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Neha Gupta
ENTERTAINMENT
INDUSTRY
PVR -
BRINGING SMILES
Kalyani Burkul 09
Seema Dhage 15
Priyank Mehta 27
Nisha Pujari 37
01
01
Nishant Ahugiya
Estimated to grow from INR 646 billion in 2010, at 13.02% for next 5
years to reach INR 1198.19 billion in 2015.
Indian Film industry is the largest film industry in the world in terms of
number of films produced and admission each year.
Indian film industry was accorded the status of an industry in 2000.
There were 107 bollywood releases in 2011.
Indian Film industry is expected to grow at 9.3% over next 5 years,
reaching to INR 136.5 billion in 2015 from the present INR 87.5 billion in
2010.
There were 215 Hindi releases in 2010 as compared to 235 in 2009 and
1059 regional releases (Tamil, Telugu etc.) in 2010 as compared to 1053 in
2009.
As of 2010, there are approximately 9000 single-screen theaters along with
200 to 250 multiplexes having around 950-1000 screens across India.
pvr
PVR
VISION :
The company's long-term vision is to remain
India's most premiums and most preferred
Retail Entertainment Company
HISTORY
March 1974, PEPL Started with single screen cinema hall.
1990, A set back to businesses of Cinema Halls.
Renovation of Priya Theatre (PEPL) at a cost of Rs. 4 Million.
April 1995, PEPL Joint Venture with Village Roadshow Ltd.
(VRL), forming PVRL (Priya Village Roadshow Ltd.)
Inscription of PVR Movies First Logo.
The first multiplex cinema in the country PVR Anupam in June
1997 at Saket, New Delhi.
PROGRESS
2003 04, Grand Opening of 7 Screen Multiplex.
Came up with the IPO in 2005
Largest Multiplex with 11 Screens in Bangalore 2006.
Launch of PVR Cinemas, Hyderabad 2006.
26 Cities, 108 Screens The Growing Chain Nation wide.
Joint Venture with K Sera Sera & Factory The first of its
kind.
PVR entered into a JV with Major Cineplex Group in 2008
based in Thailand for setting Blowing Alleys, Ice Skating rinks,
Karaoke Centers and gaming zones.
PRESENT
India consists of 37 Cinemas with 162 screens spread over 21
different cities
Delhi, Faridabad, Gurgaon, Ludhiana, Ghaziabad, Mumbai,
Kolkata, Bangalore, Hyderabad, Chennai, Lucknow, Indore,
Aurangabad, Baroda, Allahabad, , Ahmedabad, Udaipur,
Chandigarh, Surat, Latur and Raipur.
FY 2011 the PVR brand has been successful in entertaining
more than 19 million esteemed patrons
Today PVR Cinemas contributes 20-25% of domestic box
office collections of any leading Hollywood movie and 12-13%
of any leading Bollywood movie, highest across the Indian Film
Exhibition space.
Contd..
It has also successfully forayed into retail entertainment formats
such as bowling Centres with BluO- India's largest 24 lane bowling
centre which was set up in Gurgaon in 2008.
The movies co-produced by PVR Pictures include "Taare
Zameen Par", "Jaane Tu Ya Jaane Na", "Aisha" etc.
Movies distributed by PVR include "Ghajini", "Golmaal
Returns", "Sarkar Raj", "Lions of Punjab", "Tum Mile", "Aviator",
"Chicago", "Hannibal Rising", "Don", Twilight Series", " Action
Replay" to name a few.
FUTURE
Definite plans to grow multifold over the next 3-5 years
with plans to set up 300 screens and expand to 40 cities
from 20 cities at present.
The company also aims to set up more bowling centres,
ice skating rinks and expand its presence in key cities and
become a dominant player in the Retail entertainment space
at pan India level.
PVR Policies
PVR Pictures ,entered into Film Coproduction
JV with Major Cineplex PVR Blue O
Entertainment
Off season renting out
7 PS PRODUCT
PVR Cinemas, one of the leading cinema chains in the country with over
108 screens in 26 different cinemas spread across multiple locations.
State of the Art Technology that enhances the whole experience of
watching a movie-the great picture quality, sound system etc.
What you Get ?
The bright red colors in the interiors to glittering gold in
the foyer.
Comfortable seats with more leg-room.
Refreshments serving staffs in the theatre itself.
High Class audio-visual quality.
PRICE
CONTD..
PVR Premiere screens, which would be high end luxury screens with an
ATP beyond Rs200.
Middle upper market and premium
location in metros.
CONTD.
CONTD.
PLACE
Delhi
Latur
Gurgaon
ludhiana
Faridabad
Lucknow
Ghaziabad
Indore
Mumbai
Aurangabad
Bangalore
Baroda
Hyderabad
PROMOTION.
MEMBERS ZONE
CONTD.
MULTIPLEXES DRESS UP
FOR PARTIES
PROCESS
It was the first cinema company to introduce computerized ticketing
through use of international box office software in its cinemas; first cinema
to accept credit cards in India against tickets; and the first to offer cinema
tickets on Internet with online payment gateway for payment.
The company had a turnover of Rs 41 Crores in 2001-02, which is expected
to rise to about Rs 60 Crores in 2002-03, and with the growth envisaged,
the turnover in the next 3 years is expected to be over Rs 250 Crores.
CONTD
PEOPLE
PHYSICAL EVIDENCE
Though customers cannot see a service, but they can definitely see various
tangible clues of the service offer like facilities, communication, objectives,
employees, other customers, price etc.
Exterior
The movie hoardings, movie schedules, computerized
service, glass entrance, PVR
banner, deign of PVR building, parking etc all contribute to the external environment
Interior
Seats, color coordination and combination (blue in case of PVR), hygienic wash rooms, candy
bars, corridors, stairs, sound and visual equipment, design of the hall, ambience etc are all
included here
Attention to detail and stress on high quality cinema viewing experience is evident from the
unique seating arrangement that ensures unobstructed viewing from anywhere in the
auditorium.
CONTD.
SWOT ANALYSIS
STRENGHTS
Film Distribution
First Mover Advantage
Largest Multiplex Operator in India
WEAKNESSES
Increasing Competition
Lack of Customer Feedback for further Improvement of Services
OPPORTUNITIES
Growing Business
Film Distribution
Franchising
THREATS
Distributors
Govt. Regulations
SEGMENTATION
,TARGETING &
POSITIONING
SEGMENTATION
PVR Cinemas has approx. 22 million movie goers per
month
PVR segmented the market as
Demographic Segmentation As per Age ,Income & Education
Psychographic Segmentation - As PVR Movie Goers are people
with high resources and can be classified as Experiencers
who seek variety and entertainment and Spend a comparatively
high proportion of income on fashion, entertainment.
Consumer Behavioral Segmentation - Usage rate: 1/3 of the
population attends the movies one or more times per month
TARGETING
Targeted Metro and Non Metro People
In Metro ,targeting Premium customers by providing PVR Gold
and Urban customers by providing PVR Cinemas
In Non Metro, targeting tier II & tier III cities by providing PVR
Talkies
Age: between 18 and 49
Income: Having income 40K and above per month
Education: College degrees or higher - as more than 50% of
movie-going audience are adults and out of these adults, 37%
have college degrees or higher
POSITIONING
PVR had, and still has a very well planned market
position
Positioned as Premium Class
Premium positioning affects the customers perceptual
positioning
PVR comes across as a superior brand in terms of
cinema viewing as well as the experience
External Marketing
Interactive Marketing
PVR Firsts
First to launch a multiplex in India - PVR Anupam Saket, Delhi
First to launch India's biggest 11 screen multiplex - PVR, Bangalore
First to bring premier movie viewing to India with the exclusive
Europa Cinema and Lounge at PVR Gurgaon
First to introduce Gold Class Cinemas in India at PVR, Bangalore
First to form a foreign joint venture with Village Roadshow, Australia
First to receive institutional funding in the cinema industry - from
ICICI Venture
First to offer computerized & online ticketing
First to accept credit cards in cinemas
First to introduce mobile based information & ticketing service
First to launch a loyalty program for movie-goers in India
First to launch 'Movies First' - a monthly magazine that updates the
movie lovers on the latest happenings in Bollywood and Hollywood.
PVR has also ventured into the business of film distribution and set up PVR
Pictures, a fully-owned subsidiary of PVR Ltd. PVR Pictures specializes in
acquisition and local distribution of films
Gap Analysis
Technological Innovation
Once inside...Service must match the price charged
Outlets are few in number
Recommendations
Foray more into technology, Like imax by adlabs,
Less price for first two rows, food and beverage should
be reasonably charged, more leg space between the
rows, and more variety of food.
There should be many outlets at convenient places along
with ATM facilities.
More of entertainment and less of advertisement.
Expanding reach: promotional campaigns once or twice
in a month.
Riding high on sport
Future Plans
PVR
ZOO
M
PVR ZOOM
It comes with more leg
room
It makes you go vroom,
Its a place for all the
fun n dhoom,
So jab aana ho ghoom,
It has to be PVR
ZOOM.