Académique Documents
Professionnel Documents
Culture Documents
GROUP 5
Karan Kakkar 20/030
Gowtham Kumar 20/057
Aakriti Kakkar 20/062
Imtiaz Ahmed 20/213
Abhishek Patel 20/227
Tom Antony 20/248
Case Facts
Analysis
Recommendations
1
2 Wonder La A brand in the service of fun
3 A leading holiday destination operating in Kochi and Bangalore
4 Maintains environmental standards with ISO and OHSAS certifications
5
6 67% 50% 15-20% 910 Kochouseph Chittilappilly:
entrepreneur who started the
7
Increase in the Profitability was Growth was
Million Wonder la Kochi amusement park
8 visitors in the 2nd enjoyed by Wonderla expected by the end
year in Bangalore of 2012 Strategy: Enter into the hospitality sector;
Kochi and Bangalore achieved operating setting new park in Hyderabad and
breakeven at the end of 1 st & 3rd year Chennai
Timeline
Second Merger of
First Amusement
Amusement Park in Bangalore and
Park
Bangalore Kochi parks
April 2000 Sept 2005 2008
Source: IDC
Page 3 22 June 2017 Going Digital: The Automotive Sector
1
2 Wonder La Kochi and Bangalore Parks
3 Wonder La has two parks, one in Kochi and the other in Bangalore
4 Both have different attributes though the mission and vision of the parks is same
5
Characteristics of Kochi and Bangalore parks
6
7
Kochi Park Bangalore Park
8
Set up in Sep 2005, 28 km from Bangalore city
Located at a height of 77 meters above sea level
Initially they targeted young professionals but later it was
18 km from Kochi city
redefined as a place for family and for all
More than 55 land rides and water games
It had some of the best rides in the country , such as the ferris
Rides for all the age group wheel being the tallest in Asia
Periodic Improvement, addition of new items, at least one ride Clean water through reverse osmosis
was added every year
OHSAS 18001 international certificate for safety
OHSAS international Certificate
ISO 14001 for environmental protection
ISO 14001 for environmental protection
Park provided locker facility, there were 5 restaurants
Parking space and 6 restaurants, items were charged at MRP
Free pick up from the main road to park
Timings: 10:30am - 6:00pm & weekends: 10:30am - 7:00pm
Source: IAMAI
Page 4 22 June 2017 Going Digital: The Automotive Sector
1
2 Service Positioning
3 Target segment & positioning of the parks was different at the inception of the parks
4 After the merger both target the same customer groups
5 Target Group Positioning
6 Kochi Bangalore
7 Kochi park targeted children and Place for amusement park Park to experience thrill and adventure
8 the advertisements were made Most visitors were children Later redefined as a park for all age groups
mainly in children magazines
Bangalore park initially targeted Competitors Challenges
at the young IT professionals but
TARGET later redefined as a place for International
family and all age group Amusement Limited
(IAL), in North India
There were agents appointed for
Bangalore
promotion and booking Positioning Prioritize
Nicco Park and Resort of the between
The mascot in Kochi was a baby Limited (NPRL), in the Bangalore further
elephant and the labels carried east resort investment in
pictures of ride and character of amusement
Balarama Cartoon Network India
in alliance with park and
MASCO
T
Bangalore had a monkey as a International hospitality
mascot and was named Chikku Recreations park business
Analysis
Recommendations
1
2 Analysis to Design the Service Proposition
3
4
5
Market Analysis Internal Analysis Competitor Analysis
6
7 Proportion of consumer Wonderla has 30% yearly International Amusement Limited
8 expenditure on leisure and growth and 50% profitability coming up with 2 projects: 2 to 3
recreational activity is increasing days vacation destination
The Aspirational level of the
Efficient Human Resource
Management in amusement offering amusement park, water
population has increased
parks. The same level of park, golf course and hotel
The Hotel room occupancy rates
High competition in Hotel
are highest in Bangalore 63% service quality can be
Seasonal Trend with High Industry
achieved for resort by In
Occupancy Hyderabad: No large competing
house and on the Job training. parks or entertainment center
Huge demand for Entertainment Location Advantage: Mysore
and industry growth the except for Ramoji Film City
increased size of Indias middle
Road, Land easily available for International brands like Disney
class the construction not a present threat as the
Location is a Key Factor for both Opportunity to tap the school offerings are different and it
Amusement parks and Resorts market for Bangalore would require huge footfall for
Ever Booming IT Market in which the market is not riped
Bangalore yet. Also a cushion period of 5
years if Disney enters India
Analysis
Recommendations
1
2 Recommendations
3
4
5
The value proposition should be changed from Come and
6 Enjoy to Come, Enjoy, Relax.
7 Amusement
8 Parks and Position the Resort and the Amusement park as a fun
resorts place for people of all ages.
Restaurant
The Gate Information
Entry
Hospitality
Point Of
Contact
for
Services
Shuttle to
Amusement Reception Billing
park
Order Taking
Room
Service
Facilitating Supplementary
Services
Page 10 22 June 2017 Going Digital: The Automotive Sector
1
2 Recommendations (Continued)
3
4
5 Hyderabad Park
6 Karnataka's Urban Population 23578175 Make more use of the agents especially in Bangalore by
7
No of Visitors Per Yr in bengaluru 917237 positioning them in IT parks and schools.
Visitors per year/ Urban population 3.9%
8
Hyderabad
A.P Urban Population 28353745 Extending the timing of operations by 1 hour of the
Est No of visitors per year 1103015.99 Amusement Park
Est Avg Rate per Visitors (INR) 600
Revenue (INR) 661809593
Investment (INR) 2500000000
Years to cover in investment 3.8
Introduction of Fast Tracked tickets at 50 % price
premium for those people who do not want to wait