Marketing Mix Of INOX and 7Ps (Updated 2024)

The Marketing mix of INOX analyses the 7Ps of INOX, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of INOX. INOX is a public company of Indian origins. It is associated with the entertainment industry and deals in leisure, providing customers with a screen and multiplex experience. INOX Leisure was a subsidiary venture of its parent company, INOX Group, and is titled INOX Leisure Limited. I was founded in 1999 as one of the diversified undertakings of Gujarat Fluorochemicals Limited. C company faces lots of competition from rival companies, some of which are as follows.

• PVR
• Adlabs
• Cinemax
• Big Cinemas

About INOX

• Type: Multiplex cinema chain
• Industry: Cinema
• Founded: 1999
• Founder: INOX Leisure Limited
• Headquarters: Mumbai, Maharashtra, India
• Area served: India
• Key people: Alok Tandon (Chairman) and Sandeep Bhargava (CEO)
• Number of employees: 7,000

INOX Product Strategy

INOX Leisure Ltd., a prominent Indian multiplex chain, offers consumers and companies diverse products and business services centered around the cinema and entertainment industry.

The new Product Mix of INOX in 2024 is as follows (Source).

1. Movie Exhibition: The core service of INOX is the exhibition of a wide variety of films, including the latest domestic and international releases across various genres and languages.
2. Premium Viewing Experiences: INOX offers enhanced viewing experiences with premium formats like IMAX, INOX INSIGNIA (luxury viewing experience), and 4DX, which feature advanced sound and projection technologies and luxurious seating.
3. Food and Beverage Services: A significant part of INOX’s product mix includes selling food and beverages in their theaters. This includes traditional cinema snacks and more extensive dining options in select locations.
4. Advertising and Promotional Spaces: INOX multiplexes offer advertising space on-screen and within the cinema premises, providing a platform for brands to reach a captive audience.
5. Event Hosting and Special Screenings: INOX also offers spaces for hosting various events like film premieres, private screenings, and corporate events, providing a unique venue for different occasions.
6. Loyalty Programs: To enhance customer retention and engagement, INOX has loyalty programs offering discounts, special offers, and exclusive access to members.
7. Online Ticketing and Mobile App: INOX provides online booking options through its website and mobile app, ensuring convenience for customers and a seamless booking experience.

INOX Pricing Strategy

INOX’s own positioning, pricing, and positioning strategy is a nuanced blend of market positioning, understanding, positioning, customer segmentation, and experience enhancement, positioning it as a critical player in the Indian entertainment industry:

1. Dynamic Ticket Pricing: INOX employs a dynamic pricing model where ticket prices vary based on movie popularity, show timings, day of the week, and cinema location. This strategy maximizes revenue during peak times while remaining accessible during off-peak periods.
2. Premium Pricing for Enhanced Experiences: For premium viewing experiences like IMAX, INOX INSIGNIA, and 4DX, INOX charges a higher price. This premium price aligns with the superior audio-visual quality and luxurious amenities, catering to an audience seeking an upscale movie-watching experience.
3. Segmented Pricing Based on Seating Preference: INOX offers differentiated pricing based on seat selection within a theatre, providing customers with options ranging from standard to more premium seating, catering to varying budgets and preferences.
4. Bundled Offers with Food and Beverages: Recognizing the importance of concessions, INOX often bundles movie tickets with food and beverage deals, enhancing the overall movie-going experience and increasing per-customer spend.
5. Promotional Discounts and Loyalty Programs: INOX runs various promotional offers, discounts during non-peak periods, and loyalty programs to attract and retain customers. These initiatives help maintain a steady flow of cinemagoers throughout the year.
6. Partnerships for Cross-Promotional Offers: Collaborating with banks, online payment platforms, and other businesses, INOX provides discounts and offers to customers of these services, tapping into a broader customer base while delivering value to its partners.

INOX Place Strategy

According to a recent industry survey, INOX is one of the most recognized brand names in the entertainment industry, and its operations and marketing are spread over different markets in most parts of India.

Here’s the place strategy of INOX.

1. Strategic Location in Urban Centers: INOX multiplexes are primarily in high-footfall urban areas like shopping malls and city centers. This ensures easy accessibility for a large, diverse urban audience seeking entertainment.
2. Nationwide Presence in Major Indian Cities: INOX has a significant presence across major Indian cities, ensuring a broad geographic reach and catering to a wide demographic, from metropolitan areas to emerging urban centers.
3. Expansion into Tier-2 and Tier-3 Cities: Recognizing the growing demand for quality entertainment in smaller cities, INOX is strategically expanding its presence in Tier-2 and Tier-3 cities, tapping into new markets and audiences.
4. Integration with Shopping and Leisure Hubs: Many INOX multiplexes are integrated within shopping malls and leisure complexes, creating a holistic entertainment ecosystem where patrons can shop, dine, and watch movies all in one place.
5. Leveraging Online Platforms for Accessibility: INOX utilizes online ticketing platforms and mobile apps, making it convenient for customers to access their services from anywhere, thus broadening their reach beyond physical locations.

INOX Promotion Strategy

INOX has a high brand recall and has adopted several promotional activities to maintain its market position and visibility amongst its target customers. Its shows are advertised via newspapers, leaflets, advertisements, and hoardings. Offers and incentives are advertised at the start of the week so that people can reap its benefits.

INOX also advertises movies extensively via a social platform; News about timings, theatres, prices, and new movies are forwarded to its site and other related portals to provide information beforehand. INOX has been the recipient of several awards and industry recognitions. It was awarded the IC CI Entertainment Retailer of the Year Award in 2005, the TAAL Multiplexer Award in 2007, and most recently, the 2016 Technology Adopter of the Year.

Some Recent Video ads and Print ads for INOX are:

INOX People Strategy

The “People” element of the Service Marketing Mix refers to all the human actors who play a part in the service delivery and influence the target buyer’s perceptions, including the firm’s personnel, the target customer, and other customers in the service environment. For INOX, a leading chain of cinemas in India, the “People” aspect of the marketing mix is crucial in delivering superior customer experiences. Here are some key points related to the “People” aspect of INOX’s service marketing mix:

1. Staff Training and Development: INOX invests significantly in training and developing its staff to ensure they provide excellent customer service. This includes training in customer interaction, problem-solving, and emergency response to ensure a safe and enjoyable movie-watching experience.
2. Customer-Focused Staff: The employees at INOX, from ticket counters to concessions and cleaning staff, are selected based on their customer service orientation. They are trained to be polite, helpful, and efficient in customer interactions to enhance the movie experience.
3. Uniforms and Presentation: Staff at INOX are often provided with uniforms, which helps create a professional image and makes the staff easily identifiable for customers seeking assistance.
4. Employee Behavior and Attitude: The behavior and attitude of employees at INOX are crucial in shaping the customer’s perception of the service. Friendly, courteous, and responsive staff contribute significantly to a positive movie-going experience.
5. Role of Management: The management team at INOX is vital in setting the tone for customer service. They are involved in day-to-day operations, ensuring service standards are consistently met across all INOX locations.
6. Customer Service Policies: INOX has customer service policies that guide staff interactions with customers, ensuring consistency and quality in service delivery. These policies cover ticket refunds, grievances, and customer feedback.
7. Engagement and Feedback: INOX actively engages with its customers through feedback forms, social media, and online platforms to gauge customer satisfaction and gather insights on improving service delivery.
8. Inclusive Environment: INOX strives to create an inclusive environment for all its customers, including those with disabilities, by providing accessible facilities and services, ensuring everyone has a comfortable and enjoyable movie experience.
9. Loyalty Programs and Customer Relationship Management (CRM): INOX’s loyalty programs and initiatives are designed to reward repeat customers and enhance customer relationships through personalized offers and communications.
10. Health and Safety Protocols: Especially relevant to COVID-19, INOX has implemented strict health and safety protocols for its staff and customers, including regular sanitization, mandatory mask-wearing, and social distancing measures to ensure a safe viewing environment.

INOX Process Strategy

The “Process” element of the Service Marketing Mix refers to the procedures, mechanisms, and flow of activities by which services are consumed. For INOX, a premier multiplex chain in India, the process aspect of marketing strategy is crucial for ensuring consumers a seamless and enjoyable movie-going experience. Here are some key points regarding the process aspect of INOX’s service marketing strategy and mix:

1. Online Booking System: INOX offers an easy-to-use online booking system through its website and mobile app, allowing customers to select seats and shows at their convenience, enhancing the overall customer experience.
2. Ticketing Kiosks: Automated ticketing kiosks at cinema locations enable customers to purchase or pick up pre-booked tickets without waiting in long lines, streamlining the ticket acquisition process.
3. Assigned Seating: INOX utilizes an assigned seating model, allowing customers to choose their preferred seats when booking, reducing confusion and enhancing the viewing experience.
4. Food and Beverage Ordering: Customers can pre-order food and beverages with their tickets online or purchase them at the cinema. Some locations also offer in-seat delivery services, adding to the convenience.
5. Customer Service Channels: INOX has established multiple customer service channels, including in-person assistance, telephone, email, and social media, to address queries, feedback, or complaints promptly.
6. Queue Management: Efficient queue management systems are in place for ticket counters, concession stands, and entry points to minimize wait times and improve customer satisfaction.
7. Cleanliness and Maintenance: Regular cleaning and maintenance processes ensure that the cinema halls, restrooms, and public areas are clean and hygienic, contributing to a pleasant movie-watching environment.
8. Security Checks: INOX has implemented security check processes at the entrance to ensure the safety and security of the customers. However, they strive to make these checks as non-intrusive and quick as possible.
9. Loyalty Programs: The process for joining and benefiting from loyalty programs is straightforward, encouraging repeat visits. Points can be collected and redeemed through a simple process outlined on INOX’s platforms.
10. Feedback Mechanism: INOX has an effective mechanism that allows customers to provide feedback on their experience quickly. This can be done through digital platforms, cinema suggestion boxes, or customer service representatives.
11. Emergency and Safety Procedures: INOX has apparent emergency and safety procedures for fire, natural disasters, or medical emergencies. Staff are trained to guide customers to safety in such events, ensuring their well-being.
12. Technology Integration: The latest technology in projection and sound, online streaming of events, and other innovations are part of INOX’s process to enhance customer experience and offer more than just traditional movie screenings.

INOX Physical Evidence Strategy

The “Physical Evidence” element of the Service Marketing Mix refers to the environment in which consumers see the service delivered, including the physical facilities, tools, and equipment used to facilitate the service delivery. Physical evidence plays a crucial role in shaping customer perceptions and experiences for companies such as INOX, a top market-leading cinema chain. Here are some key points related to the physical evidence of INOX’s service marketing mix:

1. Modern Infrastructure: INOX cinemas are known for their modern, state-of-the-art infrastructure, providing a comfortable and immersive viewing experience. This includes high-quality screens, sound systems, and seating arrangements.
2. Ambiance and Design: The interior design and ambiance of INOX cinemas are carefully curated to create a welcoming and luxurious atmosphere. This includes lighting, color schemes, and comfortable seating to enhance the movie-watching experience.
3. Cleanliness and Hygiene: The cleanliness of the cinema halls, restrooms, and concession areas is meticulously maintained, providing a hygienic and pleasant environment for customers. This aspect of physical evidence is especially critical in conveying trust and care for customer well-being.
4. Branding Elements: The use of consistent branding elements across all touchpoints, including signage, staff uniforms, and promotional materials, reinforces the INOX brand identity and contributes to a cohesive customer experience.
5. Technology and Equipment: The latest projection and sound technologies, such as IMAX, 4DX, and Dolby Atmos, are evidence of INOX’s commitment to delivering a superior audio-visual experience.
6. Concessions and Food Courts: The design and layout of food courts and concession stands are essential parts of the physical evidence, showcasing various food and beverage options available to customers in a clean and accessible environment.
7. Ticket Counters and Kiosks: Well-designed ticket counters and self-service kiosks are part of INOX’s physical evidence, facilitating ease of transactions and enhancing customer convenience.
8. Safety and Security Measures: Visible security measures, including surveillance cameras and security personnel, provide customers with a sense of safety and security while enjoying their movie experience.
9. Accessibility Features: Features such as ramps, elevators, and designated seating for individuals with disabilities demonstrate INOX’s commitment to accessibility and inclusivity.
10. Loyalty Program Collaterals: Physical evidence also includes the tangible aspects of loyalty programs, such as membership cards and promotional gifts, reinforcing the benefits of being a loyal customer.
11. Digital Displays and Signage: Using digital displays and signage for movie promotions, showtimes, and wayfinding contributes to an informative and engaging environment.
12. Ambient Conditions: The control of ambient conditions such as temperature, air quality, and lighting levels in the cinema halls ensures a comfortable viewing experience, reflecting INOX’s attention to customer comfort.

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