THIS PPT IS SUBJECT TO THE INTERNAL EVALUATION OF THE MMS CURRICULUM, ALL INFORMATION INCLUDED IN ARE NOT FACTS ITS JUT A IMAGINATIVE INFORMATION

1. MARKETINGMARKETING
MANAGEMENTMANAGEMENT
NEW PRODUCTNEW PRODUCT
DEVELOPMENT:DEVELOPMENT:
THEATRETHEATRE
SUBMITTED TO:SUBMITTED TO:
PROF.YASMINPROF.YASMIN
SINGAPOREWALASINGAPOREWALA

2. JOINT EFFORTS BY:JOINT EFFORTS BY:
MAHESH DHEPEMAHESH DHEPE 7070
LILESH GANGURDELILESH GANGURDE 7474
TEJASWINI KAMBLETEJASWINI KAMBLE 8383
AMEY LONDHEAMEY LONDHE 8787
ROHIT PADALKARROHIT PADALKAR 9191
DEEPEKA SHEETYDEEPEKA SHEETY 110110
SONAL PAWARSONAL PAWAR 4040
NADEEM SHAIKHNADEEM SHAIKH 5050

3. logologo

4. NEW PRODUCT DEVELOPMENTNEW PRODUCT DEVELOPMENT
IDEA GENRATIONIDEA GENRATION
Why Theatre…Why Theatre…
 The Indian film industry is one of the largest film industries inThe Indian film industry is one of the largest film industries in
the world in terms of the number of films produced andthe world in terms of the number of films produced and
admissions each year.admissions each year.
 Movie watching is becoming an experience more than just aMovie watching is becoming an experience more than just a
casual outing with the family & friendscasual outing with the family & friends
 We are going to take the movie experience to an entirely newWe are going to take the movie experience to an entirely new
level. Watching the movie will say thatlevel. Watching the movie will say that The Beginning of theThe Beginning of the
Magical Experience….Magical Experience….

5. VISIONVISION
 CINE TEATAO is dedicated to exploring the innovative useCINE TEATAO is dedicated to exploring the innovative use
of film as a tool for creating national integrity.of film as a tool for creating national integrity.

6. MISSIONMISSION
 To be the most respected player in filmed entertainmentTo be the most respected player in filmed entertainment
business in India’business in India’
 We offer a world class movie going experience to our viewersWe offer a world class movie going experience to our viewers
at each price point by focusing on quality, customerat each price point by focusing on quality, customer
satisfaction and providing a host of value added servicesatisfaction and providing a host of value added service

7. Concept Development and TestingConcept Development and Testing
Segmentation Targeting and PositioningSegmentation Targeting and Positioning
 SegmentationSegmentation
 Geographic segmentationGeographic segmentation
CityCity
 Demographic SegmentationDemographic Segmentation
Age, Gender, Income, Occupation, EducationAge, Gender, Income, Occupation, Education
 Psychographic SegmentationPsychographic Segmentation
Innovators, ExperienceInnovators, Experience
 Behavioral SegmentationBehavioral Segmentation
Usage rateUsage rate

8. Segmentation Targeting and PositioningSegmentation Targeting and Positioning
 TargetingTargeting
 premium and middle class peoplepremium and middle class people
 experience of Luxury Cinema.experience of Luxury Cinema.
 PositioningPositioning

9. Business analysisBusiness analysis
PEST analysisPEST analysis
 PoliticalPolitical
 EconomicEconomic
 SocialSocial
 TechnologicalTechnological

10. Product DevelopmentProduct Development
Marketing mixMarketing mix
 ProductProduct
Product mix of Cine Teatro
Cinema theater Cinema theater Play zone
3D cinema Fast food corner Video games
Cine dinner Coffee shop
1800
cinema Ice cream parlor
Auditorium
Cinema Hall

11. ProductProduct
 Product levelProduct level
Product level
Basic product Viewing space in theater,
view the movie with the
latest technology.
Expected product Cleanliness in the theater,
punctuality in start timing
shows, comfortable seating
arrangement.
Augmented product Great ambience, helpful
employees, sophisticated
interiors
Potential product Extra benefits allowed by
the theater. i.e. cine dinner

12. PricePrice
 Pricing strategyPricing strategy
 Competition based pricingCompetition based pricing
 Cost based pricingCost based pricing

13. PlacePlace
 Services are generally created and delivered to the buyer at theServices are generally created and delivered to the buyer at the
same timesame time
 located at Gamdevi near Girgaon Chowpattylocated at Gamdevi near Girgaon Chowpatty
 The only intermediary involved for procuring movies areThe only intermediary involved for procuring movies are
Indian as well as international movie distributors, by way ofIndian as well as international movie distributors, by way of
whom we acquire the movies.whom we acquire the movies.

14. PromotionPromotion
 Promotion is a very vital part of the marketing mix especiallyPromotion is a very vital part of the marketing mix especially
in the case of servicesin the case of services
 the objective of promoting a service may be to create a brandthe objective of promoting a service may be to create a brand
imageimage
 Marketing tools- social media, hoardings, banners, radio adds,Marketing tools- social media, hoardings, banners, radio adds,
tie up withtie up with VodafoneVodafone

16. PeoplePeople
 Attracting, developing, motivating, retaining employeesAttracting, developing, motivating, retaining employees
 Cine Teatro indulges in the following for their EMPLOYEESCine Teatro indulges in the following for their EMPLOYEES
 Makes all employees train at different levels from time toMakes all employees train at different levels from time to
timetime
 Teaches employees to be helpful, polite, courteous to allTeaches employees to be helpful, polite, courteous to all
patrons and co workers – enthusiasm and cheerfulpatrons and co workers – enthusiasm and cheerful
 Very great importance is given to person hygiene andVery great importance is given to person hygiene and
appearance – clean uniform and shoesappearance – clean uniform and shoes

17. Physical evidencePhysical evidence
 Though customers cannot see a service, but they can definitelyThough customers cannot see a service, but they can definitely
see various tangible clues of the servicesee various tangible clues of the service
 Exterior
 Interior

18. InteriorInterior

19. ProcessProcess
 Service design is a complex task that can benefit from a moreService design is a complex task that can benefit from a more
sophisticated version of flowcharting known as blueprintingsophisticated version of flowcharting known as blueprinting
 line of visibilityline of visibility

20. BLUEPRINTBLUEPRINT

21. IntermissionIntermission
Credits on

22. Product life cycleProduct life cycle
Time
Product
Development
Introduction
Profits
Sales
Growth Maturity Decline
Losses/
Investments ($)
Sales and
Profits ($)

23. CommercializationCommercialization
 Stages in adoption processStages in adoption process
 AwarenessAwareness
 InterestInterest
 EvaluationEvaluation
 TrialTrial
 AdoptionAdoption

25. CORPORATE SOCIALCORPORATE SOCIAL
RESPONSIBILITIYRESPONSIBILITIY
 Cine Art project joined hand with Moser Baer.Cine Art project joined hand with Moser Baer.
 Eco-friendly ticket.Eco-friendly ticket.
 Awareness of social issuesAwareness of social issues

26. CONTACT USCONTACT US
ADDERESS:ADDERESS:
CINE TEATRO, HEAD OFFICECINE TEATRO, HEAD OFFICE
BANDRA KURLA COMPLEX ,MUMBAI,400605BANDRA KURLA COMPLEX ,MUMBAI,400605
Telephone: +91 22 25381209Telephone: +91 22 25381209
Fax:Fax: 022-501-34-888022-501-34-888
E-mail:E-mail: info@cineteatro.cominfo@cineteatro.com
Website:Website: http://www.cineteatro.comhttp://www.cineteatro.com

27. THE ENDTHE END

28. THANK YOUTHANK YOU