BTL Group 4 Cineplex (English Version) PDF

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TRƯỜNG ĐẠI HỌC BÁCH KHOA HÀ NỘI ---***--- Marketing management Marketing plan for PLATINUM CINEPLEX In Ha Noi Teacher : MBA Nguyễn Tiến Dũng Class : VUW 10A Student : Cún Ngọc Anh 20118303 Đào Hoàng Giang 20118396 Lê An Hà 20118402 Nguyễn Thị Mỹ Hạnh 20118646 Trần Thu Hằng 20118424 Nguyễn Thị Thảo 2...

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TRƯỜNG ĐẠI HỌC BÁCH KHOA HÀ NỘI ---***---

Marketing management Marketing plan for PLATINUM CINEPLEX In Ha Noi Teacher : MBA Nguyễn Tiến Dũng Class : VUW 10A Student : Cún Ngọc Anh

20118303

Đào Hoàng Giang

20118396

Lê An Hà

20118402

Nguyễn Thị Mỹ Hạnh

20118646

Trần Thu Hằng

20118424

Nguyễn Thị Thảo

20118578

Ha Noi 4/2014 1

Content Table of Contents I. Executive Summary ........................................................................................................ 3 II. Situation analysis............................................................................................................ 3 2.1 Market demographics............................................................................................... 3 2.2 Competition ................................................................................................................ 4 2.3 Platinum Cineplex ..................................................................................................... 4 III. Marketing strategy ....................................................................................................... 5 3.1 Mission ......................................................................................................................... 5 3.2 Target markets ........................................................................................................... 6 3.3 Positioning ................................................................................................................... 6 3.4 Objectives .................................................................................................................... 7 3.5 Marketing program .................................................................................................. 8 3.6 Market research....................................................................................................... 11 IV. Financial .......................................................................................................................27 4.1 Sale forecast ..............................................................................................................27 4.2 Expense forecast ......................................................................................................28 V. Control ............................................................................................................................30 5.1 Implementation ........................................................................................................30 5.2 Marketing organization ........................................................................................30 REFERENCE ........................................................................................................................31

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I. Executive Summary Film in general and cinema in particular is a potential market in VietNam, especially in big cities. Currently, there are more than 220 movie theaters, including 120 operating theaters and 100 screens enough quality. In fact, market business in Vietnam theater uneven development between the provinces. Specifically, the theaters in 2 major cities, Hanoi and Ho Chi Minh City accounted for over 80% of cinema across the country. Meanwhile, a number of other local theaters are sold or converted into other forms of business due to the number of viewers not enough to cover costs. Others have moved to invest in digital projectors to lure audiences back to theaters. Revenue in the Vietnam theater average growth of the market in about 20% -30% per year, this is one of the lowest numbers of cinema world. However, according to Mr. Brian Hall (2012), an average of a cinema in Vietnam meet the needs of 450,000 people to watch movies while in the U.S about 5,000 people. Demonstrate that the cinema market in Vietnam is currently a lot of potential.

II. Situation analysis

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2.1 Market demographics 2.1.1 Geographics - Hanoi is not only the capital but also the biggest city of Vietnam. It is the most important social- economic as well as cultural- educational centre. By leveraging the expansive reach of the Internet and multiple delivery services, Platinum Cineplex can serve a lot kinds of customers - The total targeted population is 2.4 million viewers 2.1.2 Demographics The female surpass the male with slightly figure Ages 5-44. The recreational viewers tend to cover the widest age range but focal customer section is young movie lovers who enjoy thrills, adventures and blockbusters. Of the viewers who are from the ages 15-22, almost attending at school or university. The adults viewers have a median personal income of 4 million VNĐ

2.1.3 Behavior factors - People enjoy movies as an intrinsically favorable leisure activity - People spend money on experience from exquisite image quality and authentic sound systems 3

- People follow the leading trend, always update the lastest film production. 2.2 Competition Recognizing this potential has evolved Platinum cinema systems with high quality, create a strong impression and attraction in Vietnam, especially for groups of students / pupils and those who go to work. Under pressure from Platinum, the private theater business in Vietnam as CGV (Megastar), Lotte Cinema and gradually started moving upgrade their cinema system. Currently in Hanoi, CGV and Platinum is now fierce competition top spot. While CGV Cinema has only 2 theaters, the Platinum extended its theater system with 4 theaters numbers. However, consideration of coverage in Vietnam, CGV (Megastar) has more than a total of 13 cinemas in cities: Hanoi, Hai Phong, Da Nang, Ho Chi Minh City. Ho Chi Minh City and Bien Hoa.

2.3 Platinum Cineplex 2.3.1 Introduction Platinum is a brand Cineplex cinemas are protected and the introducted by Multivision Pictures (MVP), Indonesia. In Indonesia, MVP is a media and entertainment company, founded and operated by Mr. Ramm Punjabi, a prominent worker in Indonesia, world cinema Bollywood (India) and even in the United States. Currently Platinum Cineplex was in Indonesia, Malaysia, Thailand, Laos, Cambodia, India, Vietnam and is about to expand to Sri Lanka and Australia. For the first time appeared in Vietnam in 10/2010, so far, Platinum Cineplex has launched 4 modern cinema, which has two cinemas at The Garden and the Long Bien Village. If the first two multiplexes audiences served areas northwest and northeast of Hanoi, Platinum Cineplex is going to "siege" Southwest and Southeast Capital, the cluster continues to launch 2 new theater in Royal City Commercial Center (72A Nguyen Trai) and Times City shopping center (458 Minh Khai). Accordingly, each Cineplex Platinum Cineplex is a combination of three to seven medium and large rooms, with a maximum capacity for up to thousands of visitors each day. Platinum Cineplex attract the customer thanks in part to its unique design and eye-catching of the cinema. European modern style is expressed through the walls cleverly brings subtle color and elegance, poster and trailer for the film to be shown everywhere from the lobby to the hallways or aisles, giving the audience feel new and wonderful from entering the theater. All Platinum Cineplex cinemas are investing in sync with massive funding, equipment and the most modern techniques today: Polar big screen in high resolution 4

and screen brightness beyond Exceptional, exquisite image quality according to international standards and sound systems Dolby Digital 7.1 surround. The screen theater with international standard slide film from many different formats such as 3D, 2D Digital, 35mm .. 1.3.2 SWOT analysis STRENGTHS - In-deep industry experience and insight - The use of a highly efficient, flexible business model utillizing direct customer sales and distribution - Located in the planned commercial centre - Creative, practical product designers bring fresh feeling to customers - Abundant and stable capital - Simultaneous investment with the most modern equipment - Suitable ticket price WEAKNESSES - The difficulty of developing brand awareness as a start-up company OPPORTUNITIES - Participation within a growing industry - People tend to spend more money on leisure - Decreased product costs through economy of scale - The ability to leverage other industry participants’s marketing efforts to help grow the general market THREATS - Future and potential competition from an already established market participant - Technology development, the advent of smart TV that can bring interesting experiences - A slump in the economy that could have a negative effect on people’s spending of discretionary income on recreational products - Competition from other forms of entertainment

III. Marketing strategy 3.1 Mission Platinum Cineplex aims to bring to movie lovers the most up-to-date and quality movies, come with finest services and convenience, satisfies the needs and passion of those who love the 7th art; offers friendly experiences like nowhere else offer and to

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create a great working environment for staffs as well as bringing promiseful profit to investors and stockholders. 3.2 Target markets In Vietnam, from now to 2020, Platinum Cineplex will present brand new cinema complexes within almost all the crucial cities across the country, ranging from the North to the South. The company aims for young and dynamic movie lovers and families. 3.3 Positioning With its powerful market developing strategy, careful investments in equipment and brand new complexes, Platinum Cineplex will position itself as one of the top cinema chains in Vietnam, leading the industry and bring a new breeze into the culture of enjoying movies, being the ideal place for Vietnamese young movie lovers.

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3.4 Objectives MARKETING OBJECTIVES • Maintain and strengthen the current image of a cinema system that meets international standards, showcasing best-sellings and latest blockbusters, dedicated to bringing user-friendly experience as well as quality service for customers.

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• Attract customers to theaters by purchasing and showcasing the latest blockbusters of premium quality. • Get the targeted customers to come to the cinemas more often and likely to invite new customers as well. • Continue to maintain its position as one of the top cinema systems in Vietnam and aim for gaining even more customer, winning 1/3rd of the growing Vietnam cinema market. FINANCIAL OBJECTIVES  Increase the profit margin by 5% per quarter through efficiency and economy of scale gains  Maintain a significant research and development budget  Achieve a double to triple digit growth rate 3.5 Marketing program Platinum Cineplex concentrates on these following strategies:  Product strategy  Price strategy  Promotion strategy  And attracting more patrons by showing newest movies, plus great promotions PRODUCT STRATEGY:  Platinum Cineplex is concentrating more on the 3D slope, buying and showing more 3D movies, as 3D is the new trend.  Showing all first-run and blockbusters in Vietnam  It is also investing in one of its new selling point which is the Platinum Lounge. Platinum Lounge is a new feature which was introduced by Platinum Cineplex in 2013. These are brand new complexes with VIP leather configurable, extra legroom seats, with fewer seats in a room, private staffs who serve single pair of seats, extra leather footstall AND free food and drinks. The Lounge shows only newest 3D movies. For now Platinum Lounge is only implemented at Vincom Royal City Mega Mall, but in a few years the feature will be implemented in every single complex across the country.  Constantly upgrades equipment and facilities.  Additional services: o Concession stand: serves food and light drinks, sell movie accessory combos. 8

o Waiting tables across the hall: where movie goers can relax and enjoy drinks, chat with friends about new movies and have a good time.  Additionally, Platinum Cineplex also leases conference rooms for enterprises to hold meetings and events. PRICE STRATEGY  Platinum Cineplex sets the price for movie tickets at the average compared to competitors’s to assure competing fairness but still gains profit.  Student support: 10.000 VND discount for students who bring student ID/card, applied for tickets bought on Mondays and Wednesdays, before 5PM.  Special Thursday: 15.000 VND discount for tickets bought on Thursdays, to boost sale in midweeks. PROMOTION STRATEGY Platinum Cineplex constantly holds pleasant promotions to captivate cinema-goers.  Special Couple’s Day promotion, Special Thursday promotion  Student promotion  Happy Birthday Program: designed for Platinum Friend & Platinum Best Friend Card holders  Other occasional promotions PEOPLE  Biannual staff trainings  Themed uniform modifications PHYSICAL EVIDENCE  Facility: All the complexes registered under the name Platinum Cineplex are professionally designed and constructed under strict supervision, meet up with international standards. The box offices, the concession stands, the halls are all fascinating. The whole complex gives off a Hollywood vibe. Complexes are constructed on massive area, consist of 1000 seats on average. Sound systems are up-to-date, all upgraded to the latest standard – Dolby Atmos. Technical systems are supervised by experts from Warner Bros Ent. Platinum Cineplex is still expanding its scale, aiming to be present in all crucial cities across Vietnam.  Official website: o Dual language option o Simplified and customer-friendly 9

o Helpful with all the information customers seek for: movies showing or to be shown, showing time, ticket prices, promotions, hotline.  Environment: o Hallways and cinema rooms are constantly cleaned thoroughly throughout the day, right after every shift. o The air is regulated and kept fresh all the time, comforting movie-goers. PROCESS  Parking: Movie-goers come to Platinum Cineplex will park at parking section of the mega malls, which are located right under the buildings. These sections are very large, easy to park. There are elevators in each section so it is very convenient for customers to immediately get to the cinema from the parking sections.  Booking: Customers can access the official website and see trailers, check ticket prices, showing time and book tickets easily with just a few clicks, which is very convenient.  Waiting tables: Before the showing time, there are waiting tables set across the hallways where moviegoers can freely sit and relax, and maybe enjoy a drink with a friend while having a quick chat.  Showing time: The cinema often shows the movies about 5 to 10 minutes later than schedule. This is to help ensure that the customers don’t miss a single moment of the movie they come to see. MAJOR MEDIA  Official website: https://www.platinumcineplex.vn  Facebook sub pages: o https://www.facebook.com/PlatinumCineplexVietnam o https://www.facebook.com/PlatinumCineplexNhatrang  PrintAD: Hoa Học Trò, Phụ nữ Việt Nam, Thế giới học đường, Sinh viên Việt Nam, Thanh niên…  Online website: kenh14.vn, yeah1.com, hoahoctro.vn, zing.vn…  TVC: Yeah1, YanTV 10

 Activation events

3.6 Market research 3.6.1 Survey

SURVEY LEVEL OF CUSTOMER SATISFACTION ON PLATINUM CINEPLEX CINEMA o o

o o o o

o o o o o

o o o o

o o o o

1.Gender Only 1 answer Female Male 2. Are you? Only 1 answer Under 16 years old 16-25 25-35 Over 35 years old 3. What do you do? 1 answer Student Part time job State Employment Administration Private Employment Administration Jobless 4. Which cinema do you think first when referred to cinemas? 1 answer CGV Platinum Cineplex Lotte Cinema National Cinema Center (NCC) 5. Which cinema have you been to see movie? you can select multiple answers CGV Platinum Cineplex Lotte Cinema NCC 6. Which cinema do you usually go? 1 answer 11

o o o o

o o o o

o o o o

o o o o o o

o o o o

o o o o o o o o

CGV Platinum Cineplex Lotte Cinema NCC 7. What time do you often go to the cinema 1 answer 9AM -2PM 2PM -6PM 6PM -9PM After 9PM 8. You go to the cinema with: more than 1 answer Relatives Lover Friend Alone 9. How do you know about Platinum Cineplex ? More than 1 answer Family Friend Press Leaflets Internet Do not know about it 10. Which days do you usually go to cinema? more than 1 answer Special thursday Weekends Holidays Weekdays 11. What sorts of movie do you enjoy? more than 1 answer Action Adventure Comedy Emotional Fiction Animation Horror Detective 12

o o o

Psychology History Another 12. How much do you concern about Platinum Cineplex 1 2 3 4 5 None

very interested

13. What cinema do you think it the best quality after the following criterias ? Platinum CGV Lotte Cinema NCC Cineplex Quality of movie Theater distribution system Fares Waiting room Area theater Distance between the rows of seating Sound and Lighting system Power movie The level of movie updates Information, Advertising Promotions The service attitude Food and beverage service Entertainment 13

CGV

o o o o o

Platinum Cineplex

Lotte Cinema

NCC

services bundled (games, cafe ...) Parking service Toilets General Hygience 14. What promotions of Platinum Cineplex do you like most ? 1 or 2 answers Discount tickets Built-point girfs Discounted food and drink Buy one ticket. get one ticket Loyalty 15. What services do you want Platinum Cineplex to enhance and provide?

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3.6.2 Result 1. Gender: 60 % female, 40 % male

2. Age

3. Job

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4. Which cinema do you think first when refer to cinema?

5.Which cinema have you been to see a movie?

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6. Which cinema do you usually go?

7. What time do you often go to the cinema?

8. Who do you go to the cinema with

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9. How do you know about Platinum Cineplex ?

10.Which day do you usually go to the cinema ?

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11.What sort of movie do you enjoy ?

12.How much do you concern about Platinum Cineplex ?

1 : Not concern 5 : Very concern 19

13.Please choose/ select the most qualified cinema with the following criterias ?  Quality of movie

 Theater distribution system

 Ticket’s price

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 Waiting room

 Theater area

 Distance between the rows of seating

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 Sound and lighting system

 Showtime

 Movie update

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 Information, advertising

 Promotion

 Service attitude

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 Food and beverage service

 Entertainment

 Parking service

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 Toilets

 General hygience

14. What promotions of Platinum Cineplex do you like most?

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15. What services do you want Platinum Cineplex to enhance and provide? . Increasing seats . 3D movie . 5D movie . Enhancing quality movie . Selling sneaker

1. Customer characteristics: mainly women, ages 18-35, mostly students or office worker. 2. 1. Ranking of Platinum: : A survey 4 major theaters and the most popular in Hanoi today , we found Platinum ranked No. 2 in the customer's choice , led by CGV , Platinum is followed Lotte Cinema and national cinema center. 24 %respondents selected theaters Platinum is often (CGV ( 33% ) 33 % customers rated Platinum has the best quality ( CGV 49 % ) 29 % customers rated Platinum has the best seats. 33 % customers have received quality Platinum promotions most attractive. 3. . Habits customers : Sort of movies attract the most customers : action , comedy ,...