worlds of wonder - live project

MARKETING STRATEGIES-WOW 2010

WORLDS OF WONDER PARK

INDIAN BUSINESS ACADEMY, GREATER NOIDA

2009-11

WORLDS OF

WONDER

MARKETING STRATEGIES ANALYSIS

G A U R A V T Y A G I ( F P G - 0 9 1 1 / 0 1 0 )

SUBMITTED TO:

MR. RITESH JAIN

(CEO, IBA GREATER NOIDA)

SUBMITTED BY:

GAURAV TYAGI

FPG0911/010

LIVE PROJECT ON



ACKNOWLEDGEMENT

Gratitude is short lines, but when we put in black & white, one hopes that it would enjoy a longer life. Many people have given their valuable time and ideas to enable me to complete the project. I am deeply indebted to all for their idea and assistance while bearing the entire responsibility for any weakness in this project. I would like to thank my mentor Mr. Ritesh Jain, CEO (Indian Business Academy) who guide me at the time of Live Project, they emerged as a source of inspiration for me. This live project is appearing as worthwhile for me, because I gained lavish of things related to my topic and its is proved to be knowledge exploring period. Mr. Ritesh Jain CEO Indian Business Academy Greater Noida-201308



CONTENTS

EXECUTIVE SUMMARY

INTRODUCTION

OBJECTIVE STATEMENT

LITERATURE REVIEW

RESEARCH METHODOLOGY COMPANY BACKGROUND

HISTORY: DISNEYLAND PARK

4Ps (PRODUCT, PRICE, PLACE, PROMOTION)

ANALYSIS OF 4PS

SEGMENTATION, TARGETING, POSITIONING

RECOMMENDATIONS

REFERENCES

ANNEXURE



EXECUTIVE SUMMARY The research project entitled ‘WORLDS OF WONDER: Marketing Strategies Analysis’ is an attempt to understand the opinion and attitudes of the various categories of customers or visitors towards the effectiveness of services provided by the Worlds of Wonder Amusement Park. It also aims to know and study obstacles in the proper utilization and increase the effectiveness of marketing strategies while trying to suggest remedial measures wherever possible. The data was collected through well structured questionnaires. About 50 visitors were considered for the sample size, since the researchers are given very limited time. This survey was carried out inside and outside of the Amusement Park targeting different age-group of respondents. In the course of study, it was found that there are some loopholes in the strategies of Worlds of Wonder which are needed to be rectified in order to make the Park, one of the best Amusement parks in the Asian region. Right now it’s way behind the other parks in terms of quality of rides, other facilities and attractions.



INITIATING PROPOSAL 20 April

2010

INTRODUCTION

‘Worlds of Wonder’ is India’s first theme park. With 19 rides & several attractions, Worlds of Wonder was proposed to be one of the biggest Amusement parks in Asia. It was said to be comprising of four zones, namely Road Show, la fiesta, Kids Zone and a Water Park based on Calypso theme .Each zone has its own set of rides designed to suit the taste of particular audience. The park was expected to witness 20,000 footfalls on normal days and 30,000 on weekends. A five-star hotel, with a capacity of 250 rooms, is also on the anvil. Also in the pipeline is an elevated monorail system to take visitors to the four corners of the Park. International Recreation Parks private limited is a 50:50 joint venture between ‘Unitech’ and ‘International Amusement Limited’. The project included two malls, a 200-room Marriot Courtyard Hotel as well as international quality amusement and water park on a total of 150 acres.

Worlds of Wonder: Amusement Theme

Mentor – Ritesh Jain, CEO (IBA Greater Noida) By Gaurav Tyagi (FPG0911/010)



INDUSTRY FACTS & SITUATION

• There are more than 400 amusement parks and traditional attractions in the United States alone. In 2006, amusement parks in the United States entertained 335 million visitors who enjoyed more than 1.5 billion “rides”.

• There are approximately 300 amusement parks in Europe. In 2003, Europe’s top ten theme parks had 40 million visitors.

• The Magic Kingdom at Walt Disney World in Florida, USA, was the most visited amusement park in the world in 2006. The most visited amusement park outside of the United States was Tokyo Disneyland.

• According to the publication Amusement Business, four of the world’s top ten most visited amusement parks are in Asia. One of the top ten parks is in Europe and the remaining top ten most visited parks are in the United States.

• Amusement parks and attractions in the United States generated $11.5 billion in revenues in 2006. Family Entertainment Centers (FECs) host an average of 381,000 guests annually

• The United States amusement park industry provides jobs for approximately 500,000 year-round and seasonal employees.

• According to an IAAPA survey, 28 percent of Americans surveyed visited an amusement park last year, with 50 percent of Americans indicating that they plan to visit an amusement park within the next 12 months.

• 19.9 million: Total attendance to top 20 worldwide water parks, up 1.4 percent from 2007.

• 122.7 million: Total visits to the top 20 parks in North America, level with the performance in 2007.

• 2005 and 2008 the top 20 North American parks grew by a total of 3.9 percent.

• 57.4 million: Attendance for the top 20 European parks, representing a growth rate of 1.1 percent. Attendance growth of 7.6 percent from 2005-2008 for top European parks.

• 12.2 million: Visits to top 10 parks in Mexico and Latin America

• 66.9 million: Total attendance to top 10 Asian/Pacific Rim parks

• 186 million: The total theme park attendance for top 25 worldwide parks in 2008, down 0.4% from 2007



• 12.5 million: Combined visitation to the top 15 US water parks, a growth of 1.8 percent from 2007

INDUSTRY OUTLOOK

It is quite difficult to obtain industry outlook reports without paying considerable amounts or being privy to proprietary information. Since the amusement industry is extremely small, keeping this kind of information within tight circles or accessible only to interest group members is normal. Despite this problem, I was able to obtain a few pieces of information regarding industry outlook. Following is an International Association of Amusement Parks and Attractions’ (IAAPA) chart describing attendance figures since 1990-

YEAR ATTENDANCE REVENUES

1990 253 million $5.7 billion 1991 260 million $6.1 billion 1992 267 million $6.5 billion 1993 275 million $6.8 billion 1994 267 million $7.0 billion 1995 280 million $7.4 billion 1996 290 million $7.9 billion 1997 300 million $8.4 billion 1998 300 million $8.7 billion 1999 309 million $9.1 billion 2000 317 million $9.6 billion 2001 319 million $9.6 billion 2002 324 million $9.9 billion 2003 322 million $10.3 billion 2004 328 million $10.8 billion Sources: Amusement Business; Harrison Price Company; Economics Research Associates; U.S. Census Bureau; International Association of Amusement Parks and Attractions Ill 2: Table of attendance since 1990



While attendance can fluctuate due to economic conditions, weather, changes in consumer travel habits, and a myriad of other factors, one can note a steady increase in attendance since 1990. Just between 2001 and 2004 an attendance jump of 9 million is 32 noted; impressive considering the hit much of the tourism industry took due to the 9/11 attacks. There seems to be a balancing effect in the industry: While increasing gas prices or economic downturns may affect attendance, it seems to only shift attendance from “destination” parks such as Walt Disney World and Universal Studios’ theme parks to local parks rather than seeing those guests stay at home. Indeed, the major factor in poor attendance mentioned in company annual reports is most often unusually foul weather! Family vacation plans continue to keep amusement parks in the agenda despite other negative factors. In addition, the International Association of Convention and Visitor Bureaus’ 2005 Annual Report states an IAAPA figure that 2004 revenues were expected to rise 6% and increase 4.5% annually for the next ten years. In India this Industry is quite new in comparison to other part of the world. The customer base is eager to visit parks, but Worlds of wonders cannot count on the idea that simply being an amusement park equals a being a destination for families. These families must be shown why a visit to Worlds Of Wonders is a valuable addition to their busy summer schedules when so many other options exist.



OBJECTIVE STATEMENT

To analyze the consumer behavior and developing the best marketing strategies for Worlds of Wonder Amusement Park, which can help it excel as a premier Amusement Park. The Goals Includes:

• Implementing Marketing Mix into ‘Worlds of Wonder’

• Analyzing Marketing Strategies and their impact on target customers

• Marketing Plan for Worlds of Wonder

• Comparison with Disneyland Amusement park



LITERATURE REVIEW:

Marketing Plan

The information for this article was derived from many sources, including Michael Porter's book Competitive Advantage and the works of Philip Kotler. Concepts addressed include 'generic' strategies and strategies for pricing, distribution, promotion, advertising and market segmentation. Factors such as market penetration, market share, profit margins, budgets, financial analysis, capital investment, government actions, demographic changes, emerging technology and cultural trends are also addressed. There are two major components to your marketing strategy:

• how your enterprise will address the competitive marketplace • how you will implement and support your day to day operations.

In today's very competitive marketplace a strategy that insures a consistent approach to offering your product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy you must also have a well defined methodology for the day to day process of implementing it. It is of little value to have a strategy if you lack either the resources or the expertise to implement it. In the process of creating a marketing strategy you must consider many factors. Of those many factors, some are more important than others. Because each strategy must address some unique considerations, it is not reasonable to identify 'every' important factor at a generic level. However, many are common to all marketing strategies. Some of the more critical are described below.



You begin the creation of your strategy by deciding what the overall objective of your enterprise should be. In general this falls into one of four categories:

• If the market is very attractive and your enterprise is one of the strongest in the industry you will want to invest your best resources in support of your offering.

• If the market is very attractive but your enterprise is one of the weaker ones in the industry you must concentrate on strengthening the enterprise, using your offering as a stepping stone toward this objective.

• If the market is not especially attractive, but your enterprise is one of the strongest in the industry then an effective marketing and sales effort for your offering will be good for generating near term profits.

• If the market is not especially attractive and your enterprise is one of the weaker ones in the industry you should promote this offering only if it supports a more profitable part of your business (for instance, if this segment completes a product line range) or if it absorbs some of the overhead costs of a more profitable segment. Otherwise, you should determine the most cost effective way to divest your enterprise of this offering.

Having selected the direction most beneficial for the overall interests of the enterprise, the next step is to choose a strategy for the offering that will be most effective in the market. This means choosing one of the following 'generic' strategies (first described by Michael Porter in his work, Competitive Advantage).

• A COST LEADERSHIP STRATEGY is based on the concept that you can produce and market a good quality product or service at a lower cost than your competitors. These low costs should translate to profit margins that are higher than the industry average. Some of the conditions that should exist to support a cost leadership strategy include an on-going availability of operating capital, good process engineering skills, close management of labor, products designed for ease of manufacturing and low cost distribution.

• A DIFFERENTIATION STRATEGY is one of creating a product or service that is perceived as being unique "throughout the industry". The emphasis can be on brand image, proprietary technology, special features, superior service, a strong distributor network or other aspects that might be specific to your industry. This uniqueness should also translate to profit margins that are higher than the industry average. In addition, some of the conditions that should exist to support a differentiation strategy include strong marketing abilities, effective product engineering, creative personnel, the ability to perform basic research and a good reputation.

• A FOCUS STRATEGY may be the most sophisticated of the generic strategies, in that it is a more 'intense' form of either the cost leadership or differentiation strategy. It is designed to address a "focused" segment of the marketplace, product form or cost management process and is usually employed when it isn't appropriate to attempt an 'across the board' application of cost leadership or differentiation. It is based on the concept of serving a particular target in such an exceptional manner, that others cannot compete. Usually this means addressing a substantially smaller market segment than others in the industry, but because of minimal competition, profit margins can be very high.

Pricing Having defined the overall offering objective and selecting the generic strategy you must then decide on a variety of closely related operational strategies. One of these is how you will price the offering. A pricing



strategy is mostly influenced by your requirement for net income and your objectives for long term market control. There are three basic strategies you can consider.

• A SKIMMING STRATEGY If your offering has enough differentiation to justify a high price and you desire quick cash and have minimal desires for significant market penetration and control, then you set your prices very high.

• A MARKET PENETRATION STRATEGY If near term income is not so critical and rapid market penetration for eventual market control is desired, then you set your prices very low.

• A COMPARABLE PRICING STRATEGY If you are not the market leader in your industry then the leaders will most likely have created a 'price expectation' in the minds of the marketplace. In this case you can price your offering comparably to those of your competitors.

Promotion To sell an offering you must effectively promote and advertise it. There are two basic promotion strategies, PUSH and PULL.

• The PUSH STRATEGY max • imizes the use of all available channels of distribution to "push" the offering into the marketplace. This

usually requires generous discounts to achieve the objective of giving the channels incentive to promote the offering, thus minimizing your need for advertising.

• The PULL STRATEGY requires direct interface with the end user of the offering. Use of channels of distribution is minimized during the first stages of promotion and a major commitment to advertising is required. The objective is to "pull" the prospects into the various channel outlets creating a demand the channels cannot ignore.

There are many strategies for advertising an offering. Some of these include:

• Product Comparison advertising In a market where your offering is one of several providing similar capabilities, if your offering stacks up well when comparing features then a product comparison ad can be beneficial.

• Product Benefits advertising When you want to promote your offering without comparison to competitors, the product benefits ad is the correct approach. This is especially beneficial when you have introduced a new approach to solving a user need and comparison to the old approaches is inappropriate.

• Product Family advertising If your offering is part of a group or family of offerings that can be of benefit to the customer as a set, then the product family ad can be of benefit.

• Corporate advertising When you have a variety of offerings and your audience is fairly broad, it is often beneficial to promote your enterprise identity rather than a specific offering.

Distribution



You must also select the distribution method(s) you will use to get the offering into the hands of the customer. These include:

• On-premise Sales involves the sale of your offering using a field sales organization that visits the prospect's facilities to make the sale.

• Direct Sales involves the sale of your offering using a direct, in-house sales organization that does all selling through the Internet, telephone or mail order contact.

• Wholesale Sales involves the sale of your offering using intermediaries or "middle-men" to distribute your product or service to the retailers.

• Self-service Retail Sales involves the sale of your offering using self service retail methods of distribution.

• Full-service Retail Sales involves the sale of your offering through a full service retail distribution channel.

Of course, making a decision about pricing, promotion and distribution is heavily influenced by some key factors in the industry and marketplace. These factors should be analyzed initially to create the strategy and then regularly monitored for changes. If any of them change substantially the strategy should be reevaluated.

The Environment

Environmental factors positively or negatively impact the industry and the market growth potential of your product/service. Factors to consider include:

• Government actions - Government actions (current or under consideration) can support or detract from your strategy. Consider subsidies, safety, efficacy and operational regulations, licensing requirements, materials access restrictions and price controls.

• Demographic changes - Anticipated demographic changes may support or negatively impact the growth potential of your industry and market. This includes factors such as education, age, income and geographic location.

• Emerging technology - Technological changes that are occurring may or may not favor the actions of your enterprise.

• Cultural trends - Cultural changes such as fashion trends and life style trends may or may not support your offering's penetration of the market

The Prospect

It is essential to understand the market segment(s) as defined by the prospect characteristics you have selected as the target for your offering. Factors to consider include:

• The potential for market penetration involves whether you are selling to past customers or a new prospect, how aware the prospects are of what you are offering, competition, growth rate of the industry and demographics.

• The prospect's willingness to pay higher price because your offering provides a better solution to their problem.



• The amount of time it will take the prospect to make a purchase decision is affected by the prospects confidence in your offering, the number and quality of competitive offerings, the number of people involved in the decision, the urgency of the need for your offering and the risk involved in making the purchase decision.

• The prospect's willingness to pay for product value is determined by their knowledge of competitive pricing, their ability to pay and their need for characteristics such as quality, durability, reliability, ease of use, uniformity and dependability.

• Likelihood of adoption by the prospect is based on the criticality of the prospect's need, their attitude about change, the significance of the benefits, barriers that exist to incorporating the offering into daily usage and the credibility of the offering.

The Product/Service

You should be thoroughly familiar with the factors that establish products/services as strong contenders in the marketplace. Factors to consider include:

• Whether some or all of the technology for the offering is proprietary to the enterprise. • The benefits the prospect will derive from use of the offering. • The extent to which the offering is differentiated from the competition. • The extent to which common introduction problems can be avoided such as lack of adherence to

industry standards, unavailability of materials, poor quality control, regulatory problems and the inability to explain the benefits of the offering to the prospect.

• The potential for product obsolescence as affected by the enterprise's commitment to product development, the product's proximity to physical limits, the ongoing potential for product improvements, the ability of the enterprise to react to technological change and the likelihood of substitute solutions to the prospect's needs.

• Impact on customer's business as measured by costs of trying out your offering, how quickly the customer can realize a return from their investment in your offering, how disruptive the introduction of your offering is to the customer's operations and the costs to switch to your offering.

• The complexity of your offering as measured by the existence of standard interfaces, difficulty of installation, number of options, requirement for support devices, training and technical support and the requirement for complementary product interface.

The Competition It is essential to know who the competition is and to understand their strengths and weaknesses. Factors to consider include:

• Each of your competitor's experience, staying power, market position, strength, predictability and freedom to abandon the market must be evaluated.

Your Enterprise



An honest appraisal of the strength of your enterprise is a critical factor in the development of your strategy. Factors to consider include:

• Enterprise capacity to be leader in low-cost production considering cost control infrastructure, cost of materials, economies of scale, management skills, availability of personnel and compatibility of manufacturing resources with offering requirements.

• The enterprise's ability to construct entry barriers to competition such as the creation of high switching costs, gaining substantial benefit from economies of scale, exclusive access to or clogging of distribution channels and the ability to clearly differentiate your offering from the competition.

• The enterprise's ability to sustain its market position is determined by the potential for competitive imitation, resistance to inflation, ability to maintain high prices, the potential for product obsolescence and the 'learning curve' faced by the prospect.

• The prominence of the enterprise. • The competence of the management team. • The adequacy of the enterprise's infrastructure in terms of organization, recruiting capabilities,

employee benefit programs, customer support facilities and logistical capabilities. • The freedom of the enterprise to make critical business decisions without undue influence from

distributors, suppliers, unions, creditors, investors and other outside influences. • Freedom from having to deal with legal problems.

Development A review of the strength and viability of the product/service development program will heavily influence the direction of your strategy. Factors to consider include:

• The strength of the development manager including experience with personnel management, current and new technologies, complex projects and the equipment and tools used by the development personnel.

• Personnel who understand the relevant technologies and are able to perform the tasks necessary to meet the development objectives.

• Adequacy and appropriateness of the development tools and equipment. • The necessary funding to achieve the development objectives. • Design specifications that are manageable.

Production You should review your enterprise's production organization with respect to their ability to cost effectively produce products/services. The following factors are considered:

• The strength of production manager including experience with personnel management, current and new technologies, complex projects and the equipment and tools used by the manufacturing personnel.

• Economies of scale allowing the sharing of operations, sharing of production and the potential for vertical integration.

• Technology and production experience



• The necessary production personnel skill level and/or the enterprise's ability to hire or train qualified personnel.

• The ability of the enterprise to limit suppliers bargaining power. • The ability of the enterprise to control the quality of raw materials and production. • Adequate access to raw materials and sub-assembly production.

Marketing/Sales The marketing and sales organization is analyzed for its strengths and current activities. Factors to consider include:

• Experience of Marketing/Sales manager including contacts in the industry (prospects, distribution channels, media), familiarity with advertising and promotion, personal selling capabilities, general management skills and a history of profit and loss responsibilities.

• The ability to generate good publicity as measured by past successes, contacts in the press, quality of promotional literature and market education capabilities.

• Sales promotion techniques such as trade allowances, special pricing and contests. • The effectiveness of your distribution channels as measured by history of relations, the extent of

channel utilization, financial stability, reputation, access to prospects and familiarity with your offering.

• Advertising capabilities including media relationships, advertising budget, past experience, how easily the offering can be advertised and commitment to advertising.

• Sales capabilities including availability of personnel, quality of personnel, location of sales outlets, ability to generate sales leads, relationship with distributors, ability to demonstrate the benefits of the offering and necessary sales support capabilities.

• The appropriateness of the pricing of your offering as it relates to competition, price sensitivity of the prospect, prospect's familiarity with the offering and the current market life cycle stage.

Conclusion After defining your strategy you must use the information you have gathered to determine whether this strategy will achieve the objective of making your enterprise competitive in the marketplace.



RESEARCH METHODOLOGY

We are using mainly survey method in which we are having instruments like questionnaire.

1. Questionnaires and survey

2. Sampling: Worlds Of Wonder (Sec-18 Noida)

Sampling procedure: random sampling

Sample size: 50 VISITORS

3. Data source: Primary data, Secondary data

STATISTICAL TOOLS USED -Graphical Interpretation tools

-Pie charts & Histograms



COMPANY BACKGROUND

Unitech India Limited is a Rs. 1600 crores real estate major in India established in 1972 as a consultancy firm for foundation engineering. Today, Unitech Builders India products profile consists of townships, entertainment hubs and recreation centres, hotels and resorts, sub-cities development, shopping malls, ad other commercial and residential units. Unitech Gurgaon is second only to DLF Group as a brand. With major real estate projects including the very ambitious Unitech Grande project slated to come up soon, Unitech is sure to make its presence felt in the real estate market in India . Unitech is also into construction of infrastructure projects like flyovers, highways, city roads, power houses, refineries, transmission lines, airports, educational institutions, hotels, hospitals etc. Today Unitech Group India Limited ranks among the Top 50 real estate companies of the world. The current Unitech real estate construction projects line up consists of retail properties and leisure zones in a pan-India format. The company enjoys the status of largest listed real estate company in India. It has a market capitalization of over US$ 2 billion and 30 million sq. ft. of residential townships on a land bank of a whopping 14,211 acres. The real estate business of Unitech Group instigated in 1986 in Gurgaon with the Unitech Gurgaon South City – I was the auspicious start that went on to become the legendary stature of Unitech Builders India Limited. The residential projects by Unitech Group spread across Delhi, Mohali, Gurgaon, Greater Noida, Noida, Ghaziabad, Agra, Lucknow, Varanasi, Kolkata, Bombay, Hyderabad, Chennai, Bangalore, and Kochi are edifices in themselves. The cherry on the cake is the tallest residential building in Delhi NCR – Unitech Grande.

Unitech Greater Noida Unitech Greater Noida is achieving heights in the Real Estate industry owing to its breath-taking infrastructures and constructions as well as sprawling properties. Unitech Noida has captured the hearts of many as it prioritizes customer satisfaction before anything and everything. The soon to be launched "Entertainment City" as named by Unitech Builders in the prime location of Noida, near Sector 18, is eagerly awaited by all the residents of not only Noida but also Delhi and other regions of NCR. This huge complex will comprise of a large amusement park (with water rides as well), modern multiplex, amazing malls, several retail outlets and an exotic 5-star hotel.Great India Place with Gardens Galleria and World of Wonders together comprise of the "Entertainment City" of Unitech Greater Noida. Great India Place will have swanky restaurants with a state-of-art multiplex and exclusive retail outlets as it will be the largest retail complex in India. Gardens Galleria will provide a solution to all parking problems for the customers to its distinctive malls, exclusive theatre and the exquisite 5-star hotel with lush green surroundings. The well planned and ultimate amusement park of Unitech Construction - World of Wonders has been aesthetically designed by the internationally acclaimed Oru Bose. The residential societies built by Unitech Housing in Noida received tremendous response for its magnificent projects like Unitech Verve, Horizon, Habitat, Uniworld and Cascades. Soon to be completed project of Unitech Greater Noida - Unitech Heights has won a very distinguished clientele because of its attractive sky high building and astounding homes.



HISTORY : DISNEYLAND AMUSEMENT PARK

Disneyland is an American theme park in Anaheim, California, owned and operated by the Walt Disney Parks and Resorts division of The Walt Disney Company. It was dedicated with a press preview on July 17, 1955, and opened to the general public on July 18, 1955. Disneyland holds the distinction of being the only theme park to be designed and built under the direct supervision of Walt Disney himself. As of 2005, the park has been visited by more than 515 million guests since it opened, including presidents, royalty and other heads of state.[1] In 1998, the theme park was re-branded "Disneyland Park" to distinguish it from the larger Disneyland Resort complex. In 2007, more than 14,800,000 people visited the park making it the second most visited park in the world, behind the Magic Kingdom at Walt Disney World.[2]

The dedication to all Disney magic kingdom-style parks begins with the phrase "To all who come to this happy place, welcome ..." with the exception of Magic Kingdom Park in Florida. The dedication there begins "Walt Disney World is a tribute to the philosophy and life of Walter Elias Disney ..."

The concept for Disneyland began one Sunday, when Walt Disney was visiting Griffith Park with his daughters Diane and Sharon. While watching his daughters ride the Merry-Go-Round he came up with the idea of a place where adults and their children could go and have fun together. His dream would lie dormant for many years.[4] Walt Disney's father helped build the grounds of the World's Columbian Exposition of 1893 in Chicago. This perhaps gave Disney the creative spark whence Disneyland originated. The Midway Plaisance somewhat apart from the Exposition grounds included a cheaply constructed set of individual "Country" areas from around the world and areas representing various time periods of man; it also included many "rides" including the first Ferris wheel, sky ride, a passenger train that circled the perimeter, Wild West Show, etc. Although the 1893 World's Fair was meant only to last a summer in Chicago, in Southern California the weather was accommodating to a "Fair Grounds" of stucco buildings that would otherwise disintegrate in the rain, snow and ice of other climates. One can see the resemblance of a "Land" filled with "rides" and a fairgrounds with differently themed areas to the Disneyland created 60 years later in the 1950s as the population of America for the first time shifted West into desert climes.



4P’s – PRODUCT, PRICE, PLACE, AND PROMOTION ANALYSIS

- PRODUCT-

The product, which Worlds of wonder is catering to the customers are the different kinds of rides. The rides are basically divided into two parts in worlds of wonder – La fiesta & Road Show. The Park provides range of thrill levels to the visitors, right from high thrill rides to medium ones.

-ROAD SHOW

USP of every ride in the park is the adherence to German safety standard TUV. So there is nothing to be scared about!! “Road show is an amalgamation of music, rides and entertainment. This section of park is not meant

for faint hearted as every ride makes your adrenaline flow faster and thrill seeks a new level here.

Experience the magic of these mind boggling rides for the first time in NCR... so fasten your seat belts

and let the fear take a back seat!!!”

Total Number of Rides - working 8 Thrill Level - Very High & Moderate

Download Experience how it feels to beat gravity...First get lifted to 25 meters and have a bird Eye view of a magnificent Mall "The Great India Place" and the complete "Worlds of Wonder" project. You would be awestruck at the sight and next moment experience the rush of gravity as you descend!!!! Repeated four times in a span of 2 minutes, this ride is being voted as one of the best ride of Worlds of Wonder. No wonder, you will love to take this ride again!!!

Big Beat Bring it on!!!! That's what we say Experience multi - motions, see stars in day light... Scream, scream and scream more!! This ride has left every one...



Rockin Roller Upside down or downside up!!! Hanging in air or rocking in air!! Which direction, nobody knows!! Thats what Rock n Roller is¦ you would never get to know whether you moving up or coming down!!One hell of a ride, this crazy machine has the HIGHEST Thrill level at Worlds of Wonder. It will twist and turn you in every possible angle!!! Get ready to get a 360 degree flip 5 times in 5 seconds ! Rock on!!

Mega Disko Forget the age old Columbus ride!! This ride is a thrilling combination of pendulum as well as circular movement at one go!! It's like being stuck in a whirl pool. feel the wind on your face. spread out your arms and experience this beautiful , high adrenaline yet pleasantly thrilling ride!! And yes!!! Don't forget to scream .

Fast Forward Love to play with speed!! Get on to this ultra modern version of my fair lady!! Fast forward is a screaming delight... Not only it gradually picks up speed but also gives a sudden upward jerk creating a feel of a jump!!! And yes... The name doesn't reveal one of the characteristic of this ride... Once you complete the forward circle... Get ready for an anti clock wise ride at the same speed!! Now that's what we call double bonanza!! You will need strong shoulders as your partner would love to get your support!!!



Shangai Swinger After a thrilling journey through mind boggling rides, this one is to make you relax... Cool down yourself on this beautiful Shangai swinger... Open your arms; remember your childhood days and experience the calmness!!! This ride is voted as one of the sweetest ride at Worlds of Wonder. If you are in a group, nothing beats like clicking a group photograph and keep the memoirs for life.

Chart Smashers

Bump in to each other... Pull it back and bump again!! Tired of bumping.. Then rotate yourself 360 degrees and then try to escape being bumped!! First of its kind in India, these bumper cars are instant hit among kids and youth. These cars have 0 turning radius!!!!

Hip Hopper Now this one for any one between 30 kg to 60 kg!! A smaller version of bungee jumping... Hit the trampoline, do the summersaults and make sure you ask your partner to click your photograph. Up-gradation to accommodate 4 people at a time is on.



-LA FIESTA

“La fiesta is the family and kids zone of Worlds of Wonder. Spread over 4 acres, this area is completely dedicated for a complete family experience. Ride on a mini train or spend some time in the swan boats, the kids will love every moment spent at La fiesta” Total Number of Rides – 11 Thrill Level – all

Mini Jet Time for toddlers to have some fun!! Hop in to the mini jet, which not makes you take off and land but also gives a circular motion. Sit with your parents and touch the sky. This ride is the most favourite of toddlers!! After all who doesn't want to fly!!

Space Shot If the teen zone has download, Kids also have a reason to smile. Because Space shot is a mini version for kids. It takes the kiddies to a moderate height and then a thrilling vertical decent begins in a series of bounces to the ground as the bottom drops out! You would love to see the expressions on your kid's face when the kid holds the ride and experiences the weightlessness. An utterly sweet ride!! Get ready for a space ride!!!

Mini Train Time for a joy ride!! This beautiful little train crosses signals, stops at junction and guess what!! It has the bell also...ting ting ting ting ting... Specially imported from ITALY this train is surely going to make your kid smile.



Samba Rhumba Double circular motion, a low thrill, complete family ride .just sit and relax. These oval bowls will rotate you in circles and by the time you come down, get ready to see stars in front of your eyes. As the popular Hindi song goes on "golmal hai ji sab golmal hai"

Locomotion Another shot at bumping cars in to each other. Typical electric cars bumping in to each other makes everyone go wild. Drive a distance, pick up speed and have a head on collision. No need to get insured as there are no hurts involved!!!

Dizzy Diana Kids love this teddy bear ride. Sit in the laps of these exciting colored teddy bears and control the motion of your teddy. Kiddies want to do this ride again and again...a beautiful ride meant for toddlers& a sweet childhood memory for ever. The ride goes circular where as teddy can go anti-clock wise.

EI matador Frog Jump, That's what we call this ride at Worlds of Wonder. Get ready to experience what it feels jumping like a frog. The ride can accommodate 18 people at one time. It rotates in circles and gives sudden jerk like a frog jump. Thoroughly exciting, this ride leaves you with a titillating feeling in your stomach.



Bird’s Nest Only meant for toddlers, this ride is a smaller version of the giant wheel. Suitable for 3 to 4 years old kid, this ride has 5 beautiful boxes of different colours. Make sure your kid chooses his favourite colour and you keep your camera ready. Aptly named as bird's nest, this ride will make your toddler smile for sure.

Rocking Joker Smaller version of Mega disko, this ride is a complete family ride. 5 people can sit together on big seat and get ready for a whirlpool experience. Hold the bar tight as the speed increases so does the rotation in different directions.

Hipti Hop Merry go rounds take a new theme... And a new shape... Kids!! Hop in to your favourite horse and get ready for a hipti hop ride. The joy of watching your kid taking this sweet ride is incomparable. This ride is surely gonna remind you of childhood feats and village meals. Adults have a reason to be jealous, because they are not allowed on this ride!!

Swan Boats When tired after a long day or want to relax for some time, hop in to the swan boats. Peddle for a while and let the water calm you. Don't forget to put your safety jackets on!!



-RAIN DANCING @ WORLDS OF WONDER -PARKING

Worlds of Wonder also provides the customers with various other products & services apart from Rides like Video Games Arcade, Rain dancing, and other facilities (Cafes, Parking etc). And this research shows that though the parking, gift shops and other amenities are good but the Cafes and Food stalls are not that popular.



PRODUCT ANALYSIS:

ANALYSIS: From the above graph, we found out that 46% of the respondents liked BIG BEAT as the best ride of the park, 28% responded in favour of FAST FORWARD, 24% respondent favoured Moser Rides (Download) INTERPRETATION: From the above analysis we can interpret that majority of the visitors liked the BIG BEAT ride whereas the other two popular rides were FAST FORWARD and DOWNLOAD. But still in the promotional activities BIG BEAT has been rarely used. In fact the promoters have shown faith only on the DOWNLOAD Moser Rides for the hoardings and website promotions. Customer Responses to other Worlds of Wonder products & services:

CAFES



-PRICE-

There are basically two range of pricing of tickets in Worlds of Wonder. -For Unlimited Rides - Rs. 450/-

-For 3 Rides / 1 time each - Rs. 250/-

But it also provides multi-entry tickets to the customers:-



PRICES ANALYSIS:

ANALYSIS & INTERPRETATION :- From the above graph, it is visible that majority of respondents have considered the prices as average so there are scope of implementing some creative pricing to gain maximum customer attention. And those people who have liked the pricing (28%-Very Good), they should be retained as well and that can be done by implementation of different pricing for different customer segments. -As we know by Product Analysis that BIG BEAT was the most popular ride in the park, it can be removed from the booty of normal ticket and can be priced as a premium ticket wherein the value addition of BIG BEAT can be given to the customers. And also the interest of middle income group can be maintained by keeping the other set of rides other than BIG BEAT in booty for them in low prices. -There should be discounts for the school kid groups as than even a minor discount can fetch the whole batch of students into the Amusement Park. -The prices can be shown in the countdown manner in the visual creatives to create a lasting impact on the customers mind, and the price cancellation effect can also be used to show the downfall of the prices. That can be also useful to fetch more customers.

BIG BEAT



-PROMOTION- Worlds of Wonder has constantly used different marketing strategies for the promotions of the park, but not at bigger level. Mostly the only view of their brand name was through hoardings in GIP. But still in terms of trying new ways of promoting Worlds of wonder, they’ve tried many things.

1.) BIRTHDAY BASH @ WORLDS OF WONDER



They’ve targeted the kids to celebrate their birthday in Worlds of Wonder wherein they’d tried to showcase the fun elements of rides and various cuisines inside the ambit of Words of Wonder.

-VARIOUS FESTIVAL SEASONS ( BAISAKHI, LOHRI, HOLI)



Worlds of wonder has constantly used various festivals season to promote the brand and boosting the sales. Like in holi they provided Paintball games in Worlds of Wonder to capitalize the festival fever. And they’ve also used other festivals like Lohri, Baisakshi to increase the footfall in the park.

PROMOTION ANALYSIS:

ANALYSIS & INTERPRETATION:

It is clear by analyzing the above graph that most of the brand contact of Worlds Of Wonder is through GIP Hoardings(64%) and 28% respondents saw the brand via website. But no other prominent source of media has been used by the Worlds of Wonder and had relied on the Entertainment City kin ‘GIP’ publicity. They could have easiliy used Radio FM , local cable channels, and other kid-oriented channels & events. -As seen in this study that most of the visitors are kids or youngsters, and the kids pestering power plays an important role in the decision making process of the Parents to plan a visit to the Amusement Park. They can market the Park through various channels like Disney, POGO, MTV.



PLACE

Tickets are available, of course, at the park’s main gate. But this is not enough & wide channel of distribution. There should be more channels of getting tickets for the customers.

POSSIBILITIES:-

• Like, the tickets can be sold on various retail shops of Great India Place where youth and kids usually hang out with their parents.

• Or the tickets can be sold attached as a pack with movie tickets of BIG Cinema multiplex.

• Tickets should also be available online at the park’s website for the convenience of kids who regularly visit the website of Worlds of Wonder.

• The tickets should be provided at area grocery stores, and through various kids-oriented retail shops like Lilliput.

• Discounted tickets should be available at the front desks of hotels within the vicinity as well. Ticket prices often discounted at locations other than the park’s main gate.

• Combination tickets in connection with the affinity marketing plan with area attractions should be available at Worlds of Wonder’s ticket windows, online at a central website for the promotion, other attractions involved in the promotion, grocery stores, and local insurance agencies. This way the Amusement Park will be more & more affable to the customers.



SEGMENTATION, TARGETING & POSITIONING

SEGMENTATION

Worlds of wonder should have the segmentation of target customers as teenagers and kids. And gender-wise the fact comes out of the research that most of the respondents were male. So the Amusment Park can have marketing strategies planned for these segments of the total population. And that consolidates our previous decision of having promotions in kids hanging places and kid-oriented channels like Disney.

TARGET MARKET For this proposal, the target market for Worlds of Wonder is young families with children under the age of ten. Focus will be on attracting families within a three-hour radius of the park with a concentration on attracting return visits from families within 45 minutes travel time of the park (Using personal car, Bus Service, Delhi Metro). These families will have annual single incomes over 2.5 lakh Rupees per year or double incomes over 5 lakh per year and will make more than one visit to an amusement park monthly. Visiting amusement parks or vacations during the summer is a valued family tradition in the area. These families will visit GIP as a longer planned family shopping and will visit Amusement Park as a day trip. They desire a safe environment for their children with a large children’s area and/or many children’s attractions available.



The above graph shows the analysis from the research which explains the frequency of visits of customers monthly. 47% said that they visit only once a month, 37% said twice, but nobody said that they like to visit four times or to be specific every weekend to the Amusement Park. And that is the thing we have to change while devising the marketing strategies for Worlds of Wonder Amusement Park. Their children are active in youth events and sports and will be accessible to Worlds of Wonder’s youth-oriented plans. These families located within a 45-minute travel time to the park will have a pride in being the Worlds of Wonder visitor.

POSITIONING Worlds of Wonder should position itself as a Park for the wholesome entertainment of the kids, right from the gaming consoles to the hardcore rides of all kinds. It should send a signal to all its competitors whether it’s any Museum or zoo nearby in NCR region that there will be no place better for kids than WORLDS OF WONDER. It should also follow some creative solutions to establish the brand name of the Park.

-They can build a mascot for the Park in order to reinforce the Park identity as kids Universe in Noida. The mascot can be one of a new Cartoon character or it could be of Joker theme as most of the kids lovable part in park has a mischievous look of Joker. Even there is a picture of Joker saying “SMOKIN’ VIDEO GAMES INSIDE”



-As most of the park attendant are middle-aged or adults, the kids theme can be again forced by giving a cartoon character look to all the attendants, so that the kids feel more connected to the theme and like to visit the park again and again. And this territory of kids-wholesome entertainment galore is vacant for Worlds of Wonder. So the positioning will be grasped by the customers easily.

CONCLUSION

The Analysis also shows that when asked how many of them like to revisit the park again, 27 out of 50 respondents said they’ll visit the park again. So all is not gone, it can still become one of the premier hotspot location for kids enjoyment in not just NCR region but the whole Asian region. So, by correcting the marketing strategies of the Amusement Park, the park can again position itself.

RECOMMENDATION

1.) The Park should use BIG BEAT as the poster ride for promotional activities as it is the most

popular ride of the Amusement Park.

2.) The price should be differentiated for different customer segments according to the selection of rides and tickets- normal ticketing & premium ticketing.

3.) Positioning the Amusement park as a kids-oriented theme park with an official mascot to

represent the brand of Worlds of Wonder.

4.) There should be discounts for the school kid groups as than even a minor discount can fetch the whole batch of students into the Amusement Park.

5.) Tickets should also be available online at the park’s website for the convenience of kids who

regularly visit the website of Worlds of Wonder.

6.) Worlds of Wonder should do the marketing of the Park through various channels like Disney, POGO and Cartoon Network.

7.) The tickets should be sold attached in a pack with movie tickets of BIG Cinema multiplex on

discount.

8.) The Park should organize different types of events and programme every weekend like circus and magic shows.



9.) The park attendant and the whole design should be changed into kids-loving theme-mostly

cartoonish.

10.) The park should advertise itself through various online kids gaming portal as they’re very famous in both teenagers and kids.

11.) The local newspaper can be used to publish the Amusement Park stories to attract the parents

attention towards the vitality and reasonable schemes of Worlds of wonder.

12.) World of Wonders promotional activities should start in other areas of NCR region also with the construction of the mascot statue to make the brand immortal.

13.) The Park can use the latest online marketing tools like viral marketing, search engine

optimization and carpet bombings.



REFERENCES

Wikipedia.com Worlds of wonder website

Marketing Management by Philip Kotler http://www.blooloop.com/Article/Amusement-Parks-Viral-Marketing

docstoc.com Case studies of Disneyland



ANNEXURE

Please take a few moments to complete this questionnaire

Q1) Is this your first visit to the Worlds Of Wonder park

Yes No Q2) If Yes, Why you’ve come to this park only? What were the influence?

Kids pestering Word of mouth Saw Advertisement Organized Visit Q3) If no, how often do you visit the park in month?.

Once Twice Thrice Four times More than Four

Q4) How did you hear about Worlds Of Wonder Park.

Guidebook/Leaflet TV & Radio Ad GIP Hoardings Newspaper Website Other (Please specify) ……………….

Q5) Which ride or outlet did you enjoy most in the park (Tick all that apply).

Fast Forward Shanghai Swinger Big Beat Arcade Other(Specify)……..

Q6) What did you enjoy most in the park (Tick all that apply).

Birthday Packages WOW loyalty program Paintball @WOW Other (Please specify) ……………

Q7) How do you rate the following inside the park:

Cafes Poor Average Good Very Good Prices (Entry ticket) Poor Average Good Very Good Gift Shop Poor Average Good Very Good Car Parking Poor Average Good Very Good Opening Hours Poor Average Good Very Good

Tell us about yourself

Q8) How old are you.



Under 18 18-24 25-34 34-44 45+

Q9) What is your gender.

Male Female

Q10) Do you have an internet access.

Yes No

Q11) What do you prefer (watching/reading/listening) the most.

TV Radio/FM Newspaper Events Contests Internet

Q12) Which Radio FM do you like the most.

Radio Mirchi Red FM Big FM Others……………. Q13) Which local newspaper do you like the most……………………………………

Dainik Jagran Amar Ujala Hindustan Navbharat Times

Q14) Will you come to this park again? Yes No (If NO, Why?).......................

THANK YOU FOR YOUR TIME…

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