SERVICES MARKETING

C3 COMPONENT

An assignment on preparing a Service

Blueprint and Service Design for an
Amusement Park in Gwalior

Submitted to: Submitted by:

Prof. Ashwini Sovani Pooja Nidadavolu

09BS0003126

September 8, 2010
 Merry Land 2010

TABLE OF CONTENTS

Sr. No. Title Page No.

1. Delight India Limited

2. Gwalior

i. Demographics
ii. Geography
iii. Climate
iv. Tourist Attraction
v. Other places of interest
vi. Accessibility

3. About the Amusement Park (named as “Merry Land”)

4. Facilities provided inside

5. Service Blueprint

6. Service Design

7. Financial Outlay

References

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Delight India Limited

Delight India Ltd. is in the business of establishing amusement parks all over India. It
has recently acquired land in many major cities in India. It now wants to establish the
Entertainment Junction in Gwalior, Madhya Pradesh. They want to name this as “Merry
Land Park”.

Gwalior
Gwalior is situated in the
state of Madhya Pradesh,
122 km south of Agra, and
is known as the tourist
capital of Madhya
Pradesh. Gwalior has the
perfect blending of the
tradition and modernity. It
is one of the many
developed cities of India
with many renowned
educational institutions
and industries like cotton,
ceramics and chemicals.

Gwalior is known as "the land of music, art and history". It is the birth place of the
legendary Miyan Tansen (Music Samrat). It is an ancient city boasting of its rich cultural
heritage of the great Rajput, the Kachchwas and the Tomar dynasties. The city is proud
of its ancient culture blended with modern outlook. Gwalior houses one of India's oldest
fort - the Gwalior Fort which has within its vast premises, the carved Jain Sculptures,
the Mansingh Palalce, and several other attractions.

The city Name

Gwalior owes its name to a sage of former times. Suraj Sen, a prince of the Kachhwaha
clan of the eighth century when lost his way the jungle came across an old sage who
quenched his thirst by leading him to a pond. The waters not only quenched his thirst
but cured him of leprosy. Suraj Sen later built a palace inside the fort, which had been
named "Gwalior" after the sage; eventually the city which grew around the fort took the
same name.

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Demographics

As per the India census, Gwalior has a population of 826,919. Males constitute 54% of
the population and females 46%. Gwalior has an average literacy rate of 70%, higher
than the national average of 59.5%: male literacy is 76%, and female literacy is 63%. In
Gwalior, 13% of the population is under 6 years of age. Hindi is the main language
spoken in Gwalior. There is a strong Marathi influence because of the Maratha rule, and
Marathis have played important roles in the development of the city.

Geography

Gwalior is an historic Indian city located on the periphery of

Madhya Pradesh Stand, 100 km (62 Miles) from Jhansi.

Climate

Gwalior has a sub-tropical climate with hot summers from late

March to early July, the humid monsoon season from late June to early October and a
cool dry winter from early November to late February. The highest recorded
temperature was 53°C and the lowest was -1°C.

Summers start in late March, and along with other cities like Nagpur and Delhi are
among the hottest in India and the world. January is the coldest month with average
lows in the 5-7°C range and occasional cold snaps that plummet temperatures to close
to freezing.

The best time to visit Gwalior is from late October to early March. The months from April
to June should be avoided due to the extreme heat.

Tourist Attractions
Gwalior Fort:
Situated at 91m higher than the city, 2.8km long x 200-
800m wide, surrounded by 9m high wall , made of
sand stone on vertical hill, the majestic Gwalior fort is
one of the largest and the mightiest forts in India.

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 Merry Land 2010
Standing on a steep mass of sandstone the fort dominates the city like a great monolith
and is its most magnificent monument.

Man Mandir Palace :

The glory of Gwalior fort is epitomized in the
resplendent Man Mandir, built between 1486 and 1517
by Raja Man Singh.Delicate decorative carvings add to
the beauty of this place.The Man Mandir Palace still
depicts the chivalry and heroism in its ambience and
the chambers are intricately designed.

Maqbara of Md Ghous and Tansen :

Afghan Prince Ghous Maqbara is very attractive. On
4-sides there are hexagonal towers with a dome in
the middle. Lattice work or jhilmili style of Gwalior is
found in the maqbara of Ghous.

Daata Bandi Chhor Gurudwara :

In the trial of Jahangir, the 6th Sikh Guru Hargobind
refused to pay a fine of rupees two lakh ,as
consequence the Guru was sentenced to 2 months
imprisonment here in this Man Mandir. In memory a
Gurudwara was built named Bandi Chhor which is a
sacred place to the Sikhs. The marble made
Gurudwara has a dome, wrapped in gold.

Jai Vilas Palace :

Built in 1872-74 on the occasion of the arrival of Prince
of Wales, it resembles the Italian Palazo. Sir Michael
Filose mixed the Doric, Taksan and Corinthian style.
The Grand Durbar is one of the finest in the world. It is
painted with gold leaves and decorated with enormous
mirrors. Roofed with stone slabs,the hall is 36ftlong.

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Asia's biggest pair of chandeliers hang in the Darbar Hall. The carpet spread over is
Asia's largest single carpet.

Garhi Mitawali : 
Famous for the chausath yogini temple ,built in a
circular structure ,it is situated on a hundred feet high
mountain. Inside the center of the temple, a circular
temple of Lord Shiva is present. It is attached with a
circular verandah consisting of 64 rooms and a big
courtyard. It is about 40kms from Gwalior.

Bateshwar : 
Situated near Padawali , Bateshwar valley is famous
for about 400 small and large temples most of which
are in ruined state. Built during 7th to 12th century
A.D. the ambience here takes you to a different era.

Other Places of Interest:

Sun City is one of the biggest family entertainment
centres of Madhya Pradesh.

Roop Singh Stadium is a cricket ground. The stadium has hosted 10 ODI matches. Of
the 10 matches played so far, the first one was that played between India and West
Indies on 22 January 1988. Ground has flood lights and has hosted day-night
encounters as well. On this ground, Sachin Tendulkar was the first and to date the only
person in world to achieve 200 runs in ODIs.

Zoo – The Gwalior Zoo is famous for its unique collection of animals.

Deen Dayal City Mall, is one of the biggest malls of Madhya Pradesh. A multi-storied
grand structure, it houses shops and showrooms of many national and international
brands and has a number of eateries, and a multiplex Fun Cinemas. There are also
some international and world-famous fast food restaurant like Domino's Pizza and
McDonald's in DD City Mall.

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Accessibility

Air

Gwalior's airport, about 8 km north-east of the city, is one of the major airports in
Madhya Pradesh, equipped with almost all the amenities that are expected in a good
airport.

Railways

Gwalior is well connected by train services to all parts of the country, including 4 metros.
There are direct trains to Mumbai, Delhi, Kolkata, Chennai, Trivandrum, Indore, Jaipur,
Udaipur, Ahmedabad, Pune, Jammu, Lucknow, Bhopal, Bangalore and other major
towns. Gwalior is the main station serving most of the important and long distance
trains. There are two other stations within the city limits, named Gwalior Birla Nagar and
Gwalior Sithouli. These stations interconnect to other stations and also serve the short
distance trains connecting Gwalior to nearby towns and villages.

Roads

Gwalior is fairly well connected to other parts of Madhya Pradesh and India with
national and state highways. Gwalior is well linked with Agra (118 km), Mathura , Jaipur
(350 km), Delhi (321 km), Lucknow , Bhopal (423 km), Chanderi (239 km), Indore (486
km), Jhansi (101 km), Khajuraho (275 km), Ujjain (455 km), and Shivpuri (114 km).

The proposed North-south-Corridor of the Golden-Quadrilateral Highway project passes

through the city. The Agra-Bombay national highway (NH3) passes through Gwalior,
connecting it to Shivpuri on one end and Agra on the other. The city is connected to the
Jhansi by the National Highway 75, towards the south of the city. In the Northern, the
city is connected to the holy city of Mathura via National Highway 3.

Local transport

Gwalior's public transport system consists of tempos, horse-drawn tongas (which run
fixed routes much like a bus system) and auto rickshaw taxis. The Gwalior City Buses
also cover many routes in the city.

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About the Amusement Park - Merry Land

The amusement park which is named as
“Merry Land” will be the first amusement
park of its kind in the city of Gwalior.
Gwalior is a city of ancient history, art and
culture and has many beautiful forts and
other attractions to visit; but it lacks an
amusement park and this is a gap in the
market. With the changing attitude of
Indians towards such theme parks, an
amusement park will really be a very good
business opportunity in the city.

Gwalior also has a good student population

with some reputed Engineering and Medical colleges in the city and this student
population would truly appreciate such a venture.

The aim of this amusement park is to cater to the local and tourist population of the city
including kids and families and students. It will provide an experience that was lacking in
Gwalior in all these years.

Location:

The location chosen by they company will be Shinde Ki Chhaoni, which is where the
Gwalior Zoo is located. This way it will attract the population that is coming to visit the
Zoo and people might find their trip more fruitful if they can find two attractions very
close by.

Facilities Provided Inside:

Merry Land will provide the following attractions inside the park:

 Indian Cultural and Dance show

 The Great Cowboy Show
 The Whale Show
 The Elephant Show
 A Water Park
 Amusement Park
 Bhoot Mahal

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Water Park
Rides

The
TheBhoot
WhaleBangla
Show

PHYSICAL Main Gate Parking Ticket Security Park Rides Other Food Toilets
EVIDENCE Ticket Counter Entry Attractions

CUSTOMER
Service Blueprint for the Amusement Park – Merry Land
ACTIONS

The Elephant Show The Cultural Show

Stands Goes Enter Line Line Give Use
Enters Parks
Line of interaction in line, through the up
……………………………………………………………………………………………………………. up order Toi-
main Car
buys Security park for for let
gate collects
Ticket Check Ride entry
Ticket
CONTACT PERSON
(Visible actions)

Line of visibility Greet, Greet, Scans Ticket

=======================================================================
Greet,
Issue Issue Bags , Check, Take
Parking Entry checks Lets in Order
Ticket Ticket Person
CONTACT PERSON
(Invisible Actions)

Line of internal interaction .

……………………………………………………………………………………………………..
Enter Enter Place
ticket Ticket Order in
details Detail Kitchen
SUPPORT s
PROCESSES
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Central Main Computer Food

Processor storing Scanning Preparation
Details

Service Design for the Amusement Park

Service Design of Amusement Park

A service provider has to take decisions regarding the use of technology, people,
materials and equipment in servicing its customer.

For Merry Land Amusement Park, the following aspects are taken into account while
preparing a service design:

Technology

The ticketing process itself is very complicated which has been made easy for the
common people by providing technology for example online ticketing in which IT system
“Techeazy” has been used which is very fast as well as accurate in storing and
retrieving information.

Providing ticketing machines in parking which can be operated, from where people can
take tickets by using their credit and debit cards.

Supply chain process used to fulfill raw material needs of food for food zone and spare
parts for the maintenance of rides etc.

Process

As in this service provider is required to choose a method of converting inputs into

desired output from the pool of alternative available. Like installation of waste water
purifier for the maintenance of nature as river water is getting used in Water Park.

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The entry process is also made online whereby customers who prefer to skip the queue
can opt for this and even get a discount. Physical form is converted to online process.

The entry process is also speeded up by installing the baggage scanning machines so
customers can pass the security check faster and more reliable.

Equipment

This is to choose right equipment for the process so that the operation cost can be
reduced as well as the maintenance also could be minimized. This will also help in
competing with the competitors in the future. For example, using online ticketing
reduces the punching machines and ticketing machines with in the premises, this will
also save time of customers and helps in reducing human resource.

Latest equipment in the Kitchens of the restaurants and fast food joints inside will help
faster movement of the food.

Automatic security locks on every ride ensure safety and reduced manual error!

Process Flow

The service organization needs to systematically design the process flow so that each
activity is performed step after step just like it is drawn in the blueprint.

Process flow determines the flow of work from one stage to another for example, people
will first purchase ticket then go through the security check and then get inside and be
able to use the rides. Refreshments are usually followed after the rides to avoid nausea.

After the water rides people will get tired so they can relax by watching the other
inhouse shows like the whale show, the elephant show and cultural show to relax
themselves.

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The Financial Outlay

The estimated cost of the Amusement Park

Item Cost per unit Total cost Maintenance

(yearly)
Land cost 40 Lakh/ acre 40 cr
Rides 175 cr
Water Park 225 cr
Wax Museum 1 cr 32 cr
Scary House 50 Lakh 0.1 cr
Food Zone 0.40 cr 2 cr 0.25 cr
Whale Show .75 cr 0.50
Elephant Show 0.05 cr 0.25 cr 0.275 cr
Horse Rides 0.02 cr 0.10 cr 0.072 cr
Fountain show .30 .02
Total Expense 500 cr 15 cr average

Revenue Generation:

Pricing:

Weekdays Weekends

Adult: 350/- 450/-

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Kids: 250/- 350/-

Other shows: Weekdays Weekends

Elephant Show 100 150

Whale Show 100 150

Cultural Show 50 100

Bhoot Bangla 75 125

Water Park 250 400

REFERENCES

 http://www.indianholiday.com/tourist-attractions/madhya-pradesh/gwalior/
 http://travel.mapsofindia.com/travel-gwalior/tourist-attractions.html

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