Download - about Bungee

7/27/2019 about Bungee

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ContentsAbout Bungee ............................................................................................................................................... 2

History of Bungee...................................................................................................................................... 2

Highest in the world .................................................................................................................................. 2

Some famous bungees .............................................................................................................................. 4

Popular bungee taglines ........................................................................................................................... 5

Analysis of The Last Resort ........................................................................................................................... 6

Background ............................................................................................................................................... 6

Rates of the bungee .................................................................................................................................. 6

7ps followed by TLR ................................................................................................................................. 7

Commission for agents ............................................................................................................................. 8

Marketing channels .................................................................................................................................. 9

Highground Bungee .................................................................................................................................... 10

What we know so far? ............................................................................................................................ 10

Pricing...................................................................................................................................................... 10

Market as? Extreme or not? ................................................................................................................... 10

Competition analysis ............................................................................................................................... 10

Comparison with other similar 80m bungee .......................................................................................... 11

Channels for marketing? ......................................................................................................................... 12

SWOT of HGAN Bungee .......................................................................................................................... 12

Strategies ................................................................................................................................................ 13


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About Bungee

History of Bungee

Bungee jumping is a recreational sport in which a participant jumps from a high bridge,

building, etc., secured only by a rubber cord attached to the ankles so that the body springs back

just short of hitting the ground or water. Typically, bungee jumping involves leaping from jumping

points that are several hundred feet or meters high. The elastic cord used in this activity is

designed to stretch during the jumper's fall and snap back up repeatedly. This causes the

jumper to bounce up and down over the length of the jumping area until the energy from the

jump has been depleted.

The first modern bungee jumps were made on 1 April 1979 from the 250-foot (76 m) Clifton

Suspension Bridge in Bristol, by members of the Oxford University Dangerous Sports Club.

Organized commercial bungee jumping began with the New Zealander, A J Hackett, who made

his first jump from Aucklands Greenhithe Bridge in 1986.

Highest in the world

Royal Gorge Suspension Bridge, USA


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The highest bungee in the world is the SkyCoaster located at Royal Gorge Suspension Bridge,

USA. It has a vertical drop of 1053 ft (321m). One to three people can be harnessed in per ride.

Riders can reach speeds of up to 50mph. It opened in 2003. However the bridge has been

closed down for repairs and so the bungee is not operating at present.

Macau Tower, China 764 ft (233 m)

Macau Tower Convention & Entertainment, also known as Macau Tower, is a tower located in

the Special Administrative Region of the Peoples Republic of China. The tower measures 338 m

(1,109 ft) in height from ground level to the highest point. It offers the best view of Macau and

in recent years has been used for a variety of adventurous activities. At 233 meters, the Macau

Tower's tethered "skyjump" and Bungee jump by AJ Hackett from the tower's outer rim, is the


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second highest commercial skyjump in the world, after Vegas' Stratosphere skyjump at 260

meters.

Some famous bungees

1. Stratosphere Skyjump, Las Vegas -- 829 ft (253 m)SkyJump Las Vegas holds the Guinness World Record for highest commercial decelerator

descent with an official height of 829 ft (253 m) and is located at Stratosphere Las

Vegas. SkyJump Las Vegas is a controlled decelerator descent. Riders of SkyJump Las

Vegas are given a short safety lesson and suited up in a Stratosphere custom jump suit.

The rider is then connected to a patented high-speed descender machine and led to

the edge of a small platform where they will leap out and descend the Stratosphere

Tower. The effect is similar to bungee jumping. Guide wires keep riders from straying off

course. Just prior to reaching the rapidly approaching ground, the machine slows the

rider down, bringing them to a controlled landing.

2. Golden Eye Bungee, Val Verzasca, Switzerland 721 ft (220 m)


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It is also called the 007 jump. It was made famous after Pierce Brosnan did a jump from the

Verzasca Dam as the opening scene in the James Bond 007 movie GoldenEye. The jump lasts 7.5

seconds, as the height of the dam is 220m. The jumping station is in the middle of the dam wall.

3. Bloukrans Bridge, South Africa - 710 ft (216 m)Bloukrans Bridge Bungee is located at 709 ft (216m) above the Bloukrans River. The

Bloukrans Bungee is the worlds highest commercial bungee bridge. They have enjoyed a 100%

safety record ever since their establishment in 1990. They have played host to the likes of

Prince Harry, Jack Osbourne, Thabk Mbeki, The Zuma family, KellySlater, Andy Irons, The

Amazing Race, and many more famous and not so famous visitors.

Popular bungee taglines


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Analysis of The Last Resort

Background

It was founded in 1999. The company built a 160-meter high suspension bridge as the entrance to the

resort to link up a remote area with the Kathmandu-Lhasa road. The resort is a three hour ride from

Kathmandu and is located on top of a gorge close to the Tibetan border. They offer bungee, canyon

swing, high ropes, hidden canyons and a host of other activities.

Rates of the bungee

Nepali

Bungy or swing day trip NPR 4200

Bungy & swing day trip NPR 6800

Bungy or swing only NPR 3500

Relax & Bungy or swing (1 night) NPR 6500

Foreigner

Bungy or swing day trip 75 Euro s

Bungy & swing day trip 95 Euros

Bungy or swing only 30 Euros

Relax & Bungy or swing (1 night) 95 Euros

SAARC Countries

Bungy or swing day trip NPR 6500

Bungy & swing day trip NPR 8000Bungy or swing only NPR 5500

Relax & Bungy or swing (1 night) NPR 8500


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(All the rates mentioned are per person. The day trips include transport and lunch. Overnight

packages include transport, accommodation and all meals.)

Operational dates (Season/Off season) No of clients handled everyday

7ps followed by TLR

Product

Bungy Nepal Canyon Swing High Ropes Hidden Canyons Provides tailor-made courses in professional development and team building. Organizes school programs, family activities, corporate programs, events and

workshops.

Price

Nepali NPR 3500 (jump only)NPR 4200 (including transportation and lunch)

Foreigner 75 euros

Place

The resort is a three hour ride from Kathmandu and is located on top of a gorge close to the

Tibetan border.

Promotion

Maximum promotion through agencies Flyers/posters Advertisement in ECS magazines and other tourism related magazines


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Facebook page Very attractive and user friendly website Posters in various restaurants around Kathmandu

They have recently started taking part in the international travel marts They organize events throughout the year like the Sundance festival. They are aggressively marketing in the corporate sector for teambuilding.

People

More than 80 staffs including at Bhotekoshi and Thamel. They have used the local manpower in

Bhotekoshi.

Physical evidence

Their sales office in Thamel. All the staff members of The Last Resort wear shirts branded with

their company logo.

The Last Resort itself is a very attractive site located 12 km from the Tibetan border. They

provide luxurious tents for those clients who wish to stay the night. They also have a well

stocked bar, Karma bar. They have a swimming pool and sauna facility as well.

Process

The process followed by The Last Resort is simple. They pick up their clients from their sales

office in Thamel, take them to the resort on their own vehicle, the clients spend some time at

the resort, do the jump, have lunch and finally drop off at Thamel. This entire process is a

daylong activity as the drive to the resort itself is three hours long. Here clients can also choose

to spend a night at the resort. They have a package for one day activity and for overnight

activity as well.

Commission for agents

Standard 10% for all agents. Different for Israeli clients.


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Marketing channels

Website

Facebook

Posters in restaurants across Kathmandu


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Highground Bungee

What we know so far?

HighGround bungee will have a drop of 80m. It will be located in Hemja, about half hour drive from Lakeside, Pokhara. We have a target opening date of September, 2013.

Pricing

After much discussion we have decided to recommend the pricing of our bungee as NPR 3000

for Nepalese. The Last Resort has prices of NPR 4200 for the Nepali people which includes

transportation and lunch. As we saw from our experience with ZipFlyer Nepal, we had a surge

of Nepali clients after reducing our rates to NPR 2500. We do not want to make the same

mistake and keep revising our rates multiple times in a year. Our bungee (80m) is less extreme

than Bungy Nepal (160m) and we will not be providing lunch as well so NPR 3000 seems

reasonable.

Market as? Extreme or not?

Since we are going to advertise our Zipline as an eco adventure we should market out bungee

as an extreme sport. This way HighGround will have something to offer everyone. HighGround

bungee for the adrenaline junkies and thrill seekers and ZipFlyer for those who enjoy a little less

extreme sport.

Competition analysis

The main competitor for HighGround bungee is Bungee Nepal by The Last Resort. They have

been operating for the last ten years and have a strong foothold in the industry. However one

major point in our favor is that HighGround bungee will be located in Pokhara, the most famous

destination for all the tourists arriving in Nepal.


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Comparison with other similar 80m bungee

1. Corinth Canal, Greece 260 ft (79 m)Zulu Bungee is located in Greece with the length on 79m, they have had 70,000 clients

from all over the world, ever since they were established in 1991. Their price for the

jump is 60euro and 10euro for the jump in DVD.

2. Colorado River, Costa Rica 279 ft (85 m)Tropical Bungee offers bungee jumping since 1991. We are located in the Old Colorado

River Bridge, it is 265 feet high, making it one of the highest bungee bridges in America.

Tropical Bungee is NABA certified to manufacture bungee cords. They dont have an age

limit, the young jumper that they have received has been of 4 years old and their oldest

jumper has been 80 years old. Their first jump costs $75, scond jump is $45 and

transportation is free. Non-jumpers who come just for the ride pay $10 for

transportation.

3. AltaVila Tower, Brasil/BH 233 ft (71 m)AltaVila is located in Brasil, their bungee is 71m in length. The price of their jump is $70.

4. Graskop Gorge, South Africa 197 ft/262 ft (60 m/80 m)Graskop located in South Africa is 1400m above sea level, its bungee length is 60m/80m

5. Longqing Gorge Bungee, China 164 ft ( 50m )Eighty kilometers north of Beijing lies Longqing Gorge Scenic Area, it is possible to

bungee jump from a 58-metre-high platform. This jump roughly costs $20 each.


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Channels for marketing?

SWOT of HGAN Bungee

Strengths

Well be located in Pokhara Itll be located amidst the beautiful nature, best views and clean environment No other bungees in Pokhara Hemja is close from Pokhara, just a half hour drive. A uniquely designed bungee Well market it as an eco adventure, the latest tourism trend We have zip line as a supportive activity, so could come up with various packages Well have a cost advantage over the Bungee Nepal

Weakness

The Last Resort bungee is already well established. HighGround Bungee is not as extreme as Bungy Nepal We do not yet have skilled manpower for the job. Dont have much knowledge about its operations process

Opportunities

Pokhara is a tourist hub so we have chances to gather more clients. More than 70% ofthe trekkers choose ACAP (Annapurna Conservation Area Project) for the trekking and

Pokhara is the gateway.

Since we will be the first bungee in Pokhara we have a considerable advantage of beingleaders in the field in Pokhara before any other competitors crop up.

The agencies and hotels in Pokhara are very co-operative and supportive whenever anyactivities are introduced over there, so definitely we can expect good support from

these agencies.

The location of the bungee is very ideal to market it as an eco-adventure.


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As per the research with the travel agencies, there are frequent inquiries about thebungee in Pokhara, so it is in demand

The bungee is a very popular activity in Nepal now, so it has a good opportunity to dogood business

HGA is initiating in social and environmental responsibilities which will create goodimpact on the companys reputation leading to the affect on sales of the product.

Threats

There are talks about other new bungees coming up. Competition with popular Bungee Nepal of The Last Resort Possibilities of natural disasters Political issues

Strategies

Target Segmentation like focusing on Europeans, Israelis as they are more into theadventure stuffs and special planning for the upcoming big markets like China, India and

some other Asian markets.

Need to come up with the best combo packages at a competitive price. Its evident thatprice is an important factor.

Promotion through various printed materials like brochures, leaflets, posters etc. Itwould be more effective, if we could include zip-flyer and the bungee in the same with

appealing design.

The last resort has already marketed the bungee Nepal as an extreme adventure, so weneed to be different. For instance, we can use the words like the thrilling and exciting

experience amidst the nature or jump in the adventure and enjoy the thrilling

moments amidst the nature and similar. Need to make wise decisions while selecting the merchandises. For instance, the Zip-

Flyer T-shirt is a big hit whereas mug didnt do well.

Need to strategically market the location as the beautiful location that offers a trueencounter with nature for everyone.


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