MOS Presentation on INOX

7/27/2019 MOS Presentation on INOX

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INTRODUCTION

INOX Multiplex is one of the finest cinema chainsin India.

Since its inception in 1999, INOX has been active in

exploring acquisition or expansion opportunities on

continuous basis with a view to consolidate its position

in the multiplex industry.

In 2007, Calcutta Cinema Private Ltd (CCPL), a

multiplex cinema theatre Company based in WestBengal was merged with INOX.

In May 2013, Fame India Limited, another multiplex

cinema theatre Company having nationwide presence,

was merged with the Company.


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INOXs 7 Ps of Marketing

Service Product:The core benefit is the MOVIES that a customer comes to a cinemahall along with the attendant experiences the INOX. Thus, we can saythe following are the expected product in the case of INOX :

Luxury Cinema.

Bulk Cinemas.

E-Booking and Tele Booking.

Movie newsletter and vouchers. INOX also provides a reliable and responsive service

package which include many tangible elements such aswell maintained movie halls, fresh-rooms and trainedemployees who handle their duties with empathy


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Price:INOX when it initially started off had a huge advantage of beingonly one of its kind in Bhubaneswar to begin with. Therefore they

could charge a higher amount and are continuing with differential

pricing to its customers as they were willing to pay it for the new

concept. This high pricing helped them make maximum gains.

In the case of INOX, they make use of all their tangible elements

to prove to the customers that the movies tickets are worth the

price they are paying for it.

Prices that had originally started at Rs. 90(for morning shows) and

Rs. 120-140(for matinee and evening shows) have gone upto Rs.

200 and Rs. 240 respectively.


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New weekend releases are priced at higher rates

ranging from Rs.250-Rs.300 according to the seating

preference.

INOX Bhubaneswar has a different pricing system

which varies from Rs.90 to Rs.240 for different slabs

of customers.


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Place/Distribution:The factor of location is very important keeping in

view the potential markets in terms of channel selection

and distribution.

All INOX multiplexes are stationed at good locations

in the city.

This enables them to gather a number of footfallseveryday.

INOX opens its outlets at eventful yet untapped

locations.


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Promotion:Promotion is a very vital part of the marketing mix especially in

the case of services.

INOX as a brand indulges into print advertisements on every

Friday giving out the latest movie schedule.

Any new developments are communicated to the customers via

media.

They are also in collaboration with cellular services like Ideawhich have SMS and win contests which promote both brands

significantly and give out free tickets to the lucky customers.

INOX hosts various premier and paid preview shows with

leading movie stars visiting the cinema.


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PeopleEmployees are internal Customers.

30 employees at the corporate level.

30-40 employees at each cinema headed by a

Cinema General Manager.

For the customers convenience, The nature

of all employees is very friendly, informed,

helpful, reliable, soothing, cheerful andyouth-like. Therefore, the audience can

easily relate and communicate with them.


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Physical

Evidence

Ambient factors.

Design Factors.


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Interior


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Exterior


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Process

First cinema to accept credit cards inOdisha against tickets.

INOX was the first to install Digital

Screen in Bhubaneswar.

Bhubaneswar 3 screen megaplex is

equipped with the latest THX approvedsound system for the real life sound

effects and the state of the art Xenon

based projection technology.


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GAPS IN SERVICE


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GAP 1 : Knowledge Gap

CompanyPerceptions of

ConsumerExpectations

Gap 1

Gap closed

EFFORTS MADE TO CLOSE

THE GAP:

Interaction through Social Media.

Good CRM practices.

Good market research.


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GAP 2: Standards Gap

Customer-DrivenService Designs and

Standards

Company Perceptionsof ConsumerExpectations

Gap 2

Gap closed.

EFFORTS MADE TO

CLOSE THE GAP:

Well-defined blueprint.Customer oriented service

design.

Good ambience.

Cleanliness.

Physical evidence.


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GAP 3: Delivery Gap

Service

Delivery

Customer-DrivenService Designs and

Standards

Gap 3

Gap exists.

Reasons:Deficiency in HR

polices.

Procurement and timing

issues

Some customers whonegatively impact other

customers.


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GAP 4 : Internal Communication

Gap

Service

Delivery

ExternalCommunications

to CustomersGap 4

Gap exists.

Reasons:

Lack of education for customersLack of Internal marketing.

Absence of customer expectation

management

through all forms of communication.


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Reliability

Most movies started as per the

timings

Munches are properly served as

promised

The seats are relaxing aspromised

Amenities, plaza are well


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Assurance

The server know about all thecombos

The ticketing person books the ticketwithout err

The sales person gives ongoing

reviews of the movie

The gate person guided to the right

seats


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Responsiveness

The attendant is available whenever

required

Whenever there is a conflict, it isresolved quickly

The telephone help-line respondwhen called

The munching order was ready

uickl .


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Empathy The gate attendant has an affable

deportment

The reservation assistant is courteousat all times

The manager give individual

attention for any help required

The employees considered all the

appropriate needs


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Tangibility The screens are fully HD quality & 3D

capable.

The sound is clearly audible and not too

loud or slow

The staff is well groomed

The seats in the hall are comfortable

The waiting lounge area and facilities are

engaging

The rest rooms are clean and e ui ed

MOS Presentation on INOX

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