Marketing Mix Of Imagica and 7Ps (Updated 2024)

The Marketing mix of Imagica analyses the 7Ps of Imagica, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Imagica. Imagica is a theme, snow, and water park owned by its parent company, Adlabs Entertainment Limited. Park has a daily footfall capacity of fifteen thousand visitors, supposedly hosting more than three and a half million visitors. Adlabs Imagica has three varieties of theme parks: Snow Park, Water Park, and Theme Park. Some of its main competitors are as follows:

• Nicco Park in Kolkata
• Essel World in Mumbai
• Wonderla in Kochi
• Appu Ghar in Gurgaon
• Queensland in Chennai

About Imagica

• Type: Theme Park
• Industry: Amusement and theme parks
• Founded: 2013
• Founder: Manmohan Shetty
• Headquarters: Khopoli, India
• Area served: India
• Key people: Manmohan Shetty (Chairman) and Dhimant Bakshi (CEO)
• Number of employees: 1,000

Imagica Product Strategy

Adlabs Imagica, often called Imagica, is a theme, amusement, water park,, and entertainment destination near Mumbai, India. Their product mix offers a variety of entertainment and amusement theme and amusement park options catering to different age groups and interests.

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

1. Theme Park: The primary attraction, Imagica Theme Park, features a wide range of rides and attractions. These include thrill rides, family rides, and kid-friendly attractions, each designed around unique themes and concepts.
2. Water Park: Adjacent to the theme park is the Imagica Water Park. This facility offers water-based rides and attractions, including wave pools, water slides, and themed water play areas suitable for all ages.
3. Snow Park: Imagica also includes an indoor snow park, a unique attraction in India. It offers activities like sledding, snowboarding, and ice sliding, providing a snow experience in a controlled environment.
4. Hotel and Accommodation: The destination includes a hotel that provides accommodation options for visitors. The hotel is designed to enhance the overall experience of staying at the park, with themed rooms and easy access to the park facilities.
5. Food and Beverage Outlets: Multiple food and beverage outlets within the parks offer various cuisines and dining experiences. These range from fast food to fine dining, catering to the tastes and preferences of a diverse visitor base.
6. Retail and Merchandise: The park features several retail outlets selling merchandise, including souvenirs, apparel, and themed products related to the park’s attractions and rides.
7. Event Hosting and Corporate Bookings: Imagica offers facilities for hosting private events, parties, and corporate bookings. This includes spaces for conferences, team-building activities, and customized event experiences.
8. Special Seasonal and Themed Events: The park often hosts special events, themed parties, and seasonal celebrations (like Halloween events, Christmas celebrations, etc.), adding to the variety of experiences available to visitors.

Imagica’s product and pricing strategy and marketing strategy. The mix of Imagica is an amusement park designed to provide a comprehensive entertainment experience, combining adventure, leisure, dining, and shopping, all within a themed, immersive environment.

Imagica Pricing Strategy

Imagica’s pricing and marketing strategy is a well-crafted blend of market-oriented and value-driven approaches designed to maximize its appeal as a leading entertainment destination in India. Here’s an overview of their pricing and marketing strategy here:

1. Tiered Pricing Structure: Imagica employs a tiered pricing strategy for its theme park, water park, and snow park. This structure includes different price points for weekdays and weekends, peak seasons, and off-peak times. Such differentiation allows flexibility and maximizes attendance throughout the year.
2. Dynamic Pricing for Peak Periods: Imagica adjusts its pricing during peak seasons, such as school holidays and festivals, to reflect the higher demand. This dynamic pricing strategy helps manage crowd control while capitalizing on periods of high visitor influx.
3. Bundled Packages: The park offers bundled packages that combine access to multiple attractions (like the theme park and water park) or include food and merchandise. These packages provide a value-for-money proposition, encouraging guests to spend more time and money at the park.
4. Special Rates for Different Guest Segments: Imagica provides special rates for different guest segments, such as children, senior citizens, and large groups. Such differential pricing makes visits more affordable for families and larger groups, enhancing the inclusivity of the park.
5. Early Bird and Online Booking Discounts: Imagica often offers discounts for early bird and online bookings to incentivize bookings. This strategy ensures a steady flow of visitors and aids in pre-event planning and crowd management.
6. Seasonal Promotions and Partnerships: The park frequently runs promotional offers during non-peak periods and collaborates with corporate partners for special deals. These promotions are key to attracting visitors during slower times and maintaining a consistent flow of revenue.

Imagica Place Strategy

Imagica theme park is built on 300 acres at Khopoli on the highway connecting Mumbai and Pune. It is easily accessible via rail and road. Its Snow Park is built on a 15,000-square-foot area. Six retail outlets in the Imagica theme park and snow park offer branded merchandise to interested customers. Adlabs has an adjacent hotel – Novotel, at Imagica Theme Park. It has 287 rooms and offers package stay of either one or two nights as a base camp. Guests staying in this hotel can enjoy all three parks and hotel facilities to their heart’s content. It includes a gym, restaurant, swimming pool, and activity center for kids. Imagica Theme Park has its own mobile app and website that offers periodic discounts and offers to attract customers.

Imagica’s place strategy is crucial in making it a prominent entertainment destination in India. Here’s an overview of the pricing strategy of the marketing mix of Imagica and their approach:

1. Strategic Location: Located near Mumbai and Pune, Imagica benefits from its proximity to two of the largest cities in Maharashtra, India. This location makes it easily accessible to a large urban population looking for leisure and entertainment options.
2. Transportation Accessibility: Imagica offers shuttle services from major nearby cities and transportation hubs, making it convenient for visitors who do not wish to drive. This service enhances accessibility for a broader range of guests.
3. Online Presence and Ticketing: Imagica has a robust online presence, providing detailed information, virtual tours, and online ticket booking options. This digital approach caters to the tech-savvy consumer and streamlines the visit planning process.
4. Accommodation and Hospitality Services: Imagica offers comprehensive packages with an on-site hotel with park access and accommodation. This strategy appeals to distant travelers and those looking for a multi-day entertainment experience.
5. Partnerships and Collaborations: Imagica collaborates with travel agencies, tour operators, and corporate entities. These partnerships help market the park to a broader audience and organize group visits, including corporate events and educational trips.

Imagica Promotion Strategy

Adlabs has undertaken a mammoth marketing plan that has resulted in an enthusiastic response from every customer. It has adopted an extensive and loud campaign to promote its products and has thus engaged every primary advertising medium to its advantage. Social and Digital media has been used for mouth publicity, Print Media for a direct impact and bringing alive the whole theme park and water park i-park concept, Radio for ensuring brand recall, and campaigns on popular television channels to maintain brand visibility amongst customers. Imagica has also advertised via print media, its website, print media, and through other portals like travel and gaming websites. It offers incentives, discounts, free rides, and memorable day offers to attract more customers.

Some Recent Video ads and Print ads of Imagica are:

Imagica People Strategy

Focusing on the “People” aspect of the Service Marketing Mix for Imagica, it’s crucial to recognize that this element plays a significant role in delivering exceptional service experiences to guests. The “People” marketing mix of the magical component involves everyone who directly or indirectly influences the customer experience, from employees to management. Here are some key points to consider when discussing the “People” marketing mix of Imagica:

1. Staff Training and Development: Imagica likely invests significantly in training and developing its staff to ensure they deliver outstanding customer service. This includes training programs on hospitality, safety protocols, and operational efficiency.
2. Employee Engagement: The engagement level of employees can significantly impact the guest experience. Engaged employees are likelier to go the extra mile to ensure visitors have a memorable experience. Imagica might implement strategies to maintain high levels of employee satisfaction and motivation.
3. Customer Service Excellence: The staff at Imagica, including ride operators, entertainers, hospitality staff, and customer service representatives, are crucial in creating a positive experience for visitors. Their ability to handle inquiries, assist, and interact with guests in a friendly and professional manner is essential.
4. Role of Leadership: The leadership team at Imagica, including managers and supervisors, plays a vital role in setting the tone for service excellence. They are responsible for fostering a culture prioritizing customer satisfaction and employee well-being.
5. Diversity and Inclusivity: The diversity of the staff at Imagica can enhance the guest experience by catering to a wide range of cultural preferences and needs. Emphasizing inclusivity in hiring and training practices ensures that all guests feel welcome and valued.
6. Performance Measurement: Imagica might employ various metrics to assess the performance of its staff, including customer feedback, mystery shopper scores, and operational efficiency. This helps identify areas for improvement and rewards exceptional service.
7. Customer Interaction: The way staff interact with guests, from greeting them at the entrance to assisting them on rides and in restaurants, significantly impacts the overall experience. Personalized interactions and attention to detail can elevate the customer experience.
8. Safety and Security Personnel: Well-trained safety and security personnel are vital for ensuring that guests feel safe during their visit. This includes staff who are responsible for ride safety, as well as security personnel who manage park entry and guest conduct.
9. Entertainment and Performances: The performers and entertainers at Imagica, such as characters in costumes, show performers, and parade participants, add to the magical experience. Their talent and ability to engage with guests of all ages are crucial for entertainment value.

Imagica Process Strategy

The “Process” element of the Service Marketing Mix for Imagica involves the actual procedures, mechanisms, and flow of activities by which services are consumed. This aspect is crucial in ensuring customer satisfaction and smooth operations. Here are key points to consider for the “Process” in the context of Imagica:

1. Booking and Reservation System: Imagica likely utilizes an efficient online booking system that allows guests to purchase tickets, make show reservations, and book stays at associated hotels. This system would be designed for user-friendliness, providing clear information on ticket prices, availability, and park hours.
2. Entry and Admission Process: The process for entering the park, including ticket verification and security checks, is streamlined to ensure a quick and smooth entry for guests. This might involve barcode scanners for e-tickets, wristbands for re-entry, and efficient queue management.
3. Ride and Attraction Access: Imagica may implement various processes to manage access to rides and attractions, including Fast Pass options, virtual queuing systems, or scheduled entry times to manage crowds and minimize wait times.
4. Safety Protocols: The procedures for ensuring guest safety on rides and throughout the park are paramount. This includes regular safety checks, clear safety instructions before ride commencement, and trained staff to oversee and manage ride operations.
5. Food and Beverage Services: The process for ordering, preparing, and serving food and beverages in the park’s various dining outlets is designed for efficiency, quality, and hygiene. Mobile ordering and designated pick-up points might also be part of this process.
6. Customer Service and Complaint Handling: Imagica would have a structured process for addressing customer inquiries and complaints, including service desks throughout the park, a responsive online support system, and trained staff to handle issues promptly and effectively.
7. Maintenance and Cleaning: Regular maintenance schedules for rides, attractions, and park facilities ensure safety and cleanliness. The process includes overnight maintenance checks, regular cleaning intervals during operating hours, and emergency repair protocols.
8. Entertainment and Shows: The scheduling and execution of shows and entertainment acts are carefully planned to ensure timely performances, audience management, and quality entertainment. This might involve ticketed entry for popular shows or accessible seating on a first-come-first-served basis.
9. Exit and Feedback Collection: The exit process for guests includes clear signage, smooth traffic flow, and opportunities to provide feedback through physical or digital means. This feedback is valuable for continuous improvement.
10. Emergency Procedures: Clear processes for handling emergencies, including medical incidents, lost children, or security threats, are essential. This includes trained staff, clear communication channels, and designated assembly points.

Imagica Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix refers to the environment in which the service is delivered, where the company and customer interact, and any tangible commodities that facilitate the performance or communication of the service. For Imagica, physical evidence is critical in marketing, shaping guests’ perceptions and experiences. Here are key points to consider for the “Physical Evidence” in the marketing mix in the context of Imagica:

1. Park Layout and Design: The overall design and layout of Imagica, including themed zones, attractions, and landscapes, contribute to an immersive experience. The park’s aesthetic, cleanliness, and navigability are essential physical evidence elements.
2. Signage and Wayfinding Systems: Clear, informative, well-placed signs help guests navigate the park efficiently, find attractions, and access services. This includes maps, directional signs, and digital information boards.
3. Ride and Attraction Appearance: The visual appeal and thematic consistency of rides and attractions enhance the storytelling aspect of Imagica. Maintenance of these elements ensures they remain attractive and in line with guest expectations.
4. Branding Elements: The use of logos, colors, and thematic elements throughout the park reinforces brand identity. Merchandising, such as apparel, souvenirs, and photos, provides physical evidence of the Imagica experience.
5. Facilities and Amenities: Clean, accessible, and well-maintained facilities, including restrooms, seating areas, and dining outlets, significantly impact guest satisfaction. Facilities designed to accommodate diverse needs (e.g., family restrooms, accessibility features) reflect the park’s commitment to inclusivity.
6. Staff Uniforms: Uniforms not only help guests identify staff members but also contribute to the thematic elements of the park. They enhance the professional appearance of the workforce and reinforce the brand experience.
7. Ticketing and Wristbands: Physical tickets, wristbands, or digital equivalents are tangible evidence of purchase and access rights. Their design can also contribute to the guest’s souvenir collection.
8. Customer Service and Information Centers: The appearance and accessibility of customer service centers in the park are crucial for guest support. These centers should be easily identifiable and reflect the park’s theme and commitment to service quality.
9. Safety and Cleanliness: Visible safety measures, including signage, barriers, and staff presence, reassure guests. Similarly, the cleanliness of the park, from walkways to attractions, impacts perceptions of quality and care.
10. Marketing Materials: Brochures, maps, and promotional materials provided to guests serve informational purposes and reinforce the Imagica brand experience. The quality and design of these materials contribute to the overall impression of the park.

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