Macro Indicators

• According to data compiled by Hong Kong-based research firm CLSA Asia-

Pacific Markets, India would account 3.8 million rich households in 2010

• The Household Income Survey by the National Council of Applied Economic

Research says that by 2010, there will be 140,000 households with an annual
income of more than Rs. 1 crore i.e. 10 million USD.

• A total Indian population of 221 million households in 2010 would constitute

of 3.8 million rich, 6.1 millions strivers, 22 million seekers, 75 million aspirers
and 114 million deprived households based on their income range, the study
shows.

• India is continuously getting urban, nuclear and rich

• The middle class (those with an annual household income of Rs 2-10 lakh at
2001-02 prices) has increased at a rate of 12.2% per year from 2001-02 to
2005-06 while for the next four years its annual growth rate is expected to be
around 13.7%. Similarly, the size of the lowest income class would shrink
steeply from 72% to 52% by end of the decade.

• Phenomenal increase in double-income families

• There has been a steady increase in urban disposable income and many
middle-class households are moving up the income ladder

• There are over one million luxury customers in India and this figure is
expected to triple by 2010.

• As per ET-AT Kearney’s Indian Luxury Review 2007, the $500-million domestic
market for luxury products (apparel, jewelry, wines & spirits and accessories)
may grow over 20% year-on-year for the next 7-8 years and more than
quadruple to $2.6 billion by 2015. The $4.4-billion Indian market (minuscule
in comparison to global standards) for luxury products, services (hotels,
resorts, fine dining and spas) and assets (homes, cars, jets, yachts and art)
too will become a $30-billion phenomenon by 2015.

• Though the demand for luxury brands in India is miniscule as against the
global market projected at US$ 80 billion, experts say it is expected to grow
by 25 per cent, thanks to the aspiring and travelling Indian consumer who
can dole out dollars in rupees without batting an eyelid
Indian Traveler

• Cruising in Alaska, trekking in New Zealand, shopping in Singapore and the

gold souks of Dubai or simply lapping up the delights of Disneyland, the world
has opened up for the middle class Indian who is holidaying like never before.
• Indians are moving out of home, hearth and country for newer pastures.
• Around seven million people travelled abroad in 2006-07.
• The outbound travel market has also grown at an average of 25 percent over
the past three years
• The United Nations World Tourism Organization (UNWTO) has reported that
the number of Indians travelling abroad will increase to a whopping 50 million
by the year 2020.
• Indian travelers are now also spending more on out of India trips.
• According to reports, in 2006 Indian tourists in London spent more than the
Japanese did -- London welcomed over 212,000 tourists from India who spent
139 million pounds, overtaking Japanese for
the first time that spent 123 million pounds.
• And it is not just one trip abroad. Many families take two-three brief vacations
a year thanks to a host of attractive packages offered by tour operators.

Reasons are cited for this increasing globetrotting trend:

1. A higher disposable income

2. Young population and shift to consumerism
3. A new mindset of 'pampering yourself'
4. Affordability quotient that is offered by numerous holiday packages
5. Cheaper fares from various airlines are some of them.
6. Easier bank loans for holidays
7. More countries having visa relaxations for Indian families

• Apart from the metros, the trend of holidaying abroad is fast catching up in
smaller cities and towns too
• Places like Nagpur, Visakhapatnam, Ahmedabad, Nasik, Jaipur, Amritsar and
Ludhiana are among the other places showing a positive growth towards
outbound tourism since mid 2006
• The average amount spent daily per person is between $75 and $200, with
hotel choices varying from three to five stars.
• An average Indian traveler spent $1,789 every time they went on a leisure
trip.
 • Southeast Asia is a hot favorite with leisurely holidays or even snatched
weekends in Thailand, Singapore, Malaysia and Hong Kong fairly affordable.
• Asian countries are their most popular destinations for Indians. Other regions
such as Europe attract a greater percentage (18 per cent) of Indian travelers
for business rather than pleasure (14 per cent).
• As per industry estimates, by 2008 Indians would have spend more than US
$4 billion on travel alone.
• Conventional channels remained popular when it came to holiday bookings.
While 12 per cent of the travellers took to online travel agents, a majority of
them still went to their regular travel agents or tour operators
• That Indians are one of the biggest spenders make them worth pursuing by
various countries.
• Indians love to indulge in a variety of experiences ranging from nightlife, fine
dining, soft adventures, sightseeing, shopping and family fun.
• Indians do not book months in advance and they prefer to finalize their travel plans
maybe couple of days before the scheduled tour
• Foreign tourist offices, some of who have simplified visa procedures for Indian
tourists, are increasingly recognizing the growing numbers.
• As travelers, Indians do not book months in advance and they prefer to
finalize their travel plans maybe couple of days before the scheduled tour. In
such circumstances the countries that provide visa-on-arrival or issue visas in
a couple of days get preference; one of the main reasons why countries in the
Far East remains popular
• Travelers usually visit the Far East, taking the Singapore-Bangkok-Malaysia
sector the first time and US/Europe tours the second or third time.

What do Indians look for in an off-shore holiday?

• Exciting/Unique destinations
• Great Getaways
• Attractive/ discounted priced packages
• A hassle-free holiday
• Tour cost in Indian rupees
• Indian meals
• Exciting new activities the traveler can enjoy with the family or friends while
on a holiday
• Traveler prefers destinations for which visas can be granted easily
Indian in Singapore

• Singapore continues to be the top most common travel destination for

Indians

• About 24 per cent of the out-bound travelers in the next 12 months are likely
to go to the island nation. This would be followed by Dubai, Australia, and
Malaysia, with each of this contributing 17 percent.
• At present, India constitutes just over 7 per cent of its total tourists, which
just crossed 10 million during 2007
• India is the fourth largest inbound market for visitor arrivals to Singapore.
From January-November 2007, a total of nearly 7 lakh Indians visited the
country, which is a 13.7 per cent growth over the same period the previous
year

In 2006, Singapore achieved an all-time record high of S$ 12.4 billion tourism

receipts, registering a 14% growth over 2005. The main component, total
expenditure of visitors (TEV) which constituted 68% of total tourism receipts, posted
a remarkable growth of 17% compared to 2005. The proportion of TEV on tourism
receipts increased from 61% to 68% over the past 5 years.

In 2006, the top five TEV generating markets were Indonesia, P R China, India,
Australia and Japan. These five markets accounted for half of the TEV and registered
a growth of 10% over last year.

Top 10 TEV generating markets

Segmentati
on
Indian Consumer Profile

• Availability of lifestyle spending options inducing higher spends on "status

acquisition”.

• More visible consumption for products having bling value and consumers
willingness to pay a premium for them

• Rise in indulgence with more desire for enjoyment and experience

• Culture of throughout-the-year consumption rather than festival- or occasion-

led spending

• Increasing fear of being ordinary. Consumers would want to be extraordinary though still
within current social norm

• Money is the driving force

• Not scared to take risks

Behavioral and Lifestyle Characteristics of Consumer

Majority of the following statements would hold true in case of our target
audience:

• Would aspire to take spouse and/or children for a vacation outside India

• Thinks that family deserves a vacation atleast once every year

• Believes in spending weekends not at home but go for Long

drive/restaurant/movie with family and/or friends

• Would not mind sending children to schools where apart from education there
would be extra curricular activities and sufficiently high fees will be charged

• Believes in giving autonomy to family members

• Believes that children should enjoy the comforts and luxuries in life and
should not feel deprived

• Believes that consumer durables are somewhat of a necessity for the family

• Owns a high end cell phone: more than one cell phone: multiple cell phones
in house

• Owns car(s) and perhaps chauffer driven

• Does not mind taking loans (credit) for asset creation

• Uses credit/debit card facilities

• Believes that financial security is required but at the same time believes that
should not hold back and spends on entertainment and leisure

• Aspires to be a part of a group where it is possible to meet high profile people

belonging to his/her domain of work

• Is member of a club

• Contributes to social and/or religious causes

• Would be medium to high brand conscious

• Is mindful of personal fitness and hygiene and would not mind spending for it

• Technology savvy (medium to high)

• Believes that societal norms should not necessarily be followed

• Believes that Western influence has done no harm and readily accepts it

Segmentation
Variable
 Occupation Education
Less
5-9 yrs
than 4 School Some
Illiterate of Graduate Post-graduate
yrs in certificate college
school
school
Skilled E2 E1 D C C B2 B2
Unskilled E2 E2 E1 D D D D
Shop owner D D C B2 B2 A2 A2
Petty trader E2 D D C C B2 B2
Employer of-
Above 10
B1 B1 A2 A2 A1 A1 A1
persons
Below 10
C B2 B2 B1 A2 A1 A1
persons
None D C B2 B1 A2 A1 A1
Clerk D D D C B2 B1 B1
Supervisor D D C C B2 B1 A2
Professional D D D B2 B1 A2 A1
Senior
B1 B1 B1 B1 A2 A1 A1
executive
Junior
C C C B2 B1 A2 A2
executive

Average annual household disposable income

STP

Segmentation- SEC A1 A2 and B1 (refer previous page)

Middle Class and above (Seekers, Strivers & Global)

Age 25-44

Adventurous People

People who love to have New Experience

Fathers who aspire to take spouse and/or children for a vacation

outside India

Also the above mentioned behavior and lifestyle characteristics

would be applicable

Targeting- Tier 1 & 2 (selected) cities with major emphasis on metropolitans and
cities which have developed due to IT revolution e.g. Hyderabad, Bangalore, Pune,
Noida, Gurgaon etc

Positioning- Resorts World major emphasis is on family entertainment. The various

attractions have been designed in such a way that there is something for every
member of the family. Various attractions are suited for the age group that is being
targeted. Also it is an integrated resort (IR) and hence this feature should also be
highlighted. Also IR is built with the casinos as the core attraction e.g. Venetian
Macau, which cannot be positioned as family destinations. Resorts World is not built
around the casino theme and as mentioned above it has attractions for the family
hence in this regard it differentiates itself from other IRs.

Hence positioning options could be the following:

o Asia’s First Integrated Family Entertainment Resort

 o Your Search For Family Entertainment Destination Ends Here

o Experience Integrated Family Entertainment

Advertising Plan
• Objectives:

During the pre-launch stage the objective of communication will be to create

awareness.

During the launch stage the objective of communication would be to create unique
identity and image for the brand.

Post launch the objective of communication would be to take advantage of various

brand associations created and leveraging the identity and positive image to create
a personality for the brand.

• Message strategy:

Pre-Launch- The appeal should be rational. Informative communication would be

the key. The aim is to generate word of mouth and build primary demand. A
separate identity for Resorts World has to be created. Hence the focal point would
be the brand name and the unique positioning. Various attractions at the resort
should be highlighted. Associating the brand Universal Studio could be helpful at
this stage to generate curiosity. Hence informative communication would be the key.
The aim is to generate word of mouth and build primary demand.

Launch Stage- The appeal should be emotional appeal. Persuasive communication

would be the key. It is especially important as the brand when launched enters the
competitive stage.

Post- Launch- The advertising appeal should be emotional. As the corporate brand
has been firmly established the various attractions could be the focus. Also
reinforcement advertising should be used.
Brand Track

Print Direct marketing

Newspaper Brochures
PR activities
Magazines Database
Press releases
marketing
Outdoor Media
Television
mailers
shows Banners
Personal selling
Events OOH
HNI’s
Digital Media Point Of sale
Celebrities
Search Engine Personal Selling Marketing
Marketing
Corporate Tie Sales promotion
Key Word ups
Search Family
Institutional packages
buyers
Discounting
Dealers
Media Plan
Pre launch Launch Post launch

advertisements High High

PR High Medium Low
Personal selling Low Medium
Direct marketing Medium Medium
Sales promotions Low High
Internet High Medium Medium
Marketing

Print media

Magazines GQ, VOGUE, Femina,

business outlook, outlook
traveller, HT brunch
News papers Economic times, TOI-
Lifestyle Supplement.
OOH Media
LCD’s Airports, Airplanes-Spice
jet, Air India,5 star hotels
Hoardings Prime Locations

Television Media

Ads in Multiplex PVR, Big Cinemas, Fame

Launch & Event Coverage Discovery, TravelnLiving,

on TV NDTV good times.
Digital Media

Internet Marketing Search Engine Marketing,

and Keyword Marketing,
Ads on web
Web Development User Friendly Website,
Blogs.
Affiliated Marketing Tie-Ups with Different
Dotcoms, Airlines Cos and
Other Online Cross And
Up selling Tie-Up’s.
Events Corporate Events, Trade
Shows,

PR Interviews, Press Release,

Press Conferences

Media Strategy
Flighting Strategy