PVR is India's largest movie theater chain. It was founded in 2000 and is headquartered in Gurgaon. The summary discusses PVR's brand strategies, marketing mix, target audience, and brand positioning. PVR targets premium customers by offering luxury amenities at higher ticket prices. It focuses on locations in major cities and uses various promotions. PVR's brand equity model emphasizes that every cinema seat holds a unique story or experience for patrons.

1. Assignment – Strategic Brand
Management
Arun J | MBA:2018-20 | MB181122
LogoType
Experience the Difference

2. Agenda Style
1
2
Company Overview
3 Brand Strategies – STP, Differentiation, Pricing
4 Brand Positioning And Equity Model, Images and other
Content
Marketing Mix

3. Overview – PVR
Industry : Entertainment (movie theaters)
Founded : 2000, 9th January
Headquarter : Gurgaon
Joint Venture Agreement of Priya Exhibitors
Pvt Ltd and Village Road show Ltd.
Founder : Ajay Bijli

4. Marketing Mix
Product
Price
Place
Promotion
People
Physical Evidence

5. Price Place
PVR comes across as a super
ior brand in terms of cinema
viewing as well as the experi
ence. PVR market leader to s
et its own prices price that ar
e originally started from 120
to 500RS. The high pricing h
as not led to any change in t
he footballs that PVR gets vi
ewers are enjoying superior
ambience, environment, seat
ing, viewing etc. With these t
icket charges.
PVR cinema halls usually s
ituated at good location in
the cities of India and abro
ad. Their places are always
well situated and are well l
ined PVR also having their
own distribution channels
for movie.

6. Promotion Product
PVR gives advertisement on F
riday about latest movie sche
dules in ‘Times of India’. As w
ell on won website. It has also
a host of online promotional c
ontests associated with movie
. They are also in collaboratio
n with cellular services like Ai
rtel have sms and win contest
and give out free tickets to the
winners. They also arrange co
mmercial shooting, premiere
shows with leading film star a
nd fun events for children whi
le screening animations
The customer comes to a cinema
hall for, along with the attendant
experience of PVR. The expected
product in PVR’s case world be a
mbience, hygiene, parking, candy
bar etc. PVR has augmented its p
roduct offerings luxury cinema w
ith exclusive auditoriums, fally re
clining seats & many more, but b
ooking, e-booking & tele- bookin
g facilities providing by PVR to th
eir patrons. PVR also provides pa
rties at PVR, movie newsletter an
d magazine, movie vouchers to th
e viewers.

7. People Physical Evidence
PVR has given free tickets for their
employees to view film in the cinem
a hall, gives 10 national holidays to
employees very great importance is
given to person hygiene and appear
ance clean uniform and shoes, job p
erformance evaluation at the compl
etion of first 90days of employment
. Employees are taught deal with sa
fety problems regarding accidents, f
ire, bomb threat, armed robbery etc
. All trainees are made to train at all
departments like ticket sales, comp
uters service skills, cash handling s
ales, credit & sales etc. so employee
s persuading brand of PVR with the
ir friendly, informed, helpful, reliab
le, cheerful entyastic, nature, theref
ore, the audience can easily relate a
nd communicate with them.
Customers are not only see a serv
ice but also see various tangible s
ervice like facilities, communicati
on, objectives, other customers, p
rice etc. on the basis of these PVR
provides the lavish building, layo
ut, colors of interiors, tickets, lab
els, logo of the cinema hall to for
mulate a good unified corporate i
mage/identity.

8. Brand Strategy
PVR has premium pricing and they target mainl
y on customer preference. Its uses concentrate
d method as they have targeted a much focuse
d audience out of the entire masses.
Target
PVR makes use of all their tangible elemen
ts to prove their customers that their movie
tickets are worth the price they are paying.
PVR ensures the customers as a superior
brand in terms of cinema viewing as well as
the experience.
Positioning
On the basis of customer preferences PVR under the clustered category PVR concen
trate on target audience they only cater to the premium movie going audience. It has
approximately 22 million movie gets per month.
Segmentation

9. Other Marketing Strategy
 Entertainment marketing :Entertainment services include screening o
f movies, their premiers, press & media, required special screening of movie
show & also different types of eatable served within the multiplex.
Movie marketing :It can create a brand image for the company. It focuse
s on movie marketing that are big screened along with crating & making awa
re the people about the multiplex. Various media channels are invited to cov
er the whole premier events which has positive effect on the multiplex, stars,
media channels are invited of huge celebration.
Café marketing :It’s a new concept launched by the multiplex to marketi
ng the movies. Its promoting movie with the help of eatable sold in the cafete
ria within the premises of the multiplex. Here the eatables are named after t
he movie.

10.  Special events marketing: Multiplex also screens special events such as cricket matc
hes, documentaries & also to organize celebration of religious festivals as well as the specia
l days like valentine day, independence & republic day. Also it arranges birthday parties as
per viewer’s demands.
 Tie up with various corporate : Multiplex has tie u with corporate associates. It’s lik
e the corporate organized or they host the events that are conducted in the multiplex & in t
urn the multiplex gives it sales indirectly.
Movie shooting & advertisement :Multiplex also allows shooting for movies & adve
rtisements as it helps to publicize & create a brand name for itself. Movie shootings adverti
sements take place here because of the ambient factors & also space the as the movie make
rs are not given the premises free of cost.
 Special screening of Hollywood movies : Multiplex arranges the screening of Holl
ywood at their theatres. These special screenings are referred as midnight meatiness. It is
an innovative attempt on the part of multiplex to combine various elements of leisure & pa
rtying with cinema viewing.

11. Brand Equity Model
India’s largest multiplex chain PVR, prides itself for being a leader in its category,
be it technology or communication. In what it refers to another industry first, the
exhibitor recently launched its first ever brand film. This is the first time a cinem
a chain has undertaken a communication exercise which involves other media pl
atforms like digital, and television.
The film puts the focus on the cinema seat, which is occupied by an assortment of
patrons. The idea of the film is to convey that while a story unfolds on the big scr
een, the cinema hall seat witnesses myriad stories as well. As PVR Cinemas chief
executive officer Gautam Dutta puts it, “We did not want to say we have the best
seats, or the best screens, or the best popcorn. We wanted to involve the consume
r in our story, and felt that the best way to do it, is to put the focus on the seat wh
ich cinema goers occupy.”
In line with this insight, the film ends with the line 'Every audience plays a role. E
very seat holds a story.'

12. IMAGES

13. Thank you