Price Mix
In the formulation of marketing mix, the pricing decisions are found significant. If the users of the services come to view the open-air theatres, dance or music centres, cricket-show, car-racing or horse-racing, they are mentally prepared to pay high prices for the services. But for all the services, the entertainment organisations can't adopt the same strategy. The traditional theatres, the circus companies, movies and amusement parks need a pricing strategy that is found suitable even to the low-income group of the society.
This makes it clear that high-pricing strategy is found suitable where the services indicate high status of viewers. Thus, the entertainment organisations need to assign due weightage to the category and paying capacity of the viewers. Like this when the high-cost inputs are used in the process, the entertainment organisations charge high-pricing strategy- This makes it clear that the entertainment organisations can't take a decision in isolation since a number of factors influence the process.
The most important thing in the Indian perspective is found the entertainment tax which is found throwing a big impact on the pricing decisions of the entertainment organisations. All of us feel that the masses find it difficult to view the movies, theatres, dramas regularly because the high slab of tax makes the price structure high. A rational tax structure is thus found essential to promote the entertainment organisations.
To be more specific the entertainment service used by the masses need due attention of the government. Besides, the entertainment organisations producing programmes visualising social, cultural and national problems need an overriding priority. The tax concessions, availability of subsidised infrastructural facilities or essential inputs, multi-faceted support in promoting the entertainment programme require due support of government.
Of course, the exchequer requires due support of the viewers but at the same time, it is also right to mention that the viewers are required to be promoted since they have very limited means for entertainment. Moreover, the government also bears the responsibility of promoting the entertainment organisations and this needs due attention on the entertainment tax charged.
In addition to other aspects, the pricing decisions of the entertainment organisations also need to consider the nature and types of services offered by them. The circus companies, traditional theatre companies promoting cultural heritage, folk songs deserve special support to be more specific by the government and the social organisations. It is not possible for the circus companies to bring down the price structure since they are required to spend huge amount for he inputs thy use for offering the services. This requires a liberal policy of government in which the entertainment organisations found of sensitive nature are supposed to make available multi-dimensional support.
In view of the above, it is right to mention that the entertainment organisations need to make the pricing decisions rational failing which the commercial viability of a majority of them would adversely be affected. We can't negate that such a negative trend in the business environment would close doors for the development of some of the entertainment organisations instrumental in entertaining the masses.
In the formulation of marketing mix, the pricing decisions are found significant. If the users of the services come to view the open-air theatres, dance or music centres, cricket-show, car-racing or horse-racing, they are mentally prepared to pay high prices for the services. But for all the services, the entertainment organisations can't adopt the same strategy. The traditional theatres, the circus companies, movies and amusement parks need a pricing strategy that is found suitable even to the low-income group of the society.
This makes it clear that high-pricing strategy is found suitable where the services indicate high status of viewers. Thus, the entertainment organisations need to assign due weightage to the category and paying capacity of the viewers. Like this when the high-cost inputs are used in the process, the entertainment organisations charge high-pricing strategy- This makes it clear that the entertainment organisations can't take a decision in isolation since a number of factors influence the process.
The most important thing in the Indian perspective is found the entertainment tax which is found throwing a big impact on the pricing decisions of the entertainment organisations. All of us feel that the masses find it difficult to view the movies, theatres, dramas regularly because the high slab of tax makes the price structure high. A rational tax structure is thus found essential to promote the entertainment organisations.
To be more specific the entertainment service used by the masses need due attention of the government. Besides, the entertainment organisations producing programmes visualising social, cultural and national problems need an overriding priority. The tax concessions, availability of subsidised infrastructural facilities or essential inputs, multi-faceted support in promoting the entertainment programme require due support of government.
Of course, the exchequer requires due support of the viewers but at the same time, it is also right to mention that the viewers are required to be promoted since they have very limited means for entertainment. Moreover, the government also bears the responsibility of promoting the entertainment organisations and this needs due attention on the entertainment tax charged.
In addition to other aspects, the pricing decisions of the entertainment organisations also need to consider the nature and types of services offered by them. The circus companies, traditional theatre companies promoting cultural heritage, folk songs deserve special support to be more specific by the government and the social organisations. It is not possible for the circus companies to bring down the price structure since they are required to spend huge amount for he inputs thy use for offering the services. This requires a liberal policy of government in which the entertainment organisations found of sensitive nature are supposed to make available multi-dimensional support.
In view of the above, it is right to mention that the entertainment organisations need to make the pricing decisions rational failing which the commercial viability of a majority of them would adversely be affected. We can't negate that such a negative trend in the business environment would close doors for the development of some of the entertainment organisations instrumental in entertaining the masses.