Service Marketing Mix of Adlabs

PRODUCTS in the marketing mix of adlabs

The Core Competency here is SCREENING OF MOVIES. The supplementary products / services are enormous like the Video Games Parlour & the Food Court. Good options for food like the Cafeteria where you get food made in hygienic conditions. The ambience is pleasant with centrally air conditioning, well-illuminated layout. FAME ADLABS is well known for its DOBLY DIGITAL SOUND.

Page Contents

PRICE in the marketing mix of adlabs
PLACE in the marketing mix of adlabs
PROMOTION in the marketing mix of adlabs
PEOPLE in the marketing mix of adlabs
PROCESS in the marketing mix of adlabs
PHYSICAL EVIDENCE in the marketing mix of adlabs

PRICE in the marketing mix of adlabs

FAME uses differential or flexible pricing for its Multiplex theatres.

Rates: In the multiplex averages between Rs. 90 & Rs.220 depending upon the box office performance of the movies screened.

The prices are popularly estimated to be extremely fair prices for the complete entertainment experience. Reasonable pricing is possible thanks to the government policies regarding the partial wavier on the extremely high entertainment tax that multiplex enjoy.

PLACE in the marketing mix of adlabs

It is located at Andheri, Mumbai. From the point of view of public transport it’s closest to Andheri station. From this station one has an option of hiring a rickshaw, taxi or local BEST buses.

However, all said and done, there is no denying that FAME is off the beaten track for most Mumbaikars. Since it is located in the suburbs of city it is not easily accessible and hence loses out here.

PROMOTION in the marketing mix of adlabs

Initially hyped, FAME attracted a lot of press attention and subsequently the public flocked to Andheri to witness the spectacle. However after the initial hype died down FAME did not take a more aggressive role in promotion but instead took a back seat. FAME beat IMAX by offering its clientele innovative methods of buying tickets via the MOBILE PHONES (SMS) that completely excluded the requirement of the customer to visit the theatre before the actual movie experience. The most effective way of promotion is the daily advertisements in the paper, which promote the movie, which is currently being screened in the theater, and informs the public. One of the new ways adopted in online ticket booking which is quickly becoming quite popular.

PEOPLE in the marketing mix of adlabs

Courteous and well-dressed people characterize the Multiplex.

The employees are highly motivated and trained and exude an aura of energy and vibrancy as they perform their duty with a smile on their lips and a spring in their step.

Whilst actually experiencing the movie, the sin-goers around us are just as important as the employees that escort us to the theater. Therefore FAME, which attracts the upper strata of the society, is a very conducive atmosphere and a pleasant environment to enjoy a movie with the entire family.

PROCESS in the marketing mix of adlabs

The process is a sequence of actions to deliver the service to the customer. In this case the following is the process followed by FAME. The customer arrives to FAME by car and first goes to the ‘pay n park’ to park the car. The customer then moves on to the ticket window to purchase the ticket for the movie he is interested to watch. Then the customer enters the building.

Here the usher at the door checks for the tickets. Then the customer will move on to the screening area and watch the movie. In the interval the customer will mostly come out to eat or drink something from the cafeteria. The customer goes back to the screening area to continue the movie.Watching a movie at Fame Cinemas is like taking a short vacation. There is a cool ambience, quality service and convenience in booking.