Amusement park industry in india

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Executive summary
Amusement parks industry in India is more than two decades old and is still at nascent stage.
India’s stint with amusement parks started with opening of Appu Ghar, the first amusement park,
in 1984. Major expansion happened in 1990s with opening of Essel World in Mumbai, Nicco
Park in Chennai, Ramoji Film City in Hyderabad, etc. Segmental pyramid of amusement parks
in India is substantially flatter with a preference for smaller parks. This industry is capital as well
as land intensive as large parks require an investment above Rs. 700 million and land of more
than 40 acres. As India is waking up to consumption boom, huge capacities are coming up across
western, northern and southern part of India near metros and on major highways. Some of the
upcoming amusement parks are going for tie-ups with foreign partners for implementing world-
class infrastructure. Considering the footfall it attracts, lot of state governments are proactively
engaging into public-private partnership (PPP) models to promote amusement parks in their
states. Amusement parks in India are shifting from a ‘Standalone park’ model to an
‘Entertainment hub’ model providing facilities like resorts, shopping mall, golf course, banquet
halls etc in the same premises. Next 3-4 years will see a huge capacity addition as some of the
largest parks are being developed across various parts of India taking the amusement park
industry in India to the next level of growth. Land acquisition and sky-rocketing land prices, lack
of ‘single-window clearance’ etc are some of the major challenges for the sector.
The global amusement and theme park market is expected to generate revenue of almost $32
billion by 2017, according to research from Global Industry Analysts.
Though the industry was negatively impacted by the economic recession in 2009, it entered into
a phase of recovery in 2010 and 2011. Going forward market growth will be fuelled by rising
consumer spending on leisure and entertainment, increasing levels of disposable income, and
higher mass entertainment popularity. Urbanization in developing countries and an expanding
base of middle-class households will also drive demand.

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1. OBJECTIVE OF THE STUDY
 Study the amusement park industry.
 The industry structure
 The force that are at play in the amusement industry market
 Gauge the performance of the major players in this market
 To analyze the reason behind why people go outside India for amusement park experience
1.1SCOPE OF THE STUDY
I have tried to study the project through various areas of management such as:
Economics
Profit
Marketing
Safety
Services
Operation research
Brand awareness
Target market
Future prospect

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1.2 RESESRCH METHODOLOGY OF STUDY
SAMPLE UNIT:
The survey was conducted on all the amusement park customer located in different region of
country
SAMPLE SIZE:
The survey was conducted with the 30 respondent from different organization.
REASEARCH DESIGN:
Research design is a detailed blue print used to guide the research study towards its objective.
The process of designing a research study involves many interrelated decisions.
The most significant decision is the choice of research approach as it determines how the
information will be obtained.
The type of research is descriptive approach which means asking questions to people who are
managers of the reputed organization. It measures the magnitude of their knowledge, attitudes
and buying behavior. In survey method the data collection is through structured direct interview.
Structured direct interview is a format questionnaire (i.e. set of questions) that is structured and
direct and the interview is instructed to ask the persons those questions only in the order given
questionnaire. This type of interview is referred to as “structured survey” undisguised in nature.
It gives standardized information and hence editing ,tabulating and analyzing of the data are
more easily done
1.3 SAMPLING TECHNIQUE
Convenience sampling is used in this research where the researcher is interested in
getting an inexpensive approximation of the truth. As the name implies, sample is
selected because they are convenient .this non probability method is used during research
effort to get a gross estimate of the result, without incurring the cost or time required to
select a random sample.

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1.4 CHAPTER SCHEME
First chapter highlights on basic information regarding my project such as review of the
literature which contains information about previous research conducted on customer
satisfaction and their findings from the research, chapter also include the objectives of the
study. chapter also consist methodology used in the research for data collection and
sampling technique. I have also mention some limitations of the research.
Second chapter is all about the industry profile and company information, which
includes the history and growth of the company, products and services of the
company,size and form of organization.chapter also throws strength, weakness,
opportunity, and threats for the company.chapter also covers the future plan f the
company. As this report is concern to the huge industrial customer, it also include the
brief customer profile.
Third chapter highlighted on theoretical aspect on my research topic which is customer
satisfaction toward industrial product & service, which includes importance of
unstanding buying behaviors, why customer is becoming more important and different
model to analyze the customer satisfaction ,chapter also consist of several tips improve
customer satisfaction.
Fourth chapter of this reports includes the analyses and interpretation of the data with
the help of some statistical tools like tables bar diagram and pie diagrams as well as
techniques like cumulative score and ranking method, which help to analysis the data
with minimum time and less expertise, all the data collected with the help of the mail
questionnaire and face to face interviews.
Fifth chapter consist of finding from the research and some recommendation for the
company. and finally conclusion is given in this chapter to summarized entire report.

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1.5 INTRODUCTION
An Amusement park or theme park is a group of entertainment attractions, rides, and
other events in a location for the enjoyment of large numbers of people. An amusement park is
more elaborate than a simple city park or playground, usually providing attractions meant to
cater specifically to certain age groups, as well as some that are aimed towards all ages. Theme
parks, a specific type of amusement park, are usually much more intricately themed to a certain
subject or group of subjects than normal amusement parks.
Amusement parks evolved from European fairs and pleasure gardens, which were created for
people's recreation. The oldest amusement park in the world is Bakken, north of Copenhagen,
Denmark, which opened in 1583. In the United States, world's fairs and expositions were another
influence on development of the amusement park industry. Amusement parks have a fixed
location, as opposed to traveling funfairs and carnivals.
In common language, the terms "theme park" and "amusement park" are often synonymous.
However, a "theme park" can be regarded as a distinct style of amusement park. A theme park
has landscaping, buildings, and attractions that are based on one or more specific themes or

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stories. Despite many older parks adding themed rides and areas, qualifying the park as a theme
park, the first park built with the original intention of promoting a specific theme, Santa Claus
Land located in Santa Claus, Indiana, did not open until 1946.Disneyland, located in Anaheim,
California, built around the concept of encapsulating multiple theme parks into a single
amusement park is often mistakenly cited as the first themed amusement park, but is instead the
park that made the idea popular.
FAIRS AND PLEASURE GARDENS:
Periodic fairs, such as the Bartholomew Fair which began in England in 1133, are a parent for
the modern amusement park. Beginning in the Elizabethan period the fair had evolved into a
center of amusement with entertainment, food, games, and carnival-like freak-show attractions.
The seasonal celebration was a natural place for development of amusement attractions.
Oktoberfest is not only a beer festival but also provided amusement park features beginning in
1810, when the first event was held in Munich, Germany. In the United States, the county and
state fairs also played a part in the history of amusement parks. These were annual events that
were usually held for a short time, a week or two, to celebrate a good harvest. These fairs
featured livestock exhibits, baking and cooking competitions.
Amusement parks also grew out of the pleasure gardens that became especially popular at the
beginning of the Industrial revolution as an area where one could escape from the grim urban
environment. The oldest intact still-surviving amusement park in the world (opened 1583) is
Bakken ("The Hill") at Klampenborg, north of Copenhagen, Denmark. The best known of the
parks in London, was Vauxhall Gardens founded in 1661 and closed in 1859. Another long-
standing park is Prater in Vienna, Austria, which opened in 1766. This park was conceived as a
place where the common person could enjoy a respite in a pastoral setting and participate in the
musical culture of the city. Tivoli Gardens, Copenhagen is another example of a European park,
dating from 1843, which still exists. These parks consisted of booths, entertainment, fireworks
displays and some “rides” such as introduction to the modern railroad. The parks grew to
accommodate the expectations of their customers—who were increasingly familiar with the
mechanical wonders of industrialization. Rides became a required part of the pleasure garden and
by 1896 there were 65 such pleasure parks in London.

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FIRST FERRIS WHEEL, WORLD'S COLUMBIAN EXPOSITION, 1893:
Another type of fair is the exposition or world’s fair. World's fairs began in 1851 with the
construction of the landmark Crystal Palace in London, England. The purpose of the exposition
was to celebrate the industrial achievement of the nations of the world (of which Britain just so
happened to be the leader). America cities and business saw the world’s fair as a way of
demonstrating economic and industrial success.People particularly point to the World's
Columbian Exposition of 1893 in Chicago, Illinois as an early precursor to the modern
amusement park. This fair was an enclosed site that merged entertainment, engineering and
education to entertain the masses. It set out to bedazzle the visitors, and successfully did so with
a blaze of lights from the “White City.” To make sure that the fair was a financial success, the
planners included a dedicated amusement concessions area called the Midway Plaisance. Rides
from this fair captured imagination of the visitors and of amusement parks around the world,
such as the first steel Ferris wheel, which was found in many other amusement areas, such as the
Prater by 1896. Also, the experience of the enclosed ideal city with wonder, rides, culture and
progress (electricity), was based on the creation of an illusory place. Certainly the precursor of
the amusement park experience to come.
The “midway” introduced at the Columbian Exposition would become a standard part of most
amusement parks, fairs, carnivals and circuses. The midway contained not only the rides, but
other concessions and entertainments such as shooting galleries, penny arcades, games of chance
and shows.
GOLDEN AGE:

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During the Gilded Age, many Americans began working fewer hours and had more disposable
income. With new-found money and time to spend on leisure activities, Americans sought new
venues for entertainment. Amusement parks, set up outside major cities and in rural areas,
emerged to meet this new economic opportunity. These parks served as source of fantasy and
escape from real life.By the early 1900s, hundreds of amusement parks were operating in the
United States and Canada. Trolley parks stood outside many cities. Parks like Atlanta's Ponce de
Leon and Idora Park,near Youngstown, OH, took passengers to traditionally popular picnic
grounds, which by the late 1890s also often included rides like the Giant Swing, Carousel, and
Shoot-the-Chutes. These amusement parks were often based on nationally-known parks or
world's fairs: they had names like Coney Island, White City, Luna Park, or Dreamland. The
American Gilded Age was, in fact, amusement parks' Golden Age that reigned until the late
1920s.
The Golden Age of amusement parks also included the advent of the kiddie park. Founded in
1925, the original Kiddie Park is located in San Antonio, Texas and is still in operation today.
The kiddie parks became popular all over America after World War II.
This era saw the development of the new innovations in roller coasters that included extreme
drops and speeds to thrill the riders. By the end of the First World War, people seemed to want
an even more exciting entertainment, a need met by roller coasters.Although the development of
the automobile provided people with more options for satisfying their entertainment needs, the
amusement parks after the war continued to be successful, while urban amusement parks saw
declining attendance.The 1920s is more properly known as the Golden Age of roller coasters,
being the decade of frenetic building for these rides.

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DEPRESSION AND POST-WORLD WAR II DECLINE:
The Great Depression of the 1930s and World War II during the 1940s saw the decline of the
amusement park industry. War caused the affluent urban population to move to the suburbs,
television became a source of entertainment, and families went to amusement parks less often.
By the 1950s, factors such as urban decay, crime, and even desegregation in the ghettos led to
changing patterns in how people chose to spend their free time. Many of the older, traditional
amusement parks closed or burned to the ground. Many would be taken out by the wrecking ball
to make way for suburban housing and development. In 1964, Steeplechase Park, once the king
of all amusement parks, closed down for good. The traditional amusement parks which survived,
for example, Kenny wood, in West Mifflin, Pennsylvania, and Cedar Point, in Sandusky, Ohio,
did so in spite of the odds.
THE RISE OF THEME PARKS:
In 1955, Disneyland opened to rave reviews, and completely changed the landscape of the
amusement park industry. No longer did guests want a group of rides in a field by a lake, they
wanted an entire perfect world to take them out of the real world for a day. The thrills of theme
parks are often obscured from the outside by landscaping or berms, re-enforcing the feeling of
escape. They are kept clean and new rides are frequently added to keep people coming back. In
addition to this experience, the theme park is either based on a central theme or divided into
several distinctly themed areas, or "lands".
Following Disneyland, many other parks trying to copy its ideas, such as the hub-and-spoke
layout and themed "lands", popped up across the country. Examples include Great Adventure in
New Jersey and Universal Studios Hollywood in Los Angeles, California. However, none could
match the success of Disneyland.
15 years after Disneyland, The Walt Disney Company opened its second theme park, Magic
Kingdom near Orlando, Florida. This park pushed the definition of theme park even further, as it
was surrounded by over 47 square miles of pristine, undeveloped land, creating a massive natural

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barrier between the real world and the park. Today, it is now the Walt Disney World Resort,
consisting of four theme parks in the most visited vacation resort in the world.
AMUSEMENT AND THEME PARKS TODAY
The amusement park industry's offerings range from large, worldwide type theme parks such as
Walt Disney World and Universal Studios Hollywood to smaller and medium-sized theme parks
such as the Six Flags parks and Cedar Fair parks. Countless smaller ventures in many of the
states of the U.S. and in countries around the world. Even simpler theme parks directly aimed at
smaller children have emerged, such as Legoland.
Examples of amusement parks in shopping malls exist in West Edmonton Mall, Alberta, Canada;
Pier 39, San Francisco; Mall of America, Bloomington, Minnesota.
Family fun parks starting as miniature golf courses have begun to grow to include batting cages,
go-karts, bumper cars, bumper boats and water slides. Some of these parks have grown to
include even roller coasters, and traditional amusement parks now also have these competition
areas in addition to their thrill rides.
As of 2008, the Walt Disney Company accounted for around half of the total industry's revenue
in the US as a result of more than 50 million visitors of its U.S.-based attractions each year.
The most visited park in Europe is Disneyland Paris, followed by Europa-Park in Germany,
Efteling in Netherlands, Tivoli Gardens in Denmark, PortAventura in Spain, Liseberg in Sweden,
Gardaland in Italy, Alton Towers in England and Legolands in Denmark and England.
The amusement park industry in India is worth Rs 7,000 crore and has been growing
exponentially in the last few years. Being an integral part of the leisure industry, the amusement
park industry contributes almost 40 per cent of the total turnover of the entire leisure industry.

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2. PRELUDE TO INDIAN AMBUSEMENT PARK INDUSTRY
The amusement and theme park industry in India is about two decades old and it is relatively
new when compared to its origin in USA & Europe. This industry found its roots in India during
mid and late 1980s when a few innovative entrepreneurs took challenge of pioneering few
amusement parks in Delhi, Kolkata, Mumbai and Chennai. The growth in this industry started
only in the last decade and that happened possibly during the advent of globalization when
economic potential of the social capital began to be perceived.
2.1 STRUCTURE & DEVELOPMENT OF AMUSEMENT PARK SECTOR
Amusement Parks are recreational facilities that offer a varied range of entertainment options
ranging from theme parks to spine chilling roller coaster, 3D theater to giant wheel, in a cluster
format. These parks provide one-stop-shop leisure and entertainment solutions for the entire
family at one place and are a key source of tourist attraction (domestic and foreign) and revenue
generation for the State. The demand for entertainment options such as amusement parks, I-max,
shopping malls are rapidly increasing across the Country. The key demand drivers for the
segments are rising base of middle class, increasing disposable income, changing lifestyle,
cultural shift and increasing emphasis to lead a holistic life with a balance of work and leisure.

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2.2TOURISM- AMUSEMENT PARKS
During the last decade domestic tourism had grown @ 14% on an average and currently it is
estimated at 527 million. Out of this, the amusement park industry generated only 15 million
footfall during last year. Globally, domestic and international tourists comprise more than 50%
of the total footfall at popular amusement parks. We can, therefore, expect that there would be
manifold increase in footfall in amusement parks in India as the large parks in India are gradually
converting themselves to larger destination parks with additional investments following the
footsteps of large global parks. Currently for a population of 1.1 billion in the country, there are
only 120 amusement parks and 45 Family Entertainment Centers. This indicates that the growth
potential of Indian amusement and theme park industry is substantial.
The high growth potential of the industry in highly populated India will boost tourism, social
infrastructural development as well as employment generation. The success and growth potential
of this industry is resulting into the advent of new manufacturers of amusement parks' rides in
India.
A recent market survey research shows that this industry in India is growing at a rapid pace and
over 120 amusement parks and water parks are currently in operation in India. Out of them only
15% can be classified in the "large parks" category, 30% as medium size parks and balance 55%
are small size local parks. Investments to the tune of Rs 10,000 crore are likely to flow into the
domestic amusement and leisure sector by 2020 with about 500 new parks are expected to come
up across the country. The Rs 4,000-crore Indian amusement and leisure industry expects fresh
investment of Rs 10,000 crore by the year 2020. In terms of employment generation, the new
parks are likely to create jobs for six crore man-hours per month.
It is estimated that the total capital investment made in the amusement and theme park industry
in India till date, is more than INR 40 billion (excluding investment on land). The estimated
annual revenue generated by this industry is approx INR 20 billion, at present, which is expected
to grow to almost three times by the year 2020 at a CAGR of over 11%.

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2.3 RECREATION INDUSTRY - AMUSEMENT PARKS
Recreation Industry is currently one of the most exciting sectors in India. The current market for
leisure is estimated to cross USD 1 bn in next few years. The leisure industry mainly consist of
amusement park, malls family entertainment centers (FECs) and multiplexes. The present
consumer base is estimated around 30 million people.
At present there are around 200 FECs in the Country and the number is expected to grow to 400
in the next couple of years. Amusement parks contribute nearly 40% of the total leisure industry
turnover.
Through the years though there is a healthy growth, but at the same time it is burdened by local
entertainment tax ranging from 10 to 25 per cent in various states. Further if any imposition of
Central Tax like Service Tax will cripple the whole industry. The industry can absorb either of
the taxes and not both, he stated. Further he urged to make amusement industry an integral part
of tourism and development in India at the Central Government Level. Recreation Industry is
currently one of the most exciting sectors in India. The current market for leisure is estimated to
cross USD 1 bn in next few years. The leisure industry mainly consist of amusement park, malls
family entertainment centers (FECs) and multiplexes. The present consumer base is estimated
around 30 million people.
At present there are around 200 FECs in the Country and the number is expected to grow to 400
in the next couple of years. Amusement parks contribute nearly 40% of the total leisure industry
turnover.

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2.4 AMBUSEMENT PARK IN MALL CONCEPT.
Nickelodeon Universe is an indoor theme park in the center of the mall. The park features roller,
among numerous other rides and attractions, and is the largest indoor theme park in the United
States. Unlike many indoor amusement parks, Nickelodeon Universe has a great deal of natural
foliage in and about the park, and its floor has a wide variance in height - the highest ground
level in the park is 15 feet (4.6 m) above the lowest. The park features two new roller
coasters, SpongeBob Square Pants Rock Bottom Plunge and Avatar Air bender, and a new thrill
ride called Brain Surge. The latter roller coaster bills itself as a "rather peculiar" ride. It also has
a miniature golfing section called Moose Mountain. This miniature golf course features eighteen
holes and a relatively fast Astroturf surface.
At the SEA LIFE Minnesota Aquarium, guests travel through a 300-foot-long (91 m) curved
tunnel through 14 feet (4.3 m) of water to view over 4,500 sea creatures including sharks, turtles,
stingrays, and many more. SEA LIFE Minnesota Aquarium offers special events such as
sleepovers, scuba diving, snorkeling, and birthday parties.
In India, Mumbai infinite mall malad west is one of its kind to have well build amusement park
inside the mall.
INFINITE MALL MALAD, MUMBA

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2.5 CURRENT TRENDS
Amusement parks seek uniform entertainment tax
The Indian Association of Amusement Parks and Industries, apex body of the amusement parks,
has sought uniformity in the entertainment tax being imposed by different states. The
Association rules that the exorbitantly charged entertainment tax by some states is a major
impediment in the growth of the industry in these regions. “West Bengal, Punjab and Gujarat
charge entertainment tax at 20%, 40% and 25% respectively, whereas the entertainment tax rate
hovers around 5-15% in majority of the states.
Real Estate companies plans to enter into this market
Though the unorganized players hold a majority share in the market, the organized players are
also expanding their base. Groups like Nicco Parks, Zee group, Unitech & Turner and various
real estate companies are developing amusement parks in different regions. The foreign
developers are also stepping into the Indian amusement industry through collaborations with
Indian companies.
Growing transportation facilities
Transport corridors like expressways and the Metro line are bringing an increasing number of
people closer to entertainment hubs. To that extent, they trigger growth of formal means of
entertainment. One major development witnessed in National Capital Region (NCR) over the last
4-5 years has been the expansion of Delhi Metro line. This process started in Central and
Western parts of the city and is now on course to link South Delhi and Gurgaon. This has
provided common man with a mode of transport that is both economical and convenient. While
daily journeys like the ones to college or workplace have been simplified - the occasional
weekend outing too has been made much simpler as a result of enhanced connectivity to popular
entertainment destinations.

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2.6 INTRODUCTION TO ESSEL GROUP
Profile of the company
For over three decades, Essel Group has been a leading business conglomerate having diverse
business presence across media, entertainment, packaging, infrastructure, education, precious
metals and technology sectors. We have created an impressive track record of value creation in
all our businesses that compares well with their respective industry peers. Our companies strive
to bring the latest innovations and the best value offerings to all our consumers in our quest to
deliver the best in class. "Faith in innovative and organized growth" works as the guiding
principle behind every business at Essel and keeps us committed to enhancing operational
excellence through greater focus on innovation and efficient resource utilization. With
worldwide operations and a workforce of over 8000 employees, Essel Group is growing in
strength day by day.
This journey of a thousand miles began with a single step in 1976 with a commodity trading and
export firm. With its ardent passion and a clear and focused vision, Essel has not only built and
expanded new businesses but has built a formidable and exemplary position in all these
businesses in a short span of time. Essel has grown to become a strong integrated media network
in India with presence across the entire value chain, developing and adopting new technologies
to remain ahead of the growth curve.
Essel offers a strong portfolio of numerous entertainment and news channels, reaching millions
of viewers in India and internationally. "ZEE" is considered as one of the strongest Indian Media
brands across the world. Essel’s print venture "DNA" – an English daily, provides responsible
journalism to its readers.
Essel's distribution arms – 'Dish TV' and 'WWIL' with their vast reach across the country
provides quality viewership experience to millions of subscribers and is well poised to take
advantage of the mandatory digitisation of the distribution platforms in the country.

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Essel has made a successful foray into socially relevant business ventures such as infrastructure
and education. Essel Infrastructure is engaged into construction of roads, power plants and urban
infrastructure development and has built an impressive order book. Essel has established a vast
network of preschools across the country shaping young minds to drive India’s future. Essel is
currently building its network of K-12 schools and vocational training centres expanding its
reach to millions of students in the country.
Another Group venture - "Essel Propack", a laminated tube manufacturer, is considered to be one
of the largest in the world. Essel has also undertaken new ventures such as precious metals which
has a promising outlook.
Our companies are at an exciting juncture of their business journey, as they continue to expand
their product offerings and explore new markets. Having attained respectable scales in most of
its businesses, Essel is now pursuing the next level of growth. We are committed to adopt and
develop new technologies to provide a wider range of offerings and a better experience to our
consumers. Given Essel’s growth potential and increasing international outlook, the promoters
as well as the entities in the Group continue to pursue fund-raising opportunities both
domestically and in the international markets. Essel with its experience and resources will keep
tapping new growth opportunities.
We believe in inclusive growth and are ever committed to the various stakeholders –
shareholders, customers, employees and vendors. Our companies are well poised to not only
grow further in scale but also balance the growth with the interests of its stakeholders and civil
society. It is the unflinching goal of Essel to become a greater force to reckon with and Essel is
on its journey towards it.
Objective and Goals
The main objective of Essel Group is not only on sharp increase in output but also on:
 Transparency: a commitment that the business is managed along transparent lines.
 Fairness: to all stakeholders in the company, but especially to minority shareholders.
 Disclosure: of all relevant financial and non –financial information in an easily
understood manner.
 Supervision: of the company’s activities by a professionally competent and independent
board of directors.
Policies
 They approach their responsibility with ambition and resourcefulness.
 They organize themselves for a transparent and harmonious flow of work.
 They respect sound theory and encourage creative experimentation.
 They make their workplace a source of pride.

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The companies under the group are:
Media:
o Zee Entertainment Enterprises
o Zee News
o DNA (newspaper)
Technology:
o Dish TV
o Siti Cable
o Zee Turner Limited
o Intrex Trade Exchange Ltd
o Cyquator Technologies Limited
o Digital Media Convergence Limited
o CornerShop Entertainment
o Shirpur Gold Refinery[5][6]
Entertainment:
o E-City Ventures
o ETC Networks
o Pan India Network Infravest Pvt Ltd - The online gaming company Playwin is a
part of this group
o Essel Sports - Essesl Sports has started the Indian Cricket League (ICL) and is
also the owner of Mumbai Football Club
o Suncity Projects
o Asian Sky Shop
o E-City Bioscope Entertainment Pvt Ltd - The multiplex chain Fun Cinemas is a
part of this group
Packaging:
o Essel Propack
Infrastructure:
o Essel Infra projects Limited (EIL) - This group has started the amusement
parks Essel World and Water Kingdom
Precious Metal:

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o Shirpur Gold Refinery Limited (SGRL) - Precious metal (Gold and Silver)
refinery, fabrication of gold bars, coins and jewellery.
Education:
o Zee Learn Limited - A number of Learning projects has been launched by this
group. They include
 KIDZEE & Mount Litera World preschools
 Mount Litera Zee & Mount Litera World Schools
 Zee Institute of Media Arts (ZIMA)
 Zee Institute of Creative Art (ZICA)[10]
 ZeeQ
Charity:
o Ekal Vidyalaya
o Global Vipassana Foundation
o Transnational Alternate Learning for Emancipation and Empowerment thorough
Multimedia (TALEEM) Research Foundation
o EsselWorld-OASIS

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Essel World is a theme park owned by Pan India Paryatan Pvt. Ltd. (PIPPL). It is situated in
Gorai, Mumbai, India and was established in 1986. EsselWorld along with its counterparts,
Water Kingdom, are stretched over 64 acres of land. Together, they are recognized as India’s
Largest Amusement And Water Park as well as Asia’s Largest Theme Water Park.
EsselWorld is the only amusement park in India that qualifies as matching up to international
standards. It draws in an estimated 1.8 million visitors annually, of which approximately 300,000
are students.
Attractions:
Essel World is home to a variety of rides appropriate for individuals of all ages. It boasts a
catalogue of thirteen family rides, nine adrenaline-pumping thrill rides and nine children’s rides.
Apart from the conventional features of a theme park such as rollercoaster’s and rides, Essel
World is also host to Mumbai’s first ice skating rink, spanning 3400 square feet. The park
maintains the rink’s temperature at a constant 4 degrees Celsius.
The dance floor is an added characteristic of the park that enables visitors to hold parties at the
park. It enjoys colored lights, high definition audio, and a glass dance floor. To maintain it’s
international demeanor the dance hall plays a fusion of Bollywood as well as Western music.
Additionally, the theme park also comprises a 6-lane bowling alley widely known as “Riki’s
Rocking Alley”. The bowling alley consists of an in-built arcade as well as a restaurant,
“Tandoori One”, which serves vegetarian Indian cuisine. Other culinary options across Essel
World include Southern Treat - serving traditional South Indian delicacies, Domino’s Pizza,
Taipan Chinese restaurant, Ohh! Mumbai - a taste of the local favorites, Happy Singh Da Dhaba
– Punjabi cuisine, Petu’s and Mother Dairy desserts.
Scattered across the park are the faces of the Fab-5, otherwise known as Essel World and Water
Kingdom’s mascots. The Fab-5 Bandwagon is an established merchandise store that provides
visitors and customers the option to purchase low-priced souvenirs

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Monsters In The Mist:
In 2010, EsselWorld launched a horror ride entitled “Monsters In The Mist”, inaugurated by
popular host, actor and first-ever winner of reality TV series “Roadies”, Ranvijay, and the CEO
of EsselWorld Shirish Deshpande. It was titled India's Scariest Ride.
The ride is a 6,000 square feet indoor dark ride, with a track and car system. It runs for a total of
four minutes through a dark den filled with mist and fog amidst numerous thrills and adventures.
The ride comprises more than 20 scenes, which are supported by state-of-the-art animatronics
and hi-end audio. The ride was designed by renowned international dark attractions manufacturer
“The Attraction Factory” established in Missouri, USA.
MARKETING MIX WITH RESPECT TO ESSEL WORLD

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Product:
In case of services, the ‘product’ is intangible, heterogeneous and perishable. Moreover, its
production and consumption are inseparable. Hence, there is scope for customizing the offering
as per customer requirements and the actual customer encounter therefore assumes particular
significance. However, too much customization would compromise the standard delivery of the
service and adversely affect its quality. Hence particular care has to be taken in designing the
service offering.
In case of essel world the following are the services provided by them Being a family
destination, EsselWorld understands your need to spend some quality time with your family.
Here, we bring you some rides that will let you spend some special moments with your loved
ones , rides such as aqua dive ,monster,monster in mist,riki rocking alley,highway car,zipper
dipper,slam bob, cricket zone.
Ferries services are available to take you across to the park.
The ferries are available every 15 minutes from Gorai Creek and every 30 minutes from Marve
Beach.It Provide restaurant services from veg to non- veg
It is an annual pass which lets a guest enjoy EsselWorld or Water Kingdom 3 times in a year at
any combination of his/ her choice starting at Rs.1090 only that’s less than the price of two
tickets.
The guest also gets some super discounts on F&B, Bowling, Coin Games and on the entry ticket
for special event on New Years.Once the guest books his/ her PPN online, he can pick-up his
PPN from the ticket counter on the day of his visit.In order to use the PPN, the guest will have to
stick his/ her photograph on the PPN and sign across the photograph, without which he will not
be able to use it. it provide bus facilities from Mumbai. If you want to spend one more day it also
has hotel facilities that provide you to stay with your family and friends.
Pricing:

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Pricing of services is tougher than pricing of goods. While the latter can be priced easily by
taking into account the raw material costs, in case of services attendant costs - such as labor and
overhead costs - also need to be factored in. Thus a restaurant not only has to charge for the cost
of the food served but also has to calculate a price for the ambience provided. The final price for
the service is then arrived at by including a mark up for an adequate profit margin.
Essel world has very good pricing strategies that take into consideration all the class of people in
our country.
Place:
Since service delivery is concurrent with its production and cannot be stored or transported, the
location of the service product assumes importance. Service providers have to give special
thought to where the service would be provided. Thus, a fine dine restaurant is better located in a
busy, upscale market as against on the outskirts of a city. Similarly, a holiday resort is better
situated in the countryside away from the rush and noise of a city .Essel world is Location:
Gorai, in the outer north west suburbs of Mumbai. It's around 40 kilometers from the city center.
Take a ferry from Marve Beach or Gorai Creek.
Promotion:

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Since a service offering can be easily replicated promotion becomes crucial in differentiating a
service offering in the mind of the consumer. Thus, service providers offering identical services
such as airlines or banks and insurance companies invest heavily in advertising their services.
This is crucial in attracting customers in a segment where the services providers have nearly
identical offerings.
Article on promotion activity by essel world.
The three-month long activity is being conducted across Mumbai and Pune, Nashik started from
July 15th to 30th September, 2013.
Monsoon in Mumbai is synonymous with fun and excitement for college students. With this
thought EsselWorld & Water Kingdom, India's largest theme parks and leisure destinations have
kick-started their annual college promotion 'Fun-O-logy' 2013.
After a successful series of Fun-O-logy drives in past, this year EsselWorld & Water Kingdom
have introduced a unique student's program that spreads fun and cheer outside the park too. A
special marketing campaign, 'Fun-O-logy' aimed at college students has been launched by PIPL
along with a host of innovative schemes to promote EsselWorld and Water Kingdom. The
campaign is reaching out to thousands of students across Mumbai, Pune and Nashik colleges
using widespread interactive road shows.
Talking about the fulfilled activities, Mr. Bhushan Motiani, Head – Sales & Marketing describes,
“EsselWorld & Water Kingdom has endeavored to bridge the gap between fun lovers and the
parks through Fun-o-logy. Apart from Bio-logy, Socio-logy, Physio-logy; college students can
now learn a new subject called “Fun-O-Logy' which imparts thrills and chills by providing them
with a special flat 50% discount on entry tickets to our parks by flashing the college ID cards.
Further, a package of entertaining games and road shows outside city's colleges boosts the
excitement of the campaign among students with a chance to win many cool prizes.”
Fun-O-logy activity is targeted at college students. Roadshows, contests, games etc are held at
the colleges with prizes being doled out. Apart from these active fun laced activities; there are
also loads of discounts and offers at the park for the college students ranging across F&B,
shopping, ice-skating, bowling and much more.
The Fun-O-logy team has already covered several colleges in the suburbs of Mumbai and
distributed over 2,000 free entry tickets and goodie bags to students. So far, participation has
been overwhelming. Thrilled on winning free pass, a student of Bhavans College, Pushpa
excitedly states, “I was planning a trip to EsselWorld & Water Kingdom this monsoon, and
winning a free entry pass has already made my trip exciting. What more, even my gang can avail
the 50% discount.”
- Mugdha Deshmukh
( public relation head Essel world and water kingdom)

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Essel world also under take varies other promotion measures such as advertising in television,
Radio, Newspaper internet as well as providing exciting offers such as 3in1,passport next,
combined offer, loop buy1 get 1 free .

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People:
People are a defining factor in a service delivery process, since a service is inseparable from the
person providing it. Thus, a restaurant is known as much for its food as for the service provided
by its staff. The same is true of banks and department stores. Consequently, customer service
training for staff has become a top priority for many organizations today.
In case of Essel world they have very qualified employees who are able to handle customer in a
right manner, they constantly announces about the day event going on in the park. They have
well trained ride operator who assets customer before each ride begin.

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Process:
The process of service delivery is crucial since it ensures that the same standard of service is
repeatedly delivered to the customers. Therefore, most companies have a service blueprint which
provides the details of the service delivery process, often going down to even defining the
service script and the greeting phrases to be used by the service staff.
The operation activities start at Essel world with the open of park at 11am with ferry service then
the ticketing ,providing map of the park and then guiding tourist throughout the park.

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Physical Evidence:
Since services are intangible in nature most service providers strive to incorporate certain
tangible elements into their offering to enhance customer experience. Thus, there are hair salons
that have well designed waiting areas often with magazines and plush sofas for patrons to read
and relax while they await their turn. Similarly, restaurants invest heavily in their interior design
and decorations to offer a tangible and unique experience to their guests.
The attraction for tourist in park is the experience and this must be tangibilised with the help of
tangible items like comfortable seats in rides, layout and design of the park, ambience of the
park.

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SWOT ANALYSIS
Strength:
 The parent company is a pioneer in the concept of amusement park in India.
 Essel World is India’s largest amusement park and Water Kingdom is Asia’s largest
theme water park.
 The park is spread over a huge land mass of 64 acres and attracts thousands of visitors
each day.
 There are more than 30 rides along with other recreational options.
Weakness:
 The park has limited global presence
 The offerings are fewer compared to those of some of the other famous international
parks.

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Opportunity:
 This being the only full-fledged amusement park in Mumbai, has huge crowd-pulling
potential.
 The demographics of Mumbai suggest that there is a lot of young population in Mumbai
who are the potential visitors.
 With the introduction of group offers, annual passes and multi-visit passes, the park can
hope to increase its customer base.
Threats:
 The upcoming culture of visiting malls that have play areas can be a threat.
 Since the frequency of innovations in offerings is very low, there is no incentive for
second time visits.
 The business is more seasonal in nature, there are more visitors during the holiday
season, on other days there is a slack.

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2.5 MAJOR PLAYER IN THE MARKET
Around the world:
Walt Disney Parks and Resorts, also known as Disney Parks, originally Walt Disney
Attractions, is one of The Walt Disney Company's five major business segments. It is
responsible for the conception, building, and managing of the company's theme parks and
vacation resorts, as well as a variety of additional family-oriented leisure enterprises. It was
founded in 1971 after the opening of Magic Kingdom at Walt Disney World in Florida, joining
the original Disneyland in California. In 2009, the company's theme parks hosted approximately
119.1 million guests, making Disney Parks the world's most visited theme park company, ahead
of the second-most visited, British rival Merlin Entertainments.
The chairman of Walt Disney Parks and Resorts is Thomas O. Staggs, formerly the senior
executive vice president and CFO. Staggs reports to Disney CEO Robert Iger.
Tokyo Disney Resort, located in Urayasu, Chiba, Japan, opened April 15, 1983. On September
4, 2001, the resort expanded with Tokyo DisneySea. There are several resort hotels on site, but
only three are actually owned by the resort, which boasts the largest parking structure in the
world. Tokyo Disney Resort is fully owned and operated by The Oriental Land Company and is
licensed by The Walt Disney Company. The resort was built by Walt Disney Imagineering, and

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Disney maintains a degree of control; Nick Franklin leads the Walt Disney Attractions Japan
team at The Walt Disney Company, which communicates with the Oriental Land Company over
all aspects of the Resort, and assigns Imagineers to the Resort. Its properties, listed below, are
divided into parks, shopping centers, and lodging.
Disneyland Paris, Disney's second resort complex outside the United States, opened on April
12, 1992, as the Euro Disney Resort. Located in Marne-la-Vallée in the suburbs of Paris,
France, it features two theme parks, a golf course, an entertainment complex and six Disney
resort hotels. It is maintained and managed by Euro Disney S.C.A., a company partially owned
by The Walt Disney Company whose stock is traded on Euronext. Its properties sit on 4,940
acres (20.0 km2), listed below, and are divided into parks, shopping centers, and lodging:
Hong Kong Disneyland Resort, Disney's fifth resort and its second in Asia, opened September
12, 2005. The resort is located in Penny's Bay, Lantau Island, Hong Kong. The resort consists of
one theme park and two hotels, with land reserved for future expansion. It is owned and operated
by Hong Kong International Theme Parks, an incorporated company jointly owned by The Walt
Disney Company and the Government of Hong Kong. The first phase of Hong Kong Disneyland
Resort occupies 320 acres (1.3 km2).
In November 2009, Disney received approval from the central government of China to build a
Disney theme park in Shanghai's Pudong district. "China is one of the most dynamic, exciting
and important countries in the world and this approval mark a very significant milestone for Walt
Disney Co in mainland China," said Robert Iger, president and CEO of Disney. The resort is
expected to open in 2016. A groundbreaking ceremony took place on April 7, 2011.

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Merlin Entertainments Group Ltd is a British operator of amusement parks and other
attractions. It is the largest such company in Europe, and globally the second largest after Walt
Disney Parks and Resorts.
Headquartered in Poole, United Kingdom, Merlin Entertainments operates over 70 attractions in
10 European countries, as well as the USA, Japan, South Korea, China, Hong Kong, New
Zealand and Australia. Its success has been underpinned by strong partnership arrangements with
both public and private sectors, with organizations as diverse as Disney and the Worldwide Fund
for Nature.
In 2010, the company's properties hosted an estimated 41 million guests, making it the second-
most visited theme park operator in the world, behind only Walt Disney Parks and Resorts. In
2011, the company's properties hosted an estimated 46.4 million guests. While less than half of
Disney's attendance figure, this represented a relatively large 13.2 percent increase from the
previous year.
Universal Parks and Resorts is the theme park division of NBC Universal, a subsidiary of
Comcast. The division is responsible for the operation and maintenance of the various Universal
Studios resort properties around the world. The division is headquartered in Orlando, Florida,
United States. According to Comcast's annual report, the theme park division is NBC Universal's
strongest performer with a 24% increase in revenue; in comparison, NBCU gained 4% overall.
In 2011, approximately 30.8 million guests visited the Universal Studios theme parks, making it
the third-largest amusement park operator in the world

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Six Flags Entertainment Corp. is the world's largest amusement park corporation based on
quantity of properties, and the fifth-most popular in terms of attendance. The company maintains
18 properties throughout North America consisting of theme parks, thrill parks, water parks, and
family entertainment centers. In 2009, Six Flags properties hosted 23.9 million guests. The
company was founded in Texas and took its name from its first property, Six Flags Over Texas.
The company maintains a corporate office in Midtown Manhattan, New York City and its
headquarters are in Grand Prairie, Texas. On June 13, 2009, the corporation filed for Chapter 11
bankruptcy protection and successfully exited the restructuring on May 3, 2010
SeaWorld Entertainment (abbreviated SeaWorld and formerly Busch Entertainment and
SeaWorld Parks & Entertainment) is a family entertainment company owned by The
Blackstone Group. SeaWorld is responsible for the operation and maintenance of eleven theme
parks located throughout the United States. Formerly a subsidiary of Anheuser-Busch since
1959, under which it was known as Busch Entertainment Corporation, SeaWorld Parks is
headquartered in Orlando, Florida.
In 2009, SeaWorld's properties had a combined total of approximately 23.5 million visitors,
making it the fifth-largest amusement park operator in the world. Company officials have
disputed this estimate in the past, as internal attendance figures, which they choose not to make
public, reflect higher attendance than does the cited estimate. For the 2008 study, SeaWorld
officials singled out the company's most-visited park, SeaWorld Orlando. The 2008 report
estimated that 5.9 million people visited the park, a decrease of almost three percent year-over-
year. If the 2007 report's original estimates are used, attendance rose by 100,000 visitors. After
the release of the 2008 study, a spokesperson for SeaWorld voiced the company's continued
displeasure with the study, saying, "They are wrong across the board."
In October 2009, Anheuser-Busch InBev announced plans to sell the division to the Blackstone
Group private-equity firm in order to reduce the debt load generated by InBev's 2008 purchase of
Anheuser-Busch. The sale was completed on December 1, 2009 and with it came a new
company name, SeaWorld Parks & Entertainment.

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In India:
There are dozens of theme and amusement parks in India. However, only a few of them are
outstanding. Find out which ones are worth your money in this list of the top amusement parks
in India. You'll be able to enjoy everything from wet 'n' wild rides to film making. If you can, it's
advisable to arrive early, as well as avoid the weekend and holiday crowds.
Wonderla is a world-class amusement park that doesn't disappoint. It's modern, clean and green,
and has a wide variety of attractions. There are over 50 rides, 12 of which are water based and
nine especially for small children. If you love getting wet, don't miss the Rain Disco -- an indoor
dancefloor with psychedelic laser lights and a rain system that provides showers of warm water,
choreographed to the music. There's also a resort on the premises, so you can stay there.
 Location: 30 kilometers from Bangalore, on the Bangalore-Mysore Highway.
 Ticket Price: Adults 590 rupees weekdays, 730 rupees on weekends and public holidays,
and 790 rupees during peak season. Children 460 rupees weekdays, 540 rupees on
weekends and public holidays, and 600 rupees during peak season.
 Open: Monday to Friday 11 a.m. until 6 p.m. Saturday, Sunday, Holiday and Festival
seasons 11 a.m. until 7 p.m.
Lush and tropical Wonderla Kochi is set into the side of a hill, and has around 40 rides and
attractions. The rides are classified into four types: Family, Water, Kiddies, and Hair Raising.
Wonder Splash, a boat journey into a cave filled with mystery followed by a spash down into a
crystal clear pool, is popular. There's a 3D movie theater as well.
 Location: In Pallikkara, about 15 kilometers from Kochi in Kerala.
 Ticket Price: Adults 460 rupees weekdays, 600 rupees on weekends and public holidays,
and 660 rupees during peak season. Children 360 rupees weekdays, 470 rupees on
weekends and public holidays, and 530 rupees during peak season.
 Open: Monday to Friday 11 a.m. until 6 p.m. Saturday, Sunday, Holiday and Festival
seasons 11 a.m. until 7 p.m.

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Adlabs Imagica is a theme park near the city of Khopoli on Mumbai-Pune expressway. The park is
owned and operated by Adlabs Entertainment Limited (AEL), promoted by Manmohan Shetty. The Rs
1,600-crore theme park spread over 300 Acres opened in April 2013. It offers entertainment, dining,
shopping and accommodation. The park can accommodate as many as 20,000 visitors. Shetty is targeting
to host over 3 million visitors in the first year of operations. The park will feature 21 original attractions,
including a ride based on the Bollywood film Mr. India , India's biggest roller coaster, and a 300-room
hotel and water park.
Ways to reach Adlabs Imagica:
From Mumbai:
 On Mumbai - Pune Express highway, after Khalapur Toll Naka take the first left at the
Khopoli exit
 Take the overhead bridge towards Pali Road.
 Once you cross the bridge, take the left turn towards Pali Road
 3 Kms away on right hand side you will see 'ADLABS Imagica'
From Pune:
 On Mumbai - Pune Express highway, just before Khalapur Toll Naka take a U-turn
 A few meters ahead take the Khopoli exit on your left
 Take the overhead bridge towards Pali Road.
 Once you cross the bridge, take the left turn towards Pali Road
 3 Kms away on right hand side you will see 'ADLABS Imagica'

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Ramoji Film City is a huge film studio complex where thousands of Indian movies are filmed
every year. If you've ever wanted to see how movie sets come to life, this is the place. It also has
a theme park with rides, and entertainment park for kids. Andhra Pradesh Tourism runs regular
bus trips to visit Film City from Hyderabad.
 Location: Around 25 kilometers from Hyderabad, in Andhra Pradesh.
 Ticket Price: Packages start from 400 rupees for adults and 350 rupees for children, for a
guided tour.
 Open: Daily, 9 a.m. until 6 p.m.
Worlds of Wonder was set up in 2007 under the corporate identity – IRPPL (International
Recreation Parks Pvt. Ltd.). IRPPL is a joint venture between Unitech and International
Amusement. The entertainment city is spread over 147 acres of land which includes one of the
biggest malls in India — The Great India Place and the amusement park- Worlds Of Wonder. An
investment of Rs 1,100 crore has been made for the establishment of the property, making it an
epitome of fun and entertainment.
Worlds of Wonder is the biggest amusement park in Delhi NCR with 20 international rides. The
park is divided into two different zones catering to people across age groups - The Teen Zone
and The Family Zone. In order to ensure the safety and security of its visitors for all the rides,
WOW follows the globally accepted safety measures of the TUV NORD- headquartered in
Germany. Due to its ample space and exemplar design, Worlds of Wonder also hosts indoor as
well as outdoor activities, theme evening parties, corporate parties, social gatherings and award
functions in the park. The events are customised depending on the requirement of the client,
delivering a good mix of adventure and safety.

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Nicco Parks and Resorts Limited (NPRL), the company behind Eastern India's first Theme
Amusement Park was incorporated on March 17th 1989 as a joint sector company with Nicco
Corporation (a well-diversified business conglomerate of Rs. 5000 million) and the Government
of West Bengal represented by West Bengal Industrial Development Corporation (WBIDC) and
West Bengal Tourism Development Corporation Limited (WBTDC). Securities of the company
are listed with the stock exchanges and the company has been paying dividend in each
consecutive years since 1994 when it floated public issues and got listed in Mumbai & Kolkata
stock exchanges.
NPRL was incorporated with the prime objective of providing educative entertainment and
wholesome recreation for the entire family simultaneously promoting tourism. NPRL presents a
complete leisure package in an eco-friendly atmosphere with thrilling rides, eateries, exclusive
landscaping, and indoor sports. This amusement park offers all kinds of entertainment under one
roof and handles its offerings with professional élan.
The 40 acre park in Kolkata, set up with technical advice from Blackpool Leisure and
Amusement Consultancy Ltd., UK, was inaugurated on 13th October 1991. It is the first
amusement park, set up in India, which achieved the rare distinction of obtaining ISO 9001
quality management certification from a well-known European Certifying Authority. Nicco
Parks is professionally managed amusement park and has also received international
certifications for ISO-14001 for environment management first time in india, OSHAS-18000 for
safety management first time in Asia and SA-8000 social accountability certificate first time in
the world, as an amusement park.
At present the park has large number of rides and major attractions along with an international
standard indoor sports complex with bowling, pool and air hockey and an up – market restaurant
cum bar. The multi - cuisine food court in the park houses the leading restaurants of Kolkata.
Crossing international frontiers, NPRL today is proactively involved in providing technical
consultancy, manufacturing and supplying of rides for large amusement parks, both in India and
abroad. NPRL has so far set up 7 amusement parks and water parks within India and in
neighbouring countries like Bangladesh and supplied its rides and attractions toother
international locations like the UK, Europe, Dubai, Japan and have gained immense popularity.
The Company is recognised as a pioneer in offering family entertainment. It extends overall
technical consultancy for setting up amusement parks and supplies ride components under
technical collaboration from Blackpool Leisure & Amusement consultancy limited, UK. Other
than supply of rides components to UK, Germany and Japan various new projects are presently
under implementation in Bangladesh & UK.

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Till 1975 the concept of amusement parks and beach resorts were popular only in foreign
Countries. Mr VG Paneerdas brought in this sensational concept and captivated Indians back
home. He created VGP Golden Beach, situated on the East Coast Road, its location is along the
undulating shoreline and the shimmering white sand enhances its universal appeal. VGP became
almost the popular name under the gentle tutelage of Mr. VG Santhosam and the fireband
dynamism of Mr. VG Selvaraj. Mr.VGP Ravidas, the eldest son of VG Paneerdas joined forces
with Mr.Selvaraj and together they nurtured this park to its current popularity decibel, all the
while embellishing the VGP motif.
” Fun is a Serious Business “ quotes Mr.VGP Ravidas, the managing director. An
astute businessman with razor sharp intellect, he is single-minded in his approach to be the best
in this business. Always one to hitch their wagon to the stars and setting their sights on new
horizons, the millennium has brought in new ventures onto completion and more onto their
drawing boards, whose modalities are being worked out even now. Vgp universal kingdom is
one of the top priority projects on their agenda and is today one of the most innovative
amusement park in Chennai. Believing that “fun is a serious business ” the managing director
Mr. Ravidas is a chip of the old block, being the eldest son of the founder, he has also inherited a
razor sharp intellect and the zest to better the best. Currently with more than 30 rides he has
brought in more scintillating rides like the family roller coaster, the first of its kind in India, the
mixer ride, the hydro bike, from all over Europe and United States. The latest collection of
imported animated dolls has become the talk of the town literally. The entire amusement park
has been set in carefully landscaped terrain, amidst exquisite green velvet grass, luxuriant
gardens, paved walkways, elaborate food courts, gushing, sparkling fountains, the whole works.
More effort and money has been spared to make this park resplendent.

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3.CONCEPTUAL FRAMEWORK
3.1 PORTERS 5 FORCES OF COMPETITION
The state of competition in an industry depends on five basic forces:
Customer, Suppliers, Potential Entrants, Substitutes & the Industry. The collective
strength of these forces determines the ultimate profit potential of an industry.
Knowledge of underlying sources of competitive pressure provides the groundwork for a
strategic agenda of action .they highlight the critical strengths and weakness of the company,
animate the positioning of the company in its industry, clarify the areas where strategic change
may yield greatest payoff, highlight the places where industry trends promise to hold the greatest
significance as either opportunities or threats.

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 Rivalry among existing firms-High
The Amusement park industry is categorized by few intense competition mainly
between Essel world, adlabs imagica,worlds of wonder, Nicco park and few other
small park in different state of India. In the coming future the industry has good
scope of growth in India.
 Threats of substitute product-low
The amusement park industry India is in a developing stage and there is very little
competition between the existing amusement park companies. Since it is a fun
segment industry and India does not have well know amusement park throughout
the country so there is very little substitute for this industry in India.
 Barriers to entry-High
The barrier to entry and exit are high. The investment required to build a
amusement park is quiet huge. Thus it is very difficult for newcomers to enter this
sector. The industry attractiveness is high since there is few major players and had
a very good scope of growth in future.
 Bargaining power of suppliers-High
The amusement park industry since come under Tourism& Hospitality which
Comes in service sector industry hence the company owners creates the service
and deliver to the ultimate consumer by providing a ultimate amusement park
experience for this they can charge as per company policy .hence the bargaining
power is in the hand of the owner of the company.
 Bargaining power of buyer –low
The bargaining power of buyer is low. Since there are few number of international
standard amusement park in India, the amusement park that we have dominate the
sector by keeping the price as they want. Since it is a service industry it very hard
to judge the service in term of price paid for the experience.

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3.2 BRAND POSITIONING
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others.
It is ensures that all brand activity has a common aim; is guided, directed and delivered by the
brand’s benefits/reasons to buy; and it focuses at all points of contact with the consumer.
Brand positioning must make sure that:
 Is it unique/distinctive vs. competitors?
 Is it significant and encouraging to the niche market?
 Is it appropriate to all major geographic markets and businesses?
 Is the proposition validated with unique, appropriate and original products?
 Is it sustainable - can it be delivered constantly across all points of contact with the
consumer?
 Is it helpful for organization to achieve its financial goals?
 Is it able to support and boost up the organization?
In order to create a distinctive place in the market, a niche market has to be carefully chosen and
a differential advantage must be created in their mind. Brand positioning is a medium through
which an organization can portray its customers what it wants to achieve for them and what it
wants to mean to them. Brand positioning forms customer’s views and opinions.
Brand Positioning involves identifying and determining points of similarity and difference to
ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key
of marketing strategy. A strong brand positioning directs marketing strategy by explaining the
brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as
the reasons for buying and using that specific brand. Positioning is the base for developing and
increasing the required knowledge and perceptions of the customers. It is the single feature that
sets your service apart from your competitors. For instance- Essel world stand for “Island of
Fun” for Families and youngsters living in and around Mumbai
There are various positioning errors, such as-
1. Under positioning- This is a scenario in which the customer’s have a blurred and unclear
idea of the brand.
2. Over positioning- This is a scenario in which the customers have too limited a awareness
of the brand.
3. Confused positioning- This is a scenario in which the customers have a confused
opinion of the brand.
4. Double Positioning- This is a scenario in which customers do not accept the claims of a
brand.

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3.3 SAFETY AT AMUSEMENT PARK
1. Stay cool, and don't get burned
In my experience as a theme park employee and visitor, I've seen more visitors suffer from
sunburn, rashes, heat exhaustion and heatstroke than all other injuries put together.
Water is your best friend in helping prevent heat-related illnesses in theme parks. Chugging
water in the park won't help as much as getting well hydrated two to three days before your trip.
Unless you work outside, you're probably not used to the amount of water you'll need to make up
for all that you'll sweat being outside all day at a theme park, especially during the popular
summer months.
Water's your best choice for hydration. Sugary drinks pack on the calories (and the pounds).
Alcohol dehydrates you, leaving you at risk for sunstroke and heat exhaustion. (It can also impair
your judgment.) If you want to drink those drinks, that's up to you, but they're no good substitute
for plenty of water.
Put on a waterproof sunscreen before you enter the park, and remember to reapply it throughout
the day. A soaking sweat, or a couple water rides, can wash many sunscreens off you. A hat or
sun visor can help, too.
Wear comfortable shoes and clean, dry socks. The heat reflecting off asphalt pavement can give
you a nasty rash if you are wearing sandals or no socks. Plus, you'll be on your feet for much of
the day, and will need the extra support from a good pair of shoes.
2. Be aware of what is around you
Simple collisions are another source of many theme park injuries. Be aware of where you are,
and who is around you. Don't stumble into someone else, or worse, trip over a child in a stroller.
And if you're the one pushing a stroller, be courteous - watch where you are walking so that you
don't crash into others' legs and feet.
You've probably heard park employees telling people not to run. But don't just stop wherever
you are, either. First, look around to see that you won't block folks walking behind you. If you
need to, step to the side, and out of others' way.
3. Ride Safety
Going on amusement park rides is one of the safest forms of recreation. According to the
International Association of Amusement Park Attractions, you are more likely to be injured
when you play sports, ride a horse, or even ride a bicycle. Statistics show the occurrence of death
to be approximately one in 250 million riders.

44
4.What do other number says?
This group's statistics are supported by those of the National Consumer Product Safety
Commission. It estimates that more than 270 million people visit amusement parks each year,
and that 7,000 people out of those 270 million go to emergency rooms for injuries they receive
on amusement park rides--that's only 0.00259 percent of riders.
5. What causes injuries?
Both of these groups report that the main reason for deaths and injuries on amusement park rides
is preventable error. This would include such things as the lack of routine maintenance and the
disregard of safety rules by both operators and riders. Almost every ride has a set of safety rules.
These usually require that riders meet certain criteria relating to age, height, and weight, or warn
them not to ride if they have certain medical conditions.
For example, small children might be barred from some rides because of their low body mass.
People with back or neck problems may be at a greater risk of injury on rides that create force on
these areas. A ride's designers understand the forces acting on the rider and create the safety rules
for this reason.

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3.4 CUSTOMER SATISFACTION
Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.
In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers’ expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able
do this, firms need reliable and representative measures of satisfaction.
Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty."
"Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold:"
1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a positive
experience with the company’s goods and services."
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
make further purchases in the future. Much research has focused on the relationship between
customer satisfaction and retention”.

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3.5 FUTURE OUTLOOK OF AMUSEMENT PARK INDUSTRY
There is a huge untapped potential in this segment for Indian market. There are handfuls of
amusements parks in the country and seeing the success of such properties, industry analysts
have revealed that in the coming years there would be around 200 more amusement parks
coming up. By 2020, the industry will grow by almost 100 per cent. As of now the total industry
is worth Rs 4,000 crore which is expected to grow by Rs 15-20,000 crore by 2020. The
amusement park industry in India is worth Rs 7,000 crore and has been growing exponentially in
the last few years. The associated and participatory entertainment in the amusement industry is
one of the major reasons behind the rapid growth of amusement parks. Hence, the industry has a
bright future in the coming years.
Indian amusement industry is expected to grow more in near future. More and more
investment in the industry can be expected. The entertainment industry is ready to invest in India
as its considered as a very potential region in terms of business.
Global Industry Analysts announces the release of a comprehensive global report on Theme
Parks markets. World market for Theme Parks is projected to reach US$31.8 billion by the year
2017. Growth will be primarily driven by increased consumer per capita spending on
entertainment and leisure platforms, and growing base of middle class households, increasing
disposable incomes, urbanization in developing countries, and waxing popularity of mass
entertainment.

47
4.DATA ANALYSIS:
QUESTIONNAIRE:
1) HOW OFTEN DO YOU VISIT AMUSEMENT PARK?
[1] TIME IN A YEAR [ 2] 2 TIME IN A YEAR
[3]3TIME IN A YEAR [4]4TIME IN A YEAR
Analysis :-The above bar shows, the respondents think the how often they visit
amusement park annually followedby 1time in a year,2time in a year,3time in
a year,4time in a year.
0
2
4
6
8
10
12
14
16
1 TIME IN A YEAR 2 TIME IN A YEAR 3 TIME IN A YEAR 4 TIME IN A YEAR

48
2) WHICH SEASONDO YOU VISIT AMUSEMENT PARK?
[1] SUMMER SEASON [2] WINTER SEASON [3] RAINY SEASON
Analysis :-the above pie diagram states ,53% respondent prefer summer
season ,30% prefer winter season and 17%prefer rainy season.
SUMMER SEASON 53%
WINTER SEASON 30%
RAINY SEASON 17%

49
3) WHICH AMUSEMENT PARK DO YOU LIKE MOST IN MUMBAI?
[1] ESSEL WORLD [2] YAZOO PARK
[3]ADLABS IMAGICA [4] SURAJ WATER PARK
Analysis:-the above diagram states, the maximum respondents mostly like
Essel world Mumbai then followed by other amusement park as mention
above diagram.
0
5
10
15
20
25
30
Essel world
mumbai
Yazoo park adlabs Imagica
mumbai
Suraj water park

50
4) WHICH AMUSEMENT PARK DO YOU HEARD MOST IN THE WORLD?
[1] DISNEY LANDUSA [2] DISNEY LAND HONG KONG
[3] MERLIN ENTERTAINMENTGROUPEUROPE [4] UNIVERSAL PARKS & RESORTS (USA)
Analysis :- the above diagram states,50% of respondents heard about
Disneyland USA followed by Disneyland honking 40% ,Merlin entertainment
group Europe 3.33% and universal parks & resorts (USA)6.33%
0
2
4
6
8
10
12
14
16
DISNEY LAND USA DISNEY LAND
HONGKONG
MERLIN
ENTERTAINMENT
EUROPE
UNIVERSAL PARKS &
RESORTS(USA)

51
5) WHAT DO YOU LIKE MOST IN AMUSEMENT PARK?
[1] RIDES [2] FOOD
[3] CROWD [4] ATMOSPHERE
Analysis :- Mostof the respondent like rides in amusement park then followed
by atmosphere in park, food and then crowd in the park.
0 5 10 15 20 25
RIDES
FOOD
CROWD
ATMOSPHERE

52
6) HOW MUCH YOU WILL SPEND FOR ONE DAY AMUSEMENTPARK EXPERIENCE?
[1] 300 TO 800 [2] 500 TO 1000
[3] 800 TO 1500 [4]1000 TO 2000
Analysis :-the above diagram states,36.66%respondentwill spend 500 to 1000
& 800 to 1500 rupees for one day ambusement park experience followed by
13.33% for 300 to 800 & 1000 to 2000.
0
2
4
6
8
10
12
300 TO 800
500 TO 1000
800 TO 1500
1000 TO 2000

53
7) WITH WHOM YOU LIKE TO VISIT AMUSEMENT PARK?
[1] FAMILY [2] FAMILY AND FRIENDS
[3] FRIENDS [4] ALONE
Analysis :- The above diagram states , 50% of the respondents will prefer to
go with friends then followed by family , family &friends.
0 2 4 6 8 10 12 14 16
FAMILY
FAMILY & FRIENDS
FRIENDS
ALONE

54
8) DO YOU LIKE THE AMUSEMENT PARK CONCEPT IN SHOPPING MALL?
[1] YES [2] NO
Analysis:- The above pie diagram states ,60% respondents like the
ambusement park concept in mall and 40% respondent do not like it.
YES
NO

55
9) WHICH RIDE DO YOU LIKE MOST IN ESSEL WORLD ?
[1] THUNDER [2] AQUA DIVE
[3] TO SPIN [4] MONSTER IN THE MIST
Analysis :- the above diagram states ,47% respondent like aqua dive in Essel
world followed other rides mention in the diagram.
THUNDER
AQUA DIVE
TO SPIN
MONSTER IN THE MIST

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10) WHICH OFFER DO YOU LIKE MOST IN ESSEL WORLD?
[1]MONSOON MASTI [2] PASSPORT NEXT
[3] COMBINED OFFER [4] 3 IN 1 GAME COMBO
Analysis :- The above column diagram states, 37% respondents like monsoon
Masti offer in Essel world followed by33.33% 3 in 1 combo offer .
0
2
4
6
8
10
12
MONSOON MASTI PASSPORT NEXT COMBINED OFFER 3 IN 1 GAME COMBO

57
11) DO YOU KNOW ABOUT NEW AMUSEMENT THEME PARK
ADLABS IMAGICA MUMBAI?
[1] YES [2] NO
ANALYSIS :- The above pie diagram states that 73% respondents knows
about new amusement park adlabs Imagica Mumbai & remaining 27% did
not know about it.
YES
NO

59
6.CONCLUSION
Indian amusement industry is expected to grow more in near future. More and more
investment in the industry can be expected. The entertainment industry is ready to invest in India
as its considered as a very potential region in terms of business.

60
7.SOURCE OF DATA
PRIMARY SOURCE;
INTERACTION:
Prof; Shagun mattoo.
Prof; Neha Gupta.
Prof; Sandhya Nabar.
Bhavans college library staff.
BIBLIOGRAPHY:
AMUSEMENT PARK BOOKS.
TRAVELS & TROUSISMMAGAZINES.
NEWS PAPER ARTICLES.
SECONARY SOURCE;
WIBLIOGRAPHY:
http//wwww.google.com{search engine}
http://www.wikipedia.com
http://www.esselworld.in
http://www.esselgroup.com
http://www.adlabsimagica.com
http://www.corporate.disney.go.com
http://www.niccoparks.com
http://www.worldsofwonder.in
http://www.ramojifilmcity.com

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8.ANNEXURE
1) HOW OFTEN DO YOU VISIT AMUSEMENT PARK?
 1 TIME IN A YEAR
 4 TIME IN A YEAR.
2) WHICH SEASON DO YOU VISIT AMUSEMENT PARK?
 SUMMER SEASON
 WINTER SEASON
 RAINY SEASON
3) WHICH AMUSEMENT PARK DO YOU LIKE MOST IN INDIA?
 ESSEL WORLD MUMBAI
 WONDERLA BANGALORE
 ADLABS IMAGICA
 WORLDS OF WONDER DELHI
4) WHICH AMUSEMENT PARK DO YOU HEARD MOST IN THE
WORLD?
 DISNEY LAND USA
 DISNEY LAND HONG KONG
 MERLIN ENTERTAINMENT GROUP EUROPE
 UNIVERSAL PARKS & RESORTS (USA)

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5) WHAT DO YOU LIKE MOST IN AMUSEMENT PARK?
 RIDES
 FOOD
 CROWD
 ATMOSPHERE
6) HOW MUCH YOU WILL SPEND FOR ONE DAY AMUSEMENT
PARK EXPERIENCE?
 300 TO 800
 500 TO 1000
 800 TO 1500
 1000 TO 2000
7) WITH WHOM YOU LIKE TO VISIT AMUSEMENT PARK?
 FAMILY
 FAMILY AND FRIENDS
 FRIENDS
 ALONE
8) Do You Like The Amusement Park Concept In Shopping Mall?
 Yes
 No

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9) WHICH RIDE DO YOU LIKE MOST IN ESSEL WORLD ?
 THUNDER
 AQUA DIVE
 TO SPIN
 MONSTER IN THE MIST
10) WHICH OFFER DO YOU LIKE MOST IN ESSEL WORLD?
 MONSOON MASTI
 PASSPORT NEXT
 COMBINED OFFER
 3IN1 GAME COMBO
11) DO YOU KNOW ABOUT NEW AMUSEMENT THEME PARK
ADLABS IMAGICA MUMBAI?
 YES
 NO

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