KRONVERK CINEMA:

HOW MUCH IS A TICKET

TO THE MOVIES?
GROUP 3 – MM FEB UI
FUNCTIONAL MANAGEMENT
ANALYSIS OF: PESTEL, 4P, AND STP
(PRODUCT AND PRICING DECISION)
GROUP 3
FULL NAME NPM
ANGGITA FIRLIANA 2306299885
DHINY SARTIKA LARASANDI 2306300155
LILA AGUSTINBA 2306300672
LUTHFI ADITYA HIDAYAT 2306300716
MUHAMMAD RIZKY ABDILLAH 2306189515
RIZKY LAUDIANSYAH 2306189660
THE DISCUSSION
• Summary of The Case
• Analysis of PESTEL
• Analysis of 4P Marketing Mix
• Analysis of STP
SUMMARY OF THE CASE (1)
• The article discusses about Kronverk Cinema, a major cinema chain in
St. Petersburg, and its efforts to implement differential pricing
strategies aimed at increasing revenue and enhancing customer
loyalty in a competitive cinema market
• Kronverk Cinema is a significant player in the cinema industry in St.
Petersburg, part of the Eurasia Cinemas holding
• The cinema chain was founding in 2001 and has a notable presence in
Russia and Ukraine
SUMMARY OF THE CASE (2)
• Kronverk Cinema employs modern technologies such as 3D digital
equipment to enhance the movie-watching experience
• The cinema industry’s revenue structure includes ticket sales, bar
sales, and advertising revenue
• Film selection and lease arrangements are key aspects of cinema
operations, with film distributors playing a crucial role
ANALYSIS OF PESTEL (1)
 ANALYSIS OF PESTEL (2)

Technological
Factors include: They play a vital
innovations, such The company
The cinema market is • Income levels of role in shaping
as: management
influenced by: consumers cinema attendance
• Digital noted that when
• Regulations • The overall and pricing
equipment the weather is very
• Price limitations set by economic decisions:
• 3D screening good or,
distributors stability • Consumer
Influence conversely, very
• The competitive actions Impacting pricing preferences
consumer cold, demand
of other cinemas strategies and • Age groups
perceptions and decreases
consumer behavior • Leisure habits
pricing strategies
ANALYSIS OF 4P MARKETING MIX (1)

WHO IS THE TARGET MARKET/ CONSUMER?

Median-mid Level Income

ANALYSIS OF 4P MARKETING MIX (2)

Ticket sales are done

They employ differential through various
These were mentioned
The product in focus is pricing strategies based channels, including:
to attract and retain
the cinema experience, on: • The cinema’s website
consumer:
differentiated by factors • Time-based (online platforms)
• Various promotions
like 2D or 3D screenings differential (Different • Partner sites
• Discounts for specific
and the cinema’s prices for different • Reference services
days
facilities times/ days) • Potentially payment
• Loyalty programs
• Services (2D vs 3D) terminals in the
future
ANALYSIS OF 4P MARKETING MIX (3) -
PRODUCT
The differentiation that Konverk Cinema tries to offer are :
1. The service provided when consumers watch the movie.
2. The 3D technology innovation
3. The degree of distance from the screen and also the existence of
booking services.
ANALYSIS OF 4P MARKETING MIX (4) –
PRICE
• The price Level could be divided into 4 Group :

• The price differentiation based on day :

ANALYSIS OF STP (1)
ANALYSIS OF STP (2)

Kronverk Cinema identifies 3

main customer segments:
• Students Kronverk cinema targets Kronverk Cinema aims to
• Singles these segments with pricing position itself as a cinema
• Couples strategies and loyalty chain offering competitive
Based on: programs tailored to their pricing and targeting a
• Income preferences and habits diverse range of consumers
• Age
• Frequency of visits