Service Provided by Mani Impala Theater and INOX

8/11/2019 Service Provided by Mani Impala Theater and INOX

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Service provided by Mani Impala

Theater and INOX leisure Theater

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SWOT Analysis For Theater

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Porters Five Force Model for Theater

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INOX Leisure

INOX Leisure Limited is the diversification venture of the INOX Group

into entertainment

INOX has traversed its own path by bringing in a professional and service

oriented approach to the cinema exhibition sector

Since its inception in 1999, INOX has been active in exploring acquisition

and / or expansion opportunities on continuous basis with a view to

consolidate its position in the multiplex industry

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Contd..

Type of Business : EntertainmentServices

Core Product :Movie Shows

Target Market : Movie viewers inMadurai

Location : No.31, 5th Floor, Vishaal De Mall, Gokhale

Road, Chinna Chokkikulam, Madurai, Tamil Nadu

625002

Age : 8 months

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Flow Diagram

Customer

Line of interaction

Contact Person

Line of visibility

Line of internal interaction

Support Process

Arrive

at

theatre

Decide on

what movie

and time for

Get to

ticket

counter

Receive

ticket

Get refreshment

and use the

restroom

Telephone

'Hotline'

Employee

greetings anda ment for

Online

ticket sales

Computer

Processing

Employee takes

money and

provides

Preparation

of

refreshment

n

Stage

B

ackstage

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Gaps In service

Gaps in Service:

Customer

Customer Gap

Gap 1 Gap 4

Gap 3

Company Gap 2

Expected

service

Perceived

Service

Service Delivery

Customer driven

service design and

standards

Company perceptions of

consumer expectation

External

communication

to customer

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7ps of service marketing

Product

Core product-

Movie exhibition

Actual product

Dolby Digital sound system

Bucket seat

Centralized AC

Augmented product -

Convenient ticket bookingFood court

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Pricing

Same pricing for all movies at Rs 120

Place

Located in high crowd location in Madurai at Vishaal De Mall. INOX

currently operates 81 multiplexes and 316 screens in 44 cities makingit a truly pan-Indian multiplex chain. All were located in shopping

malls having high crowd.

Promotion

The effective way of promotion is the daily advertisement in paper

promoting the current movie screened. Online ticket booking hasbecome popular way of promotion

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People

Inox employees are well dressed characterize the multiplex effect. The

employees are highly motivated and trained as they perform the duty with

full enthusiastic way. They recruit people and give job training how to

handle services to customers.Process

The process is to deliver the required services to customers. The customer

first takes the ticket for the movie he is interested. Entering theatre checked

by for security purpose. The customer will move on to their respective

screens. In interval food orders are collected by attendants and will beprovided or the customers will go themselves.

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Service quality model

Reliability-Movie will be as per the ticket timings. Will be having good

quality of seats for relaxing, high food quality.

Assurance -Gate persons will provide correct seats, employees will book

tickets without error. Server will know about all combos.

Responsiveness-Attendant will be required whenever required. Tel phonehelp line is provide for enquiry

Empathy -Manager will give individual attention to all help line calls.

Employees considered all the appropriate needs. Reservation person is

always helpful at all times.

Tangibility -Screens are with high definition quality. The seats are highlycomfortable and can clearly view the screens. Sound system is clearly

audible. Staff are well dressed and groomed. Rest rooms are clean and are

well equipped.

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Mani Impala Theater

Majestic:

Majestic Theatre located in the heart of the Madurai city havingDigital screening with Cube and Auro 3D sound system. We are thefirst to install Auro 3D sound system in India. The seatingarrangements are superb having push back seats with fully airconditioned in the theatre and the screen size is the largest in the area

with the latest updated technology.Melody:

Melody Theatre located in the heart of the Madurai city havingDigital screening with Cube and Dolby DTS Sound surroundssystem. City Theatre was the first to install Dolby Digital systemapart from Madurai in Tamil Nadu. The seating arrangements are

superb having push back seats with fully air conditioned in the theatreand the screen size is the largest in the area with the latest updatedtechnology.

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Design and Maintenance of Servicescape

Parking issue:

The parking facilities can be provided for both 2 wheelers and 4 wheelers.

The customers may find it convenient to visit the theatre

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Contd..

Path:

The theatre is located interior from the main road. The path to the theatre

can be made good so that the customers may find it easy to travel to the

theatre during peak hours ( i.e., first day of release)

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Contd..

Ambiance:

Good ambiance can be provided in the theatre considering both family and

friends who visit the theatre. This leads to customer satisfaction and loyalty.

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Contd..

Food service:

Food service can be provided to the customers who visit the theatre. The

food items must be hygienic. Good service can be provided in terms of

serving the food inside the theatre while customers watch the movie. Here,

time maintenance must be considered as an important factor. Separate place

must be allocated in the theatre for preparation of the ordered food items in

a hygienic way.

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Contd..

Colour:

The colour of the theatre wall and good wall decorations creates a positive

impact about the theatre in the minds of the customers. Colour of the wall

gives impression that the ambiance of the theatre is good.

Lighting: The dim lighting set up in the theatre creates a good atmosphere for the

customers to watch movie. It gives a lonely feel and creates involvement in

watching the movie.

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Sound:

The sound system is the important characteristic for a theatre. Good soundsystem gives great customer satisfaction. The theatre can be made with 7.1Surround system, Auro 3D, etc.,

Shapes:

The shape of the seats is also an important characteristic. Seats should havea good under thigh support. This is a major factor which leads to customersatisfaction.

Smell:

The smell in the theatre is also an essential criterion. The good smell is nota necessity but the only essential thing is that the environment should not

have a bad smell.Ticket Counter:

Offline registrations are made before the day of screening through ticketcounters and tickets were provided for non reserved customers through thesame ticket counters before one hour of screening of movie.

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Documents

Service Provided by Mani Impala Theater and INOX