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FLOWERS OF
SERVICE
INFORMATION
Core
ORDER TAKING
Core
BILLING
Core
PAYMENT
Core
CONSULTATION
Core
HOSPITALITY
Core
SAFEKEEPING
Core
EXCEPTIONS
Core
7 PS
PRODUCT
LUXURY CINEMAS
BULK CINEMAS
PARTY AT PVR
PRICING
The pricing strategy adopted by PVR is skimming the market on weekends
and penetrating the market on weekdays.
The prices also depends the movie and the time of the day it is being
screened.
PLACE
All PVR cinema halls are stationed at good locations in the city.
This enables them to gather a number of footfalls everyday.
PVR opens its outlets at eventful yet untapped locations.
PVR has no other channel of distribution, as their service is sold solely at
their chains.
PROMOTION
PVR as a brand indulges into print advertisements on every Friday giving
out the latest movie schedule.
PEOPLE
PROCESS
It was the first cinema company to introduce computerized ticketing through use of
international box office software in its cinemas
First cinema to accept credit cards in India against tickets;
And the first to offer cinema tickets on Internet with online payment gateway for payment.
PHYSICAL EVIDENCE
AMBIENT FACTORS
DESIGN FACTORS
BLUE PRINT
TARGETING
S E G M E N ATATI O N
POSITIONING
TARGETING
Targeted Metro and Non Metro People
In Metro ,targeting Premium customers by providing PVR Gold and Urban customers by
providing PVR Cinemas
In Non Metro, targeting tier II & tier III cities by providing PVR Talkies
Age: between 18 and 49
Income: Having Standard income
Education: College degrees or higher - as more than 50% of movie-going audience
are adults and out of these adults, 37% have college degrees or higher
SEGMENTATION
PVR Cinemas has approx. 22 million movie goers per month.
PVR segmented the market as
Demographic Segmentation As per age ,income & education
Psychographic Segmentation - As PVR Movie Goers are people with high
resources and can be classified as Experiencers who seek variety and
entertainment and spend a comparatively high proportion of income on
fashion, entertainment.
Consumer Behavioral Segmentation - Usage rate: 1/3 of the population
attends the movies one or more times per month
POSITIONING
Positioned as Premium Class
Premium positioning affects the customers perceptual positioning
PVR comes across as a superior brand in terms of cinema viewing as well as the experience
PRICING
STRATEGY
The pricing strategy adopted here is a skimming price strategy. PVR had a clear
cut picture of what kind of services to be provided to customers.
Since they had a unique way of interaction with their customers, they had to incur
heavy costs in implementing this strategy of high price.
The pricing strategy adopted by PVR is skimming the market on weekends and
penetrating the market on weekdays. The prices also depends the movie and the
time of the day it is being screened.
PVR lowers ticket prices charged on Monday, Tuesday, Wednesday and Thursday,
where demand is less, compared with Friday, Saturday and Sunday, where demand
is greater.
Demand for going to the cinema is relatively price elastic on Mondays, Tuesdays,
Wednesdays and Thursdays and relatively price inelastic on Fridays, Saturdays and
Sundays. Theirs goal in offering tickets at lower prices is to attract more customers
(thereby increasing the occupancy rate) and increase box office revenue
Screens
Classic
Europa
Features
Ordinary seats, Food and
Price
90 to 300
Cancellation
A nominal charge is charged on
cancelled
available
Special Reclining Seat, Luxury
250 to 500
500 to 1000
3 STAGE MODEL
FOR SERVICE
YIELD
MANAGEMENT
Increase Price
Increase no of shows
Reduce price
Decrease no of shows
Flexible Timings
Increase Advertising activities
PVR acquired Cinemax and D T Cinemas to expand their base, to cater larger number of audience
Cross-training employees
Maintenance/ Renovation
Employee Vacations
CREDITS
THANK YOU- Dr.ROOPESH KUMAR
THANKING THE AUDIENCE FOR THEIR SUPPORT
PRESENTED BY
PRAJITH K R
AKASH SRIVATSAVA
RAGHVENDRA PRATAP SINGH
DEVANSHU KULSHRESTHA
THE END!!!!!!