Service Redesign Report There are many things to consider when redesigning a service.

You should first decide which market segment(s) you want to target and how you want to be positioned relative to the competition.

Worlds of Wonder

M/s International Recreation Parks Pvt. Ltd. joint venture organization Parent Company by Unitech Limted and International Amusement Limted.

Category

Amusement Park/Theme Park

Sector

Tourism& Hospitality/ Entertainment

Tagline/ Slogan

Jo Chahe Ho Jaye

It is one the most popular amusement parks around Delhi also offering USP boating Facility STP

Segment

Children, youngsters and families

Families and youngsters living in and around Delhi and tourists from Target Group other parts of India

Position itself as providing entertainment of international standards . A Positioning world class amusement park SWOT Analysis

Strength

1. The parent company is a pioneer in the concept of amusement park in India. 2. It has a wide range of offerings for all age groups. 3. The park is spread over a huge land mass of 64 acres and attracts

many visitors each day. 4. There are more than 20 rides along with other recreational options.

1. The park has limited global presence 2. The offerings are fewer compared to those of some of the other Weakness famous international parks.

1. huge crowd-pulling potential. 2.The demographics of Delhi suggest that there is a lot of young population in Mumbai who are the potential visitors. 3. With the introduction of group offers, annual passes and multi-visit Opportunity passes, the park can hope to increase its customer base.

1. The upcoming culture of visiting malls that have play areas can be a threat. 2.Since the frequency of innovations in offerings is very low, there is no incentive for second time visits. 3.The business is more seasonal in nature, there are more visitors Threats during the holiday season, on other days there is a slack. Competition

1. Adventure Island, Delhi 2. Fun n food village, Gurgaon Competitors 3.Kingdom of Dreams, Gurgaon

Then you will need to describe the service. Note: The description of the current service should be brief; the focus should be on the revisions/improvements to the service.

Organization's Brief The Project is being developed by M/s International Recreation Parks Pvt. Ltd. joint venture organization by Unitech Limted and International Amusement Limted. Unitech is engaged in the construction of residential and commercial complexes, running of luxury hotels, infrastructure project and education. Unitech is recognised as a leading player in property development & real estate in India. On the other hand, International Amusement limted became the pioneer in Amusement Park Industry in India by setting up India's first Amusement Park "Appu Ghar" in 1983. IAL is currently doing malls and other projects in different cities in northern India. International Amusement Limited (IAL) was incorporated on 15th September 1984 by Mr. Gian Vijeshwar, a Sweden based NRI with the primary objective to conceptualize and set up Indias first amusement park Appu Ghar, which was inaugurated on 19th November 1984. Spread over 18 acres of land, it housed 20 rides and a water park in its premises. Appu Ghar successfully operated this park for the last two decades and because of an excellent recall value, the park received an average of 1.4 million visitors annually. The Appu Ghar had to be closed as the lease for land was not renewed by the authorities for various reasons.

IAL having started the amusement industry in India has also been the longest. Its first venture Appu Ghar was a phenomenal success because of its incredible insight into the Indian local sentiments and its high international ambition. The companys local understanding and success story motivated to bring forth more exciting projects to the Indian palate.

Noida Entertainment City Noida Entertainment City spread over 147 acres in comprising of Entertainment, Retail and Hospitality. The Great India Place A retail environment with many major shopping brands. Worlds of Wonder A world class amusement park designed by world renowned design consultants. Gardens Galleria An elite shopping mall with a 5 star hotel.

Calypso Bay A water park with lots of water rides & attractions. Large wave pools will cater to a high number of people. Water slides in the zone are anchored on a 30 meter high mountain. The project offers a mix of entertainment, shopping and hospitality experience - first of it's kind in India. Product or Service

One of the most sought after amusement and entertainment destinations currently available in the NCR Registered a healthy footfall across the years The Park comprises of multiple entertainment zones dedicated to teens, kids and family respectively Has been designed by internationally renowned consultants

Package, Benefits & Terms Information : School Package :

Packages Start From - Rs. 250/Benefits and Terms: Minimum group size is 30 pax. One teacher complimentary with every 10 students. Special Food Packages : Buffet arrangement package Start from Rs. 60/- per pax.

College / Institution Package :

Packages Start From - Rs. 300/Benefits and Terms: Minimum group size is 30 pax. One coordinator free with every group. Coordinator must have his/her ID card for identification. Facilities are subject to change without prior notice. Special Food Packages : Buffet arrangement can be made as per options available.

Corporate Package :
Corporate Events can be customized to suit all budgets and preferences. Benefits and Terms : Employee Get-togethers Dealer Meets Product Launches Training Session Team Building Exercises

You should also use appropriate services marketing concepts to describe the service and your proposed marketing strategy.

You will need to include exhibits that help illustrate the service you have recreated. Be sure to give each exhibit a title and reference all exhibits in your paper.

Your exhibits should include (but not be limited to) the following: A blueprint of the original service A blueprint of the redesigned service

go back to the basics of the four Ps Product, Price, Place and Promotion.

The problem: Ocean Park had lost around $80 million and a cumulative $200 million and, as Pei says, the red blood was flowing by the time he was brought in by the executive team as its head of marketing. Many locals expected the park would close down, particularly as the government had just committed an enormous sum of money to woo Disney to its Lantau Island site. Ocean Park was an old and tired brand and no one knew what it stood for. The strategy: Pei went back to the basics of sales and marketing, and the four Ps. He ripped out a tired sales and marketing team, energised the ones whom he thought could

make it and reversed the sense that Ocean Park was finished by making sure it innovated, through new products that closely tracked what he knew customers wanted. He got aggressively on the front foot to differentiate his product and brand from Disney, and made sure everyone and every communication enhanced that. A series of campaigns were run to build local loyalty like the Love Ocean Park, Love Hong Kong work. Results: Pei says Ocean Park is one of the few regional parks in a neighbourhood Disney has entered that not only didnt lose the obligatory 20% business but actually added that much business. In fi scal year 2005-2006 a record 4.4 million guests went through the gates, revenues of $538.8 million in admissions and $189.5 million in in-park spending were achieved. The park also experienced a 66% rise in renewal of annual passes. The story : Not long after taking up the post of marketing chief at Ocean Park, Paul Pei was sitting in the back of taxi riding to the sprawling Aberdeen site, when the taxi driver casually enquired: So where are you going to work next? Its not like Pei hadnt heard it before. So convinced was Hong Kong that Ocean Park would close, after the announced arrival of Disney, there was no doubt the staff must already be updating their CVs. There was never any doubt in my mind that wed make it but Hong Kong thought we wouldnt, Pei, who came to the role from a background in luxury hotels, says. The first thing obviously wrong to Pei was the people working at the park in sales and marketing. The second thing was the brandno one knew what it was. Peis back to basics approach initially meant standing out with the rest of the guests and listening to what they were saying about the park. It was very obvious what was wrong. We had a product that was old, it was tired it was grey, thats what everybody said, there wasnt anyone talking about the product, he says. I brought in sales people so hungry they must have been starving for years. Once there was a motivated sales team in place Pei also developed a public relations team when he found the park had no one to go out and tell our good stories. It was an important time to communicate with the media because with the imminent arrival of Disney Pei didnt want the public hearing nothing but Mickey, Mickey, Mickey. The marketing and management teams then turned to the product and set about fixing up the park, it is currently undergoing major works which will take six full years to complete and will double the parks attractions. Positioning was the next P. After his grassroots market research inside and outside the park Pei knew the differentiator for Ocean Park had to be the animals. This led to the creation

of a lot more opportunities to interact with the animals including spending a day with the giant pandas, breakfast in the aquarium or interacting with jelly fi sh in an ambitious new display. The animal strategy was then moved into external communications under the Love Animals, Love Ocean Park tag and campaign, the campaign was also pushed through new platforms with an SMS quiz which Pei says attracted more than 100,000 responses. His team also introduced special seasonal events to spike attendance at certain times like Halloween, Christmas and Chinese New Year, and also created an offering of corporate visits to make use of the park in the evenings when it was traditionally dormant. It was all to try to position the park as different and unique to what the big blunt marketing instrument, that is Disney, was bringing to Ocean Parks doorstep. The next P was price and Pei wasnt prepared to drop his. You can discount yourself to oblivion but you can never discount yourself to profitability so I said lets concentrate on giving value for the money they pay, he says. The annual pass was another differentiator for Ocean Park because Disney (originally) didnt offer one. Pei likes it because it creates loyalty and a real sense of value. I love that you think you are taking me for a ride, Pei says with genuine delight. Then theres promotion and Pei knew he needed something or someone to promote to the public he needed a Mickey. Enter a sea lion named Whiskers, a sea lion character, who was developed from a live audition of potential mascots. When people think of the Ocean Park brand now they inevitably turn to Whiskers either the graphic version or the furry suited one Pei knows this because he went out on heartlands road show tours with him and asked the public who, in large numbers could associate Whiskers with the park. Pei knows Ocean Park is in good shape as a brand now but knows thats not just him but the motivated staff, the publics perception, internal and external communications, all wrapped around a single brand idea. Conclusion: Listen to the customers, find or reinvigorate the brand idea and relentlessly push that through internal and external communications.