URBAN AND RURAL SERVICES

MARKETING
Submitted to : Prof Neeta Acharya
Adventure and Theme Parks- A growing
Service Industry
Steady growth of 15% YOY
A total of 150 amusement parks across tier 1 and tier 2
15 % are large parks, 25 % are medium sized parks
High end theme parks and amusement parks take
around 70-80 acres of land and an investment of
approximately 200-300 crores
Generally built in a semi urban area, on the outskirts of
an urban city, for want of large land
Targets upper middle and rich

World famous theme parks: Disney Land, Six Flags
Indian Theme Parks of international standard: Appu Ghar,
Essel World, Nicco Park, Imagica, Della Adventure Park, etc.
Indian rural and semi-urban places have a concept of
movable theme parks and adventure parks called Mela
which have major contribution towards rural economy
Fact File
A sneak-peak into rural parks-Mela

Melas: Our very own Disney Land

Temporary establishments, moving from village to
village and city to city
The focus is on Price, Place and People, mostly in
that order. Promotion is based on word of mouth
and newspaper, radio ads
Caters to the need of adventure and outdoor
entertainment in lower middle class.
Generally not theme based
Provide shopping experiences
Has common rides like Merry go round, giant
wheel, horror rides, mirror magic etc
Risk factor is high on the rides

Urban

Service Marketing in Urban theme park
High investment->Slow recovery model=>High risk
business
Hence customer satisfaction is of utmost important
Service Marketing triangle:
The various advertisements of Essel world and Appu
Ghar are example of External Marketing.
Internal Marketing: Motivating and Empowering park
guides, dinners, queue management etc.
Interactive Marketing: How is the experience perceived
by the visitors.

Disneyland theme parks have been offering their visitors
a special service since 2009.
Audio devices are given to the visually impaired
customers, which provide a narrative of whats
happening on a particular ride or show.
Service Marketing in Urban theme park
From the first touch point till the last, the experience should not be limited to satisfactory but be mesmerizing as
customers pay over the odds hoping for a highly entertaining and cherishing experience.

Touch Points
Website experience
Convenient booking experience
Easy navigation option inside the theme park
Risk minimization as a service=> no possibility of error in case of rides
Assortment of experiences: 5D, adventure, circus entertainment, dance shows etc.
Combination of package
Spoilt for choices
Constant innovation and addition of new experiences otherwise stagnancy- eg. Flash mobs, magic shows.
Dinning experiences : various dinning cuisines options

The website symbolizes fun
Has multiple options to get in touch with the customers
Perfect assortment of packages
Easy and sensible navigation tool