1Marketing Strategy and Customer comforts

with reference to Bharat Big cinemas

Doc: M.B.A( Marketing) -V.T.U final semester project.

Name: Swasthik Shetty

Qualification: B.E, MBA

College: St.Joseph Mangalore (Mysore Region)

Year: 2011-2013

Project place: Big cinemas Mangalore

2EXECUTIVE SUMMARY

Entertainment Industry today is being redefined in terms of content, delivery mechanisms and

the emerging technologies. The Film Industry is overwhelmed by the growth of multiplexes,

which has changed not only the entire entertainment experience for the consumers but also

impacted the movie making business. The Television Industry continues to boom new channels

being launched and new content formats emerging such as reality shows, niche and kids

channels. Here again, emerging technologies such as broadband and digitalization will cover the

way for growth in this segment.

The Indian entertainment and media industry has out-performed the Indian economy and is one

of the fastest growing sectors in India. The entertainment and media industry generally tends to

grow faster when the economy is expanding. The Indian economy has been growing at a fast clip

over the last few years, and the income levels too have been experiencing a high growth rate.

Above that, consumer spending is also on the rise, due to a sustained increase in disposable

incomes, brought about by reduction in personal income tax over the last decade. All these

factors have given an impetus to the entertainment and media industry and are likely to

contribute to the growth of this industry in the future. Based on industry feedback, additional

sections showcasing the emerging International Trends in each segment have been included in

this years report. We thank Big cinemas for drawing the necessary knowledge from their global

resources for this endeavor. Their effort to present the content of the report in a form that is

interesting and useful, not only to the industry people but also the public at large is greatly

appreciated. The crux of the problem is the Formulation of Innovative Marketing Strategies of

Entertainment Services at Big cinemas, Mangalore. The research objectives include examination

the services offered by Big cinemas, ascertaining the customer satisfaction level and explore the

fun innovation of Big cinemas. The research investigation indicated that the Big cinemas

promotional activities are very effective; services are youth-oriented and have the cutting edge

technology. However constant innovation is needed to sustain its distinctive competitive

advantage.

31. INDUSTRY PROFILE

Today, new media of all types must be considered when considering the scope of the

entertainment and media industry. Broadly measured, the entertainment and media industry

spans multiple sectors, from America's 9,042 FM radio stations, to the 1.4 billion movie tickets

sold each year. Meanwhile, Newspapers are finding it increasingly difficult to compete against

Internet news and advertising delivery rivals. Recorded music sales on CD-ROM continue to

suffer while sales of digital music files are soaring. Traditional radio broadcasting is suffering,

finding it increasingly difficult to gather listeners for advertising-based radio programming due

to such alternatives as satellite radio and digital MP3 players. The burning issue affecting all

sectors of the entertainment and media industry is maintaining control of content and audiences

while taking advantage of myriad new electronic delivery venues. Competition in the

entertainment sector is fierce. Gone are the days when television and radio programmers enjoyed

captive audiences who happily sat through ad after ad, or planned their schedules around a

favorite show. Consumers, especially consumers in younger demographics, now demand more

and more control over what they watch, read and listen to. The various Issues related to control

include the factors such as Pricing for content including free-of-charge access; illegal downloads

versus authorized downloads; and full ownership of a paid download versus pay-per-view.

Portability including the ability for a consumer to download once, and then use a file on multiple

platforms and devices including iPods and cell phones, or the ability to share a download with

friends. Delayed viewing or listening such as viewing TV programming at the consumer's

convenience and similar personal video recorders.

The competition among entertainment delivery platforms has intensified; all sectors face

daunting challenges from alternative delivery methods. For example, satellite radio delivery of

subscription based music and talk programming has hit its stride multimillion subscriber counts

for Sirius and its competitor XM. Another example: telecommunications companies such as

AT&T are now delivering television programming to the home via telephone wires, battling

cable and satellite TV firms for market share.

Today Entertainment and media industry in India is seen as one of the most happening market

place in the global market. Currently India is one of the best performing economies in the world.

The magnitude of The Indian Entertainment and Media Industry can be made out from the fact

4that it has out-performed the Indian economy and is one of the fastest growing sectors in India,

riding on the back of economic growth and rising income levels that India has been experiencing

in the past years with the onus of global entertainment industry expected to touch $1.8 trillion

shifting towards the Asian region, India is well poised to garner a sizable share of it. Indias film

industry is already the largest producer of feature films in the world. In the context of Indian

Entertainment and Media industry, the Filmed Entertainment and Television segment dominate

the industry followed by the Print, Radio and the Music segments. The Indian Entertainment and

Media Industry offers ample opportunities for investing be it animation, films, dubbing, music

etc. This report covers all the important aspects related to the industry with useful and important

data thus offering a useful insight to the investor/reader looking to invest in this sector.

Entry of new players in the year 2005 saw across all segments of the E&M industry. The most

prominent entry was that of the Reliance Group in the filmed entertainment and radio segment.

During 2005, Reliance Capital bought a majority stake in Big cinemas which enabled it to have a

presence across the entire value chain of the filmed entertainment segment ranging from film

production, exhibition and distribution. Through Big cinemas, Reliance also made its entry into

the radio segment by bidding for over 50 FM radio stations across the country with aggregate

bids of over INR 1.5 billion. The other significant entry into the entertainment and media

segment was that of the Tata group, through its subsidiary Videsh Sanchar Nigam Limited

.VSNL tied up with the Paris-based Thomson Group in 2005 with the objective of identifying

opportunities in managing and delivering content for third parties, including broadcasters and

content providers. Thomson Group has partnership with Tata Sky Limited for manufacturing set-

top-boxes and providing sales service and support network for their DTH customers. Foreign

investment Owing to the strong impetus for growth from the economic and demographic factors

coupled with some regulatory corrections, the sector also recently witnessed increasing foreign

investment inflows in most segments of the E&M industry, especially the print media. Recent

examples include foreign investment in English dailies such as Hindustan Times and Business

Standard by Henderson Global and Financial Times respectively. Vernacular media too saw its

share of foreign investment with a strategic equity investment by Independent News & Media in

DainikJagran, a leading Hindi Daily. In thebroadcasting space, most channels beaming into India

such as Walt Disney, ESPN-Star Sports, Star, Discovery, BBC etc. have established

foreigninvestment subsidiary companies for content development and advertisementairtime

5sales. In the television distribution space arena, foreign investment isbeing drawn by the larger

cable operators referred to as multi-system operatorssuch as Hathway and Hindujas. In the

television content space, therecent investment in Nimbus Communications by a foreign private

equityplayer is seen as the start of a significant trend of foreign investment inflows.Current status

of the industry with Indian economy continues to perform strongly and one of the key sectors

that benefits from this fast economic growth is the E&M industry. This is because the E&M

industry is a cyclical industry that grows faster when the economy is expanding. It also grows

faster than the nominal GDP during all phases of economic activity due to its income elasticity

when incomes rise, wherein more resources get spent on leisure and entertainment and less on

necessities. Further, consumption spending itself is increasing due to rising disposable incomes

on account of sustained growth in income levels, and this also builds the case for a strong bullish

growth in the sector. The size of E&M in India is currently estimated at INR 353 billion and is

expected to grow at a compounded annual growth rate of 19 percent over the next five years. The

television industry continues to dominate the E&M industry by garnering a share of over 42

percent, which is expected to increase by a further 9 percent to reach about 51 percent. The share

of the film industry, which currently stands at 19 percent, is not expected to change materially

over the next five years. Print media, which stands at over 31 percent, is projected to lose some

of its share in favor of the emerging segments. The Indian entertainment and media industry

today has everything going for it - be it regulations that allow foreign investment, the impetus

from the economy, the digital lifestyle and spending habits of the consumers and the

Opportunities thrown open by the advancements in technology. All it has to do is to cash in on

the growth potential and the opportunities. The government, on its part, needs to play a more

active role in sorting out policy-related impediments to growth. The industry needs to fight all

roadblocks- such as piracy- in a concerted manner, while churning out high-quality, world class

end products. The entertainment and media industry has all that it takes to be a star performer of

the Indian economy.

62. COMPANY PROFILE

2. A. BACKGROUND AND INCEPTION OF THE COMPANY

Big cinemas, a Reliance Group of Company are one of the largest entertainment conglomerates

in India. What started as a laboratory for processing ad films over three decades ago, has today

become a key player in the entertainment and media industry. Big cinemas are by far the largest

entertainment corporation in the country. Thought leaders in every sense of the word, they have

been the defining force in every sphere of the entertainment industry - production, distribution,

processing or in cinemas - for over three decades now, be it pioneering the concept of

multiplexes, giving a corporate face to movie making, or introducing the IMAX experience, it

has always been Big cinemas first - in short, it was never a dull moment for the industry.Big

cinemas have a dominant and comprehensive presence in film services:motion picture processing

and di, film restoration, digital mastering, studios and equipment rentals Big cinemas films. June

2005, marked the milestone in Big cinemas when Reliance stepped into the company and

became majority promoter shareholders. With this move Big cinemas was catapulted to being

part of one of the leading business groups in India with a combined market capitalization

exceeding One Lakh crores. This management expertise and resources acted as a catalyst in

synergizing various interrelated businesses: animation, distribution, radio and digital cinema to

name a few. Today Big cinemas are the entertainment hub for top notch talent and cutting edge

technology. Big cinemas offerthe opportunity to be part of Indias fastest and largest growing

entertainment conglomerate. In other words, a chance to work with the best in the industry, as

part of world-class teams, that tackle new challenges every day; in a company that is as

committed to its employees growth as it is about its own success. Big cinemasfilms limited, a

member of the Reliance Anil DhirubhaiAmbani group, is Indias fastest growing film and

entertainment services company. Big cinemas have a dominant and comprehensive presence in

film services, motion picture processing, film restoration, digital mastering, studios and

equipment rentals. The Big cinemas films also operate Indias largest cinema chain with about

500screens spread across India, US and Malaysia. It has a significant presence in the film

distribution space with a nationwide presence across India as well as offices in London, New

York, Los angels and Malaysia.Big cinemas are committed to providing audiences across India

7over all economic strata, access to Big cinemas world-class cinemas. This is being achieved

through a strategy of not only setting up standalone properties and cinemas in malls, but also

taking over current properties, renovating and operating them, taking advantage of

theirconsiderable existing infrastructure and Brand value. The company has also launched

Indias first 6D theatre launched at Agra and was among the first to show 3D versions of

international movies.Big cinemas' television venture, synergy Big cinemas, is among thetop

players in the television programming industry. Reliance Media WorksOver the years, Big

cinemas has created iconic destinations such as BIG-Cinema Park in Agra, a kilometer away

from the TajMahal, which has pioneered the multi-sensory cinema experience in India through a

six dimensional show. Big cinemas has also partnered with IMAX Corporation to install IMAXs

new world class digital projection system in Big cinemas flagship IMAX theatre in Mumbai.

This new technology has marked the first digital IMAX location in India and enabled Big

cinemas to take advantage of the growing slate of Hollywood releases in IMAX and IMAX 3D.

Big cinemas are thereby the only cinema in India which screens films in both 3D and 6D

formats.

Bharat Big cinemas Mangalore is a franchise of Reliance Big cinemas taken up by Bharat groups

Mangalore.

2. B. NATURE OF BUSINESS CARRIED

The business carried on is Multiplex. Pioneering the concept of multiplexes, giving a corporate

face to movie making, or introducing the IMAX experience, it has always been Big cinemas first

in short, it was never a dull moment for the industry. The Company's principal activities are to

provide feature films, television, entertainment and other related services in India. The Company

operates in two segments. Commissioned programs include the sale of television serials to

channels and Sponsored programs which include the telecasting of television serials on channels.

The Big cinemas has not only changed the concept of theaters but also has improved the movie

viewing experience for the customers with its latest technological innovation which has made it

more fun and safer for the customers.

82. C. VISION, MISSION AND QUALITY POLICY

Vision

The vision of Reliance Big cinemas Entertainment is meeting young India's aspirations and

assuming a leadership position in communications, media and entertainment.

Mission

The Mission of Reliance Big cinemas is to offer a world class viewing experience to the consumer through a chain of Multiplexes.

To create value for all stake holders. Grow through innovation. It is geared to create a significant presence in businesses across various vectors of content,

internet, broadcast and retail services and platforms for distribution.

The company strives to create converged services and platforms for masses to access innovative, cutting-edge content which include production and strategic collaboration in

areas such as gaming, movies, animation, music, broadcast, DTH and user-generated content,

amongst others.

A delightful Movie Experience. A delightful Work place. A delightful Community.

Quality policy

Reliance Big cinemas are committed to meeting customer requirements through continual improvement of quality management systems.

Reliance Big cinemas shall sustain organizational excellence through visionary leadership and innovative efforts.

To provide the best viewing experience for its customers through chain of multiplexes. Providing best and the latest movies for its customers. To provide the latest technological advances to its customers for the best viewing experience.

92. D. SERVICE PROFILE

Today Big cinemas are the market leader, processing the largest number of Hindi films every

year with a record-breaking number of prints. Long-standing business relationships and a

technologically advanced facility including a high quality lab for processing raw exposed films,

color correction, editing and making multiple prints for final distribution, and a well appointed

preview theatres have made us the most sought-after film processing laboratory in India.

Currently, Big cinemas enjoys a 70% market share in the Hindi films in the film processing and

printing business. Along with films, they continue to focus on quality negative processing for the

advertising industry. In 2005, Big cinemas received the prestigious Kodak Image care Program

Negative Processing Accreditation. With it, Big cinemas joined an elite club of processing labs

in the world recognized for the highest quality and standards in motion picture film handling and

processing, and most efficient practices. They have further consolidated their dominant position

with numerous other prestigious awards for the quality of film processing.

2E. AREA OF OPERATION

Big cinemas are Indias largest cinema chain with about 500 screens spread across India. It also

operates in U.S, Mauritius, London and Malaysia. The company is also working towards

establishing presence in Netherlands and has associated with PATHE Theatres to begin

screening Indian movies. It has a significant presence in the film distribution space with

a nationwide presence across India as well as offices in London, New York, Los Angeles and

Malaysia. Having been the first cinema chain to cross100 screens and now approaching 600

screens in India, Big cinemas are by far the largest cinema chain in India.

Big cinemas' is now considered as world-class cinemas and this is being achieved through a

strategy of not only setting up stand-alone properties and cinemas in malls, but also taking

over current properties, renovating and operating them, taking advantage of their considerable

existing infrastructure and brand value. All in all, plans are underway for a large chain of

cinemas in the top 10 cities including Delhi, Kolkata, Hyderabad and Bangalore. It is also

looking at ramping up operations in small cities and towns & also northern India and the second

phase will include expansion to developing cities and in the year to come, 35 million people are

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expected to watch a movie on an Big cinemas screen. Bharat Big cinemas situated in Mangalore

provides an excellent multiplex experience for the people in and around Mangalore(D.K), Udupi,

Madikeri, and Utharakannada District of Karnataka. Its coverage area extends throughout the

costal belt of Karnataka.

2. F. OWNERSHIP PATTERN

The corporate structure: The Company board of Directors, important executives and other

people instrumental to the success of the company.

Mr. Anil Ambani, Chairman, Reliance Anil DhirubhaiAmbani Enterprises.

Mr. ManmohanShetty, Managing Director, Big cinemas Films Ltd, India.

Mr. BalakrishnaShetty, Manager, Big cinemas Films Ltd, Mangalore.

Table 2.f Showing ownership pattern of Big cinemas.

Ownership % of shares

Bharath groups pvt ltd 51%

Mr. Anil Ambani, Chairman,

Reliance Anil DhirubhaiAmbani Enterprises.49%

2. G. COMPETITORS INFORMATION

INOX: INOX Leisure Limited is the diversification venture of the INOX Group into

entertainment and is a subsidiary of Gujarat Flurochemicals Ltd. INOX Leisure's mission is to be

the leader in the cinema exhibition industry, in every aspect right from the quality and choice of

cinema to the varied services offered and eventually the highest market share. With a view to

consolidate its position in the multiplex industry, the Company had acquired 17,565,288 equity

shares of Fame Cinemas in February 2010. The Company acquired further 1,075 equity shares

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of Fame Cinemas in the Open Offer. Subsequent to the completion of the open offer formalities

on 6 January 2011, the Company holds 17,566,363 equity shares of Fame representing 50.27%

of the issued and paid-up capital of Fame Cinemas. Consequently, Fame Cinemas and its

subsidiaries viz. Fame Motion Pictures Limited and Big Pictures Hospitality Services Private

Limited have become subsidiaries of the Company with effect from 6 January 2011.INOX has

traversed its own path by bringing in a professional and service oriented approach to the cinema

exhibition sector. With strong financial backing, impeccable track record and strong corporate

ethos, INOX has established a strong presence in the cinema exhibition industry in the short span

of a little over eight years since the opening of its first multiplex. INOX currently operates 45

multiplexes and 178 screens in 29 cities making it a truly pan-Indian multiplex chain. Winner of

the 'ICICI Entertainment Retailer of the Year' Award 2005, TAAL Multiplexer 2006 and

Emerging Super brand of the year 2006 - 2007 Award, INOX Leisure Ltd. will continue its

expansion into places like Jodhpur, Ahmedabad, Bhopal, Mangalore, Coimbatore, Kanpur,

Hubli, Bhuvaneshwar, etc. Its merger with CCPL 89 Cinemas has given INOX access to an

additional 9 multiplexes in West Bengal and Assam. INOX was also chosen post a nationwide

tender to design, construct and operate the prestigious multiplex in Goa that hosts the

International Film Festival of India. All INOX cinemas have state of the art facilities in terms of

modern projection and acoustic systems, interiors of international standards, stadium styled high

back seating with cup holder arm-rests, high levels of hygiene, varied theatre food, a selection of

Hindi, English and regional movies, computerized ticketing and most importantly high service

standards upheld by a young and vibrant team.

PVR CINEMAS: PVR Ltd. was incorporated in April 1995 pursuant to a joint venture

agreement between Priya Exhibitors Private Limited and Village Road show Limited, one of the

largest exhibition companies in the world. PVR pioneered the multiplex revolution in the country

by establishing the first multiplex cinema in 1997 at Saket, New Delhi. The opening of the first

multiplex heralded a new era in the Indian cinema viewing experience and which also changed

the industry forever. From then on PVR initiated many path breaking innovations in the industry

from launching in Bangalore the largest 11 screen multiplex in the country in 2004 to

introducing Gold Class Cinema. To ramp up presence across the retail entertainment landscape,

PVR entered into a JV with Major Cineplex Group in 2008, a leading Film exhibition and retail

entertainment company based out of Thailand, to bring lifestyle entertainment concepts to Indian

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consumers. The Joint Venture enjoined setting up of bowling alleys, karaoke centers, ice skating

rinks and gaming zones across the country to enhance the out of home entertainment experience

for Indian consumers. Currently, geographically diverse cinema circuit in India consists of 46

Cinemas with 213 screens spread over 27 different cities covering major markets across the

length and breadth of the country: Delhi, Faridabad, Gurgaon, Ludhiana, Jalandhar, Ghaziabad,

Mumbai, Kolkata, Bangalore, Hyderabad, Chennai, Lucknow, Indore, Aurangabad, Baroda,

Allahabad, Ahmedabad, Udaipur, Chandigarh, Surat, Latur, Nanded, Ujjain, Nagpur, Pune,

Raipur and Bilaspur. In FY 2011 the PVR brand has been successful in entertaining more than

19 million esteemed patrons across its properties. Today PVR Cinemas contributes 20-25% of

domestic box office collections of any leading Hollywood movie and 12-13% of any leading

Bollywood movie, highest across the Indian Film Exhibition space. In the last decade and half,

PVR Ltd has established itself as India's leading and most premium entertainment company, with

presence in the entire value chain with leadership position in Film Exhibition, Distribution and

Production. It has also successfully forayed into retail entertainment formats such as bowling

Centers with BluO- India's largest 24 lane bowling center which was set up in Gurgaon in 2008.

The company also operates a film distribution and production business through PVR Pictures, a

100% subsidiary of PVR Ltd. The company has definite plans to grow multifold over the next 3-

5 years with plans to set up 300 screens and expand to 40 cities from 20 cities at present. The

company will continue to provide cinema viewing experience equipped with superior quality

ambience, technologically updated systems and best service standards to ensure customer delight

and unmatched cinema viewing experience. The company also aims to set up more bowling

centers, ice skating rinks and expand its presence in key cities and become a dominant player in

the Retail entertainment space at pan India level.

CINEMAX: They believe in them that much that they decided to take the movie experience to

an entirely new level. Watching the movie they say is only the beginning of the magical

experience. They not only flash the best movies ever made on their screens but they ensure that

movie buffs view them in style in recliners, massage chairs and customer service fit for a king.

They love cinema and so does India. Hence, their launch plans are ambitious and nationwide.

They are one of the largest Exhibition theatre chains in India with 39 properties, 138 screens and

33,522 seats. They believe they are one of the dominant players in Mumbai operating with 14

locations which is home to the Hindi Film industry they believe that their brand 'Cinemax' is one

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of the most recognizable film exhibition brands in the areas where they operate. They have

theaters in Ahmedabad, Panipat, Nagpur, Hyderabad, Kolkata, Kanpur, Raipur, Gandhinagar,

Mumbai, Thane, Vashi, Cochin, Baroda, Rajkot, Siliguri, Nashik, Delhi, Bangalore, Pune, Surat

and coming soon in Chennai and launching additional properties in Pune and Bangalore. They

believe in providing customer satisfaction through process enhancements and constant

innovation in their services and facilities such as high comfort recliner seating arrangements in

'The Red Lounge', massage chairs, etc. They have conducted many premieres. They can ensure

that almost one citizen from any home across the city has visited their premises at some point in

time making it the place with the highest footfall, all of them eager to experience their adored

idols on the big screen.

GOPALAN CINEMAS: Gopalan Enterprises was founded in 1984 by Mr. C.Gopalan, an

architect, with the objective of developing and constructing residential apartments in Bangalore.

The company has developed some of the finest homes in Bangalore and has the enviable record

of having completed all its projects on time. The Group is engaged in the promotion of

Residential, Commercial, Shopping Malls, Townships, Special Economic Zones, Software

Technology Parks, Biotech Parks, Organic Farms, Educational Institutions, Export of Culinary,

Medical Herbs, Star Hotels, and Hospitals etc.They offer 25 years experience building for an

astute clientele from around the world. They take pride in the superior craftsmanship and

attention to detail given to every project they construct. Their reputation nests on professional

management, exceptional product quality, overall affordability and client service through out the

building process. Their commitment, integrity, teamwork and professional excellence has

continually seen the growth and success of the business since its beginnings in 1984.Gopalan

Enterprises bears the stamp of innovative design, superlative quality construction. The Group's

commitment to quality construction, modernity in Architectural value; Space Management,

Customer satisfaction motto has set up new trend in the building industry. Group has emerged as

one of the competitors for promotion of Special Economic Zone generating exports &

employment. The group has a giant presence in the Knowledge City with a prestigious global

clientele. Gopalan Enterprises brings to a combination of strong professional experience and a

commitment to fresh, creative approaches for project planning and design.Their talents have

been applied to projects throughout Bangalore City. Gopalan is committed to providing the

highest standard of professional service. They are dedicated to the philosophy - Inspired by Life,

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Built on Trust.Their goal is to assist by planning and designing a facility that meet unique needs.

They are supported by talented architects, interior designers, construction administration

specialists, technical, marketing, customer support and administrative personnel.

CINEPOLIS: When it comes to Cinepolis it is both National as well as Local competitor.

Cinepolis is the biggest Cineplex chain in Mexico with 205 theaters in 65 cities and they have

become the largest chain in Latin America and the fourth largest in the world with over 230

theaters, 3,000 screens and over 13,000 employees throughout Mexico, Guatemala, El

Salvador, Costa Rica, Panama, Colombia, Brazil, Peru, India and the United States.In Mangalore

it is located at City Centre mall at Store no: 4, Fourth Floor which has 5 screen including VIP

screen digital multiplex, which has a seating capacity of 1200, together with Real D, the worlds

best 3D technology, Hollywood standard 2k digital screens and 7.1 Dolby digital audio. After

Bangalore, this is the second Cinepolis multiplex in Karnataka.

CENTRAL:Central talkies is located at Hampankatta Mangalore. This is one of the oldest local

non A/CTheater which has more than 500 seats of 3 categories with Balcony, First Class, and

Second Class. The Theater draws more of local audience with the shows of Hindi, Kannada,

Tamil, Telugu and Malayalam movies.

JYOTHI: Jyothi talkies is located at the center of city near jyothi circle, Balmata Mangalore, it

is a single screen theater with more than 350 seats of 3 categories with Balcony, First Class, and

Second Class. The movies played are of Hindi, Kannada, Tamil, Telugu, Tulu and Malayalam

movies.

PRABHATH: PrabhathTheater is located at K.S Raoroad ,Kodialbail Mangalore. It is a single

screen theater with more than 300 seats of 3 categories with Balcony, First Class, and Second

Class.Various languages movies are played which includes Hindi, Kannada, Tamil, Tulu, Telugu

and Malayalam movies.

NEW CHITRA: New Chitra Theater is situated at BasavangudiStreet Mangalore. It is a single

screen theater with more than 400 seats of 3 categories with Balcony, First Class, and Second

Class.The theater draws more of local audience with the shows of English, Hindi, Kannada,

Tamil, Telugu and Malayalam movies.

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ROOPAVANI: Roopavani Theater is situated in Bhavanthistreet Mangalore. It is a single screen

theater with more than 350 seats of 3 categories with Balcony, First Class, and Second Class.The

Theater draws audience with the shows of Kannada, Tamil, Tulu and Malayalam movies.

SUCHITHRA: Suchitra Theater is located at K.S Raoroad ,Kodialbail Mangalore. It is a single

screen theater with more than 300 seats of 3 categories with Balcony, First Class, and Second

Class.Various languages movies are played which includes Hindi, Kannada, Tamil, Tulu, Telugu

and Malayalam movies.

PLATINUM: Platinum Theater is located in Falnir Road Mangalore. It is a single screen theater

with more than 450 seats of 3 categories with Balcony, First Class, and Second Class.The theater

draws more of local audience with the shows of English, Hindi, Kannada, Tamil, Telugu and

Malayalam movies.

RAMAKANTHI: Ramakanthi Theater is situated in Bhavanthistreet Mangalore. It is a single

screen theater with more than 300 seats of 3 categories with Balcony, First Class, and Second

Class.Various languages movies are played which includes Hindi, Kannada, Tamil, Tulu, Telugu

and Malayalam movies.

2. H. INFRASTRUCTURAL FACILITIES

Big cinemas, a division of Reliance Media Works Ltd formerly known as Adlabs Films Limited

and a member of Reliance ADA Group is has a theatre chain with over 500 screens

in India, US, Malaysia, and the Netherlands. 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.

Big cinemas also operates in the United States, and the circuit accounts for about 30-35% of

Hindi features box office collections and over 70% of Tamil and Telugu box office collections

from the US. In Malaysia, the company now has 66 screens that play Hollywood features as well

as Chinese and Tamil films to cater to the 1.5 million Tamil populationsThe cinema viewing

experience for Mangaloreans underwent a dramatic change in 2006 - when the first three-screen

multiplex started operating in the first mall of the city. Adlabs now Big cinemas multiplex started

with three screens and added one more screen a year later. Since then there has not been much of

a change in the multiplex scene in the city.

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2. I. ACHIEVEMENTS /AWARDS

Big cinemas have won many awards over the years which include:

Entertainment Retailer of the Year honor at the India Retail Forum 2009. International Exhibitor of the Year 2008 by CineAsia 2008 at Macau. Big cinemas innovative concept of Cinediner which combines fine dining and movie watching

has won the award for Most Admired Innovative Concept of the Year at Images Retail Forum

2010.

Big cinemas have also been awarded the Multiplex of the Year at the Franchise Indias Star Retailer Awards, 2012 at New Delhi.

Big cinemas have been awarded the Retailer of the Year honor at the Reid & Taylor Awards for Retail Excellence for 2 consecutive years.

South Indian Cinematographers Association Award for Best Color Laboratory in Chennai for the year 2007.

Zee Cine Award for Best Film Processing in 2008. Big cinemas has bagged the trade recognition of being the Best Cinema Chain for the Year

honor at ZEE ETC Bollywood Business Award 2012 held at Mumbai.

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2. J. WORK FLOW MODEL

Figure 2.J: Work Flow Model

A workflow consists of a sequence of concatenated or connected steps. Emphasis is on the flow

paradigm, where each step follows the precedent without delay or gap and ends just before the

subsequent step may begin. This concept is related to non overlapping tasks of single resources.

Company

Subsidiary

Branch Branch Franchise Franchise Franchise

Satellite Distribution

Marketing Operation Booking

Screen 1

Screen 2

Screen 3

Screen4

News paper

Internet

Mall Display Board

Back office operation

Front office operation

Ticket counter

Tele booking

Internet booking

Customer

18

It is a depiction of a sequence of operations, declared as work of a person, a group of persons.

Workflow may be seen as any abstraction of real work. For control purposes, workflow may be

a view on real work under a chosen aspect, thus serving as a virtual representation of actual

work. The flow being described may refer to a document or product that is being transferred

from one step to another. an organization of staff, or one or more simple or complex

mechanisms.

The work flow model starts with the company i.e. Reliance Big cinemas from which the various

companies obtains the franchises or even the branches is opened by Big cinemas itself. The

franchises will be operating in four areas such as satellite Distribution through which the movies

Reaches the theaters and are shown on the various screens, here in case of Bharat Big cinemas

there a 4 screens available through which it is reached to the final customers. The other

department is marketing which makes customer aware about the movies and offers through

various marketing channels such as Newspaper, Internet, and Mall display board. The operation

department is classified as Front office and Back office which enables all the operations done at

Big cinemas. It also has a booking department which operates for booking of tickets through

various mediums such as Tele booking, online booking and also through ticket counters. The

final link in the work flow model is the customer of Big cinemas.

2. K. FUTURE GROWTH AND PROSPECTS

Bharat Big cinemas have humongous scope for growth in costal region of Karnataka. The

competition is intense with many global competitors entering into the market along with

established local theaters which are operating at the same level. But Mangalore region

developing as educational hub of Karnataka will bring more youths towards Mangalore which is

a positive sign for Big cinemas. It can also target the surrounding regions of Mangalore as there

is open market without any major companies established Big cinemas can target the surrounding

developing regions like Udupi, Moodbidri, Kundapur, Puttur etc. The prospect of the growth for

Bharat Big cinemas in Mangalore appears to be positive.

19

3. MCKINSEY 7S FRAMEWORK

The McKinsey 7s framework is a management model developed by well known business

consultants Robert H. Waterman, Jr. and Tom peters in the 1980s. This was a strategic vision for

groups, to include businesses, business units, and teams. The 7s are structure, strategy, systems,

skills, style, staff and shared values.McKinsey's frame work provides a useful tool for analyzing

the strategic attributes of an organization. These seven are distinguished in so called hard Ss and

Soft Ss. The hard elements: Strategy, Structure and System are feasible and easy to identify. The

four soft Ss Skills, Staff, Style and shared values however are hardly feasible. Companies in

which these soft elements are present more successful at implementation of strategy.

Figure 3.a: McKinsey 7s framework

20

The 7-S framework of McKinsey is aValue Based Management model that describes how one can

holistically and effectively organize a company. Together these factors determine the way in which

a corporation operates. Managers need to take account of all seven of the factors to be sure of

successful implementation of a strategy - large or small. They're all interdependent, so if the

manager fail to pay proper attention to one of them, it can bring the otherscrashing down.

Objective of the model is to analyze how well an organization is positioned to achieve its intended

objective.

MCKINSEY 7S FRAMEWORK WITH SPECIAL REFERENCE TO BHARATH BIG

CINEMAS:

3.1. STRUCTURE: Basis for specialization and co-ordination influenced primarily by strategy

and by organization size and diversity.

Big cinemas, a division of Reliance Media Works Ltd has a theatre chain with over 500 screens

in India, US, Malaysia, and the Netherlands. 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.

Bharat Big cinemas werethe first three-screen multiplex started operating in the first mall of the

city. Big cinemas multiplex started with three screens and added one more screen a year later. It

works with 6 efficient departments comprising of HR department, Marketing Department,

Finance Department, PR department, Booking department and finally the maintenance

department. The flow of instructions is sent from the top management and is passed to all the

other departments. The Marketing and advertisements works are managed by Marketing

department, the Recruiting and training of employees are achieved by HR department. There is

also the Public Relation Department to handle customer objections and queries.

21

v

Figure 3.b: Organization structure

Board of directors

Human Resource department Mangalore

Marketing department Mangalore Division

Finance department Mangalore Division

Booking department Mangalore Division

Maintenance and house keeping department

Customer Query /public Relationship department

Human Resource department

Marketing department

Finance department

Booking department

Customer Query /public Relationship department

Maintenance and house keeping department

Human Resource department

Marketing department

Finance department

Booking department

Customer Query /public Relationship department

Maintenance and house keeping department

22

3.2. STRATEGY: Actions a company plans in response to or anticipation of changes in its

external environment.

The main strategy which has helped Big cinemas to grow and lead the market is by alwayskeeping the customers needs in mind and constantly innovate in the multiplex sector.

To provide the quality service through excellent world class venue for the customers to visit and watch the movies.

Providing fully Air conditioned theaters with cushioned push back seats which has changed the view of whole concept of theaters in and around the globe.

One of the top prioritize strategy of Big cinemas is to attract more youths towards watching movies, Through various offers and combos Big cinemas is attracting the youngsters towards

the theaters .

Execute flawlessly and efficient delivery of services every time every day through which the Big cinemas has raised its standards.

Sustain and strengthen the groups spirit of entrepreneurship taking ownership and accountability for their actions.

Leverage synergies to learn and build on the diverse experiences and skill sets of various businesses and teams.

To create a true meritocracy with a pervasive commitment to transparent systems and processes.

Do all this with unquestionable Integrity to ensure total compliance with the laws of the land. To engage itself in social activity to ensure it is involved in the welfare of the common

people.

To attract more families by providing safer and healthier venues with world class standards. To shift the peak demand from weekends by introducing offers like Wednesday movies with

less/ Fixed ticket prices.

To ease the process of booking tickets through various booking options which consists of Online booking, Ticket counter and Tele Booking.

To provide best viewing experience through Imax and 3D visual presentations which includes better sound clarity and bigger screens.

23

3.3. SYSTEM: Formal and Informal procedures that support the strategy and structure. Systems

are more powerful than they are given credit which is performed through:

Growth opportunities to expand leadership capabilities.

True meritocracy and freedom to choose career paths.

Opportunities to develop and enhance leadership and functional capabilities.

An entrepreneurial environment where people can pursue their dreams.

Competitive compensation.

First mover advantage over competitors.

Through a well-defined Rewards & Recognitions program that periodically identifies exceptional individual and team achievers among the various business functions and verticals

in the Group which also includes the convention of awarding the Best Employee of the year

for the best performance of that year.

3.4. STAFF: The people/human resource management- processes used to develop managers,

socialization processes, and ways of shaping basic values of management cadre, ways of

introducing young recruits to the company, ways of helping to manage the career of

employees.There strong team of professionals is among the youngest in the country, and consists

of some of the most dynamic, motivated and qualified individuals to be found anywhere in the

world. First rate management graduates, highly trained engineers, top-notch financial analysts

and razor sharp accountants they have on their rolls some of the brightest minds in the business.

Currently there are

There are 40 employees working in various department such as Marketing, Finance, Human resource etc

The staffs are well Qualified and trained in their respective departments. Consists motivated employees work towards the customer satisfaction for each turn ups.

24

Separate employees are allocated for various modes of booking to enhance better transaction of tickets.

Separate trainings are provided for front office and back office staffs. The company organizes periodic development programs to develop and improve the skill of

the staffs.

The staffs are well dressed and are provided with Black pants and Black shirts with Red stripes on the shoulder, they are also provided with the Black caps carrying the logo of Big

cinemas.

The staffs appointed are both full time as well as part time for the better flexibility within the organization.

3.5. SKILL: The Distinctive competences-what the company does best, ways of expanding or

shifting competences. Skill refers to the organizational dominant capabilities and competencies.

Skill are those which are developed over a period of time and are result of interaction of many

like the kind of people, type of management style, organization structure and the nature of the

work they do. The company is possessing self-sufficiency in technical skills with various

competitive advantages such as:

o Committed to excellence in quality of service.

o Highly trained employees specially trained in the field of customer handling and human

resource skills.

o Responsive to evolving business needs and challenges in the organization.

o Dedicated to uphold the core values of the Group.

o To continuously scan the environment review of training programs and design need based to

ensure achievement to high level of excellence in consumer satisfaction.

o It is this skill and initiative of their workforce that sets them apart from their peers in todays

knowledge-driven economy.

25

3.6. STYLE: More a matter of what managers do than what they say: How do a companys

managers spend their time, what are they focusing attention on, Symbolism- the creation and

maintenance or sometimes deconstruction of meaning is a fundamental responsibility of

managers.

They always put their employees first. Pride lies in building a company around the idea that work should be challenging and challenge should be fun. The idea being, organizing world's

information and make it both useful and universally acceptable by one and all.

Accomplishment of this feat will be done only with people having great aspirations. Reliance Big Entertainment offers the most inspiring work environments on the planet to

work with smart people and amazing technology.

A platform to connect with millions of people. They invite the people to join and become a part of their organization one whose forte is its ethics and values which are in turn reflected

in its actions and people practices.

3.7. SHARED VALUES: Guiding concepts, fundamental ideas around which a business is

built- must be simple, usually stated at abstract level, have great meaning inside the organization

even though outsiders may not see or understand them.

Social Responsibility: Big cinemas believes that organizations, like individuals, depend on the support of the community for their survival and sustenance, and must repay this

generosity in the best way they can.

People Care:Big cinemas possess no greater asset than the quality of human capital and no greater priority than the retention, growth and well-being of their vast pool of human talent.

Shareholder Interest: Big cinemas value the trust of shareholders, and keep their interests paramount in every business decision they make, every choice they exercise

Consumer Focus: It is one of the great values of Big cinemas. They rethink every business process, product and service from the standpoint of the consumer so as to exceed

expectations at every touch point

26

Excellence in Execution:Big cinemas believe in excellence of execution in large, complex projects as much as small everyday tasks. If something is worth doing, it is worth doing well.

Respect for Competition: Big cinemasrespect competition because theres more than one way of doing things right. They can learn as much from the success of others as from their

own failures.

Proactive Innovation: Big cinemas nurture innovation by breaking silos, encouraging cross-fertilization of ideas & flexibility of roles and functions. They create an environment of

accountability, ownership and problem-solving based on participative work ethic and

leading-edge research.

Leadership by Empowerment: Big cinemas believe leadership in the new economy is about consensus building, about giving up control; about enabling and empowering people down

the line to take decisions in their areas of operation and competence.

Team Work: The whole is greater than the sum of its parts; in rapidly-changing knowledge economy, organizations can prosper only by mobilizing diverse competencies, skill sets and

expertise; by imbibing the spirit of thinking together -- integration is the rule, escalation is

an exception.

27

4. SWOT ANALYSIS

STRENGTHS

Big cinemas, a Reliance Group of Company are one of the largest entertainment conglomerates in India.

Big cinemas have a dominant and comprehensive presence in film services: motion picture processing, film restoration, digital mastering, studios and equipment rentals.

It was first of its kind to be set up in Mangalore. The biggest strong point for the company is the current location at Bharath Mall, Bejai,

Mangalore which is considered as the heart of the city.

More families are driven by the standards of Big cinemas. It caters to the needs of the residents of Mangalore by providing High end visual picture

which also includes 3D movies which other local theaters lack.

The company has a strong experience in building and construction. Also, there is a brand of 'Reliance' to be considered.

The company has a premium theatre too. The utilization of this could probably indicate the pricing power for the company.

The main strength of Big cinemas include the Brand name, ambience and service, strong data base, good inter personal relation with customer, trained & qualified staffs.

WEAKNESSES

High dependence on distributor for showing films in every theatre and for every film. This gives a very unstable business model when one compares with Big cinemas which are in the

other end of the value chain.

Inadequate promotional strategies when compared to its competitors. Concentration is mainly deliberated towards upper and upper middle income groups. Existing competition is with Inox, PVR cinemas and Cinepolis. Big cinemas are expected to

be the largest player with a strong backward integration. Given this level of competition,

efficiency or utilization rate is one of the key parameters for success. There is no strong

28

pricing power with any of these competitors. Given, that they can't reduce the price to a 'non

multiplex' rate, the downside pricing to increase volumes is lost too. Also, the competitors

are expanding very aggressively. Incase, they are represented in most areas, especially in

prime areas, that Big cinemas is operating, this can lead to loss of business.

.

OPPORTUNITIES

Mangalore being a educational hub with majority of the viewers are youth, the demand for quality viewing experience will be high and will increase in the near future.

There is a big demand for theatres across the country given the poor quality currently in existence across places. Also, most theatres are willing to open in Sec B and C cities and

move into small towns too.

They are willing to work on different model for pricing tickets depending on time/day. Increase in the income level of the people and high discretionary income spent on luxury.

THREATS

Success of theatres is movie specific and this can tilt towards failure with poor movie scripts.

Alternate sources of entertainment such as DTH, DVD can lead to lower sales. Alternate mediums like DTH, DVD or VCDs can become popular making the Business

unattractive.

Arrival of global competitors like Cinepolis in Mangalore will affect the existing business. Various internet sites providing free unauthorized prints of latest movies.

29

5. ANALYSIS OF FINANCIAL STATEMENT

A financial statement or financial report is a formal record of the financial activities of a

business, person, or other entity. The financial statement provides a summarized view of the

financial position and operations of a firm. The analysis of the financial statement is a process of

evaluating the relationship between components parts of financial statement in order to obtain a

better understanding of the firms position and performance.

1. Current Ratio: This ratio is calculated to study the liquidity of a firm. Current ratio is

calculated by dividing current assets by current liabilities

Current assets.Current Ratio=

Current liability

Table 5.1: Current Ratio

Year Current Assets (Rs in crores) Current Liabilities(Rs in

crores)

Current Ratio

2008 184.96 208.81 0.89

2009 293.61 152.94 1.92

2010 274.36 238.42 1.15

2011 364.92 260.17 1.40

2012 312.90 598.66 0.52

It indicates that the liquidity position of the company during the financial year

2. Debt-Equity Ratio: These ratios express the relationship between debt and equity. It also

indicates what proportion of equity and debt. The company is using to finance its assets. It can be

calculated by using the following formula

30

Total Debt.Debt Equity Ratio=

Shareholders Equity

Table 5.2: Debt-Equity Ratio

Year Debt (Rs in crores) Equity(Rs in crores) Debt Equity Ratio

2008 925.59 689.61 1.34

2009 1296.10 524.2 2.47

2010 1892.44 374.78 5.05

2011 1982.41 42.78 46.34

2012 1824.40 -565.63 -3.23

In debt equity ratio, if the ratio is greater than 1, the majority of the companys assets are

financed through debt. If the ratio is less than 1, its assets are primarily financed through equity.

Debt-equity ratio of the firm during the financial year 2012 is negative because it includes

accumulated losses hence the net worth is also obtained negative.

3. Quick Ratio: Quick Ratio is an indicator of companys short term liquidity. It measures the

ability to use its quick assets to pay its current liability. Quick ratio formula is:

Quick Assets.Quick Ratio= or

Current Liability

Cash+ Marketable securities + Accounts Receivables.Quick Ratio=

Current Liability

Where, Quick asset= Current asset inventories

Table 5.3: Quick ratio

31

Year Quick asset (Rs in crores) Liability(Rs in crores) Quick Ratio

2008 177.35 208.81 0.85

2009 286.70 152.94 1.87

2010 265.29 238.42 1.11

2011 351.67 260.17 1.35

2012 298.72 598.66 0.58

4. Net Profit Ratio: Net profit margin is a key financial indicator used to asses the profitability

of a company. Net profit margin formula is:

Net Profit/PAT.Net Profit Ratio=

Net Sales

Table 5.4: Net profit Ratio

Year PAT (Rs in crores) Net Sales (Rs in crores) Quick Ratio

2008 48.01 309.17 0.16

2009 -54.6 662.4 -0.08

2010 -148.52 719.71 -0.21

2011 -330.83 729.07 -0.45

2012 -903.15 1234.41 -0.73

5. Asset Turnover Ratio: Asset turnover ratio is the ratio of companys sales to its assets. It is

an efficiency ratio which tells how successfully the company is using its assets to generate

revenue. The Asset Turnover Ratio formula is:

32

Sales Revenue.Asset Turnover Ratio=

Total Assets

Table 5.5: Asset Turnover Ratio

Year PAT (Rs in crores) Net Sales (Rs in crores) Quick Ratio

2008 48.01 309.17 0.16

2009 -54.6 662.4 -0.08

2010 -148.52 719.71 -0.21

2011 -330.83 729.07 -0.45

2012 -903.15 1234.41 -0.73

33

6. LEARNING EXPERIENCE

Purse your goals even in the face of difficulties, and convert adversities into opportunities.-Mr.

DhirubhaiAmbani.

It is easier to study the books written by the authors, but very difficult to experience the reality in

those books. I had a wonderful experience of the corporate world during the tenure of the project

at Bharat Big cinemas, Mangalore. Mr. BalakrishnaShetty, the manager was approachable and he

was friendly and encouraging. The positive outlook of the store manager towards the project and

its encouragement helped me to boost up my confidence level and to develop a positive attitude

towards work life. I also learnt that participative leadership style motivates each and every

employee to the great height possible. Respecting each other and encouraging the colleagues at

work place contribute towards building a harmonious relationship. I also learnt how the service

personnel are trained to handle the customers. Customers are a set of very difficult people to

tackle with. Some will be having problem with the show timings and some with the seating

arrangements, some need corner seats and some are price sensitive. But my survey related

problem was very different. Some customers are approachable and some others were reserved

and grumpy, some were busy and some others wanted their privacy. This was making me

remember Consumer Behavior subject quite a lot. I also learnt that one cannot satisfy all the

customers, because what one likes other may dislike it. So I had to change myself behaving

different with different individuals. I also learnt that the marketer needs to have a firm approach

towards the customer and opinion of all matters in marketing of goods and services. The industry

experience has made me realize that its not the individual but the Team effort which pays off at

the end, helping each other and cooperating with each other can make the perfidious corporate

world into a fun filled and peaceful one. I also learnt that one needs to put in cent percent efforts

to get a promotion and it is not the salary alone which matters but the acceptance by others that I

am human is very important if one needs to take up a marketing job. These 70 days of practical

study has made me understand a lot of marketing aspects along with an exposure of corporate

world and I did understand the consumer behavior practically.

34

PART-B

35

1. A. GENERAL INTRODUCTION

Customer Satisfaction is a must in business. Satisfaction is a persons feeling of pleasure or

disappointment resulting from comparing a products perceived performance in relation to his or

her expectation. Satisfaction is a function of perceived performance and expectation. If

performance falls short of expectation, the customer is dissatisfied. If the performance matches

the expectations, the customer is satisfied. If the performance exceeds expectations, the customer

is highly satisfied or delighted. Many companies are aiming for high satisfaction because

customers who are just satisfied still find it easy to switch when a better offer comes along. The

producer's attempts to find out people who will pay for his product and buy them for his own

satisfaction from the products while manufactures make decision of the scope for the products,

they satisfy consumer wants and needs. Advertisers try to understand basic forces that cost

human behavior with in the market. They get such knowledge from psychology and sociology

for their desires. This is called consumer behavior, which is used to construct models by which

marketing people plan strategies, later on, these are used in advertising campaign.

The customer is the theme of all business functions. The purpose of business is to create and

retain the customers. If the customers are not satisfied, there are so many other competitors who

are waiting for this opportunity. Therefore, the customer should be put at the center of all

business activities, cutting across function and hierarchical boundaries. The marketing concept

holds that the key to achieving organizational goals consists of being more effective than

competitors in integrating marketing activities towards determining satisfying the needs and

wants of target customers. Marketing activities should be carried out under a well-thought-out

philosophy of efficient, effective, and socially responsible marketing. There are five competing

concepts under which organization can choose to conduct their marketing activities. The

Production concept, Product concept, Selling/sales concept, marketing concept, and the Social

marketing concept.

Customer expectation is the perceived value customers seek from the purchase of a good or

service. In a competitive marketplace where businesses compete for customers, customer

expectations & satisfaction is seen as a key differentiator & increasingly has become a key

element of business strategy.

36

Statement of problem

A study on Marketing Strategy and Customer Comforts with reference to Bharat Big cinemas.

Objectives of the study

To assess the need, requirements & expectations of the customers in order to assess their level of customer satisfaction and also to analyze the marketing strategy used for customer

satisfaction.

To measure & prioritize areas where improvement will most affect customer satisfaction. To measure the effectiveness of different marketing strategies used by the Big cinemas on the

customer.

To understand the involvement of the employees in assisting the customers. To analyze the customer attitude towards various pricing strategies opted by Big cinemas. To know the attitude, enthusiasm regarding the service provided to customers. To study &

identify how the customers are benefitted.

To understand the customer view about the ambience and food& beverages at Big cinemas. To understand the standard levels of Big cinemas over its Competitors and other local

Theaters.

Scope of the study

The study will be related to customer comforts and marketing strategy adopted Big cinemas. The study will help in knowing the extent of customer satisfaction towards Big cinemas. The study will help to know the improvements that can be brought about in the organization. The study will help to analyze the effect of current marketing strategies used by the

organization.

The study will aid in analyzing the customer attitude towards the various aspects like pricing, booking tickets, social standards, ambience etc at Big cinemas.

37

Research Methodology

Research Methodology is a systematical way to solve the research problem. In this, we study

various steps that are generally adopted by a researcher in studying his research problem along

with the logic behind them. A preliminary exploratory study was administered through the

personal interview and mail survey with customers from the city of Mangalore to understand the

parameter that could taken up for the structured questionnaire. The research design used was

Descriptive in nature. This was done once the parameter was determined and the problem had

been narrowed down. The sampling frame consists of the customer of Bharat Big cinemas,

Mangalore. The sampling units consist of students, youths, working class and also the Family

which had visited Big cinemas. The sample size was 200 respondents but only 174 usable

respondents could be analyzed. The sampling method used is non-probability, convenience

sampling method.

Primary Data: The primary data was collected with the help of Questionnaire, personal

interview and through Mail survey with the respondent. The questionnaire was structured with

suitable scaling. The most of the questions were close ended and target customers were mostly

youth. To analyze statistical tools used are graph and diagrams and excel sheet to analyze the

primary data.

Secondary Data: The data was collected from the secondary sources like journals, web articles,

and reports.

Limitations of the Study

In spite of the success of project work certain hindrances were encountered in the course of the study.

The data gathered is just the representative of the universe and the mean may vary when compared to universe.

The period of study was limited for only 10 weeks. The information provided by the respondents may be biased. & Difficulty in covering all the areas and locations, also posed as

a constraint.

The period of study is very short and the change in the Marketing strategy with new tactics offers cannot be included in the study.

38

1. B. ANALYSIS AND INTERPRETATION

Table 3.1: Showing Frequency of visit Bharat Big cinemas for watching movie

Figure 3.1: Showing Frequency of visit Bharat Big cinemas for watching movie

Interpretation:

The above table and graph depict the frequency of customer visit to Big cinemas Mangalore. Out

of 174 respondents about 15% of the respondent visit every week and about 31% of the

respondent visit once in a month and 16% visit once in 3 month and 6% of the respondent visit

once in a year and 32% of the respondent visit according to their preference of movies.

Every week.15%

Once in a month.31%

Once in 3 months.

16%

Once in a year.6%

According to your preference

of movies.32%

Particulars Respondents PercentageEvery week. 26 15Once in a month. 53 31Once in 3 months. 28 16Once in a year. 11 6According to your preference of movies. 56 32Total 174 100

39

Table 3.2: Showing frequency of Booking tickets at Bharat Big cinemas

Particulars Frequency Percentage

Box office (ticket counter). 121 57Tele booking 32 15Internet booking 49 23

Others 11 5Total 213 100

Figure 3.2:Showing frequency of booking tickets at Bharat Big cinemas

Interpretation:

The above table and graph portray the means through which the customers book their tickets at

Big cinemas Mangalore. Out of the entire respondent 57% book their tickets through Box office

and about 15% of respondent book their tickets through Tele booking and about 23% of

respondent book their tickets through internet booking and about 5% of respondent use other

means of booking the tickets.

Box office (ticket counter).

57%

Tele booking15%

Internet booking23%

Others5%

40

Table 3.3: Showing opinion about the Location/availability of Ticket counters

Figure 3.3: Showing opinion about the Location/availability of Ticket counters

Interpretation:

The above table and graph represent the view of customers about the location tickets counters at

Big cinemas Mangalore. Out of the entire 174 respondent 19 % of respondent rate Excellent and

about 33% of the respondent rate it as very good and about 38% of respondent rate as good and

about 9% rate it as average and about 1% rate it as poor.

Excellent19%

Very good33%

Good38%

Average9%

Poor1%

Particulars Respondent Percentage

Excellent 32 19Very good 58 33Good 66 38Average 16 9Poor 2 1Total 174 100

Table3.4: Showing Information provided by the staff of Bharat price, timings & seating at the ticket counter

Particulars

ExcellentVery goodGoodAveragePoorTotal

Figure 3.4: Showing Information provided by the staff of Bharat price, timings & seating at the ticket counter

Interpretation:

The above table and graph symbolize

the price, timings & seating at the ticket counter

rate Excellent and about 28% of the respondent rate it as very

rate as good and about 17% rate it as average and about 2% of the respondent rate it as poor.

Good38%

Average17%

41

Showing Information provided by the staff of Bharat Big cinemasprice, timings & seating at the ticket counter

Respondent Percentage

27 1549 2866 3829 173 2

174 100

Showing Information provided by the staff of Bharat Big cinemasprice, timings & seating at the ticket counter

The above table and graph symbolize the Information provided by the staff of

the price, timings & seating at the ticket counter. Out of the 174 respondent 15 % of respondent

rate Excellent and about 28% of the respondent rate it as very good and about 38% of respondent

rate as good and about 17% rate it as average and about 2% of the respondent rate it as poor.

Excellent15%

Very good28%

Poor2%

Big cinemas about the

Big cinemas about the

the Information provided by the staff of Big cinemas about

. Out of the 174 respondent 15 % of respondent

good and about 38% of respondent

rate as good and about 17% rate it as average and about 2% of the respondent rate it as poor.

Very good28%

42

Table 3.5: Showing the Prices of tickets at Bharat Big cinemas

Particulars Respondent Percentage

Economical 16 9Affordable 63 36Reasonable 63 36Expensive 27 16Very Expensive 5 3Total 174 100

Figure 3.5: Showing the Prices of tickets at Bharat Big cinemas

Interpretation:

The above table and graph symbolize the customer attitude towards the price of tickets at Big

cinemas Mangalore. Out of the 174 respondent 9% of respondent rate it as Economical and about

36% of the respondent rate it as affordable and about 36% of respondent rate it as Reasonable

and about 16% rate it as Expensive and about 3% of the respondent rate it as very expensive.

9%

36%. 36%

16%

3%

Economical Affordable Reasonable Expensive Very Expensive

Per

cen

tage

Particulars

43

Table 3.6: Showing the Weekend / peak time pricing at Bharat Big cinemas.

Particulars Respondent Percentage

Economical 17 10Affordable 42 24Reasonable 36 21Expensive 54 31Very Expensive 25 14Total 174 100

Figure 3.6: Showing the Weekend / peak time pricing at Bharat Big cinemas.

Interpretation:

The above table and graph represent the customer feel about the weekend/peak time pricing of

tickets at Big cinemas Mangalore. Out of the 174 respondent 10 % of respondent rate it as

Economical and about 24% of the respondent rate it as affordable and about 21% of respondent

rate it as Reasonable and about 31% rate it as Expensive and about 14% of the respondent rate it

as very expensive.

10%

24%

21%

31%

14%

Economical Affordable Reasonable Expensive Very Expensive

Particulars

Per

cent

age

44

Table 3.7: Representing the online booking in Bharat Big cinemas

Particulars Respondents percentage

Not convenient 21 12Time consuming 36 21Moderate / Neutral 68 39Easy 40 23Very easy 9 5Total 174 100

Figure 3.7: Showing the online booking in Bharat Big cinemas

Interpretation:

The above table and graph denotes the customer view about the online booking of tickets at Big

cinemas Mangalore. Out of the 174 respondent 12 % of respondent feel it as not convenient and

about 21% of the respondent feel it as time consuming and about 39% of respondent rate it as

moderate and about 23% rate it as easy and about 5% of the respondent rate it as very easy.

Not convenient12%

Time consuming

21%

Moderate / Neutral

39%

Easy23%

Very easy5%

Table 3.8:Representing Tele booking as more convenient than the otickets at Bharat Big cinemas

Figure 3.8: Representing Tele booking as more convenient than the other ways of booking tickets at Bharat Big cinemas

Interpretation:

The above table and graph depict

cinemas Mangalore. Out of 174 respondents about 55% of customers feel that tele booking is

more convenient than the other ways of booking tickets a

agree with it.

Yes

55%

Per

cen

tage

Particulars

RespondentPercentage

45

Tele booking as more convenient than the other ways of booking Big cinemas

Tele booking as more convenient than the other ways of booking Big cinemas

The above table and graph depict the customer view about the tele booking of tickets at

Mangalore. Out of 174 respondents about 55% of customers feel that tele booking is

more convenient than the other ways of booking tickets and about 45% of respondent does not

No

55% 45%

Particulars

Yes No Total

95 79 174

55 45 100

ther ways of booking

Tele booking as more convenient than the other ways of booking

the customer view about the tele booking of tickets at Big

Mangalore. Out of 174 respondents about 55% of customers feel that tele booking is

nd about 45% of respondent does not

46

Table 3.9: Showing Advance booking has given you the following benefits

Particulars Frequency PercentageCost 41 8Time 93 19Ease/convenience 78 16Guaranteed tickets 104 21Sitting together with family/friends 93 19Early birds 30 7Can book any number of tickets 47 10Total 486 100

Figure 3.9: Showing Advance booking has given you the following benefits

Interpretation:

The above table and graph denotes the benefits that the customers think he gains through

advance booking of tickets at Big cinemas Mangalore. . Out of the 174 respondent 8 % of

respondent feels cost as an advantage and about19% of the respondent feels Time as an

advantage and about 21% of respondent feels Ease/Convenience as an advantage and about 19%

feels the benefits as sitting together with family/friends and about 7% of the respondent feels

early birds or 1st viewer opportunity as the advantage and about 10% of the respondent feels that

they can book any number of tickets through advance booking.

cost9%

Time19%

Ease/convenience16%

Guaranteed tickets21%

Sitting together with

family/friends19%

Early birds6%

Can book any number of tickets

10%

Table 3.10: Showing Free parking Fee gives an added advantage for Bharat

Figure 3.10: Showing Free parking Fee gives an added advantage for Bharat

Interpretation:

The above table and graph depict

cinemas Mangalore. Out of 174 respondents about 68% of customers feel that free parking is an

advantage and about 32% of respondent does not agree with it.

Yes

68%

perc

enta

ge

Particulars

FrequencyPercentage

47

Free parking Fee gives an added advantage for Bharat

Free parking Fee gives an added advantage for Bharat

The above table and graph depict the customer view about the Free parking facility at

Mangalore. Out of 174 respondents about 68% of customers feel that free parking is an

advantage and about 32% of respondent does not agree with it.

No

32%

Particulars

Particulars Yes No Total

Frequency 119 55 174

Percentage 68 32 100

Free parking Fee gives an added advantage for Bharat Big cinemas

Free parking Fee gives an added advantage for Bharat Big cinemas

the customer view about the Free parking facility at Big

Mangalore. Out of 174 respondents about 68% of customers feel that free parking is an

48

Table 3.11: Showing the ambience rating of Bharat Big cinemas

Particulars Frequency Percentage

1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Safety and safety checks

9 6 3 9 18 14 28 33 40 14 5 3 2 5 10 8 16 19 23 8

A/C 4 20 3 3 8 10 30 34 46 16 2 11 1 1 5 6 17 20 26 9

Hygiene 4 6 6 3 16 12 29 38 50 10 2 3 3 2 9 7 17 22 29 6

Snacks 5 10 7 7 14 15 32 31 42 11 3 6 4 4 8 9 18 18 24 6

Beverages 3 12 7 8 21 17 31 23 42 10 2 7 4 5 12 10 18 13 24 6

Odor/Smell 4 6 5 5 15 20 19 35 50 15 2 3 3 3 9 11 11 20 29 9

Waiting longue

15 43 11 13 16 15 25 27 4 6 9 25 6 7 9 9 14 16 2 3

Figure3.11: Showing the ambience rating of Bharat Big cinemas

5% 2% 2% 3% 2% 2%9%3%

11%3% 6% 7% 3%

25%

2%2%

3%4% 4% 3%

6%

5%2%

2%4%

5%

3%

7%

10% 5%9%

8%12%

9%

9%

8%6%

7%

9%

10%

11%

9%

16%17%

17%

18%18%

11%

14%

19%

20%22%

18% 13%

20%

16%23%

26%29% 24%

24%

29%

2%8% 9% 6% 6%6% 9%

3%

Safety & safety checks

A/C Hygiene Snacks Beverages Odor/ smell Waiting lounge

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Rank 8 Rank 9 Rank 10

49

Interpretation:

The above table and graph denotes the customer view about the exterior safety measures at Big

cinemas Mangalore. Out of the 174 respondent 5 % of respondent ranked it as 1out of 10 which

means least safety and about 3% of the respondent ranked it as 2 out of 10 and about 2% of

respondent ranked it as 3 out of 10 and about 5% of the respondent ranked it as 4 out of 10 and

about 10% of the respondent ranked it as 5 out of 10 and about 8% of the respondent ranked it as

6 out of 10 and about 16% of the respondent ranked it as 7 out of 10 and about 19% of the

respondent ranked it as 8 out of 10 and about 23% of the respondent ranked it as 9 out of 10 and

about 8% of the respondent ranked it as 10 out of 10.

The above table and graph denotes the customer view about the Air cooling at Big cinemas

Mangalore. Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means

safety and about 11% of the respondent ranked it as 2 out of 10 and about 2% of respondent

ranked it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 5% of

the respondent ranked it as 5 out of 10 and about 6% of the respondent ranked it as 6 out of 10

and about 17% of the respondent ranked it as 7 out of 10 and about 20% of the respondent

ranked it as 8 out of 10 and about 26% of the respondent ranked it as 9 out of 10 and about 9% of

the respondent ranked it as 10 out of 10.

The above table and graph denotes the customer view about the Hygiene at Big cinemas

Mangalore. Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means

least and about 3% of the respondent ranked it as 2 out of 10 and about 3% of respondent ranked

it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 9% of the

respondent ranked it as 5 out of 10 and about 7% of the respondent ranked it as 6 out of 10 and

about 17% of the respondent ranked it as 7 out of 10 and about 22% of the respondent ranked it

as 8 out of 10 and about 29% of the respondent ranked it as 9 out of 10 and about 6% of the

respondent ranked it as 10 out of 10.

The above table and graph denotes the customer view about the Snacks at Big cinemas

Mangalore. Out of the 174 respondent 3% of respondent ranked it as 1out of 10 which means

least and about 16% of the respondent ranked it as 2 out of 10 and about 4% of respondent

ranked it as 3 out of 10 and about 4% of the respondent ranked it as 4 out of 10 and about 8% of

50

the respondent ranked it as 5 out of 10 and about 9% of the respondent ranked it as 6 out of 10

and about 18% of the respondent ranked it as 7 out of 10 and about 18% of the respondent

ranked it as 8 out of 10 and about 24% of the respondent ranked it as 9 out of 10 and about 6% of

the respondent ranked it as 10 out of 10.

The above table and graph denotes the customer view about the Beverages at Big cinemas

Mangalore. Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means

least and about 7% of the respondent ranked it as 2 out of 10 and about 4% of respondent ranked

it as 3 out of 10 and about 5% of the respondent ranked it as 4 out of 10 and about 12% of the

respondent ranked it as 5 out of 10 and about 10% of the respondent ranked it as 6 out of 10 and

about 18% of the respondent ranked it as 7 out of 10 and about 13% of the respondent ranked it

as 8 out of 10 and about 24% of the respondent ranked it as 9 out of 10 and about 6% of the

respondent ranked it as 10 out of 10.

The above table and graph denotes the customer view about the odor at Big cinemas Mangalore.

Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means least and about

3% of the respondent ranked it as 2 out of 10 and about 3% of respondent ranked it as 3 out of 10

and about 3% of the respondent ranked it as 4 out of 10 and about 9% of the respondent ranked it

as 5 out of 10 and about 11% of the respondent ranked it as 6 out of 10 and about 11% of the

respondent ranked it as 7 out of 10 and about 20% of the respondent ranked it as 8 out of 10 and

about 29% of the respondent ranked it as 9 out of 10 and about 9% of the respondent ranked it as

10 out of 10.

The above table and graph denotes the customer view about the Waiting lounge at Big cinemas

Mangalore. Out of the 174 respondent 9% of respondent ranked it as 1out of 10 which means

least and about 25% of the respondent ranked it as 2 out of 10 and about 6% of respondent

ranked it as 3 out of 10 and about 7% of the respondent ranked it as 4 out of 10 and about 9% of

the respondent ranked it as 5 out of 10 and about 9% of the respondent ranked it as 6 out of 10

and about 14% of the respondent ranked it as 7 out of 10 and about 16% of the respondent

ranked it as 8 out of 10 and about 2% of the respondent ranked it as 9 out of 10 and about 3% of

the respondent ranked it as 10 out of 10.

Table 3.12: Showing Safety at Bharat

ParticularsSecureSafeAverageUnsafeRiskyTotal

Figure3.12: Showing Safety at Bharat

Interpretation:

The above table and graph denotes

Mangalore. Out of the 174 respondent 25 % of respondent feel it as secure and about 49% of the

respondent feel it as safe and about 18%

feel it as unsafe and about 3% of the respondent feel it as risky.

Secure Safe

26%

49%

perc

enta

ge

51

howing Safety at Bharat Big cinemas

Particulars Respondent Percentage44 2585 4932 188 55 3

174 100

Showing Safety at Bharat Big cinemas

The above table and graph denotes the customer view about the safety measures at

. Out of the 174 respondent 25 % of respondent feel it as secure and about 49% of the

respondent feel it as safe and about 18% of respondent feel it as moderate/average and about 5%

feel it as unsafe and about 3% of the respondent feel it as risky.

Safe Average Unsafe Risky

49%

18%

5% 3%

particulars

the customer view about the safety measures at Big cinemas

. Out of the 174 respondent 25 % of respondent feel it as secure and about 49% of the

of respondent feel it as moderate/average and about 5%

Table 3.13: Showing Seating comforts & Seat layout Bharat

Particulars Respondent

Excellent 26Very good 60Good 60Average 22Poor 6Total 174

Figure 3.13: Showing Seating comforts & Seat layout Bharat

Interpretation:

The above table and graph represent the view of customers about the

layout at Big cinemas Mangalore. Out of the entire 174 respondent 15 % of respondent rate

Excellent and about 34% of the respondent rate it as very good and about 34% of respondent rate

as good and about 13% rate it as average and about 4% rate it as

Excellent Very good

15%

34%

perc

enta

ge

52

Showing Seating comforts & Seat layo