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Ambarish K. Sharma 1411213 Group 02 Sambit Rath 1411262
CINEPOLIS PROFILE & INDIAN MULTIPLEX INDUSTRY
Industry Perspectives900 multiplex screens across the country3 Billion + movie tickets sold every yearPan Indian playersPVR, INOX, Cinepolis, Big Cinemas
Cinepolis India1st Multiplex to enter Indian market in 2009Pan Indian presence with 200 screens in 21 citiesGlobally 4th largestWholly owned subsidiary of Cinepolis Mexico
Major Concerns of the Industry Film Piracy e.g. Manjhi Quality of movies Customer attraction despite indirect competition Customer experience to their delight Low remuneration Lack of expertise to handle latest technology Financial constraints
CINEPOLIS MOVES
Currently 22 operational screens
Plan to invest 400 crore to add 180 new screens by 2017
Inadequately served region
Emphasis on South
Cares about leg spacing for patrons
Halls with 10% fewer seats compared to peers
Moves out if mall lacks in enough parking spaceCustomer Centric
Digital screening
Ticket management s/w: Showbiz Vista
Unveiled 2nd largest Megaplex in india with 14 screens Launched Indias first 4DX technology enabled screen
Technology
Club Cinepolis points and various movie contests
Customer feedback program
Lower prices on Wednesday and every day morning shows
Customer Promotion &
Care
Club Cinepolis
Customer Loyalty Program launched in 2003
Purchases at hall counters also eligible
No monetary compensation
No joining fee
Inputs customer information
INSIGHTS GAINED AND ISSUES SURFACED
In depth Interview: 6 people coming out of Movie hall
Information sought: To gauge their movie experience at Cinepolis Meenakshi Mall
Inferences drawn
Brand awareness of Cinepolis
Positive association
5 on 6 Brand loyal still 4 on 6 Unaware of loyalty program
None (0 on 6) used cinepolis website for booking
Preferred platform: Bookmyshow.com
2 on 6 never buy at F&B counter during intermission to avoid wait time.
Internal Issues (Based on interview of 4 Nos. Employees)
a) Lack of transparency in the appraisal system, poor remunerations etc.
b) Lack of motivation among the employees
Issues related to customers
a) To get an unbiased & reliable feedback
b) To motivate customer to share their experiences
c) To educate customer about customer loyalty initiatives
RECOMMENDATIONS
Cinepolis Mexico Mascot Cinepolis India Mascot
FREQUENCY OF BOX OFFICE VISIT
Low High
Low
SALES FROM FOOD &
BEVERAGE
High
No Targeting Offer more Varieties
of Beverages
Give Discounts on
Movie Tickets
Give Gifts on social
Occasions
Customer Profiling
RECOMMENDATIONS
Based on information gained: F&B segment more profitable than Movie goers
Track and maintain purchase preferences
Map movie tickets with on the F&B counter purchase
Offer reward system for F&B segment also
Reward system at bookmyshow also.
Minimize waiting time at F&B counter
Ticket and food bundling (including combo offers)
Introduce Cinepolis F&B App
Introduce free wifi connectivity inside the hall
Movie themed food items
Introduce online food ordering on Ticket booking websites
Periodic email alerts but not excessive communications