposition A brand’s differentiator with others in its category.

Positioning A brand’s location in the consumer’s mind.

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What is positioning?

The battle for the Consumer’s Mind!

Attain in the consumer’s mind a position of preference relative to the brand’s competitors.

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Positioning Statement Outline

▪ Brief ▪ Accurate ✓ Market definition ✓ Desired segment ✓ What the Brand is ✓ What the Brand promises ✓ How it is done ✓ How the Brand is different ✓ Principal benefit ▪ Defensible ▪ Consistent

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Vision + Mission = Branding Overcome challenges to your brand.

Repositioning

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Repositioning

Positioning

Position

in the consumer’s

mind… Repositioning

Modify the consumer’s mind…

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When do you reposition? ✓ Competition - Innovation - Erosion - Reputation ✓ Changes in the market - Technology - Location - Reputation ✓ Crisis - Severe contraction in economic cycle - Very adverse or difficult situation - Reputation 32

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Marketing in times of crisis

If you don’t prepare for the worst…the worst can surprise you. It is much more expensive to acquire a new client than it is to maintan an existing one. One of the principal challenges in times of crisis is convincing upper management of the value and the need to invest in marketing. “In managing a crisis experience demonstrates that plans and strategies implemented in the short term to address the problem must support long term strategies.” Michael Porter - BusinessWeek, 30 October 2008.

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Marketing in times of crisis

During times of crisis - sales drop - unemployment increases - salaries and benefits are reduced - cash flow becomes more relevant - decisions are made in a more difficult environ Marketing in good times Focused on the long term Maximize benefits Marketing is an investment Marketing is thorough Focused on profitability In search of opportunities Proactive

Marketing in times of crisis Focused on the short term Minimize expenses Marketing is an expense Marketing is limited Focused on expenses In search of sales Reactive

www.b2binternatinal.com

In times of crisis some cry. Others sell handkerchiefs. 34

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Repositioning Risks to consider

▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪

Perception Loss of sales Competition Education of market Costs Time Resources ‘Marketing Mix’ Acceptance by the market

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Repositioning Background and Realities ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪

Frankness Thoughtfulness Research Positioning Market Information Data Analysis Competition Resources Costs Time Risks Benefits Forecasts 36

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Repositioning Organizing JJ JJ-CR

JJ

MM

▪ ▪ ▪ ▪ ▪ ▪

Planning Time span Organize Responsibilities Critical dates Commitment

MM

CR JR JR

EMBED - Programación Programa VIP Adiestramiento Personal Registro en Programa VIP Bowlera Aplicación Internet Acumular dinero al recargar FunCard Ambientación VIP en Bowlera Banners Banderines Rodapie Flyers Costing' de las ofertas, premios…

5 14 1 15 15 1 21 21 21 21 6

Tips para aumentar valor en Tarjeta VIP Reglas y Condiciones de participación Desarrollo App Bowlera

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Diseño Ofrecimientos Promoción, incentivar bajar App On-line

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Food & Beverage Menu Precios Display en Picadera Equipo para display Platos para servir y relacionados JJ-CR-MM

12 12 14 14 14

Web Bowlera On-line Info programa VIP Re-diseño con VIP Registro VIP

MM

CR JR

MM-JJ-CER MM

JJ-CR

15 27 27 27

Comunicaciones Programa VIP Folleto premios por nivel Logos programas VIP y relacionados Bowlera - 1ra década Data Sheet Folleto con fotos BUREA y Similares Facebook, Twitter - José Hndez Relaciones Públicas MMJ IAAPA Promoción VIP y registro Agencias Alianza con marca líder Bowlera en comerciales AAPPR Proyecciones Número tarjetas por mes Aumentos en venta Número de visitantes Productos Nuevos Open Bowling + Open Laser + Administración Contratos Diseño Contrato Logos y personalidad Programar en caja www.bowlera.com Cumpleaños nuevos Actividades Especiales SER Susan G. Komen United Fund Raymond Arrieta

5 5 5 5 5 28 15 15

15 15 15 3 3 21 21 21 21 21 21

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Vision + Mission = Branding Overcome challenges to your brand.

Example of a Repositioning

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Arose from ashes… Like the Phoenix

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Began operations in April, 2008. Pent-House, Lincoln Center Plaza Caguas, Puerto Rico. 3,000 square meter 75 employees

Began operations November 2013 Street level, Lincoln Center Plaza 29.5 Square meters 20 players

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Governance Statement

2008 - 2017 Purpose: Clean and safe family socialization, attractive, modern. Vision: Fun, smiles, joy, happy moments in a family environment. Mission: Offer happy moments, unique experiences and memorable celebrations. Values: Family socialization in an honest, respectful and suitable environment. Positioning: Make your family life happier in a safe environment with good prices. Value Prop: Fun and happiness…always! Target Market: Families with children under 12 years old and parents with college education.

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The Market and Bowlera Results 2008 - 2015 Economy of Puerto Rico Change 2008 – 2015

Public Debt National Product Investment Government Exports Employment Participation Rate Population Births

+ 41.0% - 10.7% - 22.9% - 7.4% - 14.3% - 18.6% - 13.7% - 7.6% - 26.1%

Change 2008 - 2015

Sales Visitors $$ per Visitor Birthdays Schools/Camps Events

+ 27.8% + 9.8% + 16.7% + 16.8% + 80.6% + 20.7%

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The Situation Grows Worse 2015 - 2016

Bowlera in Bankruptcy Por redacción de Sin Comillas – 7-01-16 http://sincomillas.com/quiebra-la-bowlera-y-varios-restaurantes-bonanza/

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Decisions…

“Deciding what not to do is as important as deciding what to do.”

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1. 2. 3. 4. 5. 6. 7. 8. 8. 10.

Decisional Context Economy in recession since our opening (2008) Sales forecast 2015/2017: -28.1% Visitor forecast 2015/2017: -25.5% Economic growth forecast 2018/2020: -8% Financial solvency in delicate situation Bank credit not available Considerable increase in the cost of electricity Perception of ‘bankruptcy’ in the community Employee insecurity Dave & Buster’s coming to the market (October)

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Decisional Context Series 1Sales

Visitors Series 1

4000

300000 250000

Visitors

($000)

3000 2000

200000 150000 100000

1000

50000 0

2008

Years

2015

2017

0

2008

Years

2015 2017

Change 2015 - 2017

Sales - 28.1% Visitors - 25.5% Sales/pp - 3.6% 50

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Decisional Context Fecha

Positioning:

Make your family life happier in a safe environment with good prices. Unique Selling Proposition:

Fun and happiness…always!

89.7% 2016 – 2017 94.1% 2013 – 2017

5

4

3

Titular

2013 5 de julio 21 de julio 30 de julio 3 agosto

x x x

9 de enero 5 de marzo 8 de marzo 5 de agosto 2 de diciembre 2015 2 de abril 12 de mayo 20 de julio 22 de julio 27 de julio 30 de julio 20 de agosto 1 de septiembre 27 de septiembre 29 de septiembre 11 de noviembre 9 de diciembre 15 de diciembre 22 de diciembre 2016 14 de enero 9 de febrero 19 de marzo 22 de julio 7 de agosto 11 de agosto 12 de agosto 23 de agosto 24 de agosto 19 de octubre 30 de noviembre 4 de diciembre 2017 14 de marzo 18 de maro 10 de abril 14 de abril 18 de abril

x

Preety cool place but small (# lanes) Nice place!! It's just bowling!! (That's so good.). Mi cumpleaños.

x

2014 A fun scene. Really good place Very nice, great place for kids and adults . Hang out place in town. Great place for family

x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x

64.1%

Great fun for young and old alike. Sorprendido con las facilidades y el servicio. No leading comment Liga (Bowlera no es para ligas) Awesome place. Great place to hang out and have fun. Family fun. Fun but not cheap. Best Bowling ever!! Friday fun. Something to do for all age s. Vacaciones en familia. Un día para gozar. Genial. So, so. (carriles a veces no funcionan) Had a great time at LaserTag. Great family activity. Awesome. Great place to have a good time. Great family entertainment. We had a nice time . Buen ambiente familiar Great fun for everything. ¡Muy buena!

x x x x 25

Seriously, what isn't fun about bowling. Good place to have family fun. Disfrútalo, es increible y entretenido. En contra del tiempo (reloj en pantalla) LaserTag Fun, Fun, Fun

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4

25.6%

10.3%

89.7%

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Possible Decisions… 1. Nothing 2. Sell 3. Close 4. Reduce

5. Brand Extension 6. Reposition 7. Change business model 8. New games and attractions

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Possible Decisions… 1. Nothing 2. Sell 3. Close 4. Reduce

5. Brand extension 6. Reposition 7. Change business model 8. New games and attractions

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Vision + Mission = Branding Overcome challenges to your brand.

“A product can maintain its positioning for several years. However, with technological innovations, global markets in continuous effervescence and economies with such dynamic changes it is posible and it may become necessary to modify that positioning and execute a repositioning of the Brand.”

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Governance Statement Small modification focusing on our visitors

Purpose: Vision: Mission: Values: Positioning: Value Prop: Target Market: Purpose: Vision: Mission: Values: Positioning: Value Prop: Target Market:

2008 - 2017 Clean and safe family socialization, attractive, modern. Fun, smiles, joy, happy moments in a familiar environment. Offer happy moments, unique experiences and memorable celebrations. Family socialization in an honest, respectful and suitable environment. Make your family life happier in a safe environment with good prices. Fun and happiness…always! Families with children under 12 years old and parents with college education. 2017 - 2020 Clean and safe family socialization, attractive, modern. Fun, smiles, joy, happy moments in a cost-benefit environment for the family. Offer happy moments, unique experiences and memorable celebrations with an aggressive value proposition for our visitors. Family socialization in an honest, respectful and suitable environment. Make your family life happier in a safe environment and good prices with savings, receiving rewards. Fun and savings for the family! Families with children under 12 years old and parents with college education.

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Repositioning Objective and Strategy

Objective: Strategy:

New Products

New services, savings, rewards

Optimize cost-benefits for our visitors, present and future, motivating an increase in their visits and purchases. Modify our positioning offering our visitors innovative products and services, savings, rewards. ▪ BowlZone: Free: M-S one hour free lanes during first two hours after opening. Lanes $15 @ hour Monday – Thursday ▪ LaserZone: 2 persons $9.95 - 1 person two sessions $9.95 same day ▪ FunZone: Birthdays: Open Bowling+ $12.95 Open Laser+ $14.95 per participant ▪ Loyalty Program: - Create trust, loyalty and affinity for Bowlera - Products and offerings with real and tempting offerings - Every purchase acumulates points for savings and rewards - Offer savings, prices and monetary benefits ▪ Digital App: - On-line promotions through digital technology - Stimulate response to the loyalty program - Maintain close communications with our visitors 56

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Reposicioning Value Marketing

Card

App

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All purchases in Bowlera accumulate points in the VIP Program! $1 accumulates 1 point!

With 100 points you become a member

4 level of rewards

Card

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4 Level of Rewards

Bronce (100 points) ▪

Mondays, enjoy half an hour of: • •

▪ ▪ ▪ •

Gold (500 points) Monday, Tuesdays, Wednesdays enjoy half an hour of: • •

▪ ▪ ▪ ▪ ▪ ▪ ▪

• •

Free video games (does not include machines with tickets nor pries)

Ticket and Pri d machines 25 cents $3 discount per lane with the purhcase of an hour at regular price Free LaserZone session with the purchase of another at regular price 1 Certificate for Picadera: cheese pizza y pitcher of Coca Cola Free Parking M-F after 5:00 pm; Sat-Sun all day.

▪

Silver (100 points) ▪ Monday and Tuesdays, enjoy half an hour of:

▪ ▪ ▪ ▪

Ticket and Pri d machines 25 cents $3 discount per lane with the purhcase of an hour at regular price Free LaserZone session with the purchase of another at regular price 1 Certificate for Picadera: cheese pizza y pitcher of Coca Cola, 1 tray of corn fritters (20 pcs). Free Parking M-F after 5:00 pm; Sat-Sun all day

Ruby (750 points) ▪

Monday thru Thursday enjoy half an hour of: • •

Free video games (does not include machines with tickets nor pries)

Ticket and Pri d machines 25 cents 5 cents discount Monday – Sunday in all machines $6 discount per lane with the purhcase of an hour at regular price Free LaserZone session with the purchase of another at regular price 10% discount when reserving an Open Bowling or Open Laser Party 1 Certificate for Moriviví: $25 redeemable with open consumption Free Parking M-F after 5:00 pm; Sat-Sun all day Free Parking M-F after 5:00 pm; Sat-Sun all day

Free video games (does not include machines with tickets nor pries)

▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪

Free video games (does not include machines with tickets nor pries)

Ticket and Pri d machines 25 cents 5 cents discount Monday – Sunday in all machines $6 discount per lane with the purhcase of an hour at regular price Free LaserZone session with the purchase of another at regular price Pass to advance your turn to bowl Pass to front of line to exchange tickets for rewards. 10% discount when reserving an Open Bowling, Open Laser Party or a Bowlera Birthday 1 Certificate for Moriviví: $50 redeemable with open consumption Free Parking M-F after 5:00 pm; Sat-Sun all day

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Digital

App

1) Designed by an experienced Company in mobile applications. 2) Free download for IOS and Android platforms. 3) Benefits: ▪ Enjoy discounts, coupons and/or exclusive promotions. ▪ Accumulate value with the virtual ‘Punch Card.’ ▪ Receive notifications for promotions. ▪ Make birthday reservations. ▪ Make bowling lane reservations. ▪ Ease of communications with Bowlera. ▪ Offers for schools and camps. ▪ Moriviví Restaurant ▪ Directions to Bowlera on GPS.

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Commercial Analysis of Rewards B owle ra Programa VIP Impacto pre mios e n ve ntas y vis itas

Gas to adicional

Ve nta con de s cue nto

Promue ve vis ita

min. min. min. min. $4.00 min.

x x x x x

x x x x x x

Plata L-Ma media hora de: Máquinas de video gratis Maquinitas de tickets y premios $0.25. 10% descuento por carril al comprar una hora a precio regular Gratis: Sesión en LZ comprando una a precio regular Descuento 10% al separar un Open Bowling o un Open Laser Party 1 Certificado Picadera: Pizza de queso + 1 jarra CC + Bandeja 20 sorullitos Estacionamiento Gratis L-V después de las 5 pm, S-D todo el día

min. min. min. min. min. $7.00 min.

x x x x x

x x x x x x x

Oro L-Ma-Mi media hora de: Máquinas de video gratis Maquinitas de tickets y premios $0.25. $0.05 de descuento de lunes a domingo en todas las maquinitas 20% descuento por carril al comprar una hora a precio regular Gratis: Sesión en LZ comprando una a precio regular Descuento 10% al separar un Open Bowling o un Open Laser Party Pase para adelantar su turno para jugar bowling Certificado Moriviví: $25 redimible en consumo en el Morivivi Estacionamiento Gratis L-V después de las 5 pm, S-D todo el día

min. min. min. min. min. min. $6.00 min.

x x x x x x x

x x x x x x x x x

min. min. min. min. min. min. $15.00 min.

x x x x x x x

x x x x x x x x x x

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B ronce Lunes - media hora de: Máquinas de video gratis Maquinitas de tickets y premios $0.25. 10% descuento por carril al comprar una hora a precio regular Gratis: Sesión en LZ comprando una a precio regular Certificado Picadera: Pizza de queso + jarra de Coca Cola Estacionamiento Gratis L-V después de las 5 pm, S-D todo el día

Rubí L-Ma-Mi-J media hora de: Máquinas de video gratis Maquinitas de tickets y premios $0.25. $0.05 de desucento de lunes a domingo en todas las maquinitas 20% descuento por carril al comprar una hora a precio regular Gratis: Sesión en LZ comprando una a precio regular Descuento de 10% al separar un OB, OL o cumpleaños Bowlera Pase para adelantar su turno para jugar bowling Pase al principio de la fila para cambiar tickets por premios. Certificado Moriviví: $50 redimible en consumo en el Morivivi Estacionamiento Gratis L-V después de las 5 pm, S-D todo el día

Total:

Descuento a medirse contra uso máquinas en meses similares. Descuento a medirse contra alquiler promedio de zapatos. Descuento a medirse contra oferta comprada.

Descuento a medirse contra uso máquinas en meses similares. Descuento a medirse contra alquiler promedio de zapatos. Descuento a medirse contra compra de la oferta Decuento a medirse contra oferta comprada

Descuento a medirse contra uso máquinas en meses similares. Descuento a medirse contra alquiler promedio de zapatos. Descuento a medirse contra compra de la oferta Decuento a medirse contra oferta comprada. Decuento a medirse contra oferta comprada.

Descuento a medirse contra uso máquinas en meses similares. Descuento a medirse contra alquiler promedio de zapatos. Descuento a medirse contra compra de la oferta Decuento a medirse contra oferta comprada. Decuento a medirse contra oferta comprada.

Resumen premios en los niveles: ● ●

Promueven visitas (100%) Promueven ventas con descuentos

(75%)

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We learned…

Repositioning the Bowlera brand: Slow process, thoughtful, complex, productive. Slight modification to our Governance Statements. Identification with the challenges to our positioning. Financial and economic benefits for our visitors. Reasonable costs, positive returns. Important support to our long term strategy. Brought us to 21st Century technology.

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Results… (September – October)

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Results… (September – October)

Hurricane Irma First week of September Winds: 75 – 100 mph

Hurricane María Third week of September Winds: 115 – 150 mph

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Summarizing

- Corporate Governance - Corporate Statements - Marketing Mix - Brand/Branding - Positioning - Example of a Repositioning

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Vision + Mission = Branding Overcome challenges to your brand.

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Manuel Morales President, Bowlera [email protected] www.bowlera.com

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