Play is essential to life because it gives children joy, helps them grow, and provides important educational benefits. But in the past three to four decades, Korea has become rapidly urbanized and industrialized, so that the country has overlooked the educational importance of childhood play. Moreover, the parental mindset has turned from valuing the social environments found in natural playgrounds to supporting result-oriented education and competition. Recently, however, play is becoming recognized again for its educational benefits. Those needs have opened new business opportunities in the playground business. One of those new businesses is Kids Café, which provides indoor playgrounds for preschool-age children and café facilities for parents. Korea has no legal guidelines regarding formation of these businesses, and no detailed studies have been conducted to study customers’ needs. For businesses to be competitive in the future, they must know how they can compete by enhancing customer benefits. This study is intended to develop a marketing strategy for Kids Café by analyzing its competitiveness based on needs of children and their parents. We find that Kids Café has several main advantages in comparison with other playgrounds. Kids Café allows parents and children to enjoy themselves independently. Parents especially enjoy being easily able to see and monitor their children, and can take part in the program if they wish. The program does not require regular attendance as do paid classes and cultural centers; parents can bring their children when they have available time. Finally, children and parents can enjoy their leisure time both independently and collaboratively. Price, safety, play diversity, and convenient rest opportunities for parents determine whether parents will return to Kids Café. For sustainable growth, Kids Café must develop a customized and optimized marketing strategy according to customer type and needs.

• Hee Seok Woo(Changwon National University)