Marketing Mix Of PVR Cinemas and 7Ps (Updated 2024)

The Marketing mix of PVR Cinemas analyses the 7Ps of PVR Cinemas, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of PVR Cinemas. PVR Cinemas is associated with the entertainment industry. It is a publicly traded company of Indian origins. It was a joint venture between Village Roadshow Limited and Priya Exhibitors Private Limited on 40:60 ratios. The company started operations in 1997 and was founded by Mr Ajay Bijli. PVR Cinemas has the distinction of being the first multiplex cinema in India, and recently, it became the largest cinema chain in India after acquiring CineMax. PVR Cinemas operates with the help of its subsidiaries, namely Lettuce Entertain You Limited, PVR bluO Entertainment Limited, and PVR Leisure Limited. It has several firsts to its credit as it introduced ticket booking and payment options via online channels. PVR Cinemas faces competition from the following companies.

• Adlabs film
• Fun Cinemas
• Inox Leisure
• Wave Cinemas

About PVR Cinemas

• Type: Multiplex chain
• Industry: Cinema
• Founded: 1997
• Founder: Ajay Bijli
• Headquarters: Gurgaon, Haryana, India
• Area served: India
• Key people: Ajay Bijli (Chairman) and (CEO)
• Number of employees: 15,000

PVR Cinemas Product Strategy

PVR Cinemas operates as a cinema and is the most popular one in India. The company realized the potential of innovative digital cinema exhibition technology and operated and developed state-of-the-art multiplexes. All PVR cinema halls are stationed at suitable locations in the city, enabling them to gather several daily footfalls.

PVR Limited, known for its chain of cinemas in India, offers diverse services and experiences beyond movie tickets and screenings.

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

1. Movie Screenings: Regular Screenings: Showcasing many films, including Bollywood, Hollywood, and regional cinema; Special Screenings: Includes screenings of niche, art-house films and live screenings of sports and cultural events.
2. Cinema Formats: PVR Cinemas: The standard cinema experience with comfortable seating and high-quality audio-visual systems; PVR ICON: Premium cinemas offering luxurious seating and enhanced customer service; PVR IMAX: Theaters are equipped with IMAX technology for an immersive movie-watching experience; PVR 4DX: Cinemas featuring motion seats and environmental effects for a more interactive experience; PVR Playhouse: Cinemas tailored for children with playful interiors and suitable movie selections.
3. Food and Beverages: Concession Stands: Offering a range of snacks like popcorn, nachos, and beverages; Gourmet Food Options: PVR provides gourmet food choices and an expanded menu in select cinemas.
4. Loyalty Programs: PVR Privilege: A loyalty program offering frequent movie-goers points, discounts, and other benefits.
5. Advertising and Promotional Services: On-screen advertising: Providing advertising space before movie screenings; Off-Screen Advertising: Includes advertising opportunities in lobbies and common areas of the cinema.
6. Event Hosting and Rentals: Private Screenings and Corporate Events: Offering theater rentals for private events, corporate gatherings, and special occasions.
7. Merchandising: Movie Merchandise: Sale of movie-themed merchandise associated with various film releases.

PVR Cinemas Pricing Strategy

PVR Cinemas employs a nuanced pricing and marketing strategy to cater to its diverse customer base while maximizing revenue. Here’s an overview of the PVR cinema’s pricing strategy, crafted with a marketing expert’s insight:

1. Dynamic Pricing Model: PVR adopts a dynamic pricing strategy where ticket prices vary based on the day of the week, show timings, and movie popularity. Higher prices are typically charged for weekend shows and peak hours, capitalizing on higher demand, while weekdays see more moderate pricing to attract a steady flow of patrons.
2. Premium Pricing for Enhanced Experiences: For its specialized formats like IMAX, 4DX, and PVR Gold, the company charges a premium over standard ticket prices. This reflects the enhanced viewing experience, superior technology, and additional comforts offered in these formats, targeting customers seeking a luxury cinema experience.
3. Tiered Seating Pricing: PVR often implements tiered pricing within a single auditorium, where seats with more desirable views or features (like recliners) are priced higher. This strategy caters to different spending capacities and preferences within the same audience.
4. Promotional Offers and Discounts: PVR strategically uses promotional pricing, offering discounts and bundled deals during off-peak times or for specific customer segments (like students or corporate partnerships). This approach helps drive footfall during lean periods and fosters customer loyalty.
5. Membership and Loyalty Programs: Through the PVR Privilege program, the company offers a loyalty pricing strategy where frequent patrons accumulate points and enjoy benefits like discounts, free tickets, and exclusive offers. This not only encourages repeat visits but also enhances customer retention.

PVR Cinemas Place Strategy

PVR Cinemas implements a strategic approach to optimize its services in the market. Here are the critical aspects of the PVR cinemas brought to cinema’s place strategy:

1. Strategic Location Selection: PVR Cinemas carefully selects locations for its theaters in high-traffic areas such as shopping malls, commercial complexes, and urban centers to maximize footfall and accessibility for a diverse audience.
2. Nationwide Presence Across Major Cities: PVR has expanded its footprint across India, with a presence in major cities and metropolitan areas, ensuring comprehensive coverage and brand visibility in key markets.
3. Multi-format Theaters: PVR offers different cinema formats like IMAX, 4DX, and Playhouse, strategically placed in select locations to cater to specific market segments, from families and children to technology enthusiasts and luxury seekers.
4. Online Ticket Booking Platforms: Recognizing the shift towards digital, PVR provides easy and convenient online booking options through its website and mobile app, catering to the tech-savvy, convenience-seeking urban population.
5. Partnerships with Online Aggregators: PVR collaborates with online ticketing platforms and aggregators to ensure wider accessibility and convenience for customers, expanding its reach beyond traditional box office sales.

PVR Cinemas Promotion Strategy

Advertising and digital marketing are two essential aspects of services in the cinema industry. PVR Cinemas has a substantial brand equity and recall. It has implemented several promotional activities to create positive brand awareness in the consumer market. It uses print media to gain exposure and create a market for its products. PVR Cinemas advertises its multiplex theatres by informing the public about its numerous shows and their timings.

Latest schedules are updated regularly to keep audiences aware of the changes. New developments are instantly communicated via press releases. PVR Cinemas marketing has collaborated with Airtel, a cellular brand, to organize contests that require customer participation. Both brands gain immensely by giving lucky customers free tickets and movie vouchers. As part of promotional activities, PVR Cinemas hosts several launch parties for its movies and invites famous movie stars.

Some Recent Video ads and Print ads for PVR are:

PVR Cinemas People Strategy

The “People” element of the Service Marketing Mix for PVR Cinemas encompasses various stakeholders crucial in delivering the service and ensuring a high-quality customer experience. Here are some key points related to the “People” aspect:

1. Staff Training and Development: PVR invests in regular training and development programs for its staff to ensure they possess the necessary skills and knowledge to provide excellent service. This includes customer service training, technical training for handling the latest cinema technology, and soft skills development.
2. Customer Service Teams: The customer service teams at PVR Cinemas are crucial in managing customer interactions, addressing concerns, and providing information. They are trained to handle inquiries in person at the cinema and through digital channels like social media and the company’s website.
3. Management and Leadership: The management team at PVR plays a pivotal role in shaping the service culture and ensuring the delivery of a high-quality cinema experience. They are responsible for strategic planning, operational efficiency, and leading the company towards continuous improvement.
4. Frontline Employees: The frontline employees, including ticketing staff, concession stand workers, and ushers, are the face of PVR Cinemas. Their attitude, behavior, and service delivery directly impact the customer experience. PVR focuses on hiring individuals with a customer-friendly attitude and providing them with the training to enhance their service delivery.
5. Technical Staff: The technical staff, responsible for the maintenance and operation of cinema equipment, ensures that movie screenings happen smoothly without technical glitches. Their expertise contributes significantly to the overall service quality and customer satisfaction.
6. Cleanliness and Hygiene Staff: In the post-COVID era, the role of cleaning and hygiene staff has become even more critical. PVR ensures its cinemas are clean and sanitized, maintaining high customer safety and comfort hygiene standards.
7. Feedback and Customer Relations: PVR strongly emphasizes customer feedback to improve its services. The company employs dedicated teams to gather, analyze, and act upon customer feedback, demonstrating the importance of people in continuously enhancing the customer experience.
8. Diversity and Inclusion: PVR recognizes the importance of diversity and inclusion within its workforce. By fostering an inclusive workplace, PVR ensures a variety of perspectives and ideas that contribute to innovative service solutions and a welcoming environment for customers.

PVR Cinemas Process Strategy

The “Process” element in the Service Marketing Mix of PVR Cinemas refers to the flow of activities that the company employs to deliver its services efficiently and effectively to customers. This encompasses everything from the booking process to the actual cinema viewing experience. Here are some key points detailing the process at PVR Cinemas:

1. Online Booking System: PVR Cinemas offers a streamlined online booking system through its website and mobile app, allowing customers to select movies, choose seats, and make payments easily. This system includes seat selection, showtime schedules, and various payment options to enhance customer convenience.
2. In-cinema Ticket Purchasing: For customers preferring traditional methods, PVR maintains efficient ticket counters at cinemas. These are designed to minimize wait times and ensure a smooth transaction process for walk-in customers.
3. Digital and Physical Ticket Verification: PVR employs a quick and efficient ticket verification process at the cinema entrance, supporting digital and traditional printed tickets (on phones or other devices).
4. Queue Management: To manage crowds effectively, especially during peak times, PVR implements structured queue management systems at ticket counters and concession stands, ensuring a smooth flow and reducing waiting times.
5. Concessions and Food Service: PVR enhances the movie-going experience with various concession stands offering snacks and beverages. The process is designed for quick service, including pre-order options for in-auditorium delivery in some locations through the app.
6. Cleanliness and Sanitation Processes: PVR has stringent cleanliness and sanitation processes critical in the post-pandemic era. These include regular cleaning of auditoriums, restrooms, and common areas to ensure a safe and hygienic environment.
7. Customer Service and Feedback: PVR has established processes for handling customer service inquiries and feedback, including in-person at cinemas and through digital channels. This feedback loop helps PVR continuously improve its service.
8. Emergency and Safety Procedures: PVR Cinemas has detailed emergency and safety procedures to ensure the safety and security of its patrons. This includes regular staff training on emergency evacuation, handling of medical emergencies, and ensuring compliance with health and safety regulations.
9. Technology and Equipment Maintenance: Regular projection and sound equipment maintenance schedules ensure high-quality movie presentations. PVR invests in the latest cinema technology and follows rigorous processes for maintaining and updating equipment.
10. Membership and Loyalty Programs: PVR offers membership and loyalty programs, with processes in place for customers to earn and redeem points, receive discounts, and enjoy special offers. This enhances customer retention and encourages repeat visits.

PVR Cinemas Physical Evidence Strategy

The “Physical Evidence” element in the Service Marketing Mix of PVR Cinemas encompasses the tangible and intangible elements that customers use to evaluate service quality. This aspect is crucial for service businesses like PVR, where the physical environment and other tangible elements significantly shape customer perceptions and experiences. Here are key points related to the physical evidence marketing strategy of PVR Cinemas:

1. Cinema Infrastructure and Design: The architecture and interior design of PVR cinemas, including comfortable seating, spacious lobbies, and themed auditoriums, contribute to the overall customer experience. The modern, clean, inviting atmosphere sets the stage for a premium movie-watching experience.
2. Ambiance: Lighting, cleanliness, temperature control, and even the scent within the cinema halls and lobbies are carefully managed to create a welcoming and comfortable environment for movie-goers.
3. Technology and Equipment: The latest projection and sound systems, including IMAX and 4DX technologies in select theaters, prove PVR’s commitment to providing a high-quality viewing experience. The maintenance and updating of this equipment are essential aspects of their service offering.
4. Ticketing and Concessions: The physical appearance of the ticketing areas, concession stands, and the presentation of food and beverages also play a significant role. Well-designed menus, packaging, and even the staff’s uniforms at these counters contribute to the perception of quality and service.
5. Signage and Branding: Effective signage within and outside the cinema helps in easy navigation and enhances brand visibility. The consistency of branding elements across different touchpoints reinforces the brand identity.
6. Cleanliness and Hygiene: Especially in the post-pandemic context, visible cleanliness and hygiene practices, such as sanitization stations, staff wearing masks, and regular cleaning schedules, provide reassurance to customers about their safety.
7. Online Presence: The design and usability of PVR’s website and mobile app, e-tickets, and booking confirmations serve as digital-physical evidence. These elements reflect the brand’s commitment to convenience and technological advancement.
8. Customer Service: The professionalism and attire of the staff, including their name badges and uniforms, are part of the physical evidence contributing to the service experience. Friendly, helpful staff enhance the perceived quality of the service.
9. Membership Cards and Loyalty Programs: Tangible aspects of loyalty programs, such as membership cards and promotional materials, are physical reminders of the benefits of being a PVR customer and encourage repeat visits.
10. Marketing Collaterals: Brochures, posters, standees, and promotional materials displayed within the cinema premises provide information and enhance aesthetic appeal while promoting upcoming movies and events.

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