Marketing Strategy and Customer comforts with reference to Bharat Big cinemas

Doc: M.B.A( Marketing) -V.T.U final semester project. Name: Swasthik Shetty Qualification: B.E, MBA College: St.Joseph Mangalore (Mysore Region) Year: 2011-2013 Project place: Big cinemas Mangalore 1

EXECUTIVE SUMMARY
Entertainment Industry today is being redefined in terms of content, delivery mechanisms and the emerging technologies. The Film Industry is overwhelmed by the growth of multiplexes, which has changed not only the entire entertainment experience for the consumers but also impacted the movie making business. The Television Industry continues to boom new channels being launched and new content formats emerging such as reality shows, niche and kid’s channels. Here again, emerging technologies such as broadband and digitalization will cover the way for growth in this segment. The Indian entertainment and media industry has out-performed the Indian economy and is one of the fastest growing sectors in India. The entertainment and media industry generally tends to grow faster when the economy is expanding. The Indian economy has been growing at a fast clip over the last few years, and the income levels too have been experiencing a high growth rate. Above that, consumer spending is also on the rise, due to a sustained increase in disposable incomes, brought about by reduction in personal income tax over the last decade. All these factors have given an impetus to the entertainment and media industry and are likely to contribute to the growth of this industry in the future. Based on industry feedback, additional sections showcasing the emerging International Trends in each segment have been included in this year’s report. We thank Big cinemas for drawing the necessary knowledge from their global resources for this endeavor. Their effort to present the content of the report in a form that is interesting and useful, not only to the industry people but also the public at large is greatly appreciated. The crux of the problem is the Formulation of Innovative Marketing Strategies of Entertainment Services at Big cinemas, Mangalore. The research objectives include examination the services offered by Big cinemas, ascertaining the customer satisfaction level and explore the fun innovation of Big cinemas. The research investigation indicated that the Big cinemas promotional activities are very effective; services are youth-oriented and have the cutting edge technology. However constant innovation is needed to sustain its distinctive competitive advantage.

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1. INDUSTRY PROFILE
Today, new media of all types must be considered when considering the scope of the entertainment and media industry. Broadly measured, the entertainment and media industry spans multiple sectors, from America's 9,042 FM radio stations, to the 1.4 billion movie tickets sold each year. Meanwhile, Newspapers are finding it increasingly difficult to compete against Internet news and advertising delivery rivals. Recorded music sales on CD-ROM continue to suffer while sales of digital music files are soaring. Traditional radio broadcasting is suffering, finding it increasingly difficult to gather listeners for advertising-based radio programming due to such alternatives as satellite radio and digital MP3 players. The burning issue affecting all sectors of the entertainment and media industry is maintaining control of content and audiences while taking advantage of myriad new electronic delivery venues. Competition in the entertainment sector is fierce. Gone are the days when television and radio programmers enjoyed captive audiences who happily sat through ad after ad, or planned their schedules around a favorite show. Consumers, especially consumers in younger demographics, now demand more and more control over what they watch, read and listen to. The various Issues related to control include the factors such as Pricing for content including free-of-charge access; illegal downloads versus authorized downloads; and full ownership of a paid download versus pay-per-view. Portability including the ability for a consumer to download once, and then use a file on multiple platforms and devices including iPods and cell phones, or the ability to share a download with friends. Delayed viewing or listening such as viewing TV programming at the consumer's convenience and similar personal video recorders. The competition among entertainment delivery platforms has intensified; all sectors face daunting challenges from alternative delivery methods. For example, satellite radio delivery of subscription based music and talk programming has hit its stride multimillion subscriber counts for Sirius and its competitor XM. Another example: telecommunications companies such as AT&T are now delivering television programming to the home via telephone wires, battling cable and satellite TV firms for market share. Today Entertainment and media industry in India is seen as one of the most happening market place in the global market. Currently India is one of the best performing economies in the world. The magnitude of The Indian Entertainment and Media Industry can be made out from the fact 3

that it has out-performed the Indian economy and is one of the fastest growing sectors in India, riding on the back of economic growth and rising income levels that India has been experiencing in the past years with the onus of global entertainment industry expected to touch $1.8 trillion shifting towards the Asian region, India is well poised to garner a sizable share of it. India’s film industry is already the largest producer of feature films in the world. In the context of Indian Entertainment and Media industry, the Filmed Entertainment and Television segment dominate the industry followed by the Print, Radio and the Music segments. The Indian Entertainment and Media Industry offers ample opportunities for investing be it animation, films, dubbing, music etc. This report covers all the important aspects related to the industry with useful and important data thus offering a useful insight to the investor/reader looking to invest in this sector. Entry of new players in the year 2005 saw across all segments of the E&M industry. The most prominent entry was that of the Reliance Group in the filmed entertainment and radio segment. During 2005, Reliance Capital bought a majority stake in Big cinemas which enabled it to have a presence across the entire value chain of the filmed entertainment segment ranging from film production, exhibition and distribution. Through Big cinemas, Reliance also made its entry into the radio segment by bidding for over 50 FM radio stations across the country with aggregate bids of over INR 1.5 billion. The other significant entry into the entertainment and media segment was that of the Tata group, through its subsidiary Videsh Sanchar Nigam Limited .VSNL tied up with the Paris-based Thomson Group in 2005 with the objective of identifying opportunities in managing and delivering content for third parties, including broadcasters and content providers. Thomson Group has partnership with Tata Sky Limited for manufacturing settop-boxes and providing sales service and support network for their DTH customers. Foreign investment Owing to the strong impetus for growth from the economic and demographic factors coupled with some regulatory corrections, the sector also recently witnessed increasing foreign investment inflows in most segments of the E&M industry, especially the print media. Recent examples include foreign investment in English dailies such as Hindustan Times and Business Standard by Henderson Global and Financial Times respectively. Vernacular media too saw its share of foreign investment with a strategic equity investment by Independent News & Media in DainikJagran, a leading Hindi Daily. In thebroadcasting space, most channels beaming into India such as Walt Disney, ESPN-Star Sports, Star, Discovery, BBC etc. have established foreigninvestment subsidiary companies for content development and advertisementairtime 4

sales. In the television distribution space arena, foreign investment isbeing drawn by the larger cable operators referred to as ‘multi-system operatorssuch as Hathway and Hindujas. In the television content space, therecent investment in Nimbus Communications by a foreign private equityplayer is seen as the start of a significant trend of foreign investment inflows.Current status of the industry with Indian economy continues to perform strongly and one of the key sectors that benefits from this fast economic growth is the E&M industry. This is because the E&M industry is a cyclical industry that grows faster when the economy is expanding. It also grows faster than the nominal GDP during all phases of economic activity due to its income elasticity when incomes rise, wherein more resources get spent on leisure and entertainment and less on necessities. Further, consumption spending itself is increasing due to rising disposable incomes on account of sustained growth in income levels, and this also builds the case for a strong bullish growth in the sector. The size of E&M in India is currently estimated at INR 353 billion and is expected to grow at a compounded annual growth rate of 19 percent over the next five years. The television industry continues to dominate the E&M industry by garnering a share of over 42 percent, which is expected to increase by a further 9 percent to reach about 51 percent. The share of the film industry, which currently stands at 19 percent, is not expected to change materially over the next five years. Print media, which stands at over 31 percent, is projected to lose some of its share in favor of the emerging segments. The Indian entertainment and media industry today has everything going for it - be it regulations that allow foreign investment, the impetus from the economy, the digital lifestyle and spending habits of the consumers and the Opportunities thrown open by the advancements in technology. All it has to do is to cash in on the growth potential and the opportunities. The government, on its part, needs to play a more active role in sorting out policy-related impediments to growth. The industry needs to fight all roadblocks- such as piracy- in a concerted manner, while churning out high-quality, world class end products. The entertainment and media industry has all that it takes to be a star performer of the Indian economy.

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2. COMPANY PROFILE
2. A. BACKGROUND AND INCEPTION OF THE COMPANY

Big cinemas, a Reliance Group of Company are one of the largest entertainment conglomerates in India. What started as a laboratory for processing ad films over three decades ago, has today become a key player in the entertainment and media industry. Big cinemas are by far the largest entertainment corporation in the country. Thought leaders in every sense of the word, they have been the defining force in every sphere of the entertainment industry - production, distribution, processing or in cinemas - for over three decades now, be it pioneering the concept of multiplexes, giving a corporate face to movie making, or introducing the IMAX experience, it has always been Big cinemas first - in short, it was never a dull moment for the industry.Big cinemas have a dominant and comprehensive presence in film services:motion picture processing and di, film restoration, digital mastering, studios and equipment rentals Big cinemas films. June 2005, marked the milestone in Big cinemas when Reliance stepped into the company and became majority promoter shareholders. With this move Big cinemas was catapulted to being part of one of the leading business groups in India with a combined market capitalization exceeding One Lakh crores. This management expertise and resources acted as a catalyst in synergizing various interrelated businesses: animation, distribution, radio and digital cinema to name a few. Today Big cinemas are the entertainment hub for top notch talent and cutting edge technology. Big cinemas offerthe opportunity to be part of India’s fastest and largest growing entertainment conglomerate. In other words, a chance to work with the best in the industry, as part of world-class teams, that tackle new challenges every day; in a company that is as committed to its employee’s growth as it is about its own success. Big cinemasfilms limited, a member of the Reliance Anil DhirubhaiAmbani group, is India’s fastest growing film and entertainment services company. Big cinemas have a dominant and comprehensive presence in film services, motion picture processing, film restoration, digital mastering, studios and equipment rentals. The Big cinemas films also operate India’s largest cinema chain with about 500screens spread across India, US and Malaysia. It has a significant presence in the film distribution space with a nationwide presence across India as well as offices in London, New York, Los angels and Malaysia.Big cinemas are committed to providing audiences across India 6

over all economic strata, access to Big cinemas world-class cinemas. This is being achieved through a strategy of not only setting up standalone properties and cinemas in malls, but also taking over current properties, renovating and operating them, taking advantage of theirconsiderable existing infrastructure and Brand value. The company has also launched India’s first 6D theatre launched at Agra and was among the first to show 3D versions of international movies.Big cinemas' television venture, synergy Big cinemas, is among thetop players in the television programming industry. Reliance Media WorksOver the years, Big cinemas has created iconic destinations such as BIG-Cinema Park in Agra, a kilometer away from the TajMahal, which has pioneered the multi-sensory cinema experience in India through a six dimensional show. Big cinemas has also partnered with IMAX Corporation to install IMAX’s new world class digital projection system in Big cinemas flagship IMAX theatre in Mumbai. This new technology has marked the first digital IMAX location in India and enabled Big cinemas to take advantage of the growing slate of Hollywood releases in IMAX and IMAX 3D. Big cinemas are thereby the only cinema in India which screens films in both 3D and 6D formats. Bharat Big cinemas Mangalore is a franchise of Reliance Big cinemas taken up by Bharat groups Mangalore.

2. B. NATURE OF BUSINESS CARRIED The business carried on is Multiplex. Pioneering the concept of multiplexes, giving a corporate face to movie making, or introducing the IMAX experience, it has always been Big cinemas first in short, it was never a dull moment for the industry. The Company's principal activities are to provide feature films, television, entertainment and other related services in India. The Company operates in two segments. Commissioned programs include the sale of television serials to channels and Sponsored programs which include the telecasting of television serials on channels. The Big cinemas has not only changed the concept of theaters but also has improved the movie viewing experience for the customers with its latest technological innovation which has made it more fun and safer for the customers.

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2. C. VISION, MISSION AND QUALITY POLICY Vision The vision of Reliance Big cinemas Entertainment is meeting young India's aspirations and assuming a leadership position in communications, media and entertainment. Mission      The Mission of Reliance Big cinemas is to offer a world class viewing experience to the consumer through a chain of Multiplexes. To create value for all stake holders. Grow through innovation. It is geared to create a significant presence in businesses across various vectors of content, internet, broadcast and retail services and platforms for distribution. The company strives to create converged services and platforms for masses to access innovative, cutting-edge content which include production and strategic collaboration in areas such as gaming, movies, animation, music, broadcast, DTH and user-generated content, amongst others.    A delightful Movie Experience. A delightful Work place. A delightful Community.

Quality policy      Reliance Big cinemas are committed to meeting customer requirements through continual improvement of quality management systems. Reliance Big cinemas shall sustain organizational excellence through visionary leadership and innovative efforts. To provide the best viewing experience for its customers through chain of multiplexes. Providing best and the latest movies for its customers. To provide the latest technological advances to its customers for the best viewing experience.

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2. D. SERVICE PROFILE

Today Big cinemas are the market leader, processing the largest number of Hindi films every year with a record-breaking number of prints. Long-standing business relationships and a technologically advanced facility including a high quality lab for processing raw exposed films, color correction, editing and making multiple prints for final distribution, and a well appointed preview theatres have made us the most sought-after film processing laboratory in India. Currently, Big cinemas enjoys a 70% market share in the Hindi films in the film processing and printing business. Along with films, they continue to focus on quality negative processing for the advertising industry. In 2005, Big cinemas received the prestigious Kodak Image care Program Negative Processing Accreditation. With it, Big cinemas joined an elite club of processing labs in the world recognized for the highest quality and standards in motion picture film handling and processing, and most efficient practices. They have further consolidated their dominant position with numerous other prestigious awards for the quality of film processing.

2E. AREA OF OPERATION

Big cinemas are India’s largest cinema chain with about 500 screens spread across India. It also operates in U.S, Mauritius, London and Malaysia. The company is also working towards establishing presence in Netherlands and has associated with PATHE Theatres to begin screening Indian movies. It has a significant presence in the film distribution space with a nationwide presence across India as well as offices in London, New York, Los Angeles and Malaysia. Having been the first cinema chain to cross100 screens and now approaching 600 screens in India, Big cinemas are by far the largest cinema chain in India. Big cinemas' is now considered as world-class cinemas and this is being achieved through a strategy of not only setting up stand-alone properties and cinemas in malls, but also taking over current properties, renovating and operating them, taking advantage of their considerable existing infrastructure and brand value. All in all, plans are underway for a large chain of cinemas in the top 10 cities including Delhi, Kolkata, Hyderabad and Bangalore. It is also looking at ramping up operations in small cities and towns & also northern India and the second phase will include expansion to developing cities and in the year to come, 35 million people are 9

expected to watch a movie on an Big cinemas screen. Bharat Big cinemas situated in Mangalore provides an excellent multiplex experience for the people in and around Mangalore(D.K), Udupi, Madikeri, and Utharakannada District of Karnataka. Its coverage area extends throughout the costal belt of Karnataka.

2. F. OWNERSHIP PATTERN

The corporate structure: The Company board of Directors, important executives and other people instrumental to the success of the company.

Mr. Anil Ambani, Chairman, Reliance Anil DhirubhaiAmbani Enterprises. Mr. ManmohanShetty, Managing Director, Big cinemas Films Ltd, India. Mr. BalakrishnaShetty, Manager, Big cinemas Films Ltd, Mangalore.

Table 2.f Showing ownership pattern of Big cinemas.

Ownership Bharath groups pvt ltd Mr. Anil Ambani, Chairman, Reliance Anil DhirubhaiAmbani Enterprises.

% of shares 51%

49%

2. G. COMPETITORS INFORMATION

INOX: INOX Leisure Limited is the diversification venture of the INOX Group into entertainment and is a subsidiary of Gujarat Flurochemicals Ltd. INOX Leisure's mission is to be the leader in the cinema exhibition industry, in every aspect right from the quality and choice of cinema to the varied services offered and eventually the highest market share. With a view to consolidate its position in the multiplex industry, the Company had acquired 17,565,288 equity shares of Fame Cinemas in February 2010. The Company acquired further 1,075 equity shares 10

of Fame Cinemas in the Open Offer. Subsequent to the completion of the open offer formalities on 6 January 2011, the Company holds 17,566,363 equity shares of Fame representing 50.27% of the issued and paid-up capital of Fame Cinemas. Consequently, Fame Cinemas and its subsidiaries viz. Fame Motion Pictures Limited and Big Pictures Hospitality Services Private Limited have become subsidiaries of the Company with effect from 6 January 2011.INOX has traversed its own path by bringing in a professional and service oriented approach to the cinema exhibition sector. With strong financial backing, impeccable track record and strong corporate ethos, INOX has established a strong presence in the cinema exhibition industry in the short span of a little over eight years since the opening of its first multiplex. INOX currently operates 45 multiplexes and 178 screens in 29 cities making it a truly pan-Indian multiplex chain. Winner of the 'ICICI Entertainment Retailer of the Year' Award 2005, TAAL Multiplexer 2006 and Emerging Super brand of the year 2006 - 2007 Award, INOX Leisure Ltd. will continue its expansion into places like Jodhpur, Ahmedabad, Bhopal, Mangalore, Coimbatore, Kanpur, Hubli, Bhuvaneshwar, etc. Its merger with CCPL 89 Cinemas has given INOX access to an additional 9 multiplexes in West Bengal and Assam. INOX was also chosen post a nationwide tender to design, construct and operate the prestigious multiplex in Goa that hosts the International Film Festival of India. All INOX cinemas have state of the art facilities in terms of modern projection and acoustic systems, interiors of international standards, stadium styled high back seating with cup holder arm-rests, high levels of hygiene, varied theatre food, a selection of Hindi, English and regional movies, computerized ticketing and most importantly high service standards upheld by a young and vibrant team. PVR CINEMAS: PVR Ltd. was incorporated in April 1995 pursuant to a joint venture agreement between Priya Exhibitors Private Limited and Village Road show Limited, one of the largest exhibition companies in the world. PVR pioneered the multiplex revolution in the country by establishing the first multiplex cinema in 1997 at Saket, New Delhi. The opening of the first multiplex heralded a new era in the Indian cinema viewing experience and which also changed the industry forever. From then on PVR initiated many path breaking innovations in the industry from launching in Bangalore the largest 11 screen multiplex in the country in 2004 to introducing Gold Class Cinema. To ramp up presence across the retail entertainment landscape, PVR entered into a JV with Major Cineplex Group in 2008, a leading Film exhibition and retail entertainment company based out of Thailand, to bring lifestyle entertainment concepts to Indian 11

consumers. The Joint Venture enjoined setting up of bowling alleys, karaoke centers, ice skating rinks and gaming zones across the country to enhance the out of home entertainment experience for Indian consumers. Currently, geographically diverse cinema circuit in India consists of 46 Cinemas with 213 screens spread over 27 different cities covering major markets across the length and breadth of the country: Delhi, Faridabad, Gurgaon, Ludhiana, Jalandhar, Ghaziabad, Mumbai, Kolkata, Bangalore, Hyderabad, Chennai, Lucknow, Indore, Aurangabad, Baroda, Allahabad, Ahmedabad, Udaipur, Chandigarh, Surat, Latur, Nanded, Ujjain, Nagpur, Pune, Raipur and Bilaspur. In FY 2011 the PVR brand has been successful in entertaining more than 19 million esteemed patrons across its properties. 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. In the last decade and half, PVR Ltd has established itself as India's leading and most premium entertainment company, with presence in the entire value chain with leadership position in Film Exhibition, Distribution and Production. It has also successfully forayed into retail entertainment formats such as bowling Centers with BluO- India's largest 24 lane bowling center which was set up in Gurgaon in 2008. The company also operates a film distribution and production business through PVR Pictures, a 100% subsidiary of PVR Ltd. The company has definite plans to grow multifold over the next 35 years with plans to set up 300 screens and expand to 40 cities from 20 cities at present. The company will continue to provide cinema viewing experience equipped with superior quality ambience, technologically updated systems and best service standards to ensure customer delight and unmatched cinema viewing experience. The company also aims to set up more bowling centers, ice skating rinks and expand its presence in key cities and become a dominant player in the Retail entertainment space at pan India level. CINEMAX: They believe in them that much that they decided to take the movie experience to an entirely new level. Watching the movie they say is only the beginning of the magical experience. They not only flash the best movies ever made on their screens but they ensure that movie buffs view them in style in recliners, massage chairs and customer service fit for a king. They love cinema and so does India. Hence, their launch plans are ambitious and nationwide. They are one of the largest Exhibition theatre chains in India with 39 properties, 138 screens and 33,522 seats. They believe they are one of the dominant players in Mumbai operating with 14 locations which is home to the Hindi Film industry they believe that their brand 'Cinemax' is one 12

of the most recognizable film exhibition brands in the areas where they operate. They have theaters in Ahmedabad, Panipat, Nagpur, Hyderabad, Kolkata, Kanpur, Raipur, Gandhinagar, Mumbai, Thane, Vashi, Cochin, Baroda, Rajkot, Siliguri, Nashik, Delhi, Bangalore, Pune, Surat and coming soon in Chennai and launching additional properties in Pune and Bangalore. They believe in providing customer satisfaction through process enhancements and constant innovation in their services and facilities such as high comfort recliner seating arrangements in 'The Red Lounge', massage chairs, etc. They have conducted many premieres. They can ensure that almost one citizen from any home across the city has visited their premises at some point in time making it the place with the highest footfall, all of them eager to experience their adored idols on the big screen. GOPALAN CINEMAS: Gopalan Enterprises was founded in 1984 by Mr. C.Gopalan, an architect, with the objective of developing and constructing residential apartments in Bangalore. The company has developed some of the finest homes in Bangalore and has the enviable record of having completed all its projects on time. The Group is engaged in the promotion of Residential, Commercial, Shopping Malls, Townships, Special Economic Zones, Software Technology Parks, Biotech Parks, Organic Farms, Educational Institutions, Export of Culinary, Medical Herbs, Star Hotels, and Hospitals etc.They offer 25 years experience building for an astute clientele from around the world. They take pride in the superior craftsmanship and attention to detail given to every project they construct. Their reputation nests on professional management, exceptional product quality, overall affordability and client service through out the building process. Their commitment, integrity, teamwork and professional excellence has continually seen the growth and success of the business since its beginnings in 1984.Gopalan Enterprises bears the stamp of innovative design, superlative quality construction. The Group's commitment to quality construction, modernity in Architectural value; Space Management, Customer satisfaction motto has set up new trend in the building industry. Group has emerged as one of the competitors for promotion of Special Economic Zone generating exports & employment. The group has a giant presence in the Knowledge City with a prestigious global clientele. Gopalan Enterprises brings to a combination of strong professional experience and a commitment to fresh, creative approaches for project planning and design.Their talents have been applied to projects throughout Bangalore City. Gopalan is committed to providing the highest standard of professional service. They are dedicated to the philosophy - Inspired by Life, 13

Built on Trust.Their goal is to assist by planning and designing a facility that meet unique needs. They are supported by talented architects, interior designers, construction administration specialists, technical, marketing, customer support and administrative personnel. CINEPOLIS: When it comes to Cinepolis it is both National as well as Local competitor. Cinepolis is the biggest Cineplex chain in Mexico with 205 theaters in 65 cities and they have become the largest chain in Latin America and the fourth largest in the world with over 230 theaters, 3,000 screens and over 13,000 employees throughout Mexico, Guatemala, El Salvador, Costa Rica, Panama, Colombia, Brazil, Peru, India and the United States.In Mangalore it is located at City Centre mall at Store no: 4, Fourth Floor which has 5 screen including VIP screen digital multiplex, which has a seating capacity of 1200, together with Real D, the world’s best 3D technology, Hollywood standard 2k digital screens and 7.1 Dolby digital audio. After Bangalore, this is the second Cinepolis multiplex in Karnataka. CENTRAL:Central talkies is located at Hampankatta Mangalore. This is one of the oldest local non A/CTheater which has more than 500 seats of 3 categories with Balcony, First Class, and Second Class. The Theater draws more of local audience with the shows of Hindi, Kannada, Tamil, Telugu and Malayalam movies. JYOTHI: Jyothi talkies is located at the center of city near jyothi circle, Balmata Mangalore, it is a single screen theater with more than 350 seats of 3 categories with Balcony, First Class, and Second Class. The movies played are of Hindi, Kannada, Tamil, Telugu, Tulu and Malayalam movies. PRABHATH: PrabhathTheater is located at K.S Raoroad ,Kodialbail Mangalore. It is a single screen theater with more than 300 seats of 3 categories with Balcony, First Class, and Second Class.Various languages movies are played which includes Hindi, Kannada, Tamil, Tulu, Telugu and Malayalam movies. NEW CHITRA: New Chitra Theater is situated at BasavangudiStreet Mangalore. It is a single screen theater with more than 400 seats of 3 categories with Balcony, First Class, and Second Class.The theater draws more of local audience with the shows of English, Hindi, Kannada, Tamil, Telugu and Malayalam movies.

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ROOPAVANI: Roopavani Theater is situated in Bhavanthistreet Mangalore. It is a single screen theater with more than 350 seats of 3 categories with Balcony, First Class, and Second Class.The Theater draws audience with the shows of Kannada, Tamil, Tulu and Malayalam movies. SUCHITHRA: Suchitra Theater is located at K.S Raoroad ,Kodialbail Mangalore. It is a single screen theater with more than 300 seats of 3 categories with Balcony, First Class, and Second Class.Various languages movies are played which includes Hindi, Kannada, Tamil, Tulu, Telugu and Malayalam movies. PLATINUM: Platinum Theater is located in Falnir Road Mangalore. It is a single screen theater with more than 450 seats of 3 categories with Balcony, First Class, and Second Class.The theater draws more of local audience with the shows of English, Hindi, Kannada, Tamil, Telugu and Malayalam movies. RAMAKANTHI: Ramakanthi Theater is situated in Bhavanthistreet Mangalore. It is a single screen theater with more than 300 seats of 3 categories with Balcony, First Class, and Second Class.Various languages movies are played which includes Hindi, Kannada, Tamil, Tulu, Telugu and Malayalam movies.

2. H. INFRASTRUCTURAL FACILITIES Big cinemas, a division of Reliance Media Works Ltd formerly known as Adlabs Films Limited and a member of Reliance ADA Group is has a theatre chain with over 500 screens in India, US, Malaysia, and the Netherlands. The company accounts for 10 to 15% of box office contributions of large movies. After pioneering the IMAX experience in India, it recently launched 3D and 6D technology and is the only cinema chain to screen films in all three formats. Big cinemas also operates in the United States, and the circuit accounts for about 30-35% of Hindi features box office collections and over 70% of Tamil and Telugu box office collections from the US. In Malaysia, the company now has 66 screens that play Hollywood features as well as Chinese and Tamil films to cater to the 1.5 million Tamil populationsThe cinema viewing experience for Mangaloreans underwent a dramatic change in 2006 - when the first three-screen multiplex started operating in the first mall of the city. Adlabs now Big cinemas multiplex started with three screens and added one more screen a year later. Since then there has not been much of a change in the multiplex scene in the city.

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2. I. ACHIEVEMENTS /AWARDS Big cinemas have won many awards over the years which include:  ‘Entertainment Retailer of the Year’ honor at the India Retail Forum 2009.  ‘International Exhibitor of the Year 2008’ by CineAsia 2008 at Macau.  Big cinemas’ innovative concept of Cinediner which combines fine dining and movie watching has won the award for Most Admired Innovative Concept of the Year at Images Retail Forum 2010.  Big cinemas have also been awarded the “Multiplex of the Year” at the Franchise India’s Star Retailer Awards, 2012 at New Delhi.  Big cinemas have been awarded the “Retailer of the Year” honor at the Reid & Taylor Awards for Retail Excellence for 2 consecutive years.  South Indian Cinematographers Association Award for “Best Color Laboratory” in Chennai for the year 2007.  Zee Cine Award for Best Film Processing in 2008.  Big cinemas has bagged the trade recognition of being the “Best Cinema Chain for the Year” honor at ZEE ETC Bollywood Business Award 2012 held at Mumbai.

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2. J. WORK FLOW MODEL

Company

Subsidiary

 Branch

Branch

Franchise

Franchise

Franchise

 Satellite Distribution 

Marketing

Operation

Booking

Screen 1 Screen 2 Screen 3 Screen4

News paper Internet Mall Display Board

Back office operation Front office operation

Ticket counter Tele booking Internet booking

Customer Figure 2.J: Work Flow Model

A workflow consists of a sequence of concatenated or connected steps. Emphasis is on the flow paradigm, where each step follows the precedent without delay or gap and ends just before the subsequent step may begin. This concept is related to non overlapping tasks of single resources. 17

It is a depiction of a sequence of operations, declared as work of a person, a group of persons. Workflow may be seen as any abstraction of real work. For control purposes, workflow may be a view on real work under a chosen aspect, thus serving as a virtual representation of actual work. The flow being described may refer to a document or product that is being transferred from one step to another. an organization of staff, or one or more simple or complex mechanisms. The work flow model starts with the company i.e. Reliance Big cinemas from which the various companies obtains the franchises or even the branches is opened by Big cinemas itself. The franchises will be operating in four areas such as satellite Distribution through which the movies Reaches the theaters and are shown on the various screens, here in case of Bharat Big cinemas there a 4 screens available through which it is reached to the final customers. The other department is marketing which makes customer aware about the movies and offers through various marketing channels such as Newspaper, Internet, and Mall display board. The operation department is classified as Front office and Back office which enables all the operations done at Big cinemas. It also has a booking department which operates for booking of tickets through various mediums such as Tele booking, online booking and also through ticket counters. The final link in the work flow model is the customer of Big cinemas.

2. K. FUTURE GROWTH AND PROSPECTS Bharat Big cinemas have humongous scope for growth in costal region of Karnataka. The competition is intense with many global competitors entering into the market along with established local theaters which are operating at the same level. But Mangalore region developing as educational hub of Karnataka will bring more youths towards Mangalore which is a positive sign for Big cinemas. It can also target the surrounding regions of Mangalore as there is open market without any major companies established Big cinemas can target the surrounding developing regions like Udupi, Moodbidri, Kundapur, Puttur etc. The prospect of the growth for Bharat Big cinemas in Mangalore appears to be positive.

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3. MCKINSEY 7S FRAMEWORK

The McKinsey 7s framework is a management model developed by well known business consultants Robert H. Waterman, Jr. and Tom peters in the 1980s. This was a strategic vision for groups, to include businesses, business units, and teams. The 7s are structure, strategy, systems, skills, style, staff and shared values.McKinsey's frame work provides a useful tool for analyzing the strategic attributes of an organization. These seven are distinguished in so called hard S’s and Soft S’s. The hard elements: Strategy, Structure and System are feasible and easy to identify. The four soft S’s Skills, Staff, Style and shared values however are hardly feasible. Companies in which these soft elements are present more successful at implementation of strategy.

Figure 3.a: McKinsey 7s framework 19

The 7-S framework of McKinsey is aValue Based Management model that describes how one can holistically and effectively organize a company. Together these factors determine the way in which a corporation operates. Managers need to take account of all seven of the factors to be sure of successful implementation of a strategy - large or small. They're all interdependent, so if the manager fail to pay proper attention to one of them, it can bring the otherscrashing down. Objective of the model is to analyze how well an organization is positioned to achieve its intended objective.

MCKINSEY 7S FRAMEWORK WITH SPECIAL REFERENCE TO BHARATH BIG CINEMAS: 3.1. STRUCTURE: Basis for specialization and co-ordination influenced primarily by strategy and by organization size and diversity. Big cinemas, a division of Reliance Media Works Ltd has a theatre chain with over 500 screens in India, US, Malaysia, and the Netherlands. The company accounts for 10 to 15% of box office contributions of large movies.After pioneering the IMAX experience in India, it recently launched 3D and 6D technology and is the only cinema chain to screen films in all three formats. Bharat Big cinemas werethe first three-screen multiplex started operating in the first mall of the city. Big cinemas multiplex started with three screens and added one more screen a year later. It works with 6 efficient departments comprising of HR department, Marketing Department, Finance Department, PR department, Booking department and finally the maintenance department. The flow of instructions is sent from the top management and is passed to all the other departments. The Marketing and advertisements works are managed by Marketing department, the Recruiting and training of employees are achieved by HR department. There is also the Public Relation Department to handle customer objections and queries.

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Board of directors

Human Resource department Mangalore

Human Resource department

Human Resource department

Marketing department Mangalore Division

Marketing department

Marketing department

v department Finance Mangalore Division

Finance department

Finance department

Booking department Mangalore Division

Booking department

Booking department

Customer Query /public Relationship department

Customer Query /public Relationship department

Customer Query /public Relationship department

Maintenance and house keeping department

Maintenance and house keeping department

Maintenance and house keeping department

Figure 3.b: Organization structure

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3.2. STRATEGY: Actions a company plans in response to or anticipation of changes in its external environment.     The main strategy which has helped Big cinemas to grow and lead the market is by always keeping the customer’s needs in mind and constantly innovate in the multiplex sector. To provide the quality service through excellent world class venue for the customers to visit and watch the movies. Providing fully Air conditioned theaters with cushioned push back seats which has changed the view of whole concept of theaters in and around the globe. One of the top prioritize strategy of Big cinemas is to attract more youths towards watching movies, Through various offers and combos Big cinemas is attracting the youngsters towards the theaters .           Execute flawlessly and efficient delivery of services every time every day through which the Big cinemas has raised its standards. Sustain and strengthen the group’s spirit of entrepreneurship taking ownership and accountability for their actions. Leverage synergies to learn and build on the diverse experiences and skill sets of various businesses and teams. To create a true meritocracy with a pervasive commitment to transparent systems and processes. Do all this with unquestionable Integrity to ensure total compliance with the laws of the land. To engage itself in social activity to ensure it is involved in the welfare of the common people. To attract more families by providing safer and healthier venues with world class standards. To shift the peak demand from weekends by introducing offers like Wednesday movies with less/ Fixed ticket prices. To ease the process of booking tickets through various booking options which consists of Online booking, Ticket counter and Tele Booking. To provide best viewing experience through Imax and 3D visual presentations which includes better sound clarity and bigger screens.

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3.3. SYSTEM: Formal and Informal procedures that support the strategy and structure. Systems are more powerful than they are given credit which is performed through:  Growth opportunities to expand leadership capabilities.  True meritocracy and freedom to choose career paths.  Opportunities to develop and enhance leadership and functional capabilities.  An entrepreneurial environment where people can pursue their dreams.  Competitive compensation.  First mover advantage over competitors.  Through a well-defined Rewards & Recognitions program that periodically identifies exceptional individual and team achievers among the various business functions and verticals in the Group which also includes the convention of awarding the Best Employee of the year for the best performance of that year.

3.4. STAFF: The people/human resource management- processes used to develop managers, socialization processes, and ways of shaping basic values of management cadre, ways of introducing young recruits to the company, ways of helping to manage the career of employees.There strong team of professionals is among the youngest in the country, and consists of some of the most dynamic, motivated and qualified individuals to be found anywhere in the world. First rate management graduates, highly trained engineers, top-notch financial analysts and razor sharp accountants they have on their rolls some of the brightest minds in the business. Currently there are  There are 40 employees working in various department such as Marketing, Finance, Human resource etc  The staffs are well Qualified and trained in their respective departments.  Consists motivated employees work towards the customer satisfaction for each turn up’s.

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 Separate employees are allocated for various modes of booking to enhance better transaction of tickets.  Separate trainings are provided for front office and back office staffs.  The company organizes periodic development programs to develop and improve the skill of the staffs.  The staffs are well dressed and are provided with Black pants and Black shirts with Red stripes on the shoulder, they are also provided with the Black caps carrying the logo of Big cinemas.  The staffs appointed are both full time as well as part time for the better flexibility within the organization.

3.5. SKILL: The Distinctive competences-what the company does best, ways of expanding or shifting competences. Skill refers to the organizational dominant capabilities and competencies. Skill are those which are developed over a period of time and are result of interaction of many like the kind of people, type of management style, organization structure and the nature of the work they do. The company is possessing self-sufficiency in technical skills with various competitive advantages such as: o Committed to excellence in quality of service. o Highly trained employees specially trained in the field of customer handling and human resource skills. o Responsive to evolving business needs and challenges in the organization. o Dedicated to uphold the core values of the Group. o To continuously scan the environment review of training programs and design need based to ensure achievement to high level of excellence in consumer satisfaction. o It is this skill and initiative of their workforce that sets them apart from their peers in today’s knowledge-driven economy.

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3.6. STYLE: More a matter of what managers do than what they say: How do a company’s managers spend their time, what are they focusing attention on, Symbolism- the creation and maintenance or sometimes deconstruction of meaning is a fundamental responsibility of managers.  They always put their employees first. Pride lies in building a company around the idea that work should be challenging and challenge should be fun. The idea being, organizing world's information and make it both useful and universally acceptable by one and all.  Accomplishment of this feat will be done only with people having great aspirations. Reliance Big Entertainment offers the most inspiring work environments on the planet to work with smart people and amazing technology.  A platform to connect with millions of people. They invite the people to join and become a part of their organization – one whose forte is its ethics and values which are in turn reflected in its actions and people practices.

3.7. SHARED VALUES: Guiding concepts, fundamental ideas around which a business is built- must be simple, usually stated at abstract level, have great meaning inside the organization even though outsiders may not see or understand them.  Social Responsibility: Big cinemas believes that organizations, like individuals, depend on the support of the community for their survival and sustenance, and must repay this generosity in the best way they can.    People Care:Big cinemas possess no greater asset than the quality of human capital and no greater priority than the retention, growth and well-being of their vast pool of human talent. Shareholder Interest: Big cinemas value the trust of shareholders, and keep their interests paramount in every business decision they make, every choice they exercise Consumer Focus: It is one of the great values of Big cinemas. They rethink every business process, product and service from the standpoint of the consumer – so as to exceed expectations at every touch point

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 

Excellence in Execution:Big cinemas believe in excellence of execution – in large, complex projects as much as small everyday tasks. If something is worth doing, it is worth doing well. Respect for Competition: Big cinemasrespect competition – because there’s more than one way of doing things right. They can learn as much from the success of others as from their own failures.

Proactive Innovation: Big cinemas nurture innovation by breaking silos, encouraging crossfertilization of ideas & flexibility of roles and functions. They create an environment of accountability, ownership and problem-solving based on participative work ethic and leading-edge research.

Leadership by Empowerment: Big cinemas believe leadership in the new economy is about consensus building, about giving up control; about enabling and empowering people down the line to take decisions in their areas of operation and competence.

Team Work: The whole is greater than the sum of its parts; in rapidly-changing knowledge economy, organizations can prosper only by mobilizing diverse competencies, skill sets and expertise; by imbibing the spirit of “thinking together” -- integration is the rule, escalation is an exception.

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4. SWOT ANALYSIS

STRENGTHS  Big cinemas, a Reliance Group of Company are one of the largest entertainment conglomerates in India.  Big cinemas have a dominant and comprehensive presence in film services: motion picture processing, film restoration, digital mastering, studios and equipment rentals.  It was first of its kind to be set up in Mangalore.  The biggest strong point for the company is the current location at Bharath Mall, Bejai, Mangalore which is considered as the heart of the city.  More families are driven by the standards of Big cinemas.  It caters to the needs of the residents of Mangalore by providing High end visual picture which also includes 3D movies which other local theaters lack.  The company has a strong experience in building and construction. Also, there is a brand of 'Reliance' to be considered.  The company has a premium theatre too. The utilization of this could probably indicate the pricing power for the company.  The main strength of Big cinemas include the Brand name, ambience and service, strong data base, good inter personal relation with customer, trained & qualified staffs.

WEAKNESSES  High dependence on distributor for showing films in every theatre and for every film. This gives a very unstable business model when one compares with Big cinemas which are in the other end of the value chain.  Inadequate promotional strategies when compared to its competitors.  Concentration is mainly deliberated towards upper and upper middle income groups.  Existing competition is with Inox, PVR cinemas and Cinepolis. Big cinemas are expected to be the largest player with a strong backward integration. Given this level of competition, efficiency or utilization rate is one of the key parameters for success. There is no strong 27

pricing power with any of these competitors. Given, that they can't reduce the price to a 'non multiplex' rate, the downside pricing to increase volumes is lost too. Also, the competitors are expanding very aggressively. Incase, they are represented in most areas, especially in prime areas, that Big cinemas is operating, this can lead to loss of business. . OPPORTUNITIES  Mangalore being a educational hub with majority of the viewers are youth, the demand for quality viewing experience will be high and will increase in the near future.  There is a big demand for theatres across the country given the poor quality currently in existence across places. Also, most theatres are willing to open in Sec B and C cities and move into small towns too.  They are willing to work on different model for pricing tickets depending on time/day.  Increase in the income level of the people and high discretionary income spent on luxury.

THREATS      Success of theatres is movie specific and this can tilt towards failure with poor movie scripts. Alternate sources of entertainment such as DTH, DVD can lead to lower sales. Alternate mediums like DTH, DVD or VCDs can become popular making the Business unattractive. Arrival of global competitors like Cinepolis in Mangalore will affect the existing business. Various internet sites providing free unauthorized prints of latest movies.

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5. ANALYSIS OF FINANCIAL STATEMENT
A financial statement or financial report is a formal record of the financial activities of a business, person, or other entity. The financial statement provides a summarized view of the financial position and operations of a firm. The analysis of the financial statement is a process of evaluating the relationship between components parts of financial statement in order to obtain a better understanding of the firm’s position and performance. 1. Current Ratio: This ratio is calculated to study the liquidity of a firm. Current ratio is calculated by dividing current assets by current liabilities Current assets .Current Ratio= Current liability Table 5.1: Current Ratio
Year Current Assets (Rs in crores) Current crores) 2008 2009 2010 2011 2012 184.96 293.61 274.36 364.92 312.90 208.81 152.94 238.42 260.17 598.66 0.89 1.92 1.15 1.40 0.52 Liabilities(Rs in Current Ratio

It indicates that the liquidity position of the company during the financial year

2. Debt-Equity Ratio: These ratios express the relationship between debt and equity. It also indicates what proportion of equity and debt. The company is using to finance its assets. It can be calculated by using the following formula

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Total Debt .Debt Equity Ratio= Shareholders Equity Table 5.2: Debt-Equity Ratio
Year 2008 2009 2010 2011 2012 Debt (Rs in crores) 925.59 1296.10 1892.44 1982.41 1824.40 Equity(Rs in crores) 689.61 524.2 374.78 42.78 -565.63 Debt Equity Ratio 1.34 2.47 5.05 46.34 -3.23

In debt equity ratio, if the ratio is greater than 1, the majority of the company’s assets are financed through debt. If the ratio is less than 1, its assets are primarily financed through equity. Debt-equity ratio of the firm during the financial year 2012 is negative because it includes accumulated losses hence the net worth is also obtained negative.

3. Quick Ratio: Quick Ratio is an indicator of company’s short term liquidity. It measures the ability to use its quick assets to pay its current liability. Quick ratio formula is: Quick Assets .Quick Ratio= Current Liability or

Cash+ Marketable securities + Accounts Receivables .Quick Ratio= Current Liability

Where, Quick asset= Current asset – inventories Table 5.3: Quick ratio 30

Year 2008 2009 2010 2011 2012

Quick asset (Rs in crores) 177.35 286.70 265.29 351.67 298.72

Liability(Rs in crores) 208.81 152.94 238.42 260.17 598.66

Quick Ratio 0.85 1.87 1.11 1.35 0.58

4. Net Profit Ratio: Net profit margin is a key financial indicator used to asses the profitability of a company. Net profit margin formula is: Net Profit/PAT .Net Profit Ratio= Net Sales Table 5.4: Net profit Ratio
Year 2008 2009 2010 2011 2012 PAT (Rs in crores) 48.01 -54.6 -148.52 -330.83 -903.15 Net Sales (Rs in crores) 309.17 662.4 719.71 729.07 1234.41 Quick Ratio 0.16 -0.08 -0.21 -0.45 -0.73

5. Asset Turnover Ratio: Asset turnover ratio is the ratio of company’s sales to its assets. It is an efficiency ratio which tells how successfully the company is using its assets to generate revenue. The Asset Turnover Ratio formula is:

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Sales Revenue .Asset Turnover Ratio= Total Assets Table 5.5: Asset Turnover Ratio
Year 2008 2009 2010 2011 2012 PAT (Rs in crores) 48.01 -54.6 -148.52 -330.83 -903.15 Net Sales (Rs in crores) 309.17 662.4 719.71 729.07 1234.41 Quick Ratio 0.16 -0.08 -0.21 -0.45 -0.73

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6. LEARNING EXPERIENCE
“Purse your goals even in the face of difficulties, and convert adversities into opportunities.”-Mr. DhirubhaiAmbani. It is easier to study the books written by the authors, but very difficult to experience the reality in those books. I had a wonderful experience of the corporate world during the tenure of the project at Bharat Big cinemas, Mangalore. Mr. BalakrishnaShetty, the manager was approachable and he was friendly and encouraging. The positive outlook of the store manager towards the project and its encouragement helped me to boost up my confidence level and to develop a positive attitude towards work life. I also learnt that participative leadership style motivates each and every employee to the great height possible. Respecting each other and encouraging the colleagues at work place contribute towards building a harmonious relationship. I also learnt how the service personnel are trained to handle the customers. Customers are a set of very difficult people to tackle with. Some will be having problem with the show timings and some with the seating arrangements, some need corner seats and some are price sensitive. But my survey related problem was very different. Some customers are approachable and some others were reserved and grumpy, some were busy and some others wanted their privacy. This was making me remember Consumer Behavior subject quite a lot. I also learnt that one cannot satisfy all the customers, because what one likes other may dislike it. So I had to change myself behaving different with different individuals. I also learnt that the marketer needs to have a firm approach towards the customer and opinion of all matters in marketing of goods and services. The industry experience has made me realize that it’s not the individual but the Team effort which pays off at the end, helping each other and cooperating with each other can make the perfidious corporate world into a fun filled and peaceful one. I also learnt that one needs to put in cent percent efforts to get a promotion and it is not the salary alone which matters but the acceptance by others that I am human is very important if one needs to take up a marketing job. These 70 days of practical study has made me understand a lot of marketing aspects along with an exposure of corporate world and I did understand the consumer behavior practically.

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PART-B

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1. A. GENERAL INTRODUCTION
Customer Satisfaction is a must in business. Satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his or her expectation. Satisfaction is a function of perceived performance and expectation. If performance falls short of expectation, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. The producer's attempts to find out people who will pay for his product and buy them for his own satisfaction from the products while manufactures make decision of the scope for the products, they satisfy consumer wants and needs. Advertisers try to understand basic forces that cost human behavior with in the market. They get such knowledge from psychology and sociology for their desires. This is called consumer behavior, which is used to construct models by which marketing people plan strategies, later on, these are used in advertising campaign. The customer is the theme of all business functions. The purpose of business is to create and retain the customers. If the customers are not satisfied, there are so many other competitors who are waiting for this opportunity. Therefore, the customer should be put at the center of all business activities, cutting across function and hierarchical boundaries. The marketing concept holds that the key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities towards determining satisfying the needs and wants of target customers. Marketing activities should be carried out under a well-thought-out philosophy of efficient, effective, and socially responsible marketing. There are five competing concepts under which organization can choose to conduct their marketing activities. The Production concept, Product concept, Selling/sales concept, marketing concept, and the Social marketing concept. Customer expectation is the perceived value customers seek from the purchase of a good or service. In a competitive marketplace where businesses compete for customers, customer expectations & satisfaction is seen as a key differentiator & increasingly has become a key element of business strategy.

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Statement of problem A study on Marketing Strategy and Customer Comforts with reference to Bharat Big cinemas.

Objectives of the study  To assess the need, requirements & expectations of the customers in order to assess their level of customer satisfaction and also to analyze the marketing strategy used for customer satisfaction.        To measure & prioritize areas where improvement will most affect customer satisfaction. To measure the effectiveness of different marketing strategies used by the Big cinemas on the customer. To understand the involvement of the employees in assisting the customers. To analyze the customer attitude towards various pricing strategies opted by Big cinemas. To know the attitude, enthusiasm regarding the service provided to customers. To study & identify how the customers are benefitted. To understand the customer view about the ambience and food& beverages at Big cinemas. To understand the standard levels of Big cinemas over its Competitors and other local Theaters.

Scope of the study      The study will be related to customer comforts and marketing strategy adopted Big cinemas. The study will help in knowing the extent of customer satisfaction towards Big cinemas. The study will help to know the improvements that can be brought about in the organization. The study will help to analyze the effect of current marketing strategies used by the organization. The study will aid in analyzing the customer attitude towards the various aspects like pricing, booking tickets, social standards, ambience etc at Big cinemas.

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Research Methodology Research Methodology is a systematical way to solve the research problem. In this, we study various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. A preliminary exploratory study was administered through the personal interview and mail survey with customers from the city of Mangalore to understand the parameter that could taken up for the structured questionnaire. The research design used was Descriptive in nature. This was done once the parameter was determined and the problem had been narrowed down. The sampling frame consists of the customer of Bharat Big cinemas, Mangalore. The sampling units consist of students, youths, working class and also the Family which had visited Big cinemas. The sample size was 200 respondents but only 174 usable respondents could be analyzed. The sampling method used is non-probability, convenience sampling method. Primary Data: The primary data was collected with the help of Questionnaire, personal interview and through Mail survey with the respondent. The questionnaire was structured with suitable scaling. The most of the questions were close ended and target customers were mostly youth. To analyze statistical tools used are graph and diagrams and excel sheet to analyze the primary data. Secondary Data: The data was collected from the secondary sources like journals, web articles, and reports. Limitations of the Study    In spite of the success of project work certain hindrances were encountered in the course of the study. The data gathered is just the representative of the universe and the mean may vary when compared to universe. The period of study was limited for only 10 weeks. The information provided by the respondents may be biased. & Difficulty in covering all the areas and locations, also posed as a constraint.  The period of study is very short and the change in the Marketing strategy with new tactics offers cannot be included in the study. 37

1. B. ANALYSIS AND INTERPRETATION
Table 3.1: Showing Frequency of visit Bharat Big cinemas for watching movie Particulars Every week. Once in a month. Once in 3 months. Once in a year. According to your preference of movies. Total Respondents Percentage 26 15 53 31 28 16 11 6 56 32 174 100

Figure 3.1: Showing Frequency of visit Bharat Big cinemas for watching movie Every week. 15%

According to your preference of movies. 32%

Once in a month. 31%

Once in a year. 6% Once in 3 months. 16%

Interpretation: The above table and graph depict the frequency of customer visit to Big cinemas Mangalore. Out of 174 respondents about 15% of the respondent visit every week and about 31% of the respondent visit once in a month and 16% visit once in 3 month and 6% of the respondent visit once in a year and 32% of the respondent visit according to their preference of movies. 38

Table 3.2: Showing frequency of Booking tickets at Bharat Big cinemas

Particulars Box office (ticket counter). Tele booking Internet booking Others Total

Frequency 121 32 49 11 213

Percentage 57 15 23 5 100

Figure 3.2:Showing frequency of booking tickets at Bharat Big cinemas Others 5% Internet booking 23%

Box office (ticket counter). 57%

Tele booking 15%

Interpretation: The above table and graph portray the means through which the customers book their tickets at Big cinemas Mangalore. Out of the entire respondent 57% book their tickets through Box office and about 15% of respondent book their tickets through Tele booking and about 23% of respondent book their tickets through internet booking and about 5% of respondent use other means of booking the tickets. 39

Table 3.3: Showing opinion about the Location/availability of Ticket counters

Particulars Excellent Very good Good Average Poor Total

Respondent 32 58 66 16 2 174

Percentage 19 33 38 9 1 100

Figure 3.3: Showing opinion about the Location/availability of Ticket counters Average 9% Poor 1% Excellent 19%

Good 38%

Very good 33%

Interpretation: The above table and graph represent the view of customers about the location tickets counters at Big cinemas Mangalore. Out of the entire 174 respondent 19 % of respondent rate Excellent and about 33% of the respondent rate it as very good and about 38% of respondent rate as good and about 9% rate it as average and about 1% rate it as poor.

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Table3.4: Showing Information provided by the staff of Bharat Big cinemas about the price, timings & seating at the ticket counter

Particulars Excellent Very good Good Average Poor Total

Respondent 27 49 66 29 3 174

Percentage 15 28 38 17 2 100

Figure 3.4: Showing Information provided by the staff of Bharat Big cinemas about the price, timings & seating at the ticket counter Average 17% Poor 2% Excellent 15%

Good 38%

Very good 28%

Interpretation: The above table and graph symbolize the Information provided by the staff of Big cinemas about the price, timings & seating at the ticket counter counter. . Out of the 174 respondent 15 % of respondent rate Excellent and about 28% of the respondent rate it as very good and about 38% of respondent rate as good and about 17% rate it as average and about 2% of the respondent rate it as poor.

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Table 3.5: Showing the Prices of tickets at Bharat Big cinemas

Particulars Economical Affordable Reasonable Expensive Very Expensive Total

Respondent 16 63 63 27 5 174

Percentage 9 36 36 16 3 100

Figure 3.5: Showing the Prices of tickets at Bharat Big cinemas 36%. 36%

16% Percentage 9% 3%

Economical

Affordable

Reasonable Particulars

Expensive

Very Expensive

Interpretation: The above table and graph symbolize the customer attitude towards the price of tickets at Big cinemas Mangalore. Out of the 174 respondent 9% of respondent rate it as Economical and about 36% of the respondent rate it as affordable and about 36% of respondent rate it as Reasonable and about 16% rate it as Expensive and about 3% of the respondent rate it as very expensive.

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Table 3.6: Showing the Weekend / peak time pricing at Bharat Big cinemas.

Particulars Economical Affordable Reasonable Expensive Very Expensive Total

Respondent 17 42 36 54 25 174

Percentage 10 24 21 31 14 100

Figure 3.6: Showing the Weekend / peak time pricing at Bharat Big cinemas. 31% 24% 21% 14% 10%

Percentage

Economical

Affordable

Reasonable

Expensive

Very Expensive

Particulars Interpretation: The above table and graph represent the customer feel about the weekend/peak time pricing of tickets at Big cinemas Mangalore. Out of the 174 respondent 10 % of respondent rate it as Economical and about 24% of the respondent rate it as affordable and about 21% of respondent rate it as Reasonable and about 31% rate it as Expensive and about 14% of the respondent rate it as very expensive. 43

Table 3.7: Representing the online booking in Bharat Big cinemas

Particulars Not convenient Time consuming Moderate / Neutral Easy Very easy Total

Respondents 21 36 68 40 9 174

percentage 12 21 39 23 5 100

Figure 3.7: Showing the online booking in Bharat Big cinemas Very easy 5% Not convenient 12%

Easy 23% Time consuming 21%

Moderate / Neutral 39%

Interpretation: The above table and graph denotes the customer view about the online booking of tickets at Big cinemas Mangalore. Out of the 174 respondent 12 % of respondent feel it as not convenient and about 21% of the respondent feel it as time consuming and about 39% of respondent rate it as moderate and about 23% rate it as easy and about 5% of the respondent rate it as very easy.

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Table 3.8:Representing Tele booking as more convenient than the o other ther ways of booking tickets at Bharat Big cinemas Particulars Respondent Percentage Yes 95 55 No 79 45 Total 174 100

Figure 3.8: Representing Tele booking as more convenient than the other ways of booking tickets at Bharat Big cinemas

55%

45%

Percentage

Yes

Particulars

No

Interpretation: The above table and graph depict the customer view about the tele booking of tickets at Big cinemas Mangalore. Out of 174 respondents about 55% of customers feel that tele booking is more convenient than the other ways of booking tickets a and nd about 45% of respondent does not agree with it.

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Table 3.9: Showing Advance booking has given you the following benefits Particulars Cost Time Ease/convenience Guaranteed tickets Sitting together with family/friends Early birds Can book any number of tickets Total Frequency 41 93 78 104 93 30 47 486 Percentage 8 19 16 21 19 7 10 100

Figure 3.9: Showing Advance booking has given you the following benefits Can book any number of tickets 10% Early birds 6% cost 9%

Time 19%

Sitting together with family/friends 19% Guaranteed tickets 21% Interpretation:

Ease/convenience 16%

The above table and graph denotes the benefits that the customers think he gains through advance booking of tickets at Big cinemas Mangalore. . Out of the 174 respondent 8 % of respondent feels cost as an advantage and about19% of the respondent feels Time as an advantage and about 21% of respondent feels Ease/Convenience as an advantage and about 19% feels the benefits as sitting together with family/friends and about 7% of the respondent feels early birds or 1st viewer opportunity as the advantage and about 10% of the respondent feels that they can book any number of tickets through advance booking.

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Table 3.10: Showing Free parking Fee gives an added advantage for Bharat Big cinemas Total 174 100

Particulars Frequency Percentage

Yes 119 68

No 55 32

Figure 3.10: Showing Free parking Fee gives an added advantage for Bharat Big cinemas 68%

32%

percentage

Yes

Particulars

No

Interpretation: The above table and graph depict the customer view about the Free parking facility at Big cinemas Mangalore. Out of 174 respondents about 68% of customers feel that free parking is an advantage and about 32% of respondent does not agree with it.

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Table 3.11: Showing the ambience rating of Bharat Big cinemas
Particulars 1 Safety and 9 safety checks A/C Hygiene Snacks Beverages Odor/Smell Waiting longue 4 4 5 3 4 15 2 6 20 6 10 12 6 43 3 3 3 6 7 7 5 11 4 9 3 3 7 8 5 13 Frequency 5 18 8 16 14 21 15 16 6 14 10 12 15 17 20 15 7 28 30 29 32 31 19 25 8 33 34 38 31 23 35 27 9 40 46 50 42 42 50 4 10 14 16 10 11 10 15 6 1 5 2 2 3 2 2 9 2 3 11 3 6 7 3 25 3 2 1 3 4 4 3 6 4 5 1 2 4 5 3 7 Percentage 5 10 5 9 8 12 9 9 6 8 6 7 9 10 11 9 7 16 17 17 18 18 11 14 8 19 20 22 18 13 20 16 9 23 26 29 24 24 29 2 10 8 9 6 6 6 9 3

Figure3.11: Showing the ambience rating of Bharat Big cinemas
Rank 1 8% Rank 2 9% Rank 3 6% Rank 4 Rank 5 6% Rank 6 6% Rank 7 Rank 8 9% Rank 9 3% 2% 16% 29% 14% 19% 20% 22% 18% 17% 8% 10% 5% 2% 3% 5% 6% 5% 2% 2% 11% 2% A/C 7% 9% 2% 3% 3% 2% Hygiene 7% 17% 9% 8% 4% 4% 6% 3% Snacks 5% 4% 7% 2% Beverages 9% 3% 3% 3% 2% 9% 10% 12% 11% 11% 6% 25% 18% 13% 9% 18% 20% 9% Rank 10

23%

26%

29%

24%

24%

16%

Safety & safety checks

Odor/ smell Waiting lounge

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Interpretation: The above table and graph denotes the customer view about the exterior safety measures at Big cinemas Mangalore. Out of the 174 respondent 5 % of respondent ranked it as 1out of 10 which means least safety and about 3% of the respondent ranked it as 2 out of 10 and about 2% of respondent ranked it as 3 out of 10 and about 5% of the respondent ranked it as 4 out of 10 and about 10% of the respondent ranked it as 5 out of 10 and about 8% of the respondent ranked it as 6 out of 10 and about 16% of the respondent ranked it as 7 out of 10 and about 19% of the respondent ranked it as 8 out of 10 and about 23% of the respondent ranked it as 9 out of 10 and about 8% of the respondent ranked it as 10 out of 10. The above table and graph denotes the customer view about the Air cooling at Big cinemas Mangalore. Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means safety and about 11% of the respondent ranked it as 2 out of 10 and about 2% of respondent ranked it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 5% of the respondent ranked it as 5 out of 10 and about 6% of the respondent ranked it as 6 out of 10 and about 17% of the respondent ranked it as 7 out of 10 and about 20% of the respondent ranked it as 8 out of 10 and about 26% of the respondent ranked it as 9 out of 10 and about 9% of the respondent ranked it as 10 out of 10. The above table and graph denotes the customer view about the Hygiene at Big cinemas Mangalore. Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means least and about 3% of the respondent ranked it as 2 out of 10 and about 3% of respondent ranked it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 9% of the respondent ranked it as 5 out of 10 and about 7% of the respondent ranked it as 6 out of 10 and about 17% of the respondent ranked it as 7 out of 10 and about 22% of the respondent ranked it as 8 out of 10 and about 29% of the respondent ranked it as 9 out of 10 and about 6% of the respondent ranked it as 10 out of 10. The above table and graph denotes the customer view about the Snacks at Big cinemas Mangalore. Out of the 174 respondent 3% of respondent ranked it as 1out of 10 which means least and about 16% of the respondent ranked it as 2 out of 10 and about 4% of respondent ranked it as 3 out of 10 and about 4% of the respondent ranked it as 4 out of 10 and about 8% of 49

the respondent ranked it as 5 out of 10 and about 9% of the respondent ranked it as 6 out of 10 and about 18% of the respondent ranked it as 7 out of 10 and about 18% of the respondent ranked it as 8 out of 10 and about 24% of the respondent ranked it as 9 out of 10 and about 6% of the respondent ranked it as 10 out of 10. The above table and graph denotes the customer view about the Beverages at Big cinemas Mangalore. Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means least and about 7% of the respondent ranked it as 2 out of 10 and about 4% of respondent ranked it as 3 out of 10 and about 5% of the respondent ranked it as 4 out of 10 and about 12% of the respondent ranked it as 5 out of 10 and about 10% of the respondent ranked it as 6 out of 10 and about 18% of the respondent ranked it as 7 out of 10 and about 13% of the respondent ranked it as 8 out of 10 and about 24% of the respondent ranked it as 9 out of 10 and about 6% of the respondent ranked it as 10 out of 10. The above table and graph denotes the customer view about the odor at Big cinemas Mangalore. Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means least and about 3% of the respondent ranked it as 2 out of 10 and about 3% of respondent ranked it as 3 out of 10 and about 3% of the respondent ranked it as 4 out of 10 and about 9% of the respondent ranked it as 5 out of 10 and about 11% of the respondent ranked it as 6 out of 10 and about 11% of the respondent ranked it as 7 out of 10 and about 20% of the respondent ranked it as 8 out of 10 and about 29% of the respondent ranked it as 9 out of 10 and about 9% of the respondent ranked it as 10 out of 10. The above table and graph denotes the customer view about the Waiting lounge at Big cinemas Mangalore. Out of the 174 respondent 9% of respondent ranked it as 1out of 10 which means least and about 25% of the respondent ranked it as 2 out of 10 and about 6% of respondent ranked it as 3 out of 10 and about 7% of the respondent ranked it as 4 out of 10 and about 9% of the respondent ranked it as 5 out of 10 and about 9% of the respondent ranked it as 6 out of 10 and about 14% of the respondent ranked it as 7 out of 10 and about 16% of the respondent ranked it as 8 out of 10 and about 2% of the respondent ranked it as 9 out of 10 and about 3% of the respondent ranked it as 10 out of 10.

50

Table 3.12: Showing howing Safety at Bharat Big cinemas

Particulars Secure Safe Average Unsafe Risky Total

Respondent 44 85 32 8 5 174

Percentage 25 49 18 5 3 100

Figure3.12: Showing Safety at Bharat Big cinemas

49%

26% 18%

percentage

5%

3%

Secure

Safe

Average particulars

Unsafe

Risky

Interpretation: The above table and graph denotes the customer view about the safety measures at Big cinemas Mangalore. . Out of the 174 respondent 25 % of respondent feel it as secure and about 49% of the respondent feel it as safe and about 18% of respondent feel it as moderate/average and about 5% feel it as unsafe and about 3% of the respondent feel it as risky.

51

Table 3.13: Showing Seating comforts & Seat layout Bharat Big cinemas

Particulars Excellent Very good Good Average Poor Total

Respondent 26 60 60 22 6 174

Percentage 15 34 34 13 4 100

Figure 3.13: Showing Seating comforts & Seat layout Bharat Big cinemas

34%

34%

15%

percentage

13%

4%

Excellent

Very good

Good

Average

Poor

particulars

Interpretation: The above table and graph represent the view of customers about the Seating comforts & Seat layout at Big cinemas Mangalore. Out of the entire 174 respondent 15 % of respondent rate Excellent and about 34% of the respondent rate it as very good and about 34% of respondent rate as good and about 13% rate it as average and about 4% rate it as poor. 52

Table 3.14: Showing Interior Odor & Air conditioning

Particulars Excellent Very good Good Average Poor Total

Respondent 22 54 76 19 3 174

Percentage 12 31 44 11 2 100

Figure 3.14: Showing Interior Odor & Air conditioning

44% 31%

percentage

12% 11% 2%

Excellent

Very good

Good Average Poor

particulars

Interpretation: The above table and graph represent the view of customers about the interior Odor & Air conditioning at Big cinemas Mangalore. Out of the 174 respondent 12 % of respondent rate Excellent and about 31% of the respondent rate it as very good and about 44% of respondent rate as good and about 11% rate it as average and about 2% rate it as poor. 53

Table 3.15: Showing Quality and hygiene of food & beverages at Bharat Big cinemas

Particulars Excellent Very good Good Average Poor Total

Respondent 27 45 66 25 11 174

Percentage 16 26 38 14 6 100

Figure 3.15: Showing Quality and hygiene of food & beverages at Bharat Big cinemas

Average 14%

Poor 6%

Excellent 16%

Very good 26%

Good 38%

Interpretation: The above table and graph symbolize the view of customers about the quality and hygiene of food & beverages at Big cinemas Mangalore. Out of the 174 respondent 16 % of respondent rate Excellent and about 26% of the respondent ra rate te it as very good and about 38% of respondent rate as good and about 14% rate it as average and about 6% rate it as poor. 54

Table 3.16: Showing Variety of food items & beverages available in the Cafe

Particulars Numerous variety Several variety Fewer variety Limited variety No variety Total

Respondent 13 59 51 42 9 174

Percentage 8 34 29 24 5 100

Figure 3.16: Showing Variety of food items & beverages available in the Cafe

No variety

5%

Limited variety

24%

Fewer variety particulars

29%

Several variety

34%

Numerous variety

8% percentage

Interpretation: The above table and graph signify the view of customers about the variety of food items & beverages available in the Cafe at Big cinemas Mangalore. Out of the 174 respondent 8 % of respondent feels it has numerous varieties and about 34% of the respondent feels it has several variety and about 29% of respondent feels it has fewer variety and about 24% feels it has limited variety and about 5% of respondents feels it has No variety. 55

Table 3.17: Showing Prices of food & combos provided

Particulars Economical Affordable Reasonable Expensive Very Expensive Total

Respondent 13 36 53 48 18 174

Percentage 8 21 31 29 11 100

Figure 3.17:Showing Showing Prices of food & combos provided

31% 29% 21%

percentage

8% 11%

Economical

Affordable

Reasonable

Expensive

Very Expensive

particulars

Interpretation: The above table and graph represent the customer feel about the prices of food & combos provided at Big cinemas Mangalore Mangalore. . Out of the 174 respondent 8 % of respondent rate it as Economical and about 21% of the respondent rate it as affordable and about 31% of respondent rate it as Reasonable and about 29% rate it as Expensive and about 10% of the respondent rate it as very expensive 56

Table 3.18: Showing Quantity and taste of food served

Particulars Excellent Very good Good Average Poor Total

Respondent 18 32 78 38 8 174

Percentage 10 18 45 22 5 100

Figure 3.18: Showing Quantity and taste of food served

Poor

5%

particulars

Average

22%

Good

45%

Very good

18%

Excellent

10%

percentage

Interpretation: The above table and graph symbolize the view of customers about the quantity and taste of food served at Big cinemas Mangalore. Out of the 174 respondent 10 % of respondent rate Excellent and about out 18% of the respondent rate it as very good and about 45% of respondent rate as good and about 22% rate it as average and about 5% rate it as poor.

57

Table 3.19: Showing Hygiene and cleanliness maintained in wash room

Particulars Excellent Very good Good Average Poor Total

Respondent 53 43 27 30 21 174

Percentage 31 25 15 17 12 100

Figure3.19: Showing Hygiene and cleanliness maintained in wash room

Poor Average Good
particulars

12% 17% 15% 25% 31%
percentage

Very good Excellent

Interpretation: The above table and graph signify the view of customers about the hygiene and cleanliness maintained in wash room at Big cinemas Mangalore. Out of the 174 respondent 31 % of respondent rate Excellent and about 25% of the respondent rate it as very good and about 15% of respondent rate as good and about 17% rate it a as s average and about 12 % rate it as poor.

58

Table 3.20: Showing Advertisement medium to know the movies being played of that week

Particulars Newspaper Internet Family/friends Mall display boards Movie advertisement Total

Frequency 122 79 53 51 34 339

Percentage 36 23 16 15 10 100

Figure 3.20: Showing Advertisement medium to know the movies being played of that week

Movie advertisement Mall display boards Family/friends
particulars

10% 15% 16% 23% 36%
percentage

Internet Newspaper

Interpretation: The above table and graph denotes the mode in which customers comes to know about the movies played at Big cinemas Mangalore. . Out of the 174 respondent 36 % of respondent through Newspaper Advertisement comes to know about the movies being played of that week and about 23% of the respondent through Internet Advertisement comes to know about the movies being played yed of that week and about 16% of respondent through Family/Friends comes to know about the movies being played of that week and about 15% respondent through mall display board Advertisement comes to know about the movies being played of that week and about abou 10% of the respondent through Movie Advertisement comes to know about the movies being played of that week. 59

Table 3.21: Showing whether customers go to other theaters to watch the movies If you don’t get tickets at Bharat Big cinemas

Particulars Frequency Percentage

Yes 154 89

No 20 11

Total 174 100

Figure 3.21: Showing whether customers go to other theaters to Watch the movies If you don’t get tickets at Bharat Big cinemas

No particulars

11%

Yes
percentage

89%

Interpretation: The above table and graph depict the customer opinion about visiting to other Theaters if the tickets are not available at Big cinemas Mangalore. Out of 174 respondents about 89% of customers visit other theaters and about 11% of respondent do not visit other theaters.

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Table 3.22: Representing the customer preference to opt for other movies if they don’t get the tickets for the movies of their choice Total 174 100

Particulars Respondent Percentage

Yes 106 61

No 68 39

Figure 3.22: Representing the customer preference to opt for other movies if they don’t get the tickets for the movies of their choice

No 39%

Yes 61%

Interpretation: The above table and graph depict the customer opinion about watching other movies if they do not get tickets for the movies of their choice at Big cinemas Mangalore. Out of 174 respondents about 61% of customers watch other movies and about 39% of respondent do not watch any other movie for that visit

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Table 2.23: Showing the screen size of Bharat Big cinemas compared to the Local theaters

Particulars Excellent Very good Good Average Poor Total

Respondent 29 65 60 17 3 174

Percentage 17 37 34 10 2 100

Figure 2.23:Showing the screen size of Bharat Big cinemas compared to the Local theaters Poor 2% Excellent 17%

Average 10%

Good 34%

Very good 37%

Interpretation: The above table and graph signify the view of customers about the screen size atBig cinemas Mangalore. Out of the 174 respondent 17 % of respondent rate Excellent and about 37% of the respondent rate it as very good and about 34% of respondent rate as good and about 10% rate it as average and about 2 % rate it as poor. 62

Table 2.24: Represents Sound & Picture quality RATINGS: 1
Particulars 1 Picture Clarity Sound Clarity Screen size Brightness Sharpness 6 5 6 4 3 2 7 7 7 7 7 3 4 5 5 5 6 4 4 4 4 3 4

2

3

4

5

6

7

8

9

10

Frequency 5 10 10 12 12 7 6 17 16 11 16 18 7 23 23 19 22 22 8 52 44 49 44 49 9 32 45 47 44 40 10 20 15 14 17 18 1 3 3 3 2 2 2 4 4 4 4 4 3 2 3 3 3 3 4 2 2 2 2 2

Percentage 5 6 6 7 7 4 6 10 9 6 9 10 7 13 13 11 13 13 8 30 25 28 25 28 9 18 26 27 25 23 10 11 9 8 10 10

Figure 2.24:Represents Sound & Picture quality
9% 11% 8% 10% 10%

Rank 1 Rank 2

18%

26%

27%

25%

23%

Rank 3 Rank 4
30% 25% 25% 28% 28%

Rank 5 Rank 6 Rank 7

13%

13% 11%

13% 13%

Rank 8
10% 9% 6% 9% 10%

6% 2% 2% 4% 3%

6% 2%

7% 2%

Rank 9
7% 2% 4% 2%

3%
4% 3%

3%
4% 3%

3%
4% 2%

3%
4% 2%

Rank 10

Picture clarity

Sound clarity

Screen size 63

Brightness Sharpness of picture

Interpretation: The above table and graph denotes the customer view about the Picture Quality at Big cinemas Mangalore. Out of the 174 respondent 3% of respondent ranked it as 1out of 10 which means least and about 4% of the respondent ranked it as 2 out of 10 and about 2% of respondent ranked it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 6% of the respondent ranked it as 5 out of 10 and about 10% of the respondent ranked it as 6 out of 10 and about 13% of the respondent ranked it as 7 out of 10 and about 30% of the respondent ranked it as 8 out of 10 and about 18% of the respondent ranked it as 9 out of 10 and about 11% of the respondent ranked it as 10 out of 10. The above table and graph denotes the customer view about the sound clarity at Big cinemas Mangalore. Out of the 174 respondent 3% of respondent ranked it as 1out of 10 which means least and about 4% of the respondent ranked it as 2 out of 10 and about 3% of respondent ranked it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 6% of the respondent ranked it as 5 out of 10 and about 9% of the respondent ranked it as 6 out of 10 and about 13% of the respondent ranked it as 7 out of 10 and about 25% of the respondent ranked it as 8 out of 10 and about 26% of the respondent ranked it as 9 out of 10 and about 9% of the respondent ranked it as 10 out of 10. The above table and graph denotes the customer view about the Screen size at Big cinemas Mangalore. Out of the 174 respondent 3% of respondent ranked it as 1out of 10 which means least and about 4% of the respondent ranked it as 2 out of 10 and about 3% of respondent ranked it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 7% of the respondent ranked it as 5 out of 10 and about 6% of the respondent ranked it as 6 out of 10 and about 11% of the respondent ranked it as 7 out of 10 and about 28% of the respondent ranked it as 8 out of 10 and about 27% of the respondent ranked it as 9 out of 10 and about 8% of the respondent ranked it as 10 out of 10. The above table and graph denotes the customer view about the Brightness at Big cinemas Mangalore. Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means least and about 4% of the respondent ranked it as 2 out of 10 and about 3% of respondent ranked it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 7% of the 64

respondent ranked it as 5 out of 10 and about 9% of the respondent ranked it as 6 out of 10 and about 13% of the respondent ranked it as 7 out of 10 and about 25% of the respondent ranked it as 8 out of 10 and about 25% of the respondent ranked it as 9 out of 10 and about 10% of the respondent ranked it as 10 out of 10. The above table and graph denotes the customer view about the Sharpness at Big cinemas Mangalore. Out of the 174 respondent 2% of respondent ranked it as 1out of 10 which means least and about 4% of the respondent ranked it as 2 out of 10 and about 3% of respondent ranked it as 3 out of 10 and about 2% of the respondent ranked it as 4 out of 10 and about 4% of the respondent ranked it as 5 out of 10 and about 10% of the respondent ranked it as 6 out of 10 and about 13% of the respondent ranked it as 7 out of 10 and about 28% of the respondent ranked it as 8 out of 10 and about 23% of the respondent ranked it as 9 out of 10 and about 10% of the respondent ranked it as 10 out of 10.

65

Table 2.25:Showing about the 3D movies played

Particulars Excellent effects Very good effect Good effects Average effects Poor effects Total

Respondent 6 42 61 36 29 174

Percentage 4 24 35 21 16 100

Figure 2.25: Showing g about the 3D movies played

35% 24% 21% 4% percentage 16%

Excellent effects

Very good effect

Good effects Average effects particulars Poor effects

Interpretation: The above table and graph signify the view of customers about the 3D movies played atBig cinemas Mangalore. Out of the 174 respondent 4 % of respondent rate as Excellent effect and about 24% of the respondent rate it as very good effects and about 35% of respondent rate as good effects and about 21% rate it as average effects and about 16 % rate it a as s poor effects.

66

Table 3.26: Showing about the amount Rs 30 for the 3D glasses being collected from the customers

Particulars Economical Affordable Reasonable Expensive Very Expensive Total

Respondent 11 25 41 66 31 174

Percentage 6 14 24 38 18 100

Figure 3.26: Showing about the amount Rs 30 for the 3D glasses being collected from the customers 38%

24% 14% 6% percentage 18%

Economical

Affordable

Reasonable
particulars

Expensive

Very Expensive

Interpretation: The above table and graph represent the customer feel about the amount Rs 30 for the 3D glasses being collected from the customers at Big cinemas Mangalore. . Out of the 174 respondent 6 % of respondent rate it as Economical and about 14% of the respondent rate it as affordable and about 24% of f respondent rate it as Reasonable and about 38% rate it as Expensive and about 18% of the respondent rate it as very expensive. 67

Table 3.27: Showing standard behavior existing in Bharat Big cinemas compared to other theaters

Particulars Respondent Percentage

Yes 133 76

No 41 24

Total 174 100

Figure 3.27: Showing standard behavior existing in Bharat Big cinemas compared to other theaters

No 24%

Yes 76%

Interpretation: The above table and graph depict the customer opinion about a certain standard behavior exists in Bharat Big cinemas compared to other theaters. Out of 174 respondents about 76% of customers agree and about 24% of respondent do not agree.

68

Table 3.28: Representing about Big cinemas driving ing in more family in Mangalore Particulars Respondent Percentage Yes 150 86 No 24 14 Total 174 100

Figure 3.28: Representing about Big cinemas driving in more family in Mangalore

86%

percentage

14%

Yes particulars

No

Interpretation: The above table and graph depict whether the customer feel because of the social standards, Bharat Big cinemas has driven more families es to watch movies in Mangalore. Mangalore Out of 174 respondents about 86% of customers agree and about14% of respondent do not agree.

69

Table 3.29: Showing the language o of movie watched

Particulars English Hindi Kannada Tamil Malayalam Telugu Tulu Total

Respondent 118 118 49 18 15 20 17 355

Percentage 33 33 14 5 4 6 5 100

Figure 3.29:Showing the language of movie watched Malayalam 4% Telugu 6% Tulu 5% English 33%

Tamil 5%

Kannada 14%

Hindi 33% Interpretation: The above table and graph denotes the customer preference for various languages of movies at Big cinemas Mangalore. . Out of the 174 respondent 33% of respondent prefer English movies and about 33% of the respondent prefer watching H Hindi movies and about 14% 1 of respondent prefer Kannada ada movies and about 5% prefer T Tamil amil movies and about 4% of the respondent prefer Malayalam movies and abo about 6% of the respondent prefer Telugu elugu movies and about 5% of respondent prefer watching Tulu ulu movies. 70

Table 3.30: Represents s the Source of Motivation to watch movies

Particulars Family Friends Girl friend/ Boy Friend Yourself Total

Respondent 33 105 24 31 193

Percentage 17 54 13 16 100

Figure 3.30: Represents the Source of Motivation to watch movies

54%

17%

13%

16%

Family

Friends

Girl friend/ Boy Friend

Yourself

Interpretation: The above table and graph represent the customer feel about the source of motivation for them to visit Big cinemas Mangalore. . Out of the 174 respondent 7 % of respondent feels it is because of family and about 54% of the respondent feels it is because of friends and about 13% of respondent feels it is because of girl friend/boy friend and about 16% of respondent feels it is because of themselves. 71

Table 3.31: Showing the amount of money spent

Particulars Less than Rs 200 Rs 200-Rs500 Rs500-RS1000 More than Rs1000 Total

Respondent 35 91 35 13 174

Percentage 20 52 20 8 100

Figure 3.31Showing amount of money spent

More than Rs1000

8%

Rs500-RS1000 particulars

20%

Rs 200-Rs500

52%

Less than Rs 200

20%

percentage

Interpretation: The above table and graph signify the view of customers about their spending pattern when they visitBig cinemas Mangalore. Out of the 174 respondent 20 % of respondent state that they spend less than Rs200 and about 52% of the respondent state that they spend around Rs200 to Rs500 and about 20% of respondent state that they spend around Rs500 to Rs1000 and about 8% state that they spend more than Rs1000. 72

Table 3.32: Represents the people watching more than one movie per visit Total 174 100

Particulars Respondent Percentage

Yes 54 31

No 120 69

Figure 3.32: Represents the people watching more than one movie per visit

YES 31%

NO 69%

Interpretation: The above table and graph depict whether the customer watch more than one movie per visit to Bharat Big cinemas. . Out of 174 respondents about 31% of customers agree and about69% of respondent do not agree.

73

Table 3.33: Showing Genre of movies Particulars Romantic Action Animation Comedy Drama Horror Adventure Total frequency 98 100 49 79 41 45 61 473 percentage 20 21 10 17 9 10 13 100

Figure 3.33: Showing ing Genre of movies

Chart Title
25.00 20.00 15.00 Romantic Action Animation Comedy Drama Horror Adventure

5.00 0.00

percentage

10.00

particulars

Interpretation: The above table and graph denotes the genre of movies customer watch at Big cinemas Mangalore. Out of the 174 respondent 20% of respondent prefer romantic movies and about 21% of the respondent prefer watching action movies and about 10% of respondent prefer animation movies and about 17% watch movies of comedy categories and about 9% of the respondent prefer movies of Drama category and about 10% of the respondent prefer Horror movies and about 13% of respondent t prefer watching adventure movies.

74

Table 3.34: Showing Other Shops visited at Bharat Mall

Particulars Big bazaar Coffee day Pantaloons Pizza hut Food court others Total

Frequency 87 65 43 51 85 75 406

Percentage 21 16 10 13 21 19 100

Figure 3.34: Showing Other Shops visited at Bharat Mall

Big bazaar 21%

others 18%

Food court 21%

Coffee day 16%

Pantaloons 11%

Pizza hut 13%

Interpretation: The above table and graph denotes the customers visit to other shops when they come to visit Big cinemas Mangalore.Out Out of the 174 respondent 21% of respondent visit Big bazaar and about 16% of the respondent visit coffee day and about 10% of respondent visit pantaloons and about 13% visit Pizza Hut and about 21% of the respondent visit food court and about 19% of the respondent visit other shops.

75

4. FINDINGS
On the basis of intensive research, following findings are given below: 1. 15% of the respondent visit Bharat Big cinemas every week and about 31% of the respondent visit once in a month and 16% visit once in 3 month and 6% of the respondent visit once in a year and 32% of the respondent visit according to their preference of movies. 2. 57% book their tickets at Bharat Big cinemas through Box office and about 15% of respondent book their tickets through Tele booking and about 23% of respondent book their tickets through internet booking and about 5% of respondent use other means of booking the tickets. 3. 19 % of respondent rate the Ticket counter location as Excellent and about 33% of the respondent rate it as very good and about 38% of respondent rate as good and about 9% rate it as average and about 1% rate it as poor. 4. 15 % of respondent rate the information provided by the staff as Excellent and about 28% of the respondent rate it as very good and about 38% of respondent rate as good and about 17% rate it as average and about 2% of the respondent rate it as poor. 5. 9% of respondent feels the price of the tickets as Economical and about 36% of the respondent rate it as affordable and about 36% of respondent rate it as Reasonable and about 16% rate it as Expensive and about 3% of the respondents rate it as very expensive. 6. 10 % of respondent feels the weekend/peak time pricing as Economical and about 24% of the respondent feels it as affordable and about 21% of respondent feels it as Reasonable and about 31%feels it as Expensive and about 14% of the respondent rate it as very expensive. 7. 12 % of respondent feel online booking is not convenient and about 21% of the respondent feel it as time consuming and about 39% of respondent rate it as moderate and about 23% rate it as easy and about 5% of the respondent rate it as very easy. 8. 55% of customers feel that Tele booking is more convenient than the other ways of booking tickets and about 45% of respondent does not agree with it. 9. 68% of customers feel that free parking is an advantage and about 32% of respondent does not feel it’s an advantage.

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10. 25 % of respondent feel Big cinemas as secure and about 9%of the respondent feel it as safe and about 8% of respondent feel it as moderate/average and about 5% feel it as unsafe and about 3% of the respondent feel it as risky. 11. 15 % of respondent rate the seating comforts as Excellent and about 34% of the respondent rate it as very good and about 34% of respondent rate as good and about 13% rate it as average and about 4% rate it as poor. 12. respondent 16 % of respondent rate Hygiene of food and beverages as Excellent and about 26% of the respondent rate it as very good and about 38% of respondent rate as good and about 14% rate it as average and about 6% rate it as poor. 13. 8 % of respondent feels the Cafe has numerous varieties of foods and beverages and about 34% of the respondent feels it has several variety and about 29% of respondent feels it has fewer variety and about 24% feels it has limited variety and about 5% of respondents feels it has No variety. 14. 8 % of respondent rate the prices of food and beverages as Economical and about 21% of the respondent rate it as affordable and about 31% of respondent rate it as Reasonable and about 29% rate it as Expensive and about 10% of the respondent rate it as very expensive. 15. 10 % of respondent rate the quality of food as Excellent and about 18% of the respondent rate it as very good and about 45% of respondent rate as good and about 22% rate it as average and about 5% rate it as poor. 16. 31 % of respondent rate the cleanliness maintained in wash room as Excellent and about 25% of the respondent rate it as very good and about 15% of respondent rate as good and about 17% rate it as average and about 12 % rate it as poor. 17. 36 % of respondent are made aware about the movies through Newspaper Advertisement comes to know about the movies being played of that week and about 23% of the respondent through Internet Advertisement comes to know about the movies being played of that week and about 16% of respondent through Family/Friends comes to know about the movies being played of that week and about 15% respondent through mall display board Advertisement comes to know about the movies being played of that week and about 10% of the respondent through Movie Advertisement comes to know about the movies being played of that week. 18. 89% of customers may visit other theaters if they don’t get tickets at Bharat Big cinemas and about 11% of respondent would not visit other Theaters. 77

19. 61% of customers watch other movies if they do not get tickets for the movies of their choice and about 39% of respondent do not watch any other movie for that visit. 20. 4 % of respondent rate the 3D movies quality as Excellent effect and about 24% of the respondent rate it as very good effects and about 35% of respondent rate as good effects and about 21% rate it as average effects and about 16 % rate it as poor effects. 21. 6 % of respondent feels the Rs 30 collected for 3D glasses as Economical and about 14% of the respondent feel it as affordable and about 24% of respondent feel it as Reasonable and about 38% feel it as Expensive and about 18% of the respondent feel it as very expensive. 22. 76% of customers agree about a certain standard behavior exists in Bharat Big cinemas compared to other theaters and about 24% of respondent do not agree. 23. 86% of customers agree because of the social standards, Bharat Big cinemas have driven more families to watch movies in Mangalore and about14% of respondent do not agree. 24. 33% of respondent prefer English movies and about 33% of the respondent prefer watching Hindi movies and about 14% of respondent prefer Kannada movies and about 5% prefer Tamil movies and about 4% of the respondent prefer Malayalam movies and about 6% of the respondent prefer Telugu movies and about 5% of respondent prefer watching Tulu movies. 25. 7 % of respondent feels they are motivated because of family and about 54% of the respondent feels it is because of friends and about 13% of respondent feels it is because of girl friend/boy friend and about 16% of respondent feels it is because of themselves. 26. 20 % of respondent state that they spend less than Rs200 and about 52% of the respondent state that they spend around Rs200 to Rs500 and about 20% of respondent state that they spend around Rs500 to Rs1000 and about 8% state that they spend more than Rs1000. 27. 20% of respondent prefer romantic movies and about 21% of the respondent prefer watching action movies and about 10% of respondent prefer animation movies and about 17% watch movies of comedy categories and about 9% of the respondent prefer movies of Drama category and about 10% of the respondent prefer Horror movies and about 13% of respondent prefer watching adventure movies. 28. 21% of respondent visit Big bazaar when they come for Bharat Big cinemas and about 16% of the respondent visit coffee day and about 10% of respondent visit pantaloons and about 13% visit Pizza Hut and about 21% of the respondent visit food court and about 19% of the respondent visit other shops. 78

5. CONCLUSIONS AND SUGGESTIONS

SUGGESTIONS AND RECOMMENDATION             Big cinemas should carry out customer research periodically and conduct operations according to their customer’s perceptions and expectations. Regular customers can be contacted through email and messages. Loyalty or point cards can be provided to regular customers for discounts. Big cinemas should advertise to a greater extent about their services so to increase the awareness level of its services. Waiting lounge can be improved with better facilities. Higher budget allocation is needed for the promotional activities. Orders of food & beverages can be taken from the customers seat itself. Pricing strategy can be used to compete with the local theaters. They can enjoy the first mover advantage if they open branches in growing cities like Udupi, Manipal, Madikeri, Kasargodetc The amount for 3D glasses can be included in the ticket price itself so that people don’t feel its an additional cost. Attractive Complimentary and combos can be used. Special screen for elite classes can be added.

I believe that the aforesaid recommendations would make Big cinemas more vibrant in the market and sustain its market leadership.

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CONCLUSION Big cinemas entertainment industry is a market leader in production, distribution, processing of cinemas by providing 3D IMAX and exclusive theatre service to the customers. Big cinemas promotional activities is very effective and the respondents have rated Big cinemas promotional activities on the basis of services offered by Big cinemas and fun innovation is very much effective for all types of people including youths. Big cinemas has also drawn more Families into the theaters which can be considered as one of the major success. Even though people were bit concern about the price mostly it was rated as one of the best venue to sit and watch the movies.

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1. E. BIBLIOGRAPHY

1. BOOKS • "Services Marketing: People, Technology, Strategy" by Christopher Lovelock, JochenWirtz, and JayantaChatterjee ,Pearson Education Publications 2007. •"Services Marketing & Management" by T A Schwartz and D Iacobucci, Sage Publications, 2000. • "Services Marketing" by Ronald T Rust, Anthony J Zahorik and Timothy L Keiningham, Addison-Wesley Publications, 2000. • 'Services Marketing" by Helen Woodruff, Macmillan India Ltd.,Publications, 2000

2. JOURNALS • Journal of Services Marketing • Journal of Marketing • Journal of Marketing Management (ICFAI) • Survey (Indian Institute of Social Welfare and Business Management • South Asian Journal of Management • A & M (Back Volumes) • Journal of Advertising • Services Marketing Quarterly (Best Business Books)

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3. WEBSITES www.adlabsindia.com www.bigcinemas.com www.altavista.com

4. NEWS PAPERS: 1) Times of India 2) Business standard 3) Economic Times 4) Business World

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LITERATURE REVIEW
1. ADLABS TO SPIN DISTRIBUTION NETWORK BY: MEENAKSHI VERMA ON TIMES NEWS NETWORK ADAG-owned Adlabs Films is foraying into distribution of non-Indian movies with Spiderman3, in collaboration with Percept Picture Company. Adlabs, which plans to distribute about 15-18 movies every year, expects non-Indian movies to contribute 15% to the total distribution revenues.Says Adlabs Distribution COO SunirKheterpal: “We expect the distribution business to contribute over Rs 100 crore this year, with about Rs 15-18 crore expected to come from distribution of non-Indian movies.” Adlabs will release over 250 prints — a major percentage of the total 600 prints being distributed all over India — in territories like Mumbai, Gujarat, DelhiNCR,Uttar Pradesh and Punjab.Adlabs has established overseas distribution offices in US and the UK in 2006, and domestic distribution offices in Delhi, UP, Punjab and Mumbai more recently. The company aims to distribute six-eight English movies every year, of the total 15-18 films it would distribute in these territories.“For a blockbuster English movie like Spiderman-3, rights are as expensive as that for any big budget Indian movie. But we also expect the number of screens showcasing English movies to increase considerably,” MrKheterpal said. Adlabs would be acquiring the DVD and satellite rights of the movies in bulk and would sell it to broadcasters and DVD manufacturers as part of its distribution model.Having started its domestic distribution business with Mani Ratnam's Guru in January 2007, Adlabs also released Black Friday (February 2007) and the recent hit, Bheja Fry (April 2007). Adlabs' future re-leases include Priyadarshan'sDhol, AnubhavSinha's CASH, Mudassar Aziz's Dulha Mil Gaya and AnuragBasu's Suicide Bomber. According to the latest Ficci-PricewaterhouseCoopers report, the Indian film entertainment industry, which currently stands at Rs 8,500 crore, will touch Rs 17,500-crore by 2011. Also, the home box office collection will increase to Rs 11,900 crore from Rs 6,400 crore and the home video market will grow to Rs 2,500 crore by 2011.

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2. ADLABS ENTERS HOLLYWOOD BY: BUSINESS LINE NEWS PAPER (THE HINDU GROUP OF PUBLICATION) FRIDAY, JUNE 16, 2006 Mumbai, Adlabs Films Ltd is entering into mainstream Hollywood. The Anil Ambani Group company has informed BSE that it has entered into a co-production, film financing deal with Hyde Park Entertainment Group, a production, financing and international sales company promoted by Mr Ashok Amritraj. Adlabs Films Ltd has earlier set up wholly owned subsidiaries in the UK and the US for its overseas distribution of Indian films, film co-production andpost production business.MrAmritraj had announced at Frames 2006 that his company, Hyde Park Entertainment Group, was looking at tie-ups with Indian companies for producing films. Shares of Adlabs moved up by Rs 14.75 to Rs 204.20 on BSE.

3. BOX OFFICE HITS BRING HIGH RETURNS FOR MULTIPLEXES BY: VIJAY GURAV AND SHUCHI VYAS ON TIMES NEWS NETWORK

Multiplexes are not just about providing quality entertainment. They also offered considerable money-making opportunities to investors on the Indian bourses thanks to a sharp rally in the stocks of the country’s largest film exhibition firm.Investors have earned handsome returns on their investments in shares of listed companies like PVR, Inox Leisure, Shringar Cinemas and Adlabs Films. Most of these stocks, except Shringar Cinemas, are currently quoting at new highs. Of these companies, PVR and Inox Leisure were listed only in recent months.PVR is currently quoting at Rs 316, a 40% premium to the offer price of Rs 225 per share. Inox Leisure gained significantly in less than two months of its listing. At Monday’s closing of Rs 215, the share price has jumped 80% over the offer price of Rs 120 per share. Adlabs Films is currently trading at Rs 405 against the offer price of Rs 120 per share, while Shringar Cinemas at Rs 73 against Rs 53. Analysts say the film exhibition business has a tremendous growth potential with the country’s cinema-viewing people becoming more conscious about quality of entertainment. A lot of opportunities exist in the entertainment segment, which is also reflected in the fact that large corporates like the ADAG have entered the field with big investments. In ’05, ADAG acquired a 50.2% stake in Adlabs Films. ADAG plans to expand its presence across the

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entertainment value-chain.“The film exhibition segment is growing leaps and bounds due to the high demand for quality family entertainment, as watching movies are one of the foremost entertainment options in India. With the corporatization of film production, better movies targeted at a specific audience are increasing in number, attracting more movie buffs,” said India Info line in its report on theprospects of film exhibition companies. Factors like retail boom, changing demographic profile, rising disposable income and entertainment tax exemptions will drive the future growth of companies running multiplexes, it said. Though prospects look promising, the quality of cinemas and their box office collection will play a major role in performance of multiplexes.There are also concerns that the industry may face an overcapacity. “With operators eyeing the same catchment areas, it could lead to fragmentation of the viewers and may lead to low occupancy and price wars,” the report stated. “All the good news has been factored in as of now for the multiplex industry, but future growth will be seen only if there is a blockbuster film with an occupancy rate of 5.5 shows a day for a few months. Also, the expansion plans will be on full steam in FY09 when capacity will triple,” says PhaniSekhar, analyst, Angel Broking.

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