CGV - DMP01 - Competitor Review

transcript

COMPETITOR REVIEW – CATEGORY: ENTERTAINMENT

CHU THANH ĐỨC DIGITAL PLATFORM MANAGEMENT 02

Overview

Box Office Bumps (2008 – 2012)

• Local market growth rate: 20-25%/year

• Revenue growth: $7 million (2008) - $35 mil. (2011) –

$43 mil. (2012) - $50 mil. (2013) – projected $110 mil. (2020)

• Movies distributed in 2014: over 120 (approx. 100

foreign movies & 20 local movies)

• 97 movies theaters, 246 rooms: only 20-40% qualified,

350 movies theaters to be expected

• CGV is the biggest brand & distributor, 60% of market

share, average revenue of $20-23 million/year

13 theaters

65 rooms

7 theaters

33 rooms

5 theaters

30 rooms 4 theaters

22 rooms

2 theaters

12 rooms

DIGITAL PLATFORM REVIEW – OWN MEDIA

OFFICAL WEBSITES

http://www.cgv.vn

FACEBOOK FANPAGE

http://www.facebook.com/cgvcinemavietnam

EXECUTIVE SUMMARY

Platforms

• Executing on the main 3 platforms: Own, Paid & Earn

• The most effective channels: websites, fanpage, CGV Vietnam App, Line

Content

• Advantage in privileged info from distributors

• Leading in the content creativity

• Rich content: film introduction, brand messages, promotions, Adv.

Integration

• Strong consistency between Websites & Fanpage

• Facebook Fanpage need to be more diversified: funny stories about movies

WEBSITES

•Automatically linked www.megastar.vn to www.cgv.vn

•Intensify the referral traffic: articles on brand awareness

•Replace pop-up windows by a static page

•Fine tune film portfolio layout: size, organization

•Re-allocate the banners, add side banners

•Fix the Session Times for Now Showing films

•Fix the Incoming Blockbusters, reconsider Comment Box (filter if needed)

•Remove the duplicated parts, give sources to others

FANPAGE

• Increase Hot topics: Horror movies, blockbusters, holiday movies (viral)

•Fine tune the caption

•Reduce links from Youtube

•Build the effective hashtags strategies and tactics

•Limit the length of post: 500 char

•Reduce the links, intensify direct videos uploaded

• Intensify hot topics & posts on Saturdays

• Intensify the fan engagement: reply to comments inside every post

•Shorten the time to response: within 1-2 hours

• Increase the interaction frequency of fans: good content & effective interaction

WEBSITES – PERFORMANCE & FUNCTIONS

WEBSITES PERFORMANCE - TRAFFIC

WEBSITES PERFORMANCE - FLOW

WEBSITES PERFORMANCE - SEARCH

WEBSITES PERFORMANCE – PROs & CONs

• Highest ranking in town

• Best traffic in town

• Good associated information to

related websites

• No definition of category

• Bounce rate still higher than direct competitor’s

• Direct traffic is low

• Information provided in the process of

changing domain name

www.megastar.vn -> www.cgv.vn

WEBSITES FUNCTION - PROs

• Good visual interface & design

• Clear sitemap, straightforward function tabs

WEBSITES FUNCTION - PROs

• Speedy performance

• Rich content (films, cinemas, promotions, membership, etc.)

WEBSITES FUNCTION - CONs

Difficulty in use due to pop-up windows

Bad user-experience: wrong information

Film portfolio layout is not optimal

Display Ads/Banners are irrationally placed

Unperformed Recommendation Box & counterproductive Comment Box

Wasted area of websites

WEBSITES – Learnings & Recommendation

• Automatically linked www.megastar.vn to www.cgv.vn

• Intensify the referral traffic: articles on brand awareness

• Replace pop-up windows by a static page

• Fine tune film portfolio layout: size, organization

• Re-allocate the banners, add side banners

• Fix the Session Times for Now Showing films

• Fix the Incoming Blockbusters, reconsider Comment Box (filter if needed)

• Remove the duplicated parts, give sources to others

RECOMMENDATION

• Highest ranking in town

• Best web visits in town

• Good associated information to related websites

• Good visual interface & design

• Clear sitemap, straightforward function tabs

• Speedy performance

• Rich content (films, cinemas, promotions,

membership)

• No definition of category

• Bounce rate still higher than direct competitor’s

• Direct traffic is low

• Information provided in the process of

changing domain name

• Difficulty in use due to pop-up windows

• Unperformed Recommendation Box &

counterproductive Comment Box

• Bad user-experience: wrong information

• Film portfolio layout is not optimal

• Display Ads/Banners are irrationally placed

• Wasted area of websites

CONs PROs

FACEBOOK FANPAGE

FANPAGE – KPI Overview

• The largest fan base

• Highest response level

• Fastest response time CONs

• Growth Rate is being slow

• Talking About is low

• Engagement is low

• Quality of Interaction is low

• Page Performance is low

FANPAGE – Content

Film Release

Hit List

New Trailers Fanmade

Promotions

FANPAGE – Content

Photo Contest Session Times

Free Tickets

Events

Free Gifts

FANPAGE – Content Strategy

Hot topics: Horror movies,

blockbusters,

holiday movies (VIRAL)

• Fine tune the caption

• Reduce links from Youtube

• Build the effective hashtags

strategies and tactics

• Limit the length of post: 500 char

• Reduce the links, intensify direct videos uploaded

FANPAGE – Engagement

Chose the wrong time!!! Needed to focus on Saturdays

FANPAGE – Engagement

• Shorten the time to response: within 1-2 hours

• Increase the interaction frequency of fans

FANPAGE – Learnings & Recommendation

• The largest fan base

• Highest response level

• Fastest response time

• Very rich content

• Use the right types of post

• Highly engagement with fans’ posts

PROs • Growth Rate is being slow

• Talking About is lower than expected

• Engagement is lower than competitors