Kelly Hecht, Emmett Corboy, Maria Tagle

IMC Objectives & Strategies 18 Positioning & Campaign

Theme 19 Creative Recommendations 20 Objectives for Advertising 21 Sales Promotions Recommendations

22 Direct Marketing Recommendations

23 Internet/Interactive

Recommendations 24 PR Recommendations 25 Personal Selling

Recommendations 26 Campaign Flowchart 27 Measurement &

Evaluation 28 Budget Summary 29 Conclusion 30

Industry Background 4

Company Snapshot 5

Brand Review 6-7

Competitive Review 8

Buyer Analysis 9

SWOT Analysis 10

Marketing Goals 11-12

Target Market 13

Promotional Program Situation Analysis

14-15

Review of Past/Existing Programs 16

Before & After 17

Size (2007) #of Teens/College-age

moviegoers : 48 million # of 25-39 year-old

moviegoers: 47 million Growth: Negative (July ’06-

July ‘07) 12-24 year old movie-goers

decreased 3% 25-39 year old movie goers

decreased 7% Current Trends:

overall decrease in attendance

increase in ticket prices slow growth in core

demographic group Market share dominated by 4

main exhibitors▪ Operate 19% of theaters, but

control 42% of screens

Macro-environment Factors/Issues: Economic: recession

causing decreased disposable income and increased costs & prices

Legal: increase in Black market activities to provide bootleg DVDs

Technological: development of home theater systems, HD content, shorter time period between theatrical & DVD release

Legal: FCC requirement for broadcasters to convert to digital consumer movement to use grade televisions

Brief Description At Premier Cinemas, our goal is give the moviegoer

the red carpet treatment as if they are the stars of the film.

We will offer first-run movies, have a restaurant in every multiplex, and have a gift shop that sells movie memorabilia.

To cap off the experience of being a star, there will be a red carpet leading to the entrance

Place in the Industry: Premier Cinema is going to be a nation-wide chain

of multiplexes holding 14 theaters in each facility. We will have to start out in limited, prime locations,

but plan to grow to suburbs and other locations.

Key Benefits stable industry that has been in business since

the early 1900s Brand Image

Premier Cinema will offer a new way for the public to go see and experience movies by treating the customer like the star.

Positioning we are offering the customer a unique movie

going experience that has never been offered before

Perceptual Map Premier Cinema will offer a high quality

experience at a reasonable price for the middle-class American.

Key Direct Competitors: other major theaters & brands Regal (Regal, United Artists,

Edwards) Cinemark (Cinemark, Century) Carmike (Carmike)

Indirect Competitors: black market (bootleg movies) substitutes for entertainment

(plays, concerts) Home viewing options Internet sources Cable & TV

2006

2007

06-07

Sales

Share %

Sales

Share %

Change %

Regal 1,727

18.2 1,832

19 6.1

AMC 1,442

15.2 1,598

16.5 10.8

Cinemark

847 8.9 906 9.4 6.9

Carmike 324 3.4 327 3.4 1

All other 5,147

54.2 4,993

51.7 -3

Total 9487

100 9656

100 1.8Overall Assessment

Regal holds leadership in sales & screen count AMC leads sales growth (acquisition of Loews)Outside top 4, market is fragmented & market

share is diminishing

Statistics provided by Mintel

User ProfileDemographics: most frequent movie goers are ages 12-24Psychographics: attendance due to the desire for entertainment, appreciation of film, and/or a place to “escape” Behaviorist Factors: frequent movie goers attend a movie at least once a month

Who buys? All demographics ages 12 and up

Who influences purchase decision? Advertisers, peers, family members

Decision CriteriaPriceMovie times & locationsAvailable movies showing (quality: are there movies worth seeing?)

Opportunities Tap into a market that

traditionally looks more toward plays by offering more of what they are used to getting.

Threats Competing movie

theaters might begin to offer the same kind of service

Competing theaters may be able to offer the same movie ticket for less money to somebody who is only interested in viewing the movie.

Goals: Sales Volume (in

millions):

▪ 1500-1700 ▪ Based on AMC sales

(mother company) and Regal sales (leading exhibitor)

Market Share: 20% Increase AMC’s

market share from 16.5% to surpass Regal

GENERATE SALES REVENUE:

Annual Revenue: 7.5 million Box Office Receipts:

$5.2 mil Concessions: $2.25 mil Advertising: $375,000

PROFIT

After including many costs (labor, facility), Premier Cinemas hopes to generate approximately 2.8 million gross profit annually

Primary Target Market: Families and Young adults (ages 12-34)• With making the customer the movie star,

everyday ordinary families and young people would best fit this vision

Secondary Target Market: Elderly• Additional customers that exist outside of our

primary target market who may or may not choose the movies as a preferred choice of recreation

Current Situation: Tired brand, bought out by AMC Theatres

Company’s History: Family-controlled drive-in theater chain in the early 1950s

Products and Services: Movie Theatre- first drive-in, then indoor theatres, then acquired hip, new graphics

Past Market Research: Suggested people ate either before or after a

movie and this led to partnering with restaurant brands

Competitive status: General Cinema was competing with the major

theatre chains including AMC, Carmike, Cinemark and Regal, and all the other chains out there

Strengths: more personalized experience

Weaknesses: lots of competition have less screens less outlets

Past Programs: Originally drive-in theatre and as society started

modernizing cinemas, built indoor theatres Past Promotion Mix:

Created a joint venture with Cinema Grill.Goal was to provide excellent food service while showing a

movie for $15 Sales for gift cards that year was $40,000

Strengths have a very unique, personalized experience most movie

goers wouldn’t get elsewhere Weaknesses

major competition with many more screens and outlets make it hard for

Overall Assessment: Recently bought out by AMC in 2002, General Cinema (now Premier Cinema) became a dead brand that needs a new brand management team to revive it.

GENERAL CINEMAS…………

Awareness Objectives: Increase exposure and awareness of Premier Cinemas

by 50% by its opening in July 2010 Preference Objectives:

Increase attendance by 65% in a 3 month period after opening

Campaign Strategies: Increase exposure and awareness by using a large

variety of marketing literature, such as direct mailers and radio spots

Advertise in special interest magazines, on radio, TV Have an interactive website and in-store displays in

related retailers. (i.e.: Best Buy) Sponsor events (i.e.: Oscars)

*Positioning Statement: Premier Cinemas provides a unique “night on the red carpet” experience, offering high quality visual & sound systems, comfortable luxury seating, restaurant and bar, and exceptional VIP customer service.

* Positioning Strategy: Premier Cinemas will be more than just a movie theater, it will be an total “night out” experience

• Theater Attributes: comfortable luxury seating, restaurant and bar, delicious concessions, retail store•Price/Quality: Affordable prices for high quality products & service•Competitors: While others offer a standard movie-going experience (i.e.- Regal), Premier Cinemas treats every customer like a star

*Campaign Theme: A Night on the Red Carpet• “Premier Cinemas…Where you’re the star!”

Advertising Objectives: To increase awareness of the differentiated

experience of customer as movie star To persuade target that Premier Cinemas are worth

coming to and that the experience will prove worth the money to have a fun night out

Advertising/Message Strategy: Attempt to illustrate and convince target that the

Premier Cinema experience is unlike any other theater experience

To promote the idea that our experience is worth the money and has greater value than any other normal theatre

Participating in our experience will make you realize how fun a family outing can be and other activities will have a hard time looking as attractive and exciting

• Primary Target Audience: Families and Young adults• Secondary Target Audience: Elderly, other movie goers

• Objectives: • To establish clear brand identity to target market •To increase advertising in rural and urban areas

• Strategy:• Use celebrity/movie star sponsors to promote brand• Use TV and radio ads to reach young people and families• Increase print advertising in selected markets (i.e. internet)

Jan ‘10 Feb ‘10 Mar ‘10 Apr ‘10 May ‘10 Jun ‘10 Jul ‘10

TV Campaign

NBC & ABC

Magazine & Print

Entertainment Magazine

Radio Spots

Online/Website

Target Audience: young adults and families Objectives: increase market share by 80%

and increase sales 60% Budget- Rationale- add value to and give consumers

incentives to choose Premier Cinemas over another theater

Recommendations: Coupons▪ Direct mailings

Loyal Reward Program▪ Membership card and gather points to earn benefits

Target Audience: Households (families, students apartments)

Objectives: To initially establish and communicate the red carpet image of Premier Cinemas

Rationale: Attractive mailings more likely to be opened and used

Budget:

• “Invitation” Mailings•Prior to its opening, Premier Cinemas will directly mail “invitations” in the form of Oscar-like Envelopes• “Bring this invitation and a guest to receive a free admission pass to the movie of your choice!” • Tracking the number of used coupons allows us to measure its success

Target Audience • Young adults through Facebook & similar mediums • Families through yahoo mail ads & similar mediums

Objectives •Reach target through relative and widely used outlets

Budget  

Target Audience: Media and movie-goers

Objectives:• Get publicity from newspapers, radio, and TV news that will build the brand awareness and generates consumer attention and awareness• Host or sponsor an event during the Oscars, such as an after party that will create interest in Premier Cinemas• Hold a press conference to announce the grand opening of Premier Cinemas answering all questions about the five star treatment customer will receive

Budget:

Target Audience: • Young adults and Parents

Objectives:• Establish a partnership with electronic retail and video rental stores that allows us to set up in-store displays• Set up mall kiosks that allow us to directly answer any questions customers may have as well as directly distribute literature to the customer• Gain customer interest through direct, face-to-face communication with them.

Budget:

Jan. 2010

Feb. 2010

March 2010

June 2010

July 2010

Measurement give out coupons at our in-store displays,

with our direct mailing pieces, and with print ads

keep track of what percentage are cashed in Count # of hits using website counter

Evaluation compare use of coupons to total number of

customers. Looking at this will let us know who came

because they saw our ad

Media & Production

Sales Promotion Direct Marketing Public Relations Sponsorship Endorsements Measurement &

Evaluation Total

$50,000 (screens & projectors)

$10,000 $5,000 $5,000 $25,000 $25,000 (celebrity PR) $10,000

$130,000

Ultimate Goal: Provide a unique, valuable movie going

experience

Strategies to reach ultimate goal: Customer Value & Satisfaction: communicate

a clear distinguished brand that embodies a “VIP, red carpet” theme towards our target market.

Create solutions that address the current trends of decreased attendance to the movies through satisfying needs and wants of target