Adlabs Imagica Project Report

Group Members Priyanka Dubey - 16 Abhijit Kulkarni - 22 Daljit Saini - 43 Harpreet Sandher - 46 Nikhil Sonawane - 55

Executive Summery

With burgeoning incomes and highly favourable population dynamics, India clearly needs a world class park like, Disney Land, Universal Studios, Six Flags etc. in the developed countries Mumbai the financial capital of India has the most attractive catchment to support the entire eco-system of a project of this magnitude and scale Adlabs Entertainment Limited (`AEL or the Project') has been incorporated with a vision to setup India's largest entertainment Theme Park at Khalapur on the Mumbai Pune Expressway, near Mumbai The Project is envisaged to cover all gamuts of complete family entertainment including a Theme Park, Water Park, Hotel, Retail, Dining & Entertainment area World Class consultants/specialists have been appointed for designing and implementing the project, along with a highly qualified team of contractors and consultants

Introduction
Adlabs Imagica is India's first and only International standard Theme Park, offering fun, action, entertainment, dining and shopping at a single location. Adlabs Imagica is no ordinary theme park. There's nothing of this scale, or anything close to it in India and the Subcontinent. Where others have rides, Imagica is driven by a whole world of fantastical themes to bring Indian families' experiences that they have never had before. No expense has been spared to bring in world class international designers, the best architectural elements and the most exciting novel attractions to rival any park in the world. In every zone you will be immersed in a new theme that will extend through every touch-point. Themed attractions, area design, landscaping, themed dining and retail, ambient music, character design, building facades, props, interactive installations, and merchandise. All these are not just elements, but instill a feeling of escapism in the park. This escapism is what will separate Adlabs Imagica from all other parks in India, making it at par with the best theme parks around the world. Imagica is a place where you can live out your wildest adventures and be thrilled by the world's most amazing rides; from roller coasters in deep space, to spine tingling journeys through the ravines of the Wild West. There's something here for every family - a new experience at every step, and a thousand ways to have fun. The Rs 1,600-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 The park will feature 21 original attractions, including a ride based on the Bollywood film Mr. India, India's biggest roller coaster, and a 300-room hotel and water par

Service Categories
Attractions
Rajasaurus River Adventure Save the Pirate Bandits of Robin Hood Loch Ness Expplorers Tubbby Takes Off Mambo Chai Chama- Crazy Tea Cups The Magic Carousel Bump It Boats D2 Dare Drop Scream Machine Pop-Up Jet Nitro Curse of Salimgarh Alibaba Aur Chalis Chorr Mr. India- The Ride I For India Wrath of the Gods Cinema 360- Prince of the Dark Waters Deep Space Gold Rush Express Splash Ahoy!

Restaurants
Red Bonnet American Diner The Imagica Capital ZEZE Bar+Grill Roberto's Food Coaster Arrmada Tapas Bar

Characteristics

Customer Satisfaction

 Dual Focus
For labeling a service as sustainable it is required to address and fulfill both ecological and social issues Or In terms of customer satisfaction and maintaining quality in service thats the important thing toward dual focus Life-Cycle Orientation Services function as customer solutions. Therefore they must constitute holistic offerings, providing suitable and sustainable solutions to the consumer at all stages of the lifecycle (including extraction of raw materials that might be need to make the service possible in the first place, transportation, manufacturing, distribution, use and post-use). This closedloop approach contains the principle of reusing and recycling products in order to manufacture new products while skipping a new extraction of (limited) raw materials and the need for transportation.

Significant Improvement
Sustainable services need to make a significant long-term contribution on a broad social and ecological scope. This means the benefits created should preferably be measurable and take place on a global rather than on a local level. Continuous Improvement Sustainable services are interdependently located within the flow social and institutional norms, state-of-the art technology and the amount of knowledge humankind owns at a certain point in time. This means that sustainable services can never be assessed in absolute ways due to their changing environment. Only if these services continuously improve as over time technologies improve, knowledge expands and normative influence changes, they can be considered sustainable services.

Competing Offer Even if all the previous mentioned points are successfully implemented there is no guarantee that the sustainable service of interest will be positively valued regarding other competing offers. It must see and define itself always using similar offers as a benchmark and try to keep up to these offers in order to keep customers attention and satisfaction secured. Considering the characteristics of added value (economics) and environmental impact, four different service options can be distinguished. However, as figure 1 shows only high additional value and low environmental impact actually constitute sustainable or eco-efficient services

External dynamics

Trends and dynamics of funding modalities Timescale set for funding programme strategic goals Breadth of markets to be addressed Changing external standards Market entry strategies of a range of commercial players Decisions by major players

What are it then that IMAGICA should try to put on the route to sustainability?

Grounding in user / stakeholder needs Portfolio mapping / gapping: feasibility studies and risk assessment Cost/benefit analysis Articulate expectations => where is the road supposed to end for specific activities?

Limitation & Barriers

Policy Formulation Policy formulations for businesses include the goals, strategies and principles implemented to achieve rational outcomes. A policy barrier to sustainable services is that goals and strategies need to be formulated in such a way that an eco-efficient combination of products and services is a possible outcome. A possible solution to this barrier is the need for companies to view their service issues from a higher level of abstraction and ask themselves what kind of functionality or added value they want to deliver to their customers. Companies also need to formulate an environmental goal they wish to achieve. First the current situation of the company needs to be analysed on the basis of environmental impact. Afterwards, new goals for providing sustainable services can be formulated. This can be done with the help of tools such as current eco-design tools, Life Cycle Assessment scenarios Idea Finding One of the most essential functions of a company is to generate new ideas that incorporate customer wants and needs while maintaining a competitive advantage over their competitors. Onaway companies can establish or maintain a competitive advantage is by increasing the added value of their products for the consumers by means of environmental improvements in their products and services. As important as idea finding in an environmental sense can be for a company, it can also be a barrier to developing sustainable services. The idea generation phase can be more complex when innovating at function or system level, because the ideas need to be found on a higher level of abstraction, meaning not design an artefact for transportation rather design a new mobility concept. One important consideration companies should have is that products as well as services should be regarded as possible part of the solution, and that environmental gain could be the starting point for idea generation.

 Design The actual design of a sustainable service may be a barrier for companies as the development of the overall design will be split up in several parallel sub processes, which may make it difficult to control or see the overall impacts. Many companies need to see the immediate impact their changes are having on the company, which can be difficult when implementing a largescale design change to offering sustainable services. The transition from idea to design can be difficult, especially when trying to translate the new ideas in concrete sustainable ideas and short-term strategies. The phase of strict development no longer consists of one product, but of a combination of products and services, which can be completely different from the current situation. The requirements for each of the elements have to be known, as well as which part of the functionality will be fulfilled by services and which part by products, before one can start with the strict development phase. Realization It is important for both the reputation and usefulness of the sustainable service that all components are be completely developed and tested before the sustainable service is finally marketed. This change needs to be announced to the customer through the use of different media functions. The resulting version is environmentally evaluated on market success and environmental impact. This final stage can be judged with environmental evaluations, life cycle assessments, and of course seeing whether or not profits for the company have increased.

Rebound effects
Included in the realisation of the sustainable service includes possible environmental rebound effects caused by implementing a sustainable services change. When a company is considering offering sustainable services, there can be rebound effects. Meaning, environmentally negative second order effects from an initial service activity. Four important types of rebound effects are as follows: cost effects, respond effects, space effects, and time effects Cost Effects Cost effects occur when the cost of certain activities or goods decrease. Energy-saving light bulb requires may result in higher demand due to lower cost, which will subsequently not reduce the amount of materials being extracted from the environment. Respend Effects Respend effects occur when the money saved from environmentally friendly services, such as energy saved, are then taken and used to buy more of other unrelated products, negating the environmentally friendly impact of requiring less energy. Space Effects Take, for example, a bookstore that wishes to reduce the number or stores they build to reduce their impacts on the environment. As an alternative, they offer an online store. The online store may result in an increased amount of customers ordering books from a longer distance away, creating more transportation needs and pollution. While the online store may reduce some physical impacts associated with retail stores, these may be outweighed with transporting the books over longer distances to an increased amount of customers.

 Time Effects Many consumers in Western society are said to be cash rich but time poor. By offering online stores, many companies are giving customers the opportunity to use their time more effectively, IE they do not need to drive to the store. However, the rebound effect is that in general customers may purchase more goods online, which then need to be shipped, possible back and forth in regards to returns.

Business Model of IMAGICA

Annexure
1) Do you think the current price of Rs 1500 for adults Is worth to pay? YesNo-

2) If no what do you think should be the price?

3) Rate of overall services of IMAGICA on scale of 1 to 10?

4) What according to you is distinguishing factor for Imagica over other amusement parks?

5) Adding to the one of its kind of experience, In order to cherish it forever, would you purchase Imagica souvenirs like caps, t-shirts, water bottles, etc.?

6) How Would you rate eating joints at Imagica Excellent Very goodGoodPoor-