SERVICE MARKETING : MULTIPLEX

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BY: ABHIJIT CHAUDHURI (02) SUSHOVAN MAITY (103) Click to edit(101) Master subtitle SOURAV DE

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MULTIPLEX

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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, or more auditoriums are added in an extension or expansion of the building.

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

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

The company, began as a joint venture agreement between Priya Exhibitors Private Limited (The Bijli Group) and Village Roadshow Limited(Australia) in 1995 with 60:40 ratio, began its commercial operations in June 1997 with the launch of PVR Anupam in Saket, Indias first multiplex.

In 2003, Renuka Ramnath, the head of private equity fund ICICI Venture, took the final call in favour of investing Rs 40 crore in Bijlis PVR Ltd in March 2003 when Australias Village Roadshow, had decided to pull out of India and 17 other countries.

10/15/12 PRODUCT & PRICE

Luxury Cinema Bulk Booking E-Booking, Telebooking Parties at PVR Movie Vouchers

Advantage of being one of its kind so pricing is high. The Movie theatre market is a free market & it allows PVR to set its own price. Morning shows are cheaper compared to regular shows.

PRICE AT
PVRs

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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

PLACE & PROMOTION

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Good Location. Do not follow any franchisee outlet, even though they indulge in online & tele booking. Movies are acquired through the distributors.

Print media, Radio. Contests pertaining to festivals and events. Online promotional contests.

PEOPLE & PHYSICAL10/15/12 EVIDENCE

Employees:

Exteriors:

Complimentary Tickets 10 National Holidays Training Personalized badges & Uniform. First aid course.

Movie Hoardings Movie Schedule Computerized service Banners Parking

Customer:

Interiors:

Customer Complaints are escalated to the respective managers.

Seats Hygienic Wash Rooms Staircase,Escallator & Elevator Ambience, Design of the theatre, Sound & Visual equipment.

PROCESS

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Ticket Counter System . Conventional counter . Quick Tix Machines

Tele Booking System Online Booking System . Through Credit & Debit Cards

Mobile Phone Applications

SWOT Analysis of

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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 across India, US and Malaysia. The company accounts for 10 to 15% of box office contributions of large movies. After pioneering the IMAX experience in India, it recently launched 3D and 6D technology and is the only cinema chain to screen films in all three formats. It is also launching the first Megaplexes in the country.

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10/15/12 PRODUCT & PRICE

Luxury Cinemas IMAX 3D experience Cine Dinner Private in cinema Lounge Movie Vouchers E-Booking,Tele booking, SMS Booking Bulk/Corporate Booking

Pricing is usually high on Friday & the Weekends. It sets its own prices keeping up with the market trend. Morning shows have relatively cheaper priced tickets compared to regular shows.

PRICE AT
BIG Cinemas

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Weekdays

Connaught Place

Rs. 200 400

Ansal Plaza, Greater Noida

Rs. 110

Palam Vihar, Gurgaon

Rs. 175

10/15/12 PLACE & PROMOTION

There are 6 Big Cinemas spread across Delhi NCR. Usually open at an eventful yet untapped location. Their services are sold solely at their chains. They do not follow any franchise outlets. The only intermediary involved are the movie distributors and Big Cinemas acquire the movies through them.

Print Media Contests online contests where contestants can win Original Film Merchandise and goodies. Star studded events on Premier of movies.

PEOPLE & PHYSICAL EVIDENCE 10/15/12

Employees:

Exteriors:

Complimentary Tickets Holidays/Leave Training Personalized badges & Uniform.

Movie Hoardings Movie Schedule Banners Parking

Customer:

Interiors:

Customer Complaints are escalated to the respective managers.

Seats Hygienic Wash Rooms Staircase,Escallator & Elevator Ambience, Design of the theatre, Sound & Visual equipment.

PROCESS

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Ticket Counter System . Conventional counter . Self Service Machines

Tele Booking System Online Booking System . Through Credit & Debit Cards

Mobile Phone Applications

SWOT Analysis of

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INOX Leisure Limited is the diversification venture of the INOX group into entertainment and is a subsidiary of Gujarat Fluorochemicals Ltd headquartered in Mumbai.

INOX currently operates 41 multiplexes and 155 screens in 26 cities .

Winner of the ICICI Entertainment Retailer of the Year Award 2005, TAAL Multiplexer 2006 and Emerging Superbrand of the year 20062007 Award.

Hosts the International Film Festival of India, since 2004.

PRODUCT & PRICE 10/15/12

Luxury Cinemas Movie Vouchers E-Booking & Telebooking Bulk Booking

High Pricing during Weekends and during Premier shows. Inox Sets its own price for movie tickets as movie theatres market is a free market. Morning Shows are primarily targeted for youths and the ticket cost relatively less.

Corporate Booking

PRICE AT
INOX
Crown Interiorz Mall, Delhi Mathura Road, Faridabad

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PRICE Weekdays

Depending on the show time the price of the ticket varies. The ticket rates are Rs. 120, Rs. 140 and Rs. 160

10/15/12 PLACE & PROMOTION

Inox Faridabad is the only Inox, in Delhi NCR. Their services are sold solely at their chains. They do not follow any franchise outlets. The only intermediary involved are the movie distributors and Big Cinemas acquire the movies through them.

Print Media Banners Contests Internet portals Vouchers

PEOPLE & PHYSICAL EVIDENCE 10/15/12

Employees:

Exteriors:

Complimentary Tickets Holidays Training

Movie Hoardings Movie Schedule Computerized service Banners Parking

Personalized badges & Uniform.

Customer:

Customer Complaints are escalated to the respective managers.

Interiors:

Seats Hygienic Wash Rooms Staircase,Escallator & Elevator

PROCESS
Ticket Counter System . Conventional counter

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Tele Booking System

Online Booking System . Through Credit & Debit Cards . Mobile Phone Applications

SWOT Analysis of

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DATA ANALYSIS

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DATA ANALYSIS

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DATA ANALYSIS

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DATA ANALYSIS

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RECOMENDATION

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

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

Technological Innovation & collaboration like PVR IMAX theatres.

More Value Added Services.