220 CHATER – VI MARKETING OF ENTERTAIMENT TOURISM Introduction: In this chapter an attempt is made to discuss marketing strategies adopted for promoting entertainment tourism. For this purpose marketing strategies adopted by Ramoji Film City in promoting entertainment tourism at Ramoji Film City (RFC), Hyderabad is taken as a study. Among various entertainment destinations RFC is famous for its film studios, film settings, landscapes, gardens, fountains, various events, mock shootings and entertainment programs etc. For the convenience of discussion, the chapter is divided into two sections. Section-A covers a brief profile of Ramoji Film City (RFC), and marketing strategies in the frame work of 7Ps. In Section-B the responses of tourists, services providers and tours operators about marketing strategies are discussed SECTION-A In this section an attempt is made to discuss marketing practices adopted by RFC in the framework of 7Ps. As a prelude a brief account is presented about the profile of RFC. 6.1 Profile of Ramoji Film City (RFC) Ramoji film City was started in 1991, spread across 2000 acres of land located 20 KM from Hyderabad city. It is owned and managed by media baron Mr.Ch.Ramoji Rao of ‘Eenadu group’ Some of the special features of RFC: RFC achieved the distinct honor by entering the ‘Guinness Book of World Records’. AP State Tourism Department identified RFC as the most important tourism place in the state.
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220
CHATER – VI
MARKETING OF ENTERTAIMENT TOURISM
Introduction: In this chapter an attempt is made to discuss marketing strategies adopted
for promoting entertainment tourism. For this purpose marketing strategies adopted by
Ramoji Film City in promoting entertainment tourism at Ramoji Film City (RFC),
Hyderabad is taken as a study.
Among various entertainment destinations RFC is famous for its film studios, film
settings, landscapes, gardens, fountains, various events, mock shootings and
entertainment programs etc.
For the convenience of discussion, the chapter is divided into two sections.
Section-A covers a brief profile of Ramoji Film City (RFC), and marketing strategies in
the frame work of 7Ps.
In Section-B the responses of tourists, services providers and tours operators about
marketing strategies are discussed
SECTION-A
In this section an attempt is made to discuss marketing practices adopted by RFC
in the framework of 7Ps. As a prelude a brief account is presented about the profile of
RFC.
6.1 Profile of Ramoji Film City (RFC)
Ramoji film City was started in 1991, spread across 2000 acres of land located 20
KM from Hyderabad city. It is owned and managed by media baron Mr.Ch.Ramoji Rao
of ‘Eenadu group’
Some of the special features of RFC:
RFC achieved the distinct honor by entering the ‘Guinness Book of World Records’.
AP State Tourism Department identified RFC as the most important tourism place in the
state.
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In the last ten years RFC paid Rs.120 crores as taxes to the Government.
RFC Provides direct employment to more than 10,000 persons and indirect employment
to even more.
So far 900 films in different languages were made at RFC.
More than 12 lakh tourists visit RFC every year.
Rainbow color lab of RFC was awarded the prestigious ‘KODAK’ certification and
awards from Ministry of Information and Broad casting Government of India for is
excellent contribution in the field of photography and related activities.
RFC has membership in ‘International Amusements Parks Association and other
prestigious organizations in the related fields.
Every year many prominent personalities visit RFC, which include H.E. President of
India, Chief ministers of different states, Heads of States of the world, famous artists,
people from film industry, advertising film makers, TV serial producers etc.
The necessary requirements are looked and arrangements are made for the
convenience of film and serial producers and their artists including food, stay, dressing
and makeup, shooting equipment, transportation, banking and communications etc.
6.2 Marketing strategies of R.F.C
The marketing strategies of R F C is to attract more movie makers, tourists, to
organize corporate events, grand weddings etc. An analysis and detailed discussion of 7
p’s frame work of marketing mix strategies is as follows:
6.2.1 Product
In tourism ‘product’ means it is an amalgamation or mix of attraction, facilities,
amenities provided to the tourists or visitors the tourists who visit RFC can have the
following facilities and attractions.
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(I)Film Studios:
The largest film studio complex in the world as certified by Guinness world records,
Provides comprehensive and advanced film production facilities with dedicated
professionalism a filmmaker can walk with a script and work out with a film. RFC offers
comprehensive and international - standard pre – Production, Production and post
production resources.
a) Eureka: The EUREKA complex lies in the heart of Ramoji Film City. It’s a place of fun,
wonder and amusement filled with games, rides, shopping, restaurant and entertainment
for the visitors who visit the film city.
b) Ramoji Movie Magic: One can experience the audio visual illusions of the reel world by
being a part of special effects, dubbing and editing through chromo screens. The real
action has been the most consistently discussed attraction of Ramoji Film City.
c) Fundustan: Fundustan is the realm of Dadaji inn, where kids are free to explore and run
into pleasant surprises at every nook and corner. Fundustan is filled with fun for every
kid, with enough play areas, gardens, shows, puzzles and challenges to keep the children
busy all day long.
d) Back Stage Tour: The visitors can travel in the vintage red tour buses and can see all the
sets and shoot locations scattered throughout Ramoji Film City. The visitors can see the
airport set, rural and urban railway station, medieval court halls, administrative building
set, a college façade, a court Façade, a police façade and municipality front. We can
come across fake caves, temples and dozens of other locations which we see in the
movies. The other attractions are Angel’s Fountain, Askari Gardens, Japanese Gardens,
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Mughal Gardens, North Town, Princess Street Sanctuary Garden, Bhagavatham Set Sun
Fountain etc.
e) Restaurant: Ramoji film City offers visitors a wide range of dining options. There are
several restaurants for guests like Chanakya, Alamoana, Gunsmoke, Superstar etc. These
restaurants are designed in epic period style and the interiors are superb. We can have
variety of dishes Hyderabadi Biryani, South IndianlThali, Fast Food etc.
II) Special events:
In RFC various special events are conducted during festivals for this good number of
artists are appointed to perform special events. The following are the special events
organized at RFC.
a) Winter Fest Celebrations:The spectacular fest in the film city starts from December
– 21 To January – 5 attracts many a holidaymaker for entertainment, Carnival parade and
festivities for the year end. Every single evening of the winter fest will have mind-
boggling fun and entertainment characterized by colorful costumes and elaborate floats.
b) Kite Festival: This event is organized by RFC in Sankranthi festival day from morning to
evening in the month of January
c) VinayakaChaviti: VinayakaChaviti festival is celebrated every year at RFC. Vinayaka
idol is kept before the Eureka gate and it is decorates with leaves, flowers, fruits and
lights. Vinayaka pooja is performed and Prasadam is distributed to the devotees.
d) Diwali Carnival: On the night of Diwali festival the film city is decorated with colourful
lights. Fire crackers are the main attraction and various cultural shows are arranged for
the visitors.
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Attractive stay packages: For an exotic holiday experience with family and friends several
attractive hotel stay packages are Available to the tourists to suit their budget. The
tourists can stay at luxury hotel Sitara, Comfort hotel Tara and can go for economy
accommodation at Shantikinetan.
Transportation: Ramoji Film City can be reached through an hour – ling drive from
Hyderabad City. It is well connected by public and private buses. Regular buses are
operates by the state transport corporation to Ramoji Film City from different places in
the Hyderabad city. Tourism can also reach RFC in cabs.
6.2.2 Price
The officers of the RFC have given the Tariff for various services which are to be
covered for the expenditure involved in the management of Ramoji film city and other
related activities. The details are given below:
The RFC corrects tariffs for various services and products mainly to recover the
costs of capital and revenue nature under different heads of accounts. The general guided
tour ticket is priced Rs.800/- per person for Adult and Rs.700/- per Child. The services
provided are guided tour of RFC, Fundustan, Spirit of Ramoji show, Wild West Stunt
Show, Variety Show, Rides, and Ramoji Movie etc.
Ramoji star experience is priced Rs.1699/- Per Adult and Rs.1399/- Per Child.
The services provided are Air conditioned tour of RFC, Lunch at super star A/C
Restaurant, and privileged entry at some areas. The package includes welcome drinks &
snacks at thigh way VIP Lounge, privileged entry of action studio, Film Duniya and less
of walking during the tour.
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Pricing for film and T.V serials varies from time to time it depends on the services
offered, usage of setting, locations etc. For conferences, Meeting the price is determined
on the type of venue, requirement of facilities, number of participants etc.
6.2.3 Place
The tourists centre may be natural or historical or manmade and it cannot be
shifted elsewhere. To avail the services the customers have to reach the destination. The
infrastructural facilities transportation and communication help the tourists reach the
destination with ease and comfort.
Transportation facilities can be discussed under two heads: 1. Transportation from
various places to Hyderabad. 2. Transportation within the area of RFC. Tourists can come
to Hyderabad by different means of transport. The authorities of RFC arrange transport
from Hyderabad central bus station, Railway station. Smaller groups can rent a taxi while
larger groups can directly sign up with the travel desk for the right sized private bus. For
the local people, RFC is just an easy and inexpensive bus ride away visitors can catch
directly buses from Hyderabad’s Koti bus stand. Visitors can also drive down to RFC by
private vehicles, buy their tickets at the highway ticket counter and park inside the
Ramoji film City main gate parking area before boarding the tour buses of the Ramoji
Film City. Visitors are taken in special RFC buses from main gate to Eureka gate and
from there visitors are taken in jumbo vintage vehicle round the RFC
Channels of distribution: RFC appoints sales representatives and marketing executives to
promote the sales of RFC. Bulk and group bookings are done in advance for school and
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college students and employees of different organizations. For conference and meetings
the bookings are done by the companies and business firms.
6.2.4 Promotion:
The main purpose of promotional activities of tourism marketing is to create
awareness among customers and consumers about products and services offered by the
firms to increase the sales and to have an edge over other competitors. The promotional
activities can be taken up by advertising, Sales Promotion, personal selling, direct
marketing etc.
RFC promotes its products and services through print and electronic media and
other advertising channels.
a) News papers and magazines: RFC advertises through various newspaper and magazines
about various events and special programs regularly through its own newspapers,
magazines and in various other print media. RFC advertises through travel and film
magazines about the Ramoji film city to the tourists.
b) Electronic media: RFC uses electronic media for promotion by advertising advertises
through various T V channels. Eenadu group owns T V Channels in different languages.
RFC is a subsidiary of Eenadu group so it can advertise in all the channels of Eenadu.
Eenadu shows most of its films and T V Serials at RFC for promotional purpose which
attracts the tourists to visit RFC.
c) Communications: RFC uses latest technology in communications for its promotional
activities and to offer various services.
Tele Phone: + 91-8415 – 246555/666
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Mobile: 9848305878/9347342048
Fax: + 91-8415 – 305017/38
Email:rfc tourism @ ramojifilm city.com
d) Word of mouth publicity: Tourism who is satisfied with the services offered by RFC
spread the information to their relatives and friends.
e) Public relations: RFC’s public relation office maintains good relations with visitors in
general. It also industry and corporations. The PRO looks offer the advertisement
activities, redress of grievances of visitors, feedback from the visitors, etc.
6.2.5 People:
People play a very significant role in services marketing. In this context people
means the employees who work in the organization line staff, support staff, managers at
different levels etc. The services are delivered by the people, the aspect such as selection;
training, motivation and behavior of employees reflect the quality of services rendered by
them. RFC employs more than 10,000 staff to render various services to the visitors.
Every care is taken in selection, training and placement of the staff by RFC.
RFC’s Human resource and personal department appoints the staff by placing
notification in the media selected staff will be given training at RFC and subsidiaries of
Eenadu group. Formal and informal performance appraisal is done regularly to improve
the performance of the employees.
6.2.6 Process:
The service process refers to how a service is determined to a customer. The
service process includes various decisions, designing the service system, service
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processing etc. The service process should enable to deliver the services quickly,
promptly and efficiently without any delay. The process must be user friendly and cost
effective. The process involved for the important services at RFC is given below;
a) Providing information: RFC provides information oral, by telephone, correspondence and
online to the interested parties through its information centers located all over the state
and other parts of the country.
b) Booking: RFC has made arrangements to book tickets for entry to RFC, special events,
accommodation, meetings, conferences, birthday parties, weddings etc. The tourists can
book tickets in advance with RFC sales agents, internet booking through internet website
www.ramoji film city.com and payment by credit cards and current booking at the main
entrance of RFC for cash.
c) Transportation: RFC provides transport facilities for the convenience of the visitors to
the film city. RFC operates buses from different parts of Hyderabad to film city and back.
From the main entrance the visitors are taken to the film city by vintage jumbo vehicles
for the tour. The tourists will be taken in open buses for guided tours round the film city
and cover all the locations. Tourists can enjoy the beautiful gardens, landscapes, settings,
fountains etc.
d) Food: RFC offers food to visitors through different hotels and restaurants inside RFC to
later visitors of different tastes and choice. Dining places are neat, clean and well
ventilated. In the restaurant the service is of two types, self service and service by hotel
staff. Snacks, ice – creams, Soft drinks, and Coffee, Tea, Fruit juices etc are available all