Resort World Sentosa

Title: - Marketing Communication plan for Resorts world by Universal Studios

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Resort World

Sentosa Singapore

Marketing Communication Plan for Resorts World by Universals

Studios

Geography: India

Marketing Period: Jan 2014 to Dec 2014

Submitted by

Montoo Jain 20

Pawan Naik 34

Pranav Mehta 29

Satish Mohite 32

Amit Madav 27


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Index

Sr. No Title Page No

1 Introduction 3

2 Task 4

3 Singapore Tourism Statistics 6

4 Overview of an Indian Outbound 7

5 An Opportunity 8

6 Our Approach 11

7 Our Positioning 12

8 Big Idea 13

9 IMC Flow 14

10 The Communication Strategy. 15

11.a Role-1 16

11.b Role-2 17

11.c Role-3 18


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Resort World, Sentosa Singapore

Before we move to marketing strategy and plan its important to understand

the potential of the resort. Why is it a attraction that will pull people all the way to

Singapore right from India? What is it that it has to offer which is not there in India

and no other country close by?

Some highlighting points that could answer some of the most obvious

questions

It Singapores first integrated resort

Came up in 2010

Located in Sentosa Island

Spread over 49 hectares of space

Caters to 15 - 17 million visitors per year

Resort with maximum global footfall

Some of the key attractions -

a. Universal studio

b. Quest marine life park

c. Equarius water park

d. Maritime xperential museum

e. Festive walk

There are a total of 24 attractions, of which 18 are original or specially

adapted for the park.

The park consists of seven themed zones which surround a lagoon. Each zone

is based on a blockbuster movie or a television show, featuring their own

unique attractions, character appearances, dining and shopping areas.

The park features the world's tallest pair of dueling roller coasters that are

based on the popular television series, Battlestar Galactica.

There is a castle from the world of Shrek and Monster Rock, a live musical

show featuring the Universal Monsters.

Universal Studios Singapore has over 30 restaurants and food carts, together

with 20 unique retail stores and carts located around the park.

Attractions premiering are marked "Premiere" and dining outlets that are

certified Halal are marked with "Halal".

It will appeal to an affluent Indian from Tier I cities, exposed to Hollywood.

It is also priced as such Daily Passes start at $ 74

Outside food is not allowed. Dining Vouchers - $ 500 Booklet.


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Task

India is new to resort culture, the exposure is limited.

However some theme parks are surviving and in fact doing well too, to list a few:

Imax Imagica

Essel World

Water Kingdom

Fantasy Land

Kumar Resort

We have seen that people now are choosing foreign destinations for vacation and

Singapore is coming up as one of the most favorite vacation destination for Indians.

So here we are trying to include resort as a major vacation activity, or for that

matter having resort as the vacation activity.

To start with

We have to create a awareness of the resort in India

To showcase how is it different and better than any other resort in and around India

Methods we need to adapt

Extensive promotion in all forms on media

Cinema, paper, and digital (to list a few)

Collaborating with travel portals

Offering packages on tour and travel

And more

How do we achieve this?

Tap-in Indians planning their holiday destination outside India especially Asian

countries

Develop interest in Indians

Tap-in Indians in Singapore (effective for word to mouth marketing)


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Evolving Singapore

Singapore aggressively markets itself as a tourist destination. They keep adding new

things and activities to keep their visitors enthralled. Every time you visit Singapore,

you will find something new to discover.

Singapores communication too keeps changing with its offering.


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Singapore Tourism Statistics

In 2005, Singapore Tourism launched a very ambitious tourism master plan,

where they aimed to double their tourist arrivals from 8 million to 17 million

visitors and to triple their tourism receipts from S$ 10 billion to S$ 30 billion.

They registered the best-ever performance in 2012 with international tourist

arrivals of 14.4 million & tourism receipts of S$ 23 billion, as against 13.2

million & S$ 22.3 billion respectively in 2011.

India is a major market for Singapores tourism industry, forming one of its

top five countries generating tourism for the island city.

The Singapore targets close to one million visitor arrivals from India during

this year.

Singapore witnessed 670,000 Indian visitors (Rev: S$ 809 million) in Jan-

Sept 2012.

8 International Airlines operate 430 flights with a total seat of 40,000 a week

between India and Singapore.

Singapore was a destination for Indian film shoots alone. Now TV shoots are

picking up in the country.

StarPlus Diya Aur Baati Hum

NDTV Good Times Ten Things To Do Around The World (have been shot in

Singapore.)

Singapore continues to be the first most visited destination, but has dipped in

preference for leisure and business travelers from India.

Only 16% leisure travelers & 11% business travelers have visited Singapore

last year.

15% of the respondents from Tier I Cities aspire to travel to Singapore.

Indian travelers enjoy traveling with their families and look for hotels with

family rooms.

They are independent-minded tourists who prefer to create their own

itineraries.

In terms of accommodation, they prefer Little India, but seek out exciting

experiences.

They are educated and have a global worldview. They enjoy experiences like

trying local cuisines, visiting new attractions like Universals Studios

Singapore, Gardens by the Bay and attending the Formula One race.

Connectivity and accessibility is what they value.


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But before that let us understand Indian consumers when it comes to

international holiday destinations.

Overview of an Indian Outbound

Singapore and Thailand were the leading destination countries for outbound

trips in 2012

These countries were aggressively marketed with budget price of Rs. 25k

30k for 3days/2nights, which makes international holiday affordable and

attracts first timers as oppose to domestic trip

On an average Indian consumer goes once or twice a year for an

international holiday

Consumers with annual income of Rs0.5 million or above on an average plan

international trips for leisure

Indians prefer to travel with their families, making the most of the low prices

offered for Southeast Asian countries by travel agents

The biggest threat to the growth of outbound tourism is the falling value of

Indian rupee. Result of which consumers likely to prefer to travel

domestically or travel to countries that offer budget options


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Indians prefer to travel with their families

Accommodation & Shopping are the two areas where Indians spends the

maximum

An Opportunity

Indians travelled to Singapore over the years. (In Lakhs)


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Expected Indians travel to Singapore in the coming years. (In Lakhs)

An Opportunity

Singapore will be the highest tourist spent country in the world followed by US & UAE


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After understanding Indian mind-set & opportunity, we now

look at our potential audience.

Who we are talking to?

Age: 25 to 50 M/F from the Tier I cities. i.e. Top 10 Metros

Married couple with 2 children keen on exploring a holiday abroad

Value seekers looking for well-priced international destinations that can

accommodate 4 members

Keen on travelling to close by destinations for a minimum of a week

Mindset of the consumer

There is flaunt value in overseas travel

Wanting to see something new which can be talked about with

friends/family/Facebook/etc

Looking for something exciting that will be relevant to his entire family

Looking to see everything in a destination when he/she travels abroad

Keeps pondering if he/she managed to cover all the sights & experiences in

the destination of their choice

The Indian Target Audience

Singapore targets Indians from the Tier I cities. i.e: TOP 10 Metros.

Universal Studios is a premium offering in Singapores Bouquet.

They target visitors with Day Passes to spend the day there.

They also target affluent tourists to stay in theme hotels in their resort.

Thus we need to communicate to people who can afford both.

Pricing

Daily Pass/ Person S$ 74

Meal Voucher Book S$ 500

One Night Stay/ Person S$ 570


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Our Approach

To position the brand that emotionally strikes a chord with the consumers

needs & mindset when considering traveling abroad

After reading the mindset of the consumer we understand that a Indian

vacation is majorly governed with 2 primary factors

1) Emotional Appeal

2) Economical Appeal

3) Product Appeal

We intend to come with a approach which takes these 2 factors into consideration.

Economical Appeal

Device a packages which are cheap and giving a feeling of thode mai jada

We will have 2 packages

1) Based package

Which will be elaborated ahead in detail.

2) Customized package

Where the customer will login online and decide as per his/her

requirements.

Emotional Appeal

It makes the Indian consumer realize that its a value for money holiday

destination where he has the opportunity to experience what is surreal Something

not seen before at the same time affordable, luxurious & end to end.

Product Appeal

Resorts World provides every kind of holiday, be it for adventure,

entertainment, shopping, education etc & covers a whole range of experiences

suitable for everyones palate


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Our Positioning

Its a cocktail of Holidays

Whenever you go for a travel we have to select one particular holiday destination

However in the case of Resorts World its different, here have a lot under one

roof. The customer get a flavor of all different destination of the world in the resort,

so it is rightly called as the

Its a cocktail of Holidays

So keeping in mind the Indian families he has something for all the members of the

family

For instance

1) Kids Education and fun

2) Teens adventure

3) Women Restaurant and ample shopping

4) Men family is happy

Product Appeal

Resorts World provides every kind of holiday, be it for adventure, entertainment,

shopping, education etc & covers a whole range of experiences suitable for

everyones palate

Emotional Appeal

It makes the Indian consumer realize that its a value for money holiday destination

where he has the opportunity to experience what is surreal Something not seen

before at the same time affordable, luxurious & end to end.


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What are we offering?

Package Rs. 37,500 per adult includes:

All travelling expense

3nights/4days + 1day Singapore city sightseeing free

Big Idea

Dont compromise on your destination, we have it all.

However in the case of Resorts World its different; here have a lot under one

roof with great experience. The customer get a flavor of all different destination of

the world in the resort, so it is rightly called as the

Dont compromise on your destination, we have it all.

StayFestive Hotel

AttractionsUniversal StuidoAdventure Cove WaterparkS.E.A. AquariumMaritime Xperential MusemFestive Walk


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How are we promoting?

IMC Plan

The Integrated Communication Flow.

TimeLine

Junket (Part I) January

Media Coverage February - March

Advertising Offers April - May

Movies June - September

TV Shows June - September

Junket (Part II) September

Celebrity Series October - December

Advertising Offers October - December


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The Communication Strategy.

Universal Studio offers a wide mix, that would appeal to a large

cross-section.

The Communication process has multiple functions.

We envisage 3 distinctive communication roles that complete the

process.

Role I Inform ( Educate )

Role II Influence ( Generate a desire )

Role III Advertise ( Call to Action )


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Role I Inform ( Educate )

1. Important publications will do a series of destination pieces.

2. Lifestyle Publications/ Channels will cover our Brand Ambassadors experience.

Action:

1. We will sponsor junkets for travel writers of influential publications.

2. We will sponsor a family junket for a few important Celebrity Brand

Ambassadors.

Investment Rs. 1.50 Crore

Publications Considered

English

Newspaper

Regional

Newspaper Magazines

Times of India Loksatta Travel + Leisure

Hindustan

Times Hindustan Condenast Traveller

Telegraph ABP Outlook Traveller

The Hindu Daily Thanthi India Today

Deccan Herald Udayavani

Deccan

Chronicle Eenadu

Indian Express Sakal

Gujarat

Samachar

Ajit


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Role II Influence ( Generate a desire )

1. Major Studios/ TV Production Houses will be enthused to consider our

locations for their shooting requirements.

2. Celebrities and Movies influence the Indian Travel decisions.

3. We will invite Indian Movie Makers/ TV Shows to shoot in Universal Studios.

Action

1. We will sponsor junkets for a few important Directors of Photography.

2. We will sponsor junkets for a few Studio Heads.

3. We will extend discounted offers to the first 5 shows to book our locations.

Investment Rs. 1 Crore + Rs. 2 crores towards discounts

The Plan:

Promote Universal Studio as a destination for the complete family.

We offer the entire Universal Studious as a canvas to movie houses like

Rajshri Films.

It should form a backdrop for a family movie like Hum Saath Saath Hain.

Target Group Location

Entire Family Lost World/ Ancient Egypt

Sea Aquarium

Saif & Karisma Kapoor Halloween Horror Nights

Adventure Cove Water Park

Mohinsh Bahl & Tabu Ocean Suites

Lake of Dreams

Salman Khan and Sonali Bendre Transformers

Battlestar Galactica

The Children & Grandparents Madagascar, Far far Away

Marine Life Park


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Role III Advertise ( Call to Action )

We will reinforce our communication with advertising, with special offers

We will tailor make our advertising across mediums according to their

suitability.

We will use the digital platform via. Travel sites with these special offers.

Market English Regional Magazines TV Channels

Mumbai Times of India Loksatta Travel + Leisure Star Movies

Delhi Hindustan Times Hindustan Condenast Traveller HBO

Kolkata Telegraph ABP Outlook Traveller STAR TV

Chennai The Hindu Daily Thanthi India Today Sony TV

Bangalore Deccan Herald Udayavani Colors

Hyderabad Deccan Chronicle Eenadu ZEE TV

Pune Indian Express Sakal Sun TV

Ahmedabad Gujarat Samachar Eenadu

Chandigarh Ajit

Investment Rs. 5 Crore


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Cinema Advertising

Will spend: Rs. 100cr for 600 multiplex screens in 10 metros

We will promote our key idea (positioning + attraction+ package) through

60sec films before the movie starts

Print Campaign

Investment: Rs. 5cr for 2 inserts

We will promote our key attraction places

Publications that will be covered for our print campaigns are:


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Emailer

Will get the data base from all the travel agents operating in India like

SOTC/Kouni etc.. and send out the mailers to consumers who have travelled

out of India, planning their next holiday & first timers who has enquired with

the travel agents.

Corporate Tie up

Will spend: Rs. 50cr for 600 multiplex screens in 10 metros.

We will promote our key idea (positioning + attraction+ package) through

60sec films before the movie starts.

Will tie up with all the leading corporate houses in India to promote our MICE

package and discounts regular package.

Mall Activation

With the budget of Rs. 1Cr. will be carrying out mall activation in 10 metros

cities.

Keep contests.

Adventure rides for kids.

Distributing resort world kits.


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Digital Campaign

The digital budget for 2 months will be Rs 40lakhs.

We will promote our campaign through:

Youtube Channel, Youtube Ads Web Banners on Facebook, Likedin, Twitter, Makemytrip, Expedia,

Cleartrip & Flipkart

Google SEM

Content Promotion Discovery

We will do a barter system wherein we will share our construction process and

development with informative channels.

We will also share our management process

We return we will ask for Advertisement slots in primetime

For instance

National geo Mega structures

History Channel Management gurus

And other informative magazines

PR Article

We will spend around 2 Cr. In the PR processes.

Wherein we will take Bollywood families and ask then the share their experience in

resort world.

Some of the families we will consider for this activity

ShahRuk Khan and family.

Hrithik Roshan and family.


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Promotions through films and TV shows

Major Studios/ TV Production Houses will be enthused to consider our

locations for their shooting requirements.

Celebrities and Movies influence the Indian Travel decisions.

We will invite Indian Movie Makers/ TV Shows to shoot in Universal Studios.

Referral Program for Indians

We will provide discounts to Indians residing in Singapore if they recommend Resort

World to their near and dear once from India.

Promotion with Travel agents

Cobranded ads with travel agents in India, where in they will promote Resorts

world through their print campaign and on every customer earn commission

The media space bought will be on sharing basis.

Resort World Sentosa

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Transcript of Resort World Sentosa