INTRODUCTION

INOX Multiplex is one of the finest cinema chains in India. Since its inception in 1999, INOX has been active in exploring acquisition or expansion opportunities on continuous basis with a view to consolidate its position in the multiplex industry. In 2007, Calcutta Cinema Private Ltd (CCPL), a multiplex cinema theatre Company based in West Bengal was merged with INOX. In May 2013, Fame India Limited, another multiplex cinema theatre Company having nationwide presence, was merged with the Company.

INOXs 7 Ps of Marketing
Service Product:
The core benefit is the MOVIES that a customer comes to a cinema hall along with the attendant experiences the INOX. Thus, we can say the following are the expected product in the case of INOX :

Luxury Cinema. Bulk Cinemas. E-Booking and Tele Booking. Movie newsletter and vouchers. INOX also provides a reliable and responsive service package which include many tangible elements such as well maintained movie halls, fresh-rooms and trained employees who handle their duties with empathy

Price:
INOX when it initially started off had a huge advantage of being only one of its kind in Bhubaneswar to begin with. Therefore they could charge a higher amount and are continuing with differential pricing to its customers as they were willing to pay it for the new concept. This high pricing helped them make maximum gains. In the case of INOX, they make use of all their tangible elements to prove to the customers that the movies tickets are worth the price they are paying for it. Prices that had originally started at Rs. 90(for morning shows) and Rs. 120-140(for matinee and evening shows) have gone upto Rs. 200 and Rs. 240 respectively.

New weekend releases are priced at higher rates ranging from Rs.250-Rs.300 according to the seating preference. INOX Bhubaneswar has a different pricing system which varies from Rs.90 to Rs.240 for different slabs of customers.

Place/Distribution:
The factor of location is very important keeping in view the potential markets in terms of channel selection and distribution. All INOX multiplexes are stationed at good locations in the city. This enables them to gather a number of footfalls everyday. INOX opens its outlets at eventful yet untapped locations.

Promotion:
Promotion is a very vital part of the marketing mix especially in the case of services.

INOX as a brand indulges into print advertisements on every Friday giving out the latest movie schedule.
Any new developments are communicated to the customers via media. They are also in collaboration with cellular services like Idea which have SMS and win contests which promote both brands significantly and give out free tickets to the lucky customers. INOX hosts various premier and paid preview shows with leading movie stars visiting the cinema.

People
Employees are internal Customers. 30 employees at the corporate level. 30-40 employees at each cinema headed by a Cinema General Manager. For the customers convenience, The nature of all employees is very friendly, informed, helpful, reliable, soothing, cheerful and youth-like. Therefore, the audience can easily relate and communicate with them.

Physical Evidence

Ambient factors. Design Factors.

Interior

Exterior

Process
First cinema to accept credit cards in Odisha against tickets. INOX was the first to install Digital Screen in Bhubaneswar. Bhubaneswar 3 screen megaplex is equipped with the latest THX approved sound system for the real life sound effects and the state of the art Xenon based projection technology.

GAPS IN SERVICE

GAP 1 : Knowledge Gap

Gap closed EFFORTS MADE TO CLOSE THE GAP:
Interaction through Social Media. Good CRM practices. Good market research. Gap 1 Company Perceptions of Consumer Expectations

GAP 2: Standards Gap

Gap closed. EFFORTS MADE TO CLOSE THE GAP: Well-defined blueprint. Customer oriented service design. Good ambience. Cleanliness. Physical evidence.
Customer-Driven Service Designs and Standards

Gap 2

Company Perceptions of Consumer Expectations

GAP 3: Delivery Gap

Gap exists. Reasons: Deficiency in HR polices. Procurement and timing issues Some customers who negatively impact other customers.
Service Delivery

Gap 3
Customer-Driven Service Designs and Standards

GAP 4 : Internal Communication Gap

Service Delivery

Gap 4

External Communications to Customers

Gap exists.
Reasons: Lack of education for customers Lack of Internal marketing. Absence of customer expectation management through all forms of communication.

Reliability
Most movies started as per the timings Munches are properly served as promised The seats are relaxing as promised Amenities, plaza are well

Assurance
The server know about all the combos The ticketing person books the ticket without err The sales person gives ongoing reviews of the movie The gate person guided to the right seats

Responsiveness
The attendant is available whenever required Whenever there is a conflict, it is resolved quickly The telephone help-line respond when called The munching order was ready quickly.

Empathy
The gate attendant has an affable deportment The reservation assistant is courteous at all times The manager give individual attention for any help required The employees considered all the appropriate needs

Tangibility
The screens are fully HD quality & 3D capable. The sound is clearly audible and not too loud or slow The staff is well groomed The seats in the hall are comfortable The waiting lounge area and facilities are engaging The rest rooms are clean and equipped