Published by MBA Skool Team, Last Updated: November 25, 2017
Marketing Strategy of Adlabs analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Adlabs marketing mix, help the brand succeed.
Adlabs marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Adlabs Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Adlabs Product Strategy:
The product strategy and mix in Adlabs marketing strategy can be explained as follows:
Adlabs is one of India’s leading media and multiplex companies. Adlabs majorly offers movie screenings in its marketing mix product & service strategy throughout the country. The multiplex screen also caters a number of services within them namely food stalls, cafeterias, gaming zones, etc. It had also partnered with Media firms to showcase films, and Dolby Digital Sound was used for Sound. Adlabs has a standard of its multiplexes which it follows throughout all locations. But there are some variations in facilities provided in different locations. The vendors offering food and entertainment services within the premises could vary. Imagica theme park from Adlabs is also one of the most enthralling theme parks for children and adults with roller-coasters, theme-based rides, hotel etc.
Image: company website
Adlabs Price/Pricing Strategy:
Below is the pricing strategy in Adlabs marketing strategy:
Adlabs is a leading B2B organization in the field of media and entertainments.
The prices in the multiplexes in India are usually set based on competitive pricing. Usually the pricing of any film depends on the pre-release promotions carried out by the films, how the film has performed at box office, and the cast of the film, the demand created for that film. The prices go on reducing as the time passes. The prices of Adlabs services also differ according to different categories. There could be different pricing for normal and 3D cinema, premium and normal seats and comfortable sofa seats, peak and off-peak timings. It could also change based on the city where it is screened. The prices would be as high as Rs.300-400 for metropolitan cities and as low as Rs.100 for a show in Tier-2 cities. Although this was prevalent throughout the country, the newly introduced government regulations have controlled the prices quite a bit. It has many competitors throughout the country like PVR, Cinemax, and Inox. But Adlabs is amongst the affordable ones from the basket and is mostly preferred by the customers. And thus it has sustained the competition. Imagica has competitively priced tickets and has seasonal variations to earn more revenues during vacations.
Adlabs Place & Distribution Strategy:
Following is the distribution strategy in the Adlabs marketing mix:
Adlabs is present in many states in India and is also present outside India in countries like U.S.A, Holland, and Malaysia. It has over 500 screens overall. The theatres are placed in locations which are accessible to the public through public transportation and the commute is convenient. The services offered by Adlabs at different location can vary. Some could be 3D theatres, some could have an exclusive cafeteria built-in, some could have premier seating, or some could run offers based on off-peak timings. There are various distribution channels for Adlabs. The tickets could be purchased from the booking office at the multiplexes. Unlike olden times, you can also book movie tickets from the comfort of your home. They could buy their tickets online through BookMyShow. Now, there is also a provision to book ticket through various apps, online wallets, etc.
Imagica from Adlabs is present between Mumbai and Pune in India.
Adlabs Promotion & Advertising Strategy:
The promotional and advertising strategy in the Adlabs marketing strategy is as follows:
There are various promotional strategies carried out throughout the year. Adlabs runs various offers throughout the year and also offers discount coupons. There used to be Vodafone Tuesdays where one could avail Buy 1 Get 1 free offer on movie tickets on Tuesdays. This offer was valid for Vodafone customers in Mumbai. Apart from that, various platforms used to provide discount coupons. Adlabs partners with several organizations to sell its coupons and the coupons are distributed to people whenever they make a purchase. There were advertisements in newspapers, television, social media, etc. Celebrities came forward to promote these theatres and urged people to go watch their movies at these multiplexes. This in turn increased the sales through influential marketing.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Adlabs.
Adlabs has a strong physical presence through multiplex screens, media works etc. The service is experience through various factors: the multiplex design, ambience, atmosphere, climate control, sound quality, quality of food, the food offerings at the premises, the employees, etc.
Adlabs has a strong focus on a well-trained employee base to serve all its customers. In order to successfully run a multiplex chain your employees are of utmost importance. They can either make or break your business. You need to hire positive, self-motivated, cheerful people as they are the interface between the customer and your service. They could be booking counter staff, customer service staff, or the ones that are selling food or beverages in the multiplex premises, or also the ones that are running gaming parlours there. They should be fluent in their communication and patient towards the customer queries. They should be quick and efficient in their work so as to satisfy and provide an excellent experience to the customers.
When a customer wishes to watch a movie, he or she goes through the list of theatres they could choose from and then choose the most favourable option for them and go ahead to book the tickets. They could either do it through booking at the ticket counter by going to the multiplex physically or booking it online. After they purchase the tickets, they show it at the entrance and they are granted entry into the multiplex premises. After they enter, they gain access to whatever services are offered in the premises, either for free or for a price. Hence this completes the marketing mix of Adlabs.
Adlabs is one the India’s largest Media and Entertainment firms. It was founded in 2001 by Manmohan Shetty. It is a member of Reliance ADA group. Adlabs was a huge chain of multiplex theatres around the country. It is now renamed and is known as Big Cinemas. It is not only in the Multiplex theatre business but has also entered films and entertainment business. In 2015, Adlabs was sold by Reliance Media Works to Carnival Films Pvt.
Ltd. And was branded under that name thereafter.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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