INTRODUCTION

INTRODUCTION

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 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.

COMPANY PROFILE
 COMPANY PROFILE

Wave Group - a leading business conglomerate that has expanded across industries to

create a niche for itself. The integral beliefs of the Group are founded on hard work and

team spirit. It has been steered by the long term vision of the Late Mr. Kulwant Singh

Chadha since 1963. Today, the Wave Group boasts an impressive portfolio of businesses,

including sugar manufacturing, distilleries and breweries, real estate, malls and

multiplexes, beverages, sports, education and entertainment.

Wave Group's policy has been to efficiently and effectively optimise its diverse businesses

and maximise output by participating in all aspects of business. This has resulted in

exponential growth in the Group's productivity, its ability to transform industries and in

creating opportunities for entirely new market segments. The business model has evolved

significantly through strategic investments in services and technologies, ensuring that the

Wave Group maintains its competitive advantage in every sector.

The Wave Group attributes a major part of its success to its visionary, the erstwhile

Chairman Mr. Gurdeep Singh (Ponty) Chadha. His pioneering vision to conquer new

heights and fulfil the dreams of all its stakeholders is the key to driving the Group to

continuously set new benchmarks.

Wave Cinemas

Redefining the world of movie-viewing experience.........

One of the unique ventures of Wave Inc., is Wave Cinemas - the Group's own Movie

Theater with its pioneering adoption of international standards of equipment which has

changed the way the nation watches movies.

Traditional to Wave Cinemas, is the world-class Digital Sound, Audio and Projection

systems, with seating ergonomically designed comfortably wider, having more leg-room

than the present industry standards.

With projection systems from Kinoton-Germany, Audio Systems from Martin Audio-UK,

Screens from Harkness Hall-UK and Dolby Cinema Processors from USA, movie viewing

at Wave Cinemas is definitely a distinctive experience for the populace.

The Wave Cinemas at selected venues offer the star attraction and revolutionary concept -

the 'Platinum Lounge' - a royal luxurious movie-viewing experience, which is

conceptualized, designed, implemented and offered only by the "Wave Cinemas".

With more than 650 vessels served, On-Waves is the world's leading telecommunications

service provider in wireless mobile network communications offering GSM and CDMA

coverage, along with a comprehensive suite of enhanced services to Cruise Ships &

Ferries, Cargo Ships, Offshore Installations, Fishing vessels, Private yachts, Business

Aviation jets and remote terrestrial locations.

With a combination of the latest technologies; excellent voice and data quality, redundant

fiber links to all major VSAT satellite providers, up to date services and seamless service

for GSM and CDMA phones, On-Waves brings to both passengers and crew members, an

on-board wireless experience matching that which users experience on land.

On–Waves is a subsidiary of Siminn (formerly Iceland Telecom), a well known

International mobile phone carrier with 1,600 employees and over 500 GSM roaming
agreements. Siminn was the very first Maritime GSM provider in the world and the first to

offer its services to the Cruise industry, beginning in 2003 on a World Tour Cruise.

Key Figures

ON-WAVES END-USERS

Every day, On-Waves extends wireless service to 130.000 people, providing them the

opportunity to use their mobile devices while on board.

ROAMING AGREEMENTS

With more than 500 GSM roaming agreements, On-Waves can extend service to over 85%

of the world’s 5 billion cell phone users.

MANAGEMENT TEAM

Corporate Executives

Kristinn Ingi Lárusson

Chief Executive Officer

Kristinn Ingi Lárusson holds a MBA degree from the University of Edinburgh, Scotland.

He joined On-Waves in June 2012. Prior to joining On-Waves, Mr Lárusson worked for

Síminn hf and Skipti hf (parent companies of On-Waves) since 2005 in international

business development as well as investment activities. Mr Lárusson has represented both

Síminn and Skipti hf as a board member in Iceland and internationally. Prior to joining the

telecommunication industry Mr Lárusson worked within the financial industry, within

asset management and corporate banking.

Roch-Alexandre Nominé

Chief Technology Officer

Roch-Alexandre Nominé holds an engineering degree from the Telecom Bretagne

Institute.

Mr. Nominé has been a pioneer in the field of maritime mobile phone communications. He

has designed, implemented and operated GSM and other wireless systems in very complex

RF environments on over 100 vessels, including some of the largest and most

sophisticated cruise ships launched to date. As On-Waves Ehf's CTO, Mr Nominé is

responsible for introducing the latest generation of all-IP mobile phone systems, services

and applications to global maritime market.

John HILFINGER

Managing Director On-Waves America LLC

John Hilfinger holds an MBA (Finance/International Business) degree from Columbia

University Graduate School of Business. He joined On-Waves in 2007 to develop its

business activities in US. Prior to On-Waves, he served in various leadership roles at

AT&T Wireless, including Vice-President, International M&A and Business

Development. In 2004, he was instrumental in creating Wireless Maritime Services, a

pioneer maritime mobile phone operator. Prior to AT&T Wireless, he held various

positions at AT&T Corporation in both domestic and international operations.

Darryn TROWELL

Director of Sales and Business Development, EMEA Region

Since graduating as an engineer with the Royal Air Force, Darryn has held senior business

development, operations and development roles in wireless communications with

Ericsson, Nokia, Nortel, Ip.Access, Zynetix and Quortus.

Darryn joins On-Waves following his time at Zynetix where he held various senior roles

incorporating all operational and engineering aspects of the business from product

conceptualisation through R&D and on to operational deployment and system

management.

Board of directors

GUNNAR FJALAR HELGASON

Chairman

JOHANNA GUDMUNDSDOTTIR

Board Member

ASA RUN BJORNSDOTTIR

Board Member

LARUS GUDMUNDSSON

Board Member

ROCH-ALEXANDRE NOMINE

Board Member
Services

On-Waves enables the use of any mobile phone while on board, on the high seas or in air.

Fully featured mobile services from On-Waves include:

 The ability to place calls to and receive calls from any fixed or mobile phone in the

world

 Inbound and outbound SMS text messages anywhere, anytime

 GPRS, EDGE, 1XRTT and EVDO service for mobile phones, wireless PDA’s and

Blackberries

 On board generated messages for entertainment and useful information

 Welcome message sent to each user while on board with personalized text

 Wi-Fi applications

For Crew Members:

 Same functionality at reduced pricing

 Pre-paid card availability and account management

For the Shipping Company:

 Crew welfare

 Real-time vessel tracking

 Real-time “attached” mobile phone activity

 Short code dialing

 24h, voice and data monitoring

 Real-time system operational status monitoring

 Demand assigned on-board areas switch on and off

LITERATURE REVIEW
 LITERATURE REVIEW

By and large, extravagance items can be separated into three classifications: home

extravagance items, individual extravagance items, and experiential extravagances

(Danziger, 2004a; Unity Marketing, 2004). As indicated by Danziger (2004a),

extravagance home items incorporates marked or costly home embellishments, for

example, kitchen apparatuses, furniture, open air garden, workmanship, collectibles and so

forth.; while individual extravagance items incorporate items that give clients a sentiment

delight and saw 'elevated expectation of living, for example, garments, excellence items;

style frill; autos, gems, watches and so on. Experiential extravagance is characterized as an

ordeal of extravagance from the buyer's own particular point of view, or a perspective that

make delight by doing exercises, for example, heading off to the theater, Café, bar, travel,

eateries and feasting (Danziger, 2004b). Everybody may have an alternate idea of what

constitutes an extravagance item in light of the fact that their comprehension on

extravagance has no particular estimation (Beverland, 2004; Danziger, 2004b). So as to at

any rate downsize its extension, in 2004, Vigneron and Johnson built up an operational

measure of brand extravagance, known as a Brand Luxury Index scale (BLI) that

comprises of five key extravagance measurements, specifically saw obviousness, saw

uniqueness, saw Extended-Self, saw gratification, and saw quality/flawlessness. While

buyers may boost each of the five measurements, by and by, customers may exchange off

less striking measurements for more remarkable ones. This implies individuals who buy

extravagance items are a bit much rich or well-off, but rather ought to be the individuals

who are intrigued and can stand to buy them (Danziger, 2004a; Lowther, 2005). As it

were, extravagance items don't as a matter of course have a high cost, yet it must satisfy

the
standard of extravagance items, which must be top notch, elite, and sincerely fulfilling

(Munuz, 2002). Moreover, individuals with high instruction and who are more educated

will tend to buy extravagance items (Danziger, 2004a; Stacy, 2005; Unity Marketing,

2004). Moreover, individuals who are more worried about their picture, social class or

grown-up toy will likewise tend to buy extravagance items (Nia and Judith, 2000;

Prendergast and Claire, 2003).

Family and companions, or direct experience may impact shopper conduct on buy of

extravagance items (Danziger, 2005b). Extravagance likewise has a tendency to be

impacted more by the client's impression of what constitutes quality, eminence and so

forth. Hence, advertisers ought to appropriately assemble the items brand name,

comprehend the purchaser mind set, give careful consideration to customers' enthusiastic

needs, and be acquainted with the buyers' surroundings, be it home, working spot or

amusement environment, to gage the shopper's mental and behavioral needs (Mastens,

2004; Unity Marketing, 2004).

Elements affecting buy conduct are mostly because of certain inner and outside jolts

(Solomon, 2004). It can either be on account of individuals need to escape from routine

employment, improve personal satisfaction, remunerate diligent work (Danziger, 2004a),

increase additional sentiment certainty, persuade essential encounters, to be more

extraordinary and one of a kind (Danziger, 2004b), to express their identity, as a grown-up

toy, or to satisfy their mental needs (Nia and Judith, 2000).

OBJECTIVES OF THE STUDY
 OBJECTIVES OF THE STUDY

 To understand the involvement of the employees in assisting the customers.

 To analyze the customer attitude towards various pricing strategies opted by Wave

cinemas.
RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Data Type Primary & Secondary

Sampling Unit Wave Cinema
Sampling Type Convenience Sampling
Sample Size 50
Research Tool Questionnaire
Type of Research Descriptive
Data Collection Method Survey
Area Moradabad
DATA ANALYSIS

&

INTERPRETATIONS
 DATA ANALYSIS & INTERPRETATIONS

Q1. Do you watch movies?

Yes 90%
No 10%

INTERPRETATION

The above chart shows that out of Yes 90% and 10% No.
Q2. Where do you like to watch movies?

Theatre 80%
Home 20%

INTERPRETATION

The above chart shows that out of Theatre 80% and Home 20%.
Q3. Do you like refreshment between movies?

Yes 80%
No 20%

INTERPRETATION

The above chart shows that out of Yes 80% and 20% No.
Q4. Is picture quality of wave cinema clear?

Yes 80%
No 20%

INTERPRETATION

The above chart shows that out of Yes 80% and 20% No.
Q5. Is the price of wave cinema reasonable for customer?

Yes 70%
No 30%

INTERPRETATION

The above chart shows that out of Yes 70% and 30% No.
Q6. Does wave cinema provide you comfortable siting?

Yes 70%
No 30%

INTERPRETATION

The above chart shows that out of Yes 70% and 30% No.
Q7. Are tickets easily available in wave cinema?

Yes 60%
No 40%

INTERPRETATION

The above chart shows that out of Yes 60% and 40% No.
Q8. Which cinema do you like to watch movies?

Big Cinemas 60%

PVR 20%
Single Screen cinemas 20%

INTERPRETATION

The above chart shows that out of respondent Big Cinemas 60%, PVR 20% and Single screen cinemas 20%.
Q9. Are you satisfied with the facilities like air conditioner and cleanliness provided

by wave cinema?

Yes 60%
No 40%

INTERPRETATION

The above chart shows that out of Yes 60% and 40% No.
Q10. Do you prefer any other cinema apart from waves?

Yes 60%
No 40%

INTERPRETATION

The above chart shows that out of Yes 60% and 40% No.
FINDINGS
 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.

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.

SUGGESTIONS
 SUGGESTIONS

 Wave 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.

 Wave 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.

 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 Wave cinemas more vibrant in

the market and sustain its market leadership.

CONCLUSION
 CONCLUSION

Wave cinemas entertainment industry is a market leader in production, distribution,

processing of cinemas by providing 3D IMAX and exclusive theatre service to the

customers. Wave cinemas promotional activities is very effective and the respondents have

rated Wave cinemas promotional activities on the basis of services offered by Wave

cinemas and fun innovation is very much effective for all types of people including

youths. Wave 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.
BIBLIOGRAPHY
 BIBLIOGRAPHY

 "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

QUESTIONNAIRE
 QUESTIONNAIRE

Dear Respondent

I am student of TMU conducting a market survey report "A Study of Customer

Satisfaction Towards Wave Cinema Theatre in Moradabad". Kindly spare few

minutes for fill up this questionnaire. Any information provided by you will be used for

academic purpose only.

RESPONDENT PROFILE

Name of the Respondent _________________________________________________

Resident _____________________________________________________________

Contact ______________________________________________________________

Age Group ___________________________________________________________

Education ___________________________________________________________

Occupation___________________________________________________________

Q1. Do you watch movies?

Yes 90%
No 10%

Q2. Where do you like to watch movies?

Theatre 80%
Home 20%
Q3. Do you like refreshment between movies?

Yes 80%
No 20%
Q4. Is picture quality of wave cinema clear?

Yes 80%
No 20%
Q5. Is the price of wave cinema reasonable for customer?

Yes 70%
No 30%
Q6. Does wave cinema provide you comfortable siting?

Yes 70%
No 30%
Q7. Are tickets easily available in wave cinema?

Yes 60%
No 40%
Q8. Which cinema do you like to watch movies?

Big Cinemas 60%

PVR 20%
Single Screen cinemas 20%
Q9. Are you satisfied with the facilities like air conditioner and cleanliness provided

by wave cinema?

Yes 60%
No 40%
Q10. Do you prefer any other cinema apart from waves?

Yes 60%
No 40%