Business in market application and practises

Done by:

Prof. Bhasin

Pushkar Shah (229) Christy Mennezes (213) Sarah Sirsarewal (233) Sagar Shah (144) Snehee Shah (145) Aditi Vijain (179)

Entertainment Industry

Stage 1 & 2: Idea Generation & Idea Screening Tree house development Casino Mini Disneyland Snow Theme Park

New product development stages

New product development stages

Stage 3: Concept Development and Testing Stage 4: Marketing Strategy and Development Stage 5: Business Analysis Stage 6: Product Development Stage 7: Test Marketing Stage 8: Commercialization

CRITERIA FOR PROJECT SELECTION:

To encourage tourism in Mumbai To provide employment. To provide revenue to the Government. To give a whimsical landmark to Mumbai. To give a space for recreation to families. To give relief from unpredictable climate of Mumbai. To encourage adventure and sports.

product
Formation of Snow Pure water put through chiller Snow guns on the ceiling Temperature Blast coolers and air conditioner Glycol tubing through the floor

Snowmaking Science
Ambient temperature
Outdoor temperature

Evaporation
Helps in reducing the heat

Surface Area
Increase the surface area of the drop Highly specialized nozzles

Snowmaking Science
Super Cooling
Joule-Thomson Effect Immediate freezing Snow Gun (Cooled water combined with compressed air) Ski Slope

SWOT ANALYSIS FOR CHILLS & THRILLS

Strengths Weakness Opportunities Threats

STRENGTHS
To escape from the stress of Extreme Heat and Humidity. Snow effect at park as country does not experience snow over the year. Rides and Activities. High Standards are set as the process of snow making involves quality and hygiene. Potential to increase revenue by enticing window shopping crowd. Aggressive Promotion Strategy.

WEAKNESS
Snow World being a new concept at Mumbai, this involves lots of risk and initial response from people. Since the concept is new, Initial Cost of investment is very high, which will prolong the Break-even in the long run.

OPPORTUNITIES
Lots of Scope for growth and Expansion. High Revenue can be generated as being Monopolistic in market, since we do not have a severe competition. Market share can be captured from other sources in the entertainment sector. After reaching the Break-Even point company can go public by Initial Public Offering to raise funds for future expansion.

THREATS
We face stiff competition from other existing giants like Essel-World and Water Kingdom. Being a new concept they is every scope for big giants to enter into the market and snatch the share.

PRICING
8000 sq m of snow area along with associated leisure facilities.

Over 100 million people within 90 minutes drive-time of the site.

Projected number of visitors 6,00,000/month (1,00,000 on weekends alone) Chills n Thrills aim to boost the numbers by another 25%. Our Market Survey alone indicated that at least 25% would be interested.

PRICING

Pricing strategy: Target return pricing. Per person allotted time 45 mins. Batches of 150 people max. All-in-one pass - Rs.500 WEEKENDS (including gear) Rs.400 WEEKDAYS Tutor Rs.100 extra Lockers Rs.25 extra Snow Skates, Snow Board Rs.25 extra

PRICING
800sq.m Coffee Shop Rs.1,00,000/month 300sq.m Retail Merchandize shop Sales of at least Rs.1,00,000/month.

PRICING
Employee costs: Wages for tutors - 2, cleaners - 3 , guards - 6, Venue Managers - 3 Technicians 1 Permanent (2 on demand) Infrastructure & its Maintenance (15cr + 0.5cr) Electricity 1.25cr Equipment costs (Thermal wear and gear)

BREAK-EVEN ANALYSIS
Projected Breakeven will be achieved at the end of 3.4 years

PLace
WHY MUMBAI ? Metropolitan city Financial capital of the country To provide Mumbai with a tourist hub Will help in forgetting the Mumbai heat Population Disposable Income

Why Inorbit ???

Heart throb destination for all age groups One of the biggest malls in Asia Water supply is 24 hours Lavish infrastructure Celebrities visit the mall very often Located on Link Road ensuring easy access 10 mins away from Malad Station & Goregoan Station Over 100 million people within 90 minutes drivetime of the site

Promotion Mix
Advertising Newspaper Built-Up Billboard Social Networking Sites Videos on OOH media Radio Bookmarks/Pamplets Tourist Guides at airports Airport Advertising Website

Promotion Mix
Guerrilla Strategy Eskimo roaming around

Sponsorship College Fests

conclusion