Theatre Cafe Service Marketing

1. Theatre Café -
a multiplex
cinema chain
Group 10- A
Aditya Yadav, Antara, Balkrishna, Ishaan,
Manya

2. Synopsis
• Multiplex cinema provides high class seating, number of
screens and fine quality of audio video system.
• Indian film industry is the largest in the world in terms of
number of films produced each year.
• PVR is the first one to introduce such concept in India in
1997.
• According to 2019 report, around 50-60% revenue
comes from the box office.
• Mission: To bring joy to the lives of whom so ever we

3. Lord of screens

4. Strategy Framework
To provide best quality of entertainment in a first-
class environment to our targeted audiences
specially students, couples, group of friends and
families to enjoy their leisure time so that we are
perceived by them as one stop for best movie
experience.

5. Blueprint

6. Customers
Calls
Customers
Call centre
Greet the
customer
Want of the
customer
Check the
availability of
tickets
---------------Line of Interaction-----------------------------------------------------------------
Confirm Date,
Time & Seats of
Auditorium
Handing over
receipt to the
customer
F
R
O
N
T
S
T
A
G
E
Maintaining
records
Employee
ensuring
services are on
time
Back stage light
for projecting
movie
B
A
C
K
S
T
A
G
E
Contact Person
(Visible action)
---------------Line of Internal---------------------------------------------------------------------
Physical Interaction
Line of Visibility
Contact Person
(Invisible action)
Confirming
the tickets

7. MOMENTS OF TRUTH
1.CLEAR AND ACCURATE ONLINE TRACKING
2.WELL TRAINED STAFF
3.BE AVAILABLE AND HELPFUL WHEN
PROBLEMS OCCUR
4.FEEDBACK

8. Segmenting
DEMOGRAPHIC SEGMENTATION
• Targeting premium movie going audiences.
• Targeting students, family and couples.
PSYCHOGRAPHIC SEGMENTATION
• People with high resources who want seek varieties and
entertainment and spend comparatively high proportion of income.
Consumer Behavioral Segmentation

9. TARGETING
• Targeting metro as well non-metro people.
• In metro targeting premium customer’s by
providing Café Gold and urban customer’s by
providing Theatre Café cinema.
• Targeting people’s for both who have income
above 30k per month.
• Education:- College degree or higher as more

10. POSITIONING
• Positioned as premium service provider.
• It comes across as superior brand in terms of cinema
viewing as well as experience.
• Using tangible elements to prove to the customers that

11. product
•Café cum movie experience
•Café like fresh food and
services for customer
convenience
•Barcode scanner at the
entrance and seats for security

12. price
• Rs 150-300 for the movies tickets
• Rs 200 for the day care
• Menu ranging from Rs 50-400

13. place
•Location in the
vicinity of a lot of
colleges
•Localities nearby
•Transport facilities
easily available

14. promotion
• Advertising on various social media platforms like
Instagram, Youtube, Facebook etc
• Tie-ups with influencers conducting movie and
café reviews
• Blogging
• Offline advertisements like flyers, banners etc.

15. people
• 3 months training for newly employed
• Surprise evaluations for unbiased performance
evaluation
• Proper framework for conflict resolution

16. process

17. Physical evidence
• Café like ambience
• Signages and Displays directing customers to the
venue
• Smell of popcorn to get the customer excited

18. Strategy for customer satisfaction
• Special offers on birthday
• Discounts on special holidays
• Displaying feedback on various social media and
website
• 360 degree view of the venue

19. Responses
• Cinepolis
Accommodating, known for their service, 7-8 complaints per
month, there is a security check after every 45 minutes.
• Movie Time
Ticket price is less but compulsory to buy popcorn and cold
drink.
• PVR
Rowdy crowd, uses C-Sat score to measure customer
satisfaction level, they are evaluated surprisingly.

20. Suggestions
• Effective training and development programs for the
employees.
• They should provide standard quality on the seats for
their customers which will make comfortable for the
customers while enjoying the movie.
• While tickets are purchasing through online, they should
provide the available seats for the particular show, so
that the customers can select the seats they prefer.
• They should give importance to improve their food

21. Budgeted Sales projection for
three yearsParticulars 2020 2021 2022
Carpet Area(sq. feet) 3000 3000 3000
MRP 2500000 2800000 3200000
Discount - - -
Gross Revenue 2500000 2800000 3200000
GST(18%) 450000 504000 576000
Sales Net Revenue 2050000 2296000 2624000
COGS Product Cost 1500000 1600000 1700000
GM Gross Margin 550000 696000 924000
Rent Rent & CAM 60000 65000 70000
Opex
Salary 60000 65000 70000
Electricity 300000 315000 330000
Credit Card Commission 20000 20000 20000
Advertising 55000 50000 60000
House Keeping Exp 15000 15000 20000
Repairs & Maint. 15000 18000 20000
Telephone Exp 5000 8000 10000
Misc 10000 15000 20000
Total Opex 540000 571000 620000
Total Expense 600000 636000 690000
EBIDTA Profit/Loss -50000 60000 234000