Disneyland

• Disneyland, Walt Disney’s metropolis of
nostalgia, fantasy, and futurism, opens on July

17, 1955.
• The $17 million theme park was built on 160
acres of former orange groves in
Anaheim, California, and soon brought in
staggering profits.
• Today, Disneyland hosts more than 14 million
visitors a year, who spend close to $3 billion.
• Intend behind Disneyland was to have
educational as well as amusement value for both
kids and adults
BELIEVE ADVANCE PROMOTE PROVIDE
IDEOLOGY
1 2 3 4
• Makes you • Advances social • Promotes • Provides lasting
believe that the culture by Imaginative memories and
world is a creating lasting thinking experiences
happy place memories and
and dreams do experiences
come true
PRESENCE AROUND THE WORLD
Paris
Tokyo
California
Orlando Shanghai
Hong Kong
• India is a culturally diverse country
• It has 28 states & 8 Union territories each
differentiating with a distinct culture
INDIA
• 22 official languages are spoken in the
country
• 9 recognized religions exist in India:
Hinduism, Islam, Christianity, Sikhism,
Buddhism being the major
• Current India’s Population: 130 cr
Population Diversification by Age
75-84 85 & over
2% 0%
Under 15
45-59 60-74 27%
16% 8%
Shikism
2% Buddhism
SOCIAL FACTORS
Chritianity 1%
2%
30-44 Islam
22% 15-29 14%
26%
Hinduism
81%
Religion
ECONOMY STATUS
• IndiaNominal GDP: $2.94 trillionIndia
GDP (PPP): $10.51 trillion
Upper Class Upper Middle Class Lower Middle Class Lower Class
• India is the fastest-growing trillion-dollar
economy in the world and the fifth-largest
overall, with a nominal GDP of $2.94 100% 43%
trillion
90%
• The country ranks third when GDP is 80%
compared in terms of purchasing power 70%
parity at $11.33 trillion 60% 33%
• India's
high population drags its nominal 50%
GDP per capita down to $2,170 40%
21%
• The economy's strength lies in a limited 30%
dependence on exports, high saving rates, 20%

3%
favorable demographics, and a rising middle 10%
class 0%
Economic Strata
https://www.investopedia.com/insights/worlds-top-economies/
MARKET ENTRY STRATEGY
• Joint Venture will work best for Disney to expand in India: this will help Walt Disney to share
the level of risk and bring in more funds to elaborate the idea,
• India is a complex market to cater to accounting from diverse socio-cultural & economic
factors and hence it is very important to build a venture with native players which will help to
understand the market sentiments
• A joint venture will also help in understanding the competition and gaps which in turn will
provide the opportunity to capitalize on the gap
• Recently Disney acquired Star India to cater to the Indian sentiments as it has faced a lot of
failures in the production segment
• It will be a better option to go ahead with joint venture initially as a theme park requires a lot of
capital which in this case would be distributed amongst the two parties
India’s Theme Park Market
• The Indian amusement/theme park sector is valued at USD400
million (INR25 billion) and is at a very nascent stage.
• The sector presently is on a verge of transition with industry Market Size (in INR billion)
players making investments in technology as well to develop 2015 2020
products/themes that significantly enhance customer experience
and participation. For instance, augmented reality and virtual 60
reality have become areas of significant interest and investment in
the recent times.
CAGR
:19.1%
• Footfalls are expected to register a 10-15% CAGR and are likely
to touch 75 – 80 million annually in the next few years driven by
25
new parks and new rides and attractions at existing parks
supported by favorable demographics.
• India has a poor park-to-population ratio, with 150 parks for a 1.2
billion population, which register more than 50 million footfalls
Size
annually, indicating the growth potential in theme parks in India.
EMERGING THEME PARK TRENDS &
COMPETITORS
Merchandise Sales Others
2% 3% Park Location Annual Area (in No. of
Name Attendanc acre) Rides
e (in mn)
Food & Beverages

15% Adlabs Mumbai 1.01 138 40
Imigica
Essel Mumbai 1.84 ~90 75
world
World of Delhi NCR 1.6 147 30
Wonder
Nicco park Kolkata 1.5 ~40 33
Admission
80% Wonderla Bangalore 0.9 82 50+
Adventure Delhi 0.7 24 26
island
Why Adlabs?
• Adlabs Entertainment Limited is engaged in the business
of development and operations of theme-based
entertainment destinations in India, including theme
parks, water parks and associated activities, including
retail merchandising and food and beverages (F&B).
• The Company's segments include Tickets, Restaurants,
Merchandise, Hotel and Other Operations.
• The Company owns and operates an integrated
entertainment holiday destination, IMAGICA, which
includes a theme park, a water park, a snow park, a hotel
and other associated activities, such as retail and
merchandise, and food and beverages.
• An experienced organization in the same industry will
help in knowing the growth drivers in the country
Adlabs Revenue
• Add revenue of the company this will help in understanding the due diligence
Merchandise Licensing
• Lately Disney has been involved in licensing its merchandise
to various retailers and brands across the country. Example:
Disney theme home décor, clothing lines with Indian brands.
• Licensing will ensure little expense and involvement
• It will help Disney to focus on its best ability i.e. to provide a
magical experience and trusting the market leaders for the rest
of the merchandise part
• This will ensure and increase in the merchandise sale as well
as there is an enormous brand awareness amongst the
consumers in India
• This will lower the risk of manufacturing relationships
• This will also make the license partner to market the
merchandise and bring in the revenue, hence sharing the
marketing cost as well
GROWTH DRIVERS
Greater
Demographic Urbanization Rising per Capita
Dividend income
35% of population lives in
India is the youngest nation urban area India’s Per capita Income
in the world, major rose by 6.8% to 1,35,050
population (~60% ) lie under INR
the age of 35 yrs
http://www.indextb.com/documents/Theme-Park-based-on-Augmented-Reality-in-Urban-Areas.pdf
Gap Analysis
• With a population of 1.3 billion, India only has ~ 120
amusement parks & 45 family entertainment centers
• This is an indicator that there is a huge potential for the
growth of the industry
• There are only 4 major amusement parks in the country
but only one amongst those is highly technologically
driven but is situated in the outskirts of Mumbai
• Major footfall is local driven and tourism doesn’t play
major role in driving the sale
• This is due to lack of location feasibility
• Lack of interactive theme-parks which Disneyland
would be able to fulfill
• Lack of good Merchandise
• Will increase the tourism of the State

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• Disneyland, Walt Disney’s metropolis of

nostalgia, fantasy, and futurism, opens on July

dependence on exports, high saving rates, 20%

Food & Beverages

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