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Priya Exhibitors (p) ltd is a part of the diversified Bijili Group, which has
interests in transport, finance and construction sectors all over India. After a downturn in the industry in late 80s when the onslaught of video wars at its peak cinema has now been rejuvenated with the latest international trends in cinema exhibition reaching India‟s shores swiftly with the arrival of satellite TV. The capitals cosmopolitan audience is becoming increasingly aware of the advanced cinematic technology that enhances the movie going experience and this has whetted their appetite for watching movies on the “big screen “.
To cater to the increasingly sophisticated tastes of the audience Priya exhibitor Pvt Ltd. totally refurbished the existing cinema in June 1991 including installation of a Dolby stereo sound system. They also gained exclusive rights th to screen blockbusters from major distributors mainly Warner brothers, 20 century fox, united international pictures, small wonder then that the cinema has become the focal point for entertainment in the capital for both the young and old attracting over 30,000 patrons a week. Infact, “Speed” set a national box office world record of Rs.785000 in its first week of screening at PVR (the highest ever for an English film), which is remarkable considering the relatively low price of a cinema ticket in India.
Buoyed by the overwhelming success of the cinema after upgrading, Priya exhibitors ltd have taken he next initial step for setting up the first multiplex in the country in a joint venture with Village Roadshow Ltd, Australia‟s leading entertainment corporation. PVR is a brand name synonymous with state-of-the-art cinema exhibition in India. PVR specializes in developing and operating state-of-the-art Multiplexes. PVR Cinemas are the leading cinemas in the country with an emphasis on design, technology and service. Over the last three years, PVR has established itself as a very strong brand associated with movies, quality exhibition and youth-targeted promotions.
The company was conceived as a Joint Venture between the Bijli family, headed by Mr. Ajjay Bijli as Indian Promoters and Village Roadshow Limited of Australia, one of the largest multiplex operators in the world with more than 1500 screens under operation. PVR AS A BRAND PVR has successfully assimilated the Standard operating business and operational practices of Village Roadshow and set new standards in the quality of exhibition in India. The quality of cinema viewing has made the PVR brand synonymous with high quality cinema viewing in the country. This has enabled them to enter into strong corporate alliance partnerships and co-marketing exercises with leading brands like Pepsi, Evian, Samsung, Whirlpool, Hero Honda, Bharti, American Express, Master Card, Pizza Hut, Cadburys etc. This has generated additional steady stream of revenues for the company.
Hedged on Real Estate
Service Model No Real Estate Investments Rentals: Lower fixed rentals, due to advantage of anchor tenancy in a Mall and in a few cases revenue linked variable rental Better Lease terms due to recognition as anchor tenancy Enhanced Footfalls Ticket Sales Candy Sales Corporate Alliances, Sale of Media spaces
Anchor Tenant in FECs
Widened basket of revenue
Village Road show‟s inability to support the growth plans of PVR. As part of their worldwide strategy. . PVR was exposed to best business and operational practices in the Cinema Exhibition industry and was able to revolutionize the way to go to cinemas. though Village Road show exited as a joint venture partner. Village Roadshow was undergoing a strategic and business restructuring worldwide.RELATIONSHIP WITH VILLAGE ROADSHOW In 2002. the excellent relationship between both companies continues and is reflected by the fact that PVR continues to have an exclusive long term technical and marketing services arrangement with its erstwhile partners on a long term basis. the Indian promoters offered to buy out the Village stake and the joint venture was mutually decided to be terminated in June 2002. However. During the 5 years of joint venture with Village. including India. they decided to concentrate on the Production business and on Exhibition business only in those territories where they have majority control and have the critical mass of screens. In line with this strategy they exited from almost 20 countries worldwide.
West Delhi Movies becoming bigger than the brand .SWOT ANALYSIS STRENGHTS First mover advantage in the multiplex business in India Updated technology Premium positioning Plays Hindi. Regional & foreign movies Locational strength Ambience Started the concept of „a complete movie going experience‟ Market leader Very strong brand equity TOM recall „Original‟ multiplex Blend of retail & entertainment WEAKNESSES High cost perceptions T.A very specific (not mass service) Disjointed images for all PVR properties Customer retention Parking problems OPPORTUNITIES First mover advantage Growing family spendings on entertainment Large film industry – over 200 hindi films every year PVR loyalists THREATS Competition blooming large Government‟s interference Entertainment Tax Other Multiplexs as competition Other ways of entertaingment Accused of increased crime rate PiracyNo control over surroundings eg. English.
Targeting and Positioning Segmentation On the basis of customer preferences. that out of the entire masses they have clearly defined their target audience and aim to cater to them.Segmentation. This is owing to the fact. PVR is a Concentrated . Also. we may classify PVR under the Clustered category .
“PVR Movie Buffs” generally have the following major tendencies:-Go outside the home for entertainment Participate in sports and other active lifestyles -Hard to reach through other traditional media -lighter television and radio users. 37% have college degrees or higher Consumer Psychographic Segmentation PVR Movie Goers are people with high resources and can be classified as “Experiencers” who seek variety and entertainment. but heavy internet users -Receptive to advertising in movie theatres. .Market because they only cater to the premium movie-going audience i. Spend a comparatively high proportion of income on fashion. 22 million movie goers per month Consumer Demographic Segmentation Age: 61% between 18 and 49 Gender: 47% Males / 53% Female Income: 61% have income over 50K Education: 55% of adult movie-going audience has attended/graduated college*.e. Of these adults. entertainment. PVR Cinemas has approx. SEC A and SEC B. consider as part of their movie going experience Consumer Behavioral Segmentation Usage rate: 1/3 of the population attends the movies one or more times per month. and socializing.
HOW? 1. placement. What are the important buying criteria? – Price. How long does the buying process take? – Simple and prompt 3. How much do they buy in one transaction? – Almost always more than 1 ticket. How does customer buy the product? – Online / Telebooking / In person 2. quality service. What function can the product perform for the customer? – Entertainment. there is no change in the amount of customers that PVR receives. . Depends upon the person. status symbol. premium positioning. day. 5. movie playing. How do the various marketing mix elements influence the customer at each stage of buying? – (Explained later in the report) 4. month etc. 6. day of the week. Factors influence PVR‟s demand? – Price. 2. ambience. What benefits that the customer seeks? – Complete movie-going experience. 3. Even when all tickets are now priced at Rs 145. risk of being in an emergency like fire at the theater. 4. movie. How much would they be willing to spend? – PVR had started with tickets being priced at Rs 125 with special counters available for tickets worth Rs 7. time of the day. How does product fit in to their lifestyle? – Entertainment product for the premium. which means that people are willing to pay. What risks does the customer perceives – risk of being overcharged.WHAT? 1. 5.
It‟s positioning is evident in its mission statement also which says “A commitment to deliver the best quality cinema viewing Every where. are two ultra luxurious exclusive auditoriums. each equipped with 32 plush and fully reclining seats and generous legroom. Patrons can also enjoy star like treatment at the exclusive Gold Class lounge which provides an excellent pre cinema experience with scrumptious food and beverages PVR Priya of PVR‟s chain use Differentiation method for pricing. SEC A). Also. Every time. It practices different price slabs for different target audience. it is the task of its marketer to ensure that PVR comes across as a superior brand in terms of cinema viewing as well as the experience. For instance. they decided on their marketing strategy and pricing. PVR has brought to its customers the experience of Luxury Cinema. PVR has premium pricing and they target mainly SEC A and SEC B. keeping the target market in mind. Positioning PVR had. and still has a very well planned market position. Therefore.Targeting PVR being the first of its kind has always been a market leader and therefore its offering to the customer is Innovative. PVR witnessed tremendous success Europa Lounge in Delhi.e. they have tickets ranging from Rs 45 (for the youth) to Rs 140 (for the upper class i. PVR Cinemas has also recently introduced the concept of luxury viewing to Bangalore. Its premium positioning affects the customers perceptual positioning. since some of the other movie theatres (which are not multiplexes) are still offering movies at rates as low as Rs 35. In case of PVR. they make use of all their tangible elements to prove to their customers that their movie tickets are worth the price they are paying. Gold Class Cinemas have been introduced for the first time in India. PVR uses the concentrated method as they have target a much focused audience out of he entire masses.” .
First. After the tremendous success of Cinema Europa in Delhi. the tangible component is nil or minimal. Patrons can also enjoy star like treatment at the exclusive Gold Class lounge which provides an excellent pre cinema experience with scrumptious food and beverages. intangible or both. In case of services. hygiene. Therefore while developing a service product. are two ultra luxurious exclusive auditoriums. PVR Cinemas has introduced the concept of luxury viewing to Bangalore as well. there is no or very little tangible element because of which they are considered as benefits. candy bar etc. The expected product in PVR‟s case would be ambience. on the contrary. 5 product levels are as follows: Core Benefit is the MOVIES that the customer comes to a cinema hall for. . Bulk Bookings There are special arrangements for bulk bookings (of twenty or more tickets) done by corporates. along with the attendant experience of PVR. parking. each equipped with 32 plush and fully reclining seats and generous legroom. a service is a bundle of features and secondly. In services. Gold Class Cinemas have been introduced for the first time in India. Details can be filled online and PVR executives themselves get in touch with the concerned people. good service. which are offered to the target market. it is important that the package of benefits in the service offer must have a customers perspective. there benefits and features have relevance for a specific target market. PVR has augmented its product offerings: Luxury cinema PVR has brought to its customers the experience of luxury cinema.MARKETING MIX – 7 Ps SERVICE PRODUCT/ SERVICE PACKAGE A product (in the marketing context) may be tangible.
it has also come out with an online newsletter called „PVR Wire’ is directly mailed to the subscribers and can also be downloaded from their website.E-booking and tele-booking PVR also provides the factility of e-booking. They have also launched a movie magazine called „Movies First‟. which was first started by PVR. They have made PVR a wholesome entertainment experience than just a movie watching spree. The vouchers are available in denominations of Rs 100 to Rs 350 and a minimum of 25 coupons needs to be purchased to avail of the offer. It also offers telebooking Parties at PVR PVR has also started helping customers in planning birthday/kitty parties at PVR. Many corporates have also started using these as incentives and rewards for their employees. Movie vouchers They have also taken out the unique concept of movie vouchers which people can use as gifts. . Movie newsletter and magazine To keep its customers hooked on to movies and to PVR. it has now been copied by Satyam cineplexes as well.
PVR is a very well established brand name. It is important to note that facilitating 3services ate mandatory and if these are left out. Quality Assessment through RATER in case of PVR Focused on developing a procedure for quantifying customer‟s service quality can be measured in following dimensions: Reliability – Ability to perform promised service dependably and accurately. and the audience is given excellent experience of the basic product i.The following options are available in Delhi/NCR The Delhi PVR Movie Money Voucher costs Rs 150/.for food and beverages (optional) THE SERVICE PACKAGE The “package” concept of services product suggests that what you offer to the market is a bundle of different services.e. the movie as well as the other elements involved. Yet another type called supporting services. the entire service would collapse. don‟t facilitate the consumption of core services but are used to increase the value and thus differentiate from the competition. tangible and intangible.+ Rs150/. Hence. it is very much capable of good delivery of the .and is valid right through the week across all cinemas (except PVR Gurgaon Cinema Europa) PVR Gurgaon (Cinema Europa) PVR Movie Money Vouchers cost Rs 160/The following options are available in Bangalore Classic Mon -Thur : Rs 100/All Week (including Weekends) : Rs 130/-Europa Mon -Thur : Rs 130/All Week (including Weekends) : Rs 150/Gold Class All Week (including Weekends) : Rs 350/. but there is a main or substantive or „core‟ service and around it are built the auxiliary/peripheral/facilitator.
categories of price may be profit oriented. competition or customer oriented. PRICE To many customers. Tangibility – Appearance of physical facilities. the delivery of the tickets is made well before the show timing at the customer‟s doorstep. the employees of PVR Cinemas are always very helpful and provide the customers with good assistance whenever needed. personnel etc PVR movies have a lot of tangible elements present like the employees (staff). . Since PVR is a high contact organization. Even though in a service like this customization is not possible. PVR movies being a service. heavily relies on its employees. Empathy – Caring. They are well trained and are definitely able to convey the confidence that the brand name represents. government controlled. The employees are well trained. But the characteristics of services do influence the pricing and therefore different methods of pricing are followed in their case. If a customer places an order via telebooking / online reservation etc. all employees deliver a very helpful attitude towards the target audience. equipment. From the employees made to sit at the ticket counter to the employee that guides customers to their respective seats in the cinema hall. rest rooms etc. The employees of PVR are fast and prompt at delivering their service and are taught to cause as less inconvenience as possible to the customers. as they are the only mode of direct communication made with the customers. high price means high quality. the candy bars. There is no flaw in the quality of the service and is always delivered on time. Assurance – Knowledge and courtesy of employees and their ability to convey truth and confidence. the movie halls. the employees are well trained in all areas regarding customer interaction and courtesy.service it provides. all of which are highly maintained and well kept. individualized attention to the customer. Within these. Responsiveness – Willingness to help customer with prompt service. Services pricing follows the price and practices of pricing of goods and therefore are either cost based or market based.
environment. PVR Priya has a slightly different pricing system. It offers superior ambience. it is the task of its marketer to ensure that PVR comes across as a superior brand in terms of cinema viewing as well as the experience. Also. even though the government in the past regulated it. we may say that the pricing as well pays a strategic role in their marketing plans. Even in slighter crowded shows.PVR when started off had a huge advantage of being the only one of its kind in Delhi to begin with. they decided on their marketing strategy and pricing. The pricing at PVR Europa is Rs 160 and a Gold Class ticket is charged at Rs. Hence. viewing etc in the sum. the factor of . This high pricing helped them make maximum gains. The high pricing however has not led to any change in the footfalls that PVR gets. they could charge a higher amount to its target audience. This allows PVR as the market leader to set its own prices. which varies from Rs 45 to Rs 150 for different slabs of consumers. since some of the other movie theatres (which are not multiplexes) are still offering movies at rates as low as Rs 35. 750. PLACE / DISTRIBUTION Services are generally created and delivered to the buyer at the same time. keeping the target market in mind. PVR had. The movie theatres market is a Free Market. as they did not hesitate to pay the sum for the new concept. therefore creation of time and place utilities is a vital function in services marketing. In case of PVR. and still has a very well planned market position. they make use of all their tangible elements to prove to their customers that their movie tickets are worth the price they are paying. Also. seating. Its premium positioning affects the customers perceptual positioning. Therefore. Therefore. the occupancy rates as low as 35% reaches PVR‟s break-even points. This has been done to mainly attract the youth and to keep the concept of movie going still affordable at one of its chains. Prices that had originally started from Rs 125 (for evening shows) and Rs 90 (for morning shows and weekday plans) have increased to a high of Rs 150 and the lowest is Rs 100. Irrespective of middlemen or direct sales channel.
PVR Pictures. Newline Cinemas etc. Chicago . The issue of location here plays a very important role. by way of whom they acquire the movies. PROMOTION Promotion is a very vital part of the marketing mix especially in the case of services. which gathers a large number of footfalls for them every day. as their service is sold solely at their chains. the company sees a great opportunity to fill up these upcoming multiplex screens with Hollywood titles.location keeping in view the potential markets is the most significant in channel selection and distribution. Wedding Planner . The only intermediary involved for procuring movies are Indian as well as international movie distributors. that are not represented in India through their own offices. as he has to pay for it pre-experience. They do not follow any franchisee outlets. PVR does not have any other channel of distribution. followed by which (as we saw in case of Anupam PVR Saket) other retail chains get opened around it as well. To . PVRs usually open at an eventful yet untapped location. Therefore. honesty and sincerity to win the buyers‟ confidence in sellers‟ abilities to deliver the service efficiently. Choclat . The customer needs to trust or have belief in the service. By virtue of its strong brand equity and partnerships with major independent Hollywood studios like Miramax. With the advent of the multiplex revolution across the country. even though they indulge in ticket sales online and via telebooking. Distribution of Movies The Company has also recently forayed into the Distribution of Hollywood film titles in the country through its 100% subsidiary. it is very important to sell the service in the best possible way. Usually the objective of promoting a service may be to create a brand image. establish a personal relationship with the client and to create an impression of competence. PVR has managed to procure and distribute titles in the country. Spy Kids 2 . The company has successfully distributed major Hollywood titles like Rush Hour 2 . Makdee etc. as all PVR Cinema Halls are stationed at good locations in the city. Their places are always well situated and are well linked.
as it is usually not possible to use the conventional promotion tools like advertising. the youth. unions and interest groups are important. 3rd parties like government. they usually have contests pertaining to latest festivals like Valentines Day. PVR also has a host of online promotional contests associated with movies The latest one relates to the film King Kong. PVR as a brand indulges into print advertisements on every Friday giving out the latest movie schedules. corporate identity programs have relevance. New Years Eve. Hence there is a strong element of PR involved.promote these. as they are capable of influencing market access.e. banners etc help promote the concept of movie viewing as well as PVR as a strong and successful brand. event management. Organizing Star Events on Premiers of movies like „Kuch Kuch Hota Hai‟ helps PVR relate better with its target audience i. Promotion activities like community relations. They are also in collaboration with cellular services like Airtel have SMSand-win contests and give out free tickets to the winners. Any new developments are communicated to the audience via press releases. Apart from that. The whole PVR banner and its exterior environment including movie hoardings. Oscar Movies Week etc. Also. . media blitz. the marketer generally employs indirect selling techniques. PVR attracts a lot of commercial shooting / media coverage via programmes etc which promotes it as a brand in a big way.
. A funfilled afternoon was organised at PVR Saket on 3rd Nov'05 during the show of animated movie „Hanuman‟. PVR organized a rendevous with French Cinema from 21st-27th October 2005. along with others as PVR Gurgaon geared up to host and experience the amalgamation of French movies with the multiplex magic. Naraina.Katrina Kaif and Nandita Das lit the star studded opening ceremony. Given below are a few such recent promotions: The star cast of Akbar Khan's resplendent 'Taj Mahal' visited PVR EDM. bedazzling the audiences on 21st N ov'05. Celebrities were invited with their kids.PVR also hosts premiere shows with leading movie stars visiting the various PVR cinemas. The glitterati from the film fraternity including Salman Khan. Vikaspuri and Saket. They also host numerous fun events for children while screening animations etc.
It also organizes socially responsive events. In collaboration with MSN. PVR had a contest for „Bend It Like Beckham‟ and gave out 2 free tickets to winners for an entire week. The event was held in alliance with Cancer Patients Aid Association (CPAA).000 Radio City 91 FM listeners responding to the Challenge. The response was overwhelming. running on Radio City for two weeks now. on 22nd September '05. PEOPLE EMPLOYEES. were present to greet the children and grace the occasion. with over 5. Manpreet Brar. It organized a movie screening for the children of „Kutumb Foundation‟ on children‟s day. Celina Bijli. dares listeners to send in entries on the wackiest thing they would do to win a car (Maruti Alto). CUSTOMERS and OTHER CUSTOMERS Service must be fully developed and internally accepted before its launched. PVR Plaza celebrated the Rose Day with cancer afflicted patients. retaining employees Measure & Reward Stress team play Prepare to Leverage freedom perform Know Offer a vision Compete in the customer factor . Ajjay Bijli-MD PVR Cinemas. Celebrities like Sushma Seth. and Radio City 91 FM. a pioneer in multiplex development and the largest cinema exhibition company in India. Anita Kaul Basu and Shivani Wazir Pasreecha and Mrs. The PVR City Challenge contest." Other promotions: This was the challenge thrown at Delhites by PVR Cinemas. motivating. Attracting. developing. wife of Mr.
it is made sure that all employees represent PVR in the best way possible and sell it as a strong and well-established brand. credit card sales etc. All employees are taught to deal with safety problems like accidents. Given bright blue uniforms – represents PVR. polite. customer service skills. Job performance evaluation at the completion of first 90 days of employment. Gives 10 national holidays to employees Makes all employees train at different levels from time to time Teaches employees to be helpful. cash handling sales.e. spouse etc. This is done to ensure uniformity of appearance and to project a well kept image. Certified first aid course given to all employees All trainees are made to train at all departments like ticket sales. drinking on job etc. fire. telebooking. bomb threat. Not allowed to make a gesture to ask for any sort of a tip / gift from customers. All .PVR indulges in the following for their EMPLOYEES: Complimentary ticket on payment of entertainment tax amount at any point of time (2 days in advance) to the employees. armed robbery etc. They are given personalized badges – symbolizes that the employees pride themselves on being a part of the PVR family Very great importance is given to person hygiene and appearance – clean uniform and shoes. Special well kept rooms for the employees Lastly. parents. computer ticketing. They are evaluated once a year on their anniversary of date of joining by individual superiors and records regarding employees‟ progress are evaluated. courteous to all patrons and co workers – enthusiasm and cheerful Report customer grievances to managers Strict on rules on no smoking. subject to availability. sales enquiries. Tickets to employees are given for: o 1+1 oneself and employees guest o 2 for immediate family i. This has been done to encourage movie going among employees as well as customers.
In case of any customer complaints. The nature of all employees is very friendly. operations. marketing & event management. For the customers‟ convenience. informed.The children from the NGO "Kutumb Foundation" also were an intrinsic part of the event. with the movie IQBAL. Projectionists. cheerful 55 . He has a team of 50-60 employees at each cinema. The total employee strength across all cinemas is about 300 employees. ably headed by a Cinema General Manager. programming.e. It has about 30 employees at the corporate level. invited specially by PVR. projects and finance. On the occasion of Children's Day 2005. Management Team The company has a dedicated management team at the corporate level which looks after each area of its business i. the employees are immediately directed to report the same to their managers. PVR created a rememberance for children from PVR's Housekeeping Attendants. soothing. helpful. electricians. it is ensured by the organisation that there are no loopholes.employees are given full details on what they are representing and informed all about PVR to make them a part of the family. business development. reliable. At the cinema level the company has a strong team at each of its cinemas. The company has had a good track record of being able to attract top class management talent. to celebrate children's day.
Therefore. objectives. employees. the audience can easily relate and communicate with them. Beheviour and number of service personnel Quality & quantity of other customers .and youth-like. but they can definitely see various tangible clues of the service offer like facilities. logo of the organisation etc help to formulate a good unified corporate image / identity. material etc) Functional dimensions of design in terms of layout. tickets. On basis of these. Atmosphere – helps to shape opinions. colours of interiors. layout. communication. PHYSICAL EVIDENCE Though customers cannot see a service. The building. colour scheme. PHYSICAL ENVIRONMENT AMBIENT FACTORS Air quality Quality of scent Degree of circulation DESIGN FACTORS Aesthetics Architecture. price etc. it is essential to manage physical evidence. . labels. he forms his opinion as they help us to tangibalise the service. Therefore. comfort etc SOCIAL FACTORS Appearanc e. other customers.
even the employee‟s workplaces in the premises are coordinated with the whole hall‟s ambience and are lively. Therefore. ergonomically designed seats have been installed to provide flexibility and ultimate comfort to guests. but the employees as well. on the contrary are visual stimuli and social factors relate to interactive environment. PVR banner. design of the hall. hotdogs and soft drinks. candy bars. staircases. The multiplex has an avant-garde lobby with studio effect interiors. Convenient cup holders have also been installed on every armrest. parking etc all contribute to the external environment Interior – Seats. Exterior – the movie hoardings. ambience etc are all included here. candy bars. Both the external and internal ambience is very important and is maintained excellently. basement area – all coordinated and hygienically maintained. foyers. it is equally important to keep employees happy. hygienic wash rooms. The service factor has an impact on not only the customers. walls. wash rooms. deign factors. color coordination and combination (blue in case of PVR). Plush. projector room. The interior and exterior of the premises is such so as to project a hygienic and well-maintained image at all times. sound and visual equipment. conference rooms.Ambient factors relate to background condition. stairs. corridors. At PVR. The administration offices. Station concession counters which offer customers a wide selection of the traditional movie going fare of sweet and salted popcorn. . glass entrance. movie schedules. booking offices. 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. Edge to edge screens and digital sound will contribute in creating the ultimate movie going experience. deign of PVR building. auditorium. as well as candy. computerized service. nachos. corridors. fruit juices and Mineral water. as it is important to appeal to existing and even to the potential customers.
which is expected to rise to about Rs 60 Crores in 2002-03. the .g. Below the line of visibility. where the customer cannot see them. PVR was the first to install surround sound and Dolby in Delhi. The experience of the movie 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. Developing a service blueprint requires identifying all the key activities involved in service delivery and production and specifying the linkages between these activities. e. and with the growth envisaged. SERVICE BLUEPRINTING Service design is a complex task that can benefit from a more sophisticated version of flowcharting known as blueprinting. Standards can be set for each service activity but should be based on good understanding of customer expectations. and the first to offer cinema tickets on Internet with online payment gateway for payment. A central aspect of service blueprinting is to distinguish between what the customer experiences front stage and the activities of employees and support process backstage. the turnover in the next 3 years is expected to be over Rs 250 Crores. The company had a turnover of Rs 41 Crores in 2001-02. popcorn Core – Those that cannot be possessed. Between the two lies what is called the line of visibility.g.Peripheral – possessed as a part of service purchased e. 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. Ticket.
operational process. requiring the customer to wait. The key components that we will include in pvr experience blueprint: 1 Script for each front stage activity 2 Physical evidence for front stage activities 3 Line of interaction 4 Front stage actions by customer-contact personnel 5 Line of visibility 6 Backstage actions by customer contact personnel 7 Identifying failure points Identifying failure points – Running a good movie experience is a complex business and much can go wrong. there is also the possibility of delays between specific actions. Because blueprints show the inter relationships between employee roles. The most serious fail points. Service blueprints clarify the interactions between customers and employees and how these are supported by additional activities and system backstage. activities after core product is encountered. are those that will result in failure to access or enjoy the core product. A W within a triangle identifies common locations for such waits. . and human resource management within a firm Blueprinting also gives managers the opportunity to identify potential fail points in the process that pose a significant risk of things going wrong and diminishing service quality. marked by small F in a circle. we examine the experience of watching a movie in pvr that enhances its core movie service with variety of other supplementary services. operations. people processing pvr service. customer interactions. Blueprint of PVR is divided into three “acts” representing activities that take place before the core product (movie) is encountered. information technology.blueprint identifies key actions to ensure that each front stage step is performed in a manner that meets or exceeds those expectations. Excessive waits will annoy customers. Blueprinting the PVR experience To illustrate blueprinting of high contact. Because service delivery takes place over time. they can facilitate the integration of marketing. delivery of core product.
So if they go to eat then most important dimension is not only quality of food and drink. pricing but also how promptly it is served and style of service. and style of the conversation and if booked online then impression is made by the outlook of website and how easy it is to book a ticket online. The act concludes with customer entering the respective auditorium and being seated.either by arriving at pvr in person or on telephone with an unseen employee. Because generally during interval time people either go out to eat something or goes to washroom or both. As the customer enters the auditorium it‟s important how the employee interacts and guides the way to the customer‟s respective seats. These six steps constitute our customer‟s initial experience of pvr. eating counter. By the time customers reach the auditorium. If tickets are booked according to first two procedures then impression is created on the evidence of respondent‟s voice. Also interval time of the movie is important time period to provide service. ACT 2: Delivery of core product In this act. Also tickets can be booked online called as arm‟s length interaction. that is to watch a movie. our customers are finally about to experience the core product they came for. they have been exposed to several supplementary services. with almost each involving an interaction with an employee. including contact personnel and many other customers. Here backstage activities plays really important role like to keep check on availability of food etc and if go to washroom then hygiene is the most important dimension. Light and sound effects of theater are one of the most important aspects of good movie experience. the first act begins with making ticket booking or reservation. They have also seen sizable cast of characters. speed of response. availability. .The stage or service escape includes both interior and exterior of PVR ACT 1: Before the core product is encountered In this particular act. seating. including booking.
The core service has now been delivered. quickly. . Act 3 should be short. and we will assume that our customers are happily moving out of pvr. The action in each of remaining scenes should move smoothly. and pleasantly with no shocking surprises in the end.ACT 3: The movie may be over but much still is taking place both front stage and backstage like getting ready for next show.
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