Ambarish K. Sharma 1411213 Group 02 Sambit Rath 1411262

CINEPOLIS PROFILE & INDIAN MULTIPLEX INDUSTRY

Industry Perspectives900 multiplex screens across the country3 Billion + movie tickets sold every yearPan Indian playersPVR, INOX, Cinepolis, Big Cinemas

Cinepolis India1st Multiplex to enter Indian market in 2009Pan Indian presence with 200 screens in 21 citiesGlobally 4th largestWholly owned subsidiary of Cinepolis Mexico

Major Concerns of the Industry Film Piracy e.g. Manjhi Quality of movies Customer attraction despite indirect competition Customer experience to their delight Low remuneration Lack of expertise to handle latest technology Financial constraints

CINEPOLIS MOVES

Currently 22 operational screens

Plan to invest 400 crore to add 180 new screens by 2017

Inadequately served region

Emphasis on South

Cares about leg spacing for patrons

Halls with 10% fewer seats compared to peers

Moves out if mall lacks in enough parking spaceCustomer Centric

Digital screening

Ticket management s/w: Showbiz Vista

Unveiled 2nd largest Megaplex in india with 14 screens Launched Indias first 4DX technology enabled screen

Technology

Club Cinepolis points and various movie contests

Customer feedback program

Lower prices on Wednesday and every day morning shows

Customer Promotion &

Care

Club Cinepolis

Customer Loyalty Program launched in 2003

Purchases at hall counters also eligible

No monetary compensation

No joining fee

Inputs customer information

INSIGHTS GAINED AND ISSUES SURFACED

In depth Interview: 6 people coming out of Movie hall

Information sought: To gauge their movie experience at Cinepolis Meenakshi Mall

Inferences drawn

Brand awareness of Cinepolis

Positive association

5 on 6 Brand loyal still 4 on 6 Unaware of loyalty program

None (0 on 6) used cinepolis website for booking

Preferred platform: Bookmyshow.com

2 on 6 never buy at F&B counter during intermission to avoid wait time.

Internal Issues (Based on interview of 4 Nos. Employees)

a) Lack of transparency in the appraisal system, poor remunerations etc.

b) Lack of motivation among the employees

Issues related to customers

a) To get an unbiased & reliable feedback

b) To motivate customer to share their experiences

c) To educate customer about customer loyalty initiatives

RECOMMENDATIONS

Cinepolis Mexico Mascot Cinepolis India Mascot

FREQUENCY OF BOX OFFICE VISIT

Low High

Low

SALES FROM FOOD &

BEVERAGE

High

No Targeting Offer more Varieties

of Beverages

Give Discounts on

Movie Tickets

Give Gifts on social

Occasions

Customer Profiling

RECOMMENDATIONS

Based on information gained: F&B segment more profitable than Movie goers

Track and maintain purchase preferences

Map movie tickets with on the F&B counter purchase

Offer reward system for F&B segment also

Reward system at bookmyshow also.

Minimize waiting time at F&B counter

Ticket and food bundling (including combo offers)

Introduce Cinepolis F&B App

Introduce free wifi connectivity inside the hall

Movie themed food items

Introduce online food ordering on Ticket booking websites

Periodic email alerts but not excessive communications