CGV - DMP01 - Competitor Review
description
Transcript of CGV - DMP01 - Competitor Review
COMPETITOR REVIEW – CATEGORY: ENTERTAINMENT
CHU THANH ĐỨC DIGITAL PLATFORM MANAGEMENT 02
CHU THANH ĐỨC @ All Right Reserved
Overview
0%
100%
200%
300%
400%
500%
600%
Box Office Bumps (2008 – 2012)
• Local market growth rate: 20-25%/year
• Revenue growth: $7 million (2008) - $35 mil. (2011) –
$43 mil. (2012) - $50 mil. (2013) – projected $110 mil. (2020)
• Movies distributed in 2014: over 120 (approx. 100
foreign movies & 20 local movies)
• 97 movies theaters, 246 rooms: only 20-40% qualified,
350 movies theaters to be expected
• CGV is the biggest brand & distributor, 60% of market
share, average revenue of $20-23 million/year
13 theaters
65 rooms
7 theaters
33 rooms
5 theaters
30 rooms 4 theaters
22 rooms
2 theaters
12 rooms
CHU THANH ĐỨC @ All Right Reserved
DIGITAL PLATFORM REVIEW – OWN MEDIA
OFFICAL WEBSITES
http://www.cgv.vn
FACEBOOK FANPAGE
http://www.facebook.com/cgvcinemavietnam
CHU THANH ĐỨC @ All Right Reserved
EXECUTIVE SUMMARY
Platforms
• Executing on the main 3 platforms: Own, Paid & Earn
• The most effective channels: websites, fanpage, CGV Vietnam App, Line
Content
• Advantage in privileged info from distributors
• Leading in the content creativity
• Rich content: film introduction, brand messages, promotions, Adv.
Integration
• Strong consistency between Websites & Fanpage
• Facebook Fanpage need to be more diversified: funny stories about movies
WEBSITES
•Automatically linked www.megastar.vn to www.cgv.vn
•Intensify the referral traffic: articles on brand awareness
•Replace pop-up windows by a static page
•Fine tune film portfolio layout: size, organization
•Re-allocate the banners, add side banners
•Fix the Session Times for Now Showing films
•Fix the Incoming Blockbusters, reconsider Comment Box (filter if needed)
•Remove the duplicated parts, give sources to others
FANPAGE
• Increase Hot topics: Horror movies, blockbusters, holiday movies (viral)
•Fine tune the caption
•Reduce links from Youtube
•Build the effective hashtags strategies and tactics
•Limit the length of post: 500 char
•Reduce the links, intensify direct videos uploaded
• Intensify hot topics & posts on Saturdays
• Intensify the fan engagement: reply to comments inside every post
•Shorten the time to response: within 1-2 hours
• Increase the interaction frequency of fans: good content & effective interaction
CHU THANH ĐỨC @ All Right Reserved
WEBSITES – PERFORMANCE & FUNCTIONS
CHU THANH ĐỨC @ All Right Reserved
WEBSITES PERFORMANCE - TRAFFIC
CHU THANH ĐỨC @ All Right Reserved
WEBSITES PERFORMANCE - FLOW
CHU THANH ĐỨC @ All Right Reserved
WEBSITES PERFORMANCE - SEARCH
CHU THANH ĐỨC @ All Right Reserved
WEBSITES PERFORMANCE – PROs & CONs
PROs
• Highest ranking in town
• Best traffic in town
• Good associated information to
related websites
CONs
• No definition of category
• Bounce rate still higher than direct competitor’s
• Direct traffic is low
• Information provided in the process of
changing domain name
www.megastar.vn -> www.cgv.vn
CHU THANH ĐỨC @ All Right Reserved
WEBSITES FUNCTION - PROs
• Good visual interface & design
• Clear sitemap, straightforward function tabs
WEBSITES FUNCTION - PROs
• Speedy performance
• Rich content (films, cinemas, promotions, membership, etc.)
WEBSITES FUNCTION - CONs
Difficulty in use due to pop-up windows
WEBSITES FUNCTION - CONs
Bad user-experience: wrong information
WEBSITES FUNCTION - CONs
Film portfolio layout is not optimal
WEBSITES FUNCTION - CONs
Display Ads/Banners are irrationally placed
WEBSITES FUNCTION - CONs
Unperformed Recommendation Box & counterproductive Comment Box
WEBSITES FUNCTION - CONs
Wasted area of websites
WEBSITES – Learnings & Recommendation
• Automatically linked www.megastar.vn to www.cgv.vn
• Intensify the referral traffic: articles on brand awareness
• Replace pop-up windows by a static page
• Fine tune film portfolio layout: size, organization
• Re-allocate the banners, add side banners
• Fix the Session Times for Now Showing films
• Fix the Incoming Blockbusters, reconsider Comment Box (filter if needed)
• Remove the duplicated parts, give sources to others
RECOMMENDATION
• Highest ranking in town
• Best web visits in town
• Good associated information to related websites
• Good visual interface & design
• Clear sitemap, straightforward function tabs
• Speedy performance
• Rich content (films, cinemas, promotions,
membership)
• No definition of category
• Bounce rate still higher than direct competitor’s
• Direct traffic is low
• Information provided in the process of
changing domain name
• Difficulty in use due to pop-up windows
• Unperformed Recommendation Box &
counterproductive Comment Box
• Bad user-experience: wrong information
• Film portfolio layout is not optimal
• Display Ads/Banners are irrationally placed
• Wasted area of websites
CONs PROs
FACEBOOK FANPAGE
FANPAGE – KPI Overview
PROs
• The largest fan base
• Highest response level
• Fastest response time CONs
• Growth Rate is being slow
• Talking About is low
• Engagement is low
• Quality of Interaction is low
• Page Performance is low
FANPAGE – Content
Film Release
Hit List
New Trailers Fanmade
Promotions
FANPAGE – Content
Photo Contest Session Times
Free Tickets
Events
Free Gifts
FANPAGE – Content Strategy
Hot topics: Horror movies,
blockbusters,
holiday movies (VIRAL)
FANPAGE – Content Strategy
• Fine tune the caption
• Reduce links from Youtube
• Build the effective hashtags
strategies and tactics
FANPAGE – Content Strategy
FANPAGE – Content Strategy
• Limit the length of post: 500 char
• Reduce the links, intensify direct videos uploaded
FANPAGE – Engagement
Chose the wrong time!!! Needed to focus on Saturdays
FANPAGE – Engagement
• Intensify the fan engagement: reply to comments inside every post
• Shorten the time to response: within 1-2 hours
• Increase the interaction frequency of fans
FANPAGE – Learnings & Recommendation
• The largest fan base
• Highest response level
• Fastest response time
• Very rich content
• Use the right types of post
• Highly engagement with fans’ posts
PROs • Growth Rate is being slow
• Talking About is lower than expected
• Engagement is lower than competitors
• Quality of Interaction is low
• Page Performance is lower than
competitors
• Chose the wrong time to post
• The length of posts needed to be limited
• Interaction inside posts
• Fan-Retention problem
CONs
• Increase Hot topics: Horror movies, blockbusters, holiday movies (viral)
• Fine tune the caption
• Reduce links from Youtube
• Build the effective hashtags strategies and tactics
• Limit the length of post: 500 char
• Reduce the links, intensify direct videos uploaded
• Intensify hot topics & posts on Saturdays
• Intensify the fan engagement: reply to comments inside every post
• Shorten the time to response: within 1-2 hours
• Increase the interaction frequency of fans: good content & effective interaction
RECOMMENDATION
EXECUTIVE SUMMARY
Platforms
• Executing on the main 3 platforms: Own, Paid & Earn
• The most effective channels: websites, fanpage, CGV Vietnam App, Line
Content
• Advantage in privileged info from distributors
• Leading in the content creativity
• Rich content: film introduction, brand messages, promotions, Adv.
Integration
• Strong consistency between Websites & Fanpage
• Facebook Fanpage need to be more diversified and engaged
WEBSITES
•Automatically linked www.megastar.vn to www.cgv.vn
•Intensify the referral traffic: articles on brand awareness
•Replace pop-up windows by a static page
•Fine tune film portfolio layout: size, organization
•Re-allocate the banners, add side banners
•Fix the Session Times for Now Showing films
•Fix the Incoming Blockbusters, reconsider Comment Box (filter if needed)
•Remove the duplicated parts, give sources to others
FANPAGE
• Increase Hot topics: Horror movies, blockbusters, holiday movies (viral)
•Fine tune the caption
•Reduce links from Youtube
•Build the effective hashtags strategies and tactics
•Limit the length of post: 500 char
•Reduce the links, intensify direct videos uploaded
• Intensify hot topics & posts on Saturdays
• Intensify the fan engagement: reply to comments inside every post
•Shorten the time to response: within 1-2 hours
• Increase the interaction frequency of fans: good content & effective interaction