Unit 2 marekting campaign level 3 btec business PDF

Preview

Summary

Activity 1- rationaleIn this document I will be discussing the pop up cinema event, starlight classics, which is portable or transitory cinema, usually set up in a park, beach and many other tourist/ popular attraction grounds as many people are aware of these grounds they are more likely to visit. ...

Description

Activity 1- rationale In this document I will be discussing the pop up cinema event, starlight classics, which is portable or transitory cinema, usually set up in a park, beach and many other tourist/ popular attraction grounds as many people are aware of these grounds they are more likely to visit. These can be set up anywhere indoor or outdoors, pop up cinemas can be recognized from normal cinemas such as odeon, vue or cineworld. Marketing aims and objectives Every business requires aims and objectives in order for it to flourish. Aims and objectives are similar to one another yet very different as they help define where you want to be at the end. A business aim is the overall target or goal of the business whereas business objectives are the steps a business requires to achieve and meet its overall target. The business main aim is to maximise revenue over the main trending period of the niche market which could include objectives such as ; ● Expand the target market and bring customers under the age of 18 as mostly teens and above like to visit ● Increase the attendance of customers to screenings, over a certain period of time such as the summer holidays. ● The main focus are people with families or friendship groups as they like to visit in a bunch, making sure to relate advertisement to the specific audience and setting a target e.g gaining 15% more customers ● Set out a survey for the customers to find out there interests altering what needs to be changed for a better experience.

Research analysis During WW1 pop – movie theatre, particularly established in 1916 in Germany, was started. It is a temporary film which can be shifted from location to place. This is mobile, in other words. In social settings it is normally set-up outside. The 3 areas are sports fields, town parks and old industrial sites. In this case. This niche business differs from traditional cinemas. ❖ Technology : for a single film screening or series of screenings a mobile cinemas screen and the accompanying projection and sound system are installed ❖ Films shown: instead of only the most recent films releases , pop up cinemas prefer to display timeless classics or other popular contemporary films with (and may have watched several times) ❖ Physical environment : in terms of the location that can be used , the mobile and temporary existence of pop-up cinemas offers tremendous versatility. The range and selection of the chosen physical environment often adds value to the customer experience - e.g - showing ‘jaws’ by the sides of a large swimming pool (with mechanised ‘sharks’ swimming around the customers lying on their pool loungers) ❖ Seasonality : Although some pop-up cinemas run indoors (e.g. within museums, churches or other indoor venues), most screenings on the UK market tend to be more suitable for outdoor viewing venues in the summer months from early May to

early September. ❖ Capacity : Even though permanent cinema screens typically have a capacity of between 100-500 seats, a pop-up choice of venue may allow an even greater capacity to be provided (e.g. 1,000+) depending on the venue's physical layout, lighting and noise location limitations + screen size and sound reach. ❖ Additional added value: With "immersive experiences" specifically related to the film being screened, an operator like Secret Cinema adds value to the pop-up cinema experience and increases their sale rates accordingly!

Target market Most likely between the ages of 15 and 24, with 28% going to the age group. The gender distribution among 15 to 24-year-olds was comparatively similar, with 15% of being male and 13% female. Competitors The general competitors of pop-up cinemas, such as VUE and Odeon, would be ordinary cinemas. This is because the companies are more established, more popular and more rated in general. The online streaming services such as Netflix, Film4, Amazon Prime and NowTV are other competition companies that are currently taking over the industry. And other providers of online films. These companies offer a large variety of films and low-cost prices. Users also have access to and view movies everywhere. Pop-up movies are both about experience and a film. Increasing ticket prices will delay visiting customers as much as they want. Investing in VIP seating and higher than normal, as Starlight provides premium seats, will distinguish between standard and premium options to raise sales and differ consumers, which will persuade most customers to do the same with pear pressure of other purchasing goods or deals. Little organisations, like Cornwall, dominate the market – a miracle theatre, open-air films, and the niche market's main rival in the UK is Luna Cinema. The movies sell clothes, the clues are inflatable. Their ticket rates are common for £14, £16 and £18. What classics of Starlight would benefit, as the tickets are cheaper. Standard and luxury seats are also available from Luna. The premium tickets offer customers a first-class view and a cocktail from their exclusive 'Luna Bar.' They can be served without queuing as well. Any ticket is £2.50 off if more than 10 tickets are bought. In major cities, parks, beaches and traditional areas, Luna operates mainly. The other mobile UK cinemas will be Moonlight Drive-In, which is the biggest movie drive in Great Britain. All their shows begin at zero and later in order to make sure the business is dark. Skylight Cinema is a business that does not manage its own movies, but allows its clients to purchase their outdoor cinema equipment at £750 and other cinemas such as pop up screens, the nomad cinema , picturehouse , rooftop film club house , sundown cinema , lost lands cinema, secret cinema and many more.

Market size and structure Currently, due to its particular niche market, the market expands by 20 percent per year and offers several items, such as place and so on. This is a major plus for Starlight classics,

because many customers want to explore new films, particularly newcomers and the special theme of the "cult classics." Between 800-1000 screenings are held annually. Starlight classics plans to have 135 screenings in three separate locations, 45 in each of 6 months and 2 weeks, but 75 percent of the screening takes place in London, which ensures that Starlight classics would have benefit and rivalry when they are held in other locations. The size of the niche market is estimated to be 10 million pounds, with Luna movies as the key target demographic being from 25 to 35 years, of which about 20 to 25 percent is owned. The average female audience is 70 percent. In order to reach a different user base and target age, Starlight Classics must be target markets all the year round from 18 to 45. In order to expand the customer base, the organisation must also call on male men and women.classical films are more generally remembered and embraced by viewers aged 25 to 35 years, but that Starlight classics are in a position to change this by incorporating an excellent dress-up technique and playing games and contests in the film. Many bigger popup cinemas use public relations in the industry. Which agencies recruit to cover a region that exceeds the target community. The niche market is focused on physical and online sources. The website for example "Time Out," which lists all events new and upcoming. It is mainly used for event listing. Publicity is used; mailing lists which clases Starlight classics through social media posts. Upon users booking their tickets online, they can use their customer database. Flyers and so on. Furthermore the disparity between competitors and brand loyalty is considered poor, but with the Starlight Classics dressing technique it will boost brand loyalty, as not many cinemas offer such visual viewing. Average income from pop-up movies from tickets, food, and drink is £12,000 to £15,000. Added sponsorship and accessories. The largest number of locations was 774 in 2017 and the lowest was 644 in 2004. There is an increasing denotation of the market. There are also about 1 300 cinemas in the United Kingdom, of which 500 are pop-ups and 35 are successful content distributors. In 2014, in particular, there was over EUR 35 million in film events representing more than three percent of the overall revenue of the box office. As there are several businesses that are willing to offer consumer screening, the niche market overall is great. In some organisations only new releases are focused, while in others a series of films primarily screen old and more well-known and seen movies. The pricing strategy itself is obvious: the company is never in the position to sell the best product at the price, but when Starlight classics is the only company operating in the region, there is an absence of competition and consumers do not have a choice or are unable to choose. The cinema industry is dominated by; ● CineWorld - 25.4% ● Odeon - 24.3 % ● Vue dominate the entire cinema industry - 20.4 % ● Then others, like the niche pop-up cinema segment, own their national amusements 5.6% ● Picturehouse CineWorld - 2.3% ● Empire Cinemas - 2.2 % ● other 19.9 % of the market. While big businesses have power over the cinema industry, new entrants to pop-up cinemas such as Starlight classics have the advantage of being exclusive and offering various experiences such as dressing up. Doing operations and competitions during the film. Trends Outdoor screenings in the UK are quickly gaining popularity, and pop-up cinemas now offer a wide variety of environments. Romance is one of the main trends of pop-up cinema.

Appealing to couples and friends. Strengths ● ● ● ● ● ● ● ●

Entertainment is still in demand, even higher demand during the recession. A cheaper option for families Skilled and qualified workers to manage cinema activities Fresh and exclusive customer experience. The pricing policy that depends on the age and sales of the customers. Other packages, such as family passes, individual parties, schools, charities, etc. Areas which are in progress provide people with events. Brings in guests or tourists. Reservation service online.

Weaknesses

● ●

●

It is owned by conglomerates that may push small businesses to close digital films, costing more money for emerging technologies.· The price is set high, all consumers can arrive at the same time with traffic problems for parking. Which could be handled by employees and have individual and numerous exits and entrances. · Building a strong reputation and brand loyalty as businesses are run around the country.

Opportunities ●

Lack of competition because cinemas are all over the place.Interactive films with the customer.

●

Attendance to pop up cinemas is quite high

●

Fulfil customer experience by having a range of services.

●

Food products, additional accessories to gain revenue

●

Prices for tickets are more expensive than normal cinemas. Membership options

Threats ● Netflix, Film4, NowTV, Amazon Prime. ● Other styles of entertainment. ● Different weather conditions ● Competitive cinemas in the same city. · ● License restrictions ● External influences Political/Legal – Organisation must have a permit and license for screening and using a

particular area. The business has to adapt to laws made by the government. The marketing rules, laws of quality, and safety. Intervention and right of their employees. Wage legislations which is the minimum wage and overtime. Taxation. Economical – inflation may impact a company's business and their customers. As it affects purchasing the power and raw materials. It will also affect the exchange rate, cost of facilities. The rate of interest. All of these combined could affect the market as a whole, particularly at its growth. Social – Partnership between businesses, knowing what the customer expects from the organisation, their needs and wills. Seasonal aspects, which could affect the screening. For the reason of winter being extremely cold for outdoor settings, therefore the pop up cinemas have their screenings indoors. While in the summer its outside. Technological – The equipment used for the screenings need to be new, better technology. It needs to be mobile so that it may be moved around and set-up in different locations and settings. Support projection and surround sound Environmental – Tourism, agriculture, location, waste disposal, laws and energy consumption regulation all impacts the pop up cinema market and affects each business’s reputation. The stock management needs to be trusted.

Activity 2 - marketing campaign Budget The company's budget is £ 45,000, meaning that using various methods, the advertising produced for the company will change and extend. After the equipment was purchased, I used equipment that would be suitable for a mediumsized venue that is optimal for 150 participants. This will cost approximately £ 7150 · Projector-approx. £5,200· Compact projector for projection-approx. £ 400· Blu-ray and DVD player- £ 340 · Sound system (amplifier and speakers)-approx. This leaves the business with £ 37,850 for promotions. Advertising and marketing are required in order for the business to attract customers. I will organise the budget for ads over the six-month period using the budget above. It's broken down like this; · Leaflets-£ it's 110 to print 5000 leaflets, hiring a designer is £ 50 more, and it's going to get them around homes costing another £100. That means that the overall cost of 5000 leaflets is £ 260. The business would need about 100,000 copies for a big city, if not more. Plus, for the 3 separate venues, 3 designs will be needed. The overall expenditure now amounts to £ 32500. Using the same methods as the leaflets, the cost is rounded up to an average of £ 4000 pounds. For them to be based across the area. Leaving the budget as £ 28500· The domain would cost about £ 1000 to host a website for the origination, maintaining a constant server would cost about £ 500 a year, hiring a website designer will also be another £ 300. That adds up to 1800 pounds. The website will allow clients to book their tickets and will allow all clients to book their tickets.

Timescale For each event, Leaflet drop will be run every 2 months, so that consumers will know before the event occurs and when it happens, social media ads will be constantly shown to their users. Radio advertising will also be constantly played. Posters will be placed the same every 2 months with leaflets for each event out of the 3 events. 7ps Product – The products will be standard and premium tickets, along with food and drink and additional accessories. Place – will be sports ground, city parks and old industrial sites Price - food and drink prices will be high to gain revenue. Tickets are £10, and premium is between £150 and £500. Blankets are £5 pp and chairs will be £10 and £5 for cousins. People – Team of Staff which is trained which will help the customers and audience. Promotion – The Company will offer the bolt on services which will be hire of chairs and cushions to customers who bought cheaper tickets. Tickets will be bought online. Physical evidence – Staff will communicate with customers for any queries or problems Process – Contact us and live support on the website...