Genting

OBJECTIVE• Appeal to the younger generation for them

to visit Genting• Bring a new experience to the patrons of

Genting Highland

The Experience• Had a great time with the company of

friends.• Great sight-seeing in the Strawberry and

Lavender farms.• Great food. • Bumper-car with friends.

TARGET AUDIENCE

TARGET AUDIENCE• Young Adults & Teenagers (Generation

Y’ers)• Age of 17 – 30• They are adventurous and have the

spending power to travel, enjoy life• Like and to be seen• Love to be exclusive

OUR FINDINGS• In order to acquire a precise and accurate

findings we organized a focus group to find insights

Interviews• We interviewed different people of various

interests and habits.• Age group: 18 - 27

FrequencyAge Number of respondents

18 2

19 7

20 4

21 1

22 1

27 1

Total of respondents: 16

Questionnaire1. What are your social activities?2. What is your ideal weekend plan?3. If you are going for a city break, once a year, where is

your ideal place?4. What social media apps you use?5. How long is consider as “long journey” for you?6. Do you update yourself with latest application or social

media?7. What is your definition of current cool trend?8. What first comes into your mind when think about

Genting’s entertainment?

Why we asked this way?• The questions that we have asked are to

know more about what do the young people always do.

• To know whether they are up to date with current trends or not.

• Get some insights about the reasons they go up to Genting and what do they think about Genting.

OVERALL• They are people from a few categories:

– Enjoy a more peaceful and serene lifestyle– People who love to enjoy a good conversation

in a quite and relax environment– Fast pace and exciting lifestyle

DRINKING CULTURE

Drinking culture• From the questionnaire, many

interviewees mentioned that a particular element of entertainment was not found in Genting.– Drinking

• Emerging as major sub-culture group• Opportunity to expand new segment of

target audience

INSIGHTS ABOUT OUR TARGET AUDIENCE

INSIGHTS ABOUT GENTING FROM OUR TARGET AUDIENCE

IDEA• Build a place where there is a little bit of

everything for everyone

• A place that can cater to various people with different preferences

1

IDEA• Moulin Rouge Hotel.

• Project Pandora Bars and Clubs.

• Opus Cafés and Restaurants.

1

Opus• Music• Art• Culture

Opus• Ideally top of the hill. (Provides view down the

hill)• Outdoors High street architecture • Franchise café and restaurants

– The Bees– Chilies– Garden– Tarbush– Starbucks– And other more

Opus• Provides chilling music as an entertainment

for patrons while they dine and have a drink.

• There will be musical performances in certain cafes / restaurants:– The Bee (Acoustics)– Garden Lifestore Café (Piano instrumental)– Mexican cuisine (Mariachi)-etc (serenade, classical instruments)

• The place to be seen • Exclusivity • Sense of belonging• Place to chill

Project Pandora• A junction at the middle of the street of Opus• Indoor with LED Ceiling• Depicting ancient Greek Mythology

– Medusa (Club)– Zeus– Cyclops (Club)– Hera– Aphrodite (Hipster)– Spartan (Fight Club)

Project Pandora• Bars with various of music genres• 2 Mega Dance Clubs• Greek Mythology Themed Strip• LED Ceiling • Clarke Quay of Genting• Fight Club

Moulin Rouge

Hotel Problem• After enquiring at all the hotels in Genting,

all rooms were fully booked.• Enquired Theme Park Hotel and the

earliest available date would be in January 2013.

MARKETING COMMUNICATION

• Facebook page for Project Pandora and Opus.• A specially designed website for Project

Pandora– Introduction of Project Pandora– Getting to know more about the clubs and bars

*the point of setting the Facebook page is for informing on promotions for restaurants, bars, and clubs in Project Pandora and Opus


• 4 square apps– Receive promotion upon check – in– At least 3 time check – ins in 3 months

• 50% off for outdoor extreme park• Bar – 1 pint of beer• Twice a month – 1 glass of liquor


• Mobile app (Scanning) – Mechanism: Scan your friends’ phones with

the same app to earn points.– Points can be redeemed at Pandora and

Opus for various benefits.– First scan 1 point, second scan 2 points……

after the 10th scans will be reset again.


• Privilege Thumb– Access through finger prints– Prepaid paying system

Suggestions of place

Recap

Documents

Genting