Priya Village Roadshow (PVR) Cinemas is one of the largest cinema chains in India.

The company, which as a joint venture agreement between Priya Exhibitors Private Limited and Village Roadshow Limited in 1995 with 60:40 ratio, began its commercial operations in June 1997 with the launch of PVR Anupam in Saket, India's first multiplex. By introducing the multiplex concept in India, PVR Cinemas brought in a whole new paradigm shift to the cinema viewing experience: high class seating, state-ofthe-art screens and audio-visual systems.

STP SEGEMENTATION Premium Customers PVR Gold Urban PVR Cinemas Non metro (Tier 2 and 3 cities) PVR Talkies TARGETING Urban and semi urban middle and upper middle class audience POSITIONING A commitment to deliver the best quality cinema viewing Every Where, Every Time

SWOT ANALYSIS

STRENGTH First mover advantage in multiplex business in India Develop and operate state-of-the-art multiplexes to create superior quality ambiance Usage of technologically updated systems like Dolby stereo sound system, Digital Cinema technology, Xenon technology etc. Gained exclusive rights to screen blockbusters from major distributors mainly Warner brothers, 20th century fox etc. Largest multiplex operators in the world with more than 1500 screens under operation Very strong brand equity and Blend of retail and entertainment

WEAKNESS Ticket sales at higher prices Customer retention over longer terms Parking problems Lack of customer feedback for improvement of services

OPPORTUNITIES Extend relationship with village road shows Growing family spending on entertainment Large film industry with more than 200 films released each year More offers to retain PVR Loyalists Venture into business of film distribution Expand business by increasing number of screens and targeting wider audience Collaborate with networking sites and Franchises

THREAT Blooming competition from similar multiplexes Governments interference with entertainment tax Consumer resorting to other ways of entertainment Piracy and economic slowdown may affect industry Movie playing spoilsport to brand of multiplexes

7 PS OF SERVICE MARKETING MIX OF PVR CINEMAS

1. PRODUCT The core benefit is the MOVIES that a customer comes to a cinema hall along with the attendant experience of PVR Cinemas. Thus, we can say the following are the expected product in the case of PVR: Luxury Cinema. Bulk Cinemas. E-Booking and Tele Booking. Parties at PVR. Movie newsletter and vouchers.

PVR Cinemas also provides a reliable and responsive service package which includes many tangible elements such as well maintained movie halls, restrooms and trained employees who handle their duties with empathy. 2. PRICE PVR when it initially started off had a huge advantage of being only one of its kind in Delhi to begin with. Therefore they could charge a higher amount 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 PVR, 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. 125(for evening shows) and Rs. 90(for morning shows) have gone upto Rs. 150 and Rs. 100 respectively. New weekend releases are priced at higher rates ranging from Rs.250-Rs.300 according to the seating preference.

PVR Priya has a slightly different pricing system which varies from Rs.45 to Rs.150 for different slabs of customers. The pricing at elite PVR Cinemas such as PVR Europa is Rs. 160 and Rs. 750 for a Gold Class ticket. It offers superior ambience, environment, seating, viewing etc. in the sum. 3. PLACE The factor of location is very important keeping in view the potential markets in terms of channel selection and distribution. All PVR cinema halls are stationed at good locations in the city. This enables them to gather a number of footfalls every day. PVR opens its outlets at eventful yet untapped locations. PVR has no other channel of distribution, as their service is sold solely at their chains. The only intermediary is the Indian as well as international movie distributors to procure their movie prints. 4. PROMOTION Promotion is a very vital part of the marketing mix especially in the case of services. PVR 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 press releases. They are also in collaboration with cellular services like Airtel which have SMS and win contests which promote both brands significantly and give out free tickets to the lucky customers. PVR hosts various premier shows with leading movie stars visiting the cinema. VISA PVR Offer PVR customers who use Visa Platinum, Visa Signature or Visa Gold cards who buy cinema tickets through http:// www.pvrcinemas.com/ will receive one free ticket out of every two tickets purchased 5. PEOPLE PVR makes all employees train at different levels from time to time Teaches employees to be helpful, polite, and courteous to all customers and co workers Report customer grievances to managers Strict on rules on no smoking, drinking on job etc. Very great importance is given to person hygiene and appearance clean uniform and shoes. Not allowed to make a gesture to ask for any sort of a tip / gift from customers. Job performance evaluation at the completion of first 90 days of Employment All trainees are made to train at all departments like ticket sales, computer ticketing telebooking, sales enquiries, customer service ,skills, cash handling sales, credit card sales etc.

On the occasion of Children's Day 2005, PVR created a remembrance for children from PVR's Housekeeping Attendants, Projectionists, electricians, with the movie IQBAL.

6. PHYSICAL EVIDENCE

7. 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.

First to offer cinema tickets on Internet with online payment gateway for payment. PVR was the first to install surround sound and Dolby in Delhi. Gurgaon 7 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.