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We would start with the name of Allah the most Gracious

most Merciful. This report would not have been possible

without various people to whom we are thankful. Starting

with Ms. Ayesha Aman, who provided us with the guidelines

and was always available for our help and assistance.

Secondly, during the project some of our friends were a great

source of help especially Saad Lari, Yasir Khan, Zain Rashid

Amna Abdullah. Another source which helped in the

completion of our project was Lady Bird Grammar school

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Ms. Ayesha Aman, Date: 2ndMay 10

Course Instructor,

Iqra University,

Karachi.

Respected Madam,

This letter is pertaining to a report you requested for. In this report we have launched a theatre

service called Cinema Cafe. Now that the report is complete, it can be viewed for assessment.

I hope this report is acceptable to you and hopefully this report would be informative as well.

Thank You,

Yours sincerely,

Saman Mansoor Ansari

Ammara Azmat

Summair Saleem

Fubia Mukhtar

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TOPICS PAGE No

Marketing environment

y Micro Environmenty Mission Statementy Companys Internal Environmenty Customer Markety Competitorsy P

ublics

5

Macro environment

y Political and legaly Demographicsy Economicy Culturaly Technological

6

Segmentation

y Demographicy Geographicy Psychographicy Behaviouraly Target market strategy

7-9

Consumer behaviour

y Factors effecting buying behaviour of the customers 10Competitive advantage 11

Product

y Product qualityy Product features

11

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Price

y Product pricing strategyy Price adjustment strategy

12

Promotion

y Promotional objectivey Advertising objectivey Advertising strategyy Advertising media

12

Key facts

y Strengthsy Weaknessesy Threatsy Opportunitiesy Market share

13

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MARKETING ENVIRONMENT

Micro Environment

Mission Statement:

To provide entertainment along with an environment that can allow the customers to experience

the ambience which they have never experienced before.

Companys Internal Environment:

All the departments from top management to lower management share the common belief of

providing customer satisfaction in a democratic manner.

Customer Market:

We are focusing on the consumer market as our customers are the individuals who will avail the

service for personal consumption.

Competitors:

In a broader aspect its a new idea which will be portrayed in the theatre market, as we are providing

them separate movie rooms for every gathering along with some value added services like Sheesha

and other facilities so we have a strategic gain over our existing competitors like Cineplex, Nishat

Cinema, and Capri etc.

Publics:

Media Public:

In order to attract our customer market we are using media public as a source to show the

advertisements demonstrating the features and benefits of our service.

Government Publics:

We have a legal department taking care of Government Publics

General Public:

Our marketing plan deeply considers the attitude of the general public towards our service.

Internal Public:

We believe in providing not only proper employment benefits to the internal public but also

providing them a life style and keeping them updated about the things going on in the organization.

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MACRO ENVIRONMENT

Demographics

Age:

Youth to older youth

Gender:

Male/Female

Income:

30000 and above

Family Size:

It can vary

Race:

All

Religion:

All

Economic:

Inflation and economic recession will not have a larger impact on our business as our target market

includes those people who have a good sum of income.

Cultural:

The service which we are providing is a growing trend which is very common now days between the

youth and it will further enhance their interest.

Technological:

We are using the latest technology for the movie rooms and as the technology will keep on growing

we will keep on updating our equipments. This also includes blue ray technology

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PSYCHOGRAPHIC

LIFE STYLE:

Experiencers:

They seek for entertainment and excitement and they are enthusiastic, so they fit our criteria

perfectly as this is what we are providing.

PERSONALITY:

Outgoing and extraverts is the defined personality that we are focusing upon.

SOCIAL CLASS:

Upper Middle Class is our main focus because we have set the target criteria on the basis of their

income level. And our prices are neither too high and neither too low.

BEHAVIORAL

OCCASIONS:

Different occasions like parties, business events, family get together, a new hangout place for the

youth.

BENEFITS:

10% Discounts For IU,CBM,IBA,SZABIST STUDENTS Phone Reservation In the Fixed Price of Rs.2000/room/3 hours, drinks free Secured Environment

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LOYALTY STATUS:

We are basically focusing on providing an ambience which the customers have never experienced

before and we work to accomplish our goal by providing them with a quality so that it can have an

impact on the minds of the consumers which can make them loyal to our brand.

ATTITUDE TOWARDS THE PRODUCT:

We work to provide maximum customer satisfaction so that the attitude of the customers towards

our service remains the same even if they are coming for the first or the last time.

TARGET MARKET STRATEGY:

We have used Single Segment Strategy as we are catering a single segment from the whole market

and we have little or no competition at present. It also enables us to penetrate easily and effectively

in the market. This is also niche marketing as we are filling the gap in the market.

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CONSUMER BEHAVIOR

CULTURAL FACTOR:

The service which we are providing is a growing trend which is very common now a-days among the

consumers of our target market so it will not be creating a large impact on the consumer buyingbehaviour.

SOCIAL CLASS:

Reference groups can play an important role in affecting the buying behaviour of the consumer as

we believe in providing maximum satisfaction.

PERSONAL FACTORS:

Age & Life Cycle:

The Age Group on which we are focusing is Youth & Older Youth so they are able to make their owndecisions.

Occupation:

We are focusing on students who have limited resources and we are providing them a cost effective

service so that it can play an important part in affecting their buying behaviour.

Economic Situation:

We have focused on people with a specific income which is not affected by the economic ups and

downs so it wont be creating a large impact on individual basis.

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COMPETITIVE ADVANTAGE:

Cinema Cafe is a new idea that is going to be represented in the theatre market as we are providing

separate movie rooms for every gathering along with some value added services like Sheesha and

other facilities so we have a strategic gain over our existing competitors like Cineplex, Nishat cinema

etc.

PRODUCT

SERVICE ATTRIBUTE

Product Quality:

We are introducing a new quality in the theatre market by using a BLUE RAY technology which is

going to give a new look to the theatre service which is offered by us along with the additional

benefits for better experiences for our customers.

Product Features:

y Separate Rooms for separate gatheringy Blue Ray technologyy Sheeshay Couches on which you can stretch your legsy Ambience which is lively rather than dull and boringy Cafe services and snacks offered

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PRICE

Product Pricing Strategy:

Market Penetration is our marketing strategy as our prices are lower than the market prices but we

are also providing with additional services.

PROMOTION

Advertising Objective:

Persuasive Advertising as it explains the features of our service and wins over other cinemas.

Advertising Strategy:

Message Strategy:

Communicating a message about the product, by showing its benefits and features, and comparing it

with the competitors in a believable, distinctive and meaningful way.

Advertising Media:

We have used the major advertising mediums like TV commercials, magazine advertisements,

billboards, pamphlets, radio commercials on a repetitive basis so that it can create a large impact on

the minds of the people.

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KEY FACTS

Strengths:

y A new idea with new technology introduced in the markety An ambience which has never been portrayed before which can capture our target market.y Value added services along with movie rooms

Weakness:

A new concept which may take time to develop at the start but we are affirm to provide quality

services in order to boost our service at the top as soon as possible.

Opportunities:

We are providing unique movie services in the market which have never been used by any

competitor in the market before so it will provide us an opportunity to capture the market.

Threats:

Extremist groups Citizen action public Local competitors

Market Share:

At present, we have introduced an idea that has never been introduced before so we have a larger

market share in the movie theatre market.

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