Pvr Cinemas_Services Ppt

8/8/2019 Pvr Cinemas_Services Ppt

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BY

A.V .SUURESH

9040

Services of PVR Cinemas


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Indian Film Industry

y Significant benefits due to rise in incomes andgrowth in economy

y 51% of the revenues in Indian film industry from

South Indian Cinemay Film exhibition consists of Single, double screens

and multiplexes.

y

More than 2000 screens inIndia

y Multiplexes growing at 10%


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Introduction to PVR

y June 1997, PVR Anupam Indias First Multiplex.

y 2003 04, Grand Opening of 7 Screen Multiplex.

y Largest Multiplex with 11 Screens in Bangalore in

2006.

y Launch of PVR Cinemas, Hyderabad 2006.

y 26 Cities, 108 Screens The Growing Chain Nation

wide.y Joint Venture with K Sera Sera & Factory The

first of its kind.


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Early mover advantage

y First to introduce Gold Class Cinemas in India at PVR,Bangalore

y First to form a foreign joint venture with Village Roadshow,Australia

y

First to receive institutional funding in the cinema industry from ICICI Venturey First to offer computerized & online ticketingy First to accept credit cards in cinemasy First to introduce mobile based information & ticketing

servicey First to launch a loyalty program for movie-goers in Indiay First to launch 'Movies First' - a monthly magazine that

updates the movie lovers on the latest happenings inBollywood and Hollywood.


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Key components of blueprint

Core product Movie

1) Before the core product is encountered- Ticket booking, eating counters, seating

2) Delivery of Core product- Light, Sound effects ; Interval time crucial

3)After core product is encountered

- Cleaning and getting ready for next show, smooth process


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Marketing Mix - 7 PsService Product

y Core product is the Moviesy Bulk bookings(20 tickets or more)y E-booking and telebookingy Online newsletter called Pvr wire

y Movie magazine called Movies Firsty Movie Vouchersy Other products include

-Ambience

-Hygiene-Canteen-Parking


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Price

y Premium positioning

y Originally started from Rs 125 (for evening shows)and Rs 90 (for morning shows and weekday plans)

y Currently Pvr Hyderabad pricing is 150/- per ticket

y Gold class ticket in Bangalore is priced at 750/,offers superior ambience, environment, seating

and viewing.y Occupancy rates even as low as 35% reaches PVRs

break-even points because of the pricing.


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Place/Distribution

y Availability at the right place, at the right time, inthe right quantities

y PVR Cinema Halls are stationed at good locations

in city, such as Central Business District inHyderabad.

y They do not follow any franchisee outlets, eventhough they indulge in ticket sales online and via

telebooking.y PVR does not have any other channel of

distribution, as their service is sold solely at theirchains.


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Promotion

y Print advertisements on every Friday giving out thelatest movie schedules.

y New developments are communicated to the

audience via press releases.y Collaboration with cellular services like Airtel and

have SMS and-win contests and give out freetickets to the winners.

y Organizing Star Events on Premiers of movies.

y The whole PVR banner and its exteriorenvironment including movie hoardings, banners

etc


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People

y Makes all employees train at different levels fromtime to time

y Report customer grievances to managers

y Strict on rules on no smoking, drinking on job etc.

y They are given personalized badges symbolizesthat the employees pride themselves on being a

part of the PVR family.y Importance is given to person hygiene and

appearance clean uniform and shoes.


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Physical Evidence

Aim : Tangibilize the intangible


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Process


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Recommendations

y Keep up with technological Innovations.

y The leg space in between the rows is less and itmakes the audience uncomfortable after sometime.

y Special promotional campaigns for students forinstance could help in attracting the vast pricesensitive student audience. Such promotions couldhappen once or twice a month without diluting thesuperior brand image.

y It could capitalize by screening hot cricketmatches live.


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Bibliography

y www.google.com

y www.pvrcinemas.com

y Forbes India

Documents

Pvr Cinemas_Services Ppt