Marketing of Services – B

Assignment 4
Group 1

Group Members -
PGP/23/119 - Tejashree Kadbe
PGP/23/269 - Harsimran Nagi
PGP/23/338 - Nishant Kumar
PGP/23/412 - Rhea Pradhan

Wonderland – A Brand in the Service of Fun

1) What are the investment priorities for Wonder la in the short term and for the long term?
Prioritize efforts to increase demand in the existing parks, create demand for its hotel in
Bangalore or set up a new park and/or hotel?

Short Term Investment:

a) Invest in marketing and providing new facilities to increase demand in the existing parks.
b) Create demand for the hotels and resorts in Bangalore by keeping it near the
amusement parks. Being only 63% occupied, it has a lot of room for improvement.
c) Occupy hospitality sector by opening resort and convention centre near the park.

Long Term Investment:

a) Open new theme parks in South India.

b) Set up new hotels and resorts in cities with more than 50% occupancy rate.

The investment in land and equipment is an expensive affair. And with disposable income of
around $2500, which is a good amount to set aside for creating more demand for the
existing parks and hotels.

2) What competitive approach (market growth or share) should be used to increase

demand for its existing parks?

In order to increase demand of existing parks in Kochi and Bangalore, we can come with the
following suggestions-

3) Bulk ticket booking- In the Kochi park, the bulk ticket booking is already available at 10, 15 and
20 %. Wonder La can come up with special offers on these bulk ticket bookings on festivals,
celebrations, etc.
4) Wonder la can also collaborate with people working in inter- state tourism to boost the tourism
visits, locally as well as globally.
5) Museum, spas, shopping mall complexes, and most importantly, Kiosks or mini food stalls can be
installed inside the parks.
6) 3D art or augmented reality can also be used to create creative paintings in the park.
7) Realistic, 3D video games, robotics can be built to cater kids of all interest groups.

3) Develop a marketing strategy for its existing parks?

Any marketing strategy developed for Wonderla has to keep in mind the company’s strategic plan
for growth and development. This means the marketing strategy is to be aimed at increasing footfall
Marketing of Services – B
Assignment 4
Group 1

for the theme parks as well as building the image of WOnderla in not just the theme
park/amusement industry but also the hospitality industry.

Target Audience: Children, young adults, families, parents, businessmen and corporates etc…

Possible Strategy:

 Position the theme parks as a fun place for people of all ages to come and relax, unwind and
refresh themselves in.
 Target the corporates of nearby areas, to make Wonderla a place for team building
activities, corporate weekend resorts etc..
 This could be combined with a group loyalty program for corporates who visit at regular
intervals, a discount or special access areas can be devised to attract them.
 More tie-ups can be executed, and especially to introduce more characters to the theme
park so it can be revamped on regular basis.
 The people involved in sales, like the agents, could be trained for sales in IT Parks, corporate
zones, to capture the older audience, besides just children.
 The ticket prices should not be changed drastically, but updated to keep with the yearly
rates needed. However, loyalty programs can be introduced for returning visitors to retain
them and increase revenue.

4) What should be Wonderla’s approach to create demand for its new hotel in Bangalore? Should
it use the Wonder la brand or create a new brand? Why?

Wonder la can take different steps to increase the demand for its new hotel in Bangalore such as:

 It can target the businessmen and corporates for hosting different conferences and events.
It can market the Wonder la hotel and resort as a good combination which provides a space
for both formal events and weekend getaway.
 It should also create offerings for the mid-income segment as both their incomes and
aspirations are on the rise. This would help draw more people to the amusement park as
they would get a place to stay if they wish to.
 There were a lot of visitors coming from cities other than Bangalore. These people typically
face issues in finding places to stay apart from other problems such as the entry tax to
Karnataka. The hotel can target these customers as well.

The hotel should use the Wonder la brand due to several reasons such as:

 The same Wonder la brand would help in the promotion of the hotel as a combined offering
in addition to the amusement park.
 The hotel can leverage the brand name and equity of the amusement park to create a sense
of trust in its prospective customers.
 The hotel would also add to the overall brand of Wonder la.

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