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Research & Consumer Behavior

Agenda
 

Entertainment Cluster Composition Cinemas
 

Cinema Landscape Coca-Cola Cinema strategy

Cluster Composition

Amusement / Recreation
Cinema Theme / Amusement Parks Beaches / Picnics Aquarium/ Bowling/ Museum

Recreation / Leisure Time
Youth Club / Organization Residential Complexes Social Clubs Religious, Charitable Organizations

Special Events
Outdoor Exposition / Fair / Circus / Parade / Festivals Special Events

Sports Venue / Gambling
Stadium / Sports Arena

Cinemas...

THE CINEMA LANDSCAPE

Fact:

Movie Theatres can currently be classified into 2 types:
•Smart, Re-furbished, Smaller Halls/ Multiplexes. •Focus on technology, décor, the consumer. •Tickets priced Rs.80/- to Rs. 100/•Emphasis on the movie experience. •Owner has control over the canteen.

•The Foreign Model:

•The Desi Model:
•Older Theatres, strategically located. •Part of a city’s culture, ethos, life-style. •Suffer from an “edifice-complex” - mammoth sizes. •Usually have a strong canteen operator. •Dual canteens addressing Balcony & Stalls. •Tickets are priced at Rs. 50/- to Rs. 70/- and Rs. 20/- to Rs. 30/-

THE CINEMA LANDSCAPE

Fact:

Foreign Model can be further classified into 2types:
•Presence of 3 - 5 movie screens •Consumer gets a choice of movies and options of various time slots

•Multiplex Only:

•Mall cum Multiplex
•Presence of 3-5 movie screens within a shopping mall •Shopping mall with all leading brands Eating & Drinking - McDonald’s, Domino’s, Barista, TGIF Shopping - Colorplus, Benetton, Reebok •Consumer has the choice of - Eating and Drinking, shopping, hanging out in addition to movie watching

Lets understand the Cinema Consumer…..
A snap shot of Project Candy “Broad movie-going behaviour”

How Often Do We Go To The Movies?
One in three go to the movies once a month or more frequently
Once a week or more often Several times a month Twice a month Once a month Once every 2 or 3 months Once or twice a year
23 39 Very Light

4
10 6 11 24 13 27 27 Light Medium Heavy

Less often
0%
Base: Total sample, n=755

17
50% 100%

*Source: Project Candy 1997

How Does Movie Behaviour Differ By Age?
Teens and 18-24 year olds the biggest supporters of the cinema channel
Infrequent %

17 29 23 27 24
Frequent
10 23

2 12 27 48 40

11 23

17 29

29

23 33 26
19 17

26 25 16
4

17
4

All 14+

14-17

18-24
1/2 per month

25-34
2-3 mths

35-49
1-2 yrs

50+
Less Often

Several x/mth plus

Base: All in each segment

*Source: Project Candy 1997

So Why Go To The Movies?
Movies = The Big Escape

Two broad drivers:

Getting out of the house with my friends

The Movie Experience

• Teens • (20-24) Escaping With My Friends

• Teens • 20-24 Escaping Into The Big Screen

*Source: Project Candy 1997

... Plus It‟s A Practical Option
Easy

Permissible

Convenient

No Hassles

– allowed to – everyone can

– cinema complexes are everywhere – close to public transport/home

– everyone likes it – wear what you want

– familiar process/ know what to expect

*Source: Project Candy 1997

Who Do They Go To The Movies With?
Under 18‟s going with “the group” Over 18‟s going with their partner
14-17
(50)%

18-24
(101)%

Self

5 32 21 21 13
20

2
9 6 24 32 58

2 3 7 5 27

Opportunity:
Focus on socialising aspect of brand and movies

Partner Family 1-2 friends 3-5 friends More than 5 friends 0% 7

2 2
7

29

26

50%

100%
*Source: Project Candy 1997

Base: All movie-goers, n=469

What Do They Do Before The Movies?
1 in 2 doing some activity before the movies. Mcd is a key gathering place for teens. Combining movies and dinner is popular with adults.
14-17
(50)%

18-24
(101)%

Did something McDonalds Other fast food Video games Shopping Restaurant/Cafe Pub/Bar 0%
Base: All movie-goers, n=469

50 9
14

73 35 41 6 19

56 8 14 6 10

Opportunity:
Relocate sales to Concessions

5 6 9 22 4

15
11 -

9
26 6

50%

100%
*Source: Project Candy 1997

When They Get To The Cinema
Most arrive in time to see everything, even the slides. Teens more likely to gather very early.
14-17
(50)

18-24
(101)

%

%

Early, to hang out with friends 10-15 mins before the show As show began Previews started Movie started 1 0%
Base: All movie-goers, n=469

10 56
78

25 48

11 54

22 8

26 1

20 15

-

1

50%

100%
*Source: Project Candy 1997

Key Consumer Insights

Movie going is a popular past time amongst all consumers


 

Teens and young adults are the heaviest users
The movie experience is all about „escape‟ Movie going is a social occasion, that involves other activities and people Concessions are an integral part of the movie experience

Coca-Cola Cinema strategy...

The New Cinema Strategy
Taking your Key Business Drivers …...

VOLUME

TRAFFIC

ENTERTAINMENT

..and building a Business Plan which leverages the strength of the Coca-Cola System

Refreshing Movie

Promoting
Movie

Entertaining
Movie

goers
• Driving incidence through promotional programs and operational excellence •

going
Leveraging the properties of the TCCC System to drive traffic •

goers
Building an association between CocaCola brands and the movie experience

Step 1: Persuading Consumers to Purchase

Refreshing Movie goers

Promoting Movie going

Entertaining Movie goers

Refreshing Movie Goers

Objective

Driving Volume

Strategy

Resources

Marketing Plan • Merchandising • Promotions

Operational Excellence • Service / Equipment • Staff Training

Outcome

• Promotional Allowance • Consumer Research • Post Evaluation

Drive Gross Profit

Step 2: Driving Traffic

Refreshing Movie goers

Promoting Movie going

Entertaining Movie goers

Promote Movie Going

Objective

Drive Traffic

Strategy

Total Circuit

Competitive Zones

Resources

• Cross Promotions • Sponsorship Properties • Loyalty Programs

Outcome

• Promotional Allowance • Cinema Tickets

Drive Admission Revenue and Candy Bar Sales

Step 3: Enhance The Experience

Refreshing Movie goers

Promoting Movie going

Entertaining Movie goers

Entertaining Movie Goers
Objective: Build Coca-Cola brand preference Enhance the movie going experience

Strategy:

Utilise cinema channel as a media - screen advertising - billboard

Resources:

Media fund Creative development fund Consumer research

Outcomes:

Build Candy Bar ritual Increase consumer satisfaction

Innovative Merchandising Strategy
Points of Interaction Program
Interrupters Persuaders Reminders

Drive Volume

Understanding Movie Going Behaviour

Concessions

Ticket Counter

Summary


  

Understand Consumer Cinema Going behavior
Understand Consumer Needs & Wants Understand Consumer Purchase Behavior Focus Marketing efforts on the Key Profit Drivers:
  

Refreshing Movie Goers Promoting Movie Going Entertaining Movie Goers