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Indian amusement parks sector in 2001 :- $50 million in 2011:- $ 2 billion All because of Great Indian Middle Class . Companies becoming members of India's amusement park representative body, the Indian Association of Amusement Parks and Industries (IAAPI) for reaping the local opportunities to establish new businesses. Very beneficial for any foreign company to partner an Indian company to carry the business forward and it s been a trend till now. State Govt. providing incentives for investments. Low gate fees (Rs 70- 600) - one of the main reasons for low FDI in India s amusement parks as Indian public is very price sensitive.



As per the Indian Association of Amusement Parks and Industries, a park can be profitable if revenues from gate collections and other sources approximately reach a 50:50 ratio. As the Indian amusement park industry has been growing at a rate of between 14% and 17% annually, international majors are forced to consider India as a land of future investments. But still there are some of the issues relating to the : prohibitive costs of ideally-located land, lack of supporting infrastructure inability of the large majority of Indians to afford the fees commanded by international companies.

Disney s stated objective is to be one of the world s leading producers and providers of entertainment and information ( Disney Online, 2006). Marketing focus on differentiating its content, services and consumer experiences. Financial goals to maximize earnings and cash flow, and to allocate capital profitability toward growth initiatives that will drive long-term shareholder value .

POLITICAL ASPECTS India is the largest practicing democracy in the world. General elections are held every 5 years. The country is a union of States and Union Territories. The Central Government has exclusive jurisdiction over all matters of national interest such as defense, communication, banking and currency, international trade and foreign affairs.

This is handled by the department Central Board of direct Tax is part of the Department of Revenue under the Ministry of Finance, Govt. of India. Economic growth relies heavily on raising the rate of savings and the level of investment. Taxation reforms in low-income, developing economies like India have yielded beneficial results in terms of reductions in the marginal rates of personal income tax and corporate income tax and the abolition of taxation on income from interest.


The above table shows the statistical figure of economic factors of India. From above table we can have a purview of how will new venture grow and can answer most important question which is business can be started or not.


POPULATION GROWTH- The population growth of India is 1.4%. AGE DISTRIBUTION- India has more than 50% of its population below the age of 25 and more than 65% hovers below the age of 35. It is expected that, in 2020, the average age of an Indian will be 29 years, compared to 37 for China and 48 for Japan; and, by 2030, India's dependency ratio should be just over 0.4.


By purchasing power parity India is 4th largest in the world, with a GDP of USD 3.611 trillion. India is the second fastest growing major economy in the world, with an average growth rate of more than 7 per cent in the decade since 1997, reducing poverty by about 10 percentage points. India s dynamic and highly competitive private sector has long been the backbone of its economic activity. It accounts for over 75 per cent of its GDP and offers considerable scope for joint ventures and collaborations.

Political stability in a democratic environment since 60 years of independence.

Indian gross domestic product factor is much higher than the world s annual average GDP of 5.5 percent. The world s top corporate houses have announced major investments in India. This includes CISCO s commitment of USD 1.1 billion, SemIndia s USD 3 billion proposed investment, Intel s USD 1.2billion, Microsoft s USD 1.7 billion, IBM s USD 6 billion and SAP lab s USD 1 billion investment which proves that the investment climate in India is conducive for foreign investment and economy has the capacity to absorb huge foreign investments. Vibrant capital market comprising 23 stock exchanges with over 9000 listed companies; A large reservoir of English speaking scientific and technical manpower as well as skilled , semi-skilled and unskilled people and huge diversified manufacturing base with an abundant supply and availability of quality raw materials. It is well endowed with agricultural, mineral and natural resources

STRENGTHS:x x x x Brand image and Value Quality assurance Uniqueness High brand equity Higher costs Relative inexperience Possibility of problems Hong kong Disneyland


` OPPORTUNITIES:x Huge and attractive market x High Demand ` THREATS:Like WALT DISNEY COMPANY, Paramount parks, universal studios and six flags theme parks are also eyeing an opportunity in India. There are hundreds of water parks and various funplexes and themeparks that can also be considered as cheaper or more valuable competitors of Disneyland, as already mentioned that Indian public is very price sensitive. Competition, in any form, will diminish Disney s market share in the entertainment industry.



TARGETING:According to the market segmentation our target segments will be the families of upper middle and upper class who would like to visit Disney land atleast once a year. Also the youth in the age group 16 to 35 which constitutes approx 55 % of the total population is likely to visit more than once a year . Not to forget the kids who were the main inspiration behind Disney. Our target will be to approach different schools and exploit a big opportunity to serve kids and children below 16.

POSITIONING:In positioning we have the following options :Attribute positioning :Position Disneyland India as one of the largest theme park in South Asia. Benefit positioning :Position Disneyland for fantasy loving people and tell them that here they can really have a fantastic experience.

User positioning:We can have rides in Disneyland for thrill seekers and have adventure sports section to call in the thrill seeking customers.


PRODUCT :The Walt Disney company has no doubt a great product in Disneyland India. It will be a first of a kind theme park to cater to the needs of the people of the subcontinent. The quality of experience which the company provides is truly amazing. It would be a kind of place where adults and their children could go and have fun together. It would also serve as a resort. Initially, it will start off on a lower scale with about 2-3 hotels with about 300 rooms & suites, targeted to only the high class with Positioning done equivalent to a 5-star hotel facility. The upper middle class wont have the purchasing power, but some who are really interested can give a shot. But we really doubt that there will be any. Also, the amount of high class population eyeing for this will not be as much as the ones who will visit the amusement park (Indian tendency), but we will promote and differentiate it from other 5 star hotels and try and have full occupancy in every possible way. With the response of the people, we will decide after two-three years whether to increase the hotel capacity or not.

According to the market research and practical feasibility, out of the four feasible options-Delhi, Mumbai, Greater Noida and Ahmedabad, Greater Noida seems to be the most feasible options.

Because of the following reasons:It is very near to Delhi which is the capital city so it is easily accessible. Its infrastructure is very good and the city is being developed in a planned way. The land required would be available at the lowest price as compare to other cities like delhi and mumbai. Location wise it is very good- Its not far from The Taj Mahal. Climate is very good. The ground in that region is excellent for large scale construction.


PRICE :As, previously mentioned, Indian public is very very price sensitive and thus, to make sure that our targeted market visit the park and more importantly re-visit the park, we have to price it very sensibility. The general price range of Indian amusement parks ranges from Rs.70 to Rs.600 (from 1 euro- 10 euros). You can imagine how cheap it is. But since it is Disney and our target will be upper middle class and High class with a high level of enthusiasm and attraction towards Disney, we are planning to start with a higher price of the gate tickets. Since there is so much excitement about Disney, people wont mind paying higher prices ONCE. So, we will start with price of Rs. 1500 (about 25 euros) in high seasons and see the response of the crowd for about 2-3 years. After that, to induce re-visit, we will gradually start off some promotional offers and gradually lower price if necessary. The promotional offers will no doubt be in the initial years as well, but the discounts will be low with the main purpose of inducing a Disney lover to come back again and again to the park. Also in low season, which is mainly for three months during rains, prices will be slashed off really low to about 50% of that in high seasons. As far as Disney hotels are concerned, we have to establish it as a product for the High class only. With branding and positioning as a 5 star facility, we will have room prices starting from about Rs.5000 for a twin sharing room with two kids, and increasing the prices according to the capacity holding of the rooms. Suites will generally be priced in the range of Rs.15000-Rs.40000, varying on the basis of facilities offered in each.


PROMOTIONS:The promotions of Disneyland in India cannot be done done in an allout American way . Here care should be taken that the Disneyland blends in with Indian values and customs. Indian culture should also be in a visible form. Its not like Indian public does not like the American way of life. Its just that an outright imposition of Americanism would be just as outrightly rejected. A promotion highlighting the diversity of Indian culture along with the modern American perspective will be very beneficial for the company. It should be also taken care of that India is a land of many languages there are approx 22 official languages in India. So regional linguistic disparities should also be heeded to while designing the promotional campaign. Moreover kids in India adore Mickey mouse and company, so a step in the right direction will always be appreciated . Indian public is very fond of jingles and music tunes an appropriate jingle or music tune will greatly help the cause !!

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