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  • Here to discuss cinema sales and profit, however, before going into specifics, need to have a broad understanding of movie going behaviour. Will start with overview of movie going behaviour, then look at specific Concessions behaviour, then discuss Coca-Cola’s approach to driving Concessions sales in Australia.
  • Start by understanding how movies fit into consumers leisure behaviour We can see movie going is a popular past-time - 1 in 3 consumers go at least once a month From this we understand it is an important part of consumer lesuire repertoire
  • Once we understand how often people are going, next step is to understand WHO is going This chart shows us that heaviest users are teens and 19 - 24. Good news for Coke/Concessions managers because these people are also our heaviest consumers.
  • Now we understand who’s going and how often, most important point to understand is why they are going Basically, movies is an escape mechanism to be with friends to be engulfed by the overall experience Football comparison Think back to the 2 week cycle that Debra described, it is more a planned ‘event’ than a simple, spontaneous ‘activity’
  • There are also some practical considerations - particularly for teens who are still bound to parental rules They are allowed to go - safe, known environment Easy to get to Non threatening - popular choice, familiar routine, don’t have to dress up
  • Once we understand who is going and why they are going, another important point is who they are going with. Again like frequency, differs by age - younger consumers tend to go with friends, older people with their partners. Opportunity for us is to tap into socialising aspects of experience and brand - discuss that in more detail later.
  • Interesting to understand what else is encompassed in movie experience Opportunity to draw consumers into Cinema earlier and capture sales. Also ties back to 2 week cycle - other activities incorporated into whole planning process.
  • We can already see, that teens, 18 - 24 year olds are more like to arrive earlier - so our challenge is how to we use that time to generate sales?
  • Looked at overall behaviour Understand - teens young/adults heaviest users. Understand - why they are going, who with and we know what they purchase from the CB and how they view it, so now let’s look at how we like to work with our customers to drive profit, based on u/s overall consumer dynamics.
  • Here to discuss cinema sales and profit, however, before going into specifics, need to have a broad understanding of movie going behaviour. Will start with overview of movie going behaviour, then look at specific Concessions behaviour, then discuss Coca-Cola’s approach to driving Concessions sales in Australia.
  • Australian program which has been developed across all of our channels specifically designed to drive incremental sales and profits.| Objective of program is to establish an integrated merchandising plan which communicates with consumers as they move through the cinema experience. Essentially involves communciting with consumers as they move through the environment:- Firstly on arrival - make them consider a drink Then as they move through the shop, or in the case of cinema, towards the Concessions area, convince them that what they really want is an Icy Cold Coca-Cola Finally, if they have already made their purchase, remind them that there is still time to buy a drink Key to program - is Relevance to environment and consumers Customised by channel - to a degree by customers.5%
  • Firstly we need to understand how our consumers are moving through the cinema environment. In Australia there are basically 3 options Talk through options Our objectives are to a) interact with as many consumers as possible b) influence some of those consumers to visit the Concessions and area and either buy a Coke or upsize their purchase We can apply the theory of the program to interact with consumers as they are moving through the cinema Lets look at some examples of how this could be done

Consumer Research Presentation Transcript

  • 1. Research & Consumer Behavior
    • Agenda
    • Entertainment Cluster Composition
    • Cinemas
      • Cinema Landscape
      • Coca-Cola Cinema strategy
  • 2. Cluster Composition Amusement / Recreation Cinema Theme / Amusement Parks Beaches / Picnics Aquarium/ Bowling/ Museum Special Events Outdoor Exposition / Fair / Circus / Parade / Festivals Special Events Recreation / Leisure Time Youth Club / Organization Residential Complexes Social Clubs Religious, Charitable Organizations Sports Venue / Gambling Stadium / Sports Arena
  • 3. Cinemas...
    • Fact: Movie Theatres can currently be classified into 2 types:
      • The Foreign Model :
            • Smart, Re-furbished, Smaller Halls/ Multiplexes.
            • Focus on technology, décor, the consumer.
            • Tickets priced Rs.80/- to Rs. 100/-
            • Emphasis on the movie experience.
            • Owner has control over the canteen.
      • The Desi Model :
            • Older Theatres, strategically located.
            • Part of a city’s culture, ethos, life-style.
            • Suffer from an “edifice-complex” - mammoth sizes.
            • Usually have a strong canteen operator.
            • Dual canteens addressing Balcony & Stalls.
            • Tickets are priced at Rs. 50/- to Rs. 70/- and Rs. 20/- to Rs. 30/-
    • Fact: Foreign Model can be further classified into 2types:
      • Multiplex Only :
            • Presence of 3 - 5 movie screens
            • Consumer gets a choice of movies and options of various time slots
      • Mall cum Multiplex
            • Presence of 3-5 movie screens within a shopping mall
            • Shopping mall with all leading brands
            • Eating & Drinking - McDonald’s, Domino’s, Barista, TGIF
            • Shopping - Colorplus, Benetton, Reebok
            • Consumer has the choice of - Eating and Drinking, shopping,
            • hanging out in addition to movie watching
  • 6. Lets understand the Cinema Consumer….. A snap shot of Project Candy “Broad movie-going behaviour”
  • 7. How Often Do We Go To The Movies? Base: Total sample, n=755 One in three go to the movies once a month or more frequently *Source: Project Candy 1997 Heavy Medium Light Very Light 10 24 39 27 4 6 11 13 27 23 17 0% 50% 100% Once a week or more often Several times a month Twice a month Once a month Once every 2 or 3 months Once or twice a year Less often
  • 8. How Does Movie Behaviour Differ By Age? Base: All in each segment *Source: Project Candy 1997 Teens and 18-24 year olds the biggest supporters of the cinema channel Infrequent % Frequent
  • 9. So Why Go To The Movies? Movies = The Big Escape Escaping With My Friends Escaping Into The Big Screen Getting out of the house with my friends The Movie Experience
    • Two broad drivers:
    • Teens
    • (20-24)
    • Teens
    • 20-24
    *Source: Project Candy 1997
  • 10. ... Plus It’s A Practical Option
    • allowed to
    • everyone can
    • cinema complexes are everywhere
    • close to public transport/home
    • everyone likes it
    • wear what you want
    • familiar process/ know what to expect
    Easy *Source: Project Candy 1997 Permissible Convenient No Hassles
  • 11. Who Do They Go To The Movies With? Under 18’s going with “the group” Over 18’s going with their partner Base: All movie-goers, n=469 14-17 (50) % 2 9 6 24 32 26 18-24 (101) % 2 37 5 27 22 7 29 58 Opportunity: Focus on socialising aspect of brand and movies *Source: Project Candy 1997 20
  • 12. What Do They Do Before The Movies? 1 in 2 doing some activity before the movies. Mcd is a key gathering place for teens. Combining movies and dinner is popular with adults. Base: All movie-goers, n=469 14-17 (50) % 73 35 6 19 15 11 - 41 18-24 (101) % 56 8 6 10 9 26 6 14 Opportunity: Relocate sales to Concessions *Source: Project Candy 1997 14
  • 13. When They Get To The Cinema Most arrive in time to see everything, even the slides. Teens more likely to gather very early. Base: All movie-goers, n=469 14-17 (50) % 25 48 26 1 - 18-24 (101) % 11 54 20 15 1 78 *Source: Project Candy 1997
  • 14. Key Consumer Insights
    • Movie going is a popular past time amongst all consumers
    • Teens and young adults are the heaviest users
    • The movie experience is all about ‘escape’
    • Movie going is a social occasion, that involves other activities and people
    • Concessions are an integral part of the movie experience
  • 15. Coca-Cola Cinema strategy...
  • 16. The New Cinema Strategy
    • Driving incidence through promotional programs and operational excellence
    • Leveraging the properties of the TCCC System to drive traffic
    • Building an association between Coca-Cola brands and the movie experience
    Refreshing Movie goers Promoting Movie going Entertaining Movie goers Taking your Key Business Drivers …... ENTERTAINMENT TRAFFIC VOLUME ..and building a Business Plan which leverages the strength of the Coca-Cola System
  • 17. Step 1: Persuading Consumers to Purchase Refreshing Movie goers Promoting Movie going Entertaining Movie goers
  • 18. Objective Strategy Resources Outcome Driving Volume Drive Gross Profit Refreshing Movie Goers
    • Operational Excellence
    • Service / Equipment
    • Staff Training
    • Marketing Plan
    • Merchandising
    • Promotions
    • Promotional Allowance
    • Consumer Research
    • Post Evaluation
  • 19. Step 2: Driving Traffic Refreshing Movie goers Promoting Movie going Entertaining Movie goers
  • 20.
    • Promotional Allowance
    • Cinema Tickets
    Objective Strategy Resources Outcome Drive Traffic Drive Admission Revenue and Candy Bar Sales Promote Movie Going Competitive Zones Total Circuit
    • Cross Promotions
    • Sponsorship Properties
    • Loyalty Programs
  • 21. Step 3: Enhance The Experience Refreshing Movie goers Promoting Movie going Entertaining Movie goers
  • 22. Entertaining Movie Goers Objective: Build Coca-Cola brand preference Enhance the movie going experience Strategy: Utilise cinema channel as a media - screen advertising - billboard Resources: Media fund Creative development fund Consumer research Outcomes: Build Candy Bar ritual Increase consumer satisfaction
  • 23. Innovative Merchandising Strategy Persuaders Interrupters Reminders Drive Volume Points of Interaction Program
  • 24. Understanding Movie Going Behaviour Concessions Ticket Counter Cinemas Cinemas
  • 25. Summary
    • Understand Consumer Cinema Going behavior
    • Understand Consumer Needs & Wants
    • Understand Consumer Purchase Behavior
    • Focus Marketing efforts on the Key Profit Drivers:
      • Refreshing Movie Goers
      • Promoting Movie Going
      • Entertaining Movie Goers