4.- Adlabs IMAGICA :- Experience Marketing.

Experience Marketing:- Engagement marketing, sometimes called "experiential marketing", "event marketing", "on-ground marketing", "live marketing", "participation marketing", or "special events" is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand. Experiential marketing is a form of advertising that focuses primarily on helping consumers experience a brand. While traditional advertising (radio, print, television) verbally and visually communicates the brand and product benefits, experiential marketing tries to immerse the consumers within the product by engaging as many other human senses as possible. In this way, experiential marketing can encompass a variety of other marketing strategies from individual sampling to large-scale guerrilla marketing. In the end, the goal of experiential marketing is to form a memorable and emotional connection between the consumer and the brand so that it may generate customer loyalty and influence purchase decision. These are the sort of connections that will lead to increased sales and brand loyalty – this is the heart of experiential marketing. To be successful with Experiential Marketing, it should be delivered through truly genuine experiences, and at times when it is relevant and meaningful to that person. Adlabs Imagica is large multi-days holiday destination is great example of experience marketing. Adlabs Imagica is a 300-acre theme park in Khopoli, India. It is owned by Adlabs Entertainment Ltd. The park has an estimated daily capacity of 15,000 visitors. To date, the park has hosted over 3.5 million visitors. They have three parks: Theme Park, Water Park and Snow Park. India’s “first” theme park, Adlabs Imagica, it’s the flagship venture of Adlabs Entertainment Ltd. mogul Manmohan Shetty’s INR16.5 billion ($305 million) 300-acre entertainment district along the Mumbai-Pune expressway. The idea was to make a magical place where the entire family could spend a day and build memories which no other form of entertainment could give.” Adlabs Imagica will be India’s “first entertainment theme park based on Indian stories in an international format.” 21 “Indianized” attractions, including India’s largest roller coaster and 4D simulation rides. Adlabs Imagica aims to lure India’s growing middle class with more spending power for tourism. Imagica Snow Park is the largest snow park in India, and we have been able to finish it in a record time of 13 months. With over 25 years of experience in the entertainment industry, the park has been designed to bring a snow village to life and create a magical story, which is the essence of Imagica "We had outlined Rs Rs 1,650 crore for our project, including the theme park, This fund was raised by debt through a consortium of 13 banks led by Union Bank," Bagla said. In May, Adlabs Entertainment had also filed initial papers with market regulator SEBI for its public issue of 2.3 crore equity shares of face value of Rs 10 each. The Initial Public Offering (IPO) would comprise a fresh public issue of up to 2.2 crore shares and an offer for sale of up to 20 lakh shares by the promoter Thrill Park. The current debt of the company stood at Rs 1,100 crore. The company is expected to clock turnover of Rs 240-250 crore in the current fiscal year as against turnover of Rs 190 crore in the previous financial year. Ticket prices are expected to form 75 percent of the revenue, with the rest coming from food, beverage and merchandise sales. The park has a target of attracting 3 million visitors in the first year of operations. Though it’s billed as India’s first theme park, greater Mumbai already boasts another amusement park: the 64-acre EsselWorld and Water Kingdom complex in Gorai. EsselWorld claims up to 1.8 million visitors annually, and with adult rates as low as INR 590 ($11), it’s easily a much more affordable alternative. Competitors: Essel world, Mumbai Appu Ghar Oysters Beach Park, Gurgaon Wonderla Amusement Park, Bengaluru Worlds of Wonder, Noida