1. Team Name: Spartans
Team members:
• Sonam Duhan • Manish Chadha
sonam.duhan@gmail.com manish.chadha@greatlakes.edu.in
996258293 8098663746
• Great Lakes Institute of Management • Great Lakes Institute of Management
Registration-id : 4eb103780d2e28.04687380

2. • While preparing the presentation we have tried our best
to pay heed to the minutest details. The report has been
made keeping the following in mind:
a. Customer is God
b. Cult Bisney intends to sell value and not product
c. It aims is to build long term relation with the customer.
d. The target is Indian Customer
• To understand the customer better we did a small Market
Research with a sample size of 100 to understand the
customer better. The findings have been used across the
report at relevant places.

3. 1. POTENTIAL MARKET
Since Cult Bisney has decided to launch in India we
assume the following:
a) The Company perceives India amusement industry as
Attractive.
b) Low in market Risk.
c) It possesses a competitive advantage.
Parameters Value Assumptions
Size of the Amusement Industry Rs 5000 cr Given
Current market size: Rs 3500 cr Assuming that the people from people from
medium middle class and higher contribute 70%
to the revenue of the amusement industry.
Size of the potential market for Rs 7000 cr The market grows by 10 % for the next 7 years
Bisney Land

4. ANSOFF MATRIX:
The Ansoff Growth matrix is a tool that helps businesses decide
their product and market growth strategy. Focus
Area
We have used Ansoff Matrix to understand where this offering
of Cult Bisney would fit in the Indian Origin.
As per the Ansoff matrix we see that the Product is new and the
market that it is targeting is the existing Amusement industry.
Hence the need of the hour is Product Development. The
product has to be conceptualized well to understand the market
share. The target market belongs to people from medium
middle and higher.

5. 2. IDENTIFYING LOCATION
• The minimum area that we require for opening
Bisneyland in India is around 500 Acres
(approximated based on data from Internet)
• The key criteria for choosing a place are:
Near to the Airport, Railway Station etc. so that
Foreign and national tourists can be entertained
The expected cost in buying land and infrastructure
In the suburbs near populous place so as to attract
maximum crowd
Keeping in mind the targeted segment

6. • Areas under consideration- Most famous Metropolitan
Cities – Mumbai, Delhi, Bangalore
• Within the heart of any city will need huge costs hence
considering the outskirts
• Delhi has space constraint as even Appu Ghar has been
closed down and around Delhi i.e. the NCR region has
been largely occupied by industries.
• Bangalore is far towards South and we will not be able to
attract foreign tourists
• Hence our choice is Mumbai – Lot of Tourists, nice
weather, high visibility.

7. • The following matrix gives us insight as to how and
where we should focus or Marketing efforts. Also the area
of influence is marked in green.
Standard Customized
product: High product: High
Customer Customer
Information Information
Customized
Standard
product:
product: Low
Low
Customer
Customer
Information
Information

8. • Based on the metrics we see that our Marketing strategy
should be one that focuses on Mass Marketing:
Marketing
Based on Strategy Significance
Market Share Follower Since the company plans to launch the product by 2017, by that
time the industry would be approximately Rs 7000 cr and there
would be many players in the industry. Hence, initially the
company may have to follow the strategy of a follower and once it
has established sufficient Brand equity it can surge ahead to be
the Leader.
The company would have to follow the Strategy of Product
Generic Product differentiation because by 2017 there might be many players in
Strategy Differentiation the industry who would be fighting for the market share. Hence if
the company intends to build a strong brand it should not involve
itself in the price-wars instead focus on product differentiation.
The company has a background in the Amusement park industry
Innovation Pioneers and are pioneers in the business with the cutting edge technology
strategy and are able to differentiate their offerings successfully in which
ever place they have established the park.

9. The key segments identified based on three demographics
are as below:
Age
<15 15-24 24-35 >35
Monthly Income
<15000 15-30000 >30000
Family Structure
Joint Nuclear

10. • Survey results show no particular decision
maker at Customer end
• We will target all the age groups wherein
segmenting based on the income and
family structure
• Hence the most potential Customers of
Bisneyland are the:
Nuclear Families in Income group of Rs 30000+
pm

11. Position Statement
Target Market Value Proposition
segment
a. In the modern scenario, the consumer is so cramped for time, hence he
does not have time to travel to different locations to unwind. Hence
our Amusement park is a Theme Amusement park which will serve as
Potential Customers the one-stop park to satisfy the consumer. The theme park will have
of Bisneyland are places which will be specially designed to cater to the needs of the
the Nuclear Families ladies, kids and Male. The customer will look at the Theme park as a
in Income group of place to unwind, hangout with family and friends with the state of art
30000+. facilities at his disposal. This will be positioned as THE PLACE to
hangout.
b. Schools can organize trips @ Bisney Land
c. Companies can host their Town halls @ Bisney Land for Employees and
their families
d. This place will be positioned in the mind of customers as a place to
build/ nurture relationships, where they can spend quality time with
their loved ones and cherish the moments.

12. Step How will it help
Know your Benefits to
customer Customer Value
the
snapshot Proposition
customer
Understand why a Try to get as much
customer comes to an Information as
Value account Amusement park possible
plan
Identify decision maker
Build Relation The best way to keep the customer coming is to build relationship.
Don’t be eager to push your product rather pull the customer

13. • This question again was covered under the market
research questionnaire where Samples rated the Theme
parks in preference order on a 5 point Likert’s Scale.
• Secondly we ourselves thought strategically keeping in
mind the:
 Competitors – Existing Amusements parks
 Cost involved – For building a particular theme park
 Customers – Indian Population
• The key to success here is having POPs (Points of
Parity) i.e. Amusement Park as per the Competitors are
but have PODs(Points of Differences) i.e. key
differentiator being a Theme Park.

14. • As per the results and research the preference order of initial
targeted theme parks is as mentioned below and we can
target top 3 for opening of Bisneyland:
1. Adventure land – This is the most appealing to Indian
Market and has to be there
2. Fantasy land – All kids can be attracted by this Theme Park
but keep in mind it should include Indian Fairy Tales along
with western so that Indian Customers feel connected.
3. Holiday land - This is a must as it is there in all the existing
Amusements parks hence it is like generic product
4. Tomorrow land – It is exciting but opening it in initial stages
will incur huge costs and less affability towards it may lead to
losses
5. Main Street India – This can be included later as only Ladies
are attracted towards this and it may be disturbance in the
fun in Theme parks as of now.

15. • . The promotion strategy for our Bisneyland would be
totally different keeping in mind the Promotion Strategy
“PENCILS”
P - Publication
E - Events
N - News
C – Community Initiation
I - Image
L – Lobbying
S – Sponsorship
• For us the important channels are top 3 i.e. PEN

16. • In Publication we need to cover all the major newspapers
and web sites
• News papers and magazines will have ads with big cartoons
like Mickey Mouse and Disney with embedded Musical
cards.
• 3D billboards showing videos of fun inside Bisneyland
• Simulators placed inside malls simulating the experience of
Theme parks of Bisneyland
• Organizing events where multiple fun competitions will be
held and people will be getting free Bisney Cards .* The
theme of the events should be in sync with Bisneyland.
• The events should be held across multiple cities where
school and College students should be invited for free. As
children are the most powerful and most attracted towards
the Theme Parks they will surely create awareness
• Last mode through advertisements there should be videos
of the fun theme parks given to all media channels which
should be highly advertised

17. • Bisney Land can use benchmarking as one of the most
effective strategies to position itself for growth.
• Consumer will always compare Bisney land against the
standards already in place within the industry. Those
standards remain the norm until a competitor exhibits qualities
that exceed the standard, and thus raise the benchmark for all
other companies within the industry.
• When used effectively, benchmarking can lead a company to
become more innovative, think about their business model in
new ways, and even identify new consumer markets that could
be targeted, thus increasing the overall sales generated by the
company.
• Bisney Land can Benchmark itself in providing the following:
a. Customer Centric
b. State of the art facilities
c. Best hospitality
d. There something for every one in the park
e. Best food(many varieties of food)

18. The pricing will be based on the following factors:
• Value selling to the customer
• Keeping in mind the supply and demand
• Competitor indexing
• Price Elasticity and Customer Sensitivity towards Amusement parks
• Each Customer will be given a membership card on the first visit
Price = Fixed Component + Variable Component
• Fixed Component: This will be the charge for entering the park
• Variable component: This will be charged as per the facilities or
parks used/visited by the consumer.
• Throughout the park there would be vending machines so that the
customers can get their cards refilled and they will be rewarded
points based on their visit frequency.
• There will be three types of cards specifically customized for kids,
males and females.

19. • Emphasize on Brand value chain
• Use Brand Elements to create Brand awareness
:
Logo:
Tagline :Come to get amused
URL: www.bisneyland.co.in (will be created later)
Ambassador: Choose a brand ambassador who
is a maverick /adventurous

20. • Social Media:
Social Networking sites: Facebook, Twitter, Google +: These websites are a
rage
Bisneyland can also exchange its links( on the internet) with its partner sites to
increase awareness
Article Marketing: Have all the articles related to the product in one place so
that any one who comes looking for the product can have a go at the articles
and understand the service offerings and what the Experts think of it
Auto Responder system
• Print Media:
Innovative Technology Advertisement: Design a 3-D page to be published in
News papers and Magazines where in one screen you have the theme park
photo and when the page is turned there is sound of water splashing
Use of Newsletters: Use third party news letter which reach the qualified
subscribers. This is better way than using spam emails which are deleted
without paying a heed.
Paper Inserts
• Sponsors Events to gain popularity:
• Canter activity
• Themed Events