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Title: - Marketing Communication plan for Resorts world by Universal Studios

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Resort World
Sentosa Singapore
Marketing Communication Plan for Resorts World by Universals
Studios

Geography: India

Marketing Period: Jan 2014 to Dec 2014

Submitted by –
Montoo Jain – 20
Pawan Naik – 34
Pranav Mehta – 29
Satish Mohite – 32
Amit Madav – 27


Title: - Marketing Communication plan for Resorts world by Universal Studios

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Index

Sr. No Title Page No
1 Introduction 3
2 Task 4
3 Singapore – Tourism Statistics 6
4 Overview of an Indian Outbound 7
5 An Opportunity 8
6 Our Approach 11
7 Our Positioning 12
8 Big Idea 13
9 IMC Flow 14
10 The Communication Strategy. 15
11.a Role-1 16
11.b Role-2 17
11.c Role-3 18















Title: - Marketing Communication plan for Resorts world by Universal Studios

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Resort World, Sentosa Singapore
Before we move to marketing strategy and plan it’s important to understand
the potential of the resort. Why is it a attraction that will pull people all the way to
Singapore right from India? What is it that it has to offer which is not there in India
and no other country close by?
Some highlighting points that could answer some of the most obvious
questions
• It Singapore’s first integrated resort
• Came up in 2010
• Located in Sentosa Island
• Spread over 49 hectares of space
• Caters to 15 - 17 million visitors per year
• Resort with maximum global footfall
• Some of the key attractions -
a. Universal studio
b. Quest marine life park
c. Equarius water park
d. Maritime xperential museum
e. Festive walk
• There are a total of 24 attractions, of which 18 are original or specially
adapted for the park.
• The park consists of seven themed zones which surround a lagoon. Each zone
is based on a blockbuster movie or a television show, featuring their own
unique attractions, character appearances, dining and shopping areas.
• The park features the world's tallest pair of dueling roller coasters that are
based on the popular television series, Battlestar Galactica.
• There is a castle from the world of Shrek and Monster Rock, a live musical
show featuring the Universal Monsters.
• Universal Studios Singapore has over 30 restaurants and food carts, together
with 20 unique retail stores and carts located around the park.
• Attractions premiering are marked "Premiere" and dining outlets that are
certified Halal are marked with "Halal".
• It will appeal to an affluent Indian from Tier I cities, exposed to Hollywood.
• It is also priced as such – Daily Passes start at $ 74
• Outside food is not allowed. Dining Vouchers - $ 500 Booklet.
Title: - Marketing Communication plan for Resorts world by Universal Studios

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Task

India is new to resort culture, the exposure is limited.
However some theme parks are surviving and in fact doing well too, to list a few:
• Imax Imagica
• Essel World
• Water Kingdom
• Fantasy Land
• Kumar Resort

We have seen that people now are choosing foreign destinations for vacation and
Singapore is coming up as one of the most favorite vacation destination for Indians.

So here we are trying to include resort as a major vacation activity, or for that
matter having resort as the vacation activity.

To start with…

We have to create a awareness of the resort in India
To showcase how is it different and better than any other resort in and around India

Methods we need to adapt…

Extensive promotion in all forms on media
Cinema, paper, and digital (to list a few)
Collaborating with travel portals
Offering packages on tour and travel
And more


How do we achieve this?
Tap-in Indians planning their holiday destination outside India especially Asian
countries
Develop interest in Indians
Tap-in Indians in Singapore (effective for word to mouth marketing)
Title: - Marketing Communication plan for Resorts world by Universal Studios

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Evolving Singapore
Singapore aggressively markets itself as a tourist destination. They keep adding new
things and activities to keep their visitors enthralled. Every time you visit Singapore,
you will find something new to discover.



Singapore’s communication too keeps changing with its offering.



















Title: - Marketing Communication plan for Resorts world by Universal Studios

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Singapore – Tourism Statistics
• In 2005, Singapore Tourism launched a very ambitious tourism master plan,
where they aimed to double their tourist arrivals from 8 million to 17 million
visitors and to triple their tourism receipts from S$ 10 billion to S$ 30 billion.
• They registered the best-ever performance in 2012 with international tourist
arrivals of 14.4 million & tourism receipts of S$ 23 billion, as against 13.2
million & S$ 22.3 billion respectively in 2011.
• India is a major market for Singapore’s tourism industry, forming one of its
top five countries generating tourism for the island city.
• The Singapore targets close to one million visitor arrivals from India during
this year.
• Singapore witnessed 670,000 Indian visitors (Rev: S$ 809 million) in Jan-
Sept 2012.
• 8 International Airlines operate 430 flights with a total seat of 40,000 a week
between India and Singapore.
• Singapore was a destination for Indian film shoots alone. Now TV shoots are
picking up in the country.
StarPlus – ‘Diya Aur Baati Hum’
NDTV Good Times– ‘Ten Things To Do Around The World’ (have been shot in
Singapore.)
• Singapore continues to be the first most visited destination, but has dipped in
preference for leisure and business travelers from India.
• Only 16% leisure travelers & 11% business travelers have visited Singapore
last year.
• 15% of the respondents from Tier I Cities aspire to travel to Singapore.
• Indian travelers enjoy traveling with their families and look for hotels with
family rooms.
• They are independent-minded tourists who prefer to create their own
itineraries.
• In terms of accommodation, they prefer Little India, but seek out exciting
experiences.
• They are educated and have a global worldview. They enjoy experiences like
trying local cuisines, visiting new attractions like Universals Studios
Singapore, Gardens by the Bay and attending the Formula One race.
• Connectivity and accessibility is what they value.
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But before that let us understand Indian consumers when it comes to
international holiday destinations.

Overview of an Indian Outbound
• Singapore and Thailand were the leading destination countries for outbound
trips in 2012
• These countries were aggressively marketed with budget price of Rs. 25k –
30k for 3days/2nights, which makes international holiday affordable and
attracts first timers as oppose to domestic trip
• On an average Indian consumer goes once or twice a year for an
international holiday
• Consumers with annual income of Rs0.5 million or above on an average plan
international trips for leisure
• Indians prefer to travel with their families, making the most of the low prices
offered for Southeast Asian countries by travel agents
• The biggest threat to the growth of outbound tourism is the falling value of
Indian rupee. Result of which consumers likely to prefer to travel
domestically or travel to countries that offer budget options







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Indians prefer to travel with their families



Accommodation & Shopping are the two areas where Indians spends the
maximum

An Opportunity



Indians travelled to Singapore over the years. (In Lakhs)
Title: - Marketing Communication plan for Resorts world by Universal Studios

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Expected Indians travel to Singapore in the coming years. (In Lakhs)

An Opportunity

Singapore will be the highest tourist spent country in the world followed by US & UAE
Title: - Marketing Communication plan for Resorts world by Universal Studios

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After understanding Indian mind-set & opportunity, we now
look at our potential audience.

Who we are talking to?
• Age: 25 to 50 M/F from the Tier I cities. i.e. Top 10 Metros
• Married couple with 2 children keen on exploring a holiday abroad
• Value seekers looking for well-priced international destinations that can
accommodate 4 members
• Keen on travelling to close by destinations for a minimum of a week

Mindset of the consumer
• There is flaunt value in overseas travel
• Wanting to see something new which can be talked about with
friends/family/Facebook/etc
• Looking for something exciting that will be relevant to his entire family
• Looking to see everything in a destination when he/she travels abroad
• Keeps pondering if he/she managed to cover all the sights & experiences in
the destination of their choice

The Indian Target Audience
• Singapore targets Indians from the Tier I cities. i.e: TOP 10 Metros.
• Universal Studios is a premium offering in Singapore’s Bouquet.
• They target visitors with Day Passes to spend the day there.
• They also target affluent tourists to stay in theme hotels in their resort.
• Thus we need to communicate to people who can afford both.

Pricing
Daily Pass/ Person S$ 74
Meal Voucher Book S$ 500
One Night Stay/ Person S$ 570





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Our Approach
To position the brand that emotionally strikes a chord with the consumer’s
needs & mindset when considering traveling abroad

After reading the mindset of the consumer we understand that a Indian
vacation is majorly governed with 2 primary factors

1) Emotional Appeal
2) Economical Appeal
3) Product Appeal

We intend to come with a approach which takes these 2 factors into consideration.

Economical Appeal
Device a packages which are cheap and giving a feeling of “thode mai jada”
We will have 2 packages

1) Based package
Which will be elaborated ahead in detail.

2) Customized package
Where the customer will login online and decide as per his/her
requirements.

Emotional Appeal
It makes the Indian consumer realize that it’s a value for money holiday
destination where he has the opportunity to experience what is surreal – Something
not seen before at the same time affordable, luxurious & end to end.

Product Appeal
Resorts World provides every kind of holiday, be it for adventure,
entertainment, shopping, education etc & covers a whole range of experiences
suitable for everyone’s palate


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Our Positioning

“It’s a cocktail of Holidays”

Whenever you go for a travel we have to select one particular holiday destination

However in the case of Resorts World its different, here have a lot under one
roof. The customer get a flavor of all different destination of the world in the resort,
so it is rightly called as the
“It’s a cocktail of Holidays”

So keeping in mind the Indian families he has something for all the members of the
family

For instance
1) Kids – Education and fun
2) Teens – adventure
3) Women – Restaurant and ample shopping
4) Men – family is happy

Product Appeal
Resorts World provides every kind of holiday, be it for adventure, entertainment,
shopping, education etc & covers a whole range of experiences suitable for
everyone’s palate

Emotional Appeal
It makes the Indian consumer realize that it’s a value for money holiday destination
where he has the opportunity to experience what is surreal – Something not seen
before at the same time affordable, luxurious & end to end.






Title: - Marketing Communication plan for Resorts world by Universal Studios

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What are we offering?
• Package Rs. 37,500 per adult includes:
• All travelling expense
• 3nights/4days + 1day Singapore city sightseeing free














Big Idea

“Don’t compromise on your destination, we have it all.”

However in the case of Resorts World it’s different; here have a lot under one
roof with great experience. The customer get a flavor of all different destination of
the world in the resort, so it is rightly called as the

“Don’t compromise on your destination, we have it all.”








Stay
Festive Hotel
Attractions
Universal Stuido
Adventure Cove Waterpark
S.E.A. Aquarium
Maritime Xperential Musem
Festive Walk
Title: - Marketing Communication plan for Resorts world by Universal Studios

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How are we promoting?

IMC Plan

The Integrated Communication Flow.




TimeLine

• Junket (Part I) – January
• Media Coverage – February - March
• Advertising Offers – April - May
• Movies – June - September
• TV Shows – June - September
• Junket (Part II) – September
• Celebrity Series – October - December
• Advertising Offers – October - December





Title: - Marketing Communication plan for Resorts world by Universal Studios

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The Communication Strategy.

• Universal Studio offers a wide mix, that would appeal to a large
cross-section.
• The Communication process has multiple functions.
• We envisage 3 distinctive communication roles that complete the
process.


Role I Inform ( Educate )
Role II Influence ( Generate a desire )
Role III Advertise ( Call to Action )





Title: - Marketing Communication plan for Resorts world by Universal Studios

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Role I Inform ( Educate )


1. Important publications will do a series of destination pieces.
2. Lifestyle Publications/ Channels will cover our Brand Ambassadors experience.

Action:

1. We will sponsor junkets for travel writers of influential publications.
2. We will sponsor a family junket for a few important Celebrity Brand
Ambassadors.

Investment Rs. 1.50 Crore


Publications Considered

English
Newspaper
Regional
Newspaper Magazines
Times of India Loksatta Travel + Leisure
Hindustan
Times Hindustan Condenast Traveller
Telegraph ABP Outlook Traveller
The Hindu Daily Thanthi India Today
Deccan Herald Udayavani
Deccan
Chronicle Eenadu
Indian Express Sakal

Gujarat
Samachar
Ajit

Title: - Marketing Communication plan for Resorts world by Universal Studios

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Role II Influence ( Generate a desire )

1. Major Studios/ TV Production Houses will be enthused to consider our
locations for their shooting requirements.
2. Celebrities and Movies influence the Indian Travel decisions.
3. We will invite Indian Movie Makers/ TV Shows to shoot in Universal Studios.

Action
1. We will sponsor junkets for a few important Directors of Photography.
2. We will sponsor junkets for a few Studio Heads.
3. We will extend discounted offers to the first 5 shows to book our locations.

Investment Rs. 1 Crore + Rs. 2 crores towards discounts

The Plan:
• Promote Universal Studio as a destination for the complete family.
• We offer the entire Universal Studious as a canvas to movie houses like
Rajshri Films.
• It should form a backdrop for a family movie like – Hum Saath Saath Hain.

Target Group Location
Entire Family Lost World/ Ancient Egypt
Sea Aquarium
Saif & Karisma Kapoor Halloween Horror Nights
Adventure Cove Water Park
Mohinsh Bahl & Tabu Ocean Suites
Lake of Dreams
Salman Khan and Sonali Bendre Transformers
Battlestar Galactica
The Children & Grandparents Madagascar, Far far Away
Marine Life Park
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Role III Advertise ( Call to Action )


• We will reinforce our communication with advertising, with special offers
• We will tailor make our advertising across mediums according to their
suitability.
• We will use the digital platform via. Travel sites – with these special offers.


Market English Regional Magazines TV Channels
Mumbai Times of India Loksatta Travel + Leisure Star Movies
Delhi Hindustan Times Hindustan Condenast Traveller HBO
Kolkata Telegraph ABP Outlook Traveller STAR TV
Chennai The Hindu Daily Thanthi India Today Sony TV
Bangalore Deccan Herald Udayavani Colors
Hyderabad Deccan Chronicle Eenadu ZEE TV
Pune Indian Express Sakal Sun TV
Ahmedabad Gujarat Samachar Eenadu
Chandigarh Ajit


Investment Rs. 5 Crore












Title: - Marketing Communication plan for Resorts world by Universal Studios

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Cinema Advertising

• Will spend: Rs. 100cr for 600 multiplex screens in 10 metros
• We will promote our key idea (positioning + attraction+ package) through
60sec films before the movie starts


Print Campaign

• Investment: Rs. 5cr for 2 inserts
• We will promote our key attraction places
• Publications that will be covered for our print campaigns are:















Title: - Marketing Communication plan for Resorts world by Universal Studios

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Emailer

• Will get the data base from all the travel agents operating in India like
SOTC/Kouni etc.. and send out the mailers to consumers who have travelled
out of India, planning their next holiday & first timers who has enquired with
the travel agents.


Corporate Tie up

• Will spend: Rs. 50cr for 600 multiplex screens in 10 metros.
• We will promote our key idea (positioning + attraction+ package) through
60sec films before the movie starts.
• Will tie up with all the leading corporate houses in India to promote our MICE
package and discounts regular package.
Mall Activation
• With the budget of Rs. 1Cr. will be carrying out mall activation in 10 metros
cities.
• Keep contests.
• Adventure rides for kids.
• Distributing resort world kits.
Title: - Marketing Communication plan for Resorts world by Universal Studios

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Digital Campaign

• The digital budget for 2 months will be Rs 40lakhs.
• We will promote our campaign through:
Youtube Channel, Youtube Ads
Web Banners on Facebook, Likedin, Twitter, Makemytrip, Expedia,
Cleartrip & Flipkart
Google SEM

Content Promotion – Discovery

We will do a barter system wherein we will share our construction process and
development with informative channels.
We will also share our management process

We return we will ask for Advertisement slots in primetime



For instance

National geo – Mega structures
History Channel – Management gurus
And other informative magazines


PR Article

We will spend around 2 Cr. In the PR processes.
Wherein we will take Bollywood families and ask then the share their experience in
resort world.
Some of the families we will consider for this activity –
ShahRuk Khan and family.
Hrithik Roshan and family.
Title: - Marketing Communication plan for Resorts world by Universal Studios

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Promotions through films and TV shows

Major Studios/ TV Production Houses will be enthused to consider our
locations for their shooting requirements.
Celebrities and Movies influence the Indian Travel decisions.
We will invite Indian Movie Makers/ TV Shows to shoot in Universal Studios.

Referral Program for Indians

We will provide discounts to Indians residing in Singapore if they recommend Resort
World to their near and dear once from India.

Promotion with Travel agents

• Cobranded ads with travel agents in India, where in they will promote Resorts
world through their print campaign and on every customer earn commission
• The media space bought will be on sharing basis.