WelcomeService Marketing

20/11/2013

Entertainment Services7P’s Marketing Mix Team 11

Nagarjuna Adiga

Nandipati Saiteja Srikant

Neha Gupta

Mrinal B

Nagendra Prasad

Nagarjuna MR

What are Entertainment Services?

Story telling

Drama

Music

Dance

Films

Games

Marketing Mix of The Multiplexes

Service Product

Core service product are the MOVIES

Luxury Cinemas

E- booking, Tele booking and Mobile App

Movie Newsletters and vouchers

Price

Depends on the day of the week

Morning shows, noon, evening shows and night shows

Weekend shows are priced higher

Prices start from Rs 70

Premium prices vary from Rs 300 – 500 on weekdays and Rs 600

on weekends

Multiplexes make use of all tangible elements to prove their

pricing

Place

All Multiplex cinema halls are stationed at good locations in the city

Housed inside shopping malls. This enables them to gather a number of footfalls everyday

Multiplexes are opened at eventful yet untapped locations

Multiplex cinema service is sold solely at their respective chains.

The only intermediary is the Indian as well as international movie distributors to procure their movie prints

Promotion

Print advertisements on every Friday giving out the latest movie schedule

Any new developments are communicated to the customers via press

releases

Collaboration with cellular services and FM Radio which have SMS and win

contests which promote both brands significantly and give out free tickets

to the lucky customers

Multiplexes host various premier shows with leading movie stars visiting

the cinema

People

Around 50 employees at the corporate level.

50-60 employees at each cinema headed by a Cinema General

Manager.

For the customers convenience, The nature of all employees is

very friendly, informed, helpful, reliable, soothing, cheerful and

youth-like. Therefore, the audience can easily relate and

communicate with them

Customers of all age groups are entertained

Process

Computerized ticketing

Accept credit cards against tickets

Cinema tickets on Internet with online payment gateway for

payment

Physical Evidence

Ambient Factors like air quality, fragrance of the air and

circulation

Design factors like aesthetics, architecture, color scheme, layout

and comfort

Behavior and number of service personnel

Quality and quantity of other customers

Service GAP Model

Thank you for Listening