kingom of dreams_bm

27
Neha Katyal-2009132 Mukul Mathur-2009166 Neha Zutshi-2009168 Prashant Sharma-2009187 Sec – B2C

Upload: mukul-mathur

Post on 06-Apr-2015

154 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Kingom of Dreams_BM

Neha Katyal-2009132Mukul Mathur-2009166Neha Zutshi-2009168Prashant Sharma-2009187Sec – B2C

Page 2: Kingom of Dreams_BM

TABLE OF CONTENTS

Executive Summary……………………………………………………………………………...3

Industry Analysis………………...................................................................................................4

About Kingdom of Dreams………………………………………………………………………8

Facilities and their specifications……...…………………………………………………………12

SWOT Analysis…………………………………………………………………………….…....13

Analysis of Competition……………………………………………………………………..….14

Market Share…………………………………………………………………………………….15

Current Customers………………………………………………………………………………16

Potential Customers……………………………………………………………………………..16

Demand Projections…………………………………………………………………………….17

2

Page 3: Kingom of Dreams_BM

Executive Summary

In this business marketing project, Kingdom of Dreams, operated by Great Indian Nautanki

Company and started as a joint venture between Wizcraft International Entertainment and Apra

Group of Companies, has been covered.

Kingdom of Dreams is a leisure tourist destination with three sections which mainly comprise a

food and Retail Boulevard, an auditorium which stages theatricals and can also be used for

conference purpose and an amphitheatre which will stage talent shows and small plays. With the

world class audio and video facilities available, the auditorium (Nautanki Mahal) is being offered

to different organizations as a venue for their different functions such as conferences, conclaves,

annual days, seminars, and product launches etc. The food and retail boulevard (Culture Gully) is

also being marketed to different kinds of organizations for guided operator tours; bring in the

delegations and tourists, school trips etc.

3

Page 4: Kingom of Dreams_BM

INDUSTRY ANALYSIS

About the Entertainment Industry

The Indian media and entertainment industry is one of the fastest growing industries in the

country. Its various segments—film, television, advertising, print and digital among others—

have witnessed tremendous growth in the last few years.

According to a 2009 report jointly published by the Federation of Indian Chambers of Commerce

and Industry (FICCI) and KPMG, the media and entertainment industry in India is likely to grow

at a compound annual growth rate (CAGR) of 12.5 per cent per annum over the period between

2009-13 and touch $20.09 billion by 2013.

With a majority of the population below the age of 35, and increasing disposable income in

Indian households, the average spend on media and entertainment is likely to grow in India,

according to the 2009 edition of PricewaterhouseCoopers’ Indian Entertainment and Media

Outlook, covering the forecast period of 2009–2013.

Television

According to the study by FICCI and KPMG, the television industry, which is currently valued

at about $ 4.63 billion, will expand by 14.5% between 2009 and 2013. According to the above

PwC report, the television advertising industry is expected to account for a share of 41.0% of the

advertising industry in 2013, up from the present share of 39%.

Digital distribution platforms such as direct-to-home and Mobile TV are transforming the

industry. Mobile TV—where content will stream in on mobile phones—is poised to grow big

with the advent of 3G, according to experts. With the DTH industry estimated to grow by almost

100% in the 2009-10 fiscal—from $310.16 million in 2008-09 to an expected $620.25 million in

2009-10—leading DTH firms such as Sun Direct, Bharti Airtel and Big TV have increased their

marketing budget by 20-25% in the fiscal year 2010.

4

Page 5: Kingom of Dreams_BM

Music

Industry experts estimate that the current size of the music industry is about $149 million.

According to a PwC study, the industry is likely to grow to become a $164.56 million industry

by 2012.

With music channels giving less space to music programming to accommodate game shows and

reality shows, independent music bands such as Them Clones are increasingly looking to

promote their videos by making them available online.

According to the 2009 PwC study, the important driver for the music industry over the coming

years, will be digital music, and its share is expected to move from 16% in 2008 to 60% in 2013.

Also, within digital music, mobile music is expected to continue to increase its share and

maintain dominance.

Radio

The cheapest and oldest form of entertainment, reaching 99% of the population, this segment is

likely to see many dynamic changes. According to the 2009 PwC study, the radio industry is

forecast to grow at a CAGR of 18% over 2009-13, reaching $391.15 million in 2013 from the

present $170.87 million in 2008. That's more than double its present size.

Advertising

The number of brands advertised on television witnessed an 82% increase during 2008 compared

to 1999, according to a survey by Tam Media Research. The television advertising industry is

expected to reach $3.12 billion in 2013 from the estimated size of $1.75 billion in 2008, which

translates into a growth of 12.2% on a cumulative basis, over the period.

Digital advertising on newspaper web sites will increase at a 6.8% compound annual rate to $8.3

billion in 2013 from $6 billion in 2008, increasing its share of total newspaper advertising to

9.1% from 5.4% in 2008, as per the 2009 PwC report on the Indian media and entertainment

industry.

5

Page 6: Kingom of Dreams_BM

Cinema

The Indian film industry is the largest in the world in terms of number of films produced per

year. The FICCI-KPMG study values the Indian film industry at $2.11 billion and projects its

growth at 9.1% till 2013. The opening of the film industry to foreign investment coupled with the

granting of industry status to this segment has had a favourable impact, leading to many global

production units entering the country. The framework of reference has changed for NRI cinema

and NRI filmmakers are now more geared towards ethnic communities and the diaspora which

assures them of an audience in India, UK and the US.

Print/Publishing

According to a PwC report, the print industry is projected to grow by 5.6% over the period 2009-

13, touching $4.26 billion in 2013 from the present $3.24 billion in 2008. Magazine publishing is

expected to grow at a higher rate of 6.5% as compared with newspaper publishing which is

expected to grow at 5.6% over the five year period between. A survey carried out by research

firm Value notes Database, spanning 237 consultants, publishers and service providers reveals

that India continues to be a favoured destination for publishing outsourcing.

Theatre

A project billed as India’s answer to Broadway has been inaugurated in Gurgaon. The project

called the Kingdom of Dreams, has been conceptualized by the Great Indian Nautanki Company,

a joint venture between the Apra Group of Companies and Wizcraft International Entertainment

and plans to generate an interest in the genre of musical theatre.

Digital Media

According to a FICCI-KPMG study, the Indian animation industry will grow from the current

$362 million to $811.2 million by calendar 2013. A considerable number of Indian special

effects artists and animators are moving up the ranks of established US animation studios such as

Walt Disney and DreamWorks Animation SKG and are also creating a niche for themselves in

the special effects market as well.

6

Page 7: Kingom of Dreams_BM

Government Initiatives

The Government has initiated major reform measures:

Permitting 100 per cent foreign direct investment (FDI) through the automatic route for

the film industry and advertising

Allowing 100 per cent FDI in non-news publications and 26 per cent FDI in news

publications

The government has allowed 100 per cent FDI in fax editions of magazines and

newspapers

Recently, the government allowed companies with core business in news segment but

hived off non-news business, to raise funds from overseas beyond the stipulated FDI limit

of 26 per cent. Such companies can raise and route funds from overseas through its non-

news arm, which will not be calculated as foreign investment

The government has allotted US$ 50.13 million in the current Five-Year-Plan for various

development projects for the film industry. The funds will be utilized to set up a centre

for excellence in animation, gaming and visual effects

The government has approved the policy for head end-in-the-sky (HITS) operators, a

technology that will provide digitized cable content to viewers across the country.

Going Global

With the growing popularity of Indian content in the world market in general and South Asia in

particular, the Indian entertainment industry players are venturing abroad to tap this booming

segment.

In fact, according to a report by CII-AT Kearney, the share of international markets in total box

office collections is estimated to increase from 8% in 2006 to 15% in 2010. Consequently, many

domestic players like Yash Raj Films, Reliance-Adlabs and UTV, among others, have set up

distribution arms overseas. Also, content for areas such as music and television have a huge

potential international market.

7

Page 8: Kingom of Dreams_BM

About Kingdom of Dreams

It is tourist destination being built as a joint project of Apra Group and Wizcraft Entertainment

Company under the firm Great Indian Nautanki Company.

Great Indian Nautanki Company Pvt. Ltd (GINC) was created to produce and provide

entertainment solutions that are truly differentiated, unique and also a first for India. By creating

Kingdom of Dreams, the company has made a bold attempt to introduce and let a discerning

audience experience ‘live’ entertainment performed by actors (from Bollywood as well as

conventional theatre), and watch magnificent on-stage performances set in a sophisticated and

mesmerizing environment that is supported by state of the art technology, some of it to be

experienced by Indian audience for the very first time.

The company vision is to create entertainment experiences of exceptional standards while

simultaneously promoting and showcasing Indian culture and performing arts. This endeavour

combines with a holistic mission to generate employment and wealth for local craftsmen and

entertainers who are integral to creating an authentic and dynamic confluence of Indian culture,

performing arts and entertainment that caters to domestic & international business and leisure

travelers.

Kingdom of Dreams

(www.kingdomofdreams.co.in)

India’s first unique live entertainment & leisure destination.

A magical realm where a grand past conspires with an exciting future to create an entertainment

megapolis unlike any other. The place showcases geographic, ethnic and cultural diversity of the

Indian sub-continent and all the pluralism that this nation has to offer – from varied and

delectable cuisines, to diverse art and architecture, engaging entertainment and much more.

Kingdom of Dreams is place where entertainment knows no boundaries and brings alive an

ultimate and incredible Indian fantasy.

8

Page 9: Kingom of Dreams_BM

Kingdom of Dreams is India’s first unique live entertainment and leisure destination. Sprawling

across acres of land, it is ideally located at the apex of the golden traingle of Jaipur, Agra &

Delhi. This fabulous Kingdom brings to life a rich and diverse blend of India’s art, culture,

heritage, crafts, cuisine and performing arts, with all the technological wizardry of today. As

much a iconic international tourist destination, Kingdom of Dreams will also be equally relevant

to Indians as it presents a unique bouquet of options to choose from:

The varied facets of Kingdom of Dreams

Within the Kingdom of Dreams, three distinct domains will welcome domestic and international

patrons alike – Culture Gully, Nautanki Mahal, and finally Showshaa Theatre – each offering

unique entertainment propositions.

An opulent, cinematic theatrical musical experience, Bollywood style

The centre of attraction and jewel in the crown at Kingdom of Dreams is the Nautanki Mahal.

Literally built like a palace, Nautanki Mahal will be India’s first state-of-the-art, futuristic 848

seater auditorium.

Here, the world’s biggest and first cinematic Bollywood long-playing musical show will be

staged daily. Enjoy bollywood potboilers – LIVE, with special effects and in a mesmerising and

opulent surrounding unlike any other.

Nautanki Mahal promises world class entertainment through the year; entertainment scripted,

composed, produced by famous names from the Indian film industry – music composers, dance

9

Page 10: Kingom of Dreams_BM

directors, costume designers, creative directors and others who will come together to create

electrifying, on-stage performances on a magnum opus scale. It will include all international

names such as productions will be supported by special effects and pyrotechnics by Lunatix,

Germany; stage technologies by Dfang, China; ariel performer flying systems by Kirby Systems,

UK and technical production support by Wizcraft International.

Soon to be launched is another daily show – ‘The Big Fat Indian Wedding Show’, a

choreographed ‘mock marriage’ musical where spectators can watch or even participate in, by

becoming the bridal couple and carry away filmed memories.

An exotic, pan-Indian arts, crafts & food boulevard

An air-conditioned boulevard across 90,000 sq. feet and spread under a fabulous skydome,

Culture Gully is a kaleidoscope of India’s cultural and artistic diversity, architecture and culinary

delights through a magnificent represention of various Indian states and regions. It gives the feel

of a quaint tavern in Goa; the spirit of Kerela’s backwaters; a Rajasthani Palace, rustic Punjabi

village and many more. Culture Gully allows you to soak in an incredible pan-Indian cultural

experience. Themed restaurants allow you to enjoy over 350 exotic food preparations by certified

chefs while you are serenaded by local entertainers. It also includes street bars, coffee shops and

tea lounges. One can enjoy the charms of the Indian mystic centre or savour the offerings of the

massage centre. Or give in to your shopping instincts at the exotic Live Arts and Crafts Village.

There’s something at this iconic street for everyone and memories to last a lifetime.

10

Page 11: Kingom of Dreams_BM

It is a glamorous Indian cinema theme lounge. IIFA Buzz aims to bring the world of IIFA closer

to Indian fans as well as global audiences. It is another medium of celebrating Indian cinema and

showcasing it to a global audience. IIFA Buzz will celebrate Indian cinema using decor, props

and music that are intrinsically Bollywood.

One can also walk into the adjacent Patli Gully – a spiritual walk-through that features a

massive, 110 feet long sleeping Buddha along with wall murals and engravings that bring to life

the pantheon of Indian gods.

It is a grand and colorful ‘drama’ marquee, complete with maypole-like soaring tenting and

interactive seating for 200 guests that will stage multiple shows everyday. The shows promise to

be a grand display of Indian pageantry, tradition and talent including lavish productions of

ancient epics -‘Ram Lila’ and ‘Krishna Lila’- resplendent with extravagant sets and costumes.

ShowShaa Theatre will also be home to the ‘The Great Indian Talent Circus’ that will stage

performances by a multiplicity of India’s most renowned and celebrated entertainers.

11

Page 12: Kingom of Dreams_BM

Facilities & their Specifications

Natuanki Mahal

Auditorium style to seat 843 including 243 balcony seats

Exclusive Maharaja Lounge attached to the balcony seats

1 Rectangular Hydraulic stage which can rise from the basement to the stage floor level

and can take the weight of an Elephant/ Truck

3 Revolving stages; centre stage being Hydraulic as well

8 Objects / People can be made to fly or perform in and out of stage

8 Objects / People can be made to fly or perform within the stage

3 Giant LED screens and 3 LED arches for live graphics

Special effects to create smoke, fire, rain, snow, hail storm

Simultaneous translation in 6 languages

Wireless internet connectivity

In-built facility to cater for lunch/dinner and cocktails

Culture Gully

Six Restaurants to seat 25 to 60 guests: Cuisine inspired from Rajasthan, Goa, West

Bengal, Lucknow, Chennai, Punjab

Five Food Court: Cuisine inspired from Mumbai, Assam, Kerala, Delhi, Karnataka

Street Bars

Street Carts with snacks & drinks

Assam Tea House & Library

Madras Coffee House

Flea Market

Ayurvedic Massage

Fashion Stores

Jewelry Stores

Mystic Centre: Palmistry, Tarot Reading, Astrology

Carnival of Indian Folk Dance

12

Page 13: Kingom of Dreams_BM

Organic Food Centre

SWOT ANLYSIS OF KINGDON OF DREAMS

13

Influence of substitutesChanging customer tastes

Increase product linesEnter new marketsAcquire or collaborate with firms for Integration

Narrow product lineLocation

Novel business modelDomain Knowledge a big plusNot easily replicable

STRENGTH

WEAKNESS

THREATS

OPPORTUNITIES

Page 14: Kingom of Dreams_BM

Analysis of Competition

The following businesses can be classified as being the competitors for Kingdom Of Dreams:

Cinema, Malls, Seasonal Events- These are Universally Appealing and are priced from

Premium to economy segments. They are omnipresent and are largely dependent on word of

mouth publicity and also advertising.

Cultural Events, Sporting Options- are segment driven i.e. they attract different segments of

customers like sports fans. They are priced for premium to economy segments and are organized

in all major places. They rely on word of mouth promotion and advertising.

Online Gaming- is also similar to above two competitions.

Kingdom of Dreams- is segment driven and is targeted to high value customers so the pricing is

mainly done for premium and high value customers. It is a one of its kind experience and a

single destination in the country and is promoted by advertising (both online and offline) and

also rely on word of mouth publicity.

14

Page 15: Kingom of Dreams_BM

KEY

A-Cultural events, Ex: IH, IIC

B-Kingdom of Dreams

C-Cinema, seasonal events, Malls

D-Gaming, Online

MARKET SHARE

Since Kingdom of dreams is a one of a kind venture started less than a year back, hence it

enjoys a monopolistic position in the society. Therefore information regarding market share

of the company is currently unavailable.

The Indian entertainment industry is expected to grow at a rate of 15% and since Kingdom of

Dreams is a new concept for the whole of India, it is expected to capture a huge market share.

15

0.6 0.8 1 1.2 1.4 1.6 1.8 2 2.2 2.40

0.5

1

1.5

2

2.5

C

D

A B

Competitor Positioning

EXPERIENCE

PRIC

E

Page 16: Kingom of Dreams_BM

CURRENT CUSTOMERS

Associations- Conducting conclaves in Nautanki Mahal and entertaining delegates in

Culture Gully

Corporate- Book Nautanki Mahal to conduct events, like Product Launch

PSUs- Conduct seminars and conventions in the auditorium

Airlines- Culture Gully tie-up with airlines to offer tickets to their travelers

Ministries- Conferences at Nautanki Mahal

Travel agents- Foreign travelers are brought for a guided tour to Culture Gully to give

them a taste of Indian culture

POTENTIAL CUSTOMER

Hotels- Bring their customers to Culture Gully

Schools- Use auditorium to conduct annual day functions and bring students for a day

trip to Culture Gully

Embassies- Bring their foreign delegations to Culture Gully

World Bodies- Use auditorium to conduct seminars and entertain their foreign

delegates at Culture Gully

16

Page 17: Kingom of Dreams_BM

Demand Projections

The demand for Nautanki Mahal has been projected based on the frequency of events

conducted by the targeted groups multiplied by the ticket size, including the potential

customers-

Segments Annual Segmental Revenue (for year 2011)

Associations 4*`50 lakhs=`2 cr (1 event per quarter)

PSUs 4*`30 lakhs=`1.2 cr (1 event per quarter)

Ministries 4*`50 lakhs=`2 cr (1 event per quarter)

Corporates 12*`30 lakhs=`3.6 cr (1 event every month)

Schools (Potential) 10*`3 lakhs=`15 lakhs

World Bodies (Potential) 18*`10 lakhs=`1.2 cr (3 events every 2 months)

Total `10.15 crores

The demand for Culture Gully has been projected based on the frequency of visits conducted

by the targeted groups multiplied by the average number of visitors multiplied by the

applicable (expected negotiated) ticket price, including the potential customers-

Segments Annual Segmental Revenue( for year 2011)

Associations 24*20*`750=`3.6 lakhs (2 delegations per month)

Travel Agents 100*30*`500=`15 lakhs (2 groups every week)

Airlines 15*50*`900=`6.75 lakhs

Hotels (Potential) 30*30*`900=`8.1 lakhs (2 delegations every month)

Embassies (Potential) 24*15*`900=`3.24 lakhs (2 embassies every month)

Schools (Potential) 36*100*`500=`18 lakhs (3 schools per month)

World Bodies (Potential) 24*20*`750=`3.6 lakhs (2 delegations every month)

Total `58.29 lakhs

17

Page 18: Kingom of Dreams_BM

The segments listed above would be targeted through personal office visits, travel trade

exhibitions, newspapers, leisure magazines, business newspapers, and internet. Other public

relations activities would include personal events and press releases.

18