Service Marketing : Multiplex

7/31/2019 Service Marketing : Multiplex

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10/15/12SERVICE MARKETING :MULTIPLEX

BY:ABHIJIT CHAUDHURI (02)SUSHOVAN MAITY (103)SOURAV DE (101)


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10/15/12MULTIPLEX

A multiplex is a movie theater complex with multiple screens,typically six, ten, or more screens.

They are usually housed in a specially designed building.

Sometimes, an existing venue undergoes a renovation

where the existing auditoriums are split into smaller ones, ormore auditoriums are added in an extension or expansion ofthe building.

The largest of these complexes can sit thousands of peopleand are sometimes referred to as a Megaplex.


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10/15/12

Priya Village Roadshow (PVR) Cinemas is one of the largestcinema chains in India.

The company, began as a joint venture agreement betweenPriya Exhibitors Private Limited (The Bijli Group) and VillageRoadshow Limited(Australia) in 1995 with 60:40 ratio, beganits commercial operations in June 1997 with the launch ofPVR Anupam in Saket, Indias first multiplex.

In 2003, Renuka Ramnath, the head of private equity fundICICI Venture, took the final call in favour of investing Rs 40crore in Bijlis PVR Ltd in March 2003 when AustraliasVillage Roadshow, had decided to pull out of India and 17

other countries.


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10/15/12PRODUCT & PRICE

Luxury Cinema

Bulk Booking

E-Booking, Telebooking

Parties at PVR Movie Vouchers

Advantage of being one ofits kind so pricing is high.

The Movie theatre market isa free market & it allowsPVR to set its own price.

Morning shows are cheapercompared to regular shows.


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10/15/12PRICE AT

PVRs Weekday Ticket Price

Before 12 After 12

PVR Saket (Anupam) Rs.75 Rs.175

PVR Select City Walk Premiere, Saket Rs.250-300 Rs. 300-350

PVR Select City Walk Gold, Saket Rs. 750 Rs. 850


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10/15/12PLACE & PROMOTION

Good Location.

Do not follow any

franchisee outlet, eventhough they indulge inonline & tele booking.

Movies are acquiredthrough the distributors.

Print media, Radio.

Contests pertaining to

festivals and events.

Online promotionalcontests.


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10/15/12PEOPLE & PHYSICALEVIDENCE

Employees:

Complimentary Tickets

10 National Holidays

Training

Personalized badges & Uniform.

First aid course.

Customer: Customer Complaints are

escalated to the respectivemanagers.

Exteriors:

Movie Hoardings

Movie Schedule

Computerized service

Banners

Parking

Interiors:

Seats

Hygienic Wash Rooms

Staircase,Escallator & Elevator

Ambience, Design of the theatre,

Sound & Visual equipment.


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10/15/12PROCESS

Ticket Counter System

. Conventional counter

. Quick Tix Machines

Tele Booking System

Online Booking System

.Through Credit & Debit Cards

Mobile Phone Applications


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10/15/12SWOT Analysis of


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10/15/12 Big Cinemas, a division of Reliance MediaWorks Ltd (formerly

known as Adlabs Films Limited) and a member of Reliance Group.

Indias largest cinema chain with over 516 screens spread acrossIndia, US and Malaysia. The company accounts for 10 to 15% ofbox office contributions of large movies.

After pioneering the IMAX experience in India, it recently launched3D and 6D technology and is the only cinema chain to screen filmsin all three formats. It is also launching the first Megaplexes in thecountry.


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Luxury Cinemas

IMAX 3D experience

Cine Dinner

Private in cinema Lounge

Movie Vouchers

E-Booking,Tele booking, SMSBooking

Bulk/Corporate Booking

Pricing is usually high on Friday& the Weekends.

It sets its own prices keeping upwith the market trend.

Morning shows have relativelycheaper priced tickets comparedto regular shows.


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There are 6 Big Cinemas spreadacross Delhi NCR.

Usually open at an eventful yetuntapped location.

Their services are sold solely attheir chains. They do not followany franchise outlets.

The only intermediary involved arethe movie distributors and BigCinemas acquire the moviesthrough them.

Print Media

Contests online contests wherecontestants can win Original FilmMerchandise and goodies.

Star studded events on Premier ofmovies.


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10/15/12PEOPLE & PHYSICAL EVIDENCE

Employees:


Holidays/Leave

Training


Customer:

Customer Complaints are escalated tothe respective managers.

Exteriors:

Movie Hoardings

Movie Schedule

Banners

Parking

Interiors:

Seats

Hygienic Wash Rooms

Staircase,Escallator & Elevator

Ambience, Design of the theatre, Sound& Visual equipment.


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10/15/12PROCESS



. Self Service Machines

Tele Booking System


. Through Credit & Debit Cards

Mobile Phone Applications


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10/15/12 INOX Leisure Limited is the diversification venture of the

INOX group into entertainment and is a subsidiary of GujaratFluorochemicals Ltd headquartered in Mumbai.

INOX currently operates 41 multiplexes and 155 screens in26 cities .

Winner of the ICICI Entertainment Retailer of the YearAward 2005, TAAL Multiplexer 2006 and EmergingSuperbrand of the year 20062007 Award.

Hosts the International Film Festival of India, since 2004.


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Luxury Cinemas

Movie Vouchers

E-Booking & Telebooking

Bulk Booking

Corporate Booking

High Pricing during Weekends and

during Premier shows.

Inox Sets its own price for movietickets as movie theatres market isa free market.

Morning Shows are primarilytargeted for youths and the ticketcost relatively less.


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10/15/12PRICE AT

INOX

Crown Interiorz Mall, Delhi Mathura Road, Faridabad PRICE

Weekdays

Depending on the show time the price of the ticket varies.

The ticket rates are Rs. 120, Rs. 140 and Rs. 160


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Inox Faridabad is the only Inox, inDelhi NCR.

Their services are sold solely attheir chains. They do not followany franchise outlets.

The only intermediary involved arethe movie distributors and BigCinemas acquire the moviesthrough them.

Print Media

Banners

Contests

Internet portals

Vouchers


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10/15/12PEOPLE & PHYSICAL EVIDENCE

Employees:


Holidays

Training


Customer:

Customer Complaints areescalated to the respective

managers.

Exteriors:

Movie Hoardings

Movie Schedule

Computerized service

Banners

Parking

Interiors:

Seats

Hygienic Wash Rooms

Staircase,Escallator &Elevator


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10/15/12PROCESS



Tele Booking System


. Through Credit & Debit Cards

. Mobile Phone Applications


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10/15/12DATA ANALYSIS


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10/15/12RECOMENDATION

Inox, although is a major player in other parts of the countrybut it has only one multiplex in Delhi NCR ( Faridabad ). So,they need to come up with more plexes in the region as itsthe weakest brand.

They should come up with automated ticket machines in theirtheatres like PVR Cinemas s Quick Tix.

Technological Innovation & collaboration like PVR IMAX

theatres.

More Value Added Services.

Service Marketing : Multiplex

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