First Class Films Marketing Presentation
-
Upload
john-carrigan -
Category
Documents
-
view
29 -
download
1
Transcript of First Class Films Marketing Presentation
![Page 1: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/1.jpg)
FIRST CLASS FILMS
Regal Entertainment’s Fine Dining and Movie Experience
By: John Carrigan, Freddy Escoto, Brett Harmel, Jonathan Stinnett, Mai Suzuki
![Page 2: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/2.jpg)
REGAL ENTERTAINMENT GROUP
Largest theatre circuit in United States
Total Number of Theaters: 569
Acquisition and integration expertise
![Page 3: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/3.jpg)
NEW SERVICE
New Movie Experience
• Comfortable Chairs
• Fine Dining
• Drinks
![Page 4: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/4.jpg)
DESCRIPTION OF SERVICE
Private Theatre sectioned off (21+)
Reserved Luxury Seating
High Quality Restaurant Food
Full Service Bar
![Page 5: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/5.jpg)
WHY IS MAR KETIN G IMPORTAN T FO R SU CCESS
Goal: Meet unmet needs
Product
Place
Promotion
Price
Risks
![Page 6: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/6.jpg)
MARKETING RESEARCH APPROACH
Surveys
Focus Groups
Observations
Test Market
Field Trial
![Page 7: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/7.jpg)
SWOT ANALYSIS
Strengths
• Brand New Idea
• Promising TargetMarket- college students and businesses
• Prime location in nice area of town
• Ability to market cheap and effectively
Weaknesses
• Limited amount of space
• Possible risks of serving alcohol
• Cost and acquiring alcohol licensing.
Opportunities
• Breakthrough idea that can expand
• Expansion of target market with lots of growth
• Partnering with local breweries and other businesses
• Adding smart phone apps, website w/online reservations, and new food/drink options
Threats
• Competition from other local theatres trying to implement new idea
• Surrounded by lots of local restaurants
• Difficult retention of loyal customers with rapid expansion
![Page 8: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/8.jpg)
SEGMENTATION CRITERIA
Geographic Dimension
• Region: California
• City: Bakersfield
• Edwards Cinema in The Marketplace
![Page 9: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/9.jpg)
SEGMENTATION CRITERIA (CONT. )
Demographic Dimension
• Income
• Age
• Family Cycle Stage
• Social Class
![Page 10: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/10.jpg)
TARGET MARKET
21-40 years of age
CSUB
The Marketplace
![Page 11: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/11.jpg)
PRICE STRATEGY
Administrative Prices
Direct Control
No introductory price
Loyalty membership
Target return: sales first-adjustment-profit
![Page 12: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/12.jpg)
ORGANIZATIONAL BUYERS
Oil Companies
Law Firms
Agricultural Businesses
Medical Groups
Hospitals
Educational Groups
![Page 13: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/13.jpg)
ORGANIZATIONAL BUYERS (CONT. )
Nice Luxury experience for the working man
Fine dining offered for a great dinner meal
Alcoholic beverages served during a great movie for a great price
Sizable disposable income
Incentives for companies to use as work incentives, rewards, gifts, etc.
Marketing strategy will have to adjust to accommodate large groups
![Page 14: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/14.jpg)
CURRENT COMPETITORS
Stars Theatre
• Local Business and Family friendly/inconsistencies
Reading Cinemas
• Low prices and promotions/outdated
Maya Cinemas
• Seating and rewards programs/location
![Page 15: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/15.jpg)
PO SIT ION ING AND DIFFER EN TIAT ION
Education of Future Customers• Posters• Movie Ads• Website• Local Commercials• Newspaper Ads
Unique Marketing Opportunity based on the new product
![Page 16: First Class Films Marketing Presentation](https://reader036.fdocuments.us/reader036/viewer/2022062523/58ee05801a28aba5258b45bd/html5/thumbnails/16.jpg)
PRODUCT LIFE CYCLE
Market Introduction
Market Growth
Market Maturity
Sales Decline