UNIVERSAL

STUDIOS
END TERM
PROJECT
Under the guidance of Prof. Preeti Narwal
Rajkumar Kispatta MBA22232

Rashmi Sharma MBA22234

Ishika Agrawal MBA22214

Kanika Sharma MBA22216

Udayvir Singh MBA22250

Vishal Singh Rajpurohit MBA22254

Himanshu Singh MBA22213

Viraj Ranka MBA22253

 Introduction
 Largest television and film production company in the world
 Wide range of entertainment businesses include:-
1. Publishing books
2. promoting concerts
3. Operating 5 Universal Studios theme parks
4. managing 6 lecture theatres
5. licensing & marketing merchandise based on its films.
 Operates the Spencer Gifts chain of stores.
 Theme parks headquartered in Orlando, Florida
 Best known for their captivating themed attractions from the worlds
 25% stake in Loews Cineplex Entertainment
 Industry Analysis

1 2 3 4
Valuation Shift Investment Ban

Indian Amuse- India’s theme Expected Fu- Ban due to

ment park sector park industry is ture Investment Covid-19 on
valuation- currently under- – INR297 bil- Travel hamper-
INR25 billion going a shift lion ing business

5 Many foreign companies interests in Indian Amusement park Universal Studios, Time Warner
 Customer
Marketing Secrets
Value
Proposition
1.Developing new rides and themes
1.Be Entertaining
2.Use of magazines, hoardings, television, etc. to
2.Offer Help at Every Turn
promote its advertising efforts
3.Make Customers a Part of the Experience
3.Yearly events and Special dates with incentives
4.Educate Customers
and discount coupons such as annual passes,
5.Offer Something for Everyone
multiple visit passes
6.Stage the Experience
4.VIP Experience offers advanced tour reserva-
7.Make the Experience Memorable
tions, expert-led tours, exclusive discounts &

unique access to VIPs

5.Using catchy taglines like Jump into the Ac-

tion, Ride the Movies, and See the Stars

 Primary Research

•Primary research was conducted by taking 60 peoples to know customer perception

•75% respondent belong to the age group of 20-25 years followed by 21.7% belongs to 25-30 years

which followed by 3.3% age more then 30 years

•Close to 86.7% of our respondents enjoys going to a amusement park

•In monetary terms 46.7% are willing to pay in the range of INR 750-1000, 21.7% who will prefer to pay

in the range of INR 500-700 followed by 16.7% and 15% willing to INR 1000-1200 and more then

INR 1200 respectively

•Preferences in terms of ride/theme differs very closely

 SWOT Analysis
S W
STRENGTHS
1. With approximately 50 mil-
lion visitors, it is one of the
world's busiest theme parks.
2. Six various theme locations,
including Hollywood
3. Popeye, Jurassic Park, back
to the Future, Scooby-Doo, and
other well-known characters
from Universal Studios have a
strong ability to sell merchan-
dise.
4. There are Universal parks
and resorts in United States,
Japan, and Singapore.
5. It employs more than
20,000 individuals worldwide.
WEAKNESSES
1. The park must invest
substantially, which re-
sults in low profitability,
in order to retain its brand
equity.
2. Pandemics, economic
recessions, and other
events have affect the
theme park industry
O T
OPPORTUNITIES THREATS
1. The parks expect to 1. The park works in a
draw lots more people highly competitive mar-
with the addition of ket where a lack of inno-
attractions and vation might be disas-
personalities. trous.
2. Universal Studios might
consider expanding in 2. Economic downturns
other well-known foreign may result in less travel,
locations. which would negatively
3. The park might aim to affect the industry.
grow & keep its client base
by offering various
promotional offers
including yearly passes,
discounts on hotel stays,
and multiple visit passes.
 STP Analysis
S T
SEGMENTA-
TION
1)Demographic Segmentation :-
Age - 5-50
Life Cycle - Kids, Teenagers, Youth, Adults
2)Geographic Segmentation :-
Density - Urban and Semi Urban People
3)Psychographic Segmentation :-
Lifestyle - Thrill Lovers, Explorers, Leisure
seekers
4)Behavioural Segmentation :-
User-status - Potential, First Timers, Regu-
lar, Occasional
Social Class - Upper lower, Middle, Rich
TARGETING
Our target market would be:-
1) Top tier cities
2) Adventurous and fun loving- Gen
Z, Gen Y (Millennials)
3) High disposable income
4) Age group- 30-50
5) Families that have young children
6) Schools, colleges and companies
P
POSITIONING
Value Proposition:-
Happiness, satisfaction and wholesome
experiences
Focused on :-
1)Brand positioning - Offer ‘one-of-a-
kind’ theme park experience and en-
joyment
2)Business positioning - Create a peri-
pheral Industry Group around a brand,
increase the brand's visibility among
Indians
3)Product positioning - The safety,
variety of rides, attractions, perform-
ances, brand name and level of service
 Go to market strategy
Preferred Location –NOIDA
Marketing Strategy
Reasons :-
1. Social media marketing
2. Influencer marketing 1. Centrally located
3. Website optimization 2. Cheap & wide land availability
4. Theme days
5. Free goodies 3. Lacks Brand
4. Proximity to tourist spots.

Sales strategy Target segment

1. Provide discounts to Corporates & 1. Middle & High income people

large groups ( 10 + people)
2.Families & students
2. Student discounts on valid school &
college Id’s
3. Age group - 7-45
3. Discounts to foreigners
THANK YOU