Description
Plaza Cinema in the current scenario is facing challenges from increasing competition and dropping occupancy rates. The objective is to design a Below the line marketing campaign to stimulate the audience and increase sales in off peak hours as well as to measure its effectiveness.
1
Plaza Cinema in the current scenario is facing challenges from increasing competition and dropping occupancy rates
1. Delhi base chain if multiplexes with 21 locations in 5 cities 2. Facing increasing competition from new entrants 3. Fall in occupancy rates 4. Average occupancy in weekdays stands at 10-12 %
Above the line marketing to stimulate sales is not cost effective. Objective To design a Below the line marketing campaign to stimulate the audience
and increase sales in off peak hours as well as to measure its
effectiveness.
2
ROADMAP for BTL Promotion
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
3
We carried out secondary research to boost our understanding about the cinema exhibition industry in India.
Findings: Key Trends
1. Producers bypassing Distributors 2. Shift to Digital Cinema 3. Retail Partnerships 4. New Single Screen Formats
1. 2. 3. 4.
Industry is growing at the rate of 10% per annum Seasonality of demand Increasing average ticket prices Low Shelf Life of the movies
Growth Drivers:
Supply Side:
1. Film industry Growth 2. Improving real estate supply 3. Tax Exemptions
Demand Side:
1. Rising Income Level 2. Favorable Demographics
Multiplex Key Parameters
1. 2. 3. 4. Number of screens Number of Cinemas Footfalls Occupancy Rate
3. Willingness of people to spend on entertainment
4
We also tried to explore the challenges before the multiplex industry and attributes governing consumption decision
Challenges
Rise in number of DTH Service Providers Increasing Piracy High ticket prices Low success ratios of movies
Attributes
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Shopping Facilities Location Seating Picture and Sound Quality Choice of movies Booking Facilities Crowd Discounts Price Food Prices Consensus
Competition from events such as IPL.
Increasing work pressure and busy life-style
India is divided into 10 distribution territories. Most important circuit is the Bombay circuit Fun cinemas, big cinemas and PVR cinemas have all forayed into movie production market.
5
Primary Research
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
6
Secondary Research was followed by Primary Research to gain further insights into multiplex consumer behavior.
Consumer Segments Identified
Consumer Segment Students Single – Employed Families Consumer Age Group 18-21 Years 22-24 Years 25-35 Years
Beyond these age groups the audiences to a Multiplex were noted to be influenced by the young adult or the eldest child in the family for the movie going decisions
Research Process
Exploratory Research Secondary Research Primary Research 1. 2.
Criteria Adopted
People who watch movie in a multiplex at least once in a month People who have visited more than one multiplex
Research Modes a. Questionnaire Techniques ( Direct/Indirect Structure/Unstructured ) a. Interview Techniques b. Focused Group Discussions
Analysis
1. 2.
Consumer Profiles Consumer Buying Behavior and decision making process
Questionnaire
7
All consumer segments expressed movie watching in multiplex as an experience rather than plain act of movie watching
• Experience – more value • Film promotions • Film viewing an
Segments Day Group Size Average Spending Location Booking
Students Weekdays > 3-4 < 100Rs Don’t bother much Queue Objective Leisure time away from parental control To relax Outing & Freedom from Household Chores and occasional kitty party Entertainment after & before job
Single Employed Evening Show-Weekend 2-3 100-150 Near Workplace Online Target Shows 10am 1:30 pm 1:30 pm & 5 pm 1:30 PM Weekend Family 150-200 Near Home
Family
entertainment
trip.
Home Delivery/Phone Booking
Target Segment College Students Retired People Housewives
Price Conscious Yes Not Much Yes
Free time Morning & Post Lunch Noon & Evening Noon
• Shopping young female adults • Participation in the cosmopolitan global purchase
BPO and Night Shift Workers
Not Much
Evening
5.00 PM
As the objective of the multiplex is to increase the traffic in off-peak hours, we intend to focus design of overall communication and BTL tools strategy keeping the aspirations, motivators, de-motivators and satisfiers/dissatisfiers in mind.
8
We identified the Core, Value-add and Frills attribute for the segments: College Students, House-wife,BPO Worker, Retired people
Frills •Discounts •Crowd Frills •Loyalty Programs •Discounts Value Add •Ease of Tickets •Price
Value Add
•Loyalty Programs •Quick Tickets •Promotions Core •Movie •Price •Fun and Food
Core •Movie •Location •Shopping •Food
House-Wife
College Going Students
Frills •Gaming •Events Frills •Ease of booking
Value Add
•Loyalty Programs •Discounts •Promotions
Core
Value Add
•Quick Tickets •Food
Core
•Movie •Fun and Food •Location
•Movie •Location •Parking
BPO worker
Retired People
Core and Value added represent attributes that generate preference, while Frills offerings can be the key differentiator amongst multiplexes.
9
We further carried out Factor Analysis of attributes to arrive at Factors which consumer evaluates for decision making
• The respondents were asked to respond to questionnaire on 5 Point Likert Scale • 3 Factors were broadly considered by consumer for decision making
Experience
• Picture & sound quality • Variety of movies • No of Screen and shows • Booking facilities • Crowd
Infrastructure
• Location • Seating • Parking • Shopping Facilities
Economy
• Discounts • Price • Food Price
Questionnaire
10
Primary Research
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
11
Communication strategy is designed keeping in mind emotional & frill attributes with a focus on timing
Results of use experience Rational Sensory Social Ego Satisfaction Price Product in use experience Interactive Cool quotient for students Independence Incidental to use experience
Position high on customer engagement
Empowerment Reward
Reward for Finishing chores
Chance to Hangout with friends-- Reward
Fun experience but at economical price :
at 01:30
Pocket friendly Fun Filled Mornings
Freshen up before calling &
frustration---
Relax in a cosy environment
Relaxed Noons
Freshening 5pms
12
Cost-Benefit Analysis
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
13
We arrive at following Below the Line (BTL) Promotion mix as a part of our BTL marketing program
Website
Point Of Sale Adv
Mobile Application
Games & Events
BTL Marketing
Bluetooth Advertising
Group Discounts
Quick Tix card
Loyalty Card
14
An Interactive website , Viral Marketing & Social Networking Website:
•Interactive •Free to download applications •Search engine compatibility (SERM) •Integrating the e-marketing
Synergy:
•Viral marketing through Video application for sharing on Facebook, myspace, orkut •Plaza community created on various social networking sites with updates on Events, movies, promotional schemes •Emails with Flash trailers of upcoming movies
Information Empowerment Offers & Applications
•Students •BPO workers
15
Mobile application, sms and Bluetooth advertising Mobile Application Bluetooth Advertising
Offers, event information
Display banner – Switch on Bluetooth Feedback
To target the Tech Savvy TG mainly Students and BPO workers
L to download Free
Updates on movies, events, discounts Interactive- “pick your flick”
M chek application to book shows through mobile.
16
Quick tix card for queue wary customer Loyalty program to encourage repeat visit & build preference Quick tix card Loyalty Cards
•On purchase of 5 or more tickets •Discount offers
• Prepaid in denominations of 300,500 &1000 Features • Personalized & of same color as that of Logo/website
• Swipe counters near the entrance • Kiosks at shopping malls
Usage
• Convenience Advantag • Data for CRM database
es
-CRM database -Preference
? Target the queue wary customer • Housewives • Better brand experience
•Across TGs •Preference builder
17
Other tools to drive engagement further-Games POS Interactive screens Other product’s advertisements
Games & Events
Point of Sale Promotion & inhouse radio broadcasting /video displays in malls
Interactive Screens
Other Products Ads and Movie Merchandise
18
Cost-Benefit Analysis
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
19
Plaza Fiesta Plaza Fiesta:
Buy ticket in group of 5 or more and get 1 free Monday to Thursday on show timings of 10am, 01:30pm & 5pm
FIESTA
Will target the College students, BPO workers & large groups of Housewives.
PICK UR FLICK
FRIENDSHIP
Activation point: Information through Mobile application, sms, website and at Ticket counter
FLAUNT UR PLAZA
MANIA
•Targets the price conscious customer •Students move in groups •Incentive can be deciding factor
KITTY
FILM FESTIVAL
20
Pick Ur Flick Pick ur Flick:
Once a month movie by popular choice
FIESTA
Timing of the show will be 2nd Wednesday 5 pm
PICK UR FLICK
Customer feels engaged & empowered
FRIENDSHIP
Movies have to be past super hits
FLAUNT UR PLAZA
Will create a buzz Has to be integrated with e marketing
•Can be an important differential •Would be more popular with students but popularity will be across TGs
MANIA
KITTY
Activation Points: Voting to take place through Mobile application, website , sms and touch screen counters at multiplex
FILM FESTIVAL
21
Plaza friendship: Plaza friendship:
Friends talk about a good movie – Don’t just talk about a good movie - If you like a movie Gift it to your friend.
Personalized pouch for ticket , name of the friend written over it More buzz to be created around friendship week , other occasions
FIESTA
PICK UR FLICK
FRIENDSHIP
FLAUNT UR PLAZA
Activation Point: •In-house commercials •Video displays •Displays at POS •Bluetooth Adv. •Pop up on website and reminder sms
MANIA
KITTY
FILM FESTIVAL
22
Flaunt ur Plaza Flaunt ur Plaza
Loyalty card for customer who purchases 5 or more tickets 10% discount offered on every purchase during off peak hours Preference builder Discount to colleges Points on every purchase –points add up can be exchanged for items
FLAUNT UR PLAZA FRIENDSHIP FIESTA
PICK UR FLICK
Activation point:
Information at website, mobile application, sms, Video displays In-house commercials Pamphlets at shopping areas For students- pamphlets at college Housewives- shopping areas/residential societies BPO workers- Eating joints near workplace
•Loyalty program is a differentiator for Housewives •Value Add for Students
MANIA
KITTY
FILM FESTIVAL
23
Plaza Mania:
Plaza Mania:
•Important sports events on big screen •IPL, World cup •Best during lull season when no good releases
FIESTA
PICK UR FLICK
FRIENDSHIP
FLAUNT UR PLAZA
Activation Point: Online communities on social website College –pamphlets /kiosks BPO workers- coffee shops/work area
MANIA
KITTY
FILM FESTIVAL
24
Plaza Ladies’ Kitty hangout Plaza Ladies’ Kitty hangout
Movie watching in groups
Customized service at the box
FIESTA PICK UR FLICK
Blanket ticket to include Movie watching, Shopping coupon, Refreshment service at the seat and Food later
For Weekdays 01:30pm shows Blanket ticket for all services
FRIENDSHIP
FLAUNT UR PLAZA
Activation point: sms , website Shopping area In-house commercial Residential societies
MANIA
KITTY
FILM FESTIVAL
25
Theme based film festival once every 4 months, 8 movies over 4 days Plaza Film Festival:
FIESTA
Theme based
PICK UR FLICK
Once every 4 months for duration of 4 days
FRIENDSHIP
Each day 2 movies
FLAUNT UR PLAZA
Blanket ticket for 8 movies Rs. 300
Activation Point: POS displays Cinema commercials Buzz created through e marketing
•Animation movies •Classic movies •1970’s super hits •Super star superhits •Children Movies for school kids •International Movies
MANIA
KITTY
FILM FESTIVAL
26
Sales Promotions and Tie-ups
Corporate houses– Weekdays night shows
Tie –up with student bodies in colleges
Retail houses– Promotion and Free tickets on purchase
Eating joints for BPO workers Coffee shops
Tie up with production house for Movie merchandise
27
The various BTL tools & campaigns should have defined touch points within the Multiplex
Before Entering Plaza At the Multiplex Parking At the Entrance to ticket counter Waiting in the Ticket queue
Movie, Timings, Offers update on Mobile application WebSite
Display board Parking Lot ticket Movie Banners
Banner for Bluetooth advertising Quick_tix corner
Onsite Videos TV screens Loyalty Card Banners
Before the Movie begins
Bluetooth Messages, Banners, Shopping area
During the Interval
After Movie is over
Post Movie activities
Return from the Multiplex
WebSite Mobile application
Interactive screen, Promotional offers, At the food corner
Movie Merchandise Bluetooth Ads, Voice announcements, Onsite video
Games, Interactive events
28
Implementation Plan
July 2010 March 2010
2nd plaza Film Festival to be held Ensure a conversion of at least 5% consumers to loyalty cards
Plaza Mania Held Plaza friendship Launched
Feb 2010
First Plaza Film Festival Loyalty Cards issued
Dec 2009
Plaza Fiesta Scheme Launched
Evaluate the progress of various schemes and Mid term review of revenue increase
Website Updated Mobile Applications
29
Cost-Benefit Analysis
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
30
Implementation of BTL program will improve footfalls in Implementation of BTL program will improve footfalls in multiplexes during weekdays with spill over to weekends also multiplexes during weekdays with spill over to weekends also
Time\Days 10:00 AM 1.30 PM 5:00 PM 9:00 PM Monday 1394 2542 2214 1968 Tuesday 1804 2214 3116 2542 Wednesday 1968 2542 2870 3116 Thursday 1968 2624 2296 2870 Friday 3280 4592 6396 7708 Saturday 10496 15334 18942 15170 Sunday 9266 13284 18122 11972
Total weekly seat occupation ( National Average)
Days
% Increase
Show timings
Weekdays ( Mon to Thurs)
Weekdays ( Mon to Thurs) Shows on Friday Weekend Shows ( Fri to Sun)
50% 10%
10 AM, 1.30 PM, 5 PM 9 PM
10%
2%
All
All
31
Through the implementation of the BTL program we calculate Through the implementation of the BTL program , ,we calculate the total incremental revenue to be Rs. 45588086 the total incremental revenue to be Rs. 32730038
Time\Days 10:00 AM 1.30 PM 5:00 PM 9:00 PM Monday 2091 3813 3321 2165 Tuesday 2706 3321 4674 2797 Wednesday 2952 3813 4305 3428 Thursday 2952 3936 3444 3157 Friday 3346 4684 6524 7863 Saturday 10706 15641 19321 15474 Sunday 9452 13550 18485 12212
Total weekly seat occupation after BTL implementation
Average Seats Average Total number of seats during weekdays ( Mon to Thurs) for 10AM, 1.30 Pm, 5PM Shows Average Total number of seats during weekdays ( Mon to Thurs) for 9 PM Shows Average Total number of seats during Fridays ( All shows) Average Total number of seats during Weekends ( All shows) Film Festival’s Incremental Revenue
Average ticket Price ( Rs) 87.5
Increase Expected 50%
Incremental Revenue Received 4238416
2296
2624 7708 134562
87.5 155 177.5
10% 10% 2%
1193920 3507140 23790562 12858048
Total Incremental Revenue
45588086
32
The implementation of the BTL programs will require an additional cost of Rs. 25665731
Cost Elements Loyalty Card 1 Free on Purchase of 5 Mobile and website apps development ( One time) Interactive websites and screens ( One time) Loyalty Card, POS design and mfg charges ( One time) Contest, Prizes and Sweepstakes Film Festival’s Incremental Cost Total Costs incurred Incremental Costs incurred taking into account increase in number of footfalls. ( Rs) 417872 13058.5 400000 8400000 2000000 4000000 10446800 25665731
Total Incremental Net Revenue: Rs. 19922355
Assumptions
1. 2. 3. 50% of the consumers will avail of the offer of ‘5-1‘ free which is applicable in non-peak hour only. The loyalty card will be issued to only 5% of the consumer who visit multiples in non-peak hours. The cost of BTL promotion mix element is considered as fixed cost
33
34
doc_905802901.pptx
Plaza Cinema in the current scenario is facing challenges from increasing competition and dropping occupancy rates. The objective is to design a Below the line marketing campaign to stimulate the audience and increase sales in off peak hours as well as to measure its effectiveness.
1
Plaza Cinema in the current scenario is facing challenges from increasing competition and dropping occupancy rates
1. Delhi base chain if multiplexes with 21 locations in 5 cities 2. Facing increasing competition from new entrants 3. Fall in occupancy rates 4. Average occupancy in weekdays stands at 10-12 %
Above the line marketing to stimulate sales is not cost effective. Objective To design a Below the line marketing campaign to stimulate the audience
and increase sales in off peak hours as well as to measure its
effectiveness.
2
ROADMAP for BTL Promotion
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
3
We carried out secondary research to boost our understanding about the cinema exhibition industry in India.
Findings: Key Trends
1. Producers bypassing Distributors 2. Shift to Digital Cinema 3. Retail Partnerships 4. New Single Screen Formats
1. 2. 3. 4.
Industry is growing at the rate of 10% per annum Seasonality of demand Increasing average ticket prices Low Shelf Life of the movies
Growth Drivers:
Supply Side:
1. Film industry Growth 2. Improving real estate supply 3. Tax Exemptions
Demand Side:
1. Rising Income Level 2. Favorable Demographics
Multiplex Key Parameters
1. 2. 3. 4. Number of screens Number of Cinemas Footfalls Occupancy Rate
3. Willingness of people to spend on entertainment
4
We also tried to explore the challenges before the multiplex industry and attributes governing consumption decision
Challenges
Rise in number of DTH Service Providers Increasing Piracy High ticket prices Low success ratios of movies
Attributes
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Shopping Facilities Location Seating Picture and Sound Quality Choice of movies Booking Facilities Crowd Discounts Price Food Prices Consensus
Competition from events such as IPL.
Increasing work pressure and busy life-style
India is divided into 10 distribution territories. Most important circuit is the Bombay circuit Fun cinemas, big cinemas and PVR cinemas have all forayed into movie production market.
5
Primary Research
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
6
Secondary Research was followed by Primary Research to gain further insights into multiplex consumer behavior.
Consumer Segments Identified
Consumer Segment Students Single – Employed Families Consumer Age Group 18-21 Years 22-24 Years 25-35 Years
Beyond these age groups the audiences to a Multiplex were noted to be influenced by the young adult or the eldest child in the family for the movie going decisions
Research Process
Exploratory Research Secondary Research Primary Research 1. 2.
Criteria Adopted
People who watch movie in a multiplex at least once in a month People who have visited more than one multiplex
Research Modes a. Questionnaire Techniques ( Direct/Indirect Structure/Unstructured ) a. Interview Techniques b. Focused Group Discussions
Analysis
1. 2.
Consumer Profiles Consumer Buying Behavior and decision making process
Questionnaire
7
All consumer segments expressed movie watching in multiplex as an experience rather than plain act of movie watching
• Experience – more value • Film promotions • Film viewing an
Segments Day Group Size Average Spending Location Booking
Students Weekdays > 3-4 < 100Rs Don’t bother much Queue Objective Leisure time away from parental control To relax Outing & Freedom from Household Chores and occasional kitty party Entertainment after & before job
Single Employed Evening Show-Weekend 2-3 100-150 Near Workplace Online Target Shows 10am 1:30 pm 1:30 pm & 5 pm 1:30 PM Weekend Family 150-200 Near Home
Family
entertainment
trip.
Home Delivery/Phone Booking
Target Segment College Students Retired People Housewives
Price Conscious Yes Not Much Yes
Free time Morning & Post Lunch Noon & Evening Noon
• Shopping young female adults • Participation in the cosmopolitan global purchase
BPO and Night Shift Workers
Not Much
Evening
5.00 PM
As the objective of the multiplex is to increase the traffic in off-peak hours, we intend to focus design of overall communication and BTL tools strategy keeping the aspirations, motivators, de-motivators and satisfiers/dissatisfiers in mind.
8
We identified the Core, Value-add and Frills attribute for the segments: College Students, House-wife,BPO Worker, Retired people
Frills •Discounts •Crowd Frills •Loyalty Programs •Discounts Value Add •Ease of Tickets •Price
Value Add
•Loyalty Programs •Quick Tickets •Promotions Core •Movie •Price •Fun and Food
Core •Movie •Location •Shopping •Food
House-Wife
College Going Students
Frills •Gaming •Events Frills •Ease of booking
Value Add
•Loyalty Programs •Discounts •Promotions
Core
Value Add
•Quick Tickets •Food
Core
•Movie •Fun and Food •Location
•Movie •Location •Parking
BPO worker
Retired People
Core and Value added represent attributes that generate preference, while Frills offerings can be the key differentiator amongst multiplexes.
9
We further carried out Factor Analysis of attributes to arrive at Factors which consumer evaluates for decision making
• The respondents were asked to respond to questionnaire on 5 Point Likert Scale • 3 Factors were broadly considered by consumer for decision making
Experience
• Picture & sound quality • Variety of movies • No of Screen and shows • Booking facilities • Crowd
Infrastructure
• Location • Seating • Parking • Shopping Facilities
Economy
• Discounts • Price • Food Price
Questionnaire
10
Primary Research
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
11
Communication strategy is designed keeping in mind emotional & frill attributes with a focus on timing
Results of use experience Rational Sensory Social Ego Satisfaction Price Product in use experience Interactive Cool quotient for students Independence Incidental to use experience
Position high on customer engagement
Empowerment Reward
Reward for Finishing chores
Chance to Hangout with friends-- Reward
Fun experience but at economical price :
at 01:30
Pocket friendly Fun Filled Mornings
Freshen up before calling &
frustration---
Relax in a cosy environment
Relaxed Noons
Freshening 5pms
12
Cost-Benefit Analysis
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
13
We arrive at following Below the Line (BTL) Promotion mix as a part of our BTL marketing program
Website
Point Of Sale Adv
Mobile Application
Games & Events
BTL Marketing
Bluetooth Advertising
Group Discounts
Quick Tix card
Loyalty Card
14
An Interactive website , Viral Marketing & Social Networking Website:
•Interactive •Free to download applications •Search engine compatibility (SERM) •Integrating the e-marketing
Synergy:
•Viral marketing through Video application for sharing on Facebook, myspace, orkut •Plaza community created on various social networking sites with updates on Events, movies, promotional schemes •Emails with Flash trailers of upcoming movies
Information Empowerment Offers & Applications
•Students •BPO workers
15
Mobile application, sms and Bluetooth advertising Mobile Application Bluetooth Advertising
Offers, event information
Display banner – Switch on Bluetooth Feedback
To target the Tech Savvy TG mainly Students and BPO workers
L to download Free
Updates on movies, events, discounts Interactive- “pick your flick”
M chek application to book shows through mobile.
16
Quick tix card for queue wary customer Loyalty program to encourage repeat visit & build preference Quick tix card Loyalty Cards
•On purchase of 5 or more tickets •Discount offers
• Prepaid in denominations of 300,500 &1000 Features • Personalized & of same color as that of Logo/website
• Swipe counters near the entrance • Kiosks at shopping malls
Usage
• Convenience Advantag • Data for CRM database
es
-CRM database -Preference
? Target the queue wary customer • Housewives • Better brand experience
•Across TGs •Preference builder
17
Other tools to drive engagement further-Games POS Interactive screens Other product’s advertisements
Games & Events
Point of Sale Promotion & inhouse radio broadcasting /video displays in malls
Interactive Screens
Other Products Ads and Movie Merchandise
18
Cost-Benefit Analysis
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
19
Plaza Fiesta Plaza Fiesta:
Buy ticket in group of 5 or more and get 1 free Monday to Thursday on show timings of 10am, 01:30pm & 5pm
FIESTA
Will target the College students, BPO workers & large groups of Housewives.
PICK UR FLICK
FRIENDSHIP
Activation point: Information through Mobile application, sms, website and at Ticket counter
FLAUNT UR PLAZA
MANIA
•Targets the price conscious customer •Students move in groups •Incentive can be deciding factor
KITTY
FILM FESTIVAL
20
Pick Ur Flick Pick ur Flick:
Once a month movie by popular choice
FIESTA
Timing of the show will be 2nd Wednesday 5 pm
PICK UR FLICK
Customer feels engaged & empowered
FRIENDSHIP
Movies have to be past super hits
FLAUNT UR PLAZA
Will create a buzz Has to be integrated with e marketing
•Can be an important differential •Would be more popular with students but popularity will be across TGs
MANIA
KITTY
Activation Points: Voting to take place through Mobile application, website , sms and touch screen counters at multiplex
FILM FESTIVAL
21
Plaza friendship: Plaza friendship:
Friends talk about a good movie – Don’t just talk about a good movie - If you like a movie Gift it to your friend.
Personalized pouch for ticket , name of the friend written over it More buzz to be created around friendship week , other occasions
FIESTA
PICK UR FLICK
FRIENDSHIP
FLAUNT UR PLAZA
Activation Point: •In-house commercials •Video displays •Displays at POS •Bluetooth Adv. •Pop up on website and reminder sms
MANIA
KITTY
FILM FESTIVAL
22
Flaunt ur Plaza Flaunt ur Plaza
Loyalty card for customer who purchases 5 or more tickets 10% discount offered on every purchase during off peak hours Preference builder Discount to colleges Points on every purchase –points add up can be exchanged for items
FLAUNT UR PLAZA FRIENDSHIP FIESTA
PICK UR FLICK
Activation point:
Information at website, mobile application, sms, Video displays In-house commercials Pamphlets at shopping areas For students- pamphlets at college Housewives- shopping areas/residential societies BPO workers- Eating joints near workplace
•Loyalty program is a differentiator for Housewives •Value Add for Students
MANIA
KITTY
FILM FESTIVAL
23
Plaza Mania:
Plaza Mania:
•Important sports events on big screen •IPL, World cup •Best during lull season when no good releases
FIESTA
PICK UR FLICK
FRIENDSHIP
FLAUNT UR PLAZA
Activation Point: Online communities on social website College –pamphlets /kiosks BPO workers- coffee shops/work area
MANIA
KITTY
FILM FESTIVAL
24
Plaza Ladies’ Kitty hangout Plaza Ladies’ Kitty hangout
Movie watching in groups
Customized service at the box
FIESTA PICK UR FLICK
Blanket ticket to include Movie watching, Shopping coupon, Refreshment service at the seat and Food later
For Weekdays 01:30pm shows Blanket ticket for all services
FRIENDSHIP
FLAUNT UR PLAZA
Activation point: sms , website Shopping area In-house commercial Residential societies
MANIA
KITTY
FILM FESTIVAL
25
Theme based film festival once every 4 months, 8 movies over 4 days Plaza Film Festival:
FIESTA
Theme based
PICK UR FLICK
Once every 4 months for duration of 4 days
FRIENDSHIP
Each day 2 movies
FLAUNT UR PLAZA
Blanket ticket for 8 movies Rs. 300
Activation Point: POS displays Cinema commercials Buzz created through e marketing
•Animation movies •Classic movies •1970’s super hits •Super star superhits •Children Movies for school kids •International Movies
MANIA
KITTY
FILM FESTIVAL
26
Sales Promotions and Tie-ups
Corporate houses– Weekdays night shows
Tie –up with student bodies in colleges
Retail houses– Promotion and Free tickets on purchase
Eating joints for BPO workers Coffee shops
Tie up with production house for Movie merchandise
27
The various BTL tools & campaigns should have defined touch points within the Multiplex
Before Entering Plaza At the Multiplex Parking At the Entrance to ticket counter Waiting in the Ticket queue
Movie, Timings, Offers update on Mobile application WebSite
Display board Parking Lot ticket Movie Banners
Banner for Bluetooth advertising Quick_tix corner
Onsite Videos TV screens Loyalty Card Banners
Before the Movie begins
Bluetooth Messages, Banners, Shopping area
During the Interval
After Movie is over
Post Movie activities
Return from the Multiplex
WebSite Mobile application
Interactive screen, Promotional offers, At the food corner
Movie Merchandise Bluetooth Ads, Voice announcements, Onsite video
Games, Interactive events
28
Implementation Plan
July 2010 March 2010
2nd plaza Film Festival to be held Ensure a conversion of at least 5% consumers to loyalty cards
Plaza Mania Held Plaza friendship Launched
Feb 2010
First Plaza Film Festival Loyalty Cards issued
Dec 2009
Plaza Fiesta Scheme Launched
Evaluate the progress of various schemes and Mid term review of revenue increase
Website Updated Mobile Applications
29
Cost-Benefit Analysis
Increase in Occupancy Rates in non-peak hours
Secondary Research
Primary Research
Communication Strategy
BTL Tools and Synergy
Activation Campaigns
Cost Benefit Analysis
30
Implementation of BTL program will improve footfalls in Implementation of BTL program will improve footfalls in multiplexes during weekdays with spill over to weekends also multiplexes during weekdays with spill over to weekends also
Time\Days 10:00 AM 1.30 PM 5:00 PM 9:00 PM Monday 1394 2542 2214 1968 Tuesday 1804 2214 3116 2542 Wednesday 1968 2542 2870 3116 Thursday 1968 2624 2296 2870 Friday 3280 4592 6396 7708 Saturday 10496 15334 18942 15170 Sunday 9266 13284 18122 11972
Total weekly seat occupation ( National Average)
Days
% Increase
Show timings
Weekdays ( Mon to Thurs)
Weekdays ( Mon to Thurs) Shows on Friday Weekend Shows ( Fri to Sun)
50% 10%
10 AM, 1.30 PM, 5 PM 9 PM
10%
2%
All
All
31
Through the implementation of the BTL program we calculate Through the implementation of the BTL program , ,we calculate the total incremental revenue to be Rs. 45588086 the total incremental revenue to be Rs. 32730038
Time\Days 10:00 AM 1.30 PM 5:00 PM 9:00 PM Monday 2091 3813 3321 2165 Tuesday 2706 3321 4674 2797 Wednesday 2952 3813 4305 3428 Thursday 2952 3936 3444 3157 Friday 3346 4684 6524 7863 Saturday 10706 15641 19321 15474 Sunday 9452 13550 18485 12212
Total weekly seat occupation after BTL implementation
Average Seats Average Total number of seats during weekdays ( Mon to Thurs) for 10AM, 1.30 Pm, 5PM Shows Average Total number of seats during weekdays ( Mon to Thurs) for 9 PM Shows Average Total number of seats during Fridays ( All shows) Average Total number of seats during Weekends ( All shows) Film Festival’s Incremental Revenue
Average ticket Price ( Rs) 87.5
Increase Expected 50%
Incremental Revenue Received 4238416
2296
2624 7708 134562
87.5 155 177.5
10% 10% 2%
1193920 3507140 23790562 12858048
Total Incremental Revenue
45588086
32
The implementation of the BTL programs will require an additional cost of Rs. 25665731
Cost Elements Loyalty Card 1 Free on Purchase of 5 Mobile and website apps development ( One time) Interactive websites and screens ( One time) Loyalty Card, POS design and mfg charges ( One time) Contest, Prizes and Sweepstakes Film Festival’s Incremental Cost Total Costs incurred Incremental Costs incurred taking into account increase in number of footfalls. ( Rs) 417872 13058.5 400000 8400000 2000000 4000000 10446800 25665731
Total Incremental Net Revenue: Rs. 19922355
Assumptions
1. 2. 3. 50% of the consumers will avail of the offer of ‘5-1‘ free which is applicable in non-peak hour only. The loyalty card will be issued to only 5% of the consumer who visit multiples in non-peak hours. The cost of BTL promotion mix element is considered as fixed cost
33
34
doc_905802901.pptx