Description
This presentation is about Marketing on PVR Cinemas ( Priya Village Roadshow ).
Once upon a time…………
Situation back home - Huge population of cinema exhibition lovers - Priya Exhibitors Private Ltd. (1974)
- Cinema was not seen as an opportunity
- Just movies, no experience Breakthroughs abroad - Acceptance of advances in technology - Multiplex revolution in western countries
AJAY BIJLI MD, Chairman-PVR
Need meets opportunity.......
IDEA CONCEPTION
Flashback: The
first steps…..
• Market Research - customer opinion to gauge concept acceptability • segmenting demographically, geographically and psychographically • targeting the urban cine-goers
• positioning as a premium cinema
• priced@75 vis-à-vis others@30-35
Birth of PVR….
IDEA DEVELOPMENT
Flashback: 1st
Milestone……”PVR”
• Priya Village Roadshow Cinemas - a 60:40 JV between PEPL and Village Roadshow Limited • India’s first Multiplex - PVR Anupam in Saket, Delhi(June 1997) • High class seating, state-of-the-art screens and audio-visual systems
•Priya Cinemas upgraded to PVR Priya.
IDEA IMPLEMENTATION
Flashback:
Yeh dil maange more…………
2001: two new multiplexes; PVR Pictures came into being
2003: ICICI ventures in Rs. 38 Crs
2004: India's largest multiplex with 11 screens opens in Bangalore
2006: Raises Rs. 120 Cr through an IPO
EXPANSION
Flashback:
On the move…………
2007: Entry into movie production with Taare Zameen Par (Aamir Khan Productions Ltd.)
2008: MOU with Major Cineplex of Thailand to open Bowling alleys, Karaoke lounges and Ice skating rinks(blu-O, sub zero)
2008: Achieves 101 Screens
2009: Acquires DT Cinemas(DLF)
EXPANSION…Contd
Current Year - Enjoying an identity…
• Film Exhibition Industry: PVR Cinemas-Urban Audiences PVR Premiere-Premium Audiences PVR Talkies-Tier II and Tier III cities, Price@Rs 40-90 (Differential Pricing ) • Distribution and Production: PVR Pictures (Subsidiary of PVR Ltd)
PRODUCT MIX
Current Year - Enjoying an identity…
26 Cinemas
108 Screens(PVR)
29 Screens (DT)
Source: http://www.pvrcinemas.com/page?page=about
COVERAGE
Intermission---AD time…………
• Catchy Tag lines-as per positioning • Star visits
• Entertainment (Food joint, Games, Shopping)
• Advertising through Print, Radio & TV media • Monthly Magazines (Movies First) • Loyalty Program
PROMOTION
The First move…………
The PVR firsts: • Accepting credit cards for booking • ‘Movies First’ – a monthly magazine • MTicket
• Computerized and online ticketing, telebooking and kiosk booking
• Gold class and Europa Cinema • Customer Loyalty program
• Movies in digital format PVR at Ambience Mall
• IPO
STRATEGIES
fight sequence – Bring it on…
Adlabs, INOX, Industry Rivalry Fun Cinemas etc.
Foreign players eyeing the market Threat of new with entrants technological advances
Competitive Pressure on PVR
Similar experience at Threat of substitute cheaper prices; better experience at products similar prices
Changing customer Bargaining power of behavior consumers
Bargainingmovie Rift with power of Suppliers productions
Porter’s Five Force Analysis
Fight Sequence--bring it on…………
PAT (2009-Q2 in Cr) PVR Adlabs Cinemax 5.21 2.32 2.9 Locations 26 73 14 No. of Screens 108 186 74
Inox
5.3
28
97
STATISTICS
Winner—The Evidence…………
Net Sales(in Cr Rs) Net Profit Linear (Net Sales(in Cr Rs))
500
450 400 350 300 250 200 150 100 50 0 5.3 2006 10.6 2007 21.6 2008 8.7 2009 6.1 2010(E) 155 265.9 352.1 348.4 464.9
104.9
23.2 2011(E)
STATISTICS
Climax……evaluation
Strengths: • First Mover Advantage • Large Film Distribution network • Convenient locations of Cinemas Opportunities: • Increasing demand in Tier 2 & 3 cities • Increase in urban movie goers population • Tie-ups for enhanced entertainment experience • Franchising and Distribution • Diversify film production business Threats: • High dependency on Movie success • Distributors • Govt. Regulations • Competitors (Inox, Adlabs etc) • Alternate mediums like DTH, DVDs etc.
Weaknesses: • Conflicts with Distributors • Majorly stand alone properties and cinemas in malls
SWOT ANALYSIS
Miles to go before I sleep…………
• Attaining the leadership position again by aggressive expansion • Complete lifestyle entertainment provider • 250 screens by 2011 • Stepping up the distribution and production business • Geographic expansion – going south
FUTURE PLANS
And….
The show must go on……
THANK YOU
doc_159976460.pptx
This presentation is about Marketing on PVR Cinemas ( Priya Village Roadshow ).
Once upon a time…………
Situation back home - Huge population of cinema exhibition lovers - Priya Exhibitors Private Ltd. (1974)
- Cinema was not seen as an opportunity
- Just movies, no experience Breakthroughs abroad - Acceptance of advances in technology - Multiplex revolution in western countries
AJAY BIJLI MD, Chairman-PVR
Need meets opportunity.......
IDEA CONCEPTION
Flashback: The
first steps…..
• Market Research - customer opinion to gauge concept acceptability • segmenting demographically, geographically and psychographically • targeting the urban cine-goers
• positioning as a premium cinema
• priced@75 vis-à-vis others@30-35
Birth of PVR….
IDEA DEVELOPMENT
Flashback: 1st
Milestone……”PVR”
• Priya Village Roadshow Cinemas - a 60:40 JV between PEPL and Village Roadshow Limited • India’s first Multiplex - PVR Anupam in Saket, Delhi(June 1997) • High class seating, state-of-the-art screens and audio-visual systems
•Priya Cinemas upgraded to PVR Priya.
IDEA IMPLEMENTATION
Flashback:
Yeh dil maange more…………
2001: two new multiplexes; PVR Pictures came into being
2003: ICICI ventures in Rs. 38 Crs
2004: India's largest multiplex with 11 screens opens in Bangalore
2006: Raises Rs. 120 Cr through an IPO
EXPANSION
Flashback:
On the move…………
2007: Entry into movie production with Taare Zameen Par (Aamir Khan Productions Ltd.)
2008: MOU with Major Cineplex of Thailand to open Bowling alleys, Karaoke lounges and Ice skating rinks(blu-O, sub zero)
2008: Achieves 101 Screens
2009: Acquires DT Cinemas(DLF)
EXPANSION…Contd
Current Year - Enjoying an identity…
• Film Exhibition Industry: PVR Cinemas-Urban Audiences PVR Premiere-Premium Audiences PVR Talkies-Tier II and Tier III cities, Price@Rs 40-90 (Differential Pricing ) • Distribution and Production: PVR Pictures (Subsidiary of PVR Ltd)
PRODUCT MIX
Current Year - Enjoying an identity…
26 Cinemas
108 Screens(PVR)
29 Screens (DT)
Source: http://www.pvrcinemas.com/page?page=about
COVERAGE
Intermission---AD time…………
• Catchy Tag lines-as per positioning • Star visits
• Entertainment (Food joint, Games, Shopping)
• Advertising through Print, Radio & TV media • Monthly Magazines (Movies First) • Loyalty Program
PROMOTION
The First move…………
The PVR firsts: • Accepting credit cards for booking • ‘Movies First’ – a monthly magazine • MTicket
• Computerized and online ticketing, telebooking and kiosk booking
• Gold class and Europa Cinema • Customer Loyalty program
• Movies in digital format PVR at Ambience Mall
• IPO
STRATEGIES
fight sequence – Bring it on…
Adlabs, INOX, Industry Rivalry Fun Cinemas etc.
Foreign players eyeing the market Threat of new with entrants technological advances
Competitive Pressure on PVR
Similar experience at Threat of substitute cheaper prices; better experience at products similar prices
Changing customer Bargaining power of behavior consumers
Bargainingmovie Rift with power of Suppliers productions
Porter’s Five Force Analysis
Fight Sequence--bring it on…………
PAT (2009-Q2 in Cr) PVR Adlabs Cinemax 5.21 2.32 2.9 Locations 26 73 14 No. of Screens 108 186 74
Inox
5.3
28
97
STATISTICS
Winner—The Evidence…………
Net Sales(in Cr Rs) Net Profit Linear (Net Sales(in Cr Rs))
500
450 400 350 300 250 200 150 100 50 0 5.3 2006 10.6 2007 21.6 2008 8.7 2009 6.1 2010(E) 155 265.9 352.1 348.4 464.9
104.9
23.2 2011(E)
STATISTICS
Climax……evaluation
Strengths: • First Mover Advantage • Large Film Distribution network • Convenient locations of Cinemas Opportunities: • Increasing demand in Tier 2 & 3 cities • Increase in urban movie goers population • Tie-ups for enhanced entertainment experience • Franchising and Distribution • Diversify film production business Threats: • High dependency on Movie success • Distributors • Govt. Regulations • Competitors (Inox, Adlabs etc) • Alternate mediums like DTH, DVDs etc.
Weaknesses: • Conflicts with Distributors • Majorly stand alone properties and cinemas in malls
SWOT ANALYSIS
Miles to go before I sleep…………
• Attaining the leadership position again by aggressive expansion • Complete lifestyle entertainment provider • 250 screens by 2011 • Stepping up the distribution and production business • Geographic expansion – going south
FUTURE PLANS
And….
The show must go on……
THANK YOU
doc_159976460.pptx