The Sentosa story – Euro style
Meghana Bhogle    (13)Anoop Gawali      (28)Ineet Gill        (34)Sheetal Jangid    (47)Amol Kakde        (54)Nishant Mesh...
Marketing objectivesWestern Europe- A sneak peekMarketing planPsychological appealPositioning & DifferentiationPricing & C...
To create awareness about ‘Resorts World’ inWestern Europe through extensive promotion  and in-turn increase the overall f...
Population : 412,787,386 Austria          Greece                  NorwayBelgium           Iceland                PortugalD...
Segmentation :   Targeting :Geographic       Selective specialisationDemographic              M1      M2     M3Psychograph...
A mix of experiences for each member of the family to                      leverage uponAppeal to emotionsProvide contrast...
It’s not a visit, it’s a vacation!Attribute positioningBenefit positioningUser positioningGet dizzy, get cozy, swim with t...
Nature themed parkEco tourismAdult entertainment
Resort World, Singapore                                   (SD)Duration         One Day                      Two Day       ...
Resort World, SingaporeUniversal StudiosLake of DreamsCrane DanceMarine life parkDisneyland, ParisMeet Disney CharactersWa...
Theatre PromosFestivals-Fete de Humanite-Mois de la photoLifestyle exhibitions-Travel Expo cologne-Unterwegs L&TTravel mag...
Tie ups with CorporatesFacebook and Twitter adsGames on FacebookEmail MarketingFree trip to fooballersFeatured shows
RESORTS WORLDFun * Entertainment * pleasure *             passionRaviver la passion, retrouver votre
RESORTS WORLDFun * Entertainment * pleasure *             passionWork overtime at the bar, gamble
RESORTS WORLD Fun * Entertainment * pleasure *              passionRevive das kind in ihnen, alter kiene
http://www.clickz.com/clickz/news/1725337/disney-buy-playdom-latest-sign-its-social-media-embracehttp://www.demc.com/artma...
IMC components of promoting The Sentosa Resort World Singapore
IMC components of promoting The Sentosa Resort World Singapore
IMC components of promoting The Sentosa Resort World Singapore
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IMC components of promoting The Sentosa Resort World Singapore

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This one answers the question 'How do u promote a theme park in Singapore to the western european population?'

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IMC components of promoting The Sentosa Resort World Singapore

  1. 1. The Sentosa story – Euro style
  2. 2. Meghana Bhogle (13)Anoop Gawali (28)Ineet Gill (34)Sheetal Jangid (47)Amol Kakde (54)Nishant Meshram (88)
  3. 3. Marketing objectivesWestern Europe- A sneak peekMarketing planPsychological appealPositioning & DifferentiationPricing & CompetitionPromotion strategies
  4. 4. To create awareness about ‘Resorts World’ inWestern Europe through extensive promotion and in-turn increase the overall footfall by 25% in 12 months
  5. 5. Population : 412,787,386 Austria Greece NorwayBelgium Iceland PortugalDenmark Ireland Spain Finland Italy Sweden France Luxembourg SwitzerlandGermany Netherlands United Kingdom
  6. 6. Segmentation : Targeting :Geographic Selective specialisationDemographic M1 M2 M3Psychographic P1 P2 P3
  7. 7. A mix of experiences for each member of the family to leverage uponAppeal to emotionsProvide contrastSocial proofUse scarcity & exclusivity
  8. 8. It’s not a visit, it’s a vacation!Attribute positioningBenefit positioningUser positioningGet dizzy, get cozy, swim with the dolphins and gamble your worries away!
  9. 9. Nature themed parkEco tourismAdult entertainment
  10. 10. Resort World, Singapore (SD)Duration One Day Two Day AnnualPass Type Non-Peak Pass Peak Pass Fun Pass Action Pass Superstar Pass Adult 68 74 118 338 488 638 Child 50 54 88 258 408 558 Senior 32 36 58 208 358 508 Disneyland, Paris (USD) Parks 1Park 2Park Party Disneyland ExpressDuration 1 1 2 3 4 5 4days 5days Adult 87 106 187 231 274 304 231 274 123 Child 79 94 167 203 231 261 203 231 99
  11. 11. Resort World, SingaporeUniversal StudiosLake of DreamsCrane DanceMarine life parkDisneyland, ParisMeet Disney CharactersWalt Disney Studios ParkBlockbuster preview attractions
  12. 12. Theatre PromosFestivals-Fete de Humanite-Mois de la photoLifestyle exhibitions-Travel Expo cologne-Unterwegs L&TTravel magazinesTie-ups with travel agencies
  13. 13. Tie ups with CorporatesFacebook and Twitter adsGames on FacebookEmail MarketingFree trip to fooballersFeatured shows
  14. 14. RESORTS WORLDFun * Entertainment * pleasure * passionRaviver la passion, retrouver votre
  15. 15. RESORTS WORLDFun * Entertainment * pleasure * passionWork overtime at the bar, gamble
  16. 16. RESORTS WORLD Fun * Entertainment * pleasure * passionRevive das kind in ihnen, alter kiene
  17. 17. http://www.clickz.com/clickz/news/1725337/disney-buy-playdom-latest-sign-its-social-media-embracehttp://www.demc.com/artman/publish/article_130.shtmlhttp://www.demc.com/artman/publish/article_130.shtmlwww.sentosa.gov.sghttp://www.gentingsingapore.com/annualreports/2009/GIL2009_20_25.pdfhttp://www.marketing-interactive.com/news/10362

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