Segmentation, Targeting, and Positioning

(STP) Strategy for Wonderla Kochi

1. Introduction
Wonderla Kochi is one of India’s leading amusement parks, offering a wide range of rides,
attractions, and entertainment options. To maintain its competitive edge and attract a
broader customer base, it is essential to implement an effective Segmentation, Targeting,
and Positioning (STP) strategy. This document provides an in-depth analysis of the STP
approach for Wonderla Kochi to enhance its market presence and drive visitor engagement.

1. Market Segmentation
Segmentation is the process of dividing a broad consumer market into smaller, more
manageable groups with similar characteristics. Wonderla Kochi can segment its market
based on the following factors:

A. Demographic Segmentation
 Age Group:

o Kids (5–12 years) – Looking for family-friendly and interactive attractions.

o Teenagers (13–19 years) – Interested in thrill rides, adventure activities, and

water park attractions.

o Young Adults (20–30 years) – Attracted to extreme rides, social experiences,

and adventure activities.

o Families (30+ years) – Prefer safe, relaxing, and entertaining activities for all
members.

o Senior Citizens (50+ years) – Prefer calm, scenic experiences with family-
friendly rides.

 Income Level:

o Middle-class – Looking for budget-friendly entertainment.

o Upper-middle-class – Willing to pay for premium experiences.

 o High-income groups – Interested in VIP access, luxury services, and exclusive
offerings.

 Occupation:

o Students – Looking for discounts, group visits, and fun activities.

o Working Professionals – Interested in weekend outings and team-building

events.

o Tourists – Looking for unique experiences and exploring local attractions.

B. Geographic Segmentation
 Primary Market: Major cities in Kerala (Kochi, Trivandrum, Calicut, Thrissur, etc.).

 Secondary Market: Neighboring states (Tamil Nadu, Karnataka, Andhra Pradesh).

 Tertiary Market: National and international tourists visiting Kerala.

C. Psychographic Segmentation
 Adventure Seekers: People who enjoy high-adrenaline activities and extreme rides.

 Family-Oriented Visitors: Families looking for safe, engaging, and memorable

experiences.

 Experience Seekers: Tourists and leisure travelers who want to explore

entertainment destinations.

 Social Groups & Corporates: Groups seeking unique event spaces and team-building
opportunities.

D. Behavioral Segmentation

 Frequency of Visit:

o First-time visitors – New customers who need an appealing value proposition.

o Repeat visitors – Loyal customers who seek new offers and attractions.

o Seasonal visitors – People who visit during holidays, summer vacations, or

festive seasons.

 Occasions:

o Weekends – Families and young professionals looking for leisure activities.

o Public Holidays – Peak visiting days with increased footfall.

o Corporate outings – Companies organizing team events and retreats.

  Spending Habits:

o Budget-conscious visitors – Look for discount offers, group packages, and

seasonal deals.

o Premium customers – Interested in VIP access, express entry, and exclusive

services.

Targeting Strategy
After segmenting the market, the next step is to determine which groups to focus on.
Wonderla Kochi can use a differentiated targeting strategy, catering to multiple audience
segments with tailored offerings.

Primary Target Market:

1. Families & Kids – Parents looking for safe and fun activities for their children.

2. Young Adults & Teenagers – Adventure seekers drawn to thrilling rides.

3. Tourists & Travelers – Visitors exploring Kerala’s major attractions.

Secondary Target Market:

1. Corporate Groups – Companies organizing team outings and events.

2. Schools & Colleges – Educational institutions arranging excursions.

3. High-Spending Visitors – Premium customers who value luxury experiences.

Tertiary Target Market:

1. Event Organizers – Groups planning birthday parties, reunions, and celebrations.

2. Senior Citizens & Retirees – Visitors seeking a relaxed, social experience.

By addressing the needs of these diverse groups, Wonderla Kochi can enhance visitor
satisfaction and increase revenue streams.

3. Positioning Strategy
Positioning defines how Wonderla Kochi differentiates itself from competitors and
establishes a unique place in customers' minds.

Brand Positioning Statement:

“Wonderla Kochi - The Ultimate Destination for Thrill, Fun, and Family Entertainment!”

Key Positioning Strategies:

1. Thrill & Adventure Hub – Promoting extreme rides and world-class water slides.

2. Family-Friendly Destination – Ensuring safety, cleanliness, and enjoyable experiences

for all age groups.

3. Best-in-Class Service & Experience – Highlighting high-quality facilities, customer

support, and international safety standards.

4. Tourism & Leisure Hotspot – Positioning Wonderla as a must-visit attraction in

Kerala.

5. Affordable & Value-for-Money – Offering seasonal discounts, combo packages, and

annual passes to attract a wider audience.

Brand Messaging & Taglines:

 “Experience the Thrill, Cherish the Fun!”

 “Kerala’s No.1 Amusement Destination”

 “Unleash the Fun – Only at Wonderla Kochi!”

4. Conclusion
By implementing a well-defined STP strategy, Wonderla Kochi can: Expand its visitor base
across multiple demographics. Strengthen its brand image as a premier amusement park.
Attract domestic & international tourists. Increase customer loyalty and repeat visits.

A strategic approach to segmentation, targeting, and positioning will enable Wonderla Kochi
to solidify its status as a top entertainment destination in India. By continuously innovating
with new rides, seasonal attractions, and customer engagement initiatives, Wonderla can
maintain a competitive advantage in the amusement park industry.

Additionally, leveraging digital marketing, influencer partnerships, and tourism

collaborations will ensure sustained brand visibility and awareness. Providing exclusive
experiences, such as fast-track passes, customized group packages, and premium lounge
access, will cater to a wide range of customers, from budget travelers to luxury seekers.