A Brand in the Service of Fun

Group 3
Deepak Yadav 136
Nilotpal Chakma 152
Navika Chaudhary 148Praveen Kumar 157

Roshni Lala 162

Sujit Kumar 170
Pranav Mandlik 355

Case Summary

Competition
Kerala

Bangalo
re

Positioning (?)
Kochi

Bangalore

Opened

2000

2005

Target Audience

Children

Earlier IT Personnel
Now Families

Visitors

1100000+ in 2010-11
70% from Keralites

910000+ in 2010-11
50% from Bangalore

Challenges
Defining and building the brand Wonder la
Deciding on enter hospitality segment or not

Recommendations
Marketing and Brand Building
Ammu like personalised letters from Chikku
TV ads for children, Social media for young and working
crowd
Talent shows and Star performances

Recommendations
Resort in Bangalore
Target families and business crowd
Offer tour packages with good deals combining park
and hotel services
Promote as an ideal retreat combining Fun, Play and
Work

Recommendations
Other Services
McDonalds and other such joints
Strive to achieve at least 70:30 ratio between gate
collection and food, toys, memorabilia etc.
KOD like live entertainment and theatre shows
(seasonal)

Recommendations
Other Parks:
Hyderabad
Hyderabad has a promising growth
and low competition
Benefits from V-Guard offices
By 2015, when the park becomes
operational, the Wonder la brand
will be well established
Hold back the investment in the
hospitality segment till returns the
from Bangalore resort venture can
be well estimated

Chennai
5% of visitors in Blore came
from TN and had issues
looking for accommodation
25% of Kochis visitors were
from TN
Cannibalisation
Higher competition