PVR company Ltd .

( Introduction)

PVR Ltd. (PVR) is within the business of film exhibition. the corporate engages in in-cinema
advertisements/product displays and in-cinema sale of food and beverages.The company has
Cinemas and screens contact Delhi, Faridabad, Gurgaon, Ludhiana, Ghaziabad, Mumbai,
Bangalore, Hyderabad, Chennai, Lucknow, Indore, Aurangabad, Baroda, Allahabad,
Chhattisgarh, Ahmedabad Latur and Raipur. the corporate operates a movie distribution and
production business through PVR Pictures Limited, a subsidiary of the corporate still as
subsidiaries that include CR Retail Malls (India) Private Limited and PVR bluO Entertainment
Limited. the corporate was incorporated on April 26, 1995 and has its registered office located
in national capital.

Product categories and features:

PVR Cinemas operates as a multiplex and is the most popular one in India. The
company realised the potential of innovative technology and hence operated
and developed state-of-the-art multiplexes.

These offered qualitative and superior ambience and were able to draw crowds
in droves because of novelty. PVR Cinemas used updated technology systems
like Xenon Technology, Digital-Cinema Technology and Dolby Stereo-Sound-
System. It was able to earn exclusive rights for numerous screen blockbusters
from well-known distributors like 20th Century Fox and Warner Brothers.

PVR Cinemas operates single-screen, double-screen and multiple screen

theatres and offers luxurious seating arrangements and comfortable viewing
with best food options. PVR Cinemas is also involved in distribution and
production of Hindi, English and regional movies. It has entered into partnership
deals to manage and operate coffee shops, pubs, food courts and setting up
and running of ice-skating rinks, karaoke centres and bowling alleys.

Service quality and features :

1. The core benefit is the MOVIES that the customer comes to a

cinema hall with the attendant experience of PVR cinemas .Thus
 we can say the following are the expected product in the case of
PVR.

• Luxury cinemas

• Bulk cinemas

• Parties at PVR

2. In the case of PVR they make use of all their tangible elements to
prove to the customer that the movie tickets are worth the price
they are paying for it.

3. Prices that originally started at rupees 125 for evening shows and
Rs 90 for morning shows have gone up rupees 150 and RS 100
respectively .

4. PVR priya has slightly different pricing system which varies from
Rs 45 to Rs 150 for different slabs of customer .

5. The pricing at elite PVR cinemas such as PVR Europa is Rs 160

and 750 for gold class tickets.It offers superior ambience ,
environment , sitting, viewing etc.

6. The seats are relaxing as promised .

7. There is no flaw in the quality of goods .

8. Munches are properly served as promised .

9. The server know about all the combos .

10. The sales person gives the ongoing reviews of the movie .

11. The gate person guides the right seat

12. The attendant are available whenever required .

Product mix of PVR Ltd CO.

Product name Year Product mix (%)

 Income from films 2020 52.55

Beverages And food 2020 28.79

Income from 2020 11.43

advertisement

Other operating 2020 0.57

revenue

IMC tools and strategies:

Promotion within the marketing mixture of PV R cinemas:

Advertising and marketing are two important aspects in relevency services.PVR

cinemas incoprates a strong brand equity amd recall it’s implemented several
promotional activities to form a positive brand awareness within the consumer
market.It uses medium to realize exposure and make a market place for its
products.

Cinemas advertises its multiplex theatre via informing the general public about
its numerous shows and their timings.

Latest schedules are updated on regular basis to stay audiences responsive to the
changes. New developments are instantly communicated via press releases. PVR has
collaborated with Airtel, a cellular brand to organise contests that need customer
participation. Both brands gain immensely as they provide free tickets to lucky customers.
As a part of promotional activities, PVR Cinemas hosts several launch parties for its
movies and invites famous movie stars.
• PVR leadership in cinema advertising is so profound that it’s total advertisement
sales equals the total advertising revenue of its competitors .
• It has the massive Market presence covering cities .
It has a network of 95 theatre with 408 screens atleast.in PVR cinemas through slideshow

Why PVR cinemas ads through release My Ad?

Release My Ads makes cinema advertising an affordable and simple affairs , we
can now easily advertise on screen in

• PVR as a brand indulges into print advertisement’s on every Friday giving out the
latest time schedule .

• Any new developments are communicated to the customers via press

releases.

• They are also in collaboration with the cellular services like Airtel which have
SMS and win contests which promotes both brands significant and give out
free tickets to the lucky customers

• PVR hosts various premiere show with leading movie stars visiting the cinema.

• PVR has no other channels of distributions as their services are sold solely at their
chains .

Strategies adopted by PVR Co Ltd .

• It was the first cinema company to introduce computerized ticketing through

use of international box office software in its cinemas.

• First cinema to accept the credit cards in India against tickets .

• First to offer cinema tickets with online mode on the internet with online
payment gateway for payment .

• PVR was the first to install surround sound and Dolby in Delhi.

• Gurgaon 7 screen megaplex is equipped with the latest THX approved sound
system for the real life sound effects and the state of the art Xenon based
projection technology .
 Employees are internal customers.

• 30 employees at the corporate level .

• 50 -60 employees at each cinemas headed by the senior general manager .

• For the customer convenience the nature of all employees is very friendly,
informed , reliable , soothing , cheerful and youth like .

Therefore the audience can easily relate and communicate with them .

Segmentation :

• PVR cinemas has approx 22 million movie goers per month .

PVR segmented market as :

• Demographic segmentation- as per agr income and education.

• Phychographic segmentation -as per movie goers are people with high
resource and can be classified as ‘experiencers ' who seek variety and
entertainment and spend comparatively high promotion of income on
fashion entertainment .

• Consumer behavioral segmentation- usage rate 1/3 of the population

Attends the movie one or more times per month.

Positioning:

• Positioned as premium class .

• Premium positioning affects the customer perceptual positioning .

• PVR comes as a superior brand in terms of cinemas viewing as well as the

experience.

Recent campaigns of PVR

 PVR recently ventured into the Sri Lankan market. What’s the strategy there ?

• Sri Lanka is one market which while we have crossed the boundary, behaves quite
like South India. It’s about 40 minutes away from Chennai, consumers use 3-4
languages in terms of content and we felt it would be good to venture as the place is
completely starved of not only entertainment but also movies and multiplexes. We
wanted to take the first-mover advantage. We signed two properties, one will open in
10-12 months’ time.

What is the digital marketing strategy of PVR like?

• First and foremost the total number of tickets sold online is now 60% which
clearly defines that the focus on digital is getting only sharper.

• What is also extremely encouraging is even in tier 2, this online penetration of tickets
is as high as 45-50 percent, which clearly shows that people are willing to pay more
for convenience of booking tickets at home.

• As time goes by, the spends will have to go higher. While this was the first burst, we
did a lot on television but the kind of traction we have seen coming through digital is
phenomenal. Next time we come up with a campaign, I think it will be clearly a 50-50
divide between digital and TV.

PVR Pictures launches #BeTheCommuter campaign to promote

cleaner air

VR Pictures, the distribution arm of the largest cinema

exhibition company in India, declares 17th January
2018 as ‘The Commuter Day’ in sync with its latest
Hollywood release the Liam Neeson action thriller “The
Commuter” coming to cinemas this friday. Taking this
opportunity, PVR Pictures launches #BeTheCommuter
campaign with an aim to promote clean air and curb
pollution.
 PVR cinemas India ‘a leading film exhibition company ,has
introduced a new sub brand for tier II and III cities in India , called
PVR Utsav .

The campany has launched a new 3 screen multiplex under the

brand in Satna ,MP on Monday.

PVR Announces Crowdsourced Film Campaign -

#OuchTheCouch.

PVR Cinemas Elante Mall Advertising In Chandigarh Cinema

Advertising

PVR Cinemas Elante Mall Advertising in Chandigarh has more

Durability. PVR Cinemas Elante Mall Advertising in Chandigarh gives
more option of space to Advertise and it can easily provide more
information about product to consumers. PVR Cinemas Elante Mall
Cinema Chain PVR Cinemas Advertisement in Chandigarh is very
elegant and attractive. Therefore, it is most effective Advertising
option. PVR Cinemas Elante Mall Advertising in Chandigarh has a very
low cost per eyeball ratio. PVR Cinemas Elante Mall Advertising in
Chandigarh moves with the crowd catering to vehicular, pedestrian and
local transport passengers all at once.