Pune Institute of Business Management

Marketing Strategies of

Created by

Dipanway Bhabuk

PGDM IV

Roll- 15

It is a theme park near the city of Khopoli on Mumbai-Pune expressway. The park is owned and

operated by Adlabs Entertainment Limited (AEL) promoted by Manmohan Shetty.

1,650-crore theme park spread over 300 acres opened in April 2013. It offers entertainment, dining,

shopping and accommodation.

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'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

Marketing Strategy of Imagica

1. Media Mix

• Print

• Radio

• OOH

• Television

• Movies Advertising

2. Mobile App’s

3. New Media

4. Offers

5. Meet with celebrities

Imagicate Your World

Contd.

Print

High impact hoardings for a short burst and bus

shelters & pole kiosks to drive a 45day

long sustenance campaign was executed.

Contd.

Radio : Broadcasted in 5 cities

OOH : OOH campaign was spread over 500 sites

across Mumbai, Pune and the Mumbai, Pune

Expressway.

Television: Broadcasted in 19 channels

Movie promotion: Promotions display in serials and

movies.

Internet Advertising and Own

Websites

• Advertise in Gaming

Websites

• Advertise in Travel Websites

– Makemytrip.com

• Advertise in booking

website – bookmyshow.com

• Own Website –

www.adlabsimagica.com

Mobile’s Application offer and Special Day’s Discounts

• Launching Mobile

App.

• Mobile App Offer

• Website offer

• Special Days

Discounts

Lucky Draw

• Giving Tickets for

Free

• Meet with Celebrities

• Chance to see foreign

Culture

Why it is Famous

• Place

• Weekend Holiday

• Attraction: Happy

Wheels,Humpty’s

Fall, Wagon O-O

Wheel, The

Detective Bow

Wow Show,

Zooballoo,

Rajasaurus River,

Adventure

Thank You

Presented by

Dipanway Bhabuk

Bibliography

www.adlabsimagica.com

Philip Kotler

Times of India