Vaibhav Proj
Vaibhav Proj
Vaibhav Proj
Sem III
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M Com. Sem III
To ensure that the Government lays down the right policies and passes
the right legislations to provide the latest infrastructure, financial
assistance and business facilities to Media and Entertainment Industry
in India and other countries of the world.
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Entertainment studios, broadcasters and post-production houses can use the Digital
Asset Management solution and benefit from the ability to:
Improve workflow.
Minimize time-to-market.
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Televisionindustry
Print industry
Film industry
Radio industry
Television Industry
Television is one of the major mass media of India and is a huge industry and
has thousands of programs in all the states of India. Today India boasts of being
the third largest television market in the world. The small screen has produced
numerous celebrities of their own kind some even attaining national fame. TV
soaps are extremely popular with housewives as well as working women.
Approximately half of all Indian households own a television. Television first
came to India in the form of Doordarshan(DD) on Sept 15, 1959. Doordarshan is
the National Television Network of India and also one of the largest broadcasting
organisations in the world. Apart from the state run Doordarshan, there are six
DTH players with54.52 million DTH users in India with the present prediction;
it is likely to overtake the US in terms of the largest DTH market in the world. As
of 2012, the country has a collection of free and subscription services over a
variety of distribution media, through which there are over 823 channels of which
184 are pay channels. Total television viewership of 415 million is amongst the
world’s highest with nearly 15-16 Television companies beaming programmers to
India. The major players being Doordarshan, STAR TV (Satellite Television Asia
Network), Zee Television, United Television, CNN, Sony Television, ATN (Asia
Television Network), BBC World, SUN TV, Discovery Channel, TNT and
Others. India’s television business has an estimated $3.4 billion in revenue in
2005, according to PricewaterhouseCoopers. With the government is focusing
more on Digitalization, TV distribution is taking new shape Digitalisation has been
a major challenge for the government as digitalcable is not gaining momentum.
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Print industry
The Indian print media industry is expected to grow by 9.6 per cent over the
period 2010-15. The print industry is expected to grow from Rs 128 bn in 2006 to
Rs 232 bn by 2011, at 12.6% CAGR. While the newspaper industry is estimated
at Rs 112 bn, the magazine segment is valued at Rs 16 bn. The newspaper
industry is also projected to perform well for the next five years growing at a
CAGR of 10.1 per cent according to a report titled "India
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Film industry
Films are the most important form of entertainment in India. Film industry in India is
among the largest in the world in terms of films produced (approximately 1000)
in/different languages which include films in Hindi, Kannada, Bengali, Tamil,
Telugu, Punjabi and Malayalam. Approximately twenty- three million Indians go to
see a film every day. Film Federation of India is the apex body of film industry in
India whose objective is to popularise and promote the cinema Bollywood accounts
for 46 percent of the total Indian film industry revenues film industry experts.
According to unofficial estimates available in January 2001, the Indian film industry
has an annual turnover of Rs. 60 billion (approximately US$1.33 billion). It employs
more than 6 million people, most of whom are contract workers as opposed to regular
employees. As at the start of 2001, a reasonable budget film in Hindi could cost
US$1.75 million. A low budget Hindi film can be made for even as low as Rs. 15
million. A big budget Hindi movie can cost in excess of US$30 million. The 'bigness'
of the budget is attributable mainly to the high fees paid to 'stars', celebrated music
directors, high- end technologies and expensive travel costs to shoot in exotic
locations worldwide. At the time of writing, it is believed that 'stars' like Shah Rukh
Khan and Salman Khan are paid around Rs. 100 million (US$440,000) per film. India
has a National Film Development Corporation (NFDC) which finances some films.
A few film makers, who would find it hard to obtain finance from the regular
sources, have been financed by the NFDC. However, NFDC cannot be considered to
play a central role in the film industry because it finances too few films which, too,
are not of the type that has made the Indian film industry so vibrant.
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Radio industry
Radio broadcasting in India started in British India in 1923 with the Radio
Club of Bombay. All India Radio (AIR) was established in 1936 which is one
of the largest radio networks in the world including the AIR FM. AM, FM
and even Satellite Radio have made a huge impact on the Industry in India.
Most of the media houses either already have a presence in the industry or are
looking to get a license in the next round. Famous stations are Radio Mirchi
(of the Times Group) has maintained a lead position in most cities it operates
in and other channels like Radio City, Red FM, Big FM, Fever, Radio One
have also been able to get significant traction. Till 1990 Indian economy was
closed, no private player was allowed to enter and Akashwani has the sole
responsibility to cater to the wide and culturally diverse Indian consumer
base. In the last 5 years, the Radio industry in India has seen a compound
annual growth rate of approximately 20% and has grown to a size of around
Rs. 8.3 billion in 2008. By the end of the 2010, there were 245 active radio
stations in India and had a market size of INR 10 billion. It registered a
cumulative growth rate of 11% from 2007 to 2010. The industry is projected
to grow at a CAGR of 20% over 2010- 2015 and is expected to be INR 25
billion in terms of revenue. Phase III privatisation of the radio FM is expected
to add 839 new radio stations in 294 cities. The government has approved
Foreign Direct Investment (FDI) in FM radio channels to 26% from the
current 20%. One of the major reasons for such an interest in the industry is
the increased profitability. The government has cut the license fees to 1/10th
of the previous amount.
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The following is an extract from the article "It's Showtime!" by Coreen Bailor from
CRM Magazine:
"Just because people love a certain kind of music or enjoy seeing a Broadway
show or can't wait to place their next bet doesn't mean they're guaranteed to come
back to your venue. That's why entertainment companies are now using the same
approach to integrating databases and applications, automating systems to smooth
the self- service process, and employing strategies to strengthen customer loyalty
as are organizations in such industries as banking, telecommunications,
technology, and government. In fact, industry consultants are acknowledging
CRM's potential growth within the entertainment industry. David Wolf, a partner
responsible for the global entertainment practice at CRM consultancy Accenture,
is seeing an uptick in companies' efforts to build their knowledge of customers to
then create more effective marketing campaigns. "As digital technologies emerge
we're noticing more and more solutions that can go directly to a consumer," Wolf
says. "Having capabilities that can do good customer segmentation and drive
down into more targeted marketing, and targeted offerings into that consumer
population, are capabilities that the entertainment companies are actively looking
into.”Here, we open the curtain on three companies within the entertainment
industry to examine how they are using targeted marketing campaigns and
customer-driven strategies to build loyalt.
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supported by Katsambas going into online forums and posting messages to promote
the company. That's when the label picked up its tempo. To handle the growth, The
End Records needed a scalable solution that would streamline its order process. The
company had used systems like Mycart.net and QuickBooks to handle part of its
order process, but the lack of integration caused snags in the process. Every order
that came over Mycart.net had to be downloaded and QuickBooks, and whenever
The End added or removed a product from its line, the change had to be made in both
applications. Worse, credit card processing required that The End's staff manually
enter information at another Web site. The average order took 20 minutes to process.
"We wanted to avoid double data entry," Katsambas says. "When someone would
place an order on the Web site, we had to go and repeat the same order-- duplicate it
in the back-end program as well." With such a time-consuming manual routine,
mistakes were inevitable. "When you have to retype everything, mistakes happen. It
would take twice as long, and as we started getting more and more items it was
becoming difficult to keep an inventory track," he says. "We decided that by
integrating the system, it would make the procedure smoother and avoid the mistakes
of duplicating data entry." After searching for an integrated solution that would meet
the label's requirements, Katsambas selected Net Suite. Now The End's Web store is
fully integrated with Net Suite's accounting and inventory management modules.
Tweaking its order processing system allowed the label's execs to focus less on
internal concerns and more on growth. As a result, the amount of orders processed
has increased to the tune of 100% for each of the past three years. "Now that we don't
have to re-enter information we can process a lot more orders in about half the time,"
Katsambas says, adding that with NetSuite orders are processed in less than one
minute. "If somebody orders from our Web site, our goal is that it should be done
within 24 hours’’ he says. Additionally, with NetSuite customers get emails during
each step of the process, eliminating incoming customer calls regarding order status.
The company sends emails to customers all along the way: as soon as orders are
placed, when they are processed, and when they are shipped (along with a tracking
number). After analysing the emails it received the company determined that its most
frequently asked questions included inquiries on the length of time it takes to receive
orders using the different shipping options, and the prices of merchandise like CDs
and T-shirts. There were five questions that were most frequent; now, the answers to
those five questions are included in the first email customers receive after they place
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an order. Within three months of making the change incoming FAQ emails
plummeted 30%. The End Records is also using Net Suite's tracking feature to
improve responsiveness. This has improved service in several ways. For example, if
one person doesn't know how to answer a query, "we can assign that case to someone
else that's more knowledgeable within that field," Katsambas says. "And if the full-
time person goes on vacation for a week and someone temporarily takes over, they
can at least see all the prior history of any communication that has been going on with
an existing client." With the help of the tracking feature, the label was even able to
avoid being defrauded, Katsambas says. In one case "a person placed five orders and
in all five orders he claimed that he never got the package," he says. "We realized he
is probably a fraud and we stopped sending him the lost orders." With Net Suite, he
says, "everything became a lot more efficient."
As a next step The End Records plans to institute e-marketing campaigns and to
establish commission-based partnerships with record groups, supported by NetSuite's
Partner Center and NetCRM. An integral part of the label's existing marketing
strategy is its e-newsletter, which is sent out every two or three weeks, complete with
updates and special offers. "With a new release that we think can do well, but isn't
well known, we may mesh it with a big release and help both of them," Katsambas
says. The label also supports its sales efforts with targeted inserts included with
purchases. "Because we send so many packages out we always throw in flyers," he
says. "We try and cover our ground, doing it both through the email and when we
send the packages out."
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The Scope of research is very wide as it they know fact that today multiplex
Industry is at the Boom and among those PVR Cinemas is considered as
market leader of that Industry.
So it is important to know the reasons behind their Popularity and what is the
various marketing strategy they follow.
The Aim of the Study is to make an analysis of different Marketing
Strategies and their Impact on the masses.
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There are two sources from which the data has been collected for the
purpose of Study. The Methods are-
Primary Data
Secondary Data
Primary Data:-
Primary Data is that type of data which is collected first time and for some specific
purpose. There are various means of Primary Data Collection Method. Well Primary
Data collected for this study is collected by Using Questionnaire Method. Which is
Devised to be Brief and Sample.
Secondary Data:-
Secondary Data is that type of data which already available and is collected for some
purpose. Well Secondary data for this study is collected from industry’s website, &
by Using internet, publications, Journals & Research Papers.
Sampling Design:-
For this study the survey is conducted among the 100 respondents from Mumbai
who watch movies in PVR Cinemas. Initially, keeping in mind the objectives of
research the rough draft was prepared. The final questionnaire was prepared after
changing some important content in it. Thus my Sampling came out to be Non
Probability Convenience sampling.
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In Attempt to make the project authentic and reliable every possible aspect was kept
in the mind. Never the less, Despite the fact constrains were at play during the
formulation of this project. Some of the limitations of study is as follows:-
1. This study is purely based on the responses received from the respondents.
2. It was very difficult to approach the people to fill the survey form.
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2. REVIEW OF LITERATURE
In the five years since the Anil Ambani-led entertainment group (then Adlabs,
now Reliance Mediaworks, RMW) bought a controlling stake in Manmohan
Shetty's Adlabs in a whopping Rs 350-crore deal, along with their 16 multiplex
screens, the industry has not seen big buzz deals. Till, Shravan Shroff decided to
sell his screen dream — Fame (96 screens) to Inox. There is still a huge untapped
potential. The big five players i.e Inox, Adlabs, PVR, Waves, Big Cinema, in a
unified voice feel there is a lot of space to grow. The problem, if at all, is not of
too many players right now but factors like piracy, shorter windows with satellite
and home video eating into theatrical and, of course, a low success ratio of films.
These plus the economic slowdown, saw expansion plans go slow. So, due to a
host of reasons, the present may look a bit bleak (add IPL to that list) but the long-
term scenario looks intact. According to the Ficci-KPMG 2010 report on the media
and entertainment industry, by 2013, the number of plex screens in India is likely
to cross 1,600. "Multiplexes have become an important and integral part of the
domestic theatrical industry. They have made a significant impact in bringing
viewers back to the cinemas. This is reflected in that as much as 60% of Indian
theatrical revenues for Hollywood and Hindi films, come from the multiplexes
while for South Indian films, it is 25%. Given the experience of consumers and
part digitalisation, the importance of plexes in the distribution space is here to
stay," says executive director and head, media & entertainment, KPMG, Rajesh
Jain.
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a major way and these companies were looking for an outlet in India. I also came
in touch with Australian company Village Roadshow that was looking for a
partner in India. Soon we were partners,” says Ajjay. So was born the joint
venture Priya Village Roadshow Ltd or PVR. Together they started setting up
multiplexes for India. As luck would have it, Anupam was on the blocks. Mr Bijli
grabbed the opportunity and turned it into a multiplex in 1997. “We were amazed
with the kind of response we got.” Meanwhile, the priorities changed for his
overseas partner, Village Road Show, post 9/11. The lull in 2001 forced it to focus
on the American market and movie production leaving the field here open for the
Indian partner. So, PVR or Priya Village Roadshow Ltd became PVR Ltd. “Now,
we only have a tie-up with them for technical backup.” Today Mr Bijli has ICICI
Ventures as his partner which owns 32 per cent stake in the company. Mr Bijli
considers this as no mean achievement. Entertainment is a challenging business as
every city has a different profile and we have to understand the people’s
behaviour there and cater to them.
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competitors and is getting out of the landline business (not acquiring new
customers) and merging their wireless business with another service provider.
However, DISH Network, which used to offer standard packages of television
channels, realized the shift in customer needs and adopted a micro-level
(customer) strategy to offer customized channels (Grant 2004). As a result, the
growth experienced by DISH Network is phenomenal. Thus, resources need to be
properly allocated to various marketing strategies, which only can be
accomplished if a firm can identify its best customers and prospects and send
those individuals the right marketing message at the right time.
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Scholars of film exhibition are concerned with the fraught intersection of political
economy and cultural studies. In this timely new study, communications scholar
Charles Acland raises the bar for post-nationalist discussions of cinema culture by
insisting that film going must be approached as a complex of industrial and
cultural phenomena. Using a cultural materialist approach inspired by Raymond
Williams, Acland argues that "film" must be considered as a highly mutable site of
international economics and individual emotional responses, encompassing
technologies of reproduction alongside patterns of reception. Although film has
arguably been a global enterprise since Hollywood began to aggressively develop
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the international market in the 1920s, Acland makes a compelling argument that
film culture became global in a new way in the 1980s when cinema was
reconfigured as a vertically integrated industry in the wake of deregulation
policies. Thus, his study concentrates on cinema exhibition practice as a
phenomenon of global culture from the mid-1980s to the mid- 1990s.The primary
phenomenon under consideration here is the shift in exhibition practices that
emerged between 1986 and 1998, a period when grimy, utilitarian suburban
multiplexes were replaced across North America by monstrous exurban space age
megaplexes. Acland describes the motion picture theatre as an "essential location
at which discourses of global audiences are being worked out and applied," and as
"sites for the mobility and flow of bodies, texts, and money." He associates these
new theatrical settings with "shrunken amusement parks," a logical next step in
the convergence of the corporate entertainment industry during this period. As
Acland points out, in retrospect, this moment might also be seen as the last gasp of
the cinema as such. Since 1998, the emergent technology in cinema exhibition has
been digitalisation, which potentially obviates many of the metropolis/hinterland
relations that have traditionally shaped the cinemagoing landscape. Internet
distribution of pirated mainstream films and independent productions threatens to
displace–or at least radically alter–the importance of the cinema as a site of
cultural dissemination.
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contracts and one-time “spot market” transactions. Ironically, even the resources
can be “owned” – as in the case of the old “studio system” which tied actors to
studies for a number years. In today’s industry, these arrangements are still in place,
with actors signing on for “x number of picture” contracts with various studios.
Production companies can either be independent or owned by integrated
companies. In either case, production from one company may be sold to a
competing network or distributor. Finally, local television affiliates and local
movie theaters are sometimes bound by contract, sometimes entirely independent,
or sometimes owned by networks. This last situation is usually the case with large
metropolitan areas, where the networks want to have a closer link to the customer.
Agents and other facilitators play a commercial conduit role of helping to bring
together various people and companies along the value chain.
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multiplexes, retail partnerships, and new single screen formats. India's craze for
films has not been fully exploited by the "Film Exhibition" industry due to the
lack of screen density in the country coupled with the poor quality of screens.
"Multiplex Cinemas" offer an alternative to tap this potential by providing a quality
experience to the viewer as well as economies to the multiplex operator. "Films"
has been one of the integral components of the Indian entertainment industry
contributing nearly 27% of the total revenues of the entertainment industry.
Besides, films also contribute to other components of the entertainment industry
like music, television and live entertainment. The Indian film industry is one of
the most complex and fragmented national film industries in the world
comprising of a number of regional film industries like Hindi, Tamil, Telugu,
Kannada and others. The Hindi film industry is the most popular among them.
Though India produces the largest number of films in the world (Approximately
1000 per year), it accounts for only 1% of the global film industry revenues. In
spite of being over 90 years old, the Indian film industry was accorded the status
of industry only in 2000. Over the years, the Indian film industry has been highly
unorganized as film financing was dependent on private and individual financing at
extremely high interest rates. Only recently, the industry has got access to
organized finance. With vertical integration taking place between producers,
distributors, exhibitors, broadcasters and music company’s corporatization is now
taking shape in the Indian film industry. We believe, that corporatization, will
bring about transparency, accountability and consolidation which will help to
improve the overall profitability of the Indian film industry as well as reduce piracy
and leakages which presently account for 14% of the Indian film industry's
revenues.
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PVR is an innovator which not only set new standards for itself, but for the entire
exhibitions industry;An effort which revolutionized the way entertainment is
consumed in India.
In India, PVR cinemas, is the largest and the most premium film entertainment
company and is listed as India's Most Trusted and Most Attractive brand
consecutively for three years since 2013 in the Category of Entertainment and
Display.
Keeping innovation at the core we don't just bring the best of the technology to our
customers but also enhance the overall experience with world class architecture,
infrastructure at the best of locations in the city.
Movie watching is the passion that we cultivate together; we have something to offer
to everyone. We live by our promise of catering to every patron's need through our
various cinema formats varying from PVR Talkies to PVR Director's Cut.
The journey from a single screen to 500 screens has been stupendous. As we continue
to grow, we strive to excel in the minds of our patrons by bringing the latest
technology, the most sought after content, world class ambience and scrumptious
F&B services. We are a consumer company; our dedicated team at PVR takes
immense pride in providing the complete user experience.
The Vision
The company's focused vision is its commitment to provide the highest quality of
cinema viewing experience in the country while constantly engaging with their
customers and redefining cinema viewing in India.
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We presently stand at a count of 552 screens across 120 properties in 47 cities and
aspire to surpass 1000 screens by 2018 pan India, with equal penetration in the tier II
and tier III markets.
PVR constantly strives to collaborate within its departments and with other partners
to give the best and most comfortable movie watching experience to its patrons.
Brief Description
PVR is the largest and the most premium film entertainment company in India. It
is listed as India's Most Trusted Company in the Brand Trust Report consecutively
since the past three years in the Category of Entertainment and Display.
Since its inception in 1997, the brand has redefined the way people watch movies in
India. Serving 70 million patrons at PAN India level, the company acquired Cinemax
in 2012 and has recently entered into definitive agreements to acquire DT Cinemas.
Currently, PVR operates a circuit of 552 screens across 120 locations in 47 cities.
PVR Ltd, the integrated 'film and retail brand' has PVR Cinemas as its major
subsidiary and PVR Leisure and PVR Pictures, the other subsidiaries. PVR Leisure
focuses on rolling out F&B and retail entertainment concepts. It's one of a kind
venture, 'PVR BluO' is the largest bowling chain in India comprising of 135 cosmic
bowling lanes which spreads across 6 centres. PVR Leisure's first casual dining
concept 'Mistral' is another venture that offers patrons a high quality food indulgence
experience. Adding to the portfolio, PVR Pictures has been a prolific distributor of
non-studio/ independent international films in India for many years
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To cater to the increasingly sophisticated tastes of the audience Priya exhibitor Pvt
Ltd. totally refurbished the existing cinema in June 1991 including installation of a
Dolby stereo sound system. They also gained exclusive rights to screen blockbusters
from major distributors mainly Warner brothers, 20th century fox, united international
pictures, small wonder then that the cinema has become the focal point for
entertainment in the capital for both the young and old attracting over 30,000 patrons
a week. Infact, “Speed” set a national box office world record of Rs.7,85,000 in its
first week of screening at PVR (the highest ever for an English film), which is
remarkable considering the relatively low price of a cinema ticket in India.
Buoyed by the overwhelming success of the cinema after upgrading, Priya exhibitors
ltd have taken he next initial step for setting up the first multiplex in the country in a
joint venture with Village Roadshow Ltd, Australia’s leading entertainment
corporation.
PVR is a brand name synonymous with state-of-the-art cinema exhibition in India.
PVR specializes in developing and operating state-of-the-art Multiplexes.
PVR Cinemas are the leading cinemas in the country with an emphasis on design,
technology and service. Over the last three years, PVR has established itself as a very
strong brand associated with movies, quality exhibition and youth-targeted
promotions
The company was conceived as a Joint Venture between the Bijli family, headed by
Mr.Ajjay Bijli as Indian Promoters and Village Roadshow Limited of Australia, one
of the largest multiplex operators in the world with more than 1500 screens under
operation.
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It is the Leading independent distribution company in India which has got a pan-India
distribution network.
2007 Launched a new sub- brand PVR premiere for the discerning audience.
2008 Reached the 100- screen milestone. Launched the first Digital Cinema
with PVR Premiere at Ambience Mall, Gurgaon.
2011 Reached the 150- screen milestone. Launched the new paradigm in
cinema viewing- Is Director's Cut, a 7- star movie viewing experience.
2015 PVR awarded as The India's most Trusted Cinema Display Brand in
Brand Trust Report 2015.screens, Acquired Cinemax and became the Number
One Cinema Chain in the country. Became India's first fully Digital Cinema
chain Launched a new sub brand, PVR ECX at Kurla, Mumbai, Launched PVR
IMAX at Forum Mall, Bangalore
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Luxurious Auditorium:-
Enter another world, the likes of which has never been seen and experienced before in
a cinema hall. The entire facility is alive with movie themed art, par excellence
service and state of the art technology to deliver the ultimate cinema experience.
Concierge Services:-
Our dedicated concierge service guarantees a smooth experience for booking tickets,
priority bookings, signing up as a member to our Director's Cut privilege Program,
corporate bookings, private screening, hosting events and special occasions and more.
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Make your movie experience complete by dining at Mistral, our all-day dining
restaurant. Whether before or after your movie, relish the dishes by Chef Mayank
Tiwari and his team. Sip in your favourite wine or spirits from our eclectic beverage
list for a full blown experience.
Gourmet Offerings:
Our in-auditorium food & beverage experience is second to none. Enjoy the luxury
cinema and dining experience in the city at the most admired PVR Director's Cut.
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PVR Pictures:-
Founded in the year 2002, PVR Pictures limited is the largest independent studio for
the distribution of Hollywood films in India. 100% owned subsidiary of PVR
Limited, PVR Pictures is the largest cinema exhibition in the country. PVR Pictures
emergence as the most Prolific & Successful Distributor emanates from the wide
range of genres & the consistent quality of content of independent foreign language
films that the company has piloted. With over 300+ Hollywood, 150+ Hindi, 70+
Regional films across genres being release under this Banner over more than a
decade. PVR Pictures has the highest Box office shares of Foreign language films in
the country over a Decade.
PVR IMAX:-
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It is going to the theatre to forget you're at the movies. Sitting there, without the
slightest doubt, convinced you're someplace else. Going, in the space of minutes, to a
place that's frightening, intense, heart-rending, altogether magical - a place you've
never been before.
IMAX grabs your senses. Visually, there is no frame. The picture's bigger, higher,
wider than your field of view. You're no longer at the window peeking out; you're
outside among the stars. And that sensation is intensified by the sound. It's all around
you and it's real - so much so that the whole experience is visceral. You don't just hear
and see an IMAX movie. You feel it in your bones.
There's a complex web of high technology and architecture that makes an IMAX
movie real - and it's largely stuff that IMAX invented. We had to, because we are
committed to pushing the boundaries and doing things no one in cinema has ever
done before.
The highest-resolution cameras in the world. Projection lights so bright you can see
them from the moon. A sound system so precise you can hear a pin drop from
across the room and know exactly where it fell. And every IMAX theatre is
customised with our patented screen and seating design to ensure you're always in
the centre of the action - no matter where you're sitting.
It's all fascinating in its own right, but once the lights go out it doesn't matter
anymore. IMAX isn't about the hardware. It's not about production.
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PVR BluO:-
PVR bluO is one of a kind of entertainment concept in India. Simply speaking what
T-20 has done to the sport of cricket in India, bluO has done the same to the sport
of bowling. In other words, bluO is a concoction of fun + bowling, world cuisine,
music, adventure coming together. With bluO, we have redefined bowling as a
popular lifestyle and entertainment sport in the country.
The idea for setting up bluO was to provide one stop entertainment destination to all
and also promote the sport of bowling in India. Initially bowling was not a much
popular sport in India as it is now. We wanted to promote bowling not just as an
indoor sport but also as leisure and entertainment activity and we feel we have been
able to carve out a distinct identity for bluO clearly evident from our increasing base
of loyal customers.
Distinguishing Features
Since bluO is a unique concept, it is supported by some exceptional elements that give it that
extra edge. These involve a path breaking rhythmic interior design with a sensual play of
light & form and the ceiling that emanates as a ripple wave. It is energetic, stylish and
reflects the lifestyle and ideology of today’s youth.
Positioning Statement
The marketing strategy of bluO revolves around two pillars. The first is to create
stronger vitality and the second a stronger stature. In order to create a stronger vitality
across all TGs and age groups, we devise specialized programmes and promotions to
achieve that. On stature front, bluO leverages the strength of being a PVR group of a
company by inviting celebrities from Bollywood film fraternity to promote movies.
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PVR Nest:-
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3.4 Diversification
PVR has also ventured into the business of film distribution and set up PVR
Pictures, a fully-owned subsidiary of PVR Ltd. PVR Pictures specialises in
acquisition and local distribution of films. PVR Cinemas has also come out with a
film magazine. PVR Movies First, as the magazine is called is the latest addition
to PVR's big bouquet of offerings in the movie entertainment business. It is a
monthly magazine and is expected to fulfill the information needs of the die-hard
movie fans.
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Strengths –
Premium positioning
Ambience
Market leader
TOM recall
‘Original’ multiplex
Customer retention
Parking
problems
Opportunities –
First mover advantage
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PVR loyalists
Threats –
Competition blooming large Government’s interference Entertainment Tax
Other Multiplexes as competition
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Targeting- PVR being the first of its kind has always been a market leader and
therefore its offering to the customer is Innovative. PVR has premium pricing and
they target mainly SEC A and SEC B. PVR has brought to its customers the
experience of Luxury Cinema. PVR uses the concentrated method as they have
target a much focused audience out of the entire masses. PVR witnessed
tremendous success Europa Lounge in Delhi. PVR’s chain use Differentiation
method for pricing. It practices different price slabs for different target audience.
Positioning: PVR had, and still has a very well planned market position. Its
premium positioning affects the customers perceptual positioning. Therefore, they
decided on their marketing strategy and pricing, keeping the target market in
mind. In case of PVR, they make use of all their tangible elements to prove to
their customers that their movie tickets are worth the price they are paying. Also,
since some of the other movie theatres (which are not multiplexes) are still
offering movies at rates as low as Rs 50, it is the task of its marketer to ensure
that PVR comes across as a superior brand in terms of cinema viewing as well as
the experience.
Movie Marketing: this is one of the most important areas which is marketed &
helps in creating a brand image for the company. The main focus is to market the
movies that are big screened along with creating & making aware the people about
the multiplex. Also during such premier’s press & various media channels are
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invited to cover the whole premier event which has a positive effect on the
multiplex. As stars are called for the premiers of special movies along with
outside people, this act as a “synergy effect” and thus more & more number of
people become aware about the multiplex and its day to day activities. All above
this with the help of various media channels, huge & extensive advertising is done
for the movies which add to the recall value on the minds of the people.
Special Events Marketing: the positive point that multiples gains over others is
that along with the screening of various movies it also screens special event such
as F1, cricket matches, various documentaries and social messages that are to be
passed n community. Multiplex also organize celebration of religious festivals as
well as special days such as valentine day, friendship day, Independence Day &
republic day & events such child fest. Also, it arranges for many events & birthday
parties as per the customers’ demands. Such activities give unique experience to
its customers who feel the same home & personalized atmosphere present there.
Tie up With Various Corporate: Multiplex has tie-up with many corporate
associates as they help each other in their day to day activities. Both of these go
hand in hand. Their relationship is of “give & take” type; it is like the corporates
organize or they host the events that are conducted in the multiplex & in turn the
multiplex gives it sales indirectly.
Movie Shootings & Advertisements: Multiplex also allows shootings for movies
& advertisements as it helps to publicize & create a brand name for itself. Movie
shootings advertisements take place here because of the ambient factors & also
space the surrounding. Also it acts as a business activity as the movie makers are
not given the premises free of cost.
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1. Product
A product (in the marketing context) may be tangible, intangible or both. In case
of services, on the contrary, the tangible component is nil or minimal. In services,
there is no or very little tangible element because of which they are considered as
benefits, which are offered to the target market. First, a service is a bundle of
features and secondly, there benefits and features have relevance for a specific
target market. Therefore while developing a service product; it is important that
the package of benefits in the service offer must have a customer’s perspective.
Core Benefit is the MOVIES that the customer comes to a cinema hall for, along
with the attendant experience of PVR. The expected product in PVR’s case would
be ambience, hygiene, good service, parking, candy bar etc. PVR has augmented
its product offerings:
Luxury cinema - PVR has brought to its customers the experience of luxury
cinema.
After the tremendous success of Cinema Europa in Delhi, PVR Cinemas has
introduced the concept of luxury viewing to Bangalore as well. Gold Class
Cinemas have been introduced for the first time in India, are two ultra luxurious
exclusive auditoriums, each equipped with 32 plush and fully reclining seats and
generous legroom. Patrons can also enjoy star like treatment at the exclusive Gold
Class lounge which provides an excellent pre cinema experience with scrumptious
food and beverages.
Bulk Bookings - There are special arrangements for bulk bookings (of twenty or
more tickets) done by corporate. Details can be filled online and PVR executives
themselves get in touch with the concerned people.
E-booking and tele-booking - PVR also provides the factility of e-booking, which
was first started by PVR, it has now been copied by Satyam cineplexes as well. It
also offers telebooking.
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A Movie vouchers - They have also taken out the unique concept of movie
vouchers which people can use as gifts. Many corporates have also started using
these as incentives and rewards for their employees. The vouchers are available in
denominations of Rs 100 to Rs 350 and a minimum of 25 coupons needs to be
purchased to avail of the offer.
2. Price
PVR when started off had a huge advantage of being the only one of its kind in
Delhi to begin with. Therefore, they could charge a higher amount to its target
audience, as they did not hesitate to pay the sum for the new concept. This high
pricing helped them make maximum gains. Also, PVR had, and still has a very
well planned market position. Its premium positioning affects the customers
perceptual positioning. In case of PVR, they make use of all their tangible
elements to prove to their customers that their movie tickets are worth the price
they are paying. Also, since some of the other movie theatres (which are not
multiplexes) are still offering movies at rates as low as Rs 35, it is the task of its
marketer to ensure that PVR comes across as a superior brand in terms of cinema
viewing as well as the experience. The movie theatres market is a Free Market,
even though the government in the past regulated it. This allows PVR as the
market leader to set its own prices. Prices that had originally started from Rs 125
(for evening shows) and Rs 90 (for morning shows and weekday plans) have
increased to a high of Rs 150 and the lowest is Rs 100. The high pricing however
has not led to any change in the footfalls that PVR gets. Even in slighter crowded
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shows, the occupancy rates as low as 35% reaches PVR’s break-even points. The
pricing at PVR Europa is Rs 160 and a Gold Class ticket is charged at Rs. 750. It
offers superior ambience, environment, seating, viewing etc in the sum.
3. Place
The issue of location here plays a very important role, as all PVR Cinema Halls
are stationed at good locations in the city, which gathers a large number of
footfalls for them every day. PVRs usually open at an eventful yet untapped
location, followed by which (as we saw in case of Anupam PVR Saket) other
retail chains get opened around it as well. Their places are always well situated
and are well linked. PVR does not have any other channel of distribution, as
their service is sold solely at their chains. They do not follow any franchisee
outlets, even though they indulge in ticket sales online and via tele-booking. The
only intermediary involved for procuring movies are Indian as well as
international movie distributors, by way of whom they acquire the movies.
4. Promotion
PVR as a brand indulges into print advertisements on every Friday giving out the
latest movie schedules. Any new developments are communicated to the audience
via press releases. Hence there is a strong element of PR involved. Apart from
that, they usually have contests pertaining to latest festivals like Valentines Day,
New Years Eve, Oscar Movies Week etc. PVR also has a host of online
promotional contests associated with movies. They are also in collaboration with
cellular services like Airtel have SMSand- win contests and give out free tickets to
the winners. Also, PVR attracts a lot of commercial shooting / media coverage via
programmes etc which promotes it as a brand in a big way. Organizing Star
Events on Premiers of movies like ‘Kuch Kuch Hota Hai’ helps PVR relate better
with its target audience i.e. the youth. The whole PVR banner and its exterior
environment including movie hoardings, banners etc help promote the concept of
movie viewing as well as PVR as a strong and successful brand. PVR also hosts
premiere shows with leading movie stars visiting the various PVR cinemas. They
also host numerous fun events for children while screening animations etc.
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5. People
This indicates the Employees and Customers. Service must be fully developed
and internally accepted before it’s launched. PVR indulges in the following:
Complimentary ticket on payment of entertainment tax amount at any point of
time (2 days in advance) to the employees, subject to Availability, Tickets to
employees are given for: 1+1 oneself and employees guest and 2 for immediate
family i.e. parents, spouse etc. This has been done to encourage movie going
among employees as well as customers, Gives 10 national holidays to
employees, Report customer grievances to managers, Strict on rules on no
smoking, drinking on job etc, They are given personalized badges – symbolizes
that the employees pride themselves on being a part of the PVR family, 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. They are evaluated once a year on their anniversary of date of
joining by individual superiors and records regarding employees’ progress are
evaluated, all employees are taught to deal with safety problems like accidents,
Fire, bomb threat, armed robbery etc. 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. Lastly, it is
made sure that all employees represent PVR in the best way possible and sell it
as a strong and well-established brand. All 55 employees are given full details
on what they are representing and informed all about PVR to make them a part of
the family. For the customers’ convenience, it is ensured by the organisation that
there are no loopholes. In case of any customer complaints, the employees are
immediately directed to report the same to their managers. The nature of all
employees is very friendly, informed, helpful, reliable, soothing, cheerful and
youth-like. Therefore, the audience can easily relate and communicate with
them.
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6. Physical Evidence
Though customers cannot see a service, but they can definitely see various
tangible clues of the service offer like facilities, communication, objectives,
employees, other customers, price etc. On basis of these, he forms his opinion as
they help us to tangibalise the service. . Therefore, it is essential to manage
physical evidence. Atmosphere – helps to shape opinions. The building, layout,
colours of interiors, tickets, labels, logo of the organisation etc help to formulate
a good unified corporate image / identity.
7. Process
It 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.. PVR was the first to install
surround sound and Dolby in Delhi. Gurgaon 7 screen megaplex is equipped
with the latest THX approved sound system for the real life sound effects and
the state of the art Xenon based projection technology.
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PVR in Delhi
PVR has been a pioneer in multiplex development by setting up India’s first multiplex
PVR Anupam4 at Saket in city of Delhi. The company has since grown to become the
largest cinema exhibition player in the country and has 5 theatres with 19 screens in
city of Delhi/Gurgaon under its operation.
The Cinema can boast of the highest box office collections in India for five
consecutive years since its opening. Located around the Cinema in the same
complex are a number of up-market restaurants, pubs and fast-food eateries that
make it a popular youth hangout place and indeed an entertainment experience for
the entire family.
PVR Priya, a 25-year-old cinema still considered the best Cineplex in Delhi, was
completely renovated and brought into the fold of PVR in January 2000. PVR Priya
boasts of the highest box office collections in the city of Delhi after PVR Saket. It
also has the distinction of having the widest screen in India.
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Following the tremendous success in South Delhi, PVR expanded to West Delhi in
2001 with the launch of two newmultiplexes -- PVR Naraina, and PVR Vikaspuri.
PVR Naraina, with four screens and 830 seats, was launched in August 2001. PVR
Vikaspuri (3 screens, 921 seats) was launched in November 2001.
PVR Group has re-opened one of Delhi's oldest and most popular cinema hall, Plaza;
no known as PVR Plaza. With a seating capacity of 300 seats, the all new single
screen auditorium has been renovated and refurbished to bring back its former glory.
The cinema, unique in its nature, combines the look and feel of the 50s with the
state-of-the-art cinema viewing technologies of today.
The most recent addition to the chain is PVR EDM, this three-screen multiplex,
located in the popular East Delhi Mall, is equipped with the state- of-the-art
technology and is one of its' kind in the vicinity.
The three-screen multiplex has a total seating capacity of 723 seats. It is equipped
with the latest THX-approved three-way surround sound system with real life sound
effects and state-of-the-art projection facility with the latest Xenon-based
technology. The stadium seating arrangement ensures unobstructed viewing from
anywhere in the auditorium.
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PVR IN GURGAON
In May 2003, PVR Cinemas opened North India's largest multiplex- a 7-screen
cinema in Gurgaon. Built over an area of 55000sq ft, this multiplex has an avant-
garde lobby with studio effect interiors and currently offers a seating capacity of
1300 seats. Two luxurious auditoriums called ‘Cinema Europa' have been custom
built with vibrant red,plush reclining seats, double armrests and ample legroom
offering patrons a comfortable and
relaxed cinema viewing environment. The choice of movies played at the Europa are
an eclectic mix of tastefully chosen niche Indian films, internationally acclaimed as
well as Oscar winning Hollywood films.
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PVR IN FARIDABAD
PVR IN BANGALORE
PVR Cinemas has opened India's biggest multiplex (11 screens) in Bangalore. Built
over 1,20,000 sq ft of space, this state-of-the-art multiplex is located in the heart of
Bangalore at the Forum Mall in Koramangla with a
seating capacity of 2019 seats. This multiplex includes two ultra premium cinemas
known as the Gold Class and two luxurious auditoriums called Cinema Europa in
addition to seven Classic auditoriums.
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PVR has also ventured into the business of film distribution and set up PVR
Pictures, a fully-owned subsidiary of PVR Ltd. PVR Pictures specialises in
acquisition and local distribution of films.
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3.7.5 Team
Board of Directors
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Sanjeev Kumar is the Joint Managing Director of PVR Limited. He has been
intricately involved with PVR Ltd. since its inception and has over 13 years of
experience in the film exhibition industry. As the Joint Managing Director he
manages the cinema acquisition and distribution business and programming
activities of the company and also oversees the operations and the marketing.
Under his aegis, we became the first company to bring to the country
Hollywood movies to encouraging regional films and initiating Event cinema
as alternate content at pan- India level.
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Renuka Ramnath is one of the most experienced private equity fund managers
in India with a full cycle track record of investing capital raised from
institutions of global repute. She played a pivotal role in shaping the Indian
private equity market both in terms of leading pioneering investments as well
as opening new pockets of capital for investment into India.
Renuka has been featured in many prestigious listings, including the Top 25
Most Powerful Women in Business (Business Today, India); India's most
Powerful CEO's (Economic Times), the Top 25 Non Bank Women in Finance
(US Banker's global list), Asia's Women in the Mix: The Year's Top 50 for
Achievement in Business (Forbes), and most recently in the Top 25 women in
Asian asset management (Asian Investor).
Sanjai Vohra is a B.Sc graduate from the St. Stephens College, Delhi
University and has completed his PGDM from IIM(Ahmadabad). He has more
than 25 years of varied experience in the Banking Industry including (P)Equity
Finance, Risk Management and Various Debt Products. Sanjai was also
associated with City Bank and JP Morgan.
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Management Personnel
Mr. Sanjai Vohra
Sanjai Vohra is a B.Sc graduate from the St. Stephens College, Delhi
University and has completed his PGDM from IIM(Ahmadabad). He has more
than 25 years of varied experience in the Banking Industry including (P)Equity
Finance, Risk Management and Various Debt Products. Sanjai was also
associated with City Bank and JP Morgan.
Nitin Sood is th Chief Financial Officer for PVR Ltd. and oversees various
verticals of the company - Multiplex, Film Production & Distribution and
Retail Entertainment.
Mr. Pankaj Dhawan is B.com, LLB and FCS with more than 25 years of
experience in various listed entities and has rich experience in Capital, Market,
Restructuring and Corporate Governance. He is associated with the Company
since 2008 and became Company Secretary on 30th May, 2017.
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Mr Kamal Gianchandani
He joined the PVR Group in 1995 and since then has held a number of senior
management positions across the media and entertainment arena. He is the
recipient of the 'Best Distributor Stardust Award' in 2010 and was recently
acknowledged as one of the most influential filmed entertainment professional
in a leading Mumbai newspaper.
Kamal has been the principal architect of the company's marketing &
distribution operations. Under his leadership, PVR Pictures has piloted some
of the biggest independent films, making it the most prolific and successful
distributor of independent foreign language films in India.
With acquisition of Cinemax chain and DT Cinemas, PVR Group went through
a massive transformation. Kamal is at the center of this massive change and
drives the strategy and business planning at PVR Cinemas.
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Mr Rahul Singh
Rahul Singh comes with a rich experience of more than two decades in the
hospitality industry and is currently serving as the Chief Operating Officer at
PVR Cinemas. His past experience includes working with eminent brands such
as Taj group of hotels and ITC Welcomgroup.
Rahul has been associated with PVR for the last 8 years and has successfully
headed diversified projects for the company. With his profound expertise in the
market intelligence for the hospitality & cinema industry, Rahul spearheads the
entire business operations of the company with the focus on its expenditure &
revenues.
With his unsurpassed knowledge in this industry, he has helped the brand in
each step in streamlining its operations & introducing strategic operational
initiatives at PVR.
With a pleasant personality and thorough experience of over two and a half
decades in the industry, Ashawni Handa currently serves as Chief Projects &
Development officer at PVR Cinemas. In the past, he has worked with eminent
companies such as Aditya Birla Group, Jaypee Group, Ansals, American
Embassy and Max Healthcare.
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Ashawni has been associated with PVR for a long period of over 13 years and
has successfully headed major projects for the company. With his excellent
proficiency, his work at PVR comprises of leading certain departments such as
business development, designing, execution & procurement.
Rajat Tyagi, CIO at PVR Ltd. has over 20 years of experience leading IT and
business in Media, Technology, Telecommunication and Banking Industry. He
is an MBA from IIM (Lucknow) and Engineer from DCE (Delhi). Currently as
head of IT, he is driving the new initiatives in Digital IT space, to enhance
customer experience in movie exhibition, and empower customers and
employees with mobile, web and in-store technologies to simplify and automate
their tasks.
Prior to PVR, Rajat had led the Response-IT for Bennett Coleman & Co, the
largest media house in India, leading the SAP for Advertising Business, and
Pre-Press function. Rajat has also spearheaded the Mobile Money technologies
both at Infosys and at Airtel as head of Airtel Money wallet technology across
India and Africa. Earlier at Standard Chartered bank, he drove the automation
and STP (Straight through processing) in transaction processing, payments and
corporate banking.
3.7.6 Accolades
Ajjay Bijli, Managing Director, PVR Limited, was conferred ‘The Theatre World
Newsmaker of the Year Award for 2003'. It is his vision and outstanding contribution
to the cinema exhibition industry that has made PVR the largest cinema exhibition
company in the country today.
PVR Gurgaon was nominated for an award in the “Best Retail Environment”
category at the “Annual Design Week” awards.
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Ajjay Bijli was also honoured with a special award at CineAsia 2004 for his
significant contribution to the multiplex industry of India. For the first time,
CineAsia honoured an Indian exhibitor. He has also been chosen as Signature Youth
Icon for the year 2005.
PVR has successfully assimilated the Standard operating business and operational
practices of Village Roadshow and set new standards in the quality of exhibition in
India. The quality of cinema viewing has made the PVR brand synonymous with high
quality cinema viewing in the country. This has enabled them to enter into strong
corporate alliance partnerships and co-marketing exercises with leading brands like
Pepsi, Evian, Samsung, Whirlpool, Hero Honda, Bharti, American Express, Master
Card, Pizza Hut, Cadburys etc. This has generated additional steady stream of
revenues for the company
.
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1. Age?
Data Analysis:
Out of the total survey 48.5% are from the age group between 15-25, 32.7% belongs
to the age group from 25-35, 8.9% belongs to the group of 35-45 years, 5% are from
the age group of 45-55 and rest from the group of 55-65.
Data Interpretation:
Above survey data shows that people from the age group of 15-25 years are more
aware about PVR , people in the age group of 25-35 are a bit less aware about the
PVR than their younger generation. Age group of 35-45 doesn’t know much about
PVR and above these group the people are hardly aware of PVR.
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Data Analysis:-
Out of 101 respondents, 23.8 Percent of People watches Movie Once in a Month, 43.6
Percent of people watches Twice in a Month, 28.7 Percent People watches movie
Thrice in a Month and rest of People watches more than three times.
Data Interpretation:-
The Above Data Represents how Often People use to go for watching movies, People
watch movies twice a month may feel the best way to spend their quality time and
23.8 Percent of people watches movie once in a month, reason may be the less income
or His/Her Perceptions.
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Data Analysis:-
Out of 101 Respondents, 30.7 percent of people prefer PVR Cinemas, 47.5 Percent of
people prefer for Multiplex, 17.8 percent of people prefer Fame, and 9 percent people
prefer other theatre for watching Movies.
Data Interpretation:-
Above data represents which theatre people mostly prefer for watching movies, 47.5
percent of people prefers multiplexes because of versatility offered there, 30.7 Percent
of people prefer PVR Cinemas, the reason may the services and Premiumness offered
by PVR Cinemas Staff.
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Data Analysis:-
Out of 101 respondents, 41.6 percent of people spend money up to 150-200 for
watching movies, 35.6 percent of people spend money up to 200-250, 20.8 percent of
people spend money up to 250-300, and about rest spend money more than 300.
Data interpretation:-
Above data represents how much people spend money on watching movies, out of
which, about 41.6 percent of people spend money up to 150-200, reason may be the
income level.
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Data Analysis:-
Out of 101 respondents, 100 percent of people are satisfied with the services provided
by PVR Cinemas
Data Interpretation:-
The Above Data Represents shows that all are completely satisfied with the services
provided by PVR Cinemas because of their quality and premiumness.
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Data Analysis:-
Out of 101 Respondents, 66 people feels that cashier interaction is Good, 23 people
feels that cashier interaction is ok and 11 people think that cashier interaction is
Satisfied. Followed by Cashier speed, 55 people feels that its goods, 40 people feels
its ok, and 5 people feels satisfactory. Than For Customer Service Desk, 68 people
feels good, 29 people feels ok, and 3 people are satisfied. Than with Loyalty Program,
65 people feels good, 31 people are ok with it, and 4 people are satisfied.
Data Interpretation:-
Above Data Represents the Ratings of PVR Cinemas in terms of cashier interaction,
cashier speed, customer service desk & Loyalty program. More than 50 percent of
people feels good regarding cashier speed, cashier interaction, customer service desk
& loyalty program, the reason may be the services provided by PVR Cinemas are up to
the mark of the people.
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7. How would you rate the following qualities of PVR cinemas staff?
Data Analysis:-
Data Interpretation:-
Above Data Represents the Rating of PVR Cinemas Staff More than 50 per cent of
People feels good regarding Courteousness, Grooming, & Efficiency & Know
Knowledge,
the reason may be the services provided by PVR Cinemas Staff.
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Data Analysis:-
Out of 101 respondents, 37.6 percent of people find Services of PVR Cinemas to be
good, 35.6% of people find ok, and about 25.7% of people finds services to be
satisfied.
Data Interpretation:-
Above Data Represents, how people would like the services provided by PVR
Cinemas, 37.6 % of people find services to be good, the reasons may be the
grooming, Courteousness & Services are up to mark of people.
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Data Analysis:-
Out of 101 respondent 52.5% of people had good movie experience, 20.8% of people
are ok with it, 25.7% of people are satisfied with it and rest are not satisfied.
Data interpretation:-
The above data represents the movie experience at PVR cinemas, more than 50% of
people had good movie experience, the reason maybe the good picture quality and
Dolby audio adopted in each and every screen.
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Data analysis:-
Out of 101 respondent 78.2% of people have made birthday booking and 14% of them
have not.
Data interpretation:-
The above data represents the people who have made birthday booking in PVR
cinemas, 14% of people had not made birthday bookings in PVR Cinemas because
they might be having some other plans.
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Data Analysis:-
Out of 101 respondent 48.9% of people had good movie experience, 27.3% of people
are ok with it, 19.3% of people are satisfied with it and rest are not satisfied.
Data interpretation:-
The above data represents the birthday experience at PVR cinemas, more than 50% of
people had good experience, the reason maybe the good hospitality and offerings
received from the staff.
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12. What comes in your mind when you think about PVR cinema?
Data Analysis:-
Out of 101 respondent 38.6% of people think about price, 29.7% of people are think
about premiumness, 23.8% of people thinks about good services and others have
several views.
Data interpretation:-
The above data shows that majority of the crowd thinks about price as PVR is worth
for money, 29.7% of people needs premiumness when they go for a movie which is
perfectly provided by PVR and also23.8% of people thinks about good services when
they hear about PVR.
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Data Analysis:-
Out of 101 respondents, 100 percent of people would like to visit PVR Cinemas
again.
Data Interpretation:-
The Above Data shows that all are completely satisfied with the services provided by
PVR Cinemas and thus they want to visit again.
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Data Analysis:-
Out of 101 respondents, 79 percent of people have rated PVR cinemas the 4 stars,
11% have rated 3 stars, 2% have rated 2 stars and rest has given 5 stars rating.
Data Interpretation:-
The Above Data shows that majority of people are satisfied with the services and
quality provided by PVR Cinema majority chunk of people has rated 4 stars to PVR.
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15. Which of the following categories of multiplex are you aware of?
Data Analysis:-
Out of 101 respondents, 76 percent of people are aware of PVR cinemas, 48% are
aware of INOX , 24% are aware of WAVES, 24% are aware of Big Cinema.
Data Interpretation:-
The Above Data shows that majority of people are aware of PVR as it is a satisfying
brand and provides enough facilities which is followed by INOX, WAVES and Big
Cinemas.
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Data Analysis:-
Out of 101 respondents, 41.6% heard from others, 35.6% of people came
to know through online advertisement and 16.8% of people read the
billboards and others came to know through its website.
Data Interpretation:-
The Above Data shows that majority of people came to know about PVR
from others, since online advertisement is a great platform for
advertisement, hence it should be increased.
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17. Which of the following marketing strategies are used by PVR cinema?
Data Analysis:-
Out of 101 respondents, 48.5% thinks they used online booking for
marketing strategy, 36.6% of people thinks they give promotional offers
for marketing, 12.9% thinks they give free trials for promotion and others
think that they give online contest for marketing strategy.
Data Interpretation:-
The Above Data shows that majority of people want to avoid the queue
and feasibly book the ticket online and a big chunk of crowd is attracted
through promotional offers.
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18. In the last 30 days, how many times have you visited PVR cinema?
Data Analysis:-
Out of 101 respondents, 55.4% of people have visited once in last 30 days,
28.7% have visited twice, some have visited thrice and more than thrice,
and rest have never visited in a last 30 day.
Data Interpretation:-
The Above Data shows that majority of people at least visit once in a
month to the PVR cinemas.
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Data Analysis:-
Out of 101 respondents, 91.1% of people like all type of movies and rest
don’t like all type of movies
Data Interpretation:-
The Above Data shows that nearly 9% of people have specific taste in
genre they prefer for watching a movie.
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Data Analysis:-
Out of 101 respondents, 78.2% of buy the product online, 15.8% buy
through telebooking and rest buy by person.
Data Interpretation:-
The Above Data shows that nearly majority of people buy the product
through online.
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Finding of Study
On the basis of this survey, it was found that the maximum number of people are
aware about PVR Cinemas
It was found that the respondents have mixed responses when they were asked
about do they like watching movies. Some of them said that they do like watching
movies as it allows one to spend time with their family, spouses, childrens even
having a busy schedules. Mostly youngsters like watching movies.
It was found that almost all respondents use to visit PVR Cinema At least once in
a month for watching movies except the few which indicates the popularity of
PVR Cinemas.
It was observed that most of respondents prefer PVR Cinemas for watching
movies except some of them who prefer other theatre.
It was found that almost all respondents are satisfied with the services provided by
PVR Cinemas.
Almost more than 50% respondents have annual income more than 2 lakhs per
annum. Which shows the premium positioning of PVR Cinemas.
Also it was found that respondents consider PVR Cinemas as a best Theatre for
watching movies because of its Premiumness and best service provided by its
staff.
It was observed that the respondents are fully satisfied with the PVR Cinemas
Staff’s courteousrness, Grooming, Efficiency & knowledge & they are also
satisfied with the Cashier Interaction, Cashier speed, Customer service desk &
Loyalty program of PVR cinemas.
It was considered that the respondents feel PVR Cinemas is the full source of
entertainment.
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It was also considered that watching movies at PVR Cinemas is the status symbol
due to its premium positioning at Market.
When it comes to the price of the PVR Cinemas, Some considered as high as some
some are worth the experience.
The Feature that Attracts respondents is the 3-waysurround sound system and the
seating & Projection arrangements at PVR Cinemas.
Suggestions
When PVR came into being it was in the forefront of the technology involved in
the entertainment business. Now there is much more related to technological
innovations so PVR should get more advanced in the technological aspects just
like adlabs & IMAX Theatre has introduce.
Many of the people think that the service provided inside do not command the
charge for example. Even the first two rows of Audi charges 150/- most people
feel that the lesser price should be charged as sitting too close to the screen can
harm the eyes than sitting in one of the back rows.
Also the prices charge at the snacks & beverages counter are too high than its MRP
which we feel that is undue premium that is charges.
Some responses from the respondents were that they feel that the spaces between
the rows are very less that makes them feel uncomfortable after some time.
We as a group also feel that the introduction of the food court has variety of
offering & Snacks but wholesome meal also should be great improve the
movie going experience as people would spend more time at the theatre and the
food court could work as an ancillary to the theatre.
Once the movie is past its prime and running in the second & third week were
sales were low, PVR Could arrange the campaigns and reduce the prices
marginally per show a day.
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This would encourage people to have more experience specially for people who
think about high prices.
Cricket is the obsession in India, PVR could arrange Hot screens and avail to show
the live matches of IPL, world cup, one day matches etc.the growing popularity of
soccer tennis may also get tapped. This would be the very instant hit even at high
prices charged.
Conclusion
After analysing the results it is found that marketing strategies of PVR Cinemas
places an important role in influencing the decision making of the consumer.
According to the results efforts made by PVR Cinemas for gaining consumer
satisfaction is worth applicable. Their effectiveness can be conquered by market
growth & market share in multiplex industry. They make every possible efforts to
maintain their position in the market. PVR Cinemas does not believe in the
philosophy of sit & relax. They keep on introducing something new stuffs that helps
them to maintain the consumer satisfaction & Consume retention. They have also
maintained their position in the market as a leader. Therefore whatever is been done by
PVR Cinemas is adding to their popularity and maintain their position in the market.
Also this analysis has shown that the multiplex industry is growing in todays
generation as a big source of entertainment. They want everything in one roof that
makes them popular and symbol of premiumness amongst all multiplexes in India.
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APPENDIX
1. Age?
15-25
25-35
35-45
45-55
55-65
PVR
Multiplex
Fame
Other
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7. How would you rate the following qualities of PVR cinemas staff?
Courteousness
Knowledge and efficiency
Good
Ok
Satisfied
Not satisfied
Yes
No
Good
Ok
Satisfied
Not satisfied
12. What comes in your mind when you think about PVR cinema?
Price
Premiumness
Good services
Others
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15. Which of the following categories of multiplex are you aware of?
PVR cinema
INOX
WAVES
Big cinema
17. Which of the following marketing strategies are used by PVR cinema?
Promotional offers
Online booking
Free trials
Online contest
18. In the last 30 days, how many times have you visited PVR cinema?
Never
Once
Twice
Thrice
More than 3 times
Yes
No
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Online
Telebooking
In person
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Webliography
https://en.wikipedia.org/wiki/PVR_Cinemas http://www.pvrcinemas.com
https://en.wikipedia.org/wiki/Entertainment_industry_in_India
http://articles.economictimes.indiatimes.com/keyword/pvr-cinemas
https://docs.google.com/forms/d/13e1d1YQRouqkoaWES-
KfGrS5gQvBbXZVle0m8tSCtZ0/edit
http://www.gecapital.in/case-study-pvr.html
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