By
Pranay Sheth -419
Ishan Parekh
Kushal Karamchandani
Index
 7 P’s Of Services Marketing
 Service Blueprint
 Gaps Model
 Service Preference
7 P’s Of Service Marketing
 Product
 Exhibition theatre chain about 130 screens.
 35% share of multiplex screens in Mum...
7 P’s Of Services Marketing
 Price
 Revenue breakup : 78% ticket sales, 17% food &
beverages, 5% advertising.
 Cost bre...
7 P’s Of Services Marketing
 Promotion
 Outdoor Media
 Schemes
 Movie Premiers
 Surprise Star Cast visits
 Special C...
7 P’s Of Services Marketing
 Place
7 P’s Of Services Marketing
 Physical Evidence
7 P’s Of Services Marketing
 People
 In-house training 3-4 weeks
 Outsourcing
 Graduates & Post Graduates.
 Process
...
Service Blueprint
Service Blueprint
Gaps Model
GAP 1
• Gap closed
 EFFORTS MADE TO
CLOSE THE GAP:
 Interaction through Social Media.
 Good CRM practices.
 Good marke...
GAP 2
• Gap closed.
 EFFORTS MADE TO
CLOSE THE GAP:
 Well-defined blueprint.
 Customer oriented service
design.
 Good ...
GAP 3
• Gap exists.
 Reasons:
 Deficiency in HR polices.
 Some customers who negatively
impact other customers.
Service...
GAP 4
• Gap exists.
 Reasons:
 Lack of education for customers
 Lack of Internal marketing.
 Absence of customer expec...
Service Preferences
0 2 4 6 8
RESPONSIVENESS
EMPATHY
TANGIBLITY
ASSURANCE
RELIABILITY
RATING
Rating
Managing Capacity & Variable
Demand
 Variation in demand to relative
capacity
 Capacity constraints
 Demand patterns
 ...
Variation in demand to relative
capacity
 Total capacity at infinity mall 1575
 Maximum possible shows in a screen
considering the movie life of pi 6.
 Show dur...
Excess demand
 When demand for a particular show
exceeds full capacity it is a Housefull
show.
 If a movie is expected t...
Demand exceeds optimal
capacity
 Separate sofa seats theatre screen was
made in 2006.
 Number of shows for movies which
...
Demand & supply balanced
 Ideal situation.
 Movie shows are reduced for a movie
every week.
Twilight Number of shows
Wee...
Excess capacity
 Screens offered for marathi movies
 3 shows for aayna ka bayna 1 pm 3 pm
5 pm.
 Premiers are held.
 P...
Capacity constraints
Time
 Total Shows in a day
Show types Number of shows
Only hindi shows 24– 30
Hindi english mixed 30 – 36
Only english 36...
Labor
 3 ticket counters working in two shifts.
 3 security guards on the screen floor 2
on entry 3 shifts. Night shift ...
Facility
 6 screens.
 Size limited by adjacent mall.
Demand patterns
General
0
20
40
60
80
100
120
morning afternoon evening primetime late night
Series 1
Demand by market segment
 Morning shows for college goers.
 Primetime shows are for families.
 Late night shows are for...
Random fluctuations
 Fame adlabs citi mall closed down in
june which has increased demand.
 Theatre was closed for 3 day...
Strategies used to manage
fluctuations
Shifting demand
 Add or remove shows. Changes made
usually weekly.
 Price differentiation.
Shift capacity
 Stretching number of shows. Down time is
under 10 minutes.
 Free tickets are given through contests on
t...
Hard stds
 Food prices are different
 Ticket prices are different
 Amount of staff is different
 Projector quality is ...
Soft stds
 Better employees are placed in
multiplexes.
 Employees are cross trained.
 many employees on the floor are p...
PRICING METHODS
“If greater demand is supposed to move
prices, why does a ticket to each movie
cost the same?”
Uniform Pricing Method
Price
discrimination
with space &
time
Inconsistent
cut in prices
after opening
weekend
Price can
repel as
easily as it
at...
Costs & Revenues
Costs
Revenues
Entertainment Tax
Entertainment Tax
Entertainment Tax
Exemptions
Who gets what?
SERVICESCAPE
Role of Servicescape
Package Facilitator
Socializer Differentiator
Type & Complexity of
Servicescape
Interpersonal
Service Elaborate
Environment
Elements of Physical Evidence
Servicescape Other tangibles
Facility exterior
Exterior design
Signage
Parking
Landscape
Sur...
SERVICE DELIVERY
CUSTOMER
COMPANY
Service Delivery
GAP 3
Customer-Driven
Service Designs and
Standards
Provider Gap 3
Employee’s
Role
Customer’s
Role
References
 Wikipedia
 Cinemax.com
 Bookmyshow.com
 Service marketing
Thank you
Services Marketing - Cinemax (Case Study)
Services Marketing - Cinemax (Case Study)
Services Marketing - Cinemax (Case Study)
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Services Marketing - Cinemax (Case Study)

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a look into Services Marketing by analysing the case of Cinemax chain of cinemas

Published in: Business

Services Marketing - Cinemax (Case Study)

  1. 1. By Pranay Sheth -419 Ishan Parekh Kushal Karamchandani
  2. 2. Index  7 P’s Of Services Marketing  Service Blueprint  Gaps Model  Service Preference
  3. 3. 7 P’s Of Service Marketing  Product  Exhibition theatre chain about 130 screens.  35% share of multiplex screens in Mumbai.  The Red Lounge  USP: quality, maintenance & PR activities.  Technology used: ◦ Projector: Christie ◦ Sound: Dolby Sound System ◦ Digital & 3D system: 2K scrabble ◦ Digital Screening: UFO
  4. 4. 7 P’s Of Services Marketing  Price  Revenue breakup : 78% ticket sales, 17% food & beverages, 5% advertising.  Cost breakup : ◦ Direct Cost ◦ Personnel Cost ◦ Depreciation ◦ Interest or lease amount.
  5. 5. 7 P’s Of Services Marketing  Promotion  Outdoor Media  Schemes  Movie Premiers  Surprise Star Cast visits  Special Contests
  6. 6. 7 P’s Of Services Marketing  Place
  7. 7. 7 P’s Of Services Marketing  Physical Evidence
  8. 8. 7 P’s Of Services Marketing  People  In-house training 3-4 weeks  Outsourcing  Graduates & Post Graduates.  Process  Standardized process for operations like ticket booking, maintenance and recruitment.  Ernst & Young is their auditor and consultant.
  9. 9. Service Blueprint
  10. 10. Service Blueprint
  11. 11. Gaps Model
  12. 12. GAP 1 • Gap closed  EFFORTS MADE TO CLOSE THE GAP:  Interaction through Social Media.  Good CRM practices.  Good market research. Company Perceptions of Consumer Expectations Gap 1
  13. 13. GAP 2 • Gap closed.  EFFORTS MADE TO CLOSE THE GAP:  Well-defined blueprint.  Customer oriented service design.  Good ambience.  Cleanliness.  Physical evidence. Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations Gap 2
  14. 14. GAP 3 • Gap exists.  Reasons:  Deficiency in HR polices.  Some customers who negatively impact other customers. Service Delivery Customer-Driven Service Designs and Standards Gap 3
  15. 15. GAP 4 • Gap exists.  Reasons:  Lack of education for customers  Lack of Internal marketing.  Absence of customer expectation management through all forms of communication. Service Delivery External Communications to CustomersGap 4
  16. 16. Service Preferences 0 2 4 6 8 RESPONSIVENESS EMPATHY TANGIBLITY ASSURANCE RELIABILITY RATING Rating
  17. 17. Managing Capacity & Variable Demand  Variation in demand to relative capacity  Capacity constraints  Demand patterns  Strategies for managing demand & capacity
  18. 18. Variation in demand to relative capacity
  19. 19.  Total capacity at infinity mall 1575  Maximum possible shows in a screen considering the movie life of pi 6.  Show duration 2hrs and 7 minutes  Screening every 2 and half hour gap. 1st show at 10 15 am last show at 10 45 pm.  If all shows go house full total capacity would be 9720 customers in a day.  Total shows available 35 to 40
  20. 20. Excess demand  When demand for a particular show exceeds full capacity it is a Housefull show.  If a movie is expected to generate exceptionally high demand more shows are dedicated to that movie.  Eg 3 idiots had been assigned 19 shows out of a possible 24.
  21. 21. Demand exceeds optimal capacity  Separate sofa seats theatre screen was made in 2006.  Number of shows for movies which generate peak demand during certain show times such as night shows are increased and prices are considerably reduced or night show prices are increased.  transformers 3 9 pm show went for rupees 270 executive class and 350 for gold class 450 for platinum class. Morning and afternoon shows were 100, 140, 180 & 150,220,270.
  22. 22. Demand & supply balanced  Ideal situation.  Movie shows are reduced for a movie every week. Twilight Number of shows Week 1 20 Week 2 8 Week 3 1
  23. 23. Excess capacity  Screens offered for marathi movies  3 shows for aayna ka bayna 1 pm 3 pm 5 pm.  Premiers are held.  Premier for workers of rhytm and hues an animation company were held during a 3 15 pm and 5 45 pm show in 1st & 2nd week when demand was still picking up.  Sometimes old movies are showed again. Cricket Fifa World cup finals was also shown live.
  24. 24. Capacity constraints
  25. 25. Time  Total Shows in a day Show types Number of shows Only hindi shows 24– 30 Hindi english mixed 30 – 36 Only english 36 – 42
  26. 26. Labor  3 ticket counters working in two shifts.  3 security guards on the screen floor 2 on entry 3 shifts. Night shift has 1 on entry 2 overseeing cleaning and maintenance.  one stall manager in 2 shifts.  6 people on stalls in 2 shifts.  2 screen managers in 2 shifts.
  27. 27. Facility  6 screens.  Size limited by adjacent mall.
  28. 28. Demand patterns
  29. 29. General 0 20 40 60 80 100 120 morning afternoon evening primetime late night Series 1
  30. 30. Demand by market segment  Morning shows for college goers.  Primetime shows are for families.  Late night shows are for couples and adults.  Business is more in vacations.
  31. 31. Random fluctuations  Fame adlabs citi mall closed down in june which has increased demand.  Theatre was closed for 3 days during the aftermath of death of Balasaheb Thackeray.
  32. 32. Strategies used to manage fluctuations
  33. 33. Shifting demand  Add or remove shows. Changes made usually weekly.  Price differentiation.
  34. 34. Shift capacity  Stretching number of shows. Down time is under 10 minutes.  Free tickets are given through contests on twitter.  Premiers are organized.  Employees are cross trained.  Cleaning staff is completely outsourced.  Part time employees are also hired.  Employees also borrowed from other theatres.  Number of full time employees on payroll at cinemax versova is 23.
  35. 35. Hard stds  Food prices are different  Ticket prices are different  Amount of staff is different  Projector quality is also different.  Tickets printed are different.  Ticketing software is same wherever applied.  Theatre quality is also different
  36. 36. Soft stds  Better employees are placed in multiplexes.  Employees are cross trained.  many employees on the floor are part time. infinty mall has 14 part time employees on the screaning floor.
  37. 37. PRICING METHODS
  38. 38. “If greater demand is supposed to move prices, why does a ticket to each movie cost the same?”
  39. 39. Uniform Pricing Method
  40. 40. Price discrimination with space & time Inconsistent cut in prices after opening weekend Price can repel as easily as it attracts
  41. 41. Costs & Revenues
  42. 42. Costs
  43. 43. Revenues
  44. 44. Entertainment Tax
  45. 45. Entertainment Tax
  46. 46. Entertainment Tax Exemptions
  47. 47. Who gets what?
  48. 48. SERVICESCAPE
  49. 49. Role of Servicescape Package Facilitator Socializer Differentiator
  50. 50. Type & Complexity of Servicescape Interpersonal Service Elaborate Environment
  51. 51. Elements of Physical Evidence Servicescape Other tangibles Facility exterior Exterior design Signage Parking Landscape Surrounding environment Facility interior Interior design Equipment Signage Layout Air quality/temperature Business cards Stationery Billing statements Reports Employee dress Uniforms Brochures Internet/Web pages
  52. 52. SERVICE DELIVERY
  53. 53. CUSTOMER COMPANY Service Delivery GAP 3 Customer-Driven Service Designs and Standards Provider Gap 3
  54. 54. Employee’s Role Customer’s Role
  55. 55. References  Wikipedia  Cinemax.com  Bookmyshow.com  Service marketing
  56. 56. Thank you

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