Brand Imagica Assessment

Survey Report

Submitted By-
Yash Thakkar

Submitted To-
Mr. Raveendra Singh
Mr. Sanchita Attawar
 Synopsis
• The survey report contains the data from 91 respondents from 14 cities. The survey was
been taken to understand the views of people (mainly targeted the youngsters) regarding
Imagica irrespective of their visit or not. The main aim behind this was to record the data
regarding their experience, interest, feedbacks, views, awareness and future plans
regarding Imagica.

• The survey has been divided into two sections- Visitors and non-visitors at Imagica. The
necessary questions had been asked for both sections to get clear idea of the views and
awareness from both the groups. It can be used to understand how to get already visitors
back to Imagica and how to motivate the non-visitors to experience Imagica.

• 48 respondents have visited Imagica before and 43 respondents have still not visited
Imagica out of total 91 respondents.
• The major cities targeted for the survey were Ahmedabad and Mumbai, Mumbai is the
city from where Imagica have highest footfalls compared to other cities and Ahmedabad
is the city where Imagica gets highest footfalls from Gujarat State.

• Maharashtra and Gujarat State have been active in terms of guest visits at Imagica. The
data presented in the further slides would also show the data of respondents in terms of
wide range of age groups starting from 15 till 40.
 Comparative analysis of Imagica between Mumbai, Ahmedabad and rest of the
cities.
• Geographical segmentation of the population as per different cities and Countries-

No. of Population
Ahmedabad
Mumbai
Rest of cities
20

42

Total responses= 91 29
Age-wise segmentation of population for comparison between
Ahmedabad, Mumbai and rest of the cities

Ahmedabad Mumbai
1 4 2
15-20
1 20-25
14 15-20
20-25 1 25-30
25-30 30-35
40 and more

27
21

42 responses 29 responses

Other cities
3 2
15-20
20-25
2 25-30
30-35
1 40 and more

12

20 responses
 Analysis of people who have visited Imagica before
Out of total Respondents= 91
16% Out of total Respondents= 91
14% 14%
14%

12% 11%
10% % of visitors
8%
Ahmedabad
6% Mumbai
6%
Rest of the cities
4% 3%
2%
2% 1% 1%

0%
0% 0% 0% 0% Preferred Parks
Once Twice Thrice Six times

. No. of visits
Higher percentage of visitors from all the cities preferred
to visit Imagica only once.

More awareness and liking for the Theme Park,

followed by the Water Park and least awareness Total respondents= 48
and preference towards Snow Park and other attractions.

Plus, the most influential sources of information as per the data

have been,
Imagica Website, Social media posts, Video Ads and family and
friends for all the cities.
 Analysis of people who have visited Imagica before
Total Respondents= 48

As per the table, 52%

30 visitors (62%) out of 48 agree with
the statement- 62% 33%
The quality of rides at Theme Park are better.

25 visitors (52%) out of 48 agree that, 33%

the location of the park is convenient. 5% 8% 7%

Still,
The reasons behind lack of re-visits,
as per the survey data is-
Strongly Agree
Location Agree
Connectivity
Neutral
pricing.
Disagree
 Mode of payment by the visitors

48 Respondents

16
32

48

visitors of Mumbai have comparatively very less preference

of online booking of tickets for Imagica compared to their footfall.

81% of total visitors from all cities have booked their tickets from Imagica Website.

16 Respondents booked tickets ONLINE

 Awareness regarding offers and promotions
Out of total Respondents= 91
As per the table (Online booking), 6.00%
5.50% 6%
Percentage of visitors from Ahmedabad and Mumbai 5.00%
who are unaware Of the offers and promotions Awarness of
are Higher. 4.00% offers
3% and promotions
3.00% 71% 5 Yes
Whereas, high percentage of Visitors from 5 2.20% No
rest of the cities are aware of the 2.00%
offers and promotions. 1.10%
1.00% 3 2
1
Visits with family are more planned in terms of 0.00%
0%
selection of offer packages and stay Ahmedabad Mumbai Rest of the cities
compared to Friends. Total visitors who booked tickets online- 16

Out of total Respondents= 91

12.00%
As per the table (Offline Booking), 9.90% 9.90%
10.00%
Higher percentage of visitors from all cities, Awarness of
8.00% 7.70% offers
are less aware of the offers and promotions and promotions
while booking at the walk-in counter at 6.00% 9 9
4.40% Yes
Imagica. 4.00% No
7 2.20%
2.00% 4 1.10%
2
0.00%
Ahmedabad Mumbai Rest of cities

Total visitors who booked tickets offline- 32

 Preferred occasion for the visit

Ahmedabad Mumbai
3 2 summer/winter
summer/winter holidays
holidays post exam breaks
3 festival/public
post exam breaks 5 holidays
11
festival/public
16 holidays

18 Responses
22 Responses

Visitors in all the cities prefer Summer and Winter Rest of cities
Holidays higher. summer/winter
2 holidays
post exam
There is more free/idle time during vacations breaks
festival/public
instead of festivals and post exam breaks, holidays

6
Hence, we can conclude that,
the preference of Theme Park and Water park gets higher 8 Responses
during Summer and winter (Diwali, Christmas) holidays.
 Awareness regarding Brand Imagica and its parks
Out of Total respondents= 91
18.00%
Higher % of (Non-visitor) respondents from
16.00% 15.40%
all cities are aware of the Brand Imagica.
14.00%
Awareness
12.00% 14 regarding
As per the survey data, 93% of the non-visitors
9.90% Brand Imagica
10.00%
7.70%
8.80% Have seen/heard advertisements of Imagica.
8.00%
Yes
6.00%
4.40% No
7
4.00%
8 9
2.00% 4 1.10%
0.00%
Ahmedabad Mumbai Rest of cities
43 respondents
Percentage of Non-visitor= 43 Respondents

Ratings given by 43 (Non-visitor) respondents

More than 80% of the respondents are aware of

Theme Park and Water Park,
Followed by Snow park.

Hardly few respondents are aware

of the attractions.

Most influential sources of information are,

Social media and Friends and Family.
Parks
 Future Plan of the visit
Non-visitors
Out of total Respondents- 91
20.00%
19%
18.00%
Number of times
16.00%
Preferred to visit
14.00%
12%
12.00% 11% Future plans
of visit
10.00% 17
Yes
8.00%
No
6.00% 11
4.40% 10
4.00%

2.00% 4 1.10%
0.00%
0.00% respondents 43
Ahmedabad Mumbai Rest of cities

Percentage of non-visitors= (respondents 43)

High percentage of respondents are interested to visit Imagica in the future.

Their preference of visiting Imagica is once a year.

The reasons apart from Location, connectivity and pricing is-

Busy Schedule, Lack of interest, try other entertainment option

And experienced better parks already.
 Best time to visit
Theme Park and Water Park
38 Respondents 38 Respondents

Theme Park Water Park

Highest percentage of respondents prefer Highest percentage of respondents prefer

winter season for visiting Theme Park. Summer season for visiting Water Park.

Reason behind this is, people prefer cool Reason behind this Is, People want to get
and sober climate to experience Theme refreshed and find a break from the hot
Park. weather, hence they prefer Water Park.

Summers becomes difficult for people to Winters are not suitable to experience Water
experience and enjoy the Park. Parks for majority of respondents.
 Ratings of Theme Park and Water Park
48 Respondents 91 Respondents
70%
35%
60% 58% 31%
30%
50%
Highly 25%
Satisfactory Highly
40% Satisfactory
Satisfactory 20%
Satisfactory
Neutral
30% 27% 14% Neutral
Dissapointing 15%
Dissapointing
Highly
20% Dissapointing Highly
10% Dissapointing
13% 7%
10% 5%
12%
2% 1%
0% 0%
Theme Park Theme Park
60% 30%
27%
52%
50% 25%

40% Highly 20% 18% Highly

33% Satisfactory Satisfactory
Satisfactory Satisfactory
30% 15%
Neutral Neutral
Dissapointing Dissapointing
20% Highly 10% Highly
13% Dissapointing 7% Dissapointing

10% 5%
2% 1%
0% 0%
Water Park Water Park
 Appendix
1. Total number of cities- 3. Preference of the activities during holidays-
43 Respondents

2. Offers and promotions availed by visitors-

20 respondents
 Conclusion
• As per the data analysis it can be concluded that, higher percentage of visitors have visited
and liked the Theme Park and Water Park compared to Snow Park and the attractions. The
information gathered by them was through Imagica Website, social media post and
friends/family. Also, higher percentage of visitors preferred to buy tickets at walk-in counter
instead of online forums further leading to less awareness of the offers and promotions for
the tickets.
• The visitors were highly satisfied with their visit at Theme and Water Park and also have been
happy with the service, quality of rides, maintenance and other facilities been provided.

• Higher percentage of non-visitors are aware regarding Imagica and the parks (mainly Theme
and Water Park) though different type of information sources. The issues faced by maximum
non-visitors are- connectivity, location and pricing.

• High percentage of non-visitors are keen to visit Imagica in future and would mainly wish to
visit once a year with friends and family, mainly during Summers and winters. As per the data
taken by all the respondents, they like going for a short trip or spend time with friends and
family at a café and other public places.

• Hence, still there is a need to increase the media reach and awareness of Imagica and all the
parks and attractions at other different cities so as to attract the people to Imagica from
different locations.