Joseph Emmanuel M.

Gonzales October 14, 2019

11535164 MARKSRV -
K31
CINEMA AUDIT

Criteria based on: Poor Needs Satisfactory Very Outstanding

Improvement Satisfactory

Product elements ✔

Price and other cost ✔

considerations

Place, time, and ✔

cyberspace

Promotions on ✔
education

Process ✔

Product of quality ✔

Physical evidence ✔

People ✔

PRODUCT ELEMENTS:
The films that are being shown are the main product elements when you come to cinemas. It is
the main purpose why you are prepared to purchase the service in the first place. Since the type
of product is a service type, there are little to none tangible goods to be gained. The only thing
you pay for is the experience of finally watching a movie you’ve been wanting to watch so bad.
For other product elements however, this could be additional features like improved cutting-edge
audio, 4d cinema graphics, and a much more comfortable lazboy.

PRICE AND OTHER COST CONSIDERATIONS:

Sm Cinema applies a cost-based type of pricing in order to facilitate growth and profit. With this
type of pricing, they were able to target the middle-class segment. The standard price to watch a
film in SM Cinemas is P205.00 without regards to its location, however this only applies in the
province area. In metro manila, it is initially priced at P440.00 which makes it twice as expensive
compared to the provinces.
PLACE, TIME, AND CYBERSPACE:
The cinema is located in SM, San Pablo City. In the cinema, there are only 3 cashiers due to the
fact that there are only 6 cinema rooms. There is also a snack bar wherein you can buy drinks,
popcorn, hotdogs, etc. Along the hallways are pictures of future film promotions. I was able to
observe that only a few watched that time even if it's the afternoon of a Sunday which is family
day. The cinema room was half-filled only. The schedules of the cinema can be found at the
website of sm cinema itself. Furthermore, the customers can also book anytime and anywhere.
They could pay through credit cards for their booking reservations as well through their SM
cinema application which can be downloaded to our smartphones.

PROMOTIONS ON EDUCATION:
Their promotions are actually scattered throughout the mall. When the film is overly-hyped, they
make layout posters promoting the soon to come films. They also do real-life figures of the
characters of the upcoming film as well for promotional purposes. When you enter the main
entrance of the mall, you would see a screen with posters of the cinema schedules that are
showing and also in the hallways of the cinema.

PROCESS:
The process seemed to be basic as there would be standard transactions in the cashier while they
let you choose seats in your preferred position. There are certain policies like no to piracy were
advised to the customers with respect to copyright issues.

PRODUCT OF QUALITY:
The product of quality was very satisfactory as their facilities are all well maintained, they
provide safety and reliability for the customers, and they conform quality performance for the
benefit of the film watchers. The value quality of the product you are paying for lies in the
film/movie itself, and the environment are just complementary pieces for their satisfaction.

PHYSICAL EVIDENCE:
Physical evidence are the good air-conditioned environment, the ultra surround audio system,
high quality projector streaming which screens are hundreds of inches. The movie is part of the
experience that you pay for with knowing the plot of your favorite characters. These are also the
food you could eat like popcorn that are being served during the cinema.

PEOPLE:
The staff of the cinema are three cashiers, a security guard for each of the 8 gates, 4 janitors, the
people who are in charge of the projector, and us customers who are going to watch. I would say
that these people are sufficient given that the size of the cinema in that mall is relatively small. I
observed that they are enough to regulate the customers at the same time make them feel secure.