Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Astro City

Amazing Theme Park
by

Chuah Wen Xu

on 20 November 2012

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Astro City

Introduction & Company Review
> Current Product Lines

New Product
> Industry Analysis
> Category Factors
> Environmental Factors
> Company & Competitors Analysis
> Customer Analysis
> Location
> SWOT Analysis
> Advertising & Promotions
> Pricing Strategy
> 5 Years Blueprint
> 5 Years P&L Statement
> Contingency Plan

Closing Pay-TV Radio Publication Digital Media > Customer base 3.1M
> 50% penetration of Malaysian TV households Astro
> Offers 156 TV channels
::::: 68 Astro-created & branded channels
::::: 22 HD channels
> Delivered via Direct-To-Home satellite TV, IPTV & OTT platforms
> Provides HD, 3D, PVR, VOD & IPTV via Astro B.yond & Astro On-The-Go
> Introduced Njoi as an entry-level DTH satellite TV service > M'sia's highest rated stations across key languages
> Available on both terrestrial & digital channels
> Reaching 13 million weekly listeners
> Capturing a 52% share of listenership in M'sia (All-Asian Satellite Television & Radio Operator) Owned & operated by Astro TV Network System S/B Astro Holdings S/B

Astro Malaysia Holdings S/B Astro Founded in 1 June 1996
HQ @ All Asia Broadcast Center, Bukit Jalil, KL Industry
Analysis 7.5% 103.3m 96.1m 2011-10 Asia Top 20
Amusement / Theme
Parks Growth 2011 Asia Top 20
Amusement / Theme
Parks Attendance 2010 Asia Top 20
Amusement / Theme
Parks Attendance Amusement Parks and Arcades in 2011-2012 (Asia)
Key Statistics Snapshot Top 20 Amusement / Theme Park in Asia 1. Tokyo Disneyland, Tokyo, Japan
2. Tokyo Disney Sea, Tokyo, Japan
3. Universal Studios Japan, Osaka, Japan
4. Ocean Park, Hong Kong
5. Everland, Gyeonggi-Do, South Korea
6. Hong Kong Disneyland, Hong Kong
7. Nagashima Spa Land, Kuwana, Japan,
8, Lotte World, Seol, South Korea
9. Oct East, Shenzhen, China
10. Yokohama Hakkeijima Sea Paradise,
Yokohama, Japan
11. Changzhou Dinasaur Park, Chanzhou, China
12. Happy Valley, Beijing, CHina
13. Universal Studios Singapore, Singapore
14. Songcheng Park, Hangzhou, China
15. Happy Valley, Shenzhen, China
16. WIndow of The World, Shenzhen, China
17. Chimelong Paradise, Guangzhou, China
18. Dunia Fantasi, Jakarta, Indonesia
19. Happy Valley, Chengdu, China
20. Happy Valley, Shanghai, China -3.2%
-5.8%
4.2%
28.7%
-4.6%
13.5%
30.3%
4.1%
10.2%
-5.0%

52.2%
25.7%
70.6%
-12.4%
7.4%
17.8%
12.5%
6.3%
10.1%
6.4% 13,993,000
11,930,000
8,500,000
6,955,000
6,570,000
5,900,000
5,820,000
5,780,000
3,890,000
3,820,000

3,500,000
3,438,000
3,411,000
3,327,000
3,275,000
3,123,000
2,700,000
2,550,000
2,443,000
2,344,000 14,452,000
12,663,000
8,160,000
5,404,000
6,884,000
5,200,000
4,465,000
5,551,000
3,530,000
4,023,000

2,300,000
2,734,000
2,000,000
3,797,000
3,048,000
2,651,000
2,400,000
2,400,000
2,218,000
2,202,000 Changes 2011 2010 WHERE are the TOP 20 Amusement /
Theme Parks in Asia? 9
5
2
2
2 in Mainland China in Japan in Hong Kong in South Korea in Southeast Asia Unique Characteristics
In The Industry Help to Manifest Grows in Asia Major Player
In The Market Trend &
Category Growth Profits Category
Factors Rivalry Main Competitor > Genting Theme Park
Universor Studios in Singapore
Siam Park City in Thailand High Bargaining Power of Buyers
In both Local and International Markets
Price Sensitivity
Product Uniqueness The Bargaining Power of Buyers Low Bargaining Power of Suppliers
Outsource for expert
I.e:
Ride Manufacturer, Themed Attraction,
Park Designer The Bargaining Power of Suppliers High Threat of New Entrants
Large Market Potential
i.e.:
Legoland & Hello Kitty Park @ Iskandar
ESCAPE @ Teluk Bahang, Penang
Manila Bay Entertainment City, Philippines Threat of
New Entrants Entertainment choices
i.e:
AirAsia - Everyone Can Fly
Short term vacations
Outdoor sports Threat of
New Substitutes The PEST Analysis Political
Analysis Economic
Analysis Social
Analysis Technological
Analysis Legislation on the operation
Age Limit
Taxes
Health & Safetly Regulations Economic Growth Lifestyles
Weather Development Product Features (1) Astro Sciences &
Curiousity Product Features (2) Cartoon
World Movies Product Features (3) Product Features (4) Sports Food & Travel Product Features (5) Features Size of the Park

Restaurant

Souvenir Shop

Bad Weather Facilities

Accommodation / Hotels



Theme







Different Zones 15 hectares

Yes

Yes

Yes

Yes N/A

Yes

Yes

Yes

Yes



No Specific Theme 20 hectares

Yes

Yes

Yes

Yes Science & Curiosity
Cartoon World
Movies
Sports
Food & Travel
Hotels & Resorts Hollywood
New York
Sci-fi City
ANcient Egypt
The Lost World
Far Far Away
Madagascar 8 Themed Zones
Based on Astro channels
Outdoor, Indoor, Jungle & Water Outdoor Theme Park
Indoor Theme Park
Water Park
Video Game Park 7 Themed Zones
Based on a blockbuster movie or a tevelision show Features Total Rides

Animal Showcase

Performance Venue



4D Excitement




Sports


Parade

Off Season Discount 10

Yes

Yes

4D Virtual Reality Sport Games
4D Motion Monster
4D Travel Experiences

4D Virtual Reality Sports Games
Mini Stadium

Yes

Yes Over 50

No

Yes


4D Motion Master
4D Movies



Glow-in-the-dark
Bowling


Yes

Yes 20

No

Yes


Shrek 4D Adventure




Amber Rock Climb



Yes

Yes Objectives Strategies Create awareness
Stimulate trial
Acquiring strong market position
Gain Market Share



Maintain brand loyalty and market share
Customer retention
Life cycle extension






Maximize market share
Establish and maintain a competitive advantage
Communicate the benefits
Skimming or penetration pricing




Product enhancement
COmpetitive pricing
Reinforce brand image as market leader
Product differentiation in terms of quality and reliability



Continuous improvement of the product
Promotion emphasis differences between brands
Heavy brand advertising aimed at broader audiences
Promotions illustrate product differentiation Customer Analysis Demographic Geographical Psychographic Current Customer Age 5 - 18 | 18 - 30 | 30 - 45 Malaysia
Southeast Asia
Asia Population 28.8m Population 610m Population 4.1b Adventurous Cultural &
Entertainment
Show Low-Energy
Activities 3.1 m (1) Attractions
(2) Packages
(3) Tickets
(4) Best Time (5) Location
(6) Parking Space
(7) Transportation & Facilities
(8) Safety HOW do they choose
a best theme park to go? Reasons why
they choose 10 1. For recreation
2. For the rides
3. For the views &
The attractions
4. Rediscovering the child
in you
5. Not the usual vacation 6. For the family
7. For the fun of it
8. For the excitement
9. To get away from stress
10. For the memories Repurchase /
Repeated Customers 1. Seasonal Events
2. Concerts & Showcases
3. School Holidays
4. Current Customer Promotions Location S.W.O.T. Analysis Strengths Strong brand with good reputation
Strategic location
Theme is spread over
Variety of pricing / package
Land development ability Weaknesses Lack of experience & support
Limited rides compare to competitors
Lack of strong financial backup
Smaller in size Opportunities Technology innovation
Annual events & shows - crowd pulling potential
Various promotional offers
Improvement on consumer buying power
Malaysia Tourism Board
Cross-boundary infrastructure projects Threats Direct competition
Indirect competition
Economic slowdown
Price sensitivity
Potential new entrants Market
Analysis Quantitative Analysis Strategic
Planning Product Planning Market
Analysis Promotional Comm. Internal Comm. Sales & Other Support Distinctive
Competence Market
Research Technology
Assessment Sales
Analysis Trend
Analysis Product
Profitability Buy, Build or Partner Pricing Thought Leader Positioning Sales
Process Roll-out
Process Business
Case Product
Definition Press Speaking
Engagement Lead
Generations Advertising News
Flash Newsletter Seminar / Trade Shows Prospect
Problems Competitive Review Win / Loss
Analysis Innovation Development
Contract External specs Implementation Development
Contract Demonstration Cost
Justification Presentation White
Papers Brochures / Fact Sheet "Special"
Calls Corporate
Visit Phone
Support Less
Technical More Technical Time Tactical Strategic Product
Management Product
Marketing Marketing
Timeline Advertising &
Promotions Signage
Outdoor ads
Business Directories
Magazines / Newspapers
TV / Cinemas
Radio
Newsagent Windows
Coupons
Discounts Competitions
Public Relations
Dealer / Showroom Sales Activities
Exhibition & Trade Shows
Direct Marketing
Packaging Design
Company Websites
Social Media & Blogging
Group Buying Daily Astro Pass
Adult / Teen
Children
Senior Citizen
Family Package

Unlimited Super Astro Pass
Adult / Teen
Children
Senior Citizen
Family Package Normal Pass
(Non-A/Subs)
(RM)
138
98
98
428


168
128
128
548 VIP Pass
(Non-A/Subs)
(RM)
188
148
148
N/A


218
178
178
N/A Normal Pass
(A/Subs)
(RM)
98
58
58
228


128
88
88
348 VIP Pass
(A/Subs)
(RM)
138
98
98
N/A


168
128
128
N/A Non-A/Subs : Non-Astro Subscribers
A/Subs : Astro Subscribers

Child : 3-12 years old & height above 90cm.
3 years old and below are free.
Teen : 13-20 years old
Adult : 21-59 years old
Senior Citizen : 60 years old & above
Family Package : 2 Adults / Teen & 2 Children Purchasing Info for Daily Astro Pass
Daily Astro Pass entitles bearer to a flexible entry to Astro City on the day of visit.
Tickets valid for entry 12 months from date of purchase. All tickets are non-refundable, non-transferable, and non-redeemable for cash.
Ticket cannot be on-sold to another party or third party for re-sale to customer.
By making this purchase you acknowledge the conditions of entry. You must read and agree the Terms & Conditions. Purchasing Info for Unlimited Super Astro Pass
Early Entry to Astro City on weekends.
30% off 1 Daily Astro Pass to Astro City for up to 10 friends during your birthday months.
The 30% off Daily Astro Pass for up to four (10) people during your birthday month can only be redeemed once at Astro City.
15% off 1 DailyAstro Pass to Astro City for up to 10 friends.
The 15% off full priced merchandise discounts are only valid on full price sales and exclude already discounted entry and merchandise. Discounts do not apply to food and beverages or photographic.
Entitles bearer to flexible entry to Astro City for 3 months from the day of entry. Unlimited entry operates consecutively over the 3 months period.
Pass is not transferable, cannot be sold, cannot be given to anyone else to be used, is non-redeemable for cash and cannot be used with any other offer.
Non-refundable.
Holiday Astro Pass are not eligible for upgrades.
By making this purchase you acknowledge the conditions of entry. You must read and agree the Terms & Conditions.
Your first entry is granted by presenting a printed E-Ticket, a valid photo ID and the credit card used to purchase the above ticket.
If this credit card is unavailable, another credit card is required for security.
Does not include access to special events conducted outside advertised park trading hour.
Astro City reserves the right to change terms and conditions at any time without notice. Reserve right to close rides / attractions, as required.
Lost / stolen passes will incur a RM10 reprint processing fee at time of re-issue. Ticketing 2012 2013 2014 2015 2016 2017 Pre-launch campaign
Theme Park Testing
Human Resource Planning Develop Strategic Partnership with major shopping mall and retail outlets for phase 2 development
Actively participate in theme park related convention and fair, conduct marketing and operation related researches
Performing Human Resources function Official Launching of Astro City on 1st of Jan 2013
Intensive Marketing Campaign (Free ticket to all Astro current Subscribers)
Measurement on pre-launch campaign to nex plan Review on financial report (2nd year profit)
Cost Evaluation
Measurement of customer satisfaction for further planning Anchoring the promotion campaign to other targeted countries
Establish sales office across Malaysia
Gradually establish and upgrade more theme zones, entertainment activities to attract more visitors
Have mega concerts and competitions in shout out arena to create awareness and attract crowd Phase 2 of construction begin
Built shopping malls
Increase hotel occupancy Evaluation of 5 year progress
Formulation for the next 5 year plan Brought to you by Yoon Siew Phing
Chin York Chow
Chuah Wen Xu
Ma Chao
Zhu Yukun
Danang Thank you! Designed by
Wen Xu http://usm.xuxuchuah.com
Full transcript