INTRODUCTION• Priya Village Roadshow (PVR) Cinemas is one of the largest cinema chains in India.• The company, which as a joint venture agreement between Priya Exhibitors Private Limited and Village Roadshow Limited in 1995 with 60:40 ratio, began its commercial operations in June 1997 with the launch of PVR Anupam in Saket, Indias first multiplex.• By introducing the multiplex concept in India, PVR Cinemas brought in a whole new paradigm shift to the cinema viewing experience: high class seating, state-of- the-art screens and audio-visual systems.
PVR’s 7 P’s of MarketingService Product:The core benefit is the MOVIES that a customer comes to a cinema hall along with the attendant experience of PVR Cinemas. Thus, we can say the following are the expected product in the case of PVR :• Luxury Cinema.• Bulk Cinemas.• E-Booking and Tele Booking.• Parties at PVR.• Movie newsletter and vouchers.
• PVRCinemas also provides a reliable and responsive servicepackage which include many tangible elements such as wellmaintained movie halls, restrooms and trained employees whohandle their duties with empathy.
Price:•PVR when it initially started off had a huge advantage ofbeing only one of its kind in Delhi to begin with. Thereforethey could charge a higher amount to its customers as theywere willing to pay it for the new concept. This high pricinghelped them make maximum gains.•In the case of PVR, they make use of all their tangibleelements to prove to the customers that the movies ticketsare worth the price they are paying for it.•Prices that had originally started at Rs. 125(for eveningshows) and Rs. 90(for morning shows) have gone upto Rs. 150and Rs. 100 respectively.
•New weekend releases are priced at higher rates rangingfrom Rs.250-Rs.300 according to the seating preference.•PVR Priya has a slightly different pricing system which variesfrom Rs.45 to Rs.150 for different slabs of customers.•The pricing at elite PVR Cinemas such as PVR Europa is Rs.160 and Rs. 750 for a Gold Class ticket. It offers superiorambience, environment, seating, viewing etc. in the sum.
Place/Distribution:•The factor of location is very important keeping in view thepotential markets in terms of channel selection and distribution.•All PVR cinema halls are stationed at good locations in the city.•This enables them to gather a number of footfalls everyday.•PVR opens its outlets at eventful yet untapped locations.•PVR has no other channel of distribution, as their service is soldsolely at their chains.•The only intermediary is the Indian as well as internationalmovie distributors to procure their movie prints.
Promotion:•Promotion is a very vital part of the marketing mix especially in thecase of services.•PVR as a brand indulges into print advertisements on every Fridaygiving out the latest movie schedule.•Any new developments are communicated to the customers via pressreleases.•They are also in collaboration with cellular services like Airtel whichhave SMS and win contests which promote both brands significantlyand give out free tickets to the lucky customers. •PVR hosts various premier shows with leading movie stars visiting thecinema.
PeopleEmployees are internal Customers.• 30 employees at the corporate level.• 50-60 employees at each cinema headed by a Cinema General Manager.• For the customers convenience, 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.
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.• 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.
Intermission Credits on
GAPS IN SERVICE
GAP 1 : Knowledge Gap•Gap closedEFFORTS MADE TO Gap 1CLOSE THE GAP: Company Perceptions ofInteraction through Social Media. ConsumerGood CRM practices. ExpectationsGood market research.
GAP 2: Standards Gap•Gap closed. Customer-Driven Service Designs and StandardsEFFORTS MADE TO CLOSETHE GAP:Well-defined blueprint. Gap 2Customer oriented servicedesign. Company PerceptionsGood ambience. of ConsumerCleanliness. ExpectationsPhysical evidence.
GAP 3: Delivery Gap•Gap exists. ServiceReasons: DeliveryDeficiency in HR polices.Some customers who negatively Gap 3impact other customers. Customer-Driven Service Designs and Standards
GAP 4 : Internal Communication Gap External Service Communications Delivery Gap 4 to Customers •Gap exists. Reasons: Lack of education for customers Lack of Internal marketing. Absence of customer expection management through all forms of communication.
Reliability• The movie started as per the timings• Munches are properly served as promised• The seats are relaxing as promised• There is no flaw in quality of food
Assurance• The server know about all the combos• The ticketing person books the ticket without err• The sales person gives ongoing reviews of the movie• The gate person guided to the right seats
Responsiveness• The attendant is available whenever required• Whenever there is a conflict, it is resolved quickly• The telephone help-line respond when called• The munching order was ready quickly.
Empathy• The gate attendant has an affable deportment• The reservation assistant is courteous at all times• The manager give individual attention for any help required• The employees considered all the appropriate needs
Tangibility• The screens are fully HD quality• The sound is clearly audible and not too loud or slow• The staff is well groomed• The seats in the hall are comfortable• The waiting lounge area and facilities are engaging• The rest rooms are clean and equipped with toiletries
Membership Benefits• No Membership plans• Tie-ups with banks
Managing Demand &Capacity for PVR Cinemas
High Demand during:• Weekends• Evening Shows• Public Holidays• Festivals• Summer Vacations• Hit Films
Low Demand during:• Weekdays• Matinee Shows• Flop films• High Pricing• Special Events• Calamity
Supply• No of Screens• No of shows• Labour• Quality of Films
Strategies for shifting demand to match capacityDemand too high Shift Demand Demand too low• Increase Price • Reduce price• Increase no of shows • Decrease no of shows • Flexible Timings • Increase Advertising activities
Strategies for adjusting capacity to match demandDemand too high Adjust Capacity Demand too low• Cross-training • Maintenance/ employees Renovation• Part time employees • Employee Vacations
Waiting Line Strategies
Different ways for ticket booking Box Office IVR Online via Mobile Apps www.pvrcinemas.com only
Suggestions for meeting Demand & SupplyPrice factor Online Booking