THE FEATURE PRESENTATION BEGINS!!!!!!!

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FLOWERS OF SERVICE

INFORMATION

Core

ORDER TAKING

Core

BILLING

Core

PAYMENT

Core

CONSULTATION

Core

HOSPITALITY

Core

SAFEKEEPING

Core

EXCEPTIONS

Core

• Show getting cancelled due to unpredicted events-refund full.• Pre booked movies no being released on the specified date.

7 P’S

PRODUCT

LUXURY CINEMAS BULK CINEMASPARTY AT PVR

PRICINGThe 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.

PLACEAll 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.

PROMOTIONPVR as a brand indulges into print advertisements on every Friday giving

out the latest movie schedule.

PEOPLE30 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.

Almost all the employees know the regional language.

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.

Process For Customers

ONLINE

MOBILE

CARD SYSTEM

SELF CHECK IN

PHYSICAL EVIDENCE• AMBIENT FACTORS• DESIGN FACTORS

BLUE PRINT

TARGETINGSEGMENATATIONPOSITIONING

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

SKIMMING AND MARKET PENETRATION

• 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 Features Price CancellationClassic Ordinary seats, Food and

Beverages can be ordered while booking. Spot booking not available

90 to 300 A nominal charge is charged on cancellation. Online tickets are not cancelled

Europa Special Reclining Seat, Luxury Lounge, Waiting time for movies is less. Complimentary drink, Meals served inside the hall. Better lighting, sound and projection systems. Spot booking available

250 to 500 Cancellation Charges apply when booked with counter. Online tickets are not cancelled

Gold Recliner Seats with additional plush and comfort. Blanket and pillows provided. Special premium lounge with Indian and International cuisine. Private viewing is also possible. Legroom and space between seats are more. Best quality projection and screening. Spot booking available

500 to 1000 +

Cancellation of online tickets not available. Special charges for corporate and private bookings

3 STAGE MODEL FOR SERVICE

PRE PURCHASE STAGE• The customer coming to know about a movie.• Search for theatres presenting the show.• Option of choosing a theatre from the different theatres-

INOX,IMAX,CINEPOLIS or Unorganized theatres.• The theatre may be chosen based on previous experience or information

gathered(primary or secondary).• The theatre may chosen based on the ease of commutation, distance, price

of movie ,hype of the movie or ambience of the theatre.

SERVICE ENCOUNTER STAGE• The moment of truth starts from the customer reaching the theatre till

he/she exits the system.• Parking of vehicle.• Check at the entrance, employees greeting the customer.• Ease of assessing the ticket and getting a suitable seat.• Quality and quantity of the food and beverages.• Restroom facilities.

POST ENCOUNTER STAGE

• The customer after experiencing the service is satisfied/dissatisfied with the service.

• Customer retention /customer loyalty• Feedback

YIELD MANAGEMENT

STRATEGIES FOR SHIFTING DEMAND TO MATCH CAPACITY

Demand too high

Increase PriceIncrease no of shows

Demand too low

Reduce priceDecrease no of showsFlexible TimingsIncrease Advertising activities

PVR acquired Cinemax and D T Cinemas to expand their base, to cater larger number of audience

STRATEGIES FOR ADJUSTING CAPACITY TO MATCH DEMAND

Demand too high

Cross-training employeesPart time employees

Demand too low

Maintenance/ RenovationEmployee 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

– Screenplay – Direction NITHIN JOJI SANKOORIKKAL

THE END!!!!!!