CATHAY

CINEMA

Group Members:
Goh Cai Yun
Low Hui Ee
Ng Pei Qi
Toh Mei Siew
Wu Su Fan
 objectives
• The market opportunities and target markets
• Evaluation of the competitive environment
• Our proposed new marketing strategy
• Feasibility of our strategy
 Overview of Cathay
• Vision: To be a leading corporation engaged in
providing quality and wholesome family
entertainment, leisure and lifestyle and property
management services.
• Mission: To enhance customers' satisfaction,
provide a quality working environment for our
employees and serve as a responsible corporate
citizen.
Competitive Environment
 Current Strategies

 Package promotions
 Partnership with companies
 Events to attract potential customers
 TOWS
Threats Opportunities
 Home theatre system  Venturing into heartlands
 Internet Creating a wholesome movie-going
 Competitors experience
 Censorship Older patrons- local products
Collaboration

Weaknesses Strengths
 Lack of membership benefits  Location
 Imperfect Information/Publications  Events to attract potential customers
 Undifferentiated promotion packages  Iconic Image of its buildings
 Our Proposed Strategy

Goals:
• Retain existing consumer base, promote
consumer loyalty – Prestige card
• Enhance overall viewing experience – more
publicity stunts
 Prestige Card
Features: Prestige
Card
• Accumulate loyalty points
• Member benefits
• First 500 card members get 50 points free
• Online application or at counter
• Referral points
• First year free membership
• $10 renewal applies for subsequent years
 Promoting the Prestige Card
• Revamp website
• Pre-screening advertisement
• Freebies for selected movies at all Cathay
Cinema outlets
• Briefing session for ticketing staff
• Brochures available at Cathay Cinema outlets
• 3D posters
 Evaluation
Task/Aspect Estimated Cost ($)
Production of Prestige Cards 50, 000

Production of 3D posters 10, 000

Printing of brochures

Software & Maintenance 100, 000

Publicity stunts 50, 000

Advertisement 100, 000

Revamping of webpage & Maintenance 10, 000

Total 320, 000

 Evaluation
In the Short Run:
• Cost for implementing new marketing strategy
• Time lag for consumer response
In the Long Run:
• Attainable profits
• Consumer loyalty
• Greater market share
• Better organisation image
 References
• http://www.sfc.org.sg/main.html
• www.cathay.com.sg
• Ravindran, N. Singapore Institute of
Management, 2007.
• Douglas Tseng. The Straits Times. Hub and
glory.