Product

Presented to : prof. Neha Gupta01Nisha Pujari 37Kalyani Burkul 09 ENTERTAINMENTINDUSTRY

PVR - BRINGING SMILES

Nishant Ahugiya 01Priyank Mehta 27Manan Bhatt 05 Seema Dhage 15PRESENTATION BY : -1Indian E&M IndustryEstimated to grow from INR 646 billion in 2010, at 13.02% for next 5 years to reach INR 1198.19 billion in 2015.Indian Film industry is the largest film industry in the world in terms of number of films produced and admission each year.Indian film industry was accorded the status of an industry in 2000.There were 107 bollywood releases in 2011.Indian Film industry is expected to grow at 9.3% over next 5 years, reaching to INR 136.5 billion in 2015 from the present INR 87.5 billion in 2010.There were 215 Hindi releases in 2010 as compared to 235 in 2009 and 1059 regional releases (Tamil, Telugu etc.) in 2010 as compared to 1053 in 2009.As of 2010, there are approximately 9000 single-screen theaters along with 200 to 250 multiplexes having around 950-1000 screens across India.

Film Industry in India

pvr

PVRVISION : The company's long-term vision is to remain India's most premiums and most preferred Retail Entertainment Company

HISTORY March 1974, PEPL Started with single screen cinema hall. 1990, A set back to businesses of Cinema Halls. Renovation of Priya Theatre (PEPL) at a cost of Rs. 4 Million. April 1995, PEPL Joint Venture with Village Roadshow Ltd. (VRL), forming PVRL (Priya Village Roadshow Ltd.) Inscription of PVR Movies First Logo. The first multiplex cinema in the country PVR Anupam in June 1997 at Saket, New Delhi.

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PROGRESS 2003 04, Grand Opening of 7 Screen Multiplex. Came up with the IPO in 2005 Largest Multiplex with 11 Screens in Bangalore 2006. Launch of PVR Cinemas, Hyderabad 2006. 26 Cities, 108 Screens The Growing Chain Nation wide. Joint Venture with K Sera Sera & Factory The first of its kind. PVR entered into a JV with Major Cineplex Group in 2008 based in Thailand for setting Blowing Alleys, Ice Skating rinks, Karaoke Centers and gaming zones.10

PRESENT India consists of 37 Cinemas with 162 screens spread over 21 different cities Delhi, Faridabad, Gurgaon, Ludhiana, Ghaziabad, Mumbai, Kolkata, Bangalore, Hyderabad, Chennai, Lucknow, Indore, Aurangabad, Baroda, Allahabad, , Ahmedabad, Udaipur, Chandigarh, Surat, Latur and Raipur. FY 2011 the PVR brand has been successful in entertaining more than 19 million esteemed patrons 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. It has also successfully forayed into retail entertainment formats such as bowling Centres with BluO- India's largest 24 lane bowling centre which was set up in Gurgaon in 2008. The movies co-produced by PVR Pictures include "Taare Zameen Par", "Jaane Tu Ya Jaane Na", "Aisha" etc. Movies distributed by PVR include "Ghajini", "Golmaal Returns", "Sarkar Raj", "Lions of Punjab", "Tum Mile", "Aviator", "Chicago", "Hannibal Rising", "Don", Twilight Series", " Action Replay" to name a few.

Contd..

FUTURE 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 also aims to set up more bowling centres, ice skating rinks and expand its presence in key cities and become a dominant player in the Retail entertainment space at pan India level.PVR PoliciesPVR Pictures ,entered into Film Co-productionJV with Major Cineplex PVR Blue O EntertainmentOff season renting outPVR Cinemas, one of the leading cinema chains in the country with over 108 screens in 26 different cinemas spread across multiple locations.State of the Art Technology that enhances the whole experience of watching a movie-the great picture quality, sound system etc.7 Ps ProductThe bright red colors in the interiors to glittering gold in the foyer.

Comfortable seats with more leg-room.

Refreshments serving staffs in the theatre itself.

High Class audio-visual quality.What you Get ? 15One of the most important factors for Brand Loyalty.PVR offers HIGH PRICE discrimination for various segments of its customers.In addition it has come up variety of schemes also.Flagship ProductATP between 100-200 Rs.Excellent viewing value to middle market audiencePrice

Movie tickets cost 12-40% cheaper now.

PVR Cinemas has dropped prices for shows screened before 1 pm to as low as Rs 50-100, depending on properties. Its tickets were earlier priced between Rs 80 and Rs 150.16 PVR Premiere screens, which would be high end luxury screens with an ATP beyond Rs200. Middle upper market and premium location in metros.CONTD..

17PVR Talkies which have an ATP below Rs 100. Aimed at value conscious market in tier 2 towns.Contd.

18 Gold class have an ATP over Rs 500

Caters to upper end of the marketContd.

19 Availability at the right place, at the right time, in the right quantitiesEntertained over 18 million moviegoers in 2007-2008PVR additionally plans to invest Rs 300-400 crore to open 250 screens by 2010 - Maiden Mall, Amritsar (5 screens) - Ampa Mall, Chennai (7 screens) - Odeon, Ghatkopar, Mumbai (4 screens)

Place20DelhiLatur

GurgaonludhianaFaridabadLucknowGhaziabadIndoreMumbaiAurangabadBangaloreBarodaHyderabad

26 cinemas with a total of 108 screens

21 Promotion.22PVR customers who use Visa Platinum, Visa Signature or Visa Gold cards who buy cinema tickets through http:// www.pvrcinemas.com/will receive one free ticket out of every two tickets purchased

VISA PVR OfferOnline Movie Booking WebsitesPVR CinemasBookEazyKyazoongaAsk4Ticket.comITicket.inBookMyShow.com23

ALTERNATIVE OPTIONS TO PURCHASE TICKETS24

MEMBERS ZONE25

CONTD.Wheres the party tonight? ?? - At A MOVIE HALL !!!!!!!!!!!!!!!!

Multiplex chains are now positioning their luxury format lounges as a place where MOVIE BUFFs can enjoy a get-together and also watch a movie. Multiplexes dress up for partiesYou could also get your favourite cake in case its your birthday.

Delhi-based PVR Cinemas offers their 36-seater Gold class auditoriums for private parties. The ticket price per seat range between Rs 300-500. We are offering private party packages at our luxury auditoriums for movie-goers. Besides corporate, the concept is a huge hit with celebrities, says Gautam Datta, VP-marketing, PVR Cinemas27It 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.

The company had a turnover of Rs 41 Crores in 2001-02, which is expected to rise to about Rs 60 Crores in 2002-03, and with the growth envisaged, the turnover in the next 3 years is expected to be over Rs 250 Crores.PROCESS28

CONTD29

30PeoplePVR makes all employees train at different levels from time to time

Teaches employees to be helpful, polite, courteous to all customers and co workers Report customer grievances to managers Strict on rules on no smoking, drinking on job etc. Very great importance is given to person hygiene and appearance clean uniform and shoes. Not allowed to make a gesture to ask for any sort of a tip / gift from customers. Job performance evaluation at the completion of first 90 days of Employment All trainees are made to train at all departments like ticket sales, computer ticketing telebooking, sales enquiries, customer service ,skills, cash handling sales, credit card sales etc. On the occasion of Children's Day 2005, PVR created aremembrance for children from PVR's Housekeeping Attendants,Projectionists, electricians, with the movie IQBAL.31Though customers cannot see a service, but they can definitely see varioustangible clues of the service offer like facilities, communication, objectives,employees, other customers, price etc.

Exterior The movie hoardings, movie schedules, computerized service, glass entrance, PVR banner, deign of PVR building, parking etc all contribute to the external environment

Interior Seats, color coordination and combination (blue in case of PVR), hygienic wash rooms, candy bars, corridors, stairs, sound and visual equipment, design of the hall, ambience etc are all included here

Attention to detail and stress on high quality cinema viewing experience is evident from the unique seating arrangement that ensures unobstructed viewing from anywhere in the auditorium.Physical EvidencePlush, ergonomically designed seats have been installed to provide flexibility and ultimate comfort to guests.

Convenient cup holders have also been installed on every armrest. Edge to edge screens and digital sound will contribute in creating the ultimate movie going experience.

The multiplex has an avant-garde lobby with studio effect interiors. Station concession counters which offer customers a wide selection of the traditional movie going fare of sweet and salted popcorn, hotdogs and soft drinks, as well as candy, nachos, fruit juices and Mineral water.

CONTD.Increased employee productivityCreation of good impression among customersIncreased credibility of the service providerDifferentiation from competitorsEffective management of service quality and repositioning of servicesThe important benefits offered by physical evidence are-

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SWOT ANALYSIS

STRENGHTS Film Distribution First Mover Advantage Largest Multiplex Operator in IndiaWEAKNESSES

Increasing Competition Lack of Customer Feedback for further Improvement of Services

OPPORTUNITIES

Growing Business Film Distribution FranchisingTHREATS

Distributors Govt. RegulationsSEGMENTATION ,TARGETING & POSITIONING

SEGMENTATIONPVR 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

TARGETINGTargeted 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 income 40K and above per month

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

POSITIONINGPVR had, and still has a very well planned market position

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 experienceService Marketing TriangleInternal Marketing:Training and motivating to employees at different levels from time to timeEmployees are given personalized badges symbolizes that the employees pride themselves on being a part of the PVR familyEmployees are taught to deal with safety problems like accidents, fire, bomb threat, armed robbery etcIncentives and Bonus to Employees

42External Marketing

Advertisement on T.V ,NewspaperSales PromotionMonthly Magazines Movies First for Latest Movie updatesOnline newsletter called PVR WireInternet for online ticket booking Public Relation - Any new developments are communicated to the audience via press releases.contests pertaining to latest festivals like Valentines Day, New Years Eve, Oscar Movies Week etc

43Interactive MarketingEmployees are very friendly, helpful to customersThey are also polite & courteous to customersEmployees are very cheerful reliable & informedAudience can easily relate and communicate with employees In case of any customer complaints, the employees are immediately directed to report the same to their managersCaring, individualized attention to the customer

44First to launch a multiplex in India - PVR Anupam Saket, DelhiFirst to launch India's biggest 11 screen multiplex - PVR, BangaloreFirst to bring premier movie viewing to India with the exclusive Europa Cinema and Lounge at PVR GurgaonFirst to introduce Gold Class Cinemas in India at PVR, BangaloreFirst to form a foreign joint venture with Village Roadshow, AustraliaFirst to receive institutional funding in the cinema industry - from ICICI VentureFirst to offer computerized & online ticketingFirst to accept credit cards in cinemasFirst to introduce mobile based information & ticketing serviceFirst to launch a loyalty program for movie-goers in India First to launch 'Movies First' - a monthly magazine that updates the movie lovers on the latest happenings in Bollywood and Hollywood.PVR has also ventured into the business of film distribution and set up PVR Pictures, a fully-owned subsidiary of PVR Ltd. PVR Pictures specializes in acquisition and local distribution of films

PVR FirstsGap AnalysisTechnological InnovationOnce inside...Service must match the price chargedOutlets are few in number ATM facilities are not available.Too much of undue advertisement.No Flexible Discount schemes Regional movies are not entertained much

RecommendationsForay more into technology, Like imax by adlabs, Less price for first two rows, food and beverage should be reasonably charged, more leg space between the rows, and more variety of food.There should be many outlets at convenient places along with ATM facilities.More of entertainment and less of advertisement.Expanding reach: promotional campaigns once or twice in a month.Riding high on sport

Awards & RecognitionHighest Box Office Collections in India for 5 consecutive yearsThe Theatre World Newsmaker of the Year Award for 2003Retailer of the Year- 2005Franchise Award - 2005Future PlansCollaborating with Networking SitesRadio Frequency Identification RFIDIncreasing No. of ScreensInvolving more into producing moviesGiving throughout India a Digital Movie Experience

PVR ZOOMPVR ZOOM

It comes with more leg roomIt makes you go vroom,Its a place for all the fun n dhoom,So jab aana ho ghoom,It has to be PVR ZOOM.