The document discusses segmentation, targeting, positioning, and marketing strategies for the cinema industry. It segments customers by age, attitude, class, and location. It targets urban and semi-urban middle and upper middle class young adults who are avid movie watchers. The positioning is to deliver the best quality cinema experience while ensuring less contact between individuals. The marketing mix includes movies, food, beverages, hassle-free entry/exit using a smart card, discounts, and credits for transactions that can be used for parking or future purchases. The overall strategy is customer-centric with a focus on creating positive customer experiences through employee training and service design.

1. YONO
Cinema Industry

2. Segmentation
• Age - Youngsters
+(16-30), Middle
aged (30-60),
Senior
citizens(60+)
• Attitude - Regular,
Occasional, Rare.
• Class - Lower
class, middle
class, upper
class.
• Location - Rural,
semi rural, urban
Targeting
• Urban and semi
urban population
• Middle and upper
middle class
audiance.
• Youngsters (16-
30)
• Avid movie
watchers
Positioning
• A commitment to
deliver best
quality experience
at the cinema
multiplex
• Time saving and
more convinient
service so as to
ensure less
contact between
individuals
STP

3. • Movies as well as food and beverages.
• Hassle free entry and exit using QR code on our
card.
Product
• Offer more discounts on both food and
beverages.
• Credits given according to the transactions
made.
Price
• Provided for PVR cinemas.
• good localities which are reachable by the
customers.
Place
Marketing Mix (7Ps)

4. • Credits will be provided after each transaction
• Parking charges will be added as points for the next
transaction.
Promotion
• complementary tickets or food and beverages for
special occasions
• couples and on earning a certain amount of credits.
People
• visually appealing to the customers
• keep it for a long time.
Physical
Evidence
• process of applying has to be made hassle free
• physically at the theatres or from the convenience
of his home.
Process

5. Creating a good moment of
Truth
Overall Strategy Customer Centric Approach
Training and retraining of
employees
Empathize with employees

6. Service Design and delivery

7. STRATEGY FOR
CUSTOMER
SATISFACTION
• Smart card for PVR.
• Credits added after every purchase.
• Reimbursement.

8. Profitability Projection
Ticket charges=250
People=6000
15,00,000 total amount obtained in a day from tickets
Amount produce in a day from beverage and all. Suppose 50% of
the people took beverage and all and the cost of beverage is 350
per person
3000*350
10,50,000
Now the total amount obtained in a day approx. 15,00,000 +
10,50,000
25,50,000 approx. per day
1 year profitability -
25,50,000*12months
91,80,00,000 Per year

9. Customer
Responses

11. Thank You