STP ModelTheme Park industry

Submitted by

AnaghaNIFT

Mumbai

Market Description• This industry found its roots in India during mid and late 1980• estimated size of business- 4000 crores• Growth rate 10% p.a.• Only 5-6 theme parks• Location- Mumbai, Bangalore, Delhi, Kolkata• International leaders- Universal Studios, Disney, Sony and

Ripley Entertainment thinking to invest in Indian amusement industry

• Driving force- Growth of retail sector• boost tourism, social infrastructural development and

employment generation• Investment till date- 40 billion (excluding investment in land)

http://insightalpha.com/news_details.php?cid=81&sid=11&nid=402

Reasons:

Huge investments because of Imported Equipment costs and installation cost

Competitive Pricing

Less income generation

Economic instability

Market Size and Growth

MARKET SEGMENTATION

Demographic Geographic Psychographic Behavioral

Urban Semi-Urban Lifestyle Users status

First time

Potential

Regular

Occasional

Resigned

Succeeder

Explorer

Age profile

Kids

Teenagers

Young Professionals

Old

College students

Family Income

Middle income

Low income

High income

Targeting Target customer of theme

park is a college student of Tier I city. He belongs to middle family income group who spend trough his pocket money.

He prefers to explore places with his different friends group. He has different social groups like school friend circle, college campus friends, cousins, classes friends etc.

He is our occasional customer who mostly visit on his holidays or for special occasion

PositioningBrand

Domain16-25

Male FemaleBrand

HeritageInnovative concepts

Competitive advantageBrand assets

International Experience

Brand Personality

EnergeticAdventurousEnthusiastic

Brand Reflection

Full of lifeExploratory

Brand ValueFascinating

Bibliography• http://www.businesstoday.in/magazine/features/amusement-theme-park

s-attracting-visitors-despite-hurdles/story/202286.html• http://insightalpha.com/news_details.php?cid=81&sid=11&nid=402