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Premier Cinema Kelly Hecht, Emmett Corboy, Maria Tagle.

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Presentation on theme: "Premier Cinema Kelly Hecht, Emmett Corboy, Maria Tagle."— Presentation transcript:

1 Premier Cinema Kelly Hecht, Emmett Corboy, Maria Tagle

2 Table of Contents Industry Background 4 Company Snapshot 5
Brand Review Competitive Review Buyer Analysis SWOT Analysis Marketing Goals Target Market Promotional Program Situation Analysis Review of Past/Existing Programs Before & After IMC Objectives & Strategies Positioning & Campaign Theme Creative Recommendations Objectives for Advertising Sales Promotions Recommendations Direct Marketing Recommendations Internet/Interactive Recommendations PR Recommendations Personal Selling Recommendations Campaign Flowchart Measurement & Evaluation Budget Summary Conclusion

3 Executive Summary Target Audience: Families & young adults
Time period: Launch campaign in January 2010 Opening date goal: July 2010 Objectives: Excite the public for a new theater experience Theme/Slogan: “Experience the spotlight. Treating moviegoers like the stars (Red carpet treatment) Overall Budget Total: -- million Media Used: TV Ads, print ads, billboards, radio spots, direct mailings

4 Industry Background (MPAA)
Size (2007) #of Teens/College-age moviegoers : 48 million # of year-old moviegoers: 47 million Growth: Negative (July ’06-July ‘07) 12-24 year old movie-goers decreased 3% 25-39 year old movie goers decreased 7% Current Trends: overall decrease in attendance increase in ticket prices slow growth in core demographic group Market share dominated by 4 main exhibitors Operate 19% of theaters, but control 42% of screens Macro-environment Factors/Issues: Economic: recession causing decreased disposable income and increased costs & prices Legal: increase in Black market activities to provide bootleg DVDs Technological: development of home theater systems, HD content, shorter time period between theatrical & DVD release Legal: FCC requirement for broadcasters to convert to digital  consumer movement to use grade televisions

5 Company Snapshot Brief Description Place in the Industry:
At Premier Cinemas, our goal is give the moviegoer the red carpet treatment as if they are the stars of the film. We will offer first-run movies, have a restaurant in every multiplex, and have a gift shop that sells movie memorabilia. To cap off the experience of being a star, there will be a red carpet leading to the entrance Place in the Industry: Premier Cinema is going to be a nation-wide chain of multiplexes holding 14 theaters in each facility. We will have to start out in limited, prime locations, but plan to grow to suburbs and other locations.

6 Brand Review Description Market share, sales, growth Strengths
Movies tend to wither during economically trying times. However, in this economy Premier Cinema will offer the top movie-going experience that will be worthwhile Market share, sales, growth For the last three years, the movie industry has brought in over $9 billion each year. That number has risen in each of the previous three years. Strengths The public is always willing to go see a movie. It offers a release from the everyday stresses of life. Weaknesses competing movie theaters may be able to offer tickets at a lower price than Premier Cinema.

7 Brand Review Continued…
Key Benefits stable industry that has been in business since the early 1900s Brand Image Premier Cinema will offer a new way for the public to go see and experience movies by treating the customer like the star. Positioning we are offering the customer a unique movie going experience that has never been offered before Perceptual Map Premier Cinema will offer a high quality experience at a reasonable price for the middle-class American.

8 Competitive Review Key Direct Competitors: other major theaters & brands Regal (Regal, United Artists, Edwards) Cinemark (Cinemark, Century) Carmike (Carmike) Indirect Competitors: black market (bootleg movies) substitutes for entertainment (plays, concerts) Home viewing options Internet sources Cable & TV 2006 2007 06-07 Sales Share % Change % Regal 1,727 18.2 1,832 19 6.1 AMC 1,442 15.2 1,598 16.5 10.8 Cinemark 847 8.9 906 9.4 6.9 Carmike 324 3.4 327 1 All other 5,147 54.2 4,993 51.7 -3 Total 9487 100 9656 1.8 Sales $ million Statistics provided by Mintel Overall Assessment Regal holds leadership in sales & screen count AMC leads sales growth (acquisition of Loews) Outside top 4, market is fragmented & market share is diminishing

9 Buyer Analysis User Profile
Demographics: most frequent movie goers are ages 12-24 Psychographics: attendance due to the desire for entertainment, appreciation of film, and/or a place to “escape” Behaviorist Factors: frequent movie goers attend a movie at least once a month Who buys? All demographics ages 12 and up Who influences purchase decision? Advertisers, peers, family members Decision Criteria Price Movie times & locations Available movies showing (quality: are there movies worth seeing?)

10 SWOT Analysis Strengths Weaknesses Opportunities
We offer a movie going experience that nobody else does Customer Full Treatment Weaknesses To compensate for our excellent service, the movie tickets will have to cost more than regular theaters Opportunities Tap into a market that traditionally looks more toward plays by offering more of what they are used to getting. Threats Competing movie theaters might begin to offer the same kind of service Competing theaters may be able to offer the same movie ticket for less money to somebody who is only interested in viewing the movie.

11 Marketing Goals Overall objective: To excite the public by providing a new, exciting, & enjoyable movie theater experience Increase overall attendance in order to: increase sales volume, market share, sales revenue, and ultimately PROFIT in order to compete with competitors Goals: Sales Volume (in millions): Based on AMC sales (mother company) and Regal sales (leading exhibitor) Market Share: 20% Increase AMC’s market share from 16.5% to surpass Regal

12 Marketing Goals continued…
GENERATE SALES REVENUE: PROFIT Annual Revenue: 7.5 million Box Office Receipts: $5.2 mil Concessions: $2.25 mil Advertising: $375,000 After including many costs (labor, facility), Premier Cinemas hopes to generate approximately 2.8 million gross profit annually - Gross profit based on Regal Cinema’s annual revenue and gross profit margins profit accounts for 28% of total revenue annually

13 Target Market Primary Target Market: Secondary Target Market:
Families and Young adults (ages 12-34) With making the customer the movie star, everyday ordinary families and young people would best fit this vision Secondary Target Market: Elderly Additional customers that exist outside of our primary target market who may or may not choose the movies as a preferred choice of recreation

14 Promotional Program Situation Analysis
Current Situation: Tired brand, bought out by AMC Theatres Company’s History: Family-controlled drive-in theater chain in the early 1950s Products and Services: Movie Theatre- first drive-in, then indoor theatres, then acquired hip, new graphics

15 Promo Program cont… Past Market Research: Competitive status:
Suggested people ate either before or after a movie and this led to partnering with restaurant brands Competitive status: General Cinema was competing with the major theatre chains including AMC, Carmike, Cinemark and Regal, and all the other chains out there Strengths: more personalized experience Weaknesses: lots of competition have less screens less outlets

16 Review of Existing/Past Programs
Originally drive-in theatre and as society started modernizing cinemas, built indoor theatres Past Promotion Mix: Created a joint venture with Cinema Grill. Goal was to provide excellent food service while showing a movie for $15 Sales for gift cards that year was $40,000 Strengths have a very unique, personalized experience most movie goers wouldn’t get elsewhere Weaknesses major competition with many more screens and outlets make it hard for Overall Assessment: Recently bought out by AMC in 2002, General Cinema (now Premier Cinema) became a dead brand that needs a new brand management team to revive it.

17 Before & After Premier Cinemas GENERAL CINEMAS…………

18 IMC Objectives & Strategies
Awareness Objectives: Increase exposure and awareness of Premier Cinemas by 50% by its opening in July 2010 Preference Objectives: Increase attendance by 65% in a 3 month period after opening Campaign Strategies: Increase exposure and awareness by using a large variety of marketing literature, such as direct mailers and radio spots Advertise in special interest magazines, on radio, TV Have an interactive website and in-store displays in related retailers. (i.e.: Best Buy) Sponsor events (i.e.: Oscars)

19 Positioning & Campaign Theme
*Positioning Statement: Premier Cinemas provides a unique “night on the red carpet” experience, offering high quality visual & sound systems, comfortable luxury seating, restaurant and bar, and exceptional VIP customer service. * Positioning Strategy: Premier Cinemas will be more than just a movie theater, it will be an total “night out” experience Theater Attributes: comfortable luxury seating, restaurant and bar, delicious concessions, retail store Price/Quality: Affordable prices for high quality products & service Competitors: While others offer a standard movie-going experience (i.e.- Regal), Premier Cinemas treats every customer like a star *Campaign Theme: A Night on the Red Carpet “Premier Cinemas…Where you’re the star!”

20 Creative Recommendations
Advertising Objectives: To increase awareness of the differentiated experience of customer as movie star To persuade target that Premier Cinemas are worth coming to and that the experience will prove worth the money to have a fun night out Advertising/Message Strategy: Attempt to illustrate and convince target that the Premier Cinema experience is unlike any other theater experience To promote the idea that our experience is worth the money and has greater value than any other normal theatre Participating in our experience will make you realize how fun a family outing can be and other activities will have a hard time looking as attractive and exciting

21 Advertising: Overall Marketing Objectives
Primary Target Audience: Families and Young adults Secondary Target Audience: Elderly, other movie goers Objectives: To establish clear brand identity to target market To increase advertising in rural and urban areas Strategy: Use celebrity/movie star sponsors to promote brand Use TV and radio ads to reach young people and families Increase print advertising in selected markets (i.e. internet) Advertising: Overall Marketing Objectives

22 Media Plan for Premier Cinemas
Jan ‘10 Feb ‘10 Mar ‘10 Apr ‘10 May ‘10 Jun ‘10 Jul ‘10 TV Campaign NBC & ABC Magazine & Print Entertainment Magazine Radio Spots Online/Website Media Plan for Premier Cinemas

23 Sales Promotions Recommendations
Target Audience: young adults and families Objectives: increase market share by 80% and increase sales 60% Budget- Rationale- add value to and give consumers incentives to choose Premier Cinemas over another theater Recommendations: Coupons Direct mailings Loyal Reward Program Membership card and gather points to earn benefits

24 Direct Marketing Recommendations
“Invitation” Mailings Prior to its opening, Premier Cinemas will directly mail “invitations” in the form of Oscar-like Envelopes “Bring this invitation and a guest to receive a free admission pass to the movie of your choice!” Tracking the number of used coupons allows us to measure its success Target Audience: Households (families, students apartments) Objectives: To initially establish and communicate the red carpet image of Premier Cinemas Rationale: Attractive mailings more likely to be opened and used Budget:

25 Internet Recommendations
Target Audience Young adults through Facebook & similar mediums Families through yahoo mail ads & similar mediums Objectives Reach target through relative and widely used outlets Budget  

26 Public Relations Recommendations
Target Audience: Media and movie-goers Objectives: Get publicity from newspapers, radio, and TV news that will build the brand awareness and generates consumer attention and awareness Host or sponsor an event during the Oscars, such as an after party that will create interest in Premier Cinemas Hold a press conference to announce the grand opening of Premier Cinemas answering all questions about the five star treatment customer will receive Budget:

27 Personal Selling Recommendations
Target Audience: Young adults and Parents Objectives: Establish a partnership with electronic retail and video rental stores that allows us to set up in-store displays Set up mall kiosks that allow us to directly answer any questions customers may have as well as directly distribute literature to the customer Gain customer interest through direct, face-to-face communication with them. Budget:

28 Campaign Flowchart *Opening of Premier Cinemas Place advertising
Billboards in major cities, print ads in entertainment magazines Event marketing: The Oscars Host/sponsor Oscar events (interviews, party) New Media Marketing Begin TV ads and Internet campaign Direct Mailings & Personal Selling (will overlap with launch) Send invitations, set up mall kiosks *Opening of Premier Cinemas July 2010 June 2010 March 2010 Feb. 2010 Jan. 2010

29 Measurement and Evaluation
give out coupons at our in-store displays, with our direct mailing pieces, and with print ads keep track of what percentage are cashed in Count # of hits using website counter Evaluation compare use of coupons to total number of customers. Looking at this will let us know who came because they saw our ad

30 Budget Summary Media & Production Sales Promotion Direct Marketing
Public Relations Sponsorship Endorsements Measurement & Evaluation Total $50,000 (screens & projectors) $10,000 $5,000 $25,000 $25,000 (celebrity PR) $130,000

31 Conclusion Ultimate Goal: Strategies to reach ultimate goal:
Provide a unique, valuable movie going experience Strategies to reach ultimate goal: Customer Value & Satisfaction: communicate a clear distinguished brand that embodies a “VIP, red carpet” theme towards our target market. Create solutions that address the current trends of decreased attendance to the movies through satisfying needs and wants of target Prior to the opening of Premier Cinemas, we will implement a range of marketing communication strategies in order to establish a unique image for the PC Brand. Through creating solutions that address the current trends of decreased attendance to the movies, we hope to meet the ultimate need of our clients: providing value for a unique movie going experience


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