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Consumer Research


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Consumer Research

  1. 1. Research & Consumer Behavior <ul><li>Agenda </li></ul><ul><li>Entertainment Cluster Composition </li></ul><ul><li>Cinemas </li></ul><ul><ul><li>Cinema Landscape </li></ul></ul><ul><ul><li>Coca-Cola Cinema strategy </li></ul></ul>
  2. 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. 3. Cinemas...
  4. 4. THE CINEMA LANDSCAPE <ul><li>Fact: Movie Theatres can currently be classified into 2 types: </li></ul><ul><ul><li>The Foreign Model : </li></ul></ul><ul><ul><ul><ul><ul><li>Smart, Re-furbished, Smaller Halls/ Multiplexes. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Focus on technology, décor, the consumer. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Tickets priced Rs.80/- to Rs. 100/- </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Emphasis on the movie experience. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Owner has control over the canteen. </li></ul></ul></ul></ul></ul><ul><ul><li>The Desi Model : </li></ul></ul><ul><ul><ul><ul><ul><li>Older Theatres, strategically located. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Part of a city’s culture, ethos, life-style. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Suffer from an “edifice-complex” - mammoth sizes. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Usually have a strong canteen operator. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Dual canteens addressing Balcony & Stalls. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Tickets are priced at Rs. 50/- to Rs. 70/- and Rs. 20/- to Rs. 30/- </li></ul></ul></ul></ul></ul>
  5. 5. THE CINEMA LANDSCAPE <ul><li>Fact: Foreign Model can be further classified into 2types: </li></ul><ul><ul><li>Multiplex Only : </li></ul></ul><ul><ul><ul><ul><ul><li>Presence of 3 - 5 movie screens </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Consumer gets a choice of movies and options of various time slots </li></ul></ul></ul></ul></ul><ul><ul><li>Mall cum Multiplex </li></ul></ul><ul><ul><ul><ul><ul><li>Presence of 3-5 movie screens within a shopping mall </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Shopping mall with all leading brands </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Eating & Drinking - McDonald’s, Domino’s, Barista, TGIF </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Shopping - Colorplus, Benetton, Reebok </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Consumer has the choice of - Eating and Drinking, shopping, </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>hanging out in addition to movie watching </li></ul></ul></ul></ul></ul>
  6. 6. Lets understand the Cinema Consumer….. A snap shot of Project Candy “Broad movie-going behaviour”
  7. 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. 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. 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 <ul><li>Two broad drivers: </li></ul><ul><li>Teens </li></ul><ul><li>(20-24) </li></ul><ul><li>Teens </li></ul><ul><li>20-24 </li></ul>*Source: Project Candy 1997
  10. 10. ... Plus It’s A Practical Option <ul><li>allowed to </li></ul><ul><li>everyone can </li></ul><ul><li>cinema complexes are everywhere </li></ul><ul><li>close to public transport/home </li></ul><ul><li>everyone likes it </li></ul><ul><li>wear what you want </li></ul><ul><li>familiar process/ know what to expect </li></ul>Easy *Source: Project Candy 1997 Permissible Convenient No Hassles
  11. 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. 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. 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. 14. Key Consumer Insights <ul><li>Movie going is a popular past time amongst all consumers </li></ul><ul><li>Teens and young adults are the heaviest users </li></ul><ul><li>The movie experience is all about ‘escape’ </li></ul><ul><li>Movie going is a social occasion, that involves other activities and people </li></ul><ul><li>Concessions are an integral part of the movie experience </li></ul>
  15. 15. Coca-Cola Cinema strategy...
  16. 16. The New Cinema Strategy <ul><li>Driving incidence through promotional programs and operational excellence </li></ul><ul><li>Leveraging the properties of the TCCC System to drive traffic </li></ul><ul><li>Building an association between Coca-Cola brands and the movie experience </li></ul>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. 17. Step 1: Persuading Consumers to Purchase Refreshing Movie goers Promoting Movie going Entertaining Movie goers
  18. 18. Objective Strategy Resources Outcome Driving Volume Drive Gross Profit Refreshing Movie Goers <ul><li>Operational Excellence </li></ul><ul><li>Service / Equipment </li></ul><ul><li>Staff Training </li></ul><ul><li>Marketing Plan </li></ul><ul><li>Merchandising </li></ul><ul><li>Promotions </li></ul><ul><li>Promotional Allowance </li></ul><ul><li>Consumer Research </li></ul><ul><li>Post Evaluation </li></ul>
  19. 19. Step 2: Driving Traffic Refreshing Movie goers Promoting Movie going Entertaining Movie goers
  20. 20. <ul><li>Promotional Allowance </li></ul><ul><li>Cinema Tickets </li></ul>Objective Strategy Resources Outcome Drive Traffic Drive Admission Revenue and Candy Bar Sales Promote Movie Going Competitive Zones Total Circuit <ul><li>Cross Promotions </li></ul><ul><li>Sponsorship Properties </li></ul><ul><li>Loyalty Programs </li></ul>
  21. 21. Step 3: Enhance The Experience Refreshing Movie goers Promoting Movie going Entertaining Movie goers
  22. 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. 23. Innovative Merchandising Strategy Persuaders Interrupters Reminders Drive Volume Points of Interaction Program
  24. 24. Understanding Movie Going Behaviour Concessions Ticket Counter Cinemas Cinemas
  25. 25. Summary <ul><li>Understand Consumer Cinema Going behavior </li></ul><ul><li>Understand Consumer Needs & Wants </li></ul><ul><li>Understand Consumer Purchase Behavior </li></ul><ul><li>Focus Marketing efforts on the Key Profit Drivers: </li></ul><ul><ul><li>Refreshing Movie Goers </li></ul></ul><ul><ul><li>Promoting Movie Going </li></ul></ul><ul><ul><li>Entertaining Movie Goers </li></ul></ul>