Description
It takes into account the websites, use of social media, SMS’s as well as any other digital medium used by a company to market its products successfully. These products include not only movies but also take into account the F&B, merchandise and other products that are supplementary to the cinema business.
Comparative Analysis for Digital Marketing
Our Competitors
• • • • • INOX Movies PVR Cinemas Fame Cinemas Cinemax Fun Cinemas
Criteria for comparison
• • • • • • • • • Membership and Registration Website features Advertising Visibility on Social Networking sites Newsletters and SMS updates Unique/Innovative Feature Suggested Modifications Overall impressions Potentially useful online tools
Membership and Registration
? FAME Cinemas: King Club scheme
Temporarily discontinued ? Cinemax: Max Card offer at limited locations 4th ticket for Rs.30 Refer 10 friends offer
? Only Cinemax and Fun Cinemas: Age details
asked for during registration ? Mostly for online booking except BIG Cinemas ? Competitors missing out on customer loyalty
Website features
• Layout
• Movie details • Reviews
• Schedules and Online Bookings
• Feedback and Addresses
Layout
? INOX and Cinemax:
Movie images given more space Smaller icons for INOX
? Fun and FAME Cinemas:
Large space given to advertisers Fun homepage larger in size
Continued…
? PVR:
Too cluttered ? BIG Cinemas: Contests and e-booking applications occupy major portion of the homepage Repetitive communication in banners ? INOX and Cinemax know exactly what they want a visitor to see i.e. more focused ? BIG Cinemas has an array of banners but not focused on anything specific Suggestion: Movie images can be given a larger area to make the home page more attractive
Movie Details
? Fun, Cinemax and Fame Cinemas: Only movie ? ?
?
?
names but no details given INOX: Image loading is cumbersome PVR: No differentiation between Now Showing and Coming Soon section BIG Cinemas: Not so prominent link for movie details but still user friendly Suggestion: Movies are Our most important product Main reason for people to visit our site Need to give more preference and space
Reviews
? INOX, PVR and Fun Cinemas : Only synopsis
? FAME Cinemas: No synopsis or review ? Cinemax: All reviews directed to
mouthshut.com ? BIG Cinemas: Detailed reviews from known critics ? Puts us miles ahead of competition
Schedules & Online Bookings
? Very convenient on all the sites ? INOX, PVR and BIG Cinemas:
Sequential i.e. Cinema-Date-Seats-Timing ? Fun, Cinemax and FAME Cinemas: Selection options like Movie/City/Date
? FAME and Fun Cinemas: ? ? ? ?
Online booking includes Food Combo This cannot be done on our site BIG Cinemas: Lists schedules for individual cinemas Timings incomplete if there are many shows Would be more user friendly if it could be opened on a new screen
Feedback and Addresses
? Feedback link on all websites except FAME
Cinemas ? PVR, Fame, Cinemax and BIG Cinemas: Mapping feature with addresses
? INOX: Only addresses ? Fun Cinemas: No address details ? No significant advantage except an added
frill for a visitor who has time to spare
Advertising
? All websites except INOX list detailed ?
?
?
?
benefits of advertising at their properties INOX, Cinemax and BIG Cinemas: No advertisements on the website except for a phone booking application PVR, FAME and Fun Cinemas: Significant space for advertisers on the website Can be a huge revenue earner Is it company policy to not have advertisers?
Visibility on Social Networking Sites
? All Cinemas except Cinemax on Facebook
? INOX and FAME Cinemas on Twitter
? INOX and FUN Cinemas: infrequent updates ? PVR, FAME and BIG Cinemas: regular updates
? More posts by users than by PVR on their wall Fans on Facebook ? PVR page is very interactive
? INOX, Fun Cinemas missing out on
a very effective media ? Need to take steps to increase fan base by increasing Contests, proactively sending requests etc.
PVR – 12663 Big Cinemas – 5425 FAME – 3068 INOX – 911 Fun – 104 Cinemax – NA
Newsletters and SMS updates
? INOX and PVR: No newsletters or SMS
?
?
?
?
updates Fun, Cinemax and FAME Cinemas: Weekly newsletter option but no SMS updates BIG Cinemas: Email and SMS updates Newsletters are a very effective way to maintain interest Newsletter with schedules can be sent to loyalty program subscribers if we do start such a concept
Unique/Innovative feature
? INOX: Large space for movie details and images ? ? ? ? ?
First impression of website is very attractive PVR: CSR section FAME Cinemas: Detailed list of phone numbers in the VAS section Cinemax: Uncomplicated layout Makes the use of website stress-free Fun Cinemas: Larger size of the website page Fewer features and easy on the eye BIG Cinemas: Features like trailers, downloads, critics reviews, The Plot 2.0 beta Makes surfing the website very interesting
Suggested modifications
? Layout:
Prime space for movie images and details Avoiding repeat advertisements Trailers, downloads, reviews, Plot 2.0 need more visibility Images of our unique offerings like the IMAX screen, Cine Diner, Ebony lounge could be made more prominent
Continued…
? Layout continued…
F&B needs more advertising since it brings us a lot of revenue Too much space for the Facebook option How many actually use an iPhone? Telebooking, mobile application can be given smaller links
Continued…
? Biggest Multiplex Chain in the country but
? ? ?
?
?
nowhere to be seen on the website(except in the iPhone application) Incomplete listing of movie timings More use of SMS alerts in the interiors because of limited internet connectivity Search section on the site to make it more user friendly Information about past movies Advertisements on the website(if concurrent with company policy)
Overall impressions
? INOX:
Website seems to be the only tool Fewer features but overall a user friendly website ? PVR and FAME Cinemas: Major focus on Facebook as a marketing tool and very successful especially for PVR Website mainly for advertisements and booking tickets ? Cinemax: Website has considerable features Use of innovative ways to attract patrons
? Fun Cinemas:
Website for advertisements, online booking and promotion of their F&B offerings Regular in sending updates Small but very clear focus ? BIG Cinemas: By far the best website in terms of features and user friendliness Need to make these features more visible Successful in using social media as a marketing tool but need to make it more interactive to attract more followers
Potentially useful online tools
? Songs and trailer downloads for patrons ? Membership option
? Food Combo offer with online booking
? Extend iPhone application to all
smartphones(if possible) ? Referral option similar to Cinemax
Thank You
doc_732257435.pptx
It takes into account the websites, use of social media, SMS’s as well as any other digital medium used by a company to market its products successfully. These products include not only movies but also take into account the F&B, merchandise and other products that are supplementary to the cinema business.
Comparative Analysis for Digital Marketing
Our Competitors
• • • • • INOX Movies PVR Cinemas Fame Cinemas Cinemax Fun Cinemas
Criteria for comparison
• • • • • • • • • Membership and Registration Website features Advertising Visibility on Social Networking sites Newsletters and SMS updates Unique/Innovative Feature Suggested Modifications Overall impressions Potentially useful online tools
Membership and Registration
? FAME Cinemas: King Club scheme
Temporarily discontinued ? Cinemax: Max Card offer at limited locations 4th ticket for Rs.30 Refer 10 friends offer
? Only Cinemax and Fun Cinemas: Age details
asked for during registration ? Mostly for online booking except BIG Cinemas ? Competitors missing out on customer loyalty
Website features
• Layout
• Movie details • Reviews
• Schedules and Online Bookings
• Feedback and Addresses
Layout
? INOX and Cinemax:
Movie images given more space Smaller icons for INOX
? Fun and FAME Cinemas:
Large space given to advertisers Fun homepage larger in size
Continued…
? PVR:
Too cluttered ? BIG Cinemas: Contests and e-booking applications occupy major portion of the homepage Repetitive communication in banners ? INOX and Cinemax know exactly what they want a visitor to see i.e. more focused ? BIG Cinemas has an array of banners but not focused on anything specific Suggestion: Movie images can be given a larger area to make the home page more attractive
Movie Details
? Fun, Cinemax and Fame Cinemas: Only movie ? ?
?
?
names but no details given INOX: Image loading is cumbersome PVR: No differentiation between Now Showing and Coming Soon section BIG Cinemas: Not so prominent link for movie details but still user friendly Suggestion: Movies are Our most important product Main reason for people to visit our site Need to give more preference and space
Reviews
? INOX, PVR and Fun Cinemas : Only synopsis
? FAME Cinemas: No synopsis or review ? Cinemax: All reviews directed to
mouthshut.com ? BIG Cinemas: Detailed reviews from known critics ? Puts us miles ahead of competition
Schedules & Online Bookings
? Very convenient on all the sites ? INOX, PVR and BIG Cinemas:
Sequential i.e. Cinema-Date-Seats-Timing ? Fun, Cinemax and FAME Cinemas: Selection options like Movie/City/Date
? FAME and Fun Cinemas: ? ? ? ?
Online booking includes Food Combo This cannot be done on our site BIG Cinemas: Lists schedules for individual cinemas Timings incomplete if there are many shows Would be more user friendly if it could be opened on a new screen
Feedback and Addresses
? Feedback link on all websites except FAME
Cinemas ? PVR, Fame, Cinemax and BIG Cinemas: Mapping feature with addresses
? INOX: Only addresses ? Fun Cinemas: No address details ? No significant advantage except an added
frill for a visitor who has time to spare
Advertising
? All websites except INOX list detailed ?
?
?
?
benefits of advertising at their properties INOX, Cinemax and BIG Cinemas: No advertisements on the website except for a phone booking application PVR, FAME and Fun Cinemas: Significant space for advertisers on the website Can be a huge revenue earner Is it company policy to not have advertisers?
Visibility on Social Networking Sites
? All Cinemas except Cinemax on Facebook
? INOX and FAME Cinemas on Twitter
? INOX and FUN Cinemas: infrequent updates ? PVR, FAME and BIG Cinemas: regular updates
? More posts by users than by PVR on their wall Fans on Facebook ? PVR page is very interactive
? INOX, Fun Cinemas missing out on
a very effective media ? Need to take steps to increase fan base by increasing Contests, proactively sending requests etc.
PVR – 12663 Big Cinemas – 5425 FAME – 3068 INOX – 911 Fun – 104 Cinemax – NA
Newsletters and SMS updates
? INOX and PVR: No newsletters or SMS
?
?
?
?
updates Fun, Cinemax and FAME Cinemas: Weekly newsletter option but no SMS updates BIG Cinemas: Email and SMS updates Newsletters are a very effective way to maintain interest Newsletter with schedules can be sent to loyalty program subscribers if we do start such a concept
Unique/Innovative feature
? INOX: Large space for movie details and images ? ? ? ? ?
First impression of website is very attractive PVR: CSR section FAME Cinemas: Detailed list of phone numbers in the VAS section Cinemax: Uncomplicated layout Makes the use of website stress-free Fun Cinemas: Larger size of the website page Fewer features and easy on the eye BIG Cinemas: Features like trailers, downloads, critics reviews, The Plot 2.0 beta Makes surfing the website very interesting
Suggested modifications
? Layout:
Prime space for movie images and details Avoiding repeat advertisements Trailers, downloads, reviews, Plot 2.0 need more visibility Images of our unique offerings like the IMAX screen, Cine Diner, Ebony lounge could be made more prominent
Continued…
? Layout continued…
F&B needs more advertising since it brings us a lot of revenue Too much space for the Facebook option How many actually use an iPhone? Telebooking, mobile application can be given smaller links
Continued…
? Biggest Multiplex Chain in the country but
? ? ?
?
?
nowhere to be seen on the website(except in the iPhone application) Incomplete listing of movie timings More use of SMS alerts in the interiors because of limited internet connectivity Search section on the site to make it more user friendly Information about past movies Advertisements on the website(if concurrent with company policy)
Overall impressions
? INOX:
Website seems to be the only tool Fewer features but overall a user friendly website ? PVR and FAME Cinemas: Major focus on Facebook as a marketing tool and very successful especially for PVR Website mainly for advertisements and booking tickets ? Cinemax: Website has considerable features Use of innovative ways to attract patrons
? Fun Cinemas:
Website for advertisements, online booking and promotion of their F&B offerings Regular in sending updates Small but very clear focus ? BIG Cinemas: By far the best website in terms of features and user friendliness Need to make these features more visible Successful in using social media as a marketing tool but need to make it more interactive to attract more followers
Potentially useful online tools
? Songs and trailer downloads for patrons ? Membership option
? Food Combo offer with online booking
? Extend iPhone application to all
smartphones(if possible) ? Referral option similar to Cinemax
Thank You
doc_732257435.pptx