CATHAY CINEMA

Group Members: Goh Cai YunLow Hui EeNg Pei Qi

Toh Mei SiewWu Su Fan

objectives

• The market opportunities and target markets• Evaluation of the competitive environment• Our proposed new marketing strategy• Feasibility of our strategy

Overview of Cathay • Vision: To be a leading corporation engaged in

providing quality and wholesome family entertainment, leisure and lifestyle and property management services.

• Mission: To enhance customers' satisfaction, provide a quality working environment for our employees and serve as a responsible corporate citizen.

Competitive Environment

Current Strategies

Package promotions Partnership with companies Events to attract potential customers

TOWSThreats Home theatre system Internet Competitors Censorship

Opportunities Venturing into heartlandsCreating a wholesome movie-going experienceOlder patrons- local productsCollaboration

Weaknesses Lack of membership benefits Imperfect Information/Publications Undifferentiated promotion packages

Strengths Location Events to attract potential customers Iconic Image of its buildings

Goals: • Retain existing consumer base, promote

consumer loyalty – Prestige card• Enhance overall viewing experience – more

publicity stunts

Our Proposed Strategy

Prestige CardFeatures:• Accumulate loyalty points• Member benefits• First 500 card members get 50 points free• Online application or at counter• Referral points• First year free membership• $10 renewal applies for subsequent years

Prestige Card

Promoting the Prestige Card

• Revamp website• Pre-screening advertisement• Freebies for selected movies at all Cathay

Cinema outlets• Briefing session for ticketing staff• Brochures available at Cathay Cinema outlets• 3D posters

EvaluationTask/Aspect Estimated Cost ($)

Production of Prestige Cards 50, 000

Production of 3D posters Printing of brochures

10, 000

Software & Maintenance 100, 000

Publicity stunts 50, 000

Advertisement 100, 000

Revamping of webpage & Maintenance 10, 000

Total 320, 000

EvaluationIn the Short Run:• Cost for implementing new marketing strategy• Time lag for consumer responseIn the Long Run:• Attainable profits• Consumer loyalty• Greater market share• Better organisation image

References

• http://www.sfc.org.sg/main.html• www.cathay.com.sg• Ravindran, N. Singapore Institute of

Management, 2007.• Douglas Tseng. The Straits Times. Hub and

glory.