SUBMITTED BY

PAARUL VORA 40
PGDM COMMUNICATIONS (13-15)

INTRODUCTION
Adlabs Imagica is a theme park near the city of Khopoli on Mumbai-Pune expressway, India.
The park is owned and operated by Adlabs Entertainment Limited (AEL), promoted by
Manmohan Shetty. The Rs 1,650-crore theme park spread over 300 acres opened in April 2013.
It has the following offerings :
1. Entertainment
2. Dining
3. Shopping
4. Accommodation

FEATURES OF THE THEME PARK

The park can accommodate as many as 20,000 visitors. Shetty is targeting to host over 3 million
visitors in the first year of operations. The park will feature 26 attractions and five themed
restaurants, including a ride based on the Bollywood film Mr. India, India's biggest floor-less
roller coaster, and a 300-room hotel and water park.

Adlabs Imagica is India's first and only international standard theme park
Adlabs Imagica is no ordinary theme park. There's nothing of this scale, or anything close to it in
India and the Subcontinent. Where others have rides, Imagica is driven by a whole world of
fantastical themes to bring Indian families' experiences that they have never had before. No
expense has been spared to bring in world class international designers, the best architectural
elements and the most exciting novel attractions to rival any park in the world.

In every zone you will be immersed in a new theme that will extend through every touch-point.
Themed attractions, area design, landscaping, themed dining and retail, ambient music, character
design, building facades, props, interactive installations, and merchandise. All these are not just
elements, but instill a feeling of escapism in the park. This escapism is what will separate Adlabs
Imagica from all other parks in India, making it at par with the best theme parks around the
world.

Imagica is a place where you can live out your wildest adventures and be thrilled by the world's
most amazing rides; from roller coasters in deep space, to spine tingling journeys through the
ravines of the Wild West. There's something here for every family - a new experience at every
step, and a thousand ways to have fun.

It has the following Themes/ Zones based on countries and continents:

1. Viva Europe
2. Asiana
3. India
4. Arabia
5. Americans
6. Jambo Africa

Pricing

TOP ATTRACTIONS:

SERVICE TRIANGLE (INTERNAL, EXTERNAL

AND INTERACTIVE MARKETING)

External Marketing:
Imagica has spent a large chunk of its Rs.1200 Cr Marketing and promotions Budget to
On OOH (Out of Home Marketing) . Its main target being Mumbai and Pune.
The following are some hoardings placed strategically within the city as well as on the highways.

Print Media

Internal Marketing:
The employees at Imagica are highly trained people in the industry of adventure sports.
The employees are given high level of training by international experts all across the globe , on
different aspects of handling customers and the technical details of the rides and games

All the employees are also an integral part of the brand , as they wear the Imagica t shirt while on
site. They are also equipped to handle huge crowds in the various rides with the help of flash
lights , whistles, and polite gestures.

Employees are mostly recruited locally with a few experts being sourced from different parts of
the world. This is important since Imagica is a world recognized theme park and has to meet the
international quality benchmarks on the lines of Disney World and the likes.

Interactive Marketing:
Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved
from a transaction-based effort to a conversation. It is the ability to address an individual and the
ability to gather and remember the response of that individual. Imagica has pioneered interactive
marketing.
Imagica allows customers and prospects to participate in the process of building their brand's
image. They are always available when the customer needs any help or support thorough various
platforms like:

Websites and the FAQs

Testimonials of the past customers

Blogs by thrill seekers

Advertisements and OOH

Social Media Platforms like Facebook and Twitter

Maps provided to the customers

Brochures and Pamphlets

Rules and Regulations

1. Outside every ride

2. Behind the ticket purchased
3. Along with the Maps

In this way Imagica trains their customers to be a part of the park and enjoy the experience.

The shift towards interactive marketing is much attributed to greater consumer response and
customer acquisition rates. For example, in interactive property marketing, consumers are able to
view and experience an entire development as they would on an entirely dynamic and interactive
interface during mere construction stages. Consumer interaction and understanding of the
prospective project is dramatically enhanced leading to higher confidence in the buying process.

At the same time, the interactive technology can capture consumer statistics including usage
information and interests in a non-obtrusive manner that can then be used to individually target
to the consumer immediately or at a later stage.

Service encounter (Moment of Truth)

Service encounters are transactional interactions in which one person (e.g., a vendor, office clerk,
travel agent) provides a service or good (e.g., a product, an appointment, airline tickets) to
another person.

Many different communicative acts are included in service encounters including, for example,
greetings, leave takings, requests, and offers. It is important to fully understand the service
encounter context in order to appropriately perform communicative acts. Many of the pragmatic
strategies addressed in the other modules still apply to the communicative acts produced in
service encounters; however, this unique service context warrants detailed pragmatic exploration.

The

following

diagram

indicates

the

service

encounter

of

Imagica.

All the service touch points at which the customer interacts with the employees are also moments
of truth. If the employees are rude or indifferent to the demands of the customer then the whole
experience can be affected in a negative way.
The Service encounters for Imagica could be:
1. The cash/ ticket counter
2. The entry of the theme park / zones
3. The proximity of Imagica from the nearby cities. How easy it is to reach the location can
be a major factor in customer satisfaction at an initial level. If the customer has to reach
the location with a lot of barriers or obstacles then the customer is already disgruntled
before reaching the park. Lifting the mood of such a customer is tougher for the
company. Whereas , if a company makes reaching its location very convenient for the
customer it has partially won the battle. Customer delight at the first service encounter is
very crucial in deciding the success of other service encounters
4. When the customer approaches a particular ride, that too is a service encounter. Imagica
makes sure the customer is well versed with the rules , health hazards / risks of the rides
and the employees are highly trained to pacify scared customers.
5. There are several entertaining modes like live shows and mascots which entertain the
customer during the long queues

Service Flower and Competition Analysis

The service flower for Imagica is as follows :

The service flower is the combination of marketing activities an or/thganization engages in to

promote and sell intangible services. What differentiates Imagica from the others is the various
Exception, Safekeeping, Order Taking, Consultation, Hospitality features in has developed in its
service charter.

Adlabs Imagica is a new entrant in the market and faces tough competition from the oldest player
in the market, Essel World. Imagica has although postioned itself as premium and adventure
sports driven , international standard theme park , but the brand image of Essel world has a
nostalgic value to the population of India.