Professional Documents
Culture Documents
Cinepolis India: Indian Institute of Management, Bangalore
Cinepolis India: Indian Institute of Management, Bangalore
Indian Institute of
Management, Bangalore
Customer Relationship
Management, Term 4
Group 02
Ambarish K. Sharma
Sambit Rath
1411213
1411262
Contents
The purpose of Study .............................................................................................................................. 1
Methodology adopted.............................................................................................................................. 2
Multiplex Industry in India & Cinpolis ..................................................................................................... 2
Cinepolis - from a business perspective .................................................................................................. 2
Challenges faced by the multiplex Industry ............................................................................................. 3
Strategy Followed By Cinpolis India ...................................................................................................... 3
Cinpolis Customer Loyalty Program(Club Cinpolis) ............................................................................. 4
Insights from the Interviews conducted ................................................................................................... 5
Our Recommendations ........................................................................................................................... 6
Website Improvement.......................................................................................................................... 6
Loyalty points on buying Food & Beverages ........................................................................................ 6
Targeting the Correct Customer Category ........................................................................................... 6
Promotions via Personalized Interactions ............................................................................................ 7
Personal Message & Emails ............................................................................................................ 7
Personalized Offers ......................................................................................................................... 8
Mascot................................................................................................................................................. 8
Increasing Food and Beverage Sales .................................................................................................. 8
Creating a Mobile app for ordering food ........................................................................................... 8
Pre-Ordering of Food while Booking Ticket ...................................................................................... 8
Selling Food based on Movie Themes ............................................................................................. 8
Offering Meals ................................................................................................................................. 9
Solving Employee Problems ................................................................................................................ 9
Rewarding Employees ..................................................................................................................... 9
Incentives......................................................................................................................................... 9
Growth Opportunities ....................................................................................................................... 9
Appendix-1 ............................................................................................................................................ 10
Methodology adopted
To understand the booming multiplex industry in India, a secondary data research was undertaken. Due
to the paucity of reliable sources and sufficient data, we also conducted a primary research which
involved an interview with the Unit Head, Cinepolis. Meenakshi Mall Bangalore and 16 Nos of Customers
who were waiting to watch movie at Cinepolis.
http://www.koimoi.com/bollywood-popular/india-needs-more-movie-screens-to-break-the-500-crore-revenueceiling/
the corporate philosophy and vision of the group to roll out 400 screens in India by 2017.2 According to
the Managing Director, Cinepolis, the mergers and acquisitions bring in synergies and widen the reach of
the company.3 4 Although the business is lucrative especially during the current times when annual
income of average household is peaking north yet the longevity and constancy of success of cinepolis
would depend upon its ability to distinguish itself among the generally loyalty neutral customers by
providing them an experience to cherish.
http://www.thehindubusinessline.com/companies/cinepolis-india-acquires-fun-cinemas/article6830181.ece
http://www.business-standard.com/article/companies/coming-soon-multiplex-boom-across-india115021101507_1.html
4
http://in.reuters.com/article/2013/11/20/multiplex-india-idINDEE9AI0FP20131120
3
http://www.business-standard.com/article/companies/south-india-dominates-regional-language-film-industry-report-114040201268_1.html
also provides latest and best 3D glasses and uses a sophisticated air conditioning system. It maintains
adequate leg space between seats to enhance customer experience. Also, the number of seats in an
Cinpolis theatre is nearly 10% less than that of its competitors so that customers can be comfortable
while sitting and eating.
from our interview we were informed that , Cinpolis uses a ticket management software Vista , which it
had updated from Showbiz budgeting and entertainment software. It regularly updates it from time to
time. It also uses ZenDesk along with Salesforce CRM software for its customer relationship management
activities6.
Cinpolis is also involved in a lot of promotional activities. It had started a campaign Buy ten and get one
ticket free offer and 111 Wednesday offer to attract customers. Cinpolis maintains its own website
for ticket booking and also allows customers to book tickets via third party websites e.g.
bookMyshow.com. But convenience charge of 15/- is charged if the ticket is booked via
www.cinepolis.com while for others the convenience charge in 30/-.
http://webcache.googleusercontent.com/search?q=cache:DHd1mxb6o1EJ:https://www.cinepolisindia.com/movies_
details.aspx%3FMid%3D10197%26RevId%3D16927%26view%3Dfullrev+&cd=6&hl=en&ct=clnk&gl=in
Our Recommendations
We studied the multiplex transactions and revenues for one week (appendix 1) and observed that the
sales rose during Wednesday when tickets were sold at an average price of 100/-. The contribution
percentage on Wednesdays remained higher than other days. This is because there is higher food and
beverage consumption during the Wednesdays. On the basis of our interviews and surveys conducted,
we came up with the following recommendations.
Website Improvement
The website of Cinpolis, India looks outdated and unpolished. It has to be redesigned and
properly marketed. The customers must be redirected to the website whenever possible and must be
exposed to the loyalty program. This is important as customer info is not available when customer books
from a third party site.
High
No Targeting
about the time at which the movies are to be watched and when the movies are being taken off
schedule. But again, customers should not be bombarded with SMS and should not be irritated.
Personalized Offers
Depending on the purchasing patterns, the customers can be given personal offers. Also, the most valued
customers can be given cards and offers on birthdays or anniversaries. For example, such as Buy one,
get one free and discounts on food & beverage can be considered.
Mascot
In order to attract & retain customers, and increase personal interactions it is suggested that Cinpolis
India should introduce a mascot like Cinpolis Mexico, which can attract young people. McDonalds and
RBC have their own mascots Ronald McDonald7 and Arbie8 respectively and have benefitted from the
same. Mascots can be a face of the company and gives human feel to the brand itself. Also, it helps
increase the brand image.
http://mcdonalds.wikia.com/wiki/List_of_McDonald%27s_characters
http://www.manyhattyreturns.com/2010/04/19/royal-bank-of-canada-mascot-arbie/
sell branded foods in the premises. We recommend them to sell food and drinks based on movie
themes such as, Popcorn with Batman or Baahubali Cake.
Movie themed merchandizes have been sold all across the world. Customers are likely to purchase
them because they can associate these with their favourite movie character. These merchandises do
not have a price point where customers can compare them. Multiplexes are better equipped to sell
such things as they have ample floor space .Many multiplexes all around the world have shops in
their premises as well.
Offering Meals
It has been seen that many customers who watch movies during lunch time or dinner time dont order
food. Instead they wait for the movie to end and have lunch/dinner outside. Hence, Cinpolis
can see this as an opportunity and can provide combo-meals within its premises. They can bundle the
same with tickets.
Appendix-1
Questionnaire
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