MARKETING MIX OF PVR LIMITED.

Product
PVR Cinemas operates as a multiplex and is the most popular one in India. The company
realized the potential of innovative technology and hence operated and developed state-of-the-art
multiplexes.
The expected product in PVR’s case would be ambience, hygiene, parking, snacks etc. They
offer qualitative and superior ambience and can draw crowds. It uses updated technology
systems like Xenon Technology, Digital-Cinema Technology and Dolby Stereo-Sound-System.
It earns exclusive rights for numerous screen blockbusters from well-known distributors like
20th Century Fox and Warner Brother.
PVR Cinemas operates single-screen, double-screen and multiple screen theaters and offers
luxurious seating arrangements and comfortable viewing with best food options. It is also
involved in distribution and production of Hindi, English and regional movies. It has entered
partnership deals to manage and operate coffee shops, pubs, food courts, etc.
Place
Headquartered in Gurugram, Haryana, PVR has a pan-India presence with 600 screens operating
in 131 properties in 51 cities (18 states and 1 union territory) of India. All PVR cinema halls are
stationed at good locations in the city which enables them to gather several footfalls every day.
PVR Cinemas operates with help of its subsidiaries namely Lettuce Entertain You Limited, PVR
bluO entertainment Limited and PVR Leisure Limited.
Price
PVR Cinemas has targeted upper and upper-middle class from a semi-urban and urban section of
society as its potential customers. The company is committed to offering the best possible
products and services to its esteemed customers. It has gained a first-mover advantage over rival
brands. Besides cinema broadcasting, PVR Cinemas earns further revenues from advertisements,
product displays and sale of beverages and food items in multiplex premises. PVR Cinemas has
adopted a premium pricing policy and has kept its ticket prices marginally higher than other
brands. It is sure of its customer loyalty because it offers premium and quality services and
products at mid-premium prices.
The price quoted by PVR on weekends clearly depicts that it is targeting high earning people as
they can afford such prices on weekends, and on the other hand on weekdays it is targeting
students, low-income groups, retired people, etc. The pricing strategy adopted by PVR is
skimming the market on weekends and penetrating the market on weekdays
PVR Cinemas has implemented a promotional pricing policy and offers incentives in form of
free tickets and coupons for beverages at reduced prices and other vouchers to increase its sales
volumes and garner further revenues.
Promotion
Advertising and marketing are two important aspects in relation to services. PVR Cinemas has a
strong brand equity and recall. It has implemented several promotional activities to create
positive brand awareness in the consumer market. It uses print media to gain exposure and create
a market for its products. PVR Cinemas advertises its multiplex theatres via informing the public
about its numerous shows and their timings.
Latest schedules are updated on regular basis to keep audiences aware of the changes. New
developments are instantly communicated via press releases. PVR has collaborated with Airtel, a
cellular brand to organize contests that require customer participation. Both brands gain
immensely as they give free tickets to lucky customers. As part of promotional activities, PVR
Cinemas hosts several launch parties for its movies and invites famous movie stars.
People
Employees receive complimentary admission for their guests and close family members.
Employees receive training on a regular basis. All workers are trained in all services such as
ticket sales, answering inquiries, customer service skills, grooming, and so on.
PVR provides 10 national holidays to workers. Personal hygiene and appearance are prioritised,
as are clean uniforms and shoes, and job performance evaluations at the end of the first 90 days
of employment. Employees are trained how to cope with safety issues such as accidents, fire,,
armed robbery,  bomb threats and so on.
Physical Environment
The look of the interior furnishings and construction of PVR correctly generates an atmosphere
of enjoyment. Customers' comfort is enhanced by the comfy chairs, music and visual effects, and
glass holders connected to each seat.
Customers are not only viewing a service, but also other physical services such as facilities,
communication, aims, other customers, pricing, and so on. Based on this, PVR supplies the
luxurious building, layout, interior colors, tickets, labels, and logo of the movie hall to create a
good united corporate image/identity.
Process
 E- Booking (Online payment or on arrival)
 International computerized box office ticketing
 Dolby Sound system
 Megaplex screens equipped with latest THX sound system for real life sound effects.