Marketing Mayajaal !!

      Being a movie buff that I am, the first thing I enquired before coming to college was about the details of movie theatres in and around Mahabalipuram. Much to my relief, I got to know that there is one multiplex quite near our college (30 minutes’ drive) called “Mayajaal” .I searched for it online and came across their site which is filled with all these amazing details about multiplexes, shopping centers, food courts and bowling alleys. And not surprisingly I visited Mayajaal on the first week itself.More on that later.

       Though initially for me, doing Marketing project on Mayajaal was just another way of escaping to see a film , it has help me understand the various factors that contribute to the marketing mix in a firm and how a firm can uniquely position itself to a heterogenous consumer base.

       Mayajaal Entertaintment Limited is one of the countries’ largest multiplex with over 14 screens. It has been one of the landmark family entertainment centers in Chennai for over 10 years. It is aptly located between ‘Entertainment & IT Super high way’ making it the most suitable destination for tourists, businessmen and people like us. The entertainment center has multiplex, eight lane bowling alley, video games arcade, food court and a shopping mall. It also has an onshore resort, including rooms, suites, and cottages; forest themed bar and multi-cuisine restaurant; and conference and convention halls. In addition, the company operates The Champ, a sports village that has various facilities, such as cricket ground, indoor games sports complex, gallery, conference halls, and tennis court.

Main features of Mayajaal are:

1)      Easy access from ECR road : proximity to all the main towns and cities

2)      Lots of parking spaces around the entertainment centre- good service

3)      Neat and air conditioned ticket counter-which helps in building a good first impression.

4)      Entry fee of Rs.50 to restrict people – this is very good for families as there will be less people loitering around creating nuisance-family friendly.

5)      Block pricing and additional features like a) free entry ticket if you purchase movie tickets and b) reduced rates for families.

6)      Shops of Barista and Nilgiris outside Mayajaal. Barista has patio outside for customers to sit and enjoy the place with a cup of coffee.

7)      After entering the complex, I noticed that shops, food courts and games arcade are all arranged in a circular fashion. I felt that this increased the visibility and added a feeling of openness.

8)      Food court catered to all regional foods and this feature is an added attraction for many customers to visit this place.

9)      The well-maintained bowling alley attracts both youth and IT crowd.

10)   All the movie halls are neat and provide good ambience and comfort to the customer.

Mayajaal’s Marketing Mix

1)      Product package-It is a complete movie going experience. The Entertainment center has combined several factors like retail, entertainment and fun together in a place where families and friends can come together and enjoy. The amenities like internet booking, phone booking and good customer-friendly services facilitate the main function of a multiplex.

2)      Price – Movie prices range between Rs.100-200, depending on the movie. Even though the price is on the high side, it is justified when considering the comfort and benefit that a multiplex can offer. The entry fee to the main center is Rs.50.High price indicates high quality and that is the motto of Mayajaal.

3)      Promotion – Promotion is very important to gain customer confidence. There are many promotional campaigns done by Mayajaal. Event management, corporate parties and fun game events are conducted on regular basis to increase visibility. Mayajaal arranges appearances by famous filmstars before their film releases. This way of promotion helps both the film as well as the multiplex.

4)      People – The employees are made to feel as part of the organization and it is made sure that they represent the brand of ‘Mayajaal’. They are trained to be customer friendly and this helps in building up a good environment. Complimentary tickets are issued to employees to increase their morale.

5)      Place-Mayajaal is stationed at very good location, with close proximity to major towns. It is easily accessible from ECR road.

Mayajaal’s USPs

Ambience –The entertainment center has a unique and pleasant ambience. The ground floor has an open space at center to conduct events and promotions. There is a big screen mounted at one side which provides entertainment to all the visitors. The theatres which are placed in the first floor. The  plush chairs, the lighting fixtures, decorations and the visual effects contribute to the overall look and ambience of the place.

Amenities and Infrastructure –Amenities in Mayajaal includes customer services, food court, neat and clean toilets, bowling alley and games arcade zone and the shopping mall. The wonderful thing about these amenities is that all these are available under a single roof. They have one of the best infrastructures which include world class buildings, parking spaces, good interiors and emergency exits.

Online Services –Online ticket facility and online payment facilities are the main attractions that pull the crown into Mayajaal.

Proximity and safety – Mayajaal is located between the ‘Entertainment & IT Super high way’ which makes it accessible to people. The IT crowd in the nearby towns and the people near Mahabalipuram find it easy to go to Mayajaal to watch movie rather than to local theatres and multiplexes in Chennai.I have been assured by the manager that they have new detection systems regarding safety and considers safety of its customers important above all other factors.

Mayajaal enjoys a good customer base and is termed as one of the best multiplex in Chennai. The management should ensure that the quality, comfort and service is never compromised to retain its customers.

Arathi Krishnan

FT13412