Ambarish K.

Sharma 1411213

Group 02

Sambit Rath 1411262

CINEPOLIS PROFILE & INDIAN MULTIPLEX INDUSTRY

Industry Perspectives
900 multiplex screens across the country
3 Billion + movie tickets sold every year
Pan Indian players
PVR, INOX, Cinepolis, Big Cinemas

Cinepolis India
1st Multiplex to enter Indian market in 2009
Pan Indian presence with 200 screens in 21
cities
Globally 4th largest
Wholly owned subsidiary of Cinepolis Mexico

Major Concerns of the Industry

Film Piracy e.g. Manjhi
Quality of movies
Customer attraction despite indirect competition
Customer experience to their delight
Low remuneration
Lack of expertise to handle latest technology
Financial constraints

CINEPOLIS MOVES
Club Cinepolis
Customer Loyalty
Program launched
in 2003
Purchases at hall
counters also
eligible
No monetary
compensation

No joining fee
Inputs customer
information

Emphasis on South

Customer Centric
Technology
Customer Promotion
&
Care

Currently 22 operational screens

Plan to invest 400 crore to add 180 new screens by
2017
Inadequately served region
Cares about leg spacing for patrons
Halls with 10% fewer seats compared to peers
Moves out if mall lacks in enough parking space

Digital screening
Ticket management s/w: Showbiz
Vista
Unveiled 2nd largest Megaplex in india with 14 screens
Launched Indias first 4DX technology enabled screen

Club Cinepolis points and various movie contests

Customer feedback program
Lower prices on Wednesday and every day morning
shows

INSIGHTS GAINED AND ISSUES SURFACED

In depth Interview: 6 people coming out of Movie hall

Information sought: To gauge their movie experience at Cinepolis Meenakshi Mall

Inferences drawn

Brand awareness of Cinepolis

Positive association

5 on 6 Brand loyal still 4 on 6 Unaware of loyalty program

None (0 on 6) used cinepolis website for booking

Preferred platform: Bookmyshow.com

2 on 6 never buy at F&B counter during intermission to avoid wait time.

Internal Issues (Based on interview of 4 Nos. Employees)

a) Lack of transparency in the appraisal system, poor remunerations etc.

b) Lack of motivation among the employees

Issues related to customers

a) To get an unbiased & reliable feedback
b) To motivate customer to share their experiences

c) To educate customer about customer loyalty initiatives

RECOMMENDATIONS
Cinepolis Mexico Mascot

Cinepolis India Mascot

Customer Profiling
FREQUENCY OF BOX OFFICE VISIT
Low
High

Low
SALES FROM FOOD &
BEVERAGE
High

No Targeting

Offer more Varieties

of Beverages

Give Discounts on
Movie Tickets

Give Gifts on social

Occasions

RECOMMENDATIONS
Based on information gained: F&B segment more profitable than Movie goers

Track and maintain purchase preferences

Map movie tickets with on the F&B counter purchase
Offer reward system for F&B segment also
Reward system at bookmyshow also.
Minimize waiting time at F&B counter
Ticket and food bundling (including combo offers)
Introduce Cinepolis F&B App
Introduce free wifi connectivity inside the hall
Movie themed food items
Introduce online food ordering on Ticket booking websites
Periodic email alerts but not excessive communications