INDI-FUSION

Desi Way to Global Entertainmen

WHY DANCE?

An integral part of our Indian Culture

Embedded in our genes
Waiting interest in Gen-Z
Unifies people from varied cultural
backgrounds

WHY FUSION?
- Time is changing and so are the people
- Culture should not be forgotten
- Fusion is the way to go

WHY WE?

- People unified by passion for dance

- Revive the dying forms of dance

Board of Mentors

Understanding Competition
Entry Barriers
Creating brand image
Bringing together a group of dancers
Distinguishing from competition

Mobility Barriers
Bridging gap between classical and western
styles
Bringing together generations
Urban and rural divide

Understanding

Competition

Cost Structure

Studio
Performance
Marketing
CSR

Degree of globalisation
Prevalent cultural dance forms
Established dance troupes

Market Survey
Rating of How customers
would like to spend their
weekend ?
1.
2.
3.
4.

Movies
Music
Television
Theatres, Western
Dance, Classical Dance

How customers would like to

spend
their weekend ?
1st Option
Movies
Music Concert
Television
Theatre
Classical Dance
Western Dance
6% 6%
6%
56%
11%
17%

2nd Option
Movies
Music Concert
Television
Theatre
Classical Dance
Western Dance
6%
11%

6%

33%

11%
33%

Competitors
Theatre

Other Dance Studios

Movies

Television

Music Concerts

Competitors
Dance

Classical

Western

Fusion

Competitors

Kalakshetra
Natyalaya
Charkula
Dance
Academy

John Brittos
Raack
Academy
Springboots

Into the future

Dance studios in places all over the world to
promote Indian culture
Conglomeration of international dancers to
promote globalisation of various cultures of
the world
5D Dance performances Employing
technology for audience engagement

Marketing Environment

Dance companies revenue in 2014 is expected to be $

2.2 billion

Marketing Environment

Dance companies revenue is expected to grow annually

at a rate of 2.3%

Marketing Environment
Percent
Title

of
Workfor
ce

Management Occupations

4%

Chief Executives

0%

General and Operations Managers

2%

Arts, Design, Entertainment, Sports, and Media Occupations

Actors
Musicians and Singers

51%
8%
21%

Food Preparation and Serving Related Occupations

7%

Personal Care and Service Occupations

8%

Sales and Related Occupations

6%

Office and Administrative Support Occupations

9%

51 % of the total workforce is employed in industries like

Entertainment, arts and design out of which dance
companies constitute a large proportion

Environment Analysis
Opportunities
-growing demand
-new markets
-global markets
-venture capital
-new acquisitions

Threats
-tax changes
-global economy
-price changes
-rising cost of raw materials
-increase in labour costs
-unexpected problems

Demography Analysis
Children/Teens (19 yrs.and under):45% of our population
falls under this. For kids, we plan to introduce story-based and
moral-based dances. For teens, we intend to bring in dances which
will educate them about the social threats prevailing in the society
College Students/Young Adults (20-24 yrs): 8.7% of our
population belongs to this category according to the survey.
Single and MarriedAdults (25-55 yrs):34.1% comes here
and this will include single and married couples.
Seniors/Retired (56+ yrs):11.8% of all who come in this group
will be a combination of retired and working people. For this
category, our plan is to have more of classical themes and dance
forms.

Price :-

Product :-

Competetive pricing
Western
Starting from INR 30000 Classical
Fusion
Customizable packages
Place :-

Promotion :-

Covers all major cities in

India
(for complete list of the
cities, please refer to
website)

Conducting activities
and shows in schools
and colleges
Flash mob
Website
Facebook page
Twitter account

Consumer Behaviour

In the age of an evolving audience

Innovation and wholesome entertainment
Adapted to modern demands
Adhering to the inherent cultural values
Urban cities, colleges, schools, corporate
Customize to services as per the needs and
wants

ANALYSIS OF CONSUMER BEHAVIOR

ENTERTAINM RELATING
VALUE FOR
ENT
TO CULTURE MONEY
8
6
9

TOTAL

INDIAN

130

WESTERN

166

INDI-FUSION 9

186

MOTIVATION

Embracing Indian cultural heritage

Reinvigorating the dying forms of art
With a twist
Old is the new New

PERCEPTION