Marketing Mix of Adlabs and 7Ps (Updated 2024)

The Marketing mix of Adlabs analyses the 7Ps of Adlabs, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Adlabs. Adlabs, often associated with Adlabs Films Limited or Adlabs Imagica, is a prominent name in the Indian entertainment industry. Initially known for its motion picture processing, Adlabs Films Limited expanded its footprint into film production, various distribution channels, and multiplex cinemas. The set of tactical marketing tools product, price, place, promotion, people, physical evidence, and process that the firm blends to produce the response it wants in the target market.

It transitioned into Imagicaa, a theme park set up by Adlabs Entertainment Ltd. It offers diverse entertainment options, including theme parks, water parks, and snow parks, to provide immersive experiences for families and tourists. Located near Mumbai, Imagicaa has become a significant leisure destination in India, blending thrilling rides with live entertainment and thematic attractions.

About Adlabs

• Type: Entertainment Company
• Industry: Amusement parks, water parks, and hotels
• Founded: 1999
• Founders: Manmohan Shetty and Anil Ambani
• Headquarters: Mumbai, India
• Area served: India
• Current CEO: Manmohan Shetty
• Number of employees: 2,000+
• Major products: Adlabs Imagica theme park, Adlabs Water Kingdom water park, and Novotel Imagica Khopoli hotel

Adlabs Product Strategy

The product or service mix of Adlabs, particularly when discussing Adlabs Imagica (now known as Imagicaa), encompasses selling products across a diverse range of entertainment and leisure options catering to various age groups and interests. Many professionals include consideration of processes as part of their marketing mixes.

The new Product Mix of Adlabs in 2024 is as follows (Source).

1. Theme Park: Imagicaa’s theme park is filled with various rides and attractions based on different themes and characters, suitable for families, children, and thrill-seekers. This includes roller coasters, interactive attractions, and thematic shows.
2. Water Park: The water park offers a range of aquatic attractions, including wave pools, water slides, and themed water rides, providing a refreshing escape for visitors looking to beat the heat.
3. Snow Park: A unique indoor snow park that offers visitors a chance to experience snow in a controlled environment, featuring activities like sledding, ice skating, and snowball fights.
4. Glowmagica: A newer addition, Glowmagica is a glow-in-the-dark indoor attraction, offering a unique experience with interactive and visually stimulating activities in a dark environment illuminated by neon lights.
5. Accommodation: To enhance the visitor experience, Imagicaa also offers accommodation options through its hotel, Novotel Imagicaa, allowing guests to extend their stay and enjoy the park at a more relaxed pace.
6. Dining and Retail: The park includes various dining options, catering to different tastes and preferences, along with retail outlets selling merchandise, souvenirs, and themed products related to the attractions and characters featured in the park.
7. Event Hosting: Imagicaa also caters to corporate events, weddings, and school picnics, offering customized packages and exclusive access to parts of the park for private gatherings.

This mix allows Adlabs Imagica to offer a comprehensive entertainment experience more customers, aiming to cater to both day visitors and those looking for a short getaway by providing a blend of thrill, adventure, company culture, relaxation, and dining in one location.

Adlabs Place Strategy

It is located in Andheri, Mumbai. From the point of view of public transport, it’s closest to Andheri station. One can hire a rickshaw, taxi, or local BEST buses from this station.

The business place strategy of Adlabs, specifically its content marketing and tools for Adlabs Imagica, reflects its approach to making its entertainment offerings accessible and appealing to a broad audience. Here are key aspects of its place strategy:

1. Strategic Location: Adlabs Imagica is located near Mumbai and Pune, making it accessible to a large urban population looking for leisure and entertainment options away from the city bustle.
2. Integrated Resort Experience: By offering accommodation through Novotel Imagicaa, located within the same complex, Adlabs Imagica provides guests with an integrated resort experience, encouraging longer stays.
3. Accessibility via Multiple Transport Options: The park is well-connected by road, and the company offers shuttle bus services from major cities nearby, ensuring easy access for visitors without personal vehicles.
4. Online Presence and Booking: Adlabs Imagica has a robust online presence, allowing customers to plan their visits, book tickets, and make hotel reservations through its website, catering to the digital-savvy consumer.
5. Partnerships and Tie-ups: The company has established partnerships with travel agencies, online booking platforms, and corporate entities, facilitating group visits and corporate events, thus broadening its customer base.

Adlabs Pricing Strategy

FAME uses differential product pricing or flexible pricing for its digital channels and Multiplex theatres.

Rates: In the theater, averages between Rs. 90 & Rs.220 depending upon the box office performance of the movies screened.

The prices are popularly estimated to be extremely fair for the entertainment experience. Reasonable pricing is possible thanks to the government policies regarding competition and the partial waiver on the highly high entertainment tax that multiplex and other businesses now enjoy.

Adlabs Imagica employs a multifaceted pricing strategy that aligns with its brand identity and positioning as a premier entertainment destination while ensuring accessibility to a broad demographic. This strategy incorporates several key elements to optimize revenue, enhance visitor experience, and encourage repeat visits. Here’s an overview from a digital marketing expert’s perspective:

1. Dynamic Pricing Model: Adlabs Imagica utilizes a dynamic pricing model, where ticket prices vary based on peak and off-peak days, holiday seasons, and special events. This approach allows the park to maximize revenue during high-demand periods while offering more attractive prices during slower days, encouraging attendance across different times of the year.
2. Tiered Access Pricing: The park offers tiered pricing for different access levels and experiences. This includes standard entry tickets, express passes that allow quicker access to rides, and premium packages offering exclusive benefits such as guided tours and priority seating at shows. This strategy caters to various customer segments based on their willingness to pay for convenience and exclusivity.
3. Bundled Offers: By bundling tickets with food, merchandise, or hotel stays, Adlabs Imagica creates value-added packages that enhance the visitor experience while increasing per capita spending. These bundled offers appeal to families and groups seeking a comprehensive entertainment solution.
4. Seasonal Promotions and Discounts: Adlabs Imagica implements seasonal promotions, discounts for early bookings, and special rates for students, seniors, and large groups. These targeted offers drive admissions during lean periods and build goodwill and brand loyalty among diverse customer segments.
5. Loyalty Programs and Partnerships: Introducing loyalty programs rewarding frequent visitors with discounts, freebies, and exclusive access to new attractions encourages repeat visits. Strategic partnerships with banks, credit card companies, and online payment platforms also offer promotional discounts, broadening its appeal and accessibility.

This pricing strategy and focus product differentiation, underpinned by a positioning strategy and a deep understanding of market dynamics and customer behavior, enables Adlabs Imagica to balance profitability with customer satisfaction, positioning it as a go-to destination for families, thrill-seekers, and holidaymakers.

Adlabs Promotion Strategy

Initially excited, FAME attracted a lot of press attention, and subsequently, the public flocked to Andheri to witness the spectacle. However, after the initial hype died down, FAME did not take a more aggressive role in promotion but took a back seat.

FAME beat IMAX by offering its clientele innovative advertising methods and buying tickets via MOBILE PHONES (SMS) that completely excluded the customer’s requirement to visit the theatre before the actual movie experience. The most effective way of using promotion channels is the daily advertisements in the paper, which promote the movie, which is currently being screened in the theater, and inform the public. One of the new ways adopted in online marketing channels is ticket booking, which is quickly becoming quite popular.

Some Recent Video ads and Print ads for Adlabs are:

Adlabs People Strategy

Courteous and well-dressed people characterize the Multiplex.

The employees are highly motivated and trained and exude an aura of energy and vibrancy as they perform their duty with a smile on their lips and a spring in their step.

While experiencing the movie, the sin-goers around us in the right audience are just as influential a target audience as target customers and the employees who escort us to the theater. Therefore, FAME, which attracts the upper strata of society, is a very conducive atmosphere and a pleasant environment to enjoy a movie with the entire family.

The “People” element of the Service Marketing Mix for Adlabs, mainly focusing on Adlabs Imagica, is crucial in delivering exceptional service and creating memorable experiences for visitors. Here’s how “People” factors factor into Adlabs’ service marketing strategy:

1. Staff Training and Development: Adlabs emphasizes staff training and development, ensuring that all employees, from ride operators to customer service representatives, are well-trained in safety protocols, customer interaction, and service excellence. This emphasis on training ensures that every visitor interaction improves the overall experience.
2. Employee Engagement: Recognizing that motivated and engaged employees deliver better customer service, Adlabs invests in employee engagement programs. These programs ensure that staff members are proficient and ambassadors of the brand’s values and ethos.
3. Customer Service Excellence: Adlabs’ customer service teams are at the heart of its people strategy. These teams are equipped to handle inquiries, provide assistance, and resolve issues swiftly, ensuring customer satisfaction is always at the forefront.
4. Diverse Workforce: Understanding the diverse demographic of its visitors, Adlabs employs a multicultural and multilingual workforce. This diversity ensures that guests from different backgrounds feel welcomed and valued, enhancing the inclusivity of the visitor experience.
5. Role of Employees in the Experience: At Adlabs Imagica, employees are not just staff but part of the experience. From characters in costume engaging with visitors in the theme park to lifeguards ensuring safety at the water park, employees contribute to the thematic and immersive experience that Adlabs aims to provide.

Adlabs Process Strategy

The “Process” element within the Service Marketing Mix of Adlabs, especially in the context of Adlabs Imagica, is crucial for ensuring that the product line service delivery is efficient, customer-friendly, and aligns with the brand’s promise of providing consumers with a memorable entertainment experience. Here’s how the “Process” aspect of essential marketing is managed at Adlabs:

1. Ticketing and Entry Process: Adlabs Imagica has streamlined its ticketing and entry process to minimize wait times and improve customer convenience. This includes online ticket purchases, QR code-based entries, and dedicated lanes for online bookings and on-spot purchases. The process is designed to be quick, efficient, and user-friendly, reducing entry hassles and enhancing the overall visitor experience from arrival.
2. Ride and Attraction Management: The park utilizes a systematic approach to manage rides and attractions, including scheduled maintenance, real-time monitoring of ride queues, and implementing fast-track options. This ensures safety, reduces wait times, and optimizes visitor flow throughout the park, allowing guests to enjoy more attractions.
3. Customer Service and Feedback Loops: Adlabs Imagica has established multiple channels for customer service and feedback, including in-park service desks, digital platforms, and social media. This process ensures that visitor feedback is promptly collected, addressed, and integrated into service improvements, demonstrating a commitment to continuously enhancing the guest experience.
4. Safety and Emergency Procedures: The park has well-defined safety protocols and emergency procedures, including regular staff training, safety drills, and clear signage throughout the park. These processes are critical for ensuring the safety and security of visitors, demonstrating Adlabs’ commitment to providing a secure environment.
5. Operational Efficiency and Innovation: Adlabs continually evaluates and updates its operational processes, incorporating technology and innovation to enhance service delivery. This includes using digital tools for ride wait times, mobile apps for navigation and information, and RFID bands for cashless transactions within the park.

Adlabs Physical Evidence Strategy

The “Physical Evidence” element in the Service Marketing Mix of Adlabs, particularly for Adlabs Imagica, encompasses all the physical locations and tangible and intangible aspects that customers encounter, which help to create and shape their perceptions and experiences of the brand. Here’s an overview of the physical evidence that plays a crucial role in Adlabs’ service delivery marketing campaigns:

1. Brand Imagery and Theming: Adlabs Imagica is meticulously designed with themed zones, characters, and storylines that are visually engaging and immersive. The physical theming extends from the rides and attractions to the landscaping, signages, and even the food outlets, creating a cohesive and immersive environment that supports the brand’s storytelling and entertainment value.
2. Facilities and Infrastructure: The quality, maintenance, and aesthetic appeal of the park’s facilities and infrastructure, including the rides, restaurants, restrooms, and seating areas, are key physical evidence of the brand’s commitment to quality and comfort. These elements contribute significantly to the overall customer experience by ensuring safety, cleanliness, and convenience.
3. Merchandise and Retail Outlets: Branded merchandise in retail outlets throughout the park provides tangible reminders of the visit. The variety, quality, and presentation of merchandise, from apparel to souvenirs, reflect the brand’s image and allow visitors to take a piece of their experience home.
4. Signage and Informational Displays: Clear, informative, and creatively designed signage and informational displays throughout the park guide visitors effectively, provide information about attractions, and help manage queues, enhancing the visitor experience through ease of navigation and access to information.
5. Customer Service Touchpoints: The physical appearance and demeanor of staff, along with the design and accessibility of customer service desks, embody the brand’s service ethos. These touchpoints are crucial for assisting, resolving issues, and ensuring guests feel welcomed and valued.
6. Online and Digital Presence: Although not a physical space, the park’s online presence—including its website, mobile app, and social media channels—serves as virtual physical evidence. These digital platforms’ design, usability, and content reflect the brand’s personality and are critical in setting expectations, facilitating bookings, and engaging with visitors before and after their visit.
7. Accommodation and Hospitality Services: For those staying at the Novotel Imagicaa, the hotel’s ambiance, rooms, amenities, and services offer physical evidence of the brand’s extension into hospitality. The quality of stay, including comfort, dining, and leisure facilities, directly impacts the overall experience of the theme park visitors.

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