Introduction

 Cineplex Entertainment: Founded in 1979 under the name “Cineplex Odeon”.

 In 2003, Cineplex merged with Galaxy Entertainment Inc, CEO of Galaxy took over the new
company.
 In 2005, acquired its biggest competitor- Famous Players and became the largest film
exhibitor in Canada with 64% box office share.
 Apart from movies, Cineplex showcases live events like hockey games, wrestling matches
and Opera.
 Due to lack of any actual link with individual customers, Cineplex faced challenges targeting
individual customers with customized offerings. Cineplex needs a CRM system to collect
information about its customers.
 CEO, Ellis Jacob approached the marketing director to develop a loyalty program for its
customers. The loyalty program will provide incentives to the customers to watch more
movies and events. It would also help Cineplex in collection of detailed customer data
which will enable them to target individual customers.
 They have to make final decision by choosing the right strategy from the following:
 Program Partner:
1. Internal Development
2. Flight Miles
3. Scotia Bank
 Reward Structure: 4 possible options
 Database Vendor:
1. Alpha
2. Kappa
3. Gamma
 Type of Promotional campaign:
1. In-theatre advertising
2. Newspaper/Radio advertising
3. Online advertising
4. Grass root initiatives
 Launch Reach: Regional/National