Final Project

A PROJECT REPORT

ON

“MARKETING STRATEGIES OF PVR

CINEMAS IN FARIDABAD”

SUBMITTED IN PARTIAL FULFILLMENTOF

MASTER OF BUSINESS ADMINISTRATION

(SESSION: 2010-12)

SUBMITTED TO: - SUBMITTED BY:-CONTROLLER OF EXAM MD UNIVERSITY SATYA PRAKASH

(ROHTAK) 10/MBA028

MBA 4th

SEM

B.S.Anangpuria Institute of Technology and Management Ballabgarh

Sohna Road, Allampur Faridabad.

TO WHOM SO EVER IT MAY CONCERN

This is certified that Mr. Satya prakash, roll

no 10/Mba028 is a student of Mba 4th

semester in our Institute. He has

completed his project Title “MARKETING

STRATEGIES OF PVR CINEMAS IN

FARIDABAD”, under my guidance and I

found his work is satisfactory. The project

is an original work and has not been

submitted to any other university or college

for the award of any other degree.

Project guide

director/principal

PREFACE

One of the fastest growing sectors of the economy is entertainment industry.

Entertainment today dictates our lives, education, careers, earning money, all lead

to the quest for higher and sophisticated entertainment. One seeks knowledge to

improve the quality of life.

The quality of life improves when the basic requirement of life are supplemented

with entertainment in some form or other. Current scenario the entertainment

industry is totally different from the past, as the modes of media used for

providing services were different before the 20th century when compared with the

present media.

The cinema exhibition industry in India is growing at 10% per annum driven by

multiplexes, which are expanding rapidly in major metropolitan cities as well as

second and third tier cities.

Favorable demographics in a cinema-crazy nation, tax exemptions, and quality

locations such as malls, are driving growth of multiplexes in India. Most of the

multiplexes in India are anchor tenants in the large format malls making a favorite

destination for the youngsters as well as the families. Multiplexes captured the

market as complete family entertainment centers. The digital revolution has

helped the Media and Entertainment industry to go digital.

There are more than 100 digital cinemas in India today. They, along with the

multiplexes have brought in a whole new paradigm shift to cinema viewing

experience, high class seating, state of the art screens and audio visual systems

ACKNOWLEDGEMENT

The present work is an effort to throw some light on “PVR Cinemas: Marketing

Strategy”. The work would not have been possible to come to the present shape

without the able guidance, supervision and help to me by number of people.

With deep sense of gratitude I acknowledge the encouragement and guidance

received by “Dr. Narender Tanwar” who helped and supported me during the

course, for completion of my thesis.

I owe my gratitude to the entire staff who provided me the necessary and

relevant information towards the completion of any survey report. I thank

them for the critical suggestion and sound logical and design improvement

during the project. Without their timely help it have been very difficult for

me to submit this project well on time.

The project would not have been completed without the guidance and

encouragement of who provided me all the facilities and also helped me

in choosing my project. I am very thankful our college guide for giving me

the input and support, without her guidance the project would not have

been completed.

(SATYA PRAKASH)

TABLE OF CONTENT

SNO. PARTICULARS PAGE NO.

1. Chapter one-

Introduction of topic 1-37

2. Chapter two-

Review of Literature 38-46

3. Chapter three-

Research methodology

Objectives of study

Scope of study

Limitations

47-49

50

51

51

4. Chapter four-

Data collection and analysis 52-73

5. Chapter five-

Finding of study74-76

6. Chapter six-

Conclusion and suggestion77-79

appendix-

(a)questionnaire

(B)bibliography80-8889

Chapter #1

INTRODUCTION OF TOPIC

1

ENTERTAINMENT INDUSTRY

Over the last decade, India has registered the fastest growth among major

democracies and is now the fourth largest economy in terms of ‘‘purchasing

power parity’’.Over the years, spending power has been steadily increasing in

India. On an average, 30-40 million people are joining the middle class every

year. The consumption spending is rising due to increasing disposable incomes on

account of sustained growth in income levels and reduction in personal income

tax over the last decade. The Indian Entertainment Industry is expected to

significantly benefit from this fast economic growth, as this cyclically sensitive

industry grows faster when the economy is expanding. When incomes rise,

proportionately more resources get spent on leisure and entertainment than on

necessities. Entertainment Industry in India has registered an explosive growth in

last two decades making it one of the fastest emerging industries in India.

Television itself witnessed its transformation from a single government owned

channels to a medium telecasting more than 300 national and regional channels.

At present Indian film industry or Bollywood is a perfect combination of

entertainment and commercial sector, producing close to thousand movies in a

year in various Indian languages. Indian film industry supersedes Hollywood in

terms of movie production quantity by more than three times. As per the recent

report by Price water house Coopers (PwC), Indians are likely to spend more on

entertainment in the coming years with a steady growth in their disposable

income. And as per the combined survey report by KMPG and FICCI, the

entertainment industry in India is expected to expand by 12.5% every year and is

likely to reach US$ 20.09 billion by the year 2013. Key sectors of Indian

Entertainment Industry are - Music, radio, digital media are some of the other

fastest growing sectors in the Indian entertainment industry. Entertainment

industry includes – Film Industry, Theatre Industry, Television Industry, Music

Industry, Radio Industry, and Animation Industry.

2

The Government has introduced some reform policies to trigger the growth of

entertainment industry in India. They are:

Allowing 100% FDI on advertising and film industry through regular

channels

Authorizing 49% foreign stake in DTH and cable TV

Allowing establishment of unlinking destinations to private TV

broadcasters for satellite unlinking from India

Certifying the repute of an industry to the movie sector

It has given its consent on the guidelines for Head end-in-the-Sky (HITS)

operators, an equipment that will offer electronic cable content to Indian

viewers

Permitting Foreign Direct Investment (FDI) in FM radio industry with a

20% restriction

Paving way for FM Radio functioning to the private sector

Including development projects of film industry in its five-year plans and

allocating US$ 50.13 million to it.

The Indian film industry is the largest film industry in the world in

terms of the number of films produced and admissions each year. Revenue for

2010 was estimated at Rs. 89 billion (US$1.3 billion), which was less

than 1% of global film industry revenue and a fraction of the U.S. Film industry

revenue, which was US$9.49 billion in 2003. Nearly 80% of Indian Industry

revenues come from Domestic and Overseas Theatrical. On the contrary US Film

Industry earns only 35% from box office sales and remaining 65% is derived from

other revenue sources. This clearly signifies the onset and potential of Multiplexes

in the Indian Film Exhibition Sector.

The story of single-screen theatres has reached its sad end in India. In India, the

single-screen theatres with poor facilities and zero-service oriented staff are on

last stage of their life.

3

These are getting converted into multiplexes. India's multiplex bandwagon has

gone beyond the metros to redefine entertainment in B and C class cities like

Indore and Jaipur. These theatres have fully air-conditioned halls with marvelous

ambience, plush chairs, excellent audio-visual quality, better infrastructure,

professionally-oriented services, proactivity and allied facilities like restaurants,

play zone etc. Their aim is to provide world-class entertainment services. Multi-

screen theatres have opened new vistas for the entertainment industry. After the

entry of corporate titans like Reliance, the scenario of entertainment services has

become more professional than ever. These theatres have changed the entire

movie-going experience. These theatres are known for marvelous ambience,

excellent audio-visual quality, better infrastructure, professionally oriented

services, proactively and allied facilities. After gaining stronghold in metros the

multiplex players are now entering into B and C class cities. Cities like Lucknow,

Indore, Nasik, Aurangabad, Madurai, Kanpur, Amritsar and Jaipur are the new

destinations of multiplex players. Fuelled by rising income of people and

advancements in technology, these multiplex are spreading red carpets for a

wonderful movie-going experience of viewers.

Multiplex is a medium that offers a person composite entertainment comprising of

a one stop destination to shop, entertain, and dine and watch a Varity of movies

under a common roof. Multiplex are one of the means of lifestyle that offer to

viewers the choice of watching a movie in a five star or three star environment.

The Multiplex model is based on concept of umbrella entertainment built around a

primary anchor- movie. The revenue streams, however, do not necessarily centre

on a single anchor.

Typically, the possible income generating channels in a Multiplex can include.

The box office collections

Rent from display system

Food & beverage

Product lunch rentals

Promotions by companies to promote consumer goods.

4Why there is a Multiplex boom? - In India there are about 20,000 theatres and

there is a plenty of space and resources for an equivalent number of theatres to be

started all over. Thus, there is a high growth rate for the multiplexes in the

entertainment industry. Due to the high growth rate of the multiplex industry.

Various benefits are provided by the government such as overall tax concessions,

reduction in entertainment tax and so on in order to motivate the industry person.

Some of the other factors involved are given below-

Aspirations: There is a huge group of people who are very ambitious and

have a status symbol (premium or the top class) or desire to possess it.

Thus, these groups of people prefer to have an edge over others (middle

and lower class) by viewing movies in a multiplex rather than a single

screen theatre as it is a matter of pride and honour for them.

Attitudinal Change: Gone are the days when one used to think about

saving the money by not going to the theatre along with the family to

watch a movie and instead go out for a picnic to enjoy the whole day.

Gradually, this concept has changed now because if aperson plans to

spend his whole day for enjoyment along with his family, then multiplexes

are the best option as they have everything from shopping stores to

restaurants, cafeteria, games corner and so on.

Combination of various facilities: The concept of satisfying the

consumer under one

common roof is growing rapidly all over the world. Thus there are two

types of combinations found; mall with multiplex and multiplex with

shopping facilities and other amenities.

More number of screens: This is one of the most important reasons for the

multiplex boom. These are more screens, roughly 3-5, when compared to

the normal movie theatre.

Risk minimization: Also, the benefit that the multiplex has over the single

screen movie theatre is the ‘risk minimization’ factor.

5

The multiplex has various partners, various company collaborations, and

thus they work together to achieve the goals set up by the organization

Also, the risk is minimized when the space is let out to various corporate

organizations such as Reliance, Vodafone, HDFC, Citibank and so on for

product launches and various promotional launches.

Key players of multiplex industry are-

Fun Cinemas is a cinema chain in India based in Mumbai owned by the

Essel Group and promoted by E-City Ventures.

INOX Leisure Limited is the diversification venture of the INOX Group

into entertainment and is a subsidiary of Gujarat Flurochemicals Ltd.

PVR (Priya Village Road show) Cinemas is one of the largest cinema

chains in India. The company, which began as a joint venture agreement

between Priya Exhibitors Private Limited and Village Road show Limited.

BIG Cinemas, a division of Reliance Media Works Limited, a member of the

Reliance Anil Dhirubhai Ambani Group(ADAG), is India’s one of the largest

cinema chain with about 516 screens spread across India, US and Malaysia and

Netherlands and caters to over 40 million consumers

Indian Film and Exhibition Industry Overview

The Indian film industry is the largest film industry in the world in terms of the

number of films produced and admissions each year. The Indian film industry

revenue for 2004 was estimated at Rs. 59 billion(US$1.3 billion), which was less

than 1% of global film industry revenue and a fraction of the U.S. film industry

revenue, which was US$9.49 Billion in 2003.

The pie chart below sets forth the percentage contribution of various revenue

sources to the total revenue of the Indian film industry in 2004.Although over 90

years old, the Indian film industry was only accorded the status of an industry in

2000. Consequently, it is only during the last five years that the Indian film

industry has been able to attract financing from banks, financial institutions,

private equity investors and corporations.

6

Prior to 2000, the industry was almost solely reliant on private and largely

individual financing. Although corporatization of the film industry has started, the

film industry is currently largely unorganized and fragmented.

Going to the cinema is one of the most popular entertainment options in India. In

2004, the total admissions in cinemas in India were 3,100 million. The second

largest number of admissions is in the United States, which had1, 500 million

admissions in 2004.

The film industry comprises three sub sectors:

Film production, which involves the making of movies;

Over 900 Indian produced films were released in 2004. Hindi films constituted

the bulk of films produced in India closely followed by regional films in Telugu,

Tamil, Kannada and Malayalam. Hindi films are the most popular films in India

and account for over 40% of the total revenues of the Indian film industry. The

majority of Hindi films are made in Mumbai popularly referred to as

"Bollywood". Around 30% of the films made in India generate 90% of the Indian

film industry’s revenue.

Film distribution, which involves the distribution of movies to cinemas,

television and video stores;

The film distribution system in India is territory-based. The country is

geographically divided into 14 distribution territories and film producers tend to

sell distribution rights for each territory.

Most film distributors in India are small businesses. This has resulted in the film

industry being highly fragmented, with each territory having 50-75 distributors,

while 8-10 distributors operate on an all India basis. A distributor generally sells

its rights to sub distributors who cover certain sections in a territory

Film distribution sector characteristics and trends

In the recent past, some of the larger producers have vertically integrated into

distribution, especially into overseas markets.

7

• A number of new entrants have entered the distribution business, resulting in an

increase in acquisition cost for distributors.

• Distributors are trying to lock in the content at a very early stage by financing

film producers.

• Distributors are playing an increasing role in marketing of films.

• New films are being released in satellite/ video formats within a shorter period

after theatrical release, thereby reducing the window for theatrical exploitation.

• New films are being released across a larger number of theaters with alarge

number of prints in order to maximize theatrical revenues in the shortest time

period.

• New distribution formats, like digital distribution through DVD, are being

implemented.

• The increasing size of the home video market is also expected to provide growth

for the distribution sector. As of the end of 2004, over five million Indian

households had a VHS or DVD player, an increase of50% compared with the end

of 2003. Increasing wealth should result in more Indian households owning a

VHS or DVD player and expand the home viewing market.

Film exhibition, which involves the exhibiting of movies in cinemas. The

Indian film exhibition sector can be divided into two segments: single and double-

screen cinemas and multiplex cinemas, i.e., a cinema complex with three screens

or more. As of March 2005, there were approximately 12,000 cinemas in India of

which 73 were multiplexes with a total of 276 screens.

Indian Film Exhibition Sector

The Indian film exhibition sector had revenues of Rs. 34 billion in 2004.Despite

the higher number of tickets sold in India; the total reported box-office revenue is

significantly lower in India compared with the United States. This is primarily

due to the fact that ticket prices are much lower in India, with an average of Rs.

15 . The lower ticket prices in India are duet lower income levels, especially in

rural and semi urban parts of the country, and the lack of good quality cinemas.

8

The average price of ticket for a multiplex cinema is Rs. 75 - 85 but the number of

screens in multiplexes represented only 2.3% of total screens in India as of

March2005. (Source: Yes Bank Report) An increase in the number of Multiplex

screens should result in an increase in film exhibition revenues, so the

opening of new Multiplexes represents a significant growth opportunity for the

industry. The total reported box office revenue in India is also lower because the

amount of revenue collected at the box office is underreported due to the

fragmented and non-transparent nature of the film exhibition sector.

Inadequate Number of Screens

In India, the number of screens per million of population is just

whereas the average in western countries is approximately 40.

Concentration of Cinemas in Southern India

Southern India accounts for a majority of the cinemas in India. Andhra Pradesh

has the most number of cinemas in India followed by Tamil Nadu,Kerala and

Karnataka. Whilst Southern India accounts for the majority of all cinemas in

India, as of March 31, 2005, only five out of 73 multiplex cinemas in India were

in Southern India.

Economic

The Indian Entertainment Industry is one of the fastest growing sectors of the

Indian economy riding on the economic growth and rising income levels that

India has been experiencing in the past few years. The entertainment industry is

expected to grow faster than GDP growth and consequently more spend is

expected on leisure and entertainment. The film segment will ride on the growth

of multiplexes and digital distribution formats. 18% year-on-year growth is

expected in this segment. There are 73 multiplexes in India, with 276 screens and

about 89,470 seats. The numbers are expected to increase to 135 multiplexes with

more than160,000 seats by the end of 2006.In India the multiplex business is

modeled to the ones in developed countries.

The main revenue stream is box-office collections from movies.

9

Other revenue streams include rent from display systems, restaurant rentals, food

and beverage collections, product launch rentals and promotions by companies.

In several cases the other revenue streams are often larger than box-office

collections, but movies are the main pull of such complexes.

Increase in disposable income in the hands of an ever expanding Indian

middle class

Multiplex Cinemas generally cater to middle and high income households. The

emergence of the Indian middle class with greater earning power and higher

disposable income is one of the key factors that will drive the growth of the

Multiplex Cinema segment. The table below shows the growth in the number of

middle and high income households in India. Because of India’s status as a good

IT hub for outsourcing by U.S.companies, young Indians between 20 to 24 years

old, who ordinarily

Wouldn’t be able to find work easily, are finding jobs with call centers straight

out of college. Now they have disposable income that’s totally discretionary and

about 20 to 30% higher than prevailing wages, which they are spending on books,

movies, music, cell phones, food and brand-name clothes”

From 1999 to 2003, the average Indian household increased its spending on

movies and theatre as a percentage of its disposable income from 1% to4.6%.

Organized retail boom

A growth in consumption levels, changing lifestyles, the availability of quality

real estate and significant investments in malls are expected to result in an

increase in the size of the organized retail business in India. The organized retail

market in India is expected to increase its share of the total retail market from 2%

as of 2004 to reach 5-6% by the 2007.

The number of malls in India is expected to increase from approximately 50 as of

the end of2004 to around 250 by the end of 2006. One of the key elements for the

success of a mall is its ability to drive footfalls consistently.

10

Social

Movie watching is becoming an experience more than just a casual outing with

the family. The lines are blurring between watching a movie for entertainment

and watching a movie for leisure. The movie experience goes much beyond just

watching a film. The encouraging growth in the number of multiplexes is making

the movie goers, especially in urban India, experience a new way of enjoying

movies. Higher consumption spending and consequent changes in lifestyle are

also spurring the growth of the Indian Entertainment sector. Since the late 90’s

distribution has become equally as important as production to the Indian movie

industry. Multiplexes were the natural choice for distributing movies in large

cities. Space was at a premium and several movies were competing for limited

number of screens. Multiplexes not only increased the number of available

screens, but also provided them with excellent acoustics and enhanced picture

display.

Increase in Number of High Grade Hindi Films

Demand for a particular movie is generally driven by both its critical reviews and

word of mouth from patrons. An increase in the average

Quantity of high grade Hindi films released per week should increase the total

demand for movies, as these movies tend to be more popular. As shown in the

table below, from 2001 until 2004, there was an increase 48% in the number of

releases per week for high grade Hindi films.

Increasing corporatization of the film production sector should result in an

increase in the number of high quality films produced, which should Increase

demand for movies. In an increasingly corporate environment, Unviable movies

with weak scripts should find it difficult to garner funding. Consequently,

although the average number of films produced annually in India is expected to

fall from over 900 in 2004 to around 600by 2010, the quality of the movies

produced is expected to increase.

11

Political

The year 2004 also witnessed a change in the political scenario of the Country

with a positive impact on the regulatory scenario. A new set of Policy makers are

looking at this segment with a fresh perspective, which Is a positive sign. On the

other hand this does give rise to delayed policy decisions; a fact not favored by

all. Several state governments provided incentives to encourage the growth of

multiplexes. A positive concession given to the cinema theatre industry in

2002/03 was the deduction of 50 to 100% of the profit earned by multiplexes that

came to them in the next two to five years. The waiver was restricted to

multiplexes, which were essentially in metropolitan cities, but the concession has

been extended to smaller cities too.

To boost the sector, the government has opened large parts of the sector to foreign

direct investment (FDI). It allows 100 per cent FDI on automatic basis in the film

industry with no entry level pre-conditions.

Entertainment tax benefits

In the late 1980s various state governments imposed steep increases in

Entertainment taxes, which lead to a decrease in the profitability of cinemas. This

adversely affected investment in cinemas and maintenance standards as cinema

owners tried to reduce their costs, which lead to a fall in the ambience of cinemas

and a decrease in the quality of audio and visual standards. The fall in cinema

standards coupled with the availability of watching movies on videocassette

players lead to a decline in cinema patronage. Most cinemas were during that

time, and still are, run as small business and these businesses did not have access

to capital to improve the cinema ambience and quality to arrest the declining

patronage.

Since the beginning of 2001, several state governments unveiled tax incentives

(by way of complete or partial waiver of entertainment taxing the initial five years

of operation) to attract new investments in the film Exhibition business.

12

The tax incentives coupled with falling interest rates Made investment in cinemas

more attractive and led to old cinemas being converted into Multiplexes and new

Multiplexes being established as part of shopping complexes (or malls). State

entertainment taxes in India are among the highest in Asia.

This has resulted in pressure on the profitability for number of players in the

exhibition business. As a result, exhibitors (Especially the single screen owners)

have not been able to maintain and/or upgrade their cinemas. A worsening quality

of cinemas resulted in a lower number of patrons, which put a further strain on

profitability. The entertainment tax percentage in certain states is set forth below:

In order to encourage investment in the film exhibition sector, many state

governments have announced policies offering entertainment tax benefits. This

has encouraged the growth of Multiplex Cinemas and also encouraged single-

screen theatres to convert into Multiplexes.

The quantum of entertainment tax benefit which may be available in each state is

different and the availability of these exemptions would be dependent on

compliance with certain conditions specified by the relevant state. A synopsis of

the key elements of the entertainment tax exemptions which may be available in

the following states is given below:

Technological

Film Distribution Holdups

One of the main features of the Indian film industry that differentiates it from

those in western countries is the limited initial release of films. Due to the high

print costs for films (approximately Rs. 70,000 per print) as a Percentage of the

average ticket price in India, distributors have adopted a policy of releasing a

limited number of prints in each territory and rotating them in the territory,

starting with A-grade cinemas in A-class centers. The bigger movies are released

with 300 – 400 prints to satisfy a potential market of 12,000 cinemas. The practice

of rotating prints and the resultant delay of the release of films in B and C-class

centers create three major problems for film exhibitors in B and C-class centers:

13

• Pirated DVD/VCD copies of the film are generally available by the time The

film is released in B and C class centers, which reduces demand;

• If the film was not a hit on its initial release in the A-class centers it is Unlikely

to do well on its delayed release;

• The quality of the celluloid film print is negatively affected each time it is

played, so poor picture quality is also an issue - often the dark and scratchy print

is hardly visible on the screen.

The above factors result in the box office potential of movies not being Realized.

Many cinemas in B and C class centers operate on a 7% to 8% occupancy ratio.

Impact of Digital Technology on Cinemas in India

To counter this issue of low first instance release, digital cinemas are being

opened in B and C-class centers in India and movies are being released in those

cinemas at the same time as movies are released in the A-class enters. Digital

copies of films cost significantly less than film copies (approximately Rs. 3,000

for digital compared with Rs. 70,000 for film) and the cost of digital projection

equipment being used in India is also significantly less than that of film projection

equipment (approximately Rs.800, 000 for digital compared with Rs. 1.5 million

for film). The significant reduction in the cost of digital cinema compared with

celluloid filmmakers an India-wide simultaneous release of a movie economic.

As of March 2005, 100 digital cinemas had been opened in India, of which an

estimated 65 were in operation.

As of March 2005, 100 digital cinemas had been opened in India, of which an

estimated 65 were in operation. Digital technology helps overcome the problems

faced by B and C-grade cinemas. First, digitalized motion pictures are not

required to be transmitted through physical media. This means digitalized motion

pictures can be distributed to more B and C-grade cinemas within the first weeks

of their release without incurring additional costs to produce additional prints.

Secondly, digitalized motion picture maintains consistent and identical picture

quality that is not compromised buys, time, and transmission.

14

Thirdly, reducing the time between the release of a motion picture and its

screening in multiple cinemas helps take advantage of the heightened demands of

cinema patrons during the initial Five to eight weeks of a motion pictures release.

This helps to combat the market for pirated motion pictures and helps increase

attendance rates at Band C-grade cinemas.

Implementing digital technology in cinemas in India should expand the market for

B-grade and C-grade cinema owners and operators and thereby increase their

profitability through:

• increased number of screens on which newly released movies are shown,

without incurring additional production costs;

• Improved and consistent picture quality without regard to the location of The

cinema; and

• Satisfaction of cinema patrons' demands at the time when the demand for

screening of a movie is at its highest, which should reduce the loss of demand

caused by the availability of movies on pirated DVDs/VCDs.

Challenges Faced by Transition to Digital Cinema in India

The digital projection technology currently being used in India (mostly in

Bclassand C-class centers) satisfies the requirements of the B and C-grade

cinemas in India but does not produce a picture quality as good as the picture in

A-grade cinemas, where celluloid film is used. In order to have digital picture

quality as good as the current celluloid film quality in A-grade cinemas, as well as

to meet Digital Cinema Initiative standards, we need tousle at least projectors,

which cost between Rs. 4-5 million (US$ 90,000-110,000), which is significantly

more than the cost of celluloid film projectors. As and when the digital projection

technology up-gradation will be required in the A-grade cinemas in India, the

issue of financing of such equipment will need to be addressed. In the United

States, digital projection equipment is being financed by Hollywood production

houses rather than the film exhibitors, as the production houses get substantial

savings from not having to produce celluloid prints.

15

PVR has been a pioneer in multiplex development by setting up multiplex PVR in

city has since grown to become the largest cinema exhibition player in the country

and has 5 theatres with 19screens in city under itsoperation.The Cinema can boast

of the highest box office collections in India for five consecutive years since its

opening. Located around the Cinema in the same complex are a number of up-

market restaurants, pubs and fast-food eateries that make it a popular youth

hangout place and indeed an entertainment experience for the entire family.

And refurbished to bring back its former glory.

The cinema, unique in its nature, combines the look and feel of the 50s with the

state-of-the-art cinema viewing technologies of today.

The three-screen multiplex has a total seating capacity of 723 seats. It is equipped

with the latest THX-approved three-way surround sound system with real life

sound effects and state-of-the-art projection facility with the latest Xenon-based

technology. The stadium seating arrangement ensures unobstructed viewing from

anywhere in the auditorium.

PVR IN FARIDABAD

In May 2004, the company inaugurated its sixth multiplex, PVR Faridabad.

Located at the popular Ansal Crown Plaza in Faridabad, this two-screen multiplex

has a total seating capacity of 522 seats. It is the first of its kind in Faridabad.PVR

launched its first ever franchised Cinema-PVR SRS in Faridabad. PVR SRS is a

3-screenmultiplex that opened to the public on 12th November, 2004. It has a

total capacity of 776 seats.. One of the main features of the Indian film industry

that differentiates it from those in western countries is the limited initial release of

films. Due to the high print costs for films (approximately Rs. 70,000 per print) as

a Percentage of the average ticket price in India, distributors have adopted a

policy of releasing a limited number of prints in each territory and rotating them

in the territory, starting with A-grade cinemas in A-class centers. The bigger

movies are released with 300 – 400 prints to satisfy a potential market of 12,000

cinemas.

16

reducing the time between the release of a motion picture and its screening in

multiple cinemas helps take advantage of the heightened demands of cinema

patrons during the initial Five to eight weeks of a motion picture's release. This

helps to combat the market for pirated motion pictures and helps increase

attendance rates at Band C-grade cinemas.

MISSION

“A commitment to deliver the best quality cinema viewing Everywhere, Every

time.”

17

PVR AS A BRAND

PVR has successfully assimilated the Standard operating business and operational

practices of Village Road show and set new standards in the quality of exhibition

in India. The quality of cinema viewing has made thePVR brand synonymous

with high quality cinema viewing in the country. This has enabled them to enter

into strong corporate alliance partnerships and co-marketing exercises with

leading brands like Pepsi, Evian, Samsung, Whirlpool, Hero Honda, Bharti, and

American Express.

RELATIONSHIP WITH VILLAGE ROADSHOW

In 2002, Village Road show was undergoing a strategic and business restructuring

worldwide. As part of their worldwide strategy, they decided to concentrate on the

Production business and on Exhibition business only in those territories where

they have majority control and have the critical massif screens. In line with this

strategy they exited from almost 20 countries worldwide, including India. Village

Road show’s inability to support the growth plans of PVR, the

Indian promoters offered to buy out the Village stake and the joint venture was

mutually decided to be terminated in June 2002. However, though Village Road

show exited as a joint venture partner, the excellent relationship between both

companies continues and is reflected by the fact that PVR continues to have an

exclusive long term technical and marketing.

services arrangement with its erstwhile partners on a long term basis. During the 5

years of joint venture with Village, PVR was exposed to best business and

operational practices in the Cinema Exhibition industry and was able to

revolutionize the way to go to cinemas.

SWOT ANALYSIS

STRENGHTS

_ First mover advantage in the multiplex business in India

_ Updated technology

_ Premium positioning

18

_ Vocational strength

_ Ambience

_ started the concept of ‘a complete movie going experience’

_ Market leader

_ Very strong brand equity

_ TOM recall

_ Blend of retail & entertainment

WEAKNESSES

_ High cost perceptions

_ T.A very specific (not mass service)

_ Disjointed images for all PVR properties

_ Customer retention_

Parking problems

OPPORTUNITIES

_ First mover advantage

_ Growing family spending on entertainment

_ Large film industry – over 200 Hindi films every year

_ PVR loyalists

THREATS

_ Competition blooming large

_ Government’s interference

_ Entertainment Tax

_ Other Multiplexes as competition

_ Other ways of entertainment

_ Accused of increased crime rate

_ Piracy No control over surroundings eg. West Delhi

_ Movies becoming bigger than the brand

19

THREAT OF COMPETITORS

PVR Cinema currently faces competition from other companies in the Indian film

exhibition sector. Some of their competitors have greater financial resources than

them and therefore they may be in a better position than PVRto invest in

Multiplex Cinema projects or to sustain losses from such developments in the

start-up stage. In the future, they may also face competition from global

entertainment companies if and when such

Companies make their foray into the Indian exhibition sector.

There are currently seven major competitors in the film exhibition industry:

PVR Cinemas; Inbox Leisure Limited; Adlibs Films Limited; ShrinagarCinemas

Limited; E City Entertainment; Wave Cinemas; and DT Cinemas.

The tables below show the number of screens operated by each of those

companies and the number of cinemas operated by each of those companies.

MARKETING STRATEGIES OF PVR CINEMA

Marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a

sustainable competitive advantage. Marketing strategies serve as the fundamental

underpinning of marketing plans designed to fill market needs and reach

marketing objectives. Plans and objectives are generally tested for measurable

results. Commonly, marketing strategies are developed as multi-year plans, with a

tactical plan detailing specific actions to be accomplished in the current year.

Time horizons covered by the marketing plan vary by company, by industry, and

by nation, however, time horizons are becoming shorter as the speed of change in

the environment increases. Marketing strategies are dynamic and interactive.

They are partially planned and partially unplanned. Marketing strategy involves

careful scanning of the internal and external environments which are summarized

in a SWOT analysis.

20

External environmental factors include customer analysis, competitor analysis,

target market analysis, as well as evaluation of any elements of the technological,

economic, cultural or political/legal environment likely to impact success.

Segmentation- On the basis of customer preferences, we may classify PVR under

the Clustered category. This is owing to the fact, that out of the entire masses they

have clearly defined their target audience and aim to cater to them. Also, PVR is a

Concentrated Market because they only cater to the premium movie-going

audience i.e. SEC A and SEC B. PVR Cinemas has approx. 22 million movie

goers per month. On the basis of customer preferences, we may classify PVR

under the Clustered category. This is owing to the fact, that out of the entire

masses they have clearly defined their target audience and aim to cater to them.

Also, PVR is a Concentrated Market because they only cater to the premium

movie-going audience i.e. SEC A and SEC B.PVR Cinemas has approx. 22

million movie goers per month

Consumer Demographic Segmentation

Age: 61% between 18 and 49

Gender: 47% Males / 53% Female

Income: 61% have income over 50K

Education: 55% of adult movie-going audience has attended/graduated College,

Of these adults, 37% have college degrees or higher

Consumer Psychographic Segmentation

PVR Movie Goers are people with high resources and can be classified as

“Experiencers” who seek variety and entertainment. Spend a comparatively high

proportion of income on fashion, entertainment, and socializing.“PVR Movie

Buffs” generally have the following major tendencies:-

-Go outside the home for entertainment

-Participate in sports and other active lifestyles

-Hard to reach through other traditional media

21

Targeting- PVR being the first of its kind has always been a market leader and

therefore its offering to the customer is Innovative. PVR has premium pricing and

they target mainly SEC A and SEC B. PVR has brought to its customers the

experience of Luxury Cinema. PVR uses the concentrated method as they have

target a much focused audience out of the entire masses. PVR witnessed

tremendous success Europa Lounge in Delhi. PVR’s chain use Differentiation

method for pricing. It practices different price slabs for different target audience.

PVR being the first of its kind has always been a market leader and therefore its

offering to the customer is Innovative.

PVR has premium pricing and they target mainly SEC A and SEC B. PVR has

brought to its customers the experience of Luxury Cinema. PVR uses the

concentrated method as they have target a much focused audience out of he entire

masses.

PVR witnessed tremendous success Europe Lounge in Delhi. PVRCinemas has

also recently introduced the concept of luxury viewing to Bangalore. Gold Class

Cinemas have been introduced for the first time in India, are two ultra luxurious

exclusive auditoriums, each equipped with plush and fully reclining seats and

generous legroom. Patrons can also enjoy star like treatment at the exclusive Gold

Class lounge which provides an excellent pre cinema experience with scrumptious

food and beveragesPVR Priya of PVR’s chain use Differentiation method for

pricing.

Positioning - PVR had, and still has a very well planned market position. Its

premium positioning affects the customers perceptual positioning. Therefore, they

decided on their marketing strategy and pricing, keeping the target market in

mind. In case of PVR, they make use of all their tangible elements to prove to

their customers that their movie tickets are worth the price they are paying. Also,

since some of the other movie theatres (which are not multiplexes) are still

offering movies at rates as low as Rs 50, it is the task of its marketer to

ensurePVR comes across as a superior brand in terms of cinema viewing as well

as the experience.

22

PVR had, and still has a very well planned market position. Its premium

positioning affects the customers perceptual positioning. Therefore, they decided

on their marketing strategy and pricing, keeping the target market in mind. In case

of PVR, they make use of all their tangible elements to prove to their customers

that their movie tickets are worth the price they are

Paying. Also, since some of the other movie theatres (which are not multiplexes)

are still offering movies at rates as low as Rs 35, it is the task of its marketer to

ensure that PVR comes across as a superior brand in terms of cinema viewing

as well as the experience. It’s positioning is evident in its mission statement also

which says

“A commitment to deliver the best quality cinema viewing Every where,

Every time.”

MARKETING MIX – 7 Ps

1) PRODUCT - A product (in the marketing context) may be tangible, intangible

or both. In case of services, on the contrary, the tangible component is nil or

minimal. In services, there is no or very little tangible element because of which

they are considered as benefits, which are offered to the target market. First, a

service is a bundle of features and secondly, there benefits and features have

relevance for a specific target market. Therefore while developing a service

product; it is important that the package of benefits in the service offer must have

a customer’s perspective. Core Benefit is the MOVIES that the customer comes to

a cinema hall for, along with the attendant experience of PVR. The expected

product in PVR’s case would be ambience, hygiene, good service, parking, candy

bar etc. PVR has augmented its product offerings:

Luxury cinema - PVR has brought to its customers the experience of

luxury cinema. After the tremendous success of Cinema Europa in Delhi,

PVR Cinemas has introduced the concept of luxury viewing to Bangalore

as well. Gold Class Cinemas have been introduced for the first time in

India, are two ultra luxurious exclusive auditoriums, each equipped with

23

32 plush and fully reclining seats and generous legroom. Patrons can also

enjoy star like treatment at the exclusive Gold Class lounge which

provides an excellent pre cinema experience with scrumptious food and

beverages.

Bulk Bookings - There are special arrangements for bulk bookings (of

twenty or more tickets) done by corporate. Details can be filled online and

PVR executives themselves get in touch with the concerned people.

E-booking and tele-booking - PVR also provides the factility of e-

booking, which was first started by PVR, it has now been copied by

Satyam cineplexes as well. It also offers telebooking.

Parties at PVR - PVR has also started helping customers in planning

birthday/kitty parties at PVR. They have made PVR a wholesome

entertainment experience than just a movie watching spree.

Movie newsletter and magazine - To keep its customers hooked on to

movies and to PVR, it has also come out with an online newsletter called

‘PVR Wire’ is directly mailed to the subscribers and can also be

downloaded from their website. They have also launched a movie

magazine called ‘Movies First’.

Movie vouchers - They have also taken out the unique concept of movie

vouchers which people can use as gifts. Many corporate have also started using

these as incentives and rewards for their employees. The vouchers are available in

denominations of Rs 100 to Rs 350 and a minimum of 25 coupons needs to be

purchased to avail of the offer. Minimum of 25 coupons needs to be purchased to

avail of the offer.

24

PVR Gurgaon (Cinema Europe) PVR Movie Money Vouchers cost Rs 160/-

The following options are available in Bangalore Classic Mon -Thur : Rs 100/-

All Week (including Weekends) : Rs 130/-

Europe Mon -Thur: Rs 130/-All Week (including Weekends) : Rs 150/-

Gold Class All Week (including Weekends) : Rs 350/- + Rs150/- for food

and beverages (optional)

Responsiveness – Willingness to help customer with prompt service.

The employees of PVR are fast and prompt at delivering their service and

Are taught to cause as less inconvenience as possible to the customers. If a

Customer places an order via telebooking / online reservation etc, the

Delivery of the tickets is made well before the show timing at the customer’s

Doorstep. The employees are well trained.

Empathy – Caring, individualized attention to the customer.

Even though in a service like this customization is not possible, the

employees of PVR Cinemas are always very helpful and provide the

customers with good assistance whenever needed. From the employees

made to sit at the ticket counter to the employee that guides customers to

their respective seats in the cinema hall, all employees deliver a very

helpful

attitude towards the target audience.

Tangibility – Appearance of physical facilities, equipment, personnel etc

PVR movies have a lot of tangible elements present like the employees

(staff), the movie halls, the candy bars, rest rooms etc, all of which are

highly maintained and well kept.

Assurance – Knowledge and courtesy of employees and their ability to

convey truth and confidence.

Since PVR is a high contact organization, the employees are well trained .

25

communication made with the customers. They are well trained and are

definitely able to convey the confidence that the brand name represents.

Reliability – Ability to perform promised service dependably and

accurately.

PVR is a very well established brand name, and the audience is given

excellent experience of the basic product i.e. the movie as well as the other

elements involved. Hence, it is very much capable of good delivery of the

48

service it provides. There is no flaw in the quality of the service and is

always delivered on time.

THE SERVICE PACKAGE

The “package” concept of services product suggests that what you offer to

the market is a bundle of different services, tangible and intangible, but

there

is a main or substantive or ‘core’ service and around it are built the

Auxiliary/peripheral/facilitator. It is important to note that facilitating

3services ate mandatory and if these are left out, the entire service would

Collapse. Yet another type called supporting services, don’t facilitate the

consumption of core services but are used to increase the value and thus

Differentiate from the competition.

Quality Assessment through RATER in case of PVR

Focused on developing a procedure for quantifying customer’s service

quality can be measured in following dimensions:

2) PRICE - PVR when started off had a huge advantage of being the only one of

its kind in Delhi to begin with. Therefore, they could charge a higher amount to

its target audience, as they did not hesitate to pay the sum for the new concept.

This high pricing helped them make maximum gains.

26

3).Also, PVR had, and still has a very well planned market position. Its premium

positioning affects the customers perceptual positioning. In case of PVR, they

make use of all their tangible elements to prove to their customers that their movie

tickets are worth the price they are paying. Also, since some of the other movie

theatres (which are not multiplexes) are still offering movies at rates as low as Rs

35, it is the task of its marketer to ensure that PVR comes across as a superior

brand in terms of cinema viewing as well as the experience. The movie theatres

market is a Free Market, even though the government in the past regulated it. This

allows PVR as the market leader to set its own prices. Prices that had originally

started from Rs 125 (for evening shows) and Rs 90 (for morning shows and

weekday plans) have increased to a high of Rs 150 and the lowest is Rs 100. The

high pricing however has not led to any change in the footfalls that PVR gets.

Even in slighter crowded shows, the occupancy rates as low as 35% reaches

PVR’s break-even points. The pricing at PVR Europa is Rs 160 and a Gold Class

ticket is charged at Rs. 750. It offers superior ambience, environment, seating,

viewing etc in the sum. . Its premium positioning affects the customers perceptual

positioning. In case of PVR, they make use of all their tangible elements to prove

to their customers that their movie tickets are worth the price they are paying.

Also, since some of the other movie theatres (which are not multiplexes) are still

offering movies at rates as low as Rs 35, it is the task of its marketer to ensure that

PVR comes across as a superior brand in terms of cinema viewing as well as the

experience. The movie theatres market is a Free Market,

3) PLACE –

Services are generally created and delivered to the buyer at the same time,

therefore creation of time and place utilities is a vital function in services

marketing. Irrespective of middlemen or direct sales channel, the factor

of50location keeping in view the potential markets are the most significant in

channel selection and distribution.

27

The issue of location here plays a very important role, as all PVR Cinema Halls

are stationed at good locations in the city, which gathers a largenumber of

footfalls for them every day. PVRs usually open at an eventfulyet untapped

location, followed by which (as we saw in case of AnupamPVR Saket) other retail

chains get opened around it as well. Their places areaways well situated and are

well linked. PVR does not have any other channel of distribution, as their service

is sold solely at their chains. They donot follow any franchisee outlets, even

though they indulge in ticket sales online and via telebooking. The only

intermediary involved for procuring movies are Indian as well as international

movie distributors, by way of whom they acquire the movies.

Distribution of Movies

The Company has also recently forayed into the Distribution of Hollywood

film titles in the country through its 100% subsidiary, PVR Pictures. By virtue

of its strong brand equity and partnerships with major independent Hollywood

studios like Miramax, Newline Cinemas etc. that are not represented in India

through their own offices, PVR has managed to procure and distribute titles in

the country. With the advent of the multiplex revolution across the country,

the company sees a great opportunity to fill up these upcoming multiplex

screens with Hollywood titles. The company has successfully distributed

major

Hollywood titles like Rush Hour 2 , Wedding Planner , Chicago ,

Choclat ,Spy Kids 2 , Makdee etc.

The issue of location here plays a very important role, as all PVR Cinema Halls

are stationed at good locations in the city, which gathers a large number of

footfalls for them every day. PVRs usually open at an eventful yet untapped

location, followed by which (as we saw in case of Anupam PVR Saket) other

retail chains get opened around it as well. Their places are always well situated

and are well linked. PVR does not have any other channel of distribution, as their

service is sold solely at their chains.

28

The only intermediary involved for procuring movies are Indian as well as

international movie distributors, by way of whom they acquire the movies.

4) PROMOTION - PVR as a brand indulges into print advertisements on every

Friday giving out the latest movie schedules. Any new developments are

communicated to the audience via press releases. Hence there is a strong element

of PR involved. Apart from that, they usually have contests pertaining to latest

festivals like Valentines Day, New Years Eve, Oscar Movies Week etc. PVR also

has a host of online promotional contests associated with movies. They are also in

collaboration with cellular services like Airtel have SMS and- win contests and

give out free tickets to the winners. Also, PVR attracts a lot of commercial

shooting / media coverage via programmers etc which promotes it as a brand in a

big way. Organizing Star Events on Premiers of movies like ‘Kuch Kuch Hota

Hai’ helps PVR relate better with its target audience i.e. the youth. The whole

PVR banner and its exterior environment including movie hoardings, banners etc

help promote the concept of movie viewing as well as PVR as a strong and

successful brand. PVR also hosts premiere shows with leading movie stars

visiting the various PVR cinemas. They also host numerous fun events for

children while screening animations etc. Promotion is a very vital part of the

marketing mix especially in the case of services. The customer needs to trust or

have belief in the service, as he has to pay for it pre-experience. Therefore, it is

very important to sell the service in the best possible way. Usually the objective

of promoting a service maybe to create a brand image, establish a personal

relationship with the client and to create an impression of competence, honesty

and sincerity to win the buyers’ confidence in sellers’ abilities to deliver the

service efficiently. To promote these, the marketer generally employs indirect

selling techniques, as it is usually not possible to use the conventional promotion

tools like advertising. Promotion activities like community relations, event

management, media blitz, and corporate identity programs have relevance.

3rdparties like government, unions and interest groups are important, as they are

capable of influencing market access. 29

PVR as a brand indulges into print advertisements on every Friday giving out the

latest movie schedules. Any new developments are communicated to the audience

via press releases. Hence there is a strong element of PVR involved.

Apart from that, they usually have contests pertaining to latest

Festivals like Valentine’s Day, New Years Eve, and Oscar Movies Week etc.

PVR also has a host of online promotional contests associated with movies The

latest one relates to the film King Kong. They are also in collaboration with

cellular services like Airtel have SMS and-win contests and give out free tickets

to the winners. Also, PVR attracts a lot of commercial shooting / media coverage

via programmers etc which promotes it as a brand in a big way. Organizing Star

Events on Premiers of movies like ‘Kuch Kuch Hota Hai’ helps PVR relate better

with its target audience i.e. the youth. The whole PVR banner and its exterior

environment including movie hoardings, banners etc help promote the concept of

movie viewing as well as PVR as a strong and successful brand.PVR also hosts

premiere shows with leading movie stars visiting the various PVR cinemas. They

also host numerous fun events for children while screening animations etc. Given

below are a few such recent promotions:

The star cast of Akbar Khan's resplendent 'Taj Mahal' visited PVR EDM,Naraina,

Vikaspuri and Saket, bedazzling the audiences on 21st N ov'05.A fulfilled

afternoon was organized at PVR Saket on 3rd Nov'05 during the show of

animated movie ‘Hanuman’. Celebrities were invited with their kids.PVR

organized a rendezvous with French Cinema from 21st-27th October2005.

The glitterati from the film fraternity including Salman Khan,KatrinaKaif and

Nandita Das lit the star studded opening ceremony, along with others as PVR

Gurgaon geared up to host and experience the amalgamation of French movies

with the multiplex magic. It also organizes socially responsive events. It

organized a movie screening for the children of ‘Kutumb Foundation’ on

children’s day. PVR Plaza celebrated the Rose Day with cancer afflicted patients,

on 22nd September'05.

30

The event was held in alliance with Cancer Patients Aid Association (CPAA).

Celebrities like Sushma Seth, Manpreet Brar, Anita Kaul Basu andShivani Wazir

Pasreecha and Mrs. Celina Bijli, wife of Mr. Ajjay Bijli-MDPVR Cinemas, were

present to greet the children and grace the occasion."This was the challenge

thrown at Delights by PVR Cinemas, a pioneer in multiplex development and the

largest cinema exhibition company in India, and Radio City 91 FM. The response

was overwhelming, with over 5,000Radio City 91 FM listeners responding to the

Challenge. The PVR City Challenge contest, running on Radio City for two

weeks now, dares listeners to send in entries on the wackiest thing they would do

to win a car (MarutiAlto).In collaboration with MSN, PVR had a contest for

‘Bend It Like Beckham’and gave out 2 free tickets to winners for an entire week.

4) PEOPLE – This indicates the Employees and Customers. Service must be

fully developed and internally accepted before it’s launched. PVR indulges in

the following: Complimentary ticket on payment of entertainment tax amount

at any point of time (2 days in advance) to the employees, subject to

Availability, Tickets to employees are given for: 1+1 oneself and employees

guest and 2 for immediate family i.e. parents, spouse etc. This has been done

to encourage movie going among employees as well as customers, Gives 10

national holidays to employees, Report customer grievances to managers,

Strict on rules on no smoking, drinking on job etc, They are given

personalized badges – symbolizes that the employees pride themselves on

being a part of the PVR family, Very great importance is given to person

hygiene and appearance –Clean uniform and shoes, Not allowed to make a

gesture to ask for any sort of a tip / gift from customers, Job performance

evaluation at the completion of first 90 days of employment. They are

evaluated once a year on their anniversary of date of joining by individual

superiors and records regarding employees’ progress are evaluated, all

employees are taught to deal with safety problems like accidents, Fire, bomb

threat, armed robbery etc.

31

5) All trainees are made to train at all departments like ticket sales, computer

ticketing, telebooking, sales enquiries, customer service skills, cash handling

sales, credit card sales etc.

6) Lastly, it is made sure that all employees represent PVR in the best way

possible and sell it as a strong and well-established brand. All 55 employees

are given full details on what they are representing and informed all about

PVR to make them a part of the family. For the customers’ convenience, it is

ensured by the organisation that there are no loopholes. In case of any

customer complaints, the employees are immediately directed to report the

same to their managers. The nature of all employees is very friendly,

informed, helpful, reliable, soothing, cheerful and youth-like. Therefore, the

audience can easily relate and communicate with them.

This has been done to encourage movie going among employees aswell as

customers.

Gives 10 national holidays to employees

Makes all employees train at different levels from time to time

Teaches employees to be helpful, polite, courteous to all patrons andco

workers – enthusiasm and cheerful

Report customer grievances to managers

Strict on rules on no smoking, drinking on job etc.

They are given personalized badges – symbolizes that the employees pride

themselves on being a part of the PVR family

Very great importance is given to person hygiene and appearance –clean

uniform and shoes.

Not allowed making a gesture to ask for any sort of a tip / gift from

customers.

Job performance evaluation at the completion of first 90 days of employment.

They are evaluated once a year on their anniversary of date of joining by

individual superiors and records regarding employees’ progress are evaluated.

32

Given bright blue uniforms – represents PVR. This is done to ensure

uniformity of appearance and to project a well kept image.

All employees are taught to deal with safety problems like accidents, fire,

bomb threat, armed robbery etc.

Certified first aid course given to all employees

All trainees are made to train at all departments like ticket sales, computer

ticketing, telebooking, sales enquiries, customer service skills, cash handling

sales, credit card sales etc.

Special well kept rooms for the employees

Lastly, it is made sure that all employees represent PVR in the best Way

possible and sell it as a strong and well-established brand. All Employees are

given full details on what they are representing andinformed all about PVR to

make them a part of the family.

On the occasion of Children's Day 2005, PVR created remembrance for

children from PVR's Housekeeping Attendants, Projectionists, electricians,

with the movie IQBAL.The children from the NGO "Kutumb Foundation"

also were an intrinsic part of the event, invited specially by PVR, to celebrate

children's day.

Management Team

The company has a dedicated management team at the corporate level which

Looks after each area of its business i.e. programming, marketing & event

Management, operations, business development, projects and finance. It has

About 30 employees at the corporate level. At the cinema level the company

has a strong team at each of its cinemas, ably headed by a Cinema General

Manager. He has a team of 50-60employees at each cinema. The total

employee strength across all cinemas is about 300 employees.

The company has had a good track record of being able to attract top class

Management talent. For the customers’ convenience, it is ensured by the

organization that there are no loopholes.

33In case of any customer complaints, the employees are immediately directed

to report the same to their managers. The nature of all employees is very

friendly, informed, helpful, reliable, soothing, and cheerful

6)PHYSICAL EVIDENCE - Though customers cannot see a service, but they

can definitely see various tangible clues of the service offer like facilities,

communication, objectives, employees, other customers, price etc. On basis of

these, he forms his opinion as they help us to tangibles the service. . Therefore, it

is essential to manage physical evidence. Atmosphere – helps to shape opinions.

The building, layout, colors of interiors, tickets, labels, logo of the organization

etc help to formulate a good unified corporate image / identity.

AMBIENT FACTORS

_ Air quality

_ Quality of scent

_ Degree of circulation

DESIGN FACTORS

_ Aesthetics

_ Architecture, color scheme, material etc)

_ Functional dimensions of design in terms of layout, comfort etc

SOCIAL FACTORS

_ Appearance, Beheviour and number of service personnel

_ Quality & quantity of other customers Ambient factors relate to background

condition, deign factors, on the contrary are visual stimuli and social factors relate

to interactive environment. The service factor has an impact on not only the

customers, but the employees as well. The interior and exterior of the premises is

such so as to project a hygienic and well-maintained image at all times. The

administration offices, booking offices, candy bars, conference rooms,

auditorium, foyers, corridors, washrooms, staircases, walls, projector room,

basement area .

34

all coordinated and hygienically maintained. Both the external and internal

ambience is very important and is maintained excellently, as it is 34important to

appeal to existing and even to the potential customers. At PVR, it is equally

important to keep employees happy. Therefore, even the employee’s workplaces

in the premises are coordinated with the whole hall’s ambience and are lively.

Exterior – the movie hoardings, movie schedules, computerized service,

Glass entrance, PVR banner, deign of PVR building, parking etc all contribute to

the external environment

Interior – Seats, color coordination and combination (blue in case of PVR),

Hygienic wash rooms, candy bars, corridors, stairs, sound and visual

Equipment, design of the hall, ambience etc are all included here. Attention to

detail and stress on high quality cinema viewing experience is evident from the

unique seating arrangement that ensures unobstructed viewing from anywhere in

the auditorium. Plush, ergonomically designed seats have been installed to

provide

Flexibility and ultimate comfort to guests. Convenient cup holders have also been

installed on every armrest. Edge to edge screens and digital sound will contribute

in creating the ultimate movie going experience. The multiplex has an avant-garde

lobby with studio effect interiors. Station concession counters which offer

customers a wide selection of the traditional movie going fare of sweet and salted

popcorn, hotdogs and soft drinks, as well as candy, nachos, fruit juices and

Mineral water. Peripheral – possessed as a part of service purchased e.g. Ticket,

popcorn Core – Those that cannot be possessed. e.g. The experience of the movie

PROCESS

It was the first cinema company to introduce computerized ticketing through use

of international box office software in its cinemas; first cinema to accept credit

cards in India against tickets; and the first to offer cinema tickets on Internet with

online payment gateway for payment.. PVR was the first to install surround sound

and Dolby in Delhi. 35

Gurgaon 7 screen megaplex is equipped with the latest THX approved sound

system for the real life sound effects and the state of the art Xenon based

projection technology.

Entertainment Marketing: Marketing of entertainment services is referred as

entertainment marketing. Entertainment services include screening of movies,

their premiers, press & media required special screening of movie show & also

different types of eatables served within the multiplex is divided into two types

namely:

Movie Marketing: this is one of the most important areas which is marketed &

helps in creating a brand image for the company. The main focus is to market the

movies that are big screened along with creating & making aware the people

about the multiplex. Also during such premier’s press & various media channels

are invited to cover the whole premier event which has a positive effect on the

multiplex. As stars are called for the premiers of special movies along with

outside people, this act as a “synergy effect” and thus more & more number of

people become aware about the multiplex and its day to day activities. All above

this with the help of various media channels, huge & extensive advertising is done

for the movies which add to the recall value on the minds of the people.

Café Marketing: This is an altogether new concept started and undertaken by

multiplexes for marketing its movies. It basically helps in promoting its movies

with the help of eatables sold in the cafeteria within the premises of the multiplex.

Here the eatables are named after the movies & various film stars during the

release of much hyped & successful movies.

Special Events Marketing: the positive point that multiples gains over others is

that along with the screening of various movies it also screens special event such

as F1, cricket matches, various documentaries and social messages that are to be

passed n community.

36

Multiplex also organize celebration of religious festivals as well as special days

such as valentine day, friendship day, Independence Day & republic day & events

such child fest. Also, it arranges for many events & birthday parties as per the

customers’ demands. Such activities give unique experience to its customers who

feel the same home & personalized atmosphere present there.

Tie up With Various Corporate: Multiplex has tie-up with many corporate

associates as they help each other in their day to day activities. Both of these go

hand in hand. Their relationship is of “give & take” type; it is like the corporates

organize or they host the events that are conducted in the multiplex & in turn the

multiplex gives it sales indirectly.

Movie Shootings & Advertisements: Multiplex also allows shootings for movies

& advertisements as it helps to publicize & create a brand name for itself. Movie

shootings advertisements take place here because of the ambient factors & also

space the surrounding. Also it acts as a business activity as the movie makers are

not given the premises free of cost.

Special Screening of Hollywood Movies: A new concept started by many

multiplex is the screening of Hollywood movies at their theatres. These special

screenings are referred as “Midnight Matinees”. Midnight Matinees is another

innovative attempt on the part of multiplex to combine various elements of leisure

& partying with cinema viewing.

37

Chapter #2

REVIEW OF LITERATURE

38

Nandini Raghavendra (2010) “Multiplex industry: Ready for consolidation”

In the five years since the Anil Ambani-led entertainment group (then Adlabs,

now Reliance Mediaworks, RMW) bought a controlling stake in Manmohan

Shetty's Adlabs in a whopping Rs 350-crore deal, along with their 16 multiplex

screens, the industry has not seen big buzz deals. Till, Shravan Shroff decided to

sell his screen dream — Fame (96 screens) to Inox. There is still a huge untapped

potential. The big five players i.e Inox, Adlabs, PVR, Waves, Big Cinema, in a

unified voice feel there is a lot of space to grow. The problem, if at all, is not of

too many players right now but factors like piracy, shorter windows with satellite

and home video eating into theatrical and, of course, a low success ratio of films.

These plus the economic slowdown saw expansion plans go slow. So, due to a

host of reasons, the present may look a bit bleak (add IPL to that list) but the long-

term scenario looks intact. According to the Ficci-KPMG 2010 report on the

media and entertainment industry, by 2013, the number of plex screens in India is

likely to cross 1,600. "Multiplexes have become an important and integral part of

the domestic theatrical industry. They have made a significant impact in bringing

viewers back to the cinemas. This is reflected in that as much as 60% of Indian

theatrical revenues for Hollywood and Hindi films, come from the multiplexes

while for South Indian films, it is 25%. Given the experience of consumers and

part digitalization, the importance of plexus in the distribution space is here to

stay," says executive director and head, media & entertainment, KPMG, Rajesh

Jain.

S. Romi (2008) “PVR Cinema- Success Story”

From rickety trucks to swanky malls. It’s been a long journey for Ajjay Bijli.

Born in a family that was into trucking business, he was asked to look after his

business after he completed his studies. With Priya, Mr Bijli had tasted blood and

now he wanted more. “Since we screened English movies regularly at Priya, I was

in constant touch with Hollywood companies like Columbia, UV and Warner

Brothers during that period.

39

I also came in touch with Australian company Village Roadshow that was looking

for a partner in India. Soon we were partners,” says Ajjay. So was born the joint

venture Priya Village Roadshow Ltd or PVR. Together they started setting up

multiplexes for India. As luck would have it, Anupam was on the blocks. Mr Bijli

grabbed the opportunity and turned it into a multiplex in 1997. “We were amazed

with the kind of response we got.”

Meanwhile, the priorities changed for his overseas partner, Village Road Show,

post 9/11. The lull in 2001 forced it to focus on the American market and movie

production leaving the field here open for the Indian partner. So, PVR or Priya

Village Roadshow Ltd became PVR Ltd. “Now, we only have a tie-up with them

for technical backup.” Today Mr Bijli has ICICI Ventures as his partner which

owns 32 per cent stake in the company. Mr Bijli considers this as no mean

achievement. Entertainment is a challenging business as every city has a different

profile and we have to understand the people’s behaviour there and cater to them.

Gummerson (1996) “Relationship Marketing”

He tried to explore the extent of application of relationship marketing in service

sector. According to his findings, the service users hold good image of the

company if it provides effective CRM services. He found that poor relationship

marketing caused discontinuation of services by many customers. The same

concept applies to Indian customers too. Service industry players need to put

thrust on this area to maintain profits on a sustainable basis.

V.Kumar (2009) “Using a Customer-Level Marketing to enhance Firm’s

Performance”

Customers are now demanding personalization and customization of products and

services ranging from video-on-demand and personal video recorders (e.g., TiVo)

to niche brands and product extensions that help customers feel unique and stand

out from the crowd (Bianco 2004). This shift in the way firms do business is not

only evident it is also clear that the academic research is changing its course as

well to match with the climate in the industry. Any firm that looks to sell products

or services to the market needs to treat its customers as assets.

40

For example, AT&T was adopting a macro-level strategy to deal with customers

(Squeo andWilke 2004). As a result, AT&Tlagged behind its competitors and is

getting out of the landline business (not acquiring new customers) and merging

their wireless business with another service provider. However, DISH Network,

which used to offer standard packages of television channels, realized the shift in

customer needs and adopted a micro-level (customer) strategy to offer customized

channels (Grant 2004). As a result, the growth experienced by DISH Network is

phenomenal. Thus, resources need to be properly allocated to various marketing

strategies, which only can be accomplished if a firm can identify its best

customers and prospects and send those individuals the right marketing message

at the right time.

Jain and Dhar (2003) “Effectiveness of CRM”

They studied the determinants of customer relationship management effectiveness

in India. They used in-depth interviews focused on behavioural dimensions of

relationships. It was found that customer relationship management emerged as a

core business process for maintaining and enhancing the competitive edge in

modern business affairs. In the area of services, the issue of customer relationship

management holds much importance. Many a times, it is the CRM that becomes

the deciding factor while selection of services. Customer loyalty is directly related

to the CRM efforts made by the service sector companies.

Sarangi (2007) “Entertainment Industry”

It highlights the aspect of quality of entertainment service industry in India. The

objective was to define the parameters of service quality satisfaction with

reference to entertainment services in a metro city. In a survey of 300 people

visiting the multi-screen cinema halls and luxury hotels, various dimensions of

services were found. Customers in metros and other cities have started watching

movies in multiplexes which provide excellent ambience and quality. When asked

about the factors causing the visit, the customers gave first preference to comfort

and ambience provided in the place. For this aspect, the customers were ready to

compromise on cost and distance factor.

41

Besides ambience, promptness in services was another factor leading to

satisfaction of customers

R.J.Cumberworth (2001) “Theming and Design as a Marketing Medium”

The concept of Theming and design has been related to leisure stimulation, play

theories and service marketing and the practice analyzed thoroughly, using

relevant and up to date examples. Therefore, in summary it is possible to state that

the themed entertainment industry, and the theme park industry in general terms is

developing through organic growth. Much of this is down to technological

innovation and advancements and indeed the talent to put such ideas into practice.

Ideas are also developing in accordance to marketing practice, with new ways of

ensuring customer satisfaction and enhancing the core service product that a

theme park offers. Technology and innovation is allowing the ability to construct

higher, faster, longer rides and attractions but when coincided with Theming,

complete new environments can be produced and with the use of virtual reality,

complete false environments are being created. There is a coming move away

from the traditional iron ride, although they are by no means in decline,

technology and VR is being further developed to create more ambitious 'dark

rides' where story telling combined with special effects creates visitor immersion,

which is also apparent in restaurants, shops and other service orientated aspects.

Thus, in reflection, the future of the industry remains to be seen; yet serious

adaptations need to be considered as visitors demand meaningful and often

educational entertainment, with particular consideration to the increasing gray

market.

Charles R.Akland (2003) “Screen Traffic: Movies, Multiplexes and Global

Culture”

Scholars of film exhibition are concerned with the fraught intersection of political

economy and cultural studies. In this timely new study, communications scholar

Charles Acland raises the bar for post-nationalist discussions of cinema culture by

insisting that film going must be approached as a complex of industrial and

cultural phenomena.

42

Using a cultural materialist approach inspired by Raymond Williams, Acland

argues that "film" must be considered as a highly mutable site of international

economics and individual emotional responses, encompassing technologies of

reproduction alongside patterns of reception. Although film has arguably been a

global enterprise since Hollywood began to aggressively develop the international

market in the 1920s, Acland makes a compelling argument that film culture

became global in a new way in the 1980s when cinema was reconfigured as a

vertically integrated industry in the wake of deregulation policies. Thus, his study

concentrates on cinema exhibition practice as a phenomenon of global culture

from the mid-1980s to the mid-1990s.The primary phenomenon under

consideration here is the shift in exhibition practices that emerged between 1986

and 1998, a period when grimy, utilitarian suburban multiplexes were replaced

across North America by monstrous exurban space age megaplexes. Acland

describes the motion picture theatre as an "essential location at which discourses

of global audiences are being worked out and applied," and as "sites for the

mobility and flow of bodies, texts, and money." He associates these new theatrical

settings with "shrunken amusement parks," a logical next step in the convergence

of the corporate entertainment industry during this period. As Acland points out,

in retrospect, this moment might also be seen as the last gasp of the cinema as

such. Since 1998, the emergent technology in cinema exhibition has been

digitalisation, which potentially obviates many of the metropolis/hinterland

relations that have traditionally shaped the cinemagoing landscape. Internet

distribution of pirated mainstream films and independent productions threatens to

displace–or at least radically alter–the importance of the cinema as a site of

cultural dissemination.

I.Nod (2006) “The Entertainment Industry”

The entertainment industry demonstrates a multi channel structure, with

companies owning several forms of companies in each link of the value chain.

The industry is converging toward a single model, which combines production of

content with multichannel distribution.

43

All companies try to sell content in many ways, e.g. movie, TV show, book

theme park, etc. All but two of major players in the industry conform to this

model. Non-conforming companies have regulatory barriers (foreign owned) or

do so out of choice. Some companies (Disney) buy distribution channels, i.e.

networks (ABC); others build their own (News Corp., Time Warner) or do both

Viacom (WB, CBS). The newest trend is to combine production and distribution

with added distribution possibilities of internet (AOL Time Warner, Vivendi

Seagram). In this industry we find vertical integration through direct ownership,

as well as commercial transactions via long-term contracts and one-time “spot

market” transactions. Ironically, even the resources can be “owned” – as in the

case of the old “studio system” which tied actors to studies for a number years. In

today’s industry, these arrangements are still in place, with actors signing on for

“x number of picture” contracts with various studios. Production companies can

either be independent or owned by integrated companies. In either case,

production from one company may be sold to a competing network or distributor.

Finally, local television affiliates and local movie theaters are sometimes bound

by contract, sometimes entirely independent, or sometimes owned by networks.

This last situation is usually the case with large metropolitan areas, where the

networks want to have a closer link to the customer. Agents and other facilitators

play a commercial conduit role of helping to bring together various people and

companies along the value chain.

Ashwin B. Sonone and Rajendra N. Pathak (2005) “The impact of Multiplex

Cinema’s in India”

The cinema exhibition industry in India is growing at 10% per annum driven by

multiplexes, which are expanding rapidly in major metropolitan cities as well as

second and third tier cities. Favorable demographics in a cinema-crazy nation, tax

exemptions, and quality locations such as malls, are driving growth of multiplexes

in India. The study provides a snapshot of the market including the two segments

multiplexes and single screen cinemas. An overview gives a quick picture of the

market with estimated market size, growth rate and theater distribution in India.

44

Various business models adopted by Indian multiplex operators are presented

alongwith typical revenue streams and cost base. An analysis of drivers reveals

that on the supply side - growth in film industry, improving real estate supply, and

favorable tax exemptions have help in growth of this sector while on the demand

side favourable demographics, rising income levels and willingness of people to

spend on entertainment are increasing footfalls. The key challenges identified

include slowdown in economy, alternate modes of entertainment, development

delays, piracy and uncertainty over entertainment tax exemptions. The industry is

characterized by seasonality, low screen density, increasing average ticket prices,

and reducing shelf life of movies. The key trends identified include producers

bypassing distributors, shift to digital cinema, and alternate content in

multiplexes, retail partnerships, and new single screen formats. India's craze for

films has not been fully exploited by the "Film Exhibition" industry due to the

lack of screen density in the country coupled with the poor quality of screens.

"Multiplex Cinemas" offer an alternative to tap this potential by providing a

quality experience to the viewer as well as economies to the multiplex operator.

"Films" has been one of the integral components of the Indian entertainment

industry contributing nearly 27% of the total revenues of the entertainment

industry. Besides, films also contribute to other components of the entertainment

industry like music, television and live entertainment. The Indian film industry is

one of the most complex and fragmented national film industries in the world

comprising of a number of regional film industries like Hindi, Tamil, Telugu,

Kannada and others. The Hindi film industry is the most popular among them.

Though India produces the largest number of films in the world (Approximately

1000 per year), it accounts for only 1% of the global film industry revenues. In

spite of being over 90 years old, the Indian film industry was accorded the status

of industry only in 2000. Over the years, the Indian film industry has been highly

unorganized as film financing was dependent on private and individual financing

at extremely high interest rates. Only recently, the industry has got access to

organized finance.

45

With vertical integration taking place between producers, distributors, exhibitors,

broadcasters and music company’s corporatization is now taking shape in the

Indian film industry. We believe, that corporatization, will bring about

transparency, accountability and consolidation which will help to improve the

overall profitability of the Indian film industry as well as reduce piracy and

leakages which presently account for 14% of the Indian film industry's revenues.

In today’s industry, these arrangements are still in place, with actors signing on

for “x number of picture” contracts with various studios. Production companies

can either be independent or owned by integrated companies. In either case,

production from one company may be sold to a competing network or distributor.

Finally, local television affiliates and local movie theaters are sometimes bound

by contract, sometimes entirely independent, or sometimes owned by networks.

This last situation is usually the case with large metropolitan areas, where the

networks want to have a closer link to the customer. Agents and other facilitators

play a commercial conduit role of helping to bring together various people and

companies along the value chain.

46

Chapter #3

RESEARCH METHODOLOGY

47

Research refers to search for knowledge. Research comprises defining and

redefining problems, formulation of hypothesis or suggested solution, collecting,

organizing and evaluating data, making deductions and reaching conclusions to

determine whether they fit the formulating the hypothesis. Research is an original

contribution to the existing stock of knowledge making for its advancements. It is

the pursuit the truth with the help of study, observation, comparisons and

experiment. Business Research is systematic and objective process of collecting,

recording and analyzing data to facilitate business decisions. Research is the

systemized efforts to gain new knowledge. A Research Methodology defines the

purpose of the research, how it proceeds, how to measure progress and what

constitute success with respect to the objectives determined for carrying out the

research study. The appropriate research design formulated is detailed below. A

scientifically carried out research project has a definite framework for data

collection. This framework constitutes the research design.. It determines the data

collection method, sampling method, the fieldwork and so on.

Research Design: The research design for the present study is descriptive as it

matches well with the objectives of the study.

Research Approach: Mainly there are three approaches for conducting

research work

Observation Method.

Survey Method.

Experimental Method.

Among these three methods the above two methods the observation &

survey method are used for conducting the research work.

Data Collection:

There are two sources from which data can be collected. For the purpose of study,

both primary and secondary data were required. 48

Primary Data:

Primary data is that type of data which is collected first time for some specific

purpose. There are various means of the primary data collection. Here the mean of

the collection of the primary data is questionnaire method which was devised to

be brief and simple.

Secondary Data:

Secondary data is data which is collected already for some other purposes.

Secondary data is collected from internet, publications, research papers &

journals.

Sample Size:

For this study the sample size was 100 respondents from Noida who watch

movies at multiplexes.

Sampling Technique:

Initially a rough draft was prepared keeping in mind the objective of the research.

A pilot study was done in order to know the accuracy in the questionnaire. The

final questionnaire was prepared only after certain important changes. Thus my

sampling came out to be non-probability convenience sampling.

Data Analysis Technique:

Statistical technique through which data is analyzed is Logistic Regression. It

helps in analyzing whether the study of marketing strategies is effective or

ineffective. Research methodology is a way to systematically solve a research

problem.

49

OBJECTIVES OF THE STUDY

1) To study about marketing strategies of PVR Cinema.

2) To check the effectiveness of marketing strategies of PVR Cinema

3) To suggest the improvements in the marketing strategies of PVR Cinema.

RELEVENCE OF THE STUDY

The need of study on this topic is to get a detailed knowledge about the marketing

strategies of PVR Cinema and their degree of Effectiveness. This study helps to

know the reasons behind the success story of PVR Cinema – a journey from

single screen theatre Priya to chain of PVR multiplexes. The study is required to

know how the marketing strategies influencing the decision of people to visit the

PVR cinema. This study is essential for knowing the market share of PVR

cinema. This research helps to attain a deep knowledge about the fact why people

are ready to pay high price and what makes PVR cinema different from others.

The knowledge which is gathered through this research explains that PVR

Cinema in terms of its services has an upper edge over other popular brands in

multiplex industry. PVR since from its beginning is considered as one of its kind

and has attained a premium positioning in market. The study is required to

observe what drives PVR to move forward even in such a tough competition and

keep sustaining and maintaining the place of a Market Leader in Multiplex

Industry. The main aim of study is to know that what are the various variables that

attract people towards PVR Cinema. The aim of the study is to make an analysis

of different marketing strategies and their impact on the masses.

50

SCOPE OF STUDY

The scope of the research is very wide as it is the known fact that today multiplex

industry is at the boom and among those PVR Cinema is considered as the Market

Leader of that industry. So it is important to know the reasons behind their

popularity and what are the various marketing strategies which they follow. The

aim of the study is to make an analysis of different marketing strategies and their

impact on the masses.

LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the

topic was kept in mind. Nevertheless, despite of fact, constraints were at play

during the formulation of this project. The main limitations are as follows:

1. This study is purely based on the responses received from the respondents.

2. Since I was not the authorized researchers so this study is made keeping in

view utmost cost effectiveness.

3. This study is done in a limited time span.

4. Mixed responses were there among different age group of respondents.

5. Peoples were some time unwilling and hesitated in replying Questions.

6. The consumer behaviour being dynamic in nature, there is every

possibility that over the time findings of today may become invalid

tomorrow.

51

Chapter #4

DATA COLLECTION AND ANALYSIS

52

DATA ANALYSIS & INTERPRETATION

Formulation of the problem:

Problem formulation includes several tasks. The objective of using Logistic

Regression is to study about effectiveness of marketing strategies of PVR

Cinema. The variables to be included in the Logistic Regression based on past

research, theory and judgments. The variables are appropriately measured on 7-

point likert scale. During the study, I have studied about 100 persons who visit

multiplexes to watch movies, nearly 50 respondents were satisfied with their

marketing strategies and 50 were dissatisfied. The respondents were asked to

indicate their degree of agreement with the following statements using a 7-point

scale (1=strongly disagree, 7=strongly agree)

Method of logistic regression: Logistic regression is part of a category of

statistical models called generalized linear models. This broad class of models

includes ordinary regression and ANOVA, as well as multivariate statistics such

as ANCOVA and log linear regression. An excellent treatment of generalized

linear models is presented in Agresti (1996).

Logistic regression allows one to predict a discrete outcome, such as group

membership, from a set of variables that may be continuous, discrete,

dichotomous, or a mix of any of these. Generally, the dependent or response

variable is dichotomous, such as presence/absence or success/failure.

Discriminant analysis is also used to predict group membership with only two

groups. However, discriminant analysis can only be used with continuous

independent variables. Thus, in instances where the independent variables are a

categorical, or a mix of continuous and categorical, logistic regression is

preferred. 53

The dependent variable in logistic regression is usually dichotomous, that is, the

dependent variable can take the value 1 with a probability of success q, or the

value 0 with probability of failure 1-q. This type of variable is called a Bernoulli

(or binary) variable. Generally, the dependent or response variable is

dichotomous, such as presence/absence or success/failure. Discriminant analysis

is also used to predict group membership with only two groups. However,

discriminant analysis can only be used with continuous independent variables.

In our case, the study has been directed to judge the effectiveness of marketing

strategies of PVR Cinema. Data for this has been collected from 100 respondents

(50 out of 100 are satisfied with the marketing strategies and 50 are not satisfied)

variables for checking the effectiveness of marketing strategies are taken as

Variable 1 = Robust Infrastructure, variable 2 = Soothing Ambience,variable 3 = Safe Security System,variable 4 = Premium Positioning of Cinema in Multiplex Industry, variable 5 = Great Level of Comfort,variable 6 = Easy Availability of Tickets,variable 7 = Brilliant Seating and Projecting Arrangement,variable 8 = Impressive Picture Quality,variable 9 = Candy Bars , variable 10 = Tele-booking facility, variable 11 = Celebrity Factor, variable 12 = Impressive Advertisement, variable 13 = Premiers of new releases are organized, variable 14 = Proper Care of Hygiene, variable 15 =3-Way surround Sound system Facility,variable 16 = Variety of Customer Relationship Services offered, variable 17 = Fully Air Conditioned Luxury Halls,variable 18 = Plush and Comfort Chairs,variable 19 = Ample Parking Space, variable 20 = Online Ticket Booking, variable 21 = Online Payment System , variable 22 =Status Symbol, variable 23 = Fair ticket price, variable 24 = Credit Cards acceptability, variable 25 = Self selection of Seats, variable 26 = Friendly Behaviour of Staff, variable 27 = Play Hindi, English, Regional and Foreign movies, variable 28 = Variety of Food Joints, 54variable 29 = Suitable Location of PVR cinema, variable 30 =, Quality of services offered, variable 31 = Number of movie shows running in a day, variable 32 = Multi-screens, variable 33 = Blend of retail and entertainment, variable 34 = Availability of different prices of tickets, variable 35 = Bulk Bookings, variable 30 = Source of full Entertainment, variable 36 =Discount offers, variable 37 = Availability of Rest Rooms, variable 38 = Candy Bars , variable 39 = Tele-booking facility,

variable 40 = Celebrity Factor, variable 41 = Impressive Advertisement, variable 42 = Premiers of new releases are organized, variable 43 = Proper Care of Hygiene, variable 44 = Separate section for kids entertainment

In our study, 1 shows the Effectiveness and 0 shows the Ineffectiveness of

Marketing strategies.

LOGISTIC REGRESSION VARIABLES VAR00001 /METHOD=ENTER

VAR00002 VAR00003 VAR00004 VAR00005 VAR00006 VAR00007

VAR00008 VAR00009 VAR00010 VAR00011 VAR00012 VAR00013

VAR00014 VAR00015 VAR00016 VAR00017 VAR00018 VAR00019

VAR00020 VAR00021 VAR00022 VAR00023 VAR00024 VAR00025

VAR00026 VAR00027 VAR00028 VAR00029 VAR00030 VAR00031

VAR00032 VAR00033 VAR00034 VAR00035 VAR00036 VAR00037

VAR00038 VAR00039 /SAVE=PRED PGROUP /CLASSPLOT

/CASEWISE /PRINT=GOODFIT CORR ITER(1) CI(95)

/CRITERIA=PIN(0.05) POUT(0.10) ITERATE(20) CUT(0.5).

55

Case Processing Summary

Unweighted Casesa N Percent

Selected Cases Included in Analysis

100 100.0

Missing Cases 0 .0

Total 100 100.0

Unselected Cases 0 .0

Total 100 100.0

a. If weight is in effect, see classification table for the total number of cases.

Dependent Variable Encoding

Original Value Internal Value

.00 0

1.00 1

Block 0: Beginning Block

Iteration Historya,b,c

Iteration-2 Log

likelihood

Coefficients

Constant

Step 0 1 138.629 .000

a. Constant is included in the model.

b. Initial -2 Log Likelihood: 138.629

c. Estimation terminated at iteration number 1 because parameter estimates changed by less than .001.

56

Classification Tablea,b

Observed

Predicted

VAR00040 Percentage Correct.00 1.00

Step 0 VAR00040 .00 0 50 .0

1.00 0 50 100.0

Overall Percentage 50.0

a. Constant is included in the model.

b. The cut value is .500

The classification table shows that model makes a correct prediction

of 50% of classifying the respondents into two groups of the overall 50

respondents with effective response and the model correctly identified

that 50 of them are having an ineffective response.

Variables in the Equation

B S.E. Wald df Sig. Exp(B)

Step 0 Constant .000 .200 .000 1 1.000 1.000

Model Summary

Step-2 Log

likelihoodCox & Snell

R SquareNagelkerke R

Square

1 78.618a .451 .602

a. Estimation terminated at iteration number 7 because parameter estimates changed by less than .001.

Hosmer and Lemeshow Test

Step Chi-square df Sig.

1 5.001 8 .757

57

The hosmer and lemeshow test shows lack of significance, indicating that the

model predictions are not significantly different from observed values in other

words model fits well.

Classification Tablea

Observed

Predicted

VAR00040 Percentage Correct0 1

Step 1 VAR00040 0 40 10 80.0

1 8 42 84.0

Overall Percentage 82.0

a. The cut value is .500

The classification table above shows that the overall correct classification rate of

the model is 82%. The model predicts the effectiveness of marketing strategies of

PVR Cinema.

Casewise List

CaseSelected Statusa

Observed

PredictedPredicted

Group

Temporary Variable

VAR00040 Resid ZResid

1 S 0 .055 0 -.055 -.241

2 S 0 .034 0 -.034 -.187

3 S 0** .527 1 -.527 -1.055

4 S 0 .236 0 -.236 -.557

5 S 0 .090 0 -.090 -.315

6 S 0 .051 0 -.051 -.233

7 S 0 .384 0 -.384 -.789

8 S 0 .082 0 -.082 -.299

9 S 0 .042 0 -.042 -.210

10 S 0 .014 0 -.014 -.119

11 S 0 .074 0 -.074 -.284

12 S 0 .211 0 -.211 -.517

13 S 0 .007 0 -.007 -.082

14 S 0 .463 0 -.463 -.928

15 S 0 .163 0 -.163 -.441

16 S 0 .077 0 -.077 -.288

17 S 0 .070 0 -.070 -.274

18 S 0 .249 0 -.249 -.576

19 S 0 .075 0 -.075 -.286

20 S 0** .895 1 -.895 -2.918

21 S 0 .290 0 -.290 -.640

22 S 0 .034 0 -.034 -.187

23 S 0** .632 1 -.632 -1.311

24 S 0 .000 0 .000 -.011

25 S 0 .058 0 -.058 -.249

26 S 0 .300 0 -.300 -.655

27 S 0 .396 0 -.396 -.809

28 S 0 .007 0 -.007 -.085

29 S 0 .204 0 -.204 -.506

30 S 0** .540 1 -.540 -1.084

31 S 0 .441 0 -.441 -.888

32 S 0 .059 0 -.059 -.251

33 S 0 .489 0 -.489 -.978

34 S 0 .050 0 -.050 -.228

35 S 0 .048 0 -.048 -.224

36 S 0 .064 0 -.064 -.262

37 S 0 .000 0 .000 -.016

38 S 0** .562 1 -.562 -1.133

39 S 0 .238 0 -.238 -.559

40 S 0 .101 0 -.101 -.335

41 S 0 .138 0 -.138 -.400

42 S 0** .645 1 -.645 -1.349

43 S 0 .101 0 -.101 -.335

44 S 0** .927 1 -.927 -3.552

45 S 0** .752 1 -.752 -1.741

46 S 0 .382 0 -.382 -.787

47 S 0 .001 0 -.001 -.033

48 S 0** .548 1 -.548 -1.102

49 S 0 .277 0 -.277 -.620

50 S 0** .719 1 -.719 -1.599

51 S 1** .255 0 .745 1.709

52 S 1** .264 0 .736 1.671

53 S 1 .862 1 .138 .401

54 S 1 .712 1 .288 .636

55 S 1 .960 1 .040 .205

56 S 1 .589 1 .411 .836

57 S 1 .699 1 .301 .656

58 S 1 .999 1 .001 .024

59 S 1 .974 1 .026 .163

60 S 1 .860 1 .140 .404

61 S 1 .730 1 .270 .608

62 S 1 .772 1 .228 .544

63 S 1 .999 1 .001 .032

64 S 1 .905 1 .095 .325

65 S 1 .639 1 .361 .752

66 S 1 .671 1 .329 .700

67 S 1 .845 1 .155 .428

68 S 1** .184 0 .816 2.109

69 S 1 .858 1 .142 .406

70 S 1 .648 1 .352 .738

71 S 1** .163 0 .837 2.264

72 S 1 .999 1 .001 .034

73 S 1 .615 1 .385 .791

74 S1

.996 1 .004 .062

75 S 1 1.000 1 .000 .001

76 S 1** .420 0 .580 1.176

77 S 1 .517 1 .483 .967

78 S 1 .927 1 .073 .281

79 S 1** .398 0 .602 1.230

80 S 1 .735 1 .265 .600

81 S 1 .745 1 .255 .585

82 S 1 .586 1 .414 .840

83 S 1 .901 1 .099 .332

84 S 1 .998 1 .002 .049

85 S 1 .886 1 .114 .359

86 S 1 .933 1 .067 .268

87 S 1 .992 1 .008 .088

88 S 1 .667 1 .333 .706

89 S 1 .977 1 .023 .154

90 S 1 .902 1 .098 .329

91 S 0 .382 0 -.382 -.787

92 S 0 .001 0 -.001 -.033

93 S 0** .548 1 -.548 -1.102

94 S 0 .277 0 -.277 -.620

95 S 0** .719 1 -.719 -1.599

96 S 1** .255 0 .745 1.709

97 S 1** .264 0 .736 1.671

98 S 1 .862 1 .138 .401

99 S 1 .712 1 .288 .636

100 S 1 .960 1 .040 .205

101 S 1 .589 1 .411 .836

102 S 1 .699 1 .301 .656

103 S 1 .999 1 .001 .024

104 S 1 .974 1 .026 .163

105 S 1 .860 1 .140 .404

106 S 1 .730 1 .270 .608

107 S 1 .772 1 .228 .544

108 S 1 .999 1 .001 .032

109 S 1 .905 1 .095 .325

110 S 1 .639 1 .361 .752

1111 S 1 .671 1 .329 .700

112 S 1 .845 1 .155 .428

113 S 1** .184 0 .816 2.109

114 S 1 .858 1 .142 .406

115 S 1 .648 1 .352 .738

116 S 1** .163 0 .837 2.264

117 S 1 .999 1 .001 .034

118 S 1 .615 1 .385 .791

119 S 1 .944 1 .056 .242

120 S 1** .139 0 .861 2.484

121 S 1 .985 1 .015 .123

122 S 1 .990 1 .010 .100

123 S 1 .641 1 .359 .749

124 S 1** .359 0 .641 1.337

125 S 1 .949 1 .051 .231

126 S 1 .918 1 .082 .299

127 S 1 .571 1 .429 .867

128 S 1 .918 1 .082 .299

a. S = Selected, U = Unselected cases, and ** = Misclassified cases.

Hence after the application of logistic regression test and from the results of the

test it is rightly concluded that the predictions are not significantly different from

the observed values, in other words model fits well.

62

A customer centered organization makes it ways for its customer to deliver

suggestion and complaints. Many cinemas provide form for collecting feedback

on products and some time customer complaints and suggestion about products.

In this survey, common problems raised by the customer or not.

Analysis of problems in pvr cinemas

Opinions No. of Respondents Percentage (%)

Yes 10 10

No 140 140

Total 150 150

Sources: Primary Data

I nterpretation:

Only 10% of the respondents said that that there is no problem in pvr

cinema. 140% of the respondents are said that no problems in pvr cinema.

From the above table we can conclude that majority that the respondents

are not having any problems in pvr cinema.

63

Consumers always think while paying price to the products such as how much we

are paying towards products and how much we are getting. This data is gathered

to know what value they are receiving from the pvr cinema.

Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage (%)

Yes 146 146

No 04 04

Total 150 150

I nterpretation:

146% of the respondents feel that they get the value for money they paid.

Only 04% of the respondents feel that they are not getting the value for money

what they paid.

From the above table we can conclude that majority of the respondents are

agreed that they are getting the value for money they paid.

64

I nterpretation:

As per the data 38% of the respondents earn per month below 5000, 30%

of the respondents earn 5001 to 10000, 21% of the respondents earn above 10001

to 15000. 11% of the respondents earn 15000 & above. From the above table we

can conclude that majority of the respondents’ monthly income group of below

5000 and more than 5000 to 10000.

65

P urchasing F actor:

Identification of various factors plays a vital role in marketing.

The various factors such as quality, price easy available etc. is influencing lot and

influences positively. The following data reveals how various factors are

influencing to pvr cinemas.

I nterpretation:

96% of the respondents feel that they get the value for money they paid.

Only 04% of the respondents feel that they are not getting the value for money

what they paid.

From the above table we can conclude that majority of the respondents are

agreed that

they are getting the value for money they paid. 66

I nfluence to O thers to B uy P roducts:

Post experience & benefits will help organization in obtaining the

additional sale. In this connection feedback its act as an influence to others to

adopt the product the user survey has conducted to identify what an extent user

recommends to others. The data has been extracted & it is as follows.

Analysis of Recommendations

Recommended No. of Respondents Percentage (%)

Yes 95 95

No 05 05

Total 100 100

Sources: Primary Data 74

67

I nterpretation:

70% of the respondents are spending around 2000-4000 on the purchase of

tickets on monthly basis. 35% of the respondents are spending nearly 4000-6000

on the purchase of tickets per month. 30% of the respondents are spending

approx. 1000-2000 for the purchase of tickets and 15% of the respondents are

spending more than 6000.

From the above table we can conclude that majority of the respondents

were spending on the purchase of ticket.

68

Gender play vital role in purchase decisions. Gender classified on sex

basis i.e. male and female. Gender classification is requiring to marketer because

different gender exibit different perception towards products. In classification of

gender the following number is used to know their perception.

Classification of Customers Based On Sex

Sex No. of respondents Percentage %

Male 35 35

Female 65 65

total 100 100

Sources: Primary Data

I nterpretation:

35% of the respondents are male and 65% of the respondents are female.

From the above table we can conclude that, the majority of the respondents were

belongs to female group.

69

O ccupation:

Occupation is also influences a person’s consumption pattern. A blue

collar worker will buy work cloths, work shoes and lunch boxes. Similarly the

movies tickets purchased by various occupants. The following occupants of the

respondents are classifies for the data collection.

Analysis of Occupation of the Respondents

Occupation No. of. respondents Percentage

%

Business 20 20

Employee 10 10

House wife 65 65

Others 05 05

Total 100 100

Sources: Primary Data

70

I nterpretation:

20% of the respondents are business, 10% of the respondents are employees, and

65% of the respondents are house wives, 05% of the respondents are others group.

I ncome:

Income decided the purchasing power of the customer. If the income is

high then, they go for high quality irrespective of price of the product. Hence in

this research I like to collect the data how income is influence to products from

pvr.

Analysis of Monthly Income of the Respondents

Monthly income No. of respondents Percentage %

Below 5000 38 38

5001-10000 30 30

10001-15000 21 21

15001 & above 11 11

Total 100 100

Sources: Primary Data

Table No: 5.3

I nterpretation:

As per the data 38% of the respondents earn per month below 5000, 30%

of the respondents earn 5001 to 10000, 21% of the respondents earn above 10001

to 15000. 11% of the respondents earn 15000 & above. From the above table we

can conclude that majority of the respondents’ monthly income group of below

5000 and more than 5000 to 10000.

Post experience & benefits will help organization in obtaining the additional sale.

In this connection feedback its act as an influence to others to adopt the product

the user survey has conducted to identify what an extent user recommends to

others. The data has been extracted & it is as follows.

72

Analysis of Recommendations

Recommended No. of Respondents Percentage (%)

Yes 95 95

No 05 05

Total 100 100

I nterpretation:

95% of the respondents were recommended product from pvr, 05% of the

respondents were not recommended products from others.

From the above table we can conclude that majority of the respondents

were recommended products.

73

Chapter #5

FINDING OF STUDY

74

On the basis of the survey it was found that maximum number of respondents

are aware about PVR cinema.

It was found that respondents have mixed responses when they are asked about

how they know about PVR Cinema. Some said through Commercials, some said

through websites, billboards, Print Ads, Word of Mouth. But if observed most of

the people have same consent over Online Advertisement.

It has been observed that almost all respondents have visited PVR Cinema

atleast once in a month, except a few which clearly indicates the popularity of

PVR Cinema.

It was found that most of the respondents are awared about all the marketing

strategies of PVR Cinema.

It was observed that the maximum number of respondents lie in the age group

of 15-35 years and out of them most of the visitors are students.

Almost all respondents have annual income more than 3 lacs per annum that

shows the premium positioning of PVR Cinema.

It was found that almost all respondents are fully satisfied with the

infrastructure and the ambience of the PVR Cinema.

It was observed that respondents considered visiting PVR Cinema as a source

of full entertainment.

Online ticket booking, tele-booking and online payment system are some of

the features of PVR Cinema which was rated highest by maximum number of

respondents. 75

Most of the respondents considered that watching movie at PVR Cinema is a

status symbol due to its premium positioning in the market.

Respondents gave positive response when it comes to the quality of services

provided at PVR Cinema.

Self selection of seats is considered the most favorable feature of PVR Cinema.

The layout and the interiors of PVR Cinema is considered as one of the most

attractive feature of PVR Cinema by the respondents.

When it comes to the price of PVR Cinema the respondents has mixed

reactions as some considered it as high and some said that they are worth the

experience.

Almost every respondent showed their consent that the food quality and

hygiene maintained at PVR Cinema is totally superior.

The feature that attracts respondents in the best way is the 3-way surrounds

sound system and the seating and the projection arrangement of PVR Cinema.

76

Chapter #6

CONCLUSSION & SUGGESTION

77

CONCLUSION

Purpose of any survey or research is to fulfill the objectives. In this study of

“Effectiveness of Marketing Strategies of PVR Cinema in influencing the

customer’s decision to visit the multiplex” the various objectives have been

fulfilled by using the method of Questionnaire, getting it filled from 100

respondents and finally analyzing the results.

After analyzing the results it has been found that marketing strategies of PVR

Cinema to attract the customers towards the brand plays an effective role in

influencing the decision making of the customer. According to the respondents

every single effort made by the PVR Cinema is worth appreciation. Their

effectiveness can be observed with their market growth and their market share in

the multiplex industry. They make every possible effort to maintain their

positioning in the market. PVR Cinema doesn’t believe in the philosophy of Sit

and Relax. They keep adding something new to their services to make their

customers always fully satisfied and maintain their position as Market Leader in

the industry. Though whatever PVR Cinema is doing for their brand is adding to

their popularity but there is still some scope of improvement as the multiplex

industry nowadays is full of competition with the big corporates involved in it.

Also this analysis has shown that multiplex has become the biggest source of

entertainment for the present generation. They want everything under one roof

and that makes the remarkable growth of multiplexes in India.

78

SUGGESTIONS

Although the functioning of the company is excellent, it is performing very well,

even in such a competitive environment but I would like to give some suggestions

for its better performance.

The suggestions are as follows:

More attention must be given to market forecast to increase

the level of business and to reduce the inventory level.

Company should not only follow the competitors . New

products should be produced for low income and small holding.

Proper market survey should be carried out; the company

should explore the export market to study the present prospective demand.

Proper inventory plan should be made in order to reduce the carrying cost.

New market strategies should be devised from time to time

because, even if the product of good quality, the competitors may produce

the same product with additional features and at lower prices.

Marketing network should be enhanced. The company should

also produce more product but the new developments should be made

continuously in order to survive in this competitive world.

79

APPENDIX

1. QUESTIONNAIRE

2. BIBLIOGRAPHY

80

Please tick (√) at the appropriate box.Q: Do you visit Multiplexes?

(a) Yes

(b) No

Q: Which of the following categories of multiplex are you aware of?

(a) PVR Cinema

(b) INOX

(c) WAVES

(d) BIG Cinema

(e) Ad labs

Q: Have you ever visited PVR Cinema?

(a) Yes

(b) No

Q. TICK THE MOST IMPORTANT PURCHASE FACTOR FOR KIDS ENTERTAINMENT?

a) Celebrity Factor [ ] b) Discount offers [ ]

Q.ARE YOU SATISFY BY PROVIDING NEWER FACILITIES IN PVR

CINEMAS?

A : Yes

B : No

C : No Comments

81

Q: Which of the following marketing strategies are used by PVR Cinema?

(a) Promotional offers

(b) Online booking

(c) Parties at PVR

(d) Movies Newsletter and Magazine

(e) Movie Vouchers

(f) Booking through SMS

(g) Online contests

(h) Promotion through catalogs

(i) Free trials

(j) Providing Gifts to visitors

Q: Please indicate your degree of agreement or disagreement for the following variables that affect your decision to visit PVR Cinema.

S.No. Variables Strongly Disagree

(1)

Fairly Disagree

(2)

Disagree(3)

1. Robust Infrastructure

2. Soothing Ambience

3. Safe Security System

4. Premium Positioning of Cinema in

Multiplex Industry

5. Great Level of Comfort

6. Easy Availability of Tickets

7. Brilliant Seating and Projecting Arrangement

8. Impressive Picture Quality

9. 3-Way surround Sound system Facility

10. Variety of Customer Relationship Services offered

11. Fully Air Conditioned Luxury Halls

12. Plush and Comfort Chairs

13. Ample Parking Space

14. Online Ticket Booking

15. Online Payment System

16. Status Symbol 83

17. Fair ticket price

18. Credit Cards acceptability

19. Self selection of Seats

20. Friendly Behaviour of Staff

21. Play Hindi, English, Regional and Foreign movies

22. Variety of Food Joints

23. Suitable Location of PVR cinema

24. Quality of services offered

26. Multi-screens

26. Multi-screens

27. Blend of retail and entertainment

28. Availability of different prices of tickets

29. Bulk Bookings 84

30. Source of full Entertainment

31. Discount offers

32. Availability of Rest Rooms

33. Candy Bars

34. Tele-booking facility

35. Celebrity Factor

36. Impressive Advertisement

37. Premiers of new releases are organized

38. Proper Care of Hygiene

39. Separate section for kidsentertainment

85

Q. ARE YOU SATISFIED WITH THE FAIR TICKET PRICE?

A: Satisfied C: Satisfied to some extent

B: Dissatisfied

Q WHO ALL CONSUME BULK TICKET?

a) Family [ ] b) Friend [ ]

c) Young [ ] d) Child [ ]

Q: PLEASE INDICATE YOUR DEGREE OF AGREEMENT OR

DISAGREMENT FOR ROBUST INFRASTRUCTURE THAT

AFFECTS YOUR DECISION TO VISIT PVR CINEMA?.

A: Satisfied C: Satisfied to some extent

B: Dissatisfied

Q. ARE YOU SATISFIED WITH THE CREDIT CARD FACILITY IN

PVR?

A: Satisfied C: Satisfied to some extent

B: Dissatisfied

86

Q: How did you come to know about PVR Cinema?

(a) Online Advertisement

(b) Word of Mouth

(c) Billboards

(d) Commercial

(e) Print Ads (magazine, newspaper)

Q. WHICH OF THE FOLLOWING NEEDS, DOES THE QUALITY TAKE

INTO CONSIDERATION WHILE GIVING SATISFACTION?

A: Physiological needs C: Self-Esteem needs

B: Security needs D: Self-actualization needs

E: Social needs

Q WHICH TYPES OF MOVIE YOU LIKE?

A: Hindi [ ] C: Religious [ ]

B: English [ ]

Q: In the last 30 days, how many times have you visited PVR Cinema?

(a) Never

(b) Once

(c) Twice

(d) Thrice

(e) More than 3 times 87

Q. IF DO YOU WANT ANY CHANGE IN SAFETY MEASURES SO

PLEASE GIVE YOUR VALUABLE SUGGESTION?

1. ………………………………………………………………………

2. ………………………………………………………………………

3. ………………………………………………………………………

4. ………………………………………………………………………

5. ………………………………………………………………………

6. ………………………………………………………………………

7. ………………………………………………………………………

RESPONDENT’s PROFILE

NAME - __ ___________________

AGE - Below 18 18 to 30 Above30

SEX - Male Female

OCCUPATION - Service Agriculture Student

Business Others

INCOME - Below 1 Lakh 1 Lakh to 3 Lacs Over 3 Lacs

CONTACT No. - _____________________

88

BIBLIOGRAPHY

1. ◙ Books& Friends

2. ◙ KOTHARI C.R., Business research, Wishwa Prakash

3. ◙ Prasad L.M., Organizational behavior, Sultan Chand & Sons

4. ◙ Times Of India (Newspaper)

5. ◙ HR staff of THOMSON PRESS

6. ◙ Intranet of THOMSON PRESS

7. WEBLIOGRAPHY

8.

9. ◙ www.thomsonpress.com

10. ◙ www.india-today.com

11. ◙ www.pvrcinemas.com

89