Wonder La

A Brand in the service of fun

Group 5
Mohak (PGP/23/390) | Rishi (PGP/23/044) | Deepu (PGP/23/437) | Sambit (PGP/23/294)
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Immediate Focus Positioning Proposed Solutions

Objective: To develop a marketing
approach to create demand for 3
Star Resort in Bangalore
Points to be considered
➢ High Competition
➢ Low Occupancy Rate
➢ Target segment of Wonder La not
coherent with that of Resort
➢ Bangalore not known for Tourism
but Business travels
➢ Accommodation creates
problems for Wonder La visitors
from other States
Target Segment
Business Travellers
-Better Profit
-Largest Segment in term of Value
Leisure Travellers
-Low Profit
-Seasonal Demand
Business High connectivity, Active
Travellers entertainment options
“We are here to relieve your
travel and work stress”
Leisure Accommodation and
Travellers Amusement at one place –
Holidays have never been so
fun and relaxing
Sales and Marketing Channels
➢ Bulk deals with Corporates
➢ Tie up with Holiday Planning sites
➢ Partnering with Airlines to offer
bundled services
Near Term Focus
Objective: Increase market penetration
Issues
➢ Inconsistent consumer needs
across locations and businesses
➢ Adoption among adults still low
➢ Competition in same and
adjacent industry growing
Consistent Brand positioning and
brand elements across all parks
Entice adults and working people
by combining rides with eating and
shopping experience
To increase visits from outside
tourists, use trip planning sites to
market the park as key destination
in Bangalore and Kochi
Long Term Focus
Objective: Set up new parks and hotels
Strategy: Since Amusement Parks
and Hospitality can be
complementary to each other, our
group’s suggestion is to set up
both parks and resort
simultaneously at each location by
targeting 50% visitors from
outside (Business Travellers and
Leisure Travellers)
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Visitor Split Visitor Split

Kochi YOY growth 5% YOY growth
5% 27% Bengaluru
24%

25% 25%

50%
70%

• Low demand
Kerala Tamil Nadu Other State Bangalore City Karnataka State • More Awareness
• Local Advertisement Campaign
Other State • Aggressive Promotions
• Focus Children
• Major TG from IT industry

Cost Leadership Strategy Differentiation Strategy

Differentiation Focus Strategy
Aggressive
Aggressiveengagement
engagementviavia
School
School Aggressive
Aggressive
engagement
engagement via via
Corporate
School
competitions,
competitions,festive
holiday
events
events events,
competitions,
College excursion
holiday events
trips

Successive
Successive
discounts
discountstoto
School
School
&& Include
Successive
high-end
discounts
rides with
to School
a feasible
&
Colleges
Colleges Being Local Grow Glocal replicationColleges
of foreign parks

Aggressive
Aggressivepromotions
promotionsviavia
Print
Print& & • Include Sona and Spa Provide
Aggressive
other forms
promotions
of entertainment
via Print &
• Handloom Merchandising
Electronic
ElectronicAdvertisement
Advertisement Facilities like Electronic
4D theatres,
Advertisement
Gaming zone
• Offer Plays, Craft, Musical,
Carnivals and Mythological • Offer 7D Show
Provide
Provide
Local
Local
dining
diningexperience
experienceatat
the
the shows • Facilitate Promotional events Partner
Provide with
LocalFast-Food
dining experience
& Beverage
at th
restaurants
restaurants • Include custom options like: for Upcoming Movies, Shows restaurants
joints
Only ride access, Only Show • Promotion with International
Loyal
Loyal
points/cash
points/cash
vouchers
vouchers
forfor Access, Only Roam access Airlines and Hotel Chains to Big
Loyal
screens
points/cash
for livevouchers
matches,for
customers
customers attracts the Foreign Audience Adventure
customers
Sports
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Annual Family Plan

School Deals,
model or Multi-visit
TARGETING Community Offers,
model (more visits per
Festival Offers, Bulk &
person)
Party Bookings
Young IT Professionals
BANGALORE Family & All Age Groups
Loyalty Programmes like
Creating PULL in the
Wonderla Passport for
Wonderla brand-
Families with Children multi-location access
name by building
KOCHI School Kids on Trips brand-trust
4-STEP MARKETING
STRATEGY FOR WONDERLA
POSITIONING Bundling Entry,
Transportation, F&B Change Positioning from
Services together for ‘Come and Enjoy’ to
better affordability ‘Come – Enjoy – Relax’
Experience thrill and
BANGALORE adventure; For all ages
Discounts through various
Amusement park for online Deals websites, Bring an inclusivity in
KOCHI Children mainly special credit/debit card every offering – Rides,
holders, etc. Restaurant, Hotel, etc.

THE RIGHT MARKETING MIX

PRODUCT PRICE PLACE PROMOTION PROCESS PEOPLE PHYSICAL EVIDENCE
Differentiated Offerings Multiple Locations Schools & IT Parks Seamless process flow
Competitive Price The right talent Wrist-bands, Gift-store
Unique Rides Adding pick-up/drop-off Physical & Digital Pick-up – Entry – Rides
during peak times Welcoming attitude purchases, freemium
Wholesome Experience services to extend place Special Promotional – Food – More Rides –
Luxury Segment Price Experiential Living giveaways, pictures
Packaged Offerings of service Events like Flash-Mobs Exit – Drop-off
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Parameters Wonder la has to take into account while entering the Hospitality Industry Why It should use the Wonder la
Brand
> Target Segment : Business and leisure travellers, According to the case, this segment of customers
guarantee a larger profit than normal customers. (by making full use of their facilities) Brand Image: Being one of the
very few amusement parks in
> Timing: Hospitality sector is also very seasonal with festive seasons driving a higher demand South India Wonder la has a good
> Competition: There is high competition in Bangalore Hotel market and the occupancy rate of 60% is brand perception (from the fact
expected to decline even more owing to growing interest by various local and international players that there is a constant increase of
200K visitors in a year)
> Location: Plays a major role for customers coming to Bangalore for Leisure and vacation
Added Benefit: One more benefit
> Brand Image: If it’s a part of a large chain or an independent impacts the performance the hotels can leverage is that of
Approach Wonder la can follow to create demand the facilities of the amusement
park. Attracting business and
> Leverage on the added facilities being offered as part of their hospitality package. Not many amusement
leisure visitors will receive a major
parks are present in South India, hence having one of their own serves as a competitive advantage over
boost if they are promised of
others
something which isn’t offered by
> Target business IT professionals: This is the group of people who dominate the Silicon valley of India and other Hotel services
have various business meets outside the City. A similar campaign can be launched targeting the IT sector
PAT: If the hotel business following
with a proposal of a longer stay with added benefits rather than a one day full of entertainment and
a timeshare and luxury model
activities
works it will add to the profit
> Weekend long packages: Instead of charging for a single day, they can start servicing for a weekend long margin of the entire group
charge (2-3 days) for people who would like to stay in hotels. This will ensure a higher perceived benefit
Only disadvantage in this case the
> Weekday-packages: Weekend are usually packed in the amusement parks, so weekdays which are Group will suffer if there is not
relatively free can be assigned to business trip meets for the hotels. Weekday hotel packages will be cheaper enough traction of visitors for the
and will help in increasing the occupancy rate hotel business